frankademy 2009 - a social media strategy session from frankvizeum

2009 Finale

Today’s presentation

• WTF is Social Media?

• Twitter

• Blogs

• Melbourne’s GPO – A working case study

Audience

Brand

World media has fundamentally changed in just 2 years…

http://www.flickr.com/photos/haglundc/3298648381/

Our target audience behaviour is changing

The shift is permanent

Media definitions are evolving

Counting mouthscommunity = mouths = lovers

Counting eyeballsUnique browsers = eyeballs = viewers

A shift in measurement

Brand Communicatio

n Platform

Brand Communicatio

n Platform

Aligning Bought, Owned and Earned

YOUR BRAND

newsletterBlog

BannerPackaging

Brochure

Twitter

Website

Mobile

TV ad

Sponsorship

Radio

Outdoor

email

Customer service

Promotions

Facebook

YouTube

…and many more

BOUGHTBOUGHT OWNEDOWNED

EARNEDEARNED

Bought, Owned and Earned should be integrated.

Brands are enticed by fancy technology

Three reasons why social play fails

http://blogs.wsj.com/biztech/2008/07/16/why-most-online-communities-fail/

A lack of proper management

The wrong measurement metrics

share, talk, answer, engage, give something for free, have a personality, be different

Most brands are socially inept.

There are thousands of tools

Real-time micro-blogging

A public conversation in 140 characters

Australian users

13,000 800,00012 months to June ‘09 (Comscore)

Create Profile Page in 5 mins!

Choose an ID

Upload a photo

Short Bio

Finding People To Follow

Search for people / brands

Follow who they follow

Search.twitter.com

Follow them

twitterlingo

tweet

re-tweet

Following and

followers

RT =

re-tweet

Reply with

@username

Direct

messages

Shortened

URLs

hashtag

Trending topics

Tools that work

with Twitter

Twitter’s core benefits

Building relationships

Real-time insight

Sharing information

customers and business partnerscustomers and business partners

market intelligence, feedbackmarket intelligence, feedbackand customer serviceand customer service

compelling news and contentcompelling news and content

Announcements & updates

Driving site traffic

Events

Global Green Challenge

Loyalty through usefulness

Personal service

Over 80 accounts = relevant content

Sharing information

Winning over grumpy customers!

Howdy #mktgnow attendees and @armano, we are going Web2.0 in a week or 2, will annouce via Twitter when we turn it on for you to try4:24 PM Sep 22nd from web

#mktgnow We use Social Media for getting crucial feedback, informing customers of new products and helping people out with issues4:39 PM Sep 21st from web

A question for #mktgnow - are people typically "following" companies/products they are interested in or just run a search when needed?4:46 PM Sep 21st from web

How about an application for Twits #mktgnow - if you could Twit-A-Cab would you use it to book a taxi?5:46 PM Sep 22nd from web

Special Deal 4 #mktgnow If u need a cab home, ph 13CABS 132227 and quote code "twitter" and u will get extra high priority pickup @Sofitel10:44 PM Sep 22nd from web

Driving sales by joining in

http://twitter.com/search?q=

http://twitter.com/armano

http://twitter.com/13CABS/status/4301280992





http://www.13cabs.com.au/index.php

Korean BBQ Taco Truck in L.A36,000 followersHundreds line up daily

Twitter-only deals: "Twares"Last-minute deals that are available only

via@UnitedAirlines

$3 million in sales since Jun ’07@DellOutlet Refurbs and excess inventory

More on selling stuff…

http://www.flickr.com/photos/hawaii/2089328125/

Number of bloggers

in the world

133 million blogs?

That makes the blogosphere the

9th largest population

in the world

8th - Nigeria 9th - Blogs 10th - Japan

62%62%20082008

55%55%20072007

21%21%20062006

More Australians are reading blogs

Facebook 4.97m

MySpace 2.02m

Blogger 1.83m

Twitter 752k

Wordpress 736k

Bebo 442k

Unique Audience (May 2009)

Brands

Current ApproachCurrent Approach

BrandsUsing blog networks

to engage the community.

A Network

ApproachA Network

Approach

Leading blog marketing networks

Over 100,000 bloggers in 4 markets Asia Pacific region

250,000 US bloggers22,000 female bloggers

Over 1,200Australian Bloggers

have joined Nuffnang since Nov ‘08

Nuffnang have the most influential bloggers in Australia

Parenting and PersonalKarencheng.com.auKarencheng.com.au263,500 monthly blog views

FoodThefoodpornographer.comThefoodpornographer.com124,600 monthly blog views

FashionLadymelbourne.com.auLadymelbourne.com.au41,500 monthly blog views

Nuffnang Australian bloggers command

3,028,755blog views last 4 weeks (Oct 2009)

Ways to integrate with

bloggersWays to integrate with

bloggers2. Sponsored conversations

A way for brands to be part of the conversation1. Display Advertising

100% SOV banner ads

4. Events

Reach out to bloggers with Nuffnang hosted events

5. Product sampling

Product engagement with the bloggers and their

readers

3. Competitions

Engage your brands with the bloggers and their readers

Ways to integrate with

bloggersWays to integrate with

bloggers

“The key to a successful blog campaign is that the conversation does not have to be ABOUT the

brand, but that the brand be PART of the conversation.

”

Why do most brands fail in

blog marketing?Why do most brands fail in

blog marketing?

Case studiesCase studies

Village Roadshow – Blogger participation

Coles Group & MyerColes Group & Myer

Nuffnang Case Study:

Coles Group & MyerNuffnang Case Study:

Coles Group & Myer

Objective:

To generate awareness and buzz for the Coles Group & Myer gift card within the blogosphere.

Campaign Overview

Nuffnang ran a 3 week challenge for Nuffnang bloggers:How do you turn $10 into $100? Bloggers were sent a $10 Coles Group & Myer gift card and asked to partake in one of two challenges. The winner of each challenge to win a $100 Coles Group & Myer gift card.

Challenge 1:Be the Nuffie that spends $10 in the most creative, interesting or fun way. It is totally up to you what you choose to do with it, you just have to impress the Nuffnang team here with your shopping skills.

Challenge 2:Most frugal Nuffie award. How far can you stretch $10 and what can you make it do?

Seeding MechanicsSeeding Mechanics

Competition is seeded through Nuffnang’s blog post, email and twitter.

This is seeded to over 1000 bloggers within the Nuffnang database.



Coles Group & Myer

+ Campaign Reach & Impact

TOTAL NUMBER OF BLOGGERS

PARTICIPATED

25TOTAL NUMBER OFBLOG COMMENTS

CAMPAIGN REACTIONS

142

EST. TOTAL NUMBER OF CAMPAIGN

REACHBLOG READS44,512

TOTAL NUMBER OFUSER GENERATED PHOTOSFOR THE CAMPAIGN

258



Coles Group & Myer

+ The Response



Coles Group & Myer

+ The Response

I thought $3.47 for two chicken breasts was a bargain. Then, I

discovered chicken wings for $2.09 - - - Bewdy, Mate! And . . . I ended

up getting more for my money, too.

I thought $3.47 for two chicken breasts was a bargain. Then, I

discovered chicken wings for $2.09 - - - Bewdy, Mate! And . . . I ended

up getting more for my money, too.

It was interesting to shop in a different supermarket. The lanes

are different but most products sold are the same. Actually, the lanes

are wider at Coles.

It was interesting to shop in a different supermarket. The lanes

are different but most products sold are the same. Actually, the lanes

are wider at Coles.

Pasta bows and nail-polish?? Only you Angela!You are so incredibly creative.Love, Blaire xx

Pasta bows and nail-polish?? Only you Angela!You are so incredibly creative.Love, Blaire xx

Luckily, Coles had some good specials, including these 98c crackers!! Bargain:Luckily, Coles had some good specials, including these 98c crackers!! Bargain:



Coles Group & Myer

+ Highlights: Iron Chef Shellie

Iron Chef Shellie used $10 to create a beetroot stack and in memory of her grandfather.

8 Comments

Blog URL: http://ironchefshellie.blogspot.com/2009/08/turning-10-into-100.html

Iron Chef Shellie used $10 to create a beetroot stack and in memory of her grandfather.

8 Comments

Blog URL: http://ironchefshellie.blogspot.com/2009/08/turning-10-into-100.html



Coles Group & Myer

http://ironchefshellie.blogspot.com/2009/08/turning-10-into-100.html

+ Highlights: Iron Chef Shellie



Coles Group & Myer

20 Fun at home kids activities for under $10

8 Comments

Blog URL: http://childhood101.blogspot.com/2009/08/20-fun-at-home-kids-activities-for.htm

20 Fun at home kids activities for under $10

8 Comments

Blog URL: http://childhood101.blogspot.com/2009/08/20-fun-at-home-kids-activities-for.htm

+ Highlights: Childhood 101



Coles Group & Myer

http://childhood101.blogspot.com/2009/08/20-fun-at-home-kids-activities-for.html

+ Highlights: Childhood 101



Coles Group & Myer

+ Highlights: Violet – Tales of Ingénue

Violet turned $10 to an amazing dress.

25 Comments

Blog URL: http://violetlebeaux.blogspot.com/2009/08/how-to-turn-10-into-about-700-nuffnang.html

Violet turned $10 to an amazing dress.

25 Comments

Blog URL: http://violetlebeaux.blogspot.com/2009/08/how-to-turn-10-into-about-700-nuffnang.html



Coles Group & Myer

http://violetlebeaux.blogspot.com/2009/08/how-to-turn-10-into-about-700-nuffnang.html

2 pink flannelet pillow cases and 1 cream scarf. Wait not

what you expected? Well keep reading!

2 pink flannelet pillow cases and 1 cream scarf. Wait not

what you expected? Well keep reading!




Coles Group & Myer

http://violetlebeaux.blogspot.com/2009/08/how-to-turn-10-into-about-700-nuffnang.html


Inspired by GippslandInspired by Gippsland

Destination Gippsland - an alternative to traditional media thinking

Nuffnang PA:

Destination GippslandNuffnang PA:

Destination Gippsland

Objective:

To increase awareness and consideration of Gippsland as a destination for family and short breaks.

+ Campaign Reach & Impact

TOTAL NUMBER OF

BLOG POSTENTRIES26

TOTAL NUMBER OFBLOG COMMENTSCAMPAIGN REACTIONS41

EST. TOTAL NUMBER OF

CAMPAIGN REACHBLOG POST READS168,877

Destination Gippsland:

Key NumbersDestination Gippsland:

Key Numbers

TOTAL NUMBER OFBANNERCTR0.17%

TOTAL NUMBER OFBLOG POST URLCLICKS219

+ The Response

Nuffnang PA:

Destination GippslandNuffnang PA:

Destination Gippsland

These comments show how influential bloggers are,

illustrating intent to travel to the area as a result of reading

the Gippsland post

Sounds fabulous! My husband and I can’t wait to take our kids to the snow but we were thinking we would have to wait years until it was managable. It is great to see you doing it with young ones. By Michelle on 08.04.09 7:32 pm |

Sounds fabulous! My husband and I can’t wait to take our kids to the snow but we were thinking we would have to wait years until it was managable. It is great to see you doing it with young ones. By Michelle on 08.04.09 7:32 pm |

I’ve never heard of Rawsons Village but now I know - looks gorgeous! Also, its great to finally find a mum who has come back from holiday feeling refreshed! I think I need to get to Rawsons!By ickle Kids on 08.04.09 6:53 pm

I’ve never heard of Rawsons Village but now I know - looks gorgeous! Also, its great to finally find a mum who has come back from holiday feeling refreshed! I think I need to get to Rawsons!By ickle Kids on 08.04.09 6:53 pm

I love Walhalla too. So nice and peaceful. Not to mention interesting to see how people used to live (and some still do).By Leanne on 08.05.09 10:57 am

I love Walhalla too. So nice and peaceful. Not to mention interesting to see how people used to live (and some still do).By Leanne on 08.05.09 10:57 am

Sounds wonderful. I’ve wondered what Rawson Village was like, as hubby would like to take the kids to Baw Baw or St Gwyneer (sp?) for a snow experience. Glad you were able to unwind By Leanne on 08.03.09 8:55 pm

Sounds wonderful. I’ve wondered what Rawson Village was like, as hubby would like to take the kids to Baw Baw or St Gwyneer (sp?) for a snow experience. Glad you were able to unwind By Leanne on 08.03.09 8:55 pm

Destination Gippsland –

Some CommentsDestination Gippsland –

Some Comments

•Comment by Deb — August 3, 2009 @ 1:18 pm Jho - what an amazing trip you guys had!!! This is the kind of thing my family and I like to do. I think our next destination will have to be the Gippsland area (we’ve only ever been there once for a wedding and to visit friends who had moved there).

•Comment by Deb — August 3, 2009 @ 1:18 pm Jho - what an amazing trip you guys had!!! This is the kind of thing my family and I like to do. I think our next destination will have to be the Gippsland area (we’ve only ever been there once for a wedding and to visit friends who had moved there).

Esz said... I've never been to Gippsland - Looking forward to your posts :-D It's really great to get out and see country Vic - We went to Ballarat a little while back. Not sure where we'll go next - but Gippsland is sure on the list. The trains are great too and not even expensive. :-D4 August 2009 6:05 PM

Esz said... I've never been to Gippsland - Looking forward to your posts :-D It's really great to get out and see country Vic - We went to Ballarat a little while back. Not sure where we'll go next - but Gippsland is sure on the list. The trains are great too and not even expensive. :-D4 August 2009 6:05 PM

Polecat said... Great work Claire on the Gippsland reviews. I will look out for those places next time I'm down there17 August 2009 12:04 PM

Polecat said... Great work Claire on the Gippsland reviews. I will look out for those places next time I'm down there17 August 2009 12:04 PM

One Red Robin Winner

Destination Gippsland:

Competition WinnersDestination Gippsland:

Competition Winners

Hey Jho,

Thank you so much for those wonderful write ups on the Gippsland region. It is great to know such beautiful attractions exist only 1 hour out of Melbourne, and this is such a viable alternative to the usual tourist attractions (e.g. Grampians, Great Ocean Road), which are much further away.

For the crafter, it sounds like a haven as well with lots of artistic and crafty things to keep you occupied. In fact, I think it would be a perfect destination to spend a week - one could take advantage of the peace and quiet to work on their hobbies, and also take short trips to visit the attractions.

For the family, I think there would be plenty of interesting things such as horses and alpacas to keep the little ones entertained.Anyway, Gippsland is definitely on the todo list - thanks again!

Julian

“Why do you want to visit Gippsland?”

It’s not about the tools. It’s how you use them.

http://www.flickr.com/photos/ontario_wanderer/3496185271/

FRANkVizeum Case Study

We don’t need a “new website”. We need a website that will act as a marketing tool.

Old website: Issues with “flash”, multiple suppliers, 6 clicks and getting lost

GPO website before

GPO website after

STATS

24 August – 11 September 2008 24 August – 11 September 2009

2,107 Visits 3,150 Visits

3,945 Pageviews 10,212 Pageviews

Up 50%

Up 159%

1.87 Pages/visit 3.24 Pages/visit Up 73%

72.90% Bounce rate 32.95% Bounce rate Down 55%

00:01:00 Avg. time on site 00:02:30 Avg. time on site Up 150%

496 followers467 fans

1000 photos55 videos

What steps should we take?

Listen and learn

Develop our ‘earned’ strategy

Manage and measure

Goal: Become a fashion and lifestyle destination

MGPO ‘LOVERS’ survey findings

Sample+ 311 GPO database ‘lovers’ responded+ Email method+ Incentive = thirty double pass tickets to the movie ‘Mary & Max’+ Survey sent 10am Monday 20th April+ Data collected & competition closed 5pm Thursday 23rd April

Respondents+ 311/5057 lovers with email addresses = 6.14% (completed

survey) response rate

We asked them to tell us three words that describe Melbourne's GPO…

Nu

mb

er

of

resp

on

den

ts

Approx 79% of our lovers use Facebook and 54% use YouTube

Where do they spend their time?

See if they’re willing to engage with you

Ask them what they need or want

“Get a Twitter account & have Twitter-exclusive

offers. ”“Create an online

forum and viewable fashion community.”

“ Using online social networks to keep us

informed on the latest happenings in GPO. ”

“ More tailored communication please -

less of the one-size-fits-all approach. ”

“ An information person downstairs to ask

questions. ”

Darren, Niocolangela “6,000? Lets make it 60,000!” (number of lovers)

GPO in 3 words: We love it! But the brand needs to be flogged.

Ask your employees, contractors and collaborators what they think

Bianca, FAT “We trade our nuts off!”

GPO in 3 words: Iconic, beautiful, confused.

How can you help them?

What should we measure?More time

spent with

brand

Links, mentions, blog posts, Google juice

Increased unique visitors

Community size - lovers, followers

Content produced

Retailer satisfaction

and retention

Free mentions in media / PR

value

New retailer

enquiries

Lovers’ satisfaction

and engagement

and OMG… even sales!

Not all customers have equal value

http://www.flickr.com/photos/stovak/1561603147/

http://www.flickr.com/photos/greenpeacefinland/2967630234/

“MARKET TO THE OBSESSED” SETH GODIN

Passive viewer Active fan Engaged evangelist

171,568 Unique Browsers per month!

Where is your audience hanging?

What are they doing?

What is written about you?

Any videos with your name on them?

Any images?

What are your competitors doing?

How much are they ‘Earning’?

Retailers communicati

on

blog editorial

social media profiles

UsersCommunit

y

Liaising with

organisation

Monitor buzz &

website analytics

Blogger relations

Content production

Liaising with

outside suppliers

(PR, Events)

Implementing web-

tools

Employee education

Who will do this? How?

Do you have the management resource?

Analytics

Analytics

Analytics

Site dev

Community

LMFFSpring racing/MVRC Xmas

MSFW MF&WF

Annual timeline + events

May June July August Sep Oct Nov Dec Jan Feb March April

SEM+ SEM+ SEM+

Site dev Site dev Site dev

Analytics

GNO

Site dev

Community

Events

SEM+

Analytics

Display

Display Display Display

Good numbers of followers/fans on twitter (340) and facebook (280). Our Flickr has more than

920 photos already!

MGPO red carpet competition

20 entries in 3-4 days.It’s only the start of our

dialogue with our audience.

It’s genuine interest.

1000

500

100

1000

100

Communication with retailers taking shape

Our retailer communication has also improved as we now use a friendlier MGPO email template for regular updates

Benefits of Earned – GPO’s first week

Improved Search - organic Google juice

More focused use of resources

Platform for new initiatives

Improved customer

service

Demonstrate brand

leadership

Site traffic (UBs)

Real time consumer insight

More time spent with brand

Become the category – free media and PR value

24/7 audience

connection

We can tick a few of these boxes already. Some not 100% but we’ll

get there

Home base

The consumer journey starts here

Who does google think you are?

Option 1:An old corporate video/hate group on facebook

Option 2:Relevant content and someone real they can talk with

Be in control of what people will find online when they search for your product/service.

Decide it’s important enough to take seriously

Think first build later - 3 step planning process:

Talking with your organizationMarketing, sales, customer service.

Outcome: Understanding the opportunity and in-house resources.

Talking to target audience A quick Survey or Face to face talk with real consumers.

Outcome: Getting genuine insights.

Market analysisWhat's happening online in your industry.

Outcome: Making implementable recommendations.

1

2

3

We practice what we preach

Need help?

I need more

directionI need more

training

www.frankvizeum.com.au/blog www.frankvizeum.com.au/blog

frankademy 2009 - a social media strategy session from frankvizeum

Business

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nuffnang case

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