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Building Your Digital Tribe Through Social Media
The document discusses building an online community through social media by emphasizing the importance of shared beliefs and connections. It explores strategies for creating and curating engaging content, fostering community, and establishing a brand culture that resonates with followers. Key insights include the significance of visual storytelling, regular interaction, and leveraging platforms like Instagram and Facebook for customer engagement.
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Building Your Digital Tribe Through Social Media
- 1. THE DIGITAL TRIBE Buildingan online community through social media KYLIE LEWIS WEB OFKIN.COM INSTAGRAM @OFKIN @KYLIELEWIS FACEBOOK @OFKINSTUDIO TWITTER @KYLIELEWIS LINKEDIN LINKEDIN.COM/IN/KYLIELEWIS
- 2. 2 I believe beautifulpaper brings happiness. I believe you should always buy the shoes. I believe in sharing what you know. I believe in courage over comfort. I believe life is too short for ironing.
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- 4. how do youmake friends? • well, you probably hang out in the same kinds of places • you probably like similar things • you might have mutual friends • you find common ground • you don’t yell sales messages at them • this is where you start your tribe
- 5. so where arethey hanging out?
- 6. SOCIAL MEDIA PLATFORMS 95% 90% 24% 21%19% 19% 16% 12% 6% Facebook YouTube LinkedIn Instagram Twitter Google+ Snapchat Pinterest Tumblr Source: Yellow Social Media Report May 2014 (except YouTube)
- 7. GENDER & AGE Source:Yellow Social Media Report May 2014
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- 9. 42% 17% 21% 31% 30% 58% 48% 6.30am wake up 7.30am commute 9.00am work 10.30am break 1.00pm lunch 6.30pm afterwork 10.30pm bed Source: Yellow Social Media Report May 2014 WHEN
- 10. AUSTRALIAN SOCIAL MEDIAUSERS 46% 19% 71% of all internet users use social media every day access sites more than 5 times per day of Australian users access social sites on a smartphone Source: Yellow Social Media Report May 2014
- 11. WHO GIVES ACRAP? BUT REALLY? 11
- 12. JOCASTA 87 followers onInstagram 13 friends on Facebook KYLIE 570 followers on Instagram 270 friends on Facebook 1500 followers on Twitter 29 followers on Tumblr 7 learners at #contentclass 12
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- 14. RESEARCH ON SOCIALMEDIA LEADING TO A PURCHASE 2012 2013 2014 40% 58% 63% Source: Yellow Social Media Report May 2014
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- 16. so what dothey like?
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- 18. ‘When you decide,you divide.’ - Julia Gillard ‘And that’s OK!’ - Kylie Lewis
- 19. 19 the goal isto do business with people who believe what you believe Simon Sinek
- 20. ‘How did Ifind my audience? It wasn’t very hard at all, all I had to do was find myself.’ - Morry Schwartz (as quoted on Big Hearted Business)
- 21. ‘Telling people aboutmy new product on Facebook felt like I’d just shown the world my vagina.’ - Susan
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- 26. CREATE • retail isabout visual inspiration • story telling • it’s not just about what you sell or do • it’s about what you believe in, what you stand for. • get good on your phone
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- 28. PHONE PHOTOGRAPHY practice takinglots of photos focus (hold finger on screen where you want it to focus) lighting shadows, reflections composition styling, flat lay, depth of field, rule of thirds editing crop, straighten, brighten, contrast, saturation, shadows, warmth great apps Snapseed: photo editing Studio and Word swag: quotes/words Labelbox: motex for photos Canva: web based, free, easy ‘photoshop’
- 31. CURATE • You can’tdo this alone • Celebrate others • Celebrate your customers • Curation is valuable • Be a good digital citizen • Give credit #createorcredit
- 34. COMMUNITY • Start withwho you know • Hang out where your peeps are: Facebook, Instagram and Pinterest • Community hashtags - #LifeInstyle #KidsInstyle • Respond to comments, hold chats, build groups • Post daily • Share useful updates • Be interesting in real life!
- 38. Face to faceis the original social media. - Jonah Berger • Connect in real life. • Hold events • Collaborate with others • Ask for signups in store
- 41. CULTURE • What doesit feel like to be part of your tribe? • What does your brand stand for? • It’s not just about what you sell or do. • It’s about what you believe in, what you stand for. • Be interested: follow, like, comment, share and celebrate
- 45. Self expression is thenew entertainment - Arianna Huffington
- 46. ASK FOR WHAT YOUWANT • Ask for newsletter signups in store • Ask for Instagram posts and give them the hashtag • Ask them to tag others in • Ask them to share the post
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- 48. • be active •share your story • share the content of others • ask & answer questions • make & respond comments – every comment is a hug! • hashtags • build a library • get good on your phone
- 49. plan the work workthe plan Free calendar download at blog.lifeinstyle.com.au
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- 51. #CONTENTKIN WORKSHOP SYDNEY 9 MARCH ADELAIDE16 MARCH OFKIN.COM ASK ME FOR A SPECIAL CODE
Editor's Notes
- #4 I’m going to give you permission to start building your digital tribe right here and right now. Please go and make friends with a least two new people in the room you don’t, and talk about something other than your business. And if you’re on Instagram, pull out your phone and find and follow each other.
- #5 Building your tribe is simply a way of making new friends with people you don’t know yet.
- #6 so some of your tribe where are they hanging out
- #7 Facebook continues to dominate being used by 95% of social media users YouTube is undoubtedly the second most used social media platform LinkedIn was the next most popular platform, being used by 24% of social media users, up from 20% last year. Instagram usage was strongest amongst the younger age demographics, with usage dropping significantly for those over 30. Twitter was used by 19% of social media users, up from 15% last year. Google+ was used by 19%, up from 15%, with usage higher amongst older Australians. Pinterest usage, at 12% of social media users, was mainly restricted to female-users.
- #8 Social Media by Gender & Age Females are more likely than males to use social media and are also more likely to be frequent users. Significant variations by age group – almost all of those aged under 40 (87%) use social media, with the majority using everyday. Those aged over 40 are substantially less likely to be users overall. However, be aware that just because it has the lion’s share of social media eyeballs, it doesn’t necessarily mean you’re being seen by them. Facebook prioritises the news it shows your page likers based on a complex algorithm of timeliness, post type (photo/video), interactivity, other things you’ve engaged with, other things people in your network have engaged with and so on. Just because someone likes your page doesn’t mean you posts will be seen by them – and Facebook will encourage you to advertise to boost your post to be seen. Mainly because it’s trying to deliver the most relevant content to you in a really crowded, increasingly noise landscape. And when you come to our workshop we have some interesting statistics around how Facebook might send more conversions to your website, sites like Polyvore and Pinterest send higher spenders.
- #9 BINNY Additionally Instagram is now seen to have much higher engagement rates than Facebook. Just remember that Instagram is owned by Facebook. And at the moment they don’t filter what users see in their feed, because it’s not as crowded as Facebook. However, it’s not to say this won’t change in the future. Source: http://blogs.forrester.com/nate_elliott/14-04-29-instagram_is_the_king_of_social_engagement
- #10 When are we on social? Broadly this is when we’re on social. It’s U shape It’s the first thing we do when we wake up, it’s our evening entertainment (and commuting buddy) and it’s the last thing we check before we go to bed But it does vary from day to day and platform to platform, and you can check out your Facebook insights dashboard for more information, or for Instagram check out Iconosquare (which used to be called Stati.gram).
- #11 BINNY There’s some surprising and interesting stats in the video, about global social media usage. Now we’d like to bring it to the Australian content. A few stats to make you think… 46% of all Australian internet users use social media everyday And 19% of those social media users use it more than 5 times per day And 71% of users access social media from their smart phone
- #15 BINNY More and more people are using social media in some shape or form, and more and more people are using it when researching their purchase decisions, or being influenced to purchase. We found examples on facebook where clients are asking about the difference between a remedial massage and relaxation. When massage can be enjoyed during pregnancy. Answering those questions and guiding them through the decision process will bring them closer to placing their bum on your bed! BINNY – mention about commenting on type of massage**
- #16 But a word of warning. Social is only part of the digital strategy, and brands who are experiencing a big drop in Facebook engagement are feeling this. You don’t own your social media platform. You are renting it from Facebook and Instagram. And when they make changes to the feed, it’s out of your control and you may need to start paying. So always be building your owned assets – like your website, blog and email database. They are yours, and they build value to your business. Has that been useful for those of you wondering about getting on social? OK. How we doing? Enough with the stats? I say yes! Now, on to the good stuff.
- #17 they like the same things you do. how do you know? because that’s what they talk about, that’s what they post. you can’t make friends if they don’t know what you love, how you get on in the world and what you stand for.
- #18 So before worrying too much about they like, find out what you like. With a pen and paper, the notes on your phone, start writing / typing 1 – 20
- #19 We don’t very often stop and think about what we believe in, in a thoughtful way. And then when we do, sometimes we can get all weirded out with ourselves because we want approval from others. What if someone won’t like us, or is alienated by what we believe? Yet it is the people who have done it, are the one’s we admire and what to join their tribes. I’m thinking Jamie Oliver and his food revolution, I’m thinking Oprah and her commitment to having us live our best life, I’m thinking Lisa Messenger and her call to be daring and disruptive, I’m thinking Megan Morton and The School.
- #20 finding your tribe is about standing for what you believe so what do you believe?
- #21 In Robyn Holt’s session on Thursday, she asked me if success on social media is all about knowing your audience, and I said yes. And that it partly true. But what I believe with all my heart, is that if you know yourself best of all, and have the courage to be uncomfortable and vulnerable and to put out what you love and believe, that is the better way to to be great on social. How does an audience arrive? One person at a time.
- #22 Many people who come to my sessions have a social media phobia. That being just who they are isn’t good enough. That the honesty and nakedness of being who they are ad telling the world what they do and stand for, is just to uncomfortable.
- #23 And if you can’t find the courage to do that, find yourself a coach, a mentor, an advisor or a therapist who can help you with that!! 1 + 1 = 100
- #24 Did anything meaningful in your life, that pushed you in a new direction come without some level of discomfort? Some level of risk taking?
- #28 get good at shooting images on your smart phone
- #35 Hang out where your peeps are: Facebook, Instagram and Pinterest Community use - #LifeInstyle #KidsInstyle Make information easy to find for your community—fill out your bio, add links to your website, etc. responding to comments, holding chats, building groups, etc Publish updates often —both new content as well as responses to your community, consistency Share updates that are useful for your community How the public views a company’s willingness to commit time and resources to building relationships online
- #39 connect in real life!
- #43 Proud supporters of the @the_anganwadi_project. Helping to build beautiful preschools and learning environments for children in the slum communities of India. #armadilloandco #anganwadiproject
- #46 Find your peace with it.
- #48 building ANYTHING takes time. there are no silver bullets. it takes consistency, focus and discipline. just like doing any successful market tactic