Slides from Gwen Woltz of Wahine Media's workshop at the Changing Faces of Women's Leadership Seminar: Women as Innovators and Entrepreneurs on June 29, 2016.
Get to know the fundamentals of social media management from "need to have" to "nice to have" to "great to have" in this hands on workshop. Be sure to save this slideshow! It includes examples of great posts by leading businesses, and a link to a hidden gem caption muse database. Please email gwen@wahinemedia.com for questions.
3. Understand social mediaโs real value
and cost
How much is a deposit in your brandโs
trust bank worth to you?
4. Letโs compare
Full page print ad in one issue of Hawaii
Magazine (2 month issue) = $4,120 (2015 rate)
Return
โข 200K print impressions
โข 68K circulation
5. Letโs compare
2 months social media management for a
medium sized business = about $4,000
Return
โข Impressions (5K+ fans, easily reach 200K)
โข Engagement (touch points)
โข Conversion (sales, clicks to website)
โข Content
โข TRUST
12. Develop only the most remarkable content that
connects with your target community
Captions are equally as important as the image!
Remember you are competing with photos from
friends and family
Repurpose old content
Tell a story and leave breadcrumbs
Investment in content
13. โStorytelling means you have to reveal something
beyond self-congratulations. โจ
It is not just a gimmick to sell more crap. Storytelling
is about relationshipโmost importantly describing
the world of your audience, and how much you get
who they are, what they care about, and where they
are trying to get in life.โ
โMichael Margolis CEO, Get Storied
14. Thatโs less than a gold๏ฌsh
The average attention span of
a human is 8 seconds
26. โข Compelling photo or video
โข Caption is one sentence or two
โข Caption makes photo connection
โข Use colorful, lively action verbs
โข Vary the way you begin captions
โข Donโt state the obvious
โข Spelling, grammar and punctuation are correct
โข All people are identi๏ฌed appropriately
โข Photo credit given
โข Do not begin a caption with names
โข โBelowโ and โpictured hereโ below unnecessary
โข Other businesses tagged
โข Hashtags used on Twitter / Instagram (1-3)
Caption checklist
28. These photos left us speechless.
Big news.
Wow.
Everything can be a game.
So, which is it? Hot, or cold?
Boom.
For the win!
You should be here!
Why not you?
The power of love.
Halfway there.
Goodness gracious!
The wait is almost over. #ToughMudder
We've known it all along.
There, that's better.
Well, okay thenโฆ
Ahhh, so that's why...
Got to have sauce.
One love, one heart.
Need an Ark? I Noah guy.
Good talk, letโs do it again sometime.
The cold never bothered me anyway.
Want to see our duck face?
On Wednesdays, we wear pink.
Take a ride on this energy.
He's getting his pose on.
We say why not?
The question isnโt can you, itโs will you?
Life is better when youโre laughing.
Do 2x the good and share with a friend!
Our rock stars!
Co๏ฌee ๏ฌrst, my good friend. (cust serv)
Positive vibes are surrounding us today... and
we like it!
She believed she could, so she did!
Some days it's easy being green. โKermit
the Frog (honu)
30. Great content creation apps:
Over, PicFrame, Boomerang,
Flipgram, WordSwag
Free photos: New Old Stock,
Unsplash,
Others: PowToon, Fyuse
31. MUST respond to engagement on pro๏ฌles
Get to know your community by individuals
Remember your community may not all be your
direct customers, but they are equally as important
Donโt miss out on opportunities to weave your brand
(aka logo) into conversations o๏ฌ your pro๏ฌle
*WORKSHOP 1*
Equal engagement & posting
33. Facebook is pay to play
Instagram ads through Facebook ad platform
Twitter ads expensive, but quality
โKeep pro๏ฌles aliveโ formula (baseline)
Conversion ads should be above baseline budget
Allocate budget for social ads
34. โKeep pro๏ฌles aliveโ (baseline) formula
50% build fans: align with current marketing targets,
use audience insights
50% boost posts: to fans & friends of fans
Facebook: expect to pay between $0.15 - $0.85 per
fan (depending upon target audience)
Twitter: expect to pay between $1.25 - $3.25 per
follower
NO ads to gain Instagram followers (yet)
35. Reviews correspond with direct sales more than any
other social channel (depending upon product)
โข Claim pro๏ฌles
โข Monitor weekly
โข Address the negative
Review management
36. Hootsuite
โข Schedule content to Twitter, Instagram, LinkedIn,
Google+
โข Donโt use for Facebook scheduling
โข Monitor keywords and twitter lists
Google sheets (collaborative)
โข Pre-plan content, house passwords, house
response database
Basic management tools
38. UGC (user generated content) is created with or
without you
UGC is one of the most valuable returns on social
media. People become your marketing machine
If you are a brick and mortar, this is a NEED TO HAVE
Monitor & engage geotags (Gramfeed or Hootsuite)
Encourage community to share - develop a brand
hashtag
*WORKSHOP 2*
Community oriented content
39. #PutACanOnItโRed Bull
This year Red Bull came away with the prestigious โBest Use of A Hashtagโ
Shorty Award with its #PutACanOnIt campaign. Though the hashtag was
created by Red Bull, it was inspired by a photo the company found on
Twitter wherein the photographer is seen holding a Red Bull can above a
Mini Cooper to make it look as though it was a trademarked Red Bull car.
The trend exploded as people around the world began creating their own
images with Red Bull cans placed in unique positions.
40. #AstonLife: Aston Hotels &
Resorts
The Aston experience is not
just about the room, the view,
the pool, the hospitality, or the
amenitiesโit's about the
adventure, the laughter, the
romance, the quality time with
family, the memories.
#AstonLife is about you, our
treasured guests, and we want
to share your story! We invite
you to upload a favorite photo
from a stay with us at Aston
Hotels & Resorts. Select
photos will be featured on our
social pro๏ฌles.
41.
42. WORKSHOP 2
Tips on developing a brand hashtag
โข It should rarely be your name
โข It should tie into your brand or motto
โข It should be short and easy to remember
โข Often times they are compound words or phrases
โข It should never be an obscure acronym
โข It shouldnโt include a date or year unless relevant
โข Sometimes a hashtag can be tied to a contest or
campaign, but should still tie closely to the brand
See handout for exercise
43. Integrate team members outside of social
โข Customer service
โข Product development
โข Reputation management & PR
โข If high volume, utilize ticketing system (Podio, Zen
Desk, Sprout Social)
100% review response
โข Use Revinate
Full circle customer service
44.
45. In addition to Hootsuite & Google tools
Sprout Social
โข Analytics
โข Scheduling
Podio
โข Project management, c/s ticketing system
Short Stack
โข Contests, webforms
Advanced management tools
46. Blogs
โข Rich, authority-building, relevant โgive backโ that
makes fans click through to read more
โข Headline is the MOST IMPORTANT part of a post
Products
โข If you are a retailer, you MUST use Pinterest
โข Sell โsoftlyโ
Content that links to website
47. In reality, trend is beyond uploaded video it has
moved to live broadcast
Video performs the best (Facebook is competing
with YouTube)
Moving content stands out better and well worth the
investment. Consider gifs or animations
Cinemegraphs
360 Video is here!
Video and moving content
53. Regular on-site content generation
Live broadcast
โข Periscope
โข Facebook live
โข Google Hangouts on air
Live content
54. Engage fans on a deeper level
A campaign can be content oriented, doesnโt always
have to include a โprizeโ
Co-op campaigns with other businesses have more
reach, bigger impact. Make sure partnership makes
sense!
Contests & campaigns
55.
56.
57.
58.
59. Landing pages on website from social
Blog
Email marketing
Product sales on social
Google Analytics conversion tracking
Full circle conversion mechanisms
60. SOCIAL MEDIA SUCCESS TIMELINE
Month 1-2
โข Set up and monitor
โข Develop brand voice
โข Start posting daily
โข Focus on content
performance and adjust
โข Build content bank
Month 3-7
โข Start using ads
โข Develop customer service
protocols
โข Analyze data and optimize
content
โข Focus on engagement
Month 8-12
โข Plan for contest or campaign
โข Optimize c/s protocols
โข Contribute optimized content to bank
Month 13 โ 18
โข Execute contest or campaign
โข Integrate sales and conversion
Month 19 โ 24
โข Analyze data and adjust strategy
โข Activate conversion ads
62. What killed the infographic? โจ
http://www.fastcodesign.com/3045291/where-data-visualization-is-going-next
The Calgary Zoo Shares its Annual Report on Instagram โจ
http://www.convinceandconvert.com/social-media-case-studies/the-calgary-zoo-shares-
its-annual-report-on-instagram
Infographic: The Optimal Length for Every Social Media Update and More โจ
https://blog.bufferapp.com/optimal-length-social-media
6 Simple Photo Tools for Creating Social Media Visuals โจ
http://www.socialmediaexaminer.com/create-graphics-for-social-media/
HOT TAGS & INSTAGRAMERS | Websta (Webstagram) โจ
http://websta.me/hot
327 Good Sel๏ฌe Quotes & Funny Captions โจ
http://appamatix.com/327-good-sel๏ฌe-quotes-funny-captions
197 Funny & Cute Instagram Captions โจ
http://appamatix.com/197-funny-cute-instagram-captions
The 7 Best Instagram Hashtags for Business (in 30+ Niche Markets) โจ
http://www.postplanner.com/best-instagram-hashtags-for-businesses-by-niche-market-
industry-sector