Social Media Success - Practice Success Conference

Social Media
SUCCESS

www.melkettle.com.au @melkettle
Monday, 11 July 2011

www.slideshare.net/melkettle


Doing what you have
always done will no
longer get you what you
have always got


“By 2011 90% of
your sales will
come from word
of mouth or
digital
promotion”

Seth Godin, 2009


Socialnomics 2011


Social media use
In Australia:
• Facebook - 10.4m users
• Blogspot - 5.6m
• Wordpress - 2.3m
• LinkedIn - 2m
• Twitter - 1.9m
• FourSquare - 63,000

June 2011, UAV, www.socialmedianews.com.au


Facebook facts
• 750m users worldwide (over 500m are active users)
• 50% active users log on every day
• Average user
• 130 friends
• Connected to 80 community pages, groups, events
• Creates 90 pieces of content every month
• 40% users aged 25 or under, 37% aged 35 or over
• Fastest growing category, women aged 55-65
• 40% follow a brand. 51% of these will purchase brand


In Australia
• Facebook - 19.3% pages viewed in Sept 2010.
Compared to 7.4% Google
• Average user spent 28 minutes and 58 seconds on
facebook
• 77% watched video content in Oct 2010 - 26% on
mobile
• 36% access internet via mobile phone in 2010
• 9% use their mobile phone to purchase
• 5% total retail sales online in 2010, increasing by 12%
on 2009
http://digitalmarketinglab.com.au


Business pages


Business pages
• Less detail than a personal page
• GREAT way for business to reach consumers
• Can advertise
• Can customise
• Make it interesting
• Add links
• Engage and listen to customers
• Monitor your page for spam
• Don’t use a personal page for business!


• Share where you are
• Connect with friends nearby
• Find local deals

Facebook deals
Try new things Get together. Find deals
with friends. Get rewards. on the go.


Analytics


Users


Twitter facts
• 200 million registered accounts
• 140 million tweets per day
• 460,000 - average no. new accounts PER DAY
• 27% log in every day and 37% log in via a
mobile device
• 52% update their status every day
• 52% women
• 25% follow a brand, 67% will purchase


Changing perceptions


From a health perspective
• Information
• Motivation
• Encouragement
• Show respect
• BE AWARE OF CONFIDENTIALITY


Who do I follow?
• Others in your industry

• Your clients

• Journalists

• People who might refer clients to you

• People who interest you! Food, wine, sport,
business people, celebrities...


What do
I say?


Listen


Be relevant
and interesting


Share


Congratulate
people

• 5. Congratulate people


Ask and
answer
questions


• 2. Let others know you are listening


Tools to make it easier
• 3rd party applications - Tweetdeck,
Hootsuite
• Mobile apps - Twitter, facebook
• Co-tweet
• Shorten links - bit.ly, tiny.url
• Add photos - twitpic, plixi.com
• Lists


LinkedIn facts
• A new member joins every second
• Over 100m members
• 56% outside of USA
• Nearly 2 billion people searches in 2010
• 80% of companies using LinkedIn as a primary tool
to ﬁnd employees
• 69 of the Fortune 100 companies use LinkedIn as a
hiring tool
• More than 1 million Company Pages

www.LinkedIn.com


Benefits
• A way of connecting with other
professionals
• Find, be introduced to and collaborate
• Join groups
• Be found for opportunities
• Recruitment - find a job, find employees
• Discover connections
• Give and receive recommendations


Me

My connections
= 692

2 degrees = 100,300+

3 degrees away = 4,175,000+


Groups


Recommendations


Jobs


Old communication was one-way


Now communication is two-way
And conversations are with many


Business is no longer B2B.

It’s no longer B2C.

It’s now P2P.

Person 2 Person.


Social media is:
• Instant
• Interactive
• Accessible
• Measurable
• User generated content


Social media is a
fundamental shift in
how we do business


4 P’s of Marketing


4 C’s of marketing
and social media...

1. Customers
2. Content
3. Channel
4. Community


Customers

• Customer is #1
• Know who they are!
• Go where they go
• Engage and converse with them


Content
• Content is king - words, video, photos
• Provide information that is valuable to
your customers
• Be consistent with content
• It’s not all white papers...


Channel
• Which social media channel is right for you?
• Go where your customers go - know your
target market
• Facebook is not for everyone
• What suits your personality?
• Time and money considerations


Community
• Engage with customers
• Encourage and provide tools for them
to engage with each other
• People WANT to interact
• Customer generated content - for
customers by customers in the way
customers want to receive information


Case Study: Michelle Bridges


• Australian personal trainer
• Trainer on tv show The Biggest Loser
• Online training program - 12 Week Body
Transformation
• Author of 3 best selling books


Facebook


Twitter


Forums


Personal plan


Video


YouTube


Blogging


What does this mean
for you?


• Engage and connect with your customers
• Get a greater online presence
• Gain greater brand credibility
• Be ahead of your competitors
• Be a part of the conversation - they are happening
about your business and your industry whether you
are there or not


How do I create a
social media
strategy ?


Social media does not
stand alone


Integrate it into ALL
your marketing


Promote yourself


Measure what you do
• Quality vs quantity - it’s not all about
numbers
• How often you engage
• Number and nature of comments
• Visits from links to your sites
• Sales or new opportunities or other business
beneﬁts
• Increased word of mouth


How to win...
• Take it seriously
• Choose the right platforms
• Do what you are comfy doing
• Be interesting
• Don’t just talk about YOU
• Move quickly
• Be interactive
• Invest time and money
• Integrate social media with all your
marketing

75% of SMEs
don’t have a
social media policy


What’s next???


Mobile communication


Mobile
• >250m facebook users access via mobile
• Mobile facebook users are twice as
active
• 15 billion downloads from Apple’s App
Store
• Geotagging - FourSquare, Facebook
Places


Teenagers prefer texting to talking


Source: http://blog.lab42.com/


Thank you.

@melkettle
www.melkettle.com.au

Social Media Success - Practice Success Conference

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