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Conversatio
ns,
conversion &
confrontation
: using social
media for
social
By Susan Sullivan – Bond University & Infront C...
The presentation you are about
to see includes strong-language
such as lots of c-words that may
(or may not) offend some
a...
Conversatio
ns,
conversion &
confrontation
: using social
media for
social
Let’s start by looking at the key
Personal connections
that help people act
more effectively
Less about $ and
more about leverage
Social Capital
Connectedness
Participation
Trust,responsibility
& accountability
Networks
–Building/Bridging
Reciprocity
Values
Influence...
CONVER$ION
And then what most people call the outcome…
Return on
investment
Return on
“Relationships are
like muscle tissue.
The more they are
engaged, the
stronger and more
valuable they
become.”
CONFLICT
&
CONFRONTATION
And those are the muscles you’ll need to flex in
times of
Pic
Your reputation is
the measurement
of how much your
community trusts
The depth of your
relationship is in
direct proportion
to your recovery
REPUTATIO
N
Is becoming a currency more powerful
than our credit history in the 21st
century.
CONTENT
CURATIO
N
What’s your story
about?
Them or you?Tell your audience what they
want/need to hear.
Starting a two-way
conversation is ju...
Nailing the conversation:
Average weekly Facebook activity:
• 150,000 post likes
• 35,000 comments
• 50,000 shares
Driving +2 million page visits – ...
CONNECTED
CONSUMERISMGENERATI
ON
• Not an age-group
• It’s an
attitude/mindset
• People who care
deeply about creation,
Why share?
Sharing is all about
relationships
Value &
entertainme
nt to others
Define
ourselves to
others
Cultivate &
maintain
relati...
To give value & entertainment
94%
carefully consider
how the information
they share will be
useful to the
recipient
say sh...
To define themselves
68%
share to give
people a better
sense of who they
are and what they
care about
To grow & nourish relationships
78%
Share info online to
stay connected to
people they may not
otherwise stay in
touch wit...
Self fulfillment
69%
share info to feel
more involved in
the world.
Promote causes or brands
84%
share because it is
a way to support
causes or issues
they care about.
STUFF TO REMEMEBER:
• It’s not about you. It’s ALL about
them. All of the time.
• Forget the old 80/20 rule – so 2014!
• F...
Improving your social capital will
see social media activities
rewarded with comments, shares
and advocacy, because that’s...
“Long story short:
social media and
the web are the two
faces of the same
coin.”
“… there is no
social media any
more, onl...
To paraphrase Brian Solis:
To effectively compete and achieve in Social
Media “You are now left with no choice;
become cus...
Every conversation,
connection and confrontation
adds to your social capital
and it’s that social capital
that will eventu...
Thank you
Susan Sullivan
Adjunct Senior Teaching Fellow, Bond
University
ssulliva@bond.edu.au
Susan Sullivan
Managing Dire...
Conversations, conversion and confrontation: using social media for social capital | Susan Sullivan | #SoMeT15AU Sunshine ...
Conversations, conversion and confrontation: using social media for social capital | Susan Sullivan | #SoMeT15AU Sunshine ...
Conversations, conversion and confrontation: using social media for social capital | Susan Sullivan | #SoMeT15AU Sunshine ...
Conversations, conversion and confrontation: using social media for social capital | Susan Sullivan | #SoMeT15AU Sunshine ...
Conversations, conversion and confrontation: using social media for social capital | Susan Sullivan | #SoMeT15AU Sunshine ...
Conversations, conversion and confrontation: using social media for social capital | Susan Sullivan | #SoMeT15AU Sunshine ...
Conversations, conversion and confrontation: using social media for social capital | Susan Sullivan | #SoMeT15AU Sunshine ...
Conversations, conversion and confrontation: using social media for social capital | Susan Sullivan | #SoMeT15AU Sunshine ...
Conversations, conversion and confrontation: using social media for social capital | Susan Sullivan | #SoMeT15AU Sunshine ...
Conversations, conversion and confrontation: using social media for social capital | Susan Sullivan | #SoMeT15AU Sunshine ...
Conversations, conversion and confrontation: using social media for social capital | Susan Sullivan | #SoMeT15AU Sunshine ...
Conversations, conversion and confrontation: using social media for social capital | Susan Sullivan | #SoMeT15AU Sunshine ...
Conversations, conversion and confrontation: using social media for social capital | Susan Sullivan | #SoMeT15AU Sunshine ...
Conversations, conversion and confrontation: using social media for social capital | Susan Sullivan | #SoMeT15AU Sunshine ...
Conversations, conversion and confrontation: using social media for social capital | Susan Sullivan | #SoMeT15AU Sunshine ...
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Conversations, conversion and confrontation: using social media for social capital | Susan Sullivan | #SoMeT15AU Sunshine Coast, Australia

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Social Media is not about whoever has the most fans/followers, wins. It’s not even about being the centre of attention with clever viral campaigns.

The true power of social media lies in connecting with your audience on the deepest level: making their lives richer with meaning, happiness and purpose, solving their problems and literally making them fall in love with your brand – in a true relationship of the living breathing kind.

The secret to building social capital isn’t about capturing attention, but giving the audience yours to build trust, loyalty and advocates.

Susan Sullivan started her tourism communications career in the same year as the chicken dance took over World Expo in Brisbane in 1988. She has headed PR activities for tourism products including Hamilton Island, Aspen Skiing Company (Australia and NZ), Mantra Group and Dreamworld among others as well as sitting on the board of Tourism Whitsundays.

Susan has held lecturing and tutoring roles at Griffith and Bond Universities and is currently an adjunct Senior Teaching Fellow at Bond University. She is the creator of the Social Media Tactics subject within the school of Communications & Media and is a PhD candidate researching social media.

Her social media addiction is surpassed only by her love-affair with boutique hotels and obsession for gob-smacking travel experiences.

Published in: Education
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Conversations, conversion and confrontation: using social media for social capital | Susan Sullivan | #SoMeT15AU Sunshine Coast, Australia

  1. 1. Conversatio ns, conversion & confrontation : using social media for social By Susan Sullivan – Bond University & Infront Communications
  2. 2. The presentation you are about to see includes strong-language such as lots of c-words that may (or may not) offend some audience members.
  3. 3. Conversatio ns, conversion & confrontation : using social media for social Let’s start by looking at the key
  4. 4. Personal connections that help people act more effectively Less about $ and more about leverage Social Capital
  5. 5. Connectedness Participation Trust,responsibility & accountability Networks –Building/Bridging Reciprocity Values Influence Reputation - Sense of Belonging Social Capital
  6. 6. CONVER$ION And then what most people call the outcome…
  7. 7. Return on investment Return on
  8. 8. “Relationships are like muscle tissue. The more they are engaged, the stronger and more valuable they become.”
  9. 9. CONFLICT & CONFRONTATION And those are the muscles you’ll need to flex in times of
  10. 10. Pic
  11. 11. Your reputation is the measurement of how much your community trusts
  12. 12. The depth of your relationship is in direct proportion to your recovery
  13. 13. REPUTATIO N Is becoming a currency more powerful than our credit history in the 21st century.
  14. 14. CONTENT CURATIO N
  15. 15. What’s your story about? Them or you?Tell your audience what they want/need to hear. Starting a two-way conversation is just the beginning. Evoke emotion to motivate sharing Source
  16. 16. Nailing the conversation:
  17. 17. Average weekly Facebook activity: • 150,000 post likes • 35,000 comments • 50,000 shares Driving +2 million page visits – approx 70% return visitors
  18. 18. CONNECTED CONSUMERISMGENERATI ON • Not an age-group • It’s an attitude/mindset • People who care deeply about creation,
  19. 19. Why share?
  20. 20. Sharing is all about relationships Value & entertainme nt to others Define ourselves to others Cultivate & maintain relationship s Self- fullfillment Amplify causes or brands
  21. 21. To give value & entertainment 94% carefully consider how the information they share will be useful to the recipient say sharing lets them to inform others of things they care about; potentially change opinion or encourage action 49% Source:ConsumerInsightGroupresearchonbehalfoftheNewYork Times
  22. 22. To define themselves 68% share to give people a better sense of who they are and what they care about
  23. 23. To grow & nourish relationships 78% Share info online to stay connected to people they may not otherwise stay in touch with Share info because it helps them connect with others who share their interests 73%
  24. 24. Self fulfillment 69% share info to feel more involved in the world.
  25. 25. Promote causes or brands 84% share because it is a way to support causes or issues they care about.
  26. 26. STUFF TO REMEMEBER: • It’s not about you. It’s ALL about them. All of the time. • Forget the old 80/20 rule – so 2014! • Focus on creating or curating content that create conversations – share the love! • Replace ROI with ROR
  27. 27. Improving your social capital will see social media activities rewarded with comments, shares and advocacy, because that’s your strongest form of social media currency and may one day be more valuable than your
  28. 28. “Long story short: social media and the web are the two faces of the same coin.” “… there is no social media any more, only one global social web” Fred Cavazza 2014
  29. 29. To paraphrase Brian Solis: To effectively compete and achieve in Social Media “You are now left with no choice; become customer-obsessed or lose! Every moment-of-truth counts when it comes to
  30. 30. Every conversation, connection and confrontation adds to your social capital and it’s that social capital that will eventually yield results to your bottom line.
  31. 31. Thank you Susan Sullivan Adjunct Senior Teaching Fellow, Bond University ssulliva@bond.edu.au Susan Sullivan Managing Director, Infront Communications susan@infrontcommunications.com.au Ph: + 61 412 365 122 @SocialSuse LinkedIn – SusanSullivan22

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