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Social Media Strategy Workshop - 2015
The document outlines a social media strategy workshop led by Chris Snider, covering topics such as native content creation, optimal use of various social media platforms, and strategies for engagement. It emphasizes the importance of understanding different social networks, creating engaging content, and using analytics to improve social media presence. Snider also introduces frameworks like the E-CCCC approach and the P-O-S-T method to help participants effectively engage customers and set social media objectives.
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Social Media Strategy Workshop - 2015
- 1. Social Media StrategyWorkshop APRIL 4, 2015 | Chris Snider | @chrissnider
- 2. Chris Snider Assistant Professorin School of Journalism and Mass Communication I teach classes in social media, web design and multimedia
- 3. Who are you? Name Whereyou work / study in school What social networks you actively use What networks your organization/biz actively uses Favorite social network / new tool Facebook, Twitter, LinkedIn, Instagram, Pinterest, Google+, Tumblr, YouTube, Snapchat, Vine
- 4. What I HOPEYOU learn today • How to create native content for a platform • Basic info about top 10 social networks • How to improve what you currently do on social media • How Facebook and Twitter work • How to build your brand using Jabs • New social media tools you can use today • Strategies for building social media campaigns
- 5. What I HOPEYOU DO today: ASK QUESTIONS
- 6. Let’s start withan exercise Source: Bitmoji app
- 7. What is nativecontent?
- 8. Native content • Contentthat looks and feels like any other content that appears on a platform for which it was created. • It is not cheesy, and it’s not obvious. • It has “cool” factor. • It hits your emotional center so hard you want to share it with someone else.
- 11. What are examplesof native content on… STEP ONE: DEFINE NATIVE CONTENT on platform
- 12. NATIVE ON instagram •Food • Pets • Family/babies • Pictures with friends • Landmarks/scenery • Hashtag trends #TBT, #MCM, #WCW, #OOTD, #TransformationTuesday, #nofilter
- 14. LET’S USE THISFOR ONE OF YOUR Companies/orgs?
- 15. WHICH OF THESEFIT WITH THE BRAND? • Food • Pets • Family/babies • Pictures with friends • Landmarks/scenery • Hashtag trends #TBT, #MCM, #WCW, #OOTD, #TransformationTuesday, #nofilter STEP TWO: NARROW IT DOWN
- 16. WHAT ARE SOMEEXAMPLES OF THINGS THEY CAN POST? STEP THREE: IDEAS
- 17. another example: Let’ssay you want to reach men on Pinterest • Pinterest recently blogged about what is trending with guys on the site: • Fashion • Home improvement • Camping • Hiking • Fishing • Boots/shoes • Survival • DIY/woodworking
- 19. GET TO KNOWSOME social networks
- 20. Facebook • Launched in2004 • 1.39 billion monthly active users as of Dec. 31, 2014 • 1.19 billion mobile monthly active users • 890 million daily active users (82.4% outside U.S. and Canada) • What’s unique: Everyone is there. Real identity. Lots of content. Hard to get your content seen as a brand.
- 21. How are youusing Facebook and how is it working for you?
- 22. Twitter • Launched inMarch 2006 • 288 million monthly active users • 80% of active users are on mobile • 77% of accounts outside the U.S. (66M accounts in U.S.) • Popular among under-50, college-educated people. • What’s unique: Short, real-time information and public, so it’s a great listening tool. Ability to follow/talk to anyone. Expectation that brands will respond to you.
- 23. How are youusing TWITTER and how is it working for you?
- 24. LinkedIn • World’s largestprofessional network with more than 347 million members in 200 countries • 111 million users in the U.S. • In Q4 2014 more than 75% of new users outside U.S. • Students and recent grads are fastest growing demo (with 39 million now) • What’s unique: Real identity. Your work history and education history tie you to others.
- 26. Instagram • Launched Oct.6, 2010 • Visual social network (photos and videos) • 300 million monthly active users (70% outside the U.S.) • 70 million photos shared per day • What’s unique: Very visual. Filters. Quick and simple (launched Layer app instead of building that content in). No links, so it’s not filled with bad marketing.
- 27. Pinterest • Launched inMarch 2010 • Recently valued at $11 billion • Audience is mostly female, but seeing growth among men. • What’s unique: Visual. Allows you to organize information and easily reference it later. Focus on fashion, travel, home, arts/crafts, food.
- 29. STATS ON TOP5 Stats are for U.S.
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- 31. Google+ • Launched inJune 2011 • Added a social layer across Google products: Gmail, search, YouTube, etc. • What’s unique: It’s closely tied to Google search, so still value in adding content there for businesses. There is still lots of content, but your friends are not using it.
- 32. Tumblr • Launched Feb.2007 • Easily share photos, text, quotes, links, music, videos. • Yahoo bought for $1 billion in June 2013 • 228.9 million blogs with 107 billion posts (March 2015) • 460 million visitors per month • “A place for artists, advocates and kids.” - Wash Post March 2015 • What’s unique: Credited with being the source of more Buzzfeed (aka viral) content than any other site.
- 33. YouTube • Video sharingnetwork • More than 1 billion users • Hundreds of millions of hours watched daily • Half of views are on mobile • Reaches more U.S. adults 18-34 than any cable network • What’s unique: Vast volume of video, high rank in Google search, YouTube stars.
- 34. Vine • Launched Jan.24, 2013 • Twitter’s 6-second video app • More than 40 million users • What’s unique: Looping videos, really fun tools for making GIF-like videos.
- 35. Snapchat • Launched inSept. 2011 • Estimated 100 million active users as of Aug. 2014 • 70 percent of college students report posting once/day • CEO said in 2013 that 70% of users were women • Fastest growing social app of 2014 • What’s unique: Disappearing content, fun storytelling tools, frequency of use by young people. http://mashable.com/2014/08/08/study-snapchat-college/
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- 40. DEMOGRAPHIC INFO niche.com surveyof 7,000 teens
- 41. DEMOGRAPHIC INFO My surveyof Drake first-years, Aug. 2014
- 43. Survey of teensfrom Piper Jaffray. Snapchat was write-in option only.
- 45. social media trends •Live video … Meerkat, Periscope • Video in general (Twitter, Facebook) • Ephemeral (disappearing) content • Private content (Confide, Cyber Dust) • Messaging apps (FB Messenger, LINE, WhatsApp)
- 46. social media trends •Smaller networks (THIS) • Work networks (Facebook @ Work, Slack, Yammer, Wrike) • Wearables / Apple Watch • One to few publishing (podcasting, email newsletters) • Mobile - It’s all mobile
- 47. SIGN UP FORMY WEEKLY EMAIL NEWSLETTER tinyletter.com/chrissnider
- 48. What other trends are you seeing?
- 50. How to makeyour next post a winner Social media tips:
- 51. Use AN image •Adding photos to your Tweets increases click-through rates 108%
- 52. BETTER YET, USEA VIDEO • Online video views grew 40 percent from 2013 to 2014, with the majority watched on Smartphones. • Facebook said in March they get three billion video views a day, 65% on mobile (YouTube passed four billion in 2012). • Think about video that has value without audio.
- 53. Drake SJMC FBby post type
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- 55. Don’t be toopromotional
- 56. Don’t TRY TOTRICK PEOPLE
- 57. CREATE GREAT content •There’s no shortage of content on social media. It’s the great content that will stand out. • Spend more time creating fewer, better posts.
- 58. TELL US WHATMAKES YOU UNIQUE
- 59. TELL US WHATMAKES YOU UNIQUE
- 60. TAG People andbrands
- 61. GIVE MORE THANYOU TAKE
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- 66. Stop talking aboutyourself • Share other people’s content more than you share your own. • Follow the 80/20 rule. Four posts about others to one post about yourself.
- 67. GIVE CONTEXT, notJUST CONTENT
- 68. CREATE CONTENT OTHERS WILLWANT TO SHARE
- 69. What is somethingyou shared recently? WHY DID YOU SHARE?
- 70. This fit withmy brand: social And it helped strengthen my relationship with Nathan
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- 72. HAVE A GREATPROFILE
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- 74. Pay for morereach
- 75. STOP OBSESSING OVERYOUR NUMBER OF FOLLOWERS. START ENGAGING THE ONES YOU HAVE.
- 77. How the Facebook news feed works
- 78. How does Facebook decidewhat to show you in your feed?
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- 81. SO… What does thismean for brands?
- 82. Brands must… • Createcontent that people actually engage with • Let’s look at the science behind that: http:// danzarrella.com/infographic-how-to-get-more-likes- comments-and-shares-on-facebook.html# • More on creating content that gets engagement to come…
- 83. EXPERIMENT: Who doyou THINK YOU see the most content from on Facebook? Person and brand.
- 85. HOW TWITTER WORKS Whatis different about Twitter compared to Facebook?
- 86. What’s unique AboutTwitter • It’s a great listening tool (because of the public nature) • News feed does not apply an algorithm • Businesses and people treated equally • This means information spreads fast on Twitter • Does apply algorithm to some on mobile, and to summary emails
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- 90. LET’S BOX! EXERCISE TIME andlearn to create great content
- 91. Jab, Jab, Jab, Right Hook • Jab - Lightweight pieces of content that benefit your followers by making them laugh, snicker, ponder, play a game, feel appreciated or escape. • Right hook - Calls to action that benefit your business.
- 92. Are these jabsor right hooks?
- 93. How we useJJJRH • Throw enough jabs to make your customers like you and appreciate you and love you. (And more importantly click on your content on Facebook). • Then come with the right hook when you need something from your customers.
- 96. Let’s TRY it •Write down 5 examples of jabs that your brand/org could post to social media. • Jab - Lightweight pieces of content that benefit your followers by making them laugh, snicker, ponder, play a game, feel appreciated or escape.
- 98. SOCIAL MEDIA TOOLSI LOVE Bitmoji - DUH!
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- 110. RIFF - ByFacebook
- 111. What tools doyou use and recommend?
- 113. ANALYTICS Let’s look atanalytics on Twitter and Facebook
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- 120. Jab, Jab, Jab, Right Hook • Jab - Lightweight pieces of content that benefit your followers by making them laugh, snicker, ponder, play a game, feel appreciated or escape. • Right hook - Calls to action that benefit your business. SOURCE: Jab, Jab, Jab, Jab, Right Hook by Vaynerchuk
- 121. Native Content • Contentthat looks and feels like any other content that appears on a platform for which it was created. • It is not cheesy, and it’s not obvious. • It has “cool” factor. • It hits your emotional center so hard you want to share it with someone else. SOURCE: Jab, Jab, Jab, Jab, Right Hook by Vaynerchuk
- 122. Dan Zarrella’s Hierarchyof contagiousness The decision-making process that happens before someone shares an idea: 1. Exposed to the content 2. Aware of the content 3. Motivated by something in order to share At each step, we can increase the number of people. SOURCE: danzarrella.com
- 123. P-O-S-T method • P- People (who are we trying to reach) • O - Objectives (what do we want to happen) • S - Strategy (how will we make it happen) • T - Technology (what tech should we use) SOURCE: Groundswell by Li and Bernoff
- 124. Let’s apply THIS to SOMEONE’S COMPANY…
- 125. E-CCCC Approach for engagingcustomers • Educational/Informative: Educate people about your product/service/market to make them more informed buyers. • Customer service: Monitor what’s being said and respond. SOURCE: http://geeklesstech.com/social-media-marketing-strategies-for-engaging-customers/
- 126. E-CCCC • Community: Createan area to talk about your product. • Curator: Help people find great content. • Collaborator: Get your customers involved to be a part of your social efforts. SOURCE: http://geeklesstech.com/social-media-marketing-strategies-for-engaging-customers/
- 127. BLUE OCEANS • BlueOcean Strategy suggests that an organization should create new demand in an uncontested market space, or a “Blue Ocean,” rather than compete head-to- head with other suppliers in an existing industry.
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- 129. Third Wave Framework GOALS •Business Objectives: What goals does the company want to achieve with the help of social media? What business metrics are the benchmarks for the strategy’s success?
- 130. Third Wave Framework STRATEGY •People: Who do we want to talk with? What is there to know about them? About the interests, their goals, their lives, their behavior, etc.? • Content: What do we want to talk about? What are the topics and ideas? What is the added value that we want to provide on the social web? • Platforms: Where do we want to talk with them? Which platforms are the best for the people we want to reach and the content we want to talk about?
- 131. Third Wave Framework SETUP •Monitoring, Analytics, Reporting: How can we listen to what people are saying about us and the topic relevant to us? How do we measure what our strategy achieves? How do we gain insight and improve our approach? • Internal Organization: Who is in charge of the strategy inside the company? What roles and teams need to be designated? What processes need to be in place? What vendors need to be brought in?
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- 135. SOCIAL NETWORKS TOCHECK OUT • Healthy Selfie – Helps you get in shape by posting photos that show some skin. • oneminute – Receive a notification and you’ve got 60 seconds to anonymously share a photo with the whole world. • Line – Allows free messages, calls and video calls (huge in Japan, growing in the U.S.) • Expire – lets you set an expiration date for your Facebook and Twitter posts • Red/Green – tell your friends if you’re ready to hang out or not • Super – create and share short thoughts or opinions overlaid onto photos • Derp – play sounds on your friends’ phones • Rooms – chat rooms organized by topic
- 136. SOCIAL NETWORKS TOCHECK OUT • Lo – ask your friends where they are. • Waffle – picture chat with friends. • Yo - You can say “Yo” to someone • Slingshot - Facebook’s latest answer to Snapchat • Sup - lets you take over someone’s camera • WiGo - see who is going out tonight • Unseen - anonymously share photos with nearby people • Ethan - message a dude named Ethan
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