Simple social strategy for any businesses.

1. Simple social
strategy
@danfarkas
#osae16

2. Do you remember when social
media use to be fun?
@danfarkas

3. What will you learn in 45
minutes?
• What are the biggest mistakes
associations (and many brands) make
with current social media strategy?
• What are data driven ways to improve
social media efficiency?
• How can you take this information and
immediately apply it to your association?
@danfarkas

4. Let’s cut to the chase:
my strategic points
• Stop thinking about social
media and start thinking about
social communication.
• Remember the goal.
• Hit them where they ain’t.
@danfarkas

5. It’s not social media.
It’s social communication
@danfarkas
• Our eyes are tired of all the bad news.
• Facebook changed its algorithm to deemphasize
news.
• Associations have to reach people on their terms
and their turf.
• That will only grow with millennials and Generation
Z, which just so happen to be your future dues
paying members.

6. We have to think look at
this…not look at me
@danfarkas

7. So how do you does a busy
association employee implement this
strategy?
• Content Buckets are universal
themes embedded in customers
and likely customers.
• Find three.
@danfarkas

8. What can a bmw teach you about
your association’s social media
strategy?
@danfarkas

9. Where did we go wrong?
We forgot the goal!
• Reputation Management Goals:
Do you like me?
• Relationship Management Goals:
Will you vouch for me?
• Task Management Goals:
Will you help me with my do to list?
• Great social media aligns with a company’s goals.
Goals inevitably connect with revenue.
@danfarkas

10. Stop thinking about aggregation
start thinking about behavior

11. What is behavior?
what is conversion?

12. How can social media change
behavior in a way that helps
association membership?
• Social media followers who
purchase/use products:
• Social commerce sales: Are people
buying products from social media?
• Increased overall sales: Are more
people buying your service?
@danfarkas

13. How can social media change
behavior in a way that helps
association membership?
• Sales leads: Can you find potential
members?
• Engagement: Do more people ask
questions of you?
• Duration: Do more people spend
time on your website or at events?
@danfarkas

14. How can social media change
behavior in a way that helps
association membership?
• Demographics: Are you getting a certain
segment of people to join or participate?
• Spending habits: Are more national
members joining state or local chapters?
• Active hubs and communities: Are more
people taking part in state or local
events?
@danfarkas

15. How can you do this?
ask your customers
what they want
@danfarkas

16. How can you do this?
Let’s stick my own neck
on the line
@danfarkas

17. Step one:
We identified the goal
• We wanted more people to visit the
school website.
• We wanted more people to contact us
with information.
• We wanted more people to apply.
• We want more people to enroll.
@danfarkas

18. Step two:
We tested three
content buckets
• Students want to see other students
succeed.
• It’s important to have the best facilities
possible to help students learn.
• Everyone wants to be part of an award
winning organization.
@danfarkas

19. Step three:
let’s test which photo works the
best.
• Three Photos with Same Copy and
Headline
• Test for a week by sponsoring $5 a
day for five days.
• Which worked the best?
• Students want to see other students succeed.
• It’s important to have the best facilities possible to help
students learn.
• Everyone wants to be part of an award winning organization.@danfarkas

20. Step three:
test which one works the best
• Three Photos
• Same Copy
• Same Headline
• Which worked the best?
• Students want to see other students succeed.
• It’s important to have the best facilities possible to help
students learn.
• Everyone wants to be part of an award winning organization.
@danfarkas

21. Step four:
headline
• Winning Photo, Three Headlines and
Same Copy
• Test for a week at $5 a day.
• Which worked the best?
• Students want to see other students succeed.
• It’s important to have the best facilities possible to help
students learn.
• Everyone wants to be part of an award winning organization.
@danfarkas

22. Step four:
headline
• Winning Photos
• Three Headlines
• Same Copy
• Which worked the best?
• Students want to see other students succeed.
• It’s important to have the best facilities possible to help
students learn.
• Everyone wants to be part of an award winning organization.
@danfarkas

23. Step five:
Copy
• Winning Photo, Winning Headline
and Three Pieces of Copies
• Test for a week at $5 a day.
• Which worked the best?
• Students want to see other students succeed.
• It’s important to have the best facilities possible to help
students learn.
• Everyone wants to be part of an award winning organization.
@danfarkas

24. Step five:
Copy
• Winning Photo
• Winning Headline
• Three Pieces of Copy
• Which worked the best?
• Students want to see other students succeed.
• It’s important to have the best facilities possible to help
students learn.
• Everyone wants to be part of an award winning organization.
@danfarkas

25. What do we have?
• Data driven feedback on engaging
social media content.
• A clear direction on what you
should post.
• Sponsor content and post less.
@danfarkas

26. What else can happen this week?
Private facebook group
@danfarkas

27. What can willie keeler teach you
about social media?

28. Win the social
calendar game

29. Five things I tell every client
about social media
• You compete with Nike, your member’s favorite
restaurant and cool uncle.
• Great moments and what your clients think are
great moments are often two different things.
• Fight for research. That means posting less and
studying more.
• Great stories reach the right audience at home.
• Viral isn’t a strategy.
@danfarkas

30. Tools that can help:
Buzzsumo
@danfarkas

31. Tools that can help:
thunderclap
@danfarkas

32. Let’s cut to the chase:
my strategic points
• Stop thinking about social
media and start thinking about
social communication.
• Remember the goal.
• Hit them where they ain’t.
@danfarkas

33. So now what?
• @danfarkas
• farkasd@ohio.edu
• (614) 668-8921
• http://www.slideshare.net/
danFarkas1975