Social media - the 'why' - the psychology of what we use it & engage

www.thenetadvantage.co.uk

Social Media – the ‘WHY’

@JanMinihane

#lotteriescouncilconference2014

Overview

#lotteriescouncilconference2014www.thenetadvantage.co.uk

•WHY the ‘why’ is important

•WHY we use each Social Media Network

•WHY we engage

• WHY should ‘fans’ share/comment/like your stuff?• WHY will people sign up?

WHY is the ‘why’ important?


What YOU say about your organisation IS important …

BUT

What OTHERS say about you is MUCH more important

More Brand advocates = more engagement

More engagement should = more sign-ups & donations

Why we use Social Media


Get latest news

Show off Keep in touch Let off steam

Networking Make money Inform others Social proof

Ease boredom/loneliness

Boost self esteem

Make a difference

Organise events

‘Stalk’ celebrities

Promote ourselves

Be part of community

Get offers/discounts

Why we use each Social Media Network



WHY do we engage?

(AKA post, share, like, comment, retweet, +1, repin, check-in ...)

Why do we engage?


… because we HAVE to:

•Competition entry•Offers•Discounts

Why do we engage?


… because we WANT to …

•Fun Stuff•Passions/interests•Newsworthy•Compassion•Events•Causes•Check-ins

•RELEVANCE

Why do we engage?


… because we think we SHOULD …

•Causes•Liking friends business pages•RIP’s•Birthdays•Sympathy

Engagement – let’s start with how to get it ‘wrong’











So … how do you get it ‘right’?

What can you offer that’s a little bit different?


Think beyond your initial audience …



Crowdsource what your ‘fans’ want to see

Why?•Makes followers feel part of the process•Delivering what visitors want•More likely to remain a fan

How?•Um, ask them!•Run a survey (incentivised)



Never underestimate the power of the call to action….



Never underestimate the power of the call to action….



Think ‘quality’ not ‘quantity for CTA’s …

DON’T … What is your opinion on this?

DO … We’re curious, what do you think about this?

DO … We can’t agree in the office, we need your input?

Show you care about what your followers think!



Give your audience exclusive content - behind the scenes, day in the life of…

Why:•Compelling reason to follow you•Makes them feel more part of what you offer•Easy content fillersHow:•Engage members of staff from around organisation to contribute•Post regularly so followers learn to expect it•Video tour behind the scenes



And don’t forget the obvious … •FIND the optimal volume of content

•DON’T over promote – 80/20 rule (at least!)

•NICHE IT – cocktail party phenomenon

•MORE FORMATS = more consumption

•Think EMOTIONAL NARRATIVE

•FOSTER your brand advocates

•Use EMOTICONS (!) ;-)



And maybe, just maybe, scale down your social media presence (!)

Final Thoughts


• Put yourself in the shoes of your audience

• Understand what works best on each site

• Ask your audience what they want

• Don’t insult your audience for quick engagement wins

• For content, think beyond the initial ripple

• Enjoy it [seriously]!


Let’s carry on the conversation….

twitter.com/janminihanefacebook.com/jan.minihane

uk.linkedin.com/in/janminihanegplus.to/janminihane

pinterest.com/janminihane

Get posting: #lotteriescouncilconference2014

Marketing

Social media - the 'why' - the psychology of what we use it & engage