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www.thenetadvantage.co.uk
Social Media – the ‘WHY’
@JanMinihane
#lotteriescouncilconference2014
Overview
#lotteriescouncilconference2014www.thenetadvantage.co.uk
•WHY the ‘why’ is important
•WHY we use each Social Medi...
WHY is the ‘why’ important?
#lotteriescouncilconference2014www.thenetadvantage.co.uk
What YOU say about your organisation ...
Why we use Social Media
#lotteriescouncilconference2014www.thenetadvantage.co.uk
Get latest
news
Show off Keep in touch Le...
Why we use each Social Media Network
#lotteriescouncilconference2014www.thenetadvantage.co.uk
www.thenetadvantage.co.uk
WHY do we engage?
(AKA post, share, like, comment, retweet, +1,
repin, check-in ...)
Why do we engage?
#lotteriescouncilconference2014www.thenetadvantage.co.uk
… because we HAVE to:
•Competition entry
•Offer...
Why do we engage?
#lotteriescouncilconference2014www.thenetadvantage.co.uk
… because we WANT to …
•Fun Stuff
•Passions/int...
Why do we engage?
#lotteriescouncilconference2014www.thenetadvantage.co.uk
… because we think we SHOULD …
•Causes
•Liking ...
Engagement – let’s start with how to get it ‘wrong’
#lotteriescouncilconference2014www.thenetadvantage.co.uk
Engagement – let’s start with how to get it ‘wrong’
#lotteriescouncilconference2014www.thenetadvantage.co.uk
Engagement – let’s start with how to get it ‘wrong’
#lotteriescouncilconference2014www.thenetadvantage.co.uk
Engagement – let’s start with how to get it ‘wrong’
#lotteriescouncilconference2014www.thenetadvantage.co.uk
Engagement – let’s start with how to get it ‘wrong’
#lotteriescouncilconference2014www.thenetadvantage.co.uk
www.thenetadvantage.co.uk
So … how do you get it ‘right’?
What can you offer that’s a little bit different?
#lotteriescouncilconference2014www.thenetadvantage.co.uk
Think beyond yo...
What can you offer that’s a little bit different?
#lotteriescouncilconference2014www.thenetadvantage.co.uk
Crowdsource wha...
What can you offer that’s a little bit different?
#lotteriescouncilconference2014www.thenetadvantage.co.uk
Never underesti...
What can you offer that’s a little bit different?
#lotteriescouncilconference2014www.thenetadvantage.co.uk
Never underesti...
What can you offer that’s a little bit different?
#lotteriescouncilconference2014www.thenetadvantage.co.uk
Think ‘quality’...
What can you offer that’s a little bit different?
#lotteriescouncilconference2014www.thenetadvantage.co.uk
Give your audie...
What can you offer that’s a little bit different?
#lotteriescouncilconference2014www.thenetadvantage.co.uk
And don’t forge...
What can you offer that’s a little bit different?
#lotteriescouncilconference2014
www.thenetadvantage.co.uk
And maybe, jus...
Final Thoughts
#lotteriescouncilconference2014www.thenetadvantage.co.uk
• Put yourself in the shoes of your audience
• Und...
www.thenetadvantage.co.uk
Let’s carry on the conversation….
twitter.com/janminihane
facebook.com/jan.minihane
uk.linkedin....
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Social media - the 'why' - the psychology of what we use it & engage

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A talk delivered at The Lotteries Council Conference 2014, on the subject of what we use social media and why we engage on it - understand that and you can craft your content to have more context and boost engagement.

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Social media - the 'why' - the psychology of what we use it & engage

  1. 1. www.thenetadvantage.co.uk Social Media – the ‘WHY’ @JanMinihane #lotteriescouncilconference2014
  2. 2. Overview #lotteriescouncilconference2014www.thenetadvantage.co.uk •WHY the ‘why’ is important •WHY we use each Social Media Network •WHY we engage • WHY should ‘fans’ share/comment/like your stuff? • WHY will people sign up?
  3. 3. WHY is the ‘why’ important? #lotteriescouncilconference2014www.thenetadvantage.co.uk What YOU say about your organisation IS important … BUT What OTHERS say about you is MUCH more important More Brand advocates = more engagement More engagement should = more sign-ups & donations
  4. 4. Why we use Social Media #lotteriescouncilconference2014www.thenetadvantage.co.uk Get latest news Show off Keep in touch Let off steam Networking Make money Inform others Social proof Ease boredom/lonel iness Boost self esteem Make a difference Organise events ‘Stalk’ celebrities Promote ourselves Be part of community Get offers/discount s
  5. 5. Why we use each Social Media Network #lotteriescouncilconference2014www.thenetadvantage.co.uk
  6. 6. www.thenetadvantage.co.uk WHY do we engage? (AKA post, share, like, comment, retweet, +1, repin, check-in ...)
  7. 7. Why do we engage? #lotteriescouncilconference2014www.thenetadvantage.co.uk … because we HAVE to: •Competition entry •Offers •Discounts
  8. 8. Why do we engage? #lotteriescouncilconference2014www.thenetadvantage.co.uk … because we WANT to … •Fun Stuff •Passions/interests •Newsworthy •Compassion •Events •Causes •Check-ins •RELEVANCE
  9. 9. Why do we engage? #lotteriescouncilconference2014www.thenetadvantage.co.uk … because we think we SHOULD … •Causes •Liking friends business pages •RIP’s •Birthdays •Sympathy
  10. 10. Engagement – let’s start with how to get it ‘wrong’ #lotteriescouncilconference2014www.thenetadvantage.co.uk
  11. 11. Engagement – let’s start with how to get it ‘wrong’ #lotteriescouncilconference2014www.thenetadvantage.co.uk
  12. 12. Engagement – let’s start with how to get it ‘wrong’ #lotteriescouncilconference2014www.thenetadvantage.co.uk
  13. 13. Engagement – let’s start with how to get it ‘wrong’ #lotteriescouncilconference2014www.thenetadvantage.co.uk
  14. 14. Engagement – let’s start with how to get it ‘wrong’ #lotteriescouncilconference2014www.thenetadvantage.co.uk
  15. 15. www.thenetadvantage.co.uk So … how do you get it ‘right’?
  16. 16. What can you offer that’s a little bit different? #lotteriescouncilconference2014www.thenetadvantage.co.uk Think beyond your initial audience …
  17. 17. What can you offer that’s a little bit different? #lotteriescouncilconference2014www.thenetadvantage.co.uk Crowdsource what your ‘fans’ want to see Why? •Makes followers feel part of the process •Delivering what visitors want •More likely to remain a fan How? •Um, ask them! •Run a survey (incentivised)
  18. 18. What can you offer that’s a little bit different? #lotteriescouncilconference2014www.thenetadvantage.co.uk Never underestimate the power of the call to action….
  19. 19. What can you offer that’s a little bit different? #lotteriescouncilconference2014www.thenetadvantage.co.uk Never underestimate the power of the call to action….
  20. 20. What can you offer that’s a little bit different? #lotteriescouncilconference2014www.thenetadvantage.co.uk Think ‘quality’ not ‘quantity for CTA’s … DON’T … What is your opinion on this? DO … We’re curious, what do you think about this? DO … We can’t agree in the office, we need your input? Show you care about what your followers think!
  21. 21. What can you offer that’s a little bit different? #lotteriescouncilconference2014www.thenetadvantage.co.uk Give your audience exclusive content - behind the scenes, day in the life of… Why: •Compelling reason to follow you •Makes them feel more part of what you offer •Easy content fillers How: •Engage members of staff from around organisation to contribute •Post regularly so followers learn to expect it •Video tour behind the scenes
  22. 22. What can you offer that’s a little bit different? #lotteriescouncilconference2014www.thenetadvantage.co.uk And don’t forget the obvious … •FIND the optimal volume of content •DON’T over promote – 80/20 rule (at least!) •NICHE IT – cocktail party phenomenon •MORE FORMATS = more consumption •Think EMOTIONAL NARRATIVE •FOSTER your brand advocates •Use EMOTICONS (!) ;-)
  23. 23. What can you offer that’s a little bit different? #lotteriescouncilconference2014 www.thenetadvantage.co.uk And maybe, just maybe, scale down your social media presence (!)
  24. 24. Final Thoughts #lotteriescouncilconference2014www.thenetadvantage.co.uk • Put yourself in the shoes of your audience • Understand what works best on each site • Ask your audience what they want • Don’t insult your audience for quick engagement wins • For content, think beyond the initial ripple • Enjoy it [seriously]!
  25. 25. www.thenetadvantage.co.uk Let’s carry on the conversation…. twitter.com/janminihane facebook.com/jan.minihane uk.linkedin.com/in/janminihane gplus.to/janminihane pinterest.com/janminihane Get posting: #lotteriescouncilconference2014

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