rmit 2013 sm1 evening

151
Social Media Writing 1

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2 hour lecture on social media to RMIT students - 8 week program. Emphasis on writing.

TRANSCRIPT

Page 1: RMIT 2013 sm1 evening

Social Media ndash Writing

1

WritingEngagement

Goals

therersquos so much that will screw with your content

2

Denis Masseni (denismsponsor-edcomau 1300 755 010)

3

30 seconds on you

amp social media background

4

My Perspective on Social Media

bull I get frustrated by the focus on content

bull I believe most social media returns very little

bull I get excited about multi-dimensional strategy

5

social media mimics talk back radio

Not everyone contributeshelliphellip but can share view absorb engage

8

1 Social media evolution amp state of play

9

Content today is like playing lsquopass

the parcelrsquo in reverse

Each person adding value as it moves

through the community

10

11

12

April 2013

13

1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

14

AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258

Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT

15

16

Social Media at its best

17

18

1 Pushing out

19

Itrsquos now about pushing out content

20

21

Websites have been repurposed from infotainment to search

helliphellipbut remain the hub for the long story

22

2 Modern Media Mix

23

24

Bought

Advertisinghelliphelliphellip a bit today

25

26

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 2: RMIT 2013 sm1 evening

WritingEngagement

Goals

therersquos so much that will screw with your content

2

Denis Masseni (denismsponsor-edcomau 1300 755 010)

3

30 seconds on you

amp social media background

4

My Perspective on Social Media

bull I get frustrated by the focus on content

bull I believe most social media returns very little

bull I get excited about multi-dimensional strategy

5

social media mimics talk back radio

Not everyone contributeshelliphellip but can share view absorb engage

8

1 Social media evolution amp state of play

9

Content today is like playing lsquopass

the parcelrsquo in reverse

Each person adding value as it moves

through the community

10

11

12

April 2013

13

1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

14

AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258

Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT

15

16

Social Media at its best

17

18

1 Pushing out

19

Itrsquos now about pushing out content

20

21

Websites have been repurposed from infotainment to search

helliphellipbut remain the hub for the long story

22

2 Modern Media Mix

23

24

Bought

Advertisinghelliphelliphellip a bit today

25

26

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 3: RMIT 2013 sm1 evening

Denis Masseni (denismsponsor-edcomau 1300 755 010)

3

30 seconds on you

amp social media background

4

My Perspective on Social Media

bull I get frustrated by the focus on content

bull I believe most social media returns very little

bull I get excited about multi-dimensional strategy

5

social media mimics talk back radio

Not everyone contributeshelliphellip but can share view absorb engage

8

1 Social media evolution amp state of play

9

Content today is like playing lsquopass

the parcelrsquo in reverse

Each person adding value as it moves

through the community

10

11

12

April 2013

13

1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

14

AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258

Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT

15

16

Social Media at its best

17

18

1 Pushing out

19

Itrsquos now about pushing out content

20

21

Websites have been repurposed from infotainment to search

helliphellipbut remain the hub for the long story

22

2 Modern Media Mix

23

24

Bought

Advertisinghelliphelliphellip a bit today

25

26

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 4: RMIT 2013 sm1 evening

30 seconds on you

amp social media background

4

My Perspective on Social Media

bull I get frustrated by the focus on content

bull I believe most social media returns very little

bull I get excited about multi-dimensional strategy

5

social media mimics talk back radio

Not everyone contributeshelliphellip but can share view absorb engage

8

1 Social media evolution amp state of play

9

Content today is like playing lsquopass

the parcelrsquo in reverse

Each person adding value as it moves

through the community

10

11

12

April 2013

13

1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

14

AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258

Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT

15

16

Social Media at its best

17

18

1 Pushing out

19

Itrsquos now about pushing out content

20

21

Websites have been repurposed from infotainment to search

helliphellipbut remain the hub for the long story

22

2 Modern Media Mix

23

24

Bought

Advertisinghelliphelliphellip a bit today

25

26

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 5: RMIT 2013 sm1 evening

My Perspective on Social Media

bull I get frustrated by the focus on content

bull I believe most social media returns very little

bull I get excited about multi-dimensional strategy

5

social media mimics talk back radio

Not everyone contributeshelliphellip but can share view absorb engage

8

1 Social media evolution amp state of play

9

Content today is like playing lsquopass

the parcelrsquo in reverse

Each person adding value as it moves

through the community

10

11

12

April 2013

13

1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

14

AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258

Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT

15

16

Social Media at its best

17

18

1 Pushing out

19

Itrsquos now about pushing out content

20

21

Websites have been repurposed from infotainment to search

helliphellipbut remain the hub for the long story

22

2 Modern Media Mix

23

24

Bought

Advertisinghelliphelliphellip a bit today

25

26

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 6: RMIT 2013 sm1 evening

social media mimics talk back radio

Not everyone contributeshelliphellip but can share view absorb engage

8

1 Social media evolution amp state of play

9

Content today is like playing lsquopass

the parcelrsquo in reverse

Each person adding value as it moves

through the community

10

11

12

April 2013

13

1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

14

AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258

Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT

15

16

Social Media at its best

17

18

1 Pushing out

19

Itrsquos now about pushing out content

20

21

Websites have been repurposed from infotainment to search

helliphellipbut remain the hub for the long story

22

2 Modern Media Mix

23

24

Bought

Advertisinghelliphelliphellip a bit today

25

26

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 7: RMIT 2013 sm1 evening

Not everyone contributeshelliphellip but can share view absorb engage

8

1 Social media evolution amp state of play

9

Content today is like playing lsquopass

the parcelrsquo in reverse

Each person adding value as it moves

through the community

10

11

12

April 2013

13

1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

14

AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258

Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT

15

16

Social Media at its best

17

18

1 Pushing out

19

Itrsquos now about pushing out content

20

21

Websites have been repurposed from infotainment to search

helliphellipbut remain the hub for the long story

22

2 Modern Media Mix

23

24

Bought

Advertisinghelliphelliphellip a bit today

25

26

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 8: RMIT 2013 sm1 evening

8

1 Social media evolution amp state of play

9

Content today is like playing lsquopass

the parcelrsquo in reverse

Each person adding value as it moves

through the community

10

11

12

April 2013

13

1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

14

AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258

Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT

15

16

Social Media at its best

17

18

1 Pushing out

19

Itrsquos now about pushing out content

20

21

Websites have been repurposed from infotainment to search

helliphellipbut remain the hub for the long story

22

2 Modern Media Mix

23

24

Bought

Advertisinghelliphelliphellip a bit today

25

26

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 9: RMIT 2013 sm1 evening

1 Social media evolution amp state of play

9

Content today is like playing lsquopass

the parcelrsquo in reverse

Each person adding value as it moves

through the community

10

11

12

April 2013

13

1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

14

AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258

Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT

15

16

Social Media at its best

17

18

1 Pushing out

19

Itrsquos now about pushing out content

20

21

Websites have been repurposed from infotainment to search

helliphellipbut remain the hub for the long story

22

2 Modern Media Mix

23

24

Bought

Advertisinghelliphelliphellip a bit today

25

26

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 10: RMIT 2013 sm1 evening

Content today is like playing lsquopass

the parcelrsquo in reverse

Each person adding value as it moves

through the community

10

11

12

April 2013

13

1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

14

AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258

Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT

15

16

Social Media at its best

17

18

1 Pushing out

19

Itrsquos now about pushing out content

20

21

Websites have been repurposed from infotainment to search

helliphellipbut remain the hub for the long story

22

2 Modern Media Mix

23

24

Bought

Advertisinghelliphelliphellip a bit today

25

26

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 11: RMIT 2013 sm1 evening

11

12

April 2013

13

1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

14

AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258

Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT

15

16

Social Media at its best

17

18

1 Pushing out

19

Itrsquos now about pushing out content

20

21

Websites have been repurposed from infotainment to search

helliphellipbut remain the hub for the long story

22

2 Modern Media Mix

23

24

Bought

Advertisinghelliphelliphellip a bit today

25

26

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 12: RMIT 2013 sm1 evening

12

April 2013

13

1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

14

AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258

Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT

15

16

Social Media at its best

17

18

1 Pushing out

19

Itrsquos now about pushing out content

20

21

Websites have been repurposed from infotainment to search

helliphellipbut remain the hub for the long story

22

2 Modern Media Mix

23

24

Bought

Advertisinghelliphelliphellip a bit today

25

26

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 13: RMIT 2013 sm1 evening

April 2013

13

1 Facebook ndash 11534540 Australian usersaccounts (up approx 45160)2 YouTube ndash 11250000 UAVs (up 250000)3 WordPresscom ndash 3200000 (up 300000)4 Blogspot ndash 2900000 (down 100000)5 Tumblr ndash 2900000 (up 100000)6 LinkedIn ndash 2900000 (up 200000)7 Twitter - 2167849 Active Australian Users (see calculation from last month)8 Instagram - 1083924 Active Australian Users (see calculation last month)9 Flickr ndash 880000 (up 20000)10 TripAdvisor ndash 810000 (down 20000)11 Pinterest ndash 610000 (down 20000)12 MySpace ndash 290000 (down 10000)13 Yelp ndash 220000 (steady)14 Reddit ndash 185000 (up 5000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

14

AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258

Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT

15

16

Social Media at its best

17

18

1 Pushing out

19

Itrsquos now about pushing out content

20

21

Websites have been repurposed from infotainment to search

helliphellipbut remain the hub for the long story

22

2 Modern Media Mix

23

24

Bought

Advertisinghelliphelliphellip a bit today

25

26

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 14: RMIT 2013 sm1 evening

14

AUSTRALIAN SOCIAL NETWORK USERS AT A GLANCE65 of online Australians use social networks45 log on daily17 log on more than five times daily76 log on from a smartphone37 view social networks first thing in the morning42 use social networks last thing at night34 log on at work6 log on in the toiletThe typical Facebook user spends 7 hours on the site weeklyAverage number of friends followers and fans is 258

Read more httpwwwnewscomautechnologysensis-study-shows-social-media-is-reaching-into-every-aspect-of-australian-livesstory-e6frfro0-1226647077558ixzz2UZRgFyZT

15

16

Social Media at its best

17

18

1 Pushing out

19

Itrsquos now about pushing out content

20

21

Websites have been repurposed from infotainment to search

helliphellipbut remain the hub for the long story

22

2 Modern Media Mix

23

24

Bought

Advertisinghelliphelliphellip a bit today

25

26

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 15: RMIT 2013 sm1 evening

15

16

Social Media at its best

17

18

1 Pushing out

19

Itrsquos now about pushing out content

20

21

Websites have been repurposed from infotainment to search

helliphellipbut remain the hub for the long story

22

2 Modern Media Mix

23

24

Bought

Advertisinghelliphelliphellip a bit today

25

26

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 16: RMIT 2013 sm1 evening

16

Social Media at its best

17

18

1 Pushing out

19

Itrsquos now about pushing out content

20

21

Websites have been repurposed from infotainment to search

helliphellipbut remain the hub for the long story

22

2 Modern Media Mix

23

24

Bought

Advertisinghelliphelliphellip a bit today

25

26

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 17: RMIT 2013 sm1 evening

Social Media at its best

17

18

1 Pushing out

19

Itrsquos now about pushing out content

20

21

Websites have been repurposed from infotainment to search

helliphellipbut remain the hub for the long story

22

2 Modern Media Mix

23

24

Bought

Advertisinghelliphelliphellip a bit today

25

26

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 18: RMIT 2013 sm1 evening

18

1 Pushing out

19

Itrsquos now about pushing out content

20

21

Websites have been repurposed from infotainment to search

helliphellipbut remain the hub for the long story

22

2 Modern Media Mix

23

24

Bought

Advertisinghelliphelliphellip a bit today

25

26

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 19: RMIT 2013 sm1 evening

1 Pushing out

19

Itrsquos now about pushing out content

20

21

Websites have been repurposed from infotainment to search

helliphellipbut remain the hub for the long story

22

2 Modern Media Mix

23

24

Bought

Advertisinghelliphelliphellip a bit today

25

26

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 20: RMIT 2013 sm1 evening

Itrsquos now about pushing out content

20

21

Websites have been repurposed from infotainment to search

helliphellipbut remain the hub for the long story

22

2 Modern Media Mix

23

24

Bought

Advertisinghelliphelliphellip a bit today

25

26

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 21: RMIT 2013 sm1 evening

21

Websites have been repurposed from infotainment to search

helliphellipbut remain the hub for the long story

22

2 Modern Media Mix

23

24

Bought

Advertisinghelliphelliphellip a bit today

25

26

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 22: RMIT 2013 sm1 evening

Websites have been repurposed from infotainment to search

helliphellipbut remain the hub for the long story

22

2 Modern Media Mix

23

24

Bought

Advertisinghelliphelliphellip a bit today

25

26

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 23: RMIT 2013 sm1 evening

2 Modern Media Mix

23

24

Bought

Advertisinghelliphelliphellip a bit today

25

26

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 24: RMIT 2013 sm1 evening

24

Bought

Advertisinghelliphelliphellip a bit today

25

26

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 25: RMIT 2013 sm1 evening

Bought

Advertisinghelliphelliphellip a bit today

25

26

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 26: RMIT 2013 sm1 evening

26

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 27: RMIT 2013 sm1 evening

Google vs Facebook adswhich one would you use

27

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 28: RMIT 2013 sm1 evening

28

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 29: RMIT 2013 sm1 evening

You may be your organisations community manager so your focus is social media but your organisation is

managing the total mix

29

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 30: RMIT 2013 sm1 evening

30

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 31: RMIT 2013 sm1 evening

31

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 32: RMIT 2013 sm1 evening

3 Statement of Purpose

32

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 33: RMIT 2013 sm1 evening

To sell more beer

33

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 34: RMIT 2013 sm1 evening

34

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 35: RMIT 2013 sm1 evening

35

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 36: RMIT 2013 sm1 evening

Workshop

Answering the question lsquowhy are we doing this and what do we hope to get out of itrsquo

Exercise Attempt to answer that question on behalf of your organisation

36

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 37: RMIT 2013 sm1 evening

Statement of Purpose

bull Why have you implemented social media

37

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 38: RMIT 2013 sm1 evening

31 SEO

38

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 39: RMIT 2013 sm1 evening

Mastering Google

bull Chase for page 1 ranking

bull Google makes 500 to 600 algorithm changesyr Major change too

bull If yoursquore understanding of Google hasnrsquot been recalibrated over the last year or twohellip

39

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 40: RMIT 2013 sm1 evening

Google aims to be the most relevant search engine

40

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 41: RMIT 2013 sm1 evening

Black hat SEO and buying your way into relevance no longer works

bull Websites for schools

bull Facebook for schools

41

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 42: RMIT 2013 sm1 evening

SEO

42

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 43: RMIT 2013 sm1 evening

Adwords

43

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 44: RMIT 2013 sm1 evening

Bidding

Part 1 Maximum Bid

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 45: RMIT 2013 sm1 evening

Bidding

Part 2 Quality score

Scale from 1 to 10

Based on click through rate (CTR)

Landing Page

Relevance

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 46: RMIT 2013 sm1 evening

Bidding

Part 3 AD ranking

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 47: RMIT 2013 sm1 evening

Bidding

Part 4 Calculating the bid

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 48: RMIT 2013 sm1 evening

48

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 49: RMIT 2013 sm1 evening

49

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 50: RMIT 2013 sm1 evening

4 Social Media Member Lifecycle Management

50

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 51: RMIT 2013 sm1 evening

51

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 52: RMIT 2013 sm1 evening

Constant attention

Retention

Activation

Acquisition

52

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 53: RMIT 2013 sm1 evening

Writing Content for each phase of the Life Cycle Management

53

Retention

Activation

Acquisition Campaign ndash your job is to sell the bibles not educate the heathens

Provoke an action like share commentAsk a q run a poll be timely

Give them what they expected you to deliverInfo edge cool status collegiatehellip

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 54: RMIT 2013 sm1 evening

3rd Party apps ndash facebook insists

54

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 55: RMIT 2013 sm1 evening

5 Audience Profiling

55

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 56: RMIT 2013 sm1 evening

Itrsquos not all about you

bull You may want to grow your social media membershiphelliphellipbut why would someone follow you

bull Itrsquos the nexus between you and them ndash your needs their needs

56

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 57: RMIT 2013 sm1 evening

What do you know about your target audience

57

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 58: RMIT 2013 sm1 evening

Psychographics

bull Physcographics are determined by lifestyle andor personality

bull Attributes

ndash Fashion conscience

ndash Health conscience

ndash Environmentally conscience

ndash Music

ndash Brand conscience etc

58

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 59: RMIT 2013 sm1 evening

Psychographic Segmentation

Demographic segmentation

59

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 60: RMIT 2013 sm1 evening

60

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 61: RMIT 2013 sm1 evening

Roy Morgan ndash Values Segments

bull For information on each segment httpwwwroymorgancomproductsvalues-segmentsvalues-segmentscfm 61

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 62: RMIT 2013 sm1 evening

One of the classic failings in social media is never (really) speaking to your target audience Instead most keep throwing

different types of content at the target in the hope something will stick Ifwhen it

does more of the same is then catapulted again in the hope that

engagement nirvana has been reached

62

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 63: RMIT 2013 sm1 evening

Want to know what your audience wants

Just ask them

63

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 64: RMIT 2013 sm1 evening

6 Tools

64

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 65: RMIT 2013 sm1 evening

65

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 66: RMIT 2013 sm1 evening

So much to choose from

66

1 Facebook ndash 11489380 Australian usersaccounts (down approx 220)2 YouTube ndash 11000000 UAVs (steady)3 Blogspot ndash 3000000 (down 200000)4 WordPresscom ndash 2900000 (steady)5 Tumblr ndash 2800000 (up 200000)6 LinkedIn ndash 2700000 ( down 57000)7 Twitter - 2167849 Active Australian Users (see calculation below)8 Instagram - 1083924 Active Australian Users (see calculation below)9 Flickr ndash 860000 (up 10000)10 TripAdvisor ndash 83000011 Pinterest ndash 630000 (down 10000)12 MySpace ndash 300000 (steady)13 Yelp ndash 220000 (steady)14 Reddit ndash 180000 (up 10000)15 Google Plus ndash approx 100000 (my estimation revised)16 StumbleUpon ndash 95000 (steady)17 Foursquare ndash 51000 (steady)18 Digg ndash 33000 (steady)19 Delicious ndash 31000 (steady)

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 67: RMIT 2013 sm1 evening

Can you name another organisation in Australia that has 12 million members

67

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 68: RMIT 2013 sm1 evening

68

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 69: RMIT 2013 sm1 evening

69

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 70: RMIT 2013 sm1 evening

70

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 71: RMIT 2013 sm1 evening

71

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 72: RMIT 2013 sm1 evening

72

Used to

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 73: RMIT 2013 sm1 evening

73

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 74: RMIT 2013 sm1 evening

Worksop

bull Both of these fb campaigns were very successful Can you find the elements that may have contributed to their success

74

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 75: RMIT 2013 sm1 evening

75

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 76: RMIT 2013 sm1 evening

76

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 77: RMIT 2013 sm1 evening

77

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 78: RMIT 2013 sm1 evening

21 million accounts

bull One sixth that of facebook

bull Many organisations have Twitter and not Facebook

ndashWhy

78

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 79: RMIT 2013 sm1 evening

79

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 80: RMIT 2013 sm1 evening

80

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 81: RMIT 2013 sm1 evening

81

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 82: RMIT 2013 sm1 evening

82

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 83: RMIT 2013 sm1 evening

Ouch

005 of all twitter accounts (US) drives 50 of the traffic

83

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 84: RMIT 2013 sm1 evening

84

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 85: RMIT 2013 sm1 evening

85

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 86: RMIT 2013 sm1 evening

Twitter upside

bull PR Journalists follow those of interest on twitter

86

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 87: RMIT 2013 sm1 evening

87

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 88: RMIT 2013 sm1 evening

88

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 89: RMIT 2013 sm1 evening

89

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 90: RMIT 2013 sm1 evening

Groups ndash big tick

90

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 91: RMIT 2013 sm1 evening

91

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 92: RMIT 2013 sm1 evening

92

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 93: RMIT 2013 sm1 evening

93

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 94: RMIT 2013 sm1 evening

94

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 95: RMIT 2013 sm1 evening

95

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 96: RMIT 2013 sm1 evening

96

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 97: RMIT 2013 sm1 evening

97

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 98: RMIT 2013 sm1 evening

98

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 99: RMIT 2013 sm1 evening

99

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 100: RMIT 2013 sm1 evening

Mummy Bloggers

100

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 101: RMIT 2013 sm1 evening

Good bloggers can write

bull You donrsquot need to know how to write well on fb just write appropriately for the medium

bull Tone of voice

101

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 102: RMIT 2013 sm1 evening

Blog followers are seeking a deeper engagement with the content either

through entertainment or information

102

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 103: RMIT 2013 sm1 evening

103

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 104: RMIT 2013 sm1 evening

104

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 105: RMIT 2013 sm1 evening

105

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 106: RMIT 2013 sm1 evening

106

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 107: RMIT 2013 sm1 evening

Feeding CRM

bull Modify campaigns to opens nonrsquos and to individual links

107

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 108: RMIT 2013 sm1 evening

Part 2

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 109: RMIT 2013 sm1 evening

7 The Model

109

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 110: RMIT 2013 sm1 evening

8 Case Studies

111

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 111: RMIT 2013 sm1 evening

Success Profileshelliphellipyou can learn from others Itrsquos best to learn how to lsquoseersquo rather than copy The Social Media Ecosystem model is your map for

seeing

112

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 112: RMIT 2013 sm1 evening

113

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 113: RMIT 2013 sm1 evening

114

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 114: RMIT 2013 sm1 evening

Whatrsquos the nugget (hook)

115

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 115: RMIT 2013 sm1 evening

High Need

116

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 116: RMIT 2013 sm1 evening

39045 members

117

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 117: RMIT 2013 sm1 evening

High Passion

118

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 118: RMIT 2013 sm1 evening

119

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 119: RMIT 2013 sm1 evening

121

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 120: RMIT 2013 sm1 evening

The Resultsbull11 million Social Networking impressionsbull5 million engagements on social networks (people sharing and receiving)bull11000 videos postedbull15000 tweets not including re-tweetsbull13000 photosbull50000 hand raisers who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97 of those donrsquot currently drive a Ford vehicle

bull38 awareness by Gen Y about the product without spending a dollar on traditional advertising ( Fords model ldquoFusionrdquo doesnrsquot have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend)

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 121: RMIT 2013 sm1 evening

Trust

123

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 122: RMIT 2013 sm1 evening

124

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 123: RMIT 2013 sm1 evening

Ego

125

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 124: RMIT 2013 sm1 evening

1137158

126

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 125: RMIT 2013 sm1 evening

127

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 126: RMIT 2013 sm1 evening

128

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 127: RMIT 2013 sm1 evening

Identity

129

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 128: RMIT 2013 sm1 evening

Tran has 281 videos available on her YouTube channel and is the most-subscribed user of all time in Australia[3] the 26th most subscribed of all time on YouTube[6] and the 7th-most subscribed director worldwide

130

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 129: RMIT 2013 sm1 evening

131

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 130: RMIT 2013 sm1 evening

132

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 131: RMIT 2013 sm1 evening

First mover advantage - marketing

133

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 132: RMIT 2013 sm1 evening

High Need

High Passion

Trust

Ego

Identity

First mover advantage - marketing134

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 133: RMIT 2013 sm1 evening

135

Whatrsquos Cannonrsquos nugget

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 134: RMIT 2013 sm1 evening

Introducing

bull Qantas stand out

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 135: RMIT 2013 sm1 evening

9 Context

137

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 136: RMIT 2013 sm1 evening

The Power of Context

Human behaviour is sensitive to and

strongly influenced by its environment

138

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 137: RMIT 2013 sm1 evening

139

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 138: RMIT 2013 sm1 evening

140

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 139: RMIT 2013 sm1 evening

Frequency is lsquocontextrsquo

2 choices

to deliver 2000 words every 2 weeks or

deliver 200 words per day which has the best engagement

141

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 140: RMIT 2013 sm1 evening

Frequency is lsquocontextrsquo

L Volume H

L

Fre

qu

en

cy

H

142

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 141: RMIT 2013 sm1 evening

Frequency is lsquocontextrsquo

Ad-hoc vs Cyclical

143

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 142: RMIT 2013 sm1 evening

Time of the day is lsquocontextrsquo

Several thousand subscribers

Open rate 40

Highest open rates occurred on Sundays

emails sent from 6 am to 7 am are about three times more likely to be opened than emails sent at 4 pm

144

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 143: RMIT 2013 sm1 evening

Time of the day is lsquocontextrsquo

bull Most brands post during the week

bull Best engagement is on weekends

httpwwwcbsnewscom8301-505125_162-57411092the-best-time-to-send-email-so-it-will-get-read

What does lsquobestrsquo mean Itrsquos not about posting (sending) itrsquos about engagement

145

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 144: RMIT 2013 sm1 evening

Variations by content type

httpwwwjamesamartincomsocial-mediawhen-to-post-on-facebook

146

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 145: RMIT 2013 sm1 evening

Same message different context

different engagement

147

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 146: RMIT 2013 sm1 evening

10 Content Planner

148

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 147: RMIT 2013 sm1 evening

Michael Grose

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 148: RMIT 2013 sm1 evening

150

Resources

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151

Page 149: RMIT 2013 sm1 evening

socialmedianewscomau

allfacebookcom

mashablecom

socialmediaexplorercom

digitalministrycomau

151