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Marketing & Social Media Workshop
- 1. Darryll Stinson and Rachel Esterline-Perkins MARKETING & SOCIAL MEDIA WORKSHOP
- 2. BRANDING
- 3. Photo credit: Tom Hussey
- 6. CREATING AN EFFECTIVE BRAND STRATEGY Photo credit: Elevate Practices
- 7. DISCOVER
- 9. 1. I am an entrepreneur and life/business coach. 2. I help men and women ages 18-35 who have more vision than resources, more problems than solutions and more depression than hope. 3. (Do/understand) Turn potential into profit and hopelessness into hope 4. So that they can live a life of purpose and fulfillment MY VALUE PROPOSITION
- 12. FOUR C’S OF MARKETING UNPACKED
- 14. HEADLINES
- 16. SUB-HEADLINES “Sub-heads” can add even greater value to an already awesome headline. Example: “10 reasons why you should get a physical” is a good headline. BUT… “10 reasons why you should get a physical - #7 will shock you” is even better. “How to use lose 10 pounds in two weeks” is great. BUT.. “How to lose 10 pounds in two weeks — No pills, or nasty diets” is more inticing.
- 17. CAPTURING ATTENTION WITH VISUALS VS. Clip Art Real picture
- 18. CONNECTING
- 19. LEARN THE ART OF STORYTELLING
- 20. LEARN THE ART OF STORYTELLING
- 21. 1. Setting (where your story takes place) 2. Character (the hero/heroine/protagonist who has adventures) 3. Plot (the events that unfold, the arc of what happens) 4. Conflict (the obstacles the characters encounter) 5. Theme (the resolution of the conflict, what's been learned along the way) or 1. Orientation (introduction, mood, tone, location, setting) 2. Crisis (the challenge, situation, drama) 3. Escalation (building on the crisis, leading to what’s known as “climax”) 4. Discovery (the revelation. What the audience or character learns) 5. Change (the transformation, what resulted from the learning)
- 22. LEARN WHO HAS THE BEST RELATIONSHIP WITH YOUR TARGET AUDIENCE AND WHY
- 23. USE THE ELEMENT OF SURPRISE
- 24. COMMUNICATE
- 25. CALL TO ACTION
- 26. QUESTIONS?
- 28. JOIN THE SOCIAL MEDIA REVOLUTION
- 30. SOCIAL MEDIA USE BY AGE
- 31. • Facebook – Pages – Groups – Live video • Twitter – Periscope – Twitter chats • LinkedIn ENDLESS OPTIONS • Instagram • YouTube • Snapchat • Pinterest • Blogs • Mobile apps Photo credit: Matt Hamm
- 32. BENEATH THE TIP OF THE ICEBERG
- 33. WHO IS YOUR AUDIENCE? WHERE ARE THEY? • 16-24 – Most used: Instagram – Least used: LinkedIn • 25-34 – Most used: Instagram and Pinterest – Least used: Facebook • 35-64 – Most used: Facebook – Least used: Instagram
- 34. GEN Z • Eight second attention span • Prefer instant/private messaging • Not a fan of email • Will account for 40% of all consumers by 2020 – Twice as likely than Gen Y to shop on mobile – Twice as likely than Gen Y to use YouTube – 3x likelier to open a chat message received through a push notification (rather than an email) • Very involved with volunteering • Want their jobs to impact the world • Concerned about humanity’s impact on the planet Source: Social Media Today Photo credit: Danny Nicholson
- 35. A FEW THINGS TO KEEP IN MIND • 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 Photo credit: Margaux-Marguerite Duquesnoy
- 36. TOP TRENDS IN SOCIAL MEDIA
- 37. BITE-SIZED CONTENT • Designed for short attention spans • Linking out to more information • Intended to educate, engage and/or entertain
- 38. SOCIAL GOOD • How your organization is giving back and/or how you are helping others give back to their communities
- 39. USER-GENERATED CONTENT • People post or submit content (photos, testimonials, etc.) • Use the content on other social media channels or for marketing purposes
- 40. TIES TO POP CULTURE • Popular TV shows • Flashbacks: ‘90s, 80s’, etc. • Listicles • Buzzfeed quizzes
- 41. PODCASTING • "Monthly audio podcast consumption grew from approximately 39 million monthly users in 2014 to approximately 46 million in 2015." - Suzanne Delzio, Social Media Examiner • "Americans now listen to roughly 21.1 million hours of podcasts daily." - Michael Sebastian, Ad Age
- 42. LIVE VIDEO • Periscope – Through Twitter • Facebook Live
- 43. QUESTIONS?
- 46. WHAT IS YOUR BIGGEST SOCIAL MEDIA CHALLENGE?
- 47. 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
- 48. 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
- 49. • What are people saying about your organization online? • What are people saying about your industry in general? LISTEN & LEARN
- 50. SETTING SMART GOALS SMART – Specific – Measurable – Attainable – Relevant – Time-bound
- 51. 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
- 52. WHO IS YOUR AUDIENCE? WHERE ARE THEY? • Pick the channel(s) native to and preferred by your audiences
- 53. • 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 VOICE
- 54. THE 5 W’S OF SOCIAL STRATEGY • Who are you trying to reach? • What are you trying to achieve and/or what do you want them to do? • When do you want this to happen? • Where do you want these people to go? • Why?
- 55. CHOOSING A CHANNEL • Pick the channel you expect to be most successful and dedicate at least 50% of your energy to it • Pick two to three other channels you want to further develop and master
- 56. SETTING 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
- 59. STAY TRUE TO YOUR KEY MESSAGES • What should the content you post communicate? • What do you want people to do? To feel? To think?
- 60. BE A RESOURCE
- 61. 50-30-20 • 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
- 62. AMPLIFY REACH AND ENGAGEMENT • Information, inspiration and resources that your audience wants or needs • Tag-worthy and shareable visuals • A specific call-to-action – Read more – Sign up – Donate – Stop by
- 63. 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
- 64. FUEL • Inspire your audience with content that surrounds their points of passion and/or interest that are related to your organization. • Entertain your audience with content they find interesting. • Invoke an emotional response. • Inspire someone to take action.
- 65. • 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 “FUEL” EXAMPLES
- 66. 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.)
- 67. • Photo gallery or video from an event • Use of “brand” ambassadors or influencers • Feature of a specific doctor, nurse, patient or other person • Periscope/Facebook Live interview with a guest speaker with a Q&A • Behind-the-scene look • Challenges or takeovers • Call to action to register for an event “INVOLVE” EXAMPLES
- 68. 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
- 69. • Post about relevant upcoming events • Create a checklist to help people plan ahead, take action, etc. • Post a guest speaker’s presentation on SlideShare • Answering FAQs • “How-to” instructions • Responding promptly to questions “SUPPORT” EXAMPLES
- 70. SHARE • Share the news about awards and highlights • Utilize pre-existing content • Repost content created by others
- 71. • Recognizing people for their achievements • Retweeting a related post about an event • Sharing ideas and information • Posting a photo gallery “SHARE” EXAMPLES
- 72. COPE • Create • Once • Publish • Everywhere
- 73. CONTENT CALENDARS • Google Calendar, Excel, Word, Trello, etc. • Pre-write content to ensure it’s balanced • Use social media tools to schedule content
- 74. TARGET KEY POSTS
- 75. BROADEN OR REFINE REACH
- 76. BALANCE YOUR CONTENT • Live video • Embedded video (autoplay) • Photo albums • Carousel links • Single photo • Image with text • Links • Text only Typical popularity:
- 77. 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
- 81. THE ALGORITHM “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)
- 82. WHAT IT CAN MEAN 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
- 83. WHAT IS RELEVANT CONTENT? • Engaging • Interesting • Emotional • Personal • Timely The content that fits these buckets will vary depending on your audience.
- 84. 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
- 86. INSIGHTS
- 92. CHOOSE THE BEST TIME TO POST
- 95. Video posts
- 98. EXPORT DATA
- 99. EXPORT DATA
- 102. VIEW SPECIFIC TWEETS
- 103. • Month-over-month percentage increases in: – Reach (individuals who see your content) – Impressions (total number of times content is seen) – Engagement (shares, retweets, likes, comments, etc.) • Highest and lowest performing content – What type of content was it? Consider why it performed the way it did. DATA TO TRACK
- 106. HOOTSUITE
- 107. SPROUTSOCIAL
- 108. TWEETDECK
- 109. OTHER RELATED TOOLS • Coschedule.com • Buffer.com • Crowdbooster.com
- 110. PICMONKEY.COM • Square images • Facebook cover photos • Collages
- 112. PABLO.BUFFER.COM
- 113. CANVA.COM
- 114. PIKTOCHART.COM
- 115. ICONOSQUARE
- 116. TAGBOARD
- 117. CONTESTS, VOTING, ETC. • Woobox.com • Pagemodo.com • Wishpond.com
- 118. Darryll Stinson and Rachel Esterline-Perkins WHAT TO DO NOW?
- 119. GOING FROM EXPOSURE TO EXECUTION • Browse the free resources on our website: Stinsontransformational.com/tools Password: liveabundant (Remember, the resources will expire in 14 days.) • Make a list of action items • Identify quick steps • Put other projects on the calendar and eat that elephant!
- 120. Darryll Stinson and Rachel Esterline-Perkins THANK YOU! LIVE ABUNDANTLY
Notas do Editor
- ----- Meeting Notes (5/9/16 08:41) ----- Branding is more than fonts, colors, and slogans
- ----- Meeting Notes (5/9/16 09:12) ----- Branding is a combination of words, visuals and interactions designed to represent your values, ideas and personality. Branding is important because when done right it can take you from being unnoticed to being unforgettable.
- 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. 2:20
- Social media has evolved into a complicated web that includes hundreds of social channels beyond Facebook, Twitter, and Instagram. That means there’s a lot of noise and you have to work harder than ever to have people actually care about what you have to say. :15
- 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. :15
- There is a lot that goes into a successful social media strategy — from audience analysis to setting goals to engaging in coversations. Strategy, along with content development and measurement, are some of the things we’ll talk about today. :15
- One of the things Darryll spoke about today is defining your audience. 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’re ethnically diverse. They grew up with digital. 1:00
- :25
- 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!
- Get a quick discussion going….
- 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.
- 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.
- After you’ve set a strategy and you’ve implemented great content, you can measure your success. How do the actions you take on social media align with the goals you’ve set?
- 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 young married female in a rural area will be much different that the 42-year-old single mother who lives in the city.