Social Media Strategies and Fixes
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Illinois Park and Recreation Association, Jodi Rudick, La Jolla Village Merchants Association, Aamir Anees Munshi
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Social Media Strategies and Fixes
- 1. Presented by: Aamir Anees Munshi, MBA, University of San Diego Social Media Strategies and Fixes: How to create contagious content
- 2. 2 Agenda ● Introduction and welcome ● Content and its functions (value proposition), content tone and essential tips ● Understanding Target Audiences / Personas ● Effective and targeted scheduling using social media analytics ● Success Metrics for Social Media Marketing ● Core Elements of a Social Media Campaign ● Key Takeaways (3 Critical Questions) ● Q&A
- 4. 4 Introduction - Aamir Anees Munshi ● A second-year MBA student at the University of San Diego ● A passionate marketer with a keen sense of its blend with international business ● Founder - The Learning Scape, a skill-building enterprise ● Prior Adjunct Faculty at the University of Mumbai teaching marketing and management based courses and a communications analyst at KPMG in India
- 5. Content and its Functions, Content Tone and Essential Tips 5
- 6. 6 Let’s begin with a pop quiz .. How long does a typical internet user spend consuming content online every day? ● 2 - 4 hours ● 4 - 8 hours ● 8 - 12 hours ● 12 - 16 hours
- 7. 7 Let’s begin with a pop quiz .. How long does a typical internet user spend consuming content online every day? ● 2 - 4 hours ● 4 - 8 hours ● 8 - 12 hours ● 12 - 16 hours
- 8. 8 What does the realm of ‘content’ include?
- 9. 9 What is the role/function of content? ● Create brand or product awareness ● Increase SEO ranking / Boost traffic ● Create outcomes from a particular audience (i.e. Call to action, emotion, purchase or transaction) ● Develop a connection with the audience through brand engagement
- 10. 10 Case Example: Value Proposition for La Jolla By The Sea A sense of peace, calm and tranquility Ability to walk through the village and window shop Variety of entertainment options Regular giveaways Several options to dine and shop Peaceful environment for some family time
- 11. 11 Luxury with a view, great food and shop till you drop!
- 12. 12 Tone of the Content ● Tone of voice refers to the company or brand’s personality, expressed through the way you use language to convey ideas or converse on the internet. It’s not what you say, but how you say it. ● Tones may be of the following types: formal, playful, urgent, authoritative, patient, detached. ● The type of tone you adopt also depends on the social media channel you adopt. It is essential however, to have consistent messaging across all social media platforms.
- 13. 13 Tips on making content more readable and relatable ● Use short sentences; short, crisp and catchy captions ● Think about how your writing would work when read aloud. ● Ask questions (encourage conversation), and provide answers if you have them. Rhetorical questions can also be effective. ● Use active voice, not passive voice. It’s clearer and more dynamic. ● Use personal pronouns. You, I, we, us, all help to make copy more persuasive and draw the reader into the material. ● Use stories readers can relate to. They’re great openers, capture attention, stimulate curiosity and illustrate key points. ● Include one primary hashtag
- 14. 14 Using images and photo content ● Choose the best format (portrait, landscape, square) ● Think about image size and position ● Define your look ● Check rights and ownership ● Captions
- 15. 15 Case Example: Content Tone Examples
- 16. Target Audiences / Personas 16
- 17. 17 Understanding Target Audiences / Personas Understanding your potential audience will also help you to make smart choices about content, making it more effective in conveying your intended messages ● What do you already know about them? Where do they spend time online? ● What are they interested in? What do they want? What are their expectations?
- 18. Case Example: Target Audiences for La Jolla By The Sea 18
- 19. Target Audience Persona 1 19 Meet Melanie Values ● 18-25 years old ● Active on Instagram, Facebook, Snapchat and Twitter ● Visually appealing, concise messaging to make immediate judgement calls are a strong preference ● Wants to venture outside of her area to experience something fun or new ● Socializing with friends is key ● Scenic beauty/aesthetic vibe/ picturesque view which helps to add to their social presence ● Plethora of restaurants ● Uniquely curated experiences (such as the Art and Wine Festival)
- 21. Target Audience Persona 2 21 Meet Adriana Values ● 25-35 years old ● Active on Instagram and Facebook ● Visually appealing, concise messaging to make immediate judgement calls are a strong preference ● Wants to venture outside of her area to experience something fun or new ● Socializing with friends is key and thus, events are her main go-to destinations ● Scenic beauty/aesthetic vibe/ picturesque view which helps to add to their social presence ● Plethora of restaurants ● Uniquely curated experiences (such as the Art and Wine Festival, Enjoy La Jolla, etc.)
- 23. Target Audience Persona 3 23 Meet Christina Values ● 35-45 years old ● Active on Facebook; not so active on Instagram ● She looks forward to a relaxing weekend after a hectic work week and fitness is important to her ● She likes to engage in community building activities ● She values quality time spent with good friends and family ● Scenic beauty/aesthetic vibe/ picturesque view ● Plethora of restaurants ● Uniquely curated experiences (specifically, those which are outdoor and more refreshing such as the yoga workshops) ● Affiliation and belongingness built through the community via events such as La Jolla Golf Carts, La Jolla Concours d’Elegance
- 25. Target Audience Persona 4 25 Meet Lia Values ● 55 years old and above ● Inactive on any social media platform; uses email to communicate ● Her weekends are filled with activities that tend to take her outdoor for a stroll by the village, doing some window shopping while also enjoying the quietness in the neighborhood ● She values quality time with her spouse and children ● The iconic, classic, vintage image of La Jolla stands out for her ● The quietness and pleasant vibe brings her to La Jolla often ● Strong affiliation towards some of the merchants she has been shopping from over the years ● Affiliation and belongingness built through the community via events such as La Jolla Golf Carts, La Jolla Concours d’Elegance
- 27. Effective and targeted scheduling using social media analytics (using a case example) 27
- 28. Fans of La Jolla By The Sea are usually active throughout the day from 9:00AM - 7:00PM, consistently across the week 28
- 29. 68% of La Jolla By The Sea’s fans are women, of whom 20% are in the age group of 45 - 54 years 29
- 30. A similar trend is witnessed amongst La Jolla By The Sea’s followers with 68% being women, 20% of whom are in the age group of 45 - 54 years 30
- 31. 82% of those engaging with La Jolla By The Sea’s posts are women; however, they are in the age group of 55-64 years 31
- 32. Photo and video content typically see the greatest average engagement amongst the content types 32
- 33. Not surprisingly, most of the audience on Instagram is local San Diegans, 66% of whom are women 33
- 34. La Jolla By The Sea’s content is reaching the desired target audience in the age group of 25-34 years, with women dominating it with 34% 34
- 35. Just like Facebook, the audience is active from 9:00am - 9:00pm uniformly across all days of the week 35
- 36. Success Metrics for Social Media Marketing 36
- 37. 37 Measuring the success of your campaign
- 38. Core Elements of a Social Media Campaign 38
- 39. 39 Planning is KEY for any social media marketing campaign 1. Research 2. Audience Targeting 3. Content Type and Format 4. Determine the key message(s) 5. Measurement 6. Promotion 7. Content scheduling and calendar 8. Engage with audience 9. Monitor and refine
- 40. Key Takeaways 40
- 41. 41 Three critical questions we explored today .. ● What is this content trying to make me feel or do? ● Who is it aimed at? ● What decisions did the content creators make about tone, platform, style and length when it was published?
- 42. 42
- 43. 43 Thank you for joining us today! Feel free to connect on LinkedIn and/or reach out for any additional questions or queries at aamir@thelearningscape.com.
Hinweis der Redaktion
- You may wonder how that figure is so high, how do they get anything else done? Or sleep? The answer is simple: content is everywhere online, and almost every web experience means encountering content of some type, even if the consumer doesn’t recognise it as such. Remember that the definition of online content is wide: the information and creative elements contained within a website or other internet platform. With that in mind, combined with growing daily use of the internet for everything from information to entertainment, socialising and shopping, it’s easy to see how content is at the heart of every internet journey. That’s why it’s so important to understand what works, how to make the most of formats, and how to ensure the content you create or choose is right for your audiences.
- Content can be created by companies or individuals, and could include: text audio video photos images graphics animations.
- The intent behind your content (what it is for) should play a huge part in your decisions about what content to post online. These three considerations should be the starting point when you’re creating content online: Some content is to create brand or product awareness. Some content is to increase SEO ranking. Some content is to create outcomes from a particular audience. This could be a call to action, it could influence you to buy something, or even share information. Before you start creating any kind of content, ask yourself: what do you want the reader (or viewer) to do, know, say or feel afterwards? Given the amount of content online, it’s possible for the web to be quite a passive medium for content consumption. You can easily watch YouTube, read articles and scroll through social media without ever touching the screen or trackpad to like, share or respond in some way. Turning the web from a passive, lean-back, input-only medium into an active, lean-forward, ‘getting involved’ medium is the goal of many organisations and platforms. Why? Because these platforms create connections and relationships between the consumer and the content creator, as well as potentially leading to revenue, increased exposure and more. Content creators use many ways to achieve their goals, which can have extremely powerful results.
- There’s more to consider than the message itself. Written communication is very different from verbal communication. Just as the way we might talk to someone face to face is different to how we might speak on the phone, our tone can be very impactful. Without those vital non-verbal clues like body language, pace and facial expression, it’s even more important to get the tone of your online written content right. What do we mean by tone online? Your tone, or tone of voice, is your company or brand’s personality, expressed through the way you use language to convey ideas or converse on the internet. It’s not what you say, but how you say it. The tone will vary between organisations and sometimes between types of content (or events) for the same brand. The tone could take any number of alternative approaches, including: formal playful urgent authoritative patient detached. Tone needs to be broadly consistent. Any sudden departure from a usual ‘voice’ can be really jarring for the audience, and if you’re working for a company it should be communicated clearly to everyone who creates content on their behalf. Even if you’re working somewhere temporarily, it’s important to understand the ‘brand tone’ so your work will be effective and seamless with that of others.
- A large part of the human brain is focused on visual processing. Images, videos and other graphical elements on a website both draw the eye and provide opportunities for people to scan down the page. A good image can therefore be used alongside text to enhance or underline the key message without distracting from it. Choose the best format Portrait, as the name suggests, is useful for pictures of an individual person, but can also be used for other subjects. Additionally, pictures in portrait format look more at home on a smartphone screen, which shares the same orientation. But photos in landscape mode (wider than they are tall) look better on laptop, desktop and TV screens, and can be viewed more fully on smartphones if the viewer rotates the screen. If in doubt, take photos of the same subject using both orientations and see which works best for the object in the frame, but don’t forget how the image will appear on the page. Landscape is usually safest. It’s fine to use a combination of formats (portrait, landscape or square), but be consistent with size/ratio to avoid your content looking too mismatched and jumbled. Think about image size and position Don’t be afraid to crop images so that the subject is obvious. It can also be useful to crop so that you reduce distracting background clutter. If your images are going to appear together in sets or as a whole, for example in an Instagram feed, mix up the content so it’s not just endless variations on the same thing. This is especially important if you are taking product shots or covering a limited topic area. Define your look If you can, decide and define an overall look. This could be a particular colour scheme or a way of capturing people or products. Your visual treatment then becomes an extension of your content brand. DIY graphic design services and apps like Canva or Stencil can be used to create graphics for social media and your own website. They offer a range of templates, fonts and design elements, and have most social platform sizes built in, making it easy to export an image for a particular use. Check rights and ownership Finally, don’t forget that you can’t use any image off the internet or social media. Just because it’s online, doesn’t mean it’s free to be used. Fair use is very different to ‘free use’. Fair use means that certain images can be used when no substitute is available, for the purpose of comment, reviewing, teaching or news reporting, and for the benefit of the public. For example, a picture of a new breakfast cereal taken from the manufacturer’s website could be used in a blog post about the launch of the cereal. However, you couldn’t use the same picture from the manufacturer’s website just to make an unrelated blog post look nicer. That’s out of the realm of fair use. If you don’t have your own images, you can use public domain, royalty-free images, or images licensed by Creative Commons . Stock images are also an option, and can be found either for free or relatively cheaply. The website https://www.pexels.com is a great resource. Images that have been posted on social media, eg product shots by fans, may be used with permission, so it’s important to ask before hitting the publish button. If you do use someone else’s image, with permission, you should always provide attribution so viewers can know how the image was sourced, and click through to the original creator if possible. If in doubt, assume the image is subject to copyright and don’t use it without permission. Find or get your camera and take another picture instead, or figure out how to get or pay for the permission you need. Captions Finally, whenever you use images, make sure you also provide good captions, which help with accessibility as well as context. A good caption might include: Identifying the main people in the picture or the location where it was taken Describing the subject matter or activity depicted Relevant information (eg historical) which help explain or add depth to the image. Providing this additional information can help viewers understand the image’s context as well as content.
- intention and tone of voice have a huge impact on your message, and different formats will shape the content you might create or choose. However, understanding your potential audience will also help you to make smart choices about content, making it more effective in conveying your intended messages. It’s easy to publish online nowadays, but the sheer volume of content can pose challenges for content creators. It’s harder to make sure your content is being seen by the right people at the right time, and that it appeals to them in the right way. Before you create, commission or select any content, ask yourself: Who is your intended audience? You might be trying to target people in a particular geographical area, or those undertaking a particular life stage or activity, such as becoming a parent or buying a house, or people at a specific point in their career. Your content might need to be seen by people who share a common interest, ownership or pastime. It might also be aimed at people in a particular situation. For example, bored on a commute, deciding what to have for dinner, or even researching a new mattress purchase. Having a clear idea in your head about who you are talking to will help you to get the tone right, as well as which platforms you could use to publish. ---- You can help to narrow down your target audience by looking at: Demographic data: including gender, age, location, profession, income and education Lifestyle or life stage: such as starting university or college, new parents, parents whose children have moved out of home The pain points or issues your product or service solves, including who might benefit from such solutions Existing users of the brand/service/product: What do they use most? Who are they? Why do they use it? Users of competitor or similar products/brands.
- Demeanor: casual; relaxed yet well-curated Communication: concise; visual >written Preferences: visually appealing; easily digestible
- 1. Presence How is your brand or campaign being established on social media platforms? Is your audience finding you? Metrics for this might include: Followers and fans Mentions (direct ‘talking to’ and indirect ‘talking about’) Reach 2. Engagement How are people interacting with your campaign messages and brand on social media platforms? Metrics for this might include: Likes or favourites Retweets and social shares Comments or replies Referral traffic 3. Reach and influence How many people are seeing your campaign messages? Are they the right people? Metrics for this might include: Share of voice (% among defined industry/group) Net promoter score Sentiment Influencers Post reach and potential reach Video views 4. Action Is your campaign activity having an impact, or influencing the audience to do something? Metrics for this might include: Conversion rate (this is how many people sign up to a service, or buy a product after having viewed the campaign. An example could be a campaign where learners click through to sign up or purchase a product) Revenue (if using for sales) Issues resolved (if using for customer service) Customer lifetime value (this is a prediction of the net value from a customer over the lifetime of their engagement with a product. This is typically part of a business strategy, and takes into account how much it would cost to acquire a new customer, whether they are profitable, and how much it is anticipated they’d spend). Looking at any of the campaign insights above in isolation can be misleading. For example, tracking the number of likes or favourites on a piece of content will simply make one aspect of the campaign’s engagement more visible. As such, this won’t reveal whether the target audience also acted or reacted in other ways which are potentially more valuable. This could include commenting, sharing or signing up for further information with a valid email address. You need to look at metrics together to get a holistic view of effectiveness and performance.
- Research: You should understand the current context, strategy, competitors. Audience targeting: Who is this for? Are they already connected to the company somehow, including via social media? Is this a new audience specific to this campaign? Content type and format: Are there any platforms, formats, details of content which can be adapted from other marketing activity? Will you need to generate new content for social media? Determine the key message(s): Stick to one consistent message and associated hashtag(s) to avoid diluting impact. Measurement: Determine the metrics and benchmark, if needed. Set up campaign-specific measurement tracking. Promotion: Think about how to remain visible to your audience in the crowded social media space. Content scheduling and calendar: Think about when, where, and what will be released. Balance promotional activity with other activity happening within your social media strategy. Engage with audience: Listen to feedback, answer questions and engage in other ways as appropriate. Monitor and refine throughout the campaign.
- you’ll be able to think critically about any content you come across on your online exploration. For example: What is this content trying to make me feel or do? Who is it aimed at? What decisions did the content creators make about tone, platform, style and length when it was published? Seeing and gathering examples of content that works, and content that doesn’t, can help you grow your understanding of this craft. Beyond that, keep practicing and refine your skills. Seek out small ways to create content online on a regular basis which experiments with different tones and styles, speaks compellingly to a particular audience and helps you meet your objectives. This is also a good time to think about how you can save your work into a portfolio, online or otherwise.