Category Archives for "Facebook"

Australian Consumer Social Media Use

In this analysis of the Sensis report into how Australians use the Internet & Social Media, I will be focusing on social media and how customers use social media for purchasing decisions. While it’s important to know when we are online to work out when we need to post on social media, it’s the behaviours which drive purchasing decisions which interest businesses. This post is to be read with the previous article and can be compared with the previous year.

When and where do Australians use Social Media?

92 % of Australians access social media at home. When we are at home, Australians are most likely to check their social media in the lounge room and then the bedroom. This is no great surprise when you look at when we are most likely to check social media.

Australians are most likely to check social media in the evening (71%), first thing in the morning (57%), and at lunch or in breaks (equally 47%). So it’s no great surprise that our lounge and bed rooms are our most popular location. This also matches the likelihood that we are using smartphones to access social media. (Note: the 65+ age group are most likely to use a laptop)

Below is the chart of when we check our social media by age and by decreasing popularity

18-29 30-39 40-49 50-64 65+
Evening Evening Evening Evening Evening
Breaks First thing First thing First thing First thing
First thing/Lunch Lunch Breaks Lunch Lunch

 

What you can see in this table is a good indication of when you should be posting on social media depending on your target age group. Unfortunately, may businesses are still posting outside of these hours because they do not schedule their posts.

Why Australians use Social Media for purchase decisions

Firstly, only 18% of Australians use social media to follow brands and of them it’s most likely to be the 30-39 & 50-64 year olds who do. Now that does not mean you don’t need social media; that means that you shouldn’t worry about low follower numbers. You see, 16% use social media to access brand promotions (again the favoured by 30-39 year olds) and 16% to research purchases (most likely for those 65+). There’s a good chance that they are seeing what you post without even liking or following your social media profile. Here’s proof…

52% of people who researched a product on social media went on to purchasing one of the products they saw

61% of those purchases were made online

What can you do to influence the purchases made using Social Media?

Use reviews

61 % of Australians will read between 1 and 5 reviews before making a purchase. Remember that this is across all social media and there are many ways to post reviews. While you can use the review function on social media profiles, I actively encourage business owners to regularly post reviews on their social media to push the good news out to followers. By doing this you control the design of the review and you can organise them how you choose.

There has been an increase in people likely to change their opinion (to be positive) if you respond to a negative review. This means that you should keep negative reviews on your social media and respond to them.

I have previously written about the psychology of reviews, it contains information on why people give reviews and the aspects needed to have a convincing review.

What to post

This year, Australians said that it was more important (than previously reported) that businesses interact positively on social media, update their content regularly (post regularly), and post engaging and relevant information. Here’s the key to all of this, it’s what your customer thinks is engaging & relevant – not you. So it’s crucial that business owners understand their ideal customers.

Here’s the thing about engaging and relevant content – not having engaging and relevant content is the biggest reason why people unfollow social media accounts. It’s not ads. In fact, Australians, while not necessarily happy to see them they are not turned off by them nor will they ignore them. So, consider ads as part of your social media, they’re not going to push clients away.

If you are considering ads, you might want to consider the following things people want from brands on social media:
- 54% want discounts
- 48% want giveaways
- 30% want information, and
- 29% want nothing at all.

So before you think that your ad has to offer a great discount, consider that nearly 1/3 of your fans actually don’t want anything from you at all.

I have one more thing for you to consider when using social media for your business and what Australians like when online. All Australians are excited when our posts receive more likes than usual. While this statistic is higher for those <39, there was some degree of agreeance across the ages. So, give some positive feedback to posts and comments on your social media account, even if it’s a like. If you want to know why this works, read my post on what happens to our brain when we use social media.

So all in all, it seems that Australians are increasing their use of social media and while some want special offers a good proportion don’t want anything at all other than: good content, they like to be liked and if they research online they are more likely to buy online. It still points to the need for brands to have some sort of regular social media presence where the client is put first.

Australian Social Media Use

Last year was my first reviewing the Sensis report of Australian Internet and Social Media use. If you have never heard of it, they interview 800 consumers and 1100 businesses. Consumers are equally split by age and gender and proportionate by State. In this report, I want to split the report in two. I first of all want to give you the tools to explain why being on social media is important for marketing and then I want to give you an insight into how Australians use social media and how you can leverage that knowledge in business. These will be written as two separate reports to keep them more manageable for you; feedback from last year was that my report was too long and I want to avoid that. So let’s get on with it!

What does Australian internet and social media use look like?

It’s no surprise to those in the industry that Australians are long time early and avid adopters of technology. In the Sensis report, respondents reported that 80% of them owned a smartphone and that 84% of Australians access the internet at least daily and <1% reported never accessing the internet. With 3km to each Aussie (Census 2016), it’s no surprise that there was no significant difference on internet access between Regional and Metropolitan Aussies (81% & 86% respectively).

But what does that mean? It means that regardless of age or location, most Australians access the internet at least once a day. This means that if you are not online with your business, you cut your access to these people. Not to mention that <1% said that they didn’t access the internet at all. You need some form of internet presence. But where?

Many businesses ask me website or social media (or both) and if social media then where. I have to tell them to go where their clients hang out and this is where this research comes into its own. 79% of Australians who access the internet use social media. Yes, that means that 21% access the internet without using social media. Let’s look at the numbers:

59% of all people who use social media look at it daily.

35% of people access social media 5+ times a day.

Age groups who are most likely to look at social media at least once a day: 18-64

Say what now? What about the 65+ age group? Well, 53% of them NEVER look at social media (yes that included YouTube) and 23% (the next largest proportion of this age group) looked at social media at least once a day.

So what does that mean?

If you’re going to be on social media, be prepared to be posting daily, because your followers are on there AT LEAST once a day.

So what social media do Australians use?

This one is going to shock you. Researchers asked which of the following social media sites participants used: Facebook, LinkedIn, Instagram, Google+, Twitter, Snapchat, & YouTube.

90-99% of all Australian age groups surveyed use Facebook. The lowest group being the 40-49 year olds and the highest the 30-39 year olds. Facebook was by far the most popular social media platform for the over 65s. Here are the top 3 by age group and in descending popularity.

18-29 30-39 40-49 50-64 65+
Social media Platform Facebook Facebook Facebook Facebook Facebook
Instagram Instagram YouTube YouTube YouTube
Snapchat Snapchat Instagram LinkedIn Twitter (13%)

 

This table is interesting to consider when looking at where to put your efforts depending on the age of your target audience.

It is interesting to compare the data for the top 3 social media platforms by gender:

% Men % Women
Facebook 91 97
YouTube 60 43
Instagram 50 41

 

I find this interesting in so far that there really is little difference in women’s use of YouTube and Instagram and that men are actually more likely to use Instagram than women. Anecdotally business owners tend to believe that women dominate Instagram use, this is not the case.

Further to the high usage of Facebook, respondents were asked about their use of social media messaging services. With the exception of those aged 65+, 78-92% used Facebook Messenger.

So what do these Australian Social Media Use statistics mean for business?

In short, it means that not only can you not ignore having an online presence, if you’re looking to get on social media then you’re best starting with Facebook.

It means that you need to stop worrying that your clients are in regional Australia, because that is actually an advantage for you online. The internet helps them access the world and they love it.

It means that just because your target audience is over 65 doesn’t mean that they’re not online, not using Facebook and not using a smartphone. It’s just not the case – they are.

Businesses will benefit from engaging the Facebook followers through Facebook Messenger.

Next up I look into how Australians use social media and how that can benefit your business. In the meantime, if you want to know more please book a time to chat with me or come over and join the discussion in the free Facebook Group. Need something to take to the boss? Then send them a link to this report and put the following following Infographic on their desk.

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Connection as the service edge

So I’ve recently returned to the gym and I’ve started back listening to podcasts. I have recently been listening to Gary Vaynerchuk on SoundCloud. He had an incredible example of showing that you truly care, understanding your client, going that extra mile, and the power of word of mouth. The thing these all have in common is connection. I don’t know about you but I’m seeing a lot of people feeling incredibly disconnected regardless of how digitally interconnected our world has become.

Listen to the story

Here’s the thing, I highly doubt that Wine Library does that for every $117 order. I’m also fairly confident that for a while there they were questioning the practice altogether.  And then it paid off!

So what can we learn from this example?

Connections take time

I have to admit, a 3-6 month turn around on such an action and connection is quite short. Most businesses I know have a 12-24 month turnaround time. That means that it will take 12-24 months before making a connection will pay off.

I have mentioned in the past that it takes 7-12 touches to convert someone to buy from you. As you can imagine, those touches can be quite some time apart.

Connections need trust to convert

I’ve previously spoken about how we need to like, know & trust a person before we commit to connecting and purchasing. In this example, Gary Vaynerchuk was able to bypass a lot of this by leveraging the connection between the two clients.

‘But I can’t predict that Kara!’

No you can’t predict who is going to talk to whom and lead to a big sale, in part that’s why you treat all connections as if they will, but there’s a short cut. Testimonials!

A testimonial is a way that you can short cut a connection. You can do that because of the network of friends the giver has and relying on them seeing their testimonial, the other is the psychology of testimonials.

There is a body of psychology which sits behind testimonials, driving us to imply a connection and trust in the giver and thereby the service they are giving the testimony of.

The connection has to be genuine and meaningful

As Gary Vaynerchuk mentions, while a fruit basket or note is nice, it does not replace a researched and concerted smaller effort directly relevant to the receiver. What these more concerted efforts do is show true interest and concern for the receiver, not merely ticking some box because it is expected.

One way you can quickly develop a genuine connection is by livestreaming. I know I go on about it and that it can be intimidating for some, however it is the fastest way to build a genuine connection. Not only do people see you live, hear you , and watch your reactions, they can interact with you. Now that is a powerful tool.

Here’s a hint, I understand that livestreaming is intimidating, which is why I encourage members of my group to go live in the group to practice.

Value external connections

The more I stop and think, the more I feel that we have been lead to believe that word of mouth is a dirty way to grow a business and that leads are the best way. I have to be honest, I struggle to think of a business who would be better off turning their back on word of mouth in preference for new leads, unless of course, they are that bad that they lose their customers more often than they retain them!

A word of mouth client may have taken longer to come about, but it might not have, the thing is that you didn’t have to do any direct work with that client to win them over. Now consider a cold lead and the relationship building you have to do to move them into a place to buy. That can take a while.

A client gained through word of mouth can, in fact, strengthen two bonds and done well you will find you can have an exponential growth through networks rather than a linear growth through a list.

In the end

In this digital age, we have forgotten this. We have forgotten that there is a person on the other side of the screen. (That’s how we get keyboard warriors & trolls) We have forgotten that that person booking our service or buying our product online is actually a person. Hey, sometimes they even forget that we are real. We have lost that personal connection.

In the end we all have this need to feel connected to others, we all want to feel valued, we all like to feel special.

Pushing the Facebook Group

There is a push in Facebook Land towards Facebook Groups. It reminds me of when Pages first came out and then there were all of these developments Page Owners could leverage. Now they’re increasing the offerings to Facebook  Group owners and I want to not just explain them, I want you tell you how you can leverage them.

Here’s the thing… before you go throwing your page out with the bath water, you need to realise that a Facebook Group needs as much work. A disengaged group is as much of a wasteland as a postless page. It also has the same baring on your business. Facebook Groups are not the Holy Grail.

Getting people into your Facebook Group

Let’s face it, we would all like more people in our group. So let’s talk about it first.

Facebook have recently integrated a 3 question screening to Groups. This means that you can make people requesting to join your group are required to answer up to 3 questions. As the Facebook Group Admin, you set the questions and your only constraint is a 200 character limit for each question.

Entry questionnaires are nothing new, admins have been sending them out or redirecting applicants for years, however this is integrated into the Facebook Group. This reduces the time taken by Admin and saves messages being lost in that pesky “Others” folder.

The questions you ask are entirely up to you, but consider them as not just ways to screen but also ways to gather information about the content you provide and how your group is being promoted.

You can find the questionnaire under the ‘Group Settings’ for your Facebook Group.

 

The following options are being tested and rolled out. This means that they may not be available to you or they may be withdrawn. Regardless, they are worthy of mention as it demonstrates the increased push to Groups.

Ads shown in Facebook Groups

I have only ever seen one Ad displayed in a Facebook Marketplace (buy/sell/swap) Group. I understand that in the US, some advertisers have access to advertise into groups but it is not a global option.

The ad I saw was run off of a Pixel, meaning that I saw the ad because I had visited a website. This is handy for applicable pages as you can then run ads in shopping groups built around reselling your product.

I am interested to find out if you can target your own group. This would mean that you could offer specials or promotions just to your group based. This is helpful for large or highly active groups where posts move quickly.

Linking Facebook Pages to Facebook Groups

I have seen this on one of my client’s pages. They do not have an associated Facebook Group and Facebook is telling them to create one. I, however, have a group but no option to link said group. (yet)

Why is this important? Well, many pages see Groups as a way to deepen interaction. Some businesses use them as an income stream. Other businesses have them as part of their sales process. There are many reasons to link a Facebook Group to your page. In the main, it’s a community place to expand relationships with customers.

There is a lot of psychology around groups, group think, and group behaviour. It differs from a page, where it is more one-to-one. When we know we are in a group, we tend to chat more as a collective. Think of it as the difference between an email or phone conversation and a chat at the bar.

I am looking forward to using this as I transition from email to where my clients enjoy hanging out – Facebook.

Trial Facebook Group in Mobile Toolbar

I am seriously loving this change and I hope it sticks. I’m using it as often as possible to ensure the beta testing data goes back to Facebook.

Last week I updated my app, I’m an Android Facebook Beta tester, and I found that there was a Group tab to the left of the Marketplace tab. Of course I explored away.

What it does is that it shows me any outstanding notifications for the groups I am in. This is great as I am a member of far too many groups, but I love them. So, at a glance I can see if there are unread posts; best of all I can see if there is anything needing attention in my own group or groups I admin.

Under that, I can post to a group – any group I am a member of, without actually going into that group and down some mysterious Facebook Group rabbit hole. (You know the one where you’re scrolling, liking, commenting and lose track of time. Or is that just me?)

Next down the screen is the notifications. It’s a chronological (yup it is, no algorithm here as yet) list of posts and comments on posts on all the groups I elect to receive notifications on. Perfect. A one stop shop to catch up on the Group happenings.

I love this update as it puts the groups in one spot, in one app, with the rest of my Facebook – just like on the desktop. I was never a fan of the Groups app. I found it clunky and as a result, I didn’t use it. Having a way to interact with my Facebook Groups where I hang out is smart business and a move for Facebook to listening to user behaviour.

So what does it all mean and where does it come from.

This is a quote taken from the 2017 update to his 2012 letter on his Facebook Profile.

It shows that they have realised the power within Facebook Groups to drive community, the original reason behind Facebook. So leveraging this space where people again derive community is a crucial business move for Mark Zuckerberg and Facebook.

As a publicly listed company and one entering its second decade of operation, Facebook will look to new avenues of revenue – it seems that Groups is the new frontier.

So what do I recommend for businesses? Jump into Groups if you haven’t already. Get started before the rush and your competitors take the lion’s share of a new marketing space. Hone your skills, nurture your community, and grow your business.

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.

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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...

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