The beautiful things numbers can tell you about social media

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The beautiful things numbers can tell you about social media

Beauty Directory Digital Seminar26 July 2011


Australian’s love social media

• Most prolific users in the world

• Over 10 million tap into other consumers opinions

• Nearly 6 million connect with brands & organisation’s

• Roughly a third use social media every day*

• Social media brands are consistently amongst top 15 sites visited by Australians


Australian social media landscape is less complex

Source : Nielsen NetView April 2011

R.I.P MySpace

Not on the radar

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

UA

YouTu

beFli

ckr

20% ahead of nearest social platform

Unique Audience

Source : Nielsen NetView June 2011


The younger you are, the more frequently you use social media

70% teenagers use every day

72% of people in their 20s use social media at

least most days

64% people in their 30s use at

least weekly

Source: Sensis Social Media Report May 2011


It’s tough for brands to stand out amongst the crowd of friends & family

Social media users average

217 friends

The younger you are the more friends you have



The future of social media is mobile

Social Media Report 2011

Social mobile has doubled, now at 42% of all online Australians and a whopping 74% of 16-24 yr olds

Source: Nielsen Online Consumer Report , March 2011


Get ready for the Mobile web

18% of all Google searches in Australia are conducted on a mobile device

Predictions that 50% of all access to the internet will be via mobile device:

• 2014 predicted by Commscore

• 2013 predicted by Google

• 2012 predicted by Morgan Stanley

It’s not just social that is going mobile


93% use social media to connect with family & friends

Youth are most likely to connect with a brand or business



You need to design experiences that deliver tangible value in return for your audiences time, attention, endorsement & sharing



• Used by 97% of social media participants• Stickiest member community with active reach of 67%• Average time per person 7hrs, 20 minutes p/month

Facebook dominates

Social Media Report 2011


6.6 million Australians check Facebook daily

Source: Facebook’s head of Agency Relations, Sarah Personette


The average age of an Aussie on Facebook is 30

Approximate age breakdown• 21% are teenagers• 32% in their 20s• 21% in their 30s• 14% in their 40s• 8% in their 50s• 4% 60 yrs +

Data compiled by Amodiovalerioe Verde from Facebook Ad Platform


Bigger fan bases mean better results

501 fans is the tipping

point


Facebook News feed is the holy grail


Engagement is vital for visibility

• Photos get most visibility, followed by videos, links & status updates

• Posts manually to get a higher EdgeRank score

• Timing is key – monitor & learn to find your engagement sweet spot. You’ll get half the ‘Likes’ you’ll ever get in first 1hr 20 mins.

• Balance your frequency. Post too often & you’ll annoy people. Post to infrequently & you are invisible

For more info on Facebook NFO read my blog post:http://www.bestof3.com.au/bestof3/2011/04/the-cutting-edge-of-facebook/


Reasons people unlike brands on Facebook

ExactTarget | www.ExactTarget.com/sff


Over 60% of people under 50 read online reviews or blogs

But only 24% will ever post reviews or blogs

People read an average of 6 blogs before making a purchase decision

Males more engaged with

blogs


Blogs are under-utlised by Australian business

Whilst 50% of large businesses have a social

media presence, only 25% of them

maintain a blog



The more frequently you blog, the more traffic & the more customers you will getBusinesses that post daily

generate 5x more traffic than those that post weekly or less TIP: Post as frequently as feasible

to outpace your competition & see great results.


I wonder how Australian

business is using social media?


During 2010

72%of participating businesses allocated 10% or more of their marketing budget

40%Allocated one fifth (20%) of their marketing budget to social media activities

Neilsen | Community Engine Social Media Business Benchmarking Study 2011

The portion of the marketing budget allocated to social

media is growing

Most of the budget is going towards advertising on social sites

& maintaining a Facebook page



Healthy level of effort into monitoring & participating in

conversations

Businesses are investing in integrating social

elements into their own websites



Businesses are starting to realise the importance of

rich media

Only 9% of businesses are optimising their content for mobile devices


5 Key takeaways• Your customers are active in social media, even

if you aren’t.

• Remember that people are primarily using social media for social purposes – not to be marketed to.

• Be mobile ready, your customers probably are.

• Engagement is vital but you need volume to deliver better results.

• Most Australian businesses are still finding their way too.


Thank you

Jacki James

Strategic Planner

Zuni

Follow me @JackiJames

p 02 9516 5480e [email protected]

zuni.com.au

mailto:[email protected]

mailto:[email protected]


Image creditsSlide 1: Lustre-Creme Lotion Shampoo print ad Slide 2: http://www.flickr.com/photos/marfis75/3272079115/Slide 4: Letting it all hang out. Picture by Megan Slade, Source: The Courier Mail http://www.couriermail.com.au/life/families/parents-quizzed-about-their-schoolies-fears-as-year-12-students-hit-the-beaches/story-e6frer7o-1225956805533Slide 6: http://www.flickr.com/photos/mcritz/4100000659/Slide 7: http://www.flickr.com/photos/ljcybergal/42255990/sizes/o/in/photostream/Slide 9: http://day1of1.files.wordpress.com/2011/07/gift.jpgSlide 11: http://photos.miravit.cz/albums/45_living_on_bondi-beach_summer_2006-07/bondi-beach_summer-2006-07_p1060048.jpgSlide 13: http://www.flickr.com/photos/mjparnell/435465575/Slide 15: Love Stinks, JG Geils Band album cover via http://www.flickr.com/photos/epiclectic/2643565118/in/photostream/ Slide 17: http://www.flickr.com/photos/lady-madonna/147066705/Slide 18: http://drnaomi.blogspot.com/2011/04/so-what-could-patient-who-looks-like.html Slide 20: Actual Business Letters, Dictated at Various speeds., Keane Records. http://www.flickr.com/photos/x-ray_delta_one/4006849801/sizes/o/in/photostream/Slide 21: http://www.flickr.com/photos/benhosking/5076568979/ Slide 23: http://www.flickr.com/photos/dearsomeone/3336741009/Slide 24: Beauty Shop Beat, The Clark Sisters (Album cover), Coral Records via http://www.flickr.com/photos/x-ray_delta_one/4165475770/sizes/o/in/photostream/

http://www.flickr.com/photos/marfis75/3272079115/



http://www.couriermail.com.au/life/families/parents-quizzed-about-their-schoolies-fears-as-year-12-students-hit-the-beaches/story-e6frer7o-1225956805533

http://www.couriermail.com.au/life/families/parents-quizzed-about-their-schoolies-fears-as-year-12-students-hit-the-beaches/story-e6frer7o-1225956805533

http://www.flickr.com/photos/mcritz/4100000659/

http://www.flickr.com/photos/mcritz/4100000659/

http://www.flickr.com/photos/ljcybergal/42255990/sizes/o/in/photostream/

http://www.flickr.com/photos/ljcybergal/42255990/sizes/o/in/photostream/

http://day1of1.files.wordpress.com/2011/07/gift.jpg

http://day1of1.files.wordpress.com/2011/07/gift.jpg

http://photos.miravit.cz/albums/45_living_on_bondi-beach_summer_2006-07/bondi-beach_summer-2006-07_p1060048.jpg



http://www.flickr.com/photos/mjparnell/435465575/

http://www.flickr.com/photos/mjparnell/435465575/

http://www.flickr.com/photos/epiclectic/2643565118/in/photostream/

http://www.flickr.com/photos/epiclectic/2643565118/in/photostream/

http://www.flickr.com/photos/lady-madonna/147066705/

http://www.flickr.com/photos/lady-madonna/147066705/

http://drnaomi.blogspot.com/2011/04/so-what-could-patient-who-looks-like.html

http://drnaomi.blogspot.com/2011/04/so-what-could-patient-who-looks-like.html

http://www.flickr.com/photos/x-ray_delta_one/4006849801/sizes/o/in/photostream/


http://www.flickr.com/photos/benhosking/5076568979/

http://www.flickr.com/photos/benhosking/5076568979/

