PUTTING SOCIAL MEDIA TO WORKPresented by Craig Somerville AIMMDirector of Reload Mediaat the Australian Institute of Management – Qld & NTThursday 2 May 2013

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About Reload Media Reload Media is a specialist digital agency working across

social media, search engines and digital advertising.

– 500 clients across Australia, NZ and the UK

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About Tonight Social Media Overview

Australian Social Media Landscape

What Should You Be Doing?

What Shouldn’t You Be Doing?

Case Studies

Tips on Getting the Most out of Social Media

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Before We Begin…

@Reload_Media@aimqld#aimevents

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gplus.to/craigsomerville#aimevents

facebook.com/ReloadMediafacebook.com/aimqld

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To Get You Started…

Craig from @Reload_Media encourages tweeting of “tweetable tweets” at #AIMevents

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Social Media Explained (kind of)

Myth: “No one uses Google+”

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Social Media Overview

“To find something comparable, you have to go back 500 years to the printing press, the birth of mass media… Technology is shifting power away from editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control.”

Rupert Murdoch, Wired Magazine, July 2006

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Zero Moment of Truth

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View video at:https://www.youtube.com/watch?v=g40rrWBx2ok

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Social Media in Australia Over 60% of the adult population has a Facebook account

– The fastest-growing segment is Over 55

Australia has one of the highest adult usage rates of social media in the world.

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Social Media Landscape Facebook is top for visits, Twitter top for conversions

Source: Optify

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Social Media Landscape Facebook fans spend 24% more than non-fans. (Source:

Play.com)

In the UK, £3bn in sales is expected to be influenced by social media in some way in 2014 (Source: eBay study)

Most SEO experts claim that Google+ is impacting on search results, rankings, traffic and sales.

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Social Media Landscape 70% of small Australian businesses now have some form of

social media investment.

94% of medium/large Australian businesses have some form of social media investment.

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Yellow Pages Study, 2012

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Why Should You Be on Social Media?

…94% of people trust word of mouth but only 14% of people trust

adverts… Forrester, 2012

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Why Should You Be on Social Media?

Conversations about your brand are happening whether you’re involved

or not…

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Why You Shouldn’t Be on Social Media

It’s popular right now!

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Define Your Social Media Objectives

Is it customer service?

Is it recruitment?

Is it showcasing your expert knowledge?

Is it branding?

Is it sales driving?

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So, the Big Question…

How do you make it work for your business?

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Putting Social Media to Work1. What is your business objective?

2. What social channels should you be active on? (register on them all anyway)

3. How does it tie in with your other marketing activities?

4. Who can you appoint to pioneer the initiative? (In house representative or outsourced)

5. What are your competitors doing?

6. What plan do you have in place if something ‘goes wrong’?

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IKEA Case Study - Branding

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Applebees Case Study

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Reload Case Study

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Social Media Tips Dedicate some time and resources to making social media

work.

Set targets

Develop a company wide social media policy and educate all staff

Set up accounts to monitor activity (start with Hootsuite – it’s free)

Integrate your social media with other marketing activities (use Google Analytics to help measure)

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PUTTING SOCIAL MEDIA TO WORKCraig Somerville www.reloadmedia.com.au AIM Qld & NT www.aimqld.com.au

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