6/7/2016. Social Media Strategy & Execution. Who is this Why use social media?

Transcription

1 Social Media Strategy & Execution Who is this Why use social media? 1

2 Why use social media? Connect and engage - B2C or B2B It levels the playing field Brand evangelist identification and creation Co-promotion + SEO Adds brand legitimacy, especially for startups Free* 4 Why not use social media? Requires strategy and professional communication Time consuming Constant learning and monitoring The internet is harsh 5 Your website 2

3 Your website is the hub 7 Website audit check list Search in an incognito window Site description Responsive design Social media icons Navigation URL discrepancies Optimized image titles for search Social sharing Twitter cards Open graph Design/Layout Copy - how does it feel/read? Links off-site 8 Social media strategy creation 3

4 Strategy breakdown Strategy overview Goals* Target segments* Brand personality Content themes* Sustainable campaigns Implementation Strategic hashtags Example posts Competitive analysis* Monitoring, measuring and adjusting 10 Strategy goals* - Example 1) Attract users/clients 2) Position your company as the go-to for X 3) Promote company successes and people 4) Create brand awareness 5) Attract potential business partnerships/sponsors 6) Become a thought leader in target vertical or market 11 Strategy target segments* - Example 1) Users E.g: Men and women between the ages of that are interested in X 2) Clients E.g: Fintech companies that operate in Canada and are looking to expand 3) Co-promotional Partners E.g: Like-minded businesses or people that will support your organization 4) Evangelists E.g: People that love everything about your cause or organization 5) Influencers E.g: Journalists, celebrities, etc. 12 4

5 Strategy content themes* - Example 1) News, updates, blogs, tips and tricks about your product, service or cause 2) Promotion of partners 3) Community news meetups, fundraisers, learning opportunities 4) Tips, tricks and life hacks general interest 5) Transparency What are you doing? Tell your organization s story 6) 7) *Look at what works for your competitors ** What is the unique value that you can provide through social? 13 Strategy flow - Why create one? Goals What it accomplishes Target Segments Who it targets Content Themes What you share 14 Platforms 5

6 Where to be Definitely Facebook Google+ LinkedIn Twitter Maybe... Instagram Pinterest Snapchat YouTube Blog 16 Blog Positives: Longer format SEO Development of a brand personality Negatives: Having to create regular content Having to write compelling copy Thought leadership Social media content that drives users to your site Social shares of your content by others Variety of media: plain text, images, videos, and gifs 17 Facebook Positives: 1.5 billion users Content rich links with customization All types of content - images, photos, text, videos Native scheduling Mobile management app Brand engagement & legitimacy Negatives: Pay to play - Organic page reach is 3-5% Always changing Edgerank algorithm Use of 3rd party platforms like Hootsuite is available but not ideal Difficult to gain likes Advertising sometimes nets spam likes Lower adoption by youth Very powerful ad targeting Growing numbers in older demographic 18 6

7 Twitter Positives: Open - You can engage with anyone Mobile-friendly monitoring Supports links, images, text, GIFs, and videos Hashtags allow for larger conversations Can be used for all aspects of business. Marketing Community building Business development Media relations Competitive analysis Negatives: Crowded Hard to get noticed Stagnating new user adoption rate Difficult for first time users to understand Spam bots 140 characters An algorithmic timeline for some users 19 Instagram Positives: Growing user base, that skews young Image-based brands can do well Visually compelling images made easy Difficult for marketers, which makes it perfect for users Negatives: Mobile only posting Difficult for marketers, scheduling skirts T&C No calls to action: no hyperlinking Spamming of hashtags Algorithmic timeline Difficult to use for brands that do not have visually engaging content 20 Linkedin Positives: Business based No limitation on page reach Less engaged following Negatives: Can only use sparingly Difficult to build a community Difficult to convert users to followers unless you re posting a job Content needs to be professional 21 7

8 Google+/YouTube Positives: Google+ used by techies SEO Video content is the future and is a great way to tell a business story Negatives: Google+ is a graveyard Video content is difficult to produce No scheduler built in Paired with all other Google services, like Maps Note: These should link together 22 The rest Pinterest Snapchat Tumblr Reddit Meerkat Periscope The next big thing Image courtesy of ericneal.ca 23 Keep in mind Make sure to fully brand out each social channel with a description, imagery and links to your site Try to aim for the same usernames, especially with Twitter & Instagram Google+ and YouTube, be sure to add all of your social accounts for an SEO bump Look at 3 rd party sites to optimize your presence. Platforms like Yelp and Foursquare can help 24 8

9 Social media etiquette 25 A quick note on social circles 26 Social media rules Facebook is for friends, mostly LinkedIn is a rolodex of (actual) business contacts Instagram is a grey zone when it comes to business Twitter is a completely open channel 27 9

10 What people want (on social) Authenticity Value Knowledge To identify with others To be noticed 28 Social media execution 29 Execution Channel creation Set up analytics analytics.twitter.com if not enabled Don t over follow, your ratio is important Checklist: Imagery, following/follower ratio, private lists for competition & BD prospects Like other brand pages and engage with them using Facebook as your page Don t make a personal account for your brand Monitoring of competition through insights Checklist: Imagery, Tabs, About, Website link, Username 30 10

11 Execution creation - What not to do 31 Execution - What not to do 32 Execution When to post The Burrito Principle Morning commute Lunch Evening commute After dinner Infomercial Effect Always be measuring and adapting 33 11

12 Execution How often A FEW ROUGH GUIDELINES Four times a day maximum, unless at an event or taking part in a Twitter Talk Once every two or three days No more than two times a day *Real-time events should be covered through Twitter and maybe Instagram or Snapchat **Constant content is important, a dormant account or account that is not monitored is better off not existing ***Don t be the guy that shares every thought and every piece of content you see. We all have that Facebook friend 34 Execution What makes people share Inspiration Humour Identity Nostalgia Value Timing 35 Execution Where to get content Google Alerts Pinterest BuzzSumo RSS Competitors Social media channels Create it 36 12

13 Execution - Set up for success 1) Private Twitter Lists 2) Searches for hashtags or usernames 3) Google alerts 4) Monitoring 5) Public Twitter Lists 37 Execution Set up for success 38 Execution - The anatomy of a tweet 39 13

14 Execution - The anatomy of a tweet Strategic hashtags no more than three, but not always three. Hashtags are added in the copy, not tacked on the end like spam Twitter cards enabled, allowing for embed Burrito principle timing utilized 11:50am Link shortened for tracking and analytics Compelling tweet, that draws the user in To Hashtag: Subject, Location, Brand Personality 40 Execution Tweet examples 41 Execution - What not to tweet Do not Retweet bragadocious mentions. Reply & engage Don t forced canned social shares Share my best RTs of the week Twitter info Spam a million hashtags on the end of your tweet Tweet your Instagram or Facebook posts Tag users in copy that you hope will retweet Ask for retweets very few can do this well Share photos that are portrait Ask for people to like/follow Use the same words in a tweet if you can help it Tweet the same thing over and over and over again Start a tweet with if you want people to see it 42 14

15 Execution - Tweet checklist Compelling copy with your own personal spin or viewpoint Relevant Brands/Companies/People tagged (if starting a tweet with a username, use a period first) Keywords hashtagged (never more than 3: Subject, Location, Brand personality/supporting event hashtag) Link/Image or both (optional) 43 Execution The anatomy of a post 44 Execution The anatomy of a post For Links Post copy that does not duplicate the title of the article Copy is not a full paragraph Full width article image 1200x628px Compelling article title Full lede Open Graph enabled Tagging of relevant brands No hashtags unless it is for brand personality or an event 45 15

16 Execution The anatomy of a post For Imagery Landscape image Photobox size is 1200x1200 Tags of relevant brands Copy adds context but isn t overly promotional and is native to the platform Hashtag to support an event 46 Execution What not to post Do Not Post Hashtag like a crazy person. Very rarely should you ever use hashtags (exception for Google+) Share a link and post the title as your copy as well Leave links in your copy Tag users in copy that you hope will share Share photos that are portrait Ask for people to like/follow you on other social media channels Share links that do not contain, a properly formatted title, image and lede Share the same post over and over and over again Ask for likes 47 Execution Post checklist Compelling copy with your own personal spin or viewpoint that does not duplicate the link title or lede Relevant Brands/Companies/People are tagged Optimized Link (Title, Image [1200x630], Lede) or Image (1200x1200 or 1200x630) 48 16

17 Execution - Things to keep in mind 1) Ask yourself, would I retweet, like, share or engage with this if I happened to see it from another person on social media? 2) Try not to use the same content theme twice in a row, users viewing your feed for the first time, may think that s all you talk about. 3) Always provide value 4) Never spam out on your feeds 5) Do not share mobile links. Desktop users will not enjoy it 49 Execution - Things to keep in mind 6) Strike a maintainable balance between primary and secondary content 7) Jab, Jab, Jab, Jab, Right Hook (Give, Give, Give, Give, Ask) 8) Engage, engage, engage 9) Avoid using short forms like If u r going 2 our next event. w/ ft. tmrw & are ok 9) Tweet and post like a human, not like a marketing machine 10) You are your target demographic 50 Tools 51 17

18 Management tools Scheduling/Monitoring: Hootsuite Buffer Tweetdeck Sprout Social Twitter analytics (analytics.twitter.com to set up) Facebook Insights Google analytics 52 Management tools Tools: StatusBrew.com Tweetbinder Hashtag analytics Pushbullet Phone to Chrome Twitter app change your notification settings Facebook pages app change your notification settings Bit.ly for creating links that can be a call to action Pablo by Buffer for quick image creation Private Twitter lists 53 Measurement 54 18

19 Measurement Guess, test, measure, adapt, rinse, repeat Over time, you will understand your community, what they value and have the ability to provide them engaging content Look at your engagement, engagement rate, impressions and which content themes are over performing. 55 Further reading 56 Learning and staying up to date Articles & Books: The Burrito Principle & Beyond Buffer Blog 14 Traits Every Successful Social Media Manager Should Have - Mashable Jab, Jab, Jab, Right Hook Gary Vaynerchuk UnMarketing Scott Stratten Hooked - Nir Eyal 57 19

20 Learning and staying up to date Online: Buffer Blog Social Media Examiner Mashable Social Media Hootsuite Blog JeffBullas.com JonLoomer.com Gary Vaynerchuk YouTube and website Unpodcast Scott Stratten Unmarketing.com 58 Slides: bit.ly/socialmediabs 59 20