Tipping Point Social Media Workshop by The Social Larder 5 March 2013
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This document contains slides from a presentation by Paul Kaan on using social media effectively. It discusses defining goals for social media use, understanding audiences, developing a content strategy, getting management buy-in by demonstrating benefits and mitigating risks, and implementing a social media policy. Examples of case studies demonstrating business impacts of social media are also presented. The overall message is that a strategic approach to social media focusing on relationships and engagement can help companies better connect with customers and achieve their goals.
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Tipping Point Social Media Workshop by The Social Larder 5 March 2013
- 1. Paul Kaan - The Social Larder Designer of Visionary Digital Strategies Follow us on Twitter @TheSocialLarder @PaulKaan M: 0437 941 963 E: paul@thesociallarder.com W: thesociallarder.com Tip the Social Media Equation in Your Favour Twitter Hashtag #tippingit Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 2. Paul Kaan Digital Strategist Helping you connect with people Saving you time Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 3. Background “ What is Social Media?” Framework “ Doing it well” Strategy “ The Basics” The Boss “ Getting Support” Risks “ Social Media Policy” Success stories “ Case Studies” Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 4. ? Paul Kaan – thesociallarder.com @thesociallarder
- 5. “ 76 per cent of Australians have adopted smartphones and 38 per cent own tablets” “More people are usingmobile devices to access social media than desktops” Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 6. “In 2013, typical Australians will spend more than 20 leisure hours online, up from 18.3 in 2010 - with social media and shopping taking up most of that time” IBIS World 2013 Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 7. 20% of our time online is spent on: “ Social Media” Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 8. What is Social Media? Paul Kaan – thesociallarder.com @thesociallarder
- 9. It’s just another way of … communicating …. or is it??? Paul Kaan – thesociallarder.com @thesociallarder
- 10. Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 11. THIS IS NOT SOCIAL MEDIA Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 12. THIS IS SOCIAL MEDIA: IT’S ABOUT RELATIONSHIPS Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 13. It’s how people talk about us too PIC Paul Kaan – thesociallarder.com @thesociallarder
- 14. Everything you used to do with paper & pen, books, over the phone … Can be done Online ... REAL TIME Paul Kaan – thesociallarder.com @thesociallarder
- 15. Faster than before … Paul Kaan – thesociallarder.com @thesociallarder
- 16. Reaching more of the World Paul Kaan – thesociallarder.com @thesociallarder
- 17. Not Just Viewing Paul Kaan – thesociallarder.com @thesociallarder
- 18. Being Part of the Game Paul Kaan – thesociallarder.com @thesociallarder
- 19. If you want your people to hear you Paul Kaan – thesociallarder.com @thesociallarder
- 20. Go where they play Paul Kaan – thesociallarder.com @thesociallarder
- 21. Interact Participate Relationships Collaborate Solve Problems Paul Kaan – thesociallarder.com @thesociallarder
- 22. SOCIAL MEDIA STATS AUSTRALIA – DEC 2012 1. Facebook – 11,784,460 11. Google Plus – 340,000 2. YouTube – 11,000,000 12. MySpace – 320,000 3. Blogspot – 3,400,000 13. Yelp - 220,000 4. Tumblr – 2,900,000 14. Reddit – 165,000 5. WordPress.com – 2,700,000 15. StumbleUpon – 100,000 6. LinkedIn – 2,400,000 16. Digg – 41,000 7. Twitter – 2,200,000 17. Foursquare – 53,000 8. Instagram – 990,000 18. Delicious – 30,000 9. Flickr – 830,000 10. Pinterest - 660,000 socialmedianews.com.au
- 23. Amplify your MESSAGE Paul Kaan @paulkaan– thesociallarder.com @thesociallarder 23
- 25. The time is ripe!! Text Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 26. Text Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 27. Text Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 28. Text Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 29. Text http://www.garbologie.com/ Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 30. http://www.wholesomemedia.com.au/ebook/ Slide Courtesy of Wholesome Media
- 31. The Social Framework Paul Kaan @paulkaan– thesociallarder.com @thesociallarder 31
- 32. THE SOCIAL FRAMEWORK ALL THE DETAILS!! thesociallarder.com/resources/essential-social-media- practices/
- 33. 1. UNDERSTANDING & AWARENESS
- 34. 2. STRATEGY
- 36. 4. IMPLEMENTATION & EVALUATION
- 37. 5. SUPPORT
- 38. The Basics Paul Kaan @paulkaan– thesociallarder.com @thesociallarder 38
- 39. Paul Kaan @paulkaan– thesociallarder.com @thesociallarder 39
- 40. Why do YOU want to use it? Paul Kaan @paulkaan– thesociallarder.com @thesociallarder 40
- 41. Who do you want to Reach? Paul Kaan @paulkaan– thesociallarder.com @thesociallarder 41
- 42. Understanding Personas Paul Kaan @paulkaan– thesociallarder.com @thesociallarder 42
- 43. Paul Kaan @paulkaan– thesociallarder.com @thesociallarder http://ecan.govt.nz/advice/your-school/games-movies/Pages/tip-balance-waste.aspx
- 44. What is your Story? Paul Kaan @paulkaan– thesociallarder.com @thesociallarder 44
- 45. Paul Kaan @paulkaan– thesociallarder.com @thesociallarder 45
- 46. No Random Acts of Social Media? Paul Kaan @paulkaan– thesociallarder.com @thesociallarder 46
- 47. Convincing The Boss Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 48. Benefits aligned to Biz Strategy Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 49. Case Studies with Real Impact Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 50. Demonstrate how risks can be mitigated Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 51. Risks of Not Doing Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 52. Social Media Policy Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 53. Paul Kaan @paulkaan– thesociallarder.com @thesociallarder 53
- 54. 1. Be honest about who you are. 2. Make it clear that the views expressed are yours. 3. You speak for yourself, but your actions represent those of Ford Motor Company. 4. Use your common sense. 5. Play nice. 6. The Internet is a public space. 7. The Internet remembers (i.e., “Whatever happens in Vegas…stays on Google.”). 8. An official repsonse may be needed. 9. Respect the privacy of offline conversations. 10.Same rules and laws apply: new medium, no surprise. 11.When in doubt, ask.
- 55. http://www.wholesomemedia.com.au/ebook/ Slide Courtesy of Wholesome Media
- 56. Case Studies Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 57. Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 58. Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 59. Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 60. Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 61. Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 62. Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 63. Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 64. Paul Kaan @paulkaan– thesociallarder.com @thesociallarder
- 65. Paul Kaan - The Social Larder Designer of Visionary Digital Strategies Follow us on Twitter @TheSocialLarder @PaulKaan M: 0437 941 963 E: paul@thesociallarder.com W: thesociallarder.com Tip the Social Media Equation in Your Favour Twitter Hashtag #tippingit Paul Kaan @paulkaan– thesociallarder.com @thesociallarder