social media best practices: slides from changing faces of women's leadership seminar, june...
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Social Media Best Practices
Slides: http://slideshare.net/wahinemedia
Social media is not free
It has tremendous value
Understand social media’s real value and cost
How much is a deposit in your brand’s trust bank worth to you?
Let’s compare Full page print ad in one issue of Hawaii Magazine (2 month issue) = $4,120 (2015 rate)
Return
• 200K print impressions • 68K circulation
Let’s compare 2 months social media management for a medium sized business = about $4,000
Return
• Impressions (5K+ fans, easily reach 200K) • Engagement (touch points) • Conversion (sales, clicks to website) • Content • TRUST
Social media return is no different than relationship return
Need to have
Nice to have
Great to have
Need to have
Beginning phases •Build awareness (impressions, reach) •Size of community (fans, followers) •Content performance (engagement rate)
Accelerated phases •Ad performance (CPM, CPF) •Conversation (mentions, comments, DM’s) •Content performance (engagement rate)
Attainable goals
Advanced phases •Conversion (website traffic, email opt ins, product purchase)
•Customer service (number of inquiries, response time)
• Influence (rate or R/T / share per post) •SEO (blog keyword effectiveness, rankings, subscribes)
Attainable goals
Google Alerts Hootsuite & keyword monitoring Hashtags Twitter lists
Monitor
Develop only the most remarkable content that connects with your target community Captions are equally as important as the image! Remember you are competing with photos from friends and family Repurpose old content Tell a story and leave breadcrumbs
Investment in content
“Storytelling means you have to reveal something beyond self-congratulations.
It is not just a gimmick to sell more crap. Storytelling is about relationship—most importantly describing the world of your audience, and how much you get who they are, what they care about, and where they
are trying to get in life.”
—Michael Margolis CEO, Get Storied
That’s less than a goldfish
The average attention span of a human is 8 seconds
Your top priority is to create “shareworthy” content
Nostalgia
Follow the trend
Did you know?
DIY
Humor
Inside scoop
Product showcase
Quick contest
Hashtag traditions
• Compelling photo or video • Caption is one sentence or two • Caption makes photo connection • Use colorful, lively action verbs • Vary the way you begin captions • Don’t state the obvious • Spelling, grammar and punctuation are correct • All people are identified appropriately • Photo credit given • Do not begin a caption with names • “Below” and “pictured here” below unnecessary • Other businesses tagged • Hashtags used on Twitter / Instagram (1-3)
Caption checklist
Here’s something to get your captions started
You’re welcome :-)
These photos left us speechless.
Big news.
Wow.
Everything can be a game.
So, which is it? Hot, or cold?
Boom.
For the win!
You should be here!
Why not you?
The power of love.
Halfway there.
Goodness gracious!
The wait is almost over. #ToughMudder
We've known it all along.
There, that's better.
Well, okay then…
Ahhh, so that's why...
Got to have sauce.
One love, one heart.
Need an Ark? I Noah guy.
Good talk, let’s do it again sometime.
The cold never bothered me anyway.
Want to see our duck face?
On Wednesdays, we wear pink.
Take a ride on this energy.
He's getting his pose on.
We say why not?
The question isn’t can you, it’s will you?
Life is better when you’re laughing.
Do 2x the good and share with a friend!
Our rock stars!
Coffee first, my good friend. (cust serv)
Positive vibes are surrounding us today... and we like it!
She believed she could, so she did!
Some days it's easy being green. —Kermit the Frog (honu)
Great content creation apps: Over, PicFrame, Boomerang, Flipgram, WordSwag Free photos: New Old Stock, Unsplash, Others: PowToon, Fyuse
MUST respond to engagement on profiles Get to know your community by individuals Remember your community may not all be your direct customers, but they are equally as important Don’t miss out on opportunities to weave your brand (aka logo) into conversations off your profile *WORKSHOP 1*
Equal engagement & posting
WORKSHOP 1
See handout for exercise
Facebook is pay to play Instagram ads through Facebook ad platform Twitter ads expensive, but quality “Keep profiles alive” formula (baseline) Conversion ads should be above baseline budget
Allocate budget for social ads
“Keep profiles alive” (baseline) formula 50% build fans: align with current marketing targets, use audience insights 50% boost posts: to fans & friends of fans
Facebook: expect to pay between $0.15 - $0.85 per fan (depending upon target audience) Twitter: expect to pay between $1.25 - $3.25 per follower NO ads to gain Instagram followers (yet)
Reviews correspond with direct sales more than any other social channel (depending upon product) •Claim profiles •Monitor weekly •Address the negative
Review management
Hootsuite • Schedule content to Twitter, Instagram, LinkedIn,
Google+ • Don’t use for Facebook scheduling • Monitor keywords and twitter lists
Google sheets (collaborative) • Pre-plan content, house passwords, house
response database
Basic management tools
Nice to have
UGC (user generated content) is created with or without you UGC is one of the most valuable returns on social media. People become your marketing machine If you are a brick and mortar, this is a NEED TO HAVE Monitor & engage geotags (Gramfeed or Hootsuite) Encourage community to share - develop a brand hashtag *WORKSHOP 2*
Community oriented content
#PutACanOnIt—Red Bull
This year Red Bull came away with the prestigious “Best Use of A Hashtag” Shorty Award with its #PutACanOnIt campaign. Though the hashtag was created by Red Bull, it was inspired by a photo the company found on Twitter wherein the photographer is seen holding a Red Bull can above a Mini Cooper to make it look as though it was a trademarked Red Bull car. The trend exploded as people around the world began creating their own images with Red Bull cans placed in unique positions.
#AstonLife: Aston Hotels & Resorts
The Aston experience is not just about the room, the view, the pool, the hospitality, or the amenities—it's about the adventure, the laughter, the romance, the quality time with family, the memories.
#AstonLife is about you, our treasured guests, and we want to share your story! We invite you to upload a favorite photo from a stay with us at Aston Hotels & Resorts. Select photos will be featured on our social profiles.
WORKSHOP 2Tips on developing a brand hashtag
• It should rarely be your name • It should tie into your brand or motto • It should be short and easy to remember • Often times they are compound words or phrases • It should never be an obscure acronym • It shouldn’t include a date or year unless relevant • Sometimes a hashtag can be tied to a contest or
campaign, but should still tie closely to the brand See handout for exercise
Integrate team members outside of social • Customer service • Product development • Reputation management & PR • If high volume, utilize ticketing system (Podio, Zen
Desk, Sprout Social) 100% review response • Use Revinate
Full circle customer service
In addition to Hootsuite & Google tools Sprout Social • Analytics • Scheduling
Podio • Project management, c/s ticketing system
Short Stack • Contests, webforms
Advanced management tools
Blogs • Rich, authority-building, relevant “give back” that
makes fans click through to read more • Headline is the MOST IMPORTANT part of a post
Products • If you are a retailer, you MUST use Pinterest • Sell “softly”
Content that links to website
In reality, trend is beyond uploaded video it has moved to live broadcast Video performs the best (Facebook is competing with YouTube) Moving content stands out better and well worth the investment. Consider gifs or animations Cinemegraphs 360 Video is here!
Video and moving content
Great to have
Regular on-site content generation Live broadcast • Periscope • Facebook live • Google Hangouts on air
Live content
Engage fans on a deeper level A campaign can be content oriented, doesn’t always have to include a “prize” Co-op campaigns with other businesses have more reach, bigger impact. Make sure partnership makes sense!
Contests & campaigns
Landing pages on website from social Blog Email marketing Product sales on social Google Analytics conversion tracking
Full circle conversion mechanisms
SOCIAL MEDIA SUCCESS TIMELINEMonth 1-2• Set up and monitor• Develop brand voice• Start posting daily• Focus on content
performance and adjust• Build content bank
Month 3-7• Start using ads• Develop customer service
protocols• Analyze data and optimize
content• Focus on engagement
Month 8-12• Plan for contest or campaign• Optimize c/s protocols• Contribute optimized content to bank
Month 13 – 18• Execute contest or campaign• Integrate sales and conversion
Month 19 – 24• Analyze data and adjust strategy• Activate conversion ads
Your homework
What killed the infographic? http://www.fastcodesign.com/3045291/where-data-visualization-is-going-next
The Calgary Zoo Shares its Annual Report on Instagram http://www.convinceandconvert.com/social-media-case-studies/the-calgary-zoo-shares-its-annual-report-on-instagram
Infographic: The Optimal Length for Every Social Media Update and More https://blog.bufferapp.com/optimal-length-social-media
6 Simple Photo Tools for Creating Social Media Visuals http://www.socialmediaexaminer.com/create-graphics-for-social-media/
HOT TAGS & INSTAGRAMERS | Websta (Webstagram) http://websta.me/hot
327 Good Selfie Quotes & Funny Captions http://appamatix.com/327-good-selfie-quotes-funny-captions
197 Funny & Cute Instagram Captions http://appamatix.com/197-funny-cute-instagram-captions
The 7 Best Instagram Hashtags for Business (in 30+ Niche Markets) http://www.postplanner.com/best-instagram-hashtags-for-businesses-by-niche-market-industry-sector
Live audit Any volunteers?
Keepintouch!
Wahine Media web: wahinemedia.comblog: wahinemedia.com/wahineblogfacebook: facebook.com/wahinemediatwitter: @wahinemedia
Gwen Woltz Twitter/Instagram: @gjwahine
Get the slides http://slideshare.net/wahinemedia
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