Social media - the 'why' - the psychology of what we use it & engage
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The document discusses why engagement on social media is important for organizations. It explains that what others say about an organization is more important than what the organization says about itself. Engaging others through social media can increase brand advocacy, engagement, sign-ups, and donations. The document provides tips for effective social media engagement, including offering exclusive content, asking followers for input, using calls to action carefully, and focusing on quality over quantity of content.
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Social media - the 'why' - the psychology of what we use it & engage
- 1. www.thenetadvantage.co.uk Social Media – the ‘WHY’ @JanMinihane #lotteriescouncilconference2014
- 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. 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. 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. Why we use each Social Media Network #lotteriescouncilconference2014www.thenetadvantage.co.uk
- 6. www.thenetadvantage.co.uk WHY do we engage? (AKA post, share, like, comment, retweet, +1, repin, check-in ...)
- 7. Why do we engage? #lotteriescouncilconference2014www.thenetadvantage.co.uk … because we HAVE to: •Competition entry •Offers •Discounts
- 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. Why do we engage? #lotteriescouncilconference2014www.thenetadvantage.co.uk … because we think we SHOULD … •Causes •Liking friends business pages •RIP’s •Birthdays •Sympathy
- 10. Engagement – let’s start with how to get it ‘wrong’ #lotteriescouncilconference2014www.thenetadvantage.co.uk
- 11. Engagement – let’s start with how to get it ‘wrong’ #lotteriescouncilconference2014www.thenetadvantage.co.uk
- 12. Engagement – let’s start with how to get it ‘wrong’ #lotteriescouncilconference2014www.thenetadvantage.co.uk
- 13. Engagement – let’s start with how to get it ‘wrong’ #lotteriescouncilconference2014www.thenetadvantage.co.uk
- 14. Engagement – let’s start with how to get it ‘wrong’ #lotteriescouncilconference2014www.thenetadvantage.co.uk
- 15. www.thenetadvantage.co.uk So … how do you get it ‘right’?
- 16. What can you offer that’s a little bit different? #lotteriescouncilconference2014www.thenetadvantage.co.uk Think beyond your initial audience …
- 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. What can you offer that’s a little bit different? #lotteriescouncilconference2014www.thenetadvantage.co.uk Never underestimate the power of the call to action….
- 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. 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. 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. 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. 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. 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. 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