social media strategy workshop - 2017
TRANSCRIPT
Social Media Strategy Workshop
FEBRUARY 11, 2017 | Chris Snider | @chrissnider
Chris SniderAssistant Professor in Drake University School of Journalism and Mass Communication.
I teach classes in social media, web design, multimedia and visual communication.
Who are you?Name
Where you work/what you’re studying
What social networks you actively use
What networks your organization/biz actively uses
One thing that will make our lives better
What I hope you learn today• Social media best practices and trends
• How to create videos and live videos for social media
• How to measure what you’re doing on social media
• Strategies for building social media campaigns
• How Facebook advertising works
• How to create great, native content for social media
What I HOPE YOU DO today: ASK QUESTIONS
Let’s Make some Facebook posts
Something that you think the audience will like and share.
Social media in 2017
Facebook• Launched in 2004
• 1.86 billion monthly active users as of Dec. 31, 2016
• 1.74 billion mobile monthly active users
• 1.23 billion daily active users (85.2% outside U.S. and Canada)
• 1.15 billion mobile daily active users
• What’s unique: Everyone is there. Real identity. Lots of content. Hard to get your content seen as a brand.
Twitter• Launched in March 2006
• 319 million monthly active users as of Dec. 31, 2016
• 82% of active users are on mobile
• 79% of accounts outside the 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.
LinkedIn• World’s largest professional network with more than
467 million members in 200 countries
• 133 million users in the U.S.
• Two new members per second
• Students and recent grads are fastest growing demo (with 40 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)
• 600 million monthly active users as of Dec. 2016
• 150 million daily users of Instagram Stories
• 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
• 150 million monthly active users as of Oct. 2016
• 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
Snapchat• Launched in Sept. 2011
• 161 million daily active users (Jan. 2017)
• Projections show 217 million daily users by end of 2017
• 10 billion video views per day
• On any given day, reaches 41% of all 18 to 34 year-olds in U.S.
• CEO said in 2013 that 70% of users were women
• What’s unique: Disappearing content, fun storytelling tools, frequency of use by young people.
http://mashable.com/2014/08/08/study-snapchat-college/
YouTube• Video sharing network - launched Feb 2005
• More than 1 billion users
• Hundreds of millions of hours watched daily
• Half of views are on mobile
• Reaches more 18-34 and 18-49 year-olds than any cable network in the U.S.
• What’s unique: Vast volume of video, high rank in Google search, YouTube stars.
How to make your next post a winner
Social media tips:
Use AN image • Humans are
incredible at remembering pictures. Hear a piece of information, and three days later you'll remember 10% of it. Add a picture and you'll remember 65%. - brainrules.net
BETTER YET, USE A VIDEO• Facebook and Snapchat each serve up 10
billion+ video views per day.
• Twitter says video views grew by 220X from the end of 2014 to the end of 2015.
• 4 times as many consumers would rather watch a video about a product than read about it.
• 1 in 4 consumers actually lose interest in a company if it doesn’t have video.
Drake SJMC FB by post type
BETTER YET, LIVE VIDEO
Live video is now available on Facebook, Instagram, Periscope/Twitter, YouTube
THINK BEFORE YOU POST
Don’t be too promotional
GIVE MORE THAN YOU TAKE
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
What is something that makes your brand unique?
Information spreads through stories:
TAG People and brands
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
Assume they’re not going to click on the link.
CREATE CONTENT OTHERS WILL WANT TO SHARE
What is something you shared recently?
WHY DID YOU SHARE?
Why WE share• Entertainment: To bring valuable and entertaining content to others.
• Define ourselves: To give people a better sense of who we are and what we care about.
• Build relationships: Keeps us connected to people they might not otherwise stay in touch with.
• Self-fulfillment: Allows us to feel more involved in the world.
• Support a cause: Supports causes or issues we care about.
• BOTTOM LINE: The likelihood of your content being shared has more to do with your readers’ relationship to others than to you.
Source: NY Times Consumer Insight Group
KNOW YOUR ANALYTICS
HAVE A GREAT PROFILE
Use hashtags
Create a calendar
Pay for more reach
STOP OBSESSING OVER YOUR NUMBER OF FOLLOWERS.
START ENGAGING THE ONES YOU HAVE.
Followers don’t matter. Influence matters.
Activity…• Which of these are you doing on social?
• Which could you be doing?
Photos Videos / Live videos Create great content Create sharable content What makes you unique Tagging people
Give more than you take Show real people Be useful Give context Use hashtags Pay for more reach
social media trends• Live video … Facebook, Periscope, Instagram
• Video in general (Twitter, Facebook)
• Ephemeral (disappearing) content
• Private content (Confide, Cyber Dust)
• Messaging apps (FB Messenger, LINE, WhatsApp, Snapchat)
social media trends
• Video chat apps (Houseparty, Fam, Messenger)
• Work networks (Facebook Workplace, Slack, Yammer, Wrike)
• Wearables / Apple Watch
• One to few publishing (podcasting, email newsletters)
What other trends are you seeing?
Two video apps I love…
Let’s try one• Download the app Quik
• Select photos/videos you already have on your phone
• Create a video that includes text overlays
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 A CompanY/orgANIZATION
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
YOU TRY IT!• Get into a small group
• Pick a brand/organization (one of yours!)
• Pick a platform: Define what is native on that platform
• Circle the items that fit with your brand
• Brainstorm ideas for posts based on what is left
How the Facebook news feed works
How does Facebook decide what to show
you in your feed?
EXPERIMENT: Who do you THINK YOU see the most
content from on Facebook?
PEOPLE and brandS.
Also… Settings > Account Settings > Ads > Ad Preferences
Politics: Lifestyle and Culture > US Politics
http://pjtec.info/a-peek-inside-how-facebook-decides-what-goes-into-your-news-feed/ (March 25, 2015)
• Also…
• How long you view a certain post.
• How long you view a video - whether or not you click on a video to turn on volume.
SO… What does this mean
for brands?
Brands must create content that people
actually engage with
think about• Post type (video, photo, text, link)
• When you post (post when people are online)
• Post length (long and VERY short work well)
• Post sentiment (negative posts get comments, positive get likes)
https://blog.bufferapp.com/facebook-data-study-insights
Let’s Try it• Pretend you are an organization on campus. Write a post for Facebook that you think would get people to engage (click, like, comment, share).
How do these networks decide what to show you?
Twitter Instagram Snapchat
Facebook advertising
IT doesn’t have to be this way: How to target Facebook ads
https://www.facebook.com/business/learn/facebook-ads-basics
Tips for FB ads• Target your website visitors with a pixel
• Target with an email list
• Create multiple ads to test, then continue the one that works best
facebook.com/ads/audience-insights/
Let’s build some custom audiences
ANALYTICSWhen you post to social media,
what do you know that is measurable about those posts?
Facebook? Twitter?
Snapchat? Instagram?
If you were a business posting on social media, what information would you want to know about your posts?
TWITTER ANALYTICS
FACEBOOK ANALYTICS
INSTAGRAM ANALYTICS
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-CCCC
Approach 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?
WRITING BETTER SOCIAL MEDIA CONTENT
Lessons from people who create viral content
http://www.stlouisrams.com/videos/videos/Isaac-Bruce-Scholarship-Announcement/32f68b73-bd04-465d-
bf5a-6968e49c1610
• You are a salesperson for that click or follow or like or comment.
• Advice on how to sell that click, from editors at Mashable, Quartz and Upworthy…
• Wave of sentiment - ride that wave to feeling town ... you have to appeal to people's emotion.
• Reference pop culture and nostalgia - We’re all in this internet game together. Show that you know what is popular right now.
• Have great content - Do people really NEED to see your content? Will it make their lives better?
Upworthy: If a million people saw this, would it make the world a better place?
• Inject some curiosity - “This Guy’s Wife Got Cancer, So He Did Something Unforgettable. The Last 3 Photos Destroyed Me.”
• Make bold claims - “I just ate the best burger EVER, for REALZ”
• Right story + right audience = social
• Right story + right audience + universal resonance = viral
Let’s try it!• How would you get someone to click on your story
about the girl winning the scholarship?
Let’s try it AgAIN!
http://www.hearstawards.org/hearst-feature-writing-winners-named-7/
AND AgAIN!
SOCIAL MEDIA TOOLS I LOVE
CanvaCanva has pre-designed graphics that allow for complete
customization in a clean, drag and drop environment.
PIKTOCHART
SKITCH
PINPOINT
Hyperlapse
PRISMA
Nutshell
flipagram
ONESHOT
filmicpro + imovie
QUIK + SPLICE
SPARK POST
Click to Tweet
Hootsuite
TWEETDECK
buffer
friend or follow
PABLO
TWITSHOT
What tools do you use and recommend?
Let’s create!
Live video with Mevo Quik video on
facts about Drake University
360-degree video
Keep learning…• Social Media Examiner - socialmediaexaminer.com
• Buffer blog - blog.bufferapp.com
• Facebook blog - insights.fb.com/blog/
• Hootsuite blog - blog.hootsuite.com
• My email newsletter - tinyletter.com/chrissnider
