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Social Media Strategy for 2018

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Here's how to build a successful social media strategy in 2018 that relies less on Facebook and more on other networks.

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Social Media Strategy for 2018

  1. 1. How to succeed in Zuck's New Facebook Chris Snider and Justin Wise
  2. 2. HELLo. I’m Chris snider. • Assistant professor in Drake University’s School 
 of Journalism and Mass Communication • Teach classes on multimedia, social media, digital media, visual communication, storytelling and web design • Also teach a variety of classes on those topics in our new 
 Online Master of Arts in Communication program • Formerly of the Des Moines Register and Juice magazine
  3. 3. • I’m passionate about how businesses can use social media • Formerly in charge of social media accounts for Juice Magazine and the Des Moines Register • Continue to run social media accounts for freelance clients and several related to Drake University • Survey students each semester on social media habits
  4. 4. Zuck admits Facebook is broken
  5. 5. Great news for seeing more content from your Aunt Edna. Bad news for your small business that relies on Facebook for customers.
  6. 6. The FACEBOOK marketing community was…
  7. 7. Devastating! No idea! LIAR! Quite unhappy!
  8. 8. Perhaps we rushed 
 to judgement
  9. 9. Perhaps we’ve 
 had it FAR too easy for far too long
  10. 10. Let’s be honest. Our social media strategies rely way too heavily on
  11. 11. “Get out there and do your job better!”
  12. 12. 10 alternatives to FACEBOOK for your 2018 social media strategy (I promise we’ll talk about Facebook)
  13. 13. warning: the days of just COPY/PASTING a link INTO social media are over
  14. 14. 1. Instagram stories Instagram Stories went from ZERO to eating Snapchat’s lunch in less than one year. (Now 187M)
  15. 15. Instagram stories • 300 million daily active users as of Nov. 2017 • It’s much easier to build a following on Instagram than Snapchat (and likely you already have one) • Adding hashtags and location tags get you into bigger stories and extend your reach
  16. 16. Use location tags Create templates for your followers
  17. 17. Show off your best Stories on your profile page!
  18. 18. Adobe Spark Post Add animated effects 
 to your photos Hype Type Add text overlays to your photos and videos InShot Convert horizontal videos 
 to vertical videos. Tools for creating Stories
  19. 19. 2. Instagram • If your biz/organization is not yet using Instagram, sign up now • If you have an Instagram and aren’t using it effectively, get going
  20. 20. Instagram • Used by 35 percent of U.S. online adults • Used by 71 percent of online U.S. 18- to 24-year-olds • 800 million users / 25 million active business profiles • Users younger than 25 spend 32 minutes a day on Instagram • Users 25 and older spend 24 minutes a day Sources: Pew Research/Instagram
  21. 21. Instagram is where you show the best you
  22. 22. 3. Influencer marketing • We live in a world where one post by Rihana or Kylie Jenner can send Snapchat stock tumbling • Instagram influencer marketing is a $1 billion business • “The best (value), beside Facebook ads, in the world are influencers on Instagram.” - Gary Vaynerchuk • Influencers are people first and content marketers second. This means the algorithm doesn’t hurt them.
  23. 23. Influencer marketing • Pay them money to be on your account • Pay them money to borrow their reach and post on their own accounts • Better yet, build sincere personal relationships with influencers and share useful, unique, exclusive or early information
  24. 24. 4. Facebook messenger • 1.3 billion monthly users • Customers prefer this to phone calls and text messaging • Live chat has the highest satisfaction level of all customer service channels • You already have an account
  25. 25. • Add a “Message Us” button on your website. • Respond quickly to get a window to pop-up when someone visits your page
  26. 26. 5. Messenger bots
  27. 27. Messenger bots • Services such as Manychat and Chatfuel simplify the process of creating Messenger bots (even offering free options) • Why use a chat bot: available 24/7, can handle thousands of customers at once, saves money, automates repetitive work • Once people subscribe, you can broadcast messages to them via Messenger • You get their full name, profile photo, time zone and gender from Facebook
  28. 28. Get social media news via Messenger at my bot: m.me/chrissniderdesign
  29. 29. 6. Linkedin • Stop. Underestimating. LinkedIn. • 50 percent of Americans with a college degree use LinkedIn • Popular among high-income households • Content: company news, culture, industry trends, blog posts • Anything you would post to FB page could go on LinkedIn • Give your employees things to post
  30. 30. What if I told you there was a social network that’s more popular than Facebook? And you were ignoring it.
  31. 31. 7. Youtube • YouTube is used by more Americans than any social network • 70 percent of teenage YouTube subscribers trust influencer opinions over traditional celebrities • YouTube is consistently at the top of my survey of incoming college students
  32. 32. SXSW 2018 blog post by Mark Schaefer…
  33. 33. 8. Podcasting • 44% of the U.S. population has listened to a podcast • 80% of listeners listen to all or most of each podcast episode • Three ways to approach podcasting… • Create a podcast • Be a guest on a podcast • Advertise on a podcast
  34. 34. Anchor makes it easy to get started podcasting
  35. 35. My fav podcasts • Reply All • The Science of Social Media • The Digiday Podcast • Planet Money • Startup Podcast
  36. 36. 9. Voice-FIRST • 1 in 6 Americans own a smart speaker. • There are skills to check your bank balance, ask about wine pairings, get drink recipes, guide you through a workout, play Jeopardy and more. • If you haven’t yet asked yourself, “What is your company’s Alexa skill going to be?” now is the time.
  37. 37. 10. EMAIL • You are 6x more likely to get a click-through from an email campaign than you are from a Tweet • You own this list, so no need to worry about Facebook algorithm changes • Use this list to target people with Facebook Ads • If you already have a list, try to bring more value to people
  38. 38. UMMM… What about
 Twitter and Snapchat? • 45 percent of 18- to 24-year-olds use Twitter 
 (overall 24 percent of U.S. adults use) • 78 percent of 18- to 24-year-olds use Snapchat
 (overall 27 percent of U.S. adults use) • Use Twitter if you’re funny or political • Use Snapchat to reach young people
  39. 39. ?What about Facebook and it’s 2 billion users? Are we giving up on them?
  40. 40. WHAT WE KNOW… • Fewer posts and videos from publishers and businesses will be shown. • Reach, video watch time and referral traffic will go down. • Priority will be given to posts that spark conversations and meaningful interactions. • Viral videos are pretty much dead already.
  41. 41. What to do on FB in 2018 • Fewer, better posts • Focus on getting meaningful comments and interactions • Use live video - gets 6x more interaction than other videos • Groups - start them, join them, participate in them • Stories - Zuck says they will overtake News Feed on all apps • Have individuals from your company post on their profiles • Master Facebook ads
  42. 42. Fewer, better posts • It’s helpful or useful to the audience • It’s rooted in specific, real customer problems • It looks like what real people post to Facebook • You would be proud to share it with your friends
  43. 43. How to increase engagement • Share quality content • Learn from your successes and failures • Use compelling visuals • Ask your audience questions • Have a call to action
  44. 44. Facebook groups
  45. 45. Final thought on Facebook…
  46. 46. Facebook killed off meaningless viral videos. Our “friends and family” still suck at making Facebook content.
  47. 47. So yes, we can still do very well on Facebook Thank you!

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