Beyond Facebook: Building a Social Media Strategy for 2018

1. BEYOND FACEBOOK: Building a social media strategy for 2018 Chris Snider • Drake University • May 30, 2018

2. HELLo. I’m Chris snider. • Assistant professor in Drake University’s School   of Journalism and Mass Communication • Teach classes on multimedia, social media, digital media, visual communication, storytelling and web design • Also teach a variety of classes on those topics in our new   Online Master of Arts in Communication program • Formerly of the Des Moines Register and Juice magazine

3. • I’m passionate about how businesses can use social media • Formerly in charge of social media accounts for Juice Magazine and the Des Moines Register • Continue to run social media accounts for freelance clients and several related to Drake University • Survey students each semester on social media habits

4. WHO Are you? • Name • Where you work / what you do • A social media tip / tool / timesaver • An ask - what can we do for you?

5. What I will cover today • How to create great content for any social network • How to create content that is native to Instagram • How to use Stories on Instagram, Snapchat, Messenger and/or Facebook • How to plan and build a Messenger bot • Alternatives to Facebook for reaching your customers • How to extend your reach and get more interactions on Facebook • What my students are doing on social media - VSCO and Finstagram accounts

6. But first… Let’s understand your audience • Who are you trying to reach? • What do you want them to do? • What problems do they have you can solve?

7. Social media marketing hasn’t changed much   for several years 2004 2006 2010 2011

8. Facebook is 98 in dog years How long until they tell marketers, “Get oﬀ my lawn?”

9. Zuck admits Facebook is broken

10. Let’s be honest. Our social media strategies rely way too heavily on

11. And FB can turn it off at any time

12. alternatives to FACEBOOK for your 2018 social media strategy

13. warning: the days of just COPY/PASTING a link INTO social media are over

14. Instagram stories Instagram Stories went from ZERO to eating Snapchat’s lunch in less than one year. (Now 191M)

15. Facebook’s Mark Zuckerberg says stories will overtake News Feed on all apps Instagram is the most popular place for Stories now,   but plan to use them on Facebook, Messenger, Snapchat and more.

16. About Instagram stories • 300 million daily active users as of Nov. 2017 • It’s much easier to build a following on Instagram than Snapchat (and likely you already have one) • Adding hashtags and location tags get you into bigger stories and extend your reach

17. In the Drake SJMC, we’re seeing double the views on Insta Stories as on Snapchat.

18. Use location tags Create templates for your followers

19. Use built-in tools - slider, polls, GIFs, stickers, boomerangs

20. Show oﬀ your best Stories on your proﬁle page! Stories can live longer than 24 hours!

21. You can customize your Story highlights covers

22. Adobe Spark Post Add animated eﬀects   to your photos Hype Type Add text overlays to your photos and videos InShot Convert horizontal videos   to vertical videos. Tools for creating Stories

23. What to share in stories • Behind-the-scenes content • How-to tutorials • Promotions of your blog posts • Lists and countdowns. ——> • Quotes and inspirations • Stories takeovers

24. Worksheet on Instagram Stories: Answer questions Find a post and turn into a story

25. Instagram • If your biz/organization is not yet using Instagram, sign up now • If you have an Instagram and aren’t using it eﬀectively, get going

26. Instagram • Used by 35 percent of U.S. online adults • Used by 71 percent of online U.S. 18- to 24-year-olds • 800 million users / 25 million active business proﬁles • Users younger than 25 spend 32 minutes a day on Instagram • Users 25 and older spend 24 minutes a day Sources: Pew Research/Instagram

27. Best place to reach 30-49s Great place to reach 18-29

28. Exercise: Native content • Content that looks and feels like any other content   that appears on a platform for which it was created. • It is not cheesy, and it’s not obvious. • It has “cool” factor. • It hits your emotional center so hard you want to share it with someone else.

29. When you’re scrolling through your feed,   you don’t think to yourself, “That’s an ad.”

30. What are examples of native content on… STEP ONE: DEFINE NATIVE CONTENT on platform Use the worksheet

31. WHICH OF THE ITEMS ON YOUR LIST FIT WITH YOUR BRAND? STEP TWO: NARROW IT DOWN

32. WHAT ARE SOME EXAMPLES   OF THINGS YOU CAN POST? STEP THREE: IDEAS

33. Instagram is where you show the best you

34. Two main categories: Recreation and inspiration

35. Instagram best practices • Instagram’s young audience likes current, creative, and useful content • Posting frequency is not as important as posting consistency • There isn’t a universal best time to post on Instagram • Using both hashtags and location tag drives the most engagement Source: Buﬀer

36. Instagram best practices • Videos might overtake images as the most engaging type of content • User-generated content drives growth and conversions • Caption length doesn’t aﬀect engagement Source: Buﬀer

37. Ways to use instagram - choose 2 • Showcase your products or services • Build your community • Increase awareness of your brand • Showcase your company culture and values • Advertise to potential customers • Increase brand loyalty • Share company news and updates

38. banned Insta hashtags #adultlife #beautyblogger #beyonce #dating #dogsofinstagram #fitnessgirls #happythanksgiving #ig #iphonegraphy #singlelife #snowstorm #valentinesday

39. Gary Vaynerchuk on Instagram Direct Message marketing https://www.youtube.com/watch?v=bEuTM6dmL_E - Jan 2017

40. Worksheet: Instagram

41. Linkedin • Stop. Underestimating. LinkedIn. • 50 percent of Americans with a college degree use LinkedIn • Popular among high-income households • 546 million professionals on LinkedIn • 4 of 5 members drive business decision • No. 1 platform for lead generation

42. What to post to LinkedIn • Company news, culture, industry trends, blog posts • Anything you would post to FB page could go on LinkedIn • Give your employees content to post

43. Linkedin best practices • Use a logo and cover image. Companies with logo images get six times more traﬃc to their pages. • Be sure that your description leads with powerful, keyword- rich copy for SEO results. • Share engaging content at least once per day. “Share company news, industry articles, or thought leadership pieces —or ask followers to weigh in on hot topics” • Be helpful and friendly, not salesy Source: LinkedIn

44. Linkedin best practices • Updates posted in the morning usually earn the highest engagement, with a slight bump occurring again after business hours. • Think like a journalist: Don't bury the lede. Concise intros and snappy headlines are more likely to result in higher engagement. Ask thoughtful questions to involve your audience. Always include a clear call to action, like a link. • Images generally result in a 98% higher comment rate. Links to YouTube videos play directly in the LinkedIn feed and usually result in a 75% higher share rate.

45. Create Showcase Pages

46. Worksheet: LinkedIn

47. Influencer marketing • We live in a world where one post by Rihana or Kylie Jenner can send Snapchat stock tumbling • Instagram influencer marketing is a $1 billion business • “The best (value), beside Facebook ads, in the world are influencers on Instagram.” - Gary Vaynerchuk • Influencers are people first and content marketers second. This means the algorithm doesn’t hurt them.

48. Influencer marketing • Pay them money to be on your account • Pay them money to borrow their reach and post on their own accounts • Better yet, build sincere personal relationships with inﬂuencers and share useful, unique, exclusive or early information

49. Gary Vaynerchuk on how to use Instagram inﬂuencers https://www.youtube.com/watch?v=peC9z0tTRkM - April 2017

50. Influencer marketing • Send them your product or oﬀer them free opportunities • Have them post sponsored posts • Pay them (in money or products) for product reviews • Send them products for a giveaway • Create aﬃliate marketing programs

51. There are many tools to connect people with inﬂuencers

52. Top male inﬂuencers - via GroupHigh

53. Worksheet: Inﬂuencer Marketing

54. Facebook messenger • 1.3 billion monthly users • Customers prefer this to phone calls and text messaging • Live chat has the highest satisfaction level of all customer service channels • You already have an account • More people use messaging apps than social networks

55. Facebook messenger Facebook IQ conducted a study on the use of mobile messaging with 12,500 people across the world and found several promising trends among the people surveyed: • Sixty-three percent said that their messaging with businesses has increased over the past two years • Fifty-six percent would rather message than call a business for customer service • Sixty-one percent likes personalized messages from businesses • More than 50 percent are more likely to shop with a business they can message

56. • Add a “Message Us” button on your website. • Respond quickly to get a window to pop-up when someone visits your page

57. Create posts with a “Send Message” button as the call to action.

58. How to use Messenger • Deliver content: Hubspot got a 242 percent higher open rate and a 619 percent higher click rate in Messenger than email • Engage participants during events • Let customers pull content by putting in keywords and getting options or information • Provide speedy customer service

59. Worksheet: Facebook Messenger

60. Messenger bots

61. Messenger bots • Services such as Manychat and Chatfuel simplify the process of creating Messenger bots (even oﬀering free options) • Why use a chat bot: available 24/7, can handle thousands of customers at once, saves money, automates repetitive work • Once people subscribe, you can broadcast messages to them via Messenger • You get their full name, proﬁle photo, time zone and gender from Facebook

62. Get social media news via Messenger at my bot: m.me/chrissniderdesign

63. https://www.youtube.com/watch?v=FkHdMnD2518

64. Worksheet: Messenger Bots Demo: Manychat

65. What if I told you there was a social network that’s more popular than Facebook? And you were ignoring it.

66. Youtube • YouTube is used by more Americans than any social network • 70 percent of teenage YouTube subscribers trust inﬂuencer opinions over traditional celebrities • YouTube is consistently at the top of my survey of incoming college students

67. YouTube is the second most popular website online.

68. Types of content native to Youtube • Unboxing videos • Timelapse videos • Video game walkthroughs • How to • Tutorials • Product reviews

69. Building a youtube strategy…

70. No matter what content you’re creating, there’s an audience out there on Youtube Here’s how to reach them…

71. Do your Keyword research • Create a list of seed keywords • For example, if you were a ﬁtness site, you might use: • Fat Loss • Kettlebell Workout • Paleo Diet • Cardio Workout

72. Put those keywords into YouTube Suggest Use TubeBuddy to research further

73. Post long … but make first 15 seconds count • Optimize for watch time - YouTube makes money by keeping people on the site, so post long videos • Focus on your ﬁrst 15 seconds

74. Use Pattern interrupts Pattern Interrupts are elements in your video that are different than the rest of your video (they literally "interrupt" the “pattern"). Pattern Interrupts can be: • On-screen graphics • Animations • New background or setting • B roll shots • Different camera angles • Sound effects

75. More tips • Follow a script to create better content • Use power words to increase clicks - Awesome, Wow, Insane, Hack, Eﬀective, Guide, Technique • Write longer descriptions - YouTube recommends then, and they help for SEO • Use tags with videos - including the tags your competitors use will help you show up next to their videos

76. Use thumbnails that stand out

77. https://creatoracademy.youtube.com/ Get more YouTube advice at:

78. Podcasting • 44% of the U.S. population has listened to a podcast • 80% of listeners listen to all or most of each podcast episode • Three ways to approach podcasting… • Create a podcast • Be a guest on a podcast • Advertise on a podcast

79. SXSW 2018 blog post by Mark Schaefer…

80. Anchor makes it easy to get started podcasting

81. Podcasting tips • Ideal length: 22 minutes • Ideal day to post: Tuesday • Best frequency: Weekly

82. Planning and publishing your podcast Let’s plan your podcast (or your pretend podcast)

83. Format • What’s your podcast going to look like? • Podcasts can take many forms: one-man shows, cohosts, guests, call-in, etc. Metaﬁlter founder Matt Haughey, who has put in hundreds of hours on podcasting, recommends that your show involve two or three hosts.

84. Content • What’s your podcast going to say?

85. Where to host your podcast • Libsyn - starts at $5/month • Soundcloud - starts at Free • Podbean - starts at $3/month • Buzzsprout - starts at free

86. My fav podcasts • Reply All • The Science of Social Media • The Digiday Podcast • Planet Money • Startup Podcast

87. Voice-FIRST • 1 in 6 Americans own a smart speaker. • There are skills to check your bank balance, ask about wine pairings, get drink recipes, guide you through a workout, play Jeopardy and more. • If you haven’t yet asked yourself, “What is your company’s Alexa skill going to be?” now is the time.

88. According to Google,one in ﬁve queries made by search are through voice Before AR and VR and AI, audio is going to be the next major platform shift for consumer attention.

89. Skills Blueprint lets you create skills for your personal account

90. Storyline lets you build skills without any coding

91. https://www.socialmediaexaminer.com/how-to-set-up-an-alexa-ﬂash-brieﬁng-a-guide-for-marketers/

92. EMAIL • You are 6x more likely to get a click-through from an email campaign than you are from a Tweet • You own this list, so no need to worry about Facebook algorithm changes • Use this list to target people with Facebook Ads • If you already have a list, try to bring more value to people

93. Tips for mailchimp • Treat your subscribers like VIPs: People who subscribe to your list are so interested in what you have to say that they’re willing to invite you into their inbox. Honor it by letting them be the ﬁrst to know about new products and sales. • Keep it useful: Think about which emails in your inbox you open and which ones you delete immediately. What makes you want to open an email? Our guess is a piece of information you don’t already have. Make sure you’re sending subscribers new information that’s useful to them. • Show some personality: No one wants to read an email that drones on and on. So, inject some personality! Try to write the way you would speak to your customers, and keep in mind the personality of the people you’re talking to.

94. Tips for mailchimp • Keep it short: Most people are bombarded with emails every day, so keep yours to the point to make it easy for your subscribers to scan them quickly if they need to • Get inspired: Apps like Pocket, Evernote, and Pinterest are great for saving and organizing content you’d like to use in your campaigns. Check out Really Good Emails, too. They feature the best emails companies like you are sending. • Make a schedule: Not everyone has a regular schedule for sending campaigns, but it can be helpful, especially if you need to collaborate with a team or wear a lot of hats as a small business owner. • Send test emails to friends and coworkers: It sometimes helps to get a second pair of eyes on a campaign before you send it.

95. UMMM… What about  Twitter and Snapchat? • 45 percent of 18- to 24-year-olds use Twitter   (overall 24 percent of U.S. adults use) • 78 percent of 18- to 24-year-olds use Snapchat  (overall 27 percent of U.S. adults use) • Use Twitter if you’re funny or political • Use Snapchat to reach young people

96. ?What about Facebook and it’s 2 billion users? Are we giving up on them?

97. WHAT WE KNOW… • Fewer posts and videos from publishers and businesses will be shown. • Reach, video watch time and referral traﬃc will go down. • Priority will be given to posts that spark conversations and meaningful interactions. • Viral videos are pretty much dead already.

98. What to do on FB in 2018 • Fewer, better posts • Focus on getting meaningful comments and interactions • Use live video - gets 6x more interaction than other videos • Groups - start them, join them, participate in them • Stories - Zuck says they will overtake News Feed on all apps • Have individuals from your company post on their proﬁles • Master Facebook ads

99. Fewer, better posts • It’s helpful or useful to the audience • It’s rooted in speciﬁc, real customer problems • It looks like what real people post to Facebook • You would be proud to share it with your friends

100. How to increase engagement • Share quality content • Learn from your successes and failures • Use compelling visuals • Ask your audience questions • Have a call to action

101. Facebook groups

102. Let’s prioritize Top three priorities you leave here with today.

103. Creating great content…

104. ANN HANDLEY • Utility x Inspiration x Empathy =   Great Content • Utility - It’s useful, beneﬁcial. A reader can take action based on that content. • Inspiration - It inspires us to do or feel something. • Empathy - It shows that the company understands the reader. • The reward - people love, trust and believe in you.

105. Utility? Inspiration? Empathy? Who is the audience?

108. Gary Vaynerchuk • Document, don’t create - show your journey and bring people along for the ride • Passion + Experience creates great content • If you had to go live to the world right now and bring passion and experience, what would you do?

109. –Gary Vaynerchuk “There’s no way around it.   Your content must be amazing.”

110. WRITING BETTER SOCIAL MEDIA CONTENT Lessons from people who create viral content

111. • You are a salesperson for that click or follow   or like or comment. • Advice on how to sell that click, from editors at Mashable, Quartz and Upworthy…

112. • Wave of sentiment - ride that wave to feeling town ... you have to appeal to people's emotion.

113. • Reference pop culture and nostalgia - We’re all in this internet game together. Show that you know what is popular right now.

114. • Have great content - Do people really NEED to see your content? Will it make their lives better? Upworthy: If a million people saw this, would it make the world a better place?

115. • Inject some curiosity - “This Guy’s Wife Got Cancer, So He Did Something Unforgettable. The Last 3 Photos Destroyed Me.”

116. • Make bold claims -   “I just ate the best burger EVER, for REALZ”

117. • Right story + right audience = social • Right story + right audience + universal resonance = viral

118. QUESTIONS? Follow Chris: @chrissnider chrissniderdesign.com

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