why being amazing on social takes a customer-focused culture + content strategy
Post on 28-Jan-2018
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social strategy | #sculptspeaks
#sculptspeaks
Hi.
social strategy | #sculptspeaks
Josh on the Internet a talk by josh
social strategy | #sculptspeaks
Who are you? Why are you here?
i’m josh.
jhkrak
#sculptspeaks
social strategy | #sculptspeaks
social strategy | #sculptspeaks
Ignite the conversation between
Sculpt is a social media agency built for change.
social strategy | #sculptspeaks13
In a world of never-ending change, we help your brand story stay consistent and
marketing keep pace.
social strategy | #sculptspeaks
What’s next?
I went to sxsw to find out.
social strategy | #sculptspeaks
👇 👇
social strategy | #sculptspeaks
messengers and bots snapchat-ification of everything
live and augmented reality storytelling influencer inflation
automation and personalization
social strategy | #sculptspeaks
Great. So where do we start?
social strategy | #sculptspeaks
Do we build a Bot? Do we experiment with Live?
Do we optimize an augmented reality experience to growth hack demand generation for gen z influencers?
social strategy | #sculptspeaks
Maybe you’ve felt this way too.
social strategy | #sculptspeaks
The reality of social media marketing today It’s not marketing that’s changing, it’s your customers Social marketing today is easier, but more complex
Brands that adapt, win
social strategy | #sculptspeaks
KNOW TO GROW why being amazing on social takes a
customer-focused culture + content strategy
social strategy | #sculptspeaks
Let’s start here: Culture
social strategy | #sculptspeaks
Build a culture that cares about customer experience everywhere.
social strategy | #sculptspeaks
Examples:
Ignoring customer questions
Outdated or Incorrect Hours / Information
Hiding Comments from Concerned Customers
Robotic Answers to Every Person
Targeting the Wrong Customer
Broken Links / Missing Information
Prioritizing Communication Channels
`
Misaligned Brand Voice
social strategy | #sculptspeaks
Customer experience is customer experience, online and offline.
social strategy | #sculptspeaks
And the stakes are high.
social strategy | #sculptspeaks
social strategy | #sculptspeaks
84% of consumers trust online reviews as much as personal recommendations
BrightLocal survey, 2016
social strategy | #sculptspeaks
Culture that’s (self) brand aware.
Brands are a collection of unconscious associations in the
consumer’s mind.
social strategy | #sculptspeaks
social strategy | #sculptspeaks
social strategy | #sculptspeaks
Culture that has an always-on approach to sharing moments that are interesting to your customers.
social strategy | #sculptspeaks
Culture that has an always-on approach to sharing moments that are interesting to your customers.
social strategy | #sculptspeaks
Example: April the Giraffe livestream
http://www.aprilthegiraffe.com/
See content opportunities everywhere.
social strategy | #sculptspeaks
http://blog.instagram.com/
social strategy | #sculptspeaks
Culture that invests in experimentation. (Not afraid to try stuff.)
The most damaging phrase in the language is “we’ve always done it this way!”
Grace Hopper
social strategy | #sculptspeaks
social strategy | #sculptspeaks
Culture that’s obsessed with measurement.
social strategy | #sculptspeaks
This data is trackable and critical How did customers find us? What brought them back?
How many times have they purchased?
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🤳
Path to Purchase
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Culture that cares about CX Considers offline and online touch-points Aware of brand associations and values
Has an always-on mindset Measures every interaction
Experiments to learn
social strategy | #sculptspeaks
Let’s talk content strategy.
social strategy | #sculptspeaks
Social media content strategy What to share
Where to find it How to amplify it
social strategy | #sculptspeaks
Social media content strategy What to share Where to find it
How to amplify it
social strategy | #sculptspeaks
So you want engagement, huh.
social strategy | #sculptspeaks
Engagement is an emotional connection.
social strategy | #sculptspeaks
What to share…
DON’T INTERRUPT WHAT INTERESTS PEOPLE.
BE WHAT INTERESTS PEOPLE.
social strategy | #sculptspeaks
FUNNY USEFUL
BEAUTIFUL INSPIRING
CONTENT
social strategy | #sculptspeaks
Let’s break each of these down.
social strategy | #sculptspeaks
Funny
😂
social strategy | #sculptspeaks
social strategy | #sculptspeaks
social strategy | #sculptspeaks
http://www.boredpanda.com/funny-wendy-jokes/
social strategy | #sculptspeaks
Useful
😏
social strategy | #sculptspeaks
social strategy | #sculptspeaks
social strategy | #sculptspeaks
wilson’s orchard
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Beautiful
😍
social strategy | #sculptspeaks
social strategy | #sculptspeaks
social strategy | #sculptspeaks
PullmanMoss
social strategy | #sculptspeaks
Social Video Tips Captions on, sound off
Capture attention in first 3 seconds Stabilize the (smartphone) shot
Publish natively
social strategy | #sculptspeaks
Inspiring
😄
social strategy | #sculptspeaks
social strategy | #sculptspeaks
Allsteel
Find and focus on the humans.
social strategy | #sculptspeaks
social strategy | #sculptspeaks
People are aspirational, they're striving to be a better version of themselves. You can help.
social strategy | #sculptspeaks
How to accomplish this?
2012 2015
social strategy | #sculptspeaks
Show, don’t tell.
Your content strategy should incorporate most or all of these themes
social strategy | #sculptspeaks
Social media content strategy What to share
Where to find it How to amplify it
social strategy | #sculptspeaks
User-generated content
social strategy | #sculptspeaks
User-generated content
social strategy | #sculptspeaks
5-minute Workshop Find your funny, beautiful, inspiring, useful
social strategy | #sculptspeaks
Inspiring Beautiful
Useful Funny
social strategy | #sculptspeaks
Social media content strategy What to share
Where to find it How to amplify it
social strategy | #sculptspeaks
Let’s skim the surface on paid targeting.
social strategy | #sculptspeaks
Paid Social is a powerful channel to reach people where they are,
with what they want.
social strategy | #sculptspeaks
Warmer
Customer Lists Website Traffic Video Viewers Page Engagers
Page Fans
Colder
Lookalike Friends of Fans
Behaviors Interests
Geography Demographics
Target Audience prioritization based on Relevance
social strategy | #sculptspeaks
Install the Facebook Pixel
social strategy | #sculptspeaks
Key takeaways smm is only effective with a customer-centric culture
your content should be funny, useful, beautiful, inspiring when investing in paid social, prioritize warm audiences
social strategy | #sculptspeaks
It doesn’t end here.
social strategy | #sculptspeaks
social strategy | #sculptspeaks
Now go, make it happen.
👊
thank you.
social strategy | #sculptspeaks
WHAT WE DO
BUILD YOUR STORY Audience Insights / Channel + Campaign Plans / Content Strategy
SHARE YOUR STORY Social Content + Management / Content Marketing + SEO / Email / Integrated Campaigns
AMPLIFY YOUR STORY Paid Social / Influencer Management / Contests
social strategy | #sculptspeaks
5 things you can try right now.
social strategy | #sculptspeaks
Retarget viewers who watched 75%
VideoOptional:
Engagement Image
Optional: Engagement
ImageCTA / Offer
social strategy | #sculptspeaks
Messenger Automation
Send a customized personal message to anyone who comments on your Facebook ads or posts msghero.com
social strategy | #sculptspeaks
Track ‘Offline Conversions’ in Ads Manager
social strategy | #sculptspeaks
Run ads and offers in Stories
social strategy | #sculptspeaks
Experiment with Visual Content / Improve Photography
Visual Content Elements Natural light is important
Keep shots condensed and interesting Give a sneak peek into your people, place, & process
Bring out your personality Tell a story through a series
Think thumb-stopping
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