social media for swim instructors & swim coaches - take ...€¦ · on 21 january 2014,...
TRANSCRIPT
Social media for swim instructors & swim coaches - take your social media to the next level!
Presenter: Yvette Adams
ABOUT ME:YVETTE ADAMS
● Born and raised in NZ from 0-21 years (Wellington)● First job was with equivalent of Aus Sports Commission in
NZ - the Hillary Commission● Travelled for most of my 20s, using London as a base -
worked as a journalist & editor around the world● Two children - aged 11 and 14● Started 6 businesses, sold 2, run 3 now● Won ICT (Information Communications Technology)
Woman of the Year at iAwards in 2013, Entrepreneurial Award at the Women in Technology Awards in 2012 and the Commonwealth Business Owner of the Year at the Telstra Business Women’s Awards in 2010 (Queensland).
● Have my own online show about young entrepreneurs - download and watch it on BRiN
● Sunshine Coast, QLD based (but love any excuse to come to travel and do often)
● Ex swimmer, lifesaver & water polo player● Been using social networks extensively since 2007
● 10 reasons why you should care about social media
● What are the major social networks? How many users do they each have? What kinds of users?
● What about the newer networks? Pinterest? Instagram? Snapchat? Google+? What are they? Should you be on them?
● Defining your objectives ● Defining your target market ● What is your brand voice ● Structure - Profiles, pages, groups, likes,
followers - what does it all mean ● The social media success wheel ● Content creation ● Post, manage and respond ● Analyse, report & improve
WHAT WE’LL COVER TODAY
10 REASONS YOU HAVE TO CARE ABOUT SOCIAL
IT’S ABOUTREASON 1: It’s not about word of mouth anymore…
REASON #2: PEOPLE EXPECT YOU TO BE THERE...
REASON #3: IT HELPS DRIP FEED YOUR MESSAGES TO GO FURTHER TO MORE PEOPLE
REASON #4: YOU CAN REMARKET TO PEOPLE WHO HAVE VISITED YOUR WEBSITE, ADDING ANOTHER MARKETING
TOUCH POINT!
REASON #5: YOU CAN MARKET TO YOUR COMPETITORS FOLLOWERS!
REASON #6: YOU CAN MARKET TO PEOPLE LIKE YOUR EXISTING DATABASE AND EXPAND YOUR BUSINESS QUICKER
REASON #7: YOU CAN GET INSIGHTS THAT CAN DRIVE YOUR BUSINESS ACTIVITIES
REASON #8: YOU CAN MONITOR & MANAGE YOUR ONLINE REPUTATION / FIND OPPORTUNITIES
REASON #9: YOU CAN MARKET AT THE PRECISE OPTIMUM TIME THAT YOUR AUDIENCE ARE ONLINE & INTERESTED
“In a world where every consumer is a reporter, every business owner and employee should be a
marketer.” - Scott Stratten of Unmarketing
REASON 10. EVERY EMPLOYEE SHOULD ALSO BE A MARKETER
social media
INTRODUCING THE 7 STEP ‘SOCIAL MEDIA SUCCESS WHEEL’
5. Create Content
4. Set Up Social Sites – Professionally!
7. Analyse and Improve
1. Set Objectives
3. Social Media Brand/Voice
2. Target Market
6. Post, Respond, Connect & Manage
oBJECTIVES FACEBOOK OFFERS THROUGH THEIR ADVERTISING
STEP 1: SET OBJECTIVES
ACTION:
DEFINE 1-3 OBJECTIVES FOR YOUR ORGANISATION ON SOCIAL MEDIA
STEP 2: UNDERSTAND YOUR EXISTING AUDIENCE & DEFINE YOUR TARGET AUDIENCE
STEP 2: UNDERSTAND YOUR EXISTING AUDIENCE: CHECK YOUR PAGE INSIGHTS
CHOOSING YOUR AUDIENCESTEP 2: DEFINING YOUR TARGET AUDIENCE ON FB ADVERTISING
ACTION:
DEFINE YOUR TARGET AUDIENCE
STEP 3. SOCIAL MEDIA BRAND VOICE – HOW WILL YOU TALK, WHO WILL YOU LINK IN WITH, AND WHAT WILL YOU TALK
ABOUT?VOICE: What sort of
company/person are you?
• Fun and friendly?• Corporate?• Industrial/blokey?• Prim & proper/royal
English?
TOPICS: What are safe topics which are definitely
of interest to your audience
• Entrepreneurship• Social media• Female leaders• Creativity• Start up• Tech trends
INFLUENCERS: Whose posts can you share,
comment on, gain inspiration (non
competitive)
• Business Insider• Buffer• Social Bro• ADDA• AIMIA• ANZIAEXERCISE:
COMPLETE YOUR WORKBOOK AND DEVELOP YOUR OWN ‘BRAND VOICE’
LOOK WHAT WE MADE FOR OUR MOBILE COFFEE VAN CLIENT..
ACTION:
WHAT IS YOUR BRAND VOICE? TOPICS? INFLUENCERS?
DOCUMENT THIS TOWARDS YOUR SOCIAL MEDIA STRATEGY
2002 2004
2005 2006
SO WHAT SOCIAL NETWORKS ARE OUT THERE ANYWAY?
2010+
Business Pages 2012
BUT WAIT THERE’S MORE…
2011 + Business Pages
2012
2010 - Acquired by Facebook for $1bn in
2012.Business pages
added in Aug 2016.
2011 – now 100 million
daily active users
SO WHAT SOCIAL NETWORKS ARE OUT THERE ANYWAY?
SOCIAL MEDIA STATS AUSTRALIA
Source: http://www.socialmedianews.com.au
STRUCTURE OF SOCIAL NETWORKS
Personal PROFILEFor you, the individual
Connect with “FRIENDS”
Business PAGESFor your
business/organisation.Users chose to
“LIKE” your page(a PROFILE needs to be
an ADMIN
GROUPSCan open, closed
or secret, for you to group with other
Profiles/individuals
EVENTSCelebration, event,
launch, etcCan be set up from
Profile or Page
STRUCTURE OF SOCIAL NETWORKSNETWORK Profiles Business Pages Groups Events
Facebook ✓ ✓ ✓Can be Public, Private
or Secret
✓
Twitter NO DIFFERENCE BETWEEN PROFILE
OR BUSINESS
NO DIFFERENCE BETWEEN PROFILE
OR BUSINESS
NO NO
Instagram ✓ ✓ NO NO
YouTube NO DIFFERENCE BETWEEN PROFILE
OR BUSINESS
NO DIFFERENCE BETWEEN PROFILE
OR BUSINESS
NO NO
Linkedin ✓ ✓ ✓Can be Public or Private
NO (no longer)
Pinterest ✓ ✓ NO NO
G+ ✓ ✓ ✓ (called communities)
✓
HOW TO FIND WHAT YOU ALREADY HAVE (& WHAT YOUR COMPETITORS HAVE TOO)
FACEBOOK PAGESTOP TIPS:
The cover image is good real estate - use it (and change it from time to time!)
The profile image should be your logo & render well soon.
Page likes are not everything, but you should have some sort of base to command credibility
Call to action - what works best for your business
Is your page verified?
Have you got the right categorisation
What is your star rating?
How many reviews have you got?
What is your response rate and average response time?
FACEBOOK PAGES
BETTER
OK
ORIENTATION AROUND FACEBOOK PAGE SETTINGSTOP TIPS:
- Allow reviews (in fact encourage them!)
- Allow visitor posts- Verify your page- Consider page roles - have at
least 2 administrators- Enable auto responses (under
messaging)
VERIFY YOUR PAGE
MAKE YOUR ACCOUNTS LOOK GOOD WITH GREAT GRAPHICS! INTRODUCING… CANVA!
HOW TO LOOK GOOD - GOOD EXAMPLE
• Should all align on profile image selection to enforce brand recognition, but perhaps distinguish with a word.
• Should all align philosophy on cover graphic - perhaps these could be professionally created and supplied monthly with offers/specials OR personalised to feature the local people/interior/exterior etc?
•
HOW TO LOOK GOOD - NOT SO GOOD EXAMPLE
ACTION:
WHAT ACTIONS DO YOU NEED TO IMPROVE YOUR FB PAGE?
WHAT ABOUT OTHER SOCIAL CHANNELS
GET THESE APPS TO USE FACEBOOK ON YOUR PHONE
STEP 5: CREATING CONTENT• Ask questions• The 10% will get the
most interaction• Be brief – less than 80
characters ideal - think in headlines.
• Give opinion• Share the load – get
others to ‘feed in’ A highly engaged post for our client Digital Careers Australia.
GETTING THE CONTENT MIX RIGHT: OUR 30/30/30/10 FORMULA
GIVE VALUE - NO SALE IN IT FOR YOU
OR THE NEXT PERSON
INSPIRATION - MEMES,
CARTOONS, QUOTES, PHOTOS
SELF PROMOTE - COMPANY NEWS, NEW HIRES, AWARD WINS,
SPECIAL OFFERS, NEW PRODUCTS ETC.
PROMOTE OTHERS
NOTE - SOME POSTS MAY BE ‘HYBRID POSTS’ i.e. THEY ARE A CROSS BETWEEN THESE
DEFINITIONS.
5. Create Content
DON’T EVER POST WITHOUT AN IMAGE! IT INCREASES VISIBILITY BY 40%
● Images with your people ‘in situ’ are great● Emotion is great● Images of your actual customers or people very like your target
customers are best● Get a store of images for future use?● Ideas include:
○ Team special occasions○ Regular customers○ Success stories○ Create branded quotes?
EXERCISE: WHAT IMAGES DO YOU HAVE OR COULD YOU PRODUCE?
LOOK WHAT WE MADE FOR OUR MOBILE COFFEE VAN CLIENT..
POSTING MULTIPLE PHOTOS!
DISCUSSION:
WHAT IMAGERY DO WE HAVE TO PLAY WITH?
DOES HEAD OFFICE PRODUCE IT OR DO WE?
COULD WE COLLABORATE AND SAVE ON ‘REINVENTING THE WHEEL’?
VIDEO WORKS REALLY WELL ON SOCIAL...
SO DOES FACEBOOK LIVE● People get ‘curious’ and click ‘StellaRossa is now live’● Video content gets good reach, despite algorithim updates● Video content communicates via sound + sight● Live video sits on your page as content● Live video content once on your page can be boosted too!● Ideas include:
○ Testimonials○ Unpacking new coffee○ Making coffee or food○ Serving food +++
EXERCISE:
WHAT LIVE OR GENERAL VIDEO CONTENT COULD YOU PRODUCE?
THEN THERE ARE STORIES TOO!● Can be image or video based● Can ‘string together’ stories to … tell a story● Short lived content, can be highly engaged, but more work
to produce● Popular in instagram and Snapchat, now available in
Facebook too● Currently Facebook only has stories for individuals but
business stories in beta mode and offered to some users via mobile app currently (due out soon)
EXERCISE:
WHAT STORIES COULD YOU PRODUCE ON FACEBOOK, INSTAGRAM OR SNAPCHAT?
INSTAGRAM STORIES!
TIMING OF YOUR POST IS EVERYTHING TOO...
On 21 January 2014, Facebook put through a game-changing algorithm update, forcing all business users to seriously consider
advertising just to have their posts be seen on Facebook. In January 2018 this got even tougher. The short of it is, if you don’t
spend on Facebook, you might as well not bother at all.
FACEBOOK BOOSTED POSTS...
● Expect to pay at least $1-$2 per action
● Minimum $20-$30 / post● Bet on ‘winning horses’ or self
promotional posts ● In short, you WILL need a budget
6. POST, MANAGE, RESPOND
MESSAGING - SET UP INSTANT
REPLIES
You need to respond to at least 75% of the messages within a day or less to show response time on your page.Currently set to "Typically takes more than a day to reply" with 100% response rate.
COMMENTSComments are generally public. You can:
● Like● Reply● Message privately● Hide
We recommend you do something, and only hide if ABSOLUTELY necessary.
If you message, remember they could screenshot and share.
MESSAGING - CHAT BOTS ARE VERY EXCITING & ALREADY HEAVILY IN USE!
WEBINAR ON CHAT BOTS HAPPENING 10 MAY. SEE: https://www.thecreativecollective.com.au/events
STEP 7 - ANALYSE & IMPROVE
1. More likes or followers?2. More engagement? The number of people sharing, liking and commenting on your
posts?3. Specific business related outcomes i.e. recruitment - increase in quality candidates for
available positions enquiring via social channels4. Improved Sentiment – i.e. Level of positive discussion about brand/organisation
generated online across social networks 5. Web traffic - Increase of Unique Visitors to websites per month from social channels?6. Increased database via social channels?7. Leads from social channels?
First - how will you measure success? What are you shooting for?
EXERCISE: COMPLETE YOUR WORKBOOK DEFINING HOW YOU WILL MEASURE SUCCESS
RECAP ON THE 7 STEP ‘SOCIAL MEDIA SUCCESS WHEEL’
5. Create Content
4. Set Up Social Sites – Professionally!
7. Analyse and Improve
1. Set Objectives
3. Social Media Brand/Voice
2. Target Market
6. Post, Respond, Connect & Manage
QUESTIONS? ?
THANK [email protected]
(07) 5451 1315
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