It 15 vrefutable that technology has had a profound impact on
the business envronmenz over toe past decade. Vahetheryou r
business is a multi-nat onal organisation, an SME or a home-basedmicro business, shoal media is the buzzword from boarcrooms to
kltchet s,'?ei, not sirce the i.i,rodutlion of the printing press has
there been an intervenbart that has potential to revolutionise the
nature of business.
It is estimated that there are currently 475 million internet users.
worldwide aged between. 115 and 54. Of these, 5 1 miIlion areAustralian. 5ncial media provides businesses with the opportunityto connect directly with their Customers (and suppliers), while
CAM 5 'UDY
Rusllan Kogan is using Twitter to communicate directly and indirectly
(in full view of an online audience) to joumafisrs and [pnsumers. Heregularly sweets w#llle eirr the road between Sydney and China, where
he visits the
manufacturers pf consumer electronics products wthirh he
Twitter forms just one-but very important-onlinetool Kogan
Technologies uses to camrnunicate with its customers anti relevantmedia. The company also operates a blog and an enewsletter service
as part of an integrated online marketing effort.
A key approach to Ruslan's efforts to market his company through
Twitter is to keep Tweets
sharp and relevant to the audience,
K4gan Technologies has a staff of ill.
Follow RusIan on Twitter 'ruslankogan
xlending ther gegtaphta
into a broader community,creating a distinct paint o! drfferentiaribrrkiufn the larger
organisations that are --estn,-red by oo`icv declslo
e:fecI.'Yely resporio and pro,ect iheir brand
Social tried it for so-called Web 2.0 applications) such as
Twitter, Skype, Facebock. YouTube. blogs. wikis, gS5!really 5rmpfe
syndicat,ors) and aggregation of content, stacal networks. photo
of videoshannq Sites, Google searches, or web-enabled mobile.
phones, are empowering consLime rs--geographicatly dispersed.
but cannetted ;)y technology-ta gather nformatton, make
ChpiC£5 and decisions, and interact with many people without the
boundaries imposed by tradrtional business modern.
Why has social mettle become so popular? The underlyingconcepts attr:buted to The rapid uptake of Social media
appticatocrs such as Twitter, am.
Ease of use (anyone can sign up for free and start participating
Creation of networks (you can quickly and easily connect, share
and communicate with others)Ab-Ilty to partiooate ir a variety of ways (you can rate, review.
comment. write or 5irep:y mead or uratchiSacral media supports corlversa;lons and Interactions between
peap!e, while building a personalised social network that creates
connections and altow5 shared experiences arid shamed knowledge
A fundamental concept when considering integrating social media
into your overall business strategy is that The information <$ not
important in itself-it is the relabanShil) with other people with
Recent reSearc) has identified a fundamental sh''t in the
be^aviouis of ccr..stimprs, knit: we raSearch products, how we
share opiisions, late and review products and the influencev.ord of rnoutfr rnai keting i5 ilading on purchasi-g
A report released by Universal
McCann in September 2008
caller, LA/her did vfe start
trus ring strangers?
Ref: 52729391Copyright Agency Limited (CAL) licenced copy
Dynamic Small Business
Page: 38Section:General NewsRegion:National, AUCirculation:33567Type:Magazines BusinessSize:2,424.10 sq.cms.
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