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Social Media Strategy Workshop

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A three-hour, interactive workshop where attendees define customer personas, draft concepts for content and more. Two worksheets accompany this deck, but are not included.

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Social Media Strategy Workshop

  1. 1. www.imaginedc.net info@imaginedc.net @wefightugly SOCIAL MEDIA STRATEGY WORKSHOP Presented by Patrick King Founder + CEO, Imagine patrick@imaginedc.net
  2. 2. www.imaginedc.net info@imaginedc.net @wefightugly 1 INTRODUCTIONS 2 THE STATE OF SOCIAL MEDIA 3 SOCIAL MEDIA PLATFORMS 4 CRAFTING CONTENT 5 BEST PRACTICES 6 MEASURE & REFINE 7 CLOSING Q&A Workshop overview
  3. 3. www.imaginedc.net info@imaginedc.net @wefightugly INTRODUCTIONS 1
  4. 4. www.imaginedc.net info@imaginedc.net @wefightugly
  5. 5. www.imaginedc.net info@imaginedc.net @wefightugly PRE-SESSION QUESTIONS • What do you want to get out of this workshop? • What is your current social media level? • How do you use social media yourself? • How do you use social media for your business? • Are the two aligned?
  6. 6. www.imaginedc.net info@imaginedc.net @wefightugly EXPECTATIONS • I probably won’t have all the answers. • I’m not here to sell you on using social media. • 100% of what I talk about won’t apply to 100% of you. • This is going to be punchy – I’m going on vacation. • This will be worth your time.
  7. 7. www.imaginedc.net info@imaginedc.net @wefightugly THE STATE OF SOCIAL MEDIA2
  8. 8. www.imaginedc.net info@imaginedc.net @wefightugly Prepare for some overload…
  9. 9. www.imaginedc.net info@imaginedc.net @wefightugly THE AVERAGE USER SPENDS OVER 2.5 HOURSONLINE EVERY SINGLE DAY.*
  10. 10. www.imaginedc.net info@imaginedc.net @wefightugly 700 million PEOPLE CHECK FACEBOOK BY MOBILE EVERY SINGLE DAY
  11. 11. www.imaginedc.net info@imaginedc.net @wefightugly WHILE INTERNET EXPANSION IS COOLING OFF, SOCIAL MEDIA ADOPTION ISN’T.
  12. 12. www.imaginedc.net info@imaginedc.net @wefightugly MORE TRENDS WE’VE SEEN… • Social is catching up with search in the product research phase of the buying cycle. • Social commerce is on a solid rise. • Dark social usage is now of a size worth tracking. • All platforms are trying to cater to social video. • Organizations are empowering their people to do the selling for them.
  13. 13. www.imaginedc.net info@imaginedc.net @wefightugly SOCIAL MEDIA PLATFORMS3
  14. 14. www.imaginedc.net info@imaginedc.net @wefightugly The current landscape
  15. 15. www.imaginedc.net info@imaginedc.net @wefightugly FACEBOOK AND YOUTUBE ARE TIED FOR U.S. SOCIAL MEDIA USAGE.
  16. 16. www.imaginedc.net info@imaginedc.net @wefightugly CHOOSING YOUR PLATFORMS • Social media shouldn’t be your only strategy. • SMBs should tackle no more than 3-4 platforms. • Larger companies manage an average of 6.
  17. 17. www.imaginedc.net info@imaginedc.net @wefightugly FACEBOOK PROS/CONS • Everyone is there: – Pro - big audience and adoption – Con - hard to get content seen • Brand exposure is stifled • Very selective on what people see
  18. 18. www.imaginedc.net info@imaginedc.net @wefightugly INSTAGRAM PROS/CONS • 58x more engagement per follower than FB • 120% more engagement than Twitter • Connects with FB for split advertising budgets • No links, so feeding a funnel can be a challenge
  19. 19. www.imaginedc.net info@imaginedc.net @wefightugly LINKEDIN PROS/CONS • Strictly professional • Made for B2B, B2G research • Groups allow for thought leadership and relationship-building • Don’t spend on advertising
  20. 20. www.imaginedc.net info@imaginedc.net @wefightugly PINTEREST PROS/CONS • Excellent for sharing visuals. • Most advanced in social commerce. • Audience has the highest tendency to buy.
  21. 21. www.imaginedc.net info@imaginedc.net @wefightugly Snapchat pros/cons • Strictly entertainment • Fun storytelling tools for B2C • Skewed younger, but doubling in year-over-year growth • Can be skipped by most (IG or FB stories)
  22. 22. www.imaginedc.net info@imaginedc.net @wefightugly Twitter pros/cons • Big audience, but activity is dropping • Great listening/research tool • Can be automated easily • Audience expects brand conversation
  23. 23. www.imaginedc.net info@imaginedc.net @wefightugly Youtube pros/cons • Content ranks in Google search • Over 1b active users per month • Reaches more 18-49 y.o. than any cable network in the U.S. • Lack of reliance on a feed, so content needs to be relevant to trending/popular topics. • Making videos vs. regular SM posts is harder.
  24. 24. www.imaginedc.net info@imaginedc.net @wefightugly CRAFTING CONTENT4
  25. 25. www.imaginedc.net info@imaginedc.net @wefightugly Start with personas • Simplifies your marketing • Allows you to create a direct, consistent flow of relevant content • Very few businesses only have one • Most have 5+ • Guide content strategy: content timing, online channels, voice/media and they help you stay focused. • Content made to appeal to everyone is bland, distant, irrelevant and ineffective.
  26. 26. www.imaginedc.net info@imaginedc.net @wefightugly B2C Persona: Raoul Background • Lives outside of town • Owner of an older house • Married with a young son Demographics • Male, mid 30s, HHI of $60k Identifiers • University teacher • Spends time on Youtube or Reddit • Does all of his product research online • Bit of a gadget fanatic
  27. 27. www.imaginedc.net info@imaginedc.net @wefightugly B2B Persona: CATHERINE Background • Has three adult children, each with children of their own • Lives downtown in a condo • An executive in her profession for over 20 years Demographics • Female, late 50s, HHI of $120k Identifiers • Keeps a very active lifestyle • Uses Facebook to keep in touch with friends/family • Enjoys unwinding on weekends
  28. 28. www.imaginedc.net info@imaginedc.net @wefightugly Now it’s your turn! • Demographics (age; location; income; family dynamics) • Background (level of education; length in profession) • Work environment (work challenges; time management issues; work location(s)/schedule; workplace - busy or calm office, remote, job site, etc.) • How they get their information (blogs, emails, social media) and in what format (videos/webinars, infographics, articles)
  29. 29. www.imaginedc.net info@imaginedc.net @wefightugly With your personas, you can… • Make fewer presumptive predictions • Find timing opportunities (post to social at night when they’re paying attention • Find content direction (make shorter/list-style articles if they’re super busy) • If they have common out-of-work activities, tie your content to that off-work activity like exercise and seasonal traditions).
  30. 30. www.imaginedc.net info@imaginedc.net @wefightugly YOU ALSO MAKE CONTENT WITH A PURPOSE. • Writing for a specific audience is more shareable • Executives are busy, but will still engage (ask questions or offer opinions) • Deeper content informs and empowers • Relevant content is more entertaining
  31. 31. www.imaginedc.net info@imaginedc.net @wefightugly Social media advertising • Targeting with personas • Budget considerations • Build a strategy for the ad campaign • Landing pages/offers Q1 2017 Ad Spend. Source: Adweek
  32. 32. www.imaginedc.net info@imaginedc.net @wefightugly Content Discovery Exercise • Format (based on length of content and audience’s preference) • Title (construction) • Description (why should they care?) • CTA (time-sensitive, highly relevant offer)
  33. 33. www.imaginedc.net info@imaginedc.net @wefightugly Trending Topics Why pair up with trending topics? • What Facebook deems as trending content will always be published at the top of users’ feeds. • As of June 2015, how much time you spend viewing particular stories becomes a factor in what Facebook puts at the top of your feed. • Even videos will change based on how long you viewed the one a couple videos before it (ex.: Batman).
  34. 34. www.imaginedc.net info@imaginedc.net @wefightugly Trending Topics • Tip for finding topics: – Hashtagify – Buffer – Google Trends, – Trending topics on FB, Twitter, etc. – Trade pubs (offer your own take on articles).
  35. 35. www.imaginedc.net info@imaginedc.net @wefightugly In Support of Visuals… • People can recall 10% of information they hear or read after 3 days. They can remember 65% if it’s in an image. • 4x as many consumers would rather watch a video about a product than read about it (Pew Research Center). • According to Comscore, 76% of all time spent on social is via mobile device. • Make sure that long-form content can be emailed to mobile users so they can read them while they’re on their desktops
  36. 36. www.imaginedc.net info@imaginedc.net @wefightugly LET’S REVIEWSOCIAL MEDIA LANDSCAPE CHOOSE YOUR PLATFORM CREATE PERSONAS CONTENT WITH A PURPOSE SOCIAL MEDIA ADVERTISING PLAN TOPICS VISUALS ARE MANDATORY
  37. 37. www.imaginedc.net info@imaginedc.net @wefightugly SOCIAL MEDIA PLANNING • Goal setting (SMART-based) • Schedule your time – Use tools like Hootsuite, Buffer, Later, etc. – Make it part of your weekly routine • Repurpose evergreen content when busy (interchangeable CTAs)
  38. 38. www.imaginedc.net info@imaginedc.net @wefightugly
  39. 39. www.imaginedc.net info@imaginedc.net @wefightugly USE A GROUP SOCIAL MEDIA CALENDAR
  40. 40. www.imaginedc.net info@imaginedc.net @wefightugly USE A GROUP SOCIAL MEDIA CALENDAR A calendar allows you to specify your: • Platform • Message • Audience • Frequency
  41. 41. www.imaginedc.net info@imaginedc.net @wefightugly BEST PRACTICES5
  42. 42. www.imaginedc.net info@imaginedc.net @wefightugly three rules of
  43. 43. www.imaginedc.net info@imaginedc.net @wefightugly RULE #1. be valuable • Encourage your audience a chance to speak up (rewards programs, contests) • Give them the exclusive (discount codes, exclusive promotions) • A whopping 42% of social media followers do so to get exclusive discounts.
  44. 44. www.imaginedc.net info@imaginedc.net @wefightugly
  45. 45. www.imaginedc.net info@imaginedc.net @wefightugly • Have a conversation, not a sales pitch. No one likes being sold to. • Boring in person is bad. Boring on social is painful. • Use casual language. Cut the jargon. • Don’t be afraid of humor, but be sensitive. • Use it to manage crises, and do so quickly. • Focus on the brand, not the sale. Rule #2: be human
  46. 46. www.imaginedc.net info@imaginedc.net @wefightugly
  47. 47. www.imaginedc.net info@imaginedc.net @wefightugly • Share a current experience (blogs, social posts, news items) • Feature an employee, customer or partner • Respond to comments and messages promptly • Schedule tweets and posts (<20 minutes a week) • Don’t let it use up all of your time – you will burn out. Rule #3: be consistent
  48. 48. www.imaginedc.net info@imaginedc.net @wefightugly Tips & tricks • Never use names of people/brands without taging them. • Hashtags on IG, Twitter, LinkedIn (really?). • Share other people’s content: 80/20 rule. • Your chances of having content shared has everything to do with your reader’s relationship to someone else, and nothing to do with you. • Vanity metrics (likes/favorites, total audience number). • Real metrics (shares, comments, active audience number).
  49. 49. www.imaginedc.net info@imaginedc.net @wefightugly MEASURE & REFINE6
  50. 50. www.imaginedc.net info@imaginedc.net @wefightugly Set your benchmarks Define the goals for each stage of the funnel.
  51. 51. www.imaginedc.net info@imaginedc.net @wefightugly Set your benchmarks Common Tools: • Facebook Insights • Email Analytics • Google Analytics • Hootsuite • Hubspot • Buffer
  52. 52. www.imaginedc.net info@imaginedc.net @wefightugly
  53. 53. www.imaginedc.net info@imaginedc.net @wefightugly Set your benchmarks If any of these are broken, meaning a big number turns into a small number, you know where you need to do work.
  54. 54. www.imaginedc.net info@imaginedc.net @wefightugly CLOSING Q&A7
  55. 55. www.imaginedc.net info@imaginedc.net @wefightugly Thank you! Patrick King Founder, Imagine patrick@imaginedc.net (703) 873-7740 www.imaginedc.net

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