How effective has your social media been during COVID-19? As your business adjusts to re-opening, are you ready to re-engage through social media and connect with clients and prospects online? We are pleased to share with you our presentation on adapting your social media strategy during covid-19. This presentation will walk you through an easy to follow 3-step framework to assess the effectiveness of your social media by utilizing data and insights to determine what's working and what's not, how your customers’ needs have changed, and what tools and key strategies you can use for your business to adjust, organize and pivot your campaigns by social platform to create powerful engagement strategies.

1. Adapting Your Social Media
Strategy During COVID-19
COVID-19 Marketing Webinar Series

2. Speaker Intro
Experience
ü 10+ years product marketing at Rogers
Communications & Atria Networks
ü 3+ years startup marketing leadership
in local SaaS industry
ü Marketing Professor at Conestoga College (part-time)
ü 3+ years marketing consulting at 2B Communications
& LWDG
Andrea Martin, Director of Marketing
With over 15 years of marketing experience, Andrea is an experienced marketer passionate about
helping brands understand why they are in business, what they want to accomplish and how they
are going to get there. Driven by her natural curiosity to derive meaning from information, Andrea
collaborates with clients to solve business problems with strategic marketing.
ü Marketing & Communications
ü Strategic & Marketing Planning
ü Brand Strategy & Management
ü Market Research
ü Product Marketing
ü Digital Marketing
Expertise
Andreamartin1 | andrea@lwdg.ca

3. Agency
Introduction
Boutique experience.
Big agency results.
Lesley Warren Design Group is a boutique agency dedicated to building brands through strategic marketing
and design. We believe great design starts with great strategy derived from deep client understanding. As a
team of seasoned marketing and creative professionals, we draw upon our collective talents and expertise to
solve business challenges and execute meaningful design solutions that engage, differentiate and inspire. We
tailor our solutions to our client’s needs, and manage expectations with transparency, authenticity and respect.
We promise a boutique client experience backed by a proficient and passionate team who consistently deliver
big agency results.

4. My goal for today is…
ü understanding your online audiences
ü creating targeted, engaging and meaningful content
ü how to become more data-driven
to get you thinking more
strategically about:
Disclaimer: this is not a how-to-guide for social execution…this is the more important step that comes before – strategic thinking
and planning. There is no golden playbook when it comes to social media.
Why am
I posting this?

5. During the presentation…
ü Reach – who are the audiences you currently
reach and which ones do you desire to reach?
ü Effectiveness – what’s working and what’s not?
Do you know why?
ü Measurement - how can you be more data-driven?
Consider the following:
Take notes
& jot down your
thoughts

6. Social Strategy Def:
is a plan on how you plan to maximize reach, engagement and influence
across your social channels in order to achieve marketing objectives, such as
positively positioning your brand, growing your online community, and
increasing brand loyalty.
{
What is a social strategy?

7. Why adapt your
social strategy?
üconsumer needs
üemotions
ücompetitive environments
Because COVID-19 has changed…
…and social distancing has forced people to work, connect
and buy/sell in new ways online.

8. Why adapt your
social strategy?
ü influence consumer perception
ü grow loyalty & following
ü communicate brand values & personality
Adapting helps protect and manage your
brand image
PERCEPTION
is everything
How do
you want to be
perceived?

9. Brand touch points:
ü Pinterest
ü LinkedIn
ü Instagram
ü Facebook
ü Twitter
ü YouTube
ü Google+
ü Snapchat
ü TikTok
Social Channels

10. 3-Step Social Media Framework
1.
Understand
Your Audience
2.
Tailor Your Content
Strategy
3.
Be Data Driven

11. Step 1
Understand Your Audience
Consider:
the difference between
B2B & B2C social media
Selecting the Right Social Media
Channel for Your Business

12. Canadians DO engage with
brands on social media
Step 1
Understand Your Audience
• A significant 86% of Canadians
interact with businesses on social
media
• Canadians spend over 80% of their
social media time interacting with
companies.
• Canadians also follow brands and
businesses on social media as well:
ü On Facebook, 59% follow
businesses
ü On Instagram 27% follow
businesses
Source: Canadian Internet Registration Authority (CIRA).

13. Strategy:
Identify the social platforms that
generate leads for your company.
Step 1
Understand Your Audience
Show us how you shared toilet paper with those in need and we will
donate $1 for each social post that features #ShareASquare through
June 1, 2020 (up to $100,000).

14. Canadians are engaging
more on mobile.
Step 1
Understand Your Audience
Show us how you shared toilet paper with those in need and we will
donate $1 for each social post that features #ShareASquare through
June 1, 2020 (up to $100,000).

15. Adaption:
Understand how COVID-19 has changed
your audience’s behaviour.
Step 1
Understand Your Audience
Show us how you shared toilet paper with those in need and we will
donate $1 for each social post that features #ShareASquare through
June 1, 2020 (up to $100,000).
Prizm5 - 68 Lifestyle Segments

16. Step 2
Tailor Your Content Strategy
Consider:
how to create the
right content for
the right platform

17. Strategy:
Create useful content that also communicates
your brand’s personality.
STOP BEING BORING!
Step 2
Tailor Your Content Strategy
Show us how you shared toilet paper with those in need and we will
donate $1 for each social post that features #ShareASquare through
June 1, 2020 (up to $100,000).

18. Adaptation:
Experiment & continually review and
reprioritize throughout 2020
Monitor your audience’s emotions &
needs
Step 2
Tailor Your Content Strategy
Change in incoming engagements
on brands’ social posts, April vs March
ü 7.3 more engagements per post per day on average
across all networks and industries

19. Experiment with different types of content
and publishing tools:
ü Video
ü Stories / Highlights
ü Polls
ü IGTV
ü GoLive
ü 3D Photos (Facebook)
Step 2
Tailor Your Content Strategy
You can now view insights and
manage content from Instagram in
Creator Studio on Facebook.

20. Step 3
Be Data Driven
Consider:
how social media monitoring can
give you valuable audience insights.

21. Strategy:
Monitor and report your
social analytics and engagement
trends to gain valuable insights.
Engagement Rate by Reach (ERR) =
total engagements per post / reach per post * 100
Step 3
Be Data Driven
Show us how you shared toilet paper with those in need and we will
donate $1 for each social post that features #ShareASquare through
June 1, 2020 (up to $100,000).

22. Adaptation:
Utilize social media monitoring
tools to gain better insights:
Step 3
Be Data Driven

23. Key KPI’s to Track:
• Post Reach
• Follower Growth
• Post Engagement (ERR)
• Sentiment
Step 3
Be Data Driven
300 million people use Facebook stories daily

24. How to adapt your social media strategy?
3Steps
Understand Your
Audience
Tailor Your Content
Strategy
Be Data Driven
1
21 3
5

25. Case Studies
Social Media Pivots:

26. Case Studies Social Media Pivots:

27. Case Studies Social Media Pivots:

28. Case Studies Social Media Pivots:

29. Case Studies Social Media Pivots:

30. In Summary
q The difference between how B2B and B2C social media works
q How to create the right content for the right platform
q How social media monitoring can offer valuable audience insights
Consider the following…

31. 105 Randall Drive, Unit 2, Waterloo, Ontario
519.634.1124 • info@lwdg.ca • lwdg.ca
Thank You