Social Media Marketing Summit JB Media Institute LLC

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1 Social Media Marketing Summit 2018 JB Media Institute LLC

2 Sarah Benoit Co-founder & Lead #d2cc2d Instructor JB Media Institute Twitter & Instagram Facebook.com/SarahDBenoit Founder & President

3 Today s Agenda #d2cc2d Session 1 Connect and Engage - Facebook and Instagram Marketing Best Practices Session 2 Social Media Strategy and The Art of Engagement and Conversion

4 Listening Tools Think with Google Google Trends Google Alerts Twitter or Instagram or Social Mention JB Media Institute LLC

5 Stories Inspire Emotion & Feeling Emotion & Feeling Drive Action 2018 JB Media Institute LLC

6 Different Types of Stories The Story of Self What desires motivate you? What experiences inspired you to work in your field or pursue your line of work. What values do you have as a professional and why? Where did those values originate from? How did you arrive at this moment in the business? The Story of Us Are you part of a community or team that shares your values? How do you work together towards a common goal? How can others work with you? What kind of experiences challenges, and resources do you all share? The Story of Now Is there an urgent challenge to face that is calling you and your team or community to action? What path will you take to achieve our goals? What can people do in the moment? What is the outcome if people act now? Copyright 2018 JB Media Institute LLC

7 Decisions are Made with the Emotional and Rational Sections of Our Brains Antonio Damasio professor of neuroscience at the University of Southern California and head of the Brain and Creativity Institute has spent decades exploring the relationship between the brain and consciousness. CONCLUSIONS: 1. Emotions play a central role in decision-making. 2. People with injuries or illnesses that affect their ability to have emotions, and therefore feel, are no longer able to make decisions. Copyright 2018 JB Media Institute LLC

8 How Emotion Affects Memory The limbic system of the brain controls emotions and motivation. According to scientific studies and brain research, negative and positive emotions have a powerful effect on the human memory and how deeply memories are encoded. Copyright 2018 JB Media Institute LLC

9 Stories = Emotion = Action Great stories are relatable and stir feeling. Feeling motivates people to take actions - like making a donation, completing a volunteer form, buying a ticket for an event, sharing content, or signing up for a newsletter. Copyright 2018 JB Media Institute LLC

10 Common Mistakes Don t talk at people, talk with them No project management system Lack of response Inaccurate and out of date information No real time content planning

11 Strategy = Success

12 #d2cc2d Content Strategy 2018 JB Media Institute LLC

13 30/30/30 Rule 30% = Tell Your Story What do you do? What products and services do you provide? Who are your customers or donors? What is their story? What problems do you solve? What questions can you answer? What is your mission? Why do you do what you do? Who are your team members, staff, or employees? 30% = Shine the Spotlight on Others Are their industry leaders you admire? Are their nonprofits or community organizations you support? Are there partners or influencers you work with? Are there other companies or organizations you have aligned with? Are they doing amazing work? Are they active on social media and have an engaged network? 30% = Have a Personality instead of an Agenda What makes you laugh? What fuels your passion? What does your team or staff all agree is entertaining or challenging or funny? What inspires you? What is the flavor of the band? What feeling do you want to leave people with? 2018 JB Media Institute LLC

14 What is the last 10% for? Rise to the occasion Be unforgettable Live in the NOW Go viral Step outside your box Take risks Laugh a little Seize the moment 2018 JB Media Institute LLC

15 #d2cc2d Editorial Calendars 2018 JB Media Institute LLC

16 Outline Your Promotional Timeline & Guidelines #d2cc2d Site/Blog/ Content articles, posts, videos, event details, attractions, community highlights, company announcements Topics and Themes monthly, weekly, or daily topics or themes to be featured regularly that you know your audience enjoys All Social Accounts account links, advertising strategies, edited content versions, frequency

17 Create a Calendar You Can Use How you create your calendar is up to you? Editorial calendars have to be easy to update, reference, and share. This can be done using Google Calendar, Outlook, spreadsheets, documents, calendar apps, or any other platform you feel suits your purposes. Make sure your calendar includes days, weeks, months, times (if applicable), platforms, partner links and handles. It can also have an area with the actual content included so the content is pre-written, edited, matched with graphics or media, and approved JB Media Institute LLC

18 #d2cc2d Shared Content Banks 2018 JB Media Institute LLC

19 Keep Your Content Bank in the Cloud Content banks can be created using systems like Google Drive #d2cc2d and DropBox or any other event planning software that allows file and document organization in the crowd. Allow partners to provide and upload content. Create a list of partners and links to their websites and social accounts, as well as shareable resources Organize photo and video content for use on all relevant accounts. Share, edit, and approve PR, promotional, and website content. Distribute that promotional, PR, and website content through social accounts.

20 Multi-Account Management Hootsuite Buffer Sprout Social EveryPost Joller JB Media Institute LLC

21 Managing Multiple Accounts #d2cc2d Use the social media sites firsthand for a minimum of 3 months so you can understand how each unique platform functions. Choose a system that supports the social media sites you are currently using or plan to use in the future. Test the system and make sure you feel comfortable using it. Choose a time each week when you will write and/or schedule content

22 Tracking and Reporting 2018 JB Media Institute LLC

23 Google Analytics #d2cc2d Google Analytics/Social - login to your Google analytics to access your Social Analytics, more information on setup and integration for your website here: Get started with Google Analytics

24 Google Analytics Use Google Analytics to quantify the impact social media is having on your website traffic, as well as your lead generation, sales, and conversions. Check Network Referrals, Landing Pages, and use Goals JB Media Institute LLC

25 Google Analytics>Acquisition>Social

26 Conversion Tracking Followers/Fans/Likes The number of people that convert is only a small percentage of your total audience. People who Engage If you have a 5% conversion rate you need to grow the network so that 5% is a larger number over time. People who Convert 2018 JB Media Institute LLC

27 Conversion Tracking on Your Website Google Analytics Social Traffic Google Analytics Goals Google Analytics will allow you to track goals like the average time spent on the site (average session duration), the average number of pages viewed per visit (pages per session), and the number of downloads (destination), video views (event), social shares (event), contact form completions (destination), and more. You may need help from your designer or developer to set up destinations and events JB Media Institute LLC

28 Video Marketing 2018 JB Media Institute LLC

29 Video Content can Attract Big Wins Daily watch time for Facebook Live broadcasts quadrupled in 1 year ( ) Time spent watching video on Instagram has increased by 80% Instagram reports that the number of videos posted per day on the platform has continued to increase by 4X year-on-year Half of the businesses on Instagram produced a story in the last month Stories boosted the app s average usage to 32 minutes per day for people under 25 and 24 minutes per day for people over JB Media Institute LLC

30 Video Content can Attract Big Wins According to HubSpot and HighQ 78% of people watch videos online every week, and 55% watch videos online every day...65% of video viewers watch ¾ of a video...75% of senior executives watch work-related videos at least weekly million people are watching Facebook videos every day JB Media Institute LLC

31 DIY Video Marketing Buy and Test DIY Equipment Upload video files directly to social accounts Include Video Captions and Transcriptions Complete keyword and hashtag research Repurpose Video Content Everywhere you Can Experiment and be creative - Don t be afraid to try Facebook Live, Facebook Stories, Boomerangs, Hyperlapse videos, or Instagram Stories JB Media Institute LLC

32 Partnership Marketing 2017 JB Media Institute LLC

33 Create Real Relationships Do you share target audiences? Do you share similar values? Are your company or organization missions aligned? Do both of you have active and engaged audiences? Can you create an organized content calendar and clear goals for the partnership? 2017 JB Media Institute LLC

34 Tag and Mention Others Identify the movers and shakers who have an active and engaged Facebook page, Instagram following, etc. who share your audiences who are influencers and thought leaders Use symbol to tag and mention people in posts, images, videos, etc JB Media Institute LLC

35 Shine the Spotlight on Others ⅓ of your social content should feature partners you align with. Are their industry leaders you admire? Are their nonprofits or community organizations you support? Are there partners or influencers you work with? Are there other companies or organizations that understand the value of partnership? Are they doing amazing work? Are they active on social media and have an engaged network? 2017 JB Media Institute LLC

36 How to Identify Partners and Influencers Social Listening - Track Twitter, Facebook, Instagram, Google Alerts, hashtags, blog updates, e-newsletters, and campaigns. Who are the Movers and Shakers - Who has an active, engaged network? Even small networks are powerful when they are engaged. Comment, share, react, retweet...get involved in the conversation. Look for Local, Regional, National, and International Personalities - Go where your audiences are! 2017 JB Media Institute LLC

37 How to Identify Partners and Influencers Connect with Niche Audiences - Targeting a niche influencers can reach more qualified people. Make it a Win Win Situation - The first move towards a successful partnership is sharing what you can contribute and give. Be Transparent and Authentic - Tell the real story of how you came together JB Media Institute LLC

38 Social Ad Campaigns 2018 JB Media Institute LLC

59 Budgets Split your budget between different types of ads - focus on 2 or 3 different goals/objectives depending on your budget. See what gains the most traction. Start with a test budget of between $75 and $150 per month. Most small companies can do well with between $150 and $600 a month, which is $5 to $20 a day. Copyright 2018 JB Media Institute LLC

60 Strategic Planning 2018 JB Media Institute LLC

61 Make a Plan Step 1 = Goal Setting What do you want to accomplish? Who are you targeting? How many new/repeat leads or sales do you need each week, month, or year? What calls to action and conversions will actually grow your business? How do you define success? BE SPECIFIC!!! 2018 JB Media Institute LLC

62 Make a Plan Step 2 = Choose Your Tools Wisely What role does your website play? Where do your audiences hang out online? What matters to them? Can a blog help you deliver great content? Do you have time to learn new tools? Use tools that feel intuitive, that you enjoy participating in. IT S BETTER TO USE ONE TOOL REALLY WELL, RATHER THAN MANY TOOLS POORLY!!! 2018 JB Media Institute LLC

63 Make a Plan Step 3 = Track, Report, Evaluate, Adapt, Repeat What tracking tools will you have in place? How often will you review reports? Are any of your tools producing results? If so how can you recreate that approach? Can you refine your approach if you are getting results, but not reaching all your goals? Are you realistic about workload and results? USE THE DATA TO MAKE BETTER DECISIONS! 2018 JB Media Institute LLC

64 Action Steps 1. Identify which phase of social media content marketing are you in? 2. Evaluate your current social media performance. Make a list of what is working and what is not working. Set goals for this year based on your findings. 3. Define and prioritize your conversions. What are they and how are you going to track them? 2017 JB Media Institute LLC

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65 Get Updates from the Source JB Media Institute LLC

66 Educational Resources Social Media Today Buffer.com Hootsuite.com Sprout Social Neil Patel 2018 JB Media Institute LLC

67 Come Learn With Us! #d2cc2d Upcoming free webinars, in person classes, and online training JB Media Digital Drop-in free webinar = the first Wednesday of each month 12:10-1PM Online Cohort begins May 1 and In Person Cohort begins May 8, 2018 You do amazing things. More people should know.

How to Create and Distribute Content that Grows Your Business JB Media Institute LLC

How to Create and Distribute Content that Grows Your Business Sarah Benoit Lead Instructor & Co-founder of the JB Media Institute Find me on social media! Facebook Twitter Instagram LinkedIn What is content