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Social Media Strategy Workshop - 2017
This document summarizes a social media strategy workshop presented by Chris Snider. The workshop covered best practices for platforms like Facebook, Twitter, LinkedIn and Instagram. It discussed creating engaging content like images, videos and live videos. It also covered measuring social media performance, building campaigns, and using Facebook ads. The goal was to help attendees improve their social media strategies and build more effective presences on various networks.
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Social Media Strategy Workshop - 2017
- 1. Social Media StrategyWorkshop FEBRUARY 11, 2017 | Chris Snider | @chrissnider
- 2. Chris Snider Assistant Professorin Drake University School of Journalism and Mass Communication. I teach classes in social media, web design, multimedia and visual communication.
- 3. Who are you? Name Whereyou work/what you’re studying What social networks you actively use What networks your organization/biz actively uses One thing that will make our lives better
- 4. What I hopeyou learn today • Social media best practices and trends • How to create videos and live videos for social media • How to measure what you’re doing on social media • Strategies for building social media campaigns • How Facebook advertising works • How to create great, native content for social media
- 5. What I HOPEYOU DO today: ASK QUESTIONS
- 7. Let’s Make some Facebookposts Something that you think the audience will like and share.
- 9. Social media in2017
- 10. Facebook • Launched in2004 • 1.86 billion monthly active users as of Dec. 31, 2016 • 1.74 billion mobile monthly active users • 1.23 billion daily active users (85.2% outside U.S. and Canada) • 1.15 billion mobile daily active users • What’s unique: Everyone is there. Real identity. Lots of content. Hard to get your content seen as a brand.
- 11. Twitter • Launched inMarch 2006 • 319 million monthly active users as of Dec. 31, 2016 • 82% of active users are on mobile • 79% of accounts outside the U.S. • Popular among under-50, college-educated people. • What’s unique: Short, real-time information and public, so it’s a great listening tool. Ability to follow/talk to anyone. Expectation that brands will respond to you.
- 12. LinkedIn • World’s largestprofessional network with more than 467 million members in 200 countries • 133 million users in the U.S. • Two new members per second • Students and recent grads are fastest growing demo (with 40 million now) • What’s unique: Real identity. Your work history and education history tie you to others.
- 13. Instagram • Launched Oct.6, 2010 • Visual social network (photos and videos) • 600 million monthly active users as of Dec. 2016 • 150 million daily users of Instagram Stories • What’s unique: Very visual. Filters. Quick and simple (launched Layer app instead of building that content in). No links, so it’s not filled with bad marketing.
- 14. Pinterest • Launched inMarch 2010 • 150 million monthly active users as of Oct. 2016 • Audience is mostly female, but seeing growth among men. • What’s unique: Visual. Allows you to organize information and easily reference it later. Focus on fashion, travel, home, arts/crafts, food.
- 15. STATS ON TOP5 Stats are for U.S.
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- 17. Snapchat • Launched inSept. 2011 • 161 million daily active users (Jan. 2017) • Projections show 217 million daily users by end of 2017 • 10 billion video views per day • On any given day, reaches 41% of all 18 to 34 year-olds in U.S. • CEO said in 2013 that 70% of users were women • What’s unique: Disappearing content, fun storytelling tools, frequency of use by young people. http://mashable.com/2014/08/08/study-snapchat-college/
- 18. YouTube • Video sharingnetwork - launched Feb 2005 • More than 1 billion users • Hundreds of millions of hours watched daily • Half of views are on mobile • Reaches more 18-34 and 18-49 year-olds than any cable network in the U.S. • What’s unique: Vast volume of video, high rank in Google search, YouTube stars.
- 21. How to makeyour next post a winner Social media tips:
- 22. Use AN image •Humans are incredible at remembering pictures. Hear a piece of information, and three days later you'll remember 10% of it. Add a picture and you'll remember 65%. - brainrules.net
- 23. BETTER YET, USEA VIDEO • Facebook and Snapchat each serve up 10 billion+ video views per day. • Twitter says video views grew by 220X from the end of 2014 to the end of 2015. • 4 times as many consumers would rather watch a video about a product than read about it. • 1 in 4 consumers actually lose interest in a company if it doesn’t have video.
- 24. Drake SJMC FBby post type
- 25. BETTER YET, LIVEVIDEO Live video is now available on Facebook, Instagram, Periscope/Twitter, YouTube
- 26. THINK BEFORE YOUPOST
- 27. Don’t be toopromotional
- 28. GIVE MORE THANYOU TAKE
- 29. Don’t TRY TOTRICK PEOPLE
- 30. Use livetoolsapp.com to make alive video poll.
- 31. CREATE GREAT content •There’s no shortage of content on social media. It’s the great content that will stand out. • Spend more time creating fewer, better posts.
- 33. TELL US WHATMAKES YOU UNIQUE
- 34. TELL US WHATMAKES YOU UNIQUE
- 35. What is somethingthat makes your brand unique? Information spreads through stories:
- 36. TAG People andbrands
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- 41. Stop talking aboutyourself • Share other people’s content more than you share your own. • Follow the 80/20 rule. Four posts about others to one post about yourself.
- 42. GIVE CONTEXT, notJUST CONTENT
- 43. Assume they’re notgoing to click on the link.
- 44. CREATE CONTENT OTHERS WILLWANT TO SHARE
- 45. What is somethingyou shared recently? WHY DID YOU SHARE?
- 46. Why WE share •Entertainment: To bring valuable and entertaining content to others. • Define ourselves: To give people a better sense of who we are and what we care about. • Build relationships: Keeps us connected to people they might not otherwise stay in touch with. • Self-fulfillment: Allows us to feel more involved in the world. • Support a cause: Supports causes or issues we care about. • BOTTOM LINE: The likelihood of your content being shared has more to do with your readers’ relationship to others than to you. Source: NY Times Consumer Insight Group
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- 48. HAVE A GREATPROFILE
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- 51. Pay for morereach
- 52. STOP OBSESSING OVERYOUR NUMBER OF FOLLOWERS. START ENGAGING THE ONES YOU HAVE.
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- 54. Activity… • Which ofthese are you doing on social? • Which could you be doing? Photos Videos / Live videos Create great content Create sharable content What makes you unique Tagging people Give more than you take Show real people Be useful Give context Use hashtags Pay for more reach
- 56. social media trends •Live video … Facebook, Periscope, Instagram • Video in general (Twitter, Facebook) • Ephemeral (disappearing) content • Private content (Confide, Cyber Dust) • Messaging apps (FB Messenger, LINE, WhatsApp, Snapchat)
- 57. social media trends •Video chat apps (Houseparty, Fam, Messenger) • Work networks (Facebook Workplace, Slack, Yammer, Wrike) • Wearables / Apple Watch • One to few publishing (podcasting, email newsletters)
- 58. What other trends are you seeing?
- 60. Two video appsI love…
- 63.
- 64. Let’s try one •Download the app Quik • Select photos/videos you already have on your phone • Create a video that includes text overlays
- 66. What is nativecontent?
- 67. Native content • Contentthat looks and feels like any other content that appears on a platform for which it was created. • It is not cheesy, and it’s not obvious. • It has “cool” factor. • It hits your emotional center so hard you want to share it with someone else.
- 73. What are examplesof native content on… STEP ONE: DEFINE NATIVE CONTENT on platform
- 74. NATIVE ON instagram •Food • Pets • Family/babies • Pictures with friends • Landmarks/scenery • Hashtag trends #TBT, #MCM, #WCW, #OOTD, #TransformationTuesday, #nofilter
- 76. LET’S USE THISFOR A CompanY/orgANIZATION
- 77. WHICH OF THESEFIT WITH THE BRAND? • Food • Pets • Family/babies • Pictures with friends • Landmarks/scenery • Hashtag trends #TBT, #MCM, #WCW, #OOTD, #TransformationTuesday, #nofilter STEP TWO: NARROW IT DOWN
- 78. WHAT ARE SOMEEXAMPLES OF THINGS THEY CAN POST? STEP THREE: IDEAS
- 79. another example: Let’ssay you want to reach men on Pinterest Pinterest recently blogged about what is trending with guys on the site: • Fashion • Home improvement • Camping • Hiking • Fishing • Boots/shoes • Survival • DIY/woodworking
- 80. YOU TRY IT! •Get into a small group • Pick a brand/organization (one of yours!) • Pick a platform: Define what is native on that platform • Circle the items that fit with your brand • Brainstorm ideas for posts based on what is left
- 83. How the Facebook news feed works
- 84. How does Facebook decidewhat to show you in your feed?
- 85. EXPERIMENT: Who doyou THINK YOU see the most content from on Facebook? PEOPLE and brandS.
- 86. Also… Settings >Account Settings > Ads > Ad Preferences Politics: Lifestyle and Culture > US Politics
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- 88. • Also… • Howlong you view a certain post. • How long you view a video - whether or not you click on a video to turn on volume.
- 89. SO… What does thismean for brands?
- 90. Brands must create contentthat people actually engage with
- 91. think about • Posttype (video, photo, text, link) • When you post (post when people are online) • Post length (long and VERY short work well) • Post sentiment (negative posts get comments, positive get likes)
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- 93. Let’s Try it •Pretend you are an organization on campus. Write a post for Facebook that you think would get people to engage (click, like, comment, share).
- 94. How do thesenetworks decide what to show you? Twitter Instagram Snapchat
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- 98. IT doesn’t haveto be this way: How to target Facebook ads
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- 109. Tips for FBads • Target your website visitors with a pixel • Target with an email list • Create multiple ads to test, then continue the one that works best
- 110. facebook.com/ads/ audience-insights/ Let’s build somecustom audiences
- 112. ANALYTICS When you postto social media, what do you know that is measurable about those posts? Facebook? Twitter? Snapchat? Instagram?
- 113. If you werea business posting on social media, what information would you want to know about your posts?
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- 127. Jab, Jab, Jab, Right Hook • Jab - Lightweight pieces of content that benefit your followers by making them laugh, snicker, ponder, play a game, feel appreciated or escape. • Right hook - Calls to action that benefit your business. SOURCE: Jab, Jab, Jab, Jab, Right Hook by Vaynerchuk
- 128. Native Content • Contentthat looks and feels like any other content that appears on a platform for which it was created. • It is not cheesy, and it’s not obvious. • It has “cool” factor. • It hits your emotional center so hard you want to share it with someone else. SOURCE: Jab, Jab, Jab, Jab, Right Hook by Vaynerchuk
- 129. Dan Zarrella’s Hierarchyof contagiousness The decision-making process that happens before someone shares an idea: 1. Exposed to the content 2. Aware of the content 3. Motivated by something in order to share At each step, we can increase the number of people. SOURCE: danzarrella.com
- 130. P-O-S-T method • P- People (who are we trying to reach) • O - Objectives (what do we want to happen) • S - Strategy (how will we make it happen) • T - Technology (what tech should we use) SOURCE: Groundswell by Li and Bernoff
- 131. Let’s apply THIS to SOMEONE’S COMPANY…
- 132. E-CCCC Approach for engagingcustomers • Educational/Informative: Educate people about your product/service/market to make them more informed buyers. • Customer service: Monitor what’s being said and respond. SOURCE: http://geeklesstech.com/social-media-marketing-strategies-for-engaging-customers/
- 133. E-CCCC • Community: Createan area to talk about your product. • Curator: Help people find great content. • Collaborator: Get your customers involved to be a part of your social efforts. SOURCE: http://geeklesstech.com/social-media-marketing-strategies-for-engaging-customers/
- 134. BLUE OCEANS • BlueOcean Strategy suggests that an organization should create new demand in an uncontested market space, or a “Blue Ocean,” rather than compete head-to- head with other suppliers in an existing industry.
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- 136. Third Wave Framework GOALS •Business Objectives: What goals does the company want to achieve with the help of social media? What business metrics are the benchmarks for the strategy’s success?
- 137. Third Wave Framework STRATEGY •People: Who do we want to talk with? What is there to know about them? About the interests, their goals, their lives, their behavior, etc.? • Content: What do we want to talk about? What are the topics and ideas? What is the added value that we want to provide on the social web? • Platforms: Where do we want to talk with them? Which platforms are the best for the people we want to reach and the content we want to talk about?
- 138. Third Wave Framework SETUP •Monitoring, Analytics, Reporting: How can we listen to what people are saying about us and the topic relevant to us? How do we measure what our strategy achieves? How do we gain insight and improve our approach? • Internal Organization: Who is in charge of the strategy inside the company? What roles and teams need to be designated? What processes need to be in place? What vendors need to be brought in?
- 140. WRITING BETTER SOCIAL MEDIACONTENT Lessons from people who create viral content
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- 143. • You area salesperson for that click or follow or like or comment. • Advice on how to sell that click, from editors at Mashable, Quartz and Upworthy…
- 144. • Wave ofsentiment - ride that wave to feeling town ... you have to appeal to people's emotion.
- 145. • Reference popculture and nostalgia - We’re all in this internet game together. Show that you know what is popular right now.
- 146. • Have greatcontent - Do people really NEED to see your content? Will it make their lives better? Upworthy: If a million people saw this, would it make the world a better place?
- 147. • Inject somecuriosity - “This Guy’s Wife Got Cancer, So He Did Something Unforgettable. The Last 3 Photos Destroyed Me.”
- 148. • Make boldclaims - “I just ate the best burger EVER, for REALZ”
- 149. • Right story+ right audience = social • Right story + right audience + universal resonance = viral
- 150. Let’s try it! •How would you get someone to click on your story about the girl winning the scholarship?
- 151. Let’s try itAgAIN! http://www.hearstawards.org/hearst-feature-writing-winners-named-7/
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- 154. SOCIAL MEDIA TOOLSI LOVE
- 155. Canva Canva has pre-designedgraphics that allow for complete customization in a clean, drag and drop environment.
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- 174. What tools doyou use and recommend?
- 176. Let’s create! Live video withMevo Quik video on facts about Drake University 360-degree video
- 178. Keep learning… • SocialMedia Examiner - socialmediaexaminer.com • Buffer blog - blog.bufferapp.com • Facebook blog - insights.fb.com/blog/ • Hootsuite blog - blog.hootsuite.com • My email newsletter - tinyletter.com/chrissnider
- 179. QUESTIONS? Follow Chris: @chrissnider |chrissniderdesign.com