Building and activating a social strategy in 2017

• Setting the table: shifts in consumer behavior and the media ecosystem

• Refining your social strategy, addressing key questions:

‣Who are you trying to reach?

‣Where are your audiences online?

‣What do you want them to do?

• Putting your strategy into action

‣ Creating compelling content

‣ Driving engagement

‣ Employing an integrated approach

‣ Measuring success

4

5

6

From chronological to customized and curated. Average organic reach ~1% and dropping.

Display Email SEO/SEM Link

Syndication

Influencer Paid

Social

Native/Media

Partnerships

Programmatic

Facebook boasts

94% targeting

accuracy.

Twitter sees 49% higher

engagement rates for promoted vs.

organic tweets.

Both attribute sales lift to leveraging paid to reach

incremental users (NOT fans). Although most must

activate fans simultaneously.

Photos shared per day 2005 – 2015 (MM)

3,000

2,500

2,000

1,500

1,000

500

0

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Snapchat FB Messenger Instagram WhatsApp Facebook

Facebook

owned

properties

9

8 billion videos are

streamed every day; LIVE

video now a priority

10B video views daily

Hundreds of millions

of hours daily

Snapchat

10

11

Reinforced by human cognition, tech-

enabled modes of self-expression

and the ascendance of individual

creators

11

Key questions to ask yourself

14

Twin Cities resident 25-44 years old

Total population number:

874,500

Twin Cities resident 35-44

Urban-dwelling 1+ child

Total population number:

~11,300

16

17

Women 80%

Men 68%

18-29 90%

30-49 77%

50-64 51%

65+ 35%

High school 54%

grad or less

Some college 70%

College+ 76%

>$30K/yr 56%

$30K-$49,999 69%

$50K-$74,999 72%

$75K+ 78%

The only constant in

our fragmented

content

consumption is in

the device we use.

2 of 3 digital minutes

are spent on mobile.

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What business problem do you need to solve?

• Building brand awareness

• Enhancing brand reputation

• Changing perception of a brand or issue

• Increase donations, volunteerism or advocacy activities

• Growing a supporter base/retaining a supporter base

Social KPI territories that support business needs

• Awareness: building or enhancing a brand, growing a support base

• Engagement: retaining a supporter base, changing perception

• “Transaction: increasing donations, volunteerism or advocacy

activities, growing or retaining a support base

✚ ✚ ✚

• Martin Luther King, Jr. Day of Service

• International Women’s Day

• World Autism Awareness Day

• Earth Day

• World Humanitarian Day

• World Food Day

• World Aids Day

• Human Rights Day

• Give to the Max Day

• 90s nostalgia

• Beyonce’s Lemonade

• Creepy clowns

• Mannequin Challenge

• Gilmore Girls

• Pokemon Go

• Obama/Biden memes

• Hamilton

• Carpool Karaoke

• Chicago Cubs World Series win

• Stranger Things

• Fake news

• Political movements (i.e., Women’s March, Black Lives Matter)

• Jobs and the economy

• Equality

• Immigration

• Healthcare

• Rural-urban divide

• Technology and innovation

✚

• First puppy

• First day of school

• Promposals

• Getting your driver’s license

• Neighborhood block party

• Moving away from home/#adulting

• Voting day

• First time on an airplane

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• Visuals reign supreme across channels and platforms: photos, GIFs,

infographics, live video, filters, emojis, cinemagraphs, boomerangs,

stories, carousels and more

• Brevity is key: keep it concise and consider whether your full text will

make it onto a smartphone screen

• Exclusives and behind-the-scenes: tailor your content for specific

channels – something they can’t get anywhere else

• Know when to use hashtags: they’re generally better suited for

certain channels and can help you expand the reach of your content

Engaging images through an easy design tool

Images with different typography, font sizes and formatting options

Data-driven infographics based on a variety of templates

Photo editor for cropping, resizing, creating collages and adding layers and effects

Enlist your advocates to help tell your story.

Social media scheduling and management tool

Social media management tool for managing social profiles from a single dashboard

Real-time dashboard for tracking, organizing and engagement

Paid Facebook post teasing the upcoming announcement

Paid tweet teasing upcoming announcement

Share announcement with partners , supporters and other key stakeholders

Organization leadership announces research, broadcasts news with Facebook Live

RT influencer and supporter reactions

Blog post and/or website content recapping the research announcement and including a highlights video

Creative content ,with paid audience targeting, brings research to life on social channels

Paid syndication through native advertising partner drives traffic back to website announcement

Highlights video and shorter cutdowns shared on social channels

Ongoing social listening and engagement through a tool like Hootsuite

Day-of interviews with earned media

Research announcement

Blog/Website

Twitter analytics tool for communities with less than 5,000 followers

Tool that rates social media influence across social networks

Social analytics tool used to create free individual reports for Facebook and Instagram

Tool that measures the likelihood that your brand is being discussed on social media and the general sentiment