THE SOCIAL MEDIA LANDSCAPE IN AUSTRALIA

Social media landscape

If you ask different people,Whatis Social Media?...they will all give you a different answer... Social media is; Interactive Shareable Conversational Dynamic Many-to-many Traditional media is; Detached Difcult to share Promotional Static One-to-many

Social media landscape

My favourite denition:

social media is word of mouth on steroids

Social media landscape

The power is shifting back to the people

United Breaks Guitars

Click to watch video

United breaks David Carroll's guitar and makes little effort to compensate him. So David does what's natural to him: he makes a music video.Four days after the videos release, United Airline's stock price dropped 10%, costing stockholders over $180m in value. The video has had over 12 million views.

Social media landscape

In the social media world...

People are no longer targets for your marketing, they are part of your marketing

Social media landscape

Its complex!

Social media landscape

Social is emerging as a starting point for content distribution

Mary Meeker, The State of the Web, 2012

Social media landscape

We love social media

Australians are the most social media engaged audience in the world Australians spend more time on social media sites than any other nation Half of Australias population is on Facebook On average 5.9 hours per week are spent on Facebook 48% of Australian brands have a Facebook page with an average of 40k fans

Source: Nielsen, Interbrand, Facebook, 2011

Social media landscape

Frequency of using social sites

0% Everyday Most days A few times a week About once a week A few times a month About once a month Less than once a month Never
10%

5% 10% 15% 20% 25% 30% 35% 40%

30%

8%

5%

4%

3%

2%

38%

Average = 12.4 per month Source: Sensis Social Media Report, 2011

Social media landscape

Frequency of using social sites

14-19
Everyday Most days A few times a week Once a week Less than weekly Never Avg p/week 70% 15% 7% 1% 0% 7% 24.9

20-29
52% 20% 12% 6% 4% 7% 21.4

30-39
39% 9% 10% 6% 9% 27% 15.2

40-49
14% 11% 7% 5% 22% 41% 7.9

50-64
15% 5% 7% 5% 5% 64% 6.5

65+
5% 3% 5% 8% 10% 69% 3.1

Almost all of those aged under 30 (93%) are using social sites and the majority are using them everyday.

Source: Sensis Social Media Report, 2011

Social media landscape

Which sites?
0% Facebook LinkedIn Twitter Myspace Other 20% 40%
97%

60%

80%

100%

120%

9%

8%

4%

3%

Source: Sensis Social Media Report, 2011

Social media landscape

But there are a few new kids on the block...

Social media landscape

Who are they?

What does it do?
Its a fast, beautiful and fun way to share your photos with friends and family

Australian members

1,510,000

Virtual pinboard. Allows you to organise and share all the beautiful things you nd on the web. Fastest growing site in history.

650,000

Intregrated social networking and identity service from Google

377,550

Source: Social Media News, Oct 2012

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How can you use Instagram?

Just Car Insurance Instagram Cover Car Promotion

Click to watch video

Social media landscape

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Why would I use Google+

1. Maximise competitive advantage in SEO 2. Content distribution channel

Social media landscape

Social is directly tied to search results

Both people and pages and +1 counts show for logged-out users in search results

Social media landscape

Why do we use social media?

Reasons for using social networking
To catch up with family and friends To share photographs and videos To coordinate parties or shared activities To nd out about entertainment such as bands, shows or movies To play games To meet new friends To follow or nd out about businesses To nd people with the same interests To research holiday destinations or travel offers To research products or services you might want to buy

Total
93% 56% 32% 26% 24% 18% 15% 14% 12% 12%
Source: Sensis Social Media Report, 2011

Social media landscape

What do they want from us?

0% Discounts Give-aways Invitation to events Product information Coupons Information about brand Feedback forums None of these
45%

10%

20%

30%
57%

40%

50%

60%

41%

41%

36%

32%

32%

30%

Source: Sensis Social Media Report, 2011

BUILDING A SOCIALLY ENABLED BUSINESS

Socially enabling your business

Five pillars you need to cover

1. SOCIAL STRATEGY - Social strategy and opportunity identication - Development of social bespoke programs and campaigns 2. SOCIAL MONITORING - Listening reporting and insights - Development dashboards - Campaign reporting 3. COMMUNITY & CONTENT - Community management and moderation - Identifying inuencers - Issues management - Content strategy and planning - Content scheduling 4. GOVERNANCE & TECHNOLOGY - Development of social guidelines, response frameworks, crisis frameworks and SLAs - Social monitoring, management and reporting platforms 5. EDUCATION & INNOVATION - Development of educational material and sessions - Regular team communication and sharing - Education - Local and global trends - Competitive monitoring

Socially enabling your business

Social strategy process

LISTEN
- Identify conversation themes - Identify issues - Key insights

PLAN
- Create governance & SLAs - Key stakeholders - Training

ENGAGE
- Content scheduling - Management tools - Community management

AMPLIFY
- Distribute content - Campaigns - Build awareness of channels

OPTIMISE
- Reporting & insights - Learnings - Adjust strategy

Socially enabling your business

Key considerations
Social impacts all areas of your business Social helps amplify marketing and activity and conversions Customer service enquires are inevitable and require continuous optimisation Social is often used by customers as the channel of last resort Social helps reveal key business issues Community management and content development is resource intenstive Content is king - but it must be the right content Third part listening and management tools are essential Social media and content are going to play a greater role in determining search rankings

Socially enabling your business

Make people part of your campaigns

Just Car Insurance - Rate My Ride Social Media Campaign

Click to watch video

Socially enabling your business

What about f-commerce?

Most consumers dont see Facebook as a place to buy things...yet! JCPenney, Gap and Nordstrom all closed down their Facebook storefronts in favour of re-directing funds into traditional e-commerce channels For most businesses the ROI isnt there yet Generally, people prefer to talk about products on Facebook rather than buy products Perceived security is an issue - only 26% of consumers think Facebook storefronts are secure against fraud Its not all bad news, Australian fashion entrepreneur MIISHKA has built a sustainable business entirely on Facebook, generating 1,000 unique buyers in the rst six months

Socially enabling your business

and measuring ROI?

There is no uniform approach to calculating ROI from social media. In fact, most marketers dont know how to measure at all. However, there are a number of ways to quantify value from social media CUSTOMER SERVICE
- Deected contacts = (number of new queries) x (estimated deection rate) - Savings = (number of deected contacts) x (avg cost per call)

EARNED MEDIA
- Estimated value of social impressions - Estimated value of engagements - Impression benchmarking against paid channels

METRICS
- Referral site conversions - Leads generated - Sentiment index - Number of fans and estimated value - Engagement index

ACQUISITION/RETENTION
- Number of enquiries resolved - Number of customers saved - Number of customers acquired

WHOS DOING IT WELL?

Socially enabling your business

Telstra
STRATEGY: CUSTOMER SERVICE Local pioneers / innovators Buy in from the top 60 trained staff Cross channel / cross platform RESULTS: reduction in call volumes, combined with some of the lowest churn rates in the world for mobile and xed line services - David Thodey, CEO

Socially enabling your business

AAMI
STRATEGY: CUSTOMER SERVICE Leveraging from core brand proposition Buy in across the organisation 12 trained staff Marketing programs social by design AAMIs Rhonda goes viral RESULTS: High customer resolution via social media and signicantly increased reach and and engagement of existing marketing campaigns. Winner of Best Use of Social Media at 2012 AB+F Awards.

Socially enabling your business

DELL
STRATEGY: CUSTOMER SERVICE Social informs business decisions 3,000 trained staff, decentralised model Social certication program Cross channel / cross platform RESULTS: The sales benet to Dell of running a social media program runs into the tens of millions - Dave Rishi, Executive Director of Online

Socially enabling your business

But it took this for inspiration...

THE NOW INFAMOUS DELL HELL

Gizmodo published this photo of an exploding Dell laptop. The image spread like wildfire across the internet, causing Dell to eventually recall over four million laptop batteries. Dell eventually responded to the blogs, but it was the delayed response that put a cap on the period known as "Dell Hell." Should have responded sooner.

Socially enabling your business

AMEX
STRATEGY: CUSTOMER SERVICE & MARKETING ENGAGEMENT Small Business Saturday (now a movement) 2.8 million Facebook fans Surprise and delight program Listens and asks for feedback from community Strong integration between products and social e.g. couponless deals via Facebook and Twitter

Socially enabling your business

AMEX
SMALL BUSINESS SATURDAY - now a movement

Click to watch video

Socially enabling your business

AMEX
COUPON-LESS DEALS

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Socially enabling your business

The future of social media

Mobile Big data (business intelligence) Social Commerce Social CRM Shift to content marketing