Category Archives for "Facebook"

Guide to getting work done when you’re addicted to Facebook

The Sensis report of 2016 found that 55% of Aussies are accessing social media more than 5x a day. In particular, 95% of respondents said they used Facebook. Additionally, Facebook use averages 12 hours per week. They found that these numbers have increased over the years. It’s no wonder we feel like we are addicted to Facebook! We spend half a normal day or 1.5 business days each week on it!

So, how do I get everything done when I am addicted to Facebook?

It’s not practical to delete your account. Though the thought has run through my head on more than one occasion, I just can’t do it. Not only is it impractical business wise to turn my back on the platform that’s built part of my business, I also need the interaction & connectivity it brings. I love seeing what my friends and family are up to.

Unlike most addictions, being addicted to Facebook does not have to be an all or nothing affair – especially when your business has a Facebook page.

So what to do?

Delete

Ok, I know I said that it was impractical, but I want to offer you a range of solutions that may work for you before I tell you what I do.

If you are looking for some more drastic alternatives:

  • Unpublish your page and account for a while and just get on with things the old way, there were businesses before social media
  • If it’s the social side that sees you addicted to Facebook, then set up a new account with no friends and make it admin on your page and delete the first account.
  • If it’s checking your mobile, then only have the Facebook Pages app on your phone so that you can maintain your page.
  • Block Facebook on your laptop. Most businesses have it blocked, why not yours.
  • If Groups are an issue, only access them through the Groups app.

Not looking for a drastic alternative because, like me, you enjoy the social side of Facebook but you no longer want to feel addicted to it:

  • Set blocks of time in the day where you check it and then don’t look at it again.
  • Only have access to Facebook on one device.
  • Use a time lock app which blocks access between certain hours or for a block of time and then gives short periods of time to view Facebook
  • Be diligent when using Facebook to ‘check for something’. Don’t be distracted by what someone is doing/saying or that cute cat video.

So how do I manage my access to Facebook?

It’s hard, when you manage a number of Facebook pages for yourself and your clients; have your own Facebook Group & admin others; there is always that temptation to ‘just check’. So how do I get so much done in a little amount of time?

Groups

I rarely use them outside of my own and 3 other groups I am part of. In the main, I rely on Facebook Notifications to keep me up to date with what is happening. I have groups I am part of that I even turn off notifications and check them when I do happen to have some spare time.

Pages

I schedule all of my and my clients’ content. In fact, I schedule the majority of it on a Sunday night. I fight that night time is a good time to do this as I don’t find it takes too much concentration. My clients’ content is scheduled using the Facebook schedule option when writing a post. I cross-promote my and my clients’ content from Instagram to Facebook using Zapier and scheduling through Grum. I find Zapier & Grum to be the most reliable tools to schedule content to Instagram and then have it shared to Facebook.

Messenger

Most of my communication is done through Messenger. Oddly enough, mostly on my phone too (unless I have one of those long messages to write). I actually don’t like Messenger on the desktop and use it so that I can touch type, but I find that it blocks my view of the page (which frustrates me). So my key here is two things: push notifications of messages to my phone & my smart watch. I actually bought my smart watch for 2 reasons; firstly to have access to text when my phone isn’t at hand and secondly for Messages. Having messages delivered to my watch means that I can glance and decide quickly if it needs a response and removes additional distraction. While I understand that a smartwatch might not be to everyone’s liking, the notifications on my phone of a new message is enough to have me feeling connected without always being on Facebook.

Don’t have Facebook open

I know this one is a bit of a no-brainer, but not having it open in a browser and knowing that it’s open has had massive benefit to my productivity. I do not have the temptation to go and check Facebook just because it’s there. Yes my phone is on my desk, right next to me, but I am rarely drawn to check it.

So how to get stuff done when you’re addicted to Facebook?

Firstly, remove the distraction – which is what it is. Research states that it can take us between 10 seconds and 23 minutes to get back on a task. While this is the case, it’s more frightening to note that repeated interruptions increases the stress hormone, cortisol, and impacts on our beliefs in our ability and even increases depressive emotions.

In the main, I encourage you to be mindful as to how and why you use Facebook while you are working. Consider chunking like tasks together and using Facebook as a reward when they are completed. Turn on notifications and turn off sounds. Sounds are enough of a distraction to take your mind off of the task at hand, requiring you to refocus and reconnect with the work you were doing. In the end, your friends will wait, the world will not stop because you did not get to a notification. There was a world before Facebook & there will be one after. (No the irony is not lost on me)

Facebook is a tool for you to use, not to be a slave to. It just needs reminding who’s boss.

10 how to tips for starting out on Facebook Live

First of all, well done on deciding to use Facebook Live. Livestreaming is daunting at first. I should know, I’ve been doing it for 2 years and was involved in a record breaking 24/7 continuous livestream event. This guide is not about what kit to buy, what to say, but it is about those very first things you need to know when you are just starting out.

Safety First

Turn off location services or GPS

If you are at home or some other private residence and you are not playing tourist guide, then people have no need to know where you are when you use Facebook Live. Yes, I have seen people tracked down by their location services while live streaming. Yes, it’s scary. Yes, it can also be beneficial. No, it’s not necessary to have it on while live streaming (unless you’re a tour guide and you are out and about).

I tell you this, not to freak you out but to make you informed.

Do NOT go Live and drive

Plane, train, bike, or any other form of transport (OK, if you’re a passenger and going Live that’s ok, just don’t distract the driver). Let’s face it, it’s illegal in most places in the world. There is nothing that can not wait for you to pull over and go live about. Yes, people have had accidents while livestreaming.

I will admit, I was once tempted to do it. It was early one morning, the roads were clear and the sunrise was stunning and then a massive F100 car ran a red light when my light turned green and had I not been paying attention, he would have cleaned up the driver’s side of my car.

Do not play the radio or other music

While not a safety issue, it is a legal one. People have at the least had their Facebook Live videos removed, at worst had accounts shut down and compensation orders served all because they played a song on a live stream.

Unless you own the copyright to a song or soundtrack, don’t play it. Copyright laws vary from country to country and what is ok in one might not be in another.

Technical considerations

Settings

It is preferable to use a wifi connection as Facebook Live uses a lot of data. Also, if you are using your phone, turn it to flight mode and turn your wifi back on to avoid calls and SMS interfering with or cancelling your Facebook Live.

Tripod

You do not need a fancy tripod, in fact, I started without a tripod. I used a set of boxes and books on a kids desk – that was my stand. A tripod can make it easier, but be warned that sometimes the mount for the phone actually pushes on the volume buttons and so it will take some careful manoeuvring to set up the right angle.

Microphone

Yes you could use a fancy lapel mic, but to be perfectly honest you actually don’t need one. I have only ever used phone headsets. Granted, mine are Senheisser and I bought them specifically for sound quality in live streaming; you don’t need anything more than the headset that came with your phone.

Lighting

Make sure you have ample light coming in from in front of you. This will light up your face, making you easier to see. While natural light is best, it’s not always practical. I use LED strip lights when recording my live streams.

Emojis

Don’t use them in the title of your live stream. Not all emojis for Android are on iPhones and vice versa. If you are using them to write a word or make your description understood and it’s not loaded on a viewer’s device, all they will see is an ‘X’ in a box and not your emoji. Not only is it frustrating for the viewer, it’s unprofessional.

Make up

This one is entirely up to you. Personally, it depends if I am using my LED lighting. If I am I will wear make up so I don’t look washed out. Otherwise, I go by the premise that people are watching to hear what I have to say or see what I am showing, not to look at my make up.

Scripts

Wow did I get this wrong at the start and yes everyone is different on this. I started out using a script and it was woeful. It actually made me more nervous. I have looked into the online teleprompter services and found them to be cumbersome. So, I have a few dot points, if that, and I go from there. If you have a goal for the live stream, that’s all you need. You know what you’re talking about so talk.

Have Fun!

In the end, don’t take it too seriously. You are using Facebook Live to build a connection with your clients and not deliver a high-end news broadcast. People appreciate honesty, authenticity, and a little fun. The nerves will pass, it just takes time. This is precisely why I encourage the members of my Facebook Group to hone their skills. It’s a safe environment where courage is encourage and small steps towards a goal are celebrated.

How wanting more Facebook Likes is like chasing unicorns

I’ve been going through some old posts and I came across one about the habit of posting  “Like if you see this post” blah blah blah. Facebook Likes are still hot topics among small business and I thought it was time I addressed this.

Ok, so let me start with a story. I admit, I grew a page with a collaborative contest. It was one of those ‘like the page to enter’ jobs where the ten or so of us got together and we shared and people shared and entrants shared and we got likes. In fact, I grew the page to over 4000 fans very quickly. Take another story of a business I grew from 100 to 1000 fans in 12 months with no like campaigns. Then consider a client who bought a thousand or so followers or another who ran like campaigns so they looked as popular as their competitor.

I’ll come back to these later.

Why do we care about Facebook Likes?

So remember my articles on the brain’s response to social media? In a nutshell our brain fires off two chemicals when we receive a page like: dopamine & oxytocin. Dopamine is triggered when we are rewarded, needed, or do something enjoyable and oxytocin is the love chemical. So when someone likes our page or post on Facebook our brain fires off these happy friendly love drugs to flood our brain and body. They’re addictive. In fact, dopamine is one of the chemicals in addiction and oxytocin is known to help mothers and babies bond. It’s no wonder you’re addicted to Facebook Likes, your body is hardwired for them!

And guess what, Facebook’s psychologists know this.

What do Facebook Likes do for us?

Well, we think the more likes we have the more popular we are and that goes to prove our worth as a business. Right? I mean it worked in the playground, the kid with the most friends was the popular one. They were the ones with the most likes. They were happy. They were successful. They were the ones everyone wanted to be. Right? Surely because they had the most friends they were the friendliest, nicest, best at school or sport. Were they really? Are they now? Yes, it matters how you define success in any instance but success in business is pretty straightforward – longevity and profitability.

Facebook Likes do not come into either of these things.

Remember the client who bought likes? He’s a tradesman and they’re all overseas fans. These likes actually make him look popular but they will never be his clients. In fact, only about 10% of his fans are actually likely to be clients and will contribute to his bottom line.

Remember my competition? Doing it grew my Facebook page to over 4000 fans, well seems Facebook went through and wiped 700-odd of them off as being fake profiles, used for entering competitions, and the other part of the 1000 I lost were only following my page to win the competition. They never bought from me.

But what about my clients, surely they care about my Facebook Likes?

Um, no, no they don’t. See, each year Sensis does a report on social media use in Australia and 49% of respondents said that they are NOT more likely to trust a brand because they have a large number of followers. To show you the difference, 30% said yes it mattered. Nearly half of Australians don’t trust you more because you have more likes. Likes do not equal trust and when people buy from businesses they like, know, & trust this is key.

Facebook Likes don’t matter to customers, they don’t trust you more because of the number of fans you have. Perhaps it’s because we realise that the popular kid at school wasn’t necessarily the best friend. Or the fact is that they pay more attention to the content you post on Facebook than how many likes you have. I don’t know anything more than the number of Likes you have on Facebook don’t actually matter.

So stop doing the ‘Promote your Page’ Ads, you’re wasting your money. Stop worrying about how many fans your competitors have. Just concentrate on putting out good, engaging, informative, entertaining content to your followers. Show them who you are and what you stand for. I honestly believe that we are past the age of Facebook being about the technology and we are set for a renaissance of its true intention – to connect people.

Connect to your followers with meaning and give them meaning. Be more than just an advertorial clogging up their Newsfeed between the recipe videos and photos of their friend’s new baby. Because we deserve to be more than just a number, more than just a trophy to be collected and displayed. Fans deserved to be honoured and praised and treated like the crucial part of your business that they truly are.

Want to learn more about how to connect more meaningfully with your fans online, then book a call with me.

When is the best time to post on social media

WARNING: This is not your average post on this topic. “Kara, when’s the best time to post on social media?” Oh for a dollar for every time I’m asked that question. (Perhaps I should set up a paypal.me) I get it, you want to make sure your message is in front of your clients at the right time. Your time is precious and you want to make sure you get the biggest bang for your buck. You spend enough time online and you want to spend more time on/with xyz. So when IS the best time to post on social media, Kara?!

You should know me by now! There is no simple and standard answer to this. In fact, you should know that I hate that kind of stuff. It’s not me! There is no one size fits all when it comes to attracting a customer. Otherwise, we’d all be successful and we’d be saturated and to be honest we’d be looking for a different/better way.

So, how do you work out the best time to post on social media for YOUR client and YOUR business. Note: I put your client FIRST!

There are three things you need to consider when working this out. And don’t freak out, I will share some shortcuts.

WHY

Why are your clients on social media? This is key to what you will post and when.

I often say that people use social media to be educated, entertained, or inspired. This is a why. It is the basis of the types of content you need to post.

People also use social media to fill their boredom. So this could be while the ads are on. It could be during soccer or dance practice. (Mums & Dads, you are entitled to be bored and mindlessly take time out for you and scroll through social media)

People check their social media to find out what they have missed since they were last online, be that overnight, since lunchtime etc.

People use social media to escape just for a bit and to connect to a world outside their own.

Thing is, they have a finite amount of time to do these and depending on how relaxed they are and the amount of time they have, determines how long they spend and how invested they are in what they see.

HOW

How do people use social media? Outside of what it gives them there is the consideration of what they are looking on.

Mobile devices are the most common way for people to access social media. The only exception to this is the over-60s. Australia has one of the highest rates of mobile phone ownership, we are some of the earliest adopters of technology, and as an island nation we can feel isolated. It’s no wonder that most of us check our social media on our phones!

So why does this matter? You then need to consider how big something is to download so it doesn’t chew up all our data.  You also need to consider what it would look like on a mobile vs a computer.

Loading up videos? Do you add captioning for hearing impaired or for those who watch videos in be while their partner sleeps. You might laugh, but you’d be surprised just how many do this and don’t want to use headphones.

WHEN

If you are talking to a 25-35 year old, then they will be checking their social media many times through the day. They will check when they get up, they will check at lunch, they will check at night.
Mothers of small children will check at nap times and when they are up feeding through the night.
Parents of school-aged kids will check while they are waiting to pick their kids up from school, during sport/after school activities.
Most of us will check during the ads of our favourite TV show each night.
Some people check the first thing of a morning before they get out of bed.

OVERALL

So when do you should you post on social media?

Different times match with how much attention you will receive. The more time someone has to invest on social media, the more they will spend, the longer you can hold them, and the more likely they are to do what you need them to do.

You need to consider who it is you are wanting to influence. An office worker on their lunch break generally has less time at 1pm than a parent who has just put Little Jenny down for their afternoon nap. Someone on their 7am train ride to work has more time than someone just opening their eyes and scrolling through for a catch up. The one time most of us come together is the 8-9pm ad break check, with the exception of it being a finale of our favourite show!

So, you are going to have to understand how your client uses social media and post accordingly. You can find that in your user insights, which are available on your social media account. Look at the largest demographic for you, look at when they are online, and consider these with what I’ve written above.

Try, test, analyse, and try again. Over time you will learn how and when your followers best receive your message. And if you’re looking for further direction for your platforms, I offer this as part of my consultation services.

Swap connecting TO clients for connecting WITH clients on your Facebook Page

OK, so I’ve hit another ranty roadblock. You see, the vast majority of my blog posts come from my life. It could be me personally, it could be conversations with friends, it could be chats in my group, it could be discussions with clients. This one however has been bubbling the past few weeks and one conversation today popped it. It’s about the focus business has on the technology of their Facebook Page and running an online business, rather than the users – their customers and how THEY use these platforms. You see, we’ve forgone connecting WITH clients for connecting TO clients. And then we wonder why it doesn’t work.

So what do I mean?

Friend last week was discussing the advertising budget at the large firm she works at. She is seeing great return from sponsored advertising on relevant websites, management want TV & radio ads. Why? Because it’s familiar. Management were looking to tried and tested ways of communicating with potential clients. Thing is that the way we behave is changing.

16831029_10210020156234851_5616067010096938412_n

How business looks at social media…

Tech! Tool! Algorithm! Layout! Copy! Content!

How clients look at social media…

Relationships! Information! Entertainment!

Business focuses on the ‘How’ of using social media and clients focus on the ‘Why’ of using social media.

They don’t match, they don’t even slightly align!

So how do business fix it?

Well, it’s hard when the vast majority of information coming at you is about how you use your facebook page as a business owner and that means tools, tech, content, and algorithm. Not to mention that taking it from a client perspective means a 180 and putting people first; and people are hard!

So, I want you to go to ‘People’ in your insights on your page and I want you to look at 2 things:people-insights
- age
-gender

While not the be all and end all, it’s a start. Knowing who follows your page will have you thinking about who they are. They’re the ones scrolling past your posts in their newsfeed.

Now understanding and profiling these people is more work than just this blog post. In fact, it’s a training course I offer. There is one thing I want you to do.

I now want you to go to the ‘Posts’ on your insights and I want you to look at 2 things: time-insights
- what days has the most people on it
- what time has the most people on it.

Here is where I get straight out of line with most of the marketing people you would have listened to about Facebook. They will tell you the best day of week and best time of day to post. BASED ON THEIR RESEARCH. Here’s a hint… their research is business owners (their clients) not yours.

Here’s what I know about my behaviour, a woman in her 40s with kids. (sound like most of your clients?)

I get on Facebook in the morning, after breakfast for a quick check.
I get on Facebook at lunchtime to do a bit of reading.
I get on Facebook at school pick up time for a quick check.
I get on Facebook during the ads of the primetime TV shows/movies I watch to look for entertaining things.

Most marketing people would have you not posting in the evening, when I’m mindlessly scrolling through Facebook just hoping for something to catch my eye. Your insights will show you if that is when they are on Facebook.16830929_10210020195555834_3897223521760075420_n

As business page owners we need to consider how our client uses the platform we share. They will not swap to how you want them to use it if it doesn’t suit them. Technology will not make them behave differently because you boosted a post, have specific keywords, or the latest layout. If they aren’t on Facebook at the time, they’re not going to see it. Plain and simple.

I want business owners to switch their focus from what they want and the ins and outs of the technology to their client. Technology is a tool that without customers is a burdensome expense. Customers drive your business, they pay your bills, they keep your doors open, hey they are why you have food on the table! Without customers you have no business!

So stop looking at customers as a commodity to be exploited and look at them as the people they are; with their dreams, goals, values, needs, and behaviours. Be a slave to those, not to technology!

3 ways to curate content for Facebook without Interest Lists

So late last year Facebook got rid of Interest Lists & I almost cried. Interest Lists were my go to way to curate content for myself and my clients. It was also a fabulous way for me to interact with client’s Facebook Pages in one spot. And then it went! Poof!

In this blog post I want to share with you the three methods I use to curate content from Facebook to share on Facebook. This is not about how I share it, more on how I find and collate the content to share.

From Pages

So what’s a girl to do when her go to method of curating content for Facebook is pulled from out of her feet? I admit, I struggled for a week or so and then I stepped back and had a look at what I was doing on Facebook. I watched my behaviour like an outsider, objectively. I always say it comes back to knowing how someone behaves.Content Marketing is not a campaign - Kara Lambert Business coach

I realised that I was searching for the pages I used and then scrolling through their feed, fingers crossed & hoping that something share worthy will pop up on their Newsfeed. It was hit and miss.

Then I remembered the ‘show first’ feature on Facebook Pages! Similar to the ‘Get Notifications’ except that I don’t have to run off and check when I receive a notification. No! Facebook delivers all of their content to me to see before I head off to look at friends, family, & other page & group posts.

Too easy!

From there, anything that I like I ‘save’ and then I can schedule the posts from my saved posts.

Not sure what I mean? Keep reading because I've recorded a video on how I do it and it's at the bottom of this blog.

From Friends

Yes, and I’m sure they’ve noticed, I use the same method for pages as I do friends’ posts. Ok, so not the ‘show first’, but I do save some posts and then schedule them. Let’s face it, my friends will share stuff that my clients enjoy to watch that I may not have seen otherwise.

From RSS

Content Marketing is not a campaign - Kara Lambert Business coachSo, for the Kara Lambert Facebook page, I actually use a social media management tool – Buffer.

Buffer, like many other tools, has an RSS service. RSS stands for ‘Real Simple Syndication’ and it’s like a subscription service, like subscribing to a magazine or liking a Facebook page.  You subscribe to a website’s RSS and they send you their content.

In Buffer, I have subscribed to a number of different RSS feeds, it comes in as content and if I like it, I can schedule it to post on my Facebook page (or other platform).

RSS & Buffer can be a little trial and error to make sure you have the right type of content, but the best place to start is with the websites you & your followers like.

Word of warning about RSS!

Using an RSS with a scheduler means you can’t piggy back on the Facebook popularity of a post like you can by using the ‘Save & Share’ method above. If that doesn’t bother you, then by all means use RSS only (I do) or do a combination of the two.

Still foggy on how it's all done? Watch this video...

What businesses need to know about Rooms and Private Conversations in Facebook Messenger

Facebook Rooms and private conversations

So a little while ago I wrote on how Facebook had made some changes to Messenger around the introduction of Messenger Ads and My Story. Well this week I have come across other Facebook Messenger changes on my personal account. In this article I will be outlining the changes and why they are important for businesses.

Create a room

create-room facebook messenger Kara Lambert social media coach

First off is the new room chats. Carrying on from the popularity of group chats and as a swipe at other app based chat rooms, this functionality allows for public chats with anyone, not just friends.

These chats are searchable and generally public. So be warned! Some rooms can only be accessed if you have a link, but members of the room can share the link out wherever they please. The upside is that you can join existing ones around a particular interest, set one up, join or leave.

intro-rooms Facebook Messenger Karalambert social media managementHow do I see businesses using Facebook Messenger Rooms?

The big benefit I see for business owners is client research. Like the chat and bulletin boards of ‘old’, these Facebook Messenger rooms offer a wealth of information around topics that interest your fans. For example, rooms of dog owners for pet stores, tech rooms for IT companies, parent rooms for family focused businesses etc.

Secret conversations

iOS only at this stage, don’t fret Android users I have put in a request as a beta tester. Taking another swipe at the SnapChat and other chat apps, this addition makes for a curious addition to the suite.  Let’s take a tour of a conversation I had.

secret-conversations-ios facebook messenger Kara Lambert social media coach

  1. Their image appears like a normal Facebook Messenger conversation.
  2. Indicators show if your part of the conversation has been seen
  3. How long the person has to see your comment before it disappears & a countdown timer allows you to adjust this out to up to 30 minutes.

secret facebook messages Kara Lambert social media managementSo how does this benefit businesses?

Well I can certainly see that the adult industry would benefit from the functionality. However as conversations are between people, those wanting to keep their personal accounts private would not use this with their clients. However, if you are open or befriend your clients, you could also offer limited time vouchers or specials that expire.

Expiring offers would certainly be handy if Facebook extends the Facebook Ads platform into the secret conversations. Imagine a custom audience and an expiring voucher. (Though advanced Facebook Ads marketers would be able to do this at the moment)

Further advances on the horizon

Techcrunch advises that Facebook intends to launch a unified inbox for businesses through the Facebook Pages App. This will allow businesses to access notifications and messages from both Facebook & Instagram in the one location. While handy for those with only one business, I will be watching with earnest how they make it work for those of us with multiple businesses or those who are Administrators on other’s accounts. You can read more on their site.

If you are interested in learning more about Facebook Ads, I am currently searching for businesses in the health, real estate or trades to trial an ads initiative that resulted in a beautician receiving 85 leads for $65. Email me at kara@karalambert.com to find out more.

 

attachment-1 attachment-2

Australian Social Media Reports and what it means for Businesses

Back in March 2015 I was tired of reading social media reports and statistics on how businesses should be running their online presence. My problem was that these reports were out of the US and I am in Australia, consulting to mostly Australian businesses. I have to be honest, Australians use social media a little differently than the US. We generally own more mobile phones per person, we don’t use Pinterest as much, we don’t shop online as much (postage costs are too high), and in the main, Australians are early adopters of technology. So I went off and did some reading and some research, and in March 2015 I wrote this social media report for Australian business.

Fast forward 18 months and Facebook announces that there are 1.8 billion users worldwide. Back this on to conversations in my mastermind group on which social media platform businesses should use. I decide that it’s time to update my social media report for Australian business.

I have collated and summarised the following from two sources & added in my own interpretation and analysis. The main source is the Sensis Social Media Report 2016, it’s a survey of 800 Australians and 1100 Australian businesses. The second is the monthly Social Media Statistics on usage.

My analysis will be a little different to what you will see out there. I will be discussing the impacts and implications for Australian businesses on social media. Let’s get into it!

Australians on Social Media

According to the ABS, as reported by Social Media News, there are approximately 24.25 million Australians, of those 15 million use Facebook each month. That’s roughly 60% of the entire population. That’s some circulation statistic!

This report indicated that YouTube was growing and that Twitter, Google Plus, & WhatsApp were steady and that Blogging was on the decline.

social-media-stats-oct-16

What does that mean for businesses?

I will continue to advocate businesses to secure their name on a profile and decide over time if that medium is right for their target audience or content creation streams.

A note on jumping on image heavy platforms such as Instagram & Pinterest. You will need to experiment with non-traditional techniques to support and grow your following. Try video on Instagram & repining allied products or services on Pinterest.

How Australians use Social Media

The following is my interpretation of the main findings, relevant to Australian businesses or businesses wishing to target Australian consumers.

How Australians spend their time on Social Media

On average, Australians check their social media at least once or more than five times a day (24 & 26 percent respectively). Australians between the ages of 17 & 64 are more likely to check their social media at least five times a day. In fact a rough calculation indicates that Australians spend an average of 12.5 hours a week on social media.

Australians are most likely, on average & in order of popularity, to check their social media after work/evening, then first thing in the morning, at lunchtime, and then during breaks.  In fact, over 60% of Australians check their social media in the evening. Only about 50% of Australians check their social media first thing in the morning. The largest group checking their social media at lunchtime were the 18-29 year olds.

So what does it mean for Australian business owners on social media?

You’re better off posting in the evening & first thing in the morning. This means that most business owners will need to invest in a social media scheduling tool, engage a social media manager, or learn how to schedule in Facebook.

relevance of posts in social media Kara Lambert social media coach

Which Social Media platforms do Australians use?

So I mentioned above what the overall numbers were. Sensis went in and broke it down by age.

By far the most popular was Facebook, with over 90% of all age groups saying they were on the platform. For those aged 18-29 the next most popular was Snapchat. For those aged 18-39, the next most popular was Instagram. Then after that it was LinkedIn for the 30-64 year old age group. The largest following for Twitter was in the 18-29 year old group with 33% saying they used Twitter. It is interesting to note that 34% of those surveyed said they has stopped using Twitter in the past year.

While the majority of people aged 18-64 used a smartphone to access their social media, the majority of people aged over 65 used a desktop computer. Interestingly, while 52% of people aged 50-64 said they used a smartphone to access social media, 48% said they used a desktop computer.

So what are the implications for Australian businesses?

If you’re not on Facebook, you’re missing out – even if your target market is aged over 65. Additionally, if you are running ads on Facebook, you need to consider your age group and where you place your ad, mobile only vs desktop vs app.

Why Australians use social media

By and large we use social media to connect with friends and family. Though on average, about 20% of Australians aged 30+ use it to research purchases, brands, & holidays. Of those researching on social media, 44% did it on a mobile device.

What does this mean for businesses?

It means that you need to maintain a presence as 1 in 5 people are looking for information to make a purchase via social media. Also, you need to consider mobile ad placements in your advertising (though consider the age demographic).

What do Australian consumers want from brands on social media?

While 41% of people surveyed said that they wanted discounts on social media, this has dropped from 66% in 2013 and it has been a steady decline. Of interest, 34% (and the next largest group) said that they actually didn’t want any kind of offer from brands they follow on social media. The next tier (30%) said that they wanted giveaways or exclusive offers.

52% of those surveyed said that they were more likely to trust a brand if they interacted positively with their customers on social media and if their content was engaging and relevant. 51% said that they were more likely to trust them if they regularly posted. Interestingly, 49 % said that they do not trust brands with large numbers of followers (30% said they did). Conversely 52% said that they would unfollow a brand because their content was irrelevant or unappealing and 32 % because they posted too much content.

On average 30% of all surveyed said they would provide a review online, those aged 30-39 were most likely at 37%. Almost 60% of all surveyed said they use reviews or blogs to make their purchase decisions. With 74% of those aged 40-49 saying that they use reviews.

How is this important to businesses?

It is interesting to note that fewer Australians want discounts and the number who didn’t want any incentive is stable over the past three years.

social media vanity metrics Kara Lambert social media coach

Main takeaways from Businesses surveyed

So what were the two main things I noticed about the businesses surveyed? Firstly that across small, medium and big business all tiers would spend at least the same amount on social media advertising in the coming year and at least 50% said they anticipate spending more.

The biggest surprise was the following:

Between 52 and 75% of ALL businesses surveyed measured the success of their social media investment by the number of likers, followers, or subscribers they had.

Now consider what I said earlier that the majority of Australian consumers distrust brands with high follower numbers. This success indicator was the largest of all those considered in the survey & in fact the difference between it and the next indicator was of statistical significance.

So what does this mean for businesses?

Firstly most either believe that they now need to ‘pay to play’ on social media and that they need to keep paying as their competitors come online or increase expenditure & the marketplace becomes more competitive.

Secondly, business owners do not understand that follower numbers are a vanity metric and in fact turn away fans rather than attract them.

What are the key points for Australian social media use?

  • Stop worrying about how many likers or followers you have, your fans don’t care.
  • Relevant and engaging content is crucial for social media success.
  • Boring content is a bigger turn off than posting too often.
  • Don’t worry about offering discounts on social media. Or don’t make it a focus.
  • Schedule posts for the evening, after you have closed for the day.
  • If you are targeting people aged over 65, make sure your ads are optimised for desktop exposure.

How to educate on social media – A guide for reaching more customers

Any of my clients or mastermind participants will tell you, I constantly talk about the three reasons why people use social media. The first reason is that people want you to educate on social media. They go online to learn something. I talk about this one the most as it’s the most common and the most abused. Let me explain…

What I mean about needing to educate on social media

Educating your clients on social media ranges across a number of things. It’s telling them about your product, service, business, or staff. It’s the behind the scenes images. It’s telling them that you have a sale on. It’s letting them know about the options available. It’s mostly about the ‘what & who’.

closer-to-customers-quote-steve-jobs-kara-lamebrt-business-coach

Educating your clients is one of the easiest things to do. It’s selling. It’s promotion. It’s old school marketing. That’s the problem with the vast majority of business owners who move online, they apply old school marketing to new school technology. It just doesn’t work.

Consider this…

You’re reading your favourite newspaper or magazine. Do you read the ads or do you flip past the majority of them? Unless you are studying marketing or the ad catches your eye for a particular reason, you flip past. So what do you think people do with their Facebook feed or other social media? We scroll (the equivalent of flipping the page)!

Now, consider if you see an interesting story on your favourite celebrity/sportsperson and they are holding a product or it’s in the background. You take notice. Right? I’m calling this the Kardashian Marketing Principle. They make their money by selling access to their followers, the sponsor makes money by people seeing them use the product. Not by the Kardashians doing some cheesy infomercial type spruiking.

Businesses have a lot to learn from them. Educating the marketplace is not just ‘buy my shit’, it’s the exact opposite.

So how do you educate on social media?

Well look, you could use the Kardashians, but consider the possibility that you have your own Kardashians. You have testimonials. Third-party endorsements are a much underutilised, overlooked way of educating your clients. The beauty is that you’re not the one selling either. There’s a whole other article I wrote on testimonials and the power of customer endorsement that you can read and glean the magical ‘how to’s.

You incorporate it with other seemingly unrelated posts. You post a funny photo, meme or behind the scenes, and you suggest a service or product that’s related to the photo. It’s subtle. It’s the Kardashian holding the bottle.

You do a video on how you use your product or service. Believe me there is a lot of money to be made in being helpful. I spend hours each week helping people with no request for anything in return. Why? I know that I am building a relationship, I am building trust, and when that person comes to need what I can offer – they will turn to me because I was the one who was always there & ready to help. (You can read more on this in the book Youtility by Jay Baer – affiliate link)

Educating your clients isn’t straight selling, nor is it advising them of your opening hours. It’s best done subtly  and consistently. That’s the thing. By constantly pushing products or services in their faces they feel nagged, if you are more subtle & drop hints – you’ll get the sale. Kind of like wooing someone you fancy. The ‘How ‘bout it’ approach might work occasionally, but you’re better off buying dinner or coffee first.

education-quote-katie-lusk-kara-lambert-business-coach

Changes to how you post on Facebook Pages

Oh Facebook! How you love to keep us on our toes! I knew there were changes to Facebook Pages before they even arrived. How, you might ask? You see whenever it is glitchy, not posting things, not letting me see whole pages, stopping me from doing things I would normally. There’s changes a comin’!

It seems that they have decided to make some rather incredible changes to the interface when posting to your facebook page. Here is the lowdown.

new-fb-post-options

Share an update or a link

This is your traditional ‘post’ format. It is a plain text field with the option to schedule for a particular date (including an expiry date).

Share a photo or a video

Like the original ‘photo’ post, this is where you set up photos or videos to be added to your Facebook Page status, create a photo album, create a carousel, create a slideshow, or create a canvas.

It’s interesting to note that I and a few others I know have access to post images as slideshows or galleries on the Facebook Pages App on our phones. It is available on both iOS & Android. Unfortunately it has crashed when I have tried to upload photos as a slideshow.

Create an Offer

This is the same as previously and is a paid option as it uses the Facebook Ads service.

fb-auto-offer

Worth noting is that posts that meet the criteria of being an offer, eg. Posts which include the words ‘% off’ will be offered to have the post go live as an offer rather than a regular post.  You can decline the offer but just be warned.

Create an Event

This option is the same as the old version. Some might notice the inclusion of keywords and the ability to advise that the event is family friendly or has free admission.

Get Phone Calls

Using this option creates a populated post with your cover picture, space for some text and a call to action button for ‘Call Now’, which logs a call to your linked phone number.  You can change the image by uploading another photo and unselecting your cover picture.

Get messages

This option is the same as ‘Get Phone Calls’ except when customers click on the ‘Send Message’ button it opens up Facebook Messenger and a message to your page.

So what does this all mean for Facebook Pages?

Firstly for Facebook it pushes advertising to the point of posting. You are offered to turn your posts into offers (ads) at the point of you writing the post. Facebook populates the fields making it simpler to have your offer go live. To consider is that using this removes your ability to edit the audience for your offer, unlike using the Power Editor for your ads.

In the image below, you will see the text above my photo, in the offer, is what I wrote in the post. However, the offer underneath, the part people claim, is unrelated and was generated by Facebook.
full-fb-auto-offer-screen

Some people will like that Facebook does it for you; I however, like to be in control of my Facebook Page Advertising.

What does it mean for your Audience?

Well it means that they have 2 new ways to interact with your page in one click, phone or messenger. Here’s where I am a little wary.

Facebook has launched Messenger Ads. Facebook has launched My Day, their version of SnapChat. Facebook is pushing people to use Messenger more. Am I excited about this? Yes & No. If I was the kind of business owner who wanted to push my followers to Message me, I would be happy. If I was the kind of business owner who knew that my clients would be happy to see Messenger ads, I’d be happy. I’m not that person, nor am I the kind of person who wants ads in my Facebook Messenger App!

What about getting the calls? Now this I like! This is a great way if you have a good offer that you want to put up and get people to “CALL NOW”. Here’s the best way I can imagine using this.

Put up an unbelievable special as a ‘Get Calls’ post. Ignore Facebook when they want you to turn it into an offer. Publish the ‘Get Calls’ post and open up Google Chrome & then Facebook Power Editor. Run an ‘Awareness’ Campaign to “Boost Your Posts’ and select your ne ‘Get Calls’ Post and target your audience. Wait for the calls to come in!

So overall, it’s not a bad change. I think business owners need to be wary of what is happening. I think they need to take some time to educate themselves on Facebook Ads and their clients. I’m also curious to see where this is all headed.

If you are interested in learning more about growing your Facebook Page or Facebook Ads, I offer a free 30 minute call where we can discuss technique, strategy, or I can advise on any problems you might have. You can book your time directly into my calendar (they are listed at 15 min intervals but are 30 min slots). Chat soon!

14680493_10208852276118578_739785678767864926_n 14671219_10208852309039401_4662060245719171453_n

1 2 3 5