Step into social media june workshop 2010

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  • Sue – General introduction including: our names, what we do in the UK, some of the operators we have worked with. KS - This is our third year at IHRSA and in the past we have talked about how to engage with the community beyond the walls of your facility. This year we are going to be exploring how better to communicate with the people close to you – your staff and your members. Effective communication is absolutely vital to the success of your business yet it is something that the majority of us spend very little time considering. We are in a people business and communication is absolutely core to our business. Despite this, how many of you have put aside training budget this year to specifically make you more effective communicators? This is not unusual. We all get so wrapped up in day today operations and issues that need our immediate attention, staff recruitment, H&S checks, member tours etc that it is sometimes difficult to stand back and consider fundamental issues. In the last 30 years, technological developments have hugely increased the opportunities to communicate to the people close to us. With the simple push of a ‘send’ button we can send a message to literally thousands of senders in seconds. Scary stuff that offers huge benefits but also introduces some dangers too, the danger is we get so used to sending emails that we forget about the importance of human contact and intimate relationship building. During this presentation we have an opportunity to take 90 minutes out of our busy schedules and really think about the communication practices we are involved in every day. Ultimately better engagement with staff and members will result in better retention, all impacting bottom line.
  • One of the things that operators have talked about for many years is trying to extend clubs outside the physical walls of a club to create more of a community. The incredible growth in social media in recent years means there are now incredible opportunities for clubs to engage with their members on a regular basis creating Valuable relationships that will ultimately create long term memberships. With so many hundreds of social networking applications now available its simply a matter of your choosing how you want to communicate with your members. In this part of the session I am going to explore how you might use Web 2.0 and the area of social networking to communicate with your members and potential members. Clearly, in the 30 minutes I have left it would not be possible to examine the massive range of tools that exist, but what I plan to do is to highlight why you should be using social networking if you’re not already, give you some tips for getting started and some golden rules to follow to ensure you get the most from this opportunity.
  • Thanks Well Katie has talked about how you get the most from communicating with staff and members within the club and I am going to look at how you can make the most of the tools now available to reach members when they are not in the club. One of the things that operators have talked about for many years is trying to extend clubs outside the physical walls of a club to create more of a community. The incredible growth in social media in recent years means there are now incredible opportunities for clubs to engage with their members on a regular basis creating Valuable relationships that will ultimately create long term memberships. With so many hundreds of social networking applications now available its simply a matter of your choosing how you want to communicate with your members. In this part of the session I am going to explore how you might use Web 2.0 and the area of social networking to communicate with your members and potential members. Clearly, in the 30 minutes I have left it would not be possible to examine the massive range of tools that exist, but what I plan to do is to highlight why you should be using social networking if you’re not already, give you some tips for getting started and some golden rules to follow to ensure you get the most from this opportunity.
  • To understand the context for social media you need to understand that there has been a big change in the way businesses market themselves. Many of you may have just seen Seth Godin’s presentation. He coined the phrase ‘interruption marketing’ for the way in which in the past companies have tried to reach their customers by interrupting what they are watching or listening to and blasting a message at them. The way in which companies will communicate with their customers in the coming years has completely changed. Now longer will it be a matter of ‘pushing’ information out to people. It’s now a matter of ‘pulling’ them to you. And you do this by sharing information.
  • Research shows that on average person is subject to some 3,000 essentially random pitches per day. Two-thirds of people surveyed said they feel “constantly bombarded” by ads, and 59% said the ads they see have little or no relevance to them.”
  • You share and create relationship and dialogue with your customers
  • Listen – find the tools that work for you (technorati, GoogleBlogSearch, Google Alerts, BlogPulse, etc.) * Determine where your customers participate, listen, read, and speak with them on their terms * Assign a community manager or multiple managers and start commenting, reading, writing, sharing, and participating
  • There are a whole range of tools available to clubs to help maximise this opportunity.
  • There are a whole range of tools available to clubs to help maximise this opportunity.
  • There are a whole range of tools available to clubs to help maximise this opportunity.
  • There are a whole range of tools available to clubs to help maximise this opportunity.
  • There are a whole range of tools available to clubs to help maximise this opportunity.
  • Listen – find the tools that work for you (technorati, GoogleBlogSearch, Google Alerts, BlogPulse, etc.) * Determine where your customers participate, listen, read, and speak with them on their terms * Assign a community manager or multiple managers and start commenting, reading, writing, sharing, and participating
  • Find the tools that work for you (technorati, GoogleBlogSearch, Google Alerts, BlogPulse, etc.) * Determine where your customers participate, listen, read, and speak with them on their terms * Assign a community manager or multiple managers and start commenting, reading, writing, sharing, and participating
  • Powerful tools like ‘Twitter Search’ mean you can simply
  • Powerful tools like ‘Twitter Search’ mean you can simply
  • Here are a couple of sites that demonstrate this clearly! But just type in a few brand names to Twitter Raptor of Googleblogsearch and you will soon see what people are saying
  • Participate as a contributor and not a marketer.
  • Find out where your members are and what they are talking about and begin to join in the conversations – honestly and openly
  • Forget control. This is about enabling conversations, facilitating connections & “engagement” and eventually, if you lay the foundation well, you’ll have the ability to INFLUENCE. But never to control.
  • The key is to share a lot and when you think you have then share some more. That might be on your site or on Facebook etc
  • social media is about sociology and less about technology
  • In terms of some simple tips and rules for how you go about communicating with your members via social media this phrase sums it up for me…‘Giving Back is the New Black’. This follows through all you do in new media and here are a few examples…
  • Listen – find the tools that work for you (technorati, GoogleBlogSearch, Google Alerts, BlogPulse, etc.) * Determine where your customers participate, listen, read, and speak with them on their terms * Assign a community manager or multiple managers and start commenting, reading, writing, sharing, and participating
  • There are a whole range of tools available to clubs to help maximise this opportunity.
  • There are a whole range of tools available to clubs to help maximise this opportunity.
  • There are a whole range of tools available to clubs to help maximise this opportunity.
  • You Tube continues to grow rapidly – it’s incredible to think it only launched in 2006 and yet in January this year over 100 million Americans watched videos on YouTube. 13 hours of video are uploaded every minute on YouTube --- so in the time we’re presenting that’s …. MPs now on YouTube How many of you have uploaded videos onto You Tube for your club or your brands Anyone want to share success stories of how they use it? You may have seen the example that follows before as it’s now been viewed by 100 million times. But when it was first launched it was quite simply a video to raise profile for this obscure product…
  • You Tube continues to grow rapidly – it’s incredible to think it only launched in 2006 and yet in January this year over 100 million Americans watched videos on YouTube. 13 hours of video are uploaded every minute on YouTube --- so in the time we’re presenting that’s …. MPs now on YouTube How many of you have uploaded videos onto You Tube for your club or your brands Anyone want to share success stories of how they use it? You may have seen the example that follows before as it’s now been viewed by 100 million times. But when it was first launched it was quite simply a video to raise profile for this obscure product…
  • 83% of those using the internet have watched video clips
  • (YouTube) 100 million videos are watched on the site each day, 13 hours of video are uploaded every minute Tom Dixon in 2007 $901 dollars on ebay – went to charity 100 million views Dramatically increased the sales of his blenders
  • And 57% have joined a social network. Hope you like my Facebook photo! Now one out of every eleven minutes spent online worldwide is spent on an online community or social network. In the UK, this figure is one out of every six minutes spent online. For instance, Nielsen's latest research notes that a whopping forty-seven per cent of people who are online in the UK now use Facebook.  Furthermore, the report notes that, if recent trends were to continue, "by mid-June 2009 there would be as many 35-49 year olds on Facebook as 18-34 year olds."
  • There are a whole range of tools available to clubs to help maximise this opportunity.
  • When 18-24 year old Brits were asked how they would spend 15 minutes of free time, 45% claimed they would check out their favourite social networks… Facebook says that 28 million pieces of content are uploaded every month And 18 million users update their profile at least once a day There are issues around control here. How do you stop people from coming into a group and being negative about your club? Again, it’s a case of letting go and understanding that you can’t control what everyone says. How many of your have networks on LinkedIn for your members? Eg of the IOD.
  • And 57% have joined a social network. Hope you like my Facebook photo! Now one out of every eleven minutes spent online worldwide is spent on an online community or social network. In the UK, this figure is one out of every six minutes spent online. For instance, Nielsen's latest research notes that a whopping forty-seven per cent of people who are online in the UK now use Facebook.  Furthermore, the report notes that, if recent trends were to continue, "by mid-June 2009 there would be as many 35-49 year olds on Facebook as 18-34 year olds."
  • And 57% have joined a social network. Hope you like my Facebook photo! Now one out of every eleven minutes spent online worldwide is spent on an online community or social network. In the UK, this figure is one out of every six minutes spent online. For instance, Nielsen's latest research notes that a whopping forty-seven per cent of people who are online in the UK now use Facebook.  Furthermore, the report notes that, if recent trends were to continue, "by mid-June 2009 there would be as many 35-49 year olds on Facebook as 18-34 year olds."
  • And 57% have joined a social network. Hope you like my Facebook photo! Now one out of every eleven minutes spent online worldwide is spent on an online community or social network. In the UK, this figure is one out of every six minutes spent online. For instance, Nielsen's latest research notes that a whopping forty-seven per cent of people who are online in the UK now use Facebook.  Furthermore, the report notes that, if recent trends were to continue, "by mid-June 2009 there would be as many 35-49 year olds on Facebook as 18-34 year olds."
  • When 18-24 year old Brits were asked how they would spend 15 minutes of free time, 45% claimed they would check out their favourite social networks… Facebook says that 28 million pieces of content are uploaded every month And 18 million users update their profile at least once a day There are issues around control here. How do you stop people from coming into a group and being negative about your club? Again, it’s a case of letting go and understanding that you can’t control what everyone says. How many of your have networks on LinkedIn for your members? Eg of the IOD.
  • When 18-24 year old Brits were asked how they would spend 15 minutes of free time, 45% claimed they would check out their favourite social networks… Facebook says that 28 million pieces of content are uploaded every month And 18 million users update their profile at least once a day There are issues around control here. How do you stop people from coming into a group and being negative about your club? Again, it’s a case of letting go and understanding that you can’t control what everyone says. How many of your have networks on LinkedIn for your members? Eg of the IOD.
  • And 57% have joined a social network. Hope you like my Facebook photo! Now one out of every eleven minutes spent online worldwide is spent on an online community or social network. In the UK, this figure is one out of every six minutes spent online. For instance, Nielsen's latest research notes that a whopping forty-seven per cent of people who are online in the UK now use Facebook.  Furthermore, the report notes that, if recent trends were to continue, "by mid-June 2009 there would be as many 35-49 year olds on Facebook as 18-34 year olds."
  • And 57% have joined a social network. Hope you like my Facebook photo! Now one out of every eleven minutes spent online worldwide is spent on an online community or social network. In the UK, this figure is one out of every six minutes spent online. For instance, Nielsen's latest research notes that a whopping forty-seven per cent of people who are online in the UK now use Facebook.  Furthermore, the report notes that, if recent trends were to continue, "by mid-June 2009 there would be as many 35-49 year olds on Facebook as 18-34 year olds."
  • And 57% have joined a social network. Hope you like my Facebook photo! Now one out of every eleven minutes spent online worldwide is spent on an online community or social network. In the UK, this figure is one out of every six minutes spent online. For instance, Nielsen's latest research notes that a whopping forty-seven per cent of people who are online in the UK now use Facebook.  Furthermore, the report notes that, if recent trends were to continue, "by mid-June 2009 there would be as many 35-49 year olds on Facebook as 18-34 year olds."
  • And 57% have joined a social network. Hope you like my Facebook photo! Now one out of every eleven minutes spent online worldwide is spent on an online community or social network. In the UK, this figure is one out of every six minutes spent online. For instance, Nielsen's latest research notes that a whopping forty-seven per cent of people who are online in the UK now use Facebook.  Furthermore, the report notes that, if recent trends were to continue, "by mid-June 2009 there would be as many 35-49 year olds on Facebook as 18-34 year olds."
  • There are a whole range of tools available to clubs to help maximise this opportunity.
  • Creating a Flickr group for your staff and members is a great way to create a community that shares photography at your club. Create a group in Flickr and
  • Creating a Flickr group for your staff and members is a great way to create a community that shares photography at your club. Create a group in Flickr and
  • 55% have used sites like Fllickr and Picasso to upload photos
  • 55% have used sites like Fllickr and Picasso to upload photos
  • Creating a Flickr group for your staff and members is a great way to create a community that shares photography at your club. Create a group in Flickr and
  • There are a whole range of tools available to clubs to help maximise this opportunity.
  • There are currently over 200 million blogs in existence. In the US and the UK around 25% of the population using the internet have blogs, in Asia it’s much higher – in xxx the number is over 70%
  • Research from Universal McCann shows that of those using the internet 73% have read a blog
  • Social media impacts your brand’s reputation
  • There are a whole range of tools available to clubs to help maximise this opportunity.
  • Even your congress is now on YouTube
  • Even your congress is now on YouTube
  • Even your congress is now on YouTube
  • Even your congress is now on YouTube
  • There are a whole range of tools available to clubs to help maximise this opportunity.

Transcript

  • 1. Sue Anstiss June 2010 Step into Social Media
  • 2.  
  • 3. First newspaper published Computer 1970 1752 1916 1930’s 2010 TV Radio
  • 4.
    • Quick bit about you...
    • Your experience of social media?
    • What you’d like from today?
  • 5. The old communication model was a monologue.
  • 6. 3000 The average person is exposed to advertising messages/day
  • 7. The new communication model is a dialogue.
  • 8. What is social media?
    • People using tools (like blogs and video) & sites (like Facebook and Flickr) to share content and have conversations online.
  • 9. Why should we care
  • 10. BECAUSE 2/3 OF THE GLOBAL INTERNET POPULATION VISIT SOCIAL NETWORKS Nielsen, Global Faces & Networked Places, 2009 Photo by sinulog 2006 at Flickr
  • 11. BECAUSE VISITING SOCIAL SITES IS NOW THE MOST POPULAR ONLINE ACTIVITY – AHEAD OF PERSONAL EMAIL Nielsen, Global Faces & Networked Places, 2009
  • 12.  
  • 13.  
  • 14.  
  • 15.  
  • 16.  
  • 17.  
  • 18. Selectives Mavens Butterflies Wallflowers Engagement dbase July 2009 – Top100 Brands Wetpaint & Allimeter
  • 19. Engagement correlates with performance
  • 20. But how do we get started?
  • 21. 1. Have a strategy
  • 22.  
  • 23. 2. Listen
  • 24.  
  • 25.  
  • 26.  
  • 27.  
  • 28.  
  • 29. 3. Engage
  • 30. Immerse yourself in the conversations. (any or all of the above are a good place to start!)
  • 31. Relinquish control
  • 32. 4. Give generously
  • 33. Hint: Share some stuff.
  • 34.  
  • 35.  
  • 36.  
  • 37. 5. Measure results
  • 38. www.google.com/analytics
  • 39. YouTube analytics
  • 40. Facebook offers unique analytics Standard Reporting Standard Impression, Clicks, Video Plays Facebook Enhanced Reporting Engagement report Lexicon measures ‘buzz’ and sentiment on Facebook Page report Pulse Data reports the interests of your fans
  • 41. Paid for analysis Level 3 Level 1 Level 2
  • 42. Questions so far
  • 43. The conversations are powered by…
    • Blogs
    • Micro Blogs
    • Online Chat
    • RSS
    • Widgets
    • Social Networks
    • Social Bookmarks
    • Message Boards
    • Podcasts
    • Video Sharing Sites
    • Photo Sharing Sites
    • Virtual Worlds
    • Wikis
    • Geo-location Services
    (…just to name a few)
  • 44. The conversations are powered by…
    • Blogs
    • Micro Blogs
    • Online Chat
    • RSS
    • Widgets
    • Social Networks
    • Social Bookmarks
    • Message Boards
    • Podcasts
    • Video Sharing Sites
    • Photo Sharing Sites
    • Virtual Worlds
    • Wikis
    • Geo-location Services
  • 45. The conversations are powered by…
    • Blogs
    • Micro Blogs
    • Online Chat
    • RSS
    • Widgets
    • Social Networks
    • Social Bookmarks
    • Message Boards
    • Podcasts
    • Video Sharing Sites
    • Photo Sharing Sites
    • Virtual Worlds
    • Wikis
    • Geo-location Services
  • 46. 13 HOURS Picture from www.pujoproductions.net The amount of video uploaded to YouTube every minute.
  • 47. 100,000,000 The number of YouTube videos viewed per day
  • 48. 412.3 YEARS Photo by www.redbubble.com The length of time it would take to view every YouTube video
  • 49.
    • 83%
    have watched video clips
  • 50.  
  • 51. Using YouTube for business 10 great ideas!
  • 52. The conversations are powered by…
    • Blogs
    • Micro Blogs
    • Online Chat
    • RSS
    • Widgets
    • Social Networks
    • Social Bookmarks
    • Message Boards
    • Podcasts
    • Video Sharing Sites
    • Photo Sharing Sites
    • Virtual Worlds
    • Wikis
    • Geo-location Services
  • 53.  
  • 54.  
  • 55.
    • 57%
    • have joined
    • a social
    • network
  • 56.  
  • 57. Photo’s Events Video Comments Groups Messages Pages Applications
  • 58. 500 million users 100+ million MOBILE WORLDWIDE
  • 59. Over 24 million users 11+ million daily UK STATS
  • 60. Over 55 million members In over 200 countries around the world A new member joins LinkedIn every second
  • 61.  
  • 62.  
  • 63.  
  • 64. The conversations are powered by…
    • Blogs
    • Micro Blogs
    • Online Chat
    • RSS
    • Widgets
    • Social Networks
    • Social Bookmarks
    • Message Boards
    • Podcasts
    • Video Sharing Sites
    • Photo Sharing Sites
    • Virtual Worlds
    • Wikis
    • Geo-location Services
  • 65.  
  • 66. 4,000,000,000 The number of photos archived on Flickr.com - October 2009
  • 67.  
  • 68.  
  • 69.  
  • 70. The conversations are powered by…
    • Blogs
    • Micro Blogs
    • Online Chat
    • RSS
    • Widgets
    • Social Networks
    • Social Bookmarks
    • Message Boards
    • Podcasts
    • Video Sharing Sites
    • Photo Sharing Sites
    • Virtual Worlds
    • Wikis
    • Geo-location Services
  • 71. 200,000,000 blogs
  • 72. S ource: Universal McCann Comparative Study on Social Media Trends April 2008 73% of active online users have read a blog
  • 73.
    • 36% think more positively about companies that have blogs
  • 74. The conversations are powered by…
    • Blogs
    • Micro Blogs
    • Online Chat
    • RSS
    • Widgets
    • Social Networks
    • Social Bookmarks
    • Message Boards
    • Podcasts
    • Video Sharing Sites
    • Photo Sharing Sites
    • Virtual Worlds
    • Wikis
    • Geo-location Services
  • 75. 1,105% year on year growth
  • 76. Nearly 75 million people visited the Twitter site in January 2010…
  • 77. 1.2 billion Tweets – in January 2010
  • 78. tools
  • 79.  
  • 80. Who I follow…
  • 81.  
  • 82. The conversations are powered by…
    • Blogs
    • Micro Blogs
    • Online Chat
    • RSS
    • Widgets
    • Social Networks
    • Social Bookmarks
    • Message Boards
    • Podcasts
    • Video Sharing Sites
    • Photo Sharing Sites
    • Virtual Worlds
    • Wikis
    • Geo-location Services
  • 83. Geo-location services
  • 84.  
  • 85.  
  • 86. Branded geo-location services
  • 87.  
  • 88. Some things to do
  • 89. IF YOUR PRODUCT IS RUBBISH, SOCIAL MEDIA WON’T FIX IT. Photo by arlen at Flickr.com
  • 90. HOWEVER, IF YOUR CUSTOMER SERVICE IS RUBBISH, SOCIAL MEDIA CAN HELP
  • 91. IF YOUR COMPANY’S WORD OF MOUTH IS RUBBISH, SOCIAL MEDIA CAN HELP
  • 92.
    • NEVER
    • FORGET
    • THE
    • BASIC
    • RULES
  • 93. RULE #1 : HAVE A STRATEGY
  • 94. Photo by Utne.com HOPE IS NOT A STRATEGY.
  • 95. RULE #2: LISTEN
  • 96. RULE #3. ENGAGE
  • 97. RULE #4 : BE GENEROUS
  • 98. RULE #5 : MEASURE
    • Audience
    • Engagement
    • Loyalty
    • Influence
    • Action
  • 99. Food for thought...
  • 100. “ Marketing”
  • 101. “ Advertising”
  • 102. “ Public Relations”
  • 103. “ Social Media Marketing”
  • 104. Testing the Methodology
  • 105. “ White Christmas”
  • 106. Some reading material...
  • 107.  
  • 108.  
  • 109. Sue Anstiss 01628 630363 [email_address] www.promotepr.com Grateful thanks for help with my slides to: http://bonafidemarketinggenius.com