100 Digital Tips & Tools for Content Creators & Marketers, Sarah Evans, Social Fresh Conference 2016

🖥: sarahsfav.es I 👻: sarahsfaves I 🐤: PRsarahevans I 🖥: sarahevans I 📧:
DIGITAL TIPS &
TOOLS FOR
CONTENT
CREATORS &
MARKETERS
#100tips I #socialfresh

SARAH EVANS
sarahsfav.es I @PRsarahevans I 224.789.8314

HOW THIS WORKS:
• MUST-HAVE, “TOPS”
list of tools, apps,
products
• BREAK IT DOWN by
platform:
– Facebook
– Snapchat
– Instagram
– Twitter
• Special segment:
LIVE VIDEO
• Strategy will be
sprinkled throughout
• TAKE IT HOME with
specific tactics and
hacks

WHERE DO YOU (LIKELY)
NEED TO BE IN 2016?
• Facebook (1)
• Snapchat (2)
• Instagram (3)
• Twitter (4)
• YouTube/LIVE (5)
and…
People are “fleeing” Vine.

TOP 12 APPS
CAN’T-LIVE-WITHOUT
CONTENT CREATION APPS
• Buffer
• Later
• RebelMouse
• SoundCloud
• Bitmoji
• SoundCloud
• Evernote
• Repost
• Snapchat
• Over
• Canva
• iMovie

• Blue Yeti mic
• Monster Element
headphones
• Lumee case
• Smartphone lav
mic
• Kenu stand
TOP 10 PRODUCTS
I CAN’T-LIVE-WITHOUT
• Multi device
charger
• Backup battery
• Photojojo plug in
light
• Selfie stick
• Livestream
software

• Custom Snapchat
geofilter designer
($150-300)
• Podcast
transcription
• Facebook ads
• LIVE studio
• Switcher Studio*
TOP 10* THINGS I’M
PAYING FOR RIGHT NOW
• Good lighting
• Twitter ads
• SoundCloud Pro
• PicMonkey Pro
• Later Pro*

WE LIVE IN THE FACEBOOK
LIVE, SNAPCHAT, “STORIES,”
EMOJI, MUSICAL.LY ERA

LET’S TALK FACEBOOK
Honestly, Facebook video sees more
engagement than ANYTHING else
(native as Facebook LIVE).
People spend 3x longer
watching video which is Live
compared to video which is no
longer Live
- Facebook Product Manager Vibhi Kant

WHY GO “LIVE”
• Something spontaneous
• Hot button issue(s),
commentary
• Interviews are great
• BTS, different camera angle
of an event
• Create a “regularly
scheduled program”
• DON’T try to do too much
from a phone or tablet
TIP: Save the video to your camera roll when done

FOCUSING ON:
FACEBOOK LIVE
• Promote with an
image and update
BEFORE you go live
• Verify your connection
• Let followers know they
can “follow” your live
broadcasts
• Broadcast AT LEAST 20
minutes
• REPLAYS will increase
your engagement
• Promote it with an ad
after the broadcast

LIVE “TAKEOVER” OR
GUEST HOST
• Guest host creates content
from their public page, you
promote and boost from brand
page
• Make sure guest host
promotes with their “public”
page (not a personal page)
• Brand is able boost LIVE post
from the brand page
• Need to get follow up results
from guest’s public page
insights

MUST-HAVE LIVE TOOL:
LIVE STREAMING SOFTWARE
Wirecast
• Broadcast to
multiple servers
simultaneously
• Available for
Windows and Mac
• $495-$1,000+
• Tons of add-on
options
• Additional products
• Telestream.com
OBS
• Broadcast to
multiple servers
simultaneously
• Available for
Windows, Mac
and Linus
• Open API
• Plugins available
• FREE
• Obsproject.com
**Switcher Studio
• Rec and broadcast
to Facebook Live,
YouTube and more
• Add graphic
overlays
• iOS app
• $25/mo
• Screen sharing
• Transitions and
effects

PRODUCED VIDEOS STILL
WORK, TOO
• For the stuff your
customers really
care about
• After the live video,
we created an edited
version to promote
via an ad
• Able to view without
sound
• Added short, concise
captions
62K unique views; 70K video views

BUT, LET’S GET
BACK TO LIVE

LIVE, VIDEO & LIVE!
• Facebook Live
• Live.ly
• Periscope
• Tumblr Live
– YouNow
– Kanvas
– Upclose
– YouTube
• YouTube Live
• Busker (lots of apps!)
• Podcasts (even live)
Hubspot, June 2016

THE SET UP
• Computer for live video
software
• Phone – manage camera
or additional angle
• Phone and tablet tripods
• Tablet – Periscope
• Lavaliere microphone
• Mobile lighting
• Headphones
• BONUS: smartphone lens
• BONUS: Mevo camera

MEVO CAMERA
by Livestream

“81% of
people
mute ads”
-@KPCB INTERNET TRENDS 2016
(and if you have sound turned of on your phone you don’t get Snapcht audio)

CAPTION EVERYTHING!
• HIGH END: CaptionMaker
http://www.telestream.net/ca
ptioning/store.asp
• LOW END: Do it yourself
with
oTranscribe http://otranscrib
e.com/
• YouTube: CC service
• Add a “sound icon” on
your photos and videos

LEDE & CAPTION
Only 65% of viewers who watch
the first three seconds of a video
will keep watching to at least the
ten second mark, and only 45%
will continue on for 30 seconds.
https://www.facebook.com/business/news/updated-features-for-video-ads

SNAPCHAT

WAYS TO MARKET (COST)
• On-Demand Geofilters
(https://www.snapchat.c
om/on-demand)
• Snapchat Ads (10
second, full screen
video ad that appears in
context of other snaps)
• Sponsored lenses

Snapchat’s ads API could cost
advertisers $100K minimum,
which is significantly lower than
Instagram’s minimum of $500K
when it first opened the
platform…
Digiday, June 2016

WAYS TO MARKET (FREE)
• Direct messages and chat
(“It goes down in the DM”)
• Takeovers!
• Non-ad based geofilter
• Fan screenshots
• Run your own contest with
a CTA
(even Mashable has people share via Twitter
and/or Instagram with a hashtag)

ON A BUDGET
GEOFILTER RESOURCES
• Make
Shake:https://www.themakeshake.com/
• https://www.geofilterplace.com
Music: musicsnappy.chat

CONTENT TIPS:
• Repurpose content ideas
you’re sharing on other
networks.
• Storyboard it
• Test it via “memories” to see
how it flows
• Use geostickers (when
possible)
• Use bitmoji
• Make it fun!
• Download your faves so
you don’t lose them
Find what you do best, don’t just copy
others…enter Snapchat improv...

OH NO SHE DIDN’T…
• Say hello to “Auntie
Mildred”
• Most engaged with snaps
• Sparked lots of DM
conversations
• Repurposed content for
other social networks to
promote Snapchat
presence

TIP: Add stickers, draw
FACEBOOK SNAPCHAT
I did this all from my phone! Thanks, Canva.

TIP: STORYBOARD FROM
CAMERA ROLL WITH
“MEMORIES”

HOW TO PROMOTE YOUR
SNAP CODE
• People use your Snap Code
(like a QR code) to easily
follow you on the app
• Use it as a profile photo on
other social networks
• Include it in email signature
• Attach it with Facebook
comments
• Share in e-newsletter
• CTA at the end of every blog
post
• MORE IDEAS?

SNAPCHAT: HACK
• Embed the “Unofficial
Snapchat Button” on your
website (or anyone’s)
• Get a hi-res version of your
Snapcode or get a new
onehttp://snapchat-
blog.com/post/118125076830/
snapcodes
• Check out GhostCodes for
new people to follow
• Use app CoolFonts to make
snaps unique

INSTAGRAM
Instagram brands enjoy regular engagement
with 4 percent of their total followers. On
networks like Facebook and Twitter,
engagement is less than 0.1 percent (via
Forrester and Buffer).

TEENS HACKING
THE SYSTEM
• LB: ask someone to like your photo and you’ll like
one back
• Row for row: ask someone to like an entire row of
your photos and you’ll like a row back
• First or “first for first:” Asking someone to like
your most recent photo and you’ll do the same
• Instant: like someone back instantly



INSTAGRAM INSIGHTS
• For business accounts
only
• Recently rolled out
• Go to “settings” to
change to business
account
• Allows you to create ads
(through Facebook) and
view results
• Promote posts from the
post itself
• Include phone, email
and address in your bio

INSTAGRAM INSIGHTS

NEW! INSTAGRAM STORIES
• It doesn’t have to be
Instagram Stories vs.
“regular” Instagram vs.
Snapchat
• Each can do something
special, unique
• For example:
– Regular Instagram: go back
to how it used to be:
beautiful, still photos
– Instagram Stories: behind
the scenes, with movement,
audio, temporary things that
support your brand
– Snapchat: Unique, fun and
engaging

INSTAGRAM STORIES: HACK
• Install Chrome IG Story to
watch friends’ stories in your
browser
• Once installed, log out and
then back in on the desktop
for it to work
• Click on anyone’s profile to
view
• Right click on profile icon to
download the Story
• My friend, @JoannaSimkin,
makeup artist ------------------->

USE THAT URL FOR PROMO
Outside of placing Instagram ads, you
still can’t share links…except in your bio.
Change your
link for each
new promotion
and include:
***link in
bio*** in your
caption.

WORK THAT PROFILE
• Use emoji in your
profile name
• Add usernames for
other social
networks
• Include most-used
hashtags
• Direct people to
click your link

WORKFLOW: SPECIAL
FOLDER FOR INSTA-APPS
• Boomerang ------------>
• Flipagram ------------>
• Later ------------>
• Tempo ------------>
• Repost ------------>
• Instagram ------------>
• Others???
Share your fave insta apps with hashtags #SocialFresh and #100tips

BEST TOOL FOR MANAGING
MULTIPLE INSTA-ACCOUNTS
THAT MAKES YOU FEEL LIKE
SUPERMAN OR WOMAN
LATER
later.com
Tweet them at
@latermedia

WHAT CAN YOU DO
WITH LATER?
• Plan your entire
Instagram editorial
calendar
• View visual layout
• From mutliple devices
• Manage multiple
accounts
• Add contributors
• Manage group (paid
account)
• Repost (from posts
you’ve already liked)
• Comment on posts (paid
account)

QUICK TWITTER TIPS

TWITTER TIPS
• Twitter stickers,
clickable and
searchable
• Twitter ads, so easy
from mobile
• Use your bio
• Pin most important
tweet, then promote
• Include relevant
hashtags in your bio
• Twitter “Memories” is
changing

PERISCOPE
• The “holy grail” of Twitter and live video
(will not work with livestream software)
• Hashtag your title/tweet
• Save your broadcast for later use
• Embed broadcast on your blog or
website by embedding tweet
• Reduce spammers and trolls: enable
“only users you follow can chat”
• Create excitement by hosting a private
broadcast
• Turn on “precise location sharing” if
you want to promote the location
• Use a second device if you’re doing a
comprehensive live feed (typically iPad
on a tripod)

PODCASTING STILL RULES
• Low-cost barrier to
entry
– 1-2 hours planning
– 20 to 30 minutes
– 30 minutes to 1 hour
editing
– 10 minutes to upload
– 10 minutes to promote
• Easy distribution
• Learn how to tag for
Google
It’s your own radio show

CONTENT & PRODUCTION
• Use a tool, like Evernote
to easily capture, edit
and access show notes
• Invest in a good
microphone (Blue Yeti)
• Easy-to-use software
(GarageBand or
Audacity)
• Include a video (live or
produced) version as it
becomes more popular
(think Mike & Mike)
No one can see you podcasting

PODCAST TOOLS
• Podcast mic
• SoundCloud (plus an
app)
• Freesound.org
• Call recorder plug in for
Skype ($30)
• Garageband or Audacity
• Cover artwork

PODCAST DISTRIBUTION
• iTunes http://podcastsconnect.apple.com
• SoundCloud
• Stitcher (need at least 5 episodes)
• iHeartRadio
• Overcast
• Spreaker
• Blubrry.com

THAT’S A LOT OF STUFF…
And we’ve just touched the surface

FREEBIE PROMO ARSENAL
1. Share on ProductHunt
2. Schedule a compelling AMA on Reddit
3. Seed product in advance with influencers
4. Host Facebook Live Q&A with founder
5. Launch a giveaway, share news, hashtags via Twitter
6. Write guest post(s) for popular industry blog(s)
7. Highlight brand photos, hashtags on Instagram
8. Pitch to be a guest on popular industry podcasts
9. Show BTS of your launch on Instagram Stories
10. Create funny animated GIF series for Tumblr
11. Host a 24 hour story on Snapchat
12. Connect with industry-related peeps on Linkedin
13. Write a long-form, thought provoking piece on Medium
LET’S SAY YOU’RE LAUNCHING A NEW PRODUCT IN THE TECH WORLD

PLATFORM-SPECIFIC STARS
& INFLUENCERS ARE
SUPER RELEVANT
• They amplify
• Third-party credibility
• Extension of your brand
• Promote one another
• Doesn’t look so
“corporate”

🖥: sarahsfav.es
👻: sarahsfaves
🐤: PRsarahevans
🖥: sarahevans
📧: prsarahevans@gmail.com
📞: 224.789.8314

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