Conversations, conversion and confrontation: using social media for social capital | Susan Sullivan | #SoMeT15AU Sunshine Coast, Australia

Conversations, conversion & confrontation: using social media for social capital.

By Susan Sullivan – Bond University & Infront Communications

The presentation you are about to see includes

strong-language such as lots of c-words that may (or may not) offend some audience

members.

Conversations, conversion & confrontation: using social media for social capital.

Let’s start by looking at the key concepts

Personal connections that help people act more effectively

Less about $ and more about leverage

Social Capital

Connectedness

Participation

Trust, responsibility & accountability

Networks –Building/Bridging

Reciprocity

Values

Influence

Reputation - Sense of Belonging

SocialCapital

CONVER$ION

And then what most people call the outcome…

Return on investment

Return on relationship

“Relationships are like muscle

tissue. The more they

are engaged, the stronger and

more valuable they become.”

Ted Rubin

CONFLICT&

CONFRONTATION

And those are the muscles you’ll need to flex in times of

Pic

sour

ce

Your reputation is the

measurement of how much your

community trusts you

The depth of your

relationship is in direct

proportion to your recovery

REPUTATION

Is becoming a currency more powerful than our credit history in

the 21st century.

CONTENTCURATIO

NCREATION

What’s your story about?Them or you?Tell your audience what they want/need to hear.

Starting a two-way conversation is just the beginning.

Evoke emotion to motivate sharing

That’s when you can draw on social capital

Source

Nailing the conversation:

Average weekly Facebook activity:• 150,000 post likes• 35,000 comments• 50,000 sharesDriving +2 million page visits – approx 70% return visitors

CONNECTED CONSUMERISM

CGENERATION

•Not an age-group• It’s an attitude/mindset• People who care deeply about creation, curation, connection & community

Why share?

Sharing is all about relationships

Value & entertainm

ent to others

Define ourselves to others

Cultivate & maintain

relationships

Self-fullfillment

Amplify causes or

brands

To give value & entertainment

94%carefully consider

how the information they

share will be useful to the

recipient

say sharing lets them to inform others of things they care about;

potentially change opinion or

encourage action

49%

Sourc

e:

Consu

mer

Insi

ght

Gro

up r

ese

arc

h o

n b

ehalf o

f th

e N

ew

Yo

rk T

imes

To define themselves

68%share to give

people a better sense of who they are and

what they care about

To grow & nourish relationships

78%Share info online to stay connected

to people they may not otherwise stay in touch with

Share info because it helps them connect

with others who share their interests

73%

Self fulfillment

69%share info to feel more involved in

the world.

Promote causes or brands

84%share because it

is a way to support causes or issues they

care about.

STUFF TO REMEMEBER:• It’s not about you. It’s ALL

about them. All of the time.• Forget the old 80/20 rule – so

2014!• Focus on creating or curating

content that create conversations – share the love!

• Replace ROI with ROR

Improving your social capital will see social media activities rewarded with comments, shares and advocacy, because that’s your strongest form of social media currency and may one day be more valuable than your credit rating.

“Long story short: social media and the web are the two faces of the same coin.”

“… there is no social media any more, only one global social web”

Fred Cavazza 2014

To paraphrase Brian Solis:

To effectively compete and achieve in Social Media “You are now left with no choice; become customer-obsessed or lose! Every moment-of-truth counts when it comes to customer loyalty.”

Every conversation, connection and

confrontation adds to your social capital and it’s that social capital

that will eventually yield results to your bottom

line.

Thank youSusan Sullivan

Adjunct Senior Teaching Fellow, Bond University

[email protected]

Susan Sullivan

Managing Director, Infront Communications

[email protected]

Ph: + 61 412 365 122

@SocialSuse

LinkedIn – SusanSullivan22