THE  IMPACT  OF  SOCIAL  MEDIA  

Australian  Educa9on  Agent  Briefing      JANUARY  17,  2014  

Dragon  Social  Media    We  provide  businesses  with  public  rela4ons  and  social  media  consultancy  and  support,  including:    •  Social  Media  strategy  &  policies  for  your  brand;  •  Content  Management  of  social  media  pages  &  campaigns;  •  Branding  consultancy;  •  Social  Media  adver4sing;  •  Crisis  communica4ons;  •  Media  liaising;  •  Public  rela4ons;  •  Marke4ng;  •  Social  media  training.  

We  work  across  mul4ple  industries  including  news,  broadcast  media,  ter4ary  educa4on,  non-­‐profit,  marine  and  civil  and  more.  

If  you  had  to  give  yourself  a  mark  out  of  10  for  your  level  of  comfort/confidence  with  social  media  PERSONALLY,  what  would  it  be?  

If  you  had  to  give  yourself  a  mark  out  of  10  for  your  level  of  comfort/confidence  with  social  media  PROFESSIONALLY,  what  would  it  be?  

Impact  of  social  media  

•  Why  use  social  media?  •  How  to  use  social  media    •  Knowing  your  audience  •  What’s  your  brand  proposi4on?  •  Measuring  success:  What’s  the  return  on  investment?  

•  Case  study:  Future  Unlimited  

Why  use  social  media?  •  Your  target  audience  is  using  it  •  Brand  exposure  &  reputa4on  •  Word-­‐of-­‐mouth  marke4ng  •  Recruitment  •  Engagement:  students,  ter4ary  providers  •  Builds  your  sphere  of  influence  •  Lead  genera4on    •  Search  rankings  &  website  traffic  •  Customer  service  &  connec4on  with  clients  

   How  to  use  social  media  

•  Define  your  business  goals  

•  Understand  what  social  media  plaTorms  are  most  relevant  to  your  business  and  objec4ves  

•  Know  your  audience  

•  Ask  yourself  –  what  do  I  really  know  about  social  media?  You  won’t  know  everything  so  seek  to  learn  more  with  training  from  third  par4es  

•  Consider  resource  implica4ons  –  how  many  people  will  it  take  to  run  social  media  or  a  par4cular  campaign?  Consider  outsourcing  to  agencies  

Know  your  audience  

Half  of  Vietnam’s  popula4on  is  under  30  è  your  target  audience  

       

Facebook  &  ZingMe  are  most  popular  social  media  sites  

Average  Vietnam  ne4zen  watches  140  videos  per  month    

 Vietnam  internet  penetra4on  30-­‐40  

million  people  =  39%    à  5th  highest  in  SEAsia  

Social  media  &  chat  are  the  most  popular  forms  of  online  

ac4vi4es  

 ZingMe  demographic  skewed  to  25-­‐34  yo  

Facebook    demographic  skewed  to  18-­‐24  yo      

Source:  Internet  WorldStats    Mindshare,  Facebook      

Facebook  penetra4on  22%  =  20  million  ac4ve  users  

Vietnam:  Social  Media  Usage  

Source:  GlobalWebIndex    

0%   20%   40%   60%   80%   100%  

Twiier  

Linkedin  

Faebook  

Any  social  network  

   Social  media  is  the  most  emo9onal  channel  

How  can  you  collaborate  with  the  audience?  

Brand  proposi9on  

You  are  what  you  Tweet…    And  what  everyone  else  Tweets  about  you        

     •  Uncover  

content  ideas    •  Find  

communi4es  online  

•  Iden4fy  brand  advocates  

Importance  of  listening  

Social  media  and  ROI  

•  Forget  about  tradi4onal  ROI  measurement  

•  Measure  your  brand  via  -­‐  Lead  Genera4on:  Get  regular  analy4cs  from  your  social  profiles,  measure  cost  per  lead    -­‐  Brand  Awareness  &  Reputa4on:  listen  to  what  people  say  about  you  

return  on  investment  (%)  =  (Net  profit  /  Investment)  ×  100  

BLOG  POST  

Case  Study  

FUTURE UNLIMITED DIGITAL CAMPAIGN Win your Future Unlimited www.futureunlimited.com.au

Brand  proposi9on      •  June  2011  -­‐  new  brand  launched  for  the  promo4on  of  

Australian  educa4on  interna4onally  –  Future  Unlimited.    

•  Campaign  aimed  to  show  è  Australian  educa4on  generates  real  outcomes,  delivering  a  return  on  investment  to  students  in  the  shape  of  future  professional  and  personal  success    

•  Campaign  sought  to  change  percep4ons  of  Australian  educa4on  -­‐  moving  the  conversa4on  away  from  lifestyle  and  environmental  features,  to  focus  on  higher  order  benefits,  such  as  the  quality,  global  outlook,  research  success  and  innova4on  of  Australia’s  ins4tu4ons  and  the  value  of  these  to  students.    

 

Campaign  promo9on  •  Global  push  by  AusTrade  networks,  campaign  sponsors  and  

allies  such  as  DFAT,  ABC  Interna4onal,  Tourism  Australia  •  Toolkit  included  promo4onal  video,  online  banner  ad,  press  

release,  social  media  conversa4on  calendar  etc.  •  Facebook:  sponsored  posts  and  ads  •  Facebook:  Australian  Embassy  VN  page,  posts  on  group  

pages  Vietnamese  Graduates  from  Australia  Club  Study  in  Australia  Facebook  page  

•  YouTube  video  •  Posts  on  local  forums  for  students,  IT,  educa4on,  design  •  Tradi4onal  channels:  Online  news,  Media  release  via  

Australian  Consulate-­‐General,  Electronic  Direct  Mail  

Results  

•  31,000  +  entries  from  180+  countries  from  a  target  of  20,000  

•  Vietnam  5th  country  in  terms  of  #  of  entries  

•  Almost  1  million  site  visits  over  the  course  of  7  week-­‐campaign  

   Conclusions  

•  Social  media  increases  your  reach  &  can  compliment  tradi4onal  PR  and  communica4ons  

 •  Set  your  objec4ves  and  goals  

•  Know  your  audience  

•  Know  your  social  media  channels  

•  Understand  the  resources  needed  to  implement  social  media  

•  Get  started  -­‐-­‐-­‐  >  now  

Thank  you  Follow  us  

 

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