social media strategy workshop - 2015
TRANSCRIPT
Social Media Strategy Workshop
APRIL 4, 2015 | Chris Snider | @chrissnider
Chris SniderAssistant Professor in School of Journalism and Mass Communication
I teach classes in social media, web design and multimedia
Who are you?Name
Where you work / study in school
What social networks you actively use
What networks your organization/biz actively uses
Favorite social network / new tool
Facebook, Twitter, LinkedIn, Instagram, Pinterest, Google+, Tumblr, YouTube, Snapchat, Vine
What I HOPE YOU learn today• How to create native content for a platform
• Basic info about top 10 social networks
• How to improve what you currently do on social media
• How Facebook and Twitter work
• How to build your brand using Jabs
• New social media tools you can use today
• Strategies for building social media campaigns
What I HOPE YOU DO today: ASK QUESTIONS
Let’s start with an exercise
Source: Bitmoji app
What is native content?
Native content• Content that looks and feels like any other content
that appears on a platform for which it was created.
• It is not cheesy, and it’s not obvious.
• It has “cool” factor.
• It hits your emotional center so hard you want to share it with someone else.
What are examples of native content on…
STEP ONE: DEFINE NATIVE CONTENT on platform
NATIVE ON instagram• Food
• Pets
• Family/babies
• Pictures with friends
• Landmarks/scenery
• Hashtag trends #TBT, #MCM, #WCW, #OOTD, #TransformationTuesday, #nofilter
LET’S USE THIS FOR ONE OF YOUR Companies/orgs?
WHICH OF THESE FIT WITH THE BRAND?• Food
• Pets
• Family/babies
• Pictures with friends
• Landmarks/scenery
• Hashtag trends #TBT, #MCM, #WCW, #OOTD, #TransformationTuesday, #nofilter
STEP TWO: NARROW IT DOWN
WHAT ARE SOME EXAMPLES OF THINGS THEY CAN POST?
STEP THREE: IDEAS
another example: Let’s say you want to reach men on Pinterest
• Pinterest recently blogged about what is trending with guys on the site:
• Fashion
• Home improvement
• Camping
• Hiking
• Fishing
• Boots/shoes
• Survival
• DIY/woodworking
GET TO KNOW SOME social networks
Facebook• Launched in 2004
• 1.39 billion monthly active users as of Dec. 31, 2014
• 1.19 billion mobile monthly active users
• 890 million daily active users (82.4% outside U.S. and Canada)
• What’s unique: Everyone is there. Real identity. Lots of content. Hard to get your content seen as a brand.
How are you using Facebook and how is it working for you?
Twitter• Launched in March 2006
• 288 million monthly active users
• 80% of active users are on mobile
• 77% of accounts outside the U.S. (66M accounts in U.S.)
• Popular among under-50, college-educated people.
• What’s unique: Short, real-time information and public, so it’s a great listening tool. Ability to follow/talk to anyone. Expectation that brands will respond to you.
How are you using TWITTER and how is it working for you?
LinkedIn• World’s largest professional network with more than 347
million members in 200 countries
• 111 million users in the U.S.
• In Q4 2014 more than 75% of new users outside U.S.
• Students and recent grads are fastest growing demo (with 39 million now)
• What’s unique: Real identity. Your work history and education history tie you to others.
Instagram• Launched Oct. 6, 2010
• Visual social network (photos and videos)
• 300 million monthly active users (70% outside the U.S.)
• 70 million photos shared per day
• What’s unique: Very visual. Filters. Quick and simple (launched Layer app instead of building that content in). No links, so it’s not filled with bad marketing.
Pinterest• Launched in March 2010
• Recently valued at $11 billion
• Audience is mostly female, but seeing growth among men.
• What’s unique: Visual. Allows you to organize information and easily reference it later. Focus on fashion, travel, home, arts/crafts, food.
STATS ON TOP 5Stats are for
U.S.
STATS ON TOP 5
Google+• Launched in June 2011
• Added a social layer across Google products: Gmail, search, YouTube, etc.
• What’s unique: It’s closely tied to Google search, so still value in adding content there for businesses. There is still lots of content, but your friends are not using it.
Tumblr• Launched Feb. 2007
• Easily share photos, text, quotes, links, music, videos.
• Yahoo bought for $1 billion in June 2013
• 228.9 million blogs with 107 billion posts (March 2015)
• 460 million visitors per month
• “A place for artists, advocates and kids.” - Wash Post March 2015
• What’s unique: Credited with being the source of more Buzzfeed (aka viral) content than any other site.
YouTube• Video sharing network
• More than 1 billion users
• Hundreds of millions of hours watched daily
• Half of views are on mobile
• Reaches more U.S. adults 18-34 than any cable network
• What’s unique: Vast volume of video, high rank in Google search, YouTube stars.
Vine• Launched Jan. 24, 2013
• Twitter’s 6-second video app
• More than 40 million users
• What’s unique: Looping videos, really fun tools for making GIF-like videos.
Snapchat• Launched in Sept. 2011
• Estimated 100 million active users as of Aug. 2014
• 70 percent of college students report posting once/day
• CEO said in 2013 that 70% of users were women
• Fastest growing social app of 2014
• What’s unique: Disappearing content, fun storytelling tools, frequency of use by young people.
http://mashable.com/2014/08/08/study-snapchat-college/
http://www.adweek.com/socialtimes/fastest-growing-social-apps/613690
A little more demographic info…
DEMOGRAPHIC INFO
DEMOGRAPHIC INFO
DEMOGRAPHIC INFO
My survey of Drake first-years, Aug. 2014
Survey of teens from Piper Jaffray. Snapchat was write-in option only.
social media trends• Live video … Meerkat, Periscope
• Video in general (Twitter, Facebook)
• Ephemeral (disappearing) content
• Private content (Confide, Cyber Dust)
• Messaging apps (FB Messenger, LINE, WhatsApp)
social media trends• Smaller networks (THIS)
• Work networks (Facebook @ Work, Slack, Yammer, Wrike)
• Wearables / Apple Watch
• One to few publishing (podcasting, email newsletters)
• Mobile - It’s all mobile
What other trends are you seeing?
How to make your next post a winner
Social media tips:
Use AN image • Adding photos to your Tweets increases
click-through rates 108%
BETTER YET, USE A VIDEO• Online video views grew 40 percent from 2013 to
2014, with the majority watched on Smartphones.
• Facebook said in March they get three billion video views a day, 65% on mobile (YouTube passed four billion in 2012).
• Think about video that has value without audio.
Drake SJMC FB by post type
DON’T BE STUPID
Don’t be too promotional
Don’t TRY TO TRICK PEOPLE
CREATE GREAT content• There’s no shortage of content on social media.
It’s the great content that will stand out.
• Spend more time creating fewer, better posts.
TELL US WHAT MAKES YOU UNIQUE
TELL US WHAT MAKES YOU UNIQUE
TAG People and brands
GIVE MORE THAN YOU TAKE
BE HUMAN
SHOW REAL PEOPLE
BE USEFUL
Stop talking about yourself• Share other people’s content more than you share your
own.
• Follow the 80/20 rule. Four posts about others to one post about yourself.
GIVE CONTEXT, not JUST CONTENT
CREATE CONTENT OTHERS WILL WANT TO SHARE
What is something you shared recently?
WHY DID YOU SHARE?
This fit with my brand: social And it helped strengthen my relationship with Nathan
KNOW YOUR ANALYTICS
HAVE A GREAT PROFILE
Use hashtags
Pay for more reach
STOP OBSESSING OVER YOUR NUMBER OF FOLLOWERS.
START ENGAGING THE ONES YOU HAVE.
How the Facebook news feed works
How does Facebook decide what to show
you in your feed?
http://pjtec.info/a-peek-inside-how-facebook-decides-what-goes-into-your-news-feed/ (March 25, 2015)
SO… What does this mean
for brands?
Brands must…• Create content that people actually engage with
• Let’s look at the science behind that: http://danzarrella.com/infographic-how-to-get-more-likes-comments-and-shares-on-facebook.html#
• More on creating content that gets engagement to come…
EXPERIMENT: Who do you THINK YOU see the most
content from on Facebook?
Person and brand.
HOW TWITTER WORKSWhat is different about Twitter compared to Facebook?
What’s unique About Twitter• It’s a great listening tool (because of the public nature)
• News feed does not apply an algorithm
• Businesses and people treated equally
• This means information spreads fast on Twitter
• Does apply algorithm to some on mobile, and to summary emails
• http://blog.hubspot.com/marketing/twitter-increase-clickthrough-rate
• http://www.quicksprout.com/2015/03/02/11-tactics-to-get-more-click-throughs-from-social-media/
Twitter cards
LET’S BOX!EXERCISE TIME
and learn to create great
content
Jab, Jab, Jab, Right Hook
• Jab - Lightweight pieces of content that benefit your followers by making them laugh, snicker, ponder, play a game, feel appreciated or escape.
• Right hook - Calls to action that benefit your business.
Are these jabs or right hooks?
How we use JJJRH• Throw enough jabs to make
your customers like you and appreciate you and love you. (And more importantly click on your content on Facebook).
• Then come with the right hook when you need something from your customers.
Let’s TRY it
• Write down 5 examples of jabs that your brand/org could post to social media.
• Jab - Lightweight pieces of content that benefit your followers by making them laugh, snicker, ponder, play a game, feel appreciated or escape.
SOCIAL MEDIA TOOLS I LOVE
Bitmoji - DUH!
PABLO
TWITSHOT
Hyperlapse
Nutshell
ONESHOT
recitethis.com
filmicpro + imovie
Click to Tweet
Hootsuite
buffer
friend or follow
RIFF - By Facebook
What tools do you use and recommend?
ANALYTICSLet’s look at analytics on Twitter and Facebook
SOCIAL MEDIA AUDITS
SOCIAL MEDIA STRATEGY FRAMEWORKS
Jab, Jab, Jab, Right Hook
• Jab - Lightweight pieces of content that benefit your followers by making them laugh, snicker, ponder, play a game, feel appreciated or escape.
• Right hook - Calls to action that benefit your business.
SOURCE: Jab, Jab, Jab, Jab, Right Hook by Vaynerchuk
Native Content• Content that looks and feels like any other content that
appears on a platform for which it was created.
• It is not cheesy, and it’s not obvious.
• It has “cool” factor.
• It hits your emotional center so hard you want to share it with someone else.
SOURCE: Jab, Jab, Jab, Jab, Right Hook by Vaynerchuk
Dan Zarrella’s Hierarchy of contagiousness
The decision-making process that happens before someone shares an idea:
1. Exposed to the content
2. Aware of the content
3. Motivated by something in order to share
At each step, we can increase the number of people.
SOURCE: danzarrella.com
P-O-S-T method• P - People (who are we trying to reach)
• O - Objectives (what do we want to happen)
• S - Strategy (how will we make it happen)
• T - Technology (what tech should we use)
SOURCE: Groundswell by Li and Bernoff
Let’s apply THIS to SOMEONE’S COMPANY…
E-CCCCApproach for engaging customers
• Educational/Informative: Educate people about your product/service/market to make them more informed buyers.
• Customer service: Monitor what’s being said and respond.
SOURCE: http://geeklesstech.com/social-media-marketing-strategies-for-engaging-customers/
E-CCCC
• Community: Create an area to talk about your product.
• Curator: Help people find great content.
• Collaborator: Get your customers involved to be a part of your social efforts.
SOURCE: http://geeklesstech.com/social-media-marketing-strategies-for-engaging-customers/
BLUE OCEANS• Blue Ocean Strategy suggests that an organization
should create new demand in an uncontested market space, or a “Blue Ocean,” rather than compete head-to-head with other suppliers in an existing industry.
THird Wave Framework
Third Wave FrameworkGOALS
• Business Objectives: What goals does the company want to achieve with the help of social media? What business metrics are the benchmarks for the strategy’s success?
Third Wave FrameworkSTRATEGY
• People: Who do we want to talk with? What is there to know about them? About the interests, their goals, their lives, their behavior, etc.?
• Content: What do we want to talk about? What are the topics and ideas? What is the added value that we want to provide on the social web?
• Platforms: Where do we want to talk with them? Which platforms are the best for the people we want to reach and the content we want to talk about?
Third Wave FrameworkSETUP
• Monitoring, Analytics, Reporting: How can we listen to what people are saying about us and the topic relevant to us? How do we measure what our strategy achieves? How do we gain insight and improve our approach?
• Internal Organization: Who is in charge of the strategy inside the company? What roles and teams need to be designated? What processes need to be in place? What vendors need to be brought in?
Creating viral content
SOCIAL NETWORKS TO CHECK OUT• Healthy Selfie – Helps you get in shape by posting photos that show some skin.
• oneminute – Receive a notification and you’ve got 60 seconds to anonymously share a photo with the whole world.
• Line – Allows free messages, calls and video calls (huge in Japan, growing in the U.S.)
• Expire – lets you set an expiration date for your Facebook and Twitter posts
• Red/Green – tell your friends if you’re ready to hang out or not
• Super – create and share short thoughts or opinions overlaid onto photos
• Derp – play sounds on your friends’ phones
• Rooms – chat rooms organized by topic
SOCIAL NETWORKS TO CHECK OUT• Lo – ask your friends where they are.
• Waffle – picture chat with friends.
• Yo - You can say “Yo” to someone
• Slingshot - Facebook’s latest answer to Snapchat
• Sup - lets you take over someone’s camera
• WiGo - see who is going out tonight
• Unseen - anonymously share photos with nearby people
• Ethan - message a dude named Ethan
QUESTIONS?
Follow Chris: @chrissnider
chrissniderdesign.com tinyletter.com/chrissnider