Your Digital Tribe: Building Your Social Media Strategy
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Building your digital tribe was a presentation by Kylie Lewis (ofkin.com) and Belinda Langler (theinklingeffect.com.au) given to retailers at the Evans and Partners lunch in Sydney, in March 2015. Australian social media usage statistics were presented, along with the examples of the four Cs of social media marketing: creation, curation, community and culture. Buyer personas, social media productivity and phone-photography were also covered.
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Your Digital Tribe: Building Your Social Media Strategy
- 1. YOUR DIGITAL TRIBE building your social media strategy KYLIE LEWIS BELINDA LANGLER WEB OFKIN.COM THEINKLINGEFFECT.COM.AU INSTAGRAM @OFKIN @KYLIELEWIS @THEINKLINGEFFECT @HEYBERNICE LINKEDIN LINKEDIN.COM/IN/KYLIELEWIS @LINKEDIN.COM/IN/BELINDALANGLER
- 2. 2 KYLIE LEWIS 15+ years digital marketing Fairfax CitySearch.com.au // CBDOnline.com.au MovingHome.com.au // Toll Holdings SliceMedia.com.au // iSentia SenseD // kikki.K // ofkin.com Masters in Business (eBus & Comm) ICF Business Coach (in progress) BELINDA (BIN) LANGLER 15+ years digital marketing Fairfax Citysearch.com.au RACV, RACQ, NRMA Whereis.com // Yellowpages.com.au TheInklingEffect.com.au Masters in Entrepreneurship & Innovation Studies in Strategic Foresight Bin believes a swim in the ocean can change everything. Kylie believes the best work is done with treats. Bin believes she was born to be the last person on the dance floor. Kylie believes you should always buy the shoes. They both believe life is too short for ironing. ABOUT US
- 3. LET’S MAKE FRIENDS 2 MINS, SOMEONE YOU DON’T KNOW, SOMETHING OTHER THAN BUSINESS 3
- 4. SO WHERE ARE THEY HANGING OUT? 4
- 5. SOCIAL MEDIA PLATFORMS 95% 90% 24% 21% 19% 19% 16% 12% 6% Facebook YouTube LinkedIn Instagram Twitter Google+ Snapchat Pinterest Tumblr Source: Yellow Social Media Report May 2014 (except YouTube)
- 6. GENDER & AGE Source: Yellow Social Media Report May 2014
- 8. 42% 17% 21% 31% 30% 58% 48% 6.30am wake up 7.30am commute 9.00am work 10.30am break 1.00pm lunch 6.30pm after work 10.30pm bed Source: Yellow Social Media Report May 2014 WHEN
- 9. AUSTRALIAN SOCIAL MEDIA USERS 46% 19% 71% of all internet users use social media every day access sites more than 5 times per day of Australian users access social sites on a smartphone Source: Yellow Social Media Report May 2014
- 10. RESEARCH ON SOCIAL MEDIA LEADING TO A PURCHASE 2012 2013 2014 40% 58% 63% Source: Yellow Social Media Report May 2014
- 12. SO WHO ARE THEY? 12
- 13. BUYER PERSONA EXERCISE 1. Find the Buyer Persona Sheet in your workbook. 2. Identify images that represent your idea of 3 -6 key buyer personas (only one image for each persona). 1. With the image of the persona in your mind complete a persona sheet for each of the images. 2. Try and get more personal and descriptive than you ever have. Really get to know each persona and their lives like they are real people. 3. The more detail you include in your personas the more direction you will provide for yourself when it comes to choosing content to post. 13
- 14. I BELIEVE 14
- 15. People don’t buy what you do. They buy why you do it. Simon Sinek TEDTalk – The Golden Circle Clip, YouTube 15
- 16. 16 the goal is to do business with people who believe what you believe Simon Sinek
- 17. What do you believe? 17 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20.
- 19. BE BEAUTIFULLY HUMAN Great content marketing is… • Interacting instead of interrupting • Connecting instead of coercing • Delighting instead of distracting People don’t remember the pitch, they remember the experience. 19
- 20. PRODUCT CREATE PLACE CURATE PRICE COMMUNTY PROMOTION CULTURE 20
- 21. CREATE • visual inspiration • story telling / story selling • it’s not just about what you sell or do • it’s about what you believe in, what you stand for • get good on your phone
- 23. BE CREATIVE WITH IMAGES
- 25. PHONE PHOTOGRAPHY practice taking lots of photos focus (hold finger on screen where you want it to focus) lighting shadows, reflections composition styling, flat lay, depth of field, rule of thirds editing crop, straighten, brighten, contrast, saturation, shadows, warmth great apps Snapseed: photo editing Studio and Word swag: quotes/words Labelbox: motex for photos Canva: web based, free, easy ‘photoshop’
- 27. CURATE • You can’t do this alone • Celebrate others • Celebrate your customers • Curation is valuable • Be a good digital citizen • Give credit #createorcredit • Bufferapp / sprout social
- 30. COMMUNITY • Start with who you know • Hang out where your peeps are: Facebook, Instagram and Pinterest • Community hashtags • Respond to comments, hold chats, build groups • Post daily • Share useful updates • Be interesting in real life!
- 32. ENCOURAGE ENGAGEMENT 32 51 Comments 54 Comments
- 33. Face to face is the original social media. - Jonah Berger • Connect in real life • Hold events • Collaborate with others • Ask for signups in store
- 36. CULTURE • What does it feel like to be part of your tribe? • What does your brand stand for? • It’s not just about what you sell or do. • It’s about what you believe in, what you stand for. • Be interested: follow, like, comment, share and celebrate.
- 39. GET TO THE POINT (NO ESSAYS!) 39
- 40. BE TIMELY
- 41. ASK FOR WHAT YOU WANT • Ask for newsletter signups in store • Ask for Instagram posts and give them the hashtag • Ask them to tag others in • Ask them to share the post • Ask your followers for their opinion
- 42. EMAIL NEWSLETTER • Build your list • Consistent sending • Always be testing – time of day – day of the week – subject line – formatting • Mailchimp • Reasons to Send – Welcome series – Birthday – Loyalty sign up – Loyalty anniversary – Events – New collections – Latest research/case study – Competition/Promotion
- 43. it takes time
- 44. plan the work work the plan Leave your business card with us for a free 2015 planning calendar
- 45. PRODUCTIVITY • Calendar • Cross post • Build a library • Batch • Schedule • Curate • User generated content • Schedule: Buffer App / Hootsuite
- 46. • Be active • Share your story • Share the content of others • Ask & answer questions • Make & respond comments – every comment is a hug! • Hashtags – use them • Get good on your phone ROUND UP
- 47. #choosecourage
- 48. #CONTENTKIN ECOURSE LAUNCHING LATE MAY 2015 SUBSCRIBE AT OFKIN.COM UPDATES
Notes de l'éditeur
- I’m going to give you permission to start building your digital tribe right here and right now. Please go and make friends with a least two new people in the room you don’t know, and talk about something other than your business. And if you’re on Instagram, pull out your phone and find and follow each other.
- I’m going to give you permission to start building your digital tribe right here and right now. Please go and make friends with a least two new people in the room you don’t know, and talk about something other than your business. And if you’re on Instagram, pull out your phone and find and follow each other.
- Facebook continues to dominate being used by 95% of social media users YouTube is undoubtedly the second most used social media platform LinkedIn was the next most popular platform, being used by 24% of social media users, up from 20% last year. Instagram usage was strongest amongst the younger age demographics, with usage dropping significantly for those over 30. Twitter was used by 19% of social media users, up from 15% last year. Google+ was used by 19%, up from 15%, with usage higher amongst older Australians. Pinterest usage, at 12% of social media users, was mainly restricted to female-users.
- Social Media by Gender & Age Females are more likely than males to use social media and are also more likely to be frequent users. Significant variations by age group – almost all of those aged under 40 (87%) use social media, with the majority using everyday. Those aged over 40 are substantially less likely to be users overall. However, be aware that just because it has the lion’s share of social media eyeballs, it doesn’t necessarily mean you’re being seen by them. Facebook prioritises the news it shows your page likers based on a complex algorithm of timeliness, post type (photo/video), interactivity, other things you’ve engaged with, other things people in your network have engaged with and so on. Just because someone likes your page doesn’t mean you posts will be seen by them – and Facebook will encourage you to advertise to boost your post to be seen. Mainly because it’s trying to deliver the most relevant content to you in a really crowded, increasingly noise landscape. And when you come to our workshop we have some interesting statistics around how Facebook might send more conversions to your website, sites like Polyvore and Pinterest send higher spenders.
- BINNY Additionally Instagram is now seen to have much higher engagement rates than Facebook. Just remember that Instagram is owned by Facebook. And at the moment they don’t filter what users see in their feed, because it’s not as crowded as Facebook. However, it’s not to say this won’t change in the future. Source: http://blogs.forrester.com/nate_elliott/14-04-29-instagram_is_the_king_of_social_engagement
- When are we on social? Broadly this is when we’re on social. It’s U shape It’s the first thing we do when we wake up, it’s our evening entertainment (and commuting buddy) and it’s the last thing we check before we go to bed But it does vary from day to day and platform to platform, and you can check out your Facebook insights dashboard for more information, or for Instagram check out Iconosquare (which used to be called Stati.gram).
- BINNY There’s some surprising and interesting stats in the video, about global social media usage. Now we’d like to bring it to the Australian content. A few stats to make you think… 46% of all Australian internet users use social media everyday And 19% of those social media users use it more than 5 times per day And 71% of users access social media from their smart phone
- BINNY More and more people are using social media in some shape or form, and more and more people are using it when researching their purchase decisions, or being influenced to purchase. We found examples on facebook where clients are asking about the difference between a remedial massage and relaxation. When massage can be enjoyed during pregnancy. Answering those questions and guiding them through the decision process will bring them closer to placing their bum on your bed! BINNY – mention about commenting on type of massage**
- But a word of warning. Social is only part of the digital strategy, and brands who are experiencing a big drop in Facebook engagement are feeling this. You don’t own your social media platform. You are renting it from Facebook and Instagram. And when they make changes to the feed, it’s out of your control and you may need to start paying. So always be building your owned assets – like your website, blog and email database. They are yours, and they build value to your business. Has that been useful for those of you wondering about getting on social? OK. How we doing? Enough with the stats? I say yes! Now, on to the good stuff.
- they like the same things you do. how do you know? because that’s what they talk about, that’s what they post. you can’t make friends if they don’t know what you love, how you get on in the world and what you stand for.
- At the end of this session we aim to have 3 buyer personas that you’ll use for the next 12 months. The process of describing a persona helps to build empathy and perspective for your clients, which will eventually inform your content marketing and social media activities.
- So before worrying too much about they like, find out what you like.
- finding your tribe is about standing for what you believe so what do you or your business believe? With a pen and paper, the notes on your phone, start writing / typing 1 – 20
- they like the same things you do. how do you know? because that’s what they talk about, that’s what they post. you can’t make friends if they don’t know what you love, how you get on in the world and what you stand for.
- Might want to add the the one you posted about recently??
- Hang out where your peeps are: Facebook, Instagram, twitter and Pinterest Make information easy to find for your community—fill out your bio, add links to your website, etc. responding to comments, holding chats, building groups, etc If you have a solid group of clients, suppliers, buyers consider setting up a private FB group Publish updates often —both new content as well as responses to your community, consistency Share updates that are useful for your community How the public views a company’s willingness to commit time and resources to building relationships online
- connect in real life!
- Proud supporters of the @the_anganwadi_project. Helping to build beautiful preschools and learning environments for children in the slum communities of India. #armadilloandco #anganwadiproject
- building ANYTHING takes time. there are no silver bullets. it takes consistency, focus and discipline. just like doing any successful market tactic