Introduction to social media – recorded webinar 31 July 2013
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Introduction to social media – recorded webinar 31 July 2013


Good afternoon everybody and welcome to the
Introduction to Social Media Webinar, brought to you by the Department of Tourism, Major
Events, Small Business and the Commonwealth Games. This one is an extra special webinar
really because it’s also coming to you in Small Business Week. So for those of you that
are already using Twitter have already jumped into social media, or indeed Facebook, Instagram,
Pinterest or several other of the social medial sites that are now using hash tags, then I
encourage you to be using
the #smallbizweek. So s-m-a-l-l-b-i-z week, w-e-e-k. Now if that makes no sense to you
whatsoever, fear not, because that’s why we’re here today. My name is Zoe Wyatt. I’m the
social media specialist for the creative collective. But I’m also a business owner myself. I own
and operate multiple businesses which are now marketed completely online and I have
been assisting businesses, I’ve now assisted hundreds, I guess it’s probably thousands
of businesses, to grow their social media. My background, however, is a little interesting
in that I’m a marine biologist by trade. I had ten years between government and state,
federal departments, and you’re all thinking, “Why is a marine biologist teaching us marketing?”
Well the reality for me was back in 2003 with a young family, I decided to go into my own
business, into environmental consulting, and I was in for somewhat of a shock. What I wasn’t
ready for is I needed to be all things to all people, which included marketing my businesses.
And I literally say I turned to the Internet out of desperation. I was looking for a way
to market my business without going out of business. So for me it was really a matter
of confirming that the marketing worked but I did so by getting it to market my own business.
So first and foremost, I want you to know what I’m introducing you to today is what’s
working in social media right now. Okay, that’s the most important thing. I have now grown
my own social media presence and across multiple business accounts to include clients in seven
countries, I have a Twitter following in excess of 60,000, my personal Twitter account has
46,000 followers. We’ve had 120,000 views plus on YouTube and many, many more thousands
across LinkedIn and Facebook. But what does that all mean for all of you?
It means today I want you to pay attention, not just to the information that I’m giving
you, but the context. Okay, we’re going to look at lot at how to strategically use social
media, and what does it actually mean for your business. Because I think there’s a very
big adage that people think that social media is this latest fad and we should all jump
into it. But in reality you need to be looking at why you’re doing social media. So we are
going to spend some time looking at the social media landscape, defining your social media
strategy, and defining your social media policy, and I’ll explain why they are different.
How do you get started in social media? How do you monitor your social media? How do you
actually work out if your� what you’re doing is making you any money? We’ll look at how
you measure those results. Now there will be an opportunity to ask questions at the
end, and you are encouraged to interact via the text chat throughout the session. So you
have a chat box there and question box, you can be typing your questions in throughout
the sessions. If I see those questions and they’re relevant to what I’m covering, I’m
very happy to answer those as we go along. But the majority of those I will be covering
at the end, because I’m mindful of giving you the maximum amount of information in the
time that we have today. What I would also like to do is first and
foremost, make sure that you’re all hearing me a okay, and you could use a little hand
raising function that you have on the webinar platform, and if you can hear me loud and
clear please raise your hands and just type into the chat box that, “Yes, I can hear you
okay Zoe.” I would also love for you to let me know already if you’re using social media,
if you’re brand new, just by giving me one word in the chat box about how you feel about
social media. Are you excited by it? Are you scared by it? Are you nervous? Are you overwhelmed?
Use your own word. I would love if you could let me know in one word how do you feel about
social media and type that into the chat box for me.
I’ve got some really great responses coming through on that. You may see me clicking around
a little bit here. Daunted. I’m sure there are more than a few that feel a little bit
daunted by it. Lots of “excited’s” that’s great. We can see the opportunity. Happy to
get onto it. Fantastic. So this graphic here that you see, I know it’s small on your screens,
but really what I wanted to show is the landscape of social media. It’s called The Conversation
Prism by Brian Solis. And what I want you to get from this is social
media is huge. But in reality, social media is just a communication tool. And social media
for me really, I had a gentleman explain it to me, the earlier social media was smoke
signals with the Indians, because social media really is just a two-way flow of information.
We’re in the past as business people we have pushed a marketing message out to our audience,
now we find that our clients and potential clients are creating the marketing message,
they’re talking about our products and services, they’re sharing it with their friends. And
there’s an expectation that we will actually be responding to them and including them in
a social way. But that social media really includes everything from micro blogs, such
as Twitter, social gaming, Farmville, apps, other blogs that are up there. And this social
media conversation prism really shows that entire landscape.
So if you’re looking for that, go and look up Brian Solis as well, he’s a preeminent
social media expert, I love what he does and the link is there on your screen as well.
Now I have had a few people ask me if the webinar is being recorded. Yes, it is and
it will be up on the Queensland Business website as well. And you’ll see that we do have the
Twitter account, so @businessqldgov. So if you are on Twitter be connecting there or
over with Queensland Business on Facebook as well.
And I’ve had a few people ask me about the workbook as well. We will refer to the workbook,
you should have got a link when you signed up for the webinar, but that one Anthony has
popped a link in the question panel there in the chat as well for you. Okay, so let’s
keep going. So we’re going to look at the big four and
we’re going to look at a few others today. When we say the big four social media, when
most people think of social media, this is probably what they think of LinkedIn, Facebook,
YouTube and Twitter. And if you type in the chat box for me there, which, if any, of these
big four are you on yet. I just want to get a feel for how many of you are already using
social media. And I’m talking in a business context here rather than individually first
and foremost. A few of you. A few saying none at all, a few saying you’re using it personally
but not for business. Okay, great, you’re in the right place; obviously that’s why I’m
here, absolutely. So I look at these four, really, I mean they’re
the big four because of their user numbers, but I look at them in terms of more traditional
media. For me, Facebook is really like your newspaper, it’s a place where people are going
to generally, on a daily basis, and in Australia there are 11.5 million people on Facebook,
but they’re logging in for about an hour a day. Now that sounds like a lot when you think
about anyone that’s using Facebook, they’re not just going in for an hour at a time, most
people are logging in for about 15 or 20 minutes, three or four times a day, to make up that
hour. So we’re having conversations and crafting messages, connecting with family and friends
and really finding out what’s going on in the world.
Twitter is more like a radio station, it’s broadcast messaging. It’s text messaging;
think of it as text messaging on the Internet. It’s limited to 140 characters so they’re
short, sharp messages delivered veraciously. There’s so many messages going through on
Twitter and it’s all about what’s happening right now. And just like on traditional radio,
you know when you hear the news, you’ll often hear similar news at eight o’clock and then
8:30 and nine o’clock and they just keep adding snippets to it as the news evolves throughout
the day. It’s also great for feedback, when you think about talkback radio, that’s very
much where you can sort of get the concept of Twitter but in text on the Internet.
YouTube, think of it as your TV station. So YouTube is all videos and it’s all visual,
and in fact YouTube is now the second largest search engine on the Internet, second behind
Google, which was so large, it actually bought YouTube for $1.6 billion. And just by a show
of hands, I’d love to see how many of you have ever gone looking for or watched a “how
to” video on YouTube or have gone and Googled a “how to” video on You Tube. Yes, lots. Do
it all the time. Fantastic. I mean I admit too, we’re all so busy now, the same thing
with televisions, where a lot of us are actually tuning into YouTube now, like our television
station, quite often going in to get our movies. And my crystal ball says we’re going to get
some paid channels on YouTube as well. But you could be setting up your own, essentially,
TV channel and talking to your target clients on YouTube. And at the moment you can do that
for fee. There are some premium features but that one you can do for free.
And then the last one is LinkedIn. Now LinkedIn is professional business networking site.
So think of this as putting your personal resume onto the Internet. But of course both
LinkedIn and Facebook also have a place for your business, on what are called company
or business pages. And you could think of those like a flyer for your business on those
sites. What’s important here is to think about, not just what you’re trying to achieve on
the sites, but who you’re trying to talk to. Because if you’re trying to have a newspaper
conversation, you should probably be having it over on Facebook with the daily news. But
if its short, sharp snippets of information, then maybe Twitter is more the place for you.
If you have great visuals, you’re dealing with videos, obviously it’s YouTube. And if
you’re dealing in a professional B2B space, and you want to keep it very professional,
then we should be crafting that over on LinkedIn. Interestingly for me though, LinkedIn’s the
one that’s been around the longest. It was actually started in 2002, and then came along
Facebook in 2004. It’s grown to be the largest with 1.1 billion users now. YouTube followed
hot on its heels with a group of friends that simply wanted to share videos, and that’s
eight years ago now. And then Twitter is a newcomer out of the four, and in a lot of
cases, it’s still kind of seen as a little brother because it’s been nipping at the heels.
And we’ve all heard the stories of celebrities making some rather large blunders on Twitter,
and I think the reason for that is it moves so quickly and it’s so easy to access, it’s
also so easy to be making some of those medium mistakes, as I call them.
Now the up and comers, and the ones that I think you should be watching from a business
perspective are these four – these three. Who’s on Pinterest, just by a show of hands?
Anybody using Pinterest, just personally, for yourself? No, no, a few nos. Looking at
it. I normally get – I get on “yes” in capital letters. I’m finding that the people that
are on Pinterest love Pinterest. Now what Pinterest is a bookmarking site. So you know
on the toolbar on your browser when you bookmark something and say, “I’ll come back to that
later.” I bookmark it in my toolbar. Think of Pinterest the same way, but it’s like visual
or virtual pin boards where you can be pinning images just like you do to noticeboards. You
can craft your own boards that can be any topics you like, but Pinterest is very heavily
female demographic users in Australia, and we’re pinning everything from visions of our
perfect wedding to recipes and meals, interior decor, and for me, social media marketing
info graphics. Now that one may be important for you if you have a product that can be
represented visually and particularly if you’re looking at a middle aged female market. It’s
a highly addictive site and was the fastest growing standalone website ever, ever in the
history of the Internet, which is really interesting. They started in 2010 but only gave us business
pages in December 2012. They’ve updated their terms and conditions and they have some fabulous
tools for businesses that are looking to integrate Pinterest into their website.
G+ or Google+ is, I classify, as Google’s attempt at Facebook. So it is their social
network. If you have a local business, if you have a business that you want to put onto
a map, it is vital that your business is correctly positioned in Google and in Google Places
and on Google Maps. And Google Places has now become integrated with the Google+ product,
so we are having Google+ Local Places, which integrates with their page. Now it’s a little
bit technical but think of it this way, if you have a Gmail account you have a Google
account. And Google, last year, integrated cross account and cross services terms and
conditions. So their terms and conditions were one product for the same across all.
The reason for that is they are totally integrating their products and services. They really want
to keep you in Google world. Now what does that mean for you and your business?
If you want to be found on Google then you may need to be looking at Google+, and as
I said, if you’re a local business Google+ Places. Because the new tools and features
that are coming out of Google+, I think, are fantastic for business. Just by a show of
hands, does anybody use Google+ Hangouts? These are a video conferencing service and
you can do live video chats. Let me have a look what you’re saying there. For that reason
alone I love my Gmail, I used to use Skype for that service, but I found that Skype’s
become a little bit unreliable, and of course Microsoft now have made that a paid part of
their service. So you can go and do that in your Google account for free on Google Hangouts
they’re called. So just, kind of, as an aside from your marketing, that can be a great tool.
Put your marketing hat on and start thinking about a Google product where you can be recording
that Google Hangout, that My Video, so you can do a video presentation of you speaking
or of your team holding a meeting, you can live stream it, so actually record it and
have it go straight to your YouTube channel where any amount of people can be watching
in the audience, you can record it and it can stay in your YouTube channel, another
Google property. So I think you can start to see the links
and the possibilities there. It’s only going to work for you though, if you’re ready to
make the video content. And then the one down the bottom here, anybody
know what that is? Just type it in the chat. There’s a lot of people, I’ll just add, on
the Google+ that said their stuff are using this for their weekly meetings. We do as well,
Lara, we use that to be signing into. Our team are a virtual team and we found that
Google Hangouts are really great for that. So anyone know what this little icon down
here is? Instagram, Instagram. A lot of people say no, not sure. So Instagram is a photo-editing
site, I’ll call it that. I always smile when I go to Instagram because I think, you know
what? You can take a photo and make it look like my photos did back in the 1970s. So it
has all beautiful filters and effects and things that can be put on your photos, but
it’s also a social sharing site. You can be sharing those photos, you can follow people,
and you can like their photos and give them a little heart and share them with your family
and friends. Instagram is working very well with the younger
demographic, but we also say that Facebook acquired Instagram in 2012 for $1 billion.
And they have done very little with the Instagram app other than to integrate it very, very
well into Facebook. So they’re giving their audience that they already have on Facebook
this great tool, because their own photo too wasn’t being used very much. And what they
have also done is then taken this tool now and given it some new features. And just recently
Instagram introduced a very short video service on there as well. So you can have 15-second
videos on the site. So if your target market are the sort of people taking lots of photos,
socially sharing, responding to those, that may be an important part of your marketing
mix. So how does it stack up? I can tell you that
Facebook has just crept up to just under 1.1 billion, 1.06 billion, and in Australia it’s
1.6 million. It actually went a little bit backwards in the last couple of months because
Facebook are really clamping down on spam accounts and on accounts set up in correctly.
So it’s more important than ever to make sure that you’re accounts are set up the right
way. You’ll see, though, that there’s 11 million
users of Facebook in Australia as well, registered users, 2.4 million on LinkedIn and 2.2 million
on Twitter. So they’re heading up the pack, but Instagram, Pinterest and Google+ all have
very active user bases in Australia, at least that’s where as of February 2013 from various
sources. I will give you a great source if you’re looking for social media statistics.
There’s a site called Social Bakers, B-a-k-e-r-s.com, socialbakers.com, and they breakdown all of
the social media sites, based by different counties as well.
Now which network suits which situations? And I’m going to say here I really want you
to step, sort of, away from the social media and think what are we trying to achieve with
our social media marketing and who are we trying to speak to? Because unless you identify
those two things, you cannot make a decision on what are the best networks for you to be
using. So Facebook suits mass market, especially business to consumer. Think about the people
you know that use Facebook or if you use Facebook yourself. Everyone – basically everyone is
using it. In fact some 72% of the people that are on the Internet in Australia are on Facebook.
It’s not a teenager’s site though. You may think it’s something for the kids, but in
reality most teenagers are breaking their neck to get to the site when they’re 13, which
is when they’re legally allowed to. I’ve had five children, they pester you from about
ten to get on the site. And then somewhere between 15 and 17 they move away from Facebook,
they’re more likely to be on Snapchat or Tumbler or one of those instant type gratification
sites where they’re messaging with lots of gamification and fun, they can do games and
apps and things. And then about 19 to 22 the demographics of
the teenagers come back to Facebook. The largest demographic in Australia is the 35s to 44
year olds. But the fastest growing demographic are the females in the 50 plus age group.
Does anyone know why that is? Just pop into the chat box why you think that might be.
Why the 50 plus, and I will say it’s fairly even male/female, last stats I saw were 53%
female, 47% male, but it’s fairly even. But the fastest growing demographic is those 50
plus females. And the males are very close behind them I might add. And it is? Their
children are on Facebook, yes, I’ve got some grandchildren. Keep up with the kids. Very
much so. You know I wouldn’t know what was going on with my teenage and early adult children
as well. Connect with family and friends. The kids are on it. I got onto Facebook because
I really think I needed to find out, but social isolation, that’s a really interesting one,
Karen. Working. They’re still keeping up with the family. And I think we are more and more
disconnected in terms of physical presence. We are all over the country and the world
now and we’ve got this huge group of baby boomers that are moving and travelling and
want to stay connected and are more technology savvy than ever. I know the CEO of The Creative
Collective, Yvette Adams calls the photos that she puts the photos that she puts on
there Granny bait You know, Granny, if you want to see photos of the grandchildren they’re
on Facebook, the parties are being organised on Facebook. And really it’s got to the stage
in most western countries, if you’re not on Facebook you’re missing out, you’re missing
vital connections, and that’s what happens with the 19 and 21 year olds, because suddenly
they’re not going to high school every day, they’re not seeing their best friends for
hours and hours each day. They may move into new social circles and they need ways of connecting
with those and keeping up different types of relationships, some of them over significant
distances. YouTube is a mass market. If you have a product
you can represent visually, and for me, I really believe that every one of you as business
owners needs to be considering video content. And if you’re going to use video content in
order to get ranked on YouTube and video content because your market is looking for it, then
it makes sense that you are putting it on YouTube but you do need to think about it
being a professionally branded site. LinkedIn, if you’re in the business or business
space, you’re looking to connect with business professionals, there is a slight skew to males,
there are more males than females on LinkedIn, but I think that’s true of the business professionals
in our country as well, it’s skewed towards males.
Twitter can be business-to-business and business to consumer, it’s real time. Think of it as
a radio station, it would be relevant there, it may be relevant for you. A slight skew
to males, and in fact the AFL has done a wonderful job in this country of keeping males connected
and using the site. There are lots of people in the 40s to 50s sort of range that are connected
to Twitter purely to keep up with sporting and/or television stations. Anyone, just by
a show of hands, anyone watched Q & A, a Questions and Answers on the ABC? You can sit and watch
Qanda and actually type in messages on Twitter and have those messages become part of the
television show. That’s incredible that you can have that sort of interactivity. Are a
few of you doing that? A lot of them saying you’re doing that with reality TV shows as
well. Yes, I saw Bill Gates on there not so long ago and it was amazing, there was one
show going on on TV and another show going on on Twitter. If you’re running your bets
and things like that Twitter is fantastic for real time updates, both before, during
and after the event. Now Instagram you need businesses with a visual
product or a product that you could represent visually, because you need to be producing
photos, and perhaps videos there as well. It’s more female skewed and it’s very definitely
a site that the teenagers love. Got teenager interactivity, they are all over Instagram.
Pinterest, any business with a visual product, and what we put in here is “Great Google Juice”,
that’s my word there. But if you are looking to get to the top of the search engines, incorporating
a strategy to use Pinterest could be valuable to you because right now Pinterest is the
fastest growing standalone website ever. In many countries it’s now the third largest
social network, and it’s quickly getting there in this country as well. If you’re looking
to connect with females between 20 and 45 years and can create visual content, it’s
a super easy site to use, but it also can help you rank very well in the search engines,
because not only do you upload photos, but you can imbed your website link into those
photos so people can come straight back to yours as well.
And Google+, at the moment the users are predominantly male 18 to 24 year old. Lots of them are students,
lots of them are tech and scientific industries, but with all Gmail users now having a Google+
account, Google are also giving preferential treatment in the search engines to those businesses
that are sharing on Google+, individuals and businesses, but businesses if you’re trying
to get found in a search engine. So while you may not be thinking, “Well that’s not
my market on Google+, also be thinking about are we looking to be found in a search engine,
is that one of our most important objectives of using social media, then perhaps you should
be looking at it. Okay, most common excuses and concerns people
see we have about social media, what do you think they are? When people say to me, I always
hear, “It just takes too much time.” What about privacy? If you’re raising concerns
or excuses, I know you’re all busy already before this social media explosion hit. Just
type into the chat box there, what are your most common excuses, maybe, about not doing
this or concerns about doing it? What are you running into?
Bad comments, getting bad feedback. People saying things. It’s overwhelming and confusing.
Yes, I hear that a lot. There’s just so much of it and it moves so quickly and it’s changing
all the time, I have days where I feel overwhelmed and I’m buried in it. Quite intrusive, I would
agree with that one as well, because I think there’s so much data on everybody now. The
average two year old in Australia has a digital footprint, and to me as a mother, that’s quite
scary. So I will always say there, don’t be bullied by the technology. So when we take
those concerns, a lot of you are saying you’re not sure what to do, a little scared of your
privacy and time, time, time, time, time is coming up.
It’s interesting that two of the comments there said, “Too much information’s put on
it” and then the other one was, “I don’t know what to put on it.” I think that’s a big thing
too, if you’re going to use these social media sites, you really need to think about what
are we going to post, how often are we going to post it, and does our audience care? We’ve
got to find information that they actually are interested in using. So how do we do that?
And it’s also important, if you go into these social sites, that you’re keeping up with
it. Okay, so we’ve got a few here. Number one, I don’t want old contacts to find
me or people may know what I’m up to. That’s kind of the privacy settings we were talking
about before. So what I would say with this is here’s an example from Facebook, in your
own Facebook account, you actually have complete control over who you’re close to, who gets
to see certain elements of you on Facebook but with one click, anything you post on a
social media site, personally or as a business, consider it public. There’s been a recent
legal ruling that says even if you post something in your personal profile, with strong security
settings or privacy settings, you can have a reasonable expectation that people you hadn’t
intended to see it would see it. And I think you need to keep that mindset.
So my advice is when you’re putting things on social media or the internet generally,
is don’t be bullied into providing any data you didn’t wish to in the first place. Really
think about, “How visible do I want to be? Who am I connecting to as friends? What are
we allowing them to see?” And you can do that specifically in Facebook here by going up
to a little cog in the very top right hand corner up here and scrolling down and checking
both your privacy settings and your account settings. There are brand new Facebook profiles
coming out, so it’s important you control both of these.
A lot of you said, “I don’t have the time. Don’t have the time.” And we get that mantra
“work smarter and not harder”. But something you can do that with is a great tool. So here’s
one tool that I use, in fact this tool changed my life, it’s called HootSuite. So let me
write that, hoot as in owl. Actually, Anthony, can you pop that one in for me please? Hoot,
as in owl and suit as in hotel suit, s-u-i-t-e. And HootSuite allows – it’s like a dashboard
for my social media, the same way you can have a dashboard for your car that tells you
how much petrol you’ve got and how hot or cold the engine is running, this one allows
me to see who’s talking at me or to me, what messages have gone out from my business social
media account, who’s liked them, commented and shared and allows me to post multiple
social media sites at the one time. And most importantly of all, allows me to schedule
my post to go out at a time when our target audience is most likely to be online.
So I can be connecting with people at 9:00pm on a Saturday evening because my statistic
have told me they’re online using the site, but I don’t need to be there at that time
to have it done. So I don’t need to have social media taking over my life.
I’ve had a few people say, “I’m just too old for this. You can’t teach an old dog new tricks.”
Oh yes you can. This lady is Eva Woodrow from the Sunshine Coast. She’s 101 and on Facebook.
I know there’s a lady in the UK too who’s 107 on Facebook and she is actually picketing
Facebook right now because at the moment you can only have your age as 99, Facebook only
goes back 99 of what your birth date is, and she said, “I did mine when I was 100 but now
that I’m approaching 110 I want the world to know my age.” So you’re never too old.
Who has a parent or a grandparent or somebody over 80 that they know is on a social networking
site? Even my 75 year old mother-in-law, who has been wary of what’s happening in the news
and what she’s hearing said to me the other day, “I really need to get on this Facebook
thing because I’m missing out on so much.” And I think that’s quite telling.
And a lot of people are saying, yes, they’re in there but so your mum’s nearly 76 and uses
it a lot. Fantastic, I’d love her to talk to my mother-in-law because I know she would
– I am certain she would benefit from it. She lives by herself, one child, and I think
it would be – and it would really help with the isolation. I think it’s going to be a
very strong tool. But knowing that and moving forward, let’s go the other end, I’ll get
my teenager or young marketing kid to manage it for me. Who’s done that? Had the work experience
student or someone set it up. This to me is the biggest trap, because although they may
be technology savvy, they have little or no understanding of your brand, and they quite
often have little or no comprehension as to the dangers or the strategies and how things
may look online. So don’t just think because the youngest member
of your team uses Facebook or uses social media that they are the ideal choice to be
managing it or marketing it. I would certainly have them in the team and I would encourage
them to be creators as well, but you really do need to step back and think about your
brand voice and how you’re represented on the site.
And a few of you mentioned this one, someone might say something bad about me, my brand,
my staff. This is always possible in all marketing. And in social media realistically, you are
opening up your brand a little, you give away a little control. So you need to be ready
for this, okay. You need to know what do we do if someone says something negative, how
do we respond. We’ll go into that a little bit more in the next section.
I had a few of you say is it just a waste of time, we’re spending this time. There definitely
are results there, and I’ll give you this reference from crowdspring.com. Like if you’re
using the sites, it’s vitally important you know what you’re trying to achieve on it.
Because I say to people what’s your ROI or return on investment on your marketing and
they don’t know. They may be able to tell me, “Wow, we got a thousand likes on Facebook.”
But what does that really mean? Is that any value for your business or does it just give
you a warm fuzzy feeling because you think a lot of people like your brand or business.
What is important to know is 51% of Facebook users and 64% of Twitter users in a recent
survey said they are more likely to buy from the brands that they follow or are a fan of
or like on the social media sites. And with 62% of adult US internet users watching videos
on social sharing sites, you know they’re there, okay, and they also have an account.
If they’re connecting, they’re expecting communication but they are also more likely to become your
clients if they have a good relationship with you in social media.
I’ve had a few of you saying it’s just all too technical, it’s all too hard and wouldn’t
be able to do it. I haven’t told you this, but those of you that haven’t seen me in public,
I’m 42 years of age so I didn’t grow up with this technology either, I’ve had to learn
it. And some days I cope really well and some days I don’t. But the reality for me is when
I went to high school, I remember getting our first computer, it was this massive computer
in a room, we put little punch cards in it and coloured in circles. Anyone else? Just
a show of hands, anyone else remember those big computers that you put cards into? And
I’m not that old. So in my lifetime I’ve seen computers go from that to a computer that’s
in your mobile phone. A great conversation with my 16 year old last year, she was complaining
she so needed an iPhone 5 and then sort of spat at me, “What mobile phone did you have
when you went to high school?” Once I stopped laughing I said to her, “We didn’t have mobile
phones in high school.” And I really think as business owners, we
are constantly in a state of change, and if you don’t change, you die in business terms.
It really is and there’s as great quote by Erik Qualman from Socialnomics. He says the
ROI of social media for your business is that your business will still exist in five years.
So I’m really at that stage now where I’m looking at social media is the inevitable.
It doesn’t have to be that technical, but if you don’t have the skills and the resources
to do it, you have a couple of options. You get more training, like this one, and we’ve
got some great free or pay training, or you get professionals to assist you. And I would
actually recommend a combination of both. There are some things in social media that
would, like graphics and design, that I could do but it would take me so long and it would
be substandard compared to what a professional could do. But I need to know enough to know
if they’re doing a good job and to work out how to get them produce a product that works
for me, my business brand and connects with the people I’m trying to talk to. So it’s
important you have an overriding vision of where you’re going. Now that vision, if you
like, is your strategy. And what I see as most people jump into social
media here at this set up, we’re going to do Facebook, we’re going to get the work experience
student to wack up the Facebook page. And the reality of it is, there’s no thought gone
into a strategy, why are we doing this? What are we trying to achieve? Who are we trying
to talk to and where are they? And no thought of a policy. Who is it appropriate to post
on the social media sites? What do we do when a client asks to be a friend on a social media
site? And then of course once you do that you get your strategy and policy, you do need
to set them up professionally, you need to get some training to work out how you’re going
to be using the sites, and then you need to spend time in this part down here, engaging.
And I think the ones, number one and number four, are the most important steps. The rest
are “you need to do or it won’t work”. But one and four are the ones that people miss,
being strategic about what we’re trying to achieve and then actually working out how
do we talk to people, how do we get people to like, comment and share? How do we produce
content that anyone’s even interested in that actually still achieves our primary objective?
In looking at all of your brand reputation, it comes back to monitoring and then measuring
and refining, is what we’re doing working? Should we do more of something and less of
another, or maybe do we need to look at doing something completely different.
Now in defining your social media strategy I recommend this, and this is a big take away
from today’s training. Before you look at what social media sites or physically how
to do them, you really need to get clear on step one, your main primary objective. And
everyone says to me, “Oh I want more leads, I want more sales. I want to communicate with
people. I want testimonials and referrals. I want all of these things.” But really they’re
not thinking about, “Okay, if I could just do this one thing.” So I want you to think
about – here’s some possible objectives, gain insights, attract potential employees, build
loyalty. Can you tell me by typing in the chat, if I could waive a magic social media
wand, what’s the one thing you would love to achieve, you think you’d love to achieve
with your social media, if you haven’t started yet? I’d love to get that feedback.
Generate awareness. Brand loyalty. More sales. Yes. So what does “more sales” mean for you?
Are you looking to actually sell on the social media or are you really looking to drive people
to your website to make those sales? Are you trying to get them to ring you on the phone,
because it is different? At the end of the day, we all want more sales, we all want more
clients, we all want to make more money. Recognition, that one’s interesting. PR. No one here has
said, “get found in the search engines”. So it’s interesting that that’s something you
can do but it’s not the primary reason for you doing a lot of this.
So once you have that, and I encourage you to write it down, then I want you think about
who are you trying to talk to. And for me, the way of thinking about this is, rather
than thinking of a target niche, actually think of a target person, or I call it a target
persona. If you could build a person that is your ideal target, and if you’re not sure
about this, think about a client that you have that you absolutely love and you wish
you could bond with them and clone them and have 500 just like them. And what is it about
them? If they’re a social media user, using social media sites, where are they? Are they
a specific gender? Do they have a certain educational level? Where are they located?
I get to the stage with my clients that we design a persona with a name and they start
their marketing every time they do something they think about my persona is called Savvy
Sally and I think about what Savvy Sally would think. Because only by getting into their
head, if you like, and designing market, that is in their best interest, in other words
they care about “we be successful.” And then step three, define what success looks
like for you. So how will you know if you’re actually achieving your core objective? So
if you want to build a community and you want to get engagement, it may be that you’re looking
at the number of followers and likes on social network. If you’re looking for a level of
engagement, if you want to create a referral platform, a community, like a few of you said,
then you need to be looking at how many shares, comments, likes, plus ones, whatever it is
on your networks that you’re getting, if you’re a local business then maybe you are looking
at getting more people to your shopfront, then work out how many check-ins on social
media sites are occurring from your premises, how many views you’re getting. And of course
lots of you said, “We want more sales, we want more customers”, then look at your sales,
but you need to identify which of them are actually coming from a social media league.
And then step four is how you’re measuring that, okay. So, if you want to find out how
many likes, comments, shares, which types of posts are working, there’s Facebook insights
and Facebook are launching a whole new form of insights which is fantastic, it’s very
easy to read. And you just have to click on a little graph at the top of your Facebook
page, so you do need to have a Facebook page, you do need to be the administrator to see
the Facebook insights. But they can tell you very quickly which of your posts is getting
the most comments, likes and shares and when your audience is most likely to be online.
You can look at manually grading, keep the stats yourself or benchmarking against your
competitors, using URL shorteners or tracking URLs so you can track that. For me, I believe
Google Analytics is a must have tool, okay. It’s a free tool through Google, it takes
some time to learn though, to work out exactly where your traffic is coming from and you
do need to be able to get into the backend of your website or have a professional do
that for you, so you can integrate your Google Analytics and then you can see visually where
exactly are people coming from, how long are they staying on your website, and which of
those leads are actually producing the sales. If you’re looking specifically at something
like Twitter, there’s a site called Twitter Grader.
And the last one there is step five, is defining what resources will be required. Because I
want to put this to you, that a lot of people say to me, “Social media, oh it’s alright,
but at least it’s free.” Social media is not free. A lot of the sites are free to use,
a lot you can set up without any charge, but there is a cost to your time and to your resources.
Now sometimes that’s money but also it’s brainpower. And a lot of people, if you’re really not
a social person, if you really don’t like a lot of these social media sites, then you
need to look at, “Am I the best person to be marketing on these?” If you don’t understand
your market, then maybe you should reach out to someone that does have social media skills
that can assist you in that, or maybe is it another team member? Is it someone that you
need to hire? Or now you can even subcontract out with specialists and virtual assistants.
But a little bit careful though, there is a budget required, and generally in social
media, like most marketing, you get what you pay for.
So I’m going to encourage you to be quite social media savvy and know what you’re paying
for, but please never, ever, ever buy social media likes or comments or follows or shares.
The majority of those cheap services are just spam robots in a country somewhere, or at
the very least, they may be real but they’re in Romania and Asia places. Not only will
they not help your social media marketing, they will actually be penalised by most of
the sites, because you’ll have all of these likes, comments – I mean all of the likers
on your page or followers on Twitter that never interact with you, because they’re simply
not interested in your messages or your product, they do you more harm than good. So think
about that. Who’s actually sat down and done that process
and set up a social media strategy before, by show of hands? I’m just going to have a
look there. Not many of you, okay, that’s great, we’re intro to social media so that’s
good. Who’s going to do that now? It’s actually a relatively simple task but it takes some
time to sit down and go through, and you need to get lots of hands going up now. Fantastic.
You really need to be thinking about what are we trying to achieve, okay? Who are we
trying to talk to? And where on the social media sites are they? Define your social media
strategy in terms of what are you actually trying to achieve and then how are we going
to measure that? Then the other side of that coin is your social
media policy. Now this is – think of this as all the legals around it, okay. Who will
be allowed to post? Will you encourage customers or clients to reply? Will you even let them?
A lot of people say to me, “Oh I don’t want clients posting on our social media sites.”
Well you, in most cases, have the ability to limit that somewhat. But then is it really
social media or is it just broadcast advertising? If you are going to let the clients comment,
then of course you need to be monitoring it. What do you do if the person that normally
monitors the social media is away, is sick? What type of things are they allowed to post?
Can everybody post? Is there a screening process? Are you going to have to approve posts before
they go up? How often are you posting? And what happens in integrating this with our
other marketing campaigns? Should we be accepting colleagues as friends on our social media
sites? Should we be accepting clients? And also, too, how do we ensure that when people
are posting as our business, they don’t accidentally post to themselves? Or do we want them promoting
business and promotions as individuals, as well as the business? So there’s a lot there
to consider, but when you think about it, it’s very similar to the legals when you’re
doing client contracts or business plans. I think a lot of people forget when they do
social media you should look at it the same way. If you’re going to post, or you want
to post photos of your clients using your products on social media, have you got a client
release for that? Have you got permission to use their images in your marketing? Are
you getting them to sign that when they’re entering an event or using your product? Personally,
our business, we run surveys at the end and we actually say, “Give us a powerful paragraph
of what you thought of our service.” And we day, “If you fill in this box you can expect
that we will use this in our marketing, including, but not limited to our website and social
media sites.” So I’m not a lawyer and I’m not going to define your social media policy
for you, there are lots of experts. But there are some things to consider.
And in defining your social media policy there’s lots of tools in terms of marketing and monitoring,
and I know I’ve said this a lot, but it’s vitally important. If you are going to step
into the social media space as a business, if you’re going to start marketing, you need
to be monitoring. And in fact, even if you’re not doing very much marketing, as such, in
a social media sense, I still believe every business needs to be monitoring their social
media activity. What are people saying about you, your business, your product, and your
brand? How do you know? And there’s a great site called Google Alerts, it’s google.com/alerts,
a-l-e-r-t-s. And it’s free. You can go in and set up, define any, sort of, terms that
you want to be altered for when they first appear in the search engine in Google, in
a Google search. But there are lots of others there.
For me personally, I use HootSuite. Now for up to five accounts HootSuite is free, over
five accounts you do have to pay for it. And then some of those on the right hand side
are fabulous tools; they go up to enterprise level in Analytics as well.
And what will you monitor on your social media? Are you just looking at your name, your business
name, and your products name? Why are you looking at industry hangouts, learning new
information? Are you monitoring what your employees, perhaps, are doing? And there are
levels of those that if it’s a public site, you are actually able to monitor those, you
cannot, though, be asking for personal log in details. But if employees are listing information
publicly, you can find it, and as I said, there could be legal liability what they’re
posting as well. You could also do some great intelligence work on what your competitors
are doing as well. Well let’s, kind of, get that altogether for
you. When you’re defining your social media policy, I also recommend that you think about,
okay, what are we trying to achieve? Who are we trying to talk to? These are the sites
they’re on? So here’s my top eight tips then to do. Identify suitable usernames. A lot
of people don’t do this. So there’s a site there called namechk, n-a-m-e-c-h-k.com. Anthony
can you pop that one into the chat for me? It’s not a spelling mistake, that is the real
site. You can go to this site and it will let you know if the term that you’re looking
for is available across multiple social media accounts. It’s vital you think about the names
that you are using on your social media accounts and do they look professional? Do they brand
it professionally? And how do they look on a business card, because everything you’re
doing on social media should be included in all of your marketing.
Get social apps on your mobile, being able to access your mobile accounts and for a lot
of cases, for business use, the app may be different. So for instance on Facebook, there’s
a Facebook app for people to go in and use their personal Facebook to be talking to family
and friends. Bu as a business you need to come over and be the administrator of a business
page. Think of it like a buyer for your business on Facebook. So there’s actually a different
app and it’s called Pages Manager. So that’s just one example. And for me, of course I’ve
already told you I love HootSuite. So HootSuite, my dashboard, I also have apps on my mobile
phone, I have an app on my iPad. So I can be going on, when I’ve got a few spare moments,
I’m always just checking, just making sure things are okay. I see a great photo, I can
pop it up, post it to multiple accounts, schedule it at a time to go on when my audience is
most likely to be there in seconds, because I have the app on my mobile devices.
If you’re feeling a little overwhelmed by this and you’re not sure where to start go
through this process and pick the most relevant network for the target audience that you’re
trying to reach. Now I do recommend that you initially invite your network, not just family
and friends, but colleagues and clients, people you’re already connected with, because it
is good to get a foothold on those networks. But then make new friends and connections.
There are some great apps, for instance, that you can scan business cards and be connecting
with people on the social media sites. I do that for LinkedIn with an app called Scan
Biz, B-i-z Cards, but there’s Card Much and lots of others there as well. Tune into the
conversations first. My dad used to say to me, “You have two ears and one mouth for a
reason, because you should be listening twice as much as you speak.” And I think that’s
true, it’s vital in social media. Listen to what people are saying, monitor the conversations,
find out what your audience responds to and then start to participate, then go in. Don’t
just go in gang busted and think you know it all to start with. And commence your status
updates with your key objectives and your target market clearly in mind.
It is important for me to mention here staying safe on social media and you should be thinking
about this for yourself, for any of your staff, but also for your connections, your family
and friends. If you think about who to accept and who not to. Don’t be bullied into accepting
people because you feel guilty, think about why am I connecting with this person? It’s
okay to politely decline requests. If someone asks to connect with me on my Facebook profile
and they’re really just a business contact or someone I don’t know, I simply send them
a message back that says, “Thanks for connecting, you’ll find all about my social media training
over here” and I give them a link for our Facebook business page. It’s important you
have gone in and set up your personal, privacy and account settings and you know what people
can see of you personally on the social media sites before you start marketing on them.
And then this one sounds obvious, but not always: limit the amount of personal information
you post. If you don’t want Facebook sharing it, don’t tell them the information. And sometimes
we almost tell them by accident, just because they keep asking which school you went to,
doesn’t mean you have to tell them, unless you make a conscious decision wanting to do
that. Remember what goes online stays online. And in fact anything you’ replacing on Facebook
I know is cached and stored for seven years, and could be delivered to the legal authorities
in our country. So even if you delete it, you’ll notice when you edit a post on Facebook,
it shows that it’s been edited because the original version is still cached with Facebook
for seven years. The other side of that is use strong passwords,
change them often, do not share them and keep your software, virus and antimalware updated.
And be aware of third party apps, if there are apps connecting to your account, it’s
in under Account Settings on Facebook, and most of the social media sites, if there are
apps there that are accessing your account, you need to know why. Are they performing
a use? If you don’t know why they’re there, my recommendation is to remove them.
Okay, so let’s summarise it all before we take some questions to the bottom of the hour.
I want you coming out of today to get super clear on your social media strategy first.
I think I’ve said that one enough. Pick the one social network you think suits you best
in line with what you’re trying to achieve and who you’re trying to speak to, and really
focus on getting good at that first. You’re not going to be perfect at it, you never are,
because it changes so rapidly. You should always be improving. But I do recommend that
you get fairly comfortable with the one network before you start adding on a second and third
and a fourth and a fifth. And if you’re going to go to a multiplatform use, you may choose
to secure some usernames and set up basic accounts on a few social media sites for business,
but really focus on building a community on one first, and the rest you may be duplicating
to and build over time as you get comfortable in finding your voice.
If that’s daunting, get some training so you are confident. You can really be effective
and efficient with your time and doing things safely if you step back and think, “Okay,
what skills do I have? What do I need?” Don’t be afraid to ask for help, and there are lots
of free resources. Queensland Business, go and connect with them at businessqldgov on
Twitter as well, provide great resources. This webinar, there’s lots more going on like
these all of the time in all facets of your business. But it’s important that you’re reaching
out and getting that training and taking the time to upgrade your skills. And connect with
someone who will be able to keep you updated. Maybe it’s us, maybe it’s somebody else, we’re
here to help. Using social media tools like any business
so you’re working smarter not harder. It’s a catch cry we hear all the time but it’s
vitally important. And if you’re going in, regardless of the social media marketing you
are performing, you must, must, must be monitoring social media activity and interacting. Measuring
and refining your strategy should be an ongoing tool. And in fact, I review my privacy and
my social media results every single month, okay.
Now we do have time for questions. You did receive a link to the workbook, and Anthony,
if you could just pop up the link to the workbook as well, there’s a huge amount of information
in that as well. And I encourage you to connect with the social media sites. If you are on
Twitter and haven’t done so already, or you can do it on the Facebook page as well now,
because Facebook has hash tags, you can use the #smallbiz, so s-m-a-l-l-b-i-z week. Okay,
now I’m going to go through some of these questions, I’ll pop them out so I can see
them, and if you have a burning question, even if you’d asked it earlier on, if you
want to pop it in the chat there for me to make sure I don’t miss it, because I’ve got
a lot of chat here, which is fabulous, and I’ll make sure I’m covering as many of those
as I can. I have had quite a few people who have asked
me about privacy. I think you really need to think about how visual do you want to be
and who do you want to connect with, both in a personal and a business sense. Every
site has privacy settings and Google is your friend. If you’re not sure of that individual
site, go into Google and how do I set privacy settings for my personal account on Facebook,
for instance, and it will tell you to click the gear in the top right hand corner. I’ve
had a lot of you ask if this is being recorded, yes, it is, and will be available through
the Department of Tourism, Major Events, Small Business and the Commonwealth Games, which
the Queensland Business social media sites will link you through to the YouTube channel
where you’ll find a copy of that. If you’re registered for today you will get a link to
the recording as well. We’ve had lots of staff using Pinterest for
their boards, can we get more training in Pinterest. I’d love you to give us that feedback,
and, yes, I have done some free video trainings in Pinterest as well. Again, Google is great,
you’ll be amazed how much information is available in Google. What I will say though, is be careful
about who you’re getting your advice from. If you’re going to a training, free, paid
or otherwise, I always go and look, I do a Google search on the presenter’s name, I’ll
be honest, and if you guys did that on me today, well done. Look at their social media
credentials and say, “Do I admire what they have achieved enough to be taking advice from
them?” And then look at the most recent trainings they have done. So if you’re looking at our
YouTube channel, for instance, be looking at the most recent ones because social media
is so dynamic, I suggest you start at the top, start at the most recent, because it’s
changing all of the time. Can you please post the webinar’s link on
your Facebook site? Queensland Business will be doing that, you’ll be needing the info
again. And please do share those links with people that couldn’t reach us today. I’ve
had a few people asking tips on getting people to interact more. And I’m going to wrap up
on this one, because I think it’s a great way sum up the site. At the end of the day,
a fabulous quote I had from Nick Bowditch who is the manager for Australia and New Zealand
for small business for Facebook. And Nick said he is always asked this question, “How
do I get more likes, comments, shares? How do I get people to interact?” So at the end
of the day, how do I get people to engage? How do I write engaging content? And Nick
said, “If people are not engaging with your content, it’s because your content is not
engaging.” So you really need to be looking at what are we trying to achieve and who are
we trying to talk to, but what are they interested in? What do they care about?
If you want people to like your comments and post, be asking them to like and comment your
posts, but also you need to be writing posts that they’re interested in. They’re only going
to share things with their network that they think are valuable for both themselves and
their network. So at the end of the day, listen first, speak second. Be very strategic about
what you’re’ doing and ensure that you’re actually adding, not just a social media noise,
but to your ideal target audience’s experience. Thank you for joining us today. Before you
log off we do need your feedback. I ask that you complete a survey before you log off today,
because I know as busy business people you’re going to run off with the best of intentions
but not do this. Anthony has popped the survey link up in the chat there for you. If you
can click on it, it’s only a few questions and it won’t take you very long. It is a condition
of providing the webinars that we get the feedback from you, but also based on your
feedback, we can make these webinars better and better. So thank you very much for the
time you have spent with us today. A few of you have said you’ve already completed the
survey, that’s absolutely fabulous, thank you for that, we appreciate it. And I look
forward to seeing you on the social media sites, and also you maximising social media
for your business and personal use.

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