This workshop was presented by Chris Snider at Drake University on Dec. 17, 2019. The goal of the workshop was to help companies and organizations improve their social media efforts in 2020.

1. SOCIAL MEDIA WORKSHOP:
GET READY FOR 2020
CHRIS SNIDER • DRAKE UNIVERSITY
@chrissnider @csnider

2. HELLO. I’M CHRIS SNIDER
• Associate professor in Drake
University’s School
of Journalism and Mass
Communication
• Teach classes on video, audio,
social media, design, storytelling
and web design
• Also teach a variety of classes
on those topics in our
Online Master of Arts in
Communication program
@chrissnider @csnider

3. • I’m passionate about how businesses can use social
media and digital media to achieve their goals
• Formerly editor at Juice Magazine and the Des Moines
Register
• I conduct a yearly survey on how first-year students use and
feel about social media
@chrissnider @csnider

4. WHO ARE YOU?
• Name
• Where you work
• What you do
• Social networks your company/organization uses
• Your social media superpower
• What you hope to get out of today

5. FACEBOOK GROUP
• Snider Social Media Workshop
• https://www.facebook.com/groups/438076620221440/

6. TODAY’S PLAN
@chrissnider @csnider
• Audit current social media
• Create marketing personas
• Analyze what networks you should be using
• Social media trends
• Creating great social media content
• Creating a social media strategy
• Social media calendar

8. SOCIAL MEDIA
AUDIT

9. SOCIAL MEDIA AUDIT
• Before you can think strategically about your social media use,
you need to document and evaluate your existing
efforts.
• This allows you to determine what’s working and what’s
not, while also identifying outdated profiles and new
opportunities for social engagement.

10. SOCIAL MEDIA AUDIT
• Some things to think about with a social media audit:
• What is working and not working on each network?
• Is your profile complete? Profile and cover images up-to-date?
Pinned posts still appropriate?
• Anyone have access to this who should not?
• Demographic info of people who follow you on this network?
• What metrics should you be tracking?

11. • Take some time and fill out the form as best you can, looking
for opportunities that you might be missing.

12. • What did you find doing the audit? Anyone want to share?

13. CUSTOMER
PERSONAS

14. • If you wanted to get your significant other / best friend to go to
your favorite restaurant tonight, how would you do that?

15. • If you wanted to get as many people as possible in this room to
go to your favorite restaurant tonight, how would you do that?

16. • Which would be easier to do?

17. • When you can put a name and a background to the people
you are talking to, you can meet their needs much more easily.
• Knowing who you are talking to and what you are talking about
will make your job on social media easier.

18. MARKETING PERSONASMARKETING PERSONASMARKETING PERSONASMARKETING PERSONAS

19. MARKETING PERSONAS
• A marketing persona is a composite sketch of a key segment
of your audience. This helps you deliver content that is more
relevant to your audience.
• It’s recommended to create 3-5 personas for your company or
organization.
• You want to know who the person is, what they value and how
best to speak to them.
• A persona can function like another person in the room when
making a decision.

20. MARKETING PERSONAS
• Fill out your form - it’s OK to assume some things, but using your
social media and website analytics can help get this information
• Basic info
• Demographic info
• What they do for fun
• Goals and challenges
• Marketing message to this person

21. LET’S DISCUSS
• Who are you trying go reach? Name, age, gender, etc.
• What do challenges and problems do they have?
• How can you help them?
• What is your message to them?

23. GET TO KNOW THE
NETWORKS
Now that we know who we are trying to reach,
let’s figure out where to find them on social media by looking at some research.

24. PEW RESEARCH

25. PEW RESEARCH

36. • Fill out worksheet.

37. SOCIAL MEDIA TRENDS
FOR 2020

38. OVERALL TRENDS
• News feed to Stories
• Public to Private
• Photo to Video
• Social media apps to Messaging apps
• Produced content to In-the-moment content
• Brand posts to influencer posts

39. INSTAGRAM STORIES
Instagram Stories:
500 million daily
Snapchat:
206 million daily

40. FACEBOOK’S MARK ZUCKERBERG
SAYS STORIES WILL OVERTAKE
NEWS FEED ON ALL APPS
Instagram is the most popular place for Stories now,
but use them on Facebook, Messenger, Snapchat and more.

41. ABOUT INSTAGRAM STORIES
• 500 million daily active users
(Facebook Stories has 300 million
daily)
• It’s much easier to build a following
on Instagram than Snapchat (and
likely you already have one)
• Adding hashtags and location
tags get you into bigger stories
and extend your reach

42. Use location tags Create templates for your followers

43. Use built-in tools - slider, polls, GIFs, stickers, boomerangs

44. Show off your
best Stories
on your
profile page!
Stories can live
longer than 24 hours!

45. Mojo
High-quality motion graphics
templates. $40/yr for pro.
Unfold
100+ templates for Stories
photos. 25 for free.
InShot
Convert shape of videos
and add text.
TOOLS FOR CREATING STORIES / SHORT-FORM VIDEOS

46. WHAT TO SHARE IN STORIES
• Behind-the-scenes content
• How-to tutorials
• Promotions of your blog posts
• Lists and countdowns. ——>
• Quotes and inspirations
• Stories takeovers

48. INSTAGRAM
• If a business/organization is
not yet using Instagram,
sign up now
• If you have an Instagram and
aren’t using it effectively, get
going.

49. • Used by 37 percent of U.S. online adults (only FB and YouTube
used by more)
• Used by 75 percent of online U.S. 18- to 24-year-olds
• 1 billion monthly users / 25 million+ active business profiles
• Users younger than 25 spend 32 minutes a day on Instagram
• Users 25 and older spend 24 minutes a day
Sources: Pew Research/Instagram
INSTAGRAM

50. Best place
to reach
18-49
other than
Facebook
and
YouTube

51. Instagram is where you show the best you
Use stories for the day-to-day and posts for your best content.

52. INSTAGRAM BEST PRACTICES
• Instagram’s young audience likes current, creative, and useful
content
• Posting frequency is not as important as posting consistency
• There isn’t a universal best time to post on Instagram
• Using both hashtags and location tag drives the most
engagement
Source: Buffer

53. FOCUS ON ONE OR TWO GOALS
• Showcase your products or services
• Build your community
• Showcase your company culture/values
• Share company news and updates
• Increase awareness of your brand

55. VIDEO
• Facebook exec said in 2016 the network will be entirely
video within five years.
• 56 percent of internet users watch videos on
Facebook, Twitter, Snapchat or Instagram each month.
• 81% of 55 to 64-year-olds are watching video online
each month.
• In-the-moment video is winning vs. “produced” video

56. A BETTER VIDEO APP: FILMICPRO
• $15 for iOS and Android
• Professional video tools such as smooth zooming, lock focus, lock
exposure, sound monitoring.

57. CREATIVE VIDEOS: QUIK
• Free for both Android and iOS
• Quickly make videos, add text and music

58. I created this in less than 60 seconds with Quik app.

59. ANDROID AND IPHONE EDITING: VIDEOSHOP
• Free & quickly turns multiple clips into one video, add
music, text and more

60. IPHONE EDITING: IMOVIE
• Free
• Includes many of the same features as the desktop version

61. MUST-HAVE:
GOOGLE PHOTOS
• Free for iOS and
Android
• Edit and backup your
videos

62. PRO EDITING: LUMAFUSION
• $20 for iOS
• Powerful multi-track video editor

63. MORE VIDEO APPS TO TRY
• YouStar - add special effects to videos
• Jumprope - create step-by-step how-to videos
• Action Movie FX - add Hollywood special effects
• Adobe Rush - shoot, edit and share videos
• Cinamaker - shoot videos with multiple phones

64. LIVE VIDEO
Gets 6X more interaction that other video on Facebook.
In-the-moment content is winning vs. produced content.

65. Published by the Facebook Journalism
Project in partnership with the
International Center for Journalists
DIGITAL VIDEO
PLAYBOOK FOR
NEWSROOMS
Available to
download through
Facebook
Journalism Project
or I can email you
copy

67. YOUTUBE
• YouTube is used by more
Americans than any social
network
• 70 percent of teenage
YouTube subscribers trust
influencer opinions over
traditional celebrities
• YouTube is consistently at
the top of my survey of
incoming college students

68. YouTube is the second most popular website online.

69. TYPES OF CONTENT NATIVE TO YOUTUBE
• Unboxing videos
• Timelapse videos
• Video game walkthroughs
• How to
• Tutorials
• Product reviews

70. https://creatoracademy.youtube.com/
Get more YouTube advice at:

71. YOUTUBE
• Key stat: YouTube is used by more Americans
than any other social network - even Facebook!
• How long? YouTube’s recommendation
algorithm rewards creators with longer watch
time, and longer videos are key to that.
Anywhere from 7 to 20 minutes seems to be
ideal.
• According to Backlinko, the average length of
the highest ranking videos is 14 min., 50 sec.
Source: Pew, Backlinko @chrissnider @csnider

72. 19 minutes
3 minutes,
but from Google
18 minutes
@chrissnider @csnider

73. YOUTUBE
• Tips: YouTube is the No. 2 search engine in the
world, so optimizing for the right keywords is
important. Start typing into the search bar to get ideas.
• People search trending topics and evergreen
content
• Trending - elections, holidays, news stories, events
• Evergreen - how-to videos or topics that never die
(Star Wars, Justin Bieber)
Source: Backlinko,
YouTube, Copypress
@chrissnider @csnider

75. YOUTUBE
• Tips: Thumbnail is important. Don’t repeat the
headline in the thumbnail but rather tease with
something interesting.
• The first 15 seconds are important, so get right
into the content without any fluff.
• End at the last second so people go all the way
to the end so you have a good session duration.
Source: Backlinko,
YouTube, Copypress
@chrissnider @csnider

76. YOUTUBE
• Tips: Use pattern interrupts: on-screen
graphics, animations, new background or
setting, B-roll video, different camera angles,
sound effects.
• Post on a regular schedule
• Have a call to action - not necessarily at the end
• Respond and engage with your audience
Source: Backlinko, YouTube @chrissnider @csnider

77. YOUTUBE EXERCISE
• Shareability - Will viewers share your video? What will they write when they share it?
• Conversation - Are you looking at the camera and speaking directly to your
audience?
• Interactivity - Is the audience involved in the video? Are you answering their
questions or asking them to answer a question in comments?
• Consistency - Are there strong recurring elements to your idea (when you post,
consistent elements or formats, consistent voice)?
• Targeting - Is there a clearly defined audience (for your channel, series or individual
videos)?
Source: https://youtu.be/6R6UO_a34FM
YouTube's 10 fundamentals (from Creator Academy)

78. YOUTUBE EXERCISE
• Sustainability - If the audience loves it, can you make more of it?
• Discoverability - Will your videos get discovered through search or related
videos?
• Accessibility - Can every episode be fully appreciated by a new viewer?
• Collaboration - Is there room in the idea to feature other YouTube creators?
• Inspiration - Is this idea coming from a place of genuine interest? If you love
the topic, videos are easier to make.
YouTube's 10 fundamentals (from Creator Academy)
Source: https://youtu.be/6R6UO_a34FM

80. HUMANS / INFLUENCERS
• Real people are poised to take social media back from the
evil marketers
• Algorithms on Facebook and Instagram prioritize meaningful
interactions between people
• Instagram influencer marketing is a $1 billion business
• “The best (value), beside Facebook ads, in the world are
influencers on Instagram.” - Gary Vaynerchuk

81. INFLUENCER MARKETING
• Pay them money to be on your account
• Pay them money to borrow their reach and post on their own
accounts
• Better yet, build sincere personal relationships with influencers
and share useful, unique, exclusive or early information

82. Pura Vida Bracelets has created the most engaged jewelry brand on
Instagram through very thoughtful and well-managed mix of user-
generated content and influencer content.

83. INFLUENCER MARKETING
• Send them your product or offer them free opportunities
• Have them post sponsored posts
• Pay them (in money or products) for product reviews
• Send them products for a giveaway
• Create affiliate marketing programs

84. YOUR EMPLOYEES CAN BE YOUR INFLUENCERS
• Which of your employees / friends can help share your
message?
• Create a place where they can access images, videos and
text that helps tell your brand story to their followers.

86. MESSAGING
• Look for growth of SMS and Messenger/WhatsApp use from
businesses in 2020
• More people use messaging apps than social networks
• Customers prefer this to phone calls and text messaging
• Live chat has the highest satisfaction level of all customer service
channels
• Using SMS to reach customers is no longer considered “too invasive”
• Rumored merger or combination of Messenger and WhatsApp into a
WeChat-style messaging powerhouse will be the catalysts for this trend

87. • Add a “Message Us” button on your website.
• Respond quickly to get a window to pop-up when
someone visits your page

88. Set up Instant Replies

89. HOW TO USE MESSENGER
• Deliver content: Hubspot got a 242
percent higher open rate and a 619
percent higher click rate in Messenger
than email
• Customer service during events
• Let customers pull content by
putting in keywords and getting
options or information
• Provide speedy customer service

90. CHAT BOTS
• Services such as Manychat and Chatfuel simplify the process
of creating Messenger bots (even offering free options)
• Why use a chat bot: available 24/7, can handle thousands
of customers at once, saves money, automates repetitive work
• Once people subscribe, you can broadcast messages to
them via Messenger
• You get their full name, profile photo, time zone and gender
from Facebook

91. CHAT BOTS
• In 2020, consumers will welcome being able to use their voice to talk with
chat bots versus typing alone.
• Those who really want to get their message across using video will find
they’ll have that option as well.
Videoask
by
Typeform

94. PODCASTING
• 51% of the U.S. population has listened to a podcast
• 80% of listeners listen to all or most of each podcast episode
(and listen to an average of 7 shows per week)
• Three ways to approach podcasting…
• Create a podcast
• Be a guest on a podcast
• Advertise on a podcast
Source: https://www.podcastinsights.com/podcast-statistics/

95. Anchor makes it easy to get started podcasting

98. VOICE
• Voice-activated content via smart speakers
and other devices is an early-stage, emerging
field. Yet, the rapid adoption of these devices
suggests that voice will continue to grow as
an interaction ecosystem.
• There are skills to check your bank balance,
ask about wine pairings, get drink recipes,
guide you through a workout, play Jeopardy
and more.
• If you haven’t yet asked yourself, “What is
your company’s Alexa skill going to be?” now
is the time.

100. TIKTOK
• Designed for global creators, TikTok allows users to quickly and
easily create unique short videos to share with friends and the
world.
• TikTok is a new cultural benchmark for global creators.
• Tumblr … Vine … TikTok
• Even if TikTok is never part of your social/video strategy,
it will influence the features we see in other networks
(Facebook has already cloned Tik Tok twice - Lasso app in the
US and Instagram’s Reels editing tools in Brazil).

101. • When you see young people doing things like this,
they’re making a TikTok

102. 16 PERCENT OF ALL VIDEOS ON
TIKTOK ARE TIED TO CHALLENGES

103. STILL MORE CONTENT IS TIED TO USING MUSIC AND OTHER AUDIO

104. STILL MORE IS TIED TO TRENDING HASHTAGS

107. How could you
use one of these
trends to create
a TikTok for
your business or
organization?

109. CREATING GREAT
SOCIAL MEDIA CONTENT

110. GREAT CONTENT IS…
• Native - it looks like what real people post to that network
• Useful - offers utility; I can take an action
• Sharable - Followers want to share with someone else
• Told as a story - we remember stories, not facts
• Content that resonates with people
• Content that follows current best practices

111. NATIVE CONTENT
• Content that 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 that it’s from a brand.
• It hits your emotional center so hard you want to share it with
someone else.

112. When you’re scrolling through your feed,
you don’t think to yourself, “That’s an ad.”

118. WHAT ARE EXAMPLES OF
NATIVE CONTENT ON…
INSTAGRAM
STEP ONE: DEFINE NATIVE CONTENT ON PLATFORM

119. WHICH OF THE ITEMS
ON YOUR LIST FIT WITH
YOUR COMPANY?
STEP TWO: NARROW IT DOWN

120. WHAT ARE SOME EXAMPLES
OF NATIVE CONTENT
YOU CAN POST?
STEP THREE: IDEAS

121. • Let’s repeat for another network

123. USEFUL CONTENT
BY ANN HANDLEY

124. ANN HANDLEY
• Utility x Inspiration x Empathy =
Great Content
• Utility - It’s useful, beneficial. A reader can take action
based on that content.
• Inspiration - It inspires us to do or feel something.
• Empathy - It shows that the writer understands the
reader.
• The reward - people love, trust and believe in you.

125. Utility?
Inspiration?
Empathy?
Who is the
audience?

126. Utility?
Inspiration?
Empathy?
Who is the
audience?

127. Utility?
Inspiration?
Empathy?
Who is the
audience?

128. USEFUL CONTENT
• What is something you will be posting about soon?
• How can you add utility?
• How can add inspiration?
• How can you add empathy?

130. ELEMENTS OF A GREAT STORY
(1) A sympathetic character wants something but
(2) has a problem to overcome.
That character (3) meets a guide (4) who gives them a plan to
overcome the problem.
The guide (5) calls them to action (6) that helps avoid failure and
(7) ends in success.

131. This framework
comes from the
book…

132. Character who wants something: Miguel wants to become a
musician like his great-great-grandfather Ernesto de la Cruz
Problem: His family doesn’t like musicians

133. Meets a guide: Hector
Gives him a plan: Take Hector’s photo back to the land
of the living and Hector will help Miguel find Ernesto.

134. Calls to action: Go to Ernesto’s party.
That avoids failure and ends in success.

135. Krochet Kids int’l: This is Empowerment

136. Sympathetic character who wants something?
Problem to overcome?
Guide?
Gives them a plan to overcome the problem?
Calls them to action?
Helps avoid failure?
Ends in success?

137. In this social media
post, they tell part of
that story.
Sympathetic character
who want something?
Problem to overcome?
Guide?

138. Workshop: ELEMENTS OF GREAT STORY
Sympathetic character who wants something: What do people come to your
brand for (ideally one thing)?
Problem to overcome: What problem does your brand solve?
Guide: Are you positioning yourself as a guide?
Gives them a plan to overcome the problem: Do you have a simple plan to
help your customers do business with you? Ideally a 3-step process.
Calls them to action: Do you have a clear call to action? BUY NOW
Helps avoid failure: What are the negative consequences of not doing business
with you?
Ends in success: What will their life look like after doing business with you?

139. WHAT ARE SOCIAL MEDIA POSTS WE
CAN MAKE WITH PIECES OF THIS?

141. STORYTELLING
FORMULAS TO USE IN
SOCIAL MEDIA

142. BEFORE-AFTER-BRIDGE
• Describe a problem, describe a world where that problem
doesn’t exist, then explain how to get there

143. BEFORE-AFTER-BRIDGE
• How can you use this?
• Describe a problem, describe a world where that problem
doesn’t exist, then explain how to get there

144. PROBLEM-AGITATE-SOLVE
• Instead of describing a life without the problem (the “After”
part), PAS describes life if the problem were to persist (the
“Agitate” part).

145. PROBLEM-AGITATE-SOLVE
• How can you use this?
• Instead of describing a life without the problem (the “After”
part), PAS describes life if the problem were to persist (the
“Agitate” part).

146. THE FOUR C’S
• Clear, Concise, Compelling, Credible
• Keep the writing clear, keep it concise, find a compelling angle to write from,
and write with credibility that what you’re promising can be trusted to
happen.

147. THE FOUR C’S
• How can you use this?
• Clear, Concise, Compelling, Credible
• Keep the writing clear, keep it concise, find a compelling angle
to write from, and write with credibility that what you’re
promising can be trusted to happen.

148. THE FOUR U’S
• Useful – Be useful to the reader
• Urgent – Provide a sense of urgency
• Unique – Convey the idea that the main benefit is somehow unique
• Ultra-specific – Be ultra-specific with all of the above

149. THE FOUR U’S
• How can you use this?
• Useful – Be useful to the reader
• Urgent – Provide a sense of urgency
• Unique – Convey the idea that the main benefit is somehow
unique
• Ultra-specific – Be ultra-specific with all of the above

151. WHAT IS SOMETHING YOU
SHARED RECENTLY?
WHY DID YOU SHARE?

152. WHY WE SHARE
• Entertainment: To bring valuable and entertaining content to others.
• Define ourselves: To give people a better sense of who we are and
what we care about.
• Build relationships: Keeps us connected to people they might not
otherwise stay in touch with.
• Self-fulfillment: Allows us to feel more involved in the world.
• Support a cause: Supports causes or issues we care about.
• BOTTOM LINE: The likelihood of your content being shared has
more to do with your readers’ relationship to others than to you.
Source: NY Times Consumer Insight Group

154. WRITING SOCIAL MEDIA
CONTENT THAT RESONATES
Lessons from people who create viral content

155. • Right story + right audience = social
• Right story + right audience + universal resonance = viral

157. • You are a salesperson for that click or follow
or like or comment.
• Advice on how to sell that click, from editors at Mashable,
Quartz and Upworthy…

158. • Wave of sentiment - ride that wave to feeling town ...
you have to appeal to people's emotion.

159. • Reference pop culture and nostalgia - We’re all in
this internet game together. Show that you know what
is popular right now.

160. • Have great content - Do people really NEED to see
your content? Will it make their lives better?
Upworthy: If a million people saw this, would it make the world a better place?

161. • Inject some curiosity - “This Guy’s Wife Got Cancer,
So He Did Something Unforgettable. The Last 3 Photos
Destroyed Me.”

162. • Make bold claims -
“I just ate the best burger EVER, for REALZ”

164. SOCIAL MEDIA
STRATEGY FRAMEWORKS

165. 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

166. HOW WE USE JJJRH
• 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.

167. JABS BY OREO…

168. MAKE IT EASIER TO LAND THE RIGHT HOOKS

169. LET’S TRY IT
• Write down 5 examples of jabs that one of your clients 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.

170. • Content that 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
NATIVE CONTENT

171. DAN ZARRELLA’S
HIERARCHY OF CONTAGIOUSNESS
The decision-making process that happens before
someone shares an idea:
1. Exposed to the content - it’s in your feed
2. Aware of the content - you actually see it
3. Motivated by something in order to share
At each step, we can increase the number of people.
SOURCE: danzarrella.com

172. • 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
P-O-S-T METHOD

173. LET’S APPLY THIS
TO YOUR COMPANY…

174. 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

175. STORY BRAND RELATIONSHIP
• Three steps of a relationship - Curiosity, Enlightenment and
Commitment
• Make your customer curious about your product
• Enlighten them with useful information that explains how the
product makes their life better
• Ask for commitment by asking for that sale
SOURCE: storybrand.com

176. Squatty Potty: This Unicorn Changed the Way I Poop

177. BLUE OCEANS
• Blue Ocean 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.

179. SOCIAL MEDIA
CALENDAR

180. SOCIAL MEDIA CALENDAR
• What networks am I posting on?
• How often should I post on each network?
• What company goals do I want to drive this month?
• What do my followers need from me this month?

182. THANK YOU!
@chrissnider @csnider