Introduction to social media recorded webinar – 8 May 2013
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Introduction to social media recorded webinar – 8 May 2013

Today’s webinar is an Introduction to Social
Media, which we’re very proud to be delivering on behalf of the Queensland government.
My name is Yvette Adams. That’s a picture of what I look like. I know you can’t see
me right now, so in this webinar basically we show slides, we share information, but
we will be getting you to interact. Now, some of you may well have joined previous Queensland
government webinars, and we’re very proud to be back delivering them after a short break.
A little bit of background on me for those of you who haven’t enjoyed a presentation
before that we’ve delivered. I’m a multi-award winning business owner, so I started five
different businesses, all very different kinds of businesses, and I hope that that experience
in business which I started at a young age, my first business was when I was 17, is helpful
to you. So I’m not just telling you this is stuff you should do, I’m telling you based
on experience and being in business myself, and definitely utilising social media in a
big way ever since it’s been available. Right now my key focus is as the founder,
owner and franchisor of The Creative Collective. So we’re a creative agency based in Maroochydore,
Queensland, but servicing clients all over Australia, and I’ve also got a new online
start up, which you’re welcome to check out if you’re interested in entering
business awards for your business. I like pointing out to people that I’m a mother
of two, so I do know what the juggle of being a parent in business is like. I’ve been on
social networks since 2007, first with LinkedIn and in 2008 I joined Twitter, Facebook and
YouTube. So I’ve had a few years of playing around with this stuff, and over time that
has built quite a sizeable community. Our company are very proud to promote the fact
that we have a combined social network of 70,000 people. So unlike some other people
out there that claim to be experts, we like to rest on our laurels and say demonstrate
to us what you’re actually doing in that space if you’re going to claim to be an expert,
and that’s something both myself and the company and all the trainers will introduce you to
over the webinar series, are very big on indeed. I’d like to point out at this point as well
that if you’re into Twitter, maybe you’re ready, and maybe come on to get a few more
tips, we’d love you to follow the Queensland government’s dedicated Twitter channel, which
is @businessqldgov, and there’s also a hash tag which we’d love you to use. Hash tags
as you’ll learn in future lessons aggregate information and will be a way for them to
track how many were on the webinar. Feel free to give feedback, make comments using that
hash tag, and they’ll be able to identify that you were on this very webinar today.
Now before we go on, I just want to make sure you’re familiar with this technology and feel
quite comfortable to proceed, in case it is your first time, and if it is, welcome, don’t
be afraid, nothing’s scary about webinars. Now, you should be able to see a red arrow,
and if you can’t see an extended menu, I want you to click on that red arrow, which will
expand the menu. From there you’ll note there is a little hand, and you can click on that
hand and show me, indicate a yes, because I will be asking for yes or no questions,
or leave it down if it’s a no. So right now I’d like you to locate that hand and raise
it for me to show me that you understand where to locate that, and you can raise your hand
if I ask you a question. Fantastic. I see a sea of hands, that’s what we want.
Now, the other technology, or part of the function of this technology I should say that
is available to you today is text chat. So just like you can text chat on Skype or Facebook
or MSN, we’d love you to chat with us, let us know if you have a light bulb moment, share
your experiences, I will be asking you to share those. So get your fingers at the ready
at the keyboard. It’s not just a one way listening, I really like you to interact because you’ll
get the most out of today if you do that. So if you’d like to drop me a little line
and say “Hi” or give me a smiley face, tell me how you’re feeling, how your day’s been,
whatever you’d like to say, feel free to send on through some text chat messages now.
Now finally I have got Anthony Viner on line today. He’s from our office, and he’s our
amazing technical support guy. He’s very knowledgeable in social media too. He’s on hand to answer
any questions you may have. I’ll be busy presenting, so if you have a question, direct it to Anthony,
and he will do his best to answer and help you out with any technical issues.
Alright, let’s get into what I’ve got in store for you today. This is what we’ll cover. We’re
looking basically at the social media landscape. So we are presuming if you’re getting onto
this session you’re thinking about starting up with social media, or you have started
up with social media but you’re still sort of finding your feet, or maybe you’re even
quite established but you’re just getting on to see if you can pick up some golden gems
of information. And if you fit into any of those categories, or even others, I think
you’ll be really pleased with what we have to share today.
Now we really want you to get thinking today about your social media strategy and policy,
and that’s why we’re kicking this off before we launch into Facebook for Beginners, Facebook
Advanced in future weeks, because it’s very important you think about this stuff before
you actually get involved in those networks. You’ll find you’ll get a lot better results.
Time and time again we meet business owners and they say, “I tried social media, it didn’t
work”. But the fact is they’ve often just thrown it up, and really didn’t have a strategy
or any policies in place. Similarly if they experience problems, it’s often because they
haven’t had a policy around that, and that’s where an issue arises.
We will talk you through getting started, if you are keen on really starting from the
start, and we also talk about monitoring and measuring, because that’s really important.
If you are going to commit time, and the fact is social media does take time and you’re
all busy business owners and time is valuable, we want to make sure that you are actually
getting results, and that we’ve given you some ideas on how you can actually monitor
what’s working and what’s not. I’ll let you know that there is an opportunity to ask questions
at the end via text chat, but you are welcome to interact via text chat as well. So I hope
that suits everyone. Who thinks that looks like a good line up and are very keen to learn
about that stuff, raise your hands? Fabulous, lots of hands up again, cool.
Okay, so this landscape. Now, I realise the writing is quite small on this diagram, but
I wanted to use it, because it’s a pretty well respected diagram in the world of social
media. There’s a guy called Brian Solis, and he is I guess one of the people that people
in social media look to. He developed what he calls a conversation prism a while ago,
and it’s since been developed as new social networks have come online. But I guess my
point here is if you think social media is Facebook or social media is LinkedIn, or one
of those big social networks that you hear about a lot, I wanted to make the point right
up front that social media is a whole lot more than that. Social media breaks off into
different segments, as you can maybe see on here. Social media can be micro-blogging,
which is Twitter, it can be related to events and document creation. It’s about being social
online. So some of these little logos you might recognise, some of them you might not,
but they actually all fall under the umbrella of social media. If you’d like to see that
in a bigger view, you can see the reference there, the conversation prism, so feel free
to go over and have a look at that. Now, having said that, we will focus on the
big four today, which we deem to be LinkedIn, Facebook, YouTube and Twitter. So let’s start
exploring those a little now. The surprising thing to a lot of people I tell is that LinkedIn
was actually the first social media network to market. So a lot of people thought Facebook
was the early one, but it was in fact LinkedIn. In fact, I believe today they’re celebrating
their 10 year birthday, so if you would like to send them a birthday wish, feel free to,
go looking online, there’s plenty of people doing that at the moment. Now, LinkedIn, for
those of you who don’t know what it is, is a professional network. So if your market
is business to business, and we’ll go into this more in a moment, that is a good one
for you to be aware of. So at this point I’d like to ask you to raise your hand if you
are on LinkedIn with a profile. Who’s already established on LinkedIn giving it a go? You
can raise your hands. Okay, I see lots of you are. A point also on the hands, it would
be great if you could put them down, or Anthony can always as well. Okay, right, we’ll go
into LinkedIn more in a moment, but that’s a quick overview.
Now, onto Facebook. So that emerged in 2004. It came out of Harvard University. If you’d
like to really get to know Facebook, our next two weeks are webinars on those topics with
our amazing social media specialist, Zoe Wyatt, who’s very experienced with Facebook, and
is constantly researching and undertaking professional development to keep up with the
constant changes. She saves you having to do that. She’ll bring you all the latest and
greatest in those sessions. So next week it’s Beginner’s Facebook and the week after Advanced.
And even if you’re quite experienced with Facebook, maybe you’ve had a profile a while
and you’re doing a few things on it, I encourage you to get on the beginner’s session, because
often we meet people, they think they’re advanced, but they’re actually not, they don’t have
some of the basic foundations right. It certainly wouldn’t hurt to make sure that that’s the
case for you. Alright, I’d like to know at this point through
a show of hands who’s on Facebook? Who has a profile already? That’s probably one of
the most common social networks you’ll see in the stats in the moment, so I wouldn’t
be surprised if a lot of you are. Yep, looks like a huge amount of you are, I’d say almost
all of you. Crazy. Okay, so Facebook is of course a social network. Tends to be for business
to consumer, so if your business is targeting consumers, it’s a great place to go and find
them on Facebook. And there’s certainly the masses on there, as you’ll discover in future
pages. Now next up, YouTube. 2005. It got purchased
by Google. Did you know Google owns YouTube, in 2008? It is the second largest search engine
in the world, and certainly with the emergence of mobile, more and more people are consuming
video at an incredible rate, and a lot of them are doing it on mobiles. So if you have
video content, or you could create video content that could be consumed by the masses, YouTube
is certainly a network that you might like to focus on.
Now finally in the big four we’ve got good old Twitter. I’d say it’s probably the least
understood social network. Actually, I’ll just backtrack a step. Who’s on YouTube? Could
you raise your hands if you have a channel, you’re not just using YouTube but you actually
have an established channel on YouTube where do actively promote your business. Okay, there’s
a few of you, more than I thought, probably. Cool, good to see. And as I was saying, on
Twitter, been around since 2006, it’s essentially a text message online if that helps you get
your head around what is it. You only have 140 characters, but it’s amazing what you
can actually achieve with that. I love the fact it’s forced people’s communication to
become more concise, and hash tags, if you hadn’t noticed are sort of becoming part of
conversation. Instagram uses hash tags as well, and hash tags aggregate information
on a topic. So as we’re using the hash tag, #qldbiz today, as I said, the guys back at
head office can search who used that hash tag today, and see what impact that we’ve
had from that webinar in telling you to use it. So Twitter’s certainly an important social
network. It also has large numbers of users, but probably the least understood, but don’t
underestimate it, is my message. Right next up � oh, I didn’t ask you again,
who’s on Twitter guys? I’d love to see a show of hands on that. And who is going to send
a message out to the businessqldgov network? That would be a great thing if you could do
that for us. They love interaction. Fabulous. Alright, next up there are some up and coming
social networks which we’d like to highlight to you and make you aware of. Some of you
might already be using these. So Pinterest. Who has a Pinterest profile? That’s been going
since 2010 as you can see. Wow, it looks like lot of you have Pinterest too. You guys really
intro people? I’m presuming you’re just trying to get some more tips. And do you all know
too that they introduced business pages in 2012, so end of last year, suddenly things
got interest for business. Now, what Pinterest is, in case you didn’t
know, and it’s not Pin-interest as some people say, it’s Pinterest, it’s a way of sharing
images, and it’s a way of pinning and linking back to direct websites. So let’s say you’ve
got a product range. You sell stuff online. You could be pinning the images that feature
on your website to your Pinterest board, and let’s say someone’s searching and using Pinterest,
and let me tell you, people do, they would click on this beautiful dress, let’s say,
and they’ll come straight on through to your website. Result. You didn’t pay anything,
they’re on your site and they’re evaluating whether they want to purchase from that site.
We as a company use Pinterest in lots of different business ways. I’ve actually written a blog
post on that recently, feel free to go and look on our website for some inspiration,
and I talk about how we use it to pin websites we’ve recently created, to pin blog posts
and images on blog posts that we’ve recently written, to pin media coverage and a whole
lot more. So there might be more to that one that meets the eye that you realise too.
Right, next up we’ve got good old Google Plus. So this is of course Google’s attempt at having
a go at the social network thing, and they’ve introduced business pages too. It’s doing
okay, I’ll show you some of the stats. There’s not as many people on it, there’s not as much
interaction as some of the other social networks, but look, this is Google and does impact on
your search ranking, so it’s sort of worth having a look at for that very reason.
And finally Instagram. This one came out in 2010, and wouldn’t you be pleased if you’d
created it. $1 billion it sold for at the end of last year. And again on the surface
it can look like “Really, what does that thing do, how can it sell for a billion dollars?”,
but I know Zoe’s used the line before that he who controls the images or videos controls
the internet. So kind of not surprising that Instagram was really attractive to people,
because they sure do have a lot of images on there. Essentially you can change the filter
on a photo, so you can take a photo on your mobile, and that’s how most people are using
Instagram, and then share it. But it’s also combined some of Twitter’s features with the
use of hash tags and likes and comments, and you can have friends on that network. So if
your business has got a highly visual product, jewellery, food, real estate, anything like
that, that would do really well on either Pinterest or Instagram or both. And as for
who’s next, your guess is as good as mine. I mean, who would have thought that we needed
new social networks, and that there was even I guess demand for them, and then Pinterest
and Instagram and Google Plus popped up, and they’re certainly getting some high users,
so pretty amazing dynamic industry we operate in, but we love it.
Alright, so the numbers, how do the numbers stack up? If you’re a numbers person you’d
be probably quite interested to know this, and we always pride ourselves on sharing the
latest and greatest figures. So we’ve searched high, we’ve searched low, from various sources,
and this is our best attempt at giving you the latest figures. These come to February
2013. So you can see here Facebook is certainly the dominant one. Globally they’ve got 1.06
billion. Quite a few people. And in Australia 11.6 million. So we’ve got about 22 million
in our population here in Australia, so about half the population’s on Facebook. So if you’ve
been sitting on the fence and thinking “I don’t know about the social network thing,
I just don’t think people use it, I don’t think my business people will be on there”,
you’re talking numbers. If half the population is on there, do you think anyone in that half
of the population could possibly be some of your target market? And I would suggest that
there’s quite a high chance some of them are. YouTube. It’s not the billion that Facebook’s
got, but certainly very high, 800 million users. Looking at these social networks, and
some of you may have seen videos around like this, they’re bigger than large countries,
these social networks, in terms of users, which is pretty astounding. We’ve never had
in history companies that had this many users or consumers of their product, if you like,
so it’s fascinating stuff. In Australia lots of YouTube users, almost as high as Facebook,
you’ll see there. LinkedIn, I should have updated this, because
they’ve just clocked 300 million, they’ve announced, so it’s already jumped up, which
is a great result for them. I do feel like they’ve come into the public consciousness
in recent times, particularly in Australia. When I lived in the UK, LinkedIn was very
common, people used it. When I arrived in Australia in 2004, there weren’t many people
using it. And it’s taken until about two years ago for it to come into public consciousness
and people to realise it is quite a good different way of connecting with businesses. And for
those of you who find some of the ruffly stuff, shall we call it, a little bit not in line
with business and corporate, and you like that straight down the line give me the business
stuff, you’ll really like LinkedIn. Right, and Twitter, there’s nearly as many
Twitter users as there are LinkedIn users in Australia, and when I show you some statistics
you’ll probably be surprised on that too. Instagram, 1.1 million in Australia, 100 million
globally, and it goes down from there. Now, interestingly on the Google Plus, a point
I want to make is that if you have a Gmail account, lots of people around the world do,
you’ve automatically been given a Google Plus account. So it’s a little bit inflated, which
is why we’ve done a bracket saying about 300 million of them are actually active. The other
200 million probably don’t realise they’ve got a Google Plus account, probably not doing
a whole lot with it. They are innovating quite quickly though, I will say. I mean, they all
are, but Google Plus are pretty determined, and they have some pretty incredible resources,
and they have a pretty incredible track record as we all know. So I do think watch this space,
and what they’re doing. I had the pleasure of hanging out with a representative from
Google recently here in Australia. I’m actually off to Silicon Valley on Saturday and will
be going to the Google offices and Facebook offices over there as well. So I’m really
curious to get the heads up on what they’re doing. But they are doing amazing stuff, and
one of the biggest features that I love on Google Plus is probably hangouts. If you haven’t
checked it out, go ahead and have a look. So I’ve sort of alluded to some of this, but
let’s go in more depth now. If we’re talking which networks would suit which situations,
and therefore perhaps your business, I’d like you to look at this and perhaps pick out a
network that you’re not on at the moment, and that you think “Wow, well, if that’s the
target users, perhaps I should be looking at it”, and text chat that through. Tell me
what that chart is telling you. So I won’t go into it in detail, I’ll leave you to I
guess digest it. But here’s a story from my experiences just last week, because I think
stories help to help us learn. I had a woman in one of my LinkedIn training
sessions, and she had been predominantly using Facebook, but she was a fashion designer,
and her whole range was corporate wear. And whilst Facebook is a great medium, and she
was actually doing a really good job on her Facebook business page of showing imagery
and posting regularly and mixing it up, not being too salesy and bunches of stuff, I just
thought “Why are you not doing more on LinkedIn?”, which was why she was at the LinkedIn training.
And I think the lights really went on for her, because she realised here she is on Facebook
trying to appeal to the masses, but really she just want female, what was her strap line?
For females who are going to the top and want to look good on the way, or something like
that. They’re business people, so they’re on LinkedIn. So she should have actually redirected
her attentions to that, or certainly diversify her social media strategy.
So are we getting some good responses in on that, Anthony? Yes. I’ve got Rachel saying
“Only Google Plus that I’m not on”. Steven’s saying “I found Twitter is definitely attractive
to our male clients”. Good point, Steven. The males love Twitter, because they consume
sport on it. And you’ll actually find a lot of the TV shows, have you noticed, and even
news, including hash tags and user handles of Twitter people, so when the reporter’s
name comes up, so does their Twitter handle, so that you can follow them there and then
while you’re watching the news on TV, and even send them a Tweet, tell them what you
think of that news, give them a tip for something else. So it is a pretty amazing network like
that. Alright, let’s move on. I have to share with
you some of the most common excuses and concerns we see people have about social media, because
I really want to talk you through those, and I hope help you with them. And I’m wondering
if any of these excuses sound like you. So if they do, send a text chat through, or raise
your hand, say “Oh my gosh, yeah, that’s me”, or even “That’s someone I know”. It will help
let us know where you’re at. So one of the big reasons � oh, sorry, I’ll
pause and clarify. Dave’s asked us, and it’s a good question Dave, “What does B2B mean?”.
B2B means business to business, and B2C means business to consumer. So B2B, LinkedIn is
a B2B network, because it’s business promoting to other businesses, whereas Facebook tends
to be more of a business to consumer. These are average people, they may or may not be
in business, but you have a product or service that they might be interested in. I hope that
clarifies. Right, one of the big concerns we have from
people that don’t want to get into social media for business is because they don’t want
their old contacts to find them, or people to know what they’re up to. Now, I acknowledge
this. Look, we’re all different people in life, aren’t we? We have broadcasters, which
I would deem myself, I like sharing stuff. And then you have observers, which I would
deem my partner. He doesn’t want to tell people about what he’s up to, but he really likes
having a look around on Facebook. Now, if that is the case for you, I need to make you
aware that under that little cog on Facebook, just to give you one example, is an area called
Account Settings and Privacy Settings. The thing about social media is some of their
best features they make really inconspicuous. So without someone pointing them out, how
are you supposed to know they’re even there. If you do click on them, though, don’t think
“Oh my gosh, I’m going to switch off my entire account and muck it up”. You can’t break it,
so don’t be afraid. Hop in there and have a look at what’s going on in those settings,
and customise it so that people you don’t want to find you won’t, or they won’t see
what you’re up to. Zoe will go into this more, in particular for Facebook, in the future
webinars, so I won’t go on about it too much, but I do want to let you know that you customise
who sees each and every post, and indeed your profile in most networks to quite a degree,
probably more so than you realise. Who here worries about the time? They want
to do social media but they’re really concerned, yep, look at the hands going up. Well, here
you go guys, I’m going to let you in on some of our secret weapons here. If any of you
follow us on social media, I personally get the comment a lot “Oh my gosh, you’re all
over it, you must spend all day on it”. Well, the secret is I actually don’t, I use these
tools. So here they are. Now, the first one at the top there is for
Facebook. So did you know that for a status, you can actually post it, and as you’ve seen
there I’ve stated what date and even what time you want it to go out. So technically
you could sit down on a specified day of a week, and I used to do this Sunday nights,
and think about the week ahead. What events have you got on, what promotions, what things
do you want to share, and write them all out and schedule them, and then forget about it.
How cool is that? Upload the videos or photos you want to share at key points. So then it’s
mission accomplished. That’s if you’re just on Facebook, you have the ability to do that.
Now, if you want to take things to another level, there’s a tool called,
that’s H O O T S U I T E .com, and Anthony will send that through via the text message
right now for you. It looks something like this. You customise it to suit you. You can
have a dark background or a light background. And you place in here what your message is,
and you load in all your various social networks, and you can actually tick “I want this message
to go out to my personal Twitter, my work Twitter, this Facebook group, this LinkedIn
page”, and on it goes, “This Google Plus page”. So suddenly you don’t have to go in and out
of all of those networks just to do one message. But wait, it gets better. Not only can you
post to multiple networks, you can also select when you want it to go out, so you can send
out a message at certain times to certain networks, and so on. You can also track and
monitor what’s being said about you, which we’ll go into in the future slides. But suddenly
you don’t need to spend as much time. Literally you might have to spend half an hour a week
on doing your social media. So you might do a scheduling day or slot, and then apart from
that, just a bit of a monitor in the morning and at night perhaps, five minutes might even
do it. It will depend on how extensive your social networks are, what sort of interaction
you’re getting and you can work it out from there. But perhaps not as hard as you initially
thought. So who thinks that that would be an absolute Godsend and something they certainly
need to look into? Raise your hands if you weren’t aware that they did that and you will
be certainly looking into it. Fantastic, lots of hands. We love it when hopefully you’ve
had a light bulb moment. Feel free to text chat us as well about how you feel about that.
Another one I hear is I’m too old for this stuff. I’ve got a mother in law like this.
I often tell stories of my family on webinars. Helps make it real though, doesn’t it, we’re
all people, and we’ve all got families and so on. It’s easy to say this and think that
it will go away and you don’t need to participate in this stuff. But I don’t know if you’ve
noticed but some of the TV ads and indeed calls to action are no longer featuring a
phone number. They’re no longer featuring a website, they’re actually featuring a Facebook
page and other social networks. So it’s becoming more difficult for you to participate in general
society if that’s the way things are moving. For example, good old Kerry Anne Kennerley
was promoting a product, vitamins for females 50 plus, and I was watching the show, I think
I was home for some reason, I wouldn’t normally watch it, and the call to action was Facebook.
And I thought, “Isn’t that interesting? They’re promoting this, and they know that there is
a high percentage of females that are 50 plus on Facebook, the grannies”.
But look, I want to tell you about this woman here on the screen. Her name is Eva Woodrow,
and she’s 101, and she’s on Facebook, and she loves it. She’s a Sunshine Coast resident.
There was a fantastic story in the Sunshine Coast Daily a while ago in their archive,
if you’d like to go and read it. She keeps in touch with her family, her friends, she
keeps in touch with the news, and she thinks it’s fabulous, she doesn’t have to leave home,
and there it is, she’s connected. So there’s some really positive aspects of social media,
apart from the negative stuff we hear, and I think it’s important to highlight them sometimes.
Alright, another issue is that people don’t understand it, so they just say “It’s too
hard for me, so I’ll just get my teenager, or someone who’s young in their teens to do
it, because they’re all over that stuff, they know how to do it”. A word of warning on that
approach. They can’t always spell. Maybe some of them can, but not all of them. They don’t
always have the business acumen to clearly articulate your business. So unless you’re
giving them strong direction, and having involvement in the strategy and the policy and managing
and monitoring what’s been said, this is very dangerous territory to be in. So I meet a
lot of people who have tried this, worked out it’s really, really bad, didn’t work out
at all, and then had to actually roll up their sleeves and do it. So be aware of that.
People sometimes don’t want to do social media because they worry that someone might say
something bad about them or their brand or their staff, but you know what? People are
talking about you anyway. If you are not giving a good customer experience, they’re out there
talking. And they say that in the offline world, people will say, if they have a good
experience they’ll tell one other person. If they have a bad experience, they’re likely
to tell seven people. The thing about social media is whatever you’re offering, good or
bad, it is amplified. The bigger your networks are the further this will travel. But what
I like about that as a business owner is the feedback. If someone is not happy, if they
have a suggestion, I’m now in a position in my business to accept that. And it’s about
accepting that feedback graciously and managing situations too. So I certainly think it is
a good idea to do it, and not to fear that someone might say something bad about you
and not to do it. Another concern is that people think it doesn’t
achieve real business results. Or does it? This is just one slide, and there’s plenty
you can find on the internet. But as you can see here people are more likely to buy the
product of someone they follow or are a fan of. And I think this is where social media
has turned the business world on its head. Once upon a time you used to see a newspaper
ad and if you liked what it was offering, maybe go on the website and/or ring them up
and see if that was for you. But it felt a bit uncomfortable perhaps, because you might
be getting sold to from the get go. As opposed to social media, you can just do a little
passive follow or a little like, and then just passively monitor what this company’s
all about and what deals they have. And if you become engaged, that’s when the real results
start coming, and certainly you can get business results from social media.
To outline just a few stories to get you excited, we ran an event, and we got people to Tweet
at the event to show the power of Twitter. And one woman did a Tweet there, and then
she said “Oh my God”, and we said “What?”, and she said “I’ve just made a sale on my
website from that one Tweet”, and we went “Yes, you can make sales from Twitter”. So
she was pretty impressed with that. Gosh, what are some of my other stories? Business
results. It depends what you’re going for, whether it’s cold hard cash, or I like getting
media opportunities and speaking opportunities, and I get a bucket load of them from social
media via LinkedIn and Twitter in particular. I get amazing business partnerships and opportunities
from just striking up relationships on LinkedIn and working out what’s a win/win and how we
could do business together. So I do get really tangible results, and I encourage you to be
more open-minded so you can too. And finally another one I hear a lot is “I’m
not technical enough, I wouldn’t be able to do it”. My suggestion to you if that’s where
you’re at, hands up if that’s how you feel, it’s all just a bit overwhelming? Well, you’re
not alone, because people say this to us a lot, don’t worry, is just to take baby steps.
I think too many people go “Right, well, I’ve got to do social media”, so they bang up every
kind of page there is available, and then they go “Now what do I do?”, and “Oh my gosh,
it’s so hard”, and they haven’t necessarily had training, and it’s just freaking them
out. So pick one network. I’ve given you some indications of which ones might suit you based
on who your target market is, and we’ll go into that more in a moment, and then do it
really well. So don’t bite off more than you can chew, is a bit of a suggestion.
So let’s go through the social media success wheel. As I was just alluding to then, the
biggest mistake I see people make is they skip straight to number two. They don’t have
a strategy or a policy, they don’t get any training, they just sit up, and then they
say “Oh, this thing doesn’t work, it’s a waste of time, a load of rubbish”, but they haven’t
followed all the steps. So this social media success wheel six steps, I’m going to go through
some of these now. We’re not going to get through the whole thing in one hour, but we
will be able to cover off some of the set up, some of the training, we’re giving that
to you now, and then some monitoring, measuring devices as well. And if you join future webinars
with us, we’ll continue to give this information. So step one, this is really, really important,
this slide, probably the most important slide of all, is to get really clear on what you
want. It’s that simple, people. What do you want out of social media? Rather than get
into it and then find out how it can work. There’s a few possible objectives on the board.
You may be able to come up with others. I’d like you to look at that slide and send me
which one you think would be a great objective for you to focus on. And a suggestion is that
you write this out and you put it on your computer screen on a Post It, or on the notice
board or somewhere prominent so you don’t lose sight. Because what will often happen
is you will log in, you will go into social media, and you’ll start socialising. If you’re
on there for business, you’re on there for business, and you need to be very strategic
and focussed and disciplined at achieving those results.
Okay, great, Marie said she wants to generate awareness, increase traffic, that’s a great
thing you can do through social media. Keep sending those through, and we’ll keep monitoring
them, we love interacting and hearing what you’re going to settle on. By the way, I do
go quite fast. You do have access to the recording of this post-event if you do want to revise
this and pause and play at the points that you’d like to possibly make notes and so on.
Now, once you’re clear on your objectives, this is what I’m trying to do, you need to
define your target market. This is who I’m going to try and market to and achieve those
results. So you need to think about right now will you focus on a certain social network,
and which one will it be, because of who’s on there. What gender is your target market
likely to be? What is their educational level? Did they finish uni? Are they still at school?
What are they doing? Where are they? Because man, social media can give you the most amazing
targeted marketing. Did you know on Facebook for example, you can do a post, and you can
only let people on your business page who are located in, let’s say Melbourne, see that
post? I did some research recently for an event in the Emerald region, and they asked
me to find out how many people in specific areas around that region were on Facebook.
And I actually didn’t think it would be possible. But when I looked into it, yes, all these
tiny little places, I could see that 800 in this place were on Facebook, and 1,400 in
this one, and that formed really great research for us to develop our social media strategy
with. So I encourage you to take a look at that too.
Also what are their problems? This is the best question to ask yourself when you’re
trying to develop any kind of marketing strategy, be it social media or others. Think about
what are these people that you’re thinking about’s problems, and how can your product
or service solve that, and your marketing could communicate that. There’s a saying,
“Give them the headache then sell them the pill”. That’s good marketing. So I hope that’s
something for you to think about too. Next up, define what success will look like.
Okay, we know what we’re trying to do, we know who we’re going for. What will we be
happy with? So sometimes it can feel like on social media not a lot’s happening. But
actually if you’re monitoring your number of likers or followers for particular social
networks, you can see it’s an upwards curve. So although sales might not be happening yet,
or inquiries, we’ve got a bigger audience now, and so we have a higher chance in the
future of having a result, and it can feel like you’re getting somewhere.
What about the level of engagement? That as a benchmark is something that we do place
a lot of emphasis on, because in a way there’s not a lot of point having thousands of likers
if none of them ever comment, watch your posts, interact in any way. So engagement is deemed
people who share your content, your publishing on social media, who comment on that, or who
like that. And just to throw you some benchmarks, on Facebook for instance if you’re achieving
4% to 5%, that’s really good, that’s acceptable. If you’re getting up to 10% engagement, so
let’s say you have 2,000 likes and 200 people are liking, sharing and commenting, and you
can see that because it will say �talking about’ in the section right next to how many
follows you have, then you’re doing really, really well. So that’s a way of patting yourself
on the back. If you have to report to boards or management, your accountant or marketing
team, these are the sorts of things you can ask for or share.
If you’ve got a place, a business place that you want people to know is there and to frequent,
then check ins to your place is a good way to measure it. I’ll show you some case studies
soon of how people are using that. Maybe video views, if video is the way you’re going to
be promoting it. Maybe it’s sales, you want that cold, hard cash, and that’s absolutely
fine, because you’re in business after all. So there’s a few ideas.
And then how will you measure success? So there’s a number of different ways you can
obtain statistics to see how these things are going. A really easy one is Facebook insights,
which Zoe will share more about next week. So that’s a free statistical system that comes
inbuilt with any given Facebook page, and you can check how things are performing on
that. You can manually grade, so you can log into different accounts and make a note of
those, and you can compare them to competitors as well; “I’ve got 500 likes, my competitor’s
got 1,000, right, my goal in the next six months is to get 1,000 and get up there with
them”. URL shorteners. There’s things like
if you use hourly, they will make a shortener. Now, those sorts of URL shorteners, and you
can always Google this if you want more information, will allow you to track how many people are
clicking on the link that you’ve inserted in social media. Now, generally in social
media updates you don’t just say “Here’s this thing”, you’ve got to say “And this is what
I want you to do”, and you do that through including a link. It’s like a headline with
a link. And if you have a URL shortener, not only are you giving them a link and hopefully
they’re coming over to your website and taking an action, you can actually track how many
people clicked on it, so it becomes great insights as well.
Google Analytics, that’s a free statistical software that Google offers that I’d recommend
everyone in business that has a website turns on. They have a whole section on social, where
you can see what percentage of people visited your site via LinkedIn, Facebook, any of the
social channels you’re on, how many of those people were on mobile and so on. And look,
there’s all sorts of other tools, so you could look up on Google social media measurement
tools, and you’ll probably turn up this one, that gives your Twitter
account a score out of 100 and it gives you some tips on what you could be doing to improve
it. So that’s just a few ideas. Who got some ideas off that and is going to commit to measuring
success? It’s pretty important, so pop your hand up if that is you. Awesome. Because if
you don’t know how you’re tracking, how do you know what to change and what to do better?
It really is a very important part of success. In defining your social media strategy, the
other thing you really need to give some serious thought to is what resources will be required,
because yes, social media is essentially free. However, your time has a cost on it. How much
of your time are you prepared to give up to put onto social media. I’ve already alluded
to the fact that there are tools, but you might have to put in some time initially.
You might have to do a content strategy. You might have to put in some time and training
to get up to speed to really be able to do justice to this. So be realistic about that.
And the other thing is your inclination. If the thought of logging on and doing the social
media stuff does not jazz you at all, then don’t do it. I’m a massive believer of that
in business. I’m not that keen on accounts. I hate it. I hate admin and filing and all
that stuff. So I get other people to do that, and I’m more than happy to pay that. I still
take an active interest, I still manage them and monitor what’s going on, and that’s all
I need to do. But I focus on the stuff I do have an inclination towards. With me, I do
like marketing, so that’s what I focus on. So think about that.
Is there another team member who you could involve and work collaboratively? Because
you don’t want to go on a holiday and all the social media activity and momentum you’ve
gained is lost. And then on the team member, do you need to hire someone? Could you sub-contract
it out? There are certainly many individual consultants and companies that offer that
service. And/or there’s VAs as well, virtual assistants, people who do this online from
often offshore. And if you’re going to get into those later options, you probably need
to allocate a budget in your next financial year, so now is probably a good time to be
thinking about this. If you’ve taken those five steps, you’re well
on your way to creating a social media strategy, and I encourage you to document it as well,
and if you actually look at this recording of this webinar again, and with the workbook
as well, which I’ll talk about more at the end, you will get the most out of this program.
There are some good suggestions in there on strategy too.
Now, in terms of policy, I’ve already said one of the most common reasons why we have
issues is when people don’t define their social media policy. So go through the who, what,
when, where and how. I’ve just noted the time there, so I’m going to whizz through this
particular slide, because I want to make sure there’s time for questions. Who’s going to
be allowed to post? What if they’re away? When, where, via something or not, and how.
So if you go through that, that will help define your social media policy, which is
certainly an important aspect of participating in social media too.
In addition for social media policy, you need to look at how you can monitor. So you’ll
see on the screen there’s two options. You’ve got free solutions, feel free to write some
of these down, and there’s paid solutions. The ones I tend to use are a combination of
Google Alerts, Facebook Insights, and Hootsuite. I’m a cheapskate, I use the free stuff for
myself. But for some clients we do use the paid versions, if they do require that deeper
level of reporting or insight. And there are new sorts of tools coming online all the time.
Actually I do pay for Hootsuite, the paid version, I must point out, because it’s very,
very good. So when you saw the Hootsuite slide before,
you noticed that I was monitoring different topics, and these were some of the ones I
was monitoring. Our business name, my name, staff names, product names, you want to know
who is saying what about you. So here’s a point. Even if you don’t actually do social
media stuff, you should set up these monitoring devices to just see what conversation is going
on about your business. Is it good, bad or otherwise? This is great intelligence. See
what your competitors are publishing. Have they just launched a new product, have they
got new staff, and what are they doing? Industry hangouts. Is there some major legislative
change that’s going to be a game changer for your industry? Be aware of that stuff as it
happens rather than being on the back foot. Social media can help you do that.
And here are a few tips to getting started in the order we recommend it, with all of
that said and done. We’ve got strategy, we’ve got a policy. Then we encourage you to go
and look at user names. So there’s a website called You can pop in any proposed
user name and see if they’re available across multiple networks. Because in a way it’s not
ideal to have creative and collective in one and the creative collective in another, that’s
not so bad, but you want to keep it as consistent as possible. And I’ll tell you what on user
names, they’re becoming more and more like domain names, where there are not so many
good ones left, and you have to become quite creative. I know when we are branding start
up companies, which we do a fair bit of, we have to look at a number of factors, including
is the trademark available, is the domain name available, is the business registration
available, and is the user name available in social networks? And only if all of those
things are stacking up do we usually proceed. Number two, a way to get started is to get
social apps on your mobile. So apps are free. If you’re using an iPhone, you go onto iTunes
and download the different apps, and on Android there’s also an app store, and you just grab
Facebook, LinkedIn, Twitter, whichever ones you’re looking to use. A lot of the systems
I’ve just introduced you to, the Hootsuite and the like, they actually have apps as well.
Pinterest certainly does. So suddenly this is not a thing you have to sit down on the
computer to do, which is maybe the last thing you feel like doing after a long day at work.
You can actually do it on the fly. You can do it sitting at the hairdressers. You can
do it standing in the queue at the supermarket. You can do it sitting in the waiting room
at the doctor’s. So you can find bites of time, and it’s quite enjoyable, I find.
Next up you should invite people you know. That’s the best place to get started. You
all have friends, you all have colleagues, you all have clients. Get them connected,
and then leverage and grow from there. Make new friends and connections. Zoe will take
you through how to do that on Facebook in the coming weeks. Tune in to conversations
first, I’d say listen first and speak second, which is why they’re in that order, six and
seven. And then finally do the status updates, but always having in mind your objectives
and target market. There really isn’t a lot of point in just putting out noise, just stuff,
because you’re doing social media. It should be very strategic. So our team is constantly
talking on social networks about trends and technology and social media and online and
entrepreneurs and start-ups. That’s stuff we’re interested in, that’s stuff we know
our target market is interested in, and that’s all we talk about. So I know for a while there
the team were finding some funnies that might have been good and relevant on their personal
networks, and that they were proposing go out on our professional networks, but I had
to rein them in and say “No, there’s no relevance here”. If there are funnies about internet
and so on, but not the other stuff. I hope that gave you some ideas.
Okay, second to last slide, and then we’ll open it up for questions. Staying safe. This
is a really important aspect and may be something that’s holding you back. Who to accept and
who not to. If someone asks you to be your friend on Facebook or connect with you on
LinkedIn, and you don’t want to, you don’t have to. If this helps you know they don’t
get an e-mail or a notification saying “Ha ha, Yvette doesn’t want to be your friend”,
so don’t worry about that. I have written a blog post, which you might find useful on
our company blog. If you go onto that and on the search function search �accepting
friends’, �social network’, something like that, and on there I talk about what my personal
policy is for social networks. For instance, on LinkedIn I’ll only connect to you if there
is an obvious or potential business synergy, and you also qualify who you are and how we
know each other. If you don’t do that, then I won’t accept you, it’s unlikely. For instance
if you’re an old friend of mine from New Zealand, where I grew up, I’m more likely to say “Come
on over to Facebook, I’m happy to connect there”. On that same post I give you some
polite decline requests. So where it’s a bit awkward and you don’t know how to say “No
thanks”, I give you those, and on those I also say “I can’t remember connecting, can
you remind me?”, so that encourages them to provide a bit more information.
Staying safe. Privacy and account settings are very important. You need to amend those
so that you can remain safe. Don’t feature your birth date, for instance, the full year.
If you don’t want people to know who your partner is, you can change that on Facebook.
LinkedIn, my contacts are valuable, I don’t really like people seeing and knowing who
all my LinkedIn contacts are, so I actually change the settings so that you can’t see
them. They’re just a few ideas or reasons you might want to change them. But identity
theft as well is on the rise, unfortunately, and making sure you’re diligent with this
stuff is very important. Limit the amount of personal information you
post. So for instance on Facebook, I’m very strict of who I let in there. I do have to
have met you and we have to know each other fairly well, because I do post stuff about
my children and what I get up to on the weekend and so on. But don’t post anything you don’t
want going public. It’s a public forum, so be very wary of that. Remember too that what
goes online stays online. You might argue “Well, I could always remove it and it’s not
there anymore”. The fact is it gets indexed, and people take screen shots, and it could
get held up in a court of law. I think we’ve only hit the tip of the iceberg in regards
to the number of social media legal cases there will be for defamation and bunches of
other stuff. So be aware of that and be mindful, and please, please, teach your children to
also be aware of their future employability. Zoe uses a great adage on this regard, which
is never post under the influence of anything, never post under emotion, so if you’re angry,
upset, etc., and never post something that you wouldn’t want your grandmother to see.
If you keep those things in mind I think you’ll keep it above board.
Passwords and changing them often is key, and your computer in general, and being wary
of third party apps. Yes, there’s games on Facebook and things, and often companies will
say connect to here and let us do notifications. You can do all that, but be mindful of who
you are allowing to do that kind of stuff, and reduce the chance of problems.
With all that said and done, the reason I’ve got a guy driving a car, is because he’s an
analogy for you. Social media is like driving a car. You don’t not do it because there’s
a risk of something going wrong. When there’s a car, you could have an accident, sure. Would
you not drive a car because of the chance of having an accident? No way, there are too
many benefits. And there are a lot of benefits on social media too. So just do it with precaution,
be aware, just like you are when you’re driving, and you’ll minimise those risks.
So in summary, get super clear on your social media strategy. We’ve given you lots of tips
on that. Pick the one social network you think best suits you in line with your target market
and objectives and get good on that first. Focus, be disciplined. Get training. You might
need more training than today, but I hope this has given you a good starting point.
Connect with someone who will keep you in the loop. Use social media tools to work smarter
not harder. Aim for engagement, and then of course monitor and measure your results using
some of the mechanisms we’ve shared with you today. I hope you found some great tips there.
As I’ve referred to, you should have upon registering received an e-mail with a link
to the workbook, we can distribute that again if you need it, which has further information
to make sure that you’re getting the most out of the session.
So at that point, questions. Anthony, do we have anyone queued up for questions? Okay.
So Steven’s saying for the Q and A session can you comment on Yelp. Does the benefit
outweigh the risk? So I’m aware of Yelp. I’m aware it’s huge in America. For those of you
who don’t know it, it’s a location based marketing network, so on it people list businesses again
that they want to be found and people to frequent, so restaurants and accommodation and things
like that are pretty heavy on there, and there’s also a review system. There is a Yelp team
here in Australia, and they are actively trying to grow the network. I’m not aware of too
many risks. I guess what you may be getting at, but I’m just reading between the lines,
is that people could write a bad review. But I think if you set up monitoring so that anywhere,
using Google Alerts, anywhere if someone posts something about your business you get alerted,
then you can always respond, and it’s about the way you respond in doing that in a respectful,
courteous, and timely manner as well. So I hope that answers your question.
What’s the difference of a profile page and a business page on Facebook? Corinna, I’d
love to answer that question, and I can, but you know what? Next week, Facebook webinar,
same time, same place, just next Wednesday we cover that in detail. So if I can encourage
you to defer that question over to them, you’ll get visuals and everything, and Zoe will take
you through that in detail. Here’s another one. Can you tell me your experience
in and the value of online surveys? I think online surveys are fantastic. There’s a time
and a place for them. It’s about making them achievable. One easy one, if you’ve just got
one burning question, is of course to do a poll rather than a full blown survey, which
you can run polls on both LinkedIn and Facebook, they have that functionality built in, and
it’s nice to mix up the marketing message. In terms of full-blown surveys, you can expect
a 20% to 30% response rate of however many people you’re asking. Incentives help, so
offering them they’ll go in the draw to win something, or you’ll give everyone something
for filling it in. But very important, I think a lot of people make the mistake of just giving
their customers what they think they need, because they know, they’re the business owner,
which is crazy, they should be asking the customers and doing more surveying and gathering
feedback. So yeah, I think it’s a good idea. Leanne has been answered. Just another, because
I think there’s a few questions on that. This webinar recording will be made available to
you, so you have not missed out on anything, if you’ve found I’ve gone too fast or you’ve
logged in late or whatever the case may be, don’t worry, they’re coming.
Jackie. If using Facebook, our worry is that too many posts is not good. What are the average
posts per week and when? Next week I’ll be away. Okay Jackie, this varies per business,
but we would recommend probably at least one a day, and sometimes that’s enough. One to
two a day is a general benchmark. There’s some exceptions, where we push it up to three
for some businesses, if there’s a real strategy behind it, but one to two a day is optimal.
And if you’re finding you’re not getting engagement on Facebook, this is direct from the mouth
of Nick Bowditch who’s the Australian Small Business Manager for Facebook, you’re not
being engaging, so change what you’re posting. Should small businesses be paying attention
to Google Plus? Why do you think it’s taking such a slow uptake in Australia? Look, this
is all opinion based Geoffrey, and thanks for asking the question and for getting on
today. I think people haven’t got their heads around other social networks yet, and I think
Google’s timing wasn’t ideal, so while they’re busy off getting their heads around LinkedIn
and Twitter and all this, then they’ve popped up and said “How about us too?”, and some
people have gone “Oh, no, it’s all too much”. I mean, I know we offered a Google Plus training
session, and we just didn’t get the interest, and I said to the girls “I think we’re just
too early to market, I don’t think people are ready for it”. Personally as a user experience
I don’t find it as intuitive or as enjoyable. However, having hung out with Kia from Google,
she showed me some stuff it does that made me sit up and take notice. She also alerted
to some further roll outs, and I was very impressed, thinking that yes, I’m very happy
where it’s going, and I will definitely keep an eye on it.
Should small businesses be on it? Well, you know what, they used to just be on Google
Maps, right, a lot of businesses, to get a chance of ranking on Google’s front page.
Then when Google Plus changed it to Google Places, it’s now called Google Plus Local.
So actually they’ve racked it all into one, so your Google Places piece on Google is now
actually part of your Google Plus account. So you need to revisit it, because I found
that our Google Places listing did not come across well. Pictures were missing, information
was missing, and Google responds if you give it more information. So do have a look at
it. I think more location based businesses, so tourism, retail sector, all of that sort
of area, and others, who want them to know what their customers know, who they are, where
they are, and to come and visit them, should be looking at Google Plus over other businesses,
because there’s some real benefits there. I hope that answers your question.
Sue says “My connection dropped out. Any tips on increasing engagement? I have tried questions”.
Okay, yep, questions are good on engagement. Photos and videos increase the likelihood
of your post being seen and engaged with 40%, so there’s another throwaway comment. Zoe
will give more tips and things on ways to engage in future weeks, and even if you can’t
get on that session, I encourage you to register, so we can then supply the recording as well.
John, “The same comment applies to LinkedIn groups re Bowditch’s comment on not being
engaging”, not sure what you’re asking there, but I guess you’re saying if you’re not getting
responses to your comments and groups, one, there’s a possibility the groups are not that
active, or that yes, you’re not being engaging, is also a possibility.
Sandy says “If you don’t have a large network already in place, where do you go to next,
if you’re already on Facebook and have targeted your market, but you only have a minimal amount
of likes? So on this, as I said, it’s kind of better to have less likes and more engagement.
I’ve seen very successful businesses have 100 likes, but such a high level of engagement.
We had one off the charts the other day, it’s the Kiwis Living in Queensland Group I happen
to belong to, and we have about 500 likes, but we had about 15,000 people talking about
us, because there was such a high level of engagement, which has been a real eye opener
to me to realise how many Kiwis are here who are loving that information. So don’t always
focus on likes, is my first point. My second point is you’ve got to mix up the
ways you’re marketing it, so I’d like to suggest to you that you include your social networks
and all marketing collateral, so e-mail signature, business cards, flyers, etc. I’d like you
to encourage cross-pollination, so if you’re on one social network, say LinkedIn, tell
them you’ve got a Facebook page and to pop on over. Include it on documents. There’s
lots of ways you can grow it. I think Zoe will share some really great ideas of growing,
particularly your number of likes and community on Facebook next week as well.
Aroha says “Is this session available to share with others, or only who have participated
today?”. So what happens, we supply the recording of the session to Queensland government. They
in turn load it up to their businessqldgov YouTube account, and I recommend you all go
and subscribe to that. And then the moment they post those you’ll get notified, and you
can certainly share these links with other businesses. And we’d love you to.
Alright, we’ve done pretty well. 1:32, answered a bunch of questions, and I think we’re there,
so fabulous. Sorry, I’ll just go back to that slide, sorry, I accidentally clicked off.
I’ve done it again, oh dear, bear with me. Slideshow, here we go. Thank you, I wanted
to say, for joining us. But before you log off we need your feedback. Anthony is right
now sending through a link to an online survey. Now, as part of our requirement for this contract,
we need to report back on what people thought of the webinar. Did you get what you were
looking for? Did you learn something? Is there something you are going to do with that information?
Please pop on over. It will only take you a minute to do, we’d really, really appreciate
it. It helps us deliver better sessions in the future by taking on board your feedback
which we always listen to and always look to for bringing to future sessions. So I hope
you’ve enjoyed it today, I certainly have. Thank you to Anthony for his great facilitating,
he’s been busy answering a lot of questions there. Now, the workbook has been distributed,
and I believe they’re also available on the business website. If anyone hasn’t got one,
do let us know and we can respond via e-mail. So e-mail us at [email protected]
and we’ll respond with a link to download the workbook, so you can be diligent and make
the most of the session. Thanks so much, don’t forget to get online next week and enjoy Zoe
Wyatt, she is amazing, trust me, and she is on Wednesday 8 May at 12:30 pm online. See
you there.

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