Post on 12-May-2015
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BuzzNumbers Presentation
iStrategy Social Media Workshop
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About Us
About Us
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About Me
Nick Holmes à CourtTwitter: @nickhac
Executive Director & CTO, BuzzNumbers
Marketing, Technology, Finance
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About BuzzNumbers Software & Services
Social Media Intelligence
Social Media Monitoring
Social Media, News, Blogs, Forums
Video, Websites, Search Engines
Analytics & Reporting
Online Influence, Location Analysis,
Sentiment Analysis, Issue Analysis
Research, Engagement, Social CRM, Data
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Australian Corporates who use BuzzNumbers
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A fat boy slim video you say?
Lets Get Excited!
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Australian Social Media
Australian Social Media & Online Usage
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Internet Usage In Australia
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Australians are sharing experiences online
2.3 Million Australians have created a blog
1.6 Million Australians ongoingly update their blog since creating it
7.1 Million Australians read one or more blogs regularly
Source: January 2009 Nielsen Media National Readership Survey
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Australians talk and listen online…
84% of Australian internet users using Web for sharing content such as photos, links and video
83% consume Consumer Generated Media content
39% of Australians create online content in the form of uploading video and music
Source: January 2009 Nielsen Media National Readership Survey
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Market Growth
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75% Australians spent an average 7 hrs a month on Social Media
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The decline of Newspapers
*Audit Bureau of Circulation data / Australian Bureau of Statistics - 2010
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Consumers trust online information
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Corporate Social Media
Why Build a Social Media Platform?
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Before Social Media & The Web
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How Social Media Changes Communications
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What is a Social Media Platform?
People, Processes and Products Strategy & Objectives Research, Monitoring & Measurement Tactics to Achieve Objectives ROI Analysis Constant Process Improvement
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The future of consumer insights
Lessons Learned from Social Media Platforms
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Why Social Media Programs Fails
Too many tactics, not enough objectives Unrealistic expectations
No such thing as a free lunch Too much focus on Viral
Being all things to all people = mediocrity Lack of alignment with corporate objectives
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What works
Focus on existing corporate processes Market Research & Customer Insights Advertising CRM Sales Lead Generation Corporate Communciations Customer Service
Listen, Learn, Engage
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Walking the Talk
Listening & LearningMedia Monitoring Market Research
Engaging the Community Lead Generation & CRM
Sharing the good newsCustomer reviews Online PRNews / Media Syndication
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Successful Tactics
Case Studies
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Major Insurance Company
Issues Analysis
Topic Categories by Entity
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Client Comp A Comp B
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Unilever
Market feedback Product development
“Co-creation” The rise of “Pro-Ams” Share rather than tell
Social NetworksOpen NetworksClosed Networks
Marketing analysis
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Big 4 Accounting Firm
Graduate Recruitment Customer Insights Market Analysis Communications Management Program design
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Get Up!
Campaign Purpose: Encourage young Australians to enroll and vote for 2010 federal Election as well as raising funds for the political activist groupVideos were channeled primarily through Youtube including the ‘Election 2010 Spoof Trailer’, The video, which superimposed the likenesses of Tony Abbott and Julia Gillard into several action movie scenes had the right elements of simplicity, humour and novelty to make it a hit on the web.
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Get Up! - Results
“Election 2010 Spoof Trailer” surpassed 800,000 aggregative views$350,000 was raised from donations370 000 members were subsequently recruited Successfully launch a High Court constitutional challenge that put an extra 98,138 voters on the roll;Built Australia’s first online enrolment website to allow Australians to enrol online in just minutes rather than using fax or delivering enrolment forms by hand;Win a Federal Court challenge to ensure Australians will be able to enrol online in elections to comeProduce a hilarious ‘action-hero’ election video encouraging Australians to enrol that was seen by well over 1 million people online;Support over 7,000 GetUp volunteers distributing issue scorecards, and outnumbering the major parties on many polling booths in marginal electorates
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Dell
Campaign Purpose: Uses twitter to hand out coupon codes (increase sales) Coupon codes used as a discount (between 5-10% discount)
ResultProvides a direct measure of ROI Over Twitter 11,000 followers in the USTwitter alone made over US1 million during the Christmas holidays 2008-2009 by alerting Twitter followers for sale items Revenues exceeded $3 million December 2009
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Vitamin Water
Promotion Purpose: Product awareness and customer engagement Fans were able to vote on flavor, ingredients, packaging, and naming for an entirely new drink - The winning flavor was black cherry-lime.The person who created the winning name getting a $5,000 prize.All traffic from vitaminwater.com is now directed to Facebook, where visitors can easily become a fan and interact more deeply with the brand.
Result: Facebook fan base from 400,000 to 981,000 in just one monthNow surpasses at more than 1.3 million fans. Participation was tremendous, with nearly 10 percent (116,000) of its fans taking part and showcasing the enormous power of crowd-sourcing actual customer market research. To cap off the flavor's launch in March, Vitaminwater gave away 100,000 free bottles of Connect to the first 100,000 fans who signed up for the coupon.
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Taronga Zoo
Consumer EngagementOnline images
FlickrBlogsSocial Media
Geographic TargetingMedia planning
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Geographic Analytics
Demand AnalysisIssue AnalysisCampaign messaging Media planningPR Engagement
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Geographic Analytics
Demand AnalysisIssue AnalysisCampaign messaging Media planningPR Engagement
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Geographic Analytics
Demand AnalysisIssue AnalysisCampaign messaging Media planningPR Engagement
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Geographic Analytics
Demand AnalysisIssue AnalysisCampaign messaging Media planningPR Engagement
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Geographic Analytics
Demand AnalysisIssue AnalysisCampaign messaging Media planningPR Engagement
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Ticketmaster Failure
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Workshop
Workshop: Social Media Platform
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Hands On Workshop
Today’s WorkshopAudit – 3 MinsObjectives – 5 MinsMeasurement – 5 MinsTactics – 10 MinsBudget & ROI – 5mins
Interactive, Q&AShare with your Table, Share with EveryoneOutcome: A Social Media Framework for your company
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Audit
Objective: To identify your company’s existing position within social media and online.
Outcome: A defined baseline position from which all future strategy, tactics and results can be built upon and measured against.
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Define Corporate Objectives
Objective: To define what we want to achieve from any Social Media and Online Activities
Outcome: A clear & focused list of objectives from any social media and online activity. These outcomes should be aligned with existing business activities and objectives with a view to measure the ROI and effectiveness against other comparable initiatives.
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Define Monitoring & Measurement
Objective: To define how we measure the level of activity on social media relating to Our Brands, Our Competitors, Industry Issues.
Outcome: A clear & focused list to define what we will measure, how we will measure, what benchmarks we are working against and the reporting process.
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Tactics to Achieve Objectives
Objective: To explore and brainstorm some possible tactics using social media that meet our company’s objectives
Outcome: A defined list of tactics that can be implemented. An understanding of how to create, define social media tactics that meet real business objectives.
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Some Ideas?
Facebook for Product Development? Video Content Creation? Blogger Outreach? Twitter Customer Support? Twitter Lead Generation? LinkedIN for Recruiting Talent? Forums for Competitor Research?
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Budget & ROI
Objective: To indentify costs and resources associated with Social Media and Online activities, and to estimate the Return on Investment or expected value of online activities
Outcome: An ability to determine the high level feasibility, costs, and returns associated with Social Media and to understand which budgets in the organisation should be used.
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Stay in contact for more Information
Connect with usBe sure to signup to our Twitter/Blog
Twitter: @BuzzNumbers
Twitter: @nickhac
Blog: www.BuzzNumbers.com.au/Blog
Email: nick@buzznumbershq.com
Phone: 1300 886 192