My presentation to BoQ (Bank of Queensland) customers on the Sunshine Coast on Wednesday 9th February 2011.

1. www.twitter.com/IAmSimonDell www.facebook.com/SimonDell www.slideshare.net/SimonDell

2. You can buy attention (advertising); you can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free.” David Meerman Scott

3. About Me and why I think I'm qualified to talk on this subject.. Director of TwoCents Group Creative marketing & advertising agency Branding Graphic Design Marketing Consultancy Advertising Campaigns Social Media Background Consumer behaviour FMCG goods Retail Promotions Social networking

4. What is social media? Accessible. Scalable. Interactive. Usability. Recency. Creation & exchange of user-generated content. Technology + social interaction = value

5. Social Media Illusions It's free. Build it and they will come. My customers want to engage with my business I don't have a message. Just for kids. It's the answer to my business woes. It can stand on its own as a communication tool. Fool-proof.

6. Some Facts About Facebook Founded by Mark Zuckerberg. Estimated personal wealth of $4 billion aged 26. 2nd most popular website in the world (Alexa.com) 500 million active users; if Facebook were a country it would be the 3rd most populated in the world 50% log-in on any given day Average user has 130 friends 500 billion minutes per month are spent on Facebook Average user is connected to 60 pages or groups or events Average user creates 70 pieces of content per month 70 translations available One million external websites are integrated with Facebook 70% users are outside US 7.7 million users in Australia; 44% male, 56% female Facebook accounts for 29% of all time spent online by Australians, In October 2009, Australian users spent 27.2 hours online - 7.55 of which were spent on Facebook,In the same month, Australian users uploaded 80 million pictures, wrote 32 million ‘wall posts’ and 45 million ‘status updates’. Australia leads the world in time spent on social media sites. "The web is at a really important turning point right now. Up until recently, the default on the web has been that most things aren’t social and most things don’t use your real identity. We’re building toward a web where the default is social.” Mark Zuckenberg

7. Important Facts About Facebook 7.7 million users in Australia; 44% male, 56% female Facebook accounts for 29% of all time spent online by Australians, Oct 09: Australian users spent 27.2 hours online - 7.55 of which were spent on Facebook, Oct 09: Australian users uploaded 80 million pictures, wrote 32 million ‘wall posts’ + 45 million ‘status updates’. Australia leads the world in time spent on social media sites.

8. Just for Young People? Top age demographics in Australia: 29.3% are 25-34; 28.8% are 18-24. 15% are over 45. Between April 2009 & May 2010, social networking use among internet users ages 50-64 grew by 88% from 25% to 47%. During the same period, use among those ages 65 and older grew 100% - from 13% to 26%. One in five (20%) online adults ages 50-64 say they use social networking sites on a typical day, up from 10% one year ago. Among adults ages 65 and older, 13% log on to social networking sites on a typical day, compared with just 4% who did so in 2009. 1 in 10 users ages 50+ now say they use Twitter or another service to share updates about themselves or see updates about others.

9. Why Is Facebook So Important?

11. People Trust Their Friends http://www.helphive.com/business-central/tag/customer-recommendations/

12. My Friends My info My Wall Adverts Chat

13. News Feed Navigation My friends Update Events

15. Send messages via an ‘update’

16. Insights available on follower profiles

17. Page can’t see personal details

18. Much more customisable

19. Linkable to actual locations via Facebook Places Pages are created by anyone or anything: Major brands Companies Celebrities Do NOT use a personal page as a business page: Facebook WILL delete you!

21. Linked to Places What we like

23. Geo-location

24. Develop offers

25. Smartphone required

26. Find out where your friends are

29. Control centrally

30. Individual deals

31. Loyalty deals

32. Friend deal

35. Why Do People Interact? 70% of fans don’t think that becoming a fan equates to opting in to marketing 40 percent to receive discounts and promotions 39 percent to show my support for the company to others 34 percent to stay informed about the activities of the company 33 percent to get updates on future products 30 percent to get updates on upcoming sales 29 percent for fun or entertainment 25 percent to get access to exclusive content 21 percent to learn more about the company

36. When Do People Interact? 65% access site when not at work or school: i.e. early morning or evening. CTR by sex: Female: 56% Male: 44% CTR by age: 13-17: 40% 18-24: 30% 25-34: 14%35-44: 10%45-54: 4%55-plus: 2% These numbers might be higher. ViTrue CEO Reggie Bradford explained in August, "If a site has 100 fans and your wall post gets five clicks, that's a 5% CTR. But if you assume only about 20% of those folks actually saw the post, it's really a 20% click-through rate.

37. Number of comments and likes per impression Number of times it appeared to an eyeball on your wall and wall of fans

38. ROI

45. The Result Of A Good Page

46. The Result Of A Good Page

48. Spent 45 percent more of their eating-out $ at DG.

49. Spent 33 percent more of their TOTAL $ at DG’s stores.

51. Average fan = participate with a brand 10 times a year + will make 1 recommendation

52. Active fan = participate 30 times + make 10 recommendations.Data from Syncapse & Rice University’s Jones Graduate School of Business

53. Insights

57. 12 Tips Have a Plan! Set Objectives! Know Your Message Help People Find You Constant & Relevant Communication Get Everyone Involved Listen! And Reply! “A vocal minority, but an audible majority” Be a Resource Welcome Page Develop Tabs BIG QUESTION: How often do I post?

58. Applications Applications are a massive growth area for Facebook pages http://tcrn.ch/12bestways Some of the best: MiproApps – customise your landing page Tabfusion NorthSocial Static520 PageModo Wildfire – quizzes, contests, coupons, sign-up forms Payvment – online shop

60. Events!

62. How Many Fans Should I Have? Dessert Gallery had 13,000 active visitors in a month and attracted 5% as fans on Facebook. Quality over quantity – Objectives? Aim is to build VALUABLE relationships, not just relationships “It’s more difficult to unsubscribe from a relationship.” David Almano If you focus on numbers, you’re missing the point.

63. Top Brands On Facebook Current Facebook YouTube Coca-Cola Starbucks Disney Oreo MTV Red Bull Skittles Converse All Stars Victoria’s Secret Converse iTunes Windows Live Messenger Pringles Playstation Monster Energy Zara http://fanpagelist.com

67. Super Butcher Pedigree Adoption Le Black Book Boutique Penguin Books Australia http://laurelpapworth.com/fanpages-list-of-top-100-australian-facebook-fan-pages/

71. Cascadian Farm is now the brand behind the game’s new organic blueberries crop Became available in the FarmVille Market in August 2010 Has been purchased by more than 1 million players for 20 credits each. In total, 310 million Cascadian Farm organic blueberries have been planted by FarmVille players. 100 credits = approximately AUD$11.00 $2.2million earned

72. Facebook Adverts Choose your landing page wisely. The rules of Pay-Per-Click apply to Facebook marketing! Make sure the offer matches the landing page. Include calls to action. Keep your offers up to date. Less is more when it comes to text/copy and graphics. Don’t be vague. Cute/clever doesn’t always come across right to customers who are are not inside your head. Contests may appeal more to social media users who aren’t in buying mode. Geotarget your campaigns well. Segment your campaigns by gender if necessary. Split test your ads Interesting images create clicks!

78. Is the investment worth it? Qualitative Data: the opinions. Quantitative Data: the numbers. ROI: the return.

79. How To WIN! Take It Seriously Objectives Don’t Be Boring Move Quickly Interactive. Invest Time; Invest Money Connect to Other Marketing Avenues Failed first time? Jump Back In Selective in Your Communication

80. "Advertising on the Web is less about just hitting someone with a message... It's about engagement." Mark Z

82. Agenda LinkedIn FourSquare YouTube Flickr Google Buzz/Wave The Others: Digg Meet-Up Gowalla & Yelp Orkut Quora Yahoo Answers – Facebook Answers ChatRoulette

84. 70 million members in 200 countries – bigger than the UK’s population

85. One new member every second

86. 50% of members outside the US

87. Executives from all Fortune 500 companies are members on LinkedIn

89. Just over one year old

90. 1.3 million users in June 2010; 2 million+ venues

91. Users your location to allow you to ‘check-in’ at venues; multiple check-ins allow you to become ‘mayor’ of a particular venue.

92. Various badges are awarded based on movements, visits and check-ins

93. Add friends and follow them

95. Ten minute and 2Gig limit on videos; partner accounts can get more

96. 103 million monthly UNIQUE visitors in May 2010

97. 24 hours of video uploaded every minute

98. 1.12 hours per month spent on YouTube every month

99. 5.8 billion videos streamed in June 2010 in US; 2 billion videos viewed PER DAY worldwide

100. 47% of the global internet population visited YouTube in April 2010

104. Buzz & Wave & Me Buzz Social networking intergrated into Gmail. Users can share links, videos and so on Nothing new, nothing original Wave More of an online software application Designed to intergrate email, instant messaging, wikis and social networking Numerous extensions Open source platform Google Me What’s next for Google? Rumours only a month old: http://techcrunch.com/2010/06/29/google-me-facebook/

105. Everything Else Digg Meet-Up (www.MeetUp.com) Gowalla & Yelp (much like Foresquare, Yelp is US only) Orkut (owned by Google, mainly used in India and Brazil, 100 million users) Quora (questions and answers) Icanhazcheezburger

106. Make Your Own Network Three types of companies Hosted solutions (see below) Downloadable software !00% personalised service Hosted solutions: Ning, KickApps, CrowdVine, GoingOn, CollectiveX, Me.com, PeopleAggregator, Haystack, and ONEsite Downloadable: phpFox Personalised: Social Platform Of these, Ning is by far the biggest – means ‘peace’ in Chinese 76,000 hosted networks KickApps – www.kickapps.com Use your own network as a platform for your website or business: http://techcrunch.com/2007/08/14/34-more-ways-to-build-your-own-social-network/