Aussie Case Study — Live from Web 3.0!June 4, 2010
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.