What's the use of social media?
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The document discusses the importance and challenges of using social media for businesses, specifically bed and breakfast establishments. It provides tips for setting up social media profiles, blogging regularly with interesting personal stories, and engaging with customers and other industry professionals online. The presentation emphasizes using social media to build authentic relationships rather than just for advertising or sales.
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What's the use of social media?
- 1. What’s the use of social media? “ This presentation will be a waste of time if…”
- 4. Challenges in Context Fix with money? Product Website Visibility Quality offering √ Customer experience √ Design √ User experience √ Profitable √ Advertising √ SEO √ Word of mouth x The bar is always getting raised
- 5. Source: Marta Kagan's 'What the F**K is Social Media (one year later)'
- 7. Source: Marta Kagan
- 11. What’s the big deal? ONE to MANY is now MANY to MANY Conversations get amplified… quickly Source: http://matchstic.com/blog/wp-content/uploads/2009/06/bad-customer-service.jpg
- 12. What do I need to succeed? Time, Passion, Humility, Integrity = Authority
- 13. Time Passion Humility Integrity Authority Start from here Not from here
- 15. Old Objectives New Objectives Shout loudest Become the voice of authority Reach as many people as possible Build deep relationships with 150 other authorities Automate everything to reduce costs Participate in your community Sell, sell, sell Find ways to help people become advocates by adding value
- 17. The power of reviews sales conversion % cost/sale
- 21. Guess how much she spent on SEO?
- 22. FLOG the BLOG
- 24. Rainforest Inn, Costa Rica Pottery House, UK
- 26. Their home page is dedicated to reviews Integrated: TripAdvisor and Facebook page Invite to follow on twitter & subscribe to blog Invite to subscribe to podcast on iTunes
- 27. Not much text to describe product Mouse over plan to see images Embedded youtube clip
- 30. Last blog post
- 35. Pottery House Blog topics: Local walks John actually did yesterday!
- 37. Which is better – Silicon or metal bakeware? Chickens think hail is dinner
Editor's Notes
- There are two types of social media presentation that you see Facts and figures about adoption – does anyone need to be convinced? How to set up your facebook page, twitter profile etc This presentation is neither of those…..have a think about this question for a moment and I’ll ask you to shout out some things in a minute….
- Entire conferences are devoted to the subject of social media! It is truly VAST because new tools and applications are being added all the time and the principles seem so different... THIS IS NOT A PRESENTATION ABOUT COMPUTERS OR TECHNOLOGY! DO NOT BE SCARED! This is about using the internet for what it’s best at, sharing stuff. Expect to hear me say, “I don’t know the answer to that” several times today! Define “expert” in this field: “If anyone tells you they’re an expert in social media, they’re bullshitting” “ Hands up if you’re a nice person and you’re passionate about your business?.....OK, you have almost everything you need to be good at social media!” I’m going to go into a bit of detail on blogs because that’s something you can get started on tomorrow and it’ll help with your search listings (which is what you’re all obsessed about!)
- These questions are progressive qualifiers…. Who would like to sit next to someone more knowledgable? Get all the knowledge down the front helping me with the presentation or sit a knowledge person next to someone who’s likely to have questions
- For those people here who are just being buried by the day to day….here’s some context to help you understand what this is all about. Word of mouth = social media
- Just like sex…that’s mainly because people are doing it wrong! This is NOT another broadcast channel My Fraser Island trip example…. offer, offer, offer, sell, sell, sell “ Let me know if you need any help” None of the above
- Only my opinion.
- The adoption rate is staggering, the usage numbers beggar belief. TYPICAL OBJECTION “ Ah but my customers aren’t using social media” RUBBISH!!!! If they have an internet connection they’ll be at least influenced by social media even if they don’t realise that’s the name for it.
- He was approaching 40….. This resistance to the internet now tends to be a slightly older aged man thing….ego problems! “ I don’t know how to even turn a computer on” is not a badge of honour! It’s actually not funny any more. You are being marginalised from society. Your grandchildren and great grandchildren will have no relationship with you!
- Personal not corporate Same ‘rules’ of conversation apply: ‘listen’; ‘don’t be one of THOSE obnoxious people at parties’….people sometimes think they have to ‘act’ differently online. Just be yourself….of course if you’re obnoxious in real life, get someone else to do it!
- This person’s protest might have attracted the attention of a few other diners, but in a few seconds, it could have been uploaded to a social network and shared with large numbers of people. Gutenberg press in 1439…..telephone allowed for conversation…..social media…like getting a book and having the printing press thrown in for free! How many times have you heard it said….word of mouth is the most powerful form of advertising…
- Time: expect it to take 9 months to get one comment on your blog if you post every couple of days. Plus time for research. Passion in your subject not the internet – your knowledge and thinking holds the value Humility not just in communication but in tackling the technology gap Integrity = truth - don’t hide from it (eg approve negative comments on your blog) - transparency. NB WITHOUT A GREAT PRODUCT/SERVICE YOU’RE SCREWED.
- Authority is BESTOWED upon you The importance of the sites linking to you and the number of fans/followers/readers/visitors determines your authority This is the ultimate DEMOCRATIC MEDIUM – creating the ‘perfect market’.
- Network – twitter peer group – insights from global leaders in your industry Research & Monitor – tools automate this process and compile your research for you (we’ll discuss it later) Product development – feedback from consumers Search engine rankings – a very cool side effect from doing social media well (again more on that later) Crisis response – social media PR disasters happen quickly and powerfully – use the medium used by people fanning the flames HOW NOT TO USE SOCIAL MEDIA : broadcast messages, spew forth offers from within your bubble…90% of businesses make this mistake on twitter and on facebook. It is not “just another channel” to advertise….YOU ARE WASTING YOUR TIME!
- Who understands that? <raise hand> Value in the form of: Being useful – information, knowledge, saving time, being an enabler, making something easier Monetary – discounts, rewards, prize contests, free trials Entertainment – film, music, humour, games Personal brand – fame, exclusivity Don’t expect any value from social media before you’ve added some yourself! Ask the expert team if they can add to it Let’s see who’s made in-roads into these objectives and see the result
- Niche-ness: this example could be wedding dresses or kayak tours or wooden chopping boards shaped like koalas Media rich - Paypal multi-currency - share this Added value on facebook page with interviews with midwives, birthing stories etc. All filmed on her mobile phone.
- She stopped spending money on keyword search at the end of 2008.. She focused on contacting bloggers and online editors and customer referrals through her facebook page She stopped working on it in July 09! Conversion rate (sales as a % of unique visits to the site) have gone from 5.6% in 2007 to 6.2% in 2008 to 10.7% in 2009 to 12.7% in 2010 127% improvement in the ability to make a sale HOW? Because the traffic is warmer! They trust the source of referral.
- Thank you for purchasing. I am always keen to receive feedback and have set up a facebook page to gather product reviews. If you can find five minutes to become a fan and post your feedback, I’d be very grateful and will make a donation to UNICEF for each review. There are more details on the site www. Why not follow me on twitter…..or join my team on comotivate.com Thanks once again, Tasha <email address> Her facebook page has video interviews with midwives and educators….she’s adding value.
- Ranked 3 rd out of 451,000 sites for ‘pilates pregnancy dvds’ search term Guess how much she spent on SEO? ……..nothing! Just well written content and good metadata…but it’s her social media effort that drives this result.
- Does everyone know what a blog is? The best way to create content and be ‘social’ – the easiest way to get started
- HELLO! Big Brother proved they do!
- A very simple looking site
- In fact they have active profiles across 9 social media websites
- They’ve made it a rich experience. TRANSPARENCY!
- Relaxed branding across these profiles….inconsistency is OK!...his customers don’t care!!
- Residual effect
- This shows websites that have linked to them recently. Bill’s old typepad blog which is now dead and just refers people to the new blog is still pretty important for click-throughs.
- This screenshot shows how varied the keyphrase search results are when you blog about things that interest you instead of just boring nearby travel related stuff.
- Imagine that!!! Who hasn’t updated their site for 6 years?….I’m glad you’re here!
- First step : avoid being overwhelmed User Generated Reviews: reviewcentre.com, holidaycheck.com Trip Planning and sharing: triphub.com, tripadvisor.com, igougo.com, mytripbook.com, gusto.com, dopplr.com Activity specific communities: walkjogrun.net, bikely.com Finding a voice : Get used to thinking about this stuff throughout the day. Be consistent and write according to your plan. Finding time : What will you sacrifice? TV for most people? Faith: you may not get a comment on your blog for a whole year! Find support, ask for help. Foursquare aims to encourage people to explore their neighborhoods and then reward people for doing so. They do this by combining a friend-finder and social city guide elements with game mechanics — users earn points, win Mayorships and unlock badges for trying new places and revisiting old favourites. As a business owner, you can use foursquare to engage your increasingly mobile customers with foursquare &quot;Specials,&quot; which are discounts and prizes you can offer your loyal customers when they check in to foursquare at your venue.
- 2. Starting point: www.websitegrader.com; google analytics example goals: Have a fully functioning presence in social media in the best 2 or 3 spaces within 6 weeks. Content creation related goal Brand mentions related goal 3. Measures: http://prsarahevans.com/2009/05/15-ways-to-measure-return-on-engagement-roe-of-social-media/ 4. Alerts: google, twitter, http://econsultancy.com/blog/3890-20-free-buzz-monitoring-tools http://www.chrisbrogan.com/grow-bigger-ears-in-10-minutes/ 5. Tools; http://sharethis.com or http://addthis.com 6. Who's creating content in this category? What do they do well, not so well? Where can I connect with them? When doing your research go beyond google….use tools like technorati and alltop.com 7. What types of conversations are going on? Score the quality of the conversations (1-5) Where are they happening? (what networks?) Who's adding what value? What value could you add in each case? Here's 4 things you could ask yourself about what you uncover from that: What are the conversations you’d like to have? (This goes to your true objectives.) What are you going to enjoy talking about? (Where’s the fun in all this?) How divergent are you licensed to be in terms of the content you produce and your subject matter? (things beyond your product or service eg related aspects of lifestyle? music? culture?) What will be your voice, your agenda and your value proposition? How will you be useful? 8. Show your passion, knowledge and do it with humility 9. Keep adding the value 10. Give yourself a break – delegate – come back refreshed
- Thank you for listening and thank you to the guest speakers. Who has the first question?