Conversations, conversion and confrontation: using social media for social capital | Susan Sullivan | #SoMeT15AU Sunshine Coast, Australia
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Social Media is not about whoever has the most fans/followers, wins. It’s not even about being the centre of attention with clever viral campaigns. The true power of social media lies in connecting with your audience on the deepest level: making their lives richer with meaning, happiness and purpose, solving their problems and literally making them fall in love with your brand – in a true relationship of the living breathing kind. The secret to building social capital isn’t about capturing attention, but giving the audience yours to build trust, loyalty and advocates. Susan Sullivan started her tourism communications career in the same year as the chicken dance took over World Expo in Brisbane in 1988. She has headed PR activities for tourism products including Hamilton Island, Aspen Skiing Company (Australia and NZ), Mantra Group and Dreamworld among others as well as sitting on the board of Tourism Whitsundays. Susan has held lecturing and tutoring roles at Griffith and Bond Universities and is currently an adjunct Senior Teaching Fellow at Bond University. She is the creator of the Social Media Tactics subject within the school of Communications & Media and is a PhD candidate researching social media. Her social media addiction is surpassed only by her love-affair with boutique hotels and obsession for gob-smacking travel experiences.
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Conversations, conversion and confrontation: using social media for social capital | Susan Sullivan | #SoMeT15AU Sunshine Coast, Australia
- 1. Conversatio ns, conversion & confrontation : using social media for social By Susan Sullivan – Bond University & Infront Communications
- 2. The presentation you are about to see includes strong-language such as lots of c-words that may (or may not) offend some audience members.
- 13. Conversatio ns, conversion & confrontation : using social media for social Let’s start by looking at the key
- 15. Personal connections that help people act more effectively Less about $ and more about leverage Social Capital
- 16. Connectedness Participation Trust,responsibility & accountability Networks –Building/Bridging Reciprocity Values Influence Reputation - Sense of Belonging Social Capital
- 17. CONVER$ION And then what most people call the outcome…
- 20. “Relationships are like muscle tissue. The more they are engaged, the stronger and more valuable they become.”
- 21. CONFLICT & CONFRONTATION And those are the muscles you’ll need to flex in times of
- 22. Pic
- 23. Your reputation is the measurement of how much your community trusts
- 24. The depth of your relationship is in direct proportion to your recovery
- 25. REPUTATIO N Is becoming a currency more powerful than our credit history in the 21st century.
- 30. What’s your story about? Them or you?Tell your audience what they want/need to hear. Starting a two-way conversation is just the beginning. Evoke emotion to motivate sharing Source
- 32. Average weekly Facebook activity: • 150,000 post likes • 35,000 comments • 50,000 shares Driving +2 million page visits – approx 70% return visitors
- 33. CONNECTED CONSUMERISMGENERATI ON • Not an age-group • It’s an attitude/mindset • People who care deeply about creation,
- 34. Why share?
- 35. Sharing is all about relationships Value & entertainme nt to others Define ourselves to others Cultivate & maintain relationship s Self- fullfillment Amplify causes or brands
- 36. To give value & entertainment 94% carefully consider how the information they share will be useful to the recipient say sharing lets them to inform others of things they care about; potentially change opinion or encourage action 49% Source:ConsumerInsightGroupresearchonbehalfoftheNewYork Times
- 37. To define themselves 68% share to give people a better sense of who they are and what they care about
- 38. To grow & nourish relationships 78% Share info online to stay connected to people they may not otherwise stay in touch with Share info because it helps them connect with others who share their interests 73%
- 39. Self fulfillment 69% share info to feel more involved in the world.
- 40. Promote causes or brands 84% share because it is a way to support causes or issues they care about.
- 41. STUFF TO REMEMEBER: • It’s not about you. It’s ALL about them. All of the time. • Forget the old 80/20 rule – so 2014! • Focus on creating or curating content that create conversations – share the love! • Replace ROI with ROR
- 42. Improving your social capital will see social media activities rewarded with comments, shares and advocacy, because that’s your strongest form of social media currency and may one day be more valuable than your
- 43. “Long story short: social media and the web are the two faces of the same coin.” “… there is no social media any more, only one global social web” Fred Cavazza 2014
- 44. To paraphrase Brian Solis: To effectively compete and achieve in Social Media “You are now left with no choice; become customer-obsessed or lose! Every moment-of-truth counts when it comes to
- 45. Every conversation, connection and confrontation adds to your social capital and it’s that social capital that will eventually yield results to your bottom line.
- 46. Thank you Susan Sullivan Adjunct Senior Teaching Fellow, Bond University ssulliva@bond.edu.au Susan Sullivan Managing Director, Infront Communications susan@infrontcommunications.com.au Ph: + 61 412 365 122 @SocialSuse LinkedIn – SusanSullivan22
Hinweis der Redaktion
- What is social capital? SC is a human value system Can’t make money off it – but you certainly can leverage it. Personal connections that help people act more effectively - Elaborate on slide copy There’s a heap of academics and thought-leaders like Rachel Botsman who argue that the sharing economy and COLLABORATIVE CONSUMPTION two other c-words I didn’t mention before will rise to the extent that money may become superfluous in the future. Others speculate that the digitization of society will give rise to a reputation economy with online trust serving as the new currency. But underlying all of those assumptions is the most important c word of the day – Captial – more specifically Social Capital.
- To simplfy the concept it’s the strength, trust and connectedness of your network, It’s how much influence would you have within your network to get something done and move things forward. Social capital involves things like the strength of connections/relationships, how you can build or bridge networks to get things done. It comes back to your core values and how you demonstratate trust, responsibility and accountability. And it’s how you build your core business on your reputation and give all of your stakeholders a true sense of belonging. The next c-word to unpack is the ever-important outcome – especially for tourism products and operators is conversion – and usually that means the holy grail of the dollar figure.
- And this is where the wheels start to fall off the social media cart. Set up a FB page FB change the algorithm Now have no reach It used to be free but now I have to pay It’s getting too hard to make money through social media.
- Business owners everywhere have the same complaints – I’ve tried this – done that but need to get faster sales. I’ve been telling my story. I’ve paid bloggers to tell my story. I get my guests, my friends and good old Aunt Mable to fill out tripadvisor reviews. It’s taking so much time and effort – I need some return on investment and I need it now – so I’m going to pull out the big guns – in this case a hammer and get results.
- And that’s where things start to go pearshaped. The effective use of social media should not be done with an intent of return on investment it should be tackled with the motivation of creating a return on relationship. It’s taken a while for us to work out what to measure. Let’s look at FB. In the beginning it was likes. We counted them and bragged about them… Then people started buying them … Then the algorithm changed. Then we started using the platform metrics and tie them back to our business goals. And this didn’t work too well now did it. It just confused things even more and was as useless as the approach of awarding media relations effort by a PR team on a model of EAV – it appeased the big bosses and the boards but it did not reflect reality. Yet many businesses are going down a similar path with social media management – focusing on the ROI instead of the ROR. According to Ken Rubin and Kathryn Rose, authors of the book “Return on Relationship” – ROR is the value (both perceived and real) that will accrue over time through loyalty, recommendations and sharing.
- “Relationships are like muscle tissue. The more they are engaged, the stronger and more valuable they become.” It’s these relationships that should be measured because they are a major contributor to your social capital. Ultimately, played well, it will result in bottom line business success. But while this is building up, it’s playing another really important role – giving you strength to positively deal with conflict and confrontation.
- Whether we are talking about online negativity or complaints – which are actually sheep in wolves clothing – they’re not as bad as you think. If someone has taken the time to give you negative feedback, it means you’ve done something right – you’ve evoked an emotion in them. At some level they care about your brand. If you’ve done your job of focusing on trust, relationships and building capital – in many instances the community will jump to your defence.
- And it’s this relationship, built on trust and mutual understanding that will help you out when the proverbial is about to hit the fan. Because …
- Read above first. And the crux of your relationship depends on your reputation
- Imagine this: you’re desperate to build a new tourism attraction or to enhance your existing facilities – but the bank won’t budge on a loan. Hit brick walls. What if you could leverage your reputation or social capital to win the bank over? It’s not just a discussion for futurists and academics. It’s happening now. According to a recent article in the AFR In many ways, that future is already here – we’re letting strangers into our homes via Airbnb and making loans using peer-to-peer finance platforms such as SocietyOne, to name two examples. In a SM context your reputation on TripAdvisor, LinkedIn, Airbnb, and other sharing-economy websites is now a negotiating tool and a way of building your reputation and personal brand in the real world – and is probably a better indicator of your trustworthiness than your credit history. For businesses – in the past building trust for companies equated to investing loads of money in TV and advertising campaigns to effectively buy trust. The share economy (Collaborative Consumption) has disrupted this model – now it’s the individual or brand with the best reviews, most shares, and most positive WOM – NOT THE BIGGEST BUDGET wins. So how do we build this WOM”?
- One of the buzzwords of modern social media is storytelling. There’s so much literature advising businesses to incorporate story telling into their social media strategy by creating and curating content.
- It’s usually one way communication. It doesn’t matter whether that communication is coming directly from the brand or through a third party like a blogger. It’s still a one way street.
- There are businesses out there (and I’m talking at board level or most senior exec level) that truly believe that if the social media strategy is built around story telling and it’s a case of us telling our story and others telling the same story that – voila! – we’ll build a relationship with our customers because they’ll know we are nice people, with good customer service and a great product etc etc. One of the biggest problems on SM is there’s too much talking and not enough listening and not enough learning. Oh? Don’t you mean that my social media account isn’t about me and my brands? Much time and effort is put into content creation and content curation – but what are you doing to turn it into a conversation? How do I get them from liking an Instagram or FB post booking a holiday to a particular destination? Just because someone likes your page or one of your posts – it doesn’t mean they’ve opted in. You need to build the conversation – as humans. This means and individualized (and yes – extremely time consuming) approach. For big accounts – this means empowering your advocates to speak for you. The conversation shouldn’t be one way. Two way is a good direction for it to go – but ultimately it should be going in many directions. And it takes work. The idea that presence on a social network will make your organization more human is equivalent to showing up to an election on election day and expecting to win. Don’t get me wrong – story telling is vitally important to starting the conversation.
- But too many organisations tell the story from their perspective and not from the audiences. It’s not about you – it’s about them. If you don’t put them in your story then they are not going to talk about it or share it. What you say about your organisation on social media contributes to your brand. What other people say – now that’s your social capital. You want to build your conversations to a level that your brand is built on what people say about you when you’re not around and shared experiences will affect these impressions – because no amount of marketing will change an experience. We must always remember that social media is built on a human network and it is stitched together with emotions and is activated by empathy. If our storytelling defines meaningful experiences and demonstrates moments of truth – then positive WOM, a great reputation, and ample social capital will result. And one of the key aspects of doing this is knowing our inside/out. Listening to them and learning from them. I was workshopping this concept with some of my SMT tactics students and we came up with a really unexpected example of an organisation who had put its audience at the core and had totally nailed the art of conversations with staggering results.
- SAS is located in Brisbane so I met with its CEO Rebecca Wilson to learn more about the key to conversation and it all came back to knowing the audience and talking to them in a way that let them think that they knew a little bit more than you and had something to contribute to the conversation. And it’s not a generational thing based on age.
- These conversations are contributing to a game changing phenoma) – and something that SMM evangelist Brian Solis calls Connected Consumerism (more c-words) and an entirely new generation – Generation C – Generation of Connectedness. It’s not age based – it is attitude based. This is the generation where social capital is king. It is a generation that judges organisation not on what they SAY but rather on what they do. These are people who care deeply about creation, curation, connection and community These are not the people who will go to a company website to find out if they trust you or that you are a great organisation – because that’s what it says in your brochure. Generation C will check with their network and they’ll reach out to new networks through SM networks and review sites.
- Let’s finish today by looking at some research conducted by the consumer Insight Group for the New York Times looking at what motivates people’s propensity to share.
- Other than being part of the conversation – there are five main reasons people share content.
- They want to offer value and entertainment and enrich the lives of those in their network. They think how is this information going to be useful to the recipient.
- Because what they share is part of how they define themselves. 68% share to give people a better sense of who they are and what they care out and this in turn reinforces the image they’d like to present to others about themselves.
- Many share info to stay connected to people they may not otherwise stay in connection with or to grow and nourish relationships and connections with people who share their interests.
- Plus sharing gives people a sense of self fulfilment – they want to be feel more involves – they love getting the feedback from the stuff they share because they know they’re friends have found it helpful and it makes them feel useful. And drumroll please ….
- Believe it or not – once you have their trust and have built up a relationship – they are highly motivate to promote brands because they care.