social media - what's the big deal?
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SOCIAL MEDIA:
WHAT‟S THE BIG
DEAL?
YOU KNOW ALL THE
BUZZWORDS
YOU KNOW ALL THE
BUZZWORDS
Gamification, viral, user-generated content, mash up, augmented reality,
applications, community, engagement, blogosphere, Web 2.0, online influence
YOU WASTE AWAY
HOURS ON IT
YOU WASTE AWAY
HOURS ON IT
(not during work hours of course)
Over 9 million Facebook users now in Australia &
over 500 million globally.
Facebook represents almost 1 in every 5 pages
viewed online by Australians during September 2010.
77% of online Australians watched video content on
their computer at least once in September 2010 and
a further 26% watched video on their mobile phone.
Online spending grew 12% in Australia in 2010.
BUT WHY IS IT
IMPORTANT?
BUT WHY IS IT
IMPORTANT?Social Media helps brands
achieve business objectives
526,400 Australian SMB‟s are already using social
media in their businesses.
65% of companies plan to increase their use of
social media.
In the past year, Australian shoppers have spent $10
to $12 billion online, about 5% of total retail sales of
$250 billion.
The No.1 concern raised in AON‟s Risk
Management Benchmarking Survey was "brand and
image". Social media was singled out as a key risk.
Recruitment
Customer Service
Customer Insight
Marketing
Selling
Public Relations
Reputation Management
Product Development
Humanise the Brand
HOW DOES IT FIT
INTO THE BIG
PICTURE?
Owned Media
e.g. website, blog
Earned Media
e.g. Twitter mentions, SEO
Paid Media
e.g. Facebook advertising
The Digital Approach
HOW DO WE MAKE
IT WORK?
Research & Monitoring
Social Media Strategy
Strategy Execution
Evaluation & Measurement
Training & Development
Our social media approach.
PROVE IT.
Canon Australia
We found an insight through listening:
“People want an enduring relationship with the product purchased”
And developed an answer:
Facebook: the most popular platform
• Over 15,000 Facebook
Likes
• Facebook posts reach
3x the number of Canon
Australia „Likes‟
• Evolved from an EOS
brand focus to a Canon
Australia focus
Twitter: branding & customer service
• Over 5000 targeted
followers, including
@problogger & Ruby
Rose
• Appears on 281 lists,
including “photography”,
“My favourites” and “top
Australian tweets”
• Established presence
YouTube: inspiration & tutorials
• Over 1 million upload
views
• 5000 channel
subscribers
• Established in 2008,
then adopted a branded
presence in 2010
World of EOS: a photographer‟s dream
• A community to engage
and inspire entry-level
photographers
• Developed by Leo
Burnett’s
• Won 11 Lion Awards
• Canon EOS doubled sell-
through in Dec 2010,
compared to Dec 2009
Westfield.
Live demo.
AND THAT‟S JUST
THE BEGINNING...
Social TV
Geolocation: Connecting Online with Offline
Adidas: YouTube Channel
The Wombatizer