This presentation covers the social media landscape in Australia and includes statistics on users, social media channels and how businesses are usings social media. It also provides some insights into how to build a socially enabled business. If you want to talk about how we can help your business with social media then get in touch at info@inlight.com.au

1. AUSSIES AND
SOCIAL MEDIA
2013

2. SOCIAL MEDIA IN AUSTRALIA

3. WHAT IS SOCIAL MEDIA?
Social media
Interactive
Shareable
Conversational
Dynamic
Many-to-many
Traditional media
Detached
Difficult to share
Promotional
Static
One-to-many

4. WHAT IS SOCIAL MEDIA?
Favourite definition:
SOCIAL MEDIA IS WORD OF
MOUTH ON STEROIDS

5. THE MARKETING GAME HAS CHANGED
In the social media world:
!
“PEOPLE ARE NO LONGER TARGETS FOR
YOUR MARKETING, THEY ARE PART OF
YOUR MARKETING”

6. IT’S COMPLICATED!IT’S COMPLICATED!

7. 45%of Australian
social users access
social at least once
per day
65%of
Australians use social
media
95%of Australian
social media users
use Facebook
Australian social
media users have an
average of 258
friends or followers
67%of Australian
social users access
social sites on a
smartphone
The typical Australian
Facebook user
spends 7hours per
week on the site
AUSSIES LOVE SOCIAL MEDIA
Source: YellowTM Social Media Report, 2013

8. FREQUENCY OF USING SOCIAL
“How often do you
use social media?”
17%
28%
5%
6%
9%
More than 5 days per day
Everyday
Most days
A few times a week
Less than a few times per week
35% Never
Source: YellowTM Social Media Report, 2013

9. MALES VS. FEMALES
“Females are more likely than males to use
social media and are also more likely to be
frequent users”
Source: YellowTM Social Media Report, 2013

10. WHEN DO WE USE SOCIAL?
Source: YellowTM Social Media Report, 2013

11. INSIGHT
“Test when your posts result in the most reach
and engagement. Have you tried posting late
at night or early in the morning when usage
on social media peaks?”

12. WHICH SITES DO WE USE?
Source: YellowTM Social Media Report, 2013

13. TOP 5 SOCIAL NETWORKS IN AUSTRALIA
Source: Social Media News, March 2014
1. FACEBOOK
2. YOUTUBE
3. LINKEDIN
4. TWITTER
5. INSTAGRAM
13,200,000
12,600,000
3,650,000
2,500,000
1,600,000

14. INSIGHT
“There’s plenty of hype around new social
networks such as Pinterest and Instagram, but
the reality is that Facebook is the dominant
player Australia.”

15. WHICH SITES HAVE WE STOPPED USING?
Source: YellowTM Social Media Report, 2013

16. INSIGHT
“Measure success across different social
media networks. If you are not getting results,
invest your time elsewhere.”

17. FACEBOOK
AVG TIMES USED PER WEEK
LINKEDIN
TWITTER
2011
16
2011
8
2011
23
2012
21
2012
5
2012
23
2013
24
2013
8
2013
13
Source: YellowTM Social Media Report, 2013

18. INSIGHT
“Not only is Facebook the dominant network
based on number of users, it also wins out
based on frequency of use and time spent.”

19. NUMBER OF TIMES USED PER WEEK BY
LOCATION
Source: YellowTM Social Media Report, 2013

20. AVG NUMBER OF FRIENDS OR
FOLLOWERS
14-19 years
453
40-49 years
250
20-29 years
366
50-64 years
146
30-39 years
200
65+ years
48
Male
304
Female
221
Source: YellowTM Social Media Report, 2013

21. DEVICES USED TO ACCESS SOCIAL
Source: YellowTM Social Media Report, 2013

22. INSIGHT
“For the first time in Australia smartphones
are the most popular device to access social
with. Make sure your campaigns and apps are
optimised to work across all devices.”

23. WHERE IS SOCIAL BEING USED?
PLACES
WHERE
SOCIAL IS
BEING USED
Source: YellowTM Social Media Report, 2013
BAR/PARTY
26%
HOME
96%
SPORT
19%
WORK
34%
CAR
18%
TRANSPORT
32%
SCHOOL
135

24. TOP 5 REASONS FOR USING SOCIAL?
Source: YellowTM Social Media Report, 2013
1. To catch up with family and friends
2. To share photos or videos
3. To coordinate parties or shared activities
4. To get information on news and current events
5. To follow or find out about a brand or business

25. INSIGHT
“The most common reason for people using
social is catching up with friends and family.
Remember this when you plan your content as
you are competing against friends and family
for share of voice. Always aim to add value.”

26. TOP 5 THINGS PEOPLE WANT FROM BRANDS
Source: YellowTM Social Media Report, 2013
1. Discounts
2. Giveaways
3. Product information
4. Coupons
5. Tips & advices

27. INSIGHT
“Discounts and giveaways are the most
common items wanted from brands on social
and this has been increasing for the past few
years. Find a way to incorporate this into your
social strategy. ”

28. TYPES OF BRANDS FOLLOWED ON FACEBOOK
Source: YellowTM Social Media Report, 2013

29. SHOULD I BE USING GOOGLE+?
“According to Social Media News, Google
+ only has 65,000 active users in
Australia.
!
Think about whether or not maintaining
a Google+ profile is a wise investment.”

30. AUSSIE BRANDS & SOCIAL MEDIA

31. PROPORTION OF BUSINESSES THAT USE SOCIAL
Source: YellowTM Social Media Report, 2013
SMALL
30%
MEDIUM
47%
LARGE
79%

32. WHICH NETWORKS ARE WE USING?
Source: YellowTM Social Media Report, 2013
FACEBOOK
87%
TWITTER
64%
LINKEDIN
34%
GOOGLE+
9%
BLOG
11%
YOUTUBE
25%

33. WHY BRANDS USE SOCIAL MEDIA
Source: YellowTM Social Media Report, 2013
Invite online comments,
ratings and reviews 73%
Use social for two way
communication with
customers
Offer incentives to
customers via social media
75%
38%

34. PROPORTION OF BUSINESSES THAT
ADVERTISE ON SOCIAL MEDIA
Source: YellowTM Social Media Report, 2013
SMALL
11%
MEDIUM
17%
LARGE
36%

35. AVG PROPORTION OF MARKETING BUGET
ALLOCATED TO SOCIAL
Source: YellowTM Social Media Report, 2013

36. HOW TO BUILD A SOCIAL BUSINESS

37. BUILD CAPABILITY IN THESE AREAS
• SOCIAL STRATEGY
• SOCIAL MONITORING
• CONTENT & COMMUNITY
• GOVERNANCE & TECHNOLOGY
• EDUCATION & INNOVATION

38. THE SOCIAL STRATEGY PROCESS
• LISTEN (DATA & INSIGHTS)
• PLAN (CHANNELS & STRATEGY)
• GROW (PROMOTION & CAMPAIGNS)
• ENGAGE (CONTENT)
• MEASURE & OPTIMISE (REPORTING)

39. THANKS!