The document summarizes the newest trends in social media marketing. It discusses how social media is becoming more specialized and each channel requires original content. It focuses on using Facebook for branding, general news, and all age ranges, and Instagram for lifestyle content targeting younger audiences. It provides tips for improving Instagram engagement and using stories, video, GIFs, influencers, and reviews to drive traffic and sales. Measurement is important, and the document discusses using the Facebook pixel and brand lift tests to optimize ads and understand their impact.

1. The Newest Trends in Social
Shane O’Neill - VP, Fruchtman Marketing

2. Welcome to another
educational session on
Social Media
The Newest Trends in Social

3. Social Media is becoming highly specialized.
Even if you are working with an agency, there is only so
much a third party can provide based on time and money.
While they can be essential in driving strategy and managing
advertising placement and buys, more and more retailers
have someone internal to supplement those efforts.
The Newest Trends in Social
IT’S ALL ABOUT CONTENT: Each social channel has its own unique purpose
and should have original content. Programs that share the same content over
different channels isn’t an effective way to approach social media.

4. What Channels Should You Use
If you’d like to run effective social campaigns, start by assessing
what you can do… and do well. While there are many choices,
we’ll focus on the following today:
Facebook - Brand positioning, general news, all age ranges
Instagram - Lifestyle, younger
YouTube - Great if you can create video content… custom?
The Newest Trends in Social

5. Get right with Instagram
It’s time to up your Instagram game. Let’s look at how the best
Instagramers use the platform… why should your business be
any different?
● Instagram is about Lifestyle, almost a diary of your daily life.
● What’s your “Brand Lifestyle” and how can you incorporate it?
● Have store employees generate content including consumable,
events or travel
The Newest Trends in Social

6. The Newest Trends in Social

7. The Newest Trends in Social

8. Facebook &
Instagram Stories
Stories allow users to create a feed of sequential content that
disappears within 24 hours of being posted. Story content can either
be static photos or video. You can also choose to save stories.
● Perfect for time-sensitive content, sales and promos.
● Build up suspense leading into a big sale to keep people glued to
your page. Something BIG is coming #mainstreetevent.
● Run a Stories ad to get your content out.
The Newest Trends in Social

9. Instagram User Stories
There isn’t a better endorsement than someone sharing your
brand on their own page. You can then source that content.
Consider encouraging your engagement ring customers to
share the proposal on their page using
#mymainstreetengagement
The Newest Trends in Social

10. Video
Video typically shows better user engagement as well as
costs when doing social advertising.
● Facebook promoted posts
● Facebook Live
● Facebook “Video Creation Kit” - Create Video from Still Image
and Text Assets. Built into Ads Manager and your Page
Publishing tools
● YouTube Channel
The Newest Trends in Social

11. Facebook GIF Advertising
Like video GIF’s tend to have much lower CPA. They stand
out and don’t require the same investment as video.
How to make a GIF… simplest way is to use giphy.com/create/gifmaker
The Newest Trends in Social

12. Influencers in Your Local Market
Local or Micro-influencers are an aspect of social marketing
that are under utilized. Partner with those who have similar
audience profiles. These can take form of:
● Influencer product reviews
● Ask influencer to feature your product
● Writing a guest blog for the influencer with link back
● Interview style from the influencer
The Newest Trends in Social

13. Facebook Advertising
The FB Ad platform offers robust options vs boosting
Carousel Ads - Series of up to 10 images/videos with
headlines, links and call to action.
The Facebook Pixel - measure conversions, optimize
your ads and targeting and gain insights about
Facebook users who visit your website. Use for
remarketing and lookalike audience features.
The Newest Trends in Social

14. Facebook Advertising
Brand Lift test - tests that allow you to see the effect your ads are having on
your brand. Design up to three poll questions.
● Standard ad recall. Example: “Do you recall seeing an ad for [your brand] online or on
a mobile device in the last 2 days?”
● Standard brand awareness. For example: “Have you heard of [your brand]?”
● Abstract favorability. “How would you describe your overall opinion of [your brand]?”
● Familiarity. “How familiar are you with [your brand]?”
● Recommendation. “Will you recommend [your brand] to a friend?”
● Action intent. “How likely are you to consider [your brand]?”
facebook.com/test-and-learn/test
The Newest Trends in Social

15. Reviews & Recommendations
Reviews continue to be a driving force
behind consumer purchasing decisions.
Facebook Page Reviews - is updating to
recommendations.
Podium - Great platform to increase
reviews in-store with web integration.
Specifically Google reviews the also help
with SEO.
The Newest Trends in Social

16. Thank You for Attending!