Post on 03-Jul-2015
Part 2
7: The Model
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8: Case Studies
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Success Profiles…….you can learn from others. It’s best to learn how to seerather than copy. The Social Media Ecosystem model is your map for
seeing.
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What’s the nugget (hook)?
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High Need
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39,045 members
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High Passion
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12
?
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The Results•11 million Social Networking impressions•5 million engagements on social networks (people sharing and receiving)•11,000 videos posted•15,000 tweets.. not including re-tweets•13,000 photos•50,000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97% of those don’t currently drive a Ford vehicle
•38% awareness by Gen Y about the product, without spending a dollar on traditional advertising ( Fords model “Fusion” doesn’t have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend).
Trust
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Ego
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1,137,158
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Identity
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Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia,[3] the 26th most subscribed of all time on YouTube,[6] and the 7th-most subscribed director worldwide
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?
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First mover advantage - marketing
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High Need
High Passion
Trust
Ego
Identity
First mover advantage - marketing28
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What’s Cannon’s nugget?
Workshop 5
• One has 7 times the ‘likes of the other, but the other has 40 times the engagement. Why?
• Compare KFC v FoxFM (page 5)
430,000
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68,000
Workshop 6
The Victoria Police has 68,000 fb likes and the Queensland Police 430,000 – why?
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9: Context
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The Power of Context
Human behaviour is sensitive to and
strongly influenced by its environment
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Context Rule 1: engagement strength varies by content accessorising
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72%
click here
13%
A reminder about Friday’s trivia night
9%
6%
Frequency is ‘context’
2 choices;
to deliver 2,000 words every 2 weeks or
deliver 200 words per day, which has the best engagement?
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Frequency is ‘context’
L Volume H
L
Fre
qu
en
cy
H
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Frequency is ‘context’
Ad-hoc vs Cyclical
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Time of the day is ‘context’
Several thousand subscribers
Open rate 40%
Highest open rates occurred on Sundays
emails sent from 6 a.m. to 7 a.m. are about three times more likely to be opened than emails sent at 4 p.m
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Time of the day is ‘context’
• Most brands post during the week
• Best engagement is on weekends
http://www.cbsnews.com/8301-505125_162-57411092/the-best-time-to-send-email-so-it-will-get-read/
What does ‘best’ mean? It’s not about posting (sending), it’s about engagement
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Variations by content type
http://www.jamesamartin.com/social-media/when-to-post-on-facebook
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Same message, different context,
different engagement
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10: ROI
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ROI
• At some time some will ask “what are we getting out of our social media programs?”
• There are many ways of answering the ROI question – here’s 2.
Cost of Reach
• Compare cost of reach vs other media; radio, print etc
Cost of Social Media / Reach
Cost of Prnt / Reach
Reach as a % of base
• Consider the council with 100,000 residents, what penetration rate do you need to justify the effort?
ROI
• Social Media return on investment
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11: Social Media Disasters
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Let’s look at a PR disaster played out through social media
12: Build a SM Program
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The Greater Group
• Targets
– National retail organisations (design/refit)
– Interior architect/designers (recruitment)
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Resources
socialmedianews.com.au
allfacebook.com
mashable.com
socialmediaexplorer.com
digitalministry.com.au
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