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8 Things People Don't Tell You About Social Media

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Social media marketing can appear deceptively simple, and is commonly misunderstood. It isn’t intentional, but sometimes, our own social media and digital marketers are to blame for these common misconceptions. If there’s one thing we know for certain, it’s that social media marketing is not simple and requires comprehensive planning, and a great deal of creativity. It’s about time we shed light on anything, and everything people don’t tell you about social media marketing. It’s time every social media and digital marketer gets the credit they deserve.

In this webinar we are diving into:

- Best kept social media marketing secrets
- Exposing social media marketing misinformation
- The truth about successful social media marketing

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8 Things People Don't Tell You About Social Media

  1. 1. 8 Things People Don’t Tell You About Social Media #FalconEd #growwithsocial
  2. 2. Your Presenters. Gigi Silk Digital Communications Manager Zoos Victoria Marissa Nardi Community Marketing Coordinator Falcon.io @gcsilk #FalconEd #growwithsocial @marissanardi
  3. 3. Best kept social media marketing secrets Exposing social media marketing misinformation The truth about successful social media marketing Q&A Today’s Agenda.
  4. 4. (Housekeeping) rules help control the fun! - Monica Geller Recording & Slides Available on-demand and sent to you in tomorrow’s FUP e-mail. Questions Use the Q&A box to submit your questions for speakers. Chat Communicate with others by selecting “All panelists and attendees” before you send your message. Social Tag us across all socials using @FalconIO with the hashtags #FalconEd #growwithsocial and we’ll reshare. Survey We would love to get your feedback upon exiting the webinar. 1 2 3 4 5 6 Facebook Group Join “Grow With Social” to continue the conversation.
  5. 5. Cast your vote on-screen. Q: Do you use TikTok as a part of your social media strategy?
  6. 6. Exposing Social Media Marketing The truth behind the myths.
  7. 7. 1Expectations vs. Reality Not always as glamorous as it seems.
  8. 8. Source: Sweet Social • Big ideas require a big budget. • The more employees the better. • Quantity is more important than quality. • Number of followers is the most important metric. Expectations.
  9. 9. Navigating Smaller Budgets. Being creative doesn’t need to break the bank. • Repurpose existing creative assets • Think outside the box • Be your own content hub • Utilize what you already have
  10. 10. Quality Over Quantity. 70% of B2B content marketers prioritize quality over quantity • What you post means more than how often you post • Spend more time creating content • Utilize social media algorithms • Choose channels wisely • Feature real people • Create a schedule Source: Laire Digital
  11. 11. Focus on engagement rates. The reach of your audience is more important than how many people make up your audience. • Quantity of followers can be misleading • Quality of followers establishes brand loyalty • Avoid vanity metrics • Social media engagement works both ways
  12. 12. 2Content There’s something more powerful than your own content.
  13. 13. User Generated Content. • UGC is content customers create featuring a brand that can later be used in that brand’s marketing strategies. • UGC comes naturally and can be encouraged through marketing campaigns. • UGC can be free, or of little cost to the brand or business. • UGC is popular for in fl uencer marketing. Source: Ra ffl ePress
  14. 14. 93% of consumers trust content created by customers more 41% of marketers rank engagement as their top KPI 75% of marketers agree adding UGC makes brand content more authentic 60% of marketers agree authenticity and quality are equally important 66% of consumers think transparency is a brand’s most attractive qualities Source: Tint User Generated Content.
  15. 15. In fl uencer Marketing. of US marketers use micro or macro in fl uencers for paid or unpaid brand partnerships. Source: eMarketer 2/3
  16. 16. Which in fl uencer is better for your brand? Micro-in fl uencer: Macro-in fl uencer: • Has a wide range of followers and not a celebrity • Can specialize in anything • Most are experts in a speci fi c niche • Followers fi nd them more authentic and trustworthy • Closer and more personal relationship with followers • Cost e ff ective • Has large following • Celebrity or developed a strong personal brand • Known internationally • Reach a larger and broader audience • High price tag
  17. 17. 3Advertising Paid and organic both have a home.
  18. 18. Organic Social Free content posted on social media that all users, including brands and businesses, share with each other on their feeds. Paid Social Online advertising which the brand or business pays for. • What make good organic social • What makes good paid social • Where organic social excels • Where paid social excels
  19. 19. Organic Social = Organic Reach. The number of people who have seen or interacted with your content through unpaid distributions. Your followers Algorithms promise a certain percentage of your followers will see your posts in their feed Your followers’ followers T h r o u g h s h a r e s a n d reactions, your posts will re a c h y o u r f o l l ow e r s audience and timelines Hashtag followers Extra exposure based upon individual searches or follows. Try a hashtag generator.
  20. 20. Stay up to date with social media platform algorithms. Put your trust in them verse by chance. Encourage and utilize user generated content to reach more people. Generate conversation through likes and reactions. Provide forum for customer care.
  21. 21. Save the sales talk for your ads.
  22. 22. Save The Sales Talk For Your Ads. Successful advertisements feature a photo, video or carousel with a short caption that leads to a CTA. • Facebook feed • Twitter • Instagram feed • Instagram story
  23. 23. Paid Advertising Worth Trying.
  24. 24. 4Comments & Trolls Because it’s not all rainbows and butter fl ies.
  25. 25. Negativity and Internet Trolls. Members of an online community who post irrelevant, in fl ammatory or insincere content. • Inappropriate content • Repeat o ff enders Trolls are not upset customers and are not looking for a resolution. • Negative posts • Negative reviews
  26. 26. One size does not fi t all when it comes to trolling. And neither should your marketing strategy. Things to consider: • Establish a company policy • Respond with facts • Ignore them • Defuse with humor • Block or ban them • Establish a positive community • Don’t get baited
  27. 27. Cast your vote on-screen. Q: Have you given up your personal FB or IG since working in social media?
  28. 28. 5The Good in Social Media Because it isn’t all trolls and bullying.
  29. 29. Social media is naturally a place to share good news Fact Ever noticed how resistant Facebook was to introducing anything except the ‘like’ button? And how Instagram only has a ‘heart’ option? It’s because they want good news shared.
  30. 30. When push comes to shove, social media is a place to unite local, national and global communities. From the Boston Bombings to the Black Summer Bushfires, social media helps people care.
  31. 31. Information Sharing Over the past two years, has social media been a place for spreading misinformation or is it a place to keep everyone connected? Fact According to a WHO study, close to 60% of Gen Z and Millenials are “very aware” of fake news and can easily spot it. They just don’t care about countering it.
  32. 32. Remember ➔ Be kind online 
 Be part of the movement of good on the internet. There’s enough negativity ➔ Join in the positivity 
 Social media is an excellent platform to show the softer side of your brand to a big audience ➔ But also, people are assholes 
 Don’t try and change someone’s opinion online, just acknowledge them and move on
  33. 33. 6Crisis Comms 101 What to do on social media when catastrophe strikes.
  34. 34. F#*&! Something has just blown up at your business COVID exposure site? Employee tweeting something rogue? Faulty product? Scandal? Viral negative online review?
  35. 35. 1.Act Quickly Your social media is a place people will turn to for information. Even just acknowledging something has happened and you’ll update everyone shortly can go a long way. Also, think about scheduled posts, ads that are running (should they be paused?) and turning off comments. Tip We prepare for the good but often not the bad. It’s worth spending a few hours once every few months brainstorming what could go wrong and preparing some statements.
  36. 36. While Twitter is the natural place journalists turn to for info, but don’t forget about your other channels
  37. 37. 2. Be humble. Be honest. Be a human being. Tip It’s easy to forget that real humans are behind even the biggest brands so showing your customers this will likely soften their anger a bit.
  38. 38. Your customers may feel angry, let down, frustrated, scared or any other negative emotions. Hear them out. Acknowledge their feelings are real. Then remind them that you’re human.
  39. 39. 3. Put all the information on your social media Drip-feeding things only prolongs that pain Tip You want to contain this to the 24-hour news cycle by making sure there is no new info coming out tomorrow or next week… wish our politicians could remember this!
  40. 40. It’s not news if it’s not new.
  41. 41. 4. Monitor, monitor, MONITOR! Keep an eye on things at the time and assess the good, bad and ugly afterwards. Tip Keep an eye on your social channels, use social listening tools, respond to people. When in crisis mode, do not let anything fester away.
  42. 42. Remember: ➔ Act quickly 
 Followers, fans and journalists will turn to your social media for info and comment ➔ Put out all your dirty washing 
 If all the info is out there, the media will move on ➔ Admit it when you’ve stuffed up 
 Humility goes a long way and remember that lies always come unstuck ➔ Monitor everything 
 Not only to ensure no more fires start but also so you can look back and assess what worked with your response and what didn’t.
  43. 43. 7Is my phone listening to me? How social media is just an exercise in data mining.
  44. 44. No. Can you imagine your data bill if it was?
  45. 45. This Is What Google Knows About You: Your age, gender, sexuality, likes and dislikes Everything you’ve ever Googled, and deleted Every place you’ve ever searched on Google Maps and every place you’ve ever visited (if you have an Android and location turned on) Every video you’ve watched on YouTube Every email you’ve ever sent, drafted, downloaded or read (if you use Gmail) And so, so, so, so, SO MUCH MORE Fact If you download the data Google has stored on you, you can expect it to be the equivalent of 1.5-3.5 million Word Documents.
  46. 46. Case Study You’re staying at your mum’s house for the week. She has Colgate Optic Whitening toothpaste in the bathroom which you use for the week. Suddenly, you start getting served ads for Colgate Optic Whitening toothpaste. How?
  47. 47. So basically Zuckerberg doesn’t need to listen to you. He already knows everything about you. Tip When a number is too large or too small to easily comprehend, clarify it with a comparison to something familiar.
  48. 48. As a marketer, you can use this data to your advantage. Facebook, Twitter, TikTok etc want your ads to work. The more your ads work the more money you’ll spend with them. Tip If you’re serious about using social media to market your product or business, get an expert to set it up. It’s not rocket science, but it is still an art form.
  49. 49. Remember: ➔ Social media knows everything about not only you, but also your customers 
 Don’t be afraid to exploit this ➔ Delivering the right message at the right time is key 
 Social media will do a lot of the work here, but it’s worth using an expert to nail the timing and location of the message ➔ Always think really carefully about the target audience 
 Keep it narrow!
  50. 50. 8Building Street Cred & Trust You’ve got a voice. Be careful how you use it.
  51. 51. Know what your brand’s identity is and develop a strong voice. Tip It’s likely your brand’s identity and voice is different to your social media manager’s voice. Remember this!
  52. 52. Journey to Getting Someone to Follow You: Content piece 1 “That’s cool”. Keeps scrolling Notices content, *lingers for a few extra seconds* Stops scrolling, might even click on content “Oh I remember this page”, *likes content piece* Content piece 2 Content piece 3 Content piece 4 Content piece 5 Content piece 6 Tags friend in post Likes/follows page
  53. 53. Be consistent: Posting Try and be consistent about what time of day you post content. But also remember quality over quanity. Tone of voice Are you funny, factual, sarcastic, serious etc? Type of content Do you post candid content, memes, visually beautiful content, graphs, links?
  54. 54. Know that there’s an area that could become an issue for you in the future? USE YOUR FOLLOWERS AND EDUCATE THEM IN CASE OF A RAINY DAY IN THE FUTURE Tip Your followers can become the defenders of your brand - but you need to build up trust with them and then teach them about why your brand is the best.
  55. 55. Remember: ➔ Know your brand 
 Don’t be someone you’re not ➔ Be consistent 
 Your tone, content and time of posting matter ➔ Your followers are your army 
 Build up trust and educate them over time.
  56. 56. In Summary Social media is a good place. Add to the goodness When things go wrong, your social media channels are your number 1 comms tool Social media is all about data - use it wisely Building trust should be a priority
  57. 57. @Falcon.io @ZoosVictoria #FalconEd #growwithsocial
  58. 58. 1. Be resourceful 2. Quality over quantity 3. Establish a company policy 4. Focus on engagement 5. Think carefully about your target audience 6. Know your brand 7. Be consistent do try this at home Key Takeaways.
  59. 59. November 18th - So You Think You Can…UGC November 30th - Achtung! Stolperfallen auf Social Media (German) @Falcon.io #FalconEd #growwithsocial
  60. 60. @falconIO falcon.io welcome@falcon.io

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