Business Grow 2009 Social Media

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The Missing Link



pre-contemplation

contemplation

preparation

Prochaska, 1982



Pre-Contemplation

This is the stage where an individual doesn’t even know or believe they need/should change their behaviour.– “Smoking isn’t bad for you.”– “Exercise doesn’t help you.”



Contemplation

Contemplation is where a person begins to become aware of the need to change.

The key word to listen for in contemplation is “Should.”

An individual could stay in contemplation for any length of time.



Preparation

Preparation is the stage where the individual goes from feeling they “should” change to they “are going to” change.

There are two very different ends of the spectrum in preparation, resulting in various lengths of time before moving onto the next stage.



Action

This is the stage we love!

This is where the person actually begins the process of changing.– They throw out the pack of cigarettes.– They come in and buy a membership.

Once someone hits action, they immediately move into the next stage.



Maintenance

Maintenance is the stage where the person has to consciously think about and work towards maintaining their new behavior.– This is when they begin to substitute other

behaviors for the old ones.

Someone might never leave maintenance. This stage is retention.



Termination

Termination is that stage of change where the person has totally integrated the change.– The smoker is no longer tempted– The individual can’t think of life without

exercising.

Often a “new to termination” person can become obnoxious.



pre-contemplation

contemplation

preparation

Prochaska, 1982









One way to do this is “two-offers”– The primary offer is to buy.– The secondary offer is to respond in some way.

• Market to individuals in contemplation and early preparation in a way that does not ask them to come buy a membership.

• This means getting individuals to opt-in for free information and then building a relationship with them.

• This can be on:– Your website– A separate website– Facebook– Twitter



• Facebook is passive• Lends itself to

traditional marketing• Less formal than

LinkedIn• Keep your contacts up

to date with you through words, pictures & videos

• All about conversations

• Quality of people you follow – not friends

• Mature level discussion

• Immediate & direct responses



• Pages can be thought of in much the same way as normal profiles on the site:– Have friends, – Add pictures, – Have walls that fans can post on.

• Pages communicate by “updates” which show on the update tab or a person’s wall if they’re a fan and have allowed the page to show updates.

• Pages can have applications as well.• Pages have two walls, one of what

the Page owner writes, and one just for fans to write their own messages.

• Pages have tabs that uncover more information.



To create a fan page, one simply has to go to facebook.com/pages/create.php and create a new page.

When you become a fan of a brand, a band, a movie, or a person, that information is posted on your wall, and your friends might see it too. You can see which Pages your friends are fans of via the “Info” tab on their profile.



• Group Pages• To create a group you go to facebook.com/groups/create.php and

then fill in information about the type of group, and decide if it is open to a particular network or all of Facebook.

• You can set join permissions on groups so that they are either open to anyone, closed (where users must get administrator approval to join) or secret (invite only).

• Groups have administrators that manage the group, approve applicants or invite others to join. Administrators can also appoint “officers” who are nominally in charge – however, being an officer doesn’t mean the person has the ability to administer the group.

• Administrators can invite members to join via Facebook mail and email

• Public groups can be found via Facebook search.



• Neither Groups nor Pages have great moderation features.• If someone posts spam on your Group or your Page, you have to

remove it manually, and you can also remove specific members.• Groups and Pages allow you to create related Events, which show

up under the users’ Request (and later in the upcoming events page on the sidebar of their dashboard if they’ve RSVPed).



In SummaryGroups are great for organising on a personal level and for smaller scale interaction around a cause.

Pages are better for brands, businesses, bands, movies, or celebrities who want to interact with their fans or customers without having them connected to a personal account, and have a need to exceed Facebook’s 5,000 friend cap.



Facebook for SalesFacebook may “only” make $310 million this year, but a full $229 million of that will be from local advertisers, or 74% of total revenue. Facebook are indeed for local venues, and Facebook makes it easy to target geographically.





How to Use Twitter1. You are Yourself

• You are on Twitter for the community, the knowledge you get and give, and the sharing of resources – whether it’s for professional or purely personal reasons. Twitter is your communication device.

2. You have a personal brand• You are your own business and you need to promote it in a certain way,

with a certain angle. • You pay close attention to the things you say so they align with how you

want the public to perceive you.• You sell yourself as an expert in a particular field or to promote your

products and services.

3. You have a corporate brand• You Twitter for a company that has its own history and values. • Your own personality or interests never leak into the Twitter feed.



How to use Twitter?• Build relationships – RT, answer questions• Ask questions• Stay on brand• Keep regular• Follow people that you want to follow to help

your brand



In Summary• Facebook focuses on who you know, while Twitter

focuses what you know.• Twitter allows you to follow the millions of

interesting people whom you do not know. These people will share great information, but you may never meet them.

• Facebook, on the other hand, limits your feed to a more restricted circle. This may be interesting for intimate news (“Fiona is getting engaged”), but the open nature of Twitter allows you to peruse the best written feeds in the world on any topic you like.







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Justin TamsettB.Ed (Phys & Health Education)

Feel free to contact Justin: [email protected]

Follow Justin on Twitter: @JTActiveMgmt

To read Justin’s blog: www.justintamsett.com

And for more information on Active Management helping your business go to: www.activemgmt.com.au

"What you leave behind is not what is engraved in stone monuments, but what is woven into the lives of others."

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Business Grow 2009 Social Media