Social media for swim instructors & swim coaches - take your social media to the next level!

Presenter: Yvette Adams

ABOUT ME:YVETTE ADAMS

● Born and raised in NZ from 0-21 years (Wellington)● First job was with equivalent of Aus Sports Commission in

NZ - the Hillary Commission● Travelled for most of my 20s, using London as a base -

worked as a journalist & editor around the world● Two children - aged 11 and 14● Started 6 businesses, sold 2, run 3 now● Won ICT (Information Communications Technology)

Woman of the Year at iAwards in 2013, Entrepreneurial Award at the Women in Technology Awards in 2012 and the Commonwealth Business Owner of the Year at the Telstra Business Women’s Awards in 2010 (Queensland).

● Have my own online show about young entrepreneurs - download and watch it on BRiN

● Sunshine Coast, QLD based (but love any excuse to come to travel and do often)

● Ex swimmer, lifesaver & water polo player● Been using social networks extensively since 2007

● 10 reasons why you should care about social media

● What are the major social networks? How many users do they each have? What kinds of users?

● What about the newer networks? Pinterest? Instagram? Snapchat? Google+? What are they? Should you be on them?

● Defining your objectives ● Defining your target market ● What is your brand voice ● Structure - Profiles, pages, groups, likes,

followers - what does it all mean ● The social media success wheel ● Content creation ● Post, manage and respond ● Analyse, report & improve

WHAT WE’LL COVER TODAY

10 REASONS YOU HAVE TO CARE ABOUT SOCIAL

IT’S ABOUTREASON 1: It’s not about word of mouth anymore…

REASON #2: PEOPLE EXPECT YOU TO BE THERE...

REASON #3: IT HELPS DRIP FEED YOUR MESSAGES TO GO FURTHER TO MORE PEOPLE

REASON #4: YOU CAN REMARKET TO PEOPLE WHO HAVE VISITED YOUR WEBSITE, ADDING ANOTHER MARKETING

TOUCH POINT!

REASON #5: YOU CAN MARKET TO YOUR COMPETITORS FOLLOWERS!

REASON #6: YOU CAN MARKET TO PEOPLE LIKE YOUR EXISTING DATABASE AND EXPAND YOUR BUSINESS QUICKER

REASON #7: YOU CAN GET INSIGHTS THAT CAN DRIVE YOUR BUSINESS ACTIVITIES

REASON #8: YOU CAN MONITOR & MANAGE YOUR ONLINE REPUTATION / FIND OPPORTUNITIES

REASON #9: YOU CAN MARKET AT THE PRECISE OPTIMUM TIME THAT YOUR AUDIENCE ARE ONLINE & INTERESTED

“In a world where every consumer is a reporter, every business owner and employee should be a

marketer.” - Scott Stratten of Unmarketing

REASON 10. EVERY EMPLOYEE SHOULD ALSO BE A MARKETER

social media

INTRODUCING THE 7 STEP ‘SOCIAL MEDIA SUCCESS WHEEL’

5. Create Content

4. Set Up Social Sites – Professionally!

7. Analyse and Improve

1. Set Objectives

3. Social Media Brand/Voice

2. Target Market

6. Post, Respond, Connect & Manage

oBJECTIVES FACEBOOK OFFERS THROUGH THEIR ADVERTISING

STEP 1: SET OBJECTIVES

ACTION:

DEFINE 1-3 OBJECTIVES FOR YOUR ORGANISATION ON SOCIAL MEDIA

STEP 2: UNDERSTAND YOUR EXISTING AUDIENCE & DEFINE YOUR TARGET AUDIENCE

STEP 2: UNDERSTAND YOUR EXISTING AUDIENCE: CHECK YOUR PAGE INSIGHTS

CHOOSING YOUR AUDIENCESTEP 2: DEFINING YOUR TARGET AUDIENCE ON FB ADVERTISING

ACTION:

DEFINE YOUR TARGET AUDIENCE

STEP 3. SOCIAL MEDIA BRAND VOICE – HOW WILL YOU TALK, WHO WILL YOU LINK IN WITH, AND WHAT WILL YOU TALK

ABOUT?VOICE: What sort of

company/person are you?

• Fun and friendly?• Corporate?• Industrial/blokey?• Prim & proper/royal

English?

TOPICS: What are safe topics which are definitely

of interest to your audience

• Entrepreneurship• Social media• Female leaders• Creativity• Start up• Tech trends

INFLUENCERS: Whose posts can you share,

comment on, gain inspiration (non

competitive)

• Business Insider• Buffer• Social Bro• ADDA• AIMIA• ANZIAEXERCISE:

COMPLETE YOUR WORKBOOK AND DEVELOP YOUR OWN ‘BRAND VOICE’

LOOK WHAT WE MADE FOR OUR MOBILE COFFEE VAN CLIENT..

ACTION:

WHAT IS YOUR BRAND VOICE? TOPICS? INFLUENCERS?

DOCUMENT THIS TOWARDS YOUR SOCIAL MEDIA STRATEGY

2002 2004

2005 2006

SO WHAT SOCIAL NETWORKS ARE OUT THERE ANYWAY?

2010+

Business Pages 2012

BUT WAIT THERE’S MORE…

2011 + Business Pages

2012

2010 - Acquired by Facebook for $1bn in

2012.Business pages

added in Aug 2016.

2011 – now 100 million

daily active users

SO WHAT SOCIAL NETWORKS ARE OUT THERE ANYWAY?

SOCIAL MEDIA STATS AUSTRALIA

Source: http://www.socialmedianews.com.au

STRUCTURE OF SOCIAL NETWORKS

Personal PROFILEFor you, the individual

Connect with “FRIENDS”

Business PAGESFor your

business/organisation.Users chose to

“LIKE” your page(a PROFILE needs to be

an ADMIN

GROUPSCan open, closed

or secret, for you to group with other

Profiles/individuals

EVENTSCelebration, event,

launch, etcCan be set up from

Profile or Page

STRUCTURE OF SOCIAL NETWORKSNETWORK Profiles Business Pages Groups Events

Facebook ✓ ✓ ✓Can be Public, Private

or Secret

✓

Twitter NO DIFFERENCE BETWEEN PROFILE

OR BUSINESS

NO DIFFERENCE BETWEEN PROFILE

OR BUSINESS

NO NO

Instagram ✓ ✓ NO NO

YouTube NO DIFFERENCE BETWEEN PROFILE

OR BUSINESS

NO DIFFERENCE BETWEEN PROFILE

OR BUSINESS

NO NO

Linkedin ✓ ✓ ✓Can be Public or Private

NO (no longer)

Pinterest ✓ ✓ NO NO

G+ ✓ ✓ ✓ (called communities)

✓

HOW TO FIND WHAT YOU ALREADY HAVE (& WHAT YOUR COMPETITORS HAVE TOO)

FACEBOOK PAGESTOP TIPS:

The cover image is good real estate - use it (and change it from time to time!)

The profile image should be your logo & render well soon.

Page likes are not everything, but you should have some sort of base to command credibility

Call to action - what works best for your business

Is your page verified?

Have you got the right categorisation

What is your star rating?

How many reviews have you got?

What is your response rate and average response time?

FACEBOOK PAGES

BETTER

OK

ORIENTATION AROUND FACEBOOK PAGE SETTINGSTOP TIPS:

- Allow reviews (in fact encourage them!)

- Allow visitor posts- Verify your page- Consider page roles - have at

least 2 administrators- Enable auto responses (under

messaging)

VERIFY YOUR PAGE

MAKE YOUR ACCOUNTS LOOK GOOD WITH GREAT GRAPHICS! INTRODUCING… CANVA!

HOW TO LOOK GOOD - GOOD EXAMPLE

• Should all align on profile image selection to enforce brand recognition, but perhaps distinguish with a word.

• Should all align philosophy on cover graphic - perhaps these could be professionally created and supplied monthly with offers/specials OR personalised to feature the local people/interior/exterior etc?

•

HOW TO LOOK GOOD - NOT SO GOOD EXAMPLE

ACTION:

WHAT ACTIONS DO YOU NEED TO IMPROVE YOUR FB PAGE?

WHAT ABOUT OTHER SOCIAL CHANNELS

GET THESE APPS TO USE FACEBOOK ON YOUR PHONE

STEP 5: CREATING CONTENT• Ask questions• The 10% will get the

most interaction• Be brief – less than 80

characters ideal - think in headlines.

• Give opinion• Share the load – get

others to ‘feed in’ A highly engaged post for our client Digital Careers Australia.

GETTING THE CONTENT MIX RIGHT: OUR 30/30/30/10 FORMULA

GIVE VALUE - NO SALE IN IT FOR YOU

OR THE NEXT PERSON

INSPIRATION - MEMES,

CARTOONS, QUOTES, PHOTOS

SELF PROMOTE - COMPANY NEWS, NEW HIRES, AWARD WINS,

SPECIAL OFFERS, NEW PRODUCTS ETC.

PROMOTE OTHERS

NOTE - SOME POSTS MAY BE ‘HYBRID POSTS’ i.e. THEY ARE A CROSS BETWEEN THESE

DEFINITIONS.

5. Create Content

DON’T EVER POST WITHOUT AN IMAGE! IT INCREASES VISIBILITY BY 40%

● Images with your people ‘in situ’ are great● Emotion is great● Images of your actual customers or people very like your target

customers are best● Get a store of images for future use?● Ideas include:

○ Team special occasions○ Regular customers○ Success stories○ Create branded quotes?

EXERCISE: WHAT IMAGES DO YOU HAVE OR COULD YOU PRODUCE?

LOOK WHAT WE MADE FOR OUR MOBILE COFFEE VAN CLIENT..

POSTING MULTIPLE PHOTOS!

DISCUSSION:

WHAT IMAGERY DO WE HAVE TO PLAY WITH?

DOES HEAD OFFICE PRODUCE IT OR DO WE?

COULD WE COLLABORATE AND SAVE ON ‘REINVENTING THE WHEEL’?

VIDEO WORKS REALLY WELL ON SOCIAL...

SO DOES FACEBOOK LIVE● People get ‘curious’ and click ‘StellaRossa is now live’● Video content gets good reach, despite algorithim updates● Video content communicates via sound + sight● Live video sits on your page as content● Live video content once on your page can be boosted too!● Ideas include:

○ Testimonials○ Unpacking new coffee○ Making coffee or food○ Serving food +++

EXERCISE:

WHAT LIVE OR GENERAL VIDEO CONTENT COULD YOU PRODUCE?

THEN THERE ARE STORIES TOO!● Can be image or video based● Can ‘string together’ stories to … tell a story● Short lived content, can be highly engaged, but more work

to produce● Popular in instagram and Snapchat, now available in

Facebook too● Currently Facebook only has stories for individuals but

business stories in beta mode and offered to some users via mobile app currently (due out soon)

EXERCISE:

WHAT STORIES COULD YOU PRODUCE ON FACEBOOK, INSTAGRAM OR SNAPCHAT?

INSTAGRAM STORIES!

TIMING OF YOUR POST IS EVERYTHING TOO...

On 21 January 2014, Facebook put through a game-changing algorithm update, forcing all business users to seriously consider

advertising just to have their posts be seen on Facebook. In January 2018 this got even tougher. The short of it is, if you don’t

spend on Facebook, you might as well not bother at all.

FACEBOOK BOOSTED POSTS...

● Expect to pay at least $1-$2 per action

● Minimum $20-$30 / post● Bet on ‘winning horses’ or self

promotional posts ● In short, you WILL need a budget

6. POST, MANAGE, RESPOND

MESSAGING - SET UP INSTANT

REPLIES

You need to respond to at least 75% of the messages within a day or less to show response time on your page.Currently set to "Typically takes more than a day to reply" with 100% response rate.

COMMENTSComments are generally public. You can:

● Like● Reply● Message privately● Hide

We recommend you do something, and only hide if ABSOLUTELY necessary.

If you message, remember they could screenshot and share.

MESSAGING - CHAT BOTS ARE VERY EXCITING & ALREADY HEAVILY IN USE!

WEBINAR ON CHAT BOTS HAPPENING 10 MAY. SEE: https://www.thecreativecollective.com.au/events

STEP 7 - ANALYSE & IMPROVE

1. More likes or followers?2. More engagement? The number of people sharing, liking and commenting on your

posts?3. Specific business related outcomes i.e. recruitment - increase in quality candidates for

available positions enquiring via social channels4. Improved Sentiment – i.e. Level of positive discussion about brand/organisation

generated online across social networks 5. Web traffic - Increase of Unique Visitors to websites per month from social channels?6. Increased database via social channels?7. Leads from social channels?

First - how will you measure success? What are you shooting for?

EXERCISE: COMPLETE YOUR WORKBOOK DEFINING HOW YOU WILL MEASURE SUCCESS

RECAP ON THE 7 STEP ‘SOCIAL MEDIA SUCCESS WHEEL’

5. Create Content

4. Set Up Social Sites – Professionally!

7. Analyse and Improve

1. Set Objectives

3. Social Media Brand/Voice

2. Target Market

6. Post, Respond, Connect & Manage

QUESTIONS? ?

THANK YOUadmin@thetrainingcollective.com.au

(07) 5451 1315

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