Aussie Case Study -- Live from Web 3.0!
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.
Social Media from Australia! Live from Web 3.0!
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 and Web 3.0 -- live from Web 3.0 Conference in Sydney
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!