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