Tag Archives: Facebook

Web 3.0 in Sydney… day 2

Good Afternoon, Social Rabbit here with your guide to the world of social media.

The second day of the Web 3.0 conference was on yesterday, and here are my thoughts/notes from it.

Sandy Carter from IBM

Sandy was without doubt the best speaker of the conference, she gave lots of examples of how companies are using social media as well as good advice on how to run a campaign.  Below is the acronym ANGELS that IBM use for the social media process.

A: Analyse the market
N: Nail the relevant strategy and story
G: Go to market socially
E: Energise the channel and community
L: Leads and revenue
S: Scream

Examples Sandy gave included:

  • Coach bags in the USA crowdsourced new bag designs aimed at a younger audience, they got over 6 million engagements from people plus sold out of all bags designed
  • Faberge replicated how they guide people through their stores (according to how much they are looking to spend depends on the products they get to see) on their website, by not making all content available to everyone and increased online sales by 50%
  • Virtual events (where you attend as an avatar) run by IBM they found that the conversation rate was the same as people who attended a real event
  • Romeria Virtual implemented an online pilgrimage during the H1N1 flu outbreak, and it was blessed by the Vatican.  They had 15,000 people make the virtual pilgrimage that year, and are continuing it for those who physically cannot manage it
  • Social media success depends on 80% of your time being spent on planning, strategy and objectives and 20% on technology and tools.

Sandy has written a book called The New Language of Marketing 2.0, of which I have a copy to give away, if you want to win it, email me before June 10th Lara@SocialRabbit.net and tell me about your favourite social media example (it can be your own!) and why you like it, I will then mail the winner the book, plus tell you everyone’s examples.

Karen Stocks from YouTube

  • There are over 400 million users on YouTube
  • The top YouTube channels have over 2 million subscribers
  • The Evian Babies YouTube video increased brand awareness by 11% and purchase intent by 4%  in the UK
  • Successful videos are all about the level of engagement not necessarily sophistication
  • Awesome video on the way things could be going in the future 🙂

Paul Borrud from Facebook

  • There are now over 9 million active users in Australia, of these 3 million access it on their mobile device
  • 60% of Australian users log on daily and spend  3 hours and 50 minutes on Facebook a month
  • Social networking is not about start and stop, but it has to be continuous

Paul’s presentation was very much this is what Facebook can do, and the numbers behind it, nothing ground breaking disappointingly, but more of a sell job – so much for listening to the customer

Alex Crompton from Aussie

  • Earn the sale before you make the sale – I love this
  • Businesses need to offer customers multiple channels to engage with the business – then they can choose what works best for them
  • Aussie have increased their revenue, gross margin and net margin due to deep social media involvement
  • social media supports SEO (in case you didn’t know!)
  • The slide below is good, it tells you the additional benefits that Alex sees from social media (he’s in the picture on the left)

Brian Giesen from Ogilvy

  • Start by listening then plan > engage > amplify > optimise
  • He really recommended listening first if your business is unsure about social media, as you can find out where your customers are, what they are saying, what engages them and it gives you a much better indication of how to move forward

Overall there has been some interesting insights into social media from the two days, however nothing groundbreaking, but some ideas to work on.  If you have any comments I would love to hear them below, plus don’t forget to enter to win Sandy’s book!

Advertisements

1 Comment

Filed under social media

Before your start on Social Media

Good Evening, Social Rabbit here with your guide to the world of social media.

Today’s blog will be filled with furry words of advice to help you have a fantastic social media campaign.  It’s all very much common sense, but often (this Bunny included) we get carried away with the excitement and addictiveness of Facebook/Twitter/LinkedIn/Foursquare etc that we forget to start at the beginning.  DON”T WORRY!  It’s not to late.

You want to use a social network for business, your business, it might be a hair salon, real estate office, coffee shop, accounting firm, clothes store, product or whatever, the rules are the same for EVERYONE.  So you have decided which social networking tool or tools you want to use, now follow these steps;

  1. What is the purpose of what you are doing? For your Facebook page what is the purpose?  Why are you setting it up (because it’s fun doesn’t count), I want real reasons, eg to build a relationship with my audience, to use it to find out more about them, to get my product awareness out to a wider audience etc – get the picture?  This is the same if you are choosing Twitter or LinkedIn you NEED a purpose, if you don’t have one, well it just won’t work as well, and you will find it harder to maintain.
  2. What are your goals? Eg for your Facebook page you want to get 500 likers in the first month and increase the click throughs to your website by x%.  For Twitter it maybe that you want to be retweeted x number of times and gain x number of followers in the first month.  Whatever you decide that your goals are these are something that you can go back to and see how you are tracking and decide if it’s working.
  3. What have you got to offer?  OR What value are you adding?  OR Why should people follow you/connect with you or like you? This is the old “what’s in it for me”.  This should interlink with your purpose, so if your purpose is to “be seen as an expert in social media” the value you add could be in unravelling the mysteries behind social media, helping people to understand it and use it to grow their business.
  4. What are you going to promise? I have said this before that your followers etc have memories like elephants – they never forget.  So if you entice them to your Facebook page with the offer of free ebooks or the chance to win prizes or a daily tip, when they don’t get it they WILL rebel.  Rebelling in the social networking world means de-friending/unfollowing/disconnecting, which when you have worked SO hard to get them is not what you want.

The idea behind following these steps is that when you get stuck and think “oh no what shall I blog about, post, tweet etc.” you know what your purpose, values and goals are so it makes it easier for you to deliver.  PLUS it helps with the consistency of your message, if people know you as a social media expert, then you suddenly start rambling on about how to make apple tart, it’s kinda confusing…  They won’t know what’s happening, they will lose a bit of trust and faith, who is this flaky person that yesterday was telling us how to get more likers on Facebook and now is talking about how to get the pastry just right on an apple tart…..

If you already have your social networking set up, it is NEVER too late to go back and revisit what you are doing and why, and don’t think you have to stay with what you decide forever.  However don’t change your mind daily, but often it can take a while to find your niche that both you and your readers are comfortable with, so by all means try out a few things, but let them know.  For example, when I decided to start Mental Monday’s on this blog to review books, I said that I would see how it goes, but I am not doing it daily, only once a week.  So if say 50% of you guys don’t like it I guess you don’t tune in on Monday’s, but no one has complained yet!  But if you want to make a comment do, I LOOOOOOOOOOOOOOOOOOOOOOOOOOOVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVE comments positive and negative.

Tell me below what you think or on the Social Rabbit Facebook Page.

Leave a comment

Filed under linkedin, Small business, social media, twitter

9 ways to Share to Grow

Good Evening, Social Rabbit here with your guide to the world of social media.

Firstly, an apology for all my avid daily readers, yesterday just completely ran away with me and I didn’t blog, so to make up for it, I will blog twice today 🙂

Today’s topic Share to Grow encompasses all that social media is about, the sharing of ideas, value, results, helping others without expecting a return and growing your business based on the fact that people trust you and love what you are doing.

How you can share to grow:

    1. Write a blog post in your area of interest/expertise and post it on your Facebook page, on Twitter, on LinkedIn etc.  Add it to http://www.ezinearticles.com have it on your website, share what you know with others, believe me it works!
    2. Write a whitepaper (whitepaper’s are basically pdf documents on a topic, usually a few pages long) on your area/passion and give it to people through social media, again it positions you as an expert and allows you to get your brand out there
    3. Create a short video and share it on YouTube/Facebook/Twitter, this doesn’t have to be super high tech, you can see what we do on Social Rabbit TV.  If it’s amusing and/or useful it will go viral spreading the word about your business
    4. If you have done a presentation recently, as I did today, then create yourself a free Slideshare account and upload it.  The presentation I did on using social media for B2B is now up on Slideshare.  If you look around Slideshare you will see that the presentations are sometimes a few slides and sometimes lots, so you just say what you want to and then put your branding on it, just try to make it topical
    5. Use the answers section in LinkedIn (click on the more button on the top navigation to get to it), answer questions from people in your areas of expertise, you will find that you will quickly grow your network and opportunities will start to come your way
    6. Read other people’s blogs and make comments – not just a cool thanks comment, but adding value, it could be an example of when you have seen that working, or asking for more clarification, if you add value feel free to put a link back to your site/blog at the bottom
    7. Write up a case study of your successes with social media/or other topics, tell the world, don’t be modest.  There are lots of doubters on social media out there looking for ideas and suggestions, so tell them what results you can get.  Plus it helps others when they are writing presentations.  For the B2B preso I did today I struggled to find case studies that actually gave results – a lot of people do not share well.  The case studies can be used when responding to blogs, answering questions on LinkedIn, posted on your blog, tweeted out, posted on slideshare and will get you a lot of exposure
    8. If you are using Twitter regularly search on hash-tags that are relevant to your business, and then respond to comments, eg I sent a tweet asking about venues in Brisbane for the events next week, I got a response from a conference centre asking if I needed any help – I liked that
    9. If networking groups are looking for someone to talk on an area you are an expert in volunteer (it’s highly unlikely you will get paid), but it is good exposure for your business, and again positions you as an expert and you can share your knowledge with others.  Don’t forget you can approach them as well.

    The moral to this story is put yourself out there, you are an expert (in something) so show people.  Opportunities do not very often just land in your lap, instead you have to put the work in for them to fall.

    I’d love to hear of any successes you have had sharing with others, please tell me in the comments or on the Social Rabbit Facebook Page.

      2 Comments

      Filed under Blogging, Facebook fan pages, facebook page, linkedin, Small business, social media, twitter

      Mental Monday: The Accidental Billionaires by Ben Mezrich

      Good Evening, Social Rabbit here with your guide to the world of social media.

      Today is mental Monday, when this Rabbit reviews a book, today’s is The Accidental Billionaires: Sex, Money, Betrayal and the Founding of Facebook by Ben Mezrich.

      The story starts in October 2003 and ends in May 2008 with a where are they now in 2009.  It follows Mark Zuckerberg’s progress of building what was initially called “The Facebook” through Harvard and into the business world.  My key take outs from this book were:

      • Mark is a VERY VERY focused guy who will get whatever he wants eventually – regardless of who he has to step on to get it
      • Mark had a very clear vision and nothing stopped him from achieving that vision
      • You need to be passionate about what you are doing to achieve your goals
      • Don’t care what other people think of you, eg Mark attended a meeting with potential investors in his pajamas
      • If you can play the game you can win, eg the pajamas meeting was to make the investors feel that they could control him in business, because obviously he had no idea

      Obviously it is hard to know when reading this book how much is fact and how much the author embellished.  I wonder if Mark actually contributed to the book, it seems very very unlikely.  It is far more likely that his first business partner Eduardo Saverin contributed, there is a lot of info in the book about how Mark basically took advantage of him in the early days and was then “persuaded” to devalue Eduardo’s shares to nothing.

      Regardless of this, the book is all about power, people who want power, people who want to be seen, to be recognised and use their IT skills to stand out where normally they would be labeled “geeks”.  Mark is portrayed as someone who is so focused he will stop at nothing to keep his beloved “Facebook” growing, and yet when people who work with him have fulfilled their usefulness they seem to “disappear”, not in the killing them off sense, but that they are no longer part of Facebook.  The reasons seem to be that they are a liability, or have exhausted their usefulness.

      This is a very easy read, and even it is not 100% true, it is a very interesting story that makes you want to find out what happened to the players in the end, although of course we all know that Facebook survived.

      The main points that I got were that the vision and focus above all else will help you to achieve your goals no matter how big.  This is because you don’t worry about what others think, you don’t worry about upsetting people, you just worry about “your baby” working, growing and succeeding.  Plus if you put in a lot of hard work you will succeed, there are many times in the book when the Facebook team are coding for 4 days straight with no sleep, that is how passionate and driven they are to achieving the results.

      So this weeks book, was perhaps rather frivolous, versa others that have been reviewed, but as in Crush It! it is all about the hard work and dedication that get results.  If you’ve read it tell me what you think in the comments below or on the Social Rabbit Facebook page.

      2 Comments

      Filed under Book Reviews, Facebook case studies, Facebook fan pages, facebook page

      Is Social Media in Real Estate different to other industries?

      Good evening, Social Rabbit here with your guide to the world of social media.

      Today this Rabbit went to a real estate conference, not because I’m about to get into real estate, but because there was a social media speaker there talking about using social media in the real estate business.  The speaker was Matthew Ferrara, an American guy with a background in real estate, below is him in action on stage in Sydney.

      It’s always interesting to hear what other people have to say on social media, and these are the tips I picked up…

      1. Use social media to a) build your business and b) to learn from your customers, not advertise to them
      2. In social media do activities that create a dialogue with your customers and enables you to learn from them
      3. Look for a way to give your customers value
      4. Your job in using social media is to a) show up, b) watch, c) listen and d) learn
      5. Australian’s are on social networking sites on average more hours a month (7 hours) than people in any other country
      6. Get on fewer networks with a deeper presence rather than spreading yourself across lots
      7. Make your page/profile engaging not just a brochure
      8. Be aware that different networks have different norms, eg LinkedIn is a professional site, whereas Facebook is more relaxed.
      9. Use profile pictures to attract attention in people’s news feeds
      10. Interact with people as you would in real life, imagine you are talking to them at a lunch, rather than just bombarding them with information/things to buy or info on your business
      11. Use a “share to grow” strategy, which is about being a multiplier, creating posts that add value and people want to share
      12. Use WIFT (what’s in it for them) when writing posts
      13. Don’t over advertise to your readers, he recommends 1 ad to 50 value add posts
      14. Regularly search what people are posting and reposting about your business, so that you can see what they like to share
      15. Integrate social media into your current sales and marketing plan
      16. Focus on one network that cascades into others (eg Facebook to Twitter)

      My favourite from Matthew’s talk is his idea of a “share to grow” strategy, this is going to be a topic covered in a future post.  This is about value adding to grow your network, because people will share something if it makes them laugh, gives them new info, gives them new skills or ideas.  Of course I have talked lots previously about adding value and engaging customers, but haven’t put it into a phrase.  It was very interesting to see a speaker talk on something this Rabbit is an expert in and how he phrases things.  I am not sure if I agree with the 50-1 advertising to value add ratio, this really does depend on your community, your business and your purpose for social media.  I don’t think that there is one hard and fast rule, it can vary greatly.  But, it is interesting to see what people think should be done, I think we should try out different things and see what works.

      Finally to come back to the question posed on this blog: Is Social media in real estate different to other industries?  The answer is NO, social media in any industry is about building relationships, communities and adding value.

      Have you seen a good speaker lately that has made you look at a topic in a different way?  Tell me in the comments or on the Social Rabbit Facebook page.

      3 Comments

      Filed under Facebook fan pages, facebook page, linkedin, Small business, social media

      5 Things to NEVER do on Your Facebook Page

      Good Afternoon, Social Rabbit here with your guide to the world of social media.

      Many of you may not be aware that there are some definite “no-no’s” on a Facebook Page, so today I thought that I would cover those.

      1. Don’t delete negative comments
        LUUUUUUUUURVE those negative comments.  Negative posts and comments are an ideal way to show people a)  How good your customer service is, ie you listen and address issues, b) That you care, c) That you are monitoring your page and are engaging with your readers and d) You can turn someone who is moaning about you into a raving fan just because of how positive the experience of you addressing the issue is.
      2. Don’t promise and not deliver
        We can all get carried away and promise the earth to get people to join our page, and then not actually deliver.  But remember Facebook Page “likers” are like elephants, they never forget.  People will get turned off if they joined because you promised x and they never see it, this could be that your page will offer tips on gardening, or free ebooks, or regular updates on the state of the nation.  Note that they may not “de-like” your page straight away, but with personal Facebook profiles limited to liking 500 pages, your page may be replaced if they don’t feel it is delivering what it promised.
      3. Don’t ignore your “likers”
        If someone posts or makes a comment on your page respond to them.  People want to feel acknowledged and loved and you can do this by commenting back to them.  If they know that you are listening (which they assume you are if you post a reply) then they will want to comment/post more because it makes them feel that you value what they have to say.
      4. Don’t get obsessed with the numbers
        Don’t check the number of “likers” on your page hourly and then get disheartened if 2 have fallen off.  Remember it’s not about the quantity, it’s about quality.  Again don’t get too disheartened if people aren’t commenting too much.  On the Social Rabbit Page there aren’t that many comments and yet there are a lot of people who tell us how much they enjoy the posts, but they don’t post it on the page.  So don’t take it personally, and don’t obsess about it.  If you do have a huge drop off then look at what happened leading up to that drop off and use it as a learning to move forward.
      5. Don’t make it hard for people to contact you
        Remember that social media is all about being social… and for those of you out there who don’t like dealing with people – tough!  That is what you need to do, you need to care, make them people special and enjoy the interaction with them.  Don’t not include your email or phone number on the page because you don’t want to be contacted – encourage people to contact you, encourage the feedback and you will grow a community and build relationships that will help your business.

      I hope readers that you aren’t doing any of these 5 things, and if you are please fix it up.  You will have a much better page and community as a result of it.  I will give you examples in a later post of pages that are doing these well to give you ideas and suggestions for your page, so watch this space.

      In the meantime help us reach our target of 3000 people who like the Social Rabbit Page by the end of May.  When we get there we will release a free document of 101 Facebook tips, so please refer your friends.

      2 Comments

      Filed under Facebook fan pages, facebook page, Small business, social media

      Facebook Friday: I Give A Buck

      Good Morning, Social Rabbit here with your guide to the world of social media.

      Today’s Facebook Friday page is a charity called I Give a Buck! Foundation of Australia Ltd.  Their mission is to raise $100k a year for disadvantaged Aussie kids.

      What’s working:

      • They have their username – tick 🙂
      • Regular posting (daily by the looks of it)
      • Good commenting when others comment
      • The video is great, there should be more of these types of videos, or even use the content from the video (the facts) on the page

      What to Improve:

      • The website address in the text box under the logo needs to have http:// so that it hyperlinks, however they have put it next to their founded date as well, so maybe they should save the space in the text box and use it to explain more about what they are doing using keywords.
      • There are numerous typos (text and numbers) in the text box and on the info tab, not a good look
      • The logo gets lost on the page, as the text is very small and it doesn’t really give a good idea of what they do, prehaps put a picture of a child that they have helped and the amount of money it took, to give people a real idea of what it is all about
      • Get a landing/welcome tab, I say this EVERY week, but no one listens to me 😦  IT makes a MASSIVE difference, you could ask people to donate straight off the landing page and link it back to your site, you could have a newsletter sign up box on there and include the video that is on the side of the page
      • The page posts don’t engage people enough, there aren’t many comments, they need to be asking questions, talking about the children that they are raising money for, getting opinions and basically getting people involved.
      • The posts on the page also assume that people know what is going on, for example, the post on the entertainment books, when posting don’t assume that people know anything and help them out
      • There is nothing on the discussions tab, so either start a discussion or ditch it
      • There is a poster for Penny’s appeal on the website, this should be included in the photo album on Penny to help people understand more about it
      • The boxes tab and the notes tab contain exactly the same information, so I would get rid of the boxes tab and keep the notes tab.  The notes tab could be used for an ongoing update on the appeals
      • Could you add a store tab to the page so people can donate straight from the page using paypal?
      • Videos are a very powerful medium with this kind of charity, why not use video to pull at people’s heart-strings?  maybe a parent testimonial
      • The priority kids program is mentioned on a post, but there is nothing else about it, I think what confuses me on this page, and the website is that it talks about giving a buck to an appeal of your choice on the website and that their aim is to change the life of children, but in actual fact there is only one running for Penny.  I am not saying that this is a bad thing, but why not focus people’s effort on that appeal and change the profile picture and info box to reflect this, if there is only going to be one child supported at the time then focus on that one rather than making it generic.
      • If the goal is $100k a year, why not have a tally ongoing, either in the form of an app or just written in the info box, so people can see clearly what has been achieved and that they are making a difference
      • What about creating a virtual gifting app that people pay for and the money all goes to the foundation
      • Maybe make it more visual as to what has been achieved, with a photo of the item the money is being raised for but blank out part of the item and as more money is raised more of the item is revealed.
      • What about telling people how you actually decide which children you fundraise for?  Can people nominate children?
      • Try posting on other relevant pages to encourage traffic back to the page, eg go to children’s products pages or parenting pages

      Obviously charities are up against a lot of competition for people’s cash, so the challenge is to make it easy for people to donate, so this needs to be looked at, and also make it easy for people to understand what their money goes towards.  Do not assume that people will go to the website to find out, make it easy for them.

      Hopefully this blog post will help I Give A Buck to increase the number of visitors to their page.  If you have any other suggestions for them please post them on their Facebook page, or the Social Rabbit page.  If you’d like your page reviewed by the Chief Rabbit please comment below or on the Facebook page.

      3 Comments

      Filed under Facebook fan pages, facebook page, Small business, social media