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8/2/2019 Credentials 2011 | TWO Social | Social Media Agency
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8/2/2019 Credentials 2011 | TWO Social | Social Media Agency
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Credentials 2011 page 2
Increasingly organisations
are realising the importance
of strategies to converse and
engage with stakeholders. As the
communication landscape continues
to evolve, organisations can nolonger rely upon traditional
channels to communicate eectively
with all audiences.
FROMCOMMUNICATIONTO CONVERSATION
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Credentials 2011 page 3
Use of and engagement with Social
Media in Australia extends much
further than social networking.
Social Media engagement also
encompasses the nature and format
of the content we interact with, which is increasingly through
video, imagery and audio content.
SOCIAL MEDIAIN AUSTRALIA
77% watch 28.2% upload
74% message 24.6% feed
62% read 29% write
I M A G E R Y
B
L O G G I N G
M I C R O
B
L O G G I N G
R S S
W I D G E T S
N
E T W O R K S
C H A T
F O R U M S
P O D
C A S T I N G
V I D E O
63% listen
48% play
72% view 84% belong
ranked no 10in sydneyranked no 6in australia
S O C I A L
G A M I N G
TABLE:
Sourced from Neilsen Australian Online
Consumer Report 2011
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Credentials 2011 page 4
With the rise in smartphone usage
in Australia (now ranked second in
the world in terms of penetration),
apps are seeing some big numbers
and marketers need to take note.
Understanding why people download will help inuence that action.
APPDOWNLOADS
Friends
online
Wordof mouth
Hear them talkedaboutin the media
Otherpeopleonline
Advertising
Browse the
App Store
Search
^62% ^62%
Free apps are
more popular
than paid apps
^18% ^18%
^33%
FREE = 10
$$ = 5
^29%
^24%
AWARENESS OF APPS DOWNLOADS / MONTH
App
App
App
App
App
App
App
App
App
App
App
App
App
App
App
TABLES:
Sourced from Neilsen Australian Online
Consumer Report 2011
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Credentials 2011 page 5
Desktop Laptop Mobile Game Console TableteReader
PVR/TV
^95%
^77%
^52%
^18%
^10% ^9%
AVERAGE TIME ONLINE EACH WEEK
24.9 hr/wk
23.6 hr/wk
21.7 hr/wk
21.0 hr/wk
18.8 hr/wk
0 5 10 15 20
16-24
25-34
35-44
45-59
60+
FURTHERMORE, SOCIALNETWORKS ARE THE
PREFERRED CHOICE FOR16 - 24 YEAR OLDS
DEVICES SUPPORTINGMOBILITY ARE ON
THE RISE!
TABLES:
Sourced from Neilsen Australian Online
Consumer Report 2011
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Credentials 2011 page 6
READING OTHER PEOPLE’S REVIEWS, DISCUSSIONS,COMMENTS ON BRANDS, PRODUCTS, SERVICES
WATCHING ONLINE VIDEO ABOUT BRAND,PRODUCT, SERVICE
CLICKING FACEBOOK ‘LIKE’ BUTTONFOR A BRAND OR ORGANISATION
DISCUSSING / COMMENTING ON BRAND,PRODUCTS, SERVICES
CONNECTING WITH BRANDS THROUGHSOCIAL NETWORKING SITES
POSTING REVIEWS OF BRANDS,PRODUCTS, SERVICES
LISTENING TO AN ONLINE REVIEW OF BRAND, PRODUCT, SERVICE
^73%
^59%
^46%
^43%
^42%
^33%
^30%
26%
12%
7%
7%
17%
13%
15%
Current yearLast year
BRAND ENGAGEMENT
AND SOCIAL MEDIA
TABLE:
Sourced from Neilsen Australian Online
Consumer Report 2011
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Credentials 2011 page 7
SOURCES:
1. ZenithOptimedia, 2. eMarketer 3. Facebook, 4.
Facebook and Flickr, 5. You Tube, 6. Facebook, 7.
LinkedIn, 8. Jebullas.com
...AND DIDYOU KNOW?
Total advertising spending in Social Media is currently $449.7 billion per year1
US companies using Social Media tools for marketing purposes grew by 15% from 2009 to 20102
50% of active Facebook users logon to Facebook every day3
Flickr contains about 5 billion photos, Facebook over 100 billion4
48 hours of video are uploaded every minute to YouTube5
70% of Facebook users live outside the US6
150 years of YouTube video are watched every day on Facebook5
The most common last name of people on LinkedIn in Australia are Smith, Jones, Brown and Lee7
485 professionals list ‘winemaker’ as their job description on LinkedIn7
Wikipedia hosts 17 million articles and authors total over 91,000 contributors8
It took Google+ 16 days to reach 10 million users. It took Facebook 852 days8
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Credentials 2011 page 8
have conversationswith your
stakeholders
We help you...
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Credentials 2011 page 9
Valuable and sustainedengagement with your
stakeholders
What does this
mean for you?
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Credentials 2011 page 10
To interact eectively with your
audience through Social Media you
need to engage both defensively
and oensively; communicate your
proof points and substantiate your
credibility before discussing your messages.
SOCIAL MEDIAENGAGEMENTSTRATEGY
OFFENCE
me ss ag e m es sa ge m es sa ge
E n g a g e m e
n t
DEFENCE
Sales Message
Brand Substantiation
proof proof proof
TABLE:
TWO Social Media Engagement Strategy
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voleniminiet fugitas explabillauda doluptat.
Credentials 2011 page 11
SOCIAL MEDIA
HAS AN IMPACTON THE COMPANYVALUE CHAIN
SENIOR LEVEL
MARKETING
PUBLIC RELATIONS
SALES
HR
“I am an opinion
leader with a robust
knowledge base.
I want to raise
awareness”
“I need channels to
place our content,
and therefore build
traffic”
“I want to know and
respond to what the
public is saying
about our products
and services”
“I want
networking tools
to create
new business”
“I want
to locate new
employees and add
value forexisting ones”
TABLE:
Sourced from elliance.com
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Credentials 2011 page 12
Eective use of Social Media
is so much more than creating
a Facebook Page. You need
to determine strategy before
determining the most appropriate
content for your audience and which channels work best. How
will your organisation manage the
conversations you are creating
through Social Media channels?
SOCIAL MEDIACHANNELMANAGEMENT
• Advertising
• Planning & buying
• Development
• Design
• Tracking tools
• Management
• Engagment
• Strategy
• Planning & Big Idea
CONTEXT
&
CREATIVITY
CONTENT
CHANNEL
COMMUNITY
• Application development
• Podcasts
• Blogs
• Micro-blogs
• Video
• Imagery
• Interviews
• Competitions
WE CANHELP WITH ONE
OR MANY ASPECTSTO ENSURE THESTRATEGY ISCOMPLETE
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Credentials 2011 page 13
It’s not just about the data when
it comes to reporting; it’s about
time spent extracting meaningful
information to help with key
decision making. We combine the
‘what’ with the ‘why‘ to look beyondthe numbers. Our understanding of
the social landscape has allowed us
to develop value around the metrics
including; themes, inuencers,
motivations, etc.
SOCIAL MEDIAINTELLIGENCE
A VARIETY
OF
LISTENING TOOLS
SOCIAL
MEDIA
INTELLIGENCE
HUMAN
SCREENING
INSIGHTS
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Credentials 2011 page 14
WHO DO WEDO IT FOR?
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follow @
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83 Alexander Street
Crows Nest
NSW 2065 Australia
T +61 (0)2 9966 2200
F +61 (0)2 9966 4811
E [email protected] B daemongroupblog.com
twosocial.com
tweetnoevil.com.au
follow us @twosocial
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