For Think Iowa City's Educational Series, 6/1/2017. Content strategy portion inspired by Brian Millar, co-founder of the Emotional Intelligence Agency. Slide through, or just watch this: https://www.facebook.com/WeAreSculpt/videos/1375823072511652/

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#sculptspeaks

2. Hi.

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Josh on the Internet
a talk by josh

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Who are you?
Why are you here?

6. i’m josh.

7. jhkrak

8. #sculptspeaks

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Ignite the conversation between

12. Sculpt is a social media agency
built for change.

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13
In a world of never-ending change, we help your
brand story stay consistent and
marketing keep pace.

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What’s next?

15. I went to sxsw
to find out.

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👇
👇

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messengers and bots
snapchat-ification of everything
live and augmented reality storytelling
influencer inflation
automation and personalization

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Great. So where do we start?

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Do we build a Bot?
Do we experiment with Live?
Do we optimize an augmented reality experience to
growth hack demand generation for gen z influencers?

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Maybe you’ve felt this way too.

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The reality of social media marketing today
It’s not marketing that’s changing, it’s your customers
Social marketing today is easier, but more complex
Brands that adapt, win

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KNOW TO GROW
why being amazing on social takes a
customer-focused culture + content strategy

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Let’s start here: Culture

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Build a culture that cares about
customer experience everywhere.

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Examples:

27. Ignoring customer questions

28. Outdated or Incorrect Hours / Information

29. Hiding Comments from
Concerned Customers

30. Robotic Answers to Every Person

31. Targeting the Wrong Customer

32. Broken Links / Missing Information

33. Prioritizing Communication Channels

34. `
Misaligned Brand Voice

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Customer experience is customer experience,
online and offline.

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And the stakes are high.

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84% of consumers trust online reviews
as much as personal recommendations
BrightLocal survey, 2016

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Culture that’s (self) brand aware.

40. Brands are a collection of
unconscious associations in the
consumer’s mind.

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42. social strategy | #sculptspeaksraygunshirts.com

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Culture that has an always-on approach to sharing
moments that are interesting to your customers.

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Culture that has an always-on approach to sharing
moments that are interesting to your customers.

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Example: April the Giraffe livestream
http://www.aprilthegiraffe.com/

47. See content
opportunities
everywhere.

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http://blog.instagram.com/

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Culture that invests in experimentation.
(Not afraid to try stuff.)

50. The most damaging phrase in the
language is “we’ve always done it this
way!”
Grace Hopper

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Culture that’s obsessed with measurement.

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This data is trackable and critical
How did customers find us?
What brought them back?
How many times have they purchased?

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🤳
Path to Purchase

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Culture that cares about CX
Considers offline and online touch-points
Aware of brand associations and values
Has an always-on mindset
Measures every interaction
Experiments to learn

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Let’s talk content strategy.

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Social media content strategy
What to share
Where to find it
How to amplify it

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Social media content strategy
What to share
Where to find it
How to amplify it

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So you want engagement, huh.

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Engagement is an emotional connection.

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What to share…

62. DON’T INTERRUPT WHAT INTERESTS PEOPLE.
BE WHAT INTERESTS PEOPLE.

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FUNNY USEFUL
BEAUTIFUL INSPIRING
CONTENT

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Let’s break each of these down.

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Funny
😂

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http://www.boredpanda.com/funny-wendy-jokes/

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Useful
😏

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wilson’s orchard

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Beautiful
😍

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PullmanMoss

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Social Video Tips
Captions on, sound off
Capture attention in first 3 seconds
Stabilize the (smartphone) shot
Publish natively

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Inspiring
😄

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Allsteel

81. Find and focus on
the humans.

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People are aspirational, they're striving to be a better
version of themselves. You can help.

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How to accomplish this?

86. 2012 2015

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Show, don’t tell.

88. Your content strategy should incorporate
most or all of these themes

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Social media content strategy
What to share
Where to find it
How to amplify it

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User-generated content

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User-generated content

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93. 5-minute Workshop
Find your funny, beautiful, inspiring, useful

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Inspiring
Beautiful
Useful
Funny

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Social media content strategy
What to share
Where to find it
How to amplify it

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Let’s skim the surface on paid targeting.

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Paid Social is a powerful channel to
reach people where they are,
with what they want.

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Warmer
Customer Lists
Website Traffic
Video Viewers
Page Engagers
Page Fans
Colder
Lookalike
Friends of Fans
Behaviors
Interests
Geography
Demographics
Target Audience prioritization based on Relevance

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Install the Facebook Pixel

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Key takeaways
smm is only effective with a customer-centric culture
your content should be funny, useful, beautiful, inspiring
when investing in paid social, prioritize warm audiences

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It doesn’t end here.

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Now go, make it happen.
👊

104. thank you.

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WHAT WE DO
BUILD YOUR STORY
Audience Insights / Channel + Campaign Plans / Content Strategy
SHARE YOUR STORY
Social Content + Management / Content Marketing + SEO / Email / Integrated Campaigns
AMPLIFY YOUR STORY
Paid Social / Influencer Management / Contests

106. ask josh (almost) anything
josh(at)wearesculpt.com | wearesculpt.com

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5 things you can try right now.

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Retarget viewers who watched 75%

109. Video
Optional:
Engagement
Image
Optional:
Engagement
Image
CTA / Offer

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Messenger Automation
Send a customized personal message to anyone who comments on your Facebook ads or posts
msghero.com

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Track ‘Offline Conversions’ in Ads Manager

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Run ads and offers in Stories

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Experiment with Visual Content / Improve Photography

114. Visual Content Elements
Natural light is important
Keep shots condensed and interesting
Give a sneak peek into your people, place, & process
Bring out your personality
Tell a story through a series
Think thumb-stopping