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SME Technology Conference 2009 Sydney: reasons why small businesses need to consider social media as part of their marketing plans - with not-for-profit Twitter case study
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Social Media for Business
Kate Carruthers
Sydney
Dec 2009 1www.katecarruthers.com
Slides on: www.slideshare.net/carruthk
Web: www.katecarruthers.com
Twitter: @kcarruthers
Dec 2009 2© 2009 Kate Carruthers
Dec 2009 3© 2009 Kate Carruthers
Dec 2009 4© 2009 Kate Carruthers
Handles over 235 million searches a day
http://www.forbes.com/2008/09/04/google-tenth-anniversary-tech-enterprise-cx_wt_0905google.html as at July 2009
Dec 2009 5© 2009 Kate Carruthers
If your business wants to be found this is the new yellow pages
Dec 2009 6© 2009 Kate Carruthers
Dec 2009 7© 2009 Kate Carruthers
Twitter hits 5 billion tweets
http://news.cnet.com/8301-13577_3-10378353-36.html Oct 2009
Dec 2009 8© 2009 Kate Carruthers
45-54 year olds are the top demographic followed closely by 25-34 year olds
http://blog.searchenginewatch.com/090408-122803 April 2009
Dec 2009 9© 2009 Kate Carruthers
US site visits per month > 260 million
http://www.quantcast.com/twitter.com#traffic Nov 2009
Dec 2009 10© 2009 Kate Carruthers
More than 24 million people in US alone visit per month
http://www.quantcast.com/twitter.com#traffic Nov 2009
Dec 2009 11© 2009 Kate Carruthers
The new home of breaking news & buzz
Dec 2009 12© 2009 Kate Carruthers
Dec 2009 13© 2009 Kate Carruthers
Facebook growing by over 700,000 users a day
http://www.insidefacebook.com/2009/07/02/facebook-now-growing-by-over-700000-users-a-day-updated-engagement-stats/
Dec 2009 14© 2009 Kate Carruthers
30 million users update their statuses at least once each day
http://www.insidefacebook.com/2009/07/02/facebook-now-growing-by-over-700000-users-a-day-updated-engagement-stats/
Dec 2009 15© 2009 Kate Carruthers
900 million photos are uploaded to the site
http://www.insidefacebook.com/2009/07/02/facebook-now-growing-by-over-700000-users-a-day-updated-engagement-stats/
Dec 2009 16© 2009 Kate Carruthers
1 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared each week each month
http://www.insidefacebook.com/2009/07/02/facebook-now-growing-by-over-700000-users-a-day-updated-engagement-stats/
Dec 2009 17© 2009 Kate Carruthers
Other social networks
Find out where your customers are
Dec 2009 18© 2009 Kate Carruthers
Top 10 sites 2009
http://social-networking-websites-review.toptenreviews.com/ 2009
Dec 2009 19© 2009 Kate Carruthers
Top 10 sites 2009
http://social-networking-websites-review.toptenreviews.com/ 2009
Dec 2009 20© 2009 Kate Carruthers
SO WHAT?
Dec 2009 21© 2009 Kate Carruthers
Monologue
• Hard to talk or listen to customers
• Expensive• Unreliable
Old marketing & advertising model
Source: http://www.danielresearchgroup.com/MarketResearchServices/FocusGroups.aspx
Dec 2009 22© 2009 Kate Carruthers
Dialogue
• 2 way communication
• Cheaper• Faster• Better???
Social media marketing model
Source: social Media Sydney Xmas 2008 – personal collection K. Carruthers
Dec 2009 23© 2009 Kate Carruthers
Example
Gary Vaynerchuk grew his family business from $4 million to $50 million
using social media
http://winelibrary.com/
http://socialnomics.net/2009/11/12/social-media-roi-examples-video/ Nov 2009
Dec 2009 24© 2009 Kate Carruthers
Wine Library results
$15,000 in Direct Mail = 200 new customers
$7,500 Billboard = 300 new customers
$0 Twitter = 1,800 new customers.
http://socialnomics.net/2009/11/12/social-media-roi-examples-video/ Nov 2009
Dec 2009 25© 2009 Kate Carruthers
3 ESSENTIAL TOOLS
Dec 2009 26© 2009 Kate Carruthers
Website or blog
This is fundamental for every business– Must control it & its content– Need to ensure access to site (passwords
etc)– Must be current & relevant
This is the modern version of a phonebook listing!
Dec 2009 27© 2009 Kate Carruthers
Social media presence
– Elements that bring website or blog content alive
– Tools that enable sharing of messages with communities of people who are interested
Move from monologue to conversational style of interaction
Dec 2009 28© 2009 Kate Carruthers
Reputation tracking
There are some great paid services that can monitor your online reputation
Free tools• Google Alerts• TweetBeep• Social mention• Google search
Dec 2009 29© 2009 Kate Carruthers
Rules of engagement
Dec 2009 30© 2009 Kate Carruthers
Rules of engagement
• Not-fixed • Experiment• Adjust• Recalibrate• Measure
• Listen• Real-people• Share• Relax• Reciprocate
Dec 2009 31© 2009 Kate Carruthers
Don’t panic – be prepared to regroup & retry
Rules of engagement
Dec 2009 © 2009 Kate Carruthers 32
CASE STUDY
Dec 2009 33© 2009 Kate Carruthers
Cupcake Camp Sydney
Charity: RSPCA NSW
Sponsors:
CBS Interactive Sydney
Plantronics
Altec Lansing
Ripples Café
Cupcake House
Dec 2009 34© 2009 Kate Carruthers
Cupcake Camp Sydney
>100 attendees
>25 cupcake makers
Video Creator: ‘Pong
http://www.outtospace.com/
Photos: Cupcake Camp Sydney Flickr Group
Dec 2009 35© 2009 Kate Carruthers
Via http://tweetreach.com/
Dec 2009 36© 2009 Kate Carruthers
Slides on: www.slideshare.net/carruthk
Web: www.katecarruthers.com
Twitter: @kcarruthers
Dec 2009 37© 2009 Kate Carruthers
