The document provides guidance on maximizing social media budgets and engagement. It recommends allocating 25-40% of budget to content development, 50-70% to labor and time, 10-15% to social ads, and 5-10% to third party tools. It stresses the importance of developing compelling content with captions and hashtags to defeat algorithms and engage audiences. It also offers tips on using $550 per month for social ads for awareness, consideration, and conversion goals. Key performance metrics for marketing, customer service, and sales are recommended for tracking the value generated from social media activities.

1. Maximizing your budget
Get value from social media
Slides: slideshare.com/wahinemedia

4. Don’t fall into the social media abyss
Start with what’s important

5. Budget Allocation
Content development 25% - 40%
Labor and time 50% - 70%
Social ads 10% - 15%
3rd party tools 5% - 10%

6. Part 1: Content +
Community Management

7. That’s less than a goldfish
The average attention span of
a human is 8 seconds

8. People in the U.S. check their
Facebook, Twitter, and other social
media accounts 17 times a day
The majority of these compulsive
social media checkers are adults,
with the highest usage observed in
those between the ages of 25 and 54

9. Organically, Facebook only shows
your content to about 3% of fans
Twitter and Instagram have
algorithm-based news feeds as well

10. Defeat the algorithm with:
Stellar content
Superior customer service

11. Content is key: leave your
breadcrumbs for all to find

12. Post every time with intention, always aim
to create beauty

15. Content must catch the eye: color correct,
straighten horizons, crop

18. Don’t get complex or wordy, only one
thought at a time

21. Caption is equally as important as visual

23. Learn the art of the soft sell

29. • Compelling photo or video
• Caption is one sentence or two
• Use colorful, lively action verbs
• Don’t describe the image, make me feel
something
• Spelling, grammar and punctuation are correct
• All people are identified appropriately
• “Below” and “pictured here” below unnecessary
• Other businesses tagged
• Photo credit given
• Hashtags used properly
Caption checklist

30. Great content creation apps
Over, Boomerang, Flipagram,
Ripl, Cinemagraph, Legend,
Facetune, Quik

31. Engage and care: the only
“free” part of social

32. Check all your profiles daily
Engage and talk story with enthusiasm
Handle customer service with firm protocols
(24 hour resolution time)

36. Go beyond your profiles
• Monitor your brand and relevant hashtags
• Brick & mortar must monitor geotag
• Hang out in the home feed (10 min per day)

42. Break time!

43. Budget Allocation
Content development 25% - 40%
Labor and time 50% - 70%
Social ads 10% - 15%
3rd party tools 5% - 10%

44. Part 2: Social ads and
measurement techniques

45. Gone are the days of “free”
Social ads are not optional

47. Bring people through strategic funnel
Awareness
video views, impressions
Consideration
engagements (boost post), fan/follow,
clicks into website
Conversion
conversion on website,
completed lead forms

48. Don’t expect conversions
from “cold call” ads!

49. Develop audiences frequently
Retargeting: website clicks, page engagers,
video viewers, customer lists
Lookalike: similar audiences to existing
Interest targeting: infinite possibilities
Geofencing: specific locations
People currently traveling

54. Social advertising ninja tip
Do not target the same audience in
two different ads
You’re creating competition among
yourself and driving up the price of
the result

55. What can you do with $550 per
month ad budget?

56. $150: video view ads
ROI: build awareness & email subscribers
Run time: throughout the month
Targeting:
general interests > location /
demographics
CTA button: sign up for email list
Capture 10 second or more video
viewers for retargeting

57. $200: Boost post ads (1x per week)
ROI: create engagements & clicks into website
Run time: choose top post each week to boost
Targets:
alternate between fans + friends and
lookalike audiences
Lookalike page engagers > interests
Lookalike website traffic > interests
Lookalike video viewers > interests

58. $200: Page like ads
ROI: convert to fans
Run time: throughout month
Targets:
page engagers
video viewers 10+ seconds
website traffic
email lists

60. Know if your efforts are worth it

61. Track metrics that are valuable for each
department social media plays a role in

62. Customer service: response time,
engagements, sentiment

63. Marketing: impressions, reach, clicks to
website, fan demographics

64. Sales: leads, clicks to application form,
ticket sales, bounce rate, time on site

65. Social media may not be free,
but it has tremendous value
Every action is measurable and
worth something

66. Generated Media Value
What value is your social media
program generating?

67. Assign each measurable action a dollar
value
The value can be assessed based upon
what it would cost to pay for it via
advertising
You may also assign a “perceived” value,
such as the value of someone posting a
photo about your brand

72. Social media tools to consider

73. Hootsuite: strength in monitoring, multiple
streams at once
Sprout Social: strength in reports, Instagram
reporting, profile cleanup
Planoly: plan out Instagram posts with easy
drag and drop thumbnails
Tweet Deck: free, multiple stream monitoring
Agora Pulse: strength in reports, CRM
Falcon / SOCi: enterprise full suite tool
Olapic: UGC harvesting, integration with web

74. Stand out from your competition:
trends to embrace

75. Ephemeral content (IG stories, Snapchat, FB stories)
Influencer partnerships - remember FTC guidelines!
Chatbots
User generated content (UGC)
Going LIVE
Facebook canvas & lead forms (the new landing page)

83. Wahine Media
wahinemedia.com
Facebook/ Instagram / Twitter
@wahinemedia
Gwen Woltz
Twitter/Instagram: @gjwahine
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