rda illawarra 'what can social media do for you' presentation - slideshare
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3 things SOCIAL
MEDIA CAN DO
FOR YOU
With support from
TONIGHT
3 Things Social Media Can Do For YouCommunicateConnectEngage
Digital Strategy
1. COMMUNICATE
2. CONNECT
3. ENGAGE
communicateSource: http://d.lib.ncsu.edu/collections/catalog/0004327 - Mrs. Allen L. Baker, chief telephone operator at North Carolina State College
Q: Who’s Connecting To The Internet?
A: E - V - E - R - Y - B - O - D - Y
Source: https://www.sensis.com.au/assets/PDFdirectory/Sensis_Social_Media_Report_2016.PDF
2016
Q: Who’s Connecting To The Internet?
A: E - V - E - R - Y - B - O - D - Y
Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf
2015
Going We Are Mobile!
% Australia Population Accessing the Internet
Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf
The Where and When of Social Media
Source: https://www.sensis.com.au/assets/PDFdirectory/Sensis_Social_Media_Report_2016.PDF
What Does This All Mean?
Understand that your customers are (or will be) moving online
‘Online’ no longer means Desktop INTERNET – it also means MOBILE
Online is evolution – no longer a revolution
How Can I Take Advantage?
Have an online presence
Social Media must be apart of your overall communication strategy
Ensure that it is ‘mobile friendly’ (Responsive)
connect
Name the Top 5 Social Media Platforms(in Australia, based on users)
Source: Frank Media – Social Media Statistics Australia – July 2016
FACEBOOK – 15,000,000
YouTube – 14,900,000
WordPress.com – 5,200,000
Tumblr – 4,200,000
Instagram – 5,000,000
The Top 23 Social Media Channels
1. Facebook – 15,000,000 users (steady)2. YouTube – 14,400,000 UAVs3. WordPress.com – 5,500,0004. Instagram – 5,000,000 Monthly Active Australian Users (Facebook/ Instagram data)5. Tumblr – 4,200,0006. LinkedIn – 3,450,0007. Twitter – 2,800,000 Monthly Active Australian Users approx8. WhatsApp – 2,400,000 Active Australian Users9. TripAdvisor – 2,400,00010. Snapchat – 2,000,000 approx Monthly Active Australian Users11. Tinder – 2,000,000 Australian users (estimation)12. Blogspot- 1,900,000
Source: Frank Media – Social Media Statistics Australia – July 2016
13. Yelp – 1,600,00014. Flickr – 550,00015. Pinterest – 290,00016. Reddit – 100,00017. MySpace – 80,00018. Google Plus – 60,000 monthly active Australian users approx (estimation *revised*)19. StumbleUpon – 40,00020. Foursquare/Swarm – 15,00021. Digg – 13,00022. Delicious – 10,00023. Periscope – 9,500
Why Facebook?
What To Use Facebook ForCommunication (Converstation) ◦ New Products/Service◦ Information on Products and Services◦ Industry news◦ Communication – service and information
Engagement◦ Behind the scenes
SALES◦ Exclusive Discounts◦ Exclusive Products◦ Sales/Catalogue
YouTube
YouTube – the year of video
YouTube has more than 1 billion users
300 hours of video are uploaded to YouTube every minute
4 billion video view per day
6 billion of hours of video watched per month
Half of YouTube views are on mobile devices
What To Use YouTube Product Review How Tos Advice Customers Testimonials Review of the Day
Products Industry News Hot/Trending Topics
Is it worth it?YouTube channel: DisneyCollectorBR
◦ Over 2.6 billion view
◦ Over 3,735,720 Subscribers
◦ Average views (approx.) 3 million
◦ Highest rated Australian TV show 2014 – ALF Grand Final – 2.813m
◦ Estimated 2014 earnings
◦ $5 million
Source: http://www.theaustralian.com.au/business/media/grand-final-most-watched-show-of-2014/story-e6frg996-1227072950169http://www.celebritynetworth.com/articles/celebrity/the-25-highest-earning-youtube-stars/https://www.youtube.com/user/DisneyCollectorBR
Sensis Social Media Report 2015
Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf
Twitter - What You’ll See On The Screen
What To Use Twitter For Connection◦ Finding people in your industry◦ Keeping your followers up to dateIdentifying ◦ Trends ◦ InfluencersInformation
What To Use Instagram ForPromotion
Product
Service
Lifestyle
Engagement through comments
Traffic Driver
Online Shopping
What To Use Pinterest For -CommunicationPromotion
Product
Service
Lifestyle
Engagement through comments
Online catalogue
Cross Selling
What To Use LinkedIn For - EngagementConnections/Introductions
Potential Sales Leads/Referrals
Client Research/Engagement
Testimonials
Education
Groups
Authourity
The Rising Stars
The others………
Know Your Audience
Know Your Audience/Customer!!!!
Sensis Social Media Report 2016
Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf
Oh no! Were using the Back Up Slide
Scheduling Posts
But Be Aware……
http://mashable.com/2012/11/25/social-media-business-disasters-2012/#gallery/biggest-social-media-disasters-of-2012/521295e95198406611001876http://article.wn.com/view/2014/04/23/Aurora_theater_victims_decry_use_of_image_in_AFP_ad_against_/
Who has access to your Social Media?
British entertainment
retailer HMV lost complete
control of its social media
team, when rogue
members used the account
to childishly live-tweet a
massive firing at the
company.
http://www.businessinsider.com.au/10-worst-social-media-marketing-fails-of-2013-2013-11?op=1#6-british-entertainment-retailer-hmv-lost-complete-control-of-its-social-media-team-when-rogue-members-used-the-account-to-childishly-live-tweet-a-massive-firing-at-the-company-5
What happens when things go wrong?
http://mashable.com/2012/11/25/social-media-business-disasters-2012/#gallery/biggest-social-media-disasters-of-2012/521295e9519840661100187b
Consider these:Social Media Policy/Playbook
◦ Employee Access
◦ Account Management
◦ Acceptable Use
◦ Conduct
◦ Content
◦ Security
◦ Legal Issues
CHECK OUT: http://www.marketo.com/trust/social-media-policy.php
What Does This All Mean?
Social media is no longer one size fits all – different platforms attract different audiences
Understand your business – understand your offering
Don’t be scared to play in an online environment
How Can I Take Advantage?
Know your customers and where their social media platform of choice is
You will need to spend the time to understand social media and how to best make it work for you
Take advantage of social media
What To DO Next?
Write down why you’re the best at what you do?
(price/service/product/offering/experience)
Understand who your customers are
Create a Social Media Account
engage
Digital Strategy
What do you want to achieve?
If you don’t know what you want, you can’t decide what you need to do, and you won’t know if you’ve been successful after you’ve done it.
What is your purpose?
Understand Your Purpose
Understand Your Customers/Audience
Create Your Goals/Outcomes
Measure Your Results
Digital Strategy Weekly ThemeMonday
•Behind the Scenes
•About Your Business
•Inspiration
•Project
Tuesday
•Product/Services
•Description
•Uses
•Infomercial
Wednesday
•How to Use
•Tutorial
•Best Uses
•Tips and Tricks
Thursday
•Knowledge/Experience
•Related use
•Common issues
Friday
•Industry
•News
•Updates
•Interesting
Purpose
•Create a better connection and relationship with the customer
Purpose
•Product/Service Awareness
Purpose
•Better customer experience
•Useable content
Purpose
•Awareness
•Exposure
Purpose
•Create content for customers to return
•Exposure
Outcome
•Increase customer loyalty
•Awareness
Outcome
•Request for service
•Sign-up
•Traffic Driver
Outcome
•Reduce product return
•Reduce time allocated for customer support
Outcome
•Awareness to individual
•Awareness to customer
Outcome
•Fresh content supports SEO
•Awareness of industry
•Gratitude
30 Day ChallengeMonday Tuesday Wednesday Thursday Friday Saturday Sunday
Take a picture of your organisation
Interview a customer
Share Content Share some inspiration
Share an event
Ask a question Post a special Share an image Promote your community
Post a Friday Fun One
Promote your other social media channels
Interview a sponsor
Detail of your program
Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp
What Does This All Mean?
Customers now have too many choices – the swipe generation
Most customers don’t want to be sold to, they want confirmation of choice/decision…..or a gentle push
How Can I Take Advantage?
Provide value through education, entertainment and information
Be more than a faceless business – connect with customers using different platforms and content
Use your online content to engage with customers – think competitions, giveaways, tutorials, reviews
What To DO Next?Understand that customers are trying to either◦ Solve a problem◦ Fulfil a want/desire/need
How do you tell SHOW your (potential) customers about your (price/service/product/offering/experience)?
Understand who your customers are and how they communication/interact
Don’t focus on your business, understand who your customer are and focus on them on a personal level
Create engaging content , don’t be afraid to share relevant information, experiences and newsworthy articles.
10 Tips for Understanding Social Media
1. It takes time and patience to build a Social Media audience – it does not happen overnight
2. Social Media is not free – it takes time and effort
3. Understand different channels have different audiences
4. Use social media for social proofing
5. Numbers don’t matter – content is king!
Tips for Understanding Social Media
6. Update regularly, give me a reason to visit/follow you
7. Decide how public or private you want to be
8. A picture says a thousand words – be visual
9. Understand that Social Media is a channel for conversation – if you wouldn’t say it/do it in real life, don’t do it on Social Media
10. There is no such thing as temporary on Social Media
Inspired by http://www.artbusiness.com/facebook-tips-help-protocol-etiquette-and-instructions-for-artists.html
Things to do next……
Goal Setting
Name the top five goals you want to achieve through using social media.
Break down each goal and how you are going to achieve them.
What tools and platform/s do you think are the most suitable to achieve your goals?
What training is needed?
How are you going to measure the success of your social media presences?
Where Next?• Part 2 – The 3 things social media can do for your business
– 15 September 6-7pm
• Part 3 - Reaching Your Audience More Effectively
– 18 October 9am-12.30pm Melinda Shobrook
www.portkemblachamber.com.au
Would Love To Hear From You: Leigh Jewiss – RDA Illawarra
Ph: 4227 4500
Eml: leigh@rdaillawarra.com.au@leighjewiss @rdaillawarraau.linkedin.com/in/leighjewiss/
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