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Nov. 23, 2015

118: Rediscovering the Value of Social Media for Business - in South Africa - Part 1

118: Rediscovering the Value of Social Media for Business - in South Africa - Part 1

Neal is back! You’ve heard him talk about keeping it real in your social and your content, and he wants to keep it real. Neal’s goal is always to do this podcast regularly, but everyone’s busy! Since the last podcast, he’s traveled a lot, successfully launched the second Social Tools Summit in San Francisco in October, and spoken at a conference in South Africa. This episode is part one of a radio interview he did while he was there, and focuses on the value of social media and taking a step back and looking at the big picture.

Transcript

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welcome to maximize your social actionable advice on how your business can maximize your social media presence. Now the host of Maximize Your Social Social Media Author, speaker, consultant, founder of Maximized Social Business, The Social Media Centre of Excellence and the Social Tool Summit. Neil Schaefer. Hey, everybody, this is Neil Schaefer and welcome to another episode of Maximize Your Social. Yes, back for those of you that might remember that. Hey, it's been a while, and it reminds me of a block post I did some time ago where I talked about blogging for content and not for comments and wanting to keep it real. And there have been times we're having blogged for a few months or podcast for a few months because, well, we're all busy what we do, and I'm no different. And even though I do like to keep certain things at a regular basis on a daily basis or weekly or monthly, sometimes the podcast, for whatever reason, just falls behind. And this is the case. But my commitment to you whenever I restart is really to be committed to continuing long term and well, because I speak a lot and I speak in a lot of conferences. I'm always looking for interesting people to interview as well as provide you my own inspiration based on my own experience, speaking and consulting and coaching and training. Some pretty confident. I got some great content lined up for the next few weeks at least, but obviously beyond that as well. So since we've last chatted off, traveled to a few different countries in the world, I I had an extended stay in Japan over the summer. I was successfully launched my first social tool summit in May, and in my 2nd 1 just recently in San Francisco at the end of October, I also had the chance. You know, I've spoken and I believe 10 different countries around the world. North America, Europe, Asia, I. Finally, I had the chance to speak in South Africa last month, so I can say I've spoken in four continents, and indeed, when I was in South Africa, I had a chance to be interviewed at South Africa F M right there in the heart of Johannesburg. And it was quite an honor as I landed on a two night flight. Basically, I had taken overnight, you know, red eye flight from L. A to New York to catch a morning flight the next day, which was 15 and 1/2 hours from JFK to Johannesburg, one of the top 10 longest flights in the world. Apparently, And it was long, it was actually an amazing flight. South African Airways. If you've never flown them, you should give him a chance if you have the if you have the opportunity to. So what comes now is this interview I did at South Africa FM, and this is going to be a two part episode. So you're going to hear the first part, and next week you're gonna hear the second part. This first part, really, you know South Africa is in most of the world is behind United States. There's some countries that some aspects of what they do in social media marketing might be ahead. Like with mobile and social media marketing, we see the Asia and Japan would line and China with reach out of clearly taking the lead. But in many instances, many countries are behind in South Africa. Is is you know they're even behind your oppa's. As my driver said in South Africa, they get iPhones like, six months after they're released in Europe. So this gives you an idea, but yeah. I mean, they're social media marketing was behind and I spoke at a conference. There was the keynote speaker of Companies Financial Service is industry I t. Industry that wanted to stay at the cutting edge of what is possible. And indeed, there are many in South Africa that are doing that. But this interview that I did, or at least this part one will focus on. Hey, what's the value of social media? What's your advice for using social mean? It's almost like with everything that I've done. Let's take a step back and take a holistic 36,000 foot view and try to re understand the value of what we're doing. And in fact, that's gonna be a theme. You're gonna hear me talk about a lot in 2016. I'm actually gonna be speaking at social media marketing world again. Fourth year in a row. I spoke there every single time, and this one it's going to be re understanding or revaluing the importance of the value that Twitter house as a specific social network. I'll talk a lot more about that as we get closer to social media market. World neighbor right now have fun listening this episode, and I hope it gives you a few golden nuggets that you can use for how to utilize social media for your business in the spotlight. That is Neil Neil Shaper. So isn't that because you can not South African, but is in South Africa? Is ahead talking off ahead of a conference where he'll be talking to everybody as the main man. Tomorrow we'll go checking to you. Hi. Oh, good afternoon. It's a pleasure to be here. So the Blacks Year. Why? Because you like me. You're here because the conference tomorrow it's going to be the i T. Web Social business summit. And it's gonna be one day full of great content speakers on social business, all right. And on the scene that you just you this what? This expert in what you call social business because we've been talking entrepreneurship, you probably picked up the tail end of it, right? Indeed I did. And what are we saying? That there's business to be made from going social? My reading it correctly. That's correct. social media has become a major communication channel. Now I come from the United States, where we might be a little bit more advanced than some countries. But now, social media, you have a website and digital. You have TV radio. When you have social companies investing a lot more in it because it is the public voice, you have the ability to reach out on a one too many scale that you just couldn't do until now. Okay, so you're delivering the key now. The keynote address tonight. Tomorrow ways is gonna be, you know, much of the details. If you get it wrong, I'll find out exactly what it is. I think the place called the summerhouse. Okay, wait. Get to politic. Provide all the information. We want you to test your geography. Understandably so. Right. But that's in Johannesburg tomorrow. That's correct. Okay. We'll get all the details in a minute or someone that has been driven by. He went s So that's important to you. So get me so you probably USA. Let's talk then about about what is it that you do? So your practice is evident. Cheap, off, maximize social business. That's what Today is in a magazine and unlined site, maybe, or what? Correct? It's an online said. I do a few things, So basically I help businesses with their social media, so sometimes it's writing books. I've written a few books, including one called Maximize Your Social, which is, You know, how to write it. Your own social media strategy. I do a lot of speaking at conferences like I doing tomorrow as well as internal corporate events as well as training for employees, and had a better utilize social media and people. Someone listening because we tail end off this entrepreneur talk. It's possible we could be getting a marketer for a big brand listening. But it's also possible that we have someone in Nishi Rei who runs a one person business who has been told by you that in fact, you can. You need to use social toe, grow your business and the person saying like, Excuse me, how is in social? Just supposing pictures about my family on the beach? Can. Can you do that? I mean that really talking small business. Now, for starters, we'll talk about the bigger ones in the second. How do you? How does a small business use social to grow their business. Wow, a great question. And by the way, I think everybody started off with, you know, you know, socials not for businesses, for people, right, and they're true. But what's happened over time is that, you know, now everybody or everybody that's online is basically using social media, and there are ways for us to engage with them on a one on one basis. So really, you know, how do you develop business? That small business owner, where your customers, they're all local? It might not be as important if their National International you have the ability to reach out to them tells a meteorite which you couldn't do before social media. You couldn't find them. You didn't know their phone number. You don't know the address, but they're all local in the same community. But you can't knock on all the doors. You say you can knock on the doors for social media. It's all in the same social displaced. You can't do that absolutely. And that's really the essence of it. Yes, exactly. So you can find what they're talking about. Try to engage with him in conversation. You know the Facebook twitter. They provide you advertising platforms, which is like a really micro target. Those people in your community that you think would be buyers of your product. Okay, so you're not the first person has told us, in fact, that you can use social to grow your business. But the question that is the how will we get to your journey just now? But I'm sure let's talk about the home. How do you do that? Well, it starts with, like I said, understand who your customer is? Are they even using social media? So, for instance, was once talking with a company that basically run senior citizens of the United States. The senior citizens are probably not the most active social media users, but their Children are, and in fact, that's their Children that are often making the decisions about putting their parents in these homes. So who is the buyer, right? And what social networks are they active on? So if they're very young in the United States, it might be Instagram if they're a little bit older or if they're very business, like it's more like Linked in or Facebook. So once you know, you know where they are now. It's just a matter of, you know, establishing an outpost, which is your own social media channel, your own Twitter handle, whatever it might be and starting to, you know, really talk about things that they would be interested in start to follow them. Maybe put a little budget in advertising to get some people to get your fans or your customers to follow you. And that's really where you start at the basic you need to be. You know, everybody now is the media. You need to be publishing content because that's how you engage in social media. But you also want to be reaching out to people you know social media legit. Have contact with with hashtag to help spread the word about things. You know, if you had a good experience, post your photo on Instagram House. Target. So many ways of using we call UGC or user generated content, and maybe this is very advanced for that very small business owner that we started talking about. But really, that's that's the basics. And I told people it doesn't have to take up your whole day. You're on social for business you know, 5 to 10 5 10 15 minutes a day. Create a routine, right and find out where you're successful. You're not successful. So if you're on Twitter and Facebook and Facebook is really where is driving the most enquiries? Driving most business, you know, go full on Facebook. Forget about Twitter for now. So that's really you know where you are, what you say. I've got a book in front of me about entrepreneurship. Andi, certainly five of the top young entrepreneurs in the country. One of them called Lucy McKay, who made a He spoke in an event that I am seeing a few weeks a few months ago. In fact, he said something like, and he's on social media. Let's get that right. He's on Twitter on Instagram is on Facebook and everything, he said. Finally, one person's made become a millionaire by spending all his time or her time on social media, suggesting, Come on, that's being rather naive. I agree with that, and I like to say social media replaces nothing but compliments. Everything right, so it's a new tool, but the old rules of business are still in place. So however you used to make money, You're still gonna do it. But now social media is a new channel and more more people using it. So it's gonna be important to keep an eye on and understand how you can use it and to help complement whatever else you d'oh. So you still need to have a website. You still need to have search engine optimization strategy and what have you. But social can be very, very powerful force. And right now, in United States CMO, they're investing about 20% of the marketing budget in social media. That was from from a zero what? 10 years ago? By exactly So you know, from my own perspective, I don't prospect for business. All of my consulting business, et cetera, has come through primarily through social media, but a lot of it is also I blocked. I consider block part of social media. So I have a website people find me and Google search right or were the mouth. So it doesn't just come from social media, but it is an important compliment. But that wasn't 20% off marketing spend on social media. Red and I should point out right now, in 2050. Let me correct myself there. It's probably about 14 15%. I'll be sharing the statistic tomorrow. 2020 of the year. They say it'll get that. That's full five years down the line. Exactly. Okay, Interesting one. Always mine. 1104 to a seven year old Neil Shaper with me. Editor in chief, off maximized social businesses. Year on. I will get our power to get all the details off the event that he's talking at tomorrow because he's the keynote speaker, then. Okay, so if you think it's 15 to 20% now, fine. The question that is one thing is getting on social media. But the others. How do you get the balance? Right? And I'm talking about the social, the owner off the company that is speaking in He's on her own capacity, having a public profile versus speaking through the brand. So, you know, maybe you made sort of throw up an example of the brand, and I'm wondering, how do you get the balance right between who talks? What and what do they talk about? That's a great question. I'd like to call that the voice of the company so if a brand and you know, let's pick Coca Cola, Whatever it might be if they're gonna be tweeting what is the tone of voice gonna be? Is it gonna be a male voice of female voice Is gonna be one person, several people. That's an important decision that companies need to make because, you know, in the old days you have just websites. It's basically static socials, very dynamic. So the same tone you're using your website, it's gonna be different that using social media and I think that companies are still trying to figure that out. It gets even more complicated when we talk about visual voice. So on Instagram, it's all about photos. What? What's gonna be the look and feel your company, right? If you're a B to B company, how do you represent yourself visually? Something I'm gonna talk about tomorrow as well. But you know, the talk about who's gonna represent your companies were interesting because right now in the United States, we're seeing the advent of something we call employees advocacy, where companies are actually urging their employees to talk about their company in their persons also network. But on a public platform on a public platform. We just talk about they come to talk. About. What about the company. I don't like the company after quitting. What? No, no, no, no. For instance, you know, Hey, we have a new job opening. Would you mind sharing this with your network or we have a new campaign going on? Would you mind sharing it with your friends that might be interested in? It's all 100% voluntary, but obviously, if you have 10,000 employees, the power of even 10% of them posting on social media on your behalf is a very, very powerful one. Let's talk about something. So you're your talk tomorrow. What's it about? It's called the evolution from social media to social business really looking at how companies start with using social media for marketing purposes. But because it's a two way conversation, they suddenly find themselves having to do customer service of over social media. And really, what we're seeing United States, especially with bigger companies, is no every single department in the company, and somewhere another is using social media so that you really become, you know you're on your way to becoming a social business because because that's the point that I was gonna ask you that if you're on social media. So again, I made the point. The gentleman from Holly, she where? All the lady from from Butterworth thing. Okay, I need you. And I'm talking about the rural communities. I need to get on the social media and market my business if, whether they speaking individually as there's the voice, all their company, if it's all sell our good roles for sale today at two Reds, freshly baked things that five grand, grand, blah, blah and they say nothing else. Is that a good thing? You're not a good thing. That's not a good thing at all. And get sect at that point, that social media was made for people so well, Companies need to humanize the brand. They need to talk like regular people. D'oh! And if they're not offering some sort of resource, some sort of utility, some sort of information that's useful to others, people will tune them out and that, you know, they're just gonna be wasting their time. So social is not, you know, it's the channel you do not want to sell on. It's the channel. You wanna have a conversation on and engage with others and really build community from and your thought about how much time should want allocated? Well, you know, it could be a total time suck. We know that from a personal basis, right in the businesses, that should be even more strict about it. You know, I think once you have a road map in place, a plan in place, you do not need to spend that much time for small businesses. Ah, few minutes a day in all, reality is sufficient. What takes time? Those actually crafting that content, especially if you want to advance and you have a website. You want to include a blawg. You want to create videos or images? I think that's where your time she spent on the content creation. That's really what? What's gonna become the magnet? To get people to engage with you in social media? Interesting. Now, just to get to the event itself. It's called the Vanity Reps Social Business Summit. And it does happen tomorrow at summer place. High parks, off course, north northern Johannesburg. On dhe, my guest delivers the keynote address. They're not open. It's an interesting one. Just the evolution Gonna survive a chance. I'm gonna be there. We'll see what happens about it, right? What in the evolution, All the examples that that that one can say that the working through social media companies have grown, they've they obviously produced on the things that got maybe a fashion range or whatever else they do. They sell motor cars, but they can come back and say We've grown our business because off social media Oh, absolutely. There's a number of case studies that have already been published. There's one brand on instagram and they just started off with basically a clothing brand for, you know, teams. And they became so popular on Instagram. And I'm sorry that I don't recall the name right now, but they actually started creating brick and mortar retail stores based on their online success and Instagram. There's another. Once again, this is a fashion company called Red Door out of Georgia, and they went online and really use Pinterest and Facebook and Instagram and because people you know engaged so much with the photos of the clothing and could imagine themselves in this clothing, they ended up buying more, more from them and, you know, they started up brick and mortar. I think 93% of their sales right now online and that's primarily through social media. So the bigger the business, you know, the impact of Social House might be a little bit smaller. The smaller the business that you know, the potential for impact, obviously a great or even greater you've been talking about. I mean, looking at my Twitter, feed your timeline and I mean re tweeting pictures of you in our now is that good business does when I'm saying my business is broadcasting right, right. Is that good business? You and I talking, That's our primary job. That's what we're doing right now. But while I'm talking to you, R McKee posting a picture off our conversation for that listeners can see what you look like it is in this effort was Lucio to whatever you know that comes in the UK, Just give me your thoughts on that. So this is where it comes down to your objective. Your objective is gonna be different than that small business owner. Small business owner wants to sell. Maybe they already have a monopoly in the market. They just want to keep mine share with the community, whatever it is. And that's really the basis of this road map that you just talked with the previous guest about with the social media strategy. What is it that you want to achieve? I've been consulting for companies that it's not just about marketing, you know, they want to do customer service over social, whatever might be. Now your objective as an announcer. You know D. J is probably in a personal branding and to show off a personal side of yourself behind the scenes look that you can't get just by listening over the radio. So I think showing photos like that is a great idea in my training myself, if I show you off effective because like, what does he look like? I mean, that's that's what we do, actually amplifying right? Of course. We sometimes quote, if I get a child's output, what what you just said. You will save in future sometimes on the line, and therefore you're using this dynamic flop from called Twitter and showing something that people cannot get anywhere else, and therefore people will tune in the twitter to find that information, and this is what we're finding in social, whether it's behind the scenes, look at celebrities on Instagram or finding the latest news on Twitter. We know when there's a disaster that happens worldwide's Twitter's, where the news breaks. Thanks for listening to maximize your social way. Appreciate all of your iTunes subscriptions, ratings and comments. If you would like to appear on this show or recommend content, please contact Neo Schaffer at Neil at Maximize Your social dot com. Please also make sure to check out Neil's New Community Social Media Centre of Excellence at Social Media, c o e dot com, as well as Neil Social Media Conference, The Social Tools Summit.