Social media has been largely misunderstood in the Australian corporate landscape. The words ‘social media’ bring both excitement and trepidation to many of Australia’s leading communications practitioners: excitement at the possibility of what social media represents and the ability to communicate with stakeholders in a more direct way than ever before; but trepidation at the thought of where to start, how, and what path is right for them. Much of the focus on social media has revolved around the channel’s use as a way to engage and entertain customers. A broadcast channel. A new way to market alongside traditional media channels. But this view generally only offers a short-term fix, and often a flawed one. Social media can be used to engage customers and do so effectively. It can also be used to uncover previously inaccessible insights about a specific stakeholder group, generate new business opportunities through network building and thought leadership demonstration, and improve business operations and processes beyond what has previously been possible. Intelligence, relationships, access and value. These are the social principles by which Social2Business was founded and why social media continues to emerge as a catalyst for not only communications but business success in Australia and across the globe. Social2Business is dedicated to helping organisations assess social media’s relevance to them, their customers and clients, and broader online stakeholders. And we have the smarts behind us to provide the solution through intelligence gathering, strategy development, training and education, influencer identification and engagement, risk mitigation and business process consulting. Whether you have just commenced your social media journey or need to assess whether you are investing your time and resources effectively, Social2Business can help you turn insights into business advantage.

1. Social2Business
Rethinking social media

2. Social media in Australia
• 65% of Australians use social media – almost 15 million people 1
• By 2017, social media will account for 68% of all customer
interactions (up from 25% today) according to APAC CEOs 2
• 86% of APAC executives believe a CEO’s presence on social media
enhances a company’s reputation 3
• 29% of SMEs have no strategy behind their social media activities 1
1 Yellow Social Media Report 2013 http://about.sensis.com.au/IgnitionSuite/uploads/docs/Yellow%20Pages%20Social%20Media%20Report_F.PDF
2 IBM CEO Study 2012 http://www.visiblebanking.com/57-percent-ceos-will-engage-customers-social-media-2017
3 The Social Executive 2013 http://webershandwick.asia/wp-content/uploads/2013/05/Social-CEOAPAC11.pdf
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3. The challenge
• Social media is still largely misunderstood in the Australian
corporate landscape
• Sometimes solely viewed as a broadcast channel
• Why do we need social? “Because everyone else is on social.”
• This short-term, tactical approach is often flawed
• Conversation is focused on generating ‘likes’ and ‘shares’
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4. What about business value, business development,
business improvement? How can social media help us
achieve genuine business outcomes?
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5. Changing our mindset
• We need to stop talking about social media tools and channels and
start talking about business outcomes
• We need to learn that adoption of social principles doesn’t mean
adding followers on Twitter but improving how we do business
• We need to understand social media can offer benefits like
improved operational efficiencies, enhanced stakeholder
intelligence and augmented product development
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6. It’s time to rethink social.
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7. Social2Business is different
We harness social media capabilities to:
• Uncover previously inaccessible insights about customers, competitors and
industry
• Generate new business opportunities
• Demonstrate thought leadership
• Improve business operations and processes
• Mitigate business risk and manage crisis situations
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8. Our belief
Intelligence, relationships,
access and value: we
believe social media is
much more than
engagement and branding
– it’s competitive
advantage.
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9. Our approach
‘Social media strategy’ does not mean having a presence across all
social media channels – we must understand how these activities lead to
real, positive business impact.
• Social strategy based on insight
• Aligned to business goals
• Targeted, efficient, effective
• Five-step proprietary process
Business &
Operational
Consulting
Stakeholder
Fascination
Channel &
Content Strategy
Training &
Education
Effective
Management
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10. Our services
Business & Operational
Consulting
• Social business
strategy development
• Social integration
feasibility studies
Stakeholder Fascination
• Stakeholder mapping
• Influencer
identification
• Competitor analysis
Channel & Content
Strategy
Training & Education
Effective Engagement
• Social media strategy
development
• Social Empowerment
Training & Workshops
• Social engagement
guidelines
• Channel development
• Paid media
optimisation
• Channel audit and
optimisation
• Platform-specific
workshops (e.g.
LinkedIn, Twitter,
Facebook)
• Content audit and
optimisation
Evaluation &
Optimisation
• Measurement
• Risk mitigation & crisis
preparedness
• Benchmarking
• Monitoring tool
evaluation and
selection
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11. Our solution
• Do you wish to clearly demonstrate the ROI of your social media
efforts?
• Do you want to surpass ‘likes’ and ‘shares’ and use social to fulfill
business objectives?
• Do you recognise the potential beyond broadcast?
• Do you see the value of bespoke, targeted strategic direction?
• Do you understand the opportunity social integration presents your
business?
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12. Contact Us
@rogerchristie
linkedin.com/in/rogerchristie
rchristie@social2business.com.au
+61 431 718 018
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