Filex 2010 Social Media Insights from Suzi Dafnis


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The way we engage with clients and how they engage with our business and brand,has changed with the growth of social media

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  • Student of Social Media. Been using it to do business since late 2006. One of the reason we started to use it was because we had few resources (staff, money) and were catering to a national audience. My background was In live events, I had to find another way to do business. Community – face to face, and that was it. Internet Marketing Since 1998 – teleconferencing, website, email, enewsletter etc. Today – use it in a big way… Facebook Twitter BlogsPodcasts Webinars etc
  • What IS social media. Why you need to get on board. How you can use it to grow your business How to engage with your community Where to start Examples both local and overseas.
  • Intercom vs Bullhorn
  • Blogs Photosharing (e.g. Flickr) Subscriptions (RSS) Podcasts or Vodcasts (Video Podcasts) Social Networks (Twitter, Facebook or LinkedIn) Wikis (editable websites) Webinars (web-based seminars) Website (2.0 functionality) Which tool is right for your business? Here are some of the social media tools being used today. Some are more popular than others. Blog -web log Post text, video, audio, comment, share, polls, plugins, seo friendly, webiste alternative Flickr - photosharing site For business - corporate events promote our events Good quality links to your site RSS Subscribe to your blog or to your website Still low takeup Podcasts or vodcasts iTunes makes it easy Don’t nee dthat – upload a file to your website Share function Social Networks - Twitter, Facebook, LinkedIn Wikis - editable websites, collaboration, group work Webinars - web based seminars Website O not a brochure site Share function Comments Rate and review Tag
  • Interaction Between you and your clients Between your clients and each other Engagement - not saying that it’s easy Examples of engagement Crowd sourcing (Naming our BOOKED for Lunch series, Testimonials for our application for a Government Grant) Surveys and polls (about government, about things our community cares about) Comments on blogs (e.g. 30 days of networking – 79 comments on one blog post Participation In conversations, debates Who cares about what you’re doing? Do clients care what your latest offer is? Maybe if they come to you for price e.g. if Qantas is doing a 2 for 1 deal on business class fares to LA, otherwise, it may not be important. Can you be a resource for your clients If you’re a Telco what do they want – are they a small business that wants to use tech to be better at business, to save time and money or to be innovative?
  • Cheap – but don’t spam Grow your database (many databases – speak to them appropriately) Extend your reach – social aspect – people connect people (Globally) – I’ve connected with people in the US especially Direct customer feedback – people are talking about you, your brand, your industry, your competitors ( Expert opinion – e.g. Q&amp;A on Linked in, comments on blogs, sharing your information (e.g. stained glass – process, art, artists, owners, why it’s expensive) Resource, reference point – market leader Regular subscribers – it’s not about numbers, its about the right audience PR – how can it be used for PR? Build your public relations. Annoucnements, releases and new Social Media Releases (use video and RELATIONSHIPS WITH OTHERS WITH LIKE INTERESTS
  • What do you already know about your customers? Where are your customers (target market) &amp;quot;hanging out&amp;quot;? Fish where the fish are! What are they talking about? What are they sharing? LULULEMON What event are you training for Reply right away ZAPPOS O addictive enjoy your purchase V AUSTRALIA - music in the lounge give us your feedback on your first flight
  • Listening: Zappos Virgin Blue
  • Thought Leadership The go to place for business information Community Engagement - connnect with them and them with each other Media blogs let you integrate your media Lead Generation - 30 days of social media
  • FACEBOOK Longform and can include other media Big audience Ability to share a lot of different ways
  • TWITTER Different – for different purposes Examples. Lululemon Text based Real Time Short Messages Link to other media Inform Connect
  • MentorNet Six month mentorig and training program for women in business - all online uses Blogs Wikis Flickr Video Audio Webinars Comments A twitter like platform Closed door community of like-minded people
  • Webinars Web-based seminars that are educational. What would be relevant for you to teach your clients about. Could you use a webinar? How are they social? Open up lines Use chat Give them a Twitter tag to use while the session is on PODCASTS Post to blog, site, facebook Add comments Another way to publish your content
  • YOUTUBE Instructional Video Powerpoint with talking over it Itunes - Interviews Testimonials O make avaialble on their mobile devices
  • Can they consume your media on their terms? OR can they only interact when you send them something? Social Media/ Tech tools. The ipad is coming. Your clients will be using this – how will u engage theme here? Iphone app? Website going to be ipad friendly? Why I’m excited. I like to be mobile. I consumer media Read papers, - read books Listen to books Surf the web Write/ Blog Comment : How do use technology to connect with your client? Email Social networks Write and post blog posts Websearch Dowlnload and read ebooks Podcasts Consume media… THINK ABOUT HOW YOUR CLIENTS WILL CONSUME YOUR MEDIA.
  • This is a newsletter by any other name… but it has Social Media applications. Look at the language they are using.
  • View Live Results from the Sectionals Latest update 1 day, 10 hours ago Athlete Profiles
  • Thought leaders are those that create content. Facebook Twitter
  • Facebook – use it really well. Not so much on Twitter. IT’s not about the numbers
  • Community Activity Crowd Sourcing (ABN) Others creating content about you - iphone apps - crossfit radio
  • Australian Fitness Network Not enough posts More frequency 2 in april 3 in Feb E.g. guest posts from people attending/speaking [Crowdsourcing]
  • Australian Fitness Network Not enough posts More frequency 2 in april 3 in Feb E.g. guest posts from people attending/speaking [Crowdsourcing]
  • Shapes Health Club in WA Good start. Testimonials could be in audio or video format Photos of clients Blogger – blog seems not to have been updated for a while. Twitter – Seems reasonably active.
  • Figures health and fitness Twitter –this person has protected their tweets Facebook – good, health tips etc.
  • Figures health and fitness Twitter –this person has protected their tweets Facebook – good, health tips etc.
  • Crossfit Ignite Sydney Blog based website Lots of flexibility Starting to create media Video testimonials Video of exercises being done Comments on blog posts Posting your experience – 4 week intensive (tabata) - The basis of Tabata Training is 4 minutes of intense interval training/circuit training. What do I eat 4-week intensive Offline: 4 Week Intensive Multi-workout days Online: Photosharing/Comments/Vi
  • Flickr Sharing the photos from the day Next: Share video Instructional testimonials
  • Overall goals Interact Relationships Commitment Crowd-source Energise Community Collaborate Listen Connect Question
  • What are your business objectives? What tools will help towards those objectives? Immerse yourself Participate to understand Start small and stay focused Identify your business objectives Define your strategy Choose your tools START
  • Turn the bullhorn around – listen, respond, participate, The 4 steps of social media - listen, interact, react, sell – SOCIALNOMICS
  • How to engage with existing social networks How do you expand your reach and influence in existing social networks? Based on the knowledge gained from listening.. you now have a stack of information about where, when and with who - your customers/target audience are interacting with... Now you have to decide how you&apos;d like to contribute and participate in these conversations. What&apos;s involved in your own community? Cost = design + build + time + ongoing costs NB: Remember - this is a conversation - it&apos;s not a direct selling opportunity!
  • Filex 2010 Social Media Insights from Suzi Dafnis

    1. 1. to grow your business and engage your community Social Media How to use The Fitness Industry Convention FILEX
    2. 2. Suzi Dafnis Australian Businesswomen’s Network
    3. 3. <ul><li>What is social media? </li></ul><ul><li>Why consider it? </li></ul><ul><li>How can it enhance your business? </li></ul><ul><li>How to use it to grow your business and engage your community </li></ul><ul><li>Where to start </li></ul>Social Media
    4. 4. <ul><li>Laptop or desktop </li></ul><ul><li>Smart Phone </li></ul><ul><li>Email </li></ul><ul><li>Newsletter </li></ul><ul><li>Face to Face </li></ul><ul><li>Live events </li></ul><ul><li>Website </li></ul>Which Tools Do You Use for Business?
    5. 5. <ul><li>Laptop or desktop </li></ul><ul><li>Smart Phone </li></ul><ul><li>Email </li></ul><ul><li>Newsletter </li></ul><ul><li>Face to Face </li></ul><ul><li>Live events </li></ul><ul><li>Website </li></ul>Which Tools Do You Use for Business? <ul><li>What about..? </li></ul><ul><li>iPod or mp3 player </li></ul><ul><li>Digital camera </li></ul><ul><li>Video camera </li></ul><ul><li>Audio Recorder </li></ul><ul><li>Skype </li></ul><ul><li>Instant Messaging </li></ul><ul><li>Live video streaming </li></ul>
    6. 6. <ul><li>Social media uses web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). </li></ul>What is Social Media?
    7. 7. <ul><li>Social Media is a way of doing business. </li></ul><ul><li>It is NOT just a marketing tool. </li></ul>What is Social Media?
    8. 8. Social Media Social Media Tools
    9. 9. Why consider social media?
    10. 10. Why consider social media?
    11. 11. <ul><li>What is your market saying about: </li></ul><ul><li>You? </li></ul><ul><li>Your Industry? </li></ul><ul><li>Your Product? </li></ul><ul><li>Your Competitor? </li></ul>START HERE: “ Listening”
    12. 13. <ul><li>Thought Leadership </li></ul><ul><li>Share information via various Media (Video, Audio, Text) </li></ul><ul><li>Lead generation </li></ul><ul><li>Community Engagement </li></ul>herBusiness Blog
    13. 14. Social Networks <ul><li>FACEBOOK </li></ul><ul><li>Video, photos, discussions, comments </li></ul><ul><li>Longform </li></ul><ul><li>Users! </li></ul>
    14. 15. Social Networks <ul><li>TWITTER </li></ul><ul><li>Text based </li></ul><ul><li>Real Time </li></ul><ul><li>Short Messages </li></ul><ul><li>Link to other media </li></ul><ul><li>Inform </li></ul><ul><li>Connect </li></ul>
    15. 16. MentorNet A learning environment on a social media platform
    16. 17. Webinars Podcasts
    17. 18. You Tube iTunes
    18. 19. Coming Soon
    19. 20. <ul><li>Exercises and demos </li></ul><ul><li>Message Board </li></ul><ul><li>CrossFit Journal </li></ul><ul><li>Comments </li></ul>
    20. 21. Sample Post <ul><li>Workout of the Day </li></ul><ul><li>Photos from CrossFit Certification </li></ul><ul><li>Links to latest videos or news </li></ul>
    21. 22. CrossFit Journal <ul><li>Watch </li></ul><ul><li>Read </li></ul><ul><li>Listen </li></ul><ul><li>Interact </li></ul>
    22. 23. CrossFit Games <ul><li>Announcements </li></ul><ul><li>Regular Updates </li></ul><ul><li>Community Interaction and Debate </li></ul>
    23. 24. CrossFit Games <ul><li>Filming </li></ul><ul><li>Content Creation </li></ul>
    24. 25. Facebook <ul><li>26,987 Fans (Like) </li></ul>
    25. 26. Community Activity <ul><li>Crossfit Radio (Podcast) </li></ul><ul><li>iPhone Apps </li></ul><ul><li>BOOKED for Lunch </li></ul><ul><li>In Her Shoes </li></ul><ul><li>Ask a Mentor </li></ul>Crowd-Sourcing
    26. 32. <ul><li>Blog </li></ul><ul><li>Testimonials </li></ul><ul><li>Photos </li></ul><ul><li>Comments </li></ul><ul><li>Demonstrations </li></ul><ul><li>Client Stories (e.g. 4 week-intensive) </li></ul>
    27. 33. Flickr
    28. 34. Where to start?
    29. 35. <ul><li>What are your business objectives? </li></ul><ul><li>What tools will help towards those objectives? </li></ul><ul><li>Define your strategy </li></ul><ul><li>Choose your tool(s) </li></ul><ul><li>Immerse yourself </li></ul><ul><li>Participate to understand </li></ul><ul><li>Start small and stay focused </li></ul><ul><li>JUST START </li></ul>Where to start?
    30. 36. <ul><li>This is a conversation not an opportunity to broadcast </li></ul><ul><li>Engagement and community building takes commitment </li></ul><ul><li>Different conversations for different people – Keep it appropriate </li></ul><ul><li>Decide what to measure (friends, comments, responses etc.) </li></ul><ul><li>Transparency and authenticity – this is not a job for the ad agency </li></ul><ul><li>Ignore it at your peril! </li></ul><ul><li>Social Media is a WAY OF DOING BUSINESS it is NOT a Marketing tool. </li></ul>Remember
    31. 37. <ul><li>Groundswell – Winning in a World Transformed by Social Technologies - Forrester </li></ul><ul><li>The Whuffie Factor – Using the Power of Social Networks to Build Your Business – Tara Hunt </li></ul><ul><li>Socialnomics – Erik Qualman </li></ul><ul><li>Dummies books on social media </li></ul>Recommended Reading
    32. 38. @suzidafnis - Twitter 1300 720 120