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Engagingwith social mediaAngela SchusterSCHUSTER CONSULTING
Who am I?INTERNATIONAL ANDNATIONAL B2B MARKETING(US, UK, Europe, NZ, Sth Asia, AU) – 15 years +BUSINESS OWNER –           ...
Who am I?PRIMARY PRODUCERcropping and livestock CW NSWSOCIAL MEDIA SUPPORTERand skeptic!MUM, WIFEand coffee addict! WWW.SC...
What will we cover?SOCIAL MEDIA What is it?                      24% of people Is it for me?                    have mis...
Lets getStarted…WWW.SCHUSTERCONSULTING.COM.AU
What is Social Media?Social media employ web- and mobile-basedtechnologies to support interactive dialogueandintroduce sub...
What is Social Media?                                Ok, let’s break that                                down:            ...
What is Social Media?                                 A blending of                                  technology          ...
What is Social Media?Collaborative     Blogs       Content       Social          Virtual             Virtual socialproject...
Is Social Media for Me?                                 It’s not for                                  everyone           ...
Is Social Media for Me?Consider:                        Put these items                                 together and you ...
The good Reach  Access to a broad audience (and one-to-one) Accessibility  Anyone can interact using social media Recen...
The bad Information pollution (spam) Social obligation (productivity/reputation) Information overload (ignored) Arbitr...
The ugly Accessibility - anyone can interact using social  media tools Identity theft Cyberbullying (trolls) Hijacking...
Some stats and facts 40% of people spend more time socialising online than  they do face-to-face 74% of brand marketers ...
Some stats and facts 70% of brands ignore complaints on Twitter 9% of companies do not track their social media response...
MythBustingWWW.SCHUSTERCONSULTING.COM.AU
Myth busting!1.   Social media is free (and easy)2.   Build it and they will come3.   [Likes and followers] = ROI4.   Only...
Myth busting!SOCIAL MEDIA IS FREE (AND EASY) Social media requires an investment of time Social media requires a commitm...
Myth busting!BUILD IT AND THEY WILL COME No one will find your platforms if you don’t  promote them No one will engage w...
Myth busting![LIKES AND FOLLOWERS] = ROI                                                       ROI comes back More does n...
Myth busting!ONLY YOUNG PEOPLE USE SOCIAL MEDIA Over 50% of workers aged          The largest age group of         80% ...
Myth busting!SOCIAL MEDIA IS A MAGIC WAND(or a magic 8 ball or a silver bullet) Social media is one tool in your marcoms ...
PlatformDichotomyWWW.SCHUSTERCONSULTING.COM.AU
Facebookwww.facebook.com                           11 million Social networking site                   Australian’s      ...
FacebookEXAMPLESwww.facebook.com/RuralWomensAwardwww.facebook.com/agchatozwww.facebook.com/target100AUSwww.facebook.com/as...
FacebookWHAT WORKS? Well designed pages Picking a page name with meaning Providing a full description, website address,...
FacebookWHAT WORKS? Capitalising on holidays and events (Christmas) Leading and guiding (suggest resources, redirect) C...
FacebookWHAT WORKS? Sending an EDM to your customers, prospects,  stakeholders etc announcing your Facebook page  (give t...
FacebookWHAT DOESN’T WORK Obvious self promotion Not allowing people to post (or deleting posts) Getting defensive abou...
Twitterwww.twitter.com                                      Twitter users Microblogging                                  ...
TwitterEXAMPLES@RIRDCRuralWomen@agchatoz@AAAFarmer@ABCRural@our_NRIA@HonestToddlerWWW.SCHUSTERCONSULTING.COM.AU
TwitterWHAT WORKS A good profile and well designed background Questions Shared information and valuable content Facts,...
TwitterWHAT WORKS Short tweets in context so people can comment  when RTing Reply to people publicly (not DM) Strategic...
TwitterWHAT DOESN’T WORK Too many hashtags Too many @mentions Too many abbreviations Boring updates about what you’re ...
YouTubewww.YouTube.com                        For every Video sharing                        ‘dislike,’                  ...
YouTubeWHAT WORKS A dedicated channel Customised profile (description, branding, logo,  background, colours etc) Video ...
YouTubeWHAT WORKS A username that reflects your brand Videos should be less than 15 minutes  (2 minutes is better) Incl...
YouTubeWHAT DOESN’T WORK Stale content Repeated content Really loooooong videos Lack of description or further informa...
YouTubeEXAMPLESwww.youtube.com/user/ruralwomensawardwww.youtube.com/user/BioFarmersofAuswww.youtube.com/thewhitehousewww.y...
LinkedInwww.linkedin.com                                   There are Professional networking                          2.8...
LinkedInWHAT WORKS A complete profile – summary, experience,  qualifications, skills, projects etc Personalised URL A g...
LinkedInWHAT DOESN’T WORK Overt self promotion Incomplete profiles Inactivity (no connections, status updates) Persona...
Blogs Short for web log                                60% of companies Personal online journal frequently updated      ...
Blogswww.wholelarderlove.comwww.engagement-matters.com.auwww.art4agriculture.wordpress.comWWW.SCHUSTERCONSULTING.COM.AU
BlogsWHAT WORKS Valuable and useful content Community blogs Regular postings Offering readers the option to subscribe ...
BlogsWHAT DOESNT WORK Mundane content that offers no value, insight or is  not informative (unless you’re a real comedian...
OutreachApproachesWWW.SCHUSTERCONSULTING.COM.AU
OutreachSTART OUT SLOW Be a (strategic) likebacker/followbacker Announce your presence to your clients, prospects,  cont...
OutreachRAMP IT UP Join a “promote-group” Integrate with other marcoms Encourage WOM Run competitions, giveaways, offe...
OutreachBLAST OFF! Integrate offline processes 100% in SM Create and service a virtual community Always think social! ...
StayingSafeWWW.SCHUSTERCONSULTING.COM.AU
Staying safePROTECT YOURSELF Don’t include personal information  (birth date, addresses, bank accounts – seriously) Don’...
Staying safePROTECT YOUR REPUTATION Think before you Tweet  (or Like, Share, Comment etc) Carefully screen Friend/Follow...
FinishingOff….WWW.SCHUSTERCONSULTING.COM.AU
Resources Twitter, Facebook, YouTube, LinkedIn Help  sections and guides www.Forbes.com (search social media) www.JeffB...
Questions?GET IN TOUCH!   angelas@schusterconsulting.com.au   www.schusterconsulting.com.au   linkedin.com/in/angelaschust...
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Engaging with social media

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A comprehensive overview of social media including what it is, how to decide if it's the right communication option for your offering, stats and facts, the good - bad - ugly, platform dichotomy, outreach activities and how to keep safe.

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Engaging with social media

  1. 1. Engagingwith social mediaAngela SchusterSCHUSTER CONSULTING
  2. 2. Who am I?INTERNATIONAL ANDNATIONAL B2B MARKETING(US, UK, Europe, NZ, Sth Asia, AU) – 15 years +BUSINESS OWNER –  Strategy & PlanningSCHUSTER  Project ManagementCONSULTING  Extension & EngagementGROUPRELATED WORKRIRDC Website, RWA and HS social media strategies. WWW.SCHUSTERCONSULTING.COM.AU
  3. 3. Who am I?PRIMARY PRODUCERcropping and livestock CW NSWSOCIAL MEDIA SUPPORTERand skeptic!MUM, WIFEand coffee addict! WWW.SCHUSTERCONSULTING.COM.AU
  4. 4. What will we cover?SOCIAL MEDIA What is it? 24% of people Is it for me? have missed witnessing Myth busting important Stats and facts moments because they are The good, the bad and the ugly too busy trying to Platform dichotomy write about them on social Outreach networks… Staying safe Q&A WWW.SCHUSTERCONSULTING.COM.AU
  5. 5. Lets getStarted…WWW.SCHUSTERCONSULTING.COM.AU
  6. 6. What is Social Media?Social media employ web- and mobile-basedtechnologies to support interactive dialogueandintroduce substantial andpervasive changes tocommunication betweenorganizations, communities,and individuals. Social media are social software which mediatehuman communication.WikipediaWWW.SCHUSTERCONSULTING.COM.AU
  7. 7. What is Social Media? Ok, let’s break that down:  Interactive dialogue  Communication between organisations, communities and individuals  Facilitates human communicationWWW.SCHUSTERCONSULTING.COM.AU
  8. 8. What is Social Media?  A blending of technology and social interaction  Facilitates interactive human dialogue AND interaction  ONE tool in your tool box  Not the be all and end all of communicationsWWW.SCHUSTERCONSULTING.COM.AU
  9. 9. What is Social Media?Collaborative Blogs Content Social Virtual Virtual socialprojects communities networking gaming worlds worldsWikipedia Twitter Twitter YouTube YouTube Facebook Facebook World of Warcraft Second LifeForums WordPress Flickr Linked In Linked In RuneScape Active WorldsCentral Desktop Blogger SlideShare Google+ The Sims OnlineDelicious Pinterest PinterestStumbleUpon MySpaceDigg YammerRedditWikimediaWikinewsWikiLeaksSkype WWW.SCHUSTERCONSULTING.COM.AU White = 5 most popular platforms in AU
  10. 10. Is Social Media for Me?  It’s not for everyone  One size does not fit all  Social media suits some offerings better than othersWWW.SCHUSTERCONSULTING.COM.AU
  11. 11. Is Social Media for Me?Consider: Put these items together and you Objectives have your social Target audience media strategy… Tactics Resourcing Outreach activities Protection policies WWW.SCHUSTERCONSULTING.COM.AU
  12. 12. The good Reach Access to a broad audience (and one-to-one) Accessibility Anyone can interact using social media Recency Deliver information in real-time Quality Insights Immediate access to insights and feedback Engagement Direct communication and relationship building WWW.SCHUSTERCONSULTING.COM.AU
  13. 13. The bad Information pollution (spam) Social obligation (productivity/reputation) Information overload (ignored) Arbitrary filtering (bad crowds out the good) Activism Accessibility - anyone can interact using social media tools Reputation management and policy WWW.SCHUSTERCONSULTING.COM.AU
  14. 14. The ugly Accessibility - anyone can interact using social media tools Identity theft Cyberbullying (trolls) Hijacking (redirecting conversations/bashtags) WWW.SCHUSTERCONSULTING.COM.AU
  15. 15. Some stats and facts 40% of people spend more time socialising online than they do face-to-face 74% of brand marketers saw an increase in website traffic after investing just 6 hours per week on social media Women are more active on social media than men – 55% vs 45% 55% of journalists worldwide use Twitter and Facebook to source news stories and 43% to verify stories 52% of journalists employers have Facebook pages and 46% have Twitter profiles WWW.SCHUSTERCONSULTING.COM.AU
  16. 16. Some stats and facts 70% of brands ignore complaints on Twitter 9% of companies do not track their social media responses 55% of companies ignore all customer feedback on Twitter and Facebook 71% of the millions of tweets each day attract no reaction 40% of Twitter users don’t tweet, but instead use it to keep up-to-date 54% of Australian Facebook users are female, 46% are male 64% of Australian Twitter users are male, 36% are female 55% of Australian Linkedin users are male, 45% are female WWW.SCHUSTERCONSULTING.COM.AU
  17. 17. MythBustingWWW.SCHUSTERCONSULTING.COM.AU
  18. 18. Myth busting!1. Social media is free (and easy)2. Build it and they will come3. [Likes and followers] = ROI4. Only young people use social media5. Social media is a magic wand WWW.SCHUSTERCONSULTING.COM.AU
  19. 19. Myth busting!SOCIAL MEDIA IS FREE (AND EASY) Social media requires an investment of time Social media requires a commitment Social media takes persistence Social media needs a proper strategy Your time has a value Consider “opportunity LOST” 1 What will you get for your time investment? (Better be something worthwhile) WWW.SCHUSTERCONSULTING.COM.AU
  20. 20. Myth busting!BUILD IT AND THEY WILL COME No one will find your platforms if you don’t promote them No one will engage with your platforms if you are not [strategically] active Not everyone you want to target will be on social media WWW.SCHUSTERCONSULTING.COM.AU 2
  21. 21. Myth busting![LIKES AND FOLLOWERS] = ROI ROI comes back More does not = better to what you are Family and (unrelated) friends don’t really count trying to achieve. Can you connect Spammers don’t count at all these goals to your social media Followers/Likers unrelated to your offering don’t activities? really count …Then you see Your competition doesn’t count the ROI. 3 Social obligation has a big impact here – not real metrics if they feel obligated to Follow/Like! Potential to just “preach to the converted” rather than achieve true influence WWW.SCHUSTERCONSULTING.COM.AU
  22. 22. Myth busting!ONLY YOUNG PEOPLE USE SOCIAL MEDIA Over 50% of workers aged  The largest age group of  80% of active over 50 use social media Twitter uses in Australia is internet users visit every day at work 45-54 year olds (32%) social networks LinkedIn Age demographics  55% of journalists worldwide and blogs are: 21% 18-24, 36% 25-34, use Twitter and Facebook to 36% 35-54, 7% 55+ source news stories The largest age group of  43% of journalists worldwide Facebook users in Australia is use Twitter and Facebook to 25-34 year olds, followed by verify stories 4 18-24 year olds  52% of journalists employers BUT, more than 28% of all have Facebook pages and Australians on Facebook are 46% have Twitter profiles 35-54 year olds WWW.SCHUSTERCONSULTING.COM.AU
  23. 23. Myth busting!SOCIAL MEDIA IS A MAGIC WAND(or a magic 8 ball or a silver bullet) Social media is one tool in your marcoms toolbox It may not even be right for your offering It takes commitment and persistence It does not work in isolation Not everyone you want to target will be using 5 social media Not everyone using social media is necessarily whom you want to target Potential to just “preach to the converted” rather than achieve true influence WWW.SCHUSTERCONSULTING.COM.AU
  24. 24. PlatformDichotomyWWW.SCHUSTERCONSULTING.COM.AU
  25. 25. Facebookwww.facebook.com 11 million Social networking site Australian’s visited Facebook Individuals can have pages and Friends during March Businesses can have pages and Likes 2012. Groups are more personal Good for networking and connecting Aim for Comments, Likes and Shares WWW.SCHUSTERCONSULTING.COM.AU
  26. 26. FacebookEXAMPLESwww.facebook.com/RuralWomensAwardwww.facebook.com/agchatozwww.facebook.com/target100AUSwww.facebook.com/askanaussiefarmerwww.facebook.com/AustralianAlmondswww.facebook.com/blackdoginstwww.facebook.com/honesttoddlerWWW.SCHUSTERCONSULTING.COM.AU
  27. 27. FacebookWHAT WORKS? Well designed pages Picking a page name with meaning Providing a full description, website address, background information and uploading imagery Leveraging the Timeline layout rather than starting with when you joined Facebook Photos, videos, podcasts Events, Notes etc Being real Questions! Funnies WWW.SCHUSTERCONSULTING.COM.AU
  28. 28. FacebookWHAT WORKS? Capitalising on holidays and events (Christmas) Leading and guiding (suggest resources, redirect) Courtesy/pure engagement messages (have a great weekend) Contests, polls, giveaways (in line with Ts & Cs) Liking, sharing or commenting on other organisations, products, peoples Facebook pages Incentives for Likes Adding your Facebook page to your other comms (email signatures, website, brochures etc) WWW.SCHUSTERCONSULTING.COM.AU
  29. 29. FacebookWHAT WORKS? Sending an EDM to your customers, prospects, stakeholders etc announcing your Facebook page (give them an incentive to Like!) Asking staff to spread the word Responding publicly Posting 2-4 times per week Posts that: Involve a charity, specifically ask for fans to Like or Comment or ask for feedback Posts posted during work hours Shorter posts (1-3 lines) WWW.SCHUSTERCONSULTING.COM.AU
  30. 30. FacebookWHAT DOESN’T WORK Obvious self promotion Not allowing people to post (or deleting posts) Getting defensive about negative comments Posting testimonials yourself (get the client/stakeholder to do it) Looooooong posts Content repeated from one platform to another (get creative - repurpose) Not listening, not responding Repetitive posts (verbatim) WWW.SCHUSTERCONSULTING.COM.AU
  31. 31. Twitterwww.twitter.com Twitter users Microblogging report liking only 36% of overall Restricted to 140 characters tweets; actively Username or handle - @yourname disliking 25%; and having no Jargon: Retweet (or RT), hashtags, bashtags, DM, strong opinion followers about 39% of Good for news, updates, networking tweets, indicating a waste of the tweeter and tweetees time. WWW.SCHUSTERCONSULTING.COM.AU
  32. 32. TwitterEXAMPLES@RIRDCRuralWomen@agchatoz@AAAFarmer@ABCRural@our_NRIA@HonestToddlerWWW.SCHUSTERCONSULTING.COM.AU
  33. 33. TwitterWHAT WORKS A good profile and well designed background Questions Shared information and valuable content Facts, stats Adding to a RT with facts and opinions (although these can be off putting too!) Professional insights Real-time information Teasers (with working links!) Regular posts - but don’t flood your followers WWW.SCHUSTERCONSULTING.COM.AU
  34. 34. TwitterWHAT WORKS Short tweets in context so people can comment when RTing Reply to people publicly (not DM) Strategic following RTing others Tweets Asking for RTs (amazingly it works) Link shortening (bitly.com, tinyurl.com – save precious characters) Acronyms and abbreviations (within reason) WWW.SCHUSTERCONSULTING.COM.AU
  35. 35. TwitterWHAT DOESN’T WORK Too many hashtags Too many @mentions Too many abbreviations Boring updates about what you’re doing/ where you are Habitual complainers Old news No context (links with no explanation, too short tweets) Random following Too much self promotion (self = you, company, product, service) WWW.SCHUSTERCONSULTING.COM.AU
  36. 36. YouTubewww.YouTube.com For every Video sharing ‘dislike,’ YouTube videos Best to create a channel get 10 ‘likes’- Jargon: Tags, like, dislike, share people like to tell other people Good as a support platform about the stuff they love. WWW.SCHUSTERCONSULTING.COM.AU
  37. 37. YouTubeWHAT WORKS A dedicated channel Customised profile (description, branding, logo, background, colours etc) Video testimonials or case studies “A day in the life of” How tos, tips and tricks Interviews (real ones) Unusual content Presentations you gave WWW.SCHUSTERCONSULTING.COM.AU
  38. 38. YouTubeWHAT WORKS A username that reflects your brand Videos should be less than 15 minutes (2 minutes is better) Include searchable titles, descriptions and tags for each video Allow comments on videos Regular uploads Cross promote with other social media platforms WWW.SCHUSTERCONSULTING.COM.AU
  39. 39. YouTubeWHAT DOESN’T WORK Stale content Repeated content Really loooooong videos Lack of description or further information Inhibiting sharing WWW.SCHUSTERCONSULTING.COM.AU
  40. 40. YouTubeEXAMPLESwww.youtube.com/user/ruralwomensawardwww.youtube.com/user/BioFarmersofAuswww.youtube.com/thewhitehousewww.youtube.com/user/infogunnedahwww.youtube.com/user/bessidyWWW.SCHUSTERCONSULTING.COM.AU
  41. 41. LinkedInwww.linkedin.com There are Professional networking 2.8 million LinkedIn users Individuals have pages (like an online resume) in Australia. Companies are created based on individuals Jargon: Connections, groups WWW.SCHUSTERCONSULTING.COM.AU
  42. 42. LinkedInWHAT WORKS A complete profile – summary, experience, qualifications, skills, projects etc Personalised URL A good, professional profile image Linking to your website/s Asking for connections - regularly Sharing Twitter updates via LinkedIn Using status updates Including LinkedIn URL in your email signature Joining or creating a group – and participating WWW.SCHUSTERCONSULTING.COM.AU
  43. 43. LinkedInWHAT DOESN’T WORK Overt self promotion Incomplete profiles Inactivity (no connections, status updates) Personal status updates Unprofessional status updates WWW.SCHUSTERCONSULTING.COM.AU
  44. 44. Blogs Short for web log 60% of companies Personal online journal frequently updated using blogs say intended for public viewing they have acquired Similar to an opinion column in magazines and customers newspapers! through them. Often focused on thought-leadership, expertise and education of readers WWW.SCHUSTERCONSULTING.COM.AU
  45. 45. Blogswww.wholelarderlove.comwww.engagement-matters.com.auwww.art4agriculture.wordpress.comWWW.SCHUSTERCONSULTING.COM.AU
  46. 46. BlogsWHAT WORKS Valuable and useful content Community blogs Regular postings Offering readers the option to subscribe to updates (via email or RSS) Letting people know of a new post (using SM and/or email) Short, punchy content Images and video – BUT ensure text provides context Allowing comments, tags and archiving A professional layout WWW.SCHUSTERCONSULTING.COM.AU
  47. 47. BlogsWHAT DOESNT WORK Mundane content that offers no value, insight or is not informative (unless you’re a real comedian) Loooooong posts Not promoting your blog using other SM platforms Overt self promotion (you, product, service etc) Using the standard “WordPress” layout with no customisation or personalisation Not shortening URLs when posting on other SM platforms WWW.SCHUSTERCONSULTING.COM.AU
  48. 48. OutreachApproachesWWW.SCHUSTERCONSULTING.COM.AU
  49. 49. OutreachSTART OUT SLOW Be a (strategic) likebacker/followbacker Announce your presence to your clients, prospects, contacts, etc Always refer to your platforms (email signatures, brochures, offline, cross-platform) Ask for RTs, Follows, Likes etc Engage using your own platform (regular activity) Engage on others platforms (RT, RT reciprocator, #FF, Share, Like) WWW.SCHUSTERCONSULTING.COM.AU
  50. 50. OutreachRAMP IT UP Join a “promote-group” Integrate with other marcoms Encourage WOM Run competitions, giveaways, offers, polls etc Engage using your own platform – heavy activity Engage on others platforms – heavy commenting, RT, #FF etc, Share, Like Use hashtag directories to find Twitter users and then follow them (hashtweeps, wefollow) Use alternative avenues to gain Followers/ Likes – don’t “preach to the converted” WWW.SCHUSTERCONSULTING.COM.AU
  51. 51. OutreachBLAST OFF! Integrate offline processes 100% in SM Create and service a virtual community Always think social! Look at how you traditionally do things and ask – “How can that work using SM?” OR ask “How can we do that better with SM?” Or ask “What are we not doing that we would like to do and how can it be integrated with SM?” Use alternative avenues to gain Followers/ Likes – don’t “preach to the converted” WWW.SCHUSTERCONSULTING.COM.AU
  52. 52. StayingSafeWWW.SCHUSTERCONSULTING.COM.AU
  53. 53. Staying safePROTECT YOURSELF Don’t include personal information (birth date, addresses, bank accounts – seriously) Don’t promote the fact you’re not at home (or you’re on your own) Don’t post pictures you’d hate your Mother to see – now and in 15 years time Think before you Tweet (or Like, Share, Comment etc) Keep your personal profiles private (ie: on FB only Friends can see your details) Carefully screen Friend/Follow/Connect requests Make sure you use strong passwords WWW.SCHUSTERCONSULTING.COM.AU
  54. 54. Staying safePROTECT YOUR REPUTATION Think before you Tweet (or Like, Share, Comment etc) Carefully screen Friend/Follow/Connect requests Think before you Follow/Friend/Connect/Like with political groups, commercial organisations, extremists Decide what you will and won’t comment on Have a reputation management policy: – What will you do if someone bashtags you? – How will you deal with complaints? – How will you deal with hijackers? – What are the guidelines for staff SM use? WWW.SCHUSTERCONSULTING.COM.AU
  55. 55. FinishingOff….WWW.SCHUSTERCONSULTING.COM.AU
  56. 56. Resources Twitter, Facebook, YouTube, LinkedIn Help sections and guides www.Forbes.com (search social media) www.JeffBullas.com (social media commentator) www.TheSocialSkinny.com (good stats) www.google.com (the power is yours!) www.engagement-matters.com.au (me) WWW.SCHUSTERCONSULTING.COM.AU
  57. 57. Questions?GET IN TOUCH! angelas@schusterconsulting.com.au www.schusterconsulting.com.au linkedin.com/in/angelaschuster @SchusterConsult or @ange_schuster 02 6887 3780 0438 45 65 45 angelascg www.engagement-matters.com.au/ flat white, half a sugarWWW.SCHUSTERCONSULTING.COM.AU

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