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Building a Social Media Strategy Beyond Facebook

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Building a Social Media Strategy Beyond Facebook

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Presentation for the Iowa School Public Relations Association Conference - Oct. 12, 2018. Find out more about future presentations on my website: https://chrissniderdesign.com/

Presentation for the Iowa School Public Relations Association Conference - Oct. 12, 2018. Find out more about future presentations on my website: https://chrissniderdesign.com/

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Building a Social Media Strategy Beyond Facebook

  1. 1. BEYOND FACEBOOK: Crafting a 
 social media strategy Chris Snider • Drake University • Oct. 12, 2018 Iowa School Public Relations Association Fall Conference 2018
  2. 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. 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
  4. 4. 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?
  5. 5. 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
  6. 6. WhAT I HOPE YOU DO TODAY • Ask questions
  7. 7. 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?
  8. 8. Social media marketing hasn’t changed much 
 for several years 2004 2006 2010 2011
  9. 9. Facebook is100 in dog years How long until they tell marketers, “Get off my lawn?”
  10. 10. Zuck admits Facebook is broken
  11. 11. Let’s be honest. Our social media strategies rely way too heavily on
  12. 12. And FB can turn it off at any time
  13. 13. alternatives to FACEBOOK for your social media strategy
  14. 14. warning: the days of just COPY/PASTING a link INTO social media are over
  15. 15. Instagram stories Instagram Stories went from ZERO to eating Snapchat’s lunch in less than one year. (Now 191M) (Now 400M)
  16. 16. 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.
  17. 17. 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
  18. 18. In the Drake SJMC, we’re seeing double the views on Insta Stories as on Snapchat.
  19. 19. Use location tags Create templates for your followers
  20. 20. Use built-in tools - slider, polls, GIFs, stickers, boomerangs
  21. 21. Show off your best Stories on your profile page! Stories can live longer than 24 hours!
  22. 22. You can customize your Story highlights covers
  23. 23. 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
  24. 24. 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
  25. 25. Worksheet on Instagram Stories: Answer questions Find a post and turn into a story
  26. 26. 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
  27. 27. 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
  28. 28. Best place to reach 30-49s Great place to reach 18-29
  29. 29. 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.
  30. 30. When you’re scrolling through your feed, 
 you don’t think to yourself, “That’s an ad.”
  31. 31. What are examples of native content on… STEP ONE: DEFINE NATIVE CONTENT on platform Use the worksheet
  32. 32. WHICH OF THE ITEMS ON YOUR LIST FIT WITH YOUR BRAND? STEP TWO: NARROW IT DOWN
  33. 33. WHAT ARE SOME EXAMPLES 
 OF THINGS YOU CAN POST? STEP THREE: IDEAS
  34. 34. Instagram is where you show the best you
  35. 35. Two main categories: Recreation and inspiration
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. Worksheet: Instagram
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. 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.
  44. 44. Create Showcase Pages
  45. 45. Worksheet: LinkedIn
  46. 46. 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.
  47. 47. 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
  48. 48. Gary Vaynerchuk on how to use Instagram influencers https://www.youtube.com/watch?v=peC9z0tTRkM - April 2017
  49. 49. 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
  50. 50. There are many tools to connect people with influencers
  51. 51. Top gift guide influencers - via GroupHigh
  52. 52. Worksheet: Influencer Marketing
  53. 53. 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
  54. 54. 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
  55. 55. • Add a “Message Us” button on your website. • Respond quickly to get a window to pop-up when someone visits your page
  56. 56. Create posts with a “Send Message” button as the call to action.
  57. 57. 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
  58. 58. Worksheet: Facebook Messenger
  59. 59. Messenger bots
  60. 60. 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
  61. 61. Get social media news via Messenger at my bot: m.me/chrissniderdesign
  62. 62. https://www.youtube.com/watch?v=FkHdMnD2518
  63. 63. Worksheet: Messenger Bots Demo: Manychat
  64. 64. What if I told you there was a social network that’s more popular than Facebook? And you were ignoring it.
  65. 65. 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
  66. 66. YouTube is the second most popular website online.
  67. 67. Types of content native to Youtube • Unboxing videos • Timelapse videos • Video game walkthroughs • How to • Tutorials • Product reviews
  68. 68. Building a youtube strategy…
  69. 69. No matter what content you’re creating, there’s an audience out there on Youtube Here’s how to reach them…
  70. 70. 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
  71. 71. This one gets to the point much better.
  72. 72. 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
  73. 73. 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
  74. 74. Use thumbnails that stand out
  75. 75. https://creatoracademy.youtube.com/ Get more YouTube advice at:
  76. 76. 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
  77. 77. SXSW 2018 blog post by Mark Schaefer…
  78. 78. Anchor makes it easy to get started podcasting
  79. 79. Podcasting tips • Ideal length: 22 minutes • Ideal day to post: Tuesday • Best frequency: Weekly
  80. 80. Planning and publishing your podcast Let’s plan your podcast (or your pretend podcast)
  81. 81. 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.
  82. 82. Content • What’s your podcast going to say?
  83. 83. Where to host your podcast • Libsyn - starts at $5/month • Soundcloud - starts at Free • Podbean - starts at $3/month • Buzzsprout - starts at free
  84. 84. My fav podcasts • Reply All • The Science of Social Media • The Digiday Podcast • Planet Money • Startup Podcast
  85. 85. 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.
  86. 86. 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.
  87. 87. Skills Blueprint lets you create skills for your personal account
  88. 88. Storyline lets you build skills without any coding
  89. 89. https://www.socialmediaexaminer.com/how-to-set-up-an-alexa-flash-briefing-a-guide-for-marketers/
  90. 90. 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
  91. 91. 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.
  92. 92. 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.
  93. 93. 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
  94. 94. ?What about Facebook and it’s 2 billion users? Are we giving up on them?
  95. 95. 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.
  96. 96. 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
  97. 97. 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
  98. 98. 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
  99. 99. Facebook groups
  100. 100. Let’s prioritize Top three priorities you leave here with today.
  101. 101. QUESTIONS? Follow Chris: @chrissnider chrissniderdesign.com

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