Impact of Social Media

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Social Media briefing at the Australian Trade Commission VIetnam's Australian Education Agent Briefing on January 17, 2014.

Transcript of Impact of Social Media

  • 1. THEIMPACTOFSOCIALMEDIA AustralianEduca9onAgentBrieng JANUARY17,2014

2. DragonSocialMedia Weprovidebusinesseswithpublicrela4onsandsocialmediaconsultancyand support,including: SocialMediastrategy&policiesforyourbrand; ContentManagementofsocialmediapages&campaigns; Brandingconsultancy; SocialMediaadver4sing; Crisiscommunica4ons; Medialiaising; Publicrela4ons; Marke4ng; Socialmediatraining. Weworkacrossmul4pleindustriesincludingnews,broadcastmedia,ter4ary educa4on,non-prot,marineandcivilandmore. 3. Ifyouhadtogiveyourselfamark outof10foryourlevelof comfort/condencewithsocial mediaPERSONALLY,whatwould itbe?Ifyouhadtogiveyourselfamark outof10foryourlevelof comfort/condencewithsocial mediaPROFESSIONALLY,what woulditbe? 4. Impactofsocialmedia Whyusesocialmedia? Howtousesocialmedia Knowingyouraudience Whatsyourbrandproposi4on? Measuringsuccess:Whatsthereturnon investment? Casestudy:FutureUnlimited 5. Whyusesocialmedia? Yourtargetaudienceisusingit Brandexposure&reputa4on Word-of-mouthmarke4ng Recruitment Engagement:students,ter4aryproviders Buildsyoursphereofinuence Leadgenera4on Searchrankings&websitetrac Customerservice&connec4onwithclients 6. Howtousesocialmedia Deneyourbusinessgoals UnderstandwhatsocialmediaplaTormsaremostrelevantto yourbusinessandobjec4ves Knowyouraudience AskyourselfwhatdoIreallyknowaboutsocialmedia?You wontknoweverythingsoseektolearnmorewithtraining fromthirdpar4es Considerresourceimplica4onshowmanypeoplewillittake torunsocialmediaorapar4cularcampaign?Consider outsourcingtoagencies 7. Knowyouraudience 8. Vietnaminternetpenetra4on30-40 millionpeople=39% 5thhighestinSEAsia Facebook&ZingMe aremostpopular socialmediasitesHalfofVietnamspopula4onis under30yourtargetaudienceAverageVietnam ne4zenwatches140 videospermonthSocialmedia&chatarethe mostpopularformsofonline ac4vi4es ZingMedemographicskewedto25-34yo Facebookdemographicskewedto18-24yoFacebookpenetra4on22%= 20millionac4veusersSource:InternetWorldStatsMindshare,Facebook 9. Vietnam:SocialMediaUsage AnysocialnetworkFaebookLinkedinTwiier 0%Source:GlobalWebIndex20%40%60%80%100% 10. Socialmediaisthemostemo9onalchannel 11. Howcanyoucollaboratewiththe audience? 12. Brandproposi9on YouarewhatyouTweet AndwhateveryoneelseTweetsaboutyou 13. Importanceoflistening Uncover contentideas Find communi4es online Iden4fybrand advocates 14. SocialmediaandROI Forgetabouttradi4onalROImeasurement returnoninvestment(%)=(Netprot/Investment)100 Measureyourbrandvia -LeadGenera4on:Getregularanaly4csfromyour socialproles,measurecostperlead -BrandAwareness&Reputa4on:listentowhatpeople sayaboutyou BLOGPOST 15. CaseStudy 16. FUTURE UNLIMITED DIGITAL CAMPAIGN Win your Future Unlimited www.futureunlimited.com.au 17. Brandproposi9on June2011-newbrandlaunchedforthepromo4onof Australianeduca4oninterna4onallyFutureUnlimited. CampaignaimedtoshowAustralianeduca4on generatesrealoutcomes,deliveringareturnoninvestment tostudentsintheshapeoffutureprofessionaland personalsuccess Campaignsoughttochangepercep4onsofAustralian educa4on-movingtheconversa4onawayfromlifestyle andenvironmentalfeatures,tofocusonhigherorder benets,suchasthequality,globaloutlook,research successandinnova4onofAustraliasins4tu4onsandthe valueofthesetostudents. 18. Campaignpromo9on GlobalpushbyAusTradenetworks,campaignsponsorsand alliessuchasDFAT,ABCInterna4onal,TourismAustralia Toolkitincludedpromo4onalvideo,onlinebannerad,press release,socialmediaconversa4oncalendaretc. Facebook:sponsoredpostsandads Facebook:AustralianEmbassyVNpage,postsongroup pagesVietnameseGraduatesfromAustraliaClub StudyinAustraliaFacebookpage YouTubevideo Postsonlocalforumsforstudents,IT,educa4on,design Tradi4onalchannels:Onlinenews,Mediareleasevia AustralianConsulate-General,ElectronicDirectMail 19. Results 31,000+entriesfrom180+countriesfroma targetof20,000 Vietnam5thcountryintermsof#ofentries Almost1millionsitevisitsoverthecourseof7 week-campaign 20. Conclusions Socialmediaincreasesyourreach&cancomplimenttradi4onal PRandcommunica4ons Setyourobjec4vesandgoals Knowyouraudience Knowyoursocialmediachannels Understandtheresourcesneededtoimplementsocialmedia Getstarted--->now 21. Thankyou Followus Twi_er:@Dragon_Ind_Asia Facebook/DragonIndustriesAsia Linkedin.com/company/dragon-industries-asia