11 Tactics, Tips & Tools to Leverage a Powerful Social Media Strategy

Transcription

1 11 Tactics, Tips & Tools to Leverage a Powerful Social Media Strategy By Madalyn Sklar Social Media Marketing Strategist Copyright 2018 American Institutes for Research (AIR). All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from AIR. Submit copyright permissions requests to the AIR Publications Copyright and Permissions Help Desk at copyright_ps@air.org. Users may need to secure additional permissions from copyright holders whose work AIR included after obtaining permission as noted to reproduce or adapt materials for this presentation.

2 About Madalyn Sklar Digital marketer for 22 years Social media marketing for 13 years Twitter chat host Podcaster Ranked #1 Social Media in Houston Named one of 50 Must-Follow Women Entrepreneurs by Huffington Post 2

3 What We ll Cover Today I m going to share 11 effective ways to elevate your presence on social media using a variety of tactics, tips, and tools. 3

4 What We ll Cover Today 1. Branding 4

5 What We ll Cover Today 1. Branding 2. Consistency 5

6 What We ll Cover Today 1. Branding 2. Consistency 3. How Often You Should Post 6

7 What We ll Cover Today 1. Branding 2. Consistency 3. How Often You Should Post 4. Content Curation 7

8 What We ll Cover Today 1. Branding 2. Consistency 3. How Often You Should Post 4. Content Curation 5. Evergreen Content 8

9 What We ll Cover Today 1. Branding 2. Consistency 3. How Often You Should Post 4. Content Curation 5. Evergreen Content 6. How to Use Hashtags 9

10 What We ll Cover Today 1. Branding 2. Consistency 3. How Often You Should Post 4. Content Curation 5. Evergreen Content 6. How to Use Hashtags 7. The Importance of Images 10

11 What We ll Cover Today 1. Branding 2. Consistency 3. How Often You Should Post 4. Content Curation 5. Evergreen Content 6. How to Use Hashtags 7. The Importance of Images 8. Engagement 11

12 What We ll Cover Today 1. Branding 2. Consistency 3. How Often You Should Post 4. Content Curation 5. Evergreen Content 6. How to Use Hashtags 7. The Importance of Images 8. Engagement 9. Analytics 12

13 What We ll Cover Today 1. Branding 2. Consistency 3. How Often You Should Post 4. Content Curation 5. Evergreen Content 6. How to Use Hashtags 7. The Importance of Images 8. Engagement 9. Analytics 10. Live Streaming Video 13

14 What We ll Cover Today 1. Branding 2. Consistency 3. How Often You Should Post 4. Content Curation 5. Evergreen Content 6. How to Use Hashtags 7. The Importance of Images 8. Engagement 9. Analytics 10. Live Streaming Video 11. Tools 14

15 1. Branding 15

16 1. Branding Be sure your logo, fonts, color scheme, and graphics are consistent on all your social media sites. 16

17 1. Branding Be sure your logo, fonts, color scheme, and graphics are consistent on all your social media sites. Your organization s brand should be easy to identify. 17

18 1. Branding Be sure your logo, fonts, color scheme, and graphics are consistent on all your social media sites. Your organization s brand should be easy to identify. Have great imagery on your sites profile and header images. 18

19 1. Branding Have a compelling bio. 19

20 1. Branding Have a compelling bio. Social media is crowded how can you stand out? 20

21 1. Branding Have a compelling bio. Social media is crowded how can you stand out? Look at what others are doing in your space. It s a great way to get ideas. 21

22 1. Branding 22

23 1. Branding 23

24 1. Branding 24

25 1. Branding 25

26 1. Branding 26

27 1. Branding 27

28 1. Branding 28

29 1. Branding 29

30 1. Branding 30

31 1. Branding 31

32 1. Branding 32

33 1. Branding 33

34 1. Branding 34

35 2. Consistency 35

36 2. Consistency Consistency is key in social media marketing. 36

37 2. Consistency Consistency is key in social media marketing. Be consistent in the look and feel (branding) of your social media presence. 37

38 2. Consistency Consistency is key in social media marketing. Be consistent in the look and feel (branding) of your social media presence. Be consistent in the content your produce and share. 38

39 2. Consistency Your brand is reflected through Aesthetics of your profile (branding) Content Tone Voice 39

40 2. Consistency Take your branding elements/style and share it consistently on social media so that people will easily recognize it. 40

41 2. Consistency Sue B. Zimmerman, aka The Instagram Expert She uses pastel colors and the same fonts so consistently in her social media posts that you recognize her brand/style without having to see her name. 41

42 2. Consistency 42

43 2. Consistency 43

44 2. Consistency 44

45 2. Consistency Make your social engagement a habit. 45

46 2. Consistency Make your social engagement a habit. Post content daily. 46

47 2. Consistency Make your social engagement a habit. Post content daily. Share consistent content that relates to your industry and your story 47

48 2. Consistency 48

49 2. Consistency 49

50 2. Consistency 50

51 2. Consistency 51

52 3. How Often Should You Post? 52

53 3. How Often Should You Post? What are your goals with social media? 53

54 3. How Often Should You Post? What are your goals with social media? What is your mission? 54

55 3. How Often Should You Post? What are your goals with social media? What is your mission? Know that no two companies or organizations are alike. 55

56 3. How Often Should You Post? What are your goals with social media? What is your mission? Know that no two companies or organizations are alike. There are so many factors to consider: industry, demographics, time invested 56

57 3. How Often Should You Post? According to CoSchedule and 10 data-driven studies, here s how often you should post: Source: Inc.com 57

58 3. How Often Should You Post? According to CoSchedule and 10 data-driven studies, here s how often you should post: Facebook: 1 post per day Source: Inc.com 58

59 3. How Often Should You Post? According to CoSchedule and 10 data-driven studies, here s how often you should post: Facebook: 1 post per day Twitter: 15 tweets per day 59 Source: Inc.com

60 3. How Often Should You Post? According to CoSchedule and 10 data-driven studies, here s how often you should post: Facebook: 1 post per day Twitter: 15 tweets per day Instagram: 1 2 posts per day 60 Source: Inc.com

61 3. How Often Should You Post? According to CoSchedule and 10 data-driven studies, here s how often you should post: Facebook: 1 post per day Twitter: 15 tweets per day Instagram: 1 2 posts per day LinkedIn: 1 post per day 61 Source: Inc.com

62 3. How Often Should You Post? According to CoSchedule and 10 data-driven studies, here s how often you should post: Facebook: 1 post per day Twitter: 15 tweets per day Instagram: 1 2 posts per day LinkedIn: 1 post per day Pinterest: 11 pins per day 62 Source: Inc.com

63 3. How Often Should You Post? Tip: Check your analytics regularly to see how your posts are doing and adjust accordingly. 63

64 4. Content Curation 64

65 4. Content Curation Content curation is the process of gathering information related to a particular topic or interest. 65

66 4. Content Curation Content curation is the process of gathering information related to a particular topic or interest. Share content to your social media followers that is organized and meaningful. 66

67 4. Content Curation Original Content vs. Shared Content 67

68 4. Content Curation Original Content vs. Shared Content Think about what percentage of your content will be original and how much will be shared. 68

69 4. Content Curation Original Content Share your articles, press releases, information. 69

70 4. Content Curation Original Content Share your articles, press releases, information. Blog posts 70

71 4. Content Curation Original Content Share your articles, press releases, information. Blog posts Photos 71

72 4. Content Curation Original Content Share your articles, press releases, information. Blog posts Photos Videos 72

73 4. Content Curation Original Content Share your articles, press releases, information. Blog posts Photos Videos Events 73

74 4. Content Curation Shared Content Share articles and information from other sources. 74

75 4. Content Curation Shared Content Share articles and information from other sources: From relevant websites and social media 75

76 4. Content Curation Shared Content Share articles and information from other sources: From relevant websites and social media From influencers and industry leaders 76

77 4. Content Curation How to Source Content Re-share other social media posts Retweet on Twitter or share on Facebook. 77

78 4. Content Curation How to Source Content Re-share other social media posts Retweet on Twitter or share on Facebook. Manual Research 78

79 4. Content Curation How to Source Content Re-share other social media posts Retweet on Twitter or share on Facebook. Manual Research Feedly.com Content curation tool that aggregates the latest posts from publications, blogs, and RSS feeds 79

80 4. Content Curation Think about your message and goal for each post. 80

81 4. Content Curation Think about your message and goal for each post. Compose content with purpose. 81

82 4. Content Curation Think about your message and goal for each post. Compose content with purpose. Check your analytics regularly. 82

83 4. Content Curation Think about your message and goal for each post. Compose content with purpose. Check your analytics regularly. Repurpose your best and most popular content. 83

84 4. Content Curation 84

85 4. Content Curation 85

86 4. Content Curation 86

87 4. Content Curation 87

88 4. Content Curation 88

89 4. Content Curation Example: Post on Facebook 89

90 4. Content Curation 90

91 4. Content Curation 91

92 4. Content Curation 92

93 4. Content Curation 93

94 4. Content Curation 94

95 4. Content Curation 95

96 4. Content Curation Schedule using Buffer 96

97 4. Content Curation 97

98 5. Evergreen Content 98

99 5. Evergreen Content What is evergreen content? It s information that does not expire. 99

100 5. Evergreen Content What is evergreen content? Generic articles and information It s information that does not expire. 100

101 5. Evergreen Content What is evergreen content? Generic articles and information Lists It s information that does not expire. 101

102 5. Evergreen Content What is evergreen content? Generic articles and information Lists How tos It s information that does not expire. 102

103 5. Evergreen Content What is evergreen content? Generic articles and information Lists How tos FAQs It s information that does not expire. 103

104 5. Evergreen Content What is evergreen content? Generic articles and information Lists How tos FAQs Resources It s information that does not expire. 104

105 5. Evergreen Content What is evergreen content? Generic articles and information Lists How tos FAQs Resources Reviews It s information that does not expire. 105

106 5. Evergreen Content What is evergreen content? Generic articles and information Lists How tos FAQs Resources Reviews Videos It s information that does not expire. 106

107 5. Evergreen Content Evergreen content Is NOT News articles about the latest trends 107

108 5. Evergreen Content Evergreen content Is NOT News articles about the latest trends Event announcements 108

109 5. Evergreen Content Evergreen content Is NOT News articles about the latest trends Event announcements Stats or numbers that will go out of date 109

110 5. Evergreen Content Evergreen content Is NOT News articles about the latest trends Event announcements Stats or numbers that will go out of date Seasonal information 110

111 5. Evergreen Content Why use evergreen content in our social media? 111

112 5. Evergreen Content Why use evergreen content in our social media? It should be interesting, relevant, and timeless. 112

113 5. Evergreen Content Why use evergreen content in our social media? It should be interesting, relevant, and timeless. This is content you can share again and again. 113

114 5. Evergreen Content Why use evergreen content in our social media? It should be interesting, relevant, and timeless. This is content you can share again and again. Set it and forget it. 114

115 5. Evergreen Content 115

116 5. Evergreen Content 116

117 5. Evergreen Content 117

118 5. Evergreen Content 118

119 5. Evergreen Content 119

120 5. Evergreen Content 120

121 5. Evergreen Content 121

122 5. Evergreen Content 122

123 6. How to Use Hashtags 123

124 6. How to Use Hashtags Be specific with your hashtags. 124

125 6. How to Use Hashtags Be specific with your hashtags. Make your hashtags relevant. 125

126 6. How to Use Hashtags Be specific with your hashtags. Make your hashtags relevant. Don t make them too long. 126

127 6. How to Use Hashtags Be specific with your hashtags. Make your hashtags relevant. Don t make them too long. Do not use too many hashtags in your posts or bio. 127

128 6. How to Use Hashtags Be specific with your hashtags. Make your hashtags relevant. Don t make them too long. Do not use too many hashtags in your posts or bio. Monitor your hashtags with Hootsuite. 128

129 6. How to Use Hashtags 129

130 6. How to Use Hashtags 130

131 6. How to Use Hashtags 131

132 6. How to Use Hashtags 132

133 6. How to Use Hashtags 133

134 6. How to Use Hashtags 134

135 6. How to Use Hashtags 135

136 6. How to Use Hashtags 136

137 6. How to Use Hashtags 137

138 6. How to Use Hashtags 138

139 7. The Importance of Images 139

140 7. The Importance of Images We process visuals 60,000 times faster than plain text. 140 Source: Market Maven hausmanmarketingletter.com

141 7. The Importance of Images We process visuals 60,000 times faster than plain text. Tweets with images get 150% more retweets than tweets without images. 141 Source: Market Maven hausmanmarketingletter.com

142 7. The Importance of Images We process visuals 60,000 times faster than plain text. Tweets with images get 150% more retweets than tweets without images. Facebook posts with images generate 2.3 times more engagement than posts without them. 142 Source: Market Maven hausmanmarketingletter.com

143 7. The Importance of Images We process visuals 60,000 times faster than plain text. Tweets with images get 150% more retweets than tweets without images. Facebook posts with images generate 2.3 times more engagement than posts without them. Social media content will generate 94% more views if it contains visual elements. 143 Source: Market Maven hausmanmarketingletter.com

144 7. The Importance of Images We process visuals 60,000 times faster than plain text. Tweets with images get 150% more retweets than tweets without images. Facebook posts with images generate 2.3 times more engagement than posts without them. Social media content will generate 94% more views if it contains visual elements. Views of social media posts can increase by 48% if the post contain both images and videos. 144 Source: Market Maven hausmanmarketingletter.com

145 7. The Importance of Images Images bring out emotions in us. 145

146 7. The Importance of Images Images bring out emotions in us. An image can convey a wide range of information, or it can focus on a single thought. 146

147 7. The Importance of Images 147

148 7. The Importance of Images 148

149 7. The Importance of Images 149

150 7. The Importance of Images 150

151 7. The Importance of Images 151

152 8. Engagement 152

153 8. Engagement Listen. Ask. Learn. 153

154 8. Engagement Listen. Ask. Learn. Listen to your community. 154

155 8. Engagement Listen. Ask. Learn. Listen to your community. Ask them questions. Engage. 155

156 8. Engagement Listen. Ask. Learn. Listen to your community. Ask them questions. Engage. Learn about their needs and wants. 156

157 8. Engagement Listen. Ask. Learn. Listen to your community. Ask them questions. Engage. Learn about their needs and wants. You ll uncover like-minded people. Fans, followers, advocates 157

158 8. Engagement 158

159 8. Engagement 159

160 8. Engagement 160

161 8. Engagement Important Tip: Tag people you are talking to or talking about. They don t know you re having a conversation about them unless you tag them. 161

162 8. Engagement 162

163 9. Analytics 163

164 9. Analytics Regularly view your statistics. 164

165 9. Analytics Regularly view your statistics. Google Analytics 165

166 9. Analytics Regularly view your statistics. Google Analytics Facebook Page Insights 166

167 9. Analytics Regularly view your statistics. Google Analytics Facebook Page Insights Twitter Analytics 167

168 9. Analytics Regularly view your statistics. Google Analytics Facebook Page Insights Twitter Analytics Instagram Analytics 168

169 9. Analytics Your stats can help guide your posting and strategy decisions. 169

170 9. Analytics Your stats can help guide your posting and strategy decisions. Test. Analyze. Find what s working. 170

171 9. Analytics Your stats can help guide your posting and strategy decisions. Test. Analyze. Find what s working. Let the data guide your success. 171

172 9. Analytics Facebook 172

173 9. Analytics Facebook 173

174 9. Analytics Facebook 174

175 9. Analytics Facebook 175

176 9. Analytics Twitter 176

177 9. Analytics Twitter 177

178 9. Analytics Instagram 178

179 9. Analytics Instagram 179

180 9. Analytics Twitter 180

181 9. Analytics Twitter 181

182 9. Analytics Twitter 182

183 9. Analytics Twitter 183

184 9. Analytics Twitter 184

185 9. Analytics Twitter 185

186 9. Analytics Instagram 186

187 9. Analytics Instagram 187

188 9. Analytics Instagram 188

189 9. Analytics Instagram 189

190 9. Analytics Instagram 190

191 9. Analytics Instagram 191

192 10. Live Streaming Video 192

193 10. Live Streaming Video Facebook Live desktop and mobile 193

194 10. Live Streaming Video Facebook Live desktop and mobile Twitter Live/Periscope mobile only 194

195 10. Live Streaming Video Facebook Live desktop and mobile Twitter Live/Periscope mobile only Instagram Live mobile only 195

196 10. Live Streaming Video Facebook Live desktop and mobile Twitter Live/Periscope mobile only Instagram Live mobile only YouTube Live mobile and desktop 196

197 10. Live Streaming Video Facebook Desktop: 197

198 10. Live Streaming Video Facebook 198

199 10. Live Streaming Video Facebook Mobile: 199

200 10. Live Streaming Video Facebook 200

201 10. Live Streaming Video Twitter 201

202 10. Live Streaming Video Twitter 202

203 10. Live Streaming Video Instagram 203

204 10. Live Streaming Video Instagram 204

205 10. Live Streaming Video YouTube Desktop: 205

206 10. Live Streaming Video YouTube Mobile: 206

207 10. Live Streaming Video Facebook 207

208 10. Live Streaming Video Facebook 208

209 11. Tools 209

210 11. Tools Recommended apps and tools: Hootsuite Buffer Social Jukebox Feedly Nuzzel Canva 210

211 11. Tools Recommended apps and tools: Hootsuite hootsuite.com Buffer buffer.com Social Jukebox socialjukebox.com Feedly feedly.com Nuzzel nuzzel.com Canva canva.com 211

212 11. Tools Hootsuite hootsuite.com Buffer buffer.com Hootsuite and Buffer are social media dashboards that help you manage multiple networks and profiles. They work with Facebook, Twitter, LinkedIn, Instagram, Pinterest, and Google+. 212

213 11. Tools Social Jukebox socialjukebox.com Social Jukebox is an automated social media management tool that lets you load content into a jukebox and schedule how often you want your social media posts to go out. Works with Facebook, Twitter, and LinkedIn. 213

214 11. Tools Feedly feedly.com Nuzzel nuzzel.com Feedly is a news feed aggregator that helps you organize, read, and share content. Nuzzel is a news feed based on what your friends are reading and sharing on social media. 214

215 11. Tools Canva canva.com Canva is a graphic design tool that uses a dragand-drop format. You can access over a million photographs, graphics, and fonts. 215

216 11. Tools Recommended apps and tools: Hootsuite (hootsuite.com) Free/Paid Buffer (buffer.com) Free/Paid Social Jukebox (socialjukebox.com) Free Trial Feedly (feedly.com) Free/Paid Nuzzel (nuzzel.com) Free/Paid Canva (canva.com) Free/Paid 216

217 What s Next for You? 217

218 Your Call to Action Audit your social media profiles. Check your profile image, header image, bio. 218

219 Your Call to Action Audit your social media profiles. Check your profile image, header image, bio. Experiment with how often you post on the various sites. 219

220 Your Call to Action Audit your social media profiles. Check your profile image, header image, bio. Experiment with how often you post on the various sites. Review your analytics see what s working and what is not. 220

221 Your Call to Action Audit your social media profiles. Check your profile image, header image, bio. Experiment with how often you post on the various sites. Review your analytics see what s working and what is not. Experiment with live video. 221

222 Your Call to Action Audit your social media profiles. Check your profile image, header image, bio. Experiment with how often you post on the various sites. Review your analytics see what s working and what is not. Experiment with live video. Try tools. They will save you time. 222

223 Questions? 223

224 Reach Madalyn Sklar at: Facebook: Facebook.com/MadalynSklar Instagram: MadalynSklar Website:

225 Disclaimer The contents of this presentation were developed for a webcast sponsored under grant number 90DP0027 from the National Institute on Disability, Independent Living, and Rehabilitation Research (NIDILRR). NIDILRR is a Center within the Administration for Community Living (ACL), Department of Health and Human Services (HHS). The contents of this presentation do not necessarily represent the policy of NIDILRR, ACL, HHS, and you should not assume endorsement by the Federal Government. 225