S i l M diSocial Media

SASI Marketing Group

Phil GutteridgeSASI Marketing Group

Marketing ConsultantMarketing ConsultantOnline Marketing – Last 5 Years

Socialnomics Video

Social is the ability to share information

What is social media?Social is the ability to share information quickly and easily within your personal 

and / or professional network.and / or professional network.

In short ... being connected.g

A social network has always existed, but the h h h h d d llway in which it connects has changed dramatically.

Networks can be defined by how

What is social media?Networks can be defined by howyou know the people in the group. 

This can be family, friends, work colleagues customerswork colleagues, customers, clubs / organisations, etc.

Media is the content that is being shared

What is social media?Media is the content that is being shared.

Is your content worth sharing?Is your content worth sharing? Is your content remarkable?

Content isn’t just words –it can be photos video webinars etcit can be photos, video, webinars, etc.

If your content is of value to your

What is social media?If your content is of value to your 

target audience, people will be willing to share this information with othersto share this information with others.

Within all your marketing efforts empower yourWithin all your marketing efforts, empower your customers to promote your business for you.

Understand the behaviour not the technology

What is social media?Understand the behaviour, not the technology.

Technology just sped the process upTechnology just sped the process up.

Social media policy

Where are your manners?Social media policy.Purpose and scope.

The rules of engagement.Celebrate the good, accept the bad, 

but won’t tolerate the ugly.

Social media strategy

A frame of referenceSocial media strategy.

What are your objectives?What platforms are to be used?

How will your efforts be measured?What is the tactical approach?

What is the implementation and timeframe?What is the implementation and timeframe?

What is assumed to be social media

ToolsWhat is assumed to be social media ...

But don’t forget ...

More than 300 others

Source: http://www.socialnomics.net/2011/08/15/social‐network‐adoption‐infographic/

Facebook has over 750 million users worldwide

FacebookFacebook has over 750 million users worldwide

250 million access Facebook through a mobile device50% of active users log on to Facebook every day

In Australia over 9 million people over the age of 18 p p gRoughly 40% of our population

Over 33% of women 18 34 checkOver 33% of women 18 ‐ 34 check Facebook when they first wake up

Mainstream media:

It’s mainstreamMainstream media:Live to Air ProgrammingCommercial Advertising

We don’t want you to go to our website,connect with us through Facebook instead

Huh?

Zero Moment of TruthHuh?

FMOT > First moment ... The 7 seconds prior to making a purchase decision.

SMOT > Second moment ... When back home, did the purchase deliver the promise – yes or no.

Zero Moment of Truth

Zero Moment of Truth

The buying decision journey has changed

Zero Moment of TruthThe buying decision journey has changed.

What was once a message is now a conversation.Word of mouth is stronger than ever.

No MOT is too small.The MOTs are meeting.

Our approach

Content within contextOur approach:

Goals (Setting the Benchmarks)Strategy (Target Market / Value Proposition)Strategy (Target Market / Value Proposition)

Tactics (Design, Communicate and Deliver Value)Implementation Paid vs Owned vs Earned MediaImplementation – Paid vs Owned vs Earned Media

Performance EvaluationROI AnalysisROI Analysis

Four key metrics that any business measures

Where does social media fit?Four key metrics that any business measures:

TrafficLeadsSales

Repat Sales

Where does social media fit?

Metric to be Measured Primary Offering Secondary Offering

Traffic Blogging SEO / Social MediaTraffic Blogging SEO / Social Media

Leads Lead Generation PPC Advertising / Email MarketingEmail Marketing

Sales Lead Nurturing / Email Marketing Advanced Content

Improvement Over Time Closed Loop Marketing Analytics Website + CRM Integration

Research the conversations

What are some of the rules?Research the conversationsListen, don't just "hear"Be real and transparent

Give them what they want and what they needy yDon't just count followers, count the engagement

Acknowledge the experiencesAcknowledge the experiences

1 Digital Dirt

5 ways to ensure you never get hired1. Digital Dirt

You may have “digital dirt” lying all over the internet.

Things like self‐incriminating photos, discussions of your drug‐induced night out, etc.y g g

Make the dirt as dirty as possible, soiling all the k b k bmajor networks – Facebook, Twitter, YouTube.

2 Terrible Troll

5 ways to ensure you never get hired2. Terrible Troll

Be sure to troll your social networks as much as possible leaving as many annoying and pointless comments as– leaving as many annoying and pointless comments as 

possible on blogs, Twitter, etc. 

Don’t forget to swear as much as possible.

3 Big Mouth

5 ways to ensure you never get hired3. Big Mouth

Talk about your previous employers in a negative light. 

Talk about how much you hated your last job and how your boss was a “powermonger” and a poor excuse for ayour boss was a “powermonger” and a poor excuse for a manager. If you really want to go all out, bring to light 

confidential information about your previous employersconfidential information about your previous employers.

4 Copious contacts and comments

5 ways to ensure you never get hired4. Copious contacts and comments

Add as many sketchy “people” to your networks as possible and solicit strange comments from thempossible and solicit strange comments from them. 

It’s especially good if all your “friends”It’s especially good if all your “friends” post filthy content on your Facebook wall.

5 Positively Negative

5 ways to ensure you never get hired5. Positively Negative

Keep everything negative.

Don’t post anything positive – including your achievements awards education and skillsachievements, awards, education and skills.

Source: http://www.prdaily.com/Main/Articles/9184.aspxp // p y / / / p

Positive

What employers are finding from profilesPositive:

18% of employers found content on social sites that influenced them to hire a candidate.

Negative:35% of employers found content on social sites that 

caused them to NOT hire a candidate.

Positive

What employers are finding from profilesPositive:

50% ‐ A good feel for the candidate’s personality39% ‐ Truth about candidate’s professional qualifications

38% ‐ Creativityy35% ‐ Communication skills

15% Awards and accolades received15% ‐ Awards and accolades received

Negative

What employers are finding from profilesNegative:

53% ‐ Provocative / inappropriate photos or information44% ‐ Content about them drinking alcohol or drugs35% ‐ Bad mouthing previous employers or clientsg p p y

29% ‐ Poor communication skills24% Lies about qualifications24% ‐ Lies about qualifications

Downloads

ThanksDownloads

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Socialnomics 2011 Video:http://www.socialnomics.net/2011/07/05/social‐media‐videos‐2011/