Presentation for the Iowa School Public Relations Association Conference - Oct. 12, 2018. Find out more about future presentations on my website: https://chrissniderdesign.com/
1. BEYOND FACEBOOK:
Crafting a
social media strategy
Chris Snider • Drake University • Oct. 12, 2018
Iowa School Public Relations Association Fall Conference 2018
2. HELLo. I’m Chris snider.
• Associate professor in Drake University’s School
of Journalism and Mass Communication
• Teach classes on multimedia, social media, digital media,
visual communication, storytelling and web design
• Also teach a variety of classes on those topics in our new
Online Master of Arts in Communication program
• Formerly of the Des Moines Register and Juice magazine
3. • I’m passionate about how businesses can use social
media
• Formerly in charge of social media accounts for Juice
Magazine and the Des Moines Register
• Continue to run social media accounts for freelance clients
and several related to Drake University
• Survey students each semester on social media habits
5. WHO Are you?
• How many of you use social media as a part
of your job?
• What are some examples of what you are doing?
• What social networks are you using?
6. What I will cover today
• How to create content that is native to Instagram
• How to use Stories on Instagram, Snapchat,
Messenger and/or Facebook
• Alternatives to Facebook for reaching your customers
• How to extend your reach and get more interactions on
Facebook
8. But first…
Let’s understand your audience (handout)
• Who are you trying to reach?
• What do you want them to do?
• What problems do they have you can solve?
18. Facebook’s Mark Zuckerberg
says stories will overtake
News Feed on all apps
Instagram is the most popular place for Stories now,
but plan to use them on Facebook, Messenger, Snapchat and more.
19. About Instagram stories
• 400 million daily active users as of
June 2018
• It’s much easier to build a following
on Instagram than Snapchat (and
likely you already have one)
• Adding hashtags and location
tags get you into bigger stories
and extend your reach
20. In the Drake SJMC, we’re seeing double the views on Insta Stories as on Snapchat.
25. Adobe Spark Post
Add animated effects
to your photos
Hype Type
Add text overlays to your
photos and videos
InShot
Convert horizontal videos
to vertical videos.
Tools for creating Stories
26. What to share in stories
• Behind-the-scenes content
• How-to tutorials
• Promotions of your blog posts
• Lists and countdowns. ——>
• Quotes and inspirations
• Stories takeovers
28. Instagram
• If your biz/organization is not yet using Instagram, sign up now
• If you have an Instagram and aren’t using it effectively, get going
29. Instagram
• Used by 35 percent of U.S. online adults
• Used by 71 percent of online U.S. 18- to 24-year-olds
• 1 billion users / 25 million active business profiles
• Users younger than 25 spend 32 minutes a day on Instagram
• Users 25 and older spend 24 minutes a day
Sources: Pew Research/Instagram
31. Exercise: Native content
• Content that looks and feels like any other content
that appears on a platform for which it was created.
• It is not cheesy, and it’s not obvious.
• It has “cool” factor.
• It hits your emotional center so hard you want to share it
with someone else.
32. When you’re scrolling through your feed,
you don’t think to yourself, “That’s an ad.”
34. What are examples of
native content on…
STEP ONE: DEFINE NATIVE CONTENT on platform
Use the worksheet
35. WHICH OF THE ITEMS ON YOUR
LIST FIT WITH YOUR BRAND?
STEP TWO: NARROW IT DOWN
36. WHAT ARE SOME EXAMPLES
OF THINGS YOU CAN POST?
STEP THREE: IDEAS
39. Instagram best practices
• Instagram’s young audience likes current, creative, and useful
content
• Posting frequency is not as important as posting consistency
• There isn’t a universal best time to post on Instagram
• Using both hashtags and location tag drives the most
engagement
Source: Buffer
40. Instagram best practices
• Videos might overtake images as the most engaging type of
content
• User-generated content drives growth and conversions
• Caption length doesn’t affect engagement
Source: Buffer
41. Ways to use instagram - choose 2
• Showcase your products or services
• Build your community
• Increase awareness of your brand
• Showcase your company culture and values
• Advertise to potential customers
• Increase brand loyalty
• Share company news and updates
44. Linkedin
• Stop. Underestimating. LinkedIn.
• 50 percent of Americans with a college degree use LinkedIn
• Popular among high-income households
• 562 million professionals on LinkedIn
• 4 of 5 members drive business decision
• No. 1 platform for lead generation
45. What to post to LinkedIn
• Company news, culture, industry trends, blog posts
• Anything you would post to FB page could go on LinkedIn
• Give your employees content to post
46. Linkedin best practices
• Use a logo and cover image. Companies with logo images
get six times more traffic to their pages.
• Be sure that your description leads with powerful, keyword-
rich copy for SEO results.
• Share engaging content at least once per day. “Share
company news, industry articles, or thought leadership pieces
—or ask followers to weigh in on hot topics”
• Be helpful and friendly, not salesy
Source: LinkedIn
47. Linkedin best practices
• Updates posted in the morning usually earn the highest
engagement, with a slight bump occurring again after
business hours.
• Think like a journalist: Don't bury the lede. Concise intros and
snappy headlines are more likely to result in higher
engagement. Ask thoughtful questions to involve your
audience. Always include a clear call to action, like a link.
• Images generally result in a 98% higher comment rate. Links to
YouTube videos play directly in the LinkedIn feed and usually
result in a 75% higher share rate.
51. Influencer marketing
• We live in a world where one post by Rihana or Kylie Jenner can send
Snapchat stock tumbling
• Instagram influencer marketing is a $1 billion business
• “The best (value), beside Facebook ads, in the world are influencers on
Instagram.” - Gary Vaynerchuk
• Influencers are people first and content marketers second. This means the
algorithm doesn’t hurt them.
52. Influencer marketing
• Pay them money to be on your account
• Pay them money to borrow their reach and post on their own
accounts
• Better yet, build sincere personal relationships with influencers
and share useful, unique, exclusive or early information
53. Gary Vaynerchuk on how to use Instagram influencers
https://www.youtube.com/watch?v=peC9z0tTRkM - April 2017
54. Influencer marketing
• Send them your product or offer them free opportunities
• Have them post sponsored posts
• Pay them (in money or products) for product reviews
• Send them products for a giveaway
• Create affiliate marketing programs
59. Facebook messenger
• 1.3 billion monthly users
• Customers prefer this to phone calls and text messaging
• Live chat has the highest satisfaction level of all customer
service channels
• You already have an account
• More people use messaging apps than social networks
60. Facebook messenger
Facebook IQ conducted a study on the use of mobile messaging with 12,500
people across the world and found several promising trends among the people
surveyed:
• Sixty-three percent said that their messaging with businesses has increased
over the past two years
• Fifty-six percent would rather message than call a business for customer
service
• Sixty-one percent likes personalized messages from businesses
• More than 50 percent are more likely to shop with a business they can
message
61. • Add a “Message Us” button on your website.
• Respond quickly to get a window to pop-up when
someone visits your page
63. How to use Messenger
• Deliver content: Hubspot got a 242
percent higher open rate and a 619
percent higher click rate in Messenger
than email
• Engage participants during events
• Let customers pull content by putting
in keywords and getting options or
information
• Provide speedy customer service
66. Messenger bots
• Services such as Manychat and Chatfuel simplify the process
of creating Messenger bots (even offering free options)
• Why use a chat bot: available 24/7, can handle thousands
of customers at once, saves money, automates repetitive work
• Once people subscribe, you can broadcast messages to
them via Messenger
• You get their full name, profile photo, time zone and gender
from Facebook
70. Get social media news via Messenger at my bot:
m.me/chrissniderdesign
74. What if I told you there was a social network
that’s more popular than Facebook?
And you were ignoring it.
75. Youtube
• YouTube is used by more
Americans than any social
network
• 70 percent of teenage
YouTube subscribers trust
influencer opinions over
traditional celebrities
• YouTube is consistently at
the top of my survey of
incoming college students
79. No matter what content you’re
creating, there’s an audience
out there on Youtube
Here’s how to reach them…
80. Post long … but make first
15 seconds count
• Optimize for watch
time - YouTube
makes money by
keeping people on
the site, so post
long videos
• Focus on your first
15 seconds
82. Use Pattern interrupts
Pattern Interrupts are elements in your video that are different than the rest
of your video (they literally "interrupt" the “pattern"). Pattern Interrupts can be:
• On-screen graphics
• Animations
• New background or setting
• B roll shots
• Different camera angles
• Sound effects
83. More tips
• Follow a script to create better content
• Use power words to increase clicks - Awesome, Wow,
Insane, Hack, Effective, Guide, Technique
• Write longer descriptions - YouTube recommends them, and
they help for SEO
• Use tags with videos - including the tags your competitors use
will help you show up next to their videos
87. Podcasting
• 44% of the U.S. population has listened to a podcast
• 80% of listeners listen to all or most of each podcast episode
• Three ways to approach podcasting…
• Create a podcast
• Be a guest on a podcast
• Advertise on a podcast
92. Format
• What’s your podcast going to look like?
• Podcasts can take many forms: one-man shows,
cohosts, guests, call-in, etc. Metafilter founder Matt
Haughey, who has put in hundreds of hours on
podcasting, recommends that your show involve
two or three hosts.
94. Where to host your podcast
• Libsyn - starts at $5/month
• Soundcloud - starts at Free
• Podbean - starts at $3/month
• Buzzsprout - starts at free
95. My fav podcasts
• Reply All
• The Science of Social Media
• The Digiday Podcast
• Planet Money
• Startup Podcast
97. Voice-FIRST
• 1 in 6 Americans own a smart speaker.
• There are skills to check your bank
balance, ask about wine pairings, get
drink recipes, guide you through a
workout, play Jeopardy and more.
• If you haven’t yet asked yourself, “What
is your company’s Alexa skill going to
be?” now is the time.
98. According to Google,one in five queries made by
search are through voice
Before AR and VR and AI, audio is going to be the
next major platform shift for consumer attention.
103. EMAIL
• You are 6x more likely to get a click-through from an email
campaign than you are from a Tweet
• You own this list, so no need to worry about Facebook
algorithm changes
• Use this list to target people with Facebook Ads
• If you already have a list, try to bring more value to people
104. Tips for mailchimp
• Treat your subscribers like VIPs: Honor subscribers by
letting them be the first to know about new products and
sales.
• Keep it useful: Make sure you’re sending subscribers new
information that’s useful to them.
• Show some personality: Inject some personality! Try to
write the way you would speak to your customers, and keep in
mind the personality of the people you’re talking to.
105. Tips for mailchimp
• Keep it short: Make it easy for your subscribers to scan quickly
if they need to.
• Get inspired: Apps like Pocket, Evernote, and Pinterest are great
for saving and organizing content you’d like to use in your
campaigns.
• Make a schedule: It can be helpful, especially if you need to
collaborate with a team or wear a lot of hats as a small biz owner.
• Send test emails to friends and coworkers: It sometimes
helps to get a second pair of eyes on a campaign before you
send it.
107. UMMM… What about
Twitter and Snapchat?
• 45 percent of 18- to 24-year-olds use Twitter
(overall 24 percent of U.S. adults use)
• 78 percent of 18- to 24-year-olds use Snapchat
(overall 27 percent of U.S. adults use)
• Use Twitter if you’re funny or political
• Use Snapchat to reach young people
109. WHAT WE KNOW…
• Fewer posts and videos from publishers and businesses will
be shown.
• Reach, video watch time and referral traffic will go down.
• Priority will be given to posts that spark conversations and
meaningful interactions.
• Viral videos are pretty much dead already.
110. What to do on FB in 2018
• Fewer, better posts
• Focus on getting meaningful comments and interactions
• Use live video - gets 6x more interaction than other videos
• Groups - start them, join them, participate in them
• Stories - Zuck says they will overtake News Feed on all apps
• Have individuals from your company post on their profiles
• Master Facebook ads
111. Fewer, better posts
• It’s helpful or useful to the audience
• It’s rooted in specific, real customer problems
• It looks like what real people post to Facebook
• You would be proud to share it with your friends
112. How to increase engagement
• Share quality content
• Learn from your successes and failures
• Use compelling visuals
• Ask your audience questions
• Have a call to action