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Joining the Social Media Conversation

Joining the Social Media Conversation

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Published by Anne Bartlett-Bragg
Joining the Social Media Conversation
(published in Dynamic Business June09)

Social media has redfined the rules of marketing your business and communicating with customers. But with so many new tools available, how can SME owners effectively utilise them to meet business objectives?
Joining the Social Media Conversation
(published in Dynamic Business June09)

Social media has redfined the rules of marketing your business and communicating with customers. But with so many new tools available, how can SME owners effectively utilise them to meet business objectives?

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Published by: Anne Bartlett-Bragg on Aug 29, 2009
Copyright:Attribution Non-commercial

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08/28/2009

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SOCIAL MEDIA
J
IAL MEDIA
STC
ANN BARTLETT-BRAGG
P-01
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
sells online.
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
short,
sharp and relevant to the audience,
K4gan Technologies has a staff of ill.
Follow RusIan on Twitter 'ruslankogan
:oNv
xlending ther gegtaphta
into a broader community,creating a distinct paint o! drfferentiaribrrkiufn the larger
organisations that are --estn,-red by oo`icv declslo
ow to
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
within minutes)
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
shared interests.
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
decisions.
A report released by Universal
McCann in September 2008
caller, LA/her did vfe start
trus ring strangers?
says."T-ne
I
38
dynamicbusir1essc9m Iune.09
Ref: 52729391Copyright Agency Limited (CAL) licenced copy
Dynamic Small Business
June, 2009
Page: 38Section:General NewsRegion:National, AUCirculation:33567Type:Magazines BusinessSize:2,424.10 sq.cms.
Page 1 of 3
AUS:
1300 1 SLICE
NZ:
0800 1 SLICE service@slicemedia.com
press clip
 
SOCIAL MEDIA
HAS THERE BEEN AN INTERVENTION THAT HAS POTENTIALTO REVOLUTIONISE THE NATURE OF BUSINESS"
ERSATION
N."
become rrflre Transparent, open, canver5dt+or.al,
and honest. They have to rethink the voay thatinIluerlce is dislr!buted and the role of theii marketing
CUM municatlons n an information landscape which isnowadays dictated by consumers.
A Current case study still playing out across ae,-9C.to
media landscape a than of the The Motrin Moms. BdCkia1h
against an advertising video on their website spread acrrtsshundreds of blog posts, Twitter streams, a dedicated
Far.ehook group, YoCrTube, and the traditional rned:a
within two days, it was almost unstoppable
The advert.semerit was pulled, the manufacturers apoloq!sed,
but the Moms aren't stopping yet and it will remain to be seen how
the SCCnarro Continues and how it Concludes. Fallow thn story here:
http:ffblogs. torrester.cornfg roundsweIU2oU8f 1 1 4he -grow ndswel I
html o; do a Google search for the most current conrrerit5.
D WHAT OPPORTUNITIES DO SOCIAL
MEDIA PRESENT FOR BUSINESSES?
A ftontb A
a[mrrurrrta#ion to a wide audience:-regular
cngagem0llitaClrs relevarrt.stiiitiial media platfcta
Can
rep9eoe mantl*ernall newslettnre
Grow 3lpw d
6 r.lhrpt
ll psq t@k Wf4. became
'falls e"'! or "reied'
Extasrd your mtxo
mach
.#.foc I bruin
s
can rowiuip ct canteet.beyand tthelrp
itaf ten tor%s
Direct cr
crow:
faaback - ask yaw autnrners to cat and
review your prvdtrctband.fimlcK
Expertopnlon;ptlbl1ishyourv ws-onarxftntnewsor
related#Wrpvatdrrl
rWklerigalop Indumy
>E teaa4urcaa -'t°r'.3rtbtaamacarr[ ppllre
at re#arbnct iCf ybw fled
k'
pu17Fl#r Yoypieir agd
shgringyaur kxwWadge
a 'ewild P* iV i
Itrtrelsesas - ins ease your p rsoarai and
4rarrdproFikt Freaugh prrtklpattreF
result ss an influence economy that is forcing everyone -n the
public realm including the owners. of products and brands to
There are a number of local Australian examples currently in
play, with yet to be deiermmed outcomes. By the trifle a story
appears in local media. its already gamed s!gn!f=cant
attent!an in the social media landscape!
The ease of use has enabled the rise
of mass influence channels where
consumers share their experiences
and voice the.r opinions, whileothers make comrnents, rate and
_Tevlew your products and services.
The-kn
en complaint sent directly to the
manufacturer'has been superseded by social
media platfrsmns with a wider-and international
audrenCe
The sp`ia: media landscape requires a
new, more to fec
ils7rial apuroacti Shat
CASE STUDY
r
EN'
Q
r
by 013
addit3
usurp 1
lpemk
1
mum
ewsu
MM
11*
M&
Ref: 52729391Copyright Agency Limited (CAL) licenced copy
Dynamic Small Business
June, 2009
Page: 38Section:General NewsRegion:National, AUCirculation:33567Type:Magazines BusinessSize:2,424.10 sq.cms.
Page 2 of 3
AUS:
1300 1 SLICE
NZ:
0800 1 SLICE service@slicemedia.com
press clip

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