Social Media Marketing. should your business take the leap?

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1 Social Media Marketing should your business take the leap? 1

2 social media presentation agenda Online marketing What is social media Why use social media Social media statistics Social media strategy Success stories Questions & answers 2

3 online marketing 3

4 social media presentation online marketing A range of strategies to market a product or service online Website E-Newsletter Search engine marketing (SEO, Pay per click advertising) Display advertising (banners) Directory listings Social media 4

5 social media presentation marketing trends Advertising revenue in traditional marketing mediums such as print, radio, TV and directories is decreasing Online marketing is continuing to grow Social media is a fast growing sector of online marketing 5

6 social media presentation marketing trends 6

7 why use online marketing Affordable Flexible Measureable Proven Media consumption Size of target audience Geographical scale social media presentation Why wouldn t you use it? 7

8 what is social media 8

9 what is social media social media presentation Social media is an instrument of communication that uses webbased technologies for social interaction Media that allows two-way communication Social Bookmarking: Delicious Social News: Digg, Reddit Social Networking: Facebook, Twitter, Blogs, LinkedIn Wikis: Wikipedia Multimedia: YouTube, Flickr 9

10 social media statistics 10

11 top websites in Australia social media presentation 1 - Google Australia 2 - Google 3 - Facebook 4 - YouTube 5 - Yahoo! 6 - Windows Live 7 - ebay.com.au 8 - Wikipedia 9 - Ninemsn 10 - Blogger.com 11 - Twitter 12 - News.com.au 13 - Commonwealth Bank of Australia 14 - The Sydney Morning Herald 15 - WordPress.com 16 ANZ 17 - LinkedIn 18 - Amazon.com 19 - Westpac Bank 20 - Real Estate Australia 24 Seek, 30 Ebay, 39 Domain, 87 Yellow Pages 11

12 facebook statistics Launched in February 2004 Facebook has approx 500 Million users worldwide social media presentation Facebook had 400 Million users only five months ago If Facebook was a country, it would be the worlds third largest Facebook is the most popular social media website in Australia Facebook has over 9 million Australian users which is approximately 65% of our internet population 12

13 facebook statistics - USA social media presentation 13

14 facebook statistics - USA social media presentation Internet Traffic - Top 10 Parent Companies for May 2010 Rank Parent Unique Audience (000) Time Per Person (hh:mm:ss) 1 Google 160,791 1:57:02 2 Microsoft 136,805 1:53:10 3 Yahoo! 133,385 2:15:17 4 Facebook 125,243 6:18:25 5 AOL LLC 81,559 1:50:02 6 News Corp. Online 76,116 0:49:37 7 InterActiveCorp 73,004 0:12:49 8 ebay 62,453 1:20:00 9 Wikimedia Foundation 60,870 0:16:04 10 Amazon 60,693 0:24:07 Source: The Nielsen Company 14

15 social media presentation twitter statistics Established in 2006 Allows posts (tweets) of up to 140 characters Over 100 million user accounts In 2009 Twitter had a monthly growth of 1,382%, compared to Facebook with 228% increase Approx 65 million tweets are posted each day, equalling about 750 tweets sent each second A record of 3,085 tweets per second were posted after the Los Angeles Lakers' victory in the 2010 NBA Finals on 17 June

16 social media presentation local statistics 4,360 Facebook users within 80kms of Port Macquarie 855 tweets in one day by users within 100kms of Port Macquarie. (does not include listeners) 1,916 LinkedIn connections within 80kms of Port Macquarie 16

17 why use social media 17

18 why use social media social media presentation On a per capita basis Australia has one of the highest uptakes of social media in the world Allows you to engage in meaningful connections with users Personalises your brand Cost effective way of communication Measureable Size of target audience Users are connecting and communicating about products and services via social media People prefer to do business with friends People trust referrals 18

19 social media strategy 19

20 Utilising social media for your business should be treated like every other marketing initiative you undertake Set goals Know your target market Get your design / content right Pick your marketing medium Know how you are going to measure social media presentation why should you have a strategy? Increase the likelihood and maximise your success Treat social media marketing like your other marketing 20

21 social media presentation our strategy Our strategy presented is a high level overview of the process we undertake It is based on standard marketing principals Key point of difference with online marketing is its flexibility and ability to adapt in real time Every strategy is different, as is every business 21

22 social media presentation our strategy Step 1 Listen grow bigger ears Initial Find out what is happening online Look at your brand, industry, competitors, social media leaders Get comfortable in this medium Look for opportunities Ongoing Real time monitoring to ensure effective communication Measure and report frequently 22

23 social media presentation our strategy Step 2 - Set Goals / Benchmarks Understand what are your key performance indicators (KPI s) are and how you can measure against them Capture current benchmarks on your KPI s Set targets/goals against these same KPI s Without benchmarks or goals, you cannot measure the success of your strategy 23

24 social media presentation our strategy Step 3 - Select Mediums Look at available mediums, your goals, target market, your USP, existing social media content and select your medium(s) Each medium is unique Don't try and do too much at once. Better to focus on one or two mediums and do that well 24

25 social media presentation our strategy Step 4 - Content Guidelines All content added to social media should be considered and strategic This doesn t mean it can t be fun or personal. What it means is it must fit the message we want to convey to users Be relevant, consistent and provide value Set clear guidelines What is the tone / type of message you will post? Are you going to auto add to multiple mediums? Are you going to respond to all messages? Are you going to follow everyone that follows you? How will you handle negative content / comments? 25

26 social media presentation our strategy Step 5 - Engage and Collaborate It is important to engage and be part of the community Ask and answer questions There can be too much engagement Encourage staff to get involved in social media. They can be your best business advocates Allow for time during business hours for key staff to listen and interact online 26

27 social media presentation our strategy Step 6 - Measure, Analyse and Revisit Social media is flexible and changeable. Take advantage of this and constantly measure, analyse and adapt as required Use your baseline data to help track impact Don't be afraid to try things. Competitions, Google Adwords, Facebook advertising, polls, social media specials If you are measuring, the quicker you fail, the quicker you succeed. smart failures 27

28 social media presentation our strategy 28

29 social media case studies 29

30 social media presentation case studies Dell reported $9 million of its 2009 sales coming directly through Twitter and Facebook combined. Pepsi dropped TV advertising for the 2010 Super Bowl after 23 years. Instead they invested $20 million in a social media campaign Starbucks became the first brand on Facebook to collect a fan base of 10 million. In just one week of the Free Pastry Day promo, the page added 200,000 fans. This year Jetstar announced it will direct 40% of its total marketing budget into social media. 30

31 social media presentation summary Online marketing is growing and in particular social media We don't recommend dropping traditional media but recommend incorporating online as part of your marketing strategy No matter what marketing your do, plan, test, implement and measure. Have a strategy Every businesses online marketing strategy will be unique Brand consistency across mediums You can reuse social media across multiple platforms, as long as you don t duplicate it 100% across different sites Don t be afraid to allow customer interaction If you don t set up an official presence on a large social media site consumers / competitors will 31

32 facebook.com/joyeronline twitter.com/joyeronline 32

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