Sustainable Social Media for Business - Trends, Tips, Tricks and Process for leveraging social media in a sensible, sustainable fashion for business.

1. Sustain Traders Oceania
Social Media
Session Presentation
18 October 2013
Digital Greenfields Pty Ltd
Social Media for Sustainable Business Growth – 18 October 2013 | Page 1

2. Overview / Agenda
Simple yet proven social media strategies that you can implement in your business today.
•
Trends
•
Insights
•
‘The Cast’
•
Asset Plan
•
Sustainability
•
Supporting Tools
•
Questions
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3. Trends
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4. Social Media for Sustainable Business Growth – 18 October 2013 | Page 4
Source wallblog.co.uk

5. Australian Social Media Landscape
Monthly Unique Active Visitors
September 2013
Trajectory
Facebook*
12,000,000
Slowing
YouTube
11,750,000
Plateau
WordPress
5,100,000
Growing
Tumblr
4,200,000
Plateau
LinkedIn
3,400,000
Growing
Blogspot
3,200,000
Declining
Twitter*
2,167,849
Growing
Instagram*
1,469,000
Growing
Flickr
840,000
Declining
TripAdvisor
830,000
Growing
Pinterest
510,000
Fast Growing
MySpace
230,000
Declining
Yelp
220,000
Plateau
Reddit
160,000
Declining
Google Plus*
75,000
Plateau
Source
StumbleUpon
73,000
Declining
socialmedianews.com.au
Foursquare
46,000
Plateau
*self reported or calculated from channel advised data
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6. Social Media for Sustainable Business Growth – 18 October 2013 | Page 6

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8. Insights
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9. Insights (Mega Trends)
Nearly universal literacy is a defining
characteristic of modern civilization.
Nearly universal authorship
will shape tomorrow's!
Denis Pelli & Charles Bigelow
A Writing Revolution
http://seedmagazine.com/
Where is a brand built?
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10. More Insights
Social Media Use and Behaviours
Australians are amongst the largest users of Social Media – 70+ percent reach, 7+ hours per month
Age is the largest correlation to use (Gen Y - 83%, Gen X – 70%, Boomers – 51%, Pensioners – 30%)
Gender influences use and specific channels (overall reach Females – 73%, Males – 64%)
English speaking groups have higher participation rates
Income not a strong correlation (slightly higher at high and low income, although unemployed are lowest)
Education not a strong correlation, and neither is location (urban, regional and rural are all similar)
Profession has a significant correlation to channel preferences
Social Media users are likely to use more that one channel and multiple devices (esp. in Australia)
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11. More Insights (Consumer Preferences)
Australians use Social Media to search online for information relating to …
*2012 study by Nielsen and Marketing Magazine
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12. More Insights (Business Content)
Tutorials
Examples
Testimonials
Inspiration
Images
Staff
Store/Premises
Events
Awards
News
Thoughts
Products/Services
Advice
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13. ‘The Cast’
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14. Facebook (+ LinkedIn and Google+)
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15. Twitter
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16. Pinterest (+ Instagram and Flickr)
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17. Youtube (+ Vimeo)
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18. Blog (+ Forums and Seeding)
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19. Confusing?
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21. Asset Map
Short format
Core Channel
Supporting content
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Long format

22. Asset Plan (Online Business Channels)
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23. Sustainability
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24. Sustainability (Digital Natives)
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25. Sustainability (Utility)
Some reasonable objectives for a digital communications strategy…
CRISIS RESPONSE – Ensure that you have the structure and process (ears, eyes, voice) in case of crisis.
TRAFFIC – Increase target audience discovery of key online content.
BUSINESS – Have customers and prospects increase their business (sales).
REPUBLISH – Leverage the reach of current communications material.
INDUCTION – Provide product and business education for new customers, channels, partners.
REDIRECTION – Point audiences to appropriate content in other channels.
SATISFACTION – Increase the brand/product satisfaction of customers, employees, or other audiences.
EMPLOYEES – Demonstrate to employees progressive action and/or leverage their personal influence.
INSTITUTIONS – Provide specific channels to lift communication with government, regulators or other institutions.
ADMINISTRATION – Provide great administrative control over marketing and communication channels.
FOCUS – Understand audience segments to prioritize specific messages (news, announcements, sentiment)
FREQUENCY – Provide greater frequency in communication.
EFFICIENCY – Reduce print and other costly collateral production and gain re-use of existing content.
CAMPAIGN – Tailor campaign messages and leverage traditional advertising spend and reach.
RESEARCH – Increase understanding of specific audience or market segments and behaviour.
Program Model | Tone
DISCOVERY | ENGAGEMENT | INTERACTION
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26. Tools (How?)
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27. Tools (How?) … differences from ‘Personal Social Media’
PLAN Simple strategy and approaches for implementation of Social Media program for your business.
BUSINESS ONLINE TOOLKIT
PERSONA(S) Definition of target audiences to guide thinking, tone, strategy and measures.
LEXICON Know the language of discovery and conversion. What is the Language that that you want to own.
CONTROLS Template for editorial management – marrying content (lexicon) to audience and channel.
NETWORK Leverage your existing networks and strategy for progressive network growth online.
ASSET MAP Strategically informed model for selection and deployment of online assets (channels).
RESOURCING Plan for division of activity (internal and external) including content flows (re-use).
MONITOR Decide methods (timing) for publishing, monitoring, reaction, management and reporting.
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28. Plan
Some reasonable objectives for a digital communications strategy…
CRISIS RESPONSE – Ensure that you have the structure and process (ears, eyes, voice) in case of crisis.
TRAFFIC – Increase target audience discovery of key online content.
BUSINESS – Have customers and prospects increase their business (sales).
REPUBLISH – Leverage the reach of current communications material.
INDUCTION – Provide product and business education for new customers, channels, partners.
REDIRECTION – Point audiences to appropriate content in other channels.
SATISFACTION – Increase the brand/product satisfaction of customers, employees, or other audiences.
EMPLOYEES – Demonstrate to employees progressive action and/or leverage their personal influence.
INSTITUTIONS – Provide specific channels to lift communication with government, regulators or other institutions.
ADMINISTRATION – Provide great administrative control over marketing and communication channels.
FOCUS – Understand audience segments to prioritize specific messages (news, announcements, sentiment)
FREQUENCY – Provide greater frequency in communication.
EFFICIENCY – Reduce print and other costly collateral production and gain re-use of existing content.
CAMPAIGN – Tailor campaign messages and leverage traditional advertising spend and reach.
RESEARCH – Increase understanding of specific audience or market segments and behaviour.
Program Model | Tone
Short format
DISCOVERY | ENGAGEMENT | INTERACTION
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Long format

29. Personas
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30. Lexicon
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31. Controls
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32. Network
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33. Resourcing
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34. Monitoring
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35. QUESTIONS
… taking the next step …
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36. CLOSE
Thank you
David Warwick
BA MBA FAIM MAICD AACS
Online marketing, design, corporate communication and social media.
Clients include Bayer, Siemens, Nintendo, Westpac, NAB, Nufarm, CSR,
L’Oreal, Arts Victoria, CFA, Carlton FC, ProVision and the Victorian Government.
Qualifications include an MBA from Melbourne Business School and a Bachelor of Arts
(English and Sociology) from Monash University. Senior roles in web development,
corporate communications, design and technology industries since 1996.
Publications include Marketing Magazine, Technology Spectator and speaking engagements
on social media and digital marketing, including sessions for Sky Business News, KPMG,
Siemens, L’Oreal and a host of marketing and technology conferences.
david@wearegreenfields.com | Twitter @drwarwick | 0411 411 555
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