Social media presentation to QORF, March 2014

www.melkettle.com.au @melkettle
Social Media

www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle

Doing what you have
always done will no
longer get you what you
have always got

Social media is a
fundamental shift in
how we do business

www.melkettle.com.au @melkettlewww.melkettle.com.au @melkettlewww.melkettle.com.au @melkettle

Overview
• Social media use!
• Mythbusting!
• Risk of NOT using social media!
• Types of social media!
• 4 C’s!
• Dos and don’ts!
• QORF and your social media!
• Risk management

Social !
media

Who and where?
• 72% of all internet users are now active on social media!
• 18-29 year olds have an 89% usage!
• The 30-49 bracket sits at 72%!
• 60 percent of 50 to 60 year olds are active on social media!
• In the 65 plus bracket, 43% are using social media!
• Time spent on Facebook per hour spent online by country. The top
three:!
• USA - 16 minutes; Australia - 14 minutes, UK - 13 minutes!
• 71% of users access social media from a mobile device.
Source: http://www.jeffbullas.com/

Source: http://www.jeffbullas.com/

• Facebook - 13m users (56.5% Australian population)!
• YouTube - 12.5m UAV!
• Blogging (blogspot, wordpress, tumblr) - 14.1m !
• LinkedIn - 3.7m !
• Twitter - 2.5m active users!
• Instagram - 1.6m active users!
• TripAdvisor - 1.3m!
• Pinterest - 420,000!
• Google + - 65,000!
• FourSquare - 63,000
In Australia
Feb 2014, UAV, www.socialmedianews.com.au

Social media myths

Social media myths
• It's free!
• Build it and they will come!
• My customers want to engage with my business!
• I don't have a message!
• Just for kids!
• It's the answer to my business woes!
• It can stand on its own as a communication tool!
• Fool-proof

Changing perceptions

Brand facts
•Facebook: 40% follow a brand. 51% of these
will purchase brand!
•Twitter: 25% follow a brand, 67% will purchase

Risk of
NOT
using
social
media

You can buy attention (advertising). !
You can beg for attention from the media (PR). !
You can bug people one at a time to get attention
(sales). !
Or you can earn attention by creating something
interesting and valuable and then publishing it  
online for free.!
David Meerman Scott 
Marketing legend

Old communication was one-way

Now communication is two-way 
And conversations are with many

Business is no longer B2B. !
It’s no longer B2C. !
It’s now P2P. !
Person 2 Person.

news
community
referrals
feedback
traﬃc
inﬂuence
content
goodwill leads
sharing
relationships
branding
networking
hiring
publicity
social  
media

• Instant!
• Interactive!
• Accessible!
• Measurable!
• User generated content
Social media is:

www.melkettle.com.au @melkettlewww.melkettle.com.au @melke&le

Why I love social media
• fabulous friendships!
• speaking opportunities!
• food blog!
• crowdsourcing info for uni assignments!
• new clients!
• great advice and information

What does this mean !
for you?

• Education!
• Recruitment !
• Industry trends and legislation!
• Branding!
• Community!
• Networking !
• BE AWARE OF CONFIDENTIALITY
From a small business perspective

Facebook
• great for engagement and sharing ideas!
• excellent analytics for pages!
• biggest social media usage - easy to
reach your demographic!
• cost effective!
• linked to Google!
• privacy is an issue

Business pages

Business pages
• Less detail than a personal page!
• GREAT way for business to reach consumers!
• Can advertise!
• Can customise !
• Make it interesting!
• Add links!
• Engage and listen to customers!
• Monitor your page for spam!
• Don’t use a personal page for business!

Analytics

twitter
• best channel for direct communication!
• quick and simple to use!
• cost effective!
• has keyword search!
• excellent to drive trafﬁc to web!
• fastest growing

G+
• lacks the reach of other social media!
• facilitates communication!
• excellent brand exposure to people
outside your circles!
• will continue to grow!
• expected to surpass Facebook for social
sharing in 2016

LinkedIn
• connect with speciﬁc customers via
groups with interests connected to your
brand!
• excellent exposure to business world!
• not a huge referral site but growing

YouTube
• #2 search engine!
• excellent for customer involvement!
• can entertain, inform, educate and
engage all at once!
• a community!
• drives trafﬁc to web

instagram
• excellent for showcasing images and
now video!
• only via phone/tablet!
• high user engagement!
• great for visual business

blogging
• share knowledge !
• promote your business!
• position yourself as an expert!
• it helps SEO!
• creates two-way conversation!
• sharpens your business focus!

4 P’s of Marketing

4 C’s of marketing
and social media...
1.Customers!
2.Content!
3.Channel!
4.Community

The single biggest
problem with
communication is the
illusion that it has  
taken place. 
 
 
George Bernard Shaw

“We know that people are out in
social media channels seeking
information and researching. We
need to use social media to inﬂuence
their buying behavior.”
Source: Harvard Business Review

Customers
• Customer is #1!
• Know who they are!!
• Go where they go!
• Engage and converse with them

Source: timidmonster.com

Content
• Content is king - words, video, photos !
• Provide information that is valuable to
your customers!
• Be consistent with content!
• It’s not all white papers...

Writing great content
• know your audience!
• share your knowledge !
• provide valuable information !
• use your authentic voice and be consistent!
• show relevance!
• use stories, pictures, real examples!
• NO JARGON

Channel
• Which social media channel is right for you?!
• Go where your customers go - know your
target market!
• Facebook is not for everyone!
• What suits your personality?!
• Time and money considerations

Source: socialmediatoday.com

“We know that people are out in
social media channels seeking
information  
and researching.  
We need to use social media to
influence behavior.”
Source: Harvard Business Review

Liking, following, linking,
tagging, stumbling: social
media is changing the
nature of [science]-related
interactions
Report: The heart of the matter

Source: worldofdtcmarketing.com

Mobile phone is the greatest piece of
persuasive technology of all time.!
 
Location-speciﬁc!
Contextual!
Timely!
Immediate

Mobile
• 4 out of 5 consumers use smartphones to shop!
• there are as many connected mobiles as there
are people in the world!
• 70% of mobile searches lead to online purchase
within an hour!
• 80% of time spent on mobile is using an App

Teenagers prefer texting to talking

Source: http://blog.lab42.com/

Community
• Engage with customers!
• Encourage and provide tools for them
to engage with each other!
• People WANT to interact!
• Customer generated content - for
customers by customers in the way
customers want to receive information

Creating community
• Your message needs to be community-worthy !
• Identify the call to action!
• Appoint champions !
• Encourage conversation!
• Provide the tools for engagement!
• Regular community engagement!
• Promote, promote, promote !

6 steps of measurement
1. Know your goals!
2. Define your audience!
3. Define benchmarks!
4. Define metrics – what is success to you?!
5. Select data collection tools and media!
6. Measure – be data informed not data
driven


Social media !
dos and don’ts

DO: share your story
• NOT just work!!
• Be authentic!
• Build relationships!
• Have a voice


Don’t: just sell yourself


DO: Build relationships

DO: Listen to people

DO: Talk to people!


DO: Be authentic

DON’T: be arrogant

DO: say hello

DO: Share

DO: be relevant and interesting!


DO: Ask questions

DO: congratulate people
• 5. Congratulate people

DO: say thank you
• 2. Let others know you are listening


DO: Just have a chat!

DON’T: forget your goals
• What are your business objectives?!
• Who do you want to talk to? Stakeholders,
community, clients!
• Who is your audience? What is their level
of literacy for your business?!
• What outcomes do you want to achieve?


DON’T: complicate things
• use apps - Tweetbot is my fave, syncs on
macbook, iPhone, iPad !
• links to Facebook!
• manage multiple twitter accounts!
• creates lists

What does this mean for you?

Engaging with QORF
will allow you to
better leverage a
greater volume of
people

• Deliver products and services!
• Education and information sharing!
• Engage with clients and communities !
• Promote programs !
• Announce initiatives!
• Entertain and educate
From a QORF perspective

Why QORF want you using
social media
• Show leadership within the sector!
• Increase inﬂuence !
• Reach and engage with more people!
• Collaborate!
• Be responsive

What does social media
mean for QORF?
• Increased need to engage with customers
and stakeholders!
• Greater opportunity for increasing inﬂuence
and reaching more people!
• Have clear and consistent information and
engagement channels

Beneﬁts
• Great for those without a website!
• QORF to provide guidance !
• you provide images, logo, contacts, links, a
blurb

• Be clear about your purpose!
• Know your environment and identify changes!
• Link up with QORF and share resources!
• Roll out your social media use (don’t launch)!
• Listen and let this inform your participation
Best practice

Best practice
• Don’t use industry jargon!
• Identify communities not business groups!
• Have interesting content!
• Focus on the outcomes you want to achieve
- align with KPIs!
• Have a plan

• Communication is two way!
• Discuss and explain feedback!
• Correct facts not opinions!
• Provide rich content!
• Spark discussion!
• Don’t be afraid to be disliked
Engage by being engaging

Key to know
• People will engage on topics THEY want to
talk about - not just what you want them to!
• Make sure you talk about what your
audience wants to hear

How?!
• Building online communities!
• Broaden audience reach!
• Increase access to public archival
records!
• Engage, collaborate and network

Security and risk

External risk
• Phishing!
• Hackers!
• Spammers!
• Other idiots who want your info... don’t
let them get it!

Internal risk
• General carelessness !
• Ego!
• Staff leaks - deliberate and accidental!
• Blur between personal and professional!
• Increased use of smart phones

Top security tips

Use caution when clicking

Think twice about apps

Assume everything said
online stays online

Have a unique password

Keep your browser up to date

Privacy tips - general
• Don’t post birthday, address, phone numbers,
credit card info!
• Choose a complex password and change it if you
get hacked!
• Be careful when posting pictures!
• Turn off geo-tagging on twitter and instagram!
• Always sign out after using a shared computer

Privacy tips - facebook
• Lock down your privacy/sharing to
friends only !
• Set up an email log in alert in case
someone else logs in to your account!
• Make your subscriber search private

Privacy tips - twitter
• You can set tweets to private - meaning
you vet everyone who wants to follow!
• Don’t auto follow !
• Don’t click on weird looking links!
• Tweets can’t be deleted. Ever. Be careful
what you tweet

Privacy - twitter

Consider...
• Boundaries!
• Transparency!
• Conﬁdentiality!
• Financials!
• Consequences!
• Work use

A few tips
• Have a social media policy!
• Think before you post!
• Don’t click on short links eg ow.ly/i/jUvU!
• Beware of messages from people you don’t
know - especially DM with twitter!
• Be careful of geolocation apps such as
Foursquare

!
@melkettle

mel@melkettle.com.au

Social media presentation to QORF, March 2014

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Social media presentation to QORF, March 2014