1.
Maximizing Your Social Media
Marketing
Jessica Bybee-Dziedzic
Director of Partnerships, Saffire

2.
I’LL SEND THE SLIDES AFTER THE
PRESENTATION

3.
LET’S GET STARTED.

4.
SOCIAL MEDIA
Taking Control of Your
Marketing Plan

5.
SOCIAL
MEDIA PLAN
Audit
Current
Presence Know Your
Customer
Choose
Networks
Posting
Strategy
Create
Content
Analyze &
Test

6.
AUDIT CURRENT SOCIAL MEDIA PRESENCE
Know where you are before determining the start line.

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.
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.
AIM FOR CONSISTENCY AND
FAMILIARITY.

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KNOW YOUR CUSTOMER
Even the best marketers will fail if they’re speaking to the wrong audience.

11.
GET AS SPECIFIC AS POSSIBLE.

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.
Facebook & Instagram Advertising

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ADVERTISING ADVANTAGES
• Greater reach
• Greater targeting
• Protection against wasting money
• It won’t run if people don’t click

15.
CHOOSE YOUR AUDIENCE

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CUSTOM AUDIENCE

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CORE AUDIENCE

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PEOPLE TRAVELING TO LOCATIONNarrow your audience to people TRAVELING in a location!

19.
DETAILED TARGETING

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SAVE AUDIENCES

21.
DISCLAIMER

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CHOOSE YOUR SOCIAL NETWORKS
Hint: It doesn’t have to be all of them.

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Source: https://blog.bufferapp.com

24.
Most Popular Social
Network Sites as of
January 2019
Of the top 6, Facebook owns 4
Source: http://www.statista.com

25.
Source: Survey
conducted Jan. 2018
Pew Research
Center

26.
2.2 Billion
Over
monthly active Facebook users
Q4 2018
Source: http://zephoria.com

27.
5
New profiles
created every second
Source: http://zephoria.com

28.
1 Billion
Over
monthly active Facebook users
Q4 2018
Source: http://zephoria.com

29.
DETERMINE YOUR POSTING STRATEGY
When? How often? What can I reuse?

30.
AMAZING
CONTENT
IDEAL
FREQUENCY
PERFECT
TIMING
Source: https://blog.bufferapp.com

31.
What should I post?
IT DEPENDS!

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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.
TAILOR YOUR CONTENT TO EACH SOCIAL
CHANNEL

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.
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.
SOME GUIDELINES
Source: https://blog.bufferapp.com

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

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CREATE ENGAGING CONTENT
Content is what fuels social media.

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CREATE A SOCIAL MEDIA MISSION
STATEMENT.

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Source: https://blog.bufferapp.com

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EDITORIAL CALENDAR

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EDITORIAL CALENDAR
www.Saffire.com/calendar

43.
EDITORIAL CALENDAR

44.
EDITORIAL CALENDAR

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EDITORIAL CALENDAR

46.
DON’T FORGET!

47.
ZUCKERBERG SAYS…

48.
Instagram

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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.
Instagram Stories

51.
500 Million
About
users view Stories every day
Source: http://www.instagram.com

52.
1/3
Most viewed stories
are from businesses
Source: http://www.instagram.com

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.
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.
PROMOTION TOOL

56.
BONUSES
SPECIAL OFFERS
PROMOTIONS
ANNOUNCEMENTS

57.
BACKSTAGE INSTAGRAMMING
Artist Takeover
Very Popular with EVENTS
Exclusive Content

58.
INSTAMEET

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.
GEO TAGGING or LOCATION TAGGING
SELDOM USED
79% more engagement

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HOW TO GEO TAG
1. Take photo
2. Next
3. Add Location

62.
ANALYZE AND TEST
If you’re not measuring, you’re not marketing.

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THE MORE YOU POST THE MORE YOU KNOW

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OVERVIEW ANALYTICS

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METRICS
THREE KEY
TO FOCUS ON

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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.
ANALYTICS PER POST

68.
EXTRA TIPS
AUTOMATE,
ENGAGE AND
LISTEN
IN CASE OF
EMERGENCY,
HAVE A PLAN

69.
MY BEST RECOMMENDATION TO “KEEP UP”

70.
SUMMIT SLIDE

71.
More Free Online Marketing Tips!
Website www.saffire.com
Facebook TeamSaffire
Twitter @TeamSaffire
Instagram TeamSaffire
YouTube saffirestudio
Questions?

72.
Jessica Bybee-Dziedzic
Director of Partnerships, Saffire
jessica@saffire.com