Controlling the Message: Creating a Social Media Marketing Plan
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Jessica Bybee-Dziedzic from Saffire presented tips for creating an effective social media marketing plan in 3 steps: 1) Audit current social media presence to understand where effort is best spent; 2) Know the target customer to create relevant content; 3) Choose social networks and determine a posting strategy, including ideal content types, frequency and timing of posts. The presentation emphasized the importance of engaging content, advertising, and analytics to refine the strategy.
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Controlling the Message: Creating a Social Media Marketing Plan
- 1. Jessica Bybee-Dziedzic Director of Partnerships Saffire Controlling the Message: Creating a Social Media Marketing Plan
- 12. ADVANCE TICKETS
- 14. OR SELL AT THE GATE
- 17. I’LL SEND THE SLIDES IF YOU LEAVE YOUR BUSINESS CARD!
- 18. LET’S TALK.
- 19. How many of you use social media in your free time?
- 20. How many of you manage your organization’s social media?
- 21. How Do You Spend Marketing Resources?
- 22. How Do People Hear About Your Organization?
- 23. If You Mapped Them, Would They Match? SPENT RESULTS 0 1 2 3 4 5 Online Newspaper Radio Television Outdoor
- 26. SOCIAL MEDIA Taking Control of Your Marketing Plan
- 27. SOCIAL MEDIA PLAN Audit Current Presence Know Your Customer Choose Networks Posting Strategy Create Content Analyze & Test
- 28. AUDIT CURRENT SOCIAL MEDIA PRESENCE Know where you are before determining the start line.
- 30. WHAT TO CONSIDER WHEN AUDITING • Which networks are you currently active on • Are your networks optimized (photo and cover images, bio, URL, etc.) • Which networks are currently bringing you the most value • How do your profiles compare to your competitors’ profiles Source: http://www.ducttapemarketing.com
- 31. COMPLETE EXISTING PROFILES • Completed profiles show professionalism, cohesive branding, and signal to visitors that you’re serious about engaging • Check and update existing social media profiles monthly: • Profile photos • Cover photos • Bio information • Profile information Source: https://blog.bufferapp.com
- 32. AIM FOR CONSISTENCY AND FAMILIARITY.
- 34. KNOW YOUR CUSTOMER Even the best marketers will fail if they’re speaking to the wrong audience.
- 35. GET AS SPECIFIC AS POSSIBLE.
- 38. DETERMINING YOUR IDEAL CUSTOMER Answer the following questions to help you come up with a highly focused buyer persona: • Age • Location • Job Title • Income • Most Used Social Network Source: http://www.ducttapemarketing.com
- 39. Facebook & Instagram Advertising
- 40. ADVERTISING ADVANTAGES • Greater reach • Greater targeting • Protection against wasting money • It won’t run if people don’t click
- 42. INTEREST TARGETING 181 MILLION →117 MILLION
- 43. PEOPLE TRAVELING TO LOCATIONNarrow your audience to people TRAVELING in a location!
- 44. SAVE AUDIENCES
- 45. DISCLAIMER
- 46. CHOOSE YOUR SOCIAL NETWORKS Hint: It doesn’t have to be all of them.
- 48. Most Popular Social Network Sites as of July 2018 Of the top 6, Facebook owns 4 Source: http://www.statista.com
- 49. Source: Survey conducted Jan. 2018 Pew Research Center
- 50. 2.2 Billion Almost monthly active Facebook users Q3 2018 Source: http://zephoria.com
- 51. 5 New profiles created every second Source: http://zephoria.com
- 52. DETERMINE YOUR POSTING STRATEGY When? How often? What can I reuse?
- 54. What should I post? IT DEPENDS!
- 55. VIDEOS ARE IDEAL FOR ENGAGEMENT Video posts get more views, shares, and likes than any other type of post. And it’s not even close. Source: https://blog.bufferapp.com
- 56. TAILOR YOUR CONTENT TO EACH SOCIAL CHANNEL
- 57. REUSE CONCEPTS BUT REVISE PER NETWORK Prominent brands and those successful on social media are changing their message between networks for any given post. Some examples of this include: • Adding hashtags to posts on Twitter and Instagram • Having a longer description on Linkedin and Google+ • Tell stories and use more shareable copy on Facebook Having a unique voice and sharing content with a message targeted to the right audience on the right network, can make a huge difference in the amount of engagement your posts get and how far your message reaches. Source: https://blog.bufferapp.com
- 58. MAXIMIZATION EXAMPLE 1. Write a blog post or web content (include video or image) 2. Make the headline the subject of your email 3. Turn into a Facebook post – 150 chars, image, link 4. Turn into a Tweet – 100-120 chars, image, link, # 5. Reuse on other social media
- 60. SOME GUIDELINES WHEN SHOULD YOU BE POSTING? Twitter – 1-3pm weekdays Facebook – 1-4pm weekdays LinkedIn – 7-8:30am and 5-6pm Tuesday, Wednesday, and Thursday Tumblr – 7-10pm weekdays and 4pm on Fridays Instagram – 5-6pm weekdays and 8pm on Mondays with a sweet spot at 6pm Pinterest – 2-4pm and 8-11pm weekdays with weekends being the best Google+ – 9-11am weekdays Source: https://blog.bufferapp.com
- 61. CREATE ENGAGING CONTENT Content is what fuels social media.
- 62. CREATE A SOCIAL MEDIA MISSION STATEMENT.
- 66. DISCLAIMER
- 69. ZUCKERBERG SAYS…
- 71. ZUCKERBERG SAYS…
- 72. MARKETING EXPERTS SPECULATIONS • Continue posting engaging, quality content that prompts comments • According to Zuckerberg, “meaningful interaction” means comments, comments, and more comments. • Create quality content focused on sparking conversation • Don’t fall into the “engagement-bait” trap • Asking people to comment is not as meaningful Source: http://blog.hootsuite.com
- 73. MARKETING EXPERTS SPECULATIONS • Encourage customers to follow your Facebook Page
- 74. MARKETING EXPERTS SPECULATIONS • Encourage customers to follow your Facebook Page • Don’t be shy about asking customers to follow your page on Facebook • Remind loyal followers about the “See First” option Source: http://blog.hootsuite.com
- 75. MARKETING EXPERTS SPECULATIONS • Increase your ad budget • Don’t just “Boost” your posts, target the right audiences to ensure their advertising dollars go further. • More on that in a minute… Source: http://blog.hootsuite.com
- 76. MARKETING EXPERTS SPECULATIONS • Make more Facebook Live videos! • Zuckerberg wrote that “live videos often lead to discussion among viewers on Facebook—in fact, live videos on average get six times as many interactions as regular videos.” Source: http://blog.hootsuite.com
- 77. MARKETING EXPERTS SPECULATIONS • Invest time in Facebook Groups • Already operating on the basis of audience engagement Source: http://blog.hootsuite.com
- 87. LOOKALIKE AUDIENCES Take it a step further • People who LOOK LIKE email list or website visitors • People who LOOK LIKE your Facebook fans
- 89. Instagram Quick Adoption • $1.85 billion in Ad Revenue from Instagram in 2016 → on track to be $6.8 billion by 2018 • Uses Facebook ad targeting- all benefits repeat
- 91. What Ad? -Authenticity • Ads on Instagram have a “native” feel so play to that • Showing real people feels more authentic • Include your hashtag—it is clickable
- 92. Facebook Events
- 94. OPTIMIZE FOR DISTRIBUTION • Choose an event photo - 1920 x 1080 pixels (16:9 ratio) or larger with little or no text • Use a clear and short event name • Add a location - Use a location that corresponds to a Facebook Page or a Facebook-suggested location so people nearby can discover and learn about your event through suggestions. • Set a specific date & time https://events.fb.com/#create-a-great-event
- 95. REACH THE RIGHT AUDIENCE • Include a ticket link! • Add a co-host to help spread the word • Add keywords • Provide a helpful description - Include important information like the line-up, schedule or age requirements. Use hashtags and @mentions so people can learn more about the artists or performers on Facebook. https://events.fb.com/#create-a-great-event
- 96. MULTIPLE EVENTS IN ONE
- 100. 1 2
- 101. ANALYZE AND TEST If you’re not measuring, you’re not marketing.
- 102. THE MORE YOU POST THE MORE YOU KNOW
- 103. OVERVIEW ANALYTICS
- 104. METRICS THREE KEY TO FOCUS ON
- 105. FACEBOOK METRICS • Total interactions – How many times was a #hashtag used? • Total reach – How many followers potentially saw your post (including reposts) • Engagement - How many likes, retweets, & shares were there of the post
- 106. ANALYTICS PER POST
- 107. EXTRA TIPS AUTOMATE, ENGAGE AND LISTEN IN CASE OF EMERGENCY, HAVE A PLAN
- 108. MY BEST RECOMMENDATION TO “KEEP UP”
- 112. More Free Online Marketing Tips! Website www.saffire.com Facebook TeamSaffire Twitter @TeamSaffire Instagram TeamSaffire YouTube saffirestudio Questions?
- 113. Jessica Bybee-Dziedzic Director of Partnerships, Saffire jessica@saffire.com