Covering the basics of social media, what not to do, and how to plan out a social media campaign - Communicate Conference 2019.

1. HOW TO MAKE YOUR NEXT
SOCIAL MEDIA CAMPAIGN
THE BEST ONE YET

2. • Digital Marketing Manger for Greenhouse PR
• Created online strategies for 20+ businesses
• Involved in:
• Data analysis
• Social media
• Email marketing
• Search Engine Optimisation (SEO)
• Photography
• Radio
WHOAM I?
GERTIE GODDARD
@GertieGoddard
@Gertie.photography & @sustainable.bristol

3. Greenhouse is a specialist communications consultancy, working
exclusively with organisations that have a mission to drive social
and environmental change.
We identify the pioneers and disruptors that are accelerating the
transition to a low carbon economy and amplify their impact.
We focus on the sectors that are most in need of radical
transformation - energy, finance, food - and we work across a
broad range of campaigns for change.
WHOARE GREENHOUSE?
COMMUNICATE 2019
@Greenhouse_PR @GertieGoddard

4. AGENDA

5. 1

6.  It is cost-effective
 It provides authenticity
 It builds engaged communities
 Enables you to explore your brand identity and creativity
 Search engine optimisation

7.  83% of the UK population use at least one social media channel
 63% use social media everyday, and 77% are using it at least once a week
 47% of UK adults say they often find out about breaking news stories and
events through social
 1 in 4 mobile minutes are spent on a Facebook owned mobile app

8. BRANDING
HOW DO YOU COMEACROSS?
@Greenhouse_PR
• People expect you to be on social
media
• They expect you to look good on
social media. It makes you
recognisable & professional

9. TONE OF VOICE
HOW DO YOU COMEACROSS?
@Greenhouse_PR
• A consistent tone of voice is synonymous with your
brand
• Is it playful, honest, professional or scientific?
• To create a tone of voice, you need to first understand
your audience…
Greenhouse PR: Asking powerful
questions, in a personable way.

10. AUDIENCE
BUILD BUYER PERSONAS
@Greenhouse_PR
“Buyer personas help you understand your customers (and prospective customers) better. This makes it
easier for you to tailor your content, messaging, product development, and services to the specific needs,
behaviours, and concerns of different groups”
- HubSpot
Persona 1 Persona 2 Persona 3
Image source

11. CHOOSING THE RIGHT PLATFORM
WHAT IS THE GOALOF EACH PLATFORM?
@Greenhouse_PR
You are a different person when you are on your phone at home on Instagram vs when you are on a desktop
on LinkedIn at work.

12. CHOOSING THE RIGHT PLATFORM
FACEBOOK
@Greenhouse_PR
LARGEST NETWORK
Over 2.8 billion monthly users worldwide
DEMOGRAPHIC SHIFT
In the UK this year, 700,000 fewer 12-24-
year-olds will regularly use Facebook –
but 500,000 new over-55s are expected to
join
CONTENT TYPES
Videos and curated images
ADVERTISING
Relatively low cost and advanced
targeting, low organic exposure

13. CHOOSING THE RIGHT PLATFORM
INSTAGRAM
@Greenhouse_PR
2ND MOST DOWNLOADED APP
It’s continuing to attract new users, particularly young & consumer focused.
STORIES ARE HUGE
500 million people use Instagram Stories every day – great platform for brands
28MIN PER DAY ON THIS PLATFORM 2020
Videos and curated images Instagram saw more time spent per day than Snapchat
for the first time in 2019.
CONTENT TYPES
Short Video, quality over quantity, story-based content. Engagement, not clicks!
ADVERTISING
Relatively low cost and advanced targeting

14. CHOOSING THE RIGHT PLATFORM
LINKEDIN
@Greenhouse_PR
610 MILLION MEMBERS
And it’s still growing
SENIOR LEVEL AND DECISION MAKERS
90 million senior-level influencers and 63 million decision makers use LinkedIn.
B2B
LinkedIn is responsible for 80% of B2B leads from social media.
CONTENT TYPES
Jobs, company news, professional content
ADVERTISING
Expensive, but great for professional targeting

15. CHOOSING THE RIGHT PLATFORM
WHICHAUDIENCE?
@Greenhouse_PR
HIGHLY ACTIVE USERS
Twitter boasts 330 million monthly active users. Of these, more than 40 percent, use
the service on a daily basis.
35- 65 YEARS
Approximately 63% of Twitter users worldwide are between 35 and 65 years old.
MORE POPULAR WITH MALES
66 percent of Twitter users worldwide are male compared to just 34 percent females
SHORT DURATION
The average time spent on Twitter clocks in at 3.39 minutes per session (Statista,
2019) – a statistic that shouldn’t surprise given the short lifespan (15 to 20 minutes)
of a tweet.
CONTENT TYPE
Big on emojis, live events. Keep it short and simple.

16. SOCIALMEDIA
HOW LONG DOES IT LAST?
Source: Small Biz Expert

17. 2

18. SOCIALMEDIA
WHAT TO BEAWARE OF: CROSS POSTING
@Greenhouse_PR
Buffer: What to post on each social media platform

19. SOCIALMEDIA
WHAT TO BEAWARE OF: IMAGE SIZE
@Greenhouse_PR
Instagram

20. SOCIALMEDIA
WHAT TO BEAWARE OF: IMAGE SIZE
@Greenhouse_PR
Facebook
Sprout Social Guide
Facebook Creative Tips
Further reading:

21. FollowerWonk:
SOCIALMEDIA
WHAT TO BEAWARE OF: POSTING TIMES
You can learn a lot from tools and looking natively in platforms, but your best option is to test!

22. Be aware of “posting for the sake of posting”. Quality is better
than hitting a schedule.
SOCIALMEDIA
WHAT TO BEAWARE OF: HIGH QUALITY CONTENT
Monitor your engagement per post, not your engagement as a whole

23. EXAMPLE
CREATIVEASSETS
Striking images capture attention. This is what people expect online.

24. COMMUNICATE 2019
WHAT KIND OF CONTENT GETS THE MOST ENGAGEMENT?
 A strong message
 Thinks of the personas / engages stakeholders
 Looks good
 Has a strong call-to-action
 On the right platform
 At the right time
But….testing is key!

25. SOCIALMEDIA
WHAT TO BEAWARE OF: RULE OF THIRDS
• 1/3 promoting your product or services
• 1/3 interacting with others
• 1/3 sharing industry news and tips you
believe your followers could benefit from

26. SOCIALMEDIA
WHAT TO BEAWARE OF: NEGATIVE FEEDBACK
We will come to this…..

27. SOCIALMEDIA
WHAT TO BEAWARE OF: CUSTOM LINKS
Campaign URL Builder
This tool allows you to easily add campaign parameters
to URLs so you can track Custom Campaigns in Google
Analytics.
Are your links visible? Use bit.ly to make them beautiful!
From: https://www.nffn.org.uk/farmer-sign-
up?utm_source=twitter&utm_medium=social&utm_camp
aign=welsh_membership&utm_content=NFFN_welsh
To: http://bit.ly/NFFN_Fb_Welsh

28. SOCIALMEDIA
WHAT TO BEAWARE OF: HASHTAG RESEARCH & TRACKING
• What hashtags best describe your
business?
• What hashtags best describe your
campaign?
RiteTag
Brand 24

29. 3

30. Step 1: Understand the goal of the campaign
Step 2: Know your audience
Step 3: Define your budget and time resources
Step 4: Decide how to promote the campaign on each channel
Step 5: Create a content calendar for the week/month
Step 6: Create supporting visual content
Step 7: Schedule posts
Step 8: Monitor and respond
Step 9: Analyse performance
SOCIALMEDIACAMPAIGN
9 STEPS
Planning
Doing
Monitor

31. Step 1: What is the goal?
Step 2: Who and where is our ideal audience? How do we target them?
Step 3: What budget do we have? How much time will it take?
Step 4: Which channel will work best? What’s the worse that could happen?
Step 5: How often do we need to post? And when?
Step 6: What creative shall we use? (e.g. posts, banner images)
Step 7: Scheduling via what tools?
Step 8: How will we monitor and encourage engagement?
Step 9: What did well? How do we do this again?
SOCIALMEDIACAMPAIGN
9 STEPS – QUESTIONS TOASK YOUR TEAM
Planning
Doing
Monitor

32. 4

33. 5

34. Pros Cons
COMMUNICATE 2019
SOCIALADVERTISING: SHOULD YOU PAY TO PROMOTE POSTS?
VS
• Training required
• Time consuming
• Additional costs
• Maximises post exposure
• Reach new audiences
• Brand recognition

35. COMMUNICATE 2019
SOCIALMEDIATOOLS
Scheduling Listening Reporting Visual
• Buffer (free with extra paid
features)
• OnlyPult (paid)
• HubSpot (free with extra
paid features)
• Hootsuite (free with extra
paid features)
• Brand24 (free trial)
• FollowerWonk(Free
with extra paid features)
• Hashtagify.me (Free
with extra paid features)
• Google Analytics
(Free)
• Campaign URL
builder (Free)
• Rival IQ (Paid)
• Fanpage
Karma (Paid)
• Social Channels’
Insights and
Analytics (Free)
• Google Sheets (free)
• Canva (free)
• Unfold (stories) (free)
• Adobe Spark (paid)
• Free images:
Pixabay, Unsplash,
Pexels

36. 6

37. • Have consistent branding
• Own your tone of voice
• Build buyer personas
• Develop a strategy for each social media platform
• Quality over quantity
• Rule of thirds
• 9 steps to every social media campaign
• Leverage tools to your advantage!
KEY TAKEAWAYS
COMMUNICATE 2019
@Greenhouse_PR @GertieGoddard