Social media presentation to QORF, March 2014

www.melkettle.com.au @melkettle

Social Media

http://www.melkettle.com.au





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







Social media is a fundamental shift in how we do business



��

And age old idioms have been redefined �








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



Social !media



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/


http://www.jeffbullas.com/


Source: http://www.jeffbullas.com/




Source: http://www.jeffbullas.com/




• 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


http://www.socialmedianews.com.au


Social media myths



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



Changing perceptions




Brand facts

•Facebook: 40% follow a brand. 51% of these will purchase brand!

•Twitter: 25% follow a brand, 67% will purchase




Risk of NOT using social media



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





Old communication was one-way



Now communication is two-way And conversations are with many



Business is no longer B2B. !

It’s no longer B2C. !

It’s now P2P. !

Person 2 Person.



news

community

referrals

feedbacktraffic

influence

content

goodwill leads

sharing

relationshipsbranding

networking

hiring

publicity

social media






• 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




What does this mean !for you?




• Education!

• Recruitment !

• Industry trends and legislation!

• Branding!

• Community!

• Networking !

• BE AWARE OF CONFIDENTIALITY

From a small business perspective




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



Business pages







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!




Analytics








twitter • best channel for direct communication!

• quick and simple to use!

• cost effective!

• has keyword search!

• excellent to drive traffic to web!

• fastest growing



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



LinkedIn

• connect with specific customers via groups with interests connected to your brand!

• excellent exposure to business world!

• not a huge referral site but growing



YouTube• #2 search engine!

• excellent for customer involvement!

• can entertain, inform, educate and engage all at once!

• a community!

• drives traffic to web



instagram

• excellent for showcasing images and now video!

• only via phone/tablet!

• high user engagement!

• great for visual business



blogging • share knowledge !

• promote your business!

• position yourself as an expert!

• it helps SEO!

• creates two-way conversation!

• sharpens your business focus!



4 P’s of Marketing



4 P’s of Marketing



4 C’s of marketing and social media...

1.Customers!

2.Content!

3.Channel!

4.Community



The single biggest problem with

communication is the illusion that it has

taken place.

George Bernard Shaw




“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



Customers

• Customer is #1!

• Know who they are!!

• Go where they go!

• Engage and converse with them



Source: timidmonster.com




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...



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




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



Source: socialmediatoday.com







“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




Liking, following, linking, tagging, stumbling: social media is changing the nature of [science]-related interactions

Report: The heart of the matter




Source: worldofdtcmarketing.com




Mobile phone is the greatest piece of persuasive technology of all time.!

Location-specific!

Contextual!Timely!

Immediate




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




Teenagers prefer texting to talking




Source: http://blog.lab42.com/



http://blog.lab42.com


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





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 !




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




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





Don’t: just sell yourself




DO: Build relationships




DO: Listen to people





DO: Talk to people!





DO: Be authentic







DON’T: be arrogant





DO: say hello





DO: Share





DO: be relevant and interesting!





DO: Ask questions




DO: congratulate people

• 5. Congratulate people





DO: say thank you

• 2. Let others know you are listening





DO: Just have a chat!




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?





DON’T: complicate things

• use apps - Tweetbot is my fave, syncs on macbook, iPhone, iPad !

• links to Facebook!

• manage multiple twitter accounts!

• creates lists







What does this mean for you?



Engaging with QORF will allow you to better leverage a

greater volume of people



• Deliver products and services!

• Education and information sharing!

• Engage with clients and communities !

• Promote programs !

• Announce initiatives!

• Entertain and educate

From a QORF perspective



Why QORF want you using social media

• Show leadership within the sector!

• Increase influence !

• Reach and engage with more people!

• Collaborate!

• Be responsive



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





Benefits

• Great for those without a website!

• QORF to provide guidance !

• you provide images, logo, contacts, links, a blurb





• 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



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



• 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



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





How?!

• Building online communities!

• Broaden audience reach!

• Increase access to public archival records!

• Engage, collaborate and network



Security and risk



External risk

• Phishing!

• Hackers!

• Spammers!

• Other idiots who want your info... don’t let them get it!



Internal risk

• General carelessness !

• Ego!

• Staff leaks - deliberate and accidental!

• Blur between personal and professional!

• Increased use of smart phones



Top security tips



Use caution when clicking





Think twice about apps



Assume everything said online stays online



Have a unique password



Keep your browser up to date



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



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









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



Privacy - twitter





Consider...• Boundaries!

• Transparency!

• Confidentiality!

• Financials!

• Consequences!

• Work use



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



!

@melkettle [email protected]

