This is second and final part of a lecture on Social Media for the UniSA School of Marketing. Industry benchmarks, case studies, research and other insights are used to illustrate and explore the importance of social media and provides an overview on how it can be used.

1. UniSA School of Marketing
Social Media Lecture by Gavin Klose
21 May 2010

2. SOCIAL MEDIA:
JUST ANOTHER
MARKETING TOOL?

3. SOCIAL MEDIA:
1. HOW IS IT DIFFERENT?
2. HOW IS IT IMPORTANT?
3. HOW IS IT USED?

4. SOCIAL MEDIA:
1. HOW IS IT DIFFERENT?

5. 64

6. 64

7. SOCIAL MEDIA:
“...the type of media that
is based on conversation
and interaction between
people online.”
en.wikipedia.org/wiki/Social_media

8. Westfield Gift Card, Dec 2009
369,000 users in 5 days (for $20k)
M&C Saatchi (Mark), Nov 2009

9. SOCIAL MEDIA:
less about “Media”
more about “Social”

10. SOCIAL:
from Latin
‘socius’: friend
‘socialis’: allied

11. SHIFT:
"...there is no ‘them’
out there. It’s just an
awful lot of ‘us’."
Douglas Adams on the internet, 1999

12. “US” “THEM”
BUY
ME

13. WHO DO WE TRUST?
BUY
ME

14. Trust Trust
recommendations advertisements
78% 14%
Trust in Advertising, Nieslen, Oct 2007

15. Love
Brand
Find Use
Fail

16. 4 PHASES OF
EXPERIENCE
Love
Find Use
Fix

17. Love
EXPERIENCES

18. SOCIAL MEDIA:
the sharing of
experiences

19. SHARE MEDIA:
the sharing of
experiences

20. People share things
they care about.

21. People don’t care about
you - but they do care
about the great and bad
experiences they
associate with you.

22. These experiences are
the things people share
with others.

23. Your brand is what people
say (and share) about you.

26. Search Browse Upload PRody99 Sign Out
Unboxing the iPad
ihnatko 19 videos Subscribe
Apple iPad Stress Tests
91,997 views
PCWorldVideos Featured Video
4:34
Apple iPad - In Hand First
look after unboxing
124,262 views
2:23 samsam344
iPad Unboxing/Review
111,876 views
jgregorio62
5:33
The NEW Apple 'iPad' Tablet
(unboxing) - The ...
172,480 views
8:00 iphonehelps
Apple iPad Unboxing
16,081 views
yourtechgeek
5:33
Apple iPad Unboxing Part 2
12,184 views
raynicolini
7:35
ihnatko — March 31, 2010 — Yes! Is the marvelous epic glory of a consumer device being 621,288 Apple iPad ! UNBOXING
removed from its packaging! Brought to you in living... views AND GIVEAWAY!
45,858 views
tristan119
Like Save to Share <Embed>
Official Apple iPad
Unboxing!!
As Seen On: appleinsider.com 155,207 views
http://www.youtube.com/watch?v=xrqKVKhNNx4&feature=related blake3one6

27. Search Browse Upload PRody99 Sign Out
Unboxing the iPad
ihnatko 19 videos Subscribe
Apple iPad Stress Tests
91,997 views
PCWorldVideos Featured Video
4:34
Apple iPad - In Hand First
look after unboxing
124,262 views
2:23 samsam344
iPad Unboxing/Review
111,876 views
jgregorio62
5:33
The NEW Apple 'iPad' Tablet
(unboxing) - The ...
172,480 views
8:00 iphonehelps
Apple iPad Unboxing
16,081 views
yourtechgeek
5:33
Apple iPad Unboxing Part 2
12,184 views
raynicolini
7:35
ihnatko — March 31, 2010 — Yes! Is the marvelous epic glory of a consumer device being 621,288 Apple iPad ! UNBOXING
removed from its packaging! Brought to you in living... views AND GIVEAWAY!
45,858 views
tristan119
Like Save to Share <Embed>
Official Apple iPad
Unboxing!!
As Seen On: appleinsider.com 155,207 views
http://www.youtube.com/watch?v=xrqKVKhNNx4&feature=related blake3one6

28. Brand

29. PAID
MEDIA
TAKE WATCH
POST
Brand
READ LISTEN
VISIT CALL

30. EARNED
MEDIA
FEED REVIEW TAKE WATCH VOTE
CONTRIBUTE LIKE POST UPLOAD
Brand
RATE READ COMMENT PUBLISH LISTEN
VISIT JOIN TAG CALL

31. EARNED
MEDIA
FEED REVIEW TAKE WATCH VOTE
CONTRIBUTE LIKE POST UPLOAD
Brand
RATE READ COMMENT PUBLISH LISTEN
VISIT JOIN TAG CALL

32. forrester.typepad.com/groundswell/2008/10/new-2008-social.html

33. SOCIAL MEDIA:
2. HOW IS IT IMPORTANT?

34. SOCIAL MEDIA IS USED BY
Marketing
PR
Service/Support
IT
HR

35. MAJOR BENEFITS OF USING SOCIAL MEDIA
More brand awareness 73
Increased customer engagement 71
Better brand reputation 66
Increased communication / networking with key influencers 62
More online brand mentions 58
Increased direct traffic to website 56
Increased indirect traffic 46
Higher customer satisfaction / advocacy / NPS 44
Increased leads 43
Increased sales 29
More offline brand mentions 29
Increased profitability 24
Source: Social Media and Online PR Report, Nov 2009, Econsultancy

36. MAJOR BENEFITS OF USING SOCIAL MEDIA
More brand awareness 73
Increased customer engagement 71
Better brand reputation 66
More about branding.
Increased communication / networking with key influencers
More online brand mentions
Increased direct traffic to website
58
56
62
Less about direct $. Increased indirect traffic
Higher customer satisfaction / advocacy / NPS
46
44
Increased leads 43
Increased sales 29
More offline brand mentions 29
Increased profitability 24
Source: Social Media and Online PR Report, Nov 2009, Econsultancy

37. engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

38. Figure 4: Engagement Correlates to Financial
Performance
20% - 20% - 20% -
10% - 10% - 10% -
0% - 0% - 0% -
-10% - -10% - -10% -
Wall- Select- Butter- Wall- Select- Butter- Wall- Select- Butter-
4
flowers 3
ives 2
flies 1
Mavens
4
flowers 3
ives 2
flies 1
Mavens
4
flowers 3
ives 2
flies 1
Mavens
engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

39. INTERNET PENETRATION RATES
% OF POPULATION (DEC 2009)
0
Norway 90.9
Sweden 89.2
Netherlands 85.6
Denmark 84.2
Finland 83.5
New Zealand 83.1
Australia 80.1
Korea 77.3
United Kingdom 76.4
United States 76.3
Switzerland 75.5
Japan 75.5
Germany 75.3
internetworldstats.com/top25.htm

40. INTERNET PENETRATION RATES
% OF POPULATION (DEC 2009)
0
Australia 7th.
Norway 90.9
Sweden 89.2
Netherlands 85.6
Denmark 84.2
Finland
New Zealand
Australia
UK 8th. 83.5
83.1
80.1
USA 9th. 77.3
Korea
United Kingdom 76.4
United States 76.3
Switzerland 75.5
Japan 75.5
Germany 75.3
internetworldstats.com/top25.htm

41. SOCIAL NETWORKING REACH AND ENGAGEMENT BY
AUSTRALIANS ONLINE FOR MONTH OF FEB, 2010
89.6% reach
8 minutes per day
comscore.com/Press_Events/Press_Releases/2010/4/Social_Networking_Across_Asia-Pacific_Markets/(language)/eng-US

42. Socialnomics, 2009

43. SOCIAL MEDIA:
3. HOW IS IT USED?

44. VIEW DEMO PRICING FAQ HOW IT WORKS REGISTER Login
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45. SHARE FACTORS
1. AMBASSADORS
2. EXPERIENCES
3. SHAREABLE
4. PARTICIPATE
5. LISTEN

46. SHARE FACTORS
1. AMBASSADORS

47. Harry Potter World of Wizardry
Reached 350,000,000 by seeding to 7!
Universal Orlando Resort, May 2007

48. Understanding the Value of Social Media Impressions, April 2010. Source: Nielsen and Facebook

49. 2. Homepage Ad with Social Context
1. Homepage Ad
3. Organic Impression
Understanding the Value of Social Media Impressions, April 2010. Source: Nielsen and Facebook

50. FACEBOOK HOMEPAGE EFFECTIVENESS
30 Ad exposure
Ad + social advocacy
Ad + organic
16
13
10
8 8 8
4
2
Ad Recall Awareness Purchase Intent
Understanding the Value of Social Media Impressions, April 2010. Source: Nielsen and Facebook

51. FACEBOOK HOMEPAGE EFFECTIVENESS
30 Ad exposure
Ad + social advocacy
Ads are more
Ad + organic
effective if your
16
13
friends like them
10
8 8 8
4
2
Ad Recall Awareness Purchase Intent
Understanding the Value of Social Media Impressions, April 2010. Source: Nielsen and Facebook

52. SHARE FACTORS
2. EXPERIENCES

53. Trip Advisor
tripadvisor.com

54. Mini Xmas Promotion, Production cost < $5000 Euro
UbachsWisbrun/ JWT Agency, Dec 2009

55. SHARE FACTORS
3. SHAREABLE

56. Thousands spread goodwill for IKEA
Forsman & Bodenfors, Nov 2009

57. Email Updates Conversion Calculator Contact Us Site Map GLNG Shaw River Gunnedah Procurement
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Fusion, Mar 2010

58. SHARE FACTORS
4. PARTICIPATE

59. Search Browse Upload PRody99 Sign Out Search Browse Upload
Workers fired for Domino's prank video Workers fired for Domino's prank video
swifttallon 40 videos Subscribe swifttallon 40 videos Subscribe
Teabag experiment
1,293,832 views
baynej Featured Video
Dirty Dirty Dominos pizza
470,967 views
Ramox3
you WILL piss your pants if
you watch this video
5,816,039 views
kylemonkey
"Youtube" Domino's Pizza
Workers Arrive In Cour...
24,184 views
ebonygentleman79
7-11 Guy Loses His Mind
Prank Call
432,547 views
FridayNightCranks
Prank Call To Mcdonalds -
VERY FUNNY!
1,156,979 views
Melbell101
swifttallon — April 17, 2009 — Two Dominos Pizza workers are fired and facing criminal 108,562 swifttallon — April 17, 2009 — Two Dominos Pizza workers are fired and facing criminal
Domino's President 108,562
charges after posting a video on YouTube that showed the... views charges after posting a video Video
Responds To Prank on YouTube that showed the... views
8,879 views
swifttallon
Like Save to Share <Embed> Like Save to Share <Embed>
Prank Call Gone Wrong...But
Gets Hilarious
Respond to this video... 5,005,259 views
Respond to this video...
Dominos Pizza, April 2009
FridayNightCranks
Disgusting Domino's Pizza
REMOVED!!!
47,179 views
feeish
Highest Rated Comments Highest Rated Comments
Source: MediaCurves there 30 years old. real losers
humantestdummy dirtbags,! and
Ghost Hunters Prank Call
humantestdummy dirtbags,! and there 30 years old. real losers

60. Search Browse Upload PRody99 Sign Out
Domino's President Responds To Prank Video
swifttallon 40 videos Subscribe
Disgusting Dominos Pizza
Prank Call
655,793 views
FridayNightCranks Featured Video
Domino's Pizza Apology
Tested
4,366 views
Mediacurves
Dirty Dirty Dominos pizza
470,425 views
Ramox3
Dominos CEO
1,169 views
danielwilliam5190
"Youtube" Domino's Pizza
Workers Arrive In Cour...
24,152 views
ebonygentleman79
Workers fired for Domino's
prank video
108,381 views
swifttallon
swifttallon — April 18, 2009 — President of Domino's,Patrick Doyle, responds to the video of 8,674 Domino's Pizza Employee's
fired Domino's employees views UNSEEN FOOTAGE!
41,712 views
andyharris729
Like Save to Share <Embed>
Domino's Apology
832 views
JustinGoldsborough
Respond to this video...
Dominos Pizza, April 2009
Uploader Comments (swifttallon)
Source: MediaCurvesi will NEVER EVER order any food EVER
Dominos Pizza on the Today
Show - Workers fired...
251,308 views
nautques4ever
Former Domino's employee
swifttallon sorry ,, but

61. SHARE FACTORS
5. LISTEN

62. QANTAS, July 2008

63. QANTAS, July 2008

64. Greenpeace, March 2010
greenpeace.org/australia/news-and-events/news/deforestation/nestle-170510

65. HOW IS BUSINESS USING
SOCIAL MEDIA?

66. SOCIAL MEDIA TACTICS EMPLOYED (%)
Use of Twitter / microblogging 78
Social network profile creation and management 65
Creation of video / use of video-sharing sites 60
Corporate or brand blog 47
Use of social bookmarking sites 39
Use of social news sites 31
Creation of podcasts 25
Creation of widgets 21
Virtual world creation and management 6
Source: Social Media and Online PR Report, Nov 2009, Econsultancy

67. SOCIAL MEDIA TACTICS EMPLOYED (%)
Use of Twitter / microblogging 78
78% Twitter.
Social network profile creation and management 65
Creation of video / use of video-sharing sites 60
Corporate or brand blog 47
65% Facebook/Linked In.
Use of social bookmarking sites
Use of social news sites 31
39
60% Youtube/Vimeo. Creation of podcasts
Creation of widgets
25
21
Virtual world creation and management 6
Source: Social Media and Online PR Report, Nov 2009, Econsultancy

68. TOOLS USED TO MONITOR ONLINE B2B CONVERSATIONS (%)
Twitter Search 60
Google Search 60
Google Alerts 59
Google Blog Search 36
Yahoo! Search 26
Bing Search 21
Yahoo! Alerts 17
Radian6 3
Back Type 3
IceRocket 2
Factiva 2
Nielsen BuzzMetrics 2
JD Power & Assoc 2
Other 10
business.com/info/b2b-social-media-benchmark-study

69. TOOLS USED TO MONITOR ONLINE B2B CONVERSATIONS (%)
Twitter Search 60
Google Search 60
Mainly
Google Alerts 59
Google Blog Search 36
Yahoo! Search 26
Twitter &
Bing Search 21
Yahoo! Alerts 17
Radian6 3
Back Type
IceRocket
Factiva
2
2
3
Google
Nielsen BuzzMetrics 2
JD Power & Assoc 2
Other 10
business.com/info/b2b-social-media-benchmark-study

70. DO YOU HAVE RESOURCES DEDICATED TO
MANAGE YOUR SOCIAL MEDIA ACTIVITY (%)
Digital marketing team 35
PR / communications team 21
Cross-functional team 19
We don’t do any social media 10
Customer service team 2
External agency 2
Work experience / student 2
Other 9
Source: Social Media and Online PR Report, Nov 2009, Econsultancy

71. DO YOU HAVE RESOURCES DEDICATED TO
MANAGE YOUR SOCIAL MEDIA ACTIVITY (%)
35% by digital
Digital marketing team
PR / communications team 21
35
marketing team.
Cross-functional team
We don’t do any social media 10
19
2% by work experience
Customer service team
External agency
2
2
person.
Work experience / student 2
Other 9
Source: Social Media and Online PR Report, Nov 2009, Econsultancy

72. PROPORTION OF DIGITAL MARKETING
BUDGET SPENT ON SOCIAL MEDIA (%)
0% 31
1-5% 34
6-10% 15
11-20% 7
21-30% 4
31-40% 2
41-50% 1
51-60% 2
61-70% 1
71-80% 1
81-90%
91-100%
Source: Social Media and Online PR Report, Nov 2009, Econsultancy

73. PROPORTION OF DIGITAL MARKETING
BUDGET SPENT ON SOCIAL MEDIA (%)
0% 31
1-5% 34
6-10% 15
65% are spending
11-20%
21-30%
31-40% 2
4
7
5% or less
41-50% 1
51-60% 2
61-70% 1
71-80% 1
81-90%
91-100%
Source: Social Media and Online PR Report, Nov 2009, Econsultancy

74. BIGGEST BARRIERS TO EFFECTIVE
SOCIAL MEDIA ENGAGEMENT (%)
Lack of resources 54
Lack of knowledge/understanding 34
Inability to measure success 24
Company culture 23
Fear of reputation issues 21
Lack of budget 21
Lack of senior buy-in 20
Lack of business case 18
Internal conflict 8
Skills level with extrernal agency 5
Industry regulation 2
Other 5

75. BIGGEST BARRIERS TO EFFECTIVE
SOCIAL MEDIA ENGAGEMENT (%)
Lack of resources 54
Lack of knowledge/understanding 34
Inability to measure success 24
54% say because a
Company culture
Fear of reputation issues
Lack of budget
21
21
23
lack of resources
Lack of senior buy-in
Lack of business case
Internal conflict 8
18
20
Skills level with extrernal agency 5
Industry regulation 2
Other 5
Source: Social Media and Online PR Report, Nov 2009, Econsultancy

76. “Its about the
relationships we form
with our customers,
not marketing”
Chris Buzzo,
Social Media Team: 6
engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf:
VP of Brand, Content and Online.

77. “Together with our agency,
we put together guidelines
and best practices on
customer engagement
Denise Morrissey,
Social Media Team: 3
engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf:
Online Community Manager

78. “we ... adopted a
conversational
approach culturally”
Richard Binhammer,
Social Media Team: 0
engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf:
Senior Manager Corporate Affairs

79. WHAT ROLE WILL YOU
PLAY IN SOCIAL MEDIA?

80. Experience Manager
Online Reach Strategist
Share Head
Web Community Agent

81. FUSION’S
SHARE
MANTRA
Stay tuned...

82. FUSION/UNISA
SOCIAL MEDIA
PRACTICUM
Stay tuned...

83. SOCIAL MEDIA:
1. Shift from “them” to “us”
2. Great for Brand building
3. Sharing experiences

84. Adam Brown, The Coca-Cola Company
Blog Council, April 2009 Note: see next slide for a shorter 19 minute edit version.

85. fusion.com.au
twitter: fusion_com_au
facebook.com/sharefactor
facebook.com/showyourlove
gavin.klose@fusion.com.au