why being amazing on social takes a customer-focused culture + content strategy

social strategy | #sculptspeaks

#sculptspeaks


Josh on the Internet a talk by josh


Who are you? Why are you here?

i’m josh.

jhkrak

#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.


What’s next?

I went to sxsw to find out.


👇 👇


messengers and bots snapchat-ification of everything

live and augmented reality storytelling influencer inflation

automation and personalization


Great. So where do we start?


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?


Maybe you’ve felt this way too.


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


KNOW TO GROW why being amazing on social takes a

customer-focused culture + content strategy


Let’s start here: Culture


Build a culture that cares about customer experience everywhere.


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Outdated or Incorrect Hours / Information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


Customer experience is customer experience, online and offline.


And the stakes are high.


84% of consumers trust online reviews as much as personal recommendations

BrightLocal survey, 2016


Culture that’s (self) brand aware.

Brands are a collection of unconscious associations in the

consumer’s mind.

social strategy | #sculptspeaksraygunshirts.com

http://raygunshirts.com


Culture that has an always-on approach to sharing moments that are interesting to your customers.


Example: April the Giraffe livestream

http://www.aprilthegiraffe.com/

See content opportunities everywhere.


http://blog.instagram.com/


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


Culture that’s obsessed with measurement.


This data is trackable and critical How did customers find us? What brought them back?

How many times have they purchased?


🤳

Path to Purchase


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


Let’s talk content strategy.


Social media content strategy What to share

Where to find it How to amplify it


Social media content strategy What to share Where to find it

How to amplify it


So you want engagement, huh.


Engagement is an emotional connection.


What to share…

DON’T INTERRUPT WHAT INTERESTS PEOPLE.

BE WHAT INTERESTS PEOPLE.


FUNNY USEFUL

BEAUTIFUL INSPIRING

CONTENT


Let’s break each of these down.


Funny

😂


http://www.boredpanda.com/funny-wendy-jokes/


Useful

😏


wilson’s orchard


Beautiful

😍


PullmanMoss


Social Video Tips Captions on, sound off

Capture attention in first 3 seconds Stabilize the (smartphone) shot

Publish natively


Inspiring

😄


Allsteel

Find and focus on the humans.


People are aspirational, they're striving to be a better version of themselves. You can help.


How to accomplish this?

2012 2015


Show, don’t tell.

Your content strategy should incorporate most or all of these themes


User-generated content

5-minute Workshop Find your funny, beautiful, inspiring, useful


Inspiring Beautiful

Useful Funny


Let’s skim the surface on paid targeting.


Paid Social is a powerful channel to reach people where they are,

with what they want.


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


Install the Facebook Pixel


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


It doesn’t end here.


Now go, make it happen.

👊

thank you.


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

ask josh (almost) anything

josh(at)wearesculpt.com | wearesculpt.com

http://wearesculpt.com


5 things you can try right now.


Retarget viewers who watched 75%

VideoOptional:

Engagement Image

Optional: Engagement

ImageCTA / Offer


Messenger Automation

Send a customized personal message to anyone who comments on your Facebook ads or posts msghero.com

http://msghero.com


Track ‘Offline Conversions’ in Ads Manager


Run ads and offers in Stories


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