Social Media Down Under 2013 – the best of what you missed!
At our Social Media Down Under event week, I asked our CEO Toby Jenkins to take a few notes on each of the 13 speakers so that I could collate them with my own. Here’s a lightning round of the combination of our best take-home messages!
SESSION 1: Welcome Address – why content and social media is so important
- Know like trust – build connections through social media then educate to deepen the relationship with your contacts.
- Move towards a “social business” – extract the knowledge of your team and subject matter experts and the role of marketers is to make this easy for them.
- CEO plays a crucial role in developing a social business, must have buy in from management to get the participation required from the organisation.
SESSION 2: Leveraging Facebook: Where your business opportunities exist with its 1 billion users
1. Be authentic – be yourself and you won’t have to worry
2. Reach people where they are – people are underusing Facebook. Targeting is unprecedented. Mobile phones are everywhere and used constantly and Facebook is used 8.5 hours per month. Photos help the most with marketing on FB.
3. Tell your story – photos help. Story is often the only differentiator between products.
4. Free marketing – purposeful content strategy – Miishka example. Primarily a story sharing process. Answer to the question: How do we get people to share your content? You HAVE to know your people.
Selina Power & Andrew Bland
SESSION 3: The Legal Debate: Who owns what? What happens in a crisis? What every employee and employer must know.
- Having a social media policy is a good start. You have to have training to make it enforceable.
- Social Media Policy cross references other policies in the work place.
- Set expectations up front. Particularly in bad circumstances.
SESSION 4: MicroDOMINATION: Building your profile like the Pros
- Are you anonymous, do you lurk? What happens when you google your name?
- “A brand is what people say about you when you’re not in the room.” Jeff Bezos.
- Authenticity is the not-so-secret-sauce
- Personality is often the reason we do business together.
- Everyone is not your customer, but everyone can be an influencer.
- Become a trusted source of information. CEOs are least trusted people – Edelman stat
- Podcasting is growing – easier to reach new audiences through iTunes etc. SoundCloud and Slideshare (60M visitors per month).
- Building a personal brand – increases personal networks, serendipity or meeting people offline, career, sales.
- The triple threat – text, audio, video – blog, podcast, youtube
- Smart companies see the networks of their people as hugely valuable and look to attract those who already have large communities and followings.
Charles Badenach & Adam Franklin
SESSION 5: Using content and social to bring in business – the financial services case study
- Mistakes – privacy settings, bought likes $20 for 5000,
- Reinvented himself post GFC to keep up with the world.
- Google hangout with NZ, LA, Belfast – best tech app for fin services, best marketing initiative, best book you’ve read.
- Improve Client Value proposition – tripod for video, efficient way of sharing information with clients. $2000 for 10 videos.
- Using YouTube for client testimonials
- Schedule twitter a week in advance, FB – turning up to a party with a dictionary – better to go with something humourous…
- Blogs – personal story works well.
- Focus on the markets your clients are on!
SESSION 6: Social media and the forgotten art of services marketing
- Social Media is about sampling the product before arriving.
- Services are intangible, the relationship is about delivering value today and tomorrow – not just right now.
- Consumer sovereignty – harder to have a relationship with a piece of technology
- Can you enhance the relationship you have with your clients through SM?
- It provides a great opportunity to understand our clients better. Therefore can be used by management, customer service, sales – not just marketing. Really – it should be all staff…
- Make your staff ambassadors for your business.
SESSION 7: Punching Above Your Marketing Weight with Australia’s #1 marketing podcaster
- Social Media – gotta have interesting stuff to say. We are all standing on a mountain on knowledge. We can give it away freely or hang onto it. Set yourself up as a thought leader.
- It is a marathon not a sprint. Be clear on your editorial mission and stand up for something. Your editorial mission provides a fence around the content you create and sponsorship you take on. What would be the magazine you start for your business?
- Single minded thought in your marketing. Choose your poison and stick to it. Nail one thing really well.
- Use the free tools.
- ID a great marketer doing something interesting, do a pre blurb, conduct the 30min interview, record a wrap up.
- Use pinterest for grouping images around the audio.
- Good quality content. Got to be shareable.
- The podcast has introduced him to speaking, consulting.
- Created enquiry. Action Jackson. Take action, swift action.
SESSION 8: How Content Marketing drives a Strong Company Culture – The Physio Co CEO’s story)
- “You are what you publish.” David Meerman Scott
- Blogging was the way to put down ideas in what he was learning every day in the The Physio Co.
- Great recruitment tool. The blog was the key to getting that momentum. Staff felt like they knew the business and the team.
- Facebook to build culture and recruit physios. Facebook chat for recruitment. Very focussed on using the right place for the right message.
SESSION 9: Gaining huge market share using social media, with no traditional ad spend – The Saasu CEO story
- What makes things grow? Complexity theory.
- Keep your personal brand alive within the company.
- Key influencers – need to choose which influencer is most relevant to your own audience.
- Product must excite and delight people before they will be willing to share it. “Drudge report” for headlines.
- Attention economy – are you spending the person’s attention? Are you buying it or selling it down? Learn what not to share.
- Hybridise content – Yoda and a 3D printer. Combinations of content work the same way.
- Take a minimalist approach. Produce less content that is of higher quality. Give the content scarcity value – much more likely to appeal to the influencers in SM. DM individual influencers with exclusive.
SESSION 10: Social Beyond Marketing: Deriving business benefits across your organisation?
- Power of pull – the power of delight based on helping me.
- People have jumped on Social but organisations have not.
- Need a job, basic and reliable IT, Innovative Digital Technology
- Value doing, not planning.
- Learn and collaborate. Peer to peer support. Tap into tacit knowledge. Manage an exception. Social network is the way these get solved.
- The crowd has teeth and are keen to mobilise. What is the power of “us”?
- Allows leaders to stay in touch with the frontlines. What’s the fastest quickest way to bring this idea to life? Small marginal cost prototypes and iterations.
- “The dumbest thing” we do here – what is it?
Valerie Khoo and Jen Bishop
SESSION 11: Content marketing & social media: How blogs and books lead to business
- Blogs and books are forms of content. Does need to show expertise/thought leadership. Consolidates ideas. Customers will go with the perceived expertise.
- Caveat – It’s got to be a good book.
- Brands want to be exposed to key influential bloggers. Bloggers have a huge opportunity with people leaving the paywall scenario for the traditional media. SMH etc.
- $ for paid for packages of Blog posts, facebook followers etc.
- Outsourcing: If you want quality content, then you’ll have to pay for it. Be very careful to get the right people to tell the story, know your brand and understand your tone etc.
- Marketing your blog post is crucial – social media and newsletter is really powerful. The expectation is that you will share your content. Spend as much time marketing and connecting your content as you do writing.
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