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Social Media for Sustainable Business Growth – 18 October 2013 | Page 1
Sustain Traders Oceania
Social MediaSession Presentation
18 October 2013
Digital Greenfields Pty Ltd
Social Media for Sustainable Business Growth – 18 October 2013 | Page 2
Overview / Agenda
Simple yet proven social media strategies that you can implement in your business today.
• Trends
• Insights
• ‘The Cast’
• Asset Plan
• Sustainability
• Supporting Tools
• Questions
Social Media for Sustainable Business Growth – 18 October 2013 | Page 3
Trends
Social Media for Sustainable Business Growth – 18 October 2013 | Page 4 Source wallblog.co.uk
Social Media for Sustainable Business Growth – 18 October 2013 | Page 5
Australian Social Media Landscape
September 2013
Facebook*
YouTube
WordPress
Tumblr
Blogspot
Twitter*
Instagram*
Flickr
TripAdvisor
MySpace
Yelp
Google Plus*
StumbleUpon
Foursquare
Monthly Unique Active Visitors
12,000,000
11,750,000
5,100,000
4,200,000
3,400,000
3,200,000
2,167,849
1,469,000
840,000
830,000
510,000
230,000
220,000
160,000
75,000
73,000
46,000
Trajectory
Slowing
Plateau
Growing
Plateau
Growing
Declining
Growing
Growing
Declining
Growing
Fast Growing
Declining
Plateau
Declining
Plateau
Declining
Plateau
Source
socialmedianews.com.au
*self reported or calculated from channel advised data
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Insights
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Insights (Mega Trends)
Nearly universal literacy is a defining characteristic of modern civilization.
Nearly universal authorshipwill shape tomorrow's!
Denis Pelli & Charles BigelowA Writing Revolutionhttp://seedmagazine.com/
Where is a brand built?
Social Media for Sustainable Business Growth – 18 October 2013 | Page 10
More Insights
Social Media Use and Behaviours
Australians are amongst the largest users of Social Media – 70+ percent reach, 7+ hours per month
Age is the largest correlation to use (Gen Y - 83%, Gen X – 70%, Boomers – 51%, Pensioners – 30%)
Gender influences use and specific channels (overall reach Females – 73%, Males – 64%)
English speaking groups have higher participation rates
Income not a strong correlation (slightly higher at high and low income, although unemployed are lowest)
Education not a strong correlation, and neither is location (urban, regional and rural are all similar)
Profession has a significant correlation to channel preferences
Social Media users are likely to use more that one channel and multiple devices (esp. in Australia)
Social Media for Sustainable Business Growth – 18 October 2013 | Page 11
More Insights (Consumer Preferences)
Australians use Social Media to search online for information relating to …
*2012 study by Nielsen and Marketing Magazine
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More Insights (Business Content)
TutorialsExamples
TestimonialsInspiration
ImagesStaff
Store/PremisesEventsAwardsNews
ThoughtsProducts/ServicesAdvice
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‘The Cast’
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Facebook (+ LinkedIn and Google+)
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Pinterest (+ Instagram and Flickr)
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Youtube (+ Vimeo)
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Blog (+ Forums and Seeding)
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Confusing?
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Asset Map
Core Channel
Short format Long format
Supporting content
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Asset Plan (Online Business Channels)
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Sustainability
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Sustainability (Digital Natives)
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Sustainability (Utility)
Some reasonable objectives for a digital communications strategy…
CRISIS RESPONSE – Ensure that you have the structure and process (ears, eyes, voice) in case of crisis.
TRAFFIC – Increase target audience discovery of key online content.
BUSINESS – Have customers and prospects increase their business (sales).
REPUBLISH – Leverage the reach of current communications material.
INDUCTION – Provide product and business education for new customers, channels, partners.
REDIRECTION – Point audiences to appropriate content in other channels.
SATISFACTION – Increase the brand/product satisfaction of customers, employees, or other audiences.
EMPLOYEES – Demonstrate to employees progressive action and/or leverage their personal influence.
INSTITUTIONS – Provide specific channels to lift communication with government, regulators or other institutions.
ADMINISTRATION – Provide great administrative control over marketing and communication channels.
FOCUS – Understand audience segments to prioritize specific messages (news, announcements, sentiment)
FREQUENCY – Provide greater frequency in communication.
EFFICIENCY – Reduce print and other costly collateral production and gain re-use of existing content.
CAMPAIGN – Tailor campaign messages and leverage traditional advertising spend and reach.
RESEARCH – Increase understanding of specific audience or market segments and behaviour.
Program Model | Tone
DISCOVERY | ENGAGEMENT | INTERACTION
Social Media for Sustainable Business Growth – 18 October 2013 | Page 26
Tools (How?)
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Tools (How?) … differences from ‘Personal Social Media’
PLAN Simple strategy and approaches for implementation of Social Media program for your business.
BUSINESS ONLINE TOOLKIT
PERSONA(S) Definition of target audiences to guide thinking, tone, strategy and measures.
LEXICON Know the language of discovery and conversion. What is the Language that that you want to own.
CONTROLS Template for editorial management – marrying content (lexicon) to audience and channel.
NETWORK Leverage your existing networks and strategy for progressive network growth online.
ASSET MAP Strategically informed model for selection and deployment of online assets (channels).
RESOURCING Plan for division of activity (internal and external) including content flows (re-use).
MONITOR Decide methods (timing) for publishing, monitoring, reaction, management and reporting.
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Plan
Some reasonable objectives for a digital communications strategy…
CRISIS RESPONSE – Ensure that you have the structure and process (ears, eyes, voice) in case of crisis.
TRAFFIC – Increase target audience discovery of key online content.
BUSINESS – Have customers and prospects increase their business (sales).
REPUBLISH – Leverage the reach of current communications material.
INDUCTION – Provide product and business education for new customers, channels, partners.
REDIRECTION – Point audiences to appropriate content in other channels.
SATISFACTION – Increase the brand/product satisfaction of customers, employees, or other audiences.
EMPLOYEES – Demonstrate to employees progressive action and/or leverage their personal influence.
INSTITUTIONS – Provide specific channels to lift communication with government, regulators or other institutions.
ADMINISTRATION – Provide great administrative control over marketing and communication channels.
FOCUS – Understand audience segments to prioritize specific messages (news, announcements, sentiment)
FREQUENCY – Provide greater frequency in communication.
EFFICIENCY – Reduce print and other costly collateral production and gain re-use of existing content.
CAMPAIGN – Tailor campaign messages and leverage traditional advertising spend and reach.
RESEARCH – Increase understanding of specific audience or market segments and behaviour.
Program Model | Tone
DISCOVERY | ENGAGEMENT | INTERACTION
Short format Long format
Social Media for Sustainable Business Growth – 18 October 2013 | Page 29
Personas
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Lexicon
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Controls
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Network
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Resourcing
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Monitoring
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QUESTIONS… taking the next step …
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CLOSEThank you
David Warwick BA MBA FAIM MAICD AACS
Online marketing, design, corporate communication and social media.
Clients include Bayer, Siemens, Nintendo, Westpac, NAB, Nufarm, CSR,L’Oreal, Arts Victoria, CFA, Carlton FC, ProVision and the Victorian Government.
Qualifications include an MBA from Melbourne Business School and a Bachelor of Arts(English and Sociology) from Monash University. Senior roles in web development, corporate communications, design and technology industries since 1996.
Publications include Marketing Magazine, Technology Spectator and speaking engagements on social media and digital marketing, including sessions for Sky Business News, KPMG, Siemens, L’Oreal and a host of marketing and technology conferences.
david@wearegreenfields.com | Twitter @drwarwick | 0411 411 555