Dynamic Small Business

June, 2009
Page: 38
Section: General News
Region: National, AU
Circulation: 33567
Type: Magazines Business
Size: 2,424.10 sq.cms.

press clip

SOCIAL MEDIA

J
P-01
STC ANN BARTLETT-BRAGG
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-based
micro 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 are
Australian. 5ncial media provides businesses with the opportunity
to connect directly with their Customers (and suppliers), while
CAM 5 'UDY
IAL MEDIA
:oNv
exlending 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 underlying
concepts 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 uratchi
Sacral 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

Rusllan Kogan is using Twitter to communicate directly and indirectly into your overall business strategy is that The information <$ not
(in full view of an online audience) to joumafisrs and [pnsumers. He important in itself-it is the relabanShil) with other people with
regularly sweets w#llle eirr the road between Sydney and China, where shared interests.
he visits the manufacturers pf consumer electronics products wthirh he Recent reSearc) has identified a fundamental sh''t in the
sells online. be^aviouis of ccr..stimprs, knit: we raSearch products, how we
Twitter forms just one-but very important-onlinetool Kogan share opiisions, late and review products and the influence
Technologies uses to camrnunicate with its customers anti relevant
media. The company also operates a blog and an enewsletter service
v.ord of rnoutfr rnai keting i5 ilading on purchasi-g I
decisions.
as part of an integrated online marketing effort.
A report released by Universal
A key approach to Ruslan's efforts to market his company through McCann in September 2008
Twitter is to keep Tweets short, sharp and relevant to the audience,
caller, LA/her did vfe start
K4gan Technologies has a staff of ill. trus ring strangers?
Follow RusIan on Twitter 'ruslankogan says."T-ne

38 dynamicbusir1essc9m Iune.09

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 Dynamic Small Business
June, 2009
Page: 38
Section: General News
Region: National, AU
Circulation: 33567
Type: Magazines Business
Size: 2,424.10 sq.cms.

press clip

SOCIAL MEDIA

HAS THERE BEEN AN INTERVENTION THAT HAS POTENTIAL

TO REVOLUTIONISE THE NATURE OF BUSINESS"

ERSATION
result ss an influence economy that is forcing everyone -n the There are a number of local Australian examples currently in
N."
public realm including the owners. of products and brands to play, with yet to be deiermmed outcomes. By the trifle a story
become rrflre Transparent, open, canver5dt+or.al, appears in local media. its already gamed s!gn!f=cant
and honest. They have to rethink the voay that attent!an in the social media landscape!
inIluerlce is dislr!buted and the role of theii marketing
CUM municatlons n an information landscape which is
nowadays dictated by consumers.
The ease of use has enabled the rise
of mass influence channels where
consumers share their experiences
A Current case study still playing out across ae,-9C.to and voice the.r opinions, while
media landscape a than of the The Motrin Moms. BdCkia1h others make comrnents, rate and
against an advertising video on their website spread acrrtss _Tevlew your products and services.
hundreds of blog posts, Twitter streams, a dedicated The-kn en complaint sent directly to the
Far.ehook group, YoCrTube, and the traditional rned:a manufacturer'has been superseded by social
within two days, it was almost unstoppable media platfrsmns with a wider-and international
The advert.semerit was pulled, the manufacturers apoloq!sed, audrenCe
but the Moms aren't stopping yet and it will remain to be seen how The sp`ia: media landscape requires a 11*

the SCCnarro Continues and how it Concludes. Fallow thn story here: new, more to fec ils7rial apuroacti Shat
http:ffblogs. torrester.cornfg roundsweIU2oU8f 1 1 4he -grow ndswel I
html o; do a Google search for the most current conrrerit5.

r
D WHAT OPPORTUNITIES DO SOCIAL CASE STUDY
MEDIA PRESENT FOR BUSINESSES?
A ftontb A a[mrrurrrta#ion to a wide audience:-regular EN'
cngagem0llitaClr s relevarrt.stiiitiial media platfcta Can
rep9eoe mantl*ernall newslettnre Q
r
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 by 013
review your prvdtrctband.fimlcK addit3
Expertopnlon;ptlbl1ishyourv ws-onarxftntnewsor usurp 1
related#Wrpvatdrrl rWklerigalop Indumy lpemk
>E teaa4urcaa -'t°r'.3rtbtaamacarr[ ppllre
at re#arbnct iCf ybw fled k' pu17Fl#r Yoypieir agd
shgringyaur kxwWadge mum
ewsu
a 'ewild P* iV i Itrtrelsesas - ins ease your p rsoarai and 1
MM
4rarrdproFikt Freaugh prrtklpattreF

M&
Copyright Agency Limited (CAL) licenced copy Page 2 of 3
AUS: 1300 1 SLICE NZ: 0800 1 SLICE service@slicemedia.com Ref: 52729391
 Dynamic Small Business
June, 2009
Page: 38
Section: General News
Region: National, AU
Circulation: 33567
Type: Magazines Business
Size: 2,424.10 sq.cms.

press clip

SOCIAL MEDIA

G TIPS FOR IMPLEMENTATION

1. Immerse yourself

0 2, Patxfdppte *Ad Iist.n to understand

3. Idmtlfyyrnru busineas,rr¢jtK*es
4.. Salem xa&I a o syryr.>farCt EW

5 Done.. yaw orate y

Babysitter.com.au Li an anline rommunity that ivnnects parents direttIV with baboitters and
llu AItaoapymurloQh.carrfrily
nannies. The site launched in beta in Tune 2008 dnd ownei Ann MoIar1 started using Twitter
in Qctobe' when she was tipped off about it by a US-based friend. % Se prepared to respond
At titst I noticed there realty weren't that many averaga Australians using itr" She 5ayS- 8: Malti[Cr your.aix s
"ir. the beginning, most of my followers ai ,d the people I was following vended to be 9. Must ygitc strstidgyt
overseas. I found that in the US especially there were a lot of women entrepreneurs using
Twitter, and for me ants my rna,itc'.-that was fascinating. 1Q SQprtatetnrilaer I I

"A5 a player in conversational marketing, if you don i up it wisely as a business, It will

fail for you. At Rabysittei die'=rtgry we are using Twitter to build brand recngnition, raise
awareness about our In log and website, and of course to network with other related
companies both in Australia and overseas. it's ail excit vi :; s'uffl
Follow Ann on Twitter 9Pbabysitterdirec

allows a less controlled, open and transparenr pratform to engage

with your customers and a wwder audience- Your target market
can be encouraged to discuss and share their thoughts openly,
while' h,:s:nasses can h'comr part of ti=sn cnneersat-crns :hro,.gr
?idyl .men ric and no
withal do you already know about your customers?
Find out ,1 ,li 5<HI' Cusl:'r i! 5 ere dlecda} ;5 rlu ci}'i^e, Arid.
Sites they reyu.arl'; a' `Lit, 'vital are they la ki q a6U'_'. aril; what
informat!an they are sharinq. != you think your customers
are not online already. th:nk again! Niche communities ara
springing up evtry'.vherp, and ail generatiron5 are now actieely
participating Wl'.a, you "eed to know is w s re lcey are!
Build a radar, not simply Google analytic.
5oc,al media n}C"irori':q Can ue set :.p by subscribing to Various
cl lanilels tr' Fuuular sites .w-.era your -us':}rr.ers are already
participating. Use keywords or brand names to search for and
subscribe to these activates. Remember, it'S not lust abut clicks
and has, its the nature of the C4nversation5 that are occurring,
so simple analytics are not gang to provide yo;, with enough
information to understand your Cs tom cat' behaviours.
If we accept the premise that social media is creating a
fundamental triift in the nature of engagement with your
customers, then if your business strategta5 are to recognise this,
the challenge will be how to embrace the new techr,pigicel
developments and embed online cornmuniearion ar-d Interact'on
to015 to empower y.rr customers and create art enscheC business
with a social media landscape.
-Anne 8arflef r-bra is Managing Lin=ctpr of sCiet software
consuirancy Heddshift fywN. hcacfshdt.cO r i AvstraWa, which
offars practical advice on how business owners cap ernpioy sodai
media roots.
CASE STUDY
ASSISTANCE

Understdi-d:ria the online beha.'ours of your target market is just

the beginning! If you are serious about participating in the spcral
media landscape, then you need to develop clear objectives and
a strategy that recognises the ailocelion of re5ou'ces, pdrficularly
your time Starting a community, tof example, teen expecting lots
of actwity while you sit back and watch will be doorned for failure
You can't be expected to know every^.hinq, so working with
soClai media consultancies who can guide you with
strategy development and implementc;irsn plans
is strongly he wary
of the social mela
who doe; not regularly
use sonal media
chl
emse ues. 0 I
40 dynamicbtrairt corn +u',i*= I-':,

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