www.twitter.com/IAmSimonDellwww.facebook.com/SimonDellwww.slideshare.net/SimonDell

You can buy attention (advertising);you can beg for attention from the media (PR).You can bug people one at a time to get attention (sales).Or you can earn attention by creatingsomething interesting and valuableand then publishing it online for free.”

David Meerman Scott

About Me and why I think I'm qualified to talk on this subject..

Director of TwoCents GroupCreative marketing & advertising agency    Branding    Graphic Design    Marketing Consultancy    Advertising Campaigns

Social Media

BackgroundConsumer behaviourFMCG goodsRetailPromotionsSocial networking

 

What is social media?

• Accessible.• Scalable.• Interactive.• Usability.• Recency.• Creation & exchange of user-generated

content.

Technology + social interaction = value

Social Media Illusions

• It's free.• Build it and they will come. • My customers want to engage with my

business• I don't have a message.• Just for kids.• It's the answer to my business woes.• It can stand on its own as a communication

tool.• Fool-proof.

Some Facts About Facebook• Founded by Mark Zuckerberg. Estimated personal wealth of $4 billion aged 26. • 2nd most popular website in the world (Alexa.com) • 500 million active users; if Facebook were a country it would be the 3rd most populated in

the world• 50% log-in on any given day• Average user has 130 friends• 500 billion minutes per month are spent on Facebook• Average user is connected to 60 pages or groups or events• Average user creates 70 pieces of content per month• 70 translations available• One million external websites are integrated with Facebook • 70% users are outside US• 7.7 million users in Australia; 44% male, 56% female• Facebook accounts for 29% of all time spent online by Australians, • In October 2009, Australian users spent 27.2 hours online - 7.55 of which were spent on

Facebook,In the same month, Australian users uploaded 80 million pictures, wrote 32 million ‘wall posts’ and 45 million ‘status updates’.

• Australia leads the world in time spent on social media sites. 

"The web is at a really important turning point right now. Up until recently, the default on the web has been that most things aren’t social and most things don’t use your real identity. We’re building toward a web where the default is social.” Mark Zuckenberg

Important Facts About Facebook

• 7.7 million users in Australia; 44% male, 56% female

• Facebook accounts for 29% of all time spent online by Australians, 

• Oct 09: Australian users spent 27.2 hours online - 7.55 of which were spent on Facebook,

• Oct 09: Australian users uploaded 80 million pictures, wrote 32 million ‘wall posts’ + 45 million ‘status updates’.

• Australia leads the world in time spent on social media sites. 

Just for Young People?

• Top age demographics in Australia: 29.3% are 25-34; 28.8% are 18-24. 15% are over 45.

• Between April 2009 & May 2010, social networking use among internet users ages 50-64 grew by 88% from 25% to 47%.

• During the same period, use among those ages 65 and older grew 100% - from 13% to 26%.

• One in five (20%) online adults ages 50-64 say they use social networking sites on a typical day, up from 10% one year ago.

• Among adults ages 65 and older, 13% log on to social networking sites on a typical day, compared with just 4% who did so in 2009.

• 1 in 10 users ages 50+ now say they use Twitter or another service to share updates about themselves or see updates about others.

Why Is Facebook So Important?

People Trust Their Friends

   http://www.helphive.com/business-central/tag/customer-recommendations/

Chat

Adverts

My Wall

My infoMy Friends

News Feed

UpdateMy friends

Events

Navigation

What is a Business Page?

Businesses, organisations and brands can reach consumer base without the detail of a personal page

Different from personal page – communication balance

•Pages can ‘share to all’ via a wall•Send messages via an ‘update’•Insights available on follower profiles•Page can’t see personal details•Much more customisable•Linkable to actual locations via Facebook Places

 Pages are created by anyone or anything:

•Major brands•Companies•Celebrities

Do NOT use a personal page as a business page:Facebook WILL delete you!

Linked to Places

What we like

Places

• Control your business profile

• Geo-location

• Develop offers

• Smartphone required

• Find out where your friends are

• Share experiences

Deals

• Offer deals across multiple locations

• Control centrally

• Individual deals

• Loyalty deals

• Friend deal

• Charity deal

Why Do People Interact?

70% of fans don’t think that becoming a fan equates to opting in to marketing

• 40 percent to receive discounts and promotions• 39 percent to show my support for the company to

others• 34 percent to stay informed about the activities of

the company• 33 percent to get updates on future products• 30 percent to get updates on upcoming sales• 29 percent for fun or entertainment• 25 percent to get access to exclusive content• 21 percent to learn more about the company

When Do People Interact?65% access site when not at work or school:

i.e. early morning or evening.

CTR by sex:

Female: 56%

Male:     44%

CTR by age:

13-17:   40%18-24:   30%25-34:   14%35-44:   10%45-54:   4%55-plus: 2%

These numbers might be higher. ViTrue CEO Reggie Bradford explained in August, "If a site has 100 fans and your wall post gets five clicks, that's a 5% CTR. But if you assume only about 20% of those folks actually saw the post, it's really a 20% click-through rate.

Number of times it appeared to an eyeball on your wall and wall of fans

Number of comments and likes per impression

ROI

The Result Of A Good Page

The Result Of A Good Page

The Results

Money: fans spend more!Longevity: 28% more likely to continue using a specific brandLoyalty (Dessert Gallery, Houston)

• Made 36 percent more visits to DG’s stores each month.• Spent 45 percent more of their eating-out $ at DG.• Spent 33 percent more of their TOTAL $ at DG’s stores.• Had 14 percent higher emotional attachment to the DG brand.

 Data: contacts and info; insights and demographics Brand Awareness

Feedback & Reputation Management

Recommendations

• 41% more likely than non-fans to recommend a product they are a fan of.

• Average fan = participate with a brand 10 times a year + will make 1 recommendation

• Active fan = participate 30 times + make 10 recommendations.

Data from Syncapse & Rice University’s Jones Graduate School of Business

Insights

12 Tips

•Have a Plan! Set Objectives!•Know Your Message•Help People Find You•Constant & Relevant

Communication•Get Everyone Involved•Listen! And Reply! •“A vocal minority, but an audible

majority” •Be a Resource•Welcome Page•Develop Tabs

BIG QUESTION:How often do I post?

Applications

Applications are a massive growth area for Facebook pages

http://tcrn.ch/12bestways

Some of the best:

•MiproApps – customise your landing page•Tabfusion•NorthSocial•Static520•PageModo•Wildfire – quizzes, contests, coupons, sign-up forms•Payvment – online shop

Events!

How Many Fans Should I Have?

Dessert Gallery had 13,000 active visitors in a month and attracted 5% as fans on Facebook.Quality over quantity – Objectives?Aim is to build VALUABLE relationships, not just relationships

“It’s more difficult to unsubscribe from a relationship.”David Almano

If you focus on numbers,you’re missing the point.

Top Brands On Facebook

Current

FacebookYouTubeCoca-ColaStarbucksDisneyOreoMTVRed BullSkittlesConverse All StarsVictoria’s SecretConverseiTunesWindows Live MessengerPringlesPlaystationMonster EnergyZara

http://fanpagelist.com

Super Butcher

Le Black Book Boutique

Pedigree Adoption

Penguin Books Australia

http://laurelpapworth.com/fanpages-list-of-top-100-australian-facebook-fan-pages/

Facebook Connect

• One million external websites use Facebook connect to log-in!

• Best local example includes TrueLocal.com.au

Games!

Games INCREASING = more significantYou can play in a communityThey're continuous.You can use REAL money in them.

Farmville (Zynga)there are more active Farmville

accountsthan there are Twitter users!

Fronterville (Zynga)Fifa Superstars (EA)

EA Sports Fifa franchise SOLD 90 million units in its lifetime;

now available for free on Facebook.

Zynga has 215 million active monthly users,33 million active users,1300 employees across 13 studios.Founded in 2007.Revenue of $600 million, valued at $5.51 billion.

Cascadian Farm is now the brand behind the game’s new organic blueberries cropBecame available in the FarmVille Market in August 2010Has been purchased by more than 1 million players for 20 credits each.

In total, 310 million Cascadian Farm organic blueberries have been planted by FarmVille players.

100 credits = approximately AUD$11.00

$2.2million earned

Facebook Adverts

• Choose your landing page wisely. The rules of Pay-Per-Click apply to Facebook marketing! Make sure the offer matches the landing page.

• Include calls to action.

• Keep your offers up to date.

• Less is more when it comes to text/copy and graphics.

• Don’t be vague. Cute/clever doesn’t always come across right to customers who are are not inside your head.

• Contests may appeal more to social media users who aren’t in buying mode.

• Geotarget your campaigns well.

• Segment your campaigns by gender if necessary.

• Split test your ads

• Interesting images create clicks!

Is the investment worth it?

Qualitative Data: the opinions.

Quantitative Data: the numbers.

ROI: the return.

How To WIN!

• Take It Seriously

• Objectives

• Don’t Be Boring

• Move Quickly

• Interactive.

• Invest Time; Invest Money

• Connect to Other Marketing Avenues

• Failed first time? Jump Back In

• Selective in Your Communication

"Advertising on the Web is less about justhitting someone with a message... 

It's about engagement." Mark Z

Agenda

• LinkedIn

• FourSquare

• YouTube

• Flickr

• Google Buzz/Wave

• The Others:

– Digg

– Meet-Up

– Gowalla & Yelp

– Orkut

– Quora

– Yahoo Answers – Facebook Answers

– ChatRoulette

LinkedIn

• Formed in May 2003, based in California

• 70 million members in 200 countries – bigger than the UK’s population

• One new member every second

• 50% of members outside the US

• Executives from all Fortune 500 companies are members on LinkedIn

• ‘Social Networking for Business’

FourSquare• Location based social networking

• Just over one year old

• 1.3 million users in June 2010; 2 million+ venues

• Users your location to allow you to ‘check-in’ at venues; multiple check-ins allow you to become ‘mayor’ of a particular venue.

• Various badges are awarded based on movements, visits and check-ins

• Add friends and follow them

• Venues can make special offers available to people within the vicinity.

Site parodies

• PleaseRobMe.com

YouTube• Owned by Google; bought for $1.65 billion

• Ten minute and 2Gig limit on videos; partner accounts can get more

• 103 million monthly UNIQUE visitors in May 2010

• 24 hours of video uploaded every minute

• 1.12 hours per month spent on YouTube every month

• 5.8 billion videos streamed in June 2010 in US; 2 billion videos viewed PER DAY worldwide

• 47% of the global internet population visited YouTube in April 2010

• Countries that have banned YouTube: China, Iran, Libya, Tunisia, Turkey

Competitors

• Vimeo (16,000 new videos uploaded daily)

• Hulu (600 million videos streamed)

Ways to engage

• Creating your own channel; commenting on videos

• Share, embed videos; create content

Flickr• Image and video hosting• Created in Feb 2004• Claimed to host 4 billion images• 3-5 million photos uploaded daily• Widely used by bloggers to host images• Free users have limits on their accounts• Tags, Organizr, Picnik, Access controls, licensing, geotagging,• Partnership with Getty Images

Buzz & Wave & Me• Buzz

– Social networking intergrated into Gmail. Users can share links, videos and so on– Nothing new, nothing original

• Wave– More of an online software application– Designed to intergrate email, instant messaging, wikis and social networking– Numerous extensions– Open source platform

• Google Me– What’s next for Google?– Rumours only a month old: http://techcrunch.com/2010/06/29/google-me-facebook/

Everything Else

– Digg

– Meet-Up (www.MeetUp.com)

– Gowalla & Yelp (much like Foresquare, Yelp is US only)

– Orkut (owned by Google, mainly used in India and Brazil, 100 million users)

– Quora (questions and answers)

– Icanhazcheezburger

Make Your Own Network• Three types of companies

– Hosted solutions (see below)

– Downloadable software

– !00% personalised service

• Hosted solutions: Ning, KickApps, CrowdVine, GoingOn, CollectiveX, Me.com, PeopleAggregator, Haystack, and ONEsite

• Downloadable: phpFox

• Personalised: Social Platform

• Of these, Ning is by far the biggest – means ‘peace’ in Chinese

– 76,000 hosted networks

• KickApps – www.kickapps.com

• Use your own network as a platform for your website or business: http://techcrunch.com/2007/08/14/34-more-ways-to-build-your-own-social-network/