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Social Media Workshop




                        DIVISION OF MARKETING
Outline
1. Social media 101
2. Social media marketing
3. CSU and social media




                            DIVISION OF MARKETING
What is social media?




                        DIVISION OF MARKETING
Definitions
Social media
Websites and applications used for social networking
                           http://oxforddictionaries.com/definition/social+media
Social networking
The use of dedicated websites and applications to communicate
informally with other users, or to find people with similar interests to
oneself
                      http://oxforddictionaries.com/definition/social+networking




                                                             DIVISION OF MARKETING
Definitions cont.
Social web
Currently used to describe how people socialize or interact with each
other throughout the World Wide Web.
                                http://en.wikipedia.org/wiki/Social_web




(   Web 2.0
    Commonly associated with web applications that facilitate interactive
    information sharing, interoperability, user-centred design, and
    collaboration on the World Wide Web
                                       http://en.wikipedia.org/wiki/Web_2.0
                                                                              )
                                                               DIVISION OF MARKETING
All mean the same thing
 social media = social networking = social web = web 2.0


„Social‟ is the current dominant paradigm for using
the internet.




                                             DIVISION OF MARKETING
Social media is communication
Social media is conversation




                       DIVISION OF MARKETING
If it‟s online, its social media




                             DIVISION OF MARKETING
Maybe a better question is…
What isn‟t social media?




                       DIVISION OF MARKETING
The nitty gritty




                   DIVISION OF MARKETING
Technologies
               •RSS
               •Blogs – comment,
               share, tag, rate
               •Wikis
               •Proprietary technology
               •Data integration


                            DIVISION OF MARKETING
WUPHF?




         DIVISION OF MARKETING
Types of interactions
                   •Easy
                   •Participatory
                   •Conversation
                   •Sharing (bookmark,
                   review, rate)
                   •Collaborate/community


                           DIVISION OF MARKETING
Buzz words
             •Create
             •Animate
             •Share
             •Profile
             •Tag
             •Comment
             •Vote
             •Rate

                        DIVISION OF MARKETING
Websites
           Site        Size
           Facebook    600 million users
           Twitter     200 million users
           LinkedIn    100 million users
           Youtube     35hrs uploaded per minute
           Flickr      More than 5 billion images
           Foursquare 7 million users




                                 DIVISION OF MARKETING
Other social media site types
                •Bookmarking
                •Media aggregation –
                Digg
                •Daily deals
                •Location-based
                •Niche e.g. fitness,
                mommybloggers

                            DIVISION OF MARKETING
Why should I care?




                     DIVISION OF MARKETING
Social media is #1!
It is bigger than
•Porn
•Online dating
•Gambling
•… even Google!



                      DIVISION OF MARKETING
Social media revolution
•96% of millennials have joined a
social network
•1 out of 8 couples married in the
US met via a social network
•Ashton Kutcher and Britney
Spears have more Twitter
followers than the populations of
Sweden, Israel, Switzerland,
Ireland, Norway and Panama.



                                     DIVISION OF MARKETING
DIVISION OF MARKETING
DIVISION OF MARKETING
Social media is the future
                 •More than „what‟s hot‟
                 •Bandwagons will
                 change
                 •Shift in thinking
                 •„Social‟ is here to stay
                 •Social = human
                 •Think social now

                               DIVISION OF MARKETING
Everyone else is doing it
                •„Like us‟ and „Follow us‟ is
                mainstream
                •10 million Australians
                active on FB (50%). 6.6M
                check FB every day!
                •40% of Australian‟s online
                interact with companies in
                social media
                                DIVISION OF MARKETING
2010 Social Media Business
Benchmarking Study
•Before 2009, 40% of AUS businesses were participating in
social media
•During 2009, 60% of AUS businesses participated
•During 2010, 71% of AUS businesses participated
•During 2011, what % will participate?


•A global study recently found that 66% of companies will
be investing in Social Media Marketing in 2010

                                              DIVISION OF MARKETING
Same study – Aus consumers
• 86% read online consumer reviews about products, services or
brands
• 75% belong to a social media site
• 63% interact with others via social networking sites
• 59% have a profile on Facebook
• Twitter saw 979% growth in audience levels in 2009
• Australians are global leaders in the time spent on social media
sites



                                                    DIVISION OF MARKETING
Social media is our job
                 •90% indicate that social
                 media is important for their
                 business
                 •58% are using social media
                 for 6 hours or more each week
                 •Number 1 advantage of social
                 media marketing is generating
                 business exposure (88%)



                                 DIVISION OF MARKETING
Anyone still not convinced that
social media is important?




                         DIVISION OF MARKETING
Social Media Marketing (SMM)




                       DIVISION OF MARKETING
What SMM is NOT
             •NOT a new channel
             •NOT an advertising
             opportunity
             •NOT a campaign




                         DIVISION OF MARKETING
The back story
           •A call to action for businesses
           to understand the „new‟
           marketplace
           •„Markets have become
           conversations‟
           •A powerful global conversation
           has begun

                                DIVISION OF MARKETING
How do you market in social media?

                   It happens naturally:
                   •Conversations
                   •Recommendations
                   •Community
                   •Shared experiences
                   and ownership


                                DIVISION OF MARKETING
But what can a business do?
               •Stop thinking like a marketer;
               •Think like a publisher and
               socialiser
               •Look, listen, learn
               •Know your audience
               •Only then respond
               •Quality is no longer a
               differentiating factor
               •Authenticity is the only real
               unique message

                                  DIVISION OF MARKETING
Reality check: Influence!
                  1. Reciprocation
                  2. Commitment and
                     Consistency
                  3. Social Proof
                  4. Liking
                  5. Authority
                  6. Scarcity

                            DIVISION OF MARKETING
The law of social proof




                          DIVISION OF MARKETING
To influence in social media
1.   Give high-value content and be really nice
2.   Be consistent in your activity. Reward committment
3.   Show off followers
4.   Target specific audiences with the right message
5.   Dress for success. Use credentials
6.   Limit your offers
http://www.socialmediaexaminer.com/6-powerful-social-media-persuasion-
   techniques/
                                                       DIVISION OF MARKETING
Practical simple step approach
                1.   Listen
                2.   Establish voice
                3.   Plan
                4.   Connect
                5.   Content strategy



                              DIVISION OF MARKETING
Where in the marketing mix?




                       DIVISION OF MARKETING
http://www.hubspot.com




Traditional marketing (outbound)




                           DIVISION OF MARKETING
Inbound marketing (includes SMM)




                         DIVISION OF MARKETING
DIVISION OF MARKETING
SMM budgets
In 2010, budget airline Jetstar announced its
decision to redeploy 40% of its marketing
budget to social media

Reference:
http://mumbrella.com.au/jetstar-to-switch-40-of-
marketing-budget-into-social-media-21152

                                        DIVISION OF MARKETING
In 2009, 44% of large Aus businesses
reallocated budget to social media from…




Community Engine 2010 Social Media Business
Benchmarking Study

                                    DIVISION OF MARKETING
Among organisations wholeheartedly engaging
in social media, the majority say they will
allocate between 5 and 20 per cent of their
marketing budget in 2010 to social media.

Community Engine 2010 Social Media Business
Benchmarking Study




                                   DIVISION OF MARKETING
DIVISION OF MARKETING
Return on investment
               33% of all social media
               marketers want to know
               how to monitor and
               measure the ROI
               Reference: 2011 Social Media
               Marketing Industry Report,
               SocialMedia Examiner



                                DIVISION OF MARKETING
DIVISION OF MARKETING
Social media used by marketers




                       DIVISION OF MARKETING
SMM tactics




              DIVISION OF MARKETING
SMM tools
http://www.cmo.com/social-media/cmos-guide-
social-media-landscape




                                     DIVISION OF MARKETING
SMM challenges




                 DIVISION OF MARKETING
Loss of control
                  •Negative
                  •Unauthorised
                  •Not ours/theirs
                  •User-generated
                  •Not brand



                               DIVISION OF MARKETING
DIVISION OF MARKETING
How to manage
                •Which department is
                „social media‟?
                •Social media is not for
                marketing
                •What is the cost/ROI?
                •What is the cost of
                inaction?

                              DIVISION OF MARKETING
10 trends to watch for 2011
(Or „What the cool kids are doing)



                            DIVISION OF MARKETING
1. Video                7. Gamification
2. Ubiquitous geo-      8. Data. Visualized.
   location                http://feltron.com
3. Always-on consumer   9. Virtual influence
4. Content curation        impact
5. Cloud computing      10.Digital detox
6. e-Book readers



                                      DIVISION OF MARKETING
Gamification example
               “We believe that the
               easiest way to change
               people's behaviour for
               the better is by making
               it fun to do. We call it
               The fun theory”



                             DIVISION OF MARKETING
Social media at CSU




                      DIVISION OF MARKETING
2011 Online Marketing Plan




                       DIVISION OF MARKETING
Currently doing                     Planning
Focusing on 3 sites                    Action plan
Daily publishing content            Start blogging
Connecting                 Involve Contact Centre
Responding                          Create „portal‟
Listening                       Expanding (Flickr)
Creating presence                           Mobile


                                       DIVISION OF MARKETING
Facebook
6th most significant referring site of traffic to
csu.edu.au (April 2011)




                                             DIVISION OF MARKETING
Deferred campaign

Subscribe or „Like‟?
•14 subscribes
•52 „likes‟




              DIVISION OF MARKETING
Twitter
•http://twitter.com/#!/mentions

•http://twittercounter.com/compare/CharlesSturtUni/
3month/followers




                                       DIVISION OF MARKETING
Youtube
•21,000 total views
•40-50 views per day
•Discovery is 30% by youtube search, 26% by
youtube related videos, only 9% direct from
channel




                                     DIVISION OF MARKETING
Linkedin




           DIVISION OF MARKETING
How do we measure?
•Reach (followers, fans, views, members)
•Traffic (visits from social media to csu.edu.au)
•Conversions
•Buzz (mentions)

Monthly web activity report


                                          DIVISION OF MARKETING
DIVISION OF MARKETING

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CSU Social Media Workshop 2011

  • 1. Social Media Workshop DIVISION OF MARKETING
  • 2. Outline 1. Social media 101 2. Social media marketing 3. CSU and social media DIVISION OF MARKETING
  • 3. What is social media? DIVISION OF MARKETING
  • 4. Definitions Social media Websites and applications used for social networking http://oxforddictionaries.com/definition/social+media Social networking The use of dedicated websites and applications to communicate informally with other users, or to find people with similar interests to oneself http://oxforddictionaries.com/definition/social+networking DIVISION OF MARKETING
  • 5. Definitions cont. Social web Currently used to describe how people socialize or interact with each other throughout the World Wide Web. http://en.wikipedia.org/wiki/Social_web ( Web 2.0 Commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centred design, and collaboration on the World Wide Web http://en.wikipedia.org/wiki/Web_2.0 ) DIVISION OF MARKETING
  • 6. All mean the same thing social media = social networking = social web = web 2.0 „Social‟ is the current dominant paradigm for using the internet. DIVISION OF MARKETING
  • 7. Social media is communication Social media is conversation DIVISION OF MARKETING
  • 8. If it‟s online, its social media DIVISION OF MARKETING
  • 9. Maybe a better question is… What isn‟t social media? DIVISION OF MARKETING
  • 10. The nitty gritty DIVISION OF MARKETING
  • 11. Technologies •RSS •Blogs – comment, share, tag, rate •Wikis •Proprietary technology •Data integration DIVISION OF MARKETING
  • 12. WUPHF? DIVISION OF MARKETING
  • 13. Types of interactions •Easy •Participatory •Conversation •Sharing (bookmark, review, rate) •Collaborate/community DIVISION OF MARKETING
  • 14. Buzz words •Create •Animate •Share •Profile •Tag •Comment •Vote •Rate DIVISION OF MARKETING
  • 15. Websites Site Size Facebook 600 million users Twitter 200 million users LinkedIn 100 million users Youtube 35hrs uploaded per minute Flickr More than 5 billion images Foursquare 7 million users DIVISION OF MARKETING
  • 16. Other social media site types •Bookmarking •Media aggregation – Digg •Daily deals •Location-based •Niche e.g. fitness, mommybloggers DIVISION OF MARKETING
  • 17. Why should I care? DIVISION OF MARKETING
  • 18. Social media is #1! It is bigger than •Porn •Online dating •Gambling •… even Google! DIVISION OF MARKETING
  • 19. Social media revolution •96% of millennials have joined a social network •1 out of 8 couples married in the US met via a social network •Ashton Kutcher and Britney Spears have more Twitter followers than the populations of Sweden, Israel, Switzerland, Ireland, Norway and Panama. DIVISION OF MARKETING
  • 22. Social media is the future •More than „what‟s hot‟ •Bandwagons will change •Shift in thinking •„Social‟ is here to stay •Social = human •Think social now DIVISION OF MARKETING
  • 23. Everyone else is doing it •„Like us‟ and „Follow us‟ is mainstream •10 million Australians active on FB (50%). 6.6M check FB every day! •40% of Australian‟s online interact with companies in social media DIVISION OF MARKETING
  • 24. 2010 Social Media Business Benchmarking Study •Before 2009, 40% of AUS businesses were participating in social media •During 2009, 60% of AUS businesses participated •During 2010, 71% of AUS businesses participated •During 2011, what % will participate? •A global study recently found that 66% of companies will be investing in Social Media Marketing in 2010 DIVISION OF MARKETING
  • 25. Same study – Aus consumers • 86% read online consumer reviews about products, services or brands • 75% belong to a social media site • 63% interact with others via social networking sites • 59% have a profile on Facebook • Twitter saw 979% growth in audience levels in 2009 • Australians are global leaders in the time spent on social media sites DIVISION OF MARKETING
  • 26. Social media is our job •90% indicate that social media is important for their business •58% are using social media for 6 hours or more each week •Number 1 advantage of social media marketing is generating business exposure (88%) DIVISION OF MARKETING
  • 27. Anyone still not convinced that social media is important? DIVISION OF MARKETING
  • 28. Social Media Marketing (SMM) DIVISION OF MARKETING
  • 29. What SMM is NOT •NOT a new channel •NOT an advertising opportunity •NOT a campaign DIVISION OF MARKETING
  • 30. The back story •A call to action for businesses to understand the „new‟ marketplace •„Markets have become conversations‟ •A powerful global conversation has begun DIVISION OF MARKETING
  • 31. How do you market in social media? It happens naturally: •Conversations •Recommendations •Community •Shared experiences and ownership DIVISION OF MARKETING
  • 32. But what can a business do? •Stop thinking like a marketer; •Think like a publisher and socialiser •Look, listen, learn •Know your audience •Only then respond •Quality is no longer a differentiating factor •Authenticity is the only real unique message DIVISION OF MARKETING
  • 33. Reality check: Influence! 1. Reciprocation 2. Commitment and Consistency 3. Social Proof 4. Liking 5. Authority 6. Scarcity DIVISION OF MARKETING
  • 34. The law of social proof DIVISION OF MARKETING
  • 35. To influence in social media 1. Give high-value content and be really nice 2. Be consistent in your activity. Reward committment 3. Show off followers 4. Target specific audiences with the right message 5. Dress for success. Use credentials 6. Limit your offers http://www.socialmediaexaminer.com/6-powerful-social-media-persuasion- techniques/ DIVISION OF MARKETING
  • 36. Practical simple step approach 1. Listen 2. Establish voice 3. Plan 4. Connect 5. Content strategy DIVISION OF MARKETING
  • 37. Where in the marketing mix? DIVISION OF MARKETING
  • 39. Inbound marketing (includes SMM) DIVISION OF MARKETING
  • 41. SMM budgets In 2010, budget airline Jetstar announced its decision to redeploy 40% of its marketing budget to social media Reference: http://mumbrella.com.au/jetstar-to-switch-40-of- marketing-budget-into-social-media-21152 DIVISION OF MARKETING
  • 42. In 2009, 44% of large Aus businesses reallocated budget to social media from… Community Engine 2010 Social Media Business Benchmarking Study DIVISION OF MARKETING
  • 43. Among organisations wholeheartedly engaging in social media, the majority say they will allocate between 5 and 20 per cent of their marketing budget in 2010 to social media. Community Engine 2010 Social Media Business Benchmarking Study DIVISION OF MARKETING
  • 45. Return on investment 33% of all social media marketers want to know how to monitor and measure the ROI Reference: 2011 Social Media Marketing Industry Report, SocialMedia Examiner DIVISION OF MARKETING
  • 47. Social media used by marketers DIVISION OF MARKETING
  • 48. SMM tactics DIVISION OF MARKETING
  • 50. SMM challenges DIVISION OF MARKETING
  • 51. Loss of control •Negative •Unauthorised •Not ours/theirs •User-generated •Not brand DIVISION OF MARKETING
  • 53. How to manage •Which department is „social media‟? •Social media is not for marketing •What is the cost/ROI? •What is the cost of inaction? DIVISION OF MARKETING
  • 54. 10 trends to watch for 2011 (Or „What the cool kids are doing) DIVISION OF MARKETING
  • 55. 1. Video 7. Gamification 2. Ubiquitous geo- 8. Data. Visualized. location http://feltron.com 3. Always-on consumer 9. Virtual influence 4. Content curation impact 5. Cloud computing 10.Digital detox 6. e-Book readers DIVISION OF MARKETING
  • 56. Gamification example “We believe that the easiest way to change people's behaviour for the better is by making it fun to do. We call it The fun theory” DIVISION OF MARKETING
  • 57. Social media at CSU DIVISION OF MARKETING
  • 58. 2011 Online Marketing Plan DIVISION OF MARKETING
  • 59. Currently doing Planning Focusing on 3 sites Action plan Daily publishing content Start blogging Connecting Involve Contact Centre Responding Create „portal‟ Listening Expanding (Flickr) Creating presence Mobile DIVISION OF MARKETING
  • 60. Facebook 6th most significant referring site of traffic to csu.edu.au (April 2011) DIVISION OF MARKETING
  • 61. Deferred campaign Subscribe or „Like‟? •14 subscribes •52 „likes‟ DIVISION OF MARKETING
  • 63. Youtube •21,000 total views •40-50 views per day •Discovery is 30% by youtube search, 26% by youtube related videos, only 9% direct from channel DIVISION OF MARKETING
  • 64. Linkedin DIVISION OF MARKETING
  • 65. How do we measure? •Reach (followers, fans, views, members) •Traffic (visits from social media to csu.edu.au) •Conversions •Buzz (mentions) Monthly web activity report DIVISION OF MARKETING