My ticket to a career in marketing, advertising and public relations

1. Social Media Intelligence
Social Media Risk Management
Advisory and Strategy Development
Major sponsor of PRIA National Conference 2011
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2. MAPEXPO
1. Welcome
2. Setting the scene – the importance of social media research
3. Typical fears and an overview of ‘social media risk’
4. The Advertising Standards Bureau and the Australian Competition and Consumer Commission
5. Managing this new risk for your clients
6. Questions
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3. SR7 Social Media 3

4. SR7 – The PR practitioners best friend.
The pathway for social media success:
 Social Media Research and Auditing (Strategy development, risk mitigation)
 Social Media Intelligence (Ongoing monitoring of social media conversations)
 Social Media Management and Advisory services (Managing social media for clients)
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5. Australians are voracious users of Smartphones & social media
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6. Australian Digital Commerce Market 2012
Australian Digital Commerce Market 2012
$2.46BN Goods
Digital
GROWTH RATES
2012
$21.04BN Total
eCommerce Digital Goods
+15.9% & Services +15.7%
+13.9%
$18.40BNeCommerce
Reproduced from Digital Nation, Telsyte 2012
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7. Social commerce is growing
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8. What role do comments play?
KPMG - Malcolm Alder (with thanks) 8

9. Findings from KPMG Global social media survey...
Social media risk experience
Social media benefit experience
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10. Common Concerns Across the three social media phases
Typical concerns
Broader Innovation culture 
business
centric Speed to market 
War for talent  
Customer acquisition  
Revenue model  
Competitors esp. new  
Cost to serve  
Supply chain  
Perf measurement  
IT infrastructure 
Loss of loyalty 
Productivity  
Legal compliance   
Governance  
Loss of control  
Social
media IP security   
centric Cost of social media  
Reputation damage  
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11. Opportunities and Risks
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12. Social Media Must Be Managed Correctly
Stanford Graduate School of Business:
“information gathered through social media can alert the board to risks facing
the organization in a way that is not currently available.”
These risks can include:
•Operational risk: how exposed is the company
to disruptions in its operations?
•Reputational risk: how protected are the
company’s brands and corporate reputation?
•Compliance risk: how effectively is the company
complying with laws and regulations?
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13. 24 Hour ‘Opinion Cycle’
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14. The ACCC
 In brief: The Federal Court and Advertising Standards Bureau have determined that businesses are
responsible for third-party comments posted on their Facebook and Twitter pages.
 Allowed a number of false claims to be posted on its fan pages and website.
 Fined $7500 per false/misleading comment.
 Neglected to delete the comments.
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15. The ASB
 In brief: The Advertising Standards Bureau handed down two rulings determining that the Facebook page of
a business is a 'marketing communication tool over which the advertiser has a reasonable degree of control' 3
, and therefore an advertising or marketing communication covered by the Code. The ASB decided that the
Code 'applies to the content generated by the page creator as well as material or comments posted by users
or friends'
 Outcome: social media 'requires monitoring to ensure that offensive material is removed within a reasonable
timeframe.
 ASB determined that a number of comments were discriminatory and breached a number of comments
breaches the Code’s provisions.
 Fosters removed comments and instituted twice daily monitoring.
 Closed a perceived loophole. Enforced responsibility.
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16. How can we manage this?
Importantly:
“the Australian Competition and Consumer Commission (ACCC) backed the determination of the ASB.
The competition watchdog sent a warning to large companies with a wealth of resources at their fingertips – if
comments are not removed within 24-hours then the company will face potential court action.”
Monitoring
Community Managers
Clear guidelines
Resource management
Cost
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17. What are the things you need to consider in the creation
of social media channels?
What is the intended purpose of the social media channels?
• Who is our Intended audience?
• Key stakeholders (the community)
• Industry
• The Media
What are the timeframes for implementation?
• Short, Medium, Long Term goals
Social media content
• Creation, delivery, sign off
User Expectation Management
• Hours of operation
• Service delivery
• Speed
Managing of social media
• Hub and spoke model (roles and responsibilities)
• Risk management
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18. KPMG – SR7 Social media maturity model
The purpose of the audit is to map the social media processes and activities across the maturity model to
determine sophistication and identify inconsistencies across the different levels of stakeholders
Exam
p
deliv le (part)
erab
le
= current performance = target performance = strategic path supported by
recommendations to achieve
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19. Questions please!
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20. Contact
James Griffin
Partner
SR7 Social Media
james.griffin@sr7.com.au
(02) 9235 1274
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