Lithium Likes to Loves Tour Sydney
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#L2LTour We’re Tweeting! Join the conversation at Building a Brand Nation October 12, 2011 Vice President, Asia Pacific Lithium [email protected] @gregtjoy
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Transcript of Lithium Likes to Loves Tour Sydney
#L2LTourWe’re Tweeting! Join
the conversation at
Building a Brand NationOctober 12, 2011
Vice President, Asia PacificLithium
@gregtjoy
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14% of consumers trust
advertisements
advertisements
90% of consumers trust
peer recommendations
peer trust
source: july 2009 nielsen global online consumer survey
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#L2LTourWe’re Tweeting! Join
the conversation at
Building a Brand NationOctober 12, 2011
Vice President, Asia PacificLithium
@gregtjoy
#L2LTourWe’re Tweeting! Join
the conversation at
Building a Brand NationOctober 12, 2011
Director, Social Media
Reprise Media
@midas007
Your search for results is over
From Likes to Love!Midu Chandra – Director Social Media
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A little bit about us….
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NEW YORK
SAN FRANCISCO
LONDON
PARISFRANKFURT
MADRID
HONG KONG
SYDNEY
MUMBAI
DELHI
SANTIAGO
BRUSSELS
MILAN
COPENHAGENAMSTERDAM
SAO PAULO
STOCKHOLM
BOSTON
ATLANTA
BANGALORE
TORONTO
OSLO
WARSAW
SINGAPORE
KUALA LAMPUR
LOS ANGELES
BEIJING
We are a global network specialising in Search & Social
FMCG TECH & ENTERTAIN GOVERNMENTTRAVEL
RETAIL FINANCE AUTOOTHER
We work with…
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Brands can join in
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Listening
unprompted to
what customers
are saying
Build your plan &
Measure the ROI
of Social Media
Day to Day
Community
Engagement &
development
Brand & Campaign
Amplification i,e,
content creation
Social Identification &
Measurement
Social Community
Analysing Social
Media and
providing
marketing
insights
Social Media in Australia
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SM integration in the Marketing Mix
Brand & Strategic Marketing
Sales & Tactical Marketing
Community
Brand & MarComms activity
Retention
We believe “Constant Betafacilitates improvements in the creation of products,
services and comms that lead to better conversion ,
retention and brand love.”
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Social Media – a hot topic
why?Because of really, REALLY BIG numbers
Media Trends - local
#2
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5,000,000,000
13 hoursThe amount of video uploaded on YouTube every minute.
Is the number of Australians actively using social media.
The number of minutes spent on Facebook each day.
The average number of tweets on twitter each day.
11,000,000
5,000,000
Australian social media usage
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Social Media – trust trumps all
trust between peers drives 38xthe results of standard advertising
clickthrough rate for the average banner advert forrester 0.09%
clickthrough rate for average friends facebookwall postvitrue
6.49%
Australian Business Behaviour
How are these businesses using social media?
What are they doing in social media?
Growth of social shopping
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Mobile & Social Media
At the recent Yahoo Connect Forum survey results came in showing that consumers are multitasking while watching television programs. 80% engage with their mobile device while watching TV.
- 34% engage with content not related to what they are watching - 26% visit a Web site related to a commercial - 25% use a search engine to look up information related to a commercial- 25% view content related to the program they are watching.
Connection and content are the main drivers of multitasking.
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but note that social media is NOT just…
facebookyoutubetwitter
web applicationsforum monitoringmedia selection
comment seedinginstant messagingcrisis management
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We understand Social Media is a mainstream medium
Most business are creating a footprint
Marketers are focused on Branded Content
PR professionals are focused on Brand Reputation
Digital Teams are focused on Customer Service
“The challenge is how do we take all these aspects and relate them back to Business ROI”
Australia’s Relationship with Social Media
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SM Framework
What can social do?
• Drive top of mind awareness
• Identify influencers and brand advocates
• Provide Audience understanding & Marketing Insights
• Build brand love & engagement (i.e. consideration)
• Generate sales
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2010 Awareness survey of 300+ brands engaged in social media
Website Social CRM
Affiliate Media
Social CRM-
Forum/ Ideas
sharing
Sponsorship
PR Blog
Forums
Home BasePriority: 1, Time Budget: ~50%
OutpostsPriority: 2, Time Budget: ~40%
PassportsPriority: 3, Time Budget: ~10%
BlogsCustomer
Service and Support
Mobile
Website Integration
Wider webProperties
Other Events
Content Moderation & MonitoringListening and Feedback EngineReputation Management
Social Ecosystem – Social CRM
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• Brand• Share of Social Conversations = Social Brand • Mentions/ All Relevant Conversations
• Customer Service• Items resolved via the community directly
& indirectly
• Sales/Leads• Place Social Leads into your traditional CRM funnel
Creating the SM Funnel
Community Health Index& Brand Health Index
Based on business
objectives & your Social CRM
you can report back
on what social media is
delivering in terms of:
•Brand - Social Reach
•Customer service (i.e. call deflection)
•Lead gen and sales
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It’s still marketing and
it needs to be engaging
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Marry Me MicrosoftOne man, one week, one wedding, once PC
Direct Enagement
• The social media assets were built in 10 days
• Over 400 directly engaged couples entering the promotion in 4 days!
• Shortlisted one lucky couple: Mike and Jenny
Online Engagement & Amplification
• We have had over 5,000 votes on our 3 couples over a week
• We have more than doubled the Windows Australian Facebook fan base!
• We generated over 100,00 organic impressions within Facebook in just 5 days
• TV morning shows, news programs and radio stations have been crossing to the live site daily and there’s huge amounts of social media buzz – 3:1 Reach
• A X% increase in Sales Volume of Windows product during campaign
“This is a great example of best practice, integrated marketing – cross-product, cross-
discipline, cross-division, cross-media! Simply beautiful consumer story-telling that is capturing the imagination of literally hundreds of thousands of Australians.”
Cathy JamiesonHead of Corporate Communications-Microsoft Australia
Now for more real examples…..
Thank you!
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#L2LTourWe’re Tweeting! Join
the conversation at
Building a Brand NationOctober 12, 2011
Director, Social Media
Reprise Media
@midas007
#L2LTourWe’re Tweeting! Join
the conversation at
Building a Brand NationOctober 12, 2011
Online Community Manager
MYOB
@MYOBteam
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Enabling Connected Businesses- Through peer-to-peer support communities
Presented by Su Amaranayaka – Online Community Manager
October 2011
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MYOB is the leading provider of business management solutions in AU & NZ
MYOB delivers software and services that simplify accounting, payroll, tax, client management, websites, and much more, for all type and sizes of businesses.
MYOB employs over 800 professionals and has helped over 1 million business owners and their accountants to focus on what they love
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A PERSPECTIVE ON BUSINESS
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Passionate about my business and being my own boss
Business in AU & NZ
Strength in professional/trade skills, drive and agility
Weakness in specialist skillsFinance – 70+% use ext. accountantIT – Usually consumer level skills
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Total ~2.5 million businesses
Business in AU & NZ
96% < 20 employees
(1) abs.gov.au and NZ stats
~60% have no employees
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Connected Businesses
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Provide 24 x 7 Support
Build a thriving community
Build a robust data base of product knowledge
Enable client self-service
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Over 35,000 Uvs a month
Over 400 posts
Over 200 registrations
Over 45,000 PIs
Call deflection of between 6 – 10%
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Deliver 15% call deflection
Increase awareness
Reassure customers
Reduce the barrier to posting questions
#L2LTourWe’re Tweeting! Join
the conversation at
Building a Brand NationOctober 12, 2011
Online Community Manager
MYOB
@MYOBteam
#L2LTourWe’re Tweeting! Join
the conversation at
Building a Brand NationOctober 12, 2011
Chief Community Officer
Lithium
@cothrel
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Social CRM and Brand Nation
55Source: Capgemini
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KachiWachi
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#L2LTourWe’re Tweeting! Join
the conversation at
Building a Brand NationOctober 12, 2011
Chief Community Officer
Lithium
@cothrel
