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@miktacular
@miktacular
HOW DO I SOCIAL?
Mikhaila Skehor, @miktacular
Account Manager at @kickpointinc
• Gif sommelier
• Newsletter wr...
@miktacular
HOW DO I SOCIAL?
1. Branding Across Platforms
2. Finding Your Audience
3. Resources
4. Content
5. Reporting
@miktacular
BRANDING ACROSS
PLATFORMS
@miktacular
BRAND VOICE
• Your Brand Voice can be summed up by the
question: If your company were a person, what
would the...
@miktacular
YOU WILL ALWAYS BE THE
FACE OF YOUR BRAND UNTIL
YOU GIVE IT A VOICE
@miktacular
@miktacular
@miktacular
BRANDING ACROSS PLATFORMS
@miktacular
BRANDING ACROSS PLATFORMS
@miktacular
FINDING
YOUR AUDIENCE
@miktacular
FINDING YOUR AUDIENCE
• Average age of customers will have an
influence on networks you use
• Most typical for...
@miktacular
FINDING YOUR AUDIENCE
@miktacular
FINDING YOUR AUDIENCE
@miktacular
FINDING YOUR AUDIENCE
• Personas are descriptions of different
people in your audience
• They help personalize...
@miktacular
FINDING YOUR AUDIENCE
Allison – Professional Meeting Planner
Allison is a young meeting planner who has connec...
@miktacular
SO YOU WANT TO GET SOCIAL
@miktacular
RESOURCES
@miktacular
@miktacular
RESOURCES
• Who will be dictating content for each
network? Who will be posting?
• Will someone be available t...
@miktacular
DON’T RUN BEFORE YOU CAN WALK
• Don’t join every network just because it’s
there
• Consider your time, goals, ...
@miktacular
THE GOOD, THE BAD, AND
THE UGLY: POSTING
@miktacular
POSTING: FACEBOOK
@miktacular
POSTING: BUFFER
• Buffer allows you to schedule posts in
advance
• Use a tool like Followerwonk to
determine w...
@miktacular
POSTING: BUFFER
@miktacular
POSTING: INSTAGRAM
@miktacular
CROSS/AUTOPOSTING
TWITTER FACEBOOK
@miktacular
CROSS/AUTOPOSTING:
PLEASE, JUST DON’T
@miktacular
WHAT NOT TO POST
• Emoticons
• #hashtag #abuse (only use relevant
hashtags, and use them sparingly)
• Facebook...
@miktacular
DON’T FEED THE TROLLS, BUT
DON’T IGNORE THEM EITHER
• Trolls often don’t want a resolution to their
problem; t...
@miktacular
FACEBOOK: SPONSOR, DON’T
BOOST
@miktacular
FACEBOOK: SPONSOR, DON’T
BOOST
• Facebook organic reach is way down
(practically zero if you don’t have an
alr...
@miktacular
IMAGES AND TEXT:
FACEBOOK HATES THEM,
AND YOU
@miktacular
@miktacular
• Use options in Ad Manager to sponsor a
post for more specific targeting instead
• Boosting doesn’t provide a...
@miktacular
FACEBOOK: SPONSOR, DON’T
BOOST
@miktacular
FACEBOOK: SPONSOR, DON’T
BOOST
@miktacular
FACEBOOK: SPONSOR, DON’T
BOOST
@miktacular
REPORTING
@miktacular
REPORTING
• How do you know your ROI?
• What was your goal for getting on social
in the first place?
• Buildin...
@miktacular
REPORTING
• Use FB ad manager to see stats
• Analytics in Buffer for Twitter
• Iconosquare for Instagram
• Goa...
@miktacular
REPORTING: BUFFER
@miktacular
SUMMARY
• Have a brand voice
• Identify personas
• Don’t bite off more than you can chew
• Don’t autopost – I ...
@miktacular
REFERENCE
• Canva
• Buffer
• Hootsuite for Twitter (not Facebook)
• RivalIQ for competitor monitoring and
soci...
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How Do I Social?

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Five Easy Steps for Getting Social Online

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How Do I Social?

  1. 1. @miktacular
  2. 2. @miktacular HOW DO I SOCIAL? Mikhaila Skehor, @miktacular Account Manager at @kickpointinc • Gif sommelier • Newsletter writer extraordinaire • Person to Lemons the Corgi
  3. 3. @miktacular HOW DO I SOCIAL? 1. Branding Across Platforms 2. Finding Your Audience 3. Resources 4. Content 5. Reporting
  4. 4. @miktacular BRANDING ACROSS PLATFORMS
  5. 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. 6. @miktacular YOU WILL ALWAYS BE THE FACE OF YOUR BRAND UNTIL YOU GIVE IT A VOICE
  7. 7. @miktacular
  8. 8. @miktacular
  9. 9. @miktacular BRANDING ACROSS PLATFORMS
  10. 10. @miktacular BRANDING ACROSS PLATFORMS
  11. 11. @miktacular FINDING YOUR AUDIENCE
  12. 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
  13. 13. @miktacular FINDING YOUR AUDIENCE
  14. 14. @miktacular FINDING YOUR AUDIENCE
  15. 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. 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. 17. @miktacular SO YOU WANT TO GET SOCIAL
  18. 18. @miktacular RESOURCES
  19. 19. @miktacular
  20. 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. 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. 22. @miktacular THE GOOD, THE BAD, AND THE UGLY: POSTING
  23. 23. @miktacular POSTING: FACEBOOK
  24. 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
  25. 25. @miktacular POSTING: BUFFER
  26. 26. @miktacular POSTING: INSTAGRAM
  27. 27. @miktacular CROSS/AUTOPOSTING TWITTER FACEBOOK
  28. 28. @miktacular CROSS/AUTOPOSTING: PLEASE, JUST DON’T
  29. 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. 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
  31. 31. @miktacular FACEBOOK: SPONSOR, DON’T BOOST
  32. 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. 33. @miktacular IMAGES AND TEXT: FACEBOOK HATES THEM, AND YOU
  34. 34. @miktacular
  35. 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
  36. 36. @miktacular FACEBOOK: SPONSOR, DON’T BOOST
  37. 37. @miktacular FACEBOOK: SPONSOR, DON’T BOOST
  38. 38. @miktacular FACEBOOK: SPONSOR, DON’T BOOST
  39. 39. @miktacular REPORTING
  40. 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. 41. @miktacular REPORTING • Use FB ad manager to see stats • Analytics in Buffer for Twitter • Iconosquare for Instagram • Goals in Google Analytics
  42. 42. @miktacular REPORTING: BUFFER
  43. 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. 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

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