Step into social media RLSS National conference June 11th 2011

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  • Step into Social Media
  • Step into Social Media
  • 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. Step into Social Media
  • 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. Step into Social Media
  • 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.” Step into Social Media
  • You share and create relationship and dialogue with your customers Step into Social Media
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  • 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 Step into Social Media
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  • Powerful tools like ‘Twitter Search’ mean you can simply Step into Social Media
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  • 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 Step into Social Media
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  • 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. Step into Social Media
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  • 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. Step into Social Media
  • 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. Step into Social Media
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  • 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." Step into Social Media
  • 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." Step into Social Media
  • 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." Step into Social Media
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  • 83% of those using the internet have watched video clips Step into Social Media
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  • 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 Step into Social Media
  • 55% have used sites like Fllickr and Picasso to upload photos Step into Social Media
  • 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 Step into Social Media
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  • Research from Universal McCann shows that of those using the internet 73% have read a blog Step into Social Media
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  • Even your congress is now on YouTube Step into Social Media
  • Even your congress is now on YouTube Step into Social Media
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  • Step into social media RLSS National conference June 11th 2011

    1. 1. Sue Anstiss June 11th 2011 Step into Social Media
    2. 2. <ul><li>Quick bit about you... </li></ul>
    3. 3. First newspaper published Computer 1970 1752 1916 1930’s 2011 TV Radio
    4. 4. The old communication model was a monologue.
    5. 5. 3000 The average person is exposed to advertising messages/day
    6. 6. The new communication model is a dialogue.
    7. 8. Social media... <ul><li>People using tools (like blogs and video) & sites (like Facebook and Flickr) to share content and have conversations online. </li></ul>
    8. 9. How can Social Media be used? <ul><li>Generating sales leads </li></ul><ul><li>Product development </li></ul><ul><li>Customer support </li></ul><ul><li>Internal knowledge </li></ul><ul><li>Market & customer feedback </li></ul><ul><li>Rapid sharing </li></ul><ul><li>Executive leadership & visibility </li></ul><ul><li>Branding </li></ul>It’s not just marketing…
    9. 10. But how do we get started?
    10. 11. 10 Keys to Social Media success
    11. 12. 1. Have a strategy
    12. 13. Photo by Utne.com HOPE IS NOT A STRATEGY.
    13. 15. 2. Experiment with social media <ul><li>Experiment personally before professionally </li></ul><ul><li>Try a variety of social media tools </li></ul><ul><li>Be yourself , make some friends , and share </li></ul>
    14. 17. 3. Listen
    15. 21. <ul><li>Avoid puffery </li></ul><ul><li>Avoid evasion and lying </li></ul><ul><li>Admit your mistakes right away </li></ul>
    16. 22. 5. Give generously
    17. 23. <ul><li>Don’t be afraid to share </li></ul><ul><li>Make your content easy to share </li></ul><ul><li>Think like a contributor & not a marketer </li></ul>
    18. 24. Relinquish control
    19. 25. <ul><li>Don't shout Don't broadcast Don’t brag </li></ul><ul><li>Speak like yourself </li></ul><ul><li>Personify your brand </li></ul>
    20. 26. <ul><li>Don’t try to delete or remove criticism </li></ul><ul><li>Admit your shortcomings </li></ul><ul><li>Work openly towards an explanation and solution </li></ul>
    21. 27. <ul><li>Don’t wait until you have a campaign to launch - start planning and listening now </li></ul><ul><li>Build relationships so they’re ready when you need them </li></ul>
    22. 28. <ul><li>‘ Divide and conquer’ within your team </li></ul><ul><li>Recruit more help if needed </li></ul><ul><li>Use your audience to spread the word </li></ul>
    23. 29. 10. Measure results
    24. 30. www.google.com/analytics
    25. 31. Free analytics to measure success
    26. 32. Facebook offers unique analytics
    27. 33. Paid for analysis Level 3 Level 1 Level 2
    28. 36. <ul><li>Social Networks </li></ul><ul><li>News & Bookmarking </li></ul><ul><li>Blogs </li></ul><ul><li>Microblogging </li></ul><ul><li>Video Sharing </li></ul><ul><li>Photo Sharing </li></ul><ul><li>Message boards </li></ul><ul><li>Wikis </li></ul><ul><li>Virtual Reality </li></ul><ul><li>Social Gaming </li></ul><ul><li>Podcasts </li></ul><ul><li>RSS feeds </li></ul>
    29. 38. 600 million users 100+ million mobile WORLDWIDE
    30. 39. Over 24 million users 11+ million daily UK STATS
    31. 40. <ul><li>Your homepage on Facebook </li></ul><ul><li>Messages, photos, videos, events </li></ul><ul><li>Interact with users </li></ul><ul><li>Fans see your page updates in newsfeed </li></ul>
    32. 41. <ul><li>Add the ‘like button’ to your </li></ul><ul><li>website and emails </li></ul>
    33. 42. Over 55 million members In over 200 countries around the world A new member joins LinkedIn every second
    34. 50. 4,000,000,000 The number of photos archived on Flickr.com
    35. 54. S ource: Universal McCann Comparative Study on Social Media Trends April 2008 73% of active online users have read a blog
    36. 56. tools
    37. 58. Who I follow…
    38. 64. Some things to do
    39. 65. <ul><li>NEVER </li></ul><ul><li>FORGET </li></ul><ul><li>THE </li></ul><ul><li>BASIC </li></ul><ul><li>RULES </li></ul>
    40. 66. #1 Set Objectives
    41. 67. #2 Listen
    42. 68. #3 Relinquish control
    43. 69. #4 Engage
    44. 70. #5 Measure
    45. 73. Sue Anstiss 01628 630363 [email_address] @sueanstiss http://uk.linkedin.com/in/sueanstiss www.promotepr.com Grateful thanks for help with my slides to: http://bonafidemarketinggenius.com

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