Alex Crompton is speaking about his Social media experiences and sharing best practices!
What’s his challenge? 92% unaided brand awareness but only 6% market share. His view was that social media could assist with market share!
His view: Social Media is an engagement technique not a selling technique!
How did he start: In Australia, he looked at where people went. In Australia, average time spent is around 6 hours. You cannot buy people’s time and attention in the SM space. Interruption marketing will be rejected! Give them something they value. Earn the right to sell!
The bottom line: Alimeter/Wetpaint Market Research:
The most valuable brands in the world are experiencing a direct correlation between top financial performance and deep social media engagement.
Modeled after Obama’s campaign. The message was the core — the change. Listened and then changed the core message based on feedback. The hub and spoke model! Not back to the old Ogilvy model!
#1 tactic used: SEO — #1 ROI producer for Social Media. Social Media supports SEO through referred links.
Coke of Australia did a very cool campaign on surfing! Some results include 1.5 M fans, Events statistics — 38K people! Video on surfing — played 38K times in Australia!
Pringles of Australia: Pringles (chips) got 250,000 FB fans in Oz in 5 weeks. That’s 250,000 relationships they don’t have get again -9 million users in Oz, double what it was a year ago. Big growth segment now is ages 35+
Chase and Facebook! Created a black card and points — you can pool points together (along your mates). Chase shared financial informatoin with the 18-24 year olds and so started a long term relationship! Chase found that most wanted to donate their points to a cause…. great job of social marketing.
Government 2.0 was a discussion point at the Web 3.0 conference!
Examples given ..
- National Weather Service — released the data. Within 30 days, there were 6 innovative applications to show the data.
- On Nov 14th, the MBTA released real time data for bus schedules. Within one hour, there was a google app to leverage the data. In 5 weeks, iPhone apps, displayed on buses. In 8 weeks, there was a full blown google app. Even a watch with the bus schedule shown!
- National library newsletter digitsation project to have crowdsourcing to fix the errors within. The goal is to do something great for society. Runs 24/7 since launch. Julie Hempenstall has corrected over 300K erros! 23% of correctors are overseas. Over 7million lines of text corrected!
- Justin McMurry of Keller Texas — Volunteers for Help Desk for Verizon. Public organizations where people volunteer their time.
- It’s Buggered mate. Site to show where you have issues on your street, etc. To fix issues in the cities in Australia! This is a mashup from crowdsourcing. Govt is doing what govt does — fix the roads. But the public is helping identify and produce user interface!
Tribes are important … key organizing prinicple around tribes is kinship. The core goal is to provide a sense of belonging and band together!
Tribes today have shifted to multiple affinity tribes. For instance, professional tribes, social identity tribes, etc.
People move into and out of tribes online…..for work, fun, and play!
Tribes written by Seth Gordon!
How to get loyal tribes!
- Tell a story! Grabs attention and holds it in an ongoing fashion.
- Through rites of passage. Membership is earned not given!
- Obligations. Rules of conduct and honor.
- Egalitarian goals. Bottom up good! Sharing is prized and highly valued.
- Multi skilled group.
- 2 way loyalty! Tribe protects members and members protect tribe.
How does this relate to social media and the future of the web? The same way…
- Tell a story! examples: trip advisor, patientslikeme, whirlpool,
- Through rites of passage. example like ebay power selling
- Obligations. Showing Intel Social Media guidelines
- Egalitarian goals. Tide tshirt on facebook.
- Multi skilled group. Forrester ladder of participation
- 2 way loyalty! example — Facebook .. 35K people commited to quit Facebook…. due to privacy!
Very interesting thoughts. Will pull together all days thoughts later!
Still Day 1 — listening to speaker on monitoring the social web in Australia!
First some local stats! Pretty interesting!!!
- 2.3M Australians have created a blog, 1.6M are updating their blog, and 7.1M Australians read blogs!
- 83% consume video,, 39% of Australians create online content in video, and 84% of Australians use the Web for sharing photos!
- ACCC found that to reach Australians on product recalls, they need to be done in Social Media as well!
So where is Web 3.0 heading? An evolution building on top of Web 1.0 and 2.0. The view is that Web 3.0 is to figure out meaning of the technology movement in real terms. So first in use is to understand how the web is used in making decisions.
In the past, web used for internal data to make decisions like what are needed new features, etc. Now web 3.0 can be used for online BI to make sense of external data as well.
Unilever is tracking online what people are saying online about what consumers are saying about their products.
Ford using geographic analysis to determine demand as well.
One of the big 4 accounting firms is using social media for talent recruiting and track what new college students say about their company! Interesting! This helps them aggregate information to better design their college recruiting program.
Quantas looks at where comments are coming from and determine differences in preferences culturally!
Taronga Zoo. Cool stuff – taronga zoo measures social media buzz by flickr photos
Listening is very important!!
- Start listening and ask questions to understand the market.
- Collect and explore the data
- If you are not ready, don’t worry about your strategy.
- Focus on your core business in the listening
Questions from the conference!
What site can’t you get geo data from? Buzznumbers focus on Australian market. Discussed how they get geo data even if top australian bloggers have US servers.
Sentiment monitoring. What advice can you give us? To bot or not! Speaker doesn’t like sentiment monitoring.
I am live in Sydney learning about Web 3.0 with some of our core IBM Partners!
Key themes that I learned from my first session led by LinkedIn gent!
1) Online communities shifting to search and niche sites. Since everyone is now in Facebook and other communities, in the future Web 3.0 that means that
2) Career management is changing to resume 2.0 and 3.0. Old way of finding a role, go through newspaper and find an ad that suited you! You needed to be an active candidate to be in the race!
Then came the era of the job board, replicating the offline to an online search capability! CVs were uploaded and searchable. But you still had to be active and looking for a job!
Today, there are active sites where clients develop their brands. Recruiters go to sites like LinkedIn to find potential recruits. This new world of online recruiting has passive candidates that are assessed by recruiters.
Most talented job candidates are not looking but passively there and interested for the right opportunity! The average student will have 10-30 jobs before they are 38!!!
3) Brand of You! Brand is your name and reputation. Your revenue is your salary. And your business listing is your online profile. People are acting more and more like entrepreneurs. Make sure you are focused on your online brand and that it is inline with what you want your brand to stand for!
4) Professional networks will grow as fast as social networks.
Professional networks have core functionality that enable you to grow in your profession. Members manage their identity and reputation.