Slides from my social media strategy workshop at Drake University, Feb. 11, 2017.

1. Social Media
Strategy Workshop
FEBRUARY 11, 2017 | Chris Snider | @chrissnider

2. Chris Snider
Assistant Professor in Drake University School of Journalism and Mass Communication.
I teach classes in social media, web design, multimedia and visual communication.

3. Who are you?
Name
Where you work/what you’re studying
What social networks you actively use
What networks your organization/biz actively uses
One thing that will make our lives better

4. What I hope you learn today
• Social media best practices and trends
• How to create videos and live videos for social media
• How to measure what you’re doing on social media
• Strategies for building social media campaigns
• How Facebook advertising works
• How to create great, native content for social media

5. What I HOPE YOU DO today:
ASK QUESTIONS

7. Let’s Make some
Facebook posts
Something that you think the audience will like and share.

9. Social media in 2017

10. Facebook
• Launched in 2004
• 1.86 billion monthly active users as of Dec. 31, 2016
• 1.74 billion mobile monthly active users
• 1.23 billion daily active users (85.2% outside U.S. and Canada)
• 1.15 billion mobile daily active users
• What’s unique: Everyone is there. Real identity. Lots of
content. Hard to get your content seen as a brand.

11. Twitter
• Launched in March 2006
• 319 million monthly active users as of Dec. 31, 2016
• 82% of active users are on mobile
• 79% of accounts outside the U.S.
• Popular among under-50, college-educated people.
• What’s unique: Short, real-time information and public, so
it’s a great listening tool. Ability to follow/talk to anyone.
Expectation that brands will respond to you.

12. LinkedIn
• World’s largest professional network with more than
467 million members in 200 countries
• 133 million users in the U.S.
• Two new members per second
• Students and recent grads are fastest growing demo (with
40 million now)
• What’s unique: Real identity. Your work history and
education history tie you to others.

13. Instagram
• Launched Oct. 6, 2010
• Visual social network (photos and videos)
• 600 million monthly active users as of Dec. 2016
• 150 million daily users of Instagram Stories
• What’s unique: Very visual. Filters. Quick and simple
(launched Layer app instead of building that content
in). No links, so it’s not filled with bad marketing.

14. Pinterest
• Launched in March 2010
• 150 million monthly active users as of Oct. 2016
• Audience is mostly female, but seeing growth among
men.
• What’s unique: Visual. Allows you to organize
information and easily reference it later. Focus on
fashion, travel, home, arts/crafts, food.

15. STATS ON TOP 5
Stats
are
for
U.S.

16. STATS ON TOP 5

17. Snapchat
• Launched in Sept. 2011
• 161 million daily active users (Jan. 2017)
• Projections show 217 million daily users by end of 2017
• 10 billion video views per day
• On any given day, reaches 41% of all 18 to 34 year-olds in U.S.
• CEO said in 2013 that 70% of users were women
• What’s unique: Disappearing content, fun storytelling tools,
frequency of use by young people.
http://mashable.com/2014/08/08/study-snapchat-college/

18. YouTube
• Video sharing network - launched Feb 2005
• More than 1 billion users
• Hundreds of millions of hours watched daily
• Half of views are on mobile
• Reaches more 18-34 and 18-49 year-olds than any cable
network in the U.S.
• What’s unique: Vast volume of video, high rank in Google
search, YouTube stars.

21. How to make your next
post a winner
Social media tips:

22. Use AN image
• Humans are
incredible at
remembering
pictures. Hear a
piece of
information, and
three days later
you'll remember
10% of it. Add a
picture and you'll
remember 65%.
- brainrules.net

23. BETTER YET, USE A VIDEO
• Facebook and Snapchat each serve up 10
billion+ video views per day.
• Twitter says video views grew by 220X from the
end of 2014 to the end of 2015.
• 4 times as many consumers would rather watch
a video about a product than read about it.
• 1 in 4 consumers actually lose interest in a
company if it doesn’t have video.

24. Drake SJMC FB by post type

25. BETTER YET, LIVE VIDEO
Live video is now available on Facebook, Instagram,
Periscope/Twitter, YouTube

26. THINK BEFORE YOU POST

27. Don’t be too promotional

28. GIVE MORE THAN YOU TAKE

29. Don’t TRY TO TRICK PEOPLE

30. Use
livetoolsapp.com
to make a live
video poll.

31. CREATE GREAT content
• There’s no shortage of content on social media.
It’s the great content that will stand out.
• Spend more time creating fewer, better posts.

33. TELL US WHAT MAKES YOU UNIQUE

34. TELL US WHAT MAKES YOU UNIQUE

35. What is something that
makes your brand unique?
Information spreads through stories:

36. TAG People and brands

37. BE HUMAN

38. SHOW REAL PEOPLE

40. BE USEFUL

41. Stop talking about yourself
• Share other people’s content more than you share your
own.
• Follow the 80/20 rule. Four posts about others to one
post about yourself.

42. GIVE CONTEXT, not JUST CONTENT

43. Assume they’re not going
to click on the link.

44. CREATE CONTENT OTHERS
WILL WANT TO SHARE

45. What is something you
shared recently?
WHY DID YOU SHARE?

46. Why WE share
• Entertainment: To bring valuable and entertaining content to others.
• Define ourselves: To give people a better sense of who we are and
what we care about.
• Build relationships: Keeps us connected to people they might not
otherwise stay in touch with.
• Self-fulfillment: Allows us to feel more involved in the world.
• Support a cause: Supports causes or issues we care about.
• BOTTOM LINE: The likelihood of your content being shared has
more to do with your readers’ relationship to others than to you.
Source: NY Times Consumer Insight Group

47. KNOW YOUR ANALYTICS

48. HAVE A GREAT PROFILE

49. Use hashtags

50. Create a calendar

51. Pay for more reach

52. STOP OBSESSING OVER YOUR
NUMBER OF FOLLOWERS.
START ENGAGING
THE ONES YOU HAVE.

53. Followers don’t matter.
Influence matters.

54. Activity…
• Which of these are you doing on social?
• Which could you be doing?
Photos
Videos / Live videos
Create great content
Create sharable content
What makes you unique
Tagging people
Give more than you take
Show real people
Be useful
Give context
Use hashtags
Pay for more reach

56. social media trends
• Live video … Facebook, Periscope, Instagram
• Video in general (Twitter, Facebook)
• Ephemeral (disappearing) content
• Private content (Confide, Cyber Dust)
• Messaging apps (FB Messenger,
LINE, WhatsApp, Snapchat)

57. social media trends
• Video chat apps (Houseparty, Fam, Messenger)
• Work networks (Facebook Workplace, Slack, Yammer,
Wrike)
• Wearables / Apple Watch
• One to few publishing (podcasting, email newsletters)

58. What other trends
are you seeing?

60. Two video apps I love…

63. Quik Video example
https://youtu.be/Ju-5a6Zehak

64. Let’s try one
• Download the app Quik
• Select photos/videos you
already have on your phone
• Create a video that includes
text overlays

66. What is
native content?

67. 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.

73. What are examples of
native content on…
STEP ONE: DEFINE NATIVE CONTENT on platform

74. NATIVE ON instagram
• Food
• Pets
• Family/babies
• Pictures with friends
• Landmarks/scenery
• Hashtag trends #TBT, #MCM, #WCW, #OOTD,
#TransformationTuesday, #nofilter

76. LET’S USE THIS FOR
A CompanY/orgANIZATION

77. WHICH OF THESE FIT WITH THE BRAND?
• Food
• Pets
• Family/babies
• Pictures with friends
• Landmarks/scenery
• Hashtag trends #TBT, #MCM, #WCW, #OOTD,
#TransformationTuesday, #nofilter
STEP TWO: NARROW IT DOWN

78. WHAT ARE SOME EXAMPLES
OF THINGS THEY CAN POST?
STEP THREE: IDEAS

79. another example: Let’s say you
want to reach men on Pinterest
Pinterest recently blogged about
what is trending with guys on the site:
• Fashion
• Home improvement
• Camping
• Hiking
• Fishing
• Boots/shoes
• Survival
• DIY/woodworking

80. YOU TRY IT!
• Get into a small group
• Pick a brand/organization (one of yours!)
• Pick a platform: Define what is native on that platform
• Circle the items that fit with your brand
• Brainstorm ideas for posts based on what is left

83. How the Facebook
news feed works

84. How does Facebook
decide what to show
you in your feed?

85. EXPERIMENT: Who do you
THINK YOU see the most
content from on Facebook?
PEOPLE and brandS.

86. Also… Settings > Account Settings > Ads > Ad Preferences
Politics: Lifestyle and Culture > US Politics

87. http://pjtec.info/a-peek-inside-how-facebook-decides-what-goes-into-your-news-feed/ (March 25, 2015)

88. • Also…
• How long you view a certain post.
• How long you view a video - whether or not you click
on a video to turn on volume.

89. SO…
What does this mean
for brands?

90. Brands must create
content that people
actually engage with

91. think about
• Post type (video, photo, text, link)
• When you post (post when people are online)
• Post length (long and VERY short work well)
• Post sentiment (negative posts get comments, positive
get likes)

92. https://blog.bufferapp.com/facebook-data-study-insights

93. Let’s Try it
• Pretend you are an organization on campus.
Write a post for Facebook that you think would get
people to engage (click, like, comment, share).

94. How do these networks
decide what to show you?
Twitter
Instagram
Snapchat

96. Facebook advertising

98. IT doesn’t have to be this way:
How to target Facebook ads

99. https://www.facebook.com/business/learn/facebook-ads-basics

109. Tips for FB ads
• Target your website visitors with a pixel
• Target with an email list
• Create multiple ads to test, then continue the one that
works best

110. facebook.com/ads/
audience-insights/
Let’s build some custom audiences

112. ANALYTICS
When you post to social media,
what do you know that is measurable about those posts?
Facebook?
Twitter?
Snapchat?
Instagram?

113. If you were a business posting on social media,
what information would you want to know about your posts?

114. TWITTER ANALYTICS

118. FACEBOOK ANALYTICS

122. INSTAGRAM ANALYTICS

126. SOCIAL MEDIA STRATEGY
FRAMEWORKS

127. Jab, Jab, Jab,
Right Hook
• Jab - Lightweight pieces of
content that benefit your
followers by making them
laugh, snicker, ponder, play a
game, feel appreciated or
escape.
• Right hook - Calls to action
that benefit your business.
SOURCE: Jab, Jab, Jab, Jab, Right Hook by Vaynerchuk

128. 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.
SOURCE: Jab, Jab, Jab, Jab, Right Hook by Vaynerchuk

129. Dan Zarrella’s
Hierarchy of contagiousness
The decision-making process that happens before someone
shares an idea:
1. Exposed to the content
2. Aware of the content
3. Motivated by something in order to share
At each step, we can increase the number of people.
SOURCE: danzarrella.com

130. P-O-S-T method
• P - People (who are we trying to reach)
• O - Objectives (what do we want to happen)
• S - Strategy (how will we make it happen)
• T - Technology (what tech should we use)
SOURCE: Groundswell by Li and Bernoff

131. Let’s apply THIS
to SOMEONE’S COMPANY…

132. E-CCCC
Approach for engaging customers
• Educational/Informative: Educate people about your
product/service/market to make them more informed
buyers.
• Customer service: Monitor what’s being said and
respond.
SOURCE: http://geeklesstech.com/social-media-marketing-strategies-for-engaging-customers/

133. E-CCCC
• Community: Create an area to talk about your product.
• Curator: Help people find great content.
• Collaborator: Get your customers involved to be a part
of your social efforts.
SOURCE: http://geeklesstech.com/social-media-marketing-strategies-for-engaging-customers/

134. BLUE OCEANS
• Blue Ocean Strategy suggests that an organization
should create new demand in an uncontested market
space, or a “Blue Ocean,” rather than compete head-to-
head with other suppliers in an existing industry.

135. THird Wave Framework

136. Third Wave Framework
GOALS
• Business Objectives: What goals does the company
want to achieve with the help of social media? What
business metrics are the benchmarks for the strategy’s
success?

137. Third Wave Framework
STRATEGY
• People: Who do we want to talk with? What is there to
know about them? About the interests, their goals, their
lives, their behavior, etc.?
• Content: What do we want to talk about? What are the
topics and ideas? What is the added value that we want to
provide on the social web?
• Platforms: Where do we want to talk with them? Which
platforms are the best for the people we want to reach and
the content we want to talk about?

138. Third Wave Framework
SETUP
• Monitoring, Analytics, Reporting: How can we listen
to what people are saying about us and the topic
relevant to us? How do we measure what our strategy
achieves? How do we gain insight and improve our
approach?
• Internal Organization: Who is in charge of the strategy
inside the company? What roles and teams need to be
designated? What processes need to be in place? What
vendors need to be brought in?

140. WRITING BETTER SOCIAL
MEDIA CONTENT
Lessons from people who create viral content

141. http://www.stlouisrams.com/videos/videos/Isaac-Bruce-
Scholarship-Announcement/32f68b73-bd04-465d-
bf5a-6968e49c1610

143. • You are a salesperson for that click or follow
or like or comment.
• Advice on how to sell that click, from editors at
Mashable, Quartz and Upworthy…

144. • Wave of sentiment - ride that wave to feeling town ...
you have to appeal to people's emotion.

145. • Reference pop culture and nostalgia - We’re all in
this internet game together. Show that you know what
is popular right now.

146. • Have great content - Do people really NEED to see
your content? Will it make their lives better?
Upworthy: If a million people saw this, would it make the world a better place?

147. • Inject some curiosity - “This Guy’s Wife Got Cancer,
So He Did Something Unforgettable. The Last 3
Photos Destroyed Me.”

148. • Make bold claims -
“I just ate the best burger EVER, for REALZ”

149. • Right story + right audience = social
• Right story + right audience + universal resonance = viral

150. Let’s try it!
• How would you get someone to click on your story
about the girl winning the scholarship?

151. Let’s try it AgAIN!
http://www.hearstawards.org/hearst-feature-writing-winners-named-7/

152. AND AgAIN!

154. SOCIAL MEDIA TOOLS I LOVE

155. Canva
Canva has pre-designed graphics that allow for complete
customization in a clean, drag and drop environment.

156. PIKTOCHART

157. SKITCH

158. PINPOINT

159. Hyperlapse

160. PRISMA

161. Nutshell

162. flipagram

163. ONESHOT

164. filmicpro + imovie

165. QUIK + SPLICE

166. SPARK POST

167. Click to Tweet

168. Hootsuite

169. TWEETDECK

170. buffer

171. friend or follow

172. PABLO

173. TWITSHOT

174. What tools do you use
and recommend?

176. Let’s create!
Live video
with Mevo Quik video on
facts about
Drake University
360-degree
video

178. Keep learning…
• Social Media Examiner - socialmediaexaminer.com
• Buffer blog - blog.bufferapp.com
• Facebook blog - insights.fb.com/blog/
• Hootsuite blog - blog.hootsuite.com
• My email newsletter - tinyletter.com/chrissnider

179. QUESTIONS?
Follow Chris:
@chrissnider | chrissniderdesign.com