Discover how Social Media and Online Social Networking are transforming our business and personal lives. Presented by Nick Holmes a Court, Executive Director/Founder of Buzznumbers during iStrategy Sydney 2010.

1. BuzzNumbers Presentation iStrategy Social Media Workshop

2. About Us About Us

3. About Me Nick Holmes à Court Twitter: @nickhac Executive Director & CTO, BuzzNumbers Marketing, Technology, Finance

4. About BuzzNumbers Software & Services Social Media Intelligence Social Media Monitoring Social Media, News, Blogs, ForumsVideo, Websites, Search Engines Analytics & Reporting Online Influence, Location Analysis, Sentiment Analysis, Issue Analysis Research, Engagement, Social CRM, Data

5. Australian Corporates who use BuzzNumbers

6. A fat boy slim video you say? Lets Get Excited!

7. Australian Social Media Australian Social Media & Online Usage

8. Internet Usage In Australia

9. Australians are sharing experiences online 2.3 Million Australians have created a blog 1.6 Million Australians ongoingly update their blog since creating it 7.1 Million Australians read one or more blogs regularly Source: January 2009 Nielsen Media National Readership Survey

10. Australians talk and listen online… 84% of Australian internet users using Web for sharing content such as photos, links and video 83% consume Consumer Generated Media content 39% of Australians create online content in the form of uploading video and music Source: January 2009 Nielsen Media National Readership Survey

11. Market Growth

12. 75% Australians spent an average 7 hrs a month on Social Media

13. The decline of Newspapers *Audit Bureau of Circulation data / Australian Bureau of Statistics - 2010

14. Consumers trust online information

15. Corporate Social Media Why Build a Social Media Platform?

16. Before Social Media & The Web

17. How Social Media Changes Communications

18. What is a Social Media Platform? People, Processes and Products Strategy & Objectives Research, Monitoring & Measurement Tactics to Achieve Objectives ROI Analysis Constant Process Improvement

19. The future of consumer insights Lessons Learned from Social Media Platforms

20. Why Social Media Programs Fails Too many tactics, not enough objectives Unrealistic expectations No such thing as a free lunch Too much focus on Viral Being all things to all people = mediocrity Lack of alignment with corporate objectives

21. What works Focus on existing corporate processes Market Research & Customer Insights Advertising CRM Sales Lead Generation Corporate Communciations Customer Service Listen, Learn, Engage

22. Walking the Talk Listening & Learning Media Monitoring Market Research Engaging the Community Lead Generation & CRM Sharing the good news Customer reviews Online PR News / Media Syndication

23. Successful Tactics Case Studies

24. Major Insurance Company Issues Analysis

25. Unilever Market feedback Product development “Co-creation” The rise of “Pro-Ams” Share rather than tell Social Networks Open Networks Closed Networks Marketing analysis

26. Big 4 Accounting Firm Graduate Recruitment Customer Insights Market Analysis Communications Management Program design

27. Get Up! Campaign Purpose: Encourage young Australians to enroll and vote for 2010 federal Election as well as raising funds for the political activist group Videos were channeled primarily through Youtube including the ‘Election 2010 Spoof Trailer’, The video, which superimposed the likenesses of Tony Abbott and Julia Gillard into several action movie scenes had the right elements of simplicity, humour and novelty to make it a hit on the web.

28. Get Up! - Results “Election 2010 Spoof Trailer” surpassed 800,000 aggregative views $350,000 was raised from donations 370 000 members were subsequently recruited Successfully launch a High Court constitutional challenge that put an extra 98,138 voters on the roll; Built Australia’s first online enrolment website to allow Australians to enrol online in just minutes rather than using fax or delivering enrolment forms by hand; Win a Federal Court challenge to ensure Australians will be able to enrol online in elections to come Produce a hilarious ‘action-hero’ election video encouraging Australians to enrol that was seen by well over 1 million people online; Support over 7,000 GetUp volunteers distributing issue scorecards, and outnumbering the major parties on many polling booths in marginal electorates

29. Absolut Vodka Brand promotion through: Special one day event “pop up event” at a secret and exclusive location – 72 different locations worldwide Special limited edition bottle Background info Promotions began with microsites - extended to using a blog by Justin Broadbent, an outreach program, a teaser campaign including viral videos, a facebook profile page acting as an event teaser and a twitter account to engage users for real time updates. Twitter was essential since precise information (exact place and time) about the event would only be provided within a few hours before the event Case study: Toronto Canada For the limited edition bottle design, entries from local artists were taken through Facebook and twitter with a $120,000 prize. For users wanting information about the event, users must first register for the event for the guestlist on twitter/facebook Guest list at Toronto filled up within 48 hrs of campaign launch Over 1600+ facebook fans The pop up event served as a platform to announce the introduction of a limited edition ABSOLUT® Vancouver bottle.

30. Absolut Vodka

31. Dell Campaign Purpose: Uses twitter to hand out coupon codes (increase sales) Coupon codes used as a discount (between 5-10% discount) Result Provides a direct measure of ROI Over Twitter 11,000 followers in the US Twitter alone made over US1 million during the Christmas holidays 2008-2009 by alerting Twitter followers for sale items Revenues exceeded $3 million December 2009

32. Vitamin Water Promotion Purpose: Product awareness and customer engagement Fans were able to vote on flavor, ingredients, packaging, and naming for an entirely new drink - The winning flavor was black cherry-lime. The person who created the winning name getting a $5,000 prize. All traffic from vitaminwater.com is now directed to Facebook, where visitors can easily become a fan and interact more deeply with the brand. Result: Facebook fan base from 400,000 to 981,000 in just one month Now surpasses at more than 1.3 million fans. Participation was tremendous, with nearly 10 percent (116,000) of its fans taking part and showcasing the enormous power of crowd-sourcing actual customer market research. To cap off the flavor's launch in March, Vitaminwater gave away 100,000 free bottles of Connect to the first 100,000 fans who signed up for the coupon.

33. Taronga Zoo Consumer Engagement Online images Flickr Blogs Social Media Geographic Targeting Media planning

34. Ford Motors Demand Analysis Inventory Planning Market Analysis Geographic Analysis Product discussions'

35. Geographic Analytics Demand Analysis Issue Analysis Campaign messaging Media planning PR Engagement

36. Geographic Analytics Demand Analysis Issue Analysis Campaign messaging Media planning PR Engagement

37. Geographic Analytics Demand Analysis Issue Analysis Campaign messaging Media planning PR Engagement

38. Geographic Analytics Demand Analysis Issue Analysis Campaign messaging Media planning PR Engagement

39. Geographic Analytics Demand Analysis Issue Analysis Campaign messaging Media planning PR Engagement

40. Ticketmaster Failure

41. Workshop Workshop: Social Media Platform

42. Hands On Workshop Today’s Workshop Audit – 3 Mins Objectives – 5 Mins Measurement – 5 Mins Tactics – 10 Mins Budget & ROI – 5mins Interactive, Q&A Share with your Table, Share with Everyone Outcome: A Social Media Framework for your company

43. Audit Objective: To identify your company’s existing position within social media and online. Outcome: A defined baseline position from which all future strategy, tactics and results can be built upon and measured against.

44. Define Corporate Objectives Objective: To define what we want to achieve from any Social Media and Online Activities Outcome: A clear & focused list of objectives from any social media and online activity. These outcomes should be aligned with existing business activities and objectives with a view to measure the ROI and effectiveness against other comparable initiatives.

45. Define Monitoring & Measurement Objective: To define how we measure the level of activity on social media relating to Our Brands, Our Competitors, Industry Issues. Outcome: A clear & focused list to define what we will measure, how we will measure, what benchmarks we are working against and the reporting process.

46. Tactics to Achieve Objectives Objective: To explore and brainstorm some possible tactics using social media that meet our company’s objectives Outcome: A defined list of tactics that can be implemented. An understanding of how to create, define social media tactics that meet real business objectives.

47. Some Ideas? Facebook for Product Development? Video Content Creation? Blogger Outreach? Twitter Customer Support? Twitter Lead Generation? LinkedIN for Recruiting Talent? Forums for Competitor Research?

48. Budget & ROI Objective: To indentify costs and resources associated with Social Media and Online activities, and to estimate the Return on Investment or expected value of online activities Outcome: An ability to determine the high level feasibility, costs, and returns associated with Social Media and to understand which budgets in the organisation should be used.

49. Stay in contact for more Information Connect with us Be sure to signup to our Twitter/Blog Twitter: @BuzzNumbers Twitter: @nickhac Blog: www.BuzzNumbers.com.au/Blog Email: nick@buzznumbershq.com Phone: 1300 886 192