Credentials 2011

FROM COMMUNICATION TO CONVERSATION

Increasingly organisations are realising the importance of strategies to converse and engage with stakeholders. As the communication landscape continues to evolve, organisations can no longer rely upon traditional channels to communicate effectively with all audiences.

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SOCIAL MEDIA IN AUSTRALIA

Use of and engagement with Social Media in Australia extends much further than social networking. Social Media engagement also encompasses the nature and format of the content we interact with, which is increasingly through video, imagery and audio content.

77% watch

28.2% upload

63% listen

74% message

24.6% feed

48% play

VIDEO

CHAT

BLOGGING

IMAGERY

RSS

NETWORKS

FORUMS

PODCASTING

WIDGETS

MICRO BLOGGING

62% read

29% write

72% view

84% belong

ranked no 10 in sydney ranked no 6 in australia

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TABLE: Sourced from Neilsen Australian Online Consumer Report 2011

SOCIAL GAMING

APP DOWNLOADS
With the rise in smartphone usage in Australia (now ranked second in the world in terms of penetration), apps are seeing some big numbers and marketers need to take note. Understanding why people download will help influence that action.

AWARENESS OF APPS
^62% ^62%

DOWNLOADS / MONTH
App App FREE = 10

Free apps are more popular than paid apps

^33%

App ^29% ^24% App ^18% ^18% App App App App App App App $$ = 5

Word of mouth

Hear them talked about in the media

Other people online

Advertising

App App App App

Browse the App Store

Friends online

Search

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TABLES: Sourced from Neilsen Australian Online Consumer Report 2011

FURTHERMORE, SOCIAL NETWORKS ARE THE PREFERRED CHOICE FOR 16 - 24 YEAR OLDS

^95%

AVERAGE TIME ONLINE EACH WEEK

16-24 25-34 35-44 45-59 60+ 24.9 hr/wk 23.6 hr/wk 21.7 hr/wk 21.0 hr/wk 18.8 hr/wk

^77%

DEVICES SUPPORTING MOBILITY ARE ON THE RISE!

^52%

10

15

20

^18% ^10% ^9%

Desktop

Laptop

Mobile

Game Console

Tablet eReader

PVR/TV

Credentials 2011 page 5

TABLES: Sourced from Neilsen Australian Online Consumer Report 2011

BRAND ENGAGEMENT AND SOCIAL MEDIA

READING OTHER PEOPLES REVIEWS, DISCUSSIONS, COMMENTS ON BRANDS, PRODUCTS, SERVICES WATCHING ONLINE VIDEO ABOUT BRAND, PRODUCT, SERVICE CLICKING FACEBOOK LIKE BUTTON FOR A BRAND OR ORGANISATION DISCUSSING / COMMENTING ON BRAND, PRODUCTS, SERVICES CONNECTING WITH BRANDS THROUGH SOCIAL NETWORKING SITES POSTING REVIEWS OF BRANDS, PRODUCTS, SERVICES LISTENING TO AN ONLINE REVIEW OF BRAND, PRODUCT, SERVICE
7% 7% 13% 15% 12% 17%

26%

^73% ^59% ^46% ^43% ^42% ^33%

^30%

Last year Current year

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TABLE: Sourced from Neilsen Australian Online Consumer Report 2011

...AND DID YOU KNOW?

Total advertising spending in Social Media is currently $449.7 billion per year1 US companies using Social Media tools for marketing purposes grew by 15% from 2009 to 20102 50% of active Facebook users logon to Facebook every day3 Flickr contains about 5 billion photos, Facebook over 100 billion4 48 hours of video are uploaded every minute to YouTube5 70% of Facebook users live outside the US6 150 years of YouTube video are watched every day on Facebook5 The most common last name of people on LinkedIn in Australia are Smith, Jones, Brown and Lee7 485 professionals list winemaker as their job description on LinkedIn7 Wikipedia hosts 17 million articles and authors total over 91,000 contributors8 It took Google+ 16 days to reach 10 million users. It took Facebook 852 days8

Credentials 2011 page 7

SOURCES: 1. ZenithOptimedia, 2. eMarketer 3. Facebook, 4. Facebook and Flickr, 5. You Tube, 6. Facebook, 7. LinkedIn, 8. Jeffbullas.com

We help you... have conversations with your stakeholders

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What does this mean for you? Valuable and sustained engagement with your stakeholders

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SOCIAL MEDIA ENGAGEMENT STRATEGY

To interact effectively with your audience through Social Media you need to engage both defensively and offensively; communicate your proof points and substantiate your credibility before discussing your messages.

OFFENCE
Sales Message

message

message

message

proof

Engagement
proof

proof

Brand Substantiation

DEFENCE

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TABLE: TWO Social Media Engagement Strategy

SOCIAL MEDIA HAS AN IMPACT ON THE COMPANY VALUE CHAIN

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I am an opinion leader with a robust knowledge base. I want to raise awareness

I need channels to place our content, and therefore build traffic

SENIOR LEVEL

MARKETING

I want to know and respond to what the public is saying about our products and services

PUBLIC RELATIONS
I want networking tools to create new business

SALES
I want to locate new employees and add value for existing ones

HR

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TABLE: Sourced from elliance.com

SOCIAL MEDIA CHANNEL MANAGEMENT

Effective use of Social Media is so much more than creating a Facebook Page. You need to determine strategy before determining the most appropriate content for your audience and which channels work best. How will your organisation manage the conversations you are creating through Social Media channels?

WE CAN HELP WITH ONE OR MANY ASPECTS TO ENSURE THE STRATEGY IS COMPLETE

CONTEXT & CREATIVITY

Strategy Planning & Big Idea

CONTENT

Video Imagery Interviews Competitions

Application development Podcasts Blogs Micro-blogs

CHANNEL

Advertising Planning & buying Development Design Tracking tools

COMMUNITY

Management Engagment

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SOCIAL MEDIA INTELLIGENCE

Its not just about the data when it comes to reporting; its about time spent extracting meaningful information to help with key decision making. We combine the what with the why to look beyond the numbers. Our understanding of the social landscape has allowed us to develop value around the metrics including; themes, influencers, motivations, etc.

A VARIETY OF LISTENING TOOLS SOCIAL MEDIA INTELLIGENCE

HUMAN SCREENING

INSIGHTS

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WHO DO WE DO IT FOR?

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