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Implementing social media
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http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later
Current State of Social in Australia
Source KMPG 2011
O n l y 4 2 % of Australian
organisations are
embracing social media
48% have no presence in the space O n l y 1 6 %
of respondents feel it is important to have a
clearly defining a social media strategy
O n l y 1 4 % consider allocating dedicated
staff and measuring social media engagement as important
O n l y 2 % find dedicating funding a
priority
Source: KPMG report in B&T article: http://www.bandt.com.au/news/australian-businesses-lag-in-social-media-game
BRAND
Traditional Media Approach
AUDIENCE
DISRUPTIVE
SHORT TERM
ONE WAY COMMUNICATION
Social Business Approach
BRAND
ENGAGING
LONG TERM
CONVERSATION
AUDIENCE
You Need Both to Succeed
BRAND AWARENESS BRAND REPUTATION SALES
Bought
Media
Owned
Assets
“Earned”
The Relative Importance
Forums
Blogs
EARNED
OWNED
BOU
GH
T M
EDIA
Nielsen study agrees
3%
http://www.jeffbullas.com/2009/10/30/6-questions-to-ask-the-ceo-when-he-says-social-media-wont-work-for-his-company/
8%
Social Business is no longer optional
In the last few months, have you:
3. Did you go to the yellow pages to research a company or product?
4. Used Facebook, Twitter, LinkedIn or other social media for a product that you were looking to buy?
1. Opened and answered a direct mail letter?
22%
2. Followed up on an ad on mainstream mediums such as TV, radio or magazines?
80%
Most brands are socially inept.
Share, talk, answer, engage, give somethingfor free, have a personality, be different…
http://www.flickr.com/photos/ontario_wanderer/3496185271/
It’s not about the tools.
It’s how you use them.
http://www.intersectionconsulting.com/blog/
Social Media Best Practice
Tactics/ Shop Front
Strategy
http://magicofteams.wordpress.com/2010/12/02/silos-firm-they-stand/
The Single Biggest Challenge
Inevitable Shift
CLOSEDSilos, separate and
information hoarding
COLLABORATIVEFreely sharing
information and knowledge internally
OPEN CULTUREConnecting internal and
external communities for mutual gain
Social Media has a knock on effect
Social Media vs Social Business
http://www.booz.com/media/file/BoozCo-Campaigns-to-Capabilities-Social-Media-and-Marketing-2011.pdf
The Benefits of Getting it Right
Companies view social media as offering the most benefit in the upper stages of the purchase funnel.
www.allfacebook.com/facebook-wall-posts-brands-2011-10
2011 study shows that 95% of Facebook posts on brand pages are ignored
Social ROI: You get out what you put in
Social is no longer optional – integration is key
It is not about the tools, but how you use them
Social Media requires a Social Business
Social Media has a knock-on effect beyond marketing
First mover advantage is there to be seized
You only get out what you put in
Content & context is the new marketing
Top 7 Take-outs
90% + of brands
At what stage is your business?
We have Facebook and Twitter but no one
wants to be our friend or talk to us.
“We’ve made a start”
We’re not sure where to start or whether
we need to?
“We are nowhere”
We have a community manager who regularly
engages with our growing community.
“We get it!”
“ A Social Business Strategy
isn’t just for Christmas! “