Social Media Training. Presented by Edelman April 2017

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1 Social Media Training Presented by Edelman April 2017

2 Agenda Introduction to Social Media Platform Overview Facebook Twitter LinkedIn Community Management Tools and Resources Q&A

3 Introduction to Social Media

4 Why Social Media? The volume of online activity is overwhelming for consumers and brands alike What Happened In an Internet Minute in 2016

5 Why Social Media? People seek and learn about information differently now than they did before US Adults Who Use At Least One Social Media Site by Age

6 Why Social Media? TAA members most frequently use Facebook for both business and personal use Social media platforms used by TAA members from survey conducted by TAA Facebook LinkedIn Twitter I do not use social media personally Instagram Snapchat Business Use Personal Use

7 Benefits of Social Media COMMUNICATION CONNECTION CURRENCY TAAEF is using Twitter to communicate with users interested in their latest campaign Glenn Hegar used Twitter to show affinity for TAA Using Facebook to bring added value to the audience

8 Platform Overview

9 How People Use Platforms The Original Social Network 140-Character Microblog Video Sharing Platform Digital Inspiration Board Artistic Filtered Photo-Sharing Playful Ephemeral Story-Sharing The Professional Social Network Convene Keep Up Watch Get Inspired Discover Play Learn LEVERAGE PAID MEDIA FOR TARGETED AMPLIFICATION COMMUNICATION CONNECTION CURRENCY 9

10 How Brands Use Platforms The Original Social Network 140-Character Microblog Video Sharing Platform Digital Inspiration Board Artistic Filtered Photo-Sharing Playful Ephemeral Story-Sharing The Professional Social Network Celebrate and Recognize Inform and Share Real-Time Updates Watch Inspire Help Discover Play Teach LEVERAGE PAID MEDIA FOR TARGETED AMPLIFICATION COMMUNICATION CONNECTION CURRENCY 10

11 How Brands Use Platforms The Original Social Network 140-Character Microblog Video Sharing Platform Digital Inspiration Board Artistic Filtered Photo-Sharing Playful Ephemeral Story-Sharing The Professional Social Network Celebrate and Recognize Inform and Share Real-Time Updates Watch Inspire Help Discover Play Teach LEVERAGE PAID MEDIA FOR TARGETED AMPLIFICATION COMMUNICATION CONNECTION CURRENCY 11

12 Facebook is Great For Celebrating and recognizing the community Storytelling and Expressing Your Brand Persona Driving To Owned Content or Earned Coverage Live Events that You Want to Stream and then Turn into Long-term Video Content Contests Social Movements Requiring Participation and Sharing 12

13 Best Practices for Brands on Facebook Choose a Facebook post type based on what you re trying to do: Link posts to drive to a website Image or animations for awareness Video for deep engagement To make a post more shareable, relate its content to a specific place, event or topic and target it to the group that cares the most about it. Keep post copy under 90 characters and text in images under 20%. Unless it s the name of your integrated campaign, hashtags are not necessary on Facebook Respond to customer service concerns and questions in a timely fashion Consider square or vertical format images to maximize newsfeed space on a smartphone 13

14 Best Practices for Brands on Facebook Leverage Facebook Events to create reminders and keep local events on your community s radar. Use Facebook Insights and Analytics determine best times to post and share content based on your audience s behavior Be consistent about posting so your audience is accustomed to a cadence Set goals for your page to determine content performance over a period of time in order to optimize content Be engaging. Facebook is a place for people to connect to each other so use your status updates to connect to your audience by motivating them, asking questions or asking their opinions 14

15 Concrete KPIs Are Measurable on Social Platforms Awareness Total Fans Reach Impressions Defining Audience Segments Total Followers Impressions Brand Mentions #Hashtag Impressions Total Followers Reach Impressions Engagement Advocacy Likes Comments Shares Fan Wall Posts Click- Shares Throughs Reviews App Installs Likes Click-Throughs Retweets Likes Comments Shares Click-Throughs Shares Defining Success Creating a two way dialogue Achieving fan base goals Activating advocacy base Increased share of voice with positive sentiment Customer assistance satisfaction Creating a two way dialogue Activating advocacy base 15

16 How Brands Use Platforms The Original Social Network 140-Character Microblog Video Sharing Platform Digital Inspiration Board Artistic Filtered Photo-Sharing Playful Ephemeral Story-Sharing The Professional Social Network Celebrate and Recognize Inform and Share Real-Time Updates Watch Inspire Help Discover Play Teach LEVERAGE PAID MEDIA FOR TARGETED AMPLIFICATION COMMUNICATION CONNECTION CURRENCY 16

17 Twitter is Great For Customer Service Breaking News Company & Industry Updates Commentary on & Coverage of Live Events Sharing & Reacting in Real-time Building Relationships & Engaging with Members Channel Takeovers Joining into Existing Conversations Interacting with other location 17 i ti li d i ti

18 Best Practices for Brands on Twitter Maintain an active Twitter profile: have at least 100 high-value followers and stay active with 1-2 Tweets per day Leverage real-time trending hashtags that are relevant for your brand Be ready to engage: on Twitter, 20% of posts should be promotional while 80% should be conversational Be visible: have a simple handle, optimize your Twitter bio with industryrelated hashtags, know which hashtags to use, use pinned Tweets, and promote your Twitter across networks Don t spam your followers have a set cadence so your updates are shared throughout a certain day/week rather than all at once. Creating a cadence ensures your audience isn t overwhelmed. 18

19 Best Practices for Brands on Twitter Use visuals to enhance your content. People are three times more likely to engage with a Tweet that contains a video or photo. Connect with your followers and share industry news through Retweets, Quote Retweets and Replies. Create a unique tone and voice separate from Facebook using original copy on both platforms makes content more engaging. Follow industry leaders and influencers to stay on top of industry news and trends. Monitor to ensure you re finding opportunistic moments to engage with your audience. 19

20 Concrete KPIs Are Measurable on Social Platforms Awareness Total Fans Reach Impressions Defining Audience Segments Total Followers Impressions Brand Mentions #Hashtag Impressions Total Followers Reach Impressions Engagement Advocacy Likes Comments Shares Fan Wall Posts Click- Throughs Shares Reviews App Installs Likes Click-Throughs Retweets Likes Comments Shares Click-Throughs Shares Defining Success Creating a two way dialogue Achieving fan base goals Activating advocacy base Increased share of voice with positive sentiment Customer assistance satisfaction Creating a two way dialogue Activating advocacy base 20

21 How Brands Use Platforms The Original Social Network 140-Character Microblog Video Sharing Platform Digital Inspiration Board Artistic Filtered Photo-Sharing Playful Ephemeral Story-Sharing The Professional Social Network Celebrate and Recognize Inform and Share Real-Time Updates Watch Inspire Help Discover Play Teach COMMUNICATION CONNECTION CURRENCY 21

22 LinkedIn is Great For Updating followers about your brand and business Sharing thought-leadership from executives and employees Increasing visibility of Media Coverage Engaging Employees and stakeholders Recruiting and Talent Acquisition 22

23 Best Practices for Brands on LinkedIn Make sure your content is visual it helps get the point across and engage members in the feed Less is more messages with 50 characters or less have 28% higher engagement than longer messages Be concise and to-the-point with the content you share to help members easily see the value of what you are sharing Ask questions to help members engage with the content 2 Day Rule Over 70% of messages are seen within 48 hours. Make sure to send every 2 days at the bare minimum Amplify updates to the appropriate target audiences 23

24 Examples of Social Media Best Practices

25 Community Management

26 Monitoring and following community conversations Listen. Paying attention to your social community helps you to understand the conversation on each channel and how the community is interacting or reacting to your content. Respond. Monitor your channels closely to help answer questions from your audience or participate in a two-way conversation with your audience on industry trends/topics. Customize interactions. Bring a human personality to your channel by customizing responses to each individual. Showing personality and a human touch behind your channel will allow your followers to see you as more than a brand. Be personal and professional. Remember that your words are a reflection of your brand and what you put on the web is available for all to see Set a schedule. Periodically check-in on your channels based on volume of conversation. If conversation is heavy, determine what the best cadence to ensure the channels are receiving proper monitoring.

27 Tools and Resources

28 Tools and resources will save time and money TweetDeck (free) Schedule Tweets, mentions and replies, monitor key hashtags or key conversations Hootsuite (free - $) Schedule all social content, monitor mentions and replies, monitor larger social conversations Social Mention (free) Track brand mentions and social interactions with a single search of your company s name. Buffer (free) Schedule content for all social media channels and monitor performance Bit.Ly (free) Canva ($) Create shortened URLs for website links shared on your social media platforms so content is visually more appealing and engaging Design graphics and visuals such as infographics, brochures, banners, flyers and more

29 Q&A

30 THANK YOU