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Social media presentation to QORF, March 2014
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www.melkettle.com.au @melkettle
www.melkettle.com.au @melkettle
www.melkettle.com.au @melkettle www.melkettle.com.au @melkettle
www.melkettle.com.au @melkettle
Doing what you have always done will no
longer get you what you have always got
www.melkettle.com.au @melkettle
www.melkettle.com.au @melkettle
www.melkettle.com.au @melkettle
Social media is a fundamental shift in how we do business
www.melkettle.com.au @melkettle www.melkettle.com.au @melkettle
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And age old idioms have been redefined �
www.melkettle.com.au @melkettle
www.melkettle.com.au @melkettle
www.melkettle.com.au @melkettle
Overview• Social media use!
• Mythbusting!
• Risk of NOT using social media!
• Types of social media!
• 4 C’s!
• Dos and don’ts!
• QORF and your social media!
• Risk management
www.melkettle.com.au @melkettle
Who and where?• 72% of all internet users are now active on social media!
• 18-29 year olds have an 89% usage!
• The 30-49 bracket sits at 72%!
• 60 percent of 50 to 60 year olds are active on social media!
• In the 65 plus bracket, 43% are using social media!
• Time spent on Facebook per hour spent online by country. The top three:!
• USA - 16 minutes; Australia - 14 minutes, UK - 13 minutes!
• 71% of users access social media from a mobile device.Source: http://www.jeffbullas.com/
www.melkettle.com.au @melkettle
Source: http://www.jeffbullas.com/
www.melkettle.com.au @melkettle
Source: http://www.jeffbullas.com/
www.melkettle.com.au @melkettle
• Facebook - 13m users (56.5% Australian population)!
• YouTube - 12.5m UAV!
• Blogging (blogspot, wordpress, tumblr) - 14.1m !
• LinkedIn - 3.7m !
• Twitter - 2.5m active users!
• Instagram - 1.6m active users!
• TripAdvisor - 1.3m!
• Pinterest - 420,000!
• Google + - 65,000!
• FourSquare - 63,000
In Australia
Feb 2014, UAV, www.socialmedianews.com.au
www.melkettle.com.au @melkettle
Social media myths• It's free!• Build it and they will come!• My customers want to engage with my business!• I don't have a message!• Just for kids!• It's the answer to my business woes!• It can stand on its own as a communication tool!• Fool-proof
www.melkettle.com.au @melkettle www.melkettle.com.au @melkettle
Changing perceptions
www.melkettle.com.au @melkettle www.melkettle.com.au @melkettle
Brand facts
•Facebook: 40% follow a brand. 51% of these will purchase brand!
•Twitter: 25% follow a brand, 67% will purchase
www.melkettle.com.au @melkettle
You can buy attention (advertising). !
You can beg for attention from the media (PR). !
You can bug people one at a time to get attention (sales). !
Or you can earn attention by creating something interesting and valuable and then publishing it
online for free.!
David Meerman Scott Marketing legend
www.melkettle.com.au @melkettle
www.melkettle.com.au @melkettle
Now communication is two-way And conversations are with many
www.melkettle.com.au @melkettle
Business is no longer B2B. !
It’s no longer B2C. !
It’s now P2P. !
Person 2 Person.
www.melkettle.com.au @melkettle www.melkettle.com.au @melkettle
news
community
referrals
feedbacktraffic
influence
content
goodwill leads
sharing
relationshipsbranding
networking
hiring
publicity
social media
www.melkettle.com.au @melkettle
www.melkettle.com.au @melkettle
• Instant!
• Interactive!
• Accessible!
• Measurable!
• User generated content
Social media is:
www.melkettle.com.au @melkettle www.melkettle.com.au @melke&le
Why I love social media
• fabulous friendships!
• speaking opportunities!
• food blog!
• crowdsourcing info for uni assignments!
• new clients!
• great advice and information
www.melkettle.com.au @melkettle www.melkettle.com.au @melkettle
What does this mean !for you?
www.melkettle.com.au @melkettle www.melkettle.com.au @melkettle
• Education!
• Recruitment !
• Industry trends and legislation!
• Branding!
• Community!
• Networking !
• BE AWARE OF CONFIDENTIALITY
From a small business perspective
www.melkettle.com.au @melkettle
Facebook • great for engagement and sharing ideas!
• excellent analytics for pages!
• biggest social media usage - easy to reach your demographic!
• cost effective!
• linked to Google!
• privacy is an issue
www.melkettle.com.au @melkettle www.melkettle.com.au @melkettle
Business pages
www.melkettle.com.au @melkettle www.melkettle.com.au @melkettle
www.melkettle.com.au @melkettle www.melkettle.com.au @melkettle
Business pages• Less detail than a personal page!• GREAT way for business to reach consumers!• Can advertise!• Can customise !• Make it interesting!• Add links!• Engage and listen to customers!• Monitor your page for spam!• Don’t use a personal page for business!
www.melkettle.com.au @melkettle www.melkettle.com.au @melkettle
Analytics
www.melkettle.com.au @melkettle
www.melkettle.com.au @melkettle
www.melkettle.com.au @melkettle
twitter • best channel for direct communication!
• quick and simple to use!
• cost effective!
• has keyword search!
• excellent to drive traffic to web!
• fastest growing
www.melkettle.com.au @melkettle
G+ • lacks the reach of other social media!
• facilitates communication!
• excellent brand exposure to people outside your circles!
• will continue to grow!
• expected to surpass Facebook for social sharing in 2016
www.melkettle.com.au @melkettle
• connect with specific customers via groups with interests connected to your brand!
• excellent exposure to business world!
• not a huge referral site but growing
www.melkettle.com.au @melkettle
YouTube• #2 search engine!
• excellent for customer involvement!
• can entertain, inform, educate and engage all at once!
• a community!
• drives traffic to web
www.melkettle.com.au @melkettle
• excellent for showcasing images and now video!
• only via phone/tablet!
• high user engagement!
• great for visual business
www.melkettle.com.au @melkettle
blogging • share knowledge !
• promote your business!
• position yourself as an expert!
• it helps SEO!
• creates two-way conversation!
• sharpens your business focus!
www.melkettle.com.au @melkettle
4 C’s of marketing and social media...
1.Customers!
2.Content!
3.Channel!
4.Community
www.melkettle.com.au @melkettle www.melkettle.com.au @melkettle
The single biggest problem with
communication is the illusion that it has
taken place.
George Bernard Shaw
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“We know that people are out in social media channels seeking
information and researching. We need to use social media to influence
their buying behavior.”
Source: Harvard Business Review
www.melkettle.com.au @melkettle
Customers
• Customer is #1!
• Know who they are!!
• Go where they go!
• Engage and converse with them
www.melkettle.com.au @melkettle www.melkettle.com.au @melkettle
Source: timidmonster.com
www.melkettle.com.au @melkettle
Content
• Content is king - words, video, photos !
• Provide information that is valuable to your customers!
• Be consistent with content!
• It’s not all white papers...
www.melkettle.com.au @melkettle www.melkettle.com.au @melkettle
Writing great content• know your audience!
• share your knowledge !
• provide valuable information !
• use your authentic voice and be consistent!
• show relevance!
• use stories, pictures, real examples!
• NO JARGON
www.melkettle.com.au @melkettle
Channel• Which social media channel is right for you?!
• Go where your customers go - know your target market!
• Facebook is not for everyone!
• What suits your personality?!
• Time and money considerations
www.melkettle.com.au @melkettle www.melkettle.com.au @melkettle
Source: socialmediatoday.com
www.melkettle.com.au @melkettle www.melkettle.com.au @melkettle
www.melkettle.com.au @melkettle www.melkettle.com.au @melkettle
“We know that people are out in social media channels seeking
information and researching.
We need to use social media to influence behavior.”
Source: Harvard Business Review
www.melkettle.com.au @melkettle www.melkettle.com.au @melkettle
Liking, following, linking, tagging, stumbling: social media is changing the nature of [science]-related interactions
Report: The heart of the matter
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Source: worldofdtcmarketing.com
www.melkettle.com.au @melkettle www.melkettle.com.au @melkettle
Mobile phone is the greatest piece of persuasive technology of all time.!
Location-specific!
Contextual!Timely!
Immediate
www.melkettle.com.au @melkettle www.melkettle.com.au @melkettle
Mobile
• 4 out of 5 consumers use smartphones to shop!• there are as many connected mobiles as there
are people in the world!• 70% of mobile searches lead to online purchase
within an hour!• 80% of time spent on mobile is using an App
www.melkettle.com.au @melkettle www.melkettle.com.au @melkettle
Teenagers prefer texting to talking
www.melkettle.com.au @melkettle www.melkettle.com.au @melkettle
Source: http://blog.lab42.com/
www.melkettle.com.au @melkettle
Community• Engage with customers!
• Encourage and provide tools for them to engage with each other!
• People WANT to interact!
• Customer generated content - for customers by customers in the way customers want to receive information
www.melkettle.com.au @melkettle
www.melkettle.com.au @melkettle www.melkettle.com.au @melkettle
Creating community
• Your message needs to be community-worthy !
• Identify the call to action!
• Appoint champions !
• Encourage conversation!
• Provide the tools for engagement!
• Regular community engagement!
• Promote, promote, promote !
www.melkettle.com.au @melkettle www.melkettle.com.au @melkettle
6 steps of measurement
1. Know your goals!
2. Define your audience!
3. Define benchmarks!
4. Define metrics – what is success to you?!
5. Select data collection tools and media!
6. Measure – be data informed not data driven
www.melkettle.com.au @melkettle www.melkettle.com.au @melke&le
Social media !dos and don’ts
www.melkettle.com.au @melkettle www.melkettle.com.au @melke&le www.melkettle.com.au @melkettle
DO: share your story
• NOT just work!!
• Be authentic!
• Build relationships!
• Have a voice
www.melkettle.com.au @melkettle www.melkettle.com.au @melke&le
Don’t: just sell yourself
www.melkettle.com.au @melkettle www.melkettle.com.au @melke&le
DO: Build relationships
www.melkettle.com.au @melkettle www.melkettle.com.au @melke&le www.melkettle.com.au @melkettle
DO: Listen to people
www.melkettle.com.au @melkettle www.melkettle.com.au @melke&le www.melkettle.com.au @melkettle
DO: Talk to people!
www.melkettle.com.au @melkettle www.melkettle.com.au @melke&le
DO: Be authentic
www.melkettle.com.au @melkettle www.melkettle.com.au @melke&le
www.melkettle.com.au @melkettle www.melkettle.com.au @melke&le www.melkettle.com.au @melkettle
DON’T: be arrogant
www.melkettle.com.au @melkettle www.melkettle.com.au @melke&le www.melkettle.com.au @melkettle
DO: say hello
www.melkettle.com.au @melkettle www.melkettle.com.au @melke&le www.melkettle.com.au @melkettle
DO: Share
www.melkettle.com.au @melkettle www.melkettle.com.au @melke&le www.melkettle.com.au @melkettle
DO: be relevant and interesting!
www.melkettle.com.au @melkettle www.melkettle.com.au @melke&le
DO: Ask questions
www.melkettle.com.au @melkettle www.melkettle.com.au @melke&le www.melkettle.com.au @melkettle
DO: congratulate people
• 5. Congratulate people
www.melkettle.com.au @melkettle www.melkettle.com.au @melke&le www.melkettle.com.au @melkettle
DO: say thank you
• 2. Let others know you are listening
www.melkettle.com.au @melkettle www.melkettle.com.au @melke&le
DO: Just have a chat!
www.melkettle.com.au @melkettle www.melkettle.com.au @melke&le www.melkettle.com.au @melkettle
DON’T: forget your goals
• What are your business objectives?!
• Who do you want to talk to? Stakeholders, community, clients!
• Who is your audience? What is their level of literacy for your business?!
• What outcomes do you want to achieve?
www.melkettle.com.au @melkettle www.melkettle.com.au @melke&le
DON’T: complicate things
• use apps - Tweetbot is my fave, syncs on macbook, iPhone, iPad !
• links to Facebook!
• manage multiple twitter accounts!
• creates lists
www.melkettle.com.au @melkettle www.melkettle.com.au @melke&le
www.melkettle.com.au @melkettle
Engaging with QORF will allow you to better leverage a
greater volume of people
www.melkettle.com.au @melkettle
• Deliver products and services!
• Education and information sharing!
• Engage with clients and communities !
• Promote programs !
• Announce initiatives!
• Entertain and educate
From a QORF perspective
www.melkettle.com.au @melkettle
Why QORF want you using social media
• Show leadership within the sector!
• Increase influence !
• Reach and engage with more people!
• Collaborate!
• Be responsive
www.melkettle.com.au @melkettle
What does social media mean for QORF?
• Increased need to engage with customers and stakeholders!
• Greater opportunity for increasing influence and reaching more people!
• Have clear and consistent information and engagement channels
www.melkettle.com.au @melkettle
www.melkettle.com.au @melkettle
Benefits
• Great for those without a website!
• QORF to provide guidance !
• you provide images, logo, contacts, links, a blurb
www.melkettle.com.au @melkettle
www.melkettle.com.au @melkettle
• Be clear about your purpose!
• Know your environment and identify changes!
• Link up with QORF and share resources!
• Roll out your social media use (don’t launch)!
• Listen and let this inform your participation
Best practice
www.melkettle.com.au @melkettle
Best practice• Don’t use industry jargon!
• Identify communities not business groups!
• Have interesting content!
• Focus on the outcomes you want to achieve - align with KPIs!
• Have a plan
www.melkettle.com.au @melkettle
• Communication is two way!
• Discuss and explain feedback!
• Correct facts not opinions!
• Provide rich content!
• Spark discussion!
• Don’t be afraid to be disliked
Engage by being engaging
www.melkettle.com.au @melkettle
Key to know• People will engage on topics THEY want to
talk about - not just what you want them to!
• Make sure you talk about what your audience wants to hear
www.melkettle.com.au @melkettle
www.melkettle.com.au @melkettle
How?!
• Building online communities!
• Broaden audience reach!
• Increase access to public archival records!
• Engage, collaborate and network
www.melkettle.com.au @melkettle
External risk
• Phishing!
• Hackers!
• Spammers!
• Other idiots who want your info... don’t let them get it!
www.melkettle.com.au @melkettle
Internal risk
• General carelessness !
• Ego!
• Staff leaks - deliberate and accidental!
• Blur between personal and professional!
• Increased use of smart phones
www.melkettle.com.au @melkettle
www.melkettle.com.au @melkettle
Assume everything said online stays online
www.melkettle.com.au @melkettle
Privacy tips - general
• Don’t post birthday, address, phone numbers, credit card info!
• Choose a complex password and change it if you get hacked!
• Be careful when posting pictures!
• Turn off geo-tagging on twitter and instagram!
• Always sign out after using a shared computer
www.melkettle.com.au @melkettle
Privacy tips - facebook
• Lock down your privacy/sharing to friends only !
• Set up an email log in alert in case someone else logs in to your account!
• Make your subscriber search private
www.melkettle.com.au @melkettle
www.melkettle.com.au @melkettle
www.melkettle.com.au @melkettle
www.melkettle.com.au @melkettle
Privacy tips - twitter• You can set tweets to private - meaning
you vet everyone who wants to follow!
• Don’t auto follow !
• Don’t click on weird looking links!
• Tweets can’t be deleted. Ever. Be careful what you tweet
www.melkettle.com.au @melkettle
www.melkettle.com.au @melkettle
Consider...• Boundaries!
• Transparency!
• Confidentiality!
• Financials!
• Consequences!
• Work use
www.melkettle.com.au @melkettle
A few tips• Have a social media policy!
• Think before you post!
• Don’t click on short links eg ow.ly/i/jUvU!
• Beware of messages from people you don’t know - especially DM with twitter!
• Be careful of geolocation apps such as Foursquare