thinktank mediamay 2011 hosted by : colac otway shire council presented by: sam mutimer

social media forsmall business owners

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expectations•interactive

•the more you give, the more you get back - ask great q’s!

•share your experiences and frustrations

•questions and answers

•smiles

•conversation

•case studies - localised

•listen, digest, be active in conversation

•downloadable presentations on Colac Otway Shire council website and thinktank media

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what we will cover•definition of social media

•opportunities for small business

•benefits and risks

•importance of strategy

•monitoring/listening

•tool identification

•facebook case studies

•twitter overview and live update

•localised small business case study

•questions and answers

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a few definitions...“Two-way digital conversations in which users co-create

value by participating,” Ben Acott, Creative Director.

“The platform where social connection, interaction and

engagement takes place through content sharing and

relationship building,” Sam Mutimer, Director of Social Media.

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‘the state of our nation’

http://bit.ly/do6Xyv

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so, how does it work?createstargetedconnections•builds relationships

leadingtotrust•sharing•authenticity

shows your business cares

TRUST = WORD OF MOUTH/LEADS/SALES

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end resulta powerful community that will refer you on

why? they have experienced a personal side to the

business. they feel part of your brand. they trust your business...a radio/tv or online ad doesn’t give you this!

TRUST = LEADS/SALES

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most social media leads are leads built on trust.

they are usually warm leads as a connection has already been made with the brand, or positive word of mouth.

leads from social media are more statistically trackable compared with traditional media, so ROI can

be reported on far more effectively.

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social media stats and factsthe most prolific social media users

in the world are in... australia

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47% of social media users in australia have sold products or

services through social media sitesfacebook is the tool of choice for sellers

58% of sellers have sold through facebook

optus report sept 2010

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the state of our nation - mobileAccording to the AIMIA mobile survey, the proportion of respondents who own a

Nokia or Motorola handset has declined over the last few years, while those owning an Apple handset has increased dramatically.

24% of respondents used their mobile phone for banking at least on a monthly basis, compared to 19% last year.

In September 2010, one third of Australians accessed the internet via their mobile phone in the past 30 days and 13 % accessed the internet via a

handheld media device other than a mobile.

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small business benefits •brand awareness - creating targeted leads•creating brand advocates who will market the brand/product for you• increased search ranking in google/bing/yahoo• real-time communication - a fundamental shift in the way people

communicate and share opinions •create excitement and involvement around the brand•warm leads and sales•customer service - quick and responsive communication• leading the pack in innovation• traditional and online media integration to grab attention for your business,

through social media campaigns.

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so, where’s the opportunity for small business owners?

only 18% of all organisations have a social media strategy. thus for those which need to understand more about the

importance of social media here are a few statistics

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1 in 2 australians use social networking sites, such as facebook or twitter. 11% of the time australians spend on the internet is on social networking sites

and each session on these sites range between 20 – 30 minutes in length.

a few social networking sites user profile stats:

facebookgender: 57% female / 43% male

avg household income: 90% of users have a household income of above $75,000

linkedin

gender: 62% male / 38% female. avg household income: $109, 703

average age: 41 years old

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these statistics demonstrate the “need” to be where your target market is spending their time on the web.

In addition, it demonstrates the time people are investing in their online relationships. time that

can often influence decisions on a range of topics and products.

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risks need to be taken seriously• not knowing what’s being said about your business (no monitoring) and not having

any avenues for responding.•not publishing relevant content.•not publishing content frequently enough.•not managing the process correctly - “zero” policy (crisis management).•deleting or ignoring posts or comments.• leaving employees to their own free will without education on why your business is

utilising social media. Communication of goals and what it means for them. How does it fit into their everyday life at your business?

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potential ramificationsthese can all lead to the brand being percieved as:

• lazy• having a lack of care

• a lack of understanding of what they are doing• a bad brand experience

• a PR nightmare in minutes• negative word of mouth

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risk mitigation•howtocleanupthespiltmilk:

• monitor - listen to who is saying what about the brand and where - eg. free - socialmention.com paid - radian6.com

•interact-respondinatimelymanner.

•strategy-developacontentandengagementplan.

• crisis management plan - for example, to respond in a timely manner, on an identified platform (e.g. YouTube), with identified spokespeople (e.g. business owner, employee, community manager/agency account manager, CEO).

• deal with the situation head on - be honest, authentic and transparent.

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tools we’ll coverfacebook & twitter

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facebook•central hub to build up strong community of followers

•viral nature - i.e. news feed

•close and continuous contact with clients/customers/potentials/fans

•incentive offerings

•campaigns and competitions (within facebook rules) look at iframe/ third party

•advertising opportunities to increase fans

•channel where you can gain a meaningful insight into your market

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facebook pagesetup demo

(always have purpose/objectives/strategy)

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facebook insights

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so, what’s the most successful way to run a social media program?

7 stage approach

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stage 1

listen, monitor, measure, analyse

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stage 1know where your market are

(what platforms e.g. facebook/forums, etc).

know what they are saying how they are saying it - sentiment - trending words

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free tools: socialmention.comtwitter search: search.twitter.com/twellow.com

google alerts: google.com/alerts paid tools: radian6.com/alterian.com

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demo of social mention

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stage 2:

social media strategy

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develop a flexible strategy - 3-6 monthsfor what purpose are you using social media?

how are you going to measure this?set goals/objectives

what tactics will you employ?what platforms will you use?

what resources do you have available? - staff/time/budgethow will you intergrate social media into other marketing/comms channels?

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stage 3:

policy, crisis management, style & content guide

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not a massive one for small business however always have a:basic crisis management plan - who will respond, on what platfrom and in

what timeframe?basic employee policy - do’s and don’ts

style guide - how does the business want to be portrayed?what words will the business use, in what tone/style?

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stage 4:set up and brand platforms,

employee training

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stage 4:identify platforms

based on findings in stage 1 (monitoring & measuring)

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demo of facebook page set up

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demo of facebook tacticscaroline serviced apartments

fit n fastrichmond football club

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demo of twitter in actiontweetdeck & bit.ly

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stage 5:

implement and manage

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calendar/timetablecontent strategy

resource identification

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stage 6:

campaign integration

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KLM AirwaysFit N Fast

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stage 7:

monthly reporting &quarterly executive

reporting

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form measurable objectives from the startgoogle analytics, voucher downloads,

facebook insights, impressions, phone calls,leads, sales & engagement

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local business case study

with Paige Allen, owner.

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Why did you start using Facebook?“I’ve been using facebook on a personal basis for a few years now and i started to notice a lot of businesses advertising and starting up pages on

there. I thought it was a great way to get free advertising and also a way for people that hadn’t had a chance to get in to the shop to see what i had to

offer e.g. range of labels and targeted age group.”

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Was it easy to set up / is it easy to use?“Yes it was very easy to set up. Already being a user of Facebook was probably a benefit, but even for those that have never used it there are

pretty straight forward steps to setting it up. Its very easy to use once its up and running too, I update mine as often as possible with pictures of new

stock and updates on sales etc.”

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What exposure do you now have with using Facebook?

“facebook gives you massive exposure, with so many people using it now. Once i set my business page up i was able to invite all my friends to join it

and then it kind of snowballs by their friends and other people seeing it and also joining to be able to view all of my updates. It doesn’t take long at all for people to view the page and become a fan. I have customers coming

into the shop all the time to buy something they have seen on my facebook page. I also have a few customers that live away from Colac that use my facebook page to shop, and will either pay over the phone and i post the

items to them or they get someone to pick it up for them. It’s great.”

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Has it benefited your business?“It has benefited my business for sure, just being able to show the public what i have to offer them is great. And i’m sure there’s a lot of people that would have never stepped foot in my store or even knew it existed if they

hadn’t seen it on facebook.

Also by having a FREE way to advertise has helped alot too, with advertising being a pretty expensive thing to do in the newspaper or radio. I guess being in a younger fashion retail business is a bonus too as facebook

is so huge with the same age demographic at the moment.”

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your questions answered...

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connect with us further...keen to get thinktank media to assist with your social media program, or Facebook, iPad, iPhone application or website development? We’d love to help!

email: info@thinktankmedia.com.au

phone: (03) 9023 1487

Twitter: @thinktankmedia OR @sammutimer

facebook.com/thinktankmedia.au