Social media - the art of authenticity

The Art of Authenticity

Social Media Booklet.indd 1 9/3/2012 2:52:42 PM

INTRODUCTION

Getting Social Media to work for your business requires a fundamental shift in the way you interact with customers and prospective clients.

The old broadcast marketing approach only serves to alienate your target market. Customers now demand more from companies - a two-way conversation, where their thoughts and opinions are heard. Successful social businesses aren’t afraid to open up and let customers behind the scenes.

This is why authenticity is so important. Overembellish your marketing messages and customers will be quick to challenge – often very publicly, and with unwanted results!

Sleeping Lion workshops take companies through a full process to help successfully integrate Social Media into overall marketing and communications. The sessions focus first on properly understanding Social Media, creating a cohesive strategy, and the importance of great content and company-wide commitment. Then each of the main areas are looked at in detail, including Blogs, Twitter, Facebook, LinkedIn, and YouTube. All sessions are conducted in person by Sarah Duncan.

For more details visit sleepinglionworkshops.com.

Social Media Booklet.indd 2-3 9/3/2012 2:52:42 PM

INTRODUCTION

Getting Social Media to work for your business requires a fundamental shift in the way you interact with customers and prospective clients.

The old broadcast marketing approach only serves to alienate your target market. Customers now demand more from companies - a two-way conversation, where their thoughts and opinions are heard. Successful social businesses aren’t afraid to open up and let customers behind the scenes.

This is why authenticity is so important. Overembellish your marketing messages and customers will be quick to challenge – often very publicly, and with unwanted results!

Sleeping Lion workshops take companies through a full process to help successfully integrate Social Media into overall marketing and communications. The sessions focus first on properly understanding Social Media, creating a cohesive strategy, and the importance of great content and company-wide commitment. Then each of the main areas are looked at in detail, including Blogs, Twitter, Facebook, LinkedIn, and YouTube. All sessions are conducted in person by Sarah Duncan.

For more details visit sleepinglionworkshops.com.


COMMON ISSUES SURROUNDING SOCIAL MEDIA

The main issues companies face when they start to grapple with Social Media are:

1. Lack of Understanding

2. Lack of True Understanding

3. Lack of a Cohesive Strategy

4. Lack of Good Content

5. Lack of Company-wide Commitment

ISSUE 1:LACK OF UNDERSTANDING


COMMON ISSUES SURROUNDING SOCIAL MEDIA

The main issues companies face when they start to grapple with Social Media are:

1. Lack of Understanding

2. Lack of True Understanding

3. Lack of a Cohesive Strategy

4. Lack of Good Content

5. Lack of Company-wide Commitment

ISSUE 1:LACK OF UNDERSTANDING


SOCIAL MEDIA - A USER’S PERSPECTIVE

> I’m eating a #donut

> I ‘Like’ donuts

> This is where I eat donuts

> Here I am eating a donut

> My skills include donut eating

So many individuals and companies go diving into Social Media before they have understood how it really works - setting up Facebook pages and Twitter accounts, but using them in the same way as old-fashioned brochures and advertising. Step 1 is to understand how your customers are using Social Media and start talking their language.

SOCIAL MEDIA - POTENTIAL COMPANY RESPONSES

> Did you know 2 million donuts are consumed in Swindon everyday #donut> We are looking for mystery donut shoppers today - click this link> Thanks @donutlover - RT Can’t get enough of the new @donutcompany clotted cream donuts

> What’s your favourite donut filling? a)Jam b) Custard c) Marmite> Like our FB page and get a free donut voucher> Give us your suggestion for a special Easter donut filling

> Check in here for a free donut

> Here’s a hilarious video of the winner of our recent donut eating competition> Here’s a ‘how to’ make the perfect donut video

> We are great donut makers, but don’t take our word for it - check out our many recommendations on LinkedIn


SOCIAL MEDIA - A USER’S PERSPECTIVE

> I’m eating a #donut

> I ‘Like’ donuts

> This is where I eat donuts

> Here I am eating a donut

> My skills include donut eating

So many individuals and companies go diving into Social Media before they have understood how it really works - setting up Facebook pages and Twitter accounts, but using them in the same way as old-fashioned brochures and advertising. Step 1 is to understand how your customers are using Social Media and start talking their language.

SOCIAL MEDIA - POTENTIAL COMPANY RESPONSES

> Did you know 2 million donuts are consumed in Swindon everyday #donut> We are looking for mystery donut shoppers today - click this link> Thanks @donutlover - RT Can’t get enough of the new @donutcompany clotted cream donuts

> What’s your favourite donut filling? a)Jam b) Custard c) Marmite> Like our FB page and get a free donut voucher> Give us your suggestion for a special Easter donut filling

> Check in here for a free donut

> Here’s a hilarious video of the winner of our recent donut eating competition> Here’s a ‘how to’ make the perfect donut video

> We are great donut makers, but don’t take our word for it - check out our many recommendations on LinkedIn


THE NEW RULES OF MARKETING AND COMMUNICATION

o Broadcast marketing (shouting the loudest)o Competitivenesso Secrecyo Embellishmento Intrusiono Them and uso Big brand dominanceo Marketeers

OLD RULES NEW RULES

o Conversation (listening the hardest)o Collaborationo Transparencyo Authenticityo Permission-basedo Communityo Niche brandso Business developers

Customers don’t want to be shouted at, they want to be listened to. This is the basis of the new rules of online marketing.

ISSUE 2:LACK OF TRUE UNDERSTANDING


THE NEW RULES OF MARKETING AND COMMUNICATION

o Broadcast marketing (shouting the loudest)o Competitivenesso Secrecyo Embellishmento Intrusiono Them and uso Big brand dominanceo Marketeers

OLD RULES NEW RULES

o Conversation (listening the hardest)o Collaborationo Transparencyo Authenticityo Permission-basedo Communityo Niche brandso Business developers

Customers don’t want to be shouted at, they want to be listened to. This is the basis of the new rules of online marketing.

ISSUE 2:LACK OF TRUE UNDERSTANDING


“I’M FAR TOO BUSY RIGHT NOW CRAFTING THIS NEW BROCHURE COPY

TO BE AUTHENTIC!”

Once a business has grasped the basics, it’s all too easy to revert to old ways. Step 2 is to really work on your ‘authenticity’ and what that means to your company.

ISSUE 3:LACK OF A COHESIVE STRATEGY


“I’M FAR TOO BUSY RIGHT NOW CRAFTING THIS NEW BROCHURE COPY

TO BE AUTHENTIC!”

Once a business has grasped the basics, it’s all too easy to revert to old ways. Step 2 is to really work on your ‘authenticity’ and what that means to your company.

ISSUE 3:LACK OF A COHESIVE STRATEGY


A classic mistake is to put the cart (activity) before the horse (strategy). Step 3 is to ask yourself some basic, but very important, strategy questions before you dive in.

o WHAT ARE MY GOALS?

o WHAT PRODUCT/SERVICE AM I SELLING?

o WHO AM I DIRECTLY SELLING TO?

o WHO ARE MY OTHER ‘INFLUENCER’ GROUPS THAT CAN HELP ME GET THE WORD OUT?

o HOW DO I WANT TO COME ACROSS?

o WHAT TOPICS ARE APPROPRIATE FOR MY TARGET MARKET?

o WHAT RESPONSE DO I WANT TO ACHIEVE FROM EACH OF MY TARGET GROUPS?

o WHAT RESOURCES DO I HAVE?

BASIC STRATEGY QUESTIONS

Once you have answered these questions, it is important to ensure that all the appropriate infrastructure is in place to support your Social Media activity - starting with your Website and Blog.

YOUR WEBSITE:•Is it exciting and dynamic enough to encourage people to explore once you get them there?•If appropriate, do you have the functionality to accept bookings/product sales online?•Do you have appropriate mechanisms to accept online payment?•Does it encourage data capture appropriately?•Does it track how your web customers heard about you?•Are you tracking web traffic effectively (google analytics)?

YOUR BLOG:•If you have a blog, does it serve a specific purpose?•Does it properly express your personality?•Do you have an effective and trackable RSS feed embedded?•Are you sharing your blog with your online networks and Twitter?

CREATING A STRATEGY


A classic mistake is to put the cart (activity) before the horse (strategy). Step 3 is to ask yourself some basic, but very important, strategy questions before you dive in.

o WHAT ARE MY GOALS?

o WHAT PRODUCT/SERVICE AM I SELLING?

o WHO AM I DIRECTLY SELLING TO?

o WHO ARE MY OTHER ‘INFLUENCER’ GROUPS THAT CAN HELP ME GET THE WORD OUT?

o HOW DO I WANT TO COME ACROSS?

o WHAT TOPICS ARE APPROPRIATE FOR MY TARGET MARKET?

o WHAT RESPONSE DO I WANT TO ACHIEVE FROM EACH OF MY TARGET GROUPS?

o WHAT RESOURCES DO I HAVE?

BASIC STRATEGY QUESTIONS

Once you have answered these questions, it is important to ensure that all the appropriate infrastructure is in place to support your Social Media activity - starting with your Website and Blog.

YOUR WEBSITE:•Is it exciting and dynamic enough to encourage people to explore once you get them there?•If appropriate, do you have the functionality to accept bookings/product sales online?•Do you have appropriate mechanisms to accept online payment?•Does it encourage data capture appropriately?•Does it track how your web customers heard about you?•Are you tracking web traffic effectively (google analytics)?

YOUR BLOG:•If you have a blog, does it serve a specific purpose?•Does it properly express your personality?•Do you have an effective and trackable RSS feed embedded?•Are you sharing your blog with your online networks and Twitter?

CREATING A STRATEGY


1.YOUR WEBSITE (Primary Sales Platform

Your Foundation)

SEO, SEM, Advertising, Adwords, etc

Reciprocal Links

Tangible Results: SALES, Subscribers, Hits, PR

WORLD WIDE WEB

INFLUENCERS (Customers, Prospects,

Ambassadors, Referrers, Industry, Employees, Stakeholders, Media)

2.YOUR BLOG (Personality, thought

leadership, engagement, debate, transparency,

feedback)

Expertise, Interest, Bloglinks, Comments

Subscriptions, Bloglinks, Feedback, Reviews, Links

THE BLOGOSPHERE

INFLUENCERS

This is your basic online infrastructure and needs to be working effectively before you go out and get proactively ‘social’.

Your subsequent Social Media activity provides you with the opportunities to expand your network of influencers. They offer you powerful platforms to get your company in front of new customers and potential clients, to show your expertise and ultimately market your products. The key to successful Social Media is to drive these new connections back to your Blog and your Website (your online infrastructure).

CREATING A STRATEGY


1.YOUR WEBSITE (Primary Sales Platform

Your Foundation)

SEO, SEM, Advertising, Adwords, etc

Reciprocal Links


WORLD WIDE WEB



2.YOUR BLOG (Personality, thought

leadership, engagement, debate, transparency,

feedback)



THE BLOGOSPHERE

INFLUENCERS

This is your basic online infrastructure and needs to be working effectively before you go out and get proactively ‘social’.

Your subsequent Social Media activity provides you with the opportunities to expand your network of influencers. They offer you powerful platforms to get your company in front of new customers and potential clients, to show your expertise and ultimately market your products. The key to successful Social Media is to drive these new connections back to your Blog and your Website (your online infrastructure).

CREATING A STRATEGY


1.YOUR WEBSITE

(Primary Sales Platform Your Foundation)

SEO, SEM, Advertising, Adwords, General Marketing

Reciprocal Links


WORLD WIDE WEB



THE BLOGOSPHERE 2.YOUR BLOG

(Personality, thought leadership, engagement,

debate, transparency, feedback)



GROWING

INFLUENCERS

3.SOCIAL & BIZ NETWORKS

*Closed (Facebook, LinkedIn,

Plaxo, etc)

Groups, Fan Pages, Q & A, Events Fans, Weblinks, Recommendations, Attendees

SOCIAL & BUSINESS NETWORKS

GROWING INFLUENCERS

4.YOUR MICROBLOG

*Open (Twitter)

Follow, Retweet, Learn, Survey, Promotions

Followers, Retweets, Links, Reviews, Feedback

WORLD OF TWITTER

GROWING INFLUENCERS

ISSUE 4:LACK OF GOOD CONTENT

SOCIAL MEDIA FLOW SCHEMATIC


1.YOUR WEBSITE

(Primary Sales Platform Your Foundation)

SEO, SEM, Advertising, Adwords, General Marketing

Reciprocal Links


WORLD WIDE WEB



THE BLOGOSPHERE 2.YOUR BLOG

(Personality, thought leadership, engagement,

debate, transparency, feedback)



GROWING

INFLUENCERS

3.SOCIAL & BIZ NETWORKS

*Closed (Facebook, LinkedIn,

Plaxo, etc)

Groups, Fan Pages, Q & A, Events Fans, Weblinks, Recommendations, Attendees

SOCIAL & BUSINESS NETWORKS

GROWING INFLUENCERS

4.YOUR MICROBLOG

*Open (Twitter)

Follow, Retweet, Learn, Survey, Promotions

Followers, Retweets, Links, Reviews, Feedback

WORLD OF TWITTER

GROWING INFLUENCERS

ISSUE 4:LACK OF GOOD CONTENT

SOCIAL MEDIA FLOW SCHEMATIC


WE NEED TO STOP INTERRUPTING WHAT PEOPLE ARE INTERESTED IN AND BE WHAT PEOPLE ARE INTERESTED IN.

You can entice thousands of fans and followers, but if your content is poor or irrelevant, they will soon go elsewhere. Step 4 is to carefully decide what topics are of interest to your target audience and design your content strategy around them.

o It’s incredibly funnyo It’s totally unbelievableo It’s deeply emotionalo It’s in agreement with our world viewo It makes us stop and thinko It isn’t covered by mainstream mediao It will make someone else smileo It’s dramatico It’s embarrassingo It’s provocative

WHAT MAKES PEOPLE SHARE CONTENT?

If you want your content to ‘go viral’ it has to be distinctive.


WE NEED TO STOP INTERRUPTING WHAT PEOPLE ARE INTERESTED IN AND BE WHAT PEOPLE ARE INTERESTED IN.

You can entice thousands of fans and followers, but if your content is poor or irrelevant, they will soon go elsewhere. Step 4 is to carefully decide what topics are of interest to your target audience and design your content strategy around them.

o It’s incredibly funnyo It’s totally unbelievableo It’s deeply emotionalo It’s in agreement with our world viewo It makes us stop and thinko It isn’t covered by mainstream mediao It will make someone else smileo It’s dramatico It’s embarrassingo It’s provocative

WHAT MAKES PEOPLE SHARE CONTENT?

If you want your content to ‘go viral’ it has to be distinctive.


SOCIAL CONTENT - BASIC RULES

KEEP IT ‘ON TOPIC’ - 70%

AVOID BEING TOO PROMOTIONAL - 20%

ADD A SPLASH OF PERSONALITY - 10%

Keep monitoring your content to ensure you are not going off topic and falling into the mundane (“I’ve just had cheese and pickle for lunch”). Remember, if you have nothing to say, say nothing!

ISSUE 5:LACK OF COMPANY-WIDE COMMITMENT


SOCIAL CONTENT - BASIC RULES

KEEP IT ‘ON TOPIC’ - 70%

AVOID BEING TOO PROMOTIONAL - 20%

ADD A SPLASH OF PERSONALITY - 10%

Keep monitoring your content to ensure you are not going off topic and falling into the mundane (“I’ve just had cheese and pickle for lunch”). Remember, if you have nothing to say, say nothing!

ISSUE 5:LACK OF COMPANY-WIDE COMMITMENT


WHERE DOES SOCIAL MEDIA SIT IN AN ORGANISATION?

SALES

HR

MARKETING

CUSTOMER SERVICE

A common misconception in companies is that Social Media is all about marketing. Step 5 is to ensure you get company-wide buy in. Social Media is more of a cultural shift than a technological one.

IF YOUR PRODUCT OR SERVICE IS CRITICISED ONLINE (OR IN PUBLIC) AND

NO-ONE IS LEAPING TO YOUR DEFENCE, THEN YOU PROBABLY HAVE

A PROBLEM.

Many businesses remain concerned about potential malicious reviews or underhand tactics by competitors posting bogus comments, but by and large Social Media is self-regulartory and if your followers and fans feel a comment is overly harsh or incorrect, they should be quick to defend you.

ONLINE REVIEWS


WHERE DOES SOCIAL MEDIA SIT IN AN ORGANISATION?

SALES

HR

MARKETING

CUSTOMER SERVICE

A common misconception in companies is that Social Media is all about marketing. Step 5 is to ensure you get company-wide buy in. Social Media is more of a cultural shift than a technological one.

IF YOUR PRODUCT OR SERVICE IS CRITICISED ONLINE (OR IN PUBLIC) AND

NO-ONE IS LEAPING TO YOUR DEFENCE, THEN YOU PROBABLY HAVE

A PROBLEM.

Many businesses remain concerned about potential malicious reviews or underhand tactics by competitors posting bogus comments, but by and large Social Media is self-regulartory and if your followers and fans feel a comment is overly harsh or incorrect, they should be quick to defend you.

ONLINE REVIEWS


SOME SOCIAL MEDIA BASICS TO WHET YOUR APPETITE

There are many social and business networks, but here we focus on the current leaders in the UK. Here are some facts, figures and basic tips.

Facebook is a social network with over 995 million users.* 1 milliion links are shared on Facebook every minute.50% of users log in to Facebook everyday.The average Facebook user has 130 friends.

• Facebook is a social network. It is a good platform for Business to Consumer networking (B2C).• Take time to investigate which companies and brands are already featured on Facebook.• Businesses can set up ‘pages’ including graphic/logo, company description and a timeline where users can post comments.• Additional elements can then be added via Applications such as photos/videos, discussion boards, review, notes, polls and events.• Users can then associate themselves with your company/brand by ‘Liking’ your page.• Pages are also promotable within the network via Facebook Ads.

*Source: Wikipedia 2012


SOME SOCIAL MEDIA BASICS TO WHET YOUR APPETITE

There are many social and business networks, but here we focus on the current leaders in the UK. Here are some facts, figures and basic tips.

Facebook is a social network with over 995 million users.* 1 milliion links are shared on Facebook every minute.50% of users log in to Facebook everyday.The average Facebook user has 130 friends.

• Facebook is a social network. It is a good platform for Business to Consumer networking (B2C).• Take time to investigate which companies and brands are already featured on Facebook.• Businesses can set up ‘pages’ including graphic/logo, company description and a timeline where users can post comments.• Additional elements can then be added via Applications such as photos/videos, discussion boards, review, notes, polls and events.• Users can then associate themselves with your company/brand by ‘Liking’ your page.• Pages are also promotable within the network via Facebook Ads.



Twitter is a micro-blog that allows short update messages of no more than 140 characters. Twitter has over 500 million active users.*Over 340 million tweets are generated every day.*

• Start by simply following people you find interesting (celebrities, industry leaders, prolific Tweeters) and get a feel for what’s being shared.• Think about your Bio and make sure it is instantly understandable and interesting.• It is perfectly acceptable to set up a Twitter account under a company name (with your logo as your photo), but do consider giving it a personal touch by introducing the names of the individuals Tweeting in the Bio field (or by customising your home page).• When you have established the people you find interesting (or appropriate for your potential influencers) check out their followers and follow them – many will then choose to follow you back and your network will start to expand.• Retweet often – it is the joy of Twitter that so many great articles and so much interesting news can be shared so easily.• Vary your tweets – share your own articles, share breaking news, Retweet others, give the odd personal update, offer great promotions (if appropriate).• Twitter is a giant Q&A machine and this is also a great way for people to connect.• Take time understanding Twitter: how to use @links, Retweets(RTs) and #hashtags.


LinkedIn is a business network (B2B).LinkedIn has over 175 million users in over 200 countries.* One person joins LinkedIn every second.

• Complete your profile in as much detail as possible.• Include a photo.• Use LinkedIn to network with and re-contact old work colleagues.• Ask for recommendations.• Search for and find interesting potential ‘influencer’ groups – join and start engaging in their debates and conversations.• Use the Question and Answer area to showcase your expertise.• Feed in your Blog stream.• Set up a company page and include all your Products and Services (and asked for specific recommendations).• Start up your own group/s (i.e. interest based, fan based or ex-employee based).• The more groups your join, the more access to new people you have.



Twitter is a micro-blog that allows short update messages of no more than 140 characters. Twitter has over 500 million active users.*Over 340 million tweets are generated every day.*

• Start by simply following people you find interesting (celebrities, industry leaders, prolific Tweeters) and get a feel for what’s being shared.• Think about your Bio and make sure it is instantly understandable and interesting.• It is perfectly acceptable to set up a Twitter account under a company name (with your logo as your photo), but do consider giving it a personal touch by introducing the names of the individuals Tweeting in the Bio field (or by customising your home page).• When you have established the people you find interesting (or appropriate for your potential influencers) check out their followers and follow them – many will then choose to follow you back and your network will start to expand.• Retweet often – it is the joy of Twitter that so many great articles and so much interesting news can be shared so easily.• Vary your tweets – share your own articles, share breaking news, Retweet others, give the odd personal update, offer great promotions (if appropriate).• Twitter is a giant Q&A machine and this is also a great way for people to connect.• Take time understanding Twitter: how to use @links, Retweets(RTs) and #hashtags.


LinkedIn is a business network (B2B).LinkedIn has over 175 million users in over 200 countries.* One person joins LinkedIn every second.

• Complete your profile in as much detail as possible.• Include a photo.• Use LinkedIn to network with and re-contact old work colleagues.• Ask for recommendations.• Search for and find interesting potential ‘influencer’ groups – join and start engaging in their debates and conversations.• Use the Question and Answer area to showcase your expertise.• Feed in your Blog stream.• Set up a company page and include all your Products and Services (and asked for specific recommendations).• Start up your own group/s (i.e. interest based, fan based or ex-employee based).• The more groups your join, the more access to new people you have.



Sarah [email protected]: 07904 437119Tw: @sleepinglion888W: sleepinglion.co.ukW: sleepinglionworkshops.com

Social Media Booklet.indd 28 9/3/2012 2:52:50 PM