7 Australian Social Media Examples & Case Studies

Social Media Marketing

With social media usage exploding in Australia, many Australian organisations are seriously considering social media to support the achievement of marketing objectives. And whilst the creation of Facebook fan pages and a Twitter account springs to many minds there is so much more opportunity out there.

This post provides a collection of social media examples from Australia to showcase some of the campaigns that have circulating our shores over the past 6 – 9 months and to inspire many more to come.

Tourism Queensland’s – Best Job In The World

The launch of a global campaign to find a caretaker of paradise island in Queensland saw Tourism Queensland generate over 203 million euro’s worth of PR globally from a spend of 570,000 euro’s. The competition drew 34,000 video entries from over 200 countries.

Australian Tourism – Leveraging Specialist Bloggers

Australian TourismTo extend its reach on the web Tourism Australia invited leading online opinion leaders to experience Australia. Tourism Australia aims to work with these key influencers to drive the desire in others to travel to Australia through positive word of mouth commentary.

View one of the posts

Sportsgirls Forum

Sportsgirl have stood up and taken note of the social shopping trends overseas and built their own online forum. Since its launch 3 months ago the forum shows very strong engagement and interaction and is definitely worth a mention.

Childcare Chat

With all of the previous bad PR circulating ABC Learning, ABC has launched an online forum to enable parents to share experiences and knowledge. This is definitely one of the more risky concepts given the negative high profile image of ABC Learning, however it demonstrates that the brand is willing to actively solicit conversations in an open forum about its brand whilst also providing a platform for peer to peer advice and knowledge to be shared.

View more about the strategy

Wrigley’s 5 Gum Launch

Wrigley's 5Gum CobaltWrigleys launched its new 5 gum chewing gum with an integrated campaign including various formats of social media including Twitter, Flickr and YouTube. It seems from results some social channels were more successful than others – but with over 15,000 viewers viewing YouTube video’s it is not a bad effort.

View more about the strategy
View their YouTube channel

Virgin Blues Tweet Sales

Virgin Blue trialled a new sales channel by offering 1000 $9 flights through Twitter to celebrate its 9th birthday. Flights were snapped up during the first day of the sale.

View more about the results

Borders Online Chain Story

Borders in-conjunction with James Patterson launched the worlds first chain story. James Patterson wrote the first and last chapter with aspiring writers and fans called on to write the remaining 28 chapters. A unique way to tap into the community, the campaign drummed up publicity on Fairfax and News Limited. Not to mention coverage on Radio National, ABC Radio Melbourne and Radio 2UE.

View more about the strategy

This is obviously just a sample of some of the social media examples in Australia. If you know of others please share them below.

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Modern Day Cyber Squatting – Is Your Brand Protected?

Brand Presence in Social Media

According to Hitwise, social media in Australia is among the top online categories – second only to “search engines”. Social media is so popular that in the coming year to 2 years it is believed it will surpass search – making it the most popular category of sites visited by Australians.

But our love of social media has left many brands exposed to what is now the modern day version of cyber-squatting – which I term social-squatting but is also known as brand-jacking.

Risks associated with failing to secure your brand in the online space

Brandjacking social mediaWhilst many of the major social networking sites forbid brand-jacking, policing the trading of such accounts is at best difficult – and it is an issue which that social networks themselves will face increasingly over the coming years. Given the sheer volume of complaints that will arise, I believe many platforms will adopt a similar model to that of Google and remove themselves from any responsibility to intervene leaving organisations to settle disputes amongst themselves.

This however is not the only threat, brands that are not trademarked could see themselves face high costs to acquire their presence from a brand-jacker.

Further still apart from costs related to acquiring your brand, social-jacking can also damage a brand. With consumers now comfortable with expressing themselves in the social space – brand-jackers are acquiring brands not only for financial gain but with the intention of distributing bad PR.

Has your organisation secured your brand in the social space?

Whilst many Australian organisations are sitting on the sidelines, still undecided about whether to enter the social media space, organisations need to at least consider securing their brand on social platforms or face the risks associated with a lack of action.
I trawled Twitter for some of the biggest names in the Australian finance industry and was surprised to see the lack of thought and in some cases action to secure their Twitter brand online. Of all of the major competitors, Westpac is the stand out. It is obvious that they have given the most thought to their Twitter presence registering the following Twitter accounts– www.twitter.com/westpac, www.twitter.com/westpac_com_au,www.twitter.com/westpac_help, www.twitter.com/westpacbank.

Look further afield to the retail sector and it is a similar story with some of the large players securing their place in the social space whilst others have yet to even consider it.

What to do?

Facebook and Twitter SearchWith over 1.5 million Australians on Twitter and 8 million Australians on Facebook, Australian organisations need to make the first step and secure their brand before it’s too late. To start, brainstorm the key ways users search for your brand to ensure you secure the key 2 or 3 usernames that most accurately reflect your brand. The next step is to review if the profile names have been secured or are available to be registered. To make the review process easier, consider utilising http://www.usernamecheck.com/ and http://knowem.com/. These platforms search across up to 120 social sites at once providing a snapshot of if the profile name is available. You can even automate the registration process.

For more information about the top tips about securing your online profile –refer to
http://www.watchingwebsites.com/archives/registering-your-username-on-many-social-media-sites-pros-and-cons

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Online Video – How Big Is The Opportunity?

On the weekend I had the opportunity to witness one of my close friends get married. As they commenced their bridal dance I was amazed to see these two individuals perform an elegant and well timed waltz which looked to me to be the result of 6 weeks of dance lessons in the lead up to the wedding. But how wrong I was.

So what does this have to do with digital marketing? Well nothing except for the fact that I found out later that the graceful dance moves of the happy couple were learnt via YouTube, and this prompted me to write about the video opportunity in Australia.

How big is video in Oz?

According to Sensis, 36% of Australians now download video or watch streamed video online, up 4% on last year, which means the majority are yet to be watching video online. There was a similar rise in uploading video to sites like YouTube, an activity which 14% of Australians have tried in the last year.

However despite only 1 in 3 watching online video, the opportunity is still significant. In January and February of this year 6,000,000 alone watched clips about the Victorian bushfire from Fairfax properties. In addition in July 2009 Ninemsn launched its own video category which has been in direct response to growth in demand for online video – growing from 1 million downloads a month in 2006 to 11 million a month in 2009. So whilst the majority of Australians are yet to cotton on to the video phenomenon those that have are doing so in large quantities.

In addition, we only need to look abroad to witness the growth and size of the video market to see how this medium will grow in the next 12 to 24 months. According to ComScore the UK viewed over 5 billion videos in April 2009 whilst in the US video downloads equalled 16.5 billion in the same month.

Who is using it?

Contrary to popular belief that video content is consumed by those in younger demographics, a survey from 3,000 Australian YouTube users revealed;
Those aged 18 – 29 are consuming 32% of online video content in Australia, whilst those aged 30 – 39 made up a further 20% of video consumers. Those aged 60+ and 14 – 17 were nearly equal in their consumption of video equating to 10% and 7% respectively.

Tips for Video

Online Video StreamingWhilst there are many opportunities for marketing through video from pre-roll video advertising through to hosting a YouTube channel, those considering to create a video or videos as part of their marketing strategy should consider the following tips to creating high impact video’s;

1) Time; Whilst you may be eager to create a video incorporating a plethora of information, the best videos are created to be 2 – 3 minutes in length.
2) Distribution; Whilst some video’s, like will it blend have achieved universal recognition with over 7 million downloads, most video’s need a strong distribution strategy to ensure the relevant market is aware of the content that you have created. Video search optimisation here is key, as is integrating video into your communications and social media strategy.
3) Quality; Whilst online video is a medium that can be attractive due to being low cost, ensure that quality is not compromised. Ensure sound is clear and lighting does not affect filming – testing prior to final filming is key here.

Whilst these are some of the learning’s I have taken from online video, there are many others out there. HubSpot provides a very useful formula for online video creation which is located here

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