Social Media Training for the Australian Booksellers Association
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This document provides an overview and summary of a social media training session for booksellers. It discusses the rise of social media use in Australia and how businesses can develop social media strategies. The training covers background on social media trends, popular platforms like Facebook, Twitter, blogs and video, potential risks, and principles for successful social media engagement including objectives, content, and monitoring. Attendees are encouraged to start engaging with social media by setting up profiles, posting content, and connecting with industry contacts and groups.
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Social Media Training for the Australian Booksellers Association
- 1. Social Media Training for Booksellers Clayton Wehner - Blue Train Enterprises M: 0438 925 613 E: [email_address]
- 6. Part 1 Background & a Methodology
- 11. Aussies using tablets & readers… In January 2011, Amazon sold 115 Kindle eBook Downloads for every 100 Paperback Book sales
- 27. Questions….
- 28. Part 2 The Technologies
- 36. No. 1 blog in Australia “ I earn a six figure income each year from my blogs… it’s probably creeping more towards seven figures per year now…”
- 61. I’m entering @ Crust_Pizza #CrustFreePizzaFriday
- 62. Ocea Beauty Bar, College Park
- 63. Insurance salesman – 29K followers!
- 79. Questions….
- 80. Part 3 The risks of social media
- 82. "Kyle Doyle is not going to work, f*** it I'm still trashed. SICKIE WOO!"
- 85. Domino’s
- 87. "Rove and Tasma look so cute ... hope she doesn't die, too" "I do so hope Bindi Irwin gets laid” Catherine Deveny sacked by The Age for Tweets
- 88. The power of Twitter (5,000+ followers)
- 89. Dove Evolution
- 90. Dove Onslaught
- 92. Slob Evolution
- 93. Questions….
- 94. Part 4 Principles for success
- 96. Australian Army goes social
- 97. Australian Army FB Page – 53K+ fans
- 100. An exchange on the Nestle FB Page
- 104. Compelling content
- 107. Tone and Persona – Ginger Rundle
- 108. Two-way conversation
- 109. Authenticity
- 111. KPI monitoring
- 112. Final words
- 116. Questions….
Editor's Notes
- I am interested to know how social media savvy you are Stand up - I want to do a quick straw poll Sit down if you do not have a Facebook account Sit down if you have less than 50 friends Sit down if you have less than 100 friends Sit down if you have less than 200 friends Stand up Sit down if you do not have a Twitter account Sit down if you haven’t tweeted in the last 72 hours Sit down if you haven’t tweeted in the last 24 hours Sit down if you haven’t tweeted in the last six hours Sit down if you’re not tweeting as I am speaking right now
- So let’s explore some of the realities of living in 2011 and the place of the web in our society. It’s pretty clear that internet uptake and daily usage has increased significantly in recent years 28% of users spend over 3 hours online every day and a further 23% spend greater than 1 hour online I would suggest that this activity will increase as broadband coverage and bandwidth improves – the National Broadband Network will roll out across Australia in the coming 5 years – internet protocol television and hi resolution video Obviously when people are surfing the web, they’re not standing in your bricks and mortar store buying your product – so you may need to employ strategies to engage with people whilst they are on the web.
- Social media has now taken over pornography as the number one activity on the web. 8.7 million Australians – almost half our population – visited a social networking site in June 2010 – and 44.3% of Australians have a Facebook account. Just for interest’s sake – how many of you do not have a Facebook account? I bet your kids do… Clearly Australians are spending an inordinate amount of time on social media websites - do you have a social media presence that enables you to interact with these people?
- It is predicted that mobile devices will be the primary connection tool to the internet in 2020 – not PCs or Macs A growing trend, Australians are increasingly accessing the web from their iPhones, iPads, Blackberry and Android devices. Retailers – can your website be navigated on a mobile device? Have you perhaps considered developing an app for your business?
- Now many Australian bricks and mortar bookstores don’t even have a website through which to sell their books – so they can’t even begin to compete with the likes of Amazon and The Book Depository Meanwhile, Amazon is continuing to innovate and capture market share…here are two examples The Amazon iPhone app last year was upgraded to incorporate barcode scanning technology. That means, anybody with this app can go into any bricks and mortar bookstore, scan the barcode on the back of a book, and the user will be told how much it costs on Amazon. Generally the price is better than the bricks and mortar price. Tthe user can order the book within seconds and the bookstore loses the sale.
- Another innovation – the Amazon Kindle, an electronic book reader that allows the user to store tens of thousands of books on the one device that can fit in your pocket and be taken everywhere. It has a soft eInk screen that replicates the look and feel of a paperback book and eBooks can be downloaded at any time via a wireless connection. There’s no need to visit your corner bookstore anymore – you can get your books instantaneously via the airwaves!
- Clearly, the Australian populace is pretty savvy with the web and social media – we seem to be taking it up in droves, but this is not following through to Australian businesses and organisations Consider these statistics 75% of Australian SMEs DON’T do social media 30% of Australian SMEs rarely update the content of their business website 78% of Australian SMEs don’t use their websites for e-commerce (ie. selling stuff) Only 14% of SMEs use email marketing statistics And then our retailers complain that consumer spending is going offshore to overseas online retailers – but that’s another story
- Having seen these statistics, purveyors of books should ask themselves: Are we doing all that we can? Or are we missing the boat? Do we need to be capturing some of that mindshare back and how? Are we perhaps missing the boat? The good news is that social media is free and you can have a disproportionately large voice via these channels
- Notwithstanding the role of the parent private equity company, the web has contributed significantly to the demise of these businesses. Borders Big mainstreet leases paying millions of dollars of rent every year Huge floorspace Massive amounts of inventory Lots and lots of staff Huge discounting to compete with online retailers and discount department stores A recipe for disaster – and that’s precisely what’s eventuated.
- Very briefly, I wanted to provide a quick framework for creating a social media strategy in your business Don’t start with the technology first – what I mean by that is, don’t say ‘I need a Facebook page’ until you have looked at the people, objectives and strategies People – who are your target audience; who do you want to influence Objectives – what do you want to achieve with that target audience – Sales? Subscriptions? Strategies – how are you going to achieve the objectives – email marketing? Publishing content? Running competitions? Technology – finally, what technologies will you use to enact the strategies? A blog? A Twitter feed? A Facebook page?
- Even at the micro level…
- I want to show you a series of videos that will demonstrate the power and the reach of social media. Some of you may have seen some these videos before – in fact it’s probably likely that some of you have, because you’re all such social media gurus. Some context for you: Evolution was an advertising campaign launched in 2006 by Unilever , the parent company of the Dove range of soaps and associated products. The ad intended to show Unilever’s socially responsible stance towards the beauty industry and to promote the newly established Dove Self-Esteem Fund . The advert was a huge success – it was viewed 12 million times on YouTube in its first month and it won a number of critical awards at Cannes. The ad cost $50,000 to make, but the exposure it generated was estimated at over $150 million in value. Let’s watch the advert.
- A subsequent ad by Unilever was equally well received and was beamed to all four corners of the world via YouTube and social media. By this time, Dove were experiencing an increase in product sales of almost 6%. Their campaign was going gangbusters.
- Unilever were riding a wave of popularity – their ads were being seen by millions of people all around the world and they were getting kudos from all quarters for their socially responsible stance towards the beauty products industry. How refreshing it was to see a beauty products company telling it how it really was! Refreshing indeed - until a little not-for-profit organisation called Greenpeace released this video… -------------- In May 2008, after copping an absolute hiding in the wake of the Greenpeace video, Unilever CEO Patrick Cescau announced an immediate moratorium on deforestation in Indonesia and a shift towards sustainable palm oil production around the world. A single 1 min 27 second viral video, distributed via social media channels, was enough to bring one of the world’s largest companies to its knees – now that’s powerful. Take a second to think how your organisation could leverage a clever viral video to generate interest in your organisation’s cause…
- And it didn’t end there - there were the inevitable parodies – and I show this one to you because it’s just really funny.