Social Media 101

Australia
Australia’ss social media audience is
estimated at 9.9 million.

Nearly 40% of online Australians are

now interacting with companies via
social networking sites.

86% of Australian
Australian’ss online are looking to
fellow internet users for opinions and
information about products, services and
brands.
Platforms
Social Media 101
Source: Chitka
Mobility

y 90% of the total population have internet access on their mobile

with 65% having 3G handsets

y Currently 1,100,000
1 100 000 iPhones (and on the rise)

y 2009 : 40 million free downloads of smart phone based apps

Facebook
Social Media 101
Audience
75% of Australian Internet users have
visited Facebook, whilst 59% have a
Facebook profile.

In January 2010, Facebook achieved

8.6 million unique visitors

Time Spent Onsite

The average time spent on Facebook in
a given month is 8:19 hours – seven
and a half hours more than its closest
rival site, YouTube.
The lingo

• Friend
F i d
• Profile
• Like
k
• Pages/Groups
• News Feed
• Message and Chat
• Notifications
News Feed and
nd Highlights
FFacebook
cebook PPage
ge
FACEBOOK OPEN GRAPH SHARE/LIKE/RECOMMEND
Access name, photos, events, friends and
Share a URL with an image and a brief description to be
connections, activity, distribution, and integration
posted on user’s profile and in user’s friends’ news feeds.
points within Facebook, like stream stories and
Publishers.
Users share on average 12 pieces of content per Share:
week
wishlists and recent p
purchases
pictures, clips, trailers
SOCIAL FILTERING articles, reviews, vodcasts
Add “with your friends” to areas of the website. Eg.
Which movies are popular with your friends? What
is your Mum watching? Target content based on
what users’ friends are doing
COMMENTS
User comments on content throughout the website
with their Facebook identity which is then fed back
to their friends on Facebook
Twitter
Social Media 101
We are 2.39 % of users

We contribute 2.63 % total tweets

(0.64% from Sydney – top 10 city)

We count for 1.8% of traffic

Twitter is the 12th most visited website in

Australia
The lingo
• Tweet
• Follow
• DM or direct message
g
• RT or Retweet
• Trending topics
• @username
• #Hashtag
 Customer service Celebrities
@bigpondteam @stephenfry
@askseesmic
Personal/Networking
Promotion @servantofchaos
@Zappos @ozdj
@iSpyLevis
Dell
Broadcast Follow Dell on Twitter
@smhnews
@sydtraffic_city

When to use
se it
 Monitor mentions Search engine
Monitter Twitter search

TV
Interactive Chats/Back chats @abcqanda
#eventprofs #masterchef #origin #melbournecup
Summary
Tweet Chat
#adtechsf
#smx

When to use
se it
Upload a profile image (stylised Secure a username
logo,
g photo, hero pic)

Write a bio and link to

a page with more
information

Write an introductoryy tweet

(acknowledge if you’re in for a slow
start)
For multiple search
terms, put quotations
around exact phrases

Search by location
 Enter search query
and hit enter

Save the search to

your dashboard
Retweet interesting and relevant information Follow other accounts

Start conversations

Share your information

Have some fun!

Blogging
Social Media 101
In 2009 Blogger received 3.1
3 1 million
Australian visitors

29% of Australia’s internet audience

have created a blog post

28% subscribe to RSS feeds

The lingo

• Hosted/Self-hosted
H t d/S lf h t d
• Embed
• T
Tags/Category
C
• Blogroll
• Comment
• Pingback/Trackback
• RSS Feed
32
Geosocial
Social Media 101
Sydney Foursquare users have reached
the 60,000 mark

Google Maps is extremely popular

amongst iPhone, Android and
Blackberry users, ranking in the top 3
apps across the smartphones.

Facebook has launched a location

service called Places in the US and will
rollout internationally this year
The lingo
• Check-in
• Tips
• Follow
• GPS
• Tagging
• Specials
• Mayor
Starbucks plans to use
Foursquare data less for business
intelligence and more for getting
feedback about what customers
like and do not like. Frequent
customers will also get rewards.

Starbucks customers earn the

barista badge after checking
in to five separate shops. The
coffee chain is still figuring
out how to reward people
for frequent visits.
Mandi Bateson | Digital Director | @mab397

e: mbateson@hillandknowlton.com.au
b: http://mab397.wordpress.com
t: 02 9286 1277