Social Media Training for Booksellers Clayton Wehner - Blue Train Enterprises M: 0438 925 613 E:  [email_address]
A short arousal video… <ul><li>http://www.youtube.com/watch?v=nrlSkU0TFLs </li></ul>
How social media switched on are you? <ul><li>Who is on Facebook? </li></ul><ul><li>More than 200 friends? </li></ul><ul><...
Scope of today’s training <ul><li>Part 1 – Background on the social media phenomenon and a quick methodology for its use <...
The Vibe <ul><li>Relaxed </li></ul><ul><li>Lots of video and fun stuff </li></ul><ul><li>Ask questions at anytime </li></u...
Part 1 Background & a Methodology
Aussies going online… <ul><li>28% of users are spending > 3 hours online a day </li></ul><ul><li>A further 23% spend > 1 h...
Aussies going social… <ul><li>8.7 million Australians visited a social networking site in June 2010 </li></ul><ul><li>44.3...
Aussies going mobile… <ul><li>2.4 million Australians accessed the web via a mobile device in June 2010 </li></ul><ul><li>...
Aussies using apps…
Aussies using tablets & readers… In January 2011,  Amazon sold 115   Kindle eBook Downloads for every 100 Paperback Book s...
Aussie organisations lag behind <ul><li>75% of Australian small-to-medium enterprises  DON’T  do social media </li></ul><u...
And book retailers under pressure… <ul><li>Aussie dollar very high </li></ul><ul><li>Interest rates going up </li></ul><ul...
 
 
Evolution of the web <ul><li>Web 1.0 = ‘one way web’; reading  static web pages;  ‘brochureware’ </li></ul><ul><li>Web 2.0...
What is Social Media? <ul><li>Social media  is ‘media designed to be disseminated through social interaction, created usin...
These are all ‘social media’ too… <ul><li>Location-based social networking sites – eg. Foursquare </li></ul><ul><li>Other ...
Social Media in plain English… <ul><li>http://www.youtube.com/watch?v=MpIOClX1jPE </li></ul>
Steady on, tiger… <ul><li>‘ I need to be on Facebook because everybody else is’ –  WRONG! </li></ul><ul><li>Tendency to st...
POST Methodology <ul><li>P is for PEOPLE </li></ul><ul><li>O is for OBJECTIVES </li></ul><ul><li>S is for STRATEGIES </li>...
POST – a social media strategy <ul><li>People </li></ul><ul><ul><li>Who are you targeting? </li></ul></ul><ul><ul><ul><li>...
Get your website right first… <ul><li>BUT  before getting too creative with social media, get your website right first </l...
 
Are you awake –  pop quiz, hot shot… <ul><li>Blog is the shortened form of what? </li></ul><ul><li>How many characters can...
The Answers <ul><li>Blog is the shortened form of what? </li></ul><ul><ul><li>WEB LOG </li></ul></ul><ul><li>How many char...
Questions….
Part 2 The Technologies
Become a consumer first… <ul><li>Join the online book community – learn, discuss and share info with like-minded people </...
 
 
 
Blogs in plain English… <ul><li>http://www.youtube.com/watch?v=NN2I1pWXjXI </li></ul>
Get bloggin’ <ul><li>Anybody can be a content publisher – not just the media companies </li></ul><ul><li>Establish yoursel...
 
No. 1 blog in Australia “ I earn a six figure income each year from my blogs… it’s probably creeping more towards seven fi...
 
 
 
 
 
 
 
An exercise for you… <ul><li>Pair up </li></ul><ul><li>Take 2 minutes to come up with one idea for a blog post that relate...
Facebook & Social Networking <ul><li>http://www.youtube.com/watch?v=6a_KF7TYKVc </li></ul>
Facebook it up for your biz <ul><li>Over 750 million active users! </li></ul><ul><li>Has overtaken Google in US as most vi...
 
 
Extending your Facebook presence <ul><li>Claim your vanity URL at  www.facebook.com/username  once you have 25 fans </li><...
 
 
 
 
 
Twitter in plain English… <ul><li>http://www.youtube.com/watch?v=ddO9idmax0o </li></ul>
Start Tweet, Tweet, Tweetin’ <ul><li>Micro-blogging; 140 character limit – basically ‘SMS on the web’ (but best done via a...
 
 
What are those weird characters, man? <ul><li>Hash tag # - designates a topic (eg. #abaconf11) </li></ul><ul><li>@ symbol ...
 
I’m entering @ Crust_Pizza   #CrustFreePizzaFriday
Ocea Beauty Bar, College Park
Insurance salesman – 29K followers!
 
 
 
Automate & centralise posting <ul><li>Posts on a blog, Twitter, Facebook, Linkedin etc can be ‘ported’ between one another...
 
 
Integrate & enable sharing <ul><li>To grow your social media community, make it easy to connect/follow by integrating soci...
 
Online video - Where in the World is Matt? <ul><li>http://www.youtube.com/watch?v=zlfKdbWwruY </li></ul>
Online video <ul><li>Video is the biggest growth area on the web as bandwidth and online storage increases </li></ul><ul><...
 
 
 
Start an internal wiki to store stuff <ul><li>Hawaiian term for ‘quick’ </li></ul><ul><li>A website created by a group of ...
 
Questions….
Part 3  The risks of social media
It’s all out there… <ul><li>Who has googled themselves?  </li></ul><ul><li>Ex-girl/boyfriends?? </li></ul><ul><li>Social m...
&quot;Kyle Doyle is not going to work, f*** it I'm still trashed. SICKIE WOO!&quot;
Total pervvy wanker
The big long list of risks for organisations… <ul><li>Breach of security </li></ul><ul><li>Breach of privacy </li></ul><ul...
Domino’s
Virgin’s ‘chavs’ (=‘bogan’)
&quot;Rove and Tasma look so cute ... hope she doesn't die, too&quot; &quot;I do so hope Bindi Irwin  gets laid” Catherine...
The power of Twitter (5,000+ followers)
Dove Evolution
Dove Onslaught
Dove Onslaught(er)
Slob Evolution
Questions….
Part 4  Principles for success
Principles for social media success <ul><li>1. You have a mandate from the boss </li></ul><ul><li>2. You have organisation...
Australian Army goes social
Australian Army FB Page – 53K+ fans
 
Principles for social media success <ul><li>5. You understand your target audience </li></ul><ul><li>6. You understand wha...
An exchange on the Nestle FB Page
Principles for social media success <ul><li>9. You have a staff training regimen in place </li></ul><ul><li>10. You have a...
Devolved responsibility
Principles for social media success <ul><li>13. There are regular coordination meetings (but also spontaneity) </li></ul><...
Compelling content
Principles for social media success <ul><li>17. There is an appropriate frequency of content </li></ul><ul><li>18. There i...
Frequency of content <ul><li>Small contributions often – one per day </li></ul>
Tone and Persona – Ginger Rundle
Two-way conversation
Authenticity
Principles for social media success <ul><li>21. KPIs are monitored </li></ul><ul><li>22. There are contingency plans in pl...
KPI monitoring
Final words
What you should do now… <ul><li>Secure your names on Twitter, Facebook, etc </li></ul><ul><li>Sort out your website </li><...
Will social media help us? <ul><li>It’s not a ‘silver bullet’ </li></ul><ul><li>Like most things, it won’t happen overnigh...
Benefits of social media if done well <ul><li>Engage with existing stakeholders </li></ul><ul><li>Reach new ones  </li></u...
Questions….
And that’s it… <ul><li>This presentation can be found at:  http://www.bluetrainenterprises.com.au/abatraining </li></ul><u...
Upcoming SlideShare
Loading in …5
×

Social Media Training for the Australian Booksellers Association

3,255 views

Published on

Blue Train Enterprises delivered social media training to members of the Australian Booksellers Association in Sydney and Melbourne in October 2011.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
3,255
On SlideShare
0
From Embeds
0
Number of Embeds
45
Actions
Shares
0
Downloads
14
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • I am interested to know how social media savvy you are Stand up - I want to do a quick straw poll Sit down if you do not have a Facebook account Sit down if you have less than 50 friends Sit down if you have less than 100 friends Sit down if you have less than 200 friends Stand up Sit down if you do not have a Twitter account Sit down if you haven’t tweeted in the last 72 hours Sit down if you haven’t tweeted in the last 24 hours Sit down if you haven’t tweeted in the last six hours Sit down if you’re not tweeting as I am speaking right now
  • So let’s explore some of the realities of living in 2011 and the place of the web in our society. It’s pretty clear that internet uptake and daily usage has increased significantly in recent years 28% of users spend over 3 hours online every day and a further 23% spend greater than 1 hour online I would suggest that this activity will increase as broadband coverage and bandwidth improves – the National Broadband Network will roll out across Australia in the coming 5 years – internet protocol television and hi resolution video Obviously when people are surfing the web, they’re not standing in your bricks and mortar store buying your product – so you may need to employ strategies to engage with people whilst they are on the web.
  • Social media has now taken over pornography as the number one activity on the web. 8.7 million Australians – almost half our population – visited a social networking site in June 2010 – and 44.3% of Australians have a Facebook account. Just for interest’s sake – how many of you do not have a Facebook account? I bet your kids do… Clearly Australians are spending an inordinate amount of time on social media websites - do you have a social media presence that enables you to interact with these people?
  • It is predicted that mobile devices will be the primary connection tool to the internet in 2020 – not PCs or Macs A growing trend, Australians are increasingly accessing the web from their iPhones, iPads, Blackberry and Android devices. Retailers – can your website be navigated on a mobile device? Have you perhaps considered developing an app for your business?
  • Now many Australian bricks and mortar bookstores don’t even have a website through which to sell their books – so they can’t even begin to compete with the likes of Amazon and The Book Depository Meanwhile, Amazon is continuing to innovate and capture market share…here are two examples The Amazon iPhone app last year was upgraded to incorporate barcode scanning technology. That means, anybody with this app can go into any bricks and mortar bookstore, scan the barcode on the back of a book, and the user will be told how much it costs on Amazon. Generally the price is better than the bricks and mortar price. Tthe user can order the book within seconds and the bookstore loses the sale.
  • Another innovation – the Amazon Kindle, an electronic book reader that allows the user to store tens of thousands of books on the one device that can fit in your pocket and be taken everywhere. It has a soft eInk screen that replicates the look and feel of a paperback book and eBooks can be downloaded at any time via a wireless connection. There’s no need to visit your corner bookstore anymore – you can get your books instantaneously via the airwaves!
  • Clearly, the Australian populace is pretty savvy with the web and social media – we seem to be taking it up in droves, but this is not following through to Australian businesses and organisations Consider these statistics 75% of Australian SMEs DON’T do social media 30% of Australian SMEs rarely update the content of their business website 78% of Australian SMEs don’t use their websites for e-commerce (ie. selling stuff) Only 14% of SMEs use email marketing statistics And then our retailers complain that consumer spending is going offshore to overseas online retailers – but that’s another story
  • Having seen these statistics, purveyors of books should ask themselves: Are we doing all that we can? Or are we missing the boat? Do we need to be capturing some of that mindshare back and how? Are we perhaps missing the boat? The good news is that social media is free and you can have a disproportionately large voice via these channels
  • Notwithstanding the role of the parent private equity company, the web has contributed significantly to the demise of these businesses. Borders Big mainstreet leases paying millions of dollars of rent every year Huge floorspace Massive amounts of inventory Lots and lots of staff Huge discounting to compete with online retailers and discount department stores A recipe for disaster – and that’s precisely what’s eventuated.
  • Very briefly, I wanted to provide a quick framework for creating a social media strategy in your business Don’t start with the technology first – what I mean by that is, don’t say ‘I need a Facebook page’ until you have looked at the people, objectives and strategies People – who are your target audience; who do you want to influence Objectives – what do you want to achieve with that target audience – Sales? Subscriptions? Strategies – how are you going to achieve the objectives – email marketing? Publishing content? Running competitions? Technology – finally, what technologies will you use to enact the strategies? A blog? A Twitter feed? A Facebook page?
  • Even at the micro level…
  • I want to show you a series of videos that will demonstrate the power and the reach of social media. Some of you may have seen some these videos before – in fact it’s probably likely that some of you have, because you’re all such social media gurus. Some context for you: Evolution   was an  advertising campaign  launched in 2006 by  Unilever , the parent company of the Dove range of soaps and associated products. The ad intended to show Unilever’s socially responsible stance towards the beauty industry and to promote the newly established  Dove Self-Esteem Fund . The advert was a huge success – it was viewed 12 million times on YouTube in its first month and it won a number of critical awards at Cannes. The ad cost $50,000 to make, but the exposure it generated was estimated at over $150 million in value. Let’s watch the advert.
  • A subsequent ad by Unilever was equally well received and was beamed to all four corners of the world via YouTube and social media. By this time, Dove were experiencing an increase in product sales of almost 6%. Their campaign was going gangbusters.
  • Unilever were riding a wave of popularity – their ads were being seen by millions of people all around the world and they were getting kudos from all quarters for their socially responsible stance towards the beauty products industry. How refreshing it was to see a beauty products company telling it how it really was! Refreshing indeed - until a little not-for-profit organisation called Greenpeace released this video… -------------- In May 2008, after copping an absolute hiding in the wake of the Greenpeace video, Unilever CEO Patrick Cescau announced an immediate moratorium on deforestation in Indonesia and a shift towards sustainable palm oil production around the world. A single 1 min 27 second viral video, distributed via social media channels, was enough to bring one of the world’s largest companies to its knees – now that’s powerful. Take a second to think how your organisation could leverage a clever viral video to generate interest in your organisation’s cause…
  • And it didn’t end there - there were the inevitable parodies – and I show this one to you because it’s just really funny.
  • Social Media Training for the Australian Booksellers Association

    1. 1. Social Media Training for Booksellers Clayton Wehner - Blue Train Enterprises M: 0438 925 613 E: [email_address]
    2. 2. A short arousal video… <ul><li>http://www.youtube.com/watch?v=nrlSkU0TFLs </li></ul>
    3. 3. How social media switched on are you? <ul><li>Who is on Facebook? </li></ul><ul><li>More than 200 friends? </li></ul><ul><li>Who maintains a Facebook Page for their business? </li></ul><ul><li>Who is on Twitter? </li></ul><ul><li>Anybody got a blog? </li></ul>
    4. 4. Scope of today’s training <ul><li>Part 1 – Background on the social media phenomenon and a quick methodology for its use </li></ul><ul><li>Part 2 – The technologies available to you – Facebook, Twitter, blogs etc </li></ul><ul><li>Part 3 – The risks of social media </li></ul><ul><li>Part 4 – Principles for implementing a successful social media strategy </li></ul>
    5. 5. The Vibe <ul><li>Relaxed </li></ul><ul><li>Lots of video and fun stuff </li></ul><ul><li>Ask questions at anytime </li></ul><ul><li>There might be a few questions for you… </li></ul><ul><li>Don’t need to take copious notes…you can find this presentation at: </li></ul><ul><ul><li>http://www.bluetrainenterprises.com.au/abatraining </li></ul></ul>
    6. 6. Part 1 Background & a Methodology
    7. 7. Aussies going online… <ul><li>28% of users are spending > 3 hours online a day </li></ul><ul><li>A further 23% spend > 1 hour online a day </li></ul>
    8. 8. Aussies going social… <ul><li>8.7 million Australians visited a social networking site in June 2010 </li></ul><ul><li>44.3% of Australians have a Facebook account (9.4m accounts) </li></ul>
    9. 9. Aussies going mobile… <ul><li>2.4 million Australians accessed the web via a mobile device in June 2010 </li></ul><ul><li>(and most are using social media on these devices) </li></ul>
    10. 10. Aussies using apps…
    11. 11. Aussies using tablets & readers… In January 2011, Amazon sold 115 Kindle eBook Downloads for every 100 Paperback Book sales
    12. 12. Aussie organisations lag behind <ul><li>75% of Australian small-to-medium enterprises DON’T do social media </li></ul><ul><li>30% of Australian SMEs rarely update the content of their business website </li></ul><ul><li>78% of Australian SMEs don’t use their websites for e-commerce (ie. selling stuff) </li></ul><ul><li>Only 14% of SMEs use email marketing </li></ul>
    13. 13. And book retailers under pressure… <ul><li>Aussie dollar very high </li></ul><ul><li>Interest rates going up </li></ul><ul><li>A slew of overseas buying options with cheap shipping arrangements </li></ul><ul><li>Big retailers up in arms about overseas operators avoiding GST (thanks for promoting them, Gerry Harvey) </li></ul><ul><li>Universal access to fast internet connections </li></ul><ul><li>Growing trust in the security of online shopping </li></ul><ul><li>Greater complexity in life means that people seek convenience </li></ul><ul><li>Copyright protectionism on Australian books </li></ul>
    14. 16. Evolution of the web <ul><li>Web 1.0 = ‘one way web’; reading static web pages; ‘brochureware’ </li></ul><ul><li>Web 2.0 = ‘two way web’; interaction, community, collaboration </li></ul><ul><li>Web 3.0 = The ‘semantic’ web; artificial intelligence; high levels of personalisation, individually-tailored web experience </li></ul>
    15. 17. What is Social Media? <ul><li>Social media is ‘media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques’ </li></ul><ul><li>Blogs, micro-blogging, social networking, video/file sharing, wikis, social bookmarking, community sites and more </li></ul>
    16. 18. These are all ‘social media’ too… <ul><li>Location-based social networking sites – eg. Foursquare </li></ul><ul><li>Other social networking sites – eg. MySpace, Orkut, Hi5, Bebo </li></ul><ul><li>Really Simple Syndication (RSS) </li></ul><ul><li>Social bookmarking sites – eg. Digg, Delicious, Technorati </li></ul><ul><li>Wikis – eg. Wikipedia, Google Sites </li></ul><ul><li>Content sharing sites – eg. Flickr, Slideshare </li></ul><ul><li>Blogs </li></ul><ul><li>Discussion boards / forums – eg. Yahoo! Answers </li></ul><ul><li>Crowdsourcing / outsourcing – eg. Elance, 99designs </li></ul><ul><li>Virtual communities – eg. Second Life </li></ul><ul><li>Voice over IP – eg. Skype </li></ul><ul><li>Instant Messaging – eg. ICQ </li></ul><ul><li>Podcasting </li></ul><ul><li>The mobile web – iPhones, Blackberry, Android, iPads, Kindles </li></ul>
    17. 19. Social Media in plain English… <ul><li>http://www.youtube.com/watch?v=MpIOClX1jPE </li></ul>
    18. 20. Steady on, tiger… <ul><li>‘ I need to be on Facebook because everybody else is’ – WRONG! </li></ul><ul><li>Tendency to start with the ‘technology’ first </li></ul><ul><li>Need to focus on the target audience, objectives and strategies, before considering the technologies… </li></ul><ul><li>Why? Because the technologies might not be appropriate for your organisation </li></ul>
    19. 21. POST Methodology <ul><li>P is for PEOPLE </li></ul><ul><li>O is for OBJECTIVES </li></ul><ul><li>S is for STRATEGIES </li></ul><ul><li>T is for TECHNOLOGIES </li></ul><ul><li>Forrester Research </li></ul>
    20. 22. POST – a social media strategy <ul><li>People </li></ul><ul><ul><li>Who are you targeting? </li></ul></ul><ul><ul><ul><li>Certain demographic, multiple demographics </li></ul></ul></ul><ul><li>Objectives </li></ul><ul><ul><li>What do you want to achieve? </li></ul></ul><ul><ul><ul><li>More sales? Engagement? Awareness? </li></ul></ul></ul><ul><li>Strategies </li></ul><ul><ul><li>How do your propose to achieve your objectives? </li></ul></ul><ul><ul><ul><li>Competitions, special deals, provision of information, email marketing </li></ul></ul></ul><ul><li>Technologies </li></ul><ul><ul><li>Which technologies will you use to implement the strategies? </li></ul></ul><ul><ul><ul><li>Email, Facebook, Twitter, blogs, video, etc. </li></ul></ul></ul><ul><li>Forrester Research </li></ul>
    21. 23. Get your website right first… <ul><li>BUT before getting too creative with social media, get your website right first </li></ul><ul><li>Your website is the core element of your web presence </li></ul>
    22. 25. Are you awake – pop quiz, hot shot… <ul><li>Blog is the shortened form of what? </li></ul><ul><li>How many characters can a tweet contain? </li></ul><ul><li>What does RSS stand for? </li></ul><ul><li>Facebook emanated from which US university? </li></ul><ul><li>Who owns MySpace? </li></ul>
    23. 26. The Answers <ul><li>Blog is the shortened form of what? </li></ul><ul><ul><li>WEB LOG </li></ul></ul><ul><li>How many characters can a tweet contain? </li></ul><ul><ul><li>140 CHARACTERS </li></ul></ul><ul><li>What does RSS stand for? </li></ul><ul><ul><li>REALLY SIMPLE SYNDICATION </li></ul></ul><ul><li>Facebook emanated from which US university? </li></ul><ul><ul><li>HARVARD </li></ul></ul><ul><li>Who owns MySpace? </li></ul><ul><ul><li>NEWS CORPORATION </li></ul></ul>
    24. 27. Questions….
    25. 28. Part 2 The Technologies
    26. 29. Become a consumer first… <ul><li>Join the online book community – learn, discuss and share info with like-minded people </li></ul><ul><li>Get a Facebook account and become a ‘fan’ of book industry pages </li></ul><ul><li>Get a Twitter account and ‘follow’ book industry people </li></ul><ul><li>Get a LinkedIn account and ‘connect’ with your business associates, suppliers, clients etc </li></ul><ul><li>Get a feed reader (Google Reader) and subscribe to industry blogs and RSS feeds </li></ul>
    27. 33. Blogs in plain English… <ul><li>http://www.youtube.com/watch?v=NN2I1pWXjXI </li></ul>
    28. 34. Get bloggin’ <ul><li>Anybody can be a content publisher – not just the media companies </li></ul><ul><li>Establish yourself as an ‘authority’; build credibility </li></ul><ul><li>Write interesting, provocative posts to engage with readers </li></ul><ul><li>Write short articles; write regularly – maybe twice a week </li></ul><ul><li>Start at http://www.wordpress.com for free </li></ul><ul><li>Transition to a domain hosted blog later – ie. http://www.yourdomain.com/blog </li></ul>
    29. 36. No. 1 blog in Australia “ I earn a six figure income each year from my blogs… it’s probably creeping more towards seven figures per year now…”
    30. 44. An exercise for you… <ul><li>Pair up </li></ul><ul><li>Take 2 minutes to come up with one idea for a blog post that relates to books </li></ul><ul><li>Share it with everybody… </li></ul>
    31. 45. Facebook & Social Networking <ul><li>http://www.youtube.com/watch?v=6a_KF7TYKVc </li></ul>
    32. 46. Facebook it up for your biz <ul><li>Over 750 million active users! </li></ul><ul><li>Has overtaken Google in US as most viewed website </li></ul><ul><li>‘ Facebook Pages’ are for businesses (not standard profiles or Groups) </li></ul><ul><li>Set it up in seconds at www.facebook.com/pages </li></ul>
    33. 49. Extending your Facebook presence <ul><li>Claim your vanity URL at www.facebook.com/username once you have 25 fans </li></ul><ul><li>Add custom tabs with your own content </li></ul><ul><li>Use apps to extend the functionality of the page – try North Social for sweepstakes, fan offer apps </li></ul><ul><li>Display a splash page for non-fans that asks them to become fans </li></ul>
    34. 55. Twitter in plain English… <ul><li>http://www.youtube.com/watch?v=ddO9idmax0o </li></ul>
    35. 56. Start Tweet, Tweet, Tweetin’ <ul><li>Micro-blogging; 140 character limit – basically ‘SMS on the web’ (but best done via a mobile device) </li></ul><ul><li>You follow people, they follow you; your ‘tweets’ are seen by your followers, you see the ‘tweets’ of people you follow </li></ul><ul><li>Many people write off Twitter: who would be interested in this seemingly banal, nebulous information? </li></ul>
    36. 59. What are those weird characters, man? <ul><li>Hash tag # - designates a topic (eg. #abaconf11) </li></ul><ul><li>@ symbol – designates a Twitter user (eg. @boomerangbooks </li></ul><ul><li>Allows Twitter users to search for tags and to isolate tweets that contain that tag </li></ul>
    37. 61. I’m entering @ Crust_Pizza   #CrustFreePizzaFriday
    38. 62. Ocea Beauty Bar, College Park
    39. 63. Insurance salesman – 29K followers!
    40. 67. Automate & centralise posting <ul><li>Posts on a blog, Twitter, Facebook, Linkedin etc can be ‘ported’ between one another using a variety of tools, removing the requirement to post manually on multiple sites. </li></ul><ul><li>Twitterfeed ( www.twitterfeed.com ) sends blog posts to Facebook and Twitter </li></ul><ul><li>Desktop tools (and mobile phone apps) like Tweetdeck and Seesmic can be used as a central hub for posting to multiple social networks at once </li></ul>
    41. 70. Integrate & enable sharing <ul><li>To grow your social media community, make it easy to connect/follow by integrating social media elements into your pages and enabling sharing options </li></ul><ul><ul><li>Social bookmarking buttons </li></ul></ul><ul><ul><li>FB Like buttons </li></ul></ul><ul><ul><li>Google+1 buttons </li></ul></ul><ul><ul><li>FB Boxes </li></ul></ul><ul><ul><li>Twitter widgets </li></ul></ul><ul><li>To implement, it’s normally just a small piece of code that is added to your page HTML – ask your geek! </li></ul>
    42. 72. Online video - Where in the World is Matt? <ul><li>http://www.youtube.com/watch?v=zlfKdbWwruY </li></ul>
    43. 73. Online video <ul><li>Video is the biggest growth area on the web as bandwidth and online storage increases </li></ul><ul><li>Over 24 hours of video every minute is uploaded to YouTube </li></ul><ul><li>YouTube is now the world’s second largest search engine </li></ul><ul><li>Video can be done cheaply with a handheld camcorder </li></ul><ul><li>Copy the file to your computer and then upload to YouTube within minutes </li></ul><ul><li>Embed the video in your website or blog using the special code… </li></ul>
    44. 77. Start an internal wiki to store stuff <ul><li>Hawaiian term for ‘quick’ </li></ul><ul><li>A website created by a group of people who have the ability to contribute and modify content </li></ul><ul><li>Often used to create collaborative and community sites – best known site is Wikipedia </li></ul><ul><li>Great for internal collaboration – think intranets, knowledge management, document sharing </li></ul>
    45. 79. Questions….
    46. 80. Part 3 The risks of social media
    47. 81. It’s all out there… <ul><li>Who has googled themselves? </li></ul><ul><li>Ex-girl/boyfriends?? </li></ul><ul><li>Social media sites can be very insightful about individuals </li></ul><ul><li>Ethical? Legal? </li></ul><ul><li>Make sure that your own internet ‘footprint’ is ‘above board’ </li></ul>
    48. 82. &quot;Kyle Doyle is not going to work, f*** it I'm still trashed. SICKIE WOO!&quot;
    49. 83. Total pervvy wanker
    50. 84. The big long list of risks for organisations… <ul><li>Breach of security </li></ul><ul><li>Breach of privacy </li></ul><ul><li>Compromised passwords / hack attempts </li></ul><ul><li>Viruses / phishing </li></ul><ul><li>Online harassment or cyber-bullying between workers </li></ul><ul><li>Slander / libel / defamation </li></ul><ul><li>Online fraud and deception </li></ul><ul><li>Disgruntled former employees </li></ul><ul><li>Not to mention hits to your brand… </li></ul>
    51. 85. Domino’s
    52. 86. Virgin’s ‘chavs’ (=‘bogan’)
    53. 87. &quot;Rove and Tasma look so cute ... hope she doesn't die, too&quot; &quot;I do so hope Bindi Irwin gets laid” Catherine Deveny sacked by The Age for Tweets
    54. 88. The power of Twitter (5,000+ followers)
    55. 89. Dove Evolution
    56. 90. Dove Onslaught
    57. 91. Dove Onslaught(er)
    58. 92. Slob Evolution
    59. 93. Questions….
    60. 94. Part 4 Principles for success
    61. 95. Principles for social media success <ul><li>1. You have a mandate from the boss </li></ul><ul><li>2. You have organisational commitment at all levels </li></ul><ul><li>3. Your strategy integrates with the business plan and wider marketing strategy </li></ul><ul><li>4. Your strategy fits with the organisation’s website </li></ul>
    62. 96. Australian Army goes social
    63. 97. Australian Army FB Page – 53K+ fans
    64. 99. Principles for social media success <ul><li>5. You understand your target audience </li></ul><ul><li>6. You understand what your objectives are </li></ul><ul><li>7. You are using the correct social media technologies </li></ul><ul><li>8. You have a written usage policy in place </li></ul>
    65. 100. An exchange on the Nestle FB Page
    66. 101. Principles for social media success <ul><li>9. You have a staff training regimen in place </li></ul><ul><li>10. You have an appropriate allocation of resources – people, time, money, equipment </li></ul><ul><li>11. There is central coordination and accountability </li></ul><ul><li>12. There is devolved responsibility </li></ul>
    67. 102. Devolved responsibility
    68. 103. Principles for social media success <ul><li>13. There are regular coordination meetings (but also spontaneity) </li></ul><ul><li>14. There is a focus on sustainability and long-term results </li></ul><ul><li>15. There is compelling content </li></ul><ul><li>16. Content is well-written, error free and keyword-rich </li></ul>
    69. 104. Compelling content
    70. 105. Principles for social media success <ul><li>17. There is an appropriate frequency of content </li></ul><ul><li>18. There is an appropriate tone and persona </li></ul><ul><li>19. There is two-way conversation and engagement </li></ul><ul><li>20. There is ‘authentic’ communication </li></ul>
    71. 106. Frequency of content <ul><li>Small contributions often – one per day </li></ul>
    72. 107. Tone and Persona – Ginger Rundle
    73. 108. Two-way conversation
    74. 109. Authenticity
    75. 110. Principles for social media success <ul><li>21. KPIs are monitored </li></ul><ul><li>22. There are contingency plans in place if something goes wrong </li></ul><ul><li>23. There is constant learning about social media in the organisation – because it is constantly changing! </li></ul>
    76. 111. KPI monitoring
    77. 112. Final words
    78. 113. What you should do now… <ul><li>Secure your names on Twitter, Facebook, etc </li></ul><ul><li>Sort out your website </li></ul><ul><li>Check your competitors </li></ul><ul><li>Dip your toe in – it’s free </li></ul><ul><ul><li>Set up profiles on main sites </li></ul></ul><ul><ul><li>Do some tweeting </li></ul></ul><ul><ul><li>Subscribe to/comment on industry blogs </li></ul></ul><ul><ul><li>Connect with associates </li></ul></ul><ul><li>Read and learn </li></ul><ul><li>Monitor brand & reputation </li></ul>
    79. 114. Will social media help us? <ul><li>It’s not a ‘silver bullet’ </li></ul><ul><li>Like most things, it won’t happen overnight </li></ul><ul><li>It’s not unlike ‘real’ networking! </li></ul>
    80. 115. Benefits of social media if done well <ul><li>Engage with existing stakeholders </li></ul><ul><li>Reach new ones </li></ul><ul><li>Establish credibility </li></ul><ul><li>Bigger ‘signature’ on the web </li></ul><ul><li>Greater ‘openness’ and ‘accessibility’ </li></ul><ul><li>Be a part of the ‘revolution’ in the online world (what is the alternative?) </li></ul>
    81. 116. Questions….
    82. 117. And that’s it… <ul><li>This presentation can be found at: http://www.bluetrainenterprises.com.au/abatraining </li></ul><ul><li>My details: </li></ul><ul><ul><li>Website: www.bluetrainenterprises.com.au </li></ul></ul><ul><ul><li>Email: [email_address] </li></ul></ul><ul><ul><li>Twitter: @bluetrain </li></ul></ul><ul><ul><li>Skype: bluetrainenterprises </li></ul></ul><ul><ul><li>I’m also on Facebook, LinkedIn </li></ul></ul>

    ×