Social Media. Showing up is only half the game. The other half? A killer strategy HDR, Inc., all rights reserved.

Transcription

1 2014 HDR Architecture, 2014 HDR, Inc., all rights reserved.

2 Social Media Showing up is only half the game. The other half? A killer strategy HDR, Inc., all rights reserved.

3 The What and Why of Social Media Social Media Tools Developing Your Content Plan Measuring Engagement Key Takeaways

4 THE WHAT AND WHY

5 7/10 Americans use social media 88% for year olds 78% for year olds 64% for year olds * 2018 Pew Data on Social Media

6 WHAT IS SOCIAL MEDIA AND WHY IS IT RELEVANT? 7 out of the top 15 websites in the USA are social networking platforms Twitter 5,369,708 Yahoo 674,955 Google 3,559,770 YouTube 2,697,698 Wikipedia 1,914,239 Amazon 813,753 Reddit.com 473,971 Facebook 7,070,831

7 WHAT ARE THE USES FOR SOCIAL MEDIA? Build a community of supporters Use social content to drive friends of friends to engage Find and engage influencers to help spread the word Become a thought leader in your industry space Get your higher message out at a lower cost for ROI

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9 SOCIAL MEDIA TOOLS

10 2.23 billion active monthly users 60 million Business and organizational pages It s vital for your org to join the conversation!

11 FACEBOOK PAGES On a Page, you can feature the following: o Your website o Hours and contact info o Description of your business and/or organization o Services, projects, directions, and more

12 FACEBOOK PAGES Facebook Pages share similar components: o Banner o Dynamic posting field o Page bookmarks o Navigation toolbar o Call to Action

13 CONTENT IS THE MOST IMPORTANT CURRENCY Facebook Content Options Posting Options Text Photo Video Poll Live Stream

14 BEST PRACTICES Always include photo and videos Be consistent with branding Create mobile ready content Be concise

15 BEST PRACTICES IN ACTION GREAT POST High Engagement BAD POST Low Engagement

16 FACEBOOK S ALGORITHM GOVERNS WHAT A USER SEES ON THEIR NEWSFEED

17 TARGETING YOUR AUDIENCE Premium (paid) feature Preferred Audience (up to 16 tags) Audience Restrictions Audience Insights

18 TO TWEET OR NOT TO TWEET? Get the scoop on current trending topics in your industry and community Grow brand awareness Connect with media

19 TO TWEET OR NOT TO TWEET? 1 Tweet 2 Reply 3 Retweet 4 Like 5 Hashtag 6 Mention

20 WHAT IS A HASHTAG? Most Popular Twitter Hashtags (as of 2017) #love #photooftheday #beautiful #fashion #tbt

21 TWITTER FEED

22 BEST PRACTICES IN ACTION Facebook? Twitter?

23 LINKEDIN OFFERS A DIFFERENT AUDIENCE, WITH DIFFERENT INTERESTS Best for connecting with professionals in your industry space Full suite of networking and content sharing features (SlideShare) Great place to showcase more technical content Allows to position professionals and brands as thought leaders in an industry

24 INSTAGRAM PROVIDES A PLATFORM TO SHARE PHOTOS AND SHORT VIDEOS At its best, a photo/video sharing platform Infographics widely shared Can link directly with your Facebook, allowing you to share content Create stories seconds series of public facing content

25 INSTAGRAM IS GOVERNED BY A SIMILAR ALGORITHM TO FACEBOOK

26 INSTAGRAM PROVIDES A PLATFORM TO SHARE PHOTOS AND SHORT VIDEOS At its best, a photo/video sharing platform Infographics widely shared Can link directly with your Facebook, allowing you to share content Create stories seconds series of public facing content

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28 DEVELOPING YOUR CONTENT PLAN

29 ESTABLISHING A CONTENT CALENDAR WILL SERVE TO GUIDE THE MESSAGING OF YOUR SOCIAL MEDIA. Monthly calendars are recommended Plan around existing events, holidays, etc. Have a goal or mission of what you want to accomplish with content Prepare graphics and copy

30 DAILY CONTENT Following a social media checklist is helpful in creating and curating content to each platform.

31 SOCIAL MEDIA ALLOWS YOU TO ENGAGE DIRECTLY WITH YOUR FOLLOWERS IT S IMPORTANT TO SET PROTOCOLS. Standard Comment Response Protocol Establish a timeframe Consistent brand voice & tone Track Comments & Feedback

32 For a crisis scenario, it s important to have a plan in place.

33 HARNESS THE POWER OF SOCIAL MEDIA TO EFFECTIVELY COMMUNICATE IN DISASTERS & COMMUNITY CRISES

34 MITIGATING SECURITY RISK Top 5 Risks Human Error - posting the wrong thing or clicking on a phishing link! Lack of Monitoring not putting someone in charge! Malware - installing unverified apps and extensions Privacy Settings leaving it all up for grabs Steps to Prevent Create a social media policy Give employees social media training Limit access to key people as admins Put someone in charge Invest in secure technology and a single platform to monitor pages Safeguard passwords and customer curate privacy settings

35 MEASURING ENGAGEMENT

36 MAKE CERTAIN YOUR ORGANIZATION IS HITTING GOALS BY USING PERFORMANCE INDICATORS AND ANALYTICS What are we tracking? How are we tracking it? Website traffic Visit Duration Social Media Impressions Comments Newsletter Sign-Ups Followers within an assigned region

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38 KEY TAKEAWAYS

39 KEY TAKEAWAYS Social Media websites account for 7 of the top 15 websites in the world. Any brand/organization must look to social media as a key component of their overall visibility and marketing strategy. It is no longer an either/or scenario when it comes to which platforms to have a presence. Facebook, Twitter, LinkedIn, Instagram and Nextdoor serve different purposes and different audiences. Content must be planned and specifically curated for each platform. Setting engagement protocols ensures your brand has a consistent voice and procedure for interacting with users on social media in both standard and crisis situations. Analytics allow your organization to gain insights and adjust your strategy to meet your organization s goals and needs.

40 Questions?