Social media presentation to QORF, March 2014

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Social media presentation to QORF, March 2014

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Social media presentation to QORF, March 2014

  1. 1. www.melkettle.com.au @melkettle Social Media
  2. 2. www.melkettle.com.au @melkettle
  3. 3. www.melkettle.com.au @melkettle
  4. 4. www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle
  5. 5. www.melkettle.com.au @melkettle Doing what you have always done will no longer get you what you have always got www.melkettle.com.au @melkettle
  6. 6. www.melkettle.com.au @melkettle
  7. 7. www.melkettle.com.au @melkettle Social media is a fundamental shift in how we do business
  8. 8. www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle
  9. 9. www.melkettle.com.au @melkettle
  10. 10. www.melkettle.com.au @melkettle 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
  11. 11. www.melkettle.com.au @melkettle Social ! media
  12. 12. www.melkettle.com.au @melkettle 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/
  13. 13. www.melkettle.com.au @melkettle Source: http://www.jeffbullas.com/
  14. 14. www.melkettle.com.au @melkettle Source: http://www.jeffbullas.com/
  15. 15. www.melkettle.com.au @melkettle • 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
  16. 16. www.melkettle.com.au @melkettle Social media myths
  17. 17. www.melkettle.com.au @melkettle 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
  18. 18. www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle Changing perceptions
  19. 19. www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle Brand facts •Facebook: 40% follow a brand. 51% of these will purchase brand! •Twitter: 25% follow a brand, 67% will purchase
  20. 20. www.melkettle.com.au @melkettle Risk of NOT using social media
  21. 21. www.melkettle.com.au @melkettle 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
  22. 22. www.melkettle.com.au @melkettle
  23. 23. www.melkettle.com.au @melkettle Old communication was one-way
  24. 24. www.melkettle.com.au @melkettle Now communication is two-way
 And conversations are with many
  25. 25. www.melkettle.com.au @melkettle Business is no longer B2B. ! It’s no longer B2C. ! It’s now P2P. ! Person 2 Person.
  26. 26. www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle news community referrals feedback traffic influence content goodwill leads sharing relationships branding networking hiring publicity social 
 media
  27. 27. www.melkettle.com.au @melkettle
  28. 28. www.melkettle.com.au @melkettle • Instant! • Interactive! • Accessible! • Measurable! • User generated content Social media is:
  29. 29. www.melkettle.com.au @melkettlewww.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
  30. 30. www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle What does this mean ! for you?
  31. 31. www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle • Education! • Recruitment ! • Industry trends and legislation! • Branding! • Community! • Networking ! • BE AWARE OF CONFIDENTIALITY From a small business perspective
  32. 32. www.melkettle.com.au @melkettle 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
  33. 33. www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle Business pages
  34. 34. www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle
  35. 35. www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle 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!
  36. 36. www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle Analytics
  37. 37. www.melkettle.com.au @melkettle
  38. 38. www.melkettle.com.au @melkettle
  39. 39. www.melkettle.com.au @melkettle twitter • best channel for direct communication! • quick and simple to use! • cost effective! • has keyword search! • excellent to drive traffic to web! • fastest growing
  40. 40. www.melkettle.com.au @melkettle 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
  41. 41. www.melkettle.com.au @melkettle 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
  42. 42. www.melkettle.com.au @melkettle YouTube • #2 search engine! • excellent for customer involvement! • can entertain, inform, educate and engage all at once! • a community! • drives traffic to web
  43. 43. www.melkettle.com.au @melkettle instagram • excellent for showcasing images and now video! • only via phone/tablet! • high user engagement! • great for visual business
  44. 44. www.melkettle.com.au @melkettle blogging • share knowledge ! • promote your business! • position yourself as an expert! • it helps SEO! • creates two-way conversation! • sharpens your business focus!
  45. 45. www.melkettle.com.au @melkettle 4 P’s of Marketing
  46. 46. www.melkettle.com.au @melkettle 4 P’s of Marketing
  47. 47. www.melkettle.com.au @melkettle 4 C’s of marketing and social media... 1.Customers! 2.Content! 3.Channel! 4.Community
  48. 48. www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle The single biggest problem with communication is the illusion that it has 
 taken place.
 
 
 George Bernard Shaw
  49. 49. www.melkettle.com.au @melkettle “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
  50. 50. www.melkettle.com.au @melkettle Customers • Customer is #1! • Know who they are!! • Go where they go! • Engage and converse with them
  51. 51. www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle Source: timidmonster.com
  52. 52. www.melkettle.com.au @melkettle 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...
  53. 53. www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle 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
  54. 54. www.melkettle.com.au @melkettle 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
  55. 55. www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle Source: socialmediatoday.com
  56. 56. www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle
  57. 57. www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle “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
  58. 58. www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle Liking, following, linking, tagging, stumbling: social media is changing the nature of [science]-related interactions Report: The heart of the matter
  59. 59. www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle Source: worldofdtcmarketing.com
  60. 60. www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle Mobile phone is the greatest piece of persuasive technology of all time.! 
 Location-specific! Contextual! Timely! Immediate 
  61. 61. www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle 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
  62. 62. www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle Teenagers prefer texting to talking
  63. 63. www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle Source: http://blog.lab42.com/
  64. 64. www.melkettle.com.au @melkettle 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
  65. 65. www.melkettle.com.au @melkettle
  66. 66. www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle 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 !
  67. 67. www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle 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
  68. 68. www.melkettle.com.au @melkettlewww.melkettle.com.au @melke&le   Social media ! dos and don’ts
  69. 69. www.melkettle.com.au @melkettlewww.melkettle.com.au @melke&le  www.melkettle.com.au @melkettle DO: share your story • NOT just work!! • Be authentic! • Build relationships! • Have a voice
  70. 70. www.melkettle.com.au @melkettlewww.melkettle.com.au @melke&le   Don’t: just sell yourself
  71. 71. www.melkettle.com.au @melkettlewww.melkettle.com.au @melke&le   DO: Build relationships
  72. 72. www.melkettle.com.au @melkettlewww.melkettle.com.au @melke&le  www.melkettle.com.au @melkettle DO: Listen to people
  73. 73. www.melkettle.com.au @melkettlewww.melkettle.com.au @melke&le  www.melkettle.com.au @melkettle DO: Talk to people!
  74. 74. www.melkettle.com.au @melkettlewww.melkettle.com.au @melke&le   DO: Be authentic
  75. 75. www.melkettle.com.au @melkettlewww.melkettle.com.au @melke&le  
  76. 76. www.melkettle.com.au @melkettlewww.melkettle.com.au @melke&le  www.melkettle.com.au @melkettle DON’T: be arrogant
  77. 77. www.melkettle.com.au @melkettlewww.melkettle.com.au @melke&le  www.melkettle.com.au @melkettle DO: say hello
  78. 78. www.melkettle.com.au @melkettlewww.melkettle.com.au @melke&le  www.melkettle.com.au @melkettle DO: Share
  79. 79. www.melkettle.com.au @melkettlewww.melkettle.com.au @melke&le  www.melkettle.com.au @melkettle DO: be relevant and interesting!
  80. 80. www.melkettle.com.au @melkettlewww.melkettle.com.au @melke&le   DO: Ask questions
  81. 81. www.melkettle.com.au @melkettlewww.melkettle.com.au @melke&le  www.melkettle.com.au @melkettle DO: congratulate people • 5. Congratulate people
  82. 82. www.melkettle.com.au @melkettlewww.melkettle.com.au @melke&le  www.melkettle.com.au @melkettle DO: say thank you • 2. Let others know you are listening
  83. 83. www.melkettle.com.au @melkettlewww.melkettle.com.au @melke&le   DO: Just have a chat!
  84. 84. www.melkettle.com.au @melkettlewww.melkettle.com.au @melke&le  www.melkettle.com.au @melkettle 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?
  85. 85. www.melkettle.com.au @melkettlewww.melkettle.com.au @melke&le   DON’T: complicate things • use apps - Tweetbot is my fave, syncs on macbook, iPhone, iPad ! • links to Facebook! • manage multiple twitter accounts! • creates lists
  86. 86. www.melkettle.com.au @melkettlewww.melkettle.com.au @melke&le  
  87. 87. www.melkettle.com.au @melkettle What does this mean for you?
  88. 88. www.melkettle.com.au @melkettle Engaging with QORF will allow you to better leverage a greater volume of people
  89. 89. www.melkettle.com.au @melkettle • Deliver products and services! • Education and information sharing! • Engage with clients and communities ! • Promote programs ! • Announce initiatives! • Entertain and educate From a QORF perspective
  90. 90. www.melkettle.com.au @melkettle Why QORF want you using social media • Show leadership within the sector! • Increase influence ! • Reach and engage with more people! • Collaborate! • Be responsive
  91. 91. www.melkettle.com.au @melkettle 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
  92. 92. www.melkettle.com.au @melkettle
  93. 93. www.melkettle.com.au @melkettle Benefits • Great for those without a website! • QORF to provide guidance ! • you provide images, logo, contacts, links, a blurb
  94. 94. www.melkettle.com.au @melkettle
  95. 95. www.melkettle.com.au @melkettle • 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
  96. 96. www.melkettle.com.au @melkettle 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
  97. 97. www.melkettle.com.au @melkettle • 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
  98. 98. www.melkettle.com.au @melkettle 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
  99. 99. www.melkettle.com.au @melkettle
  100. 100. www.melkettle.com.au @melkettle How?! • Building online communities! • Broaden audience reach! • Increase access to public archival records! • Engage, collaborate and network
  101. 101. www.melkettle.com.au @melkettle Security and risk
  102. 102. www.melkettle.com.au @melkettle External risk • Phishing! • Hackers! • Spammers! • Other idiots who want your info... don’t let them get it!
  103. 103. www.melkettle.com.au @melkettle Internal risk • General carelessness ! • Ego! • Staff leaks - deliberate and accidental! • Blur between personal and professional! • Increased use of smart phones
  104. 104. www.melkettle.com.au @melkettle Top security tips
  105. 105. www.melkettle.com.au @melkettle Use caution when clicking
  106. 106. www.melkettle.com.au @melkettle
  107. 107. www.melkettle.com.au @melkettle Think twice about apps
  108. 108. www.melkettle.com.au @melkettle Assume everything said online stays online
  109. 109. www.melkettle.com.au @melkettle Have a unique password
  110. 110. www.melkettle.com.au @melkettle Keep your browser up to date
  111. 111. www.melkettle.com.au @melkettle 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
  112. 112. www.melkettle.com.au @melkettle 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
  113. 113. www.melkettle.com.au @melkettle
  114. 114. www.melkettle.com.au @melkettle
  115. 115. www.melkettle.com.au @melkettle
  116. 116. www.melkettle.com.au @melkettle 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
  117. 117. www.melkettle.com.au @melkettle Privacy - twitter
  118. 118. www.melkettle.com.au @melkettle
  119. 119. www.melkettle.com.au @melkettle Consider... • Boundaries! • Transparency! • Confidentiality! • Financials! • Consequences! • Work use
  120. 120. www.melkettle.com.au @melkettle 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
  121. 121. www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle ! @melkettle   mel@melkettle.com.au

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