Help Your Staff Own the Social Media Podium
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Recording of my webinar introducing how to empower staff to be successful in Social Media management.
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Help Your Staff Own the Social Media Podium
- 1. Help Your Staff Own The Social Media Podium Frithjof Petscheleit
- 2. Agenda today • About me • Why Social Media is not a side project anymore • Reasons why your Social Media is failing • How to give your staff the tools to succeed • How to have the (BC) Government help pay the bill • Questions and answers BlueBird Business Consulting businessbluebird.com
- 3. Frithjof Petscheleit • Over 17 years of experience selling and delivering services • BlueBird Business Consulting since 2010 (Tweet4Ok) • Digital Media strategist • Social Media coach • Social Media Community Manager • Web designer BlueBird Business Consulting businessbluebird.com
- 4. Why Social Media is not a side project anymore BlueBird Business Consulting businessbluebird.com
- 5. More People Own A Mobile Device Than a Toothbrush BlueBird Business Consulting businessbluebird.com
- 6. Over 60% of Canadians use Social Media BlueBird Business Consulting businessbluebird.com
- 7. 65+ Age Group Fastest Growing Demographic BlueBird Business Consulting businessbluebird.com
- 8. Network Distribution Platforms used • Facebook 59% • LinkedIn 30% • Twitter 25% • Instagram 16% Daily users • 47% use Facebook more than once a day • 27% Instagram • 23% Twitter • 6% LinkedIn BlueBird Business Consulting businessbluebird.com
- 9. Technology is Changing Society Technological advances and the use of social media are fundamentally changing the way we find and share information. Communication tools have facilitated revolutions and force us to pay attention to the needs of those we serve. BlueBird Business Consulting businessbluebird.com
- 10. BlueBird Business Consulting businessbluebird.com
- 11. The Future Of Social Media BlueBird Business Consulting businessbluebird.com
- 12. BlueBird Business Consulting businessbluebird.com
- 13. BlueBird Business Consulting businessbluebird.com
- 14. The Challenge for Organizations • Added communication channels • Increased demand on staff hours • Reputation management • Changed requirements for branding and messaging • Supplying content and guidance to local branches • Training needs BlueBird Business Consulting businessbluebird.com
- 15. Reasons your Social Media sucks 1. Hired underqualified staff 2. No strategy 3. No training 4. No support or budget BlueBird Business Consulting businessbluebird.com
- 16. What to Fix BlueBird Business Consulting businessbluebird.com Staff Strategy Training
- 17. “It’s Not Working” BlueBird Business Consulting businessbluebird.com
- 18. What to Fix BlueBird Business Consulting businessbluebird.com Staff Strategy Training
- 19. Staff BlueBird Business Consulting businessbluebird.com
- 20. What to Fix BlueBird Business Consulting businessbluebird.com Staff Strategy Training
- 21. No Strategy = No Goals = No Guidance Strategy Tactics Tools BlueBird Business Consulting businessbluebird.com
- 22. Guidance and Goals BlueBird Business Consulting businessbluebird.com
- 23. BlueBird Business Consulting businessbluebird.com
- 24. What to Fix BlueBird Business Consulting businessbluebird.com Staff Strategy Training
- 25. Different Training Formats • Small Seminars • Large Seminars • 1:1 Training on site • In person training and online training calls BlueBird Business Consulting businessbluebird.com
- 26. Time formats • 10 minute teasers • 20minute.academy • 1 hr sessions • All day seminars • Multiple 1hr sessions BlueBird Business Consulting businessbluebird.com
- 27. What doesn’t work? • Copy & Paste • Books • One size fits all training • All day training seminars • One off sessions BlueBird Business Consulting businessbluebird.com
- 28. What Works? • Small Groups • Customized training • Short sessions • Time to practice • Recordings to go back to • Ongoing support BlueBird Business Consulting businessbluebird.com
- 29. BlueBird Business Consulting businessbluebird.com
- 30. BlueBird Business Consulting businessbluebird.com
- 31. BlueBird Business Consulting businessbluebird.com
- 32. How We Can Help • Strategy development • Policy development • Social Media community management • Social Media training programs BlueBird Business Consulting businessbluebird.com
- 33. BlueBird Business Consulting businessbluebird.com
- 34. Facebook Community BlueBird Business Consulting businessbluebird.com
- 35. Canada – BC Job Grant BlueBird Business Consulting businessbluebird.com
- 36. BlueBird Business Consulting businessbluebird.com
Editor's Notes
- Welcome to today’s webinar. I wanted to call it “Why your social media sucks and how to fix it” but I don’t like negative titles and because the Olympics are coming up, I thought it would be nice to play with this. The following presentation will have something for everyone but rather than focussing on the needs of a small business person I want to focus on issues that you may have if you have staff responsible for your digital media efforts. This includes franchises or charities that may have several locations or even direct marketing leaders that have to support others.
- In this short webinar I want to go over the following points: [click] I want to tell you about me because the system I want to introduce to you is based on the experience I gained over the last 10 years [click] Before we really get going I want to tell you a few facts that you might already know but I will also have some that may surprise you [click] The reasons why social media activities of companies and organisations are not doing well are very often similar – let’s talk about why so many fail in this department [click] The key section of this webinar focuses on strategies to empower your employees and make them successful [click] And for those of you in British Columbia I suggest you stick around to hear how you can tap into some great government ressources [click] I will stick around as long as it takes to answer all of your questions. You can ask them in the chat window at any time but you can also save them until the end when I can open the lines for direct conversations.
- What qualifies me to make this presentation is my experience and skill set. [click] After many years as a networker on and offline I finally followed my passion and founded Tweet4ok – later BlueBird Business consulting. [click] Today I focus on developing digital media strategies and [click] coaching users how to manage the social media channels – specifically those we decided upon in the developed strategies [click] at the same time I also manage the social media accounts for clients that decided to rather outsource their content marketing efforts. I am very fortunate in this because this industry is constantly changing and I am constantly developing and testing. Otherwise I would have to rely on others. I have always been a believer in teaching what you know and have experience in. A big part of my business is staying up to date with developments at Facebook and co
- Most businesses and organisations have finally realized that social media is not a side project anymore [click]
- Pause [click] did you know that world wide more people own a mobile device plan than own a toothbrush [click]
- These numbers are similar in North America 96% of all Canadians have access to the Internet. Of these over 60% are regular users of Social Media services. Regular means they log in more than once a week
- Social Media is NOT reserved for the younger generation! As this graph shows the use of social networking tools is almost as high among 30-49 year olds as in the 18-29 age group. Seniors, 65 or older are the fastest growing demographic. http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/
- Different Social Media tools serve different audiences Worldwide Facebook is the largest Social Network but Instagram is the fastest growing network under younger users. [Click] The time spent on social networks is rapidly growing. With over 80% of users accessing social media sites on mobile devices Improvise looking at the figures
- Social media users are cultivating social connections online. Contrary to common perception the number of people we are connecting with on a regular basis is also increasing. Just like email revolutionized business communications, mobile devices and social media tools are becoming more and more preferred communication channels between customers and organizations.
- The role of social media tools is changing too. Customer service and information functions are getting more important while marketing messages are getting less attention. To succeed in connecting with this connected audience we have to become part of it.
- Considering the changes in society related to technology trends in the last 20 years there is no indication that this trend will slow down any time soon. Technology and social networking will continue to become more integral to our lives. The next wave of this revolution is already beginning with networked devices appearing in our houses and businesses. For business and organisations the next logical step is a further dismantling of traditional silos and a change to be much more customer centric. Remember the term “Social Business” as it’s becoming a more important buzzword.
- Who do you think is responsible for social media success? [wait] In most cases the answer is “sales’ or ‘marketing” sometimes even IT [click]
- In truth responsibility about social media success is everyone's business. From fulfilment over customer service, maketing and sales all the way to the CEO. The reason for this is that we, the connected consumers don’t want to be limited to dealing with only part of your organisation. As a matter of fact we already communicate directly with the right person in your competitors firm and we don’t have the patience to wait for an answer through the proper channels. Many of my clients report that call center calls are down, email inquiries are down and support requests via Twitter or Facebook are up. It is crucial that you address this trend with your customer service people
- What does all of this mean for your organisation? [click] Social media channels are important customer service and communication channels [click] demanding a shift and an increased amount of staff resources 24/7 [click] branding and policies have to be updated to reflect the changing habits of users [click] local branches of organisations need help and guidance for their own social media networking activities [click] training … needs to be customized to the organisation, it’s messaging, branding and regulations Check for questions?
- In most cases the reason social media efforts fail come down to these 4 factors: [click] most firms make staff decisions based on assumptions – the fact that somebody is under 30 and has an active Facebook presence doesn’t mean that they are best suited to run a company presence. We need to add the right training and guidance. [click] social media strategies either don’t exist or are not aligned with the business goals [click] staff training is neglected [click] social media is not free. Like every other important part of your organisation it needs staff and financial resources
- Let’s look at three areas we can fix. Staff, Strategy and training
- As a consultant I am often called in when things are broken. I hear “Social Media doesn’t work” or “I’m going to fire that employee, I hired him to do our social media and he does nothing”
- It seems logical to hire a young person for social media tasks. After all they have grown up with this technology, they are savvy, confident and cheap. But doing social media for business is much different than hanging out with your friends online. A large part of social media activities is based on customer service and product knowledge. How can an intern or your teenage niece have this knowledge. See your social media staff in the same way you see your front line staff. Because they increasingly are your frontline staff
- The key for insuring your staffs succeeds in social media is having defined goals and a strategy to guide all activities. This social media strategy has to be aligned with your business and marketing strategy but it has to be more than that. Sadly there is no “one size fits all” in social media. Your strategy has to take into account your audience, your product, your resources and it has to outline goals and measurements. Because otherwise there is no way to tell if you are successful. What Social media channel to use and how many times a day to post is only part of the set. We have to develop tactics from the overall strategy and decide what tools we need to use in order to reach the goals outlined in the strategy. In the strategy development process we look at questions like: Who do you want to sell to? Are your customers local or are you selling online? How does your ideal customer look like? How old are they and what social networks do they usually prefer. We also look at your resources – who is going to manage your social media channels and how much time can they spend? Who is going to supply the content? Pictures, videos and other original content is important. From this we decide what tools to use. For most consumer brands Facebook is an important place to be but if your target audience is younger or your audience is more comfortable in a business setting you might need to focus elsewhere. Specialty social networks are gaining importance – would those be a good fit for your business? Another big question is: What is success? Rarely it is as straight forward as “increasing sales by X$” There are many other factors where social media contributes to your companies’ bottom line. If you are interested you can download my white paper on measuring social media success from the replay page of this webinar. I’ll send you a link.
- Remember when I told you about the cases when the failing sales and social media was blamed on the employee? After we developed a strategy, agreed to goals and decided on some tactics to use, the social media activities picked up, the team was happier and more successful. Strategy development gives us the framework for success. Without it we are left repeating the same advertising and boring sales routines we have been using forever. Social Media is not advertising – advertising can be part of social media - but if you can only produce sales content then social media is NOT your best place. Social Media is about building trust, as well as inform and entertain your audience.
- Social Media is not a sprint, it’s a marathon. Social media builds by building trust in your audience. Especially if you had no or a poor social media presence in the past it will take some time to build this trust. We have to review strategies and tactics on a regular basis to make sure we stay up to date with our target audience and changes in the social networking world.
- Oven the last 7 years I have done social media training to Small Groups Larger Groups 1:1 In Person and online
- I have done 10 minute teaser sessions on a bus 20 minute long webinars 1 hour sessions All day seminars and Series of 1 hr sessions
- In the past 7 years I have seen many approaches to social media training and even tried a few of them: Just copy what the competition is doing fails unless you are able to analyze the errors and do a better job. To be successful in social media you have to be authentic and as original as possible. Many “how to do social media” books claim to give instructions on “how to do Social Media” These have two faults: Because of the rapidly changing social media landscape any book will need to be revised as soon as it is printed Unless the book is written for your exact case and strategy it will not be effective. Don’t get me wrong, a good book about certain elements of a social media strategy can be extremely helpful but it can not replace hands-on training. The Internet is full of free and paid webinars, training programs and eBooks in varying price and knowledge levels. These programs are designed to either fit a specific market … or try to service everybody. If you are lucky these programs can help but you will spend a lot of time learning things that don’t apply to what you want to do. Long training sessions for social media are problematic because of the flood of new information and skills. Often the students are overwhelmed and retention is low The least effective training method I have experienced is the “oh I would like you to help me for an hour and then I’ll see” approach. Unless you only need help with a specific skill or problem these sessions are rarely effective.
- So, how do we turn this….
- Into this – a happy and creative staff member
- Taking my years of experience and the feedback of all of my students I have developed a system that helps you and your staff own the social media podium
- The system includes all elements needed for success [click] We start with a strategy development process including goals and guidelines for branding and other policies [click] For those who do not have enough available staff resources we offer fully outsourced community management [click] and lastly the key element is a training platform to facilitate successful training
- BlueBird academy includes customized courses with live calls, recordings, branded materials and certificates proving the successful completion of the training. Each company has their own area so that nobody else will have access to internal information. Sessions are a maximum of 1hr long so they are not too overwhelming and there is enough time to practice the newly acquired skills. Access to the recordings and materials are available for as long as the membership lasts. Memberships include a personal onboarding call as well as ongoing email support and regular feedback.
- All students and alumni can be enrolled in a closed Facebook group to network and find additional support and tips.
- The BC government has introduced a program called the Canada BC Job Grant This cost sharing program pays up to $10000 per employee trained for any program starting before September 2016. I have partnered with Dragon Corporate training to make this program available to my BC clients. I’ll be happy to assist anybody outside of British Columbia to apply for government funds as well.
- I will now look at your questions and comments and might share my screen for a glimpse into the BlueBird Academy