Downloaded 18 times
![Social Media Training for Booksellers Clayton Wehner - Blue Train Enterprises M: 0438 925 613 E: [email_address]](https://image.slidesharecdn.com/socialmediatraining-aba-111010045703-phpapp02/75/Social-Media-Training-for-the-Australian-Booksellers-Association-1-2048.jpg)
![And that’s it… This presentation can be found at: http://www.bluetrainenterprises.com.au/abatraining My details: Website: www.bluetrainenterprises.com.au Email: [email_address] Twitter: @bluetrain Skype: bluetrainenterprises I’m also on Facebook, LinkedIn](https://image.slidesharecdn.com/socialmediatraining-aba-111010045703-phpapp02/75/Social-Media-Training-for-the-Australian-Booksellers-Association-117-2048.jpg)
Uploaded byClayton Wehner
Social Media Training for the Australian Booksellers Association
This document provides an overview and summary of a social media training session for booksellers. It discusses the rise of social media use in Australia and how businesses can develop social media strategies. The training covers background on social media trends, popular platforms like Facebook, Twitter, blogs and video, potential risks, and principles for successful social media engagement including objectives, content, and monitoring. Attendees are encouraged to start engaging with social media by setting up profiles, posting content, and connecting with industry contacts and groups.
More Related Content
Similar to Social Media Training for the Australian Booksellers Association
Social Media Training for the Australian Booksellers Association
- 1. Social Media Trainingfor Booksellers Clayton Wehner - Blue Train Enterprises M: 0438 925 613 E: [email_address]
- 2. A short arousalvideo… http://www.youtube.com/watch?v=nrlSkU0TFLs
- 3. How social mediaswitched on are you? Who is on Facebook? More than 200 friends? Who maintains a Facebook Page for their business? Who is on Twitter? Anybody got a blog?
- 4. Scope of today’straining Part 1 – Background on the social media phenomenon and a quick methodology for its use Part 2 – The technologies available to you – Facebook, Twitter, blogs etc Part 3 – The risks of social media Part 4 – Principles for implementing a successful social media strategy
- 5. The Vibe RelaxedLots of video and fun stuff Ask questions at anytime There might be a few questions for you… Don’t need to take copious notes…you can find this presentation at: http://www.bluetrainenterprises.com.au/abatraining
- 6. Part 1 Background& a Methodology
- 7. Aussies going online…28% of users are spending > 3 hours online a day A further 23% spend > 1 hour online a day
- 8. Aussies going social…8.7 million Australians visited a social networking site in June 2010 44.3% of Australians have a Facebook account (9.4m accounts)
- 9. Aussies going mobile…2.4 million Australians accessed the web via a mobile device in June 2010 (and most are using social media on these devices)
- 10.
- 11. Aussies using tablets& readers… In January 2011, Amazon sold 115 Kindle eBook Downloads for every 100 Paperback Book sales
- 12. Aussie organisations lagbehind 75% of Australian small-to-medium enterprises DON’T do social media 30% of Australian SMEs rarely update the content of their business website 78% of Australian SMEs don’t use their websites for e-commerce (ie. selling stuff) Only 14% of SMEs use email marketing
- 13. And book retailersunder pressure… Aussie dollar very high Interest rates going up A slew of overseas buying options with cheap shipping arrangements Big retailers up in arms about overseas operators avoiding GST (thanks for promoting them, Gerry Harvey) Universal access to fast internet connections Growing trust in the security of online shopping Greater complexity in life means that people seek convenience Copyright protectionism on Australian books
- 14.
- 15.
- 16. Evolution of theweb Web 1.0 = ‘one way web’; reading static web pages; ‘brochureware’ Web 2.0 = ‘two way web’; interaction, community, collaboration Web 3.0 = The ‘semantic’ web; artificial intelligence; high levels of personalisation, individually-tailored web experience
- 17. What is SocialMedia? Social media is ‘media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques’ Blogs, micro-blogging, social networking, video/file sharing, wikis, social bookmarking, community sites and more
- 18. These are all‘social media’ too… Location-based social networking sites – eg. Foursquare Other social networking sites – eg. MySpace, Orkut, Hi5, Bebo Really Simple Syndication (RSS) Social bookmarking sites – eg. Digg, Delicious, Technorati Wikis – eg. Wikipedia, Google Sites Content sharing sites – eg. Flickr, Slideshare Blogs Discussion boards / forums – eg. Yahoo! Answers Crowdsourcing / outsourcing – eg. Elance, 99designs Virtual communities – eg. Second Life Voice over IP – eg. Skype Instant Messaging – eg. ICQ Podcasting The mobile web – iPhones, Blackberry, Android, iPads, Kindles
- 19. Social Media inplain English… http://www.youtube.com/watch?v=MpIOClX1jPE
- 20. Steady on, tiger…‘ I need to be on Facebook because everybody else is’ – WRONG! Tendency to start with the ‘technology’ first Need to focus on the target audience, objectives and strategies, before considering the technologies… Why? Because the technologies might not be appropriate for your organisation
- 21. POST Methodology Pis for PEOPLE O is for OBJECTIVES S is for STRATEGIES T is for TECHNOLOGIES Forrester Research
- 22. POST – asocial media strategy People Who are you targeting? Certain demographic, multiple demographics Objectives What do you want to achieve? More sales? Engagement? Awareness? Strategies How do your propose to achieve your objectives? Competitions, special deals, provision of information, email marketing Technologies Which technologies will you use to implement the strategies? Email, Facebook, Twitter, blogs, video, etc. Forrester Research
- 23. Get your websiteright first… BUT before getting too creative with social media, get your website right first Your website is the core element of your web presence
- 24.
- 25. Are you awake– pop quiz, hot shot… Blog is the shortened form of what? How many characters can a tweet contain? What does RSS stand for? Facebook emanated from which US university? Who owns MySpace?
- 26. The Answers Blogis the shortened form of what? WEB LOG How many characters can a tweet contain? 140 CHARACTERS What does RSS stand for? REALLY SIMPLE SYNDICATION Facebook emanated from which US university? HARVARD Who owns MySpace? NEWS CORPORATION
- 27.
- 28. Part 2 TheTechnologies
- 29. Become a consumerfirst… Join the online book community – learn, discuss and share info with like-minded people Get a Facebook account and become a ‘fan’ of book industry pages Get a Twitter account and ‘follow’ book industry people Get a LinkedIn account and ‘connect’ with your business associates, suppliers, clients etc Get a feed reader (Google Reader) and subscribe to industry blogs and RSS feeds
- 30.
- 31.
- 32.
- 33. Blogs in plainEnglish… http://www.youtube.com/watch?v=NN2I1pWXjXI
- 34. Get bloggin’ Anybodycan be a content publisher – not just the media companies Establish yourself as an ‘authority’; build credibility Write interesting, provocative posts to engage with readers Write short articles; write regularly – maybe twice a week Start at http://www.wordpress.com for free Transition to a domain hosted blog later – ie. http://www.yourdomain.com/blog
- 35.
- 36. No. 1 blogin Australia “ I earn a six figure income each year from my blogs… it’s probably creeping more towards seven figures per year now…”
- 37.
- 38.
- 39.
- 40.
- 41.
- 42.
- 43.
- 44. An exercise foryou… Pair up Take 2 minutes to come up with one idea for a blog post that relates to books Share it with everybody…
- 45. Facebook & SocialNetworking http://www.youtube.com/watch?v=6a_KF7TYKVc
- 46. Facebook it upfor your biz Over 750 million active users! Has overtaken Google in US as most viewed website ‘ Facebook Pages’ are for businesses (not standard profiles or Groups) Set it up in seconds at www.facebook.com/pages
- 47.
- 48.
- 49. Extending your Facebookpresence Claim your vanity URL at www.facebook.com/username once you have 25 fans Add custom tabs with your own content Use apps to extend the functionality of the page – try North Social for sweepstakes, fan offer apps Display a splash page for non-fans that asks them to become fans
- 50.
- 51.
- 52.
- 53.
- 54.
- 55. Twitter in plainEnglish… http://www.youtube.com/watch?v=ddO9idmax0o
- 56. Start Tweet, Tweet,Tweetin’ Micro-blogging; 140 character limit – basically ‘SMS on the web’ (but best done via a mobile device) You follow people, they follow you; your ‘tweets’ are seen by your followers, you see the ‘tweets’ of people you follow Many people write off Twitter: who would be interested in this seemingly banal, nebulous information?
- 57.
- 58.
- 59. What are thoseweird characters, man? Hash tag # - designates a topic (eg. #abaconf11) @ symbol – designates a Twitter user (eg. @boomerangbooks Allows Twitter users to search for tags and to isolate tweets that contain that tag
- 60.
- 61. I’m entering @Crust_Pizza #CrustFreePizzaFriday
- 62. Ocea Beauty Bar,College Park
- 63. Insurance salesman –29K followers!
- 64.
- 65.
- 66.
- 67. Automate & centraliseposting Posts on a blog, Twitter, Facebook, Linkedin etc can be ‘ported’ between one another using a variety of tools, removing the requirement to post manually on multiple sites. Twitterfeed ( www.twitterfeed.com ) sends blog posts to Facebook and Twitter Desktop tools (and mobile phone apps) like Tweetdeck and Seesmic can be used as a central hub for posting to multiple social networks at once
- 68.
- 69.
- 70. Integrate & enablesharing To grow your social media community, make it easy to connect/follow by integrating social media elements into your pages and enabling sharing options Social bookmarking buttons FB Like buttons Google+1 buttons FB Boxes Twitter widgets To implement, it’s normally just a small piece of code that is added to your page HTML – ask your geek!
- 71.
- 72. Online video -Where in the World is Matt? http://www.youtube.com/watch?v=zlfKdbWwruY
- 73. Online video Videois the biggest growth area on the web as bandwidth and online storage increases Over 24 hours of video every minute is uploaded to YouTube YouTube is now the world’s second largest search engine Video can be done cheaply with a handheld camcorder Copy the file to your computer and then upload to YouTube within minutes Embed the video in your website or blog using the special code…
- 74.
- 75.
- 76.
- 77. Start an internalwiki to store stuff Hawaiian term for ‘quick’ A website created by a group of people who have the ability to contribute and modify content Often used to create collaborative and community sites – best known site is Wikipedia Great for internal collaboration – think intranets, knowledge management, document sharing
- 78.
- 79.
- 80. Part 3 The risks of social media
- 81. It’s all outthere… Who has googled themselves? Ex-girl/boyfriends?? Social media sites can be very insightful about individuals Ethical? Legal? Make sure that your own internet ‘footprint’ is ‘above board’
- 82. "Kyle Doyle isnot going to work, f*** it I'm still trashed. SICKIE WOO!"
- 83.
- 84. The big longlist of risks for organisations… Breach of security Breach of privacy Compromised passwords / hack attempts Viruses / phishing Online harassment or cyber-bullying between workers Slander / libel / defamation Online fraud and deception Disgruntled former employees Not to mention hits to your brand…
- 85.
- 86.
- 87. "Rove and Tasmalook so cute ... hope she doesn't die, too" "I do so hope Bindi Irwin gets laid” Catherine Deveny sacked by The Age for Tweets
- 88. The power ofTwitter (5,000+ followers)
- 89.
- 90.
- 91.
- 92.
- 93.
- 94. Part 4 Principles for success
- 95. Principles for socialmedia success 1. You have a mandate from the boss 2. You have organisational commitment at all levels 3. Your strategy integrates with the business plan and wider marketing strategy 4. Your strategy fits with the organisation’s website
- 96. Australian Army goessocial
- 97. Australian Army FBPage – 53K+ fans
- 98.
- 99. Principles for socialmedia success 5. You understand your target audience 6. You understand what your objectives are 7. You are using the correct social media technologies 8. You have a written usage policy in place
- 100. An exchange onthe Nestle FB Page
- 101. Principles for socialmedia success 9. You have a staff training regimen in place 10. You have an appropriate allocation of resources – people, time, money, equipment 11. There is central coordination and accountability 12. There is devolved responsibility
- 102.
- 103. Principles for socialmedia success 13. There are regular coordination meetings (but also spontaneity) 14. There is a focus on sustainability and long-term results 15. There is compelling content 16. Content is well-written, error free and keyword-rich
- 104.
- 105. Principles for socialmedia success 17. There is an appropriate frequency of content 18. There is an appropriate tone and persona 19. There is two-way conversation and engagement 20. There is ‘authentic’ communication
- 106. Frequency of contentSmall contributions often – one per day
- 107. Tone and Persona– Ginger Rundle
- 108.
- 109.
- 110. Principles for socialmedia success 21. KPIs are monitored 22. There are contingency plans in place if something goes wrong 23. There is constant learning about social media in the organisation – because it is constantly changing!
- 111.
- 112.
- 113. What you shoulddo now… Secure your names on Twitter, Facebook, etc Sort out your website Check your competitors Dip your toe in – it’s free Set up profiles on main sites Do some tweeting Subscribe to/comment on industry blogs Connect with associates Read and learn Monitor brand & reputation
- 114. Will social mediahelp us? It’s not a ‘silver bullet’ Like most things, it won’t happen overnight It’s not unlike ‘real’ networking!
- 115. Benefits of socialmedia if done well Engage with existing stakeholders Reach new ones Establish credibility Bigger ‘signature’ on the web Greater ‘openness’ and ‘accessibility’ Be a part of the ‘revolution’ in the online world (what is the alternative?)
- 116.
- 117. And that’s it…This presentation can be found at: http://www.bluetrainenterprises.com.au/abatraining My details: Website: www.bluetrainenterprises.com.au Email: [email_address] Twitter: @bluetrain Skype: bluetrainenterprises I’m also on Facebook, LinkedIn
Editor's Notes
- #4 I am interested to know how social media savvy you are Stand up - I want to do a quick straw poll Sit down if you do not have a Facebook account Sit down if you have less than 50 friends Sit down if you have less than 100 friends Sit down if you have less than 200 friends Stand up Sit down if you do not have a Twitter account Sit down if you haven’t tweeted in the last 72 hours Sit down if you haven’t tweeted in the last 24 hours Sit down if you haven’t tweeted in the last six hours Sit down if you’re not tweeting as I am speaking right now
- #8 So let’s explore some of the realities of living in 2011 and the place of the web in our society. It’s pretty clear that internet uptake and daily usage has increased significantly in recent years 28% of users spend over 3 hours online every day and a further 23% spend greater than 1 hour online I would suggest that this activity will increase as broadband coverage and bandwidth improves – the National Broadband Network will roll out across Australia in the coming 5 years – internet protocol television and hi resolution video Obviously when people are surfing the web, they’re not standing in your bricks and mortar store buying your product – so you may need to employ strategies to engage with people whilst they are on the web.
- #9 Social media has now taken over pornography as the number one activity on the web. 8.7 million Australians – almost half our population – visited a social networking site in June 2010 – and 44.3% of Australians have a Facebook account. Just for interest’s sake – how many of you do not have a Facebook account? I bet your kids do… Clearly Australians are spending an inordinate amount of time on social media websites - do you have a social media presence that enables you to interact with these people?
- #10 It is predicted that mobile devices will be the primary connection tool to the internet in 2020 – not PCs or Macs A growing trend, Australians are increasingly accessing the web from their iPhones, iPads, Blackberry and Android devices. Retailers – can your website be navigated on a mobile device? Have you perhaps considered developing an app for your business?
- #11 Now many Australian bricks and mortar bookstores don’t even have a website through which to sell their books – so they can’t even begin to compete with the likes of Amazon and The Book Depository Meanwhile, Amazon is continuing to innovate and capture market share…here are two examples The Amazon iPhone app last year was upgraded to incorporate barcode scanning technology. That means, anybody with this app can go into any bricks and mortar bookstore, scan the barcode on the back of a book, and the user will be told how much it costs on Amazon. Generally the price is better than the bricks and mortar price. Tthe user can order the book within seconds and the bookstore loses the sale.
- #12 Another innovation – the Amazon Kindle, an electronic book reader that allows the user to store tens of thousands of books on the one device that can fit in your pocket and be taken everywhere. It has a soft eInk screen that replicates the look and feel of a paperback book and eBooks can be downloaded at any time via a wireless connection. There’s no need to visit your corner bookstore anymore – you can get your books instantaneously via the airwaves!
- #13 Clearly, the Australian populace is pretty savvy with the web and social media – we seem to be taking it up in droves, but this is not following through to Australian businesses and organisations Consider these statistics 75% of Australian SMEs DON’T do social media 30% of Australian SMEs rarely update the content of their business website 78% of Australian SMEs don’t use their websites for e-commerce (ie. selling stuff) Only 14% of SMEs use email marketing statistics And then our retailers complain that consumer spending is going offshore to overseas online retailers – but that’s another story
- #15 Having seen these statistics, purveyors of books should ask themselves: Are we doing all that we can? Or are we missing the boat? Do we need to be capturing some of that mindshare back and how? Are we perhaps missing the boat? The good news is that social media is free and you can have a disproportionately large voice via these channels
- #16 Notwithstanding the role of the parent private equity company, the web has contributed significantly to the demise of these businesses. Borders Big mainstreet leases paying millions of dollars of rent every year Huge floorspace Massive amounts of inventory Lots and lots of staff Huge discounting to compete with online retailers and discount department stores A recipe for disaster – and that’s precisely what’s eventuated.
- #22 Very briefly, I wanted to provide a quick framework for creating a social media strategy in your business Don’t start with the technology first – what I mean by that is, don’t say ‘I need a Facebook page’ until you have looked at the people, objectives and strategies People – who are your target audience; who do you want to influence Objectives – what do you want to achieve with that target audience – Sales? Subscriptions? Strategies – how are you going to achieve the objectives – email marketing? Publishing content? Running competitions? Technology – finally, what technologies will you use to enact the strategies? A blog? A Twitter feed? A Facebook page?
- #89 Even at the micro level…
- #90 I want to show you a series of videos that will demonstrate the power and the reach of social media. Some of you may have seen some these videos before – in fact it’s probably likely that some of you have, because you’re all such social media gurus. Some context for you: Evolution was an advertising campaign launched in 2006 by Unilever , the parent company of the Dove range of soaps and associated products. The ad intended to show Unilever’s socially responsible stance towards the beauty industry and to promote the newly established Dove Self-Esteem Fund . The advert was a huge success – it was viewed 12 million times on YouTube in its first month and it won a number of critical awards at Cannes. The ad cost $50,000 to make, but the exposure it generated was estimated at over $150 million in value. Let’s watch the advert.
- #91 A subsequent ad by Unilever was equally well received and was beamed to all four corners of the world via YouTube and social media. By this time, Dove were experiencing an increase in product sales of almost 6%. Their campaign was going gangbusters.
- #92 Unilever were riding a wave of popularity – their ads were being seen by millions of people all around the world and they were getting kudos from all quarters for their socially responsible stance towards the beauty products industry. How refreshing it was to see a beauty products company telling it how it really was! Refreshing indeed - until a little not-for-profit organisation called Greenpeace released this video… -------------- In May 2008, after copping an absolute hiding in the wake of the Greenpeace video, Unilever CEO Patrick Cescau announced an immediate moratorium on deforestation in Indonesia and a shift towards sustainable palm oil production around the world. A single 1 min 27 second viral video, distributed via social media channels, was enough to bring one of the world’s largest companies to its knees – now that’s powerful. Take a second to think how your organisation could leverage a clever viral video to generate interest in your organisation’s cause…
- #93 And it didn’t end there - there were the inevitable parodies – and I show this one to you because it’s just really funny.