Sustain Expo Melbourne - Sustainable Social Media

Social Media for Sustainable Business Growth – 18 October 2013 |

Sustain Traders Oceania

Social MediaSession Presentation

18 October 2013

Digital Greenfields Pty Ltd


Overview / Agenda

Simple yet proven social media strategies that you can implement in your business today.

• Trends

• Insights

• ‘The Cast’

• Asset Plan

• Sustainability

• Supporting Tools

• Questions


Trends

Social Media for Sustainable Business Growth – 18 October 2013 | Source wallblog.co.uk


Australian Social Media Landscape

September 2013

Facebook*

YouTube

WordPress

Tumblr

LinkedIn

Blogspot

Twitter*

Instagram*

Flickr

TripAdvisor

Pinterest

MySpace

Yelp

Reddit

Google Plus*

StumbleUpon

Foursquare

Monthly Unique Active Visitors

12,000,000

11,750,000

5,100,000

4,200,000

3,400,000

3,200,000

2,167,849

1,469,000

840,000

830,000

510,000

230,000

220,000

160,000

75,000

73,000

46,000

Trajectory

Slowing

Plateau

Growing

Plateau

Growing

Declining

Growing

Growing

Declining

Growing

Fast Growing

Declining

Plateau

Declining

Plateau

Declining

Plateau

Source

socialmedianews.com.au

*self reported or calculated from channel advised data


Insights


Insights (Mega Trends)

Nearly universal literacy is a defining characteristic of modern civilization.

Nearly universal authorshipwill shape tomorrow's!

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

Where is a brand built?


More Insights

Social Media Use and Behaviours

Australians are amongst the largest users of Social Media – 70+ percent reach, 7+ hours per month

Age is the largest correlation to use (Gen Y - 83%, Gen X – 70%, Boomers – 51%, Pensioners – 30%)

Gender influences use and specific channels (overall reach Females – 73%, Males – 64%)

English speaking groups have higher participation rates

Income not a strong correlation (slightly higher at high and low income, although unemployed are lowest)

Education not a strong correlation, and neither is location (urban, regional and rural are all similar)

Profession has a significant correlation to channel preferences

Social Media users are likely to use more that one channel and multiple devices (esp. in Australia)


More Insights (Consumer Preferences)

Australians use Social Media to search online for information relating to …

*2012 study by Nielsen and Marketing Magazine


More Insights (Business Content)

TutorialsExamples

TestimonialsInspiration

ImagesStaff

Store/PremisesEventsAwardsNews

ThoughtsProducts/ServicesAdvice


‘The Cast’


Facebook (+ LinkedIn and Google+)


Twitter


Pinterest (+ Instagram and Flickr)


Youtube (+ Vimeo)


Blog (+ Forums and Seeding)


Confusing?


Asset Map

Core Channel

Short format Long format

Supporting content


Asset Plan (Online Business Channels)


Sustainability


Sustainability (Digital Natives)


Sustainability (Utility)

Some reasonable objectives for a digital communications strategy…

CRISIS RESPONSE – Ensure that you have the structure and process (ears, eyes, voice) in case of crisis.

TRAFFIC – Increase target audience discovery of key online content.

BUSINESS – Have customers and prospects increase their business (sales).

REPUBLISH – Leverage the reach of current communications material.

INDUCTION – Provide product and business education for new customers, channels, partners.

REDIRECTION – Point audiences to appropriate content in other channels.

SATISFACTION – Increase the brand/product satisfaction of customers, employees, or other audiences.

EMPLOYEES – Demonstrate to employees progressive action and/or leverage their personal influence.

INSTITUTIONS – Provide specific channels to lift communication with government, regulators or other institutions.

ADMINISTRATION – Provide great administrative control over marketing and communication channels.

FOCUS – Understand audience segments to prioritize specific messages (news, announcements, sentiment)

FREQUENCY – Provide greater frequency in communication.

EFFICIENCY – Reduce print and other costly collateral production and gain re-use of existing content.

CAMPAIGN – Tailor campaign messages and leverage traditional advertising spend and reach.

RESEARCH – Increase understanding of specific audience or market segments and behaviour.

Program Model | Tone

DISCOVERY | ENGAGEMENT | INTERACTION


Tools (How?)


Tools (How?) … differences from ‘Personal Social Media’

PLAN Simple strategy and approaches for implementation of Social Media program for your business.

BUSINESS ONLINE TOOLKIT

PERSONA(S) Definition of target audiences to guide thinking, tone, strategy and measures.

LEXICON Know the language of discovery and conversion. What is the Language that that you want to own.

CONTROLS Template for editorial management – marrying content (lexicon) to audience and channel.

NETWORK Leverage your existing networks and strategy for progressive network growth online.

ASSET MAP Strategically informed model for selection and deployment of online assets (channels).

RESOURCING Plan for division of activity (internal and external) including content flows (re-use).

MONITOR Decide methods (timing) for publishing, monitoring, reaction, management and reporting.


Plan

Some reasonable objectives for a digital communications strategy…

CRISIS RESPONSE – Ensure that you have the structure and process (ears, eyes, voice) in case of crisis.

TRAFFIC – Increase target audience discovery of key online content.

BUSINESS – Have customers and prospects increase their business (sales).

REPUBLISH – Leverage the reach of current communications material.

INDUCTION – Provide product and business education for new customers, channels, partners.

REDIRECTION – Point audiences to appropriate content in other channels.

SATISFACTION – Increase the brand/product satisfaction of customers, employees, or other audiences.

EMPLOYEES – Demonstrate to employees progressive action and/or leverage their personal influence.

INSTITUTIONS – Provide specific channels to lift communication with government, regulators or other institutions.

ADMINISTRATION – Provide great administrative control over marketing and communication channels.

FOCUS – Understand audience segments to prioritize specific messages (news, announcements, sentiment)

FREQUENCY – Provide greater frequency in communication.

EFFICIENCY – Reduce print and other costly collateral production and gain re-use of existing content.

CAMPAIGN – Tailor campaign messages and leverage traditional advertising spend and reach.

RESEARCH – Increase understanding of specific audience or market segments and behaviour.

Program Model | Tone

DISCOVERY | ENGAGEMENT | INTERACTION

Short format Long format


Personas


Lexicon


Controls


Network


Resourcing


Monitoring


QUESTIONS… taking the next step …


CLOSEThank you

David Warwick BA MBA FAIM MAICD AACS

Online marketing, design, corporate communication and social media.

Clients include Bayer, Siemens, Nintendo, Westpac, NAB, Nufarm, CSR,L’Oreal, Arts Victoria, CFA, Carlton FC, ProVision and the Victorian Government.

Qualifications include an MBA from Melbourne Business School and a Bachelor of Arts(English and Sociology) from Monash University. Senior roles in web development, corporate communications, design and technology industries since 1996.

Publications include Marketing Magazine, Technology Spectator and speaking engagements on social media and digital marketing, including sessions for Sky Business News, KPMG, Siemens, L’Oreal and a host of marketing and technology conferences.

[email protected] | Twitter @drwarwick | 0411 411 555

Sustain Expo Melbourne - Sustainable Social Media

Social Media

Transcript of Sustain Expo Melbourne - Sustainable Social Media