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How to Build Your Brand and Engage Audiences on Social Media
- 1. @miktacular
- 2. @miktacular HOW DO I SOCIAL? Mikhaila Skehor, @miktacular Account Manager at @kickpointinc • Gif sommelier • Newsletter writer extraordinaire • Person to Lemons the Corgi
- 3. @miktacular HOW DO I SOCIAL? 1. Branding Across Platforms 2. Finding Your Audience 3. Resources 4. Content 5. Reporting
- 5. @miktacular BRAND VOICE • Your Brand Voice can be summed up by the question: If your company were a person, what would they say? • Brand Voice is the overarching tone of all company communications (hopefully) – from the way the phone is answered to every response to a complaint • Brand Voice provides consistency and a feeling that you’re speaking to the company, rather than an individual who works for said company • Allows others to take over as needed
- 6. @miktacular YOU WILL ALWAYS BE THE FACE OF YOUR BRAND UNTIL YOU GIVE IT A VOICE
- 7. @miktacular
- 8. @miktacular
- 12. @miktacular FINDING YOUR AUDIENCE • Average age of customers will have an influence on networks you use • Most typical for businesses: Twitter and Facebook (#yeg is very tweety) • Search competitors, relevant (only relevant) hashtags, ask your customers what they’d like to see from you in terms of social
- 15. @miktacular FINDING YOUR AUDIENCE • Personas are descriptions of different people in your audience • They help personalize the posts you write so you’re not trying to appeal to all audience members at all times
- 16. @miktacular FINDING YOUR AUDIENCE Allison – Professional Meeting Planner Allison is a young meeting planner who has connections with almost every major venue in her city, and across Canada. Allison knows that most conference centers can put together a decent event, but she wants to see venues that can go above and beyond to really delight her clients. Allison attends industry trade shows and conferences to meet venue representatives, and while she does take a quick glance at emails and other promotional materials she receives, Allison pays more attention to what these venues are doing on social media. Monitoring the social profiles of the venues that Allison works with allows her an unedited view as to how the companies treat their guests.
- 17. @miktacular SO YOU WANT TO GET SOCIAL
- 19. @miktacular
- 20. @miktacular RESOURCES • Who will be dictating content for each network? Who will be posting? • Will someone be available to take over on sick/vacation days? • Are you spreading yourself (or your employee) too thin by taking on more social networks than you can handle? • Posting great content on one or two networks is better than subpar content on five networks
- 21. @miktacular DON’T RUN BEFORE YOU CAN WALK • Don’t join every network just because it’s there • Consider your time, goals, resources, and audience • Instagram is very visual, Twitter requires a response right away, etc • An unanswered comment or complaint on your page makes you seem like you don’t care or worse, that no one is monitoring the page
- 22. @miktacular THE GOOD, THE BAD, AND THE UGLY: POSTING
- 24. @miktacular POSTING: BUFFER • Buffer allows you to schedule posts in advance • Use a tool like Followerwonk to determine when your Twitter followers are active and base your schedule around that • Provides some basic analytics
- 29. @miktacular WHAT NOT TO POST • Emoticons • #hashtag #abuse (only use relevant hashtags, and use them sparingly) • Facebook has been trying to make hashtags happen since 2013 (they’re not going to happen)
- 30. @miktacular DON’T FEED THE TROLLS, BUT DON’T IGNORE THEM EITHER • Trolls often don’t want a resolution to their problem; they’d prefer to scream from their personal internet mountaintop about how horrible you are than come to a compromise • Making the effort to show that you’ve at least attempted to fix the problem goes miles with current and future customers • Respond but attempt to take it offline immediately
- 32. @miktacular FACEBOOK: SPONSOR, DON’T BOOST • Facebook organic reach is way down (practically zero if you don’t have an already engaged audience) • The best way to advertise is by sponsoring a post, not boosting
- 33. @miktacular IMAGES AND TEXT: FACEBOOK HATES THEM, AND YOU
- 34. @miktacular
- 35. @miktacular • Use options in Ad Manager to sponsor a post for more specific targeting instead • Boosting doesn’t provide a small enough audience for an impact • Ensure you know what you want to get out of sponsoring a post before you set up targeting FACEBOOK: SPONSOR, DON’T BOOST
- 40. @miktacular REPORTING • How do you know your ROI? • What was your goal for getting on social in the first place? • Building likes doesn’t really do anything, have to engage, especially if you want people to see your content organically (i.e. WestJet Christmas Videos)
- 41. @miktacular REPORTING • Use FB ad manager to see stats • Analytics in Buffer for Twitter • Iconosquare for Instagram • Goals in Google Analytics
- 43. @miktacular SUMMARY • Have a brand voice • Identify personas • Don’t bite off more than you can chew • Don’t autopost – I will find you • Take great photos for your updates • Sponsor, DON’T boost
- 44. @miktacular REFERENCE • Canva • Buffer • Hootsuite for Twitter (not Facebook) • RivalIQ for competitor monitoring and social reporting • Followerwonk for Twitter analysis • Facebook text-checker • Iconosquare • How to take great pictures on your iPhone
Editor's Notes
- Talking to someone who works at air Canada rather than air canada