Tag Archives: social media management

One Day Work Week, Full Benefits, Full Pay and other Fairy Tales

dream-job-next-exit-pic

While conducting social media training sessions I hear the strangest of stories from participants. Some are amusing, some down right scary. But I don’t think I have heard any so unbelievable as the agency that tried to sell its client on the one day work week.

This tale is true, but the names have been withheld to protect the ignorant (there is nothing derogatory about that word, look it up). While discussing the mechanisms of Social Media Optimization (SMO) in a recent workshop one of the attendees made the statement:

“Our agency advised that we should only post twice per week, but we were not happy with the level of Engagement on the posts. They then told us the only solution was to reduce posting to once per week, so that is what we did. Do you think this was a good strategy?”

hello my name is consultant

During workshops I try and maintain a sense of composure and not react noticeably to any questions lobbed at me until I had time to roll it around in my brain. I do this so that everyone feels comfortable to ask any question or share any experience. Goodness knows I have been told some doozies and making a face or blurting out an expletive is the surest way of blowing that trust, but this one tested me to my limits. However, it does not matter what actions they have taken in the past, their presence in my workshop shows they have chosen to follow the light and that is worth respecting.

After a few moments of trying to hide my disbelief and contain my belly laughs, I decided I would use a metaphor to explain why my opinion might differ from their agency’s.  I said:

“Imagine if you are an employee paid to produce a certain level of work and you convince your boss that to achieve optimal performance you should only come into the office twice a week. I would say you have a sweet job. Now your boss starts to wise up and comes to you and tells you that by coming in only 2 times per week your output is not as high as anticipated and considerably lower than your 5 day a week colleagues. But since you are a very smart employee you convince your boss that to increase output you needed to reduce your time to 1 day per week and he agrees. Congratulations you have just won the best job in the world lottery!”

Social Media is a resource like any other. With the proper skills and management it can deliver good rewards. There is usually only 2 situations when advised to cut back to achieve more. 1. Too much: if whatever is working for you is stressed beyond capacity and about to drop dead, 2. Too little: if the skills of the resource are lacking, the resource is not being used correctly, or the management is not qualified. Social Media Optimization (SMO) is about finding that sweet spot in between.

Much success,

Doug

4 days, 2 Countries 9 industries: Intensive Social Media Strategy Optimisation Workshop

Mary Meeker daily use of stuff 700x400

I recently put a personal challenge to myself. I took on the task of designing and delivering an intensive 2 day social media strategy optimisation workshop for senior marketing members. Most who have asked me why I took on the task asked about the money or the potential contacts. I did not do it for either. With every thought leader at some time a healthy level of doubt should creep in as to whether what you are saying is really the truth. For me, unlike many other thought leaders in this emerging and quickly evolving industry of social/ digital, I am forced to deliver daily.  What I mean is that I have never had the luxury of deep pockets or forgiving clients. My knowledge came from almost 30 years of experience of hands on practical delivery and making smart, and sometimes really stupid, decisions tested against the world and validated with repeated success. Over this series of 9 blogs I am going to summarise what I taught, and more importantly what I learned. The areas covered will include but not be limited too (as I give myself the freedom to innovate or get losts as I choose).

  • Session 1: Social Media in 2015 and Beyond
    • Link so session 1 on Slideshare: http://ow.ly/QFolY
    • What we can learn from the past that will continue into th future
    • Evolution of human behaviour
    • Evolution of technology
    • The interaction of people, content and technology
  • Session 2: Social Media Competitive Analysis and Benchmarking
    • Identifying real KPI’s
    • Determining if competitors are really competitive or just smoke and mirrors
    • Developing a strategy of success based on truths and not perceptions
  • Session 3: Optimising Your Social Media Strategy
    • All the cogs in the machine that make it run
    • Social media is more science than art but,
    • Looking good is never a bad thing or not winning the ugly contest
  • Session 4: Content Editorial and Creation
    • The true test – do you publish for yourself or for your customers
    • Can a picture truly paint a 1000 words
    • How much can you communicate in .25 seconds?
  • Session 5: Brand Publishing
    • The concept of reticular
    • Identifying the key links that make the strategy grow
    • Different platforms, different purpose, same message
  • Session 6: Social CRM and Engagement
    • The 4th most demanded KPI is customer service response
    • Reputation management
    • Take care of #1 your customer
  • Session 7: Lead Generation and Social Selling
    • All those Fans and all that data and no ROI? Let’s change that
    • Predatory marketing strategies for positive lead generation
  • Session 8: Social Data Analytics and Reporting
    • It is ALL about the numbers

I hope that over the next weeks of summarizing and elaborating on these sessions I can stimulate some good conversations  and provide some insights that may be new or at least question the current path of social/ digital strategy.

Much success,

Doug

Social Media Tips, Growth Hacking made easy: What Where and Why of #tags

Yesterday I attended a talk sponsored by Startups HK featuring Dave McClure, a true Internet guru, and he stated that the most important thing for a biz to do is scalable, repeatable customer acquisition on a profitable basis using multiple online platforms or #GrowthHacking. I am sure if he had more time he would have added CRM and retention. He also mentioned that it requires effective use of Technology and Psychology. However when I look back at the Tweets #daveinhk this very important last point seems to have been missed. I mention this because if you do not “Get” that social/ digital media is about the interconnectedness of Technology and Psychology then you are likely just pissing into the wind, people off and your money away.

I love #tags Dec 4, 2014

My agency PRDA has been combining deep knowledge of technology and online consumer behavior for 10 years. For the last 7 we have used the same proven process to deliver results that outpace any other agency. I have shared many times before and will continue to share our experience on simple to understand best practices for targeted customer acquisition and retention.

Growth Hack tip #tags why we use them and how to use them for different apps

#tags for 2 purposes:

  1. Aggregate conversations
  2. Facilitate indexing of high use search terms for more efficient processing for such functions, as SERP, Algorithm newsfeed selection, Trending and other database management functions

Whereas #tags can be used for fun or emphasis like “air quotes” they will not add value to your posts to the rule is to #knockthatshitoff

Aggregate conversations – Above I mentioned that I searched on Twitter for #daveinhk to see who and what people had Tweeted. can be useful for a number of purposes.

  • Curating a conversation. Finding what questions are being asked, which points seem to resonate by number of posts, etc
  • Tracking posts from multiple locations for to pull together later such as tagging pictures so that they can be easily found a reposted. This works well for games and competitions.
  • CRM – find out who is talking, identify potential leads, problems, key opinion leaders, new ideas and information
Dave McClure in Hong Kong for Startupshk

Dave McClure in Hong Kong for Startupshk

Facilitating Indexing – this is a fancy way of saying that it makes it easier for computers to keep track of important words (keywords). Words that have a #tag in front are looked at by applications e.g. Facebook, Twitter as more important just like Google puts greater value on some words (keywords). So it is in your best interest to select the best keywords to #tag, as the more often it is done by more people the more likely it will show up in News Feeds. Describing how all that algorithm stuff works is too much for this blog, or me for that matter, but if you follow these simple guidelines you will do well.

  • Pick words or phrases that you would search on if you were looking for something on Google. On Facebook and Twitter you can enter the #tag directly into the search bar and it will search for you. Ask yourself, is what shows up in the search related to your message? Does it show up enough to show it is important? I searched on #pickmynose and only got two results. This is not important enough. But when I searched on #doorknob there were a gagillion results. Clearly people are more interested in doorknobs than picking their noses.

#pickmynose Dec 4, 2014

Apps have different requirements and etiquette for #tag use

Using #tags on different apps such as Facebook, Twitter, Instagram and Sina Weibo have different requirements. Here are some basic guidelines for use.

Facebook and Sina Weibo – #tags are used as part of the message. They are used to replace words that appear as part of the message in the example below. For Sina Weibo the #tag needs to go on both sides of the word. #tag#

#paulgerrard Dec 4, 2014
#sinaweibo Dec 4, 2014

Twitter #tags can be used in the post, but it is customary to add #tags to the end of messages to provide more search terms which helps to aggregate conversations.

#twitter dec 4, 2014

Instagram is the craziest. Outrageous number of #tags are used to help with search and description. This is primarily because Instagram does not have any good 3rd party apps or a desktop version to better manage content and so lots of descriptors (keywords) are turned into #tags. Please note that what looks acceptable on Instagram looks terrible on Facebook.

#instagram Dec 4, 2014
Summary

#tags can be an important tool for your social media/ digital marketing strategies. But like all things, understanding the how, what and why will take you further. PRDA uses this strategy effectively across multiple platforms for clients to intensify the result and produce additional value such as search and CRM.

Much success,

Doug

PRDA Asia

http://www.PRDA.Asia is a leading social media management agency

Scrooge’d up this years social media? Time for a New Years Resolution!

This has been a ball buster of a year for social media especially in Asia. If you are a small business then you know how discouraging it can be trying to maintain a Facebook page and wondering why you are even trying??? Well its not all your fault and much better bigger and better funded companies have failed gloriously so, if it helps any, you are in good company.

dougs blog scrooge dec 2

What the F*** happened!?

The part that is not your fault:

  • Facebook cut way back on organic reach forcing everyone to buy advertising to be seen.
  • Whatsapp became a big player and did nothing!
  • Instagram is a huge player and did nothing!
  • Sina Weibo is a huge player in China and created chaos and confusion
  • Twitter remained itself. . .

-This chart shows 4 of Hong Kong’s most visible local brands achieving terribly low scores on social media effectiveness.

Hong Kong Fav Brands on Facebook Dec 2, 2014

What is your fault:

  • You tried to do it yourself or you hired some dumbass intern because they “were young and cheap”. Ask yourself, when deciding on a CFO, Obstetrician, or who is going to fly your private jet do you say, “Give me the young cheap one”.
  • Can your social media expert, even if it is you, name three factors that affect post performance on Facebook? Well can they????

The answer:

Social media is not one thing. It is a wide network of interconnected media channels with 2 very important components that make it work: People and Technology.

  • People is the number one answer why I hear so often “we are doing a good job on social media. People really seem to like our stuff”. But, in fact, the performance is #epicfail (see the picture). PR companies specialise in the “People” part of social media. All People experts are really pretty shit at it. Otherwise we would have perfect marriages, kids, be rich and thin and want to stay longer than 4 days when visiting our relatives. But we aren’t because we really aren’t that good with “People”.
  • Technology is the equalizer. It is a streaming source of numbers that do not lie, make value judgements, tells you your ass looks fat or that your homemade pumpkin pie tastes store bought. Numbers are Zen, they just are. . . Technology drives all social media in the form of algorithms. Algorithms make determinations about “People” based on frequency of keywords, activity at different times of day, past patterns of behaviour and many other measurable actions. And you know what? Algorithms are pretty good at people. They are better at People then People are much of the time. Social media and digital experts (SEO, data analysis, database engineers), these are the social media gurus. They calculate based on past preference what needs to be posted across what channels to get maximum direct and residual effect. Residual being last search results or continued appearance in newsfeeds, downstream posting, etc.So this year be smart, run your business like a business and make the hard choices based on “What makes you money!”.

Happy Holidaze,

Doug