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Social media workshop

Social media workshop. for Macquarie VAN members. 2013. Susie Newham Managing Director, AdviserVoice. (Anti) Social Media? . Really ? A world reduced to 140 characters? Gibberish, gobbledygook & garbage? Who owns my data? Does it really hang around forever?

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Social media workshop

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  1. Social media workshop for Macquarie VAN members 2013 Susie Newham Managing Director, AdviserVoice

  2. (Anti) Social Media? • Really? A world reduced to 140 characters? • Gibberish, gobbledygook & garbage? • Who owns my data? Does it really hang around forever? • Why should I devote my time to social anyway? • Seriously, what is the big deal? 2

  3. What is social media - platforms Primary (for business owners) Other BLOGS 3

  4. Social media – what’s the big deal? • Users by Social Media platform in Australia:* • FaceBook = 11,534,000 (approx) • LinkedIn = 4,000,000 (approx) • Twitter = 2,194,000 (approx) • Demographic information :** 4 Source: *Adcorp (May 2013), **Margin Media - Australian Internet and Social Media Statistics (June 2013)

  5. What do advisers think of social media? 5 Source: Zurich and http://www.adviservoice.com.au/2013/07/video-social-media-springclean/

  6. The social media universe and your business The social media universe Your website Digital comms Your social media 6

  7. Speak up! Content sharing is key (unique + others) 1. Brand reinforcement 2. Brand building Always be ‘present’ and respond quickly 4. Instant feedback 3. Announcements 7

  8. Visibility is everything these days (online) Having consistent social media activity helps boost your Google presence thereby ensuring you business visibility in a crowded marketplace. “If your business does not appear on the first page of a Google search return you may as well not exist - 89.7% of all search click-throughs come from the first page of Google results. (Page 2 is 4.37% and page 3 is 2.5%.)” Source: Zurich and http://www.adviservoice.com.au/2013/07/video-social-media-springclean/ 8

  9. What works for your business Running a social media program – who’s voice? Decide whether you are going to be a person or a brand but remember that 10 times more people will interact with a person than with a brand. 9

  10. Top 10 rules of engagement on social media • Be consistent • Provide real value • Position yourself as an authority • Be generous • Always listen • Be accessible • Make it about your audience – not you • Never, ever SPAM • Be a real human being – not an automaton • Link back to your own site and content as often as possible 10

  11. Clients – how to find them and how to engage 1. Growing your current client segment? 2. Developing a new client demographic 11

  12. Faux pas and getting things rwongg What to do when something goes wrong • Engage with the problem straight away (after getting all the facts first) • Try to take the emotion out of it – if the exchange is inflammatory, make sure you are calm before engaging • Don’t engage in slanging matches – if someone is irritating you – walk away! • Take it offline if it is getting out of hand or if you are exchanging personal details. Remember: the point of engaging with social media is to show your business’ human face - don’t be afraid to say sorry or that you’re wrong, mistakes happen to all of us, it’s how you deal with them that counts. 12

  13. A little more Faux pas, sir? • Never ask someone to re-tweet or ‘like’ something • Never re-tweet or share content from others without giving attribution • Do not confuse your business account with your personal account • Do not use ‘SM for business’ as a personal SMS service (people really don’t want to know what you are having for dinner!) • Do not type in all caps – EVER! • Don’t ‘sell’ • Don’t Spam • Don’t say anything online that you wouldn’t say in front of a news camera • Don’t automate all of your responses 13

  14. Fixing Faux Pas – the Red Cross example Twitter Case Study: American Red Cross 1 3 2 4 14

  15. Final points Use your own voice Use the same language that your audience uses - but be sure to remain professional Keep pushing out content – be consistent Don’t use industry jargon Be transparent, open honest reliable and trustworthy Re-purpose content – a press release can be used as a blog, tweet, share on Facebook etc but make sure it’s appropriate for the audience Give up a measure of control - make it easy for the public to do what you want them to do and make it clear what you are asking for and be open to advice and criticism If you use someone else’s material, source it – it’s polite and it helps build community and sharing. Always give attribution Remember that social media is a public space - don’t damage another person’s reputation or behave in a way you wouldn’t in person. 15

  16. Get on board – the universe is ready! The social media universe Your business Your website Digital comms Your social media 16

  17. Let’s get cracking! 17

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