Tag Archives: digital marketing

Report: How Australian consumers and businesses use social media

Social media is joining more and more Australian business’s marketing plans, a new report reveals. To date large companies have seen the benefits of engaging in social media, like Facebook, Twitter, YouTube and LinkedIn, to develop a more direct and open relationship with their audience. Meanwhile, 14% of small business and 25% of medium businesses currently use social media, and according to figures an uptake in these markets is expected over the next year. This anticipated rise in social media for business use is indicative of business owners and marketers recognsing the benefits of social media and the significant amount of time consumers now spend online (about 5 hours a week on Facebook).

Facebook trumps other social networking sites:

The Sensis report, which explores how Australian consumers and businesses use social media, also revealed that Facebook is the number 1 choice for consumers and businesses. Facebook captures 97% of social networking users and 60% of all internet users.

What consumers want:

This report is a helpful tool for marketers to gain an insight into the consumer’s behaviour within the social sphere. Not surprisingly, when asked what consumers wanted from businesses and brands they followed, discounts was the most commonly sought after item. Giveaways, invitations to events and general product information were also sought by a sizeabe proportion of followers.

Below are some key takeaways from the report:

To access the report in full, click here.

Yours in social media for business,

Julia

Can’t remember last night? The Lynx Stream mobile app lets you record it!

Let’s admit it. Some nights are best left forgotten after the third tequila shot. But, being the curious beings that we are, what if every night on the town could be remembered? The good bits, the bad bits … even the ugly bits! Lynx has just launched The Lynx Stream, a mobile phone app that records every status update, tweet, check in, photo or video that you and your mates post.

Initially launched in the UK market, and expected to enter USA, this mobile app creates a socialised experience for consumer and brand. It’s hot on the demographic, it’s as cheeky as the consumer wants to make it, and it’s sharable. The next day you can view your stream and edit out any questionable bits (because, some parts really are best forgotten!) and share it with your mates on social networks.

To see how The Lynx Stream works, check out the preview below:

[briotube]http://www.youtube.com/v/0i7Nt_L_obs[/briotube]

What do you think of this app? Would you use it?

Yours in mobile phone apps,

Julia

Benefits of social network integration for websites

Social network integration for your website is a great way to create a connected experience for your target market. Internet users have come to expect sharing functionalities on websites. Clicking a “like” button or a “share” button is easy and instant, allowing the user to share website content to their friends via social networking sites.

The Benefits for your Business
For business owners, social network integration is invaluable for your brand. When a user shares a website link to their social networking site (like Facebook or Twitter), this material is shared to their entire friends /or followers list, opening up potential for more traffic to your website. Statistics show the average Twitter and Facebook user has about 130 followers and friends respectively.

Peers prefer Peers
It’s been reported that audiences today trust the recommendations and brand feedback from their peers more than the company itself – despite companies now entering conversations online via social media. Therefore – like editorial over advertorial – a user sharing your website link to their social networks is highly valuable.

Links are highly shareable
To add further weight to why social network integration is important to your website, consider this: every 20 minutes, 1 million links are shared via Facebook.

So how to you add social media integration to your website?
There are loads of plugins you can source via Google. If you’ve some coding know-how, you can add these to your website. Alternatively, if you want a more strategic approach to your integration that compliments your digital marketing strategy, we’d recommend enlisting a professional agency.

Yours in social networking for business,

Julia

YouTube for business

Have you ever considered YouTube as part of your digital marketing mix? It’s free, easy to use, and you can customise your channel to compliment your company’s branding. It’s a proven platform that allows you to share videos to existing and new audiences, integrate video content on your website or Facebook page, and can help increase your SEO.

Audiences today research businesses online to help make an informed decision to see if your business is the right fit for them. It’s the world’s no.1 entertainment site and attracts an equal mix of male and females aged between 18-55, spanning all geographies.

What content should I post?
You don’t need to be a Hollywood filmmaker to be worthy of uploading videos to YouTube. It’s a social channel, which means the eclectic mix of videos cover everything from the amateur to the professional. Business video content can fit somewhere in between. But before you go out and buy the latest and greatest video camera, take a look at what content you already have in the office. Chances are you’ll have PowerPoint slides, video footage from conferences, presentations, seminars and interviews – which all make great content. Remember, as long as your content is value-adding, helpful, entertaining, and helps position your business as an expert in your industry you’re on the right track.

Some effective content ideas:
– existing TV & Cinema commercials
– meet the team Q&A with key staff and personnel
– customer testimonials
– film a tour of your offices to help your audience feel connected with you
– create a video explaining your key services or products
– create ‘how to’ mini tutorials that explain how to use your products or services.

Brio Tip: Whenever you post videos that are suitable for sharing, promote it through Facebook and Twitter, write a blog about it, or embed the video on appropriate pages of your website.

Yours in social media,

Julia

Advertising on social networking sites

It seems that brands are popping up everywhere in paid social media advertising spots lately … brands that I’d consider either buying from, or at least aligning myself with (by ‘liking’ their Facebook page for example).

I’m interested in yoga, travel and cult TV shows like Mad Men and Dexter – and like magic, local businesses delivering messages and offers about these very interests grab my attention when I’m Facebooking. This is because social networking sites know alot about their users. Advertisers can tap into this invaluable data and target their marketing very effectively.

I’ve compiled 5 reasons why businesses should consider advertising on social networking sites:

1. Control is in your hands with self-service ads.
Self-service ads are not like online display ads. Instead, they consist of an image, brief copy, a headline, and a link. So first off, they don’t take hours to design. To set the ad you need about 20 minutes and a credit card. It’s important to first indentify your goals and expectations, and then define the reach and set a budget. I recommend selecting CPC (cost per click) ads and monitor daily to see how much of your budget you’re spending. The beauty of self-service ads is that control is at your fingertips to change your budget, copy, reach, and more to maximise your campaign and get the most clicks and conversions. To learn more, see Facebook’s Fan Engagement Ads, YouTube’s Sponsored Videos, and LinkedIn’s DirectAds.

2. Target your audience.
Advertise through Facebook and you can narrow down who you want to target by geography, age, sex, martial status, education, interests and more! This data produces an estimated reach so you can determine if your reach fits your goals and expectations. Meanwhile, LinkedIn allows you to target your reach by geography, job function and seniority, industry and company size, and gender and age.

3. Set a budget that works for you.
Set a daily budget that you’re comfortable with and remember you can adjust your budget at any time. If you’re a first time social media advertiser, why not start small and test your ad’s performance? You can choose to pay only when people click or see your ad (impressions). Plus you can cancel your ad at any time. No commitments. No stress … I like that!

4. Enjoy the benefits of word of mouth.
Every time someone interacts with your ad on Facebook, it’s shared with their friends. Their engagment, or affiliation, with your brand is spread like word of mouth – opening your business up to new audiences it currently doesn’t reach.

5. Australians are big social media consumers.
If your target audience is within Australia, you’re in luck! A 2010 Nielsen global survey revealed that Australians spend the most time on social networking sites than any other country. Did you know that Facebook users spend just under an hour a day on the site; whereas, an average YouTube user spends 2 hours and 38 minutes on the site each month?

If you found this post useful, and would like to discover more about how your business or campaign can benefit from social advertising, please contact Brio Group on 1800 8710 8710.

Have you ‘liked’ a business on Facebook, after seeing the brand’s Facebook ad? What was your experience?

Yours in social media,

Julia

The digital revolution: how technology has changed the way we communicate

The digital revolution and changes to the Australian media landscape have changed the ways we communicate, use technology, and make informed buying decisions. The average Australian internet user spends 17.6 hours per week online1; meanwhile, mobile internet usage has almost doubled in the past year2. How has your business kept up with the digital revolution to ensure you’re meeting the needs of your audience?

Is your business keeping up?
According to the Sensis e-business Report Australian small and medium businesses are continuing to adopt a range of digital applications during 2010 including websites, social media marketing and e-commerce activities.

How many digital platforms and initiatives does your business use? From websites, emails, blogs, social media, mobile websites, to webinars, Skype and instant messaging, the way you communicate with your audience and colleagues has no doubt changed over the years. It’s important to keep up to date with what technologies your audience are now using. For example, Australian Facebook 2010 users statistics, according to Facebakers, are:
Number of users on Facebook in Australia: 9 169 220

  • Number of male users on Facebook in Australia: 4 119 160
  • Number of female users on Facebook in Australia: 4 805 300
  • Penetration of Facebook in Australia to population: 43.12 %
  • Penetration of Facebook in Australia to online population: 53.83 %

How has technology impacted on the consumer’s decision making?
Never before have we been so connected to the wired world, each other, and the businesses we buy from, thanks to the digital revolution. Power has been placed in the consumer’s hands to make informed buying decisions, exchange information with peers, make purchases on-the-go and shop across multiple channels. This increased use of technology has empowered consumers to become more vocal and demanding about their wants and needs, according to a 2010 IBM global survey of over 32,000 consumers3. Businesses therefore must engage their wired consumers in new and different ways, on their terms, and encourage open communication for feedback and brand and consumer dialogue.

How has the digital revolution changed the way we communicate?
E-books are the new books, webinars are replacing seminars, and schools are introducing iPads. So when will mobile phones take over laptops, and Facebook replace email? According to statistics, it could be in the near future. The e-business Report shows that more than four in 10 Australians used mobile internet, and mainly at home or at work, where they have access to a computer. Meanwhile recent figures4 reveal that email usage has dropped by 28% between June 2009 and June 2010, while social networking use increased by 43% over the same time.

What does this mean for your business?
Never before have your website and digital marketing activities been so important. Ask yourself how your audience has changed the way they communicate during the digital revolution. And now, how do you communicate to them? How is your brand represented online? How have you been using brand-to-consumer dialogue and feedback to better market your business? Is a website enough…?

Despite Australian businesses embracing new digital applications, Sensis has reported that most companies do not have a digital strategy to align these activities with their business objectives and marketing plans. Meanwhile a Sitecore webinar in October 2010 reported that 60% of businesses do not have a social media strategy, and 70% of marketers simply do not have the time to produce one.

Without a connected marketing strategy, businesses are possibly not getting the best return on their digital investment. To embrace the digital revolution and ensure your business’s digital marketing efforts pay off, a digital strategy is vital.

How have you changed the way you communicate to your target market?

Yours in digital marketing,

Julia