DIMA Conference - Social Media Slides

Experience. Capability. Technology bwired.com.au

Unleashing the power of Social Media

David WarwickDIMA – Digital Image Marketing Association

25 May 2012

@drwarwick

Experience. Capability. Technology bwired.com.auExperience. Capability. Technology bwired.com.au

Structure and HistoryAgenda

TRENDSWhat’s happening – search and social media drivers

METHODSDiscovery strategies and real-world examples

CONTROLUsing Social Media – frameworks to optimize control and deliver outcomes

QUESTIONS


S


DISCOVERYENGAGEMENT

INTERACTION


Structure and HistoryWhat is Social Media doing?

Nearly universal literacy is a defining characteristic of modern civilization.

Nearly universal authorshipwill shape tomorrow's!

Denis Pelli & Charles BigelowA Writing Revolutionhttp://seedmagazine.com/


Structure and HistoryGrowth in authorship

People are trading privacy for influence!

Source: Denis Pelli & Charles Bigelow … http://seedmagazine.com/

TrendsBooks: x 10 per century for 6 centuries | New media: x 10 per year for 6 years


Structure and HistoryAssets

SEARCH

SOCIAL


Structure and HistorySydney

SEARCH

SOCIAL


Structure and HistoryPagerank


Structure and HistorySearch context


TOOLS&

LANGUAGE OWNERSHIP


Structure and HistoryDealing with confusion …

Source: Knowem … http://socialmediatoday.com/briansolis/109255/online-reputation-and-brand-management-starts-identity

ProblemTools enter emerging space en masse.

EffectComplexity of market requires decisions on ‘where to play’ and ‘where to spend’.

ActionMarket analysis and single point of management are required by both businesses and individuals.

Outcome and solutionPublishing, listening, measuring and management applications appear and have their own proliferation cycle!


Structure and HistoryListening Post


Structure and HistoryPersona

Steven is a 38 year old, third generation farmer in Geraldton WA. He grows wheat, barley and canola as a break crop. He has been using a laptop since 2008 and upgraded to a Smart Phone in 2011.

Managing over 3,000 hectares, studied agricultural science and then travelled before returning to the family farm. He takes agronomic advice but likes to back up major decisions with his own research and often makes suggestions to his agronomist and farm staff that is well informed and progressive. Steven is a pragmatic and opportunist user of online services.

Steven only accesses the Internet as required for the farm or in connection with hobbies, travel and sports. He has however developed an online routine that includes some combination of morning (mostly email), evenings (general use and finance) and wet days (more broadly exploratory).

In an instance where Steven is searching for information, he immediately defaults to Google as a practical and practical pathway to crop, product and most other ‘non-routine’ online content.

Gender = MaleAge = 38Location = RuralEducation = Bachelor Degree (40%)Internet = BroadbandTime Online = 6hrs per week


Structure and HistoryPersona


Structure and HistoryLexicon


Structure and HistoryProtocol


Structure and HistoryMeasure


Structure and HistoryWhat is happening with mobile?

Some other things are changing …


Structure and HistoryFacebook


Structure and HistoryChannel (SM) Understanding

NETWORKIs about equity, reciprocation and respect

PENETRATIONIs about value and interest

VALUEIs about strength of network, quality of connections and resulting action

TIMEFRAMENetworking is a slow build, long burn activity that needs ongoing effort


Structure and HistorySiemens


Structure and HistoryGetting Outcomes

WORKSHOP

PERSONA(S)

LEXICON

SEARCH SET

TEMPLATE

POLICY

ROADMAP

Information discovery and object setting

Target audience descriptions (key behaviours)

Corporate discovery language resource

Volumetric SEO and SEM key phrase set

Content drafting and editing framework

Short-form policy statement and/or review

Recommended deployment strategy (channels)


Questions

[email protected] | 0411 411 555

@drwarwick … #tds2012


ENDDavid Warwick

Director of Technology and Services

[email protected]: 0411 411 555P: 1300 780 566

@drwarwickMay 2012

DIMA Conference - Social Media Slides

Technology

Transcript of DIMA Conference - Social Media Slides