This document provides a summary of a social media training session on popular social media channels and best practices. It discusses the most popular channels, how to audit existing channels, creating visual content, engaging followers, setting goals, using Facebook analytics and advertising. It emphasizes the importance of consistency, coming from a place of kindness, and focusing on positivity when promoting veganism online. The document concludes by encouraging attendees to get involved, do their own research, and lead by example.

1. Social Media Training with Leigh-Chantelle
Source: toptensocialmedia.com
Saturday 18 March, 2017 Brisbane

2. What’s To Come
Best & Most Popular Channels to Use
Social Media Channel Audit
Moving Forward with a Plan
Why Visuals are Important & How to Create Your Own Branded Content
Ideas for Shareable Content
Setting Goals & Committing to Them
FaceBook Analytics, Boosting & Advertising Options & Examples
Online Etiquette
Top Tips For Taking Time Out

3. smartinsights.com

4. What Channel Should I Use?
Facebook: 1.71 billion users
Flickr: 112 million users
Google+: 300 million users
Instagram: 400 million users
LinkedIn: 300 million users
Periscope: 10 million users
Pinterest: 100 million users
Reddit: 36 million accounts
Snapchat: 100 million users
Twitter: 320 million users
WhatsApp: 900 million users
Youtube: 1 billion+ users
Stats: brandwatch.com March 2016

5. Top Social Platforms in Australia

6. Penetration of the Australian Population
Approximately:
• 6 in 10 Australians use Facebook, almost 7 in 10 Australians
• 1 in 2 Australians use YouTube
• 1 in 5 Australians use Instagram
• 1 in 6 Australians use Snapchat
Key Points to Note:
• 65.8% of the total Australian population is an active monthly user on Facebook.
• 1 in 6 Australians are a Daily User on Snapchat.
• Over the year we have seen both Instagram and Snapchat grow their Australian user base
considerably.
• Twitter has experienced stagnant user growth over the past 2 years and has a considerable churn rate
of new users signing up but then never using the service.
Social Media Statistics Australia – January 2017 from socialmedianews.com.au

7. How?
Commit to: Create - Schedule - Post & Interact
Create and share high-quality, relevant, and shareable content
Share online content that matters to you and to others in your arena
Provide value to your readers
Focus on relevant and up to date information
Share on a regular basis
Have something meaningful to say - know your topic & audience well
Think outside the square - have a unique focus or approach

8. Best Times to Post on FaceBook

9. Best Times to Post on Twitter

10. Be Pro-Active with Engagement
Ask more questions, respond more often
Offer promotions to your followers or
discount codes, giveaways, contests.
Shorter posts
Use + and @ to connect with others
Join communities and groups
See what’s trending and popular
Collect email addresses
Source: telerx.com

11. Value?
People now simply post and run with no interaction
Social media platforms overrun with content that doesn’t matter
Before posting something, ask yourself:
Is it really beneficial to anyone?
Will people get something out of it?
Will people want to share?
Source: socialreviewgroup.com

12. WHERE ARE YOU AT?

13. Let’s Audit Your Channels
Where are your Social Media channels? List them eg FaceBook, Instagram, Twitter
Check your branding on EVERY channel - is it the same?
Are you using the same logo?
Are your URLs/Links correct? Do they have your name in them? Is it the same?
Is your About/Bio/Description etc up to date? Do all links work?
What content are you sharing? Is it your own, branded content?
Are you getting interaction and engagement? What types eg likes, comments, shares
Are you responding to messages, questions, and comments?
How do you know if what you’re doing is working?
How much negative feedback are you receiving? How are you dealing with it?

14. Some Things to Focus on
Do you still want to run Manage your Social Media accounts?
Do you want to Grow your Social Media accounts?
Draw up a list of the content you already have and the content you need to create
Work out a Schedule for yourself and other team members to run
e.g. Renata: FaceBook and sharing local events, Andrew: Twitter and sharing vegan-related info, LC to
schedule group-related events, information, links to membership and shop etc (Mon, Wed, Fri)
Scheduling Posts e.g. HootSuite also FaceBook
Know how to find and read tools to measure Return On Investment (ROI) e.g. Google Analytics, Shares,
Comments, Likes, +1s, re-tweets etc
Know the best times to post and the best types of posts to share especially for various platforms e.g.
Instagram more visuals and less text
What do other similar brands/groups do that works? Can you learn anything from them?

15. Why People Follow Brands

16. Why People Unfollow Brands

17. Focus on Visuals
People learn more from Visuals
Visual Content much more likely to get shared
If you can show something, do this instead of telling
Create ORIGINAL and BRANDED visual content - PicMonkey.com,
Keynote, PowerPoint
Watermark your images before you share them.
Instagram, Pinterest especially - don’t forget Twitter and FaceBook

18. PhotoJoiner.net - Collages

19. BeHappy.Me - Quotes

20. Your Own Content
Create high-quality content that can’t be found elsewhere
Sharing this regularly – at least every couple of days
People will come to see your posts
Become an expert in your industry
People will trust you
People come to you for the things
they can’t get anywhere else
They will share your content &
bring more fans and followers to you
Source: creativeengland.co.uk

21. Share & Share Some More
Share Visuals, Events, Information, Feedback
Share your Social Media profiles on other SM channels
Link to all your channels on your website, email signature, mailing list
Encourage likes, +1s, re-tweets
Whatever you create online, remember to cross-promote your work
everywhere online e.g. your blog/website, e-newsletters, forums,
podcasts, social media websites, and videos

22. Ideas for Shareable Content
Create Conversation - ask questions that will engage your fan base and
encourage answers.
Educate and Inform - share podcasts, transcripts, eBooks, facts, lists/top 10,
how to’s and reviews.
Share Visuals - upload photos, images, infographs, videos, eBooks and
presentations.
Link to your website - share blogs, articles, online store, recipes etc from your
own website.
Gauge Opinions - ask your fans for their opinions and feedback on
upcoming, new or existing products or services.
Entertain - share podcasts, videos, presentations and music.
Be Inspirational: upload quotes, music and fascinating facts.

23. COMMITMENT & CONSISTENCY

24. Be Consistent
If you are lazy, this is unfortunate as the culture asks a lot from individuals.
Updating regularly, allowing others access to your life, being online to answer
questions, continuing on with developing your community, reaching out to others
and more.
You need to have good time management skills and keep topics up to date.
Set expectations of when you or your team will be online and when you will respond.
Post regularly, not as often as possible.
Whenever you decide to post, remember to be consistent.
It’s better to post once a week than posting every day for three weeks and then not at
all.

25. Set Your Goals & Commit
Have clear goals with exactly what you want to achieve.
Know your audience and where they are online.
Be realistic with what you can commit to – and stick to it.
Combine your own website, email marketing and paid marketing with
your Social Media postings.
Be persistent and be patient when building your online community.
It takes at least 6 months to develop an online position – but
realistically it’s more like 1-2 years.

26. Some New Ideas
Do your OWN research
Use Facts from reliable sources
Think about how we can:
❖ Learn More
❖ Do Better
❖ Become better examples of compassion in action

27. Be Mindful
What language do you use when promoting veganism? Positive/Negative?
Encouraging/Discouraging? Empathetic/Judgemental? Preaching/Teaching?
Do you use racist language when you talk about other countries and cultures? E.g.
Japan and dolphins/whales, China and dog meat? The Middle East and live export
Do you use trigger words that might truly upset someone? Words such as slave,
rape, concentration camps
Do you give unsolicited health advice/tell terminally ill or disabled people that
they will be “cured” if they go vegan?
Do you think different types of bodies and people should be used to promote
veganism?

28. Be Mindful
There’s no need to use and commodify a group of people to
further the vegan/Animal Rights agenda
What more can we do to encourage long-term commitment to the
vegan lifestyle?
How can we show the different types of vegans that exist?
How can we encourage others to support our movement -
whether or not they are vegan?
How can we promote veganism in the most inclusive way

29. Planting Seeds
At best vegans are 1-2% of the population - this figure hasn’t changed for 20 years
Find out other people’s passions & motivations
What are you most passionate about? What are you best at communicating? Start
here
See how you can plant the seeds of change
Our way is NOT the only way
Learn from other movements
LGBTQI movement is a great example of including and welcoming allies

30. Keep In Mind…
Be careful what you share online because everything is a permanent reflection of
you or your company/group that may never be erased.
If you have various people posting on behalf of your company, make sure that
everyone knows the goals of the company.
Ensure that people know what to post as well as what not to post.
Always use the correct grammar, punctuation and spelling.
If you wouldn’t say it to someone’s face or mail it on a postcard, don’t say it online.
Consider how the content you share is positive or negative for your company.
Don’t abbreviate or use slang - just because you know what it means, doesn’t mean
others will.

31. FACEBOOK

32. FaceBook News Feed
techcrunch.com

33. FaceBook News Feed - What You See
techcrunch.com

34. FaceBook Boost Post

35. FaceBook Boost Post
Vegans don’t ONLY care about non-human animals
Let’s ACT like it
Learn more about each other and the world around us
ALL systems of oppression need to be changed

36. FaceBook Boost Post

37. FaceBook Advertising
Vegans don’t ONLY care about non-human animals
Let’s ACT like it
Learn more about each other and the world around us
ALL systems of oppression need to be changed

38. FaceBook Advertising

39. FaceBook Advertising

40. FaceBook Advertising

41. FaceBook Advertising

42. FaceBook Advertising

43. FaceBook Advertising - Example

44. FaceBook Advertising - Example

45. FaceBook Advertising - Example

46. FaceBook Advertising - Example

47. FaceBook Insights -> Overview

48. FaceBook Insights -> Promotions

49. FaceBook Insights -> Likes

50. FaceBook Insights -> Reach

51. FaceBook Insights -> Posts

52. FaceBook Insights -> Posts & Engagement

53. FaceBook Insights -> Posts & Engagement

54. FaceBook Insights -> Posts & Engagement

55. FaceBook Insights -> People (Reached)

56. BE NICE - PARTICULARLY ONLINE

58. Online
Be Nice, Be Kind
You can still disagree with someone without using
negative words, names, judgement
Remember - wrongly or rightly - that you maybe the
ONLY vegan someone comes into contact with
What you do and how you do it reflects the whole
movement - so ACT like it!

59. Online Etiquette
Online Etiquette simply means courtesy to others online
If you wouldn’t say or do something offline, don’t do it online
Online behaviour shouldn’t just be an afterthought
If you type something, you had better mean it
Words are powerful. Just as they have the power to motivate and
inspire, they also have the ability to hurt and harm others
If you think something you have written will embarrass someone, get
them into trouble, compromise their privacy, or stir up drama, keep it
to yourself. Better yet, delete it.

60. Top 10 Tips for Online Etiquette

61. TIPS FOR A BALANCED LIFE

65. WRAPPING UP

66. Things We’ve Covered Today
The Best & Most Popular Channels to Use
How to do a Social Media Channel Audit
Things to Focus on - Starting from NOW
Why Visuals are Important
How to Create Your Own Branded Content
Ideas for Shareable Content
How to Set Goals see them Through
Understand FaceBook Analytics, Boosting & Advertising
Online Etiquette Tips
Top Tips For Taking Time Out

67. Get Involved
Keep up to date with what’s happening in your movement by
attending meetings and getting involved the best way you can.
Support other groups and events.
Attend everything you can, even if you don’t agree with the group,
people or the topics.
Keep an open mind to learn more.
If you’re starting out, meet as many people as you can and then be
selective with who you want to hang around with.
Take some time out for yourself, completely removed from your
activism.

68. Remember to…
Do your own research
Investigate and Read more
Be genuine and honest with everything you do
Help build our vegan community
Keep your mind on your goals & stay focused
Believe that you are part of the change that this world needs
Focus on finding out what connects us to each other - not on the
things we disagree on
Lead by example, and be consistent
Be the best version of yourself

69. Remember To…
Promote the positive
Focus on Encouragement
Focus on Education & Planting Seeds
Inspire others
Always remember Kindness. Always remember Compassion
Show how easy it is to be vegan
Be the best vegan you can be - starting now

70. Connect with Viva la Vegan!

71. Connect with Me
@LeighChantelle on FaceBook, Google+, Instagram, Pinterest, Twitter