Social Media Success: Creating & Implementing a Social Media Plan!
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During this two-part workshop, attendees will take the theory of social media plans and make them a reality for their library. Each attendee will develop a basic social media plan to implement at their library. Social Media to be discussed includes: Facebook, Twitter, Instagram, Tumblr, Pinterest and more. The course includes: Analysis of Social Media demographics Exploration of effective posting techniques and times of major social media Recommendations of uses for different social media Recommendations for a social media schedule Exploration of tools and statistics to make social media successful Between classes, attendees will work one on one with the instructor on their custom social media plan.
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Social Media Success: Creating & Implementing a Social Media Plan!
- 2. Agenda • Social Media Explored • Basics of a Social Media Plan • Creating a social media schedule • Tips, Tricks and Tools to succeed
- 7. Facebook • Over 1 Billion Users • Most Popular Social Media • Have to “like” to follow
- 8. Microblogging: Your message in 150 characters • 18-49 year old demographic • 55-64 year old fast growing demographic • Conversational • Can follow through #hashtags
- 9. Google+ • • • • More male users More technical Average age 28 Actively posting (not just “liking”)
- 10. LinkedIn • Equal split of males/females • Not as active w/ postings • Job seekers/career oriented
- 11. Pinterest • • • • Photo driven 5x as popular with females Food most popular category GenX crowd
- 12. Tumblr • Most popular with YA’s • Follow through tags • Most content is reposts (i.e. not original)
- 13. Youtube • Split 50/50 male/female • 46% under 18 • Reaches more adults than cable TV
- 14. In a Nutshell… • Facebook: All – existing library users. • Twitter: New/Existing Users GenX, GenY and GenZ • Google+: College Students • LinkedIn: Professionals, Older • Pinterest: Woman, GenX • Tumblr: Young under 30 • Youtube: YA, TV watchers
- 15. Basics of a Social Media Plan
- 16. Decisions • Brand departments v Centralized Social Media? • What social media to utilize? • Who is on the team/roles?
- 18. DO YOU HAVE SOCIAL MEDIA PLAN? DO YOU HAVE A SOCIAL MEDIA TEAM?
- 19. Creating a social media schedule
- 20. BALANCING: CONTENT CURATION & ORIGINAL CONTENT
- 22. Why is Content Curation Important? • Growing quantity led to sinking quality • Trust is invaluable • We live in a social world • Content is powerful http://onforb.es/16wSYYx
- 23. Sample Plan Download it at: http://goo.gl/3CI4W
- 24. Collaborate Online Google Docs and/or Google Calendar http://bit.ly/Rlq30x
- 25. Create your updates in advance http://bit.ly/SdbWau
- 26. Tips & Tricks to Succeed
- 27. Basic Dos • Fill out all “information areas” • Avoid Over, Underposting or Binge Posting • Remove or Shorten the URL when sharing links • Keep your sharing RELEVENT! • Make content about fans not You
- 28. • Keep it Simple & Brief • Be to the point • Be clear – what is your call to action? • Engage • Photos and Video are a must! http://on.mash.to/OXTd7D
- 32. WHAT SOCIAL MEDIA? Library booksale for new public computers starts tomorrow. Pass it on! #library #freecomputers #tarponsprings #gaming
- 33. WHAT SOCIAL MEDIA? Booksale for new computers starts tomorrow. Computers are for you! And are available free anytime we are open.
- 34. What Social Media? Booksale for new computers starts tomorrow- these computers will help us provide computer classes, resume assistance and more.
- 35. What Social Media? Booksale for new computers starts tomorrow- these computers will have extra CPU and be awesome for gaming programs this Summer.
- 37. Consider Social Media Contests • • • • • Photo Contest Follow to Win Trivia Check-in Contests Finish this sentence…
- 39. Usage Statistics • Review Statistics as a team regularly • Focus on engagement – not just “likes” • Decide: What does success look like?
- 40. Questions?
Editor's Notes
- - Of all social media users, Twitter users are the most interested in connecting with public figures. One in 10 Twitter users (11%) say that reading comments by politicians, celebs or athletes is a major reason for using social networks. (Pew)
- A Facebook Brand Page for each location creates more work, but Davies leads a team that supports the local Facebook Brand Pages with feedback and best practices. Individual stores are responsible for implementation and determining content for each community. Bepko says the local Facebook Brand Pages allow for more meaningful engagement, since there’s so much going on at the local level to talk about on Facebook. Location-specific Facebook Pages allow Whole Foods to connect with the immediate community in a more intimate way and they enable the brand to post more niche and hyperlocal content, such as job openings.
- Curata’s 2012 Content Curation Adoption Survey of more than 400 marketers found that the vast majority are utilizing content curation as a key component of their content marketing strategy. In fact, 95 percent of respondents said they have curated content in the past six months – though some did so unknowingly, as they were not familiar with the term. Why all this buzz around content curation? What is driving the adoption of the practice?Here are some of the key findings from the survey: Growing quantity led to sinking qualityOf the marketers who took our survey, 56 percent reported finding quality content was their greatest content marketing challenge. The explosion of information on the Web has led to an overwhelming amount of content, making it more challenging to locate the best and most relevant. Curated sites are a solution to that problem, providing a one-stop destination that sifts through the sea of mediocre content to find the most timely and relevant information on a certain topic. Those sites that do a good job at regularly providing beneficial content are the most successful. As content marketing becomes increasingly central to the overall strategy, marketers look to content curation as a way to help cut through the clutter and provide their prospects with the valuable information for which they are looking. Trust is invaluable Some 85 percent of the survey group said that establishing thought leadership was their main content curation objective. Customers want a brand to engage with them prior to the point of sale. By providing quality content, both original as well as from competitors and industry luminaries, brands can position themselves as thought leaders in their space as well as go-to resources for prospects. Once this trust is established, prospects are more likely to become customers when they are prepared to buy. We live in a social worldSocial media platforms such as Facebook and Twitter are creating a way to get on-demand news. Several of the latest big news stories – like the U.S. presidential candidate announcements and Osama Bin Laden’s death – broke first on Twitter. People increasingly are relying on social media as a resource for the most timely and relevant information. Social media tools have become more popular in helping marketers identify the right sources and find relevant content. Some 79% of the marketers surveyed cited social media as the preferred service for finding content to share.Once consumer find content manually or through a technology solution, many marketers then curate it on their sites, adding their unique perspective. Social media has also become a means of sharing content online, proving to be one of the effective channels for marketers to push out relevant content to their prospects. Through content curation, marketers can quickly and more easily get their content out in the social sphere and keep their prospects aware of industry information. Content is powerful All major brands today are online – providing their prospects with information, customer service and even e-commerce offerings. What this means for marketers is that being “searchable” and having a “sticky site” are more important than ever. A key to having a site easily accessible to those who are interested in the specific product or service is search engine optimization. Content is the sure-shot way to win the battle for first page results on Google. Quite simply, providing fresh and relevant content in an organized way, improves SEO for the site it lives on – which is likely why 65 percent of respondents we surveyed cited boosting SEO as one of their main content curation objectives.Companies like American Express and Whole Foods are pioneering the role brands now have in providing honest, unbiased content to their customers. Our survey suggests that today, having content online is a must-have for brands. 95 percent of those we surveyed said that they are engaging with their prospects through content online – providing customer support and best practices via their website, e-mail newsletter or social media platform. As the online world continues to grow and likely become more chaotic and overwhelming, technologies and strategies for organization and sharing the best, most relevant content will be impossible to ignore.
- It’s also important to note that content shares better on certain days — Buddy Media research has found that engagement rates for Facebook posts are 18% higher on Thursday and Fridays. So if you’re strategic, you can get more engagement with fewer posts. (http://mashable.com/2012/06/07/facebook-marketing-mistakes/)CHECK EVERY SOCIAL MEDIA @ LEAST ONCE A DAY -
- “ Many brands post once per day, and many find that posting more than once per day can actually have an adverse effect on engagement.” (http://mashable.com/2012/06/07/facebook-marketing-mistakes/)
- Facebook research has shown that posts between 100 and 250 characters — one or two lines of text — get 60% more Likes, comments and shares than ones that are more than 250 characters, Buddy Media research found a similar trend, determining that posts with 80 characters or less in length have 27% higher engagement rates. The moral? Like content on Twitter, keep it short and sweet. Of course, your post should be different than your content on Twitter, or else your fans don’t have a reason to follow you on both platforms. -http://mashable.com/2012/06/07/facebook-marketing-mistakes/
- Twitter Tip:Have A GoalHave A Target With your contestPick the Right Prize - The issue is those people just want a shiny prize (http://mashable.com/2012/04/13/tips-effective-social-media-contests/)As a tip, mentions of your account should be required in the tweet used for entering the contest. Twitter’s search does not guarantee that it will return every tweet with your search term, including hashtags, only mentions are all guaranteed to be returned .Read more at http://www.jeffbullas.com/2012/05/14/4-awesome-types-of-successful-twitter-contests/#B6tiGPa2OjKd9K87.99 A good contest needs to be prepared for everything and have clear boundaries, such as allowing users to join/retweet only once a day.Read more at http://www.jeffbullas.com/2012/05/14/4-awesome-types-of-successful-twitter-contests/#B6tiGPa2OjKd9K87.99
- Facebook Insights offer a lot of useful information — it’d be silly to not take advantage of the data. The Friends of Fans metric is particularly interesting, as Friends of Fans typically represent a much larger set of consumers than a brand’s Fans. In fact, for the top 1,000 brands on Facebook, the Friends of Fans number is 81 times larger than the fan count, says Bruich. This means there’s a huge potential audience that can be tapped into by posting engaging content (because your fans’ activity will show up in friends’ feeds) and by enhancing this content with other Facebook ad tools, such as Promoted Posts.Smith says consumers are 51% more likely to buy something if they know their friends did, so capitalize on the army of advocates who have opted in to learning more about your brand.You should also pay attention to the People Talking About This (PTAT) and reach metrics in Insights to see how your message is faring in the Facebook ecosystem, and create a comprehensive Facebook marketing strategy based off of what works. “That’s the kind of media plan that’s going to lead to results,” says Bruich. In a sense, you can think of your Facebook audience as a focus group and get a grip on what they want to see more of.Also check out the real-time insights, which help you see the impact of pinning, highlighting and promoting posts.http://mashable.com/2012/06/07/facebook-marketing-mistakes/
- Notably, Sprinkles uses HootSuite to blast the same content — such as a no-tax cupcake on Tax Day — to all locations, in addition to the Brand Page, keeping the brand consistent even on the local Pages. Local Pages have a bit more flavor (pardon the pun), including a cover photo that captures each store’s exterior and more tailored messaging, such as free cupcakes on the Cubs’ Opening Day at the Chicago location. The New York Page includes an anecdote of the quirky wallpaper in the space, while the Dallas Page promoted a partnership with a local arboretum on Earth Day.Wildfire- manage contests.