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Conversations, conversion & confrontation: using social media for social capital.
By Susan Sullivan – Bond University & Infront Communications
The presentation you are about to see includes
strong-language such as lots of c-words that may (or may not) offend some audience
members.
Conversations, conversion & confrontation: using social media for social capital.
Let’s start by looking at the key concepts
Personal connections that help people act more effectively
Less about $ and more about leverage
Social Capital
Connectedness
Participation
Trust, responsibility & accountability
Networks –Building/Bridging
Reciprocity
Values
Influence
Reputation - Sense of Belonging
SocialCapital
“Relationships are like muscle
tissue. The more they
are engaged, the stronger and
more valuable they become.”
Ted Rubin
Pic
sour
ce
What’s your story about?Them or you?Tell your audience what they want/need to hear.
Starting a two-way conversation is just the beginning.
Evoke emotion to motivate sharing
That’s when you can draw on social capital
Source
Average weekly Facebook activity:• 150,000 post likes• 35,000 comments• 50,000 sharesDriving +2 million page visits – approx 70% return visitors
CONNECTED CONSUMERISM
CGENERATION
•Not an age-group• It’s an attitude/mindset• People who care deeply about creation, curation, connection & community
Sharing is all about relationships
Value & entertainm
ent to others
Define ourselves to others
Cultivate & maintain
relationships
Self-fullfillment
Amplify causes or
brands
To give value & entertainment
94%carefully consider
how the information they
share will be useful to the
recipient
say sharing lets them to inform others of things they care about;
potentially change opinion or
encourage action
49%
Sourc
e:
Consu
mer
Insi
ght
Gro
up r
ese
arc
h o
n b
ehalf o
f th
e N
ew
Yo
rk T
imes
To define themselves
68%share to give
people a better sense of who they are and
what they care about
To grow & nourish relationships
78%Share info online to stay connected
to people they may not otherwise stay in touch with
Share info because it helps them connect
with others who share their interests
73%
STUFF TO REMEMEBER:• It’s not about you. It’s ALL
about them. All of the time.• Forget the old 80/20 rule – so
2014!• Focus on creating or curating
content that create conversations – share the love!
• Replace ROI with ROR
Improving your social capital will see social media activities rewarded with comments, shares and advocacy, because that’s your strongest form of social media currency and may one day be more valuable than your credit rating.
“Long story short: social media and the web are the two faces of the same coin.”
“… there is no social media any more, only one global social web”
Fred Cavazza 2014
To paraphrase Brian Solis:
To effectively compete and achieve in Social Media “You are now left with no choice; become customer-obsessed or lose! Every moment-of-truth counts when it comes to customer loyalty.”
Every conversation, connection and
confrontation adds to your social capital and it’s that social capital
that will eventually yield results to your bottom
line.
Thank youSusan Sullivan
Adjunct Senior Teaching Fellow, Bond University
Susan Sullivan
Managing Director, Infront Communications
Ph: + 61 412 365 122
@SocialSuse
LinkedIn – SusanSullivan22