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Nov. 30, 2015

119: Rediscovering the Value of Social Media for Business - in South Africa - Part 2

119: Rediscovering the Value of Social Media for Business - in South Africa - Part 2

Neal recently visited South Africa and was interviewed on South Africa FM. Last week, you heard the first half of that interview. This week, listen in to hear a continuation of the conversation about social media for business, and what it might be like if we could start over with social media. What would we do differently? Would we change our priorities? You’ll also hear more about Neal’s story and how he got to where he is, as well as an entertaining countdown of questions.

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 Pool Summit. Neil Schaefer. Hey, everybody, this is Neil Shaper. Welcome to another episode of Maximize Your Social. I mentioned in my last podcast that I had the opportunity to recently visit South Africa and be interviewed on South Africa FM. I'm really excited to now present to you part two of the interview, where it was a continuation of talking about, you know, social media for business, as if we could redo it again and re understand our priorities. And how would we start over and what are the important things to think about? But there's also a lot of personal information here that I was asked of actually how I got started in Soldier Media. So if you haven't heard my personal story, you'll be able to hear that as well as this unique one minute countdown of questions that I was asked at the end, including Neil, What would you like on your tombstone? if you could have lunch with someone, who would it be, What period of time would you like to live in? So I was not prepared for anything less questions. They're very much on the fly, but I enjoyed answering them, and I hope you enjoy listening to them as well. So without further ado, here's part two of my interview in South Africa next week we'll be back with our normal format. Gets me thinking. Therefore, if you look at the comparisons and correctly, we're I'm wrong. This is so many. But I'll stay with Twitter on Dhe, Facebook and Instagram and Lincoln so once. Right for where? Because we are talking within the context off social business, right? Right, Well, I mean, the no brainer is if you're a B to B, if you sell to other businesses, Lincoln is going to be the best social network, right? If you sell to consumers in general, Facebook is going to be the best network. However, that's recently changed because we see you know Facebook has something called EJ drink, and it's an algorithm that determines what shows up in the news feed, and brands are finding it harder and harder to get through so that their fans actually see their messages when they post. So Instagram is actually becoming more more engaging. I think if you're in e commerce, you know, you didn't even mention Pinterest, which is another major. But if you're an e commerce, I'm almost thinking that Pinterest and Instagram might be almost equally important as Facebook, if not more important, depending on the type of product that you have, Pinterest obviously is like 80% female demographics e commerce, female demographic product that might be more important than Facebook, even though it has 1/10 the user base. Instagram, mobile commerce and young demographic that might be number one for you as well versus Facebook and Twitter is really good for both, because Twitter, like I said, it's for the news breaks. It's real time. It's mobile. You know, If I was writing the social strategy for most companies, whether you're B to be your consumer, facing, Twitter would probably be a part of it. Okay, so that's the next mission that if you get someone like myself who, outside of Pinterest, which I don't use, I will use all the other four, right, right Can you use a ll Ford when I speak on behalf of the listening? Of course. Can you use all four and effectively have the same tone? It's really hard because every I liketo compare this. So I didn't go through my own professional background. I did business in Asia. So Japan, China, Korea. These are all very, very distinct communities, different cultures, different ways of doing business, different currency, different loves. And really these social communities are all very different their own way as well. So when you're on Facebook, you want to be as facebooky as possible. When an instagram you want to use lots of hash tags which you may not want to use on Facebook because there's still foreign to many people on their right, a Twitter is gonna be different. It's gonna be short, concise. So ideally, you actually have a different tone, a different way of speaking. That leverage is that's practices in that community for each of these. Okay, I think that that's well said it very easy to understand now that that different cultures in every country is he from different social media to different. You actually are in different countries. We need to speak that currency or that language of that of that country. So what about those that effectively link? Often you mentioned Instagram on Drawn on instagram. And you the link a post there, too, to Twitter. The man was in won't change, wouldn't it? Right. So you know, there are these tools out there that, you know, you post once, and it blasted all these different networks, and that's in marketing. We call that spray and pray, right? You really want to spray and pray? Okay. Spray suggesting that your critical? Yes, I'm very critical. Okay. So, like, so take a few minutes. And that's why I talk about, you know, creating the content. That's really what it comes down to, that the 5 to 10 minutes really come down and taken extra 15 30 seconds to craft the message. That's going to be it's gonna be better engaging platform. There's a question. What exactly do are performed? Initial MySpace comments. They have insight into all of that. Can you repeat the question? What, Zach about due to outperformed initial my space a great question. Wow. Well, my space was I want it was before my time. My space was definitely very focused on a music and uncertain demographic. Facebook obviously started from college, and it really went out from there. But what? Facebook was really smart, and I visited Facebook headquarters. And if you go to Facebook headquarters, it's where Sun Microsystems usedto have their headquarters and son became this dinosaur in the I T industry. And what Facebook realizes is that news feed that you look at every morning when you wake up and probably right for you go to bed. That's their lifeline. So they need to make sure that you want to stick to it. The information you find is new. It's interesting, and they're really devoted to making sure that happens when you leave Facebook to go home. They still kept the Sun Microsystems sign that you don't actually have the CIA's you go home to as a reminder. We do not want to become the dinosaur. We always want to be fresh. But the problem is the demographics are changing. Facebook is an old person's network now. United States, amazingly doing the same in South Africa. Yeah, it really the young people are Snapchat, instagram Tumbler. It'll be interesting to see what happens over time how Facebook will react it out, but they're still in a very strong place. And that's really where a lot of the money is as well in the older demographic. So but we'll see what happens over time because it was another questions. Don't pick up in just a second, okay? Other, less irritating people on Google, Plus, then on Facebook. Wow, you know, every network is different. I find the Google plus people to be really passionate and every social network at the beginning of the same. I remember like I used to say, What was that tweet? And some would say, No, you don't take tweet on Twitter. You call it something else. So they're very, very protective and very, very passionate about their community, and they want to make sure you understand that. So in Google, plus is no different. I find Google plus to be predominantly male, very techie, geeky, and you cannot just have a simple conversation on Google. Plus, they tend to be very long, sort of heated debate. Okay, so it's a one line is 140 characters would work there. It does not work that while people are a lot more if you want. Have a deep conversation that's really the place to have it. So I've met some wonderful people, but it's really a deep place compared other network. I'm gonna get your story. And of course, your calculator will do that in just a second. But is that you enjoy because effectively, you, you crypt, your critique the business of social media. But in doing so, that is your business. Well, I won't take critique. I try to help businesses, and it's all about best practices. So we have companies that I've succeeded. We have companies that have failed. The problem is that most companies start with a disadvantage. A lot of companies in the United States will start with Hey, we'll just have our intern to our social media because they're young and they do it all the time. The problem is, young people do it for themselves. They've never done it professionally. They don't know what it's like to represent a brand professionally on social media. They're already off to a fast start, right, so there's some cleanup work that's often involved, but it's really about, you know, how do we perfect what we do in social? How do we get How do we do best practices? How do we constantly improve? I spent 15 years in Japan. So you know, the constant chi then and constantly improving is something that I'm very passionate about. You know, social media is an experiment because the people that use it, how we use it and the functionality being provided is always changing. And therefore we need to manage it like an experiment. So we need to have controls in place, and we need to make sure we need to be measuring and making sure that we're always doing our best good point on whether the question is, Can you get into business? Can you be in business right now 2015 2020 and not be in social media? Think about that. Let's just talk about your own Jedi. So how did you get into this? What were you doing before? Because there's some accolades in terms of what you've done for social media with things like the Forbes list. Love? No, but I will get to that in a minute. Give me your story. That's a great question. You know, I never intended to become A You know, a person and social media just happen organically. My background is in high technology sales, business development, marketing. As an American, I'm pretty unique in that. After I graduated from college, I went out to Japan, where I lived for 15 years, and I have a lot of great holistic business experience. How do you sell something that no one's ever heard of in Japan? China and Korea make them successful in the market, which was, I was able to d'oh. So it was 2008 and I came back to United States. I married someone in Japan and we had a child move back United States. And in 2008 I was in transition. As we see in the night. Sky is looking for a job for the first time in my native country, and my network was all in Asia. And it was after time where I realized I had to build a network in order to help you look for a job. And that's where I went to Lincoln. And a lot of people were still using Lincoln very personally than I realize that it was a business tool. Back then, the more connections you have, the higher you appeared in search results. So if someone's looking for, you know, Japanese business United 500 Connections of CEO Sony only had 100 connections. I showed up higher in the search results, so that was the ah ha moment. For me, this is a business tool that can be used where most people didn't realize it. So I ended up getting that job, and I started a block in July 2008. That's what has now become maximize Social does. Now we're seeing okay, but it's funny because that company decided three on the bug is called Maximize Social Business. That's correct. My social business dot com. Three and 1/2 months later, the company decided to pull the plug on international sales. It was literally the day that President Obama was elected president, that my boss lot and said, Sorry, Neil. So that was a real bitter experience for me because I'm very passionate about what I do, and I give it my own. I invest time and energy, and it was the day before a six week business trip to Asia uncover new business. So I realized that I had to build something then that no one could take away from me. That was my brand on your own. And that that's your brand. And that's why don't wait until you're in transition for that. You should be building that on a daily basis and really dig your well being for you're thirsty, right? So my wife, as I was interviewing for jobs and this is the Lehman Brothers crash, you know, end of 2000 and 32,009. They were not good times globally. And my wife was saying, You know, you should consider writing a book if you don't find a job. I don't wanna be coming off right. I said, Okay, if I don't get the jobless person like you can get people interested, that's potentially. Which is suggesting it's funny, because I had already started Blawg. So people are already starting to reach out to a very active on Lincoln in the community. They're linked in groups, and so I ended up writing that book. It was the first of three books, and as I was writing that people started to reach out to me locally to speak. And then after I published I'm like, Well, you know, I'd love to speak And can you buy some books in Louisville? You know, speaking fee. And it was really in January of 2010. So a few months after I published the book, we're literally in two weeks, I had four different companies reached out to me saying, Neil, we know we need to do social media. We don't know what we don't know. We need your help. Will you help us? And that's where I lost my consultancy. And since then, what I'm focused on is really the strategy and the education, and it's never any need for education. They're still CEOs in America that aren't even on social media that need to be educated on because there's a lot of spend going into it, and I'm really stuck with my passion. You know, we when Steve Jobs passed away, we all looked at that Stanford University graduation speech, and he talked about connecting the dots to your past. My dad was an educator. He was an elementary school teacher, so I realized that's probably what you know, whether it's consulting a writing or speaking. It's about being on this interview. It's all about educating. It's a selfless compassion and think that I love to do, and that's my contribution to society. You're being acknowledged. We just talk about some of the knowledge when she received because of what you've done Well, CMO dot com said. I was one of the top 10 marketing thought leaders recently. Forbes does these annual articles and two years in a row, they said I was one of the top 50 power social media influencers Top five social sales influencers. My books have won awards, you know, this is the fourth continent have spoken on. So I've spoken out a few 100 events and, you know, Asia, Europe, Africa, now in North America. So I think that's really what it speaks most about me. Is that people you know they want to hear me speak? I think I have a unique perspective in that professional background in Asia. I think it's really helped and my backgrounds actually not marketing. It's more sales and Biz Dev So Ivory Practical Way. It's no fluff, practical, rational way of looking at social, which I think a lot of people find refreshing. Okay, so and surprise the South African market But you talk tomorrow and to borrow what you said earlier that Instagram and ringtone and Facebook are different countries. But in this case you are in a different country. How much, junior, about South Africa, when you talk to you talkto us tomorrow. You know, I don't know as much as I'd like to know, but one thing I do and I've spoken recently in Romania, Finland, you know, different parts of Europe is I'd like to do a little data analysis, and I and I'm gonna show people tomorrow morning. This is the top. You know, this is the ranking like Facebook is the second most visited websites United States. Linked in is like number 10 Twitter's number seven. Let's see what it's like throughout the world and let's put South Africa on the mouth and you'll find the South Africa's actually pretty similar to United States in terms of these social media sites being as popular as others. Now every culture uses them different. In Japan, they use Facebook like a Lincoln. And in fact, the most popular social networks in China, Japan and Korea are not even Facebook. Twitter, LinkedIn they are. We chat or in Japan. They have lying create thes mobile messaging app, so every culture is gonna be a little bit different. I wish I knew more about how South Africans use it. I'm hoping it's more like how United States and Europe uses it rather than the Asia. I think it's very, very, very similar to what you doing in the U. S s left may be good news for you. All right, let's see, as we sort of wrapped up in our last illness with the help of this every day. Now, one minute we Well, let's see. He can beat the clock and ask him some seriously difficult questions. I don't know what it is. You're ready for that, right? Okay, let's go. Right. What's your one question for your president and our president? Well, you know, I think it's the same for both of what? Your plans to make South Africa the United States a happy, happier, healthier and wealthier country. Ok, Any other era other than not. And you wish you had lived in. I love today I'm a futurist. Okay. Who you love to take out to lunch. Mark Burton. Okay. Social media should be considered as a subject in school. It must be the kids are using that they don't realize the consequences of how we should be teaching. It is the book that change your life, The rise and fall, the great powers. Okay, a quote that disquiet as you in direction. I'll give you 2 80% of success is showing up and no free lunch. What would you like to have inscribed on your tombstone? Your old Schaeffer was a good guy. A lot of people. Okay. Who would you like me to put in the spotlight besides yourself? Well, if he ever came out the South Africa, Seth Godin is one of the most amazing marketers. I certainly know the name, and then they just happen. Okay. I think we got tired of so much through all of those which person would be putting into our cabinet? You wouldn't leave that load completely, right? Let's just is then wrap up just some some other lessons that that you can give us other maybe examples. And again, Anderson, you know, you don't know the South African market well off companies that have your social media and understood it well, and it's dramatically changed their companies. Yeah, and I like that The business idea, right? And I think the businesses that have have really become one, they really found a community and social media. They've served that community. Whether it's through unique photos or videos or content. They've allowed the community decide on what products that they end up making. They include the, you know, their customers. Their fans is part of the decision making process. They bring them into the company and tours. I mean, Zappos is, you know, one company that comes to mind, that's really you know, brands. In the past, they created this big wall between consumers and the company, and social media is really about breaking down those walls and letting your customers become one with the brand. And it's a very, very new way of thinking. But I think those smaller businesses that get that are gonna be the most you're suggesting you quite quite normally buyers buy, sell the products, hope customers come in and they take their money and they move. Yeah, Are you suggesting that before we make is a buyer, before you make any buying decisions in your company, you actually research it very very much through social media. Should I keep this motorcar or should I? You swapped the VW because his problems and then moved to afford, for example, you know, show that sort of thing. Should we be doing that? Well, that's what people are doing tomorrow. Share a stat which, well, since you're on the radio, you can listen to that now, which is the one data point success that 57% of purchasing decisions are made before a company's even contacted. So in the old days, when there's no information on social media, you actually have the contact companies to find out more about them. Now people are making decisions without even contacting you without you knowing it. And they're looking everywhere, including social. And you said 50% 57% 70 even before, I think sometime in the future. A lot last night is just one thing around social burdens that we haven't touched, something just love to share really quickly. Wow, I think that one of the few things I'll be covering tomorrow at the IittIe we have social business Summit in High Park is the concept of paid social, So this is really hard for a lot of small businesses who think social media should be free. But time is money, and I think for a little bit of money you can really get massive brand awareness and very, very targeted community. So on. And I think it's very, very cheap right now, and it won't be forever. I checked with the VP from BlackBerry few weeks ago, in fact, in studio Again, and spoke about just That is what they do and, of course, from Facebook and what they do something is another area to look at it. Absolutely. You're chatting to you and thanks for allowing me to thank you very much. 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 meal 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