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1 Sarah Benoit Co-founder and Lead Instructor of the JB Media Institute

2 Take Your Social Media to the Next Level Strategic Best Practices for Retail and E-commerce Businesses

3 Today s Agenda Social media is an integral part of content marketing when you want to reach the public. Today we learn how to create an innovative, integrated approach to social media marketing so it is more efficient, successful, and grows your bottom line without making it feel like a burden.

4 Social Content Branding

5 Social Content Branding Values Visuals Stories Audiences Your audience is not EVERYONE. Your audiences are small groups or niches that want you to connect with them personally. Make them feel something and they will become customers, supporters, advocates.

6 Quick Tip Social media accounts are excellent opportunities to build your brand by providing exceptional customer service and encouraging reviews.

7 Example: Octavia Books

8 Reply to all comments and reviews. Treat people online the same way you would in person. Show people that you care about their experience.

9 Quick Tip If you have a physical location make sure your NAP (name, address, and phone number) is the same on your website, social media, and Google My Business.

10 Example: Harvard Bookstore

11 Example: Harvard Bookstore

12 Social Content Research and Strategy (AKA Listening)

13 1. Read all comments and reviews. Learn from what you read. Ask clarifying questions if you need more details. Positive and negative feedback is valuable. Where are you winning and where are you falling short. Create a unified response.

14 2. Learn from the competition. Find out how your competitors brands and social accounts are performing and what they are doing. Free Tools: Paid Tools Google Alerts SharedCount.com Klear.com Buzzsumo.com Mention.com Brand24.com SproutSocial.com Hootsuite.com

15 3. Research hashtags & keyword terms. Find out how people search online for topics related to your products and services. Hashtag Research Tools Hashtagify.me Hashtags.org Ritetag HashtagTracking Keyword Research Tools Answer the Public Keyword.io Wordstream Keyword Tool Moz.com Keyword Explorer ***Make note of niche audiences.

16 4. Collect customer feedback. Ask your current and past customers and clients to share their experience. Google Forms (Google Drive): Design forms for free and turn them into spreadsheets. Survey Monkey: Design your own surveys and collect data. Feedback cards/table cards: Display comment cards with social media handles on tables/counters.

17 5. Analyze your Insights and Analytics. Take a look at your current tracking data to see what people are relating to most. Reach/Impressions - the number of people who see your content Engagement/Engagement Rate - the number of likes, comments, shares, retweets, hearts, etc. and reach divided by engagement equals the engagement rate. Posts/content performance - content engagement and reach stats Network growth - new likes, followers, fans, pins, etc. Website traffic/conversions - website visitors and conversions from social networks (requires Google Analytics and Goals)

18 Quick Tip Hashtags can be branded or non-branded. Hashtags are best on Instagram and Twitter. Don t use them on Facebook too often.

19 Example: Quail Ridge Books

20 Social Content Development and Optimization

21 Audience Segmentation Your social media audiences are made up of different groups of people that care about different things i.e. niches. Don t forget your audiences are made up of current and past customers, as well as prospective new customers.

22 Example: The Voracious Reader

23 Example: Neighborhood Reads

24 Example: Women and Children First

25 Example: Wild Rumpus Books for Young Readers

26 Multimedia Content Don t be afraid to try new things! Live streams Video content Slideshows/carousels Stories Boomerangs Collages Groups Articles/blogs What do the people want or need?

27 Quick Tip Explore how you can use Instagram Stories. There are unique tools built in.

28 Content Banks Have a place online (i.e. Google Drive, Drop Box, Slack, Asana, Basecamp) where you can store content ideas like links, screenshots, photos, videos, event coverage, etc. Why? It makes it as easy as possible for other people to contribute and makes repurposing content across channels simple. Content Calendars Outline at least 2 weeks of content in advance. Include events, sales, news, etc. Why? This allows you to make some time for real time content and engaging. Create a system where you can go on vacation, take a sick day, or get a promotion and pass the social media responsibilities.

29 Avoid the Me, Me, Me Approach Only 30% of your organic content should be promotional. The rest should shine the spotlight on others or simply share your brand s values and personality. Make time for posting and participation. Don t just post on social media. Comment, react, and share. Be a part of the community. In Jab, Jab, Jab, Right Hook entrepreneur and social media expert Gary Vaynerchuk explains that social media success comes from the Give, Give, Give, Ask formula.

30 Social Content Distribution and Promotion

31 News Feeds Getting to the top of social news feeds is the key to increased Reach and Engagement, which lead to an increase in followers and fans. News feeds are run by algorithms that are run by artificial intelligence that learns from people s behaviors what they want to see most.

32 Quick Tip Facebook created news feed values, one of which is Constant Iteration. It is their commitment to consistent innovation and adaptation of their algorithm technology. Watch the Facebook Newsroom to stay up to date.

33 Partnership Marketing Join forces with partners, influencers, and other businesses or organization in your community that have active, engaged networks. Tag each other s accounts Share each other s posts Engage in conversations Campaign together Boost or promote content on each other s pages

34 Events Be prepared for sales and registrations: Facebook Event Pages or website page with links to Paypal, Square, or Stripe (if applicable) Eventbrite/Brown Paper Tickets Prioritize events that are the most important. Make sure you have content before, during, and after. Create live coverage of the event whenever possible.

35 Quick Tips 1. Share Facebook Live streams on Facebook Event Pages. 2. Use the discussion feature to update people every week. 3. Integrate your Facebook Event page with Eventbrite.

36 Example: Porter Square Books

37 Example: Changing Hands

38 Social Advertising Get to know your ad managers. Before you boost a post, promote a tweet, or promote a pin learn how the ad manager works. This will help your social advertising more effective.

39 Social Advertising Build and save qualified audiences. Target people with specific demographics, behaviors, likes, and dislikes. For example: if your ads are for a book release event for a local author who wrote about how parents can help their teens eat better and focus on health and wellness. Men and women within 60 miles of your location that have kids. Women within 60 miles who are parents of elementary school age kids, that shop at Whole Foods and do yoga.

40 Social Advertising Test Ad Copy, Graphics, and Audiences Create different campaigns using different content and audiences to identify what gets more engagement and conversions. Run ads for a minimum of 2 weeks so you gather enough data to make a comparison.

41 Landing Pages When people click from your social media to your website they must land on a page with clear calls to action so they convert. Anatomy of an Successful Landing page Headline and sub-headline Call to action Graphic, image, or video that gets and keeps attention Testimonials/Reviews/Accolades Benefit list/offers/incentives

42 Quick Tip Test your landing pages to ensure they produce conversions. Use Google Analytics, click tracking and heat mapping tools like HotJar, and human feedback to ensure great usability.

43 Quick Tip If you have over 1000 website visitors per month use the Facebook Pixel to track people on your website and create a Custom Audience for remarketing.

44 Quick Tip If you have at least customers s upload your list to create a Custom Audience in the Facebook Ad Manager to target people who already love and support your brand.

45 Quick Tip Use Custom Audiences to create Lookalike Audiences. These are audiences of people with similar demographics and behaviors of existing customers or site visitors.

46 Quick Tip Use Facebook s built in Split Testing to compare ad content performance or audience performance. Follow Facebook s best practices for split testing.

47 Quick Tip Facebook s Shop tab can be connected to Paypal or Stripe to sell directly. If you have a shopping cart with WooCommerce, Shopify, or BigCommerce you can connect Facebook to your cart.

48 Final 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 calls to action. What are they and how are you going to track them? 2017 JB Media Institute LLC

49 Thank you! #d2cc2d You do amazing things. More people should know. Connect with me on social media!

50 Resources JB Media Institute #d2cc2d Free Learning Free Monthly Webinar: Our next Digital Drop-in is Wed. July 11, 2018 Free Digital Marketing Toolkit Online Learning Social Media and Content Marketing Basics for Booksellers launches July 15, 2018 JB Media Institute Online: Our next online cohort begins August 2018