Social media for swim instructors & swim coaches - take your social media to the next level! Presenter: Yvette Adams

Transcription

1 Social media for swim instructors & swim coaches - take your social media to the next level! Presenter: Yvette Adams

2 ABOUT ME: YVETTE ADAMS Born and raised in NZ from 0-21 years (Wellington) First job was with equivalent of Aus Sports Commission in NZ - the Hillary Commission Travelled for most of my 20s, using London as a base - worked as a journalist & editor around the world Two children - aged 11 and 14 Started 6 businesses, sold 2, run 3 now Won ICT (Information Communications Technology) Woman of the Year at iawards in 2013, Entrepreneurial Award at the Women in Technology Awards in 2012 and the Commonwealth Business Owner of the Year at the Telstra Business Women s Awards in 2010 (Queensland). Have my own online show about young entrepreneurs - download and watch it on BRiN Sunshine Coast, QLD based (but love any excuse to come to travel and do often) Ex swimmer, lifesaver & water polo player Been using social networks extensively since 2007

3 WHAT WE LL COVER TODAY 10 reasons why you should care about social media What are the major social networks? How many users do they each have? What kinds of users? What about the newer networks? Pinterest? Instagram? Snapchat? Google+? What are they? Should you be on them? Defining your objectives Defining your target market What is your brand voice Structure - Profiles, pages, groups, likes, followers - what does it all mean The social media success wheel Content creation Post, manage and respond Analyse, report & improve

4 10 REASONS YOU HAVE TO CARE ABOUT SOCIAL

5 REASON 1: It s not about word of mouth anymore IT S ABOUT

6 REASON #2: PEOPLE EXPECT YOU TO BE THERE...

7 REASON #3: IT HELPS DRIP FEED YOUR MESSAGES TO GO FURTHER TO MORE PEOPLE

8 REASON #4: YOU CAN REMARKET TO PEOPLE WHO HAVE VISITED YOUR WEBSITE, ADDING ANOTHER MARKETING TOUCH POINT!

9 REASON #5: YOU CAN MARKET TO YOUR COMPETITORS FOLLOWERS!

10 REASON #6: YOU CAN MARKET TO PEOPLE LIKE YOUR EXISTING DATABASE AND EXPAND YOUR BUSINESS QUICKER

11 REASON #7: YOU CAN GET INSIGHTS THAT CAN DRIVE YOUR BUSINESS ACTIVITIES

12 REASON #8: YOU CAN MONITOR & MANAGE YOUR ONLINE REPUTATION / FIND OPPORTUNITIES

13 REASON #9: YOU CAN MARKET AT THE PRECISE OPTIMUM TIME THAT YOUR AUDIENCE ARE ONLINE & INTERESTED

14 REASON 10. EVERY EMPLOYEE SHOULD ALSO BE A MARKETER In a world where every consumer is a reporter, every business owner and employee should be a marketer. - Scott Stratten of Unmarketing

15 social media

16 INTRODUCING THE 7 STEP SOCIAL MEDIA SUCCESS WHEEL 3. Social Media Brand/Voice 4. Set Up Social Sites Professionally! 2. Target Market 5. Create Content 1. Set Objectives 6. Post, Respond, Connect & Manage 7. Analyse and Improve

17 STEP 1: SET OBJECTIVES objectives FACEBOOK OFFERS THROUGH THEIR ADVERTISING

18 ACTION: DEFINE 1-3 OBJECTIVES FOR YOUR ORGANISATION ON SOCIAL MEDIA

19 STEP 2: UNDERSTAND YOUR EXISTING AUDIENCE & DEFINE YOUR TARGET AUDIENCE

20 STEP 2: UNDERSTAND YOUR EXISTING AUDIENCE: CHECK YOUR PAGE INSIGHTS

21 CHOOSING YOUR AUDIENCE STEP 2: DEFINING YOUR TARGET AUDIENCE ON FB ADVERTISING

22 ACTION: DEFINE YOUR TARGET AUDIENCE

23 STEP 3. SOCIAL MEDIA BRAND VOICE HOW WILL YOU TALK, WHO WILL YOU LINK IN WITH, AND WHAT WILL YOU TALK VOICE: What sort of company/person are you? Fun and friendly? Corporate? Industrial/blokey? Prim & proper/royal English? ABOUT? TOPICS: What are safe topics which are definitely of interest to your audience Entrepreneurship Social media Female leaders Creativity Start up Tech trends EXERCISE: COMPLETE YOUR WORKBOOK AND DEVELOP YOUR OWN BRAND VOICE INFLUENCERS: Whose posts can you share, comment on, gain inspiration (non competitive) Business Insider Buffer Social Bro ADDA AIMIA ANZIA

24 LOOK WHAT WE MADE FOR OUR MOBILE COFFEE VAN CLIENT..

25 ACTION: WHAT IS YOUR BRAND VOICE? TOPICS? INFLUENCERS? DOCUMENT THIS TOWARDS YOUR SOCIAL MEDIA STRATEGY

26 SO WHAT SOCIAL NETWORKS ARE OUT THERE ANYWAY?

27 BUT WAIT THERE S MORE SO WHAT SOCIAL NETWORKS ARE OUT THERE ANYWAY? Business Pages Acquired by Facebook for $1bn in Business pages added in Aug Business Pages now 100 million daily active users

28 SOCIAL MEDIA STATS AUSTRALIA Source:

29 STRUCTURE OF SOCIAL NETWORKS Personal PROFILE For you, the individual Connect with FRIENDS Business PAGES For your business/organisation. Users chose to LIKE your page (a PROFILE needs to be an ADMIN GROUPS Can open, closed or secret, for you to group with other Profiles/individuals EVENTS Celebration, event, launch, etc Can be set up from Profile or Page

30 STRUCTURE OF SOCIAL NETWORKS NETWORK Profiles Business Pages Groups Events Facebook Can be Public, Private or Secret Twitter NO DIFFERENCE BETWEEN PROFILE OR BUSINESS NO DIFFERENCE BETWEEN PROFILE OR BUSINESS NO NO Instagram NO NO YouTube NO DIFFERENCE BETWEEN PROFILE OR BUSINESS NO DIFFERENCE BETWEEN PROFILE OR BUSINESS NO NO Linkedin Can be Public or Private NO (no longer) Pinterest NO NO G+ (called communities)

31 HOW TO FIND WHAT YOU ALREADY HAVE (& WHAT YOUR COMPETITORS HAVE TOO)

32 FACEBOOK PAGES TOP TIPS: The cover image is good real estate - use it (and change it from time to time!) The profile image should be your logo & render well soon. Page likes are not everything, but you should have some sort of base to command credibility Call to action - what works best for your business Is your page verified? Have you got the right categorisation What is your star rating? How many reviews have you got? What is your response rate and average response time?

33 FACEBOOK PAGES BETTER OK

34 ORIENTATION AROUND FACEBOOK PAGE SETTINGS TOP TIPS: - Allow reviews (in fact encourage them!) - Allow visitor posts - Verify your page - Consider page roles - have at least 2 administrators - Enable auto responses (under messaging)

35 VERIFY YOUR PAGE

36 MAKE YOUR ACCOUNTS LOOK GOOD WITH GREAT GRAPHICS! INTRODUCING CANVA!

37 HOW TO LOOK GOOD - GOOD EXAMPLE Should all align on profile image selection to enforce brand recognition, but perhaps distinguish with a word. Should all align philosophy on cover graphic -

38 HOW TO LOOK GOOD - NOT SO GOOD EXAMPLE

39 ACTION: WHAT ACTIONS DO YOU NEED TO IMPROVE YOUR FB PAGE? WHAT ABOUT OTHER SOCIAL CHANNELS

40 GET THESE APPS TO USE FACEBOOK ON YOUR PHONE

41 STEP 5: CREATING CONTENT Ask questions The 10% will get the most interaction Be brief less than 80 characters ideal - think in headlines. Give opinion Share the load get others to feed in A highly engaged post for our client Digital Careers Australia.

42 GETTING THE CONTENT MIX RIGHT: OUR 30/30/30/10 FORMULA INSPIRATION - MEMES, CARTOONS, QUOTES, PHOTOS NOTE - SOME POSTS MAY BE HYBRID POSTS i.e. THEY ARE A CROSS BETWEEN THESE DEFINITIONS. GIVE VALUE - NO SALE IN IT FOR YOU OR THE NEXT PERSON SELF PROMOTE - COMPANY NEWS, NEW HIRES, AWARD WINS, SPECIAL OFFERS, NEW PRODUCTS ETC. 5. Create Content PROMOTE OTHERS

43 DON T EVER POST WITHOUT AN IMAGE! IT INCREASES VISIBILITY BY 40% Images with your people in situ are great Emotion is great Images of your actual customers or people very like your target customers are best Get a store of images for future use? Ideas include: Team special occasions Regular customers Success stories Create branded quotes? EXERCISE: WHAT IMAGES DO YOU HAVE OR COULD YOU PRODUCE?

44 LOOK WHAT WE MADE FOR OUR MOBILE COFFEE VAN CLIENT..

45 POSTING MULTIPLE PHOTOS!

46 DISCUSSION: WHAT IMAGERY DO WE HAVE TO PLAY WITH? DOES HEAD OFFICE PRODUCE IT OR DO WE? COULD WE COLLABORATE AND SAVE ON REINVENTING THE WHEEL?

47 VIDEO WORKS REALLY WELL ON SOCIAL...

48 SO DOES FACEBOOK LIVE People get curious and click StellaRossa is now live Video content gets good reach, despite algorithim updates Video content communicates via sound + sight Live video sits on your page as content Live video content once on your page can be boosted too! Ideas include: Testimonials Unpacking new coffee Making coffee or food Serving food +++ EXERCISE: WHAT LIVE OR GENERAL VIDEO CONTENT COULD YOU PRODUCE?

49 THEN THERE ARE STORIES TOO! Can be image or video based Can string together stories to tell a story Short lived content, can be highly engaged, but more work to produce Popular in instagram and Snapchat, now available in Facebook too Currently Facebook only has stories for individuals but business stories in beta mode and offered to some users via mobile app currently (due out soon) EXERCISE: WHAT STORIES COULD YOU PRODUCE ON FACEBOOK, INSTAGRAM OR SNAPCHAT?

50 INSTAGRAM STORIES!

51 TIMING OF YOUR POST IS EVERYTHING TOO...

52 On 21 January 2014, Facebook put through a game-changing algorithm update, forcing all business users to seriously consider advertising just to have their posts be seen on Facebook. In January 2018 this got even tougher. The short of it is, if you don t spend on Facebook, you might as well not bother at all.

53 FACEBOOK BOOSTED POSTS... Expect to pay at least $1-$2 per action Minimum $20-$30 / post Bet on winning horses or self promotional posts In short, you WILL need a budget

54 6. POST, MANAGE, RESPOND MESSAGING - SET UP INSTANT REPLIES You need to respond to at least 75% of the messages within a day or less to show response time on your page. Currently set to "Typically takes more than a day to reply" with 100% response rate.

55 COMMENTS Comments are generally public. You can: Like Reply Message privately Hide We recommend you do something, and only hide if ABSOLUTELY necessary. If you message, remember they could screenshot and share.

56 MESSAGING - CHAT BOTS ARE VERY EXCITING & ALREADY HEAVILY IN USE! WEBINAR ON CHAT BOTS HAPPENING 10 MAY. SEE:

57 STEP 7 - ANALYSE & IMPROVE First - how will you measure success? What are you shooting for? 1. More likes or followers? 2. More engagement? The number of people sharing, liking and commenting on your posts? 3. Specific business related outcomes i.e. recruitment - increase in quality candidates for available positions enquiring via social channels 4. Improved Sentiment i.e. Level of positive discussion about brand/organisation generated online across social networks 5. Web traffic - Increase of Unique Visitors to websites per month from social channels? 6. Increased database via social channels? 7. Leads from social channels? EXERCISE: COMPLETE YOUR WORKBOOK DEFINING HOW YOU WILL MEASURE SUCCESS

58 RECAP ON THE 7 STEP SOCIAL MEDIA SUCCESS WHEEL 3. Social Media Brand/Voice 4. Set Up Social Sites Professionally! 2. Target Market 5. Create Content 1. Set Objectives 6. Post, Respond, Connect & Manage 7. Analyse and Improve

59 ?? QUESTIONS

60 THANK YOU (07) SYDNEY MELBOURNE BRISBANE SUNSHINE COAST GOLD COAST NEWCASTLE AUCKLAND WELLINGTON