Gratiot Chamber | Navigating Social Media
•Als PPTX, PDF herunterladen•
0 gefällt mir•184 views
This presentation was given to Gratiot Chamber of Commerce members on May 19, 2016
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Andere mochten auch
Ähnlich wie Gratiot Chamber | Navigating Social Media
Ähnlich wie Gratiot Chamber | Navigating Social Media (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Gratiot Chamber | Navigating Social Media
- 3. Social media is a storm you can’t ignore
- 4. A few of the countless options: Facebook Pages Groups Live video Twitter Periscope Twitter chats LinkedIn Instagram YouTube Snapchat Pinterest Blogs Mobile apps But you don’t need to be everywhere….
- 5. Your audience is key
- 6. Kids these days… Gen Z will account for 40% of all consumers by 2020 Eight second attention span Twice as likely than Gen Y to shop on mobile and to use YouTube 3x likelier to open a chat message received through a push notification (rather than an email) Very involved with volunteering and want their jobs to impact the world Concerned about humanity’s impact on the planet Source: Social Media Today Photo credit: Danny Nicholson
- 7. Why you need a social strategy To help you evaluate and select the best social channels for your audience To help you set SMART social media goals To help you evaluate your current social media use
- 8. Before you begin Take a baseline: Audit your current social media presence Note key metrics for future reference Evaluate the social media and marketing of your competitors and/or peers Listen and learn What are people saying about your business online?
- 9. Setting SMART goals Specific Measurable Attainable Relevant Time-bound
- 10. Examples of Goals Reach Engagement Build awareness Demonstrate thought leadership Shift sentiment Gain feedback Drive traffic Increase likes/follows Drive referrals Increase attendance Recruit members Garner feedback Build a community Serve as a resource Develop relationships Amplify other marketing efforts Generate views
- 11. Determine your voice Is your brand serious and professional? Or, is it personable and upbeat? Influenced by your audience and their expectations Different topics can require different tones Crisis communication versus a celebratory announcement
- 12. Set a timeline Focus on the long haul Building a social media audience takes time and consistency Consider short-term campaigns that are integrated into your main channels Don’t create new channels for each new campaign
- 13. Post content that aligns with your goals: 50% | Content that inspires, entertains, engages or informs your audience 30% | Conversation and interaction 20% | Self-promotion and sales 50/30/20 formula Reach and engage your audience with the
- 14. Ask yourself the 5 W’s of Social Strategy when creating content Who are you trying to reach? What are you trying to achieve and/or what do you want them to do and/or how do you want them to feel/react/think? When do you want this to happen? Where do you want these people to go? Why?
- 15. “Facebook has said publicly that its new algorithm is intended to leverage historical data about individual users to predict which content is most likely to be perceived as interesting.” The Light Digital
- 16. What it means for you: Determines whether or not your posts are seen in a person’s newsfeed Prioritizes “relevant” content High preference for video (especially live) Less likely to show click- bait, memes or ad-like posts
- 17. What is “relevant content?” Engaging Interesting Emotional Personal Timely The content that fits these buckets will vary depending on your audience.
- 18. Aligning content to the algorithm: Post content that you predict people will like, comment, share, click, etc. Pay attention to time of day due to “time decay” Don’t try to game the system Don’t link all your social channels together
- 19. Find Content For Each Quadrant Fuel your audience’s passion and interest Involve your audience so they feel an authentic connection Support your audience by providing relevant information and resources Share content that originates from your audience
- 20. Fuel Inspire your audience with content that surrounds their points of passion and/or interest that are related to your organization. Entertain them with content they find interesting. Invoke an emotional response. Inspire someone to take action.
- 21. “Fuel” Examples Post relevant stories from internal and external news channels Share information about exciting industry trends Post creative infographics Share videos Develop top 10 lists Share inspirational or motivational quotes or stories from people your organization impacted
- 22. Involve Feature real people with authentic stories that connect back to your core brand Ask questions and provide opportunities for the audience to engage with you. Make it personal Drive them to take action (register, volunteer, etc.)
- 23. “Involve” Examples Photo gallery or video from an event Use of “brand” ambassadors or influencers Feature of a person or group Periscope/Facebook Live interview with a guest speaker with a Q&A Behind-the-scene look Challenges or takeovers
- 24. Support Provide resources and news that resonates with and impacts your audience Seek to anticipate their needs Give them the information they need to take the next step
- 25. “Support” Examples Post about upcoming events Create a checklist to help people plan ahead, take action, etc. Post a guest speaker’s presentation online Answering FAQs “How-to” instructions Responding promptly to questions
- 26. Share Share the news about awards and highlights Utilize pre-existing content Repost content created by others
- 27. “Share” Examples Recognizing people for their achievements Retweeting a related post about an event Sharing ideas and information Posting a photo gallery
- 28. Amplify reach and engagement Be a helpful resource: Post information, inspiration and resources that your audience wants or needs Use tag-worthy and shareable visuals A specific call-to-action Read more Sign up Donate Stop by
- 29. Bite-sized content Designed for short attention spans (skimmable) Linking out to more information Intended to educate, engage and/or entertain
- 30. Create Once Publish Everywhere COPE Great content is consistent:
- 31. Content calendars Google Calendar, Excel, Word, Trello, etc. Pre-write content to ensure it’s balanced Use social media tools to schedule content Photo credit: Matt Hamm
- 32. “Pages should avoid encouraging people to take an action (such as encouraging lots of clicks), because this will likely only cause temporary spikes in metrics that might then be rebalanced by feed’s ranking over time.” Facebook
- 33. Target key posts
- 34. Broaden or refine reach
- 35. Keys to Success Determine the goal: Why are you using social media? What do you expect it to achieve? Quality versus quantity: Pick and choose channels; Post your best content Remember the “social” in social media: Talk to people, not at them Engagement is more important than followers: 1,000 followers who don’t engage means nothing Few posts go viral: Success is more than likes and shares
- 37. Facebook Ask people to engage with your brand Try prizes and giveaways
- 38. Instagram Post photos that align with what users expect to see on the channel #Do #not #hashtag #everything
- 39. Twitter & Periscope Post company and industry news Listen and respond to potential customers Try Periscope to engage with users live or to show a “behind- the-scenes” look at a process or event
- 40. Pinterest Pins can drive traffic back to your website or blog Be sure to include keywords within the pin for searchability Good content marketing platform
- 41. LinkedIn Connect with others in the community Use blogging as a way to establish yourself as a thought leader
- 42. Blogging Fantastic for SEO Use lists 10 things… 5 reasons… Show different perspectives
- 43. Events
- 44. User-generated content People post or submit content (photos, testimonials, etc.) Use the content on other social media channels or for marketing purposes
- 45. Ties to pop culture or holidays Popular TV shows Flashbacks: ‘90s, 80s’, etc. Unusual holidays or recognition weeks
- 46. Scheduling tools Hootsuite.com Tweetdeck.com SproutSocial.com
- 47. Image tools Canva.com Picmonkey.com Pablo.buffer.com Recitethis.com Piktochart.com
- 48. Contests, voting, events, etc. Woobox.com Pagemodo.com Wishpond.com Smore.com
- 49. A few things to keep in mind Do one channel well rather than five at half effort Mobile is key Facebook is not dying, it’s shifting You don’t have to join every new, shiny channel (Snapchat, etc.) Social media doesn’t work in a silo For SEO purposes, occasionally incorporate the “where” in your posts. Photo credit: Margaux-Marguerite Duquesnoy
- 50. Workshop resources View the presentation, resources & more at: rachelmesterline.com/workshops/gratiot Password: chamber
- 51. Rachel Esterline Perkins 989-330-1201 | rachelesterlineperkins@gmail.com
Hinweis der Redaktion
- Hello – Thank you for coming to the Navigating Social Media Workshop today. I’m excited to help you learn more about how to make social media work for your company or organization by developing a solid social media strategy.
- I always like to start with this video. I think we all know how important social media can be, but the extent that it has changed our lives and the world is mind-blowing.
- Businesses and organizations can no longer avoid social media. A presence is expected. More than 65% of adults use social media. It’s not surprising that 90% of young adults are using social media, but the numbers have significantly grown among the other age groups. Since 2010, the number of senior citizens using social media has more than tripled. Social media isn’t just for teens anymore. :20
- There are many different channels that you could be using. But, you don’t need to be everywhere. I always recommend doing just one or two channels really well before your expand to others.
- Age is just one demographic, but it’s an important one. By far, Instagram is most used by the 16-24 age group. They like visual social media. Note that they do still use the other channels, like Facebook and Twitter. Millennials — the 25-34 age group — heavily use visual channels like Instagram and Pinterest, too. And while they’re not using Facebook as often as they used to, they still have a presence. 35 to 64-year-olds are the ones heavily adopting Facebook right now. :45
- A lot of data about Gen Z is starting to come out now. Gen Z are those in their very early 20s and younger. They grew up with digital. 1:00
- As you become focused on posting content that aligns with your goals, it’s easy to spend too much time focusing on self-promotion. This 50/30/20 formula can help you find balance in posting content that reaches and engages your audience, while helping your organization or company meet its goals. Half of the time, focus on posting content that your audience might enjoy, find relevant or find useful. This is about you being a valuable resource or meeting their needs. About thirty percent of your time, focus on conversation. So many people lose sight of the “social” in social media. Only two of every 10 posts should be blatant self-promotion.
- Facebook is still king – there are many channels you can use, but this is the one that has the greatest reach for many people. There are more than one billion Facebook users worldwide. Facebook uses historical data to predict what content people want to see in their newsfeeds. If your content isn’t being seen by your followers, it could be because it’s not the kind of content your audience actually would engage with (according to Facebook’s algorithm). We need to stop blaming Facebook for lack of reach and starting looking at the content we’re sharing.
- You are probably asking now, “Well, what is relevant content?” What interests me as a 27-year-old married female in a rural area will be much different that the 42-year-old single mother who lives in the city. For example, National Squirrel Day
- A lot of people worry about how to get likes and follows. But, those are not as important without good content. Without good content, those people who like your page won’t see it and, if they do, they won’t engage. The biggest thing is to post information and resources that your audience wants, needs or will otherwise find relevant. Enhance your content with visuals or video. And, always make sure you have a call to action. Ask yourself why you are posting what you are posting. What do you want the audience to do? Visit your website? Sign up?
- Content creation is incredibly time-consuming. You can use the COPE method to overcome this. Create Once, Publish Everywhere. You can easily repurpose the content you create for multiple channels to save time and ensure consistent messaging. For example, you can do this by taking content from your annual report and putting it onto Facebook. Or, by taking a blog post and posting a link on LinkedIn. You can take an Instagram post and repurpose it on Twitter.
- One of the things you can do to make it easier is to create a weekly content calendar
- Facebook can tell if you’re getting unusual engagement. This temporary success will not lead you to long term gains.
- The CDC’s campaign was incredibly successful. It was launched on a Monday and by Wednesday, the server crashed. It tripled their web traffic in comparison to other preparedness messages. People had become used to seeing messages abut hurricane preparedness … but these same guidelines applied and the unexpected route got them to check it out!
- :25