Building and activating a social strategy in 2017

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1 Building and activating a social strategy in 2017

2 Setting the table: shifts in consumer behavior and the media ecosystem Refining your social strategy, addressing key questions: Who are you trying to reach? Where are your audiences online? What do you want them to do? Putting your strategy into action Creating compelling content Driving engagement Employing an integrated approach Measuring success

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6 From chronological to customized and curated. Average organic reach ~1% and dropping. 6

7 Programmatic Display SEO/SEM Link Syndication Paid Social Influencer Native/Media Partnerships Facebook boasts 94% targeting accuracy. Twitter sees 49% higher engagement rates for promoted vs. organic tweets. Both attribute sales lift to leveraging paid to reach incremental users (NOT fans). Although most must activate fans simultaneously.

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9 Photos shared per day (MM) 3,000 2,500 2,000 1,500 1,000 Facebook owned properties Snapchat FB Messenger Instagram WhatsApp Facebook 9

10 8 billion videos are streamed every day; LIVE video now a priority Hundreds of millions of hours daily Snapchat 10B video views daily 10

11 Reinforced by human cognition, techenabled modes of self-expression and the ascendance of individual creators 11 11

12 Key questions to ask yourself

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14 Twin Cities resident years old Total population number: 874,500 Twin Cities resident Urban-dwelling 1+ child Total population number: ~11,300 14

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17 Women 80% Men 68% % % % % High school 54% grad or less Some college 70% College+ 76% >$30K/yr 56% $30K-$49,999 69% $50K-$74,999 72% $75K+ 78% 17

18 The only constant in our fragmented content consumption is in the device we use. 2 of 3 digital minutes are spent on mobile. 18

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20 What business problem do you need to solve? Building brand awareness Enhancing brand reputation Changing perception of a brand or issue Increase donations, volunteerism or advocacy activities Growing a supporter base/retaining a supporter base Social KPI territories that support business needs Awareness: building or enhancing a brand, growing a support base Engagement: retaining a supporter base, changing perception Transaction: increasing donations, volunteerism or advocacy activities, growing or retaining a support base

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23 Martin Luther King, Jr. Day of Service International Women s Day World Autism Awareness Day Earth Day World Humanitarian Day World Food Day World Aids Day Human Rights Day 90s nostalgia Beyonce s Lemonade Creepy clowns Mannequin Challenge Gilmore Girls Pokemon Go Obama/Biden memes Hamilton Carpool Karaoke Chicago Cubs World Series win Fake news Political movements (i.e., Women s March, Black Lives Matter) Jobs and the economy Equality Immigration Healthcare Rural-urban divide Technology and innovation First puppy First day of school Promposals Getting your driver s license Neighborhood block party Moving away from home/#adulting Voting day First time on an airplane Give to the Max Day Stranger Things

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26 Visuals reign supreme across channels and platforms: photos, GIFs, infographics, live video, filters, emojis, cinemagraphs, boomerangs, stories, carousels and more Brevity is key: keep it concise and consider whether your full text will make it onto a smartphone screen Exclusives and behind-the-scenes: tailor your content for specific channels something they can t get anywhere else Know when to use hashtags: they re generally better suited for certain channels and can help you expand the reach of your content

27 Engaging images through an easy design tool Images with different typography, font sizes and formatting options Data-driven infographics based on a variety of templates Photo editor for cropping, resizing, creating collages and adding layers and effects

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30 Enlist your advocates to help tell your story.

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32 Social media scheduling and management tool Social media management tool for managing social profiles from a single dashboard Real-time dashboard for tracking, organizing and engagement

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34 Paid Facebook post teasing the upcoming announcement Paid tweet teasing upcoming announcement Research announcement Organization leadership announces research, broadcasts news with Facebook Live Day-of interviews with earned media Creative content,with paid audience targeting, brings research to life on social channels Share announcement with partners, supporters and other key stakeholders RT influencer and supporter reactions Blog/Website Blog post and/or website content recapping the research announcement and including a highlights video Paid syndication through native advertising partner drives traffic back to website announcement Highlights video and shorter cutdowns shared on social channels Ongoing social listening and engagement through a tool like Hootsuite

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37 Twitter analytics tool for communities with less than 5,000 followers Tool that rates social media influence across social networks Social analytics tool used to create free individual reports for Facebook and Instagram Tool that measures the likelihood that your brand is being discussed on social media and the general sentiment

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