building a successful social media platform | nick holmes a court, buzz numbers | istrategy sydney...

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BuzzNumbers Presentation

iStrategy Social Media Workshop


About Us

About Us


About Me

Nick Holmes à CourtTwitter: @nickhac

Executive Director & CTO, BuzzNumbers

Marketing, Technology, Finance


About BuzzNumbers Software & Services

Social Media Intelligence

Social Media Monitoring

Social Media, News, Blogs, Forums

Video, Websites, Search Engines

Analytics & Reporting

Online Influence, Location Analysis,

Sentiment Analysis, Issue Analysis

Research, Engagement, Social CRM, Data


Australian Corporates who use BuzzNumbers


A fat boy slim video you say?

Lets Get Excited!


Australian Social Media

Australian Social Media & Online Usage


Internet Usage In Australia


Australians are sharing experiences online

2.3 Million Australians have created a blog

1.6 Million Australians ongoingly update their blog since creating it

7.1 Million Australians read one or more blogs regularly

Source: January 2009 Nielsen Media National Readership Survey


Australians talk and listen online…

84% of Australian internet users using Web for sharing content such as photos, links and video

83% consume Consumer Generated Media content

39% of Australians create online content in the form of uploading video and music

Source: January 2009 Nielsen Media National Readership Survey


Market Growth


75% Australians spent an average 7 hrs a month on Social Media


The decline of Newspapers

*Audit Bureau of Circulation data / Australian Bureau of Statistics - 2010


Consumers trust online information


Corporate Social Media

Why Build a Social Media Platform?


Before Social Media & The Web


How Social Media Changes Communications


What is a Social Media Platform?

People, Processes and Products Strategy & Objectives Research, Monitoring & Measurement Tactics to Achieve Objectives ROI Analysis Constant Process Improvement


The future of consumer insights

Lessons Learned from Social Media Platforms


Why Social Media Programs Fails

Too many tactics, not enough objectives Unrealistic expectations

No such thing as a free lunch Too much focus on Viral

Being all things to all people = mediocrity Lack of alignment with corporate objectives


What works

Focus on existing corporate processes Market Research & Customer Insights Advertising CRM Sales Lead Generation Corporate Communciations Customer Service

Listen, Learn, Engage


Walking the Talk

Listening & LearningMedia Monitoring Market Research

Engaging the Community Lead Generation & CRM

Sharing the good newsCustomer reviews Online PRNews / Media Syndication


Successful Tactics

Case Studies


Major Insurance Company

Issues Analysis

Topic Categories by Entity

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Client Comp A Comp B


Unilever

Market feedback Product development

“Co-creation” The rise of “Pro-Ams” Share rather than tell

Social NetworksOpen NetworksClosed Networks

Marketing analysis


Big 4 Accounting Firm

Graduate Recruitment Customer Insights Market Analysis Communications Management Program design


Get Up!

Campaign Purpose: Encourage young Australians to enroll and vote for 2010 federal Election as well as raising funds for the political activist groupVideos were channeled primarily through Youtube including the ‘Election 2010 Spoof Trailer’, The video, which superimposed the likenesses of Tony Abbott and Julia Gillard into several action movie scenes had the right elements of simplicity, humour and novelty to make it a hit on the web.


Get Up! - Results

“Election 2010 Spoof Trailer” surpassed 800,000 aggregative views$350,000 was raised from donations370 000 members were subsequently recruited Successfully launch a High Court constitutional challenge that put an extra 98,138 voters on the roll;Built Australia’s first online enrolment website to allow Australians to enrol online in just minutes rather than using fax or delivering enrolment forms by hand;Win a Federal Court challenge to ensure Australians will be able to enrol online in elections to comeProduce a hilarious ‘action-hero’ election video encouraging Australians to enrol that was seen by well over 1 million people online;Support over 7,000 GetUp volunteers distributing issue scorecards, and outnumbering the major parties on many polling booths in marginal electorates


Dell

Campaign Purpose: Uses twitter to hand out coupon codes (increase sales) Coupon codes used as a discount (between 5-10% discount)

ResultProvides a direct measure of ROI Over Twitter 11,000 followers in the USTwitter alone made over US1 million during the Christmas holidays 2008-2009 by alerting Twitter followers for sale items Revenues exceeded $3 million December 2009


Vitamin Water

Promotion Purpose: Product awareness and customer engagement Fans were able to vote on flavor, ingredients, packaging, and naming for an entirely new drink - The winning flavor was black cherry-lime.The person who created the winning name getting a $5,000 prize.All traffic from vitaminwater.com is now directed to Facebook, where visitors can easily become a fan and interact more deeply with the brand.

Result: Facebook fan base from 400,000 to 981,000 in just one monthNow surpasses at more than 1.3 million fans. Participation was tremendous, with nearly 10 percent (116,000) of its fans taking part and showcasing the enormous power of crowd-sourcing actual customer market research. To cap off the flavor's launch in March, Vitaminwater gave away 100,000 free bottles of Connect to the first 100,000 fans who signed up for the coupon.


Taronga Zoo

Consumer EngagementOnline images

FlickrBlogsSocial Media

Geographic TargetingMedia planning


Geographic Analytics

Demand AnalysisIssue AnalysisCampaign messaging Media planningPR Engagement


Ticketmaster Failure


Workshop

Workshop: Social Media Platform


Hands On Workshop

Today’s WorkshopAudit – 3 MinsObjectives – 5 MinsMeasurement – 5 MinsTactics – 10 MinsBudget & ROI – 5mins

Interactive, Q&AShare with your Table, Share with EveryoneOutcome: A Social Media Framework for your company


Audit

Objective: To identify your company’s existing position within social media and online.

Outcome: A defined baseline position from which all future strategy, tactics and results can be built upon and measured against.


Define Corporate Objectives

Objective: To define what we want to achieve from any Social Media and Online Activities

Outcome: A clear & focused list of objectives from any social media and online activity. These outcomes should be aligned with existing business activities and objectives with a view to measure the ROI and effectiveness against other comparable initiatives.


Define Monitoring & Measurement

Objective: To define how we measure the level of activity on social media relating to Our Brands, Our Competitors, Industry Issues.

Outcome: A clear & focused list to define what we will measure, how we will measure, what benchmarks we are working against and the reporting process.


Tactics to Achieve Objectives

Objective: To explore and brainstorm some possible tactics using social media that meet our company’s objectives

Outcome: A defined list of tactics that can be implemented. An understanding of how to create, define social media tactics that meet real business objectives.


Some Ideas?

Facebook for Product Development? Video Content Creation? Blogger Outreach? Twitter Customer Support? Twitter Lead Generation? LinkedIN for Recruiting Talent? Forums for Competitor Research?


Budget & ROI

Objective: To indentify costs and resources associated with Social Media and Online activities, and to estimate the Return on Investment or expected value of online activities

Outcome: An ability to determine the high level feasibility, costs, and returns associated with Social Media and to understand which budgets in the organisation should be used.


Stay in contact for more Information

Connect with usBe sure to signup to our Twitter/Blog

Twitter: @BuzzNumbers

Twitter: @nickhac

Blog: www.BuzzNumbers.com.au/Blog

Email: [email protected]

Phone: 1300 886 192

mailto:[email protected]

building a successful social media platform | nick holmes a court, buzz numbers | istrategy sydney...

Technology

social media platforms20

social crm

social media programs

social media13

young australians

corporate social mediawhy

event teaser

online content