Social Media Strategies for Products, Programs, and Events

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1 Social Media Strategies for Products, Programs, and Events

2 Justin Belleme #d2cc2d Founder, Director of Strategy of JB Media Group and Co-founder of the JB Media Institute.

3 Sarah Benoit #d2cc2d Co-founder and Lead Instructor of the JB Media Institute.

4 Today s Agenda Craft a compelling organizational, product, or event #d2cc2d story and be more memorable and shareable MORNING Storytelling Social Media Algorithms PR and Media Relationships The Art of Conversion Landing Pages Website Usability Facebook Marketing LUNCH AFTERNOON Mobile Technology Content Strategy Project Management Social Media Advertising How to Create a Social Media Marketing Plan Partnership Marketing

5 Emotion Creates Action

6 Business is Driven by Feeling You want to inspire feeling in people - share your why. Once people feel the emotion behind your event, company, and/or organization your brand becomes more memorable and shareable. The more they feel, the more likely they are to act, whether that is to sign up, like, call, follow, subscribe, buy, register, or another form of conversion JB Media Institute LLC

7 How Emotion Affects Memory According to scientific studies and brain#d2cc2d research, emotions have a powerful affect on the human memory. The limbic system of the brain controls emotions, motivation, and decisions JB Media Institute LLC

8 How Emotion Affects Memory Parts of the limbic system, the hippocampus and amygdala, have been proven to be particularly involved in emotions and play very important roles in the creation of memories. Emotions help memories more deeply encode in the brain. Different types of emotions also contribute to the types of memories are formed JB Media Institute LLC

9 Stories Inspire Feeling

10 Different Types of Stories The Story of Self What motivates and drives your organization, company, and/or event? What inspires the work you do in your field? What values does your organization or business share? Why was this event originally started? Why is this event happening now? The Story of Us Are you part of a community or industry that shares your ideas and 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? What speakers, sponsors, partners, volunteers, etc. are involved in the event? Why are they involved? The Story of Now How are you documenting your event in real time? How can people share their experience? What is the impact of the event? How is the event changing things? What goals is it accomplishing? How do people feel? What can people do in the moment? JB Media Institute LLC

11 Social Media Algorithms

The Original Facebook Algorithm Edgerank is what they called the original Facebook algorithm. The algorithm controls what content shows at the top of your newsfeed.

12 The Original Facebook Algorithm Edgerank is what they called the original Facebook algorithm. The algorithm controls what content shows at the top of your newsfeed. Content with more edges was given higher priority in the newsfeeds. Edges could be created with links, photos, videos, shares, comments, likes, and more

13 3 Parts of Edgerank Affinity Weight Time Decay Affinity gauges how close of a relationship a brand/company/organization has with any given fan. Affinity increases when a user has repeat interactions with a business page. Commenting, liking, sharing, clicking, and messaging builds Affinity. Weight is a value system that shows what actions are more valuable. An example is that commenting takes more effort than liking and therefore has more value. Edges are assigned a value by the Facebook system, you can generally assume actions that take longer to complete have more weight. Time Decay means the older an Edge or action is the less valuable it is based on time decay. As content ages it loses value overall. This keeps all newsfeeds fresh, timely, and relevant JB Media Institute LLC

14 The Future of the Algorithm Facebook pays attention to their users. In the past they have used surveys to direct their next steps. In response to users FB built a new machine learning system to detect high quality content. The system uses over a thousand different factors like: how frequently content from a certain Page is reported as low quality (e.g., hiding a Page post), how complete the Page profile is whether the fan base for a particular Page overlaps with the fan base of other known high quality Pages JB Media Institute LLC

15 Other Social Media Algorithms Twitter Algorithm changes explained: plained.html How to optimize for the Pinterest Smart Feed Algorithm: The Instagram Algorithm and tips to make it work for you: and JB Media Institute LLC

16 Building Media Relationships

17 Create an Online Media/Press Kit 2017 JB Media Institute LLC

18 Include Graphics and Photos Your online media/press kit should include branded graphics and photos for use by journalists, bloggers, and reporters: High resolution and web ready photos of executives, staff, clients, products, portfolio pieces, etc. High resolution and web ready versions of the company or organization logo. Downloadable, high resolution and web ready versions of event flyers, posters, rack cards, etc.

19 Link to Press Releases, Blog Posts and E-newsletters If you are publishing press releases, blog posts, and e-newsletters link to these areas of your site so journalists, reporters, and bloggers can learn more about your company, get the latest updates on products or services, and review PR, marketing, and sales content. Make sure all content is organized with the most recent release, post, or e-newsletter available first.

20 Share Quotes and Testimonials Give media access to short, digestible quotes from key members of the company or organization about the work that you do. Display written testimonials from clients, customers, donors, etc. Include detailed information about the person giving the testimonial including their name, , job title, and location. If possible provide some of this information in an easy to share video format like Vimeo or Youtube.

21 Include Media Mentions If you have been featured in magazines, newspapers, blogs, podcasts, and other media provide links, publication names, screenshots, writer/blogger/reporter names, and dates for when this coverage was published or shared. Don t be afraid to toot your own horn and tell people about what you have accomplished when it comes to recognition. This increases credibility. Use the media/press kit to demonstrate your expertise, value, and relevancy to the market.

22 Do Your Research and Listen 2017 JB Media Institute LLC

23 Follow, Listen, Comment, and Share If you want to get to know someone in the media then take the time to get to know them online: Follow them on social media Set Google Alerts for their name and read, watch, or listen to their content on a regular basis Comment on their work and provide thoughtful feedback Share their work with your network and community - mention and tag them whenever it is appropriate, relevant, and conversational 2017 JB Media Institute LLC

24 Keep Track of Your Communications Efforts Create documentation around each reporter, journalist, blogger, or influencer you want to connect with... WHO: What is the name of the person and where do they work? WHAT: What publications or stations do they work for? What topics are they covering and what recent content have they created? WHEN: What are some of their top articles, blogs, videos, etc? When were they published? What date did you review their social media and what size following did they have? When did you most recently reach out? 2017 JB Media Institute LLC

25 Don t Give Up - Tell Your Compelling Story 2017 JB Media Institute LLC

26 The Art of Conversion

27 Landing Page and Website Design 2017 JB Media Institute LLC

28 Use a third party payment system... Create a fast, easy, mobile-friendly way for people to register or purchase tickets. Eventbrite - (1% % + $.99 - $1.99) Brown Paper Tickets - (3.5% + $.99) Stripe - (2.9% + $.30) Square - ( % + $.10 - $.30) Paypal - (2.7% - 3.5% + $.15 - $.30) Design the event page where tickets can be purchased to match your site and other marketing materials. Choose appropriate imagery Use the logo and brand colors (if applicable) Include as many event details as possible 2017 JB Media Institute LLC

29 Build a page on your website... Create easy to follow calls to action Include a mobile-friendly map Link to the purchasing page (if applicable) Share photos and videos Tell the story of your event, product, or program and the people behind it, as well as the attendees Link to social media accounts 2017 JB Media Institute LLC

30 Anatomy of a successful landing page... Headline and sub-headline Graphic, image, or video that creates a visual focus and holds people s attention Testimonials/Reviews Benefit list Call to action 2017 JB Media Institute LLC

31 Anatomy of a successful landing page... ArtistWorks.com OkDork.com Qualaroo.com 2017 JB Media Institute LLC

32 Learn more about successful landing pages... Kissmetrics.com NeilPatel.com Unbounce.com 2017 JB Media Institute LLC

33 Build a website... Create a simple, easy to manage website or have one designed for you. Consider WordPress, Squarespace, Weebly, or Shopify. Focus on calls to action and conversion. Usability is top priority. Link to social media accounts. Create an area for event updates and news. Integrate sections featuring sponsor/speaker/performer information, venue details, volunteer opportunities, etc JB Media Institute LLC

34 Website usability must be a top priority... Search engines, especially Google, expect sites to be user-friendly. They track how long people stay, how many people visit the site, how many pages people view, how frequently people return, how many other sites link to yours, and how much social media engagement is happening with your brand JB Media Institute LLC

35 Website usability must be a top priority... People can enter your site on any page. Every page must have a purpose, an intent. Build the page with the intention in mind so when people land there it is easier for them to navigate and take action JB Media Institute LLC

36 Website usability must be a top priority... The cheapest form of market research is lunch! Get opinions from people you trust: Colleagues Partners Customers/Clients Attendees Donors 2017 JB Media Institute LLC

37 Learn more about website usability... ScienceofPeople.com NNGroup.com Usability.gov SmashingMagazine.com UXMag.com ThinkwithGoogle.com Google Trends 2017 JB Media Institute LLC

38 #d2cc2d Facebook Marketing 2017 JB Media Institute LLC

39 Organic Paid #d2cc2d There are 2 kinds of Facebook growth most businesses and organizations can attempt to achieve. Both of these avenues for building a larger, stronger network have pros and cons. Choosing to prioritize one or the other depends on your goals JB Media Institute LLC

40 Business Pages 2017 JB Media Institute LLC

41 Facebook Best Practices Build Your Network: Invite friends and colleagues to like the business page. Like other businesses and organizations as your company/business/organization page. If you are also using your Personal page to network create and use Friends Lists so you can segment your friends. Add the Facebook Like button to the website so visitors can like Facebook without leaving Use the Facebook Call to Action Button on your business page. If you need fast growth consider Facebook advertising to target markets JB Media Institute LLC

42 Facebook Best Practices Engage Your Network: 1. Post consistently 3-5 times per week minimum, test different times. 2. React to, share, comment on, and tag businesses/organizations/partners in your network. Identify the most active movers and shakers and make them the focus of your weekly outreach. 3. Share photos, videos, and links whenever possible. Give Facebook fans a "next step". 4. Upload video files directly to Facebook. 5. Think multi-media. Get creative with live streams, animated gifs, memes, etc. Facebook offers a variety of built in tools. There are also third party tools like Canva, Mematic, etc JB Media Institute LLC

43 Facebook Best Practices Engage Your Network: 6. Ask customers or clients to post, share, and tag photos, videos, and graphics as well. 7. Post content that creates an emotional reaction. 8. Post relevant and credible news and information. 9. Promote events with event pages. 10. Follow up on comments on the business page JB Media Institute LLC

44 Facebook Best Practices How to use the Shop tab on Facebook You can sell directly on Facebook with a Paypal or Stripe account. You can direct people to your online store. On your Page, click the Shop tab. If you don't see the Shop tab, click your Page Settings, then click Edit Page. Next, click the Add a Tab button and click Add Tab next to the Shop option. You should see the Shop tab on your Page now. Meet the requirements of Facebook - products must be reviewed and approved: JB Media Institute LLC

45 Facebook Best Practices Use the Facebook Scheduler on your Facebook business page if you want to schedule posts in advance JB Media Institute LLC

46 #d2cc2d Facebook Event Marketing 2017 JB Media Institute LLC

47 Create and Boost an Event Page Invite friends#d2cc2d Ask people to share Ask partners to list and share the page Send invites with the event page link Update the event page with posts

48 Use Facebook Event Insights #d2cc2d

49 #d2cc2d Social = Mobile 2017 JB Media Institute LLC

50 2018 JB Media Institute LLC

51 2018 JB Media Institute LLC

52 2018 JB Media Institute LLC

53 2018 JB Media Institute LLC

54 2018 JB Media Institute LLC

55 Strategy = Success

56 #d2cc2d Content Strategy 2017 JB Media Institute LLC

57 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? 2017 JB Media Institute LLC

58 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 2017 JB Media Institute LLC

59 Content Tips Keep the 30/30/30 rule in mind - social media is about conversation & connection #d2cc2d not shouting promotions at people Find ways to mention & include others Use images! Posts with images take up more real estate & get more engagement Use video! Create both DIY and professional video Research hashtags HashAtIt Hashtagify.me Hashtags.org Ritetag.com SocialMention.com Twitter best practices = 2 hashtags Instagram best practices = up to 25 hashtags Facebook = NO hashtags

60 Pre-Event Planning Tips 1. Create platform specific plans #d2cc2d Each platform has unique options & audiences 2. Set your boosted/sponsor/ad budget. You don t have to spend a lot but investing can expand reach. 3. Start social promoting well in advance of your event How far out depends on the time and $ investment your audience is making 4. Plan for live social media management: Who will take photos? Handle on the fly posts? Be responsible for account monitoring & responses?

61 Content Ideas - Pre-Event Sponsor mentions/updates/thank yous Speaker announcements - headshots, quotes Behind the scene prep photos - materials as they arrive, volunteers/staff stuffing folders or creating nametags Registration reminders - price increases & deadlines Tips for getting the most out of the event - what to bring, what to wear, how to prepare, etc. Giveaway, prize or content information Announce hashtags that will be used Parking, arrival or registration tips Food/drink announcements or thank yous (with pictures)

62 Content Ideas - During the Event Engage, Engage, Engage! Quotes from speakers & attendees (original & shared) Sponsor thank yous Images -- attendees registering, speakers on stage, booths, signs, tables with giveaways, food Heart/like, comments, and mentions Respond to questions From the floor DIY video

63 Content Ideas - Post Event A Big Missed Opportunity Go back and like/heart comments or mentions you missed Upload photos/albums Thank sponsors, speakers & vendors Congratulate winners of giveaways or prizes Share quotes from evaluations Announce the next related event - if possible put tickets on sale

64 #d2cc2d Editorial Calendars 2017 JB Media Institute LLC

65 Outline Your Promotional Timeline #d2cc2d Before: During: After: -Generate a buzz -Pricing + Tickets -Event updates -Speaker hype -Sponsor thanks -Photos + Videos -Testimonials -Tagging/Mentions -Real time updates -Behind the scenes -Gratitude -Photos + Videos -Tagging/Mentions -Results/Outcomes -Next steps

66 Outline Your Promotional Timeline #d2cc2d Site/Blog Content Topics and Themes All Social Accounts articles, posts, videos, speaker pages, sales pages, sponsor highlights, event details monthly, weekly, or daily topics or themes to be featured regularly account links, advertising strategies, edited content versions, frequency

67 #d2cc2d Shared Content Banks 2017 JB Media Institute LLC

68 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 sponsors, speakers, and volunteers to provide registration and documentation online. 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, approve, and distribute PR, promotional, and website content. Repurpose promotional, PR, and website content on social accounts.

69 Multi-Account Management 2017 JB Media Institute LLC

70 Managing Multiple Accounts #d2cc2d Choose a system that supports the social media sites you are currently using or plan to use in the future. Hootsuite.com Buffer.com TailWind Schedugram SproutSocial.com

71 Managing Multiple Accounts PRO TIPS: #d2cc2d 1. Upload videos and photos directly to Facebook and schedule posts using the Business Page scheduler. Use their tools to make more engaging albums, carousels, slideshow, etc. 2. Spend time on each platform for at least 1-3 months before you add it to a platform like Hootsuite or Buffer. 3. Test a few different platforms and see what you like best and what is most intuitive.

72 Tracking and Reporting 2017 JB Media Institute LLC

73 Tracking and Reporting Google Analytics/Social - login to your Google analytics to access your Social Analytics, more information on setup and integration for your website here: #d2cc2d Facebook Insights - simply login to your business page and click Insights from the tabs across the top Twitter Analytics - login to using your Twitter username and password Instagram Analytics - login to your Instagram business page and click the stats icon in the upper right: Pinterest Analytics - login to your Pinterest business page and click Analytics

Get Updates from the Source #d2cc2d https://newsroom.fb.

business.instagram.com/ https://business.instagram.com/ http://blog.

74 Get Updates from the Source #d2cc2d

75 Social Advertising Best Practices

76 Listen and Watch Your Competition Who is achieving success and how are they doing it? #d2cc2d Make a list of your top 5 competitors to watch. What kinds of ads are they running? Are they getting engagement such as likes, tweets, retweets, shares, comments, etc? What kind of calls to action are they using? What are their conversions? What are the visuals like? How do they make you feel? Are they using multi-media content in ads?

77 Get to Know Your Ad Manager #d2cc2d Learn to use the ad manager and understand everything you can about how it works. Facebook for Business Twitter for Business Instagram for Business Pinterest for Business LinkedIn or Business

78 Choose the Right Ad Formats #d2cc2d Grow Fans & Followers Text ads Like ads Followers ads Awareness ads Brand Awareness ads Reach ads Lead Generation ads Drive Website Traffic & Conversions Buyable Pins/Rich Pins Dynamic/Display ads Text ads Photo/Video/Carousel ads Website Visits ads Conversion/Product/ Store ads Promote Content Sponsored Content Sponsored InMail Promoted Tweets Boosted Posts/Engagement ads Promoted Pins Tweet Engagement ads

79 Choose the Right Ad Formats #d2cc2d Behaviors, Interests, and Demographics Choose wisely. Take your time. Think beyond demographics. Who are your best customers, donors, clients? Saved Audiences Once you are clear on behaviors, interests, demographics, etc. then save various audiences that represent different segments and niches. Custom Audiences Upload lists and find your network within social media communities. On Facebook and Instagram create Lookalike Audiences.

80 Design Landing Pages for Conversion Tips for building a landing page that produces results! #d2cc2d Make CTAs (calls to action) clear and simple. They must stand out on the page. Place them above the fold whenever possible. Make the person visiting the page the hero. Use video, photos, and graphics to relate to people. Tell your authentic story from the heart. Be relevant, useful, entertaining, inspiring, and credible. This is how you become shareable and memorable.

81 Make Your $$$ Go Farther #d2cc2d Start with a test budget of between $75 and $150 per month - on LinkedIn you will need at least $250 to $300. Most small companies can do well with between $150 and $300 a month, which is $5 to $10 a day or $40 - $70 a week. If you want to really see fast growth and increase engagement, you have great content, and your test budgets are working go to $500 +

82 Why are you tweeting? I don t know! People told me I had to. Make a Plan 2017 JB Media Institute LLC

83 Step 1 = Goal Setting #d2cc2d 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 kind of growth do you want to see year over year? What calls to action and conversions will actually grow your event, business, or organization? How do you define success? BE SPECIFIC!!!

84 Step 2 = Choose Your Tools Wisely #d2cc2d 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 third party 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!!!

85 Step 3 = Track, Report Evaluate, Adapt, Repeat #d2cc2d 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? DON T BE AFRAID!!!

86 2017 JB Media Institute LLC

87 Up Next #d2cc2d Partnership Marketing Founder, Director of Strategy of JB Media Group and Co-founder of the JB Media Institute.

Thank You You do amazing things. More people should know. #d2cc2d www.jbmediainstitute.com www.jbmediagroupllc.

88 Thank You You do amazing things. More people should know. #d2cc2d Justin Belleme Co-founder & Instructor at JB Media Institute Founder and Chief Strategist at JB Media Group Sarah Benoit Co-founder & Lead Instructor JB Media Twitter & Instagram Facebook.com/SarahDBenoit

Social Media Marketing Summit JB Media Institute LLC

Social Media Marketing Summit 2018 JB Media Institute LLC Sarah Benoit Co-founder & Lead #d2cc2d Instructor JB Media Institute www.jbmediainstitute.com sarah@jbmediagroupllc.com @SarahDBenoit Twitter &