MFAA & Social media - Adelaide 20-03-2014


Published on

Presentation on social media for MFAA, Adelaide 20th March 2014

Published in: Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Social media, inside or outside of the organisation is not a magic bullet. It won’t solve your communication issues overnight and it will probably just add to them at first. But it will not go away and it is something every internal communicator will have to become adept at managing.
  • You need guidance from the C-suite as to how to handle areas of potential conflict (e.g. redundancies, pay freezes, company direction) but remember: it is better to welcome the conflict than to stamp it out, because conflict gives you a pulse reading of where things need improving, and who better than the C-suite to ‘clear the air’?Source:
  • Risk (RRISC) is what you are exposed to if you do not address the following 5 elements of social networking listed below, i.e. Risk of losing a positive opportunity for your business or exposure to significant business and personal Risk. RRISC focuses on the result if action is or is not taken which I suggest plugs more into the “What’s in it For Me? / How does this affect me?” that assists with memory recall and motivation for action.
  • If you lie to us you will lose our trustIf you hide things, or obfuscate, you will lose our trustIf you aren’t accountable for the things you tell us you will lose our trustGetting our trust back in the 21st century will be a much harder task than it was in the 20th
  • Kiss = keep it simple and sharply focusedFind 2.0 evangelists in the organisation and let them champion the tools in a pilotDon’t try and roll out a company-wide suite of tools in one go; start small in one area and test, test, testAs the evangelists and users of the social media tools what they think of the pilot so far – take their advice seriouslyAs per their advice, refine and when you are comfortable roll it out to more groups/areas of the organisationAlways monitor the conversations for what is being said. "Then, if the crap does hit the fan, maybe – just maybe – they'll like you enough not to tweet about your stupid CEO or your dumb-ass promotion or whatever. And hey, if they really love you, they might – just might – stick up for you. Now, that's a key measure of success in the online world (and offline too)!“
  • Black Swan: The theory was described by Nassim Nicholas Taleb in his 2007 book The Black Swan. Taleb regards almost all major scientific discoveries, historical events, and artistic accomplishments as "black swans"—undirected and unpredicted. He gives the rise of the Internet, the personal computer, World War I, and the September 11, 2001 attacks as examples of Black Swan events.The term Black Swan comes from the 17th century European assumption that 'All swans are white'. In that context, a black swan was a symbol for something that was impossible or could not exist. In the 18th Century, the discovery of black swans in Western Australia metamorphosed the term to connote that a perceived impossibility may actually come to pass. Taleb notes that John Stuart Mill first used the Black Swan narrative to discuss falsification.
  • MFAA & Social media - Adelaide 20-03-2014

    1. 1. Lee Hopkins I have a Facebook page. 20th March 2014 advanced communication strategies and tools Now what?
    2. 2. 
    3. 3. 13.0 12.5 6.4 3.7 2.5 0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 Key web properties
    4. 4. Facebook Australia On Facebook Population Facebook Australia
    5. 5. Risks Benefits Case studies Facebook advertising Generate leads
    6. 6. Brand hijacking The ‘lunatic fringe’ Negative comments Employee error (Vodafone, KC, Groupon) Social media storm (and no way to respond)
    7. 7. Brand hijacking The ‘lunatic fringe’ Negative comments Employee error (Vodafone, KC) Social media storm (and no way to respond)
    8. 8. What if they don’t love me?
    9. 9. Brand hijacking The ‘lunatic fringe’ Negative comments Employee error (Vodafone, KC, Groupon) Social media storm (and no way to respond)
    10. 10. "This afternoon an employee posted an obscene message from the officialVodafone UK Twitter profile. The employee has been suspended immediately and we have started an internal investigation.This was not a hack and we apologise for any offence the tweet may have caused."
    11. 11.
    12. 12. “So by all means don't come back, and by all means complain about us pointing out the stupidity of a rate 2.75 times the norm but please don't insinuate disrespect by us to our employees. Our employees work here because they want to not because they have to."
    13. 13. Branding Goodwill Lead generation Customer service Engagement with audiences
    14. 14. Bolster a company’s Reputation Correct inaccurate Rumours Provide correct Information Tell the company’s Story Address unhappy Customers Source: Hopkins & Magee, 2009
    15. 15. 3Ts+A= Social Media Ethos Truth Trust Transparency Accountability
    16. 16.  Go in with established goals
    17. 17.  New to Facebook advertising and not sure where to start?
    18. 18.  Include a clear and direct call to action  Use your Facebook ads to highlight special deals  Try activating Sponsored Stories as an add-on
    19. 19.  Customize your ad headline  Aside from your image selection, the headline is one of the main ways your ad will make an impact (or fail to)
    20. 20. 26 ways to generate leads with social media
    21. 21.  Follow prospects onTwitter  Friend new connections on Facebook  Conduct a Google Hangout with industry leaders  Host a webinar with registration  Answer questions on social channels
    22. 22.  Reach out to prospects where they’re engaging  Write ebooks and gate them with forms  Crowdsource content and credit your community  Find aTweet that promotes your content and share it
    23. 23.  Make your content visual for Pinterest pins  Blog about helpful information (not product)  Optimize site and blog for mobile viewers  Share relevant content with prospects  Make a compelling presentation on Slideshare
    24. 24.  Monitor for recommendation requests within your product category  Monitor for discussions of your product category  Monitor questions and conversations about your product category  Discover competitive insights
    25. 25.  Spot and answer direct questions from prospects  Monitor industry trends  Use a Facebook ad to drive traffic to your website  Use a promotedTweet to drive traffic to your website
    26. 26.  Link back to dedicated landing pages for conversion  Promote offers  Include keywords in your post headlines and body  Upload videos toYouTube (2nd largest search engine)
    27. 27. Kiss Find your lovers Start small Take a pulse Refine
    28. 28. !@#! • Truth,Trust,Transparency & Accountability 3T&A communication universe: • The Internet • 9/11 • PC • Harry Potter Black Swan moments in history Conclusions
    29. 29. 5  Go and set up a profile  Go to LinkedIn and set up a profile  Go to Facebook and search for your competitors  Collect some e-resources you can give away  Think about what makes you stand out Next week:  Start planning your business’ Facebook (& Google+) Pages Things to do this today
    30. 30. The Alamo Drafthouse
    31. 31. / Twitter: LeeHopkins Facebook: Lee Hopkins Email: Tel: 0410 642 052