Your Authentic Self
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Find your Authentic Social Presence on Social Media with Mike Russell. Mike manages the social media accounts for @VisitFlagstaff at the Flagstaff Convention & Visitors Bureau as well as @MikeRDzign.
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Your Authentic Self
- 1. Your Authentic Social Presence Being Authentic on Social Media
- 2. Why are you here? You’re too busy. You could have sent someone (a robot maybe) in your place to take notes. You could have taken an online course or webinar or looked up the TED talk on being authentic in social media. *Being authentic in a digital world: Kylie Lang at TEDxNoosa You know the value of interaction.
- 3. Why am I here? Graphic Designer working in tourism for The Flagstaff CVB 2008…....@Mikerdzign Twitter 2009…....In charge of YouTube at the CVB 2014…....Began Posting for @VisitFlagstaff on Twitter, Instagram, Google+ and Flickr 2016…....Currently managing Instagram, Twitter, Facebook, Linkedin, Google+ and Flickr 2016
- 4. Social Media Challenges How do I find the time? How do I justify spending time on Social? What return will I get? Authenticity is a quality that can’t be precisely measured.
- 5. Why be Authentic Brands don’t control the message. Before the Internet, before social media, brands controlled content. It was a one-way conversation Now, we share that message with the millions of customers and potential customers that can at any time make their voice heard. Today it’s a two-way conversation.
- 6. Control the message Chipotle went from posting restaurant sales growth in October to a 16% comp decline in November and a 30% comp decline in December. Comp sales trends bottomed out in January with a stunning 36.4% decline. The E. coli outbreak was the primary cause of these sales declines. But social media likely played an important role. Jack in the Box had an E. coli outbreak far worse in1992 More than 500 people in the western U.S. became infected with E. coli, mainly from eating regular-size hamburgers from Jack in the Box. Four people died. Chipotle's E. coli outbreak only affected 60 people, with no fatalities. After the outbreak Jack in the Box’s comparable restaurant sales fell only 22.2%. Furthermore, its sales quickly recovered. In Q3 and Q4, Jack in the Box reported comp sales declines of about 9%. *How Social Media Is Killing Chipotle's Recovery. Adam Levine-Weinberg
- 7. Build brand loyalty Every day, a brand should be connecting more and more on a personal level with their audience. They should be building brand loyalty and banking affinity. Because, at some point, people will overreact about your brand. The brands that have a loyal audience will get through it. The brands that don’t, will take a big hit because they won’t have people out there supporting them. Flagstaff to @VisitFlagstaff – Share the conversation Engage with your community
- 8. An authentic company owns up to their mistakes and is honest with customers. Doesn’t sugar coat anything or sweep problems under the rug.” Acting like a human rather than a robotic brand increases a brand’s likeability and allows the audience to feel a more genuine connection. 63 percent of those surveyed in a 2014 study state that they buy or would buy from authentic brands over their competitors. *Keeping It Real: How to Build an Authentic Voice on Social By Dara Fontein
- 9. In 2016 and beyond, people want something real and authentic. Ninety-two percent of consumers say they trust earned media, while only half trust paid ads. (earned media refers to media exposure you’ve earned through word-of-mouth.) Seventy percent of people want to learn about products through content vs. through traditional advertisements. *Learn more about how to build an authentic voice on social media.
- 10. How to be Authentic AUTHENTICITY - genuineness and humanness that makes your brand more trustworthy. If your posts seem robotic, formulaic, contrived, sales-heavy, or manipulative, they are not authentic. If they are sincere, emotional, personal, approachable, and believable, they are authentic. Automation vs. Authentication
- 11. 1. Post more images 2. Interview your employees, or interview yourself 3. Write like you would on your own social profiles Speak casually and conversationally 4. Post in real time 5. Hold conversations 6. Avoid any formulaic response 7. Express opinions *7 Ways To Make Your Brand More Authentic On Social Media Larry Alton
- 12. Model Responsibility and respect Lead by example Pause before you post Be vulnerable Look beyond the ME Imagine what you can change.
- 13. Thank You Sample Tweet: Great talk from @Mikerdzign at @Flagstaff_Comm and great food from @Oakmont_Flag. #CommunicateU I got Authentic at @Flagstaff_comm. Love this group. #CommunicateU @Mikerdzign @Oakmont_Flag
Notas do Editor
- I’m preaching to the choir The value of interaction. You could have sent a intern. You could have asked for the powerpoint notes You could have taken an online course or webinar or looked up the ted talk on being authentic in social media. You’re here because you are authentic, unafraid of being present and saying your spiel and hearing others.
- Not just soft metrics but referrals, leads and sales There is a conversation happening.
- Chipotle went from posting modest comparable restaurant sales growth in October to a 16% comp decline in November and a 30% comp decline in December. On a monthly basis, comp sales trends bottomed out in January with a stunning 36.4% decline. The E. coli outbreak was the primary cause of these sales declines. But social media likely played an important role. Jack in the Box had an E. coli outbreak far worse than Chipotle's. From late 1992 to early 1993, more than 500 people in the western U.S. became infected with E. coli, mainly from eating regular-size hamburgers from Jack in the Box. Four people died. Chipotle's E. coli outbreak only affected 60 people, with no fatalities. Despite the severity of Jack in the Box's E. coli outbreak, its comparable restaurant sales fell only 22.2% during the second quarter of fiscal 1993, at the height of the crisis. Furthermore, its sales trend quickly recovered. In Q3 and Q4, Jack in the Box reported comp sales declines of about 9%. The difference in the impact of these E. coli outbreaks on sales results can probably be traced to social media. Social media increased awareness of Chipotle's food safety problems in the first place, and Chipotle's food safety issues continued to be the butt of jokes on social media long after the initial outbreak.
- earned media: whether it was the fantastic content you've distributed, the influence of your SEO efforts, the customer experience you've delivered, or a combination of all three, earned media refers to the recognition you receive as a result.