How to Create a Powerful Social Media Strategy That Gets Results - Jennifer Watson, ActiveCampaign

KEYNOTE
Jennifer Watson
SOCIAL MEDIA EXPERT/METEOROLOGIST
ACTIVECAMPAIGN
How to Create a Powerful
Social Media Strategy
That Gets Results
ATLANTA, GA ~ JUNE 30 - JULY 1, 2022
DIGIMARCONSOUTHEAST.COM | #DigiMarConSoutheast

Jennifer Watson
Twitter: @JWatson_Wx
IG: @jenniferweather
● Emmy winning Meteorologist
● 5 years Meteorologist/Social Media
Specialist at The Weather Channel,
helped lead live video initiative &
partnership with Facebook
● Produced over 2,000 live videos
● 2 years Social Media Manager at
Agorapulse, created communities and
build closer connection
● Currently Senior Social Media Manager
for ActiveCampaign overseeing global
strategy
Twitter: @JWatson_Wx Instagram: @jenniferweather

Average daily time spent on social media
around the world
● North America: 2 hrs 6 min
● South America: 3 hrs 24 min
● Africa: 3 hrs 10 min
● Europe: 1 hr 15 min
● Asia/Oceania: 2 hrs 16 min
(Source: broadbandsearch.net)

Every second, 11 people use social
media for the first time.
(Source: Hootsuite)

In 2017, less than 2.5 billion people were on
social media worldwide.
(Source: Oberlo)
In 2025 it’s expected to reach 4.41 billion.
In 2022, ~3.96 billion people use social media,
more than half the world population.

What is the most widely used social
media platform?
FACEBOOK

Social Media Snapshot
● TWITTER is where people consume news and where you can reach best beyond your
followers by using hashtags (3-5 per post is best)
● FACEBOOK is where people go to see how their friends are doing/status
● INSTAGRAM is for more storytelling (up to 30 hashtags)
● LINKEDIN is business to business, but turning more business to consumer. It’s gone
beyond just searching for a job, it’s another place where people consume content.
● YOUTUBE is the second largest search engine, used for “How to Videos.” Majority of people
go to YouTube because they need help doing something
● PINTEREST is for dreamers, people looking for inspiration on how to do or design things, as
well as education.
● TIKTOK is a music enabled creative platform that rapidly grew during the pandemic.

Unique and exclusive content that gives fans the
ability to engage in a two-way conversation and
immerses them in your brand.
What Content Should You Post on Social Media?

Define Success

Get clear on your goals, what success
looks like for you and how you are going to
measure them.

Do a Mid-Year Audit

Identify your ICP -
your ideal customer
profile

Be consistent.
Create themed content.

Create content in a way that’s easiest for you, but
focus the content on what’s beneficial for your
audience!

Leverage User
Generated
Content

Focus content creation on education,
Provide added value

Creative Tools For Non-Designers
● CANVA
● ADOBE SPARK
● EASIL
● STENCIL
● SNAPPA
● DESIGN BOLD

Stand Out With Infographics
● Visme
● Piktochart
● Infogram
● Venngage
● Easel.ly
● Vizualize.me
● Animaker

Viewers retain 95% of a message after watching it
through video, as opposed to just 10% when reading
the same message.
(Insignia)

Live Video vs. Uploaded Video

LIVE VIDEO is an invaluable tool in that it
allows you to engage and connect directly
with your fans.

How to Stand Out in Live Video:
Bring Value
Be Relatable
Be Transparent
Show Compassion

Humanize Your Brand
#TeamAC

LIVE VIDEO Content Ideas!
● Ask for feedback
● Share knowledge
● Influencer Takeover
● Contest
● Weekly Show
● Ask Me Anything (AMA)
● Special Guest
● Behind-the-scenes
● Product Announcement
● Product Demo

Live Video Equipment
Multi-case
Wide Angle
Lens
Tripod

Upcycle Your
Live Video
● Edit into 60 second or less
snackable pieces of content to
schedule throughout the year.
● Quote cards
● Audiograms
● Turn into a Podcast
● Share on YouTube
● Blog post with transcript & notes

Caption
Your Videos!

AUDIOGRAM: Audio wave
animation
● Wavve
● Headliner
● Audiogram

Think about the
holidays now!

Have a bad idea brainstorm!

At the end of the day it’s all
about building trust and
people believing in the POWER
OF YOUR BRAND.

Thank You!
Jennifer Watson
Senior Social Media Manager, ActiveCampaign
Twitter: @JWatson_Wx
IG: @jenniferweather

How to Create a Powerful Social Media Strategy That Gets Results - Jennifer Watson, ActiveCampaign

How to Create a Powerful Social Media Strategy That Gets Results - Jennifer Watson, ActiveCampaign

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