50 Million. Tweets on Twitter per day

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3 Tracey Voyce Over two decades - IT, marketing industries 5 x business owner Business Coach and Trainer Website Standards Board Member Bloomgroup Director (including Bloomtools) Franchisor

4 50 Million Tweets on Twitter per day

5 500 Million The number of users on Facebook

6 1 Billion The number of YouTube videos viewed every day

7 The Internet in New Zealand 2009 Report, Institute of Culture, Discourse & Communication, AUT University

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10 Interesting facts Pepsi dropped advertising on the super bowl. Dell has attributed $6.5 million revenue from Twitter Social Media influenced 28% of holiday shopping 46% of all Facebook users talk about or recommended a business or product on their facebook 44% of Twitter users have recommended a product 58% said that if they had Tweeted about bad experience, they would like the company to respond to their comment

11 New Zealand Facts 83% of New Zealanders use the Internet 1.7million read consumer reviews online 1.6 million consumers involved in social media 49% read blogs 31% submit product reviews online (Figures adapted from The Broadband Report 2008, Nielson) (Sample size of New Zealand Internet Users, n= 2059)

12 New Zealand Business Opportunity

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15 When Social Media goes bad

16 Page created by fans Suggests Jim s will be into prostitution and drugs next

17 Taken over by fans Links to viruses No responses

18 Song about United Airlines Breaking guitars after crew spotted throwing it. 11 million views

19 Suggested boycott of Radisson over stolen laptop Involving 15 people No org. involvement

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21 Multiple product complaints no org. comments Huge fan base with no interaction

22 100k+ fan base No interaction Fans organising a product boycott

23 Objectives Lead Generation Customer Relationships Direct Communication Clients Sellers franchisees Recruitment internal franchise Building the brand, product / service awareness Overcome business challenge

24 Lots of interaction Complaints dealt with Positive outcome

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27 The best job in the world Digital Marketing Lab

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29 Moosejaw Instead of a customer retweeting a single tweet, or replying with something random (in Facebook), they really got into it and talked about why they liked the product, why it s a good product, why they love Moosejaw Gary Wohlfeill, Creative Director Result 15% increase in Sales + Increased their Twitter followers by 45% and Facebook fans by 31%

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34 Social Marketing ROAD Map Research - Gather intelligence on target audiences, social uses and competition Objectives - Define objectives aligned with target audiences and social metrics Actions - Create a social marketing strategy with a tactical plan of action Devices - Select platforms that fit social marketing architecture and tactics Source: Marketing Sherpa 2010 Social Media Marketing Benchmark Report

35 Establish your Policy & Standards Nobody is anonymous online Be transparent and honest Make good judgements statements must be true and not misleading Perception is reality People think that a person that works for your brand speaks for your brand Add value to the discussion Personal vs Work details eg: I m working with a franchisee who is in such pain. Posts can potentially be seen by anyone, and wont disappear if you want them to.

36 Engaging Content Relaxed Engage and interact with users Add value Entertain

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40 Old Spice Possibly the best social media campaign ever 200 short videos in 2 days in response to questions directed to Twitter, Reddit, and Facebook. Involved a team of writers, art directors, producers, editors and social media strategists Fans even started their own websites in relation to the promotion 115, 000, 000 YouTube views

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43 Summary It is here to stay, most New Zealander Consumers are using it It is changing marketing and communications Start (ROAD) Research Objective Action (identify your architecture) Devices Leverage current tools to facilitate content (eg. Your Bloomtools websites - RSS feed, Blog RSS, Article Tweets; and then the social media sites own integration eg. Get your Tweets to appear on your facebook page etc) Watch and particitate (focusing on giving) First objective to get all your current clients, and database to follow you, like you, link to you etc

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