This document discusses social media and provides definitions and examples. It defines social media as the ability to share information quickly within a personal or professional network. It notes that social networks have always existed but technology has changed how people connect. Examples of social networks include friends, family, work colleagues, clubs, and organizations. The document also discusses the importance of sharing valuable content on social media and empowering customers to promote your business. It provides examples of popular social media platforms like Facebook and tips for an effective social media strategy and policy.

1. Social Media
S i l M di

2. Phil Gutteridge
SASI Marketing Group
SASI Marketing Group
Marketing Consultant
Marketing Consultant
Online Marketing – Last 5 Years

3. Socialnomics Video

4. What is social media?
Social is the ability to share information
is the ability to share information
quickly and easily within your personal
and / or professional network.
and / or professional network.
In short ... being connected.
g
A social network has always existed, but the
way in which it connects has changed dramatically.
h h h h dd ll

5. What is social media?
Networks can be defined by how
can be defined by how
you know the people in the group.
This can be family, friends,
work colleagues, customers,
work colleagues customers
clubs / organisations, etc.

6. What is social media?
Media is the content that is being shared
is the content that is being shared.
Is your content worth sharing?
Is your content worth sharing?
Is your content remarkable?
Content isn’t just words –
it can be photos, video, webinars, etc.
it can be photos video webinars etc

7. What is social media?
If your content is of value to your
If your content is of value to your
target audience, people will be willing
to share this information with others.
to share this information with others
Within all your marketing efforts, empower your
Within all your marketing efforts empower your
customers to promote your business for you.

8. What is social media?
Understand the behaviour, not the technology.
Understand the behaviour not the technology
Technology just sped the process up.
Technology just sped the process up

9. Where are your manners?
Social media policy.
Social media policy
Purpose and scope.
The rules of engagement.
Celebrate the good, accept the bad,
but won’t tolerate the ugly.

10. A frame of reference
Social media strategy.
Social media strategy
What are your objectives?
What platforms are to be used?
How will your efforts be measured?
What is the tactical approach?
What is the implementation and timeframe?
What is the implementation and timeframe?

11. Tools
What is assumed to be social media ...
What is assumed to be social media
But don’t forget ...
More than 300 others

12. Source: http://www.socialnomics.net/2011/08/15/social‐network‐adoption‐infographic/

14. Facebook
Facebook has over 750 million users worldwide
has over 750 million users worldwide
250 million access Facebook through a mobile device
50% of active users log on to Facebook every day
In Australia over 9 million people over the age of 18
p p g
Roughly 40% of our population
Over 33% of women 18 ‐ 34 check
Over 33% of women 18 34 check
Facebook when they first wake up

15. It’s mainstream
Mainstream media:
Mainstream media:
Live to Air Programming
Commercial Advertising
We don’t want you to go to our website,
connect with us through Facebook instead

17. Zero Moment of Truth
Huh?
FMOT > First moment ... The 7 seconds
prior to making a purchase decision.
SMOT > Second moment ... When back home,
did the purchase deliver the promise – yes or no.

18. Zero Moment of Truth

19. Zero Moment of Truth

20. Zero Moment of Truth
The buying decision journey has changed.
The buying decision journey has changed
What was once a message is now a conversation.
Word of mouth is stronger than ever.
No MOT is too small.
The MOTs are meeting.

21. Content within context
Our approach:
Our approach
Goals (Setting the Benchmarks)
Strategy (Target Market / Value Proposition)
(Target Market / Value Proposition)
Tactics (Design, Communicate and Deliver Value)
Implementation – Paid vs Owned vs Earned Media
Paid vs Owned vs Earned Media
Performance Evaluation
ROI Analysis
ROI Analysis

22. Where does social media fit?
Four key metrics that any business measures:
Four key metrics that any business measures
Traffic
Leads
Sales
Repat Sales

23. Where does social media fit?
Metric to be Measured Primary Offering Secondary Offering
Traffic Blogging SEO / Social Media
SEO / Social Media
PPC Advertising /
Leads Lead Generation
Email Marketing
Email Marketing
Lead Nurturing /
Sales Advanced Content
Email Marketing
Closed Loop
Improvement Over Time Website + CRM Integration
Marketing Analytics

24. What are some of the rules?
Research the conversations
Research the conversations
Listen, don't just "hear"
Be real and transparent
y y
Give them what they want and what they need
Don't just count followers, count the engagement
Acknowledge the experiences
Acknowledge the experiences

25. 5 ways to ensure you never get hired
1. Digital Dirt
1 Digital Dirt
You may have “digital dirt” lying all over the internet.
Things like self‐incriminating photos, discussions
of your drug‐induced night out, etc.
y g g
Make the dirt as dirty as possible, soiling all the
major networks – Facebook, Twitter, YouTube.
k b k b

26. 5 ways to ensure you never get hired
2. Terrible Troll
2 Terrible Troll
Be sure to troll your social networks as much as possible
– leaving as many annoying and pointless comments as
leaving as many annoying and pointless comments as
possible on blogs, Twitter, etc.
Don’t forget to swear as much as possible.

27. 5 ways to ensure you never get hired
3. Big Mouth
3 Big Mouth
Talk about your previous employers in a negative light.
Talk about how much you hated your last job and how
your boss was a “powermonger” and a poor excuse for a
your boss was a “powermonger” and a poor excuse for a
manager. If you really want to go all out, bring to light
confidential information about your previous employers.
confidential information about your previous employers

28. 5 ways to ensure you never get hired
4. Copious contacts and comments
4 Copious contacts and comments
Add as many sketchy “people” to your networks as
possible and solicit strange comments from them.
possible and solicit strange comments from them
It’s especially good if all your “friends”
It’s especially good if all your “friends”
post filthy content on your Facebook wall.

29. 5 ways to ensure you never get hired
5. Positively Negative
5 Positively Negative
Keep everything negative.
Don’t post anything positive – including your
achievements, awards, education and skills.
achievements awards education and skills
Source: http://www.prdaily.com/Main/Articles/9184.aspx
p // p y / / / p

30. What employers are finding from profiles
Positive:
Positive
18% of employers found content on social sites that
influenced them to hire a candidate.
Negative:
35% of employers found content on social sites that
caused them to NOT hire a candidate.

31. What employers are finding from profiles
Positive:
Positive
50% ‐ A good feel for the candidate’s personality
39% ‐ Truth about candidate’s professional qualifications
y
38% ‐ Creativity
35% ‐ Communication skills
15% ‐ Awards and accolades received
Awards and accolades received

32. What employers are finding from profiles
Negative:
Negative
53% ‐ Provocative / inappropriate photos or information
44% ‐ Content about them drinking alcohol or drugs
gp p y
35% ‐ Bad mouthing previous employers or clients
29% ‐ Poor communication skills
24% ‐ Lies about qualifications
Lies about qualifications

33. Thanks
Downloads
This presentation:
www.slideshare.net/philgutteridge/
/ /
Socialnomics 2011 Video:
http://www.socialnomics.net/2011/07/05/social‐media‐videos‐2011/