Introduction to Digital Marketing @ WeWork LabsJon Chang
This is the presentation deck I used to teach WeWork Labs Dumbo members about digital marketing. It's a 1-hour long presentation to provide a comprehensive overview of the channels, example tactics, and tips/tricks.
Introduction to Digital Marketing @ WeWork LabsJon Chang
This is the presentation deck I used to teach WeWork Labs Dumbo members about digital marketing. It's a 1-hour long presentation to provide a comprehensive overview of the channels, example tactics, and tips/tricks.
The environment in which marketing and advertising operates has certainly changed over the last decade. The consumer's media habits have also changed dramatically. Yet the fundamentals of marketing communication, which were applicable to 'old advertising' are relevant for 'new advertising' too.
This comprehensive digital marketing plan outlines several social media strategies based on Glen Eden's current digital marketing trends. The plan includes several implementation samples of social media posts based on the overall strategy and digital goals outlined in the initial phase.
Branding - Creating a personality for your product!Bettina Grr
What is branding and why is it so important?
During the presentation you will find out how to create a personality for your product, service or company. A brand is the promise you make to your users. Follow these five groundrules to uncover or create your brand:
1. Your brand sets you apart.
2. Your brand is ingrained in all your company.
3. Your brand is who you are.
4. Your brand is the connection to your audience.
5. Your brand gives you loyalty.
How To Launch A Product: 7 Tips To Drive DemandDrift
Whether you're a product marketer, growth marketer or customer marketer, you'll be able to use the 7 steps in this guide to nail your next product launch and drive demand.
Pirate Marketing for Startups - by Peter van Sabben - Pirate Summit 2014Peter van Sabben
Pirate Marketing for Startups! For Pirate Summit 2014 in Cologne.
How to do marketing for your startup! The common mistakes, how to test channels, focus on distribution, do proper content marketing and be controversy with unconventional marketing.
By Peter van Sabben - http://twitter.com/sabben
If you are a business owner, or new to digital marketing, and understand the ecosystem of Digital Marketing and how all it's parts are connected to the whole, this with be a good place to begin.
This is the 1st cut titled "Strategic Marketing Plan: How to Develop and Use It for Small Business Owners and Entrepreneurs". it is going online for download cheaply. if you have any feedbacks, bring it on! Hope you will find it useful. Cheers!
Find out how to build a marketing plan including SEO (search engine optimization), CPC (adwords), CPM (display), email marketing and referral marketing. Learn how to prioritize channels and balance your efforts.
Information used from the following sites:
http://www.polevaultmedia.com
http://searchengineland.com/seotable
http://www.slingshotseo.com
An Inbound Marketer's Guide to Product Marketingrickburnes
A tactical guide to product marketing in an inbound world. The presentation covers best practices for buyer personas, buyer's journeys, product launches and sales enablement.
5 secrets of inbound marketing. secrets of inbound marketing, inbound marketing tips, Learn inbound marketing tips and strategies, Inbound marketing secrets from the best seo company, blogging, internet marketing,
Learn how marketing has shifted from traditional to digital in recent years. We cover inbound marketing and how to implement a value piece into your marketing plan.
My presentation for the Telecommunications Regulatory Authority's eBiz Connect Workshop held on June 4th 2014 at the TRA premises in Al Waheeda Street in Dubai.
Social media marketing has matured over the last decade to
become an integral part of the marketing mix for both large
and small businesses. It can have a significant and measurable
impact on your bottom line and – when done well – can be a
powerful marketing tool. Whether you are trying to reach
a local audience or launching a brand nationwide, social
media marketing should be considered as part of your
marketing activity
The environment in which marketing and advertising operates has certainly changed over the last decade. The consumer's media habits have also changed dramatically. Yet the fundamentals of marketing communication, which were applicable to 'old advertising' are relevant for 'new advertising' too.
This comprehensive digital marketing plan outlines several social media strategies based on Glen Eden's current digital marketing trends. The plan includes several implementation samples of social media posts based on the overall strategy and digital goals outlined in the initial phase.
Branding - Creating a personality for your product!Bettina Grr
What is branding and why is it so important?
During the presentation you will find out how to create a personality for your product, service or company. A brand is the promise you make to your users. Follow these five groundrules to uncover or create your brand:
1. Your brand sets you apart.
2. Your brand is ingrained in all your company.
3. Your brand is who you are.
4. Your brand is the connection to your audience.
5. Your brand gives you loyalty.
How To Launch A Product: 7 Tips To Drive DemandDrift
Whether you're a product marketer, growth marketer or customer marketer, you'll be able to use the 7 steps in this guide to nail your next product launch and drive demand.
Pirate Marketing for Startups - by Peter van Sabben - Pirate Summit 2014Peter van Sabben
Pirate Marketing for Startups! For Pirate Summit 2014 in Cologne.
How to do marketing for your startup! The common mistakes, how to test channels, focus on distribution, do proper content marketing and be controversy with unconventional marketing.
By Peter van Sabben - http://twitter.com/sabben
If you are a business owner, or new to digital marketing, and understand the ecosystem of Digital Marketing and how all it's parts are connected to the whole, this with be a good place to begin.
This is the 1st cut titled "Strategic Marketing Plan: How to Develop and Use It for Small Business Owners and Entrepreneurs". it is going online for download cheaply. if you have any feedbacks, bring it on! Hope you will find it useful. Cheers!
Find out how to build a marketing plan including SEO (search engine optimization), CPC (adwords), CPM (display), email marketing and referral marketing. Learn how to prioritize channels and balance your efforts.
Information used from the following sites:
http://www.polevaultmedia.com
http://searchengineland.com/seotable
http://www.slingshotseo.com
An Inbound Marketer's Guide to Product Marketingrickburnes
A tactical guide to product marketing in an inbound world. The presentation covers best practices for buyer personas, buyer's journeys, product launches and sales enablement.
5 secrets of inbound marketing. secrets of inbound marketing, inbound marketing tips, Learn inbound marketing tips and strategies, Inbound marketing secrets from the best seo company, blogging, internet marketing,
Learn how marketing has shifted from traditional to digital in recent years. We cover inbound marketing and how to implement a value piece into your marketing plan.
My presentation for the Telecommunications Regulatory Authority's eBiz Connect Workshop held on June 4th 2014 at the TRA premises in Al Waheeda Street in Dubai.
Social media marketing has matured over the last decade to
become an integral part of the marketing mix for both large
and small businesses. It can have a significant and measurable
impact on your bottom line and – when done well – can be a
powerful marketing tool. Whether you are trying to reach
a local audience or launching a brand nationwide, social
media marketing should be considered as part of your
marketing activity
Get a firm grasp on the significance and history of Brand Journalism and gain key insights on what you can do to get your brand onboard. Learn Brand Journalism with Prowly.
About Prowly Academy:
Our program is designed for professionals looking to expand their knowledge of the Brand Journalism and Public Relations field. Here, you can stay up to date through today’s ever changing media landscape and learn key insights that you can apply to your work immediately. Take a look at our course offerings and feel free to ask us a question. We look forward to exploring the ins and out of these fascinating topics with you: http://academy.prowly.com/
This Social Media Survival Guide will give you the tools you need to make smart content marketing decisions as your brand explores the diverse social media landscape. This collection of expert insights, advice, and brand examples outlines the unique characteristics of each channel, helps you identify which platforms and practices are likely to work best for your particular business goals, and offers creative inspiration to ignite more successful and sustainable conversations with your target audience. Read on for an in-depth discussion on 12 of the top social media platforms content marketers are using right now.
Essential Marketing And Social Media Know-how For Businesses And Organization...Brian Huonker
Traditional marketing channels have becoming ineffective in capturing and engaging the attention of today’s perpetually connected consumers. Today's businesses must adapt their marketing strategies in an effort to build brand advantage in the face of the consumers’ rapidly changing media consumption landscape. Additionally, today’s millennial generation does not trust traditional advertisements, only 6% of millennials consider advertising even to be credible. In this class, you will learn how to develop, promote and take advantage of branded content delivered through a strategic social media plan that will allow your business to engage today's generation, building a trusted relationship, and become unmistakable and essential in their eyes.
DAY 1: STRATEGIC PLANNING FOR SOCIAL MEDIA AND CONTENT MARKETING
In this session, you will learn about the important role of content marketing within a social media program, how to track online what is being said/written about your organization, and how to develop a strategic plan for your organization's social media.
Unpredictable algorithm shifts. Falling reach and lower engagement rates. Growing consumer mistrust from fake news and data breaches.
Despite woes like these, people still use social media platforms – and marketers are still drawn to their relationship-building powers. In fact, in 2019 research from Content Marketing Institute and MarketingProfs, 61% of B2B marketers and 69% of B2C marketers say they’ve increased their use of social media for content marketing compared with one year ago.
However, navigating the social media landscape is like entering a dark forest without a map. If you aren’t familiar with the terrain and don’t have a solid plan, you can’t expect to reach your destination, let alone make it out of the woods unscathed.
This guide is full of tools that will help you find the best path to success, from planning your social media explorations, to growing legions of brand fans, to engaging them in meaningful ways.
We’ll cover the top content marketing opportunities in the social sphere, including:
- Landmark locations like Facebook, Twitter, and LinkedIn
- Video viewing-centric channels like YouTube and Twitch
- Streaming media sites like Snapchat Stories and Instagram Stories
- Emerging social platforms like Vero True Social and WeGather Online
This presentation focuses on real world application of conducting a social media analysis. Utilizing Nike as a key case study, the presentation looks at the steps required to analyze a company's social media platforms to understand if they are truly purposeful and effective while catering to the community and fulfilling a mission statement. Specific focus on YouTube platforms and video as well as Facebook takes place with some regards to analyzing competing brands social media platforms as well.
Social media marketing - Part 2 StrategyTeddy Tassew
Comprehensive training on Social media marketing for beginners and intermediate levels.
The course aims to enable you to understand, experience
and make use of social media as a marketing tool for a business.
Social media strategies explained; listen, talk, support, energize & embrace. A hype free approach to building a company wide social media program.
http://joakimnilsson.com
Webinar: How to a Build A Social Media PlanHootsuite
Building a social media plan is vital for every business to achieve success. In this webinar, you can expect practical tips in creating one social media strategy plan for your business!
Watch the recording on Youtube here: http://ow.ly/XPDmW
Want to learn more about social media planning? Check out additional resources here:
Social Media Strategy Guide: http://ow.ly/XP79c
Social Media Templates - blog post: http://ow.ly/XP7cA
Social Media Strategy Template: http://ow.ly/XP7f7
Not a Hootsuite user yet? Check out our plans here- http://ow.ly/XMDeU
Hootsuite is the world’s most widely used social relationship platform for managing social media. Learn more here: www.hootsuite.com
Social Networks Account:
Twitter - @HootsuiteAPAC
Instagram - @Hootsuite
Facebook Page - @Hootsuite
There are many schools of thought about career planning. This template isn’t the penultimate guide. It’s just what helps me think through my career, ambitions, dreams, and goals, while making sure my plan is actionable and exciting.
What is it?
A series of templates and exercises to discover, explore, and plan career and job growth.
Who is this for?
People looking to level up or change careers, especially people who feel like they need more structure to career planning.
Why should I use it?
These templates and exercises will help you define meaningful career objectives and actionable steps to achieve those objectives.
How should I use it?
Whenever you feel stuck or inspired, use these templates to structure new ideas and get rid of things holding you back.
When should I use it?
I use these exercises about once a quarter, because I’m constantly learning more about my passions and goals. I also use it when I get derailed professionally and personally. Why not have a structure to help you navigate those choppy waters when sh*t happens?
In 2014, I interviewed for a marketing position at Dashbell. Naturally, the interview had a pre-interview assignment. My completed assignment is below. I hope this helps anyone interviewing at Dashbell
In 2015, I interviewed for a product marketing role at General Assembly. Naturally, the interview had a take home assignment, which was a verbal prompt to "show us how you'd launch a new product". I hope this helps anyone interviewing there.
In 2018, I interviewed for a product marketing role at Meetups at WeWork. Naturally, the interview had a take home assignment, which was "show us how you would think about marketing Meetups at WeWork". My completed assignment is below. I hope this helps anyone interviewing at Meetup.
In 2015, I interviewed for a performance marketing role at Canary. Naturally, the interview had a take home assignment: http://bit.ly/canary2015. Here's my completed assignment is below. I hope this helps anyone interviewing at Canary.
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Normal Labour/ Stages of Labour/ Mechanism of LabourWasim Ak
Normal labor is also termed spontaneous labor, defined as the natural physiological process through which the fetus, placenta, and membranes are expelled from the uterus through the birth canal at term (37 to 42 weeks
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
2. ‣ Why social media matters
‣ Building a strategy in 6 steps
‣ Social media platform review
‣ Tool Review
‣ Content Planning
LEARNING OBJECTIVES
GENERAL ASSEMBLY2
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Social media is what makes your brand’s marketing
ecosystem come alive. It’s more than just a way to
advertise; it’s a place to start conversations, forge
relationships, tell stories, and get details about your
audience the way you would with a new friend at a party.
SOCIAL MEDIA STRATEGY MAPPING
12. Social Media Marketing
https://en.wikipedia.org/wiki/Facebook
FACEBOOK
‣ 1.23B daily active users (DAU) / 1.86B monthly active users (MAU)
‣ Mobile only = 1.15B DAU (93.5%) / 1.74B MAU (93.5%)
‣ 85.2% of DAU are outside the US and Canada
‣ News Feed
‣ Profile àWall à Timeline
‣ Algorithm
‣ Messages à Messenger
‣ Over 60 million active business Pages
‣ Activity from within Facebook drives 23% of all web traffic
14. Social Media Marketing
YOUTUBE
•Founded February 14, 2005
•Second-largest search engine
•More video content is consumed on YouTube than on TV
https://en.wikipedia.org/wiki/YouTube
15. Social Media Marketing
https://en.wikipedia.org/wiki/Twitter
TWITTER
‣ 100M daily active users (DAU) & 317M monthly active users (MAU)
‣ 82% users access Twitter via mobile
‣ 500M tweets per day
‣ Males are slightly more active than females (24%M / 21%F)
‣ 79% of Twitter accounts are outside the US
‣ Katy Perry (95.7M), Justin Bieber (91.6M), Barack Obama (84.9M)
‣ Larry the Bird (Boston Celtics) à Twitter Bird
‣ Twitter Moments
16. Social Media Marketing
PINTEREST
•Launched March 2010
•Approx. 70% of users are female
•70% visit to find something to purchase
•Content with strong use value, actionable items, recipes
https://en.wikipedia.org/wiki/Pinterest
19. OPENING: SOCIAL MEDIA CHANNELS
INSTAGRAM
•Initial release: October 6, 2015
•90% users are younger than 35
•75 million daily users (and growing)
•aspirational,easy to consume, personal/face-to-face, aesthetically
pleasing/branding
https://en.wikipedia.org/wiki/Instagram
21. ‣ Brands can now advertise on Instagram
Stories more easily.
‣ They can use a new uploading tool to
convert their organic Instagram Stories into
ads and can run ads on Instagram Stories
existing Facebook ad products.
‣ These new offerings are designed to help
brands reach newer audiences with
existing content and give them more
flexibility with how they create and buy ads
on Instagram Stories.
Instagram Story Ads
GENERAL ASSEMBLY21
22. ‣ It’s hard to find people on Snapchat
‣ You have to build up a separate audience (IG you already have poeple)
‣ You Can’t share links or tag people in SnapChat
‣ Better quality videos on Instagram
‣ I can consume Instagram Stories FO-EV-ER with autoplay
Why I Like Instagram Stories Better Than SnapChat
GENERAL ASSEMBLY22
23. Social Media Marketing
SNAPCHAT
‣ 158M daily active users (DAU) & 301M monthly active users (MAU)
‣ 2.5B Snaps sent per day
‣ 68M DAU in the US & 52M DAU in Europe
‣ 8.5 out of every 10 millennials uses Snapchat monthly
‣ Discover
‣ Lenses & Filters
‣ Competition with Instagram Stories
‣ Spectacles
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SOCIAL MEDIA STRATEGY MAPPING
1.Define your brand. Create your elevator pitch.
2.Define your audience.
3.Evaluate your competition.
4.Set your goals. (Why are you using social media?)
5.Map out your approach.
6.Measure, optimize, ad infinitum.
HERE’S THE PLAN TO BUILD YOUR PLAN
31. GENERAL ASSEMBLY
TITLEYOUR BRAND ISN’T UP TO YOU.
IT’S NOT WHAT YOU THINK IT IS.
IT’S WHAT YOUR CUSTOMERS SAY IT IS.
SOCIAL MEDIA STRATEGY MAPPING
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SOCIAL MEDIA STRATEGY MAPPING
1. People have too many choices and too little time.
2. Most offerings have similar quality and features.
3. We tend to base our buying choices on emotion and trust.
WHY DO BRANDS EVEN MATTER?
37.
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SOCIAL MEDIA STRATEGY MAPPING
AUTHENTICITY is when what you DO is what you BELIEVE.
A company’s branding strategy succeeds when their customers describe their
brand similar to or exactly how they would wish to be described.
WHAT DO GOOD BRANDS LOOK LIKE?
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SOCIAL MEDIA STRATEGY MAPPING
A company’s branding strategy fails when their customers describe the brand
differently or opposite to how they would wish to be described.
A misaligned brand perception is not only harmful, but also very hard to
reverse.
WHEN DO BRANDS FAIL?
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SOCIAL MEDIA STRATEGY MAPPING
‣ Personality: Who are you?
‣ Values: How do you conduct business?
‣ Mission: Why do you exist?
‣ Promise: What’s your customer commitment?
1. DEFINE YOUR BRAND (WITH A BRAND BRIEF)
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SOCIAL MEDIA STRATEGY MAPPING
‣ Who are you really talking to?
‣ Who do you want to be talking to?
‣ Where are they (online, in person)?
‣ How do they engage?
2. DEFINE YOUR AUDIENCE
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SOCIAL MEDIA STRATEGY MAPPING
‣ Who are they?
‣ Where are they? (which social media channels)
‣ What’s their value prop?
‣ How are YOU different?
‣ What social media tactics seem to be working for them? Can you modify to fit
your brand?
3. DEFINE YOUR COMPETITION
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22ELEVATOR PITCH
⌚ 20 MINS
Take 10 minutes to write your elevator pitch
sentences for your company or a company
you like. Think about the questions we went
over.
After 10 minutes, turn and discuss with the
person(s) next to you (5 minutes)
Let’s review together! (5 minutes)
STRUCTURE OBJECTIVES
INDIVIDUALLY,
THEN AS A CLASS
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SOCIAL MEDIA STRATEGY MAPPING
‣ Brand awareness (Fans/Followers/Reach)
‣ Engagement
‣ Traffic
‣ Email Sign-ups
‣ Orders
‣ Something unique to your business?
4. SET YOUR GOALS—WHY ARE YOU USING SOCIAL MEDIA?
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SOCIAL MEDIA STRATEGY MAPPING
‣ Is your business starting from scratch or is already active social?
‣ Are there staffing & budget considerations you need to account for?
‣ What’s your most important goal?
‣ What’s your timeline?
‣ What kinds of research will be most helpful?
5. MAP OUT YOUR APPROACH. START AT 30,000 FEET.
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SOCIAL MEDIA STRATEGY MAPPING
‣ What are your business priorities?
‣ Where do these make the most sense within your digital ecosystem?
‣ What is the most important goal of the ones you’ve begun to identify?
‣ What are the specific tactics you’ll use to accomplish success?
‣ How will you segment your audience accordingly?
THEN, LOWER YOUR ALTITUDE.
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SOCIAL MEDIA STRATEGY MAPPING
You cannot successfully activate your social strategy
without thinking about measuring it. The goals you set
should be tracked and tied to specific items or tactics so
that you can analyze, report, and optimize your process
in real-time.
51. THE OBJECTIVE-FIRST FRAMEWORKAn extremely lean marketing plan to Define, Develop, and Document
marketing campaign strategy
Social Media Bootcamp
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SOCIAL MEDIA STRATEGY MAPPING
‣ Determine KPIs (Key Performance Indicators)
You might have a bunch metrics that you’re tracking. But which directly effect your
business/the bottom line? (Reach, Engagement, Traffic, Leads)
‣ Establish Normalcy
Know your typical daily, weekly and monthly numbers.
‣ Suspect Exceptions
If something deviates outside your normal range - above or below - investigate it
thoroughly.
You may discover a problem that needs fixing, or uncover a new opportunity
‣ Compare and Contrast
Why does twitter traffic see better conversion rates than Facebook visitors?
HOW TO MEASURE SUCCESS
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HERE’S THE LINK:54
SOCIAL MEDIA STRATEGY MAPPING
REPORTING TEMPLATE
‣ Open Google Doc
‣ Go to “File” then “Make a Copy”
‣ Voila!
‣ Feel free to use this template
and make changes for
your own business needs.
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SOCIAL MEDIA STRATEGY MAPPING
What is Social Media Management?
• Manage multiple social media profiles
• Schedule messages
• Track brand, competitor, keyword mentions
• Analyze/optimize performance
You need a great tool to do all of this effectively. Tools have 3 general categories (some have all
3):
‣ Publishing
‣ Listening
‣ Reporting
TOOL REVIEW
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SOCIAL MEDIA STRATEGY MAPPING
‣ Mention
‣ Google Alerts (Old School!)
‣ Sprout Social
‣ Hootsuite
‣ Tweetdeck
‣ Topsy
‣ Here are some more.
LISTENING TOOLS
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222222QUICK ACTIVITY!
Log onto your favorite social media platform.
Choose 1 brand post that you’re attracted to. (2 mins)
Turn to the person next to you and explain why. (2 mins)
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212121TIPS FOR GENERATING NATIVE SOCIAL CONTENT
1. Know thy platform.
You can’t expect to create compelling native content for a given
social platform if you don’t understand it.
Have you ever used Pinterest before? Are you active on Twitter or
Snapchat? Try it out. Pay attention to what’s most popular, and
how people interact. Anything less will immediately expose your
brand as out of touch.
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222222TIPS FOR GENERATING NATIVE SOCIAL CONTENT
2. The best content is ‘native.’
Facebook, Instagram, Pinterest, Snapchat and Tumblr all
emphasize imagery. But that doesn’t mean the audiences are the
same, or that they’re looking for the same things. Some value wit,
others art.
Think about your audience, and format your content for each
platform (i.e. don’t just share your Instagram posts on Twitter).
“These differences are not minor – putting the wrong kind of
content on a platform will doom your marketing efforts,”
Vaynerchuk says.
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232323TIPS FOR GENERATING NATIVE SOCIAL CONTENT
3. Don’t interrupt, entertain.
No one ever said: “I love Facebook because I can catch up on the latest
news from favorite brands and share their self-serving product plugs
with my friends, coworkers and loved ones.”
Remember – people view social media as entertainment not a store
window.
“If we want to talk to people while they consume their entertainment,
we have to actually be their entertainment,” Vaynerchuk says.
“Whatever experience people are seeking on their preferred platforms,
that’s what marketers should attempt to replicate.”
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282828SOCIAL MEDIA FACTS OF LIFE
Truth 1: Your organization is disrupting or interrupting people’s experience.
>>Make it count.
Truth 2: People know their comments + likes are broadcast to their friends.
>>Make it share-worthy!
Truth 3: People like funny and people like photos. Most of all, though, people like funny
photos.
>>Put a cat on it! AKA: make sure it’s value-driven.
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Aim to generate 1 of 4 emotional responses with your social marketing
content. Make them say, “WOAH.”
✓Awe – Wow
✓Desire – Ooh
✓Affection – Aww
✓Laughter – Ha
303030SOCIAL MEDIA FACTS OF LIFE
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FINDING YOUR UNIQUE VALUE PROP
PRESENTATION TITLE72
Manufacturing expertise.
Real points of difference.
“Tell them why it’s better!”
Rational USP
Manufacturing parity.
Product parity.
“Make them believe it’s better”
Emotional USP
77. REPURPOSING & CURATION
REPURPOSED CONTENT
‣Repurposing your own content
‣Finding content from outside sources
that supports your and is relevant to
your message/goals
‣Repackaging for different platforms
78. REPURPOSING & CURATION
RULE’S OF THUMB WHEN REPURPOSING CONTENT
‣Optimize it for the native platform
‣A piece of content should never live on two
social platforms looking the exact same
‣Test out timeframes that work best for your
audience, so you can create a system for
repurposing high-performing content
‣Don’t let Facebook win
‣Goal: Everytime you repurpose content it
should perform better than the last and if not
adjustments are made
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PRESENTATION TITLE79
✓Is this too much text?
✓Is the photo eye-catching and high-quality?
✓Can you see the logo?
✓Is the call to action visible?
✓Are we asking the person to do too much?
-Helpful tips from Gary Vaynerchuk’s Jab, Jab, Jab, Right Hook
343434QUESTIONS TO ASK WHEN POSTING
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HERE ARE SOME USEFUL TEMPLATES80
SOCIAL MEDIA STRATEGY MAPPING
CONTENT PLANNING
✓Sales
✓Holidays
✓Happenings/events
✓Behind-the-scenes
✓Work in progress
✓On brand inspiration
✓Tips/advice
✓Owned-content
✓Non-competitor content
from industry leaders
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PRESENTATION TITLE82
22CONTENT PLANNING
⌚ 20 MINS
Take 15 minutes to plan a social media post
for Facebook, Instagram, and Twitter for
your own brand or a brand you like.
Let’s review together! (5 minutes)
STRUCTURE OBJECTIVES
INDIVIDUALLY,
THEN AS A CLASS
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GENERAL ASSEMBLY85
SOCIAL MEDIA STRATEGY MAPPING
‣Understanding your brand is the key to building a successful strategy map.
‣There is no “one size fits all” solution to social media - while strategies can have
similarities, no two are exactly alike.
‣Measurement is essential, even if it seems like you don’t need to do it.
‣ Make your audience say, “WOAH!” with engaging, on-brand content
‣A lot of work goes into building a strategy - make sure to zero in on 3-5 goals, map
tactics back to these goals, and track/optimize for success!
RECAP