The state (and stats) of Social : Sensis Report 2017


Social Media Stats

It’s that time of year when digital geeks and Social Media addicts like us get their fix of the stats, graphs & shiny percentage growths from their ‘enabler’, the Sensis Social Media Report.

What we most love about this trusty research, apart from its concise nature and easy-to-eat graphics, is that it reports specifically (and thoroughly) on the state of social media in Australia.  As with many pursuits, we do things differently in this wide land. It’s great to have fresh insights into the usage, adoption and other trends across the social platforms by our own audiences and brands.

Gathering information from 800 consumers and 1100 Australian Businesses, the report delivers some interesting figures on the growth of Social Media in Australia and on how people are using it.  Most tellingly, 8 in 10 Australians are on social, a climb of 10 points since 2016.  Also worth noting are the times of day when people here are using social media. We froth on intel like this… it guides us in the scheduling and posting of content for our brands, allowing us to gain maximum reach at the best times.

 

 

Australian Social Media Usage

Source: Sensis Social Media Report 2017

 

When it comes to brands and big businesses, it’s reported that Aussie users show “increased levels of trust for brands that interact with customers in a positive way on social media (up from 52% to 64%) and businesses with engaging and relevant content (up from 52% to 63%).”

There are growing indicators that people are more likely to check out a brand’s social media vibe before making a purchase, too. When people were asked what was most likely to deter them from following a brand, ‘irrelevant content’, ‘too many ads’ and ‘excessive content’ were the reasons given.

 

As to why people are following, conversing and engaging with brands on social, well the reasons differ:

Reasons for following brands on Social Media

Source: Sensis Social Media Report 2017

For brands, the objectives are somewhat clearer: “The leading reason why businesses use social media is to assist the marketing and sales function. Providing a line of contact is also a relatively influential factor. ”  For our beloved brands, it’s a similar story: having platforms where that 2-way communication can exist, as well as getting authentic & entertaining content out to targeted audiences is invaluable.

An interesting stat that we found validates our efforts (Yay us!!) is that 100% of Large Businesses who outsource their social strategies are trusting them to a Digital, Web or Internet Agency (such as New Beach Media ), over PR agencies or Specialist Social Media agencies.

Makes sense, really.

To produce the kind of content that gets the right reactions, having a full service agency with a nimble team is desirable. With the ability to shoot, create, post, boost & report, we really are the ‘one-stop shop’ that bigger brands are seeking.

 

Large Businesses Outsource Social Media

Social Media Budget Allocation

Source: Sensis Social Media Report 2017

 

Platforms

 

The full 2017 Sensis Social Media Report is a worthy read, even if your eyes normally glaze over at stats. It serves as an insightful guide of how we ride this behemoth wave that is Social Media in Australia.

Facebook Organic Reach – A Marketers Survival Kit

Get A Handle On The Facebook Reach Decline

There’s plenty of uproar mixed with a little fear about the decline of Facebook Organic Reach. Don’t join the hysteria. All it takes is a little change in your strategy and in depth use of your Facebook Analytics.

Here’s a great Infographic from the people at Offerpop with their Marketers Survival Kit For The Facebook Reach Decline. Hope it gives you a bit of insight on how to maximise your organic reach before you start paying for it.

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Rhys Morrow

Social Ninja

When to Tumble, Tweet, Post and Pin

We love a good infographic, and this is no exception. Here’s a great guide on when to post on most forms of social media. This is not a fool proof guide for all brands though. Remember to check your analytics and do a bit of research yourself to fine tune your posting times. Infographic from SurePayroll.com

 

 

Courtesy of: SurePayroll
Rhys Morrow
Digital Media Strategist

 

Designing Digital – How you can apply your creativity to the future of TV

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We all wondered what we’d do when we ran out of letters of the alphabet to describe our generations.

Thankfully, rather than defaulting back to the start and doubling up with a clumsy ‘Generation AA’, we are now dubbing collections of people not by their chronological debut, but by what drives them.
Enter ‘Generation C’.

This is a connected class of consumers. And they’re clever. They have the ability to focus on everything they find important to them, often from different inputs, on different devices, all at the same time. As master marketer Brian Solis states “Connected consumers don’t just expect online, on-demand streaming optimized for each device, they expect to engage in each screen differently and in a dynamic way.”

Enter the Creatives.

Second Screens

Far from possessing the short attention span that they’re often accused of, Gen-C are simultaneously absorbing information through their iPads and smartphones while watching TV.

These second and third screens should be considered by Creatives as a new frontier where your talents can be displayed, shared and discussed. No longer is your art confined to a fixed-narrative, non-interactive single platform such as a magazine editorial or TV episode, you now have the ability to connect with your audience.

•Behind-the-scenes photos of the design process
•How-to videos explaining say, special FX make-up
•Social Media discussions about your creative choices,
these all contribute to the entertainment experience. Best of all, your contributions to these platforms enable you to get your work seen by untold masses, gaining you legions of fans and worldwide recognition of your art.

Social Media is a new form of entertainment

The Hollywood reporter recently published a poll reporting on how people are discovering and consuming entertainment. According to the study, 88% of respondents view social networking sites like Twitter and Facebook as a new form of entertainment.

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It was only a matter of time before a convergence of traditional entertainment (like heritage television) and social networking became commonplace. Welcome to Social TV. More than just being able to converse with live TV via tweets or hashtags, the future of television allows an exciting connectivity and engagement between production and audience.

Consider all this on your future projects. Connect with the fans of the productions you are working on. Contribute to the conversation and celebrate the coming of Generation C.
A whole new class of creative consumers.

No Place Like Home

Very Clever

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Can your beer glass do this?

Welcome to the next phase in on-premises beer marketing. Either that, or it’s just a cool thing to look at when you’re hoisting a few.
Either way, this glass, developed by ad agency BBDO in New York, is the most social beer glass we’ve seen. Activate that QR code and the glass checks you in to Foursquare, tweets about your pint and/or updates your Facebook status.
And in a nice branding twist, you have to use Guinness — or at least another very dark beer. If your beer is filled with an ordinary pilsner like Budweiser, you won’t be able to read the code.

Tourism Australia – $250m campaign with MAJOR focus on Social Media

Yep, even the big dogs know where the action is at!

Tourism Australia has just launched their new $250 million dollar campaign with a Major focus on engagement via social media.

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As Andrew McEvoy (Managing Director of Australian Tourism) stated :

“with social media becoming “word of mouth on steroids”, digital platforms will play a central role in the campaign. The social strategy, which includes the launch of a free to download tablet app, will have the aim of increasing conversions. Word of mouth in our sector has always been the biggest driver of people taking a trip and now with digital technology and social advocacy and communities, the ability to put word of mouth on steroids is amazing,

Exactly: Social Media is word of mouth on STEROIDS!

 

Social Media and ROI

The measure of success for many business is seeing bucks in your till (or wallet). Knowing that the money you have invested in a social media strategy or a digital campaign has undoubtedly been made… and amplified… is the return on investment that was previously quite difficult to gauge.

The kind of statistics that marketers would once have dreamed of are now achievable and measurable. The level of customer engagement is heightened through social media activity and the marketing costs are a fraction of the costs of more traditional methods.

This sleek and sophisticated video from MDGadvertising delivers some sexy stats and does much to explain and decipher the best ways to measure ROI on your social media marketing.

How can I best use my time to maximise my social media results?

It’s a conundrum, isn’t it? You know that you need to be using social media to grow your business and reach new markets, but you reckon that the time it takes to monitor, contribute and commit to social media would actually eat in your precious workflow.

Don’t fear it. Do it.

In their 2012 Industry Report, SocialMediaExaminer.com raised the question of time management (and many other valid enquiries) and concluded that really, there are three questions you should be asking to ensure that your time using social media is spent effectively:

  • What are the regular activities that I should structure into my day/week?
  • How do I plan my team’s social media time more effectively?
  • What tools can help me maximise my time spent on social media?

A significant 59% of marketers are using social media for 6 hours or more and 33% for 11 or more hours weekly. Interestingly, those with more years of social media experience are actually spending more time each week conducting their social media activities. From this, we can deduce that the time spent is considered a valuable contribution to the business. Certainly a better use of time than crossing the city in peak hour traffic for a single client meeting, when they (and others) can be reached and connected via social media platforms.

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The increased fans, improved search rankings and reduced marketing expenses are all benefits that are worth allocating a few hours of your day to, aren’t they? By scheduling your social media time, establishing a bit of a routine and utilising the many tools available to time-shift posts and drip-feed your social media contributions, you’ll find that these benefits may actually save you time!

 

Social media. why?

Social Media is essentially about people having conversations online.

With the forums and platforms that these conversations occur including blogs, social networks, podcasts, message boards and photo sharing sites, the opportunity to get a message out to masses is unprecedented.

In business, so many people are asking “Why should I be doing social media?” and more often, “How should my company incorporate social media?”. Well, apart from the fact that social networking sites now being more popular that porn sites, the reality is, if you’re not on a social networking site, you’re not on the internet.

Social Media isn’t new. It’s not a passing fad. It’s here to stay and it can help your business grow and prosper.

This great infographic by Global Dawn gives us a bit of a history lesson on how social businesses have evolved and profited over the past thirty years.

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