Social Media

update and
approach

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Sit Down Test : How digital are
you?
• I have broadband internet at home
• I use Internet Banking
• I have bought AND sold on Ebay
• I have used instant messaging
• I have uploaded a photo of myself to a website
• I use my laptop in my living room
• I have used my mobile to look at a website
• I know what an RSS feed is
• I have a posted a story on a blog
• I tweet
• I used the internet to find a date
• I broke up with my internet date using twitter

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A definition of social media

• Social media is an umbrella term that defines the

various activities that integrate technology, social
interaction and the construction of words, pictures,
audio and video

• Put more simply:

‘socia
lm
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ia
ispeop
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ving
con
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’

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In a marketing context

Social media can be defined as places

where….

Users are drawn together to interact and

share in communities of interest, and
where the content is predominantly user
generated

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Word of Mouth is Re-Ascending in
Importance

Social Marketplace Mass Marketing Social Marketplace

Age
Human
History
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It empowers consumers
Consumers as Content Creators & Citizen Journalists –
The Rise and Rise of Consumer Generated Media

Micro-community
sites
Ratings &
Review Sites

Consumer
Blogs
Feedback
Internet
Portals
Discussion
Forums Media Moblogs
Blogs
Audio
Groups Blogs
Usenet
Video Blogs
Newsgroups
Marketer (VLOGS)
Blogs

Early Stage Internet Recent Internet (Rich Media)

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At scale

During 2009, a massive 86% of online

Australians read other people’s
reviews, comments or discussions
about products or services via a blog,
forum, social networking site and/ or
other website.

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Australians are the heaviest users
of Social media….in the world
(time spent per month)

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 And it’s not just the kids
Plus a plethora of blogs and forums with usage
dictated much more be interest than age

Older
Younger
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Source: Source Nielsen NetView May 09
 Size wise, Facebook clearly
dominates

+ a myriad of forums and blogs all encouraging dialogue

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Source: Source Nielsen NetView May 09
Consumer social behavior is multi
dimensional

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and Twitter the latest new kid on the
block

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What’s all this stuff about twitter?

What are you doing + 140 characters = Twitter 13

Which stage are you?

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One things is for sure ….It’s become
too big to ignore

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Brands are responding:
For the first time in 23 years…

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…….. is fertile territory

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X is a highly ‘blogged’ about topic

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Include if relevant

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Introducing
starcoms
social
approach

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 Our approach = real

Reach:

Listen:

Amplify: Engage:

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Some watch outs
Coke Zero Movement – to support the launch of coke Zero the
brand created an underground movement seeded in blogs and
focussed around a community website. When it was revealed that
Coke was behind the movement, the credibility of the proposition
was lost and a significant consumer backlash occurred

Witchery – Man in Jacket. To launch Witchery for Men in Australia,

a campaign was devised around a false CGM video on YouTube,
featuring paid talent posing as a genuine consumer. The media
backlash was fierce, and YouTube user comments were largely
very negative.

Dominos ‘disgusting people’ this YouTube video showing

employees unhygienic work attitudes was viewed over 1M times
and almost destroyed Dominos 49 year reputation. Despite a
public response in the form of another video, the incident has
clearly damaged the brands reputation.

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A real strategy must have…
A defined set of objectives:
Appropriate tools and tactics
Awareness/consideration or
are applied to a campaign
advocacy goals and specific
based on…
metrics

Understanding of the target

audience

Determination of appropriate
connection points or media
partners

Measurement and optimisation

Resource and response model

Sound familiar?
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Principles of SM involvement

transparent

authentic

inclusive

dynamic

valued

conversational

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 real

Reach:
Socially
powered ads
To drive traffic
to the
destination
Listen:
Tracking,
measuring and
analysing the
conversation
Amplify: Engage:
Fueling Creating
conversation to sociable
drive traffic to destinations and
the destination content 25
 Listen:
Tracking,
measuring and
analysing the
conversation
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REAL listening defined

Listening impacts

Listen: Product Development

Creative
Tracking, Corporate Communications
measuring and Public Relations
Reputation Management
analysing the Blogger Outreach
conversation Brand Management
Customer Service
Crisis Management
Legal
Interactive Marketing
Search and Content Development
How: Analytics
Ongoing access to
online listening/
monitoring service

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Listening outputs
Word Clouds
Buzz trends

Sentiment
Influencers

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 Reach:
Socially
powered ads
To drive traffic
to the
destination

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REAL reach defined

Reach:
Socially
powered ads
To drive traffic
to the
destination

How:
Social PPC
Social banners
Social data to target

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Primary connection points

FIM
Myspace MSN
Adconion Livesuite
facebook

Yahoo7
Bebo msgr
Anzwers

Sensis Social Media

Linked In
VideoEgg Buying Points

Google
Linked In Site
placement
Niche
Sound All Adknowledge
2thrds
Ning

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Example: network ten
Targeted placements on YouTube driving
traffic to SYTYCD competition page

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Example: subway
Traffic driven to subway Shuffle site through
YouTube, Messenger and Yahoo mail

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Example: 20th Century fox

Targeted to users based on stated film

interest

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 Engage:
Creating
sociable
destinations and
content 35
REAL engagement defined

Engage:
Creating
sociable
destinations and
content

How?
•Fan pages
•YouTube channels
•Applications
•Widgets
•Mini games
•Blogs / communities

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 Video

Game

Blog

Requirement: File
Social ideas worth sharing
URL Picture

Badge
Quiz

Challenge Song
Like

News 37
More is better

Idea Idea Idea

Idea Idea Idea

Idea Idea Idea

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Primary connection
points
Facebook

YouTube Twitter

Applications/personas 4Square
LinkedIn

Bebo MySpace

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Example: samboy
IAB Social media winner 09

WINNER

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Example: kit kat chunky
IAB social media finalist 09

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Example: Qantas Socceroos

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 Amplify:
Fueling
conversation to
drive traffic to
the destination

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REAL amplification defined

Amplify:
Fueling
conversation to
drive traffic to
the destination

How:
•Video seeding
•Blogger outreach
•Online PR
•Moderation
•Social SEO
•Reputation Management

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Guidelines are vital

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Primary connection points

Client
Mar.comms

Seedin
Media g
Partners agenc
y

Social community
PR agency
manager Client
Corp. Comms

Creative Media
Agency Agency

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Community management scope

Stakeholder Mgt/Coordination
Reporting & Management
•Map out project
stakeholders/roles and develop
•Define measurement (tool paid/unpaid)
contact list
•Create dashboards
•Interface with PR and marketing
•Establish metrics and frequency
•Establish agreed lines of
communication, deadlines etc

Social profile set up and Mgt

Community Response Guideline
•Create logins and profiles for
communities, bookmarking, blog
•Proactive – reactive framework
and micro blogging services
•Tonality
•Define roles and guidelines for
•Tracking
each presence

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Community response model
Consumer Generated Brand Generated
Aware A post, comment, news
item or tweet has been A PR release is editorialised
discovered
Monitor
Is the site, writer,
persona a credible sentiment/comments
source?

Who are the audience for

the posting?

Positive Negative
Who are the audience for
Assess the posting?

Is a response required or Can this be easily

appropriate? corrected?
Track
and log
Can we highlight or Respond
Does this issue need to Escalate to
leverage this positive
be escalated? client in a
sentiment?
timely
manor
Comment, @reply, Be
Re-post, Retweet, email response for transpare
Respond reference the origin correcting mis- nt and
information open
Be
tonally
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consistent
 Example: GM
GM Holden Ute: B10 Strategy
Digital Leverage moments when
the shackles were off,
providing unique content
Task that they would tell their
Triple VE Ute’s mates about
purchase
intention! Content
Ute’s Audience (macho Aussie
blokes) had become hidden, Creation
Seeding shackled by today’s politically
correct world
Infiltrated male focused
blogs and forums they use
to get ‘bragging rights’
with mates. Built an ‘Evolution of
Display Australian Sport’ that
linked to Ute as an
Australian icon
‘Behavioural targeting’ to
re-message to those we’d
captured pre-launch. SEM.

Results: 6,000 people visited the Microsite in the first 24-

hours!
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Purchase intention 500%+
o see the campaign in action go to http://www.visualjazz.com.au/adnews/holden.html
Example: mars pedigree dog
adoption, live now!

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Example: samsung

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 real

Reach:
Socially
powered ads
To drive traffic
to the
destination
Listen:
Tracking,
measuring and
analysing the
conversation
Amplify: Engage:
Fueling Creating
conversation to sociable
drive traffic to destinations and
the destination content 52
Next steps

•Full social media audit:

•Competitor activity
•Global learning’s
•Listening audit
•Identify Emirates risk profile and agree
objectives
•Brief agency/s
•Social Strategy development
•Scope Community Management

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