Businessin the age ofsocial media

Doing what you have always done will no

longer get you what you have always got

And age old idioms have been redefined

“By 2011 90% of your sales will come from word of mouth or digital promotion”

Seth Godin, 2009

Social media = #1

• Social networking site usage grew 88 percent among Internet users aged 55-64 between April 2009 and May 2010

• In 2009, social gamers bought $2.2 billion in virtual goods; Predicted to increase to $6 billion by 2013

• 53.5% marketers use social media as part of their marketing strategy. Increased from 45% in 2009

• average Facebook user has 130 friends

• More than 30% twitter users access twitter via their mobile phone

• 77% of Internet users read blogs

• 133 million blogs

• MOBILE IS EXPLODING

Social media facts

In Australia• 9.8 million on facebook

• >1 million on LinkedIn

• 1.1 million on twitter

• MySpace decreasing numbers

• Facebook - 19.3% pages viewed in Sept 2010. Compared to 7.4% Google

• Average user spent 28 minutes and 58 seconds on facebook

• 77% watched video content in Oct 2010 - 26% on mobile

• 36% access internet via mobile phone in 2010

• 9% use their mobile phone to purchase

• 5% total retail sales online in 2010, increasing by 12% on 2009http://digitalmarketinglab.com.au

Old communication was one-way

Now communication is two-wayAnd conversations are with many

Media is now about creating an environment for convening and

supporting groups.

And enabling them to talk to each other.

ANDyou have to

give up control to enable a

conversation

It’s no longer B2B. It’s no longer B2C.

It’s now P2P.

Person 2 Person.

• Instant

• Interactive

• Accessible

• Measurable

• User generated content

Social media is:

What does this mean for you?

Social media is a fundamental shift in how we do business

• Allows you to engage and connect with your customers

• Gives you a greater online presence • Gives you greater brand credibility• Your competitors are there• Conversations are happening about your

business and your industry whether you are there or not

WHY?

Twitter facts• 87% of all people are aware of twitter• 200 million registered accounts• 140 million tweets per day • 460,000 - average no. new accounts PER DAY

last month• 27% log in every day and 37% log in via a mobile

device• 52% update their status every day• 52% women • 25% follow a brand, 67% will purchase

Changing boundaries

GET STARTED NOW!

www.twitter.com

• Other artists

• Your clients

• People who might refer clients to you

• Art gallerys, dealers, people who buy art, listen to music, are patrons, media, co-ops,

• People who interest you! Food, wine, sport, business people, celebrities...

Who do I follow?

What do I say?

Listen

Be relevant and interesting

Share

•5. Congratulate people

Congratulatepeople

Ask and answerquestions

•2. Let others know you are listening

Tools to make it easier

• 3rd party applications - Tweetdeck, Hootsuite

• Mobile apps - Twitter, facebook, LinkedIn

• Co-tweet

• Shorten links - bit.ly, tiny.url

• Add photos - twitpic, plixi.com

• A new member joins every second

• Over 100m members

• 56% outside of USA

• Nearly 2 billion people searches in 2010

• 80% of companies using LinkedIn as a primary tool to find employees

• 69 of the Fortune 100 companies use LinkedIn as a hiring tool

• More than 1 million Company Pages

LinkedIn facts

www.LinkedIn.com

• A way of connecting with other professionals

• Find, be introduced to and collaborate

• Join groups

• Be found for opportunities

• Recruitment - find a job, find employees

• Discover connections

• Give and receive recommendations

Benefits

Me

My connections = 522

2 degrees = 69,700+

3 degrees away = 4,637,000+

Groups

Recommendations

Jobs

Facebook facts

• 500m users (about 9.8m in Aust)• 54% women, 46% men• 70% users outside the US• 40% users aged 25 or under, 37% aged 35 or over• Fastest growing category, women aged 55-65• 40% follow a brand. 51% of these will purchase

that brand

Business pages

• Less detail than a personal page• GREAT way for business to reach consumers• Can advertise• Can customise • Make it interesting• Add links• Engage and listen to customers• Monitor your page for spam• Don’t use a personal page for business!

• Share where you are

• Connect with friends nearby

• Find local deals

Facebook deals

Try new things with friends.

Get together. Get rewards.

Find deals on the go.

Business pages

Online shopping - with facebook

Analytics

Users

How do I create a social media

strategy ?

Integrate it into ALL your marketing

SOCIAL MEDIA DOES NOT STAND ALONE

Promote yourself

Measure what you do

• Quality vs quantity - it’s not all about numbers

• How often you engage

• Number and nature of comments

• Visits from links to your sites

• Sales or new opportunities or other business benefits

• Increased word of mouth

How to win...• Take it seriously• Choose the right platforms• Do what you are comfy doing• Be interesting • Don’t just talk about YOU• Move quickly• Be interactive• Invest time and money• Integrate social media with all your

marketing

75% of SMEsdon’t have a

social media policy

Case study - Clare Bowditch

• Singer/songwriter. Social commentator. Mother.

• Active and frequent social media user

• Talks to her fans

• Asks questions (and answers them!)

• Gives personal information

http://www.facebook.com/clarebowditch

http://www.myspace.com/clarebowditch

https://twitter.com/ClareBowditch

Thank you.

@melkettlewww.melkettle.com.au