Shaking up Social 2015 Lunch & Learn
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Anvil's Heather English and Nathan Lattanzzi presented this social media workshop. They discussed everything from how to use multiple social platforms effectively to how important it is to set aside a budget and test, measure and optimize your content.
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Shaking up Social 2015 Lunch & Learn
- 1. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Shaking Up Social 2015 #SUS15 Heather English Account Coordinator heather@anvilmedia.com @heather_english Nathan Lattanzi Social Media Specialist nathan@anvilmedia.com @nathanlattanzi
- 2. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.2 ? ?
- 3. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.3 2014 Highlights
- 4. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.4
- 5. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.5 Predictions
- 6. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.6 Video Pay-To-Play Advanced Targeting
- 7. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.7 What you can do now… Publish video content natively to Facebook Support distribution through paid media Watch the data – prepare to optimize Start small – test ads to see what works
- 8. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.8 Video Pay-To-Play Ecommerce
- 9. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.9 What you can do now… Publish video content natively to Twitter Test with organic (while it lasts) Boost content with paid Embrace Twitter Cards
- 10. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.10 Sponsored Posts (Images) Sponsored Posts (Video) Facebook’s Impact
- 11. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.11 What you can do now… Create a content plan Establish a test budget Target audience research
- 12. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.12 Business Account Promoted Pins Analytics
- 13. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.13 What you can do now… Set up a new business account Map content to audience interests Utilize Pinterest Analytics
- 14. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.14 Snaps Stories Discover
- 15. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.15
- 16. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. 16 Key Takeaways —Upload video natively to platforms —Set aside budget for social —Test, measure and optimize —Create content that tells a story 16
- 17. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.17 And remember… No matter what changes across these social media platforms, always be thinking about your business objective.
- 18. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Thank you! anvilmedia.com Heather English Account Coordinator heather@anvilmedia.com @heather_english Nathan Lattanzi Social Media Specialist nathan@anvilmedia.com @nathanlattanzi
Editor's Notes
- Theme: Median Header: Standard Orange Sub-head: Dark Charcoal Gold rectangle layout favoring the image
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- Tables Background: Light grey header Titles: Dark charcoal text Golden rectangle can be broken to accommodate full width tables and screen shots
- Video, Pay-To-Play and Advanced Targeting will be key in 2015: Video content will dominate on Facebook in 2015 Facebook surpassed YouTube in video views via desktop in August 2014 (thanks in part to Facebook’s auto-play feature) Videos published natively to FB deliver 40% better engagement rates than YouTube videos embedded on Facebook. We begin to see that FB is giving preferential treatment to native video content, leading to more content being published natively. As of last month, Facebook has stifled organic posts – organic reach is dead. In order for you to get eyeballs on the quality content you’ve created is through paid media. At this point it is a no brainer. We also have learned that paid media leads to more conversions than organic media. So it is crucial that budget is set aside for content consumed on social This will lead to a focus on learning more about your audience and ways in which to target them so you are feeding them content that actually resonates and you’re not just throwing $$ out the window.
- Here are some things you can do now to have an immediate impact on Facebook: Embrace native video publishing and support consumption and engagement with paid media As more brands publish native FB video, data will begin to surface about user preferences and behavior – be ready to optimize and make variations to video content. Start with a small budget to test ads and see what works and what doesn’t
- Last month Twitter introduced their own native video service where you can capture, share and edits videos up to 30 seconds directly in the app. This puts a greater focus on local, national and even global events where it gives users the opportunity to be live tweeting those events and broadcasting them to the world. Twitter CFO says Facebook-style filtered feed is coming, whether we like it or not. This means organic reach will eventually reach zero and there will be greater pressure to use Twitter’s suite of paid products in support of branded content. Twitter has been testing a way for users to make purchases on Twitter. This is an early step in building functionality into Twitter to make shopping from mobile devices convenient and easy.
- As with all other platforms, Twitter gives preferential treatment to videos uploaded directly to the platform. Video content needs to be short and the message needs to come quick. Organic reach and building likes/followers is a thing of the past. In 2015, test your content to see what performs best organically (while you can), then boost with paid to work your best performing content harder. Twitter, like Facebook, has a wealth of targeting options for paid advertising. Delivering content via sophisticated targeting can deliver fantastic results. Embrace Twitter Cards – it not only makes your content stand out, it paves the way for a more commercial approach to content delivery. This is important as Twitter is currently testing integrated ecommerce capabilities where you will be able to sell directly to consumers from the platform.
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- Create a content plan for photo/video content to sponsor What types of content will work for your audience based on your market segment? (Food industry: recipes, cooking techniques. Fashion: Style guides, daily tips). Test budget Target audience research
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- Set up a new business account ( or rollover a current account to a business account. Map content to audience interests. Use Pinterest Analytics to identify content that drives engagement and action.
- What is Snapchat and how are people using it? Let’s take a look at this video by Casey Neistat, a videographer and Snapchat celebrity, describe Snapchat. (Added in October) Stories is where users can add snaps together to create a narrative of their own. The story only lasts 24 hours making room for the new. Discover was most recently launched on Snapchat where top media publishers can share their own narrative. Again with a focus on storytelling.
- Create an account and share your username across social channels Create a content strategy that features real life moments as stories, taking fans behind the scenes of your brand Use a mix of images, video and get creative!
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