Stand. Pause. 4Fs. DOLLARMITE: Social Media is about people: earning trust & building relationships. GOOD NEWS. Now is best time to me marketing your business. BEST TIME to market WEB TOOLS (free) 1-2-3
My career emerged from the kitchen. Cold kitchen chef in Austria, Waiter in Canary Islands & Dish pig in Ios. 700 hours in that tiny kitchen alone! Rayner (Kitzbuehl - german) Milenko (kosovo – Serbian) Sneaky Pete – (Manly) Multi-lingual in 4 letter words. GOOD NEWS. Now is best time to me marketing your business. BEST TIME to market WEB TOOLS (free) Dollarmite account in Grade 1 (1986) each week 50c built an asset you can withdraw from Pays Interest ANALOGY TODAY: Invest in remarkable content RTs, links, likes, FWDs are compound interest they accumulate and build value 1-2-3 warm the brain up.
Best stat – 14% vs 78%. Best form of marketing...? WOM + Referral. Social is WOM on STEROIDS. Social media is a bit like coming to FULL DAY WORKSHOP STRANGERS ACQUAINTENCES FRIENDS CUSOTOMERS SM is about People. Earning Attention. Building Trust & Nurturing Relationships.
DRAW OB WHITEBOARD Who’s on Twitter...? Everyone else can tune out for 30 secs. Not offended if you look at your phone. Only if you’re tweeting. I’ll be checking my phone during the videos for tweets. And i know where your sitting if anyone saying anything nasty about!
Uses Social Media? Success with Social Media? Move country? STAND UP: Who has a website? Email Marketing? Facebook? Blogs? YouTube? Twitter? LinkedIn? Google +? MySpace? WHO WANTS TO WIN BLUEWIRE WINE..? Pass bucket & add your card.
Wasting time, say something wrong, start a fight, get fired, get sued, negative comments … SPAM laws, CC database and deluge of abuse WORSE YET: Named and shamed by a blogger FAVE: One-click unsubscribe. 73000 customers. button
21-year-old female college student in Seattle from Weiner's Twitter account Send lewd pic via twitter & there was a huge uproar. He fell on sword and was forced resigned. Natural reaction – ban Twitter – avoid potential embarrassment. What if Weiner had taken a knife and stabbed the girls??
Are the knives to blame? With training knives are extremely useful in the kitchen. Without training you’re likely to cut your finger. TODAY: Highlight the pitfalls & how to avoid the embarrassment & loss of revenue Show you case studies of companies using Twitter, Facebook, YouTube, Email & Blog. Your social media strategy and how you’d respond in a crisis.
Don’t have enough time, employees might waste time, it’s often banned.
Jeff Jarvis, Computer warranty. Shocking customer service. Blogged + 253 comments. No response. Dell Hell. Press started writing. #1 on google for DELL. Share price dropped. Then they realised. (email + word of mouth… pre-facebook + twitter) Michael Dell came back, $1.5m to resurrect problem. Corporate Blog + Idea Storm. Spoke on panel with @RichardatDELL Now DELL are leading the way!
How much would you pay for a tool to prevent that happening to you? Free. Social Media monitoring tool? LINK on landing page!
Done properly can have a positive effect IF you know & follow the rules!
Social media is like one big cocktail party. Meeting new people, hanging out with people we like. LISTEN, ASK, NEVER SHOUT. KNOW LIKE & TRUST.
Fraser Coast Food Service
Sydney Opera Centre. Authentic + Honest
We did this for our event. 42 retweets. Which reached ~20,000 extra followers (personally endorsed too) REACHED 40 x our 521 followers. Who bought tickets via TWITTER (not on our email list).
43 RTs 20,000 + followers 40x our 500 followers 25% of the tickets sold were from twitter.
Facebook’s terms have changed slightly re: COMPETITIONS but the case study still stands as example of using existing features!
Fraser Coast Food Service Internal communications with all the sub-offices.
If 10 friends recommend a restaurant… you go.
Tweet, Share on facebook page, Post on your website Open rate over 100%
INVESTMENT. Dollarmite account in Grade 1 (1986) each week 50c built an asset you can withdraw from Pays Interest Invest in remarkable content RTs, links + likes are compound interest they accumulate and build value.
Single Greatest Business Asset. National Publications, book deal & interactions with 100s of 1000s of small business owners. Significant Search Engine traffic, EVEN NONE TRUE, would still do it. Instrinscally rewarding. Makes better THINKER, WRITER, SPEAKER, SALESPERSON, and FOCUSED on LEARNING...
Ebooks for chefs, restaurant owners etc
BLANK OUT SCREEN. Everyone’s got an email address? Who wants more email? From strangers..? Many of you received our 1 st EDM. Toby & I in business 12 months & we wrote to everyone we knew. Written in, double, triple, quadruple checked the spelling, HIT SEND. Sit back, breath a sign of relief & wait for the email to arrive in Inbox --- DEAR ADAM. To all 700 people. Good for the 3 Adams but terrible for everyone else! For Bluewire – it is still our best form of social. 3Ps – people, participation, promotion. Mistakes – Dear Adam, WIIFM, Prizes, In This Issue
Remarkable content - hire a journalist student or grad. Digital Native. Next HIRE: journo. Digital Reach Analytical Content
Hypothetical – Jeff Jarvis – mega blogger & the Internet’s 1 st TRUST AGENT – – late at night – doesn’t quite get the hang of it --- and because his daughter is sick he gives up, spits dummy & gives it a terrible review on his blog. He tweets about it, blogs & causes huge reputational damage for Summit and the industry. HOW DO YOU RESPOND…?? Break into groups of 3 & 4 for a few minutes.
How to get on the front foot using social media Might have seen Play video
4,859,919 followers! Question: think back to the last marketing activity you did... How did you personalise it???
168 videos in 48 hours. How to get on the front foot using social media Might have seen Play video
Imagine what that would cost on TV?
55% increase in sales (3 months) 107% increase in sales (once @replys came out) --- but they ‘stopped’ their campaign rather than continued al the good work. 23 tweets since July 2010.
DRAW on whiteboard
Save your questions….
Not SOCIAL bc POPULAR It’s SOCIAL because it BUILDS RELATIONSHIPS via GOOD CONTENT NOT CONTENT about you CONTENT That solves people’s problems Not WEB MARKETING on a whim It’s about a WEB STRATEGY that positions you as the only choice to do business with.
NAFDA - Social media and its place in business
Social Media & its place in Business <ul><li>Is it a Fad? </li></ul><ul><li>Your worst fears </li></ul><ul><li>Twitter, Facebook, Blogs, Email & YouTube </li></ul><ul><li>Your Social Media Strategy </li></ul><ul><li>Q&A </li></ul>Adam Franklin , Marketing Manager