June ocial Media. Enhancing your Organization s Reach through Effective. Director of Creative Communications Bayview Retirement Community

Transcription

1 ocial Media Enhancing your Organization s Reach through Effective Storytelling Jill Chang Director of Creative Communications Bayview Retirement Community 1

2 @JillLeeChang Why Social media? The attention is here. Today is about HOW, not why. 2

3 TODAY S TIPS ARE: Practical. Scalable. Organic. Evergreen. Real Case Studies. Every time you see Gary pop up, it s a reminder! CONTENT IS KING, BUT CONTEXT IS GOD. RESPECTING THE PSYCHOLOGY OF THE PLATFORM. -Gary Vaynerchuk CEO, VaynerMedia, Entrepreneur 3

4 Focus on these things first: ENGAGEMENT. ORGANIC. What is Engagement and why is it so important? 4

5 Engagement = the interaction between your audience and YOU Simplistically, Facebook Engagement can be measured by: 5

6 If you have low or close to zero engagement You will have no eyeballs or visibility on your platform The more ENGAGEMENT The more IMPRESSIONS The greater the REACH You will have no eyeballs or visibility on your platform Don t we all want to reach more people? YES! 6

7 What does organic mean & why is it so important? Organic social media is putting out content with UNPAID METHODS and earning your way into people s newsfeed. 7

8 Let s begin. Don t Buy your followers Likes (followers) matter.. But not really 8

9 Increase number of likes/followers as a BYPRODUCT of increased ENGAGEMENT 9

10 SORRY TROPHY CUPCAKE 93,433 followers but most of their post have Very Low Engagement 10

11 GREAT JOB SOUP LADIES! 5,876 followers but practically every post has high Engagement Find Stories that convey humanity 11

12 12

13 13

14 14

15 Diversify your style of posts!!! 15

16 Visually unappealing Copy is not compelling Image size is not optimal! ARE YOU POSTING EVERYTHING IN LINK STYLE? Are you using IFTTT? Stop! 16

17 Use Photo Style Posts. Image and copy WITH a link in the description. Use Photo Style Posts. Image and copy with NO linking out. 17

18 Post a native video (more on this soon.) Use Photo Carousel, etc 18

19 Post with Long Copy Post with Short Copy 19

20 Post a GIF 20

21 Do some really simple A/B Testing Some see this version others see this version A B 21

22 Resident Story Version 1(a) Resident Story Version 1(b) 22

23 Resident Story Version 2(a) Resident Story Version 2(b) 23

24 Resident Story Version 2(c) #Hashtags #are #Powerful #Don t #Abuse #That #Power! 24

25 Less CURATING (so less shares ) and more ORIGINAL CONTENT 25

26 When you curate too much content you are: Missing opportunities in storytelling your organization Giving free advertising to other places Redirecting clicks and CTA to other places than your site Misplacing staff time and energy Disrespecting your audience 7 THINK VIDEO native 26

27 Posting a Native Video: video that is uploaded to Facebook directly and played in feed (as oppose to links to video hosted on other sites like YouTube or Vimeo) 27

28 NOT NATIVE Are you posting a link to Youtube or Vimeo? NATIVE 28

29 Virality can happen rapidly. Auto-plays through mini-feed There s a sweet spot for (native) video on Facebook aka. Facebook s algorithm favors them! Facebook videos can be embedded like Youtube You can change the Thumbnail Oh, there s the Live Streaming Tool too Please invest VIDEOS In native 29

30 AUTOMATION = LOSS OF ENGAGEMENT 30

31 LEVERAGE OTHER BRAND EQUITY Mr. Pickles Story And how He Helped us Reach over 1 Million Video views 31

32 The internet loves cats. We submitted a story on 32

33 That story became two short docs. Partners with Stats for Teaser Video Views: 365,592 Likes: 12,282 Comments: 284 Shares: 1,926 33

34 Stats for Full Video Views: 262,420 Likes: 6,894 Comments: 366 Shares: 4,681 Stats for Full Video Views: 11,114 Likes: 184 Comments: 24 Shares:

35 Stats for Full Video Views: 494,614 Likes: 20,513 Comments: 867 Shares: 9,641 Total Views: 1,133,740 Full stats: Total Likes: 39,873 Total Comments: 1,541 Total Shares: 16,609 35

36 You ve seen what happens when other brands post your content But here s another TIP: Once you post a photo or native video (preferred), ask others to share your content: cat bloggers to share it on their page If you post a video about mother s day, mom/parent bloggers Social Media Staff or reporters at a news station and ask to share it! Sneaking in #10 People love cats (animals) Post about that. 36

37 boring Don t be 11 or with your posting strategy. 37

38 Keep Track of your Metrics Always Use Compelling Image + Copy 38

39 ALWAYS TEST Quality Over Quantity But 39

40 Every post must be STRATEGIC. Let s put you to the test: I see tons of communities sharing posts from organizations like McCaw Hall, Seattle Art Museum, Famous Restaurants etc. (Basically curating content. Remember tip #6?) These posts lack connection, storytelling, and value for your audience. 40

41 How can we improve this post? 41

42 Linked SAM for kicks. Link to drive traffic to website blog Personal quote so they know this isn t stock *This is a real life photo of a real resident at Bayview! Thank you. 42

43 @JillLeeChang Office: