If you're a small business owner, you're wearing a hundred different hats. Is investing your time in social media worth it? We cover the benefits of social media and how to get started. We also touch on social media advertising and provide a template for your social media work week.
2. Agenda
The social media landscape
• Digital marketing channels
Getting started with social media
• Benefits of social media
• Choosing your channel
• Creating your profile
• Posts types and formats
• Social listening
Paying to Play
• Why pay?
• Objective
• Audience
• Structuring your campaigns
Your Social Media Work Week
Reporting
Future Trends
@thgage
7. Why Social Media
• 74% of Canadians spend 3-4 hours online
a day (CIRA)
• 22.7 million social network users in Canada
(Statista)
• 71% of consumers who’ve had a positive
social media service with a brand are likely
to recommend that brand to others
(Nielsen)
@thgage
8. Why Social Media
In BC…
• 47% are on LinkedIn
• 40% are on Twitter
• 80% are on Facebook
@thgage
9. 3 Benefits of Social Media
1. Create brand awareness
• Who you are
• What you care about
• Why you do what you do
2. Connect with your audience 1:1
3. Foster brand loyalty
@thgage
10. Social media gives you the
ability to build a strong digital
image for your business.
13. Which Channel Do You Pick?
1. What channels are you most comfortable with?
2. What’s the nature of your business?
3. What’s your target demographic?
3 questions to help you choose your channel
@thgage
17. Types of Posts
• Images
• Videos
• Links
• Text
• Stories, Live Video, Video 360, job
posts, offers, events…
What types of posts can you create?
@thgage
18. Post Format
• Questions
• Quotes
• Products
• Store
• Inspiration
• Helpful tips
What format can your posts take?
• Profiles
• Contests
• Thought leadership
• Memes
• Lists
@thgage
21. Examples: Sundance Seafood
beautiful, eye catching photography
engaging content that provides value to followers
storytelling that highlights the family
emojis, hashtags
@thgage
22. Examples: Sundance Seafood
beautiful, eye catching photography
content that’s a bit more promotional but
“disguised”
storytelling that highlights the family
emojis, hashtags
people-centered
@thgage
23. Examples: Sundance Seafood
eye catching photography people-
centered
content that’s a bit more promotional
emojis, hashtags
@thgage
24. 1. Social monitoring
• Hashtags
• Groups
2. Managing negative comments
• Listen
• Empathize
• Bring the conversation to a private channel
Listen More Than Talk
@thgage
25. Paying to play
1. The organic reality
2. The advantages of promoting
3. Set your budget
@thgage
26. “Using paid social is the
equivalent of using the FastPass
at Disneyland: it gets you there
faster.”
Neal Schaffer
28. Choose your audience
Ways to build your audience
• Website
• Social media followers/engagers
• Client file
• Interests and demographics
• Age, sex, geo location
• Lookalikes
31. “Start with community. Find your 1000
true fans, then publish video content,
stories, integrate messenger, and build
niche groups.”
Mari Smith
32. Your social media work week
• Put it in writing
• Schedule your time
@thgage
33. Your social media work week
• Every quarter
➡ Review your previous quarter
➡ Set your goals
➡ Identify special days (social days, holidays,
campaigns…)
@thgage
34. Your social media work week
• Every month
➡ Bulk schedule your month
➡ Review your analytics (top posts, poorly performing
posts, type of posts, post format, post timing…)
@thgage
35. Your social media work week
• Every week
➡ Check your ads
➡ Review your scheduled posts
➡ Schedule next week’s posts
@thgage
36. Your social media work week
• Every day
➡ Monitor your feeds
➡ Respond to conversations
➡ Spend time scrolling through your feed
➡ Check in on your competition or partners
@thgage
38. Reporting tips
• Create a spreadsheet
• Number of followers
• Reach
• Engagement
• Engagement rate
• Clicks to your website
• Bounce rate
• Time on site
• Conversions
@thgage
Create brand awareness
Who you are
What you care about
Why you do what you do
Connect with your audience 1-1 (enter into a conversation)
Disrupts the traditional one-way communication
Generate engagement
They learn about you, but most importantly you learn about them
Foster brand loyalty
Create brand awareness
Who you are
What you care about
Why you do what you do
Connect with your audience 1-1 (enter into a conversation)
Disrupts the traditional one-way communication
Generate engagement
They learn about you, but most importantly you learn about them
Foster brand loyalty
Create brand awareness
Who you are
What you care about
Why you do what you do
Connect with your audience 1-1 (enter into a conversation)
Disrupts the traditional one-way communication
Generate engagement
They learn about you, but most importantly you learn about them
Foster brand loyalty
