social media - the 'why' - the psychology of what we use it & engage
DESCRIPTION
A talk delivered at The Lotteries Council Conference 2014, on the subject of what we use social media and why we engage on it - understand that and you can craft your content to have more context and boost engagement.TRANSCRIPT
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www.thenetadvantage.co.uk
Social Media – the ‘WHY’
@JanMinihane
#lotteriescouncilconference2014
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Overview
#lotteriescouncilconference2014www.thenetadvantage.co.uk
•WHY the ‘why’ is important
•WHY we use each Social Media Network
•WHY we engage
• WHY should ‘fans’ share/comment/like your stuff?• WHY will people sign up?
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WHY is the ‘why’ important?
#lotteriescouncilconference2014www.thenetadvantage.co.uk
What YOU say about your organisation IS important …
BUT
What OTHERS say about you is MUCH more important
More Brand advocates = more engagement
More engagement should = more sign-ups & donations
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Why we use Social Media
#lotteriescouncilconference2014www.thenetadvantage.co.uk
Get latest news
Show off Keep in touch Let off steam
Networking Make money Inform others Social proof
Ease boredom/loneliness
Boost self esteem
Make a difference
Organise events
‘Stalk’ celebrities
Promote ourselves
Be part of community
Get offers/discounts
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Why we use each Social Media Network
#lotteriescouncilconference2014www.thenetadvantage.co.uk
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www.thenetadvantage.co.uk
WHY do we engage?
(AKA post, share, like, comment, retweet, +1, repin, check-in ...)
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Why do we engage?
#lotteriescouncilconference2014www.thenetadvantage.co.uk
… because we HAVE to:
•Competition entry•Offers•Discounts
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Why do we engage?
#lotteriescouncilconference2014www.thenetadvantage.co.uk
… because we WANT to …
•Fun Stuff•Passions/interests•Newsworthy•Compassion•Events•Causes•Check-ins
•RELEVANCE
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Why do we engage?
#lotteriescouncilconference2014www.thenetadvantage.co.uk
… because we think we SHOULD …
•Causes•Liking friends business pages•RIP’s•Birthdays•Sympathy
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Engagement – let’s start with how to get it ‘wrong’
#lotteriescouncilconference2014www.thenetadvantage.co.uk
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Engagement – let’s start with how to get it ‘wrong’
#lotteriescouncilconference2014www.thenetadvantage.co.uk
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Engagement – let’s start with how to get it ‘wrong’
#lotteriescouncilconference2014www.thenetadvantage.co.uk
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Engagement – let’s start with how to get it ‘wrong’
#lotteriescouncilconference2014www.thenetadvantage.co.uk
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Engagement – let’s start with how to get it ‘wrong’
#lotteriescouncilconference2014www.thenetadvantage.co.uk
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www.thenetadvantage.co.uk
So … how do you get it ‘right’?
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What can you offer that’s a little bit different?
#lotteriescouncilconference2014www.thenetadvantage.co.uk
Think beyond your initial audience …
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What can you offer that’s a little bit different?
#lotteriescouncilconference2014www.thenetadvantage.co.uk
Crowdsource what your ‘fans’ want to see
Why?•Makes followers feel part of the process•Delivering what visitors want•More likely to remain a fan
How?•Um, ask them!•Run a survey (incentivised)
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What can you offer that’s a little bit different?
#lotteriescouncilconference2014www.thenetadvantage.co.uk
Never underestimate the power of the call to action….
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What can you offer that’s a little bit different?
#lotteriescouncilconference2014www.thenetadvantage.co.uk
Never underestimate the power of the call to action….
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What can you offer that’s a little bit different?
#lotteriescouncilconference2014www.thenetadvantage.co.uk
Think ‘quality’ not ‘quantity for CTA’s …
DON’T … What is your opinion on this?
DO … We’re curious, what do you think about this?
DO … We can’t agree in the office, we need your input?
Show you care about what your followers think!
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What can you offer that’s a little bit different?
#lotteriescouncilconference2014www.thenetadvantage.co.uk
Give your audience exclusive content - behind the scenes, day in the life of…
Why:•Compelling reason to follow you•Makes them feel more part of what you offer•Easy content fillersHow:•Engage members of staff from around organisation to contribute•Post regularly so followers learn to expect it•Video tour behind the scenes
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What can you offer that’s a little bit different?
#lotteriescouncilconference2014www.thenetadvantage.co.uk
And don’t forget the obvious … •FIND the optimal volume of content
•DON’T over promote – 80/20 rule (at least!)
•NICHE IT – cocktail party phenomenon
•MORE FORMATS = more consumption
•Think EMOTIONAL NARRATIVE
•FOSTER your brand advocates
•Use EMOTICONS (!) ;-)
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What can you offer that’s a little bit different?
#lotteriescouncilconference2014www.thenetadvantage.co.uk
And maybe, just maybe, scale down your social media presence (!)
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Final Thoughts
#lotteriescouncilconference2014www.thenetadvantage.co.uk
• Put yourself in the shoes of your audience
• Understand what works best on each site
• Ask your audience what they want
• Don’t insult your audience for quick engagement wins
• For content, think beyond the initial ripple
• Enjoy it [seriously]!
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www.thenetadvantage.co.uk
Let’s carry on the conversation….
twitter.com/janminihanefacebook.com/jan.minihane
uk.linkedin.com/in/janminihanegplus.to/janminihane
pinterest.com/janminihane
Get posting: #lotteriescouncilconference2014