1 / 27

Agenda

Social Media Chartered Secretaries Australia Steven Smith Director, Advisory KPMG twitter: @stevenrsmith100 June 2012. Agenda. Why the hype?. Why the hype?. World’s most avid users of social media based on hours. Social media is the # 1 online activity for Aussies. 10.9 m Facebook

vartan
Download Presentation

Agenda

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Social Media Chartered Secretaries AustraliaSteven SmithDirector, Advisory KPMGtwitter: @stevenrsmith100June 2012

  2. Agenda

  3. Why the hype?

  4. Why the hype? World’s most avid users of social media based on hours Social media is the # 1 online activity for Aussies 10.9 m Facebook 1.9 m Twitter 2 m LinkedIn 9.9 m YouTube Infrastructure & devices are driving an increase in online engagement

  5. Why the hype? ... one year ago.... Here is how the social web dealt with the death of Osama Bin Laden – as reported by mashable.com the social web

  6. Why the hype? ... one year ago.... • 5,106 tweets per second before Obama’s speech • 27,900,000 tweets in 2 hrs 35 mins

  7. Why the hype? ... one year ago.... “Within about two hours …. a Facebook Page titled “Osama Bin Laden is DEAD” had accumulated more than 150,000 “likes.” Source: mashable.com

  8. Why the hype? ... one year ago....

  9. Why the hype? • 48% of 18-34 year olds check FaceBook when they wake up • 750 million photos were uploaded to FB over New Years Eve 2011 • 57% of people talk to people online more than they do in real life

  10. Why the hype? advocacy by your customers on your behalf will take your business to the next level. consumer expressions... “To us, an expression is any level of engagement with our brand content by a consumer or constituent.’ Joe Tripodi, Executive Vice President and Chief Marketing and Commercial Officer of the Coca-Cola Company.

  11. Why the hype? Accept that customers can generate more messages than you ever could. Accept that you don't own your brands, your consumers do. Develop content that is liquid (Web and SM) and linked to your brand strategies and business objectives.

  12. Why the hype? it’s cheaper to fish where the fish are

  13. Why the hype? Cost /transaction How many transactions if the budget was $1m?? AU$18.40 54,000 62,000 AU$16.00 AU$5.15 182,000 8.3 million AU$0.12

  14. Why the hype? – not everyone is buying the hype • 62% of online Australians use social media • BUT.... the % of businesses with a SM presence is way behind.. • 14% of small businesses • 25% of medium-sized businesses • 50% of large businesses • The Sensis Social Media Survey (May 2011)

  15. Why the hype? • Use SM to: • share • articulate • express • contribute • learn • educate • influence • promote • sell • SM is a brand tool: • organisational exposure • learn from customers • customers become your advocates • increases online footprint • SM is: • it’s what your customers are using • relatively cheap – but not free • it’s instant access to customers • is more mobile than the Web

  16. Agenda

  17. Managing the risk – recognising what stage you’re at 50% 40% 10% Est. % of our clients today

  18. Managing the risk – identifying the risks • What are the risks? Reputation damage time and $ lost in crisis management not learning from your customers losing customers to competitors who are in SM losing marketing opportunities cost of playing catch-up

  19. Managing the risk – identifying the risks • Brand and image is the most concerning element keeping CEO’s up at night. • AON Survey

  20. Managing the risk – have a SM policy 1. Be honest about who you are 2. Make it clear that the views expressed are yours 3. You speak for yourself, but your actions represent the company 4. Use your common sense 5. Play nice 6. The Internet is a public space 7. The Internet remembers; “what happens in Vegas...stays on Google“ 8. An official response may be needed 9. Respect the privacy of offline conversations 10. Same rules and laws apply: “new medium, no surprise” 11. When in doubt, ask • “3 Rs” of social media engagement: • Representation • Responsibility • Respect

  21. Managing the risk – have a response plan Have a SM action plan detailing how you will respond to adverse comments in social media. • who –staff responsible • how –tools and techniques for monitoring • what –list Web activity to watch and what to look for • when –frequency and range of monitoring • intervention – how to intervene, timing and what to say • reporting – how, when and to whom to report actions • improving– follow-up to the intervention, adjust action plan

  22. Managing the risk - taming the bad • it takes time to humanise and personalise traditional ‘business speak’ for social media • understand the audience and get feedback • experimentation and learning never ends – audience expectations grow, tools emerge, disappear and change 22

  23. Managing the risk - taming the bad Summary 23

  24. Agenda

  25. Digital trends – it will get uglier out there 25

  26. Summary • While social media usage and applications will continue to evolve over the coming months and years, three things are certain: • It’s only going to get bigger. • No business can afford to ignore it. • And, you won’t fool the children of the revolution. • The Sensis Social Media Survey (May 2011) 26

  27. Download our latest Social media report • To download the research report: • Go to www.kpmg.com.au • Search on ‘social media voyage’ • For more information please contact: • Steven Smith • Director, Advisory • Email: stevensmith@kpmg.com.au • Twitter: stevenrsmith100

More Related