Businesses on Social in Australia Offer Discounts, Giveaways to Fans - eMarketer
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Businesses on Social in Australia Offer Discounts, Giveaways to Fans

With a growing social media audience at home, businesses in Australia are increasing their social media presence

July 20, 2012

Australia is a highly connected and social country. With 44.4% of the total population predicted to be on social media in 2012, penetration ranks fourth worldwide, according to eMarketer estimates, behind the US, Canada and South Korea, but ahead of Russia, the UK and Spain. Businesses are growing their social media presence as a result, especially on Facebook.

According to the May 2012 “Yellow Social Media Report” from the Australian Interactive Media Industry Association (AIMIA) and Yellow Pages, Facebook was the most popular social network among businesses with a presence on social media. Twitter was also popular, especially among large businesses, with 71% reporting a presence.

Businesses in Australia with a Presence on Select Social Media Sites, by Business Size, April 2012 (% of respondents in each group)

The report also included a survey of users, and found that most social media users in Australia were either oblivious to ads or happy to see them and other offers on social media sites: 44% enjoyed seeing ads on social networks, while 29% reported clicking on social ads to find out more about the products being promoted.

Attitudes Toward Social Media Marketing According to Social Media Users in Australia, April 2012 (% of total)

The report found that users were most interested in discounts (64%) and giveaways (54%). Apparently, businesses are listening: Discounts and giveaways were the top incentives reportedly used. Almost three-quarters, or 73%, of small businesses offered discounts to their followers, while large businesses preferred using giveaways (48%) over discounts (29%).

In Australia, social media, particularly Facebook, is an integral part of the marketing mix for businesses of all sizes. eMarketer estimates the country will reach 9.8 million social media users in 2012, with 8.9 million of them on Facebook. The network is catering to small- and medium-sized businesses as well, by updating their Facebook for Business website with tutorials, best practices and success stories.

“These businesses are prime customers for Facebook's Marketplace ads—the ads that run down the right side of most Facebook pages,” commented eMarketer principal analyst Debra Aho Williamson in MediaPost’s Online Media Daily blog. “By giving small businesses advice and tools to improve their Facebook marketing, Facebook stands to gain more ad revenue from this very important business segment.”

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Check out today’s other articles, “Smartphones Make Olympic Viewing More Mobile” and “Denny’s Serves Up Loyalty with Launch of Mobile-Local App.”


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