SlideShare a Scribd company logo
Chris Burdge ! chris@bwest.ca ! www.bwest.ca
Your mileage may vary depending on…
–  Size of business
–  Industry
–  Sales process
–  Resources
A Few Caveats
1.  What happened in 2018
2.  Rebuilding Trust
3.  Micro Influencers
4.  Facebook Groups
5.  Storification
6.  #WhatMessGram
chris@bwest.ca www.bwest.ca
What Happened in 2018

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The document outlines a digital marketing proposal for HiBaby that includes long and short term objectives over 12 and 3 months. It discusses establishing social media platforms like a blog and managing Twitter to drive traffic to the website, generate qualified leads, and position HiBaby as an expert in the baby industry. Tactics discussed include producing weekly blog posts and daily tweets to engage audiences and nurture relationships with potential clients.

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The goal of any business is to grow and know your consumer base and then turn them into raving fans. Learn FIVE things you should be doing to help your business engage consumers and the THREE key channels you should leverage now to create personal, relevant & interactive conversations with your consumer.

1.  Consumers lost confidence in Facebook
2.  Twitter cracked down on automation &
fake accounts
3.  Facebook reduced the reach of all content
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5.  YouTube rolled out Stories
6.  Facebook overhauled groups
What Happened in 2018
Social Media Trends for 2019
1.  Consumers lost confidence in Facebook. Cambridge
Analytica, combined with non-stop negative press, has
prompted many people to find new places to hang out online.
2.  Twitter cracked down on automation. If this has been part
of your plan, that strategy is no longer working as Twitter
cleaned up its user experience.
3.  Facebook reduced the reach of all content. In an effort to
refocus users on “meaningful conversations”, FB essentially
halted most organic reach. Goodbye traffic.
chris@bwest.ca www.bwest.ca
4.  Instagram launched IGTV. In an attempt to create an
alternative to YouTube, they created a new long-form
vertical video platform.
5.  YouTube rolled out Stories. Not wanting to be left behind,
YouTube decided to become "Instagram-like.”
6.  Facebook overhauled groups. Adding Watch Parties,
analytics, and badges for active users, FB went all-in on
Groups.
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How can organizations build and activate online audiences? Which social networks should nonprofits invest their (limited!) resources? What recent campaigns produced results on a limited budget? Heather Whaling, president of Geben Communication, recently conducted a social media training for a group of nonprofit organizations, all struggling to connect with audiences via social media on (very!) limited budgets. This presentation explains the three golden rules of social media, pros/cons of various networks and offers case studies showcasing effective uses of social media. Feel free to "remix" and borrow from these ideas to strengthen your own online presence. Interested in having Heather speak to your organization or help you developed a customized plan? Email her: heather [at] gebencommunucation.com

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Rebuilding
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last 12 months?
–  Users have grown distrustful of many media and
celebrity influencers (followers are often bought or
fake)
–  Trust has reverted back to friends, family, and
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Content marketing is increasing in importance with significant changes in Google's and Facebook's algorithms. Americans expect to get their information online and want experts to provide them with that information, education and advice. Brands have an opportunity to position themselves as the experts in their industries by creating and sharing exceptional content.

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This document provides 10 tips to make blogs more accessible to readers: 1) Post quality content often with catchy headlines and long articles; 2) Use photos which improve aesthetics and SEO; 3) Link to other websites to help them and improve your own SEO; 4) Make content easily shareable on social media; 5) Engage readers through contests and giveaways; 6) Encourage interaction through comments and subscriptions; 7) Reach out to your contact lists and relevant organizations; 8) Schedule posts on social media for visibility; 9) Interact on LinkedIn groups to expand reach; 10) Optimize for long-tail keywords which drive major traffic increases.

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–  Focus less on maximizing reach and more
on generating transparent, quality
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" High in Volume. More
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" Will Advocate. Will
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& products.
" Have Influence. Able to
motivate followers to take
action.
" Trusted. Opinions evoke
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confidence.
" Brand Relevant. Higher
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product relevant topics.
" Are Loyal. Have existing
brand relationship based on
affinity.
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audiences
–  are more affordable
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–  often drive better results
–  The bigger the influencer the lower the
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#WhatMessGram
Thank You!
Chris Burdge
bWEST Interactive
250.508.7761
chris@bwest.ca
Social Media Camp discount code
WSCC100 to save $100 until Feb 28th

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Social Media Trends for 2019

  • 1. Chris Burdge ! chris@bwest.ca ! www.bwest.ca
  • 2. Your mileage may vary depending on… –  Size of business –  Industry –  Sales process –  Resources A Few Caveats
  • 3. 1.  What happened in 2018 2.  Rebuilding Trust 3.  Micro Influencers 4.  Facebook Groups 5.  Storification 6.  #WhatMessGram chris@bwest.ca www.bwest.ca
  • 5. 1.  Consumers lost confidence in Facebook 2.  Twitter cracked down on automation & fake accounts 3.  Facebook reduced the reach of all content 4.  Instagram launched IGTV 5.  YouTube rolled out Stories 6.  Facebook overhauled groups What Happened in 2018
  • 7. 1.  Consumers lost confidence in Facebook. Cambridge Analytica, combined with non-stop negative press, has prompted many people to find new places to hang out online. 2.  Twitter cracked down on automation. If this has been part of your plan, that strategy is no longer working as Twitter cleaned up its user experience. 3.  Facebook reduced the reach of all content. In an effort to refocus users on “meaningful conversations”, FB essentially halted most organic reach. Goodbye traffic. chris@bwest.ca www.bwest.ca
  • 8. 4.  Instagram launched IGTV. In an attempt to create an alternative to YouTube, they created a new long-form vertical video platform. 5.  YouTube rolled out Stories. Not wanting to be left behind, YouTube decided to become "Instagram-like.” 6.  Facebook overhauled groups. Adding Watch Parties, analytics, and badges for active users, FB went all-in on Groups. chris@bwest.ca www.bwest.ca
  • 12. –  Has your trust in social media changed in the last 12 months? –  Users have grown distrustful of many media and celebrity influencers (followers are often bought or fake) –  Trust has reverted back to friends, family, and acquaintances on social media –  Users are returning to traditional and trusted journalism outlets and local news sources Rebuilding Trust
  • 15. –  Focus less on maximizing reach and more on generating transparent, quality engagement –  Replace one-size-fits-all approach with context and audience-specific messaging –  Develop intimate, meaningful dialogue with smaller, more valuable audience groups Rebuilding Trust
  • 20. –  Create communities and share insightful content –  Leverage internal experts and employee advocates –  Use hashtags that align users around a value or purpose, rather than a product #breakingpoint –  Get out of the way and let users talk to one another chris@bwest.ca www.bwest.ca
  • 22. Facebook Live featuring subject matter experts to educate audience and build trust.
  • 27. Why Micro-Influencers " High in Volume. More available than mega influencers & able to create content at scale. " Will Advocate. Will recommend & support brand & products. " Have Influence. Able to motivate followers to take action. " Trusted. Opinions evoke high degree of credibility & confidence. " Brand Relevant. Higher connection with brand & product relevant topics. " Are Loyal. Have existing brand relationship based on affinity.
  • 28. Micro-influencers… –  have smaller, highly engaged social media audiences –  are more affordable –  are viewed as more trustworthy by consumers –  often drive better results –  The bigger the influencer the lower the engagement chris@bwest.ca www.bwest.ca
  • 30. Finding Micro-influencers –  Find micro-influencers among your fans –  Research hashtags to find influential users (they’re looking for you too) –  Google search local bloggers –  Use third-party tools to find people in your niche (BuzzSumo) chris@bwest.ca www.bwest.ca
  • 36. –  Build around a core audience interest –  Complement your FB Page –  Page offers general information to your fans –  Group can address niche interests –  Create a space where customers can talk to one another chris@bwest.ca www.bwest.ca
  • 37. –  Facilitate engagement & get out of the way –  Avoid pitches or product plugs –  Clearly identify the purpose of the group so people know why it exists –  Monthly Facebook Live Q&A sessions around commonly asked questions –  Activate employee advocates & experts Best Practices
  • 39. Bring passionate customers together and facilitate dialogue
  • 41. Which Do You Use Most Often
  • 42. Which Do You Use Most Often
  • 43. –  According to Facebook’s CPO, Stories are will surpass feeds as the primary way people share content –  One billion users across WhatsApp, Instagram, Facebook & Snapchat use Stories to share –  Stories work best when they integrate video, storytelling, text and more chris@bwest.ca www.bwest.ca
  • 45. –  Find creative ways to incorporate Story content from your users, customers, and communities –  Shoot your videos vertically. That’s how people watch them. –  Less polished, more realistic Stories perform better than heavily edited takes filled with calls to action Getting Started
  • 47. –  Behind-the- scenes Stories content helps bridge the experiences of members across the globe –  Stories feel raw and real because they feature the actual experiences of members using their work spaces –  Allows members to host Story takeovers to show a day in the life at their offices WeWork
  • 50. –  No click thru - unless you’re a verified influencer –  Can’t use scheduling tools –  They disappear after 24 hours. Unless you use the Highlight feature. –  Add location, stickers or poll Instagram Stories
  • 51. –  Best camera to use is in your pocket –  iPhone 10: 1080p HD at 60fps w/camera stabilization –  Rev for captioning - $1 / minute •  Captioning increases engagement •  Can use YouTube but make sure you review and edit as not 100% accurate –  Promo.com create & edit professional videos Tools
  • 54. Thank You! Chris Burdge bWEST Interactive 250.508.7761 chris@bwest.ca Social Media Camp discount code WSCC100 to save $100 until Feb 28th