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2019 SMG Webinar - Maximizing Your Social Media Marketing

Maximizing Your Social Media Marketing

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2019 SMG Webinar - Maximizing Your Social Media Marketing

  1. 1. Maximizing Your Social Media Marketing Jessica Bybee-Dziedzic Director of Partnerships, Saffire
  2. 2. I’LL SEND THE SLIDES AFTER THE PRESENTATION
  3. 3. LET’S GET STARTED.
  4. 4. SOCIAL MEDIA Taking Control of Your Marketing Plan
  5. 5. SOCIAL MEDIA PLAN Audit Current Presence Know Your Customer Choose Networks Posting Strategy Create Content Analyze & Test
  6. 6. AUDIT CURRENT SOCIAL MEDIA PRESENCE Know where you are before determining the start line.
  7. 7. WHAT TO CONSIDER WHEN AUDITING • Which networks are you currently active on • Are your networks optimized (photo and cover images, bio, URL, etc.) • Which networks are currently bringing you the most value • How do your profiles compare to your competitors’ profiles Source: http://www.ducttapemarketing.com
  8. 8. COMPLETE EXISTING PROFILES • Completed profiles show professionalism, cohesive branding, and signal to visitors that you’re serious about engaging • Check and update existing social media profiles monthly: • Profile photos • Cover photos • Bio information • Profile information Source: https://blog.bufferapp.com
  9. 9. AIM FOR CONSISTENCY AND FAMILIARITY.
  10. 10. KNOW YOUR CUSTOMER Even the best marketers will fail if they’re speaking to the wrong audience.
  11. 11. GET AS SPECIFIC AS POSSIBLE.
  12. 12. DETERMINING YOUR IDEAL CUSTOMER Answer the following questions to help you come up with a highly focused buyer persona: • Age • Location • Job Title • Income • Most Used Social Network Source: http://www.ducttapemarketing.com
  13. 13. Facebook & Instagram Advertising
  14. 14. ADVERTISING ADVANTAGES • Greater reach • Greater targeting • Protection against wasting money • It won’t run if people don’t click
  15. 15. CHOOSE YOUR AUDIENCE
  16. 16. CUSTOM AUDIENCE
  17. 17. CORE AUDIENCE
  18. 18. PEOPLE TRAVELING TO LOCATIONNarrow your audience to people TRAVELING in a location!
  19. 19. DETAILED TARGETING
  20. 20. SAVE AUDIENCES
  21. 21. DISCLAIMER
  22. 22. CHOOSE YOUR SOCIAL NETWORKS Hint: It doesn’t have to be all of them.
  23. 23. Source: https://blog.bufferapp.com
  24. 24. Most Popular Social Network Sites as of January 2019 Of the top 6, Facebook owns 4 Source: http://www.statista.com
  25. 25. Source: Survey conducted Jan. 2018 Pew Research Center
  26. 26. 2.2 Billion Over monthly active Facebook users Q4 2018 Source: http://zephoria.com
  27. 27. 5 New profiles created every second Source: http://zephoria.com
  28. 28. 1 Billion Over monthly active Facebook users Q4 2018 Source: http://zephoria.com
  29. 29. DETERMINE YOUR POSTING STRATEGY When? How often? What can I reuse?
  30. 30. AMAZING CONTENT IDEAL FREQUENCY PERFECT TIMING Source: https://blog.bufferapp.com
  31. 31. What should I post? IT DEPENDS!
  32. 32. VIDEOS ARE IDEAL FOR ENGAGEMENT Video posts get more views, shares, and likes than any other type of post. And it’s not even close. Source: https://blog.bufferapp.com
  33. 33. TAILOR YOUR CONTENT TO EACH SOCIAL CHANNEL
  34. 34. REUSE CONCEPTS BUT REVISE PER NETWORK Prominent brands and those successful on social media are changing their message between networks for any given post. Some examples of this include: • Adding hashtags to posts on Twitter and Instagram • Having a longer description on Linkedin • Tell stories and use more shareable copy on Facebook Having a unique voice and sharing content with a message targeted to the right audience on the right network, can make a huge difference in the amount of engagement your posts get and how far your message reaches. Source: https://blog.bufferapp.com
  35. 35. MAXIMIZATION EXAMPLE 1. Write a blog post or web content (include video or image) 2. Make the headline the subject of your email 3. Turn into a Facebook post – 150 chars, image, link 4. Turn into a Tweet – 100-120 chars, image, link, # 5. Reuse on other social media
  36. 36. SOME GUIDELINES Source: https://blog.bufferapp.com
  37. 37. SOME GUIDELINES WHEN SHOULD YOU BE POSTING? Twitter – 1-3pm weekdays Facebook – 1-4pm weekdays LinkedIn – 7-8:30am and 5-6pm Tuesday, Wednesday, and Thursday Tumblr – 7-10pm weekdays and 4pm on Fridays Instagram – 5-6pm weekdays and 8pm on Mondays with a sweet spot at 6pm Pinterest – 2-4pm and 8-11pm weekdays with weekends being the best Source: https://blog.bufferapp.com
  38. 38. CREATE ENGAGING CONTENT Content is what fuels social media.
  39. 39. CREATE A SOCIAL MEDIA MISSION STATEMENT.
  40. 40. Source: https://blog.bufferapp.com
  41. 41. EDITORIAL CALENDAR
  42. 42. EDITORIAL CALENDAR www.Saffire.com/calendar
  43. 43. EDITORIAL CALENDAR
  44. 44. EDITORIAL CALENDAR
  45. 45. EDITORIAL CALENDAR
  46. 46. DON’T FORGET!
  47. 47. ZUCKERBERG SAYS…
  48. 48. Instagram
  49. 49. WHAT TO POST Video posts receive the highest number of likes on average Video content increased in overall engagement in the last year Video posts receive a substantially higher number of comments than other post types Source: http://www.hubspot.net
  50. 50. Instagram Stories
  51. 51. 500 Million About users view Stories every day Source: http://www.instagram.com
  52. 52. 1/3 Most viewed stories are from businesses Source: http://www.instagram.com
  53. 53. INSTAGRAM STORIES • Twice as popular as Snapchat • Allows you to consistently update your profile, keep followers engaged, and, in some cases, even increase followers • Don't need to invest a ton in video to make the most of it • Share pictures or behind-the-scenes videos that give your audience a glimpse of your values and culture without spending a dime • Post as frequently as you want without overwhelming your followers Source: www.inc.com
  54. 54. Instagram Highlights • Allows you to keep your favorite stories on your profile past the 24-hour mark • Categorize content • You can add Highlight Covers to further brand your profile
  55. 55. PROMOTION TOOL
  56. 56. BONUSES SPECIAL OFFERS PROMOTIONS ANNOUNCEMENTS
  57. 57. BACKSTAGE INSTAGRAMMING Artist Takeover Very Popular with EVENTS Exclusive Content
  58. 58. INSTAMEET
  59. 59. FUN FACTS • MAYFAIR filter attracts the most interactions • BLUE dominate = 24% more likes • Single dominate = 17% more likes • Lighter and Brighter = 24% more likes
  60. 60. GEO TAGGING or LOCATION TAGGING SELDOM USED 79% more engagement
  61. 61. HOW TO GEO TAG 1. Take photo 2. Next 3. Add Location
  62. 62. ANALYZE AND TEST If you’re not measuring, you’re not marketing.
  63. 63. THE MORE YOU POST THE MORE YOU KNOW
  64. 64. OVERVIEW ANALYTICS
  65. 65. METRICS THREE KEY TO FOCUS ON
  66. 66. FACEBOOK METRICS • Total interactions – How many times was a #hashtag used? • Total reach – How many followers potentially saw your post (including reposts) • Engagement - How many likes, retweets, & shares were there of the post
  67. 67. ANALYTICS PER POST
  68. 68. EXTRA TIPS AUTOMATE, ENGAGE AND LISTEN IN CASE OF EMERGENCY, HAVE A PLAN
  69. 69. MY BEST RECOMMENDATION TO “KEEP UP”
  70. 70. SUMMIT SLIDE
  71. 71. More Free Online Marketing Tips! Website www.saffire.com Facebook TeamSaffire Twitter @TeamSaffire Instagram TeamSaffire YouTube saffirestudio Questions?
  72. 72. Jessica Bybee-Dziedzic Director of Partnerships, Saffire jessica@saffire.com

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