Social Media Marketing, ad:tech Sydney 2011
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This document summarizes the marketing opportunities presented by popular social media platforms like Facebook, Twitter, LinkedIn, and YouTube. It discusses how original content can be used to exploit these platforms by gaining followers, driving engagement, and supporting marketing objectives. Famous examples are provided of brands that have successfully used social media, like Old Spice's viral video campaigns and Dove's user-generated response to its Evolution video.
Social Media Marketing, ad:tech Sydney 2011
- 1. Social Media Marketing and Original Content A look at the marketing opportunities presented by popular social media platforms; how you can exploit them with original content; and what you can learn from brands that have already gone social.
- 2. Castleford Media Pty Ltd Sydney-based Custom News Provider 10 years experience in the UK, US and Australia Full-time, local editorial teams In-house SEO, Social Media, Online Marketing expertise Exclusive, original articles published in-full on client websites Diverse client base (commercial, government, non-profit) Supporting full-range of online marketing objectives
- 3. Our Custom News Model
- 4. Custom News and Your Marketing Activities
- 5. About This Session Part 1: Social media opportunities Part 2: Exploiting original content Part 3: Famous examples Q&A Bookmarks
- 6. Part 1 Social Media Opportunities
- 7. Facebook 9.2 million Australians use Facebook (Opinionway / DDB) 65,000 new users in the past six months 600 million users worldwide Over 50% log in every day (Facebook.com)
- 8. Twitter 2.5 million Australians use Twitter 100 million new accounts globally 25 billion tweets sent worldwide in 2010 (Sysomos)
- 9. LinkedIn 1 million Australian members 90 million members worldwide 1 million company pages 700,000 LinkedIn groups (LinkedIn.com) InMails to reach out to any fellow member
- 10. YouTube 700 billion videos viewed globally in 2010 13 million hours of video uploaded Marketing material accounted for 6 of Australias top 10 most viewed videos last year Majority of Australias most searched-for queries were brands or products (YouTube Australia)
- 11. Part 2 Exploiting Original Content Gaining a foothold on popular platforms Building followers, fans and contacts Driving engagement
- 17. Dwell Time Meeting consumers on their own turf (Neilson Net Ratings) Facebook is the No.2 site in Australia (Alexa.com) Users stay on Facebook longer than other popular sites (Opinionway / DDB)
- 18. Facebook Engagement 84% use brands they follow on Facebook 36% want to buy more from brands they follow 30% say frequency of information is key to following a brand 38% of followed brands are found in Facebook search (Opinionway / DDB)
- 19. Original Content on Facebook 600 million users voting for content, products, services and brands Engage customers on their home turf Original content gives visitors something to engage with Premium content can be hidden behind Like buttons Sell within Facebook environment Canvass your followers Drive traffic to your site
- 20. Twitter: More Users Recently valued at $10bn Massive growth in 2010 More detailed bios More links to websites More location sharing
- 21. Twitter: More Detail 69% have a detailed bio 73% reveal their location 45% point to a URL (Sysomos)
- 22. Original Content and Twitter 21% of Twitter users follow more than 100 accounts (Sysomos). Evidence that social media buzz influences SERPs. Retweeting can have an immediate impact on rankings. Marketing messages need diluting with different content types. News is the biggest driver of re-tweeting activity (HP).
- 23. Original Content, LinkedIn and Foursquare Point at relevant white papers and reference material via LinkedIn Answers, Groups and InMails Share articles, blogs and tweets on your Company Page Reward Foursquare users for visiting physical locations with premium or pre-release content
- 24. Original Content, YouTube and Quora Share original product demos or narrated slide shows Embed them in your landing pages for up to 80% improved conversion (SEOMoz) A/B testing of television ads Build a reputation as an expert in your field and engage with people who share your professional interests
- 25. Social Media and Mobile Users Twitter and Facebook apps pre-loaded on popular smartphones YouTube has 200 million mobile views every day (Eric Schmidt, 2011) Mobile share of internet searches increased from 10% to 15% in the second half of last year (Google, 2011) Search spike during Superbowl ad break was x38 on desktops and x315 on mobile devices (Eric Schmidt, 2011)
- 27. Old School Man-up: Old Spice v Dos Equis 29 million hits 1.7 million hits
- 29. Bricks to Clicks Offline Facebook Likes with RFID wristbands
- 30. Clicks to Bricks Real world discounts for Barista Badge holders
- 31. Free Media $10 million in free advertising for Mentos (ABC News)
- 32. Listening From Dell Hell to IdeaStorm
- 33. Letting Go Dove inspires YouTube parodies Dove Evolution Slob Evolution Dove v Dove v Axe The Beauty Industry
- 34. Social Media Lessons Lower barriers to entry Less controllable campaigns Conversations can happen without you
- 35. Bookmarks Exploring the use of Twitter around the world (Sysomos.com) Twitter Statistics for 2010 (Sysomos.com) Facebook and Brands (DDB / Opinionway) Facebook Statistics (Facebook.com) LinkedIn Facts (LinkedIn.com) YouTube Statistics (YouTube.com) YouTube Rewind: 2010 Year in Review (YouTube Australia Blog) Top Sites: Australia (Alexa.com) Trends in Social Media: Persistence and Decay (HP Labs) 12-step Landing Page Rehab Programme (SEOMoz) A Tweet's Effect on Ranking (SEOMoz) Eric Schmidt at IAB Annual Leadership Meeting (Google / YouTube) Think Mobile 2011 (Google) The Mentos and Diet Coke Sensation (ABC News) All video clips used in the presentation are available on YouTube
- 36. Contacts Company Website: castleford.com.au Search and Social Blog: castleford.com.au/blog Twitter Feed: twitter.com/castlefordmedia Facebook Page: Facebook.com/castlefordmedia Email Contact: info@castleford.com.au