Engaging with social media

Engagingwith social media

Angela SchusterSCHUSTER CONSULTING

Who am I?

BUSINESS OWNER –SCHUSTERCONSULTING GROUP

Strategy & Planning Project Management Extension &

Engagement

INTERNATIONAL AND NATIONAL B2B MARKETING(US, UK, Europe, NZ, Sth Asia, AU) – 15 years +

RELATED WORKRIRDC Website, RWA and HS social media strategies.

WWW.SCHUSTERCONSULTING.COM.AU

Who am I?

PRIMARY PRODUCERcropping and livestock CW NSW

SOCIAL MEDIA SUPPORTERand skeptic!

MUM, WIFEand coffee addict!


What will we cover?

What is it?

Is it for me?

Myth busting

Stats and facts

The good, the bad and the ugly

Platform dichotomy

Outreach

Staying safe

Q&A

SOCIAL MEDIA

24% of people have missed witnessing important moments because they are too busy trying to write about them on social networks…


Lets getStarted…


What is Social Media?

Social media employ web- and mobile-based technologies to support interactive dialogue and

introduce substantial and pervasive changes to communication between organizations, communities, and individuals. Social media are social software which mediate human communication.

Wikipedia



Ok, let’s break that down:

Interactive dialogue

Communication between organisations, communities and individuals

Facilitates human communication



A blending of technology and social interaction

Facilitates interactive human dialogue AND interaction

ONE tool in your tool box

Not the be all and end all of communications



Collaborative projects

Blogs Content communities

Social networking

Virtual gaming worlds

Virtual social worlds

Wikipedia Twitter YouTube Facebook World of Warcraft

Second Life

Forums WordPress Flickr Linked In RuneScape Active Worlds

Central Desktop

Blogger SlideShare Google+ The Sims Online

Delicious Pinterest

StumbleUpon MySpace

Digg Yammer

Reddit

Wikimedia

Wikinews

WikiLeaks

Skype

Twitter YouTube Facebook

Linked In

Pinterest


White = 5 most popular platforms in AU

Is Social Media for Me?

It’s not for everyone

One size does not fit all

Social media suits some offerings better than others


Is Social Media for Me?

Consider:

Objectives

Target audience

Tactics

Resourcing

Outreach activities

Protection policies

Put these items together and you have your social media strategy…


The good

ReachAccess to a broad audience (and one-to-one)

AccessibilityAnyone can interact using social media

RecencyDeliver information in real-time

Quality InsightsImmediate access to insights and feedback

EngagementDirect communication and relationship building


The bad

Information pollution (spam)

Social obligation (productivity/reputation)

Information overload (ignored)

Arbitrary filtering (bad crowds out the good)

Activism

Accessibility - anyone can interact using social media tools

Reputation management and policy


The ugly

Accessibility - anyone can interact using social media tools

Identity theft

Cyberbullying (trolls)

Hijacking (redirecting conversations/bashtags)


Some stats and facts

40% of people spend more time socialising online thanthey do face-to-face

74% of brand marketers saw an increase in website trafficafter investing just 6 hours per week on social media

Women are more active on social media than men – 55% vs 45%

55% of journalists worldwide use Twitter and Facebook tosource news stories and 43% to verify stories

52% of journalist's employers have Facebook pages and 46%have Twitter profiles


Some stats and facts

70% of brands ignore complaints on Twitter

9% of companies do not track their social media responses

55% of companies ignore all customer feedback onTwitter and Facebook

71% of the millions of tweets each day attract no reaction

40% of Twitter users don’t tweet, but instead use it tokeep up-to-date

54% of Australian Facebook users are female, 46% are male

64% of Australian Twitter users are male, 36% are female

55% of Australian Linkedin users are male, 45% are female


MythBusting


Myth busting!

1. Social media is free (and easy)

2. Build it and they will come

3. [Likes and followers] = ROI

4. Only young people use social media

5. Social media is a magic wand


Myth busting!

Social media requires an investment of time

Social media requires a commitment

Social media takes persistence

Social media needs a proper strategy

Your time has a value

Consider “opportunity LOST”

What will you get for your time investment? (Better be something worthwhile)

SOCIAL MEDIA IS FREE (AND EASY)

1.


Myth busting!

No one will find your platforms if you don’t promote them

No one will engage with your platforms if you are not [strategically] active

Not everyone you want to target will be onsocial media

BUILD IT AND THEY WILL COME

2.


Myth busting!

More does not = better

Family and (unrelated) friends don’t really count

Spammers don’t count at all

Followers/Likers unrelated to your offering don’t really count

Your competition doesn’t count

Social obligation has a big impact here – not real metrics if they feel obligated to Follow/Like!

Potential to just “preach to the converted” rather than achieve true influence

[LIKES AND FOLLOWERS] = ROI

3.

ROI comes back to what you are trying to achieve. Can you connect these goals to your social media activities?

…Then you see the ROI.


Myth busting!

Over 50% of workers aged over 50 use social media every day at work

LinkedIn Age demographics are: 21% 18-24, 36% 25-34, 36% 35-54, 7% 55+

The largest age group of Facebook users in Australia is 25-34 year olds, followed by 18-24 year olds

BUT, more than 28% of all Australians on Facebook are 35-54 year olds

ONLY YOUNG PEOPLE USE SOCIAL MEDIA

4.

The largest age group of Twitter uses in Australia is 45-54 year olds (32%)

55% of journalists worldwide use Twitter and Facebook to source news stories

43% of journalists worldwide use Twitter and Facebook to verify stories

52% of journalist's employers have Facebook pages and 46% have Twitter profiles

80% of active internet users visit social networks and blogs


Myth busting!

(or a magic 8 ball or a silver bullet) Social media is one tool in your marcoms toolbox

It may not even be right for your offering

It takes commitment and persistence

It does not work in isolation

Not everyone you want to target will be usingsocial media

Not everyone using social media is necessarily whom you want to target

Potential to just “preach to the converted” rather than achieve true influence

SOCIAL MEDIA IS A MAGIC WAND

5.


PlatformDichotomy


Facebook

www.facebook.com

Social networking site

Individuals can have pages and Friends

Businesses can have pages and Likes

Groups are more personal

Good for networking and connecting

Aim for Comments, Likes and Shares

11 million Australian’s visited Facebook during March 2012.


Facebook

www.facebook.com/RuralWomensAward

www.facebook.com/agchatoz

www.facebook.com/target100AUS

www.facebook.com/askanaussiefarmer

www.facebook.com/AustralianAlmonds

www.facebook.com/blackdoginst

www.facebook.com/honesttoddler

EXAMPLES


Facebook

Well designed pages

Picking a page name with meaning

Providing a full description, website address, background information and uploading imagery

Leveraging the Timeline layout rather than starting with when you joined Facebook

Photos, videos, podcasts

Events, Notes etc

Being real

Questions!

Funnies

WHAT WORKS?


Facebook

Capitalising on holidays and events (Christmas)

Leading and guiding (suggest resources, redirect)

Courtesy/pure engagement messages (have a great weekend)

Contests, polls, giveaways (in line with Ts & Cs)

Liking, sharing or commenting on other organisations, products, peoples Facebook pages

Incentives for Likes

Adding your Facebook page to your other comms (email signatures, website, brochures etc)

WHAT WORKS?


Facebook

Sending an EDM to your customers, prospects, stakeholders etc announcing your Facebook page(give them an incentive to Like!)

Asking staff to spread the word

Responding publicly

Posting 2-4 times per week

Posts that: Involve a charity, specifically ask for fans to Like or Comment or ask for feedback

Posts posted during work hours

Shorter posts (1-3 lines)

WHAT WORKS?


Facebook

Obvious self promotion

Not allowing people to post (or deleting posts)

Getting defensive about negative comments

Posting testimonials yourself (get the client/stakeholder to do it)

Looooooong posts

Content repeated from one platform to another (get creative - repurpose)

Not listening, not responding

Repetitive posts (verbatim)

WHAT DOESN’T WORK


Twitter

www.twitter.com

Microblogging

Restricted to 140 characters

Username or handle - @yourname

Jargon: Retweet (or RT), hashtags, bashtags, DM, followers

Good for news, updates, networking

Twitter users report liking only 36% of overall tweets; actively disliking 25%; and having no strong opinion about 39% of tweets, indicating a waste of the tweeter and tweetee's time.


Twitter

@RIRDCRuralWomen

@agchatoz

@AAAFarmer

@ABCRural

@our_NRIA

@HonestToddler

EXAMPLES


Twitter

A good profile and well designed background

Questions

Shared information and valuable content

Facts, stats

Adding to a RT with facts and opinions (although these can be off putting too!)

Professional insights

Real-time information

Teasers (with working links!)

Regular posts - but don’t flood your followers

WHAT WORKS


Twitter

Short tweets in context so people can comment when RTing

Reply to people publicly (not DM)

Strategic following

RTing others Tweets

Asking for RTs (amazingly it works)

Link shortening (bitly.com, tinyurl.com – save precious characters)

Acronyms and abbreviations (within reason)

WHAT WORKS


Twitter

Too many hashtags

Too many @mentions

Too many abbreviations

Boring updates about what you’re doing/where you are

Habitual complainers

Old news

No context (links with no explanation, too short tweets)

Random following

Too much self promotion (self = you, company, product, service)

WHAT DOESN’T WORK


YouTube

www.YouTube.com

Video sharing

Best to create a channel

Jargon: Tags, like, dislike, share

Good as a support platform

For every ‘dislike,’ YouTube videos get 10 ‘likes’- people like to tell other people about the stuff they love.


YouTube

A dedicated channel

Customised profile (description, branding, logo, background, colours etc)

Video testimonials or case studies

“A day in the life of”

How tos, tips and tricks

Interviews (real ones)

Unusual content

Presentations you gave

WHAT WORKS


YouTube

A username that reflects your brand

Videos should be less than 15 minutes (2 minutes is better)

Include searchable titles, descriptions and tags for each video

Allow comments on videos

Regular uploads

Cross promote with other social media platforms

WHAT WORKS


YouTube

Stale content

Repeated content

Really loooooong videos

Lack of description or further information

Inhibiting sharing

WHAT DOESN’T WORK


YouTube

www.youtube.com/user/ruralwomensaward

www.youtube.com/user/BioFarmersofAus

www.youtube.com/thewhitehouse

www.youtube.com/user/infogunnedah

www.youtube.com/user/bessidy

EXAMPLES


LinkedIn

www.linkedin.com

Professional networking

Individuals have pages (like an online resume)

Companies are created based on individuals

Jargon: Connections, groups

There are2.8 million LinkedIn usersin Australia.


LinkedIn

A complete profile – summary, experience, qualifications, skills, projects etc

Personalised URL

A good, professional profile image

Linking to your website/s

Asking for connections - regularly

Sharing Twitter updates via LinkedIn

Using status updates

Including LinkedIn URL in your email signature

Joining or creating a group – and participating

WHAT WORKS


LinkedIn

Overt self promotion

Incomplete profiles

Inactivity (no connections, status updates)

Personal status updates

Unprofessional status updates

WHAT DOESN’T WORK


Blogs

Short for web log

Personal online journal frequently updatedintended for public viewing

Similar to an opinion column in magazines and newspapers!

Often focused on thought-leadership, expertiseand education of readers

60% of companies using blogs say they have acquired customers through them.


Blogs

www.wholelarderlove.com

www.engagement-matters.com.au

www.art4agriculture.wordpress.com


Blogs

Valuable and useful content

Community blogs

Regular postings

Offering readers the option to subscribe toupdates (via email or RSS)

Letting people know of a new post (using SMand/or email)

Short, punchy content

Images and video – BUT ensure text provides context

Allowing comments, tags and archiving

A professional layout

WHAT WORKS


Blogs

Mundane content that offers no value, insight or is not informative (unless you’re a real comedian)

Loooooong posts

Not promoting your blog using other SM platforms

Overt self promotion (you, product, service etc)

Using the standard “WordPress” layout with no customisation or personalisation

Not shortening URLs when posting on otherSM platforms

WHAT DOESN'T WORK


OutreachApproaches


Outreach

Be a (strategic) likebacker/followbacker

Announce your presence to your clients, prospects, contacts, etc

Always refer to your platforms (email signatures, brochures, offline, cross-platform)

Ask for RTs, Follows, Likes etc

Engage using your own platform (regular activity)

Engage on others platforms (RT, RT reciprocator, #FF, Share, Like)

START OUT SLOW


Outreach

Join a “promote-group”

Integrate with other marcoms

Encourage WOM

Run competitions, giveaways, offers, polls etc

Engage using your own platform – heavy activity

Engage on others platforms – heavy commenting, RT, #FF etc, Share, Like

Use hashtag directories to find Twitter users and then follow them (hashtweeps, wefollow)

Use alternative avenues to gain Followers/Likes – don’t “preach to the converted”

RAMP IT UP


Outreach

Integrate offline processes 100% in SM

Create and service a virtual community

Always think social!

Look at how you traditionally do things and ask – “How can that work using SM?”

OR ask “How can we do that better with SM?”

Or ask “What are we not doing that we would like to do and how can it be integrated with SM?”

Use alternative avenues to gain Followers/Likes – don’t “preach to the converted”

BLAST OFF!


StayingSafe


Staying safe

Don’t include personal information (birth date, addresses, bank accounts – seriously)

Don’t promote the fact you’re not at home (or you’re on your own)

Don’t post pictures you’d hate your Motherto see – now and in 15 years time

Think before you Tweet (or Like, Share, Comment etc)

Keep your personal profiles private (ie: on FB only Friends can see your details)

Carefully screen Friend/Follow/Connect requests

Make sure you use strong passwords

PROTECT YOURSELF


Staying safe

Think before you Tweet (or Like, Share, Comment etc)

Carefully screen Friend/Follow/Connect requests

Think before you Follow/Friend/Connect/Like with political groups, commercial organisations, extremists

Decide what you will and won’t comment on

Have a reputation management policy:–What will you do if someone bashtags you?–How will you deal with complaints?–How will you deal with hijackers?–What are the guidelines for staff SM use?

PROTECT YOUR REPUTATION


FinishingOff….


Resources

Twitter, Facebook, YouTube, LinkedIn Helpsections and guides

www.Forbes.com (search social media)

www.JeffBullas.com (social media commentator)

www.TheSocialSkinny.com (good stats)

www.google.com (the power is yours!)

www.engagement-matters.com.au (me)


Questions?

[email protected]

www.schusterconsulting.com.au

linkedin.com/in/angelaschuster

@SchusterConsult or @ange_schuster

02 6887 3780

0438 45 65 45

angelascg

www.engagement-matters.com.au/

flat white, half a sugar

GET IN TOUCH!
