social media masterclass - may 2014
DESCRIPTION
A presentation for a local networking group on the current state of Social Media, the psychology behind it and what they need to do in terms of strategy to make it work.TRANSCRIPT
www.thenetadvantage.co.uk
Social Media Masterclass
@JanMinihane
Agenda
@JanMinihanewww.thenetadvantage.co.uk
• Social Media Landscape
• Why do we use social media/engage?
• Should all businesses be using Social Media?
• Overview of the main Social Media sites
• Building a Social Media strategy
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Social Media Landscape
The Social Media landscape in 2014
@JanMinihanewww.thenetadvantage.co.uk
•Visual, visual, visual
• Photoshop• Canva.com• Pic Monkey
• Getty Images• Dreamstime• Free Images• iStpckphoto
The Social Media landscape in 2014
@JanMinihanewww.thenetadvantage.co.uk
• Less direct selling, more relationship development
•Customers and prospects will connect with companies offering value, entertainment, discounts, help and engagement
The Social Media landscape in 2014
@JanMinihanewww.thenetadvantage.co.uk
• Google+ finally enters the social media inner sanctum – kind of!
The Social Media landscape in 2014
@JanMinihanewww.thenetadvantage.co.uk
• LinkedIn – publishing platform of choice
The Social Media landscape in 2014
@JanMinihanewww.thenetadvantage.co.uk
• More noise than ever – how do you stand out from the crowd?
The Social Media landscape in 2014
@JanMinihane www.thenetadvantage.co.uk
•Paid advertising is the norm:
• Facebook:• To reach new people• To reach existing followers
• Twitter:• Promote tweet• Promote hashtag• Promote account
= PAY TO PLAY
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Social Media – the WHY
Overview
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•WHY the ‘why’ is important
•WHY we use each Social Media Network
•WHY we engage
• WHY should ‘fans’ share/comment/like your stuff?• WHY will people follow you?
WHY is the ‘why’ important?
@JanMinihane www.thenetadvantage.co.uk
What YOU say about your organisation IS important …
BUT
What OTHERS say about you is MUCH more important
More Brand advocates = more engagement
More engagement should = more sales
Why we use Social Media
@JanMinihane www.thenetadvantage.co.uk
Get latest news
Show off Keep in touch Let off steam
Networking Make money Inform others Social proof
Ease boredom/loneliness
Boost self esteem
Make a difference
Organise events
‘Stalk’ celebrities
Promote ourselves
Be part of community
Get offers/discounts
Why we use each Social Media Network
@JanMinihane www.thenetadvantage.co.uk
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WHY do we engage?
(AKA post, share, like, comment, retweet, +1, repin, check-in ...)
Why do we engage?
@JanMinihane www.thenetadvantage.co.uk
… because we HAVE to:
•Competition entry•Offers•Discounts
Why do we engage?
@JanMinihane www.thenetadvantage.co.uk
… because we WANT to …
•Fun Stuff•Passions/interests•Newsworthy•Compassion•Events•Causes•Check-ins
RELEVANCE TOYOUR BUSINESS/ORGANISATION
Why do we engage?
@JanMinihane www.thenetadvantage.co.uk
… because we think we SHOULD …
•Causes•Liking friends business pages•RIP’s•Birthdays•Sympathy
Engagement – let’s start with how to get it ‘wrong’
@JanMinihane www.thenetadvantage.co.uk
Engagement – let’s start with how to get it ‘wrong’
@JanMinihane www.thenetadvantage.co.uk
Engagement – let’s start with how to get it ‘wrong’
@JanMinihane www.thenetadvantage.co.uk
Engagement – let’s start with how to get it ‘wrong’
@JanMinihane www.thenetadvantage.co.uk
Engagement – let’s start with how to get it ‘wrong’
@JanMinihane www.thenetadvantage.co.uk
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So … how do you get it ‘right’?
What can you offer that’s a little bit different?
@JanMinihane www.thenetadvantage.co.uk
Think beyond your initial audience …
What can you offer that’s a little bit different?
@JanMinihane www.thenetadvantage.co.uk
Crowdsource what your ‘fans’ want to see
Why?•Makes followers feel part of the process•Delivering what visitors want•More likely to remain a fan
How?•Um, ask them!•Run a survey (incentivised)
What can you offer that’s a little bit different?
@JanMinihane www.thenetadvantage.co.uk
Never underestimate the power of the call to action….
What can you offer that’s a little bit different?
@JanMinihane www.thenetadvantage.co.uk
Never underestimate the power of the call to action….
What can you offer that’s a little bit different?
@JanMinihane www.thenetadvantage.co.uk
Think ‘quality’ not ‘quantity’ for CTA’s …
DON’T … What is your opinion on this?
DO … We’re curious, what do you think about this?
DO … We can’t agree in the office, we need your input?
Show you care about what your followers think!
What can you offer that’s a little bit different?
@JanMinihane www.thenetadvantage.co.uk
Give your audience exclusive content - behind the scenes, day in the life of…
Why:•Compelling reason to follow you•Makes them feel more part of what you offer•Easy content fillersHow:•Engage members of staff from around organisation to contribute•Post regularly so followers learn to expect it•Video tour behind the scenes
What can you offer that’s a little bit different?
@JanMinihane www.thenetadvantage.co.uk
And don’t forget the obvious … •FIND the optimal volume of content – differs drastically per site
•DON’T over promote – 80/20 rule (at least!)
•NICHE IT – cocktail party phenomenon
•MORE FORMATS = more consumption
•Think time of day/days of the week
•FOSTER your brand advocates
•Use EMOTICONS (!) ;-)
What can you offer that’s a little bit different?
@JanMinihane www.thenetadvantage.co.uk
And maybe, just maybe, scale down your social media presence (!)
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Should all businesses use Social Media?
Should all businesses be using Social Media?
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To Social Media, or not to Social Media, that is the question…
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YES if:
-You have clearly defined objectives-You have identified the ‘right’ person to maintain & update-You deliver good customer service offline already-You will commit the time-You have a long-term view-You are realistic-Your customers are online-Your customers want to engage with you online-You ‘get’ social, not broadcasting
Otherwise …. NO! (but monitor and listen at a minimum)
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An overview of the main Social Media sites
Main social media sites overview
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Thoughts on Facebook
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•Still the ‘best’ for community (Google+ is trying hard)
•Only works for specific kinds of business
•‘New’ news feed means visual more important than ever
•Using personal profiles as a business page = NO
•Organic Reach of a Facebook post = 10% (1 million+ likes) to 30% (small no. likes)
•What can you do?– Create more compelling, regular, engaging content– The reality – advertising has to play a part in your Facebook efforts
Thoughts on Twitter
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•Equally effective for B2B and B2C
•P2P/H2H
•Twitter as a tool to create conversations with visitors in real-time
•Twitter as an audience/market research tool
•Twitter as a media relations tool
•Twitter as a competitor snooping tool
•Funnel to Facebook/Google+
Thoughts on LinkedIn
@JanMinihanewww.thenetadvantage.co.uk
•THE B2B social networking site
•40% of users are decision-makers
•At a minimum – your experience/CV online
•Now a publishing platform for all
•The real beauty – seeing who knows who
•Introductions, introductions, introductions
Is Google+ essential?
@JanMinihanewww.thenetadvantage.co.uk
Is Google+ the next big thing?
11 April 2023www.thenetadvantage.co.uk
• However, more of a necessary evil:– SEO – public posts indexed– Engaging with influencers– Hangouts– …and Google Authorship…
is Pinterest the next big thing?
@JanMinihanewww.thenetadvantage.co.uk
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Building a Social Media strategy
Step 1 - Do a social media audit
@JanMinihanewww.thenetadvantage.co.uk
UNDERSTAND:
-Your organisation, product/service & your USP-Your online & social media objectives-The major social media sites-The time commitment to doing it WELL
DECIDE:
-Where you want to be online-Where you have the time to be online-Who is going to be involved-How you are going to monitor it
UNDERSTAND – your business
@JanMinihanewww.thenetadvantage.co.uk
Social Media Objectives
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Drive traffic to website Raise brand profile Promote events Become a knowledge leader Connect with peers Connect with existing customers Connect with potential customers Connect with past customers Connect with/find stakeholders Connect with journalists Reinforce offline marketing Provide real-time customer service Create a social environment for your customers Increase positive sentiment about your brand
How long does it take?
@JanMinihanewww.thenetadvantage.co.uk
Social Media Objectives – let’s try again
@JanMinihanewww.thenetadvantage.co.uk
Drive traffic to website Raise brand profile Promote events Become a knowledge leader Connect with peers Connect with existing customers Connect with potential customers Connect with past customers Connect with/find stakeholders Connect with journalists Reinforce offline marketing Provide real-time customer service Create a social environment for your customers Increase positive sentiment about your brand
Step 2 – discuss it with staff
@JanMinihanewww.thenetadvantage.co.uk
• How are you/they going to use it
• When are you/they going to use it
• Do they really have an appetite for using it? If not it will show!
• Communicate your vision, mission & objectives to your staff
• What are the rules (if any!) for:– Staff using social networking accounts during work time for their own personal use– Staff using their social networking accounts during work time for business use– Staff using official social networking accounts during/out of work time for business
use
Step 3 – build your working strategy
@JanMinihanewww.thenetadvantage.co.uk
1. Establish/review your goals & objectives2. Research your industry online3. Find your industry influencers4. Choose which platforms you will use and how5. Connect the offline with the online6. Build an editorial calendar7. Start engaging8. Build relationships - on and offline9. Measure10. Review & evolve
And finally, have fun with it (seriously)
Final Thoughts
@JanMinihane www.thenetadvantage.co.uk
• Put yourself in the shoes of your audience
• Understand what works best on each site
• Ask your audience what they want
• Don’t insult your audience for quick engagement wins
• For content, think beyond the initial ripple
• Enjoy it [seriously]!
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Let’s carry on the conversation….
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