www.melkettle.com.au @melkettle
Social Media:Security risk or ??
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
www.slideshare.net/melkettle
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Doing what you have always done will no
longer get you what you have always got
www.melkettle.com.au @melkettle Thursday, 27 October 2011
www.melkettle.com.au @melkettle Thursday, 27 October 2011
www.melkettle.com.au @melkettle
And age old idioms have been redefined
www.melkettle.com.au @melkettle Thursday, 27 October 2011
www.melkettle.com.au @melkettle
“By 2011 90% of your sales will
come from word of mouth or
digital promotion”
Seth Godin, 2009
www.melkettle.com.au @melkettle Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Socialnomics 2011
Thursday, 27 October 2011
www.melkettle.com.au @melkettle Thursday, 27 October 2011
www.melkettle.com.au @melkettle
In Australia:
• Facebook - 10.6m users
• Blogspot - 5.6m
• Wordpress - 2.3m
• LinkedIn - 2m
• Twitter - 1.9m
• FourSquare - 63,000
Social media use
June 2011, UAV, www.socialmedianews.com.au
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
In Australia• Facebook - 19.3% pages viewed in Sept 2010.
Compared to 7.4% Google• Average user spent 28 minutes and 58 seconds on
facebook• 77% watched video content in Oct 2010 - 26% on
mobile• 36% access internet via mobile phone in 2010• 9% use their mobile phone to purchase• 5% total retail sales online in 2010, increasing by 12%
on 2009http://digitalmarketinglab.com.au
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Not only for kids...
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Brand facts
•Facebook: 40% follow a brand. 51% of these will purchase brand
•Twitter: 25% follow a brand, 67% will purchase
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Changing perceptions
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
What does this mean for you?
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Twitter FacebookLinkedIn
TumblrFlickr
WordpressBlogger
0% 20% 40% 60% 80%
10%22%
13%11%
30%75%
78%
Social networks used by Small Business
Source: www.prdaily.com
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
• Education- tax, super, etc
• Recruitment
• Industry trends and legislation
• Branding
• Community
• Networking
• BE AWARE OF CONFIDENTIALITY
From a CPA perspective
Thursday, 27 October 2011
www.melkettle.com.au @melkettle Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Networking by finance professionals• 45% written communications (emails, letters)• 28% primarily network face-to-face• 15% via social media.• 46% use social sites to network with both personal
and business contacts• 25% approached about a career opportunity via
social networking (68% LinkedIn)• 42% research a company’s social media as part of
company research
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Financial services and social media• 72% have a social media account
• 88% facebook• 58% LinkedIn• 24% twitter• 20% YouTube• 6% blog
• Mostly facebook to connect with family/friends• LinkedIn preferred for recruitment
Source: www.mergisgroup.com
Thursday, 27 October 2011
www.melkettle.com.au @melkettle Source: www.mergisgroup.com
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Case study: @FletcherTaxAccountant specialising in tax compliance for micro and small business• Passion for business owners to take control of their finances • Increased traffic to website/blog = new prospects and clients • 20% of leads via twitter• Keep up to date with latest industry news• Make connections with complimentary advisors • Australia wide PR opportunities• No specific time allocated - 20 minutes 2 x a day, when on
hold to the ATO• Tax is a dry subject - mix it with practical tips• People connect with people - great introduction/filter for
prospects• Facebook and LinkedIn are less used - prefers twitter
Thursday, 27 October 2011
www.melkettle.com.au @melkettle Thursday, 27 October 2011
www.melkettle.com.au @melkettle Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Security and risk
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
External risk
• Phishing
• Hackers
• Spammers
• Other idiots who want your info... don’t let them get it!
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Internal risk
• General carelessness
• Ego
• Staff leaks - deliberate and accidental
• Blur between personal and professional
• Increased use of smart phones
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Mitigation...
• Strong network security including anti-virus, anti-spyware, anti-spam, firewall,
• Choose unique logins and passwords
• Keep your browser up to date
• Dodgy sounding emails
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
More mitigation...• Have a clear social media policy in place
• Confidentiality agreements
• Training and education
• Acceptable and proper behaviour
• Make sure ALL staff know
• Monitor staff use of social media
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Social media policy• Link to Code of conduct, IT, business policies
• Provides structure
• Outlines what can and can’t be done online
• Who represents your company?
• Empowers employees but sets limits
• Crisis management
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Consider...• Boundaries
• Transparency
• Confidentiality
• Financials
• Consequences
• Work use
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
A few tips• Have a social media policy
• Think before you post
• Don’t click on short links eg ow.ly/i/jUvU
• Beware of messages from people you don’t know - especially DM with twitter
• Be careful of geolocation apps such as Foursquare
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Privacy - facebook
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Privacy - LinkedIn
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Privacy - twitter
Thursday, 27 October 2011
www.melkettle.com.au @melkettle Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Risk of NOT using social media
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
You can buy attention (advertising).
You can beg for attention from the media (PR).
You can bug people one at a time to get attention (sales).
Or you can earn attention by creating something interesting and valuable and then publishing it
online for free.
David Meerman ScottMarketing legend
Thursday, 27 October 2011
www.melkettle.com.au @melkettle Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Old communication was one-way
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Now communication is two-wayAnd conversations are with many
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Business is no longer B2B.
It’s no longer B2C.
It’s now P2P.
Person 2 Person.
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
• Instant
• Interactive
• Accessible
• Measurable
• User generated content
Social media is:
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Social media is a fundamental shift in how we do business
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
4 P’s of Marketing
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
4 P’s of Marketing
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
4 C’s of marketing and social media...
1. Customers
2. Content
3. Channel
4. Community
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Customers
• Customer is #1
• Know who they are!
• Go where they go
• Engage and converse with them
Thursday, 27 October 2011
www.melkettle.com.au @melkettle Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Content
• Content is king - words, video, photos
• Provide information that is valuable to your customers
• Be consistent with content
• It’s not all white papers...
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Channel• Which social media channel is right for you?
• Go where your customers go - know your target market
• Facebook is not for everyone
• What suits your personality?
• Time and money considerations
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Community• Engage with customers
• Encourage and provide tools for them to engage with each other
• People WANT to interact
• Customer generated content - for customers by customers in the way customers want to receive information
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Changing perceptions
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Monitoringhttp://www.google.com/alerts
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
• Engage and connect with your customers• Get a greater online presence • Gain greater brand credibility• Be ahead of your competitors • Be a part of the conversation - they are happening
about your business and your industry whether you are there or not
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
How do I create a social media
strategy ?
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Social media does not stand alone
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Integrate it into ALL your marketing
Thursday, 27 October 2011
www.melkettle.com.au @melkettle Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Promote yourself
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Measure what you do• Quality vs quantity
• ROI vs ROE
• Number and nature of comments
• Visits from links to your sites
• Sales or new opportunities or other business benefits
• Increased word of mouth
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
What’s next???
Thursday, 27 October 2011
www.melkettle.com.au @melkettle
Thank you.
@melkettlewww.melkettle.com.au
Thursday, 27 October 2011
Top Related