The six numbers you need to know about social media

One of the things I love most about being a copywriter and content consultant is getting to work with fantastic people – like the team at Elm Hurst Inn & Spa and Idlewyld Inn & Spa.

We’ve worked hard over the years to boost the Inns’ social media profiles, with active accounts on Facebook, Twitter, Pinterest, and Instagram, in addition to a monthly blog.

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So much social media…so little time!

But I confess – it’s been a bit of a learn-as-you-go process! I’m not a big believer in growing an on-line audience through boosted posts, paid advertising, or ‘like and share’ contests. My philosophy has always been that it’s better to speak to a smaller group who are actually interested in what you have to say than to shout to a crowd who couldn’t care less.

So, I was delighted to hear London Social Media Coach Geoff Evans say practically the same thing at a recent seminar I attended with Elm Hurst front desk manager (and fellow social media administrator) Michael Willemsen.

I’m not going to share Geoff’s insights and tips to get your social media rocking, because that’s his job…but I will reveal six numbers he shared that you must know if you’re running a business with a social media profile.

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Knowing these numbers will help you stay on target with your social media.

15
When it comes to social media, Facebook still rules the roost. Canadian users spend an average of 15 hours a month reading, posting, and sharing their stories.

That compares to the 15 minutes a month most people spend on LinkedIn.

51 
If your business is in London Ontario, there are 51 million Facebook users within driving distance of your front door.

30
Facebook is getting middle-aged spread, with most users now aged between 30 and 49. If you’re going after the kids, you’ll find them on Instagram or Snapchat – until the next big thing launches.

65
Facebook is also going gray. The fastest growing demographic on Facebook is people aged 65 or older. Think retirees with lots of spare time, and grandparents wanting to stay in touch with family and friends.

20
Congratulations! You’ve got a lot of fans! But if you think they’re all tuned in to every post, think again. Thanks to the Facebook news feed algorithm, only 20% will actually see what you’ve got to share. (So don’t worry too much about repeating yourself.)

50
Most people on Facebook follow 50 pages. That’s a lot of posts, which is why Facebook does its best to edit your news feed based on previous interactions. Hence the rise of click-bait. But that’s a blog for another day.

What is your biggest social media challenge? 

Nicole Laidler is a story-based copywriter, marketing & website copywriter, content consultant and blogger based in London, Ontario. See what she’s been up to at Spilled Ink Writing & Wordsmithing. 

Speaking as a writer….

Whether I’m writing freelance articles or crafting copy for a website, I essentially spend my professional life telling other people’s story.  Never my own. And that suits me just fine.

So you’d be forgiven for wondering why I spent one Friday this February at the moSpeaker Academy BIG Day – which promises participants that they’ll “come away with a more powerful story and new tools to help you accelerate your success and performance in a multitude of ways…whether your focus is motivational speaking, keynoting, speak-to-sell, informational speaking and training – or changing the world.”

That's the back of my head at the moSpeaker Academy BIG Day, listening to presenter Paula Morand,

That’s the back of my head at the moSpeaker Academy BIG Day, listening to presenter Paula Morand.

While the event may not seem like an obvious fit for a non-fiction writer, I promised myself to make more time for professional development this year. I also recognize that as a solopreneur I am required to ‘tell and sell’ my own story each time I meet a prospective client – and that I sometimes sell myself short.

So off I went, intrigued to learn more about a speakers’ approach to storytelling and hoping to pick up a few new skills in the public speaking department.

Here’s what I learned.

According to momondays founder Michel Neray (who interestingly comes from an advertising copywriting background), any spoken presentation should contain at least one ‘signature story’ – something personal that will stick with your audience.

moMondays founder Michel Neray says every story should have three things.

momondays founder Michel Neray says every story should have three things.

He says an effective signature story must have:

Intention – Why are you telling this particular story? How does it link to your primary topic?
Structure – A cohesive beginning, middle and end that will take your audience on a journey and drive home your message.
Authentic Delivery – Do you have stage presence? Are your voice and movements natural and aligned with what you are saying? Can you ‘go with the flow’ and respond to audience reactions?

Intention. Structure. Delivery. Sounds like the ingredients to any well-written copy!

Then Neray asked everyone to complete a ‘Truth Map’ to identify the challenges we help clients solve.

My 'Truth Map' - a work in progress.

My ‘Truth Map’ – a work in progress.

We brainstormed outward – taking problems like “losing clients due to unprofessional or non-existent web presence” to their most far-reaching conclusion (possible bankruptcy, family upheaval, depression)…..wow…I never realised my words could make such a difference!

This was followed by Paula Morand’s presentation on story structure and timeless plots. You can read more about the seven basic plots here.

Regardless of the underlying structure, Morand said storytellers should ask themselves: What is the moral of this story? What issue is being solved? What is in it for my listener – and how can I make my story engaging?

All good points to keep in mind for a writer.

The day ended with a session on Stage Presence – and this is where I squirmed in my seat.

As an interviewer, I’m used to being (more or less) in control of the conversation, asking the questions, and doing the observing.

I’m not used to having other people scrutinize my body language, facial expressions, and verbal cues.  But I took a deep breath, participated in the group exercises, and came away with a new appreciation of how how I say what I say can affect how my message is received.

Something to keep in mind for my next client meeting!

So what’s the moral of this story?

Acknowledge your weaknesses and look for opportunities to improve.  Don’t be afraid to try something different. Change is uncomfortable, but it’s the only way to move forward.

stock-footage-closing-red-curtain-with-title-the-endWhat have you learned so far this year?

Three that made a splash in 2014

I’m the first to admit that my 2014 freelance portfolio is thin compared to previous years. That’s because I was busy with corporate work – in particular a lengthy freelance contract with London Life, one of Canada’s largest financial institutions.

This year, I spent three days each week in the cubicle jungle.

This year, I spent three days each week in the cubicle jungle.

Spending three days each week in a cubicle was a bit of a culture shock, but I appreciated the regular pay check, dressing up to go to work, and the daily chit-chat with colleagues.

I learned that I can happily work in a corporate environment, and that I enjoy the challenge of writing engaging copy on complicated subjects for a mass audience with a short attention span.

I also learned that I love the variety of the freelance life!

So without further ado, here are my three most-memorable projects of 2014:

Idlewyld Inn & Spa 
This venerable old Inn underwent a major renovation and relaunch last year, and needed a new website to match.

London's Idlewyld Inn & Spa deserved a great new website!

London’s Idlewyld Inn & Spa deserved a great new website!

This project gave me a chance to put everything I’ve learned about SEO copywriting into practice – keep it short, sweet, and choose the right words. Think about how the content connects. Use great photos and keep the layout clean.

With the help of graphic designer Johnny Delguercio of Degee, and programmer Jack Ivansevic of Think Forward Technologies, I think the Inn now has an online presence it can be proud of.

Build Strong Cities
I can’t remember the first time I met Kadie Ward, but she is one lady who makes a lasting impression!

Kadie Ward makes a lasting impression.

Kadie Ward makes a lasting impression.

Ward truly loves the challenge of building a better city, so when I learned that the London Economic Development Corporation marketing wiz had struck out on her own and was now sharing her passion internationally, I decided it was time to pitch a story to her Alma Mater. You can read the story here.

Ward’s first major contract was with Ukraine’s Municipal Local Economic Development agency, and she put me in touch with MLED’s project director, Alexander Kucherenko, in Kiev. We spoke over Skype as history was unfolding in the streets outside his office.

While my story wasn’t about the ongoing political developments in Eastern Europe, I still think about Kucherenko when I hear news from Ukraine, and hope his optimism about his country’s future will come to pass.

Oxford County Cheese Trail
I have rarely met a piece of cheese I didn’t like, so when Oxford County developed a self-guided Cheese Trail to promote the local artisan cheese industry I knew this was a story I needed to write.

Oxford County is home to lots of artisan cheese makers.

Oxford County is home to lots of artisan cheese makers.

Luckily, London is home to a fantastic publication for foodies, EatDrink magazine.

That’s how I found myself hitting the back roads in pursuit of a slice of some of Oxford County’s best cheese. You can read the story here.

It’s always fun to interview people who love what they do, and Shep Ysselstein of Gunn’s Hill Artisan Cheese and  Adam and Hannie Van Bergeijk of Mountainoak Cheese Ltd. didn’t disappoint.

In addition to learning about traditional cheese-making practices, I got an earful about government regulations and the pros and cons of going organic.

I also got to sample some delicious cheese, and take in some beautiful countryside. This is a day trip I will definitely do again with out-of-town guests.

So, what’s in store for 2015? 

What's in store for 2015?

What’s in store for 2015?

I’ve got a handful of freelance ideas to pitch in early January, and a few copywriting projects in the works.

I’m also helping to organize a southwestern Ontario freelance writer’s conference, scheduled for April 25, 2015. But that’s a topic for another blog….

What were your favourite writing moments of 2014? And what do you hope to accomplish in the coming year? 

Happy Holidays and a prosperous 2015 from spilledink.ca 

Pushing through my annus horribillus

How embarrassing! It’s been almost a year since my last blog. And what a year it’s been.

Without sharing the gory details over the internet, let’s just say that I’ve been to more funerals in the past 11 months than in the previous 44 years.  Cancer, suicide, and plain bad luck have all taken their toll on friends and family members.

Sometimes it's felt like Death has been trying to have the last laugh....

Sometimes it’s felt like Death has been trying to have the last laugh….

I guess it’s all part of growing up and growing old. Or at least middle-aged.

My plan to become a certified SEO Copywriter was (temporarily) shelved as I juggled a large corporate contract with hospital visits and my son’s competitive hockey schedule.

Exploratory coffee meetings were postponed while I managed the rebranding of Idlewyld Inn & Spa, including the launch of their new website.

Freelance ideas remained unpitched as a challenging project become even more of a burden when two partners dropped out leaving me to shoulder most of the grunt work.

But if I’m blogging today, it’s because that is all in the past – and life is starting to return to a (new) normal on both the personal and professional fronts.

I am looking forward to the possibilities of 2015!

I am looking forward to the possibilities of 2015!

I will not be sad to see the end of 2014. To quote Queen Elizabeth II, it was an ‘annus horribillus.’ But I am looking forward to getting back into the groove during 2015.

Top of my ‘to do’ list?

Updating  my website…starting with this blog!

5 ways to boost your writing business in 2013

One of the best things about being a member of the Professional Writer’s Association of Canada is the chance to meet other local freelancers. And earlier this month I had the opportunity to host our Chapter’s first writer’s luncheon.

Held upstairs at London, Ontario’s Covent Gardent Market, we used the occasion to share our writing goals for 2013.

The view from the Covent Garden Market mezzanine.

The view from the Covent Garden Market mezzanine.

Here are five great ideas that came out of the discussion:

Write your goals down
Whether you use pen and paper or an electronic spread sheet, you’ll be more likely to achieve your objectives if you take the time to write them down.  Weekly and monthly to-do lists are a great way to stay on track. In the same way, an annual to-do list can reduce distractions in your long term quest for business success.

Write down how you plan to implement your goals
Goals are no good if they’re just pie-in-the-sky. If you want to crack a national publication or land a new corporate client it’s a good idea to come up with some concrete and measurable steps you can take to turn your dream into a reality. It’s even better if you write them down!

Diversify your income stream
While some swear that niche writing is where it’s at, I’ve found taking on a variety of projects is the key to staying busy.  If you’re good with words as a freelance journalist, you can quickly learn the skills needed to cross over to the ‘dark side’ as a copywriter.

Make time for marketing
While you’re earning a living creating compelling copy for your corporate clients don’t forget about crafting your own marketing messages. In this day and age a website is a necessity, not a luxury. A Blog, Facebook, Twitter, LinkedIn and even Pinterest are other online tools that can showcase your skills and keep your name out there. And don’t forget to make time for some good old fashioned face-to-face networking!

Make time for the rest of your life
It may sound counter intuitive  but taking regular breaks from your work life can keep you refreshed and ready to write. Some people block out down time during the week. Others set aside weekends for family and friends. Just because you happen to work from home doesn’t mean you should always be home working! Set your boundaries and respect them.

What do you hope to accomplish this year?

Learn more about my writing business at www.spilledink.ca