Social Media Club Great Lakes Bay presents:
Content: Social Ammunition
by Quicken Loans.
Where: Best Western Birch Run
When: Friday, December 6th, 2013 at 10:00 a.m.
Join Sean T. Johnston from Michigan based Quicken Loans as he speaks on Content: Social Ammunition.
Premier Sponsor: United Financial Credit Union
December Sponsors: Tim Hortons & Best Western of Birch Run
Giveaway by: Premium Outlets Birch Run
REGISTER HERE: http://bit.ly/17NY18Y
This event will take place at the large conference room at Best Western of Birch Run off I-75 in Birch Run.
Content is the bullet that fires from the gun of social networks. In this talk, Sean T. Johnston from the Quicken Loans Social Media Team will discuss the best ways to design, manufacture and stockpile this ammunition so that your social guns are never empty.
This high-velocity discussion will be part content strategy, part copywriting, part analytics, and all useful information on how to generate and deploy the most impactful content on the right channels.
Sean has worked with a wide variety of businesses, from local landscaping companies to major automotive manufacturers (including Chrysler, Jeep and Ford), to create content that engages fans and grows brands. He currently works for Quicken Loans leading their organic and paid social content efforts.
8. Today's Agenda
Get connected with us
Announce our mission & partnerships
Introduce the team
Hear from today's speaker - Sean T. Johnston
Reveal January's event
Giveaway
9. Connect With Us
SMCgreatlakes.com
powered by: NextMedia 360
facebook.com/SMCgreatlakes
twitter.com/SMCgreatlakes | #smcglb
By phone: 989.941.6490
Text alerts: SMCGLB to 313131
10. Our Mission
Mission - To educate and enhance the use of
social media, for professional purpose
throughout the Great Lakes Bay Region.
!
Social Media - Internet based tools for two-way
communicating, sharing and discussing
information.
12. Local Partnership
Holiday Affair with
Chocolate & Creatives
December, 12th 6:30 pm
Populace Coffee - Bay City
Facebook.com/
aafgreatlakesbay
Visit: aafgreatlakes.org
13. The Team
great lakes b
Jeff DeHaven - President
ay
Will Hard - Vice President
Erin Poltorak - Treasurer
Celeste Ivon - Events
Tyler Heitzman - Events
Heidi McIvor - Sponsorship
SO CI A
Alisha Beckrow - Sponsorship
Derek Dewey - Communications
Kelsi Hass - Communications
Shelby Stine - Recruitment
L M ED
I A C LU
G R E AT
B
LA K ES
BA
Y
18. About Me
Graduate of Central Michigan
University, 2006
!
Occupation: Failed Weatherman/
Social Media Jack-of-All-Trades
!
Former Employers: Phoenix
Marketing International, BBDO
Detroit, Team Detroit, Chili’s TexMex Bar & Grill
!
Twitter: @RespectTheT
(Hope you like baseball and baby
pictures)
19. About Quicken Loans
• America’s largest online mortgage lender (3rd Overall)
• Social staff of 8 full time, 4 interns
• Active On:
• Facebook – /quickenloans & /quickenloansracing
• Twitter – @quickenloans & @QLRacing
• Instagram – Quickenloans
• Vine – Quicken Loans
• Pinterest – /quickenloans
• YouTube – /quickenloans
• Monitoring Staff works from 8am-Midnight 7 days a week /
365 days a year
• During business hours, we’ll respond to clients within 3-10
minutes (Industry-leading)
20. Objectives For Today
1. Novices – To leave here today with an
understanding of how to build and execute a
social content plan across your social media
footprint
!
2. Experts – To learn additional tips and tricks
to maximize the effectiveness of your
content across your social media footprint
21. A Word On Networks
We will focus on Facebook, Twitter, YouTube,
Instagram and Vine.
!
• Why Not Google+? Content rules for G+ are
similar to Facebook. Use the insights
interchangeably.
!
• Why Not LinkedIn? Content rules for LinkedIn
are the same as Facebook, only extract the
fun.
22. Offense
• Outgoing Content
• Blogs, Posts,
Tweets
• Photos
• Non-customer
service interactions
vs.
Defense
• Customer Service
• Brand/reputation
management
• Public relations
Where are your efforts
concentrated?
23. The Social Content Plan
A good social content plan answers these
questions and serves as a guide for creating and
maintaining your brand.
!
•
•
•
•
•
What is my goal?
Who is my audience?
Where should I be active?
How will I execute?
When should I post?
25. What Is My Goal?
Commander’s Intent: A public and wellunderstood description of your desired outcome
as it relates to the purpose of the operation,
and key tasks to accomplish.
!
!
If you can only remember one thing,
remember this.
26. What Is My Goal?
The intent of your social media operations will
vary based on your willingness to engage your
audience.
!
Market
Research
Sales &
Lead Generation
Low Engagement
(Listening)
Customer
Service
Education
“Social
Publishing”
High Engagement
(Interacting)
27. What Is My Goal?
The most successful brands on social do all of
these well. But it’s okay to focus your efforts.
!
Market Research
Sales & Lead Generation
Customer Service
Education
“Social Publishing”
Social media is a powerful tool that allows you to monitor
trends and consumer sentiment.
E-commerce integrations allow your fans to buy right
from select properties, active listening can intercept
potential customers.
Social is a two-way medium, your fans will have problems
and they will voice their displeasure on social. Be ready.
Share your expertise, your insight and news and
information about your products.
Take part in the larger conversation by finding ways to
relate popular culture back to your brand.
29. Who Is My Audience?
Which of the following products is more
exciting?
OR
World-class Italian Sports Car
Enterprise software
30. Who Is My Audience?
Ha. Trick question.
The answer is both.
!
Your products and services are exciting to
anyone who would become a fan of your brand
on social media.
!
The question is, how did you acquire them?
31. Who Is My Audience?
The less you require your audience to become
your fan, the more engaged they will be.
Organic
Sweepstakes (Non-Likegated)
32. Who Is My Audience?
So, they’re here now. What do I do about
them?
!
•
•
•
•
•
•
•
Understand their demographics
Male vs. Female
Age breakdowns
Geo-location
Identify the community influencers/
rabble-rousers
Discover their content preferences
Trial and Error
33. Who Is My Audience?
Better Insights = Better
Content = Happier Fans
34. Who Is My Audience?
What tools can I use?
Free
Paid
Facebook Insights
Simply Measured
Simply Measured - Free Twitter
Follower Report
Simply Measured
YouTube Audience Demographics
Simply Measured
Simply Measured - Instagram User
Report
Simply Measured
* Side Note – I don’t work for Simply Measured.
36. Where Should I Be Active?
Short Answer: Wherever conversation about
your brand is taking place.
!
Long Answer: Social channels that your fans,
customers and aspirational targets are using.
!
Considerations:
•
Staffing
•
Visual appeal of your brand
•
Return on Investment
!
37. Where Should I Be Active?
“Anything worth doing, is worth doing right.”
- Jimmy Dugan
38. Where Should I Be Active?
Instagram
Younger
Twitter
Facebook
P
i
n
t
e
r
e
s
t
Vine
Older
Not Visually Appealing
Visually-Appealing
39. Where Should I Be Active?
Sales Generation Brand Awareness
Activity
Level
High
High
High
Medium
High
High
Low
High
Medium
Low
Medium
Medium
Low
High
Medium
Low
Medium
Low
41. How Will I Execute?
Remember the Dinner Party Rule.
42. How Will I Execute?
Hit the Social Sweet Spot.
d
Pro
Sa
cts
u
l es
Ca
Brand
Awareness
eos
Vid
t
Stuff that’s
important to my
brand/objectives
Sp
p
shi
sor
on
s
Ne
Cult
ure
Stuff that’s
relevant and
important to my
audience
Thought
Leadership
Co
rpo
rat
e
Pop
???
Me
mes
List
ws
s
Mi
ley
Cy
ru
s
43. How Will I Execute?
All social content has a nucleus:
45. How Will I Execute?
Advantages
Challenges
Photo
Highly-engaging,
performanceenhancing
Requires
production, legal
implications of
sharing
Video
Informational,
emotional
Production
resources,
attention spans
Text
Easy to produce,
can be engaging
Difficulty
engaging, bland
46. How Will I Execute?
It’s ok to share. In fact, it’s great.
!
1.
2.
3.
4.
Share relevant news articles
with commentary and
attribution.
Highlight fan content by sharing
and RT-ing.
It’s ok to use photos if you give
the creator credit.
Use Creative Commons Search.
47. How Will I Execute?
Anatomy of a Successful Facebook Post:
!
Short Copy, <140 characters
Reason – Easy to read
!
Strong call to action
Reason – Directs activity
!
Shortened Link
Reason – Better tracking
!
Tagged
Reason – Audience expansion
!
Hashtag
Reason – Searchable, larger conv.
!
Photo as attachment
Reason – Engaging, Edgerank +
!
Photo is iconic to brand
Reason – Engagement, relevant
48. How Will I Execute?
Edgerank – Why your content is seen or not seen.
∑ U e We D e
U - Affinity
W - Weight
D – Time Decay
49. How Will I Execute?
Courtesy of WhatIsEdgeRank.com
50. How Will I Execute?
This just in! What a scoop!
Hot – Relevant News Articles
Not – Memes, “Low-quality content”
!
“We’ve noticed that people enjoy seeing articles on
Facebook, and so we’re now paying closer attention to
what makes for high-quality content and how often
articles are clicked on from News Feed on mobile,”
report Facebook engineers Varun Kacholia and Minwen Ji.
!
“What this means is that you may start to notice links
to articles a little more often.”
51. How Will I Execute?
Anatomy of a Successful Tweet:
!
Quote
Reason – Taps into collective conv.
!
Short Copy, <120 characters
Reason – Easy to read, RT-able
!
Shortened Link
Reason – Intriguing destination
!
Hashtag
Reason – Searchable, larger conv.
!
Photo included
Reason – Engaging, eyecatching
52. How Will I Execute?
5 Tips for Better Tweets
!
1.
2.
3.
4.
5.
Talk like a human, not a press
release
Less is more
Be engaging, aim for the share
Join the conversation
Stay timely, stay relevant
53. How Will I Execute?
Anatomy of a Great Instagram Photo:
!
Iconic & Branded
Reason – Shows human side of brand
!
Hashtags
Reason – Search, shorthand
!
Engaging
Reason – Search, shorthand
!
Product/Relevant
Reason – Search, shorthand
54. How Will I Execute?
5 Tips for Growing an Instagram Following
!
1.
2.
3.
4.
5.
#Hashtags #UseThem
#VeryImportant
Engage with followers & targets
Mix business with pleasure
Go behind the scenes
Give them a reason
56. When Should I Post?
Rule of Thumb
Deeper Dive
1pm, 5pm, 8pm
Insights > Posts > When Your Fans
Are Online
1-3pm
Ads > Timeline Activity/3rd Party
Depends
Google Keyword Tool
Off Hours (7pm-10pm)
3rd Party Tools
Varies
Trial and Error
58. Bottom Line
!
1.
2.
3.
4.
5.
Have an objective for your social channels
and build your content around it
Social is a two-way street, talk as much as
you listen
Understand and listen to your audience to
make better content decisions
Speak to your audience like a friend, not a
brand
Build your content around photos, videos
and interesting text, use social as
distribution channels
!
61. Creating Sticky Content
Made to Stick: Why Some Ideas Survive and
Others Die, By: Chip Heath and Dan Heath
!
1.
2.
3.
4.
5.
6.
Six Principals of Sticky Ideas
Simplicity – Keep it simple and profound
Unexpectedness – Surprise your audience
Concreteness – Be clear and tangible
Credibility – Make them believe
Emotions – Use feelings to convey your point
Stories – Tell stories to inspire action
62. Conversation Starters
What to say when you have nothing to talk about.
Brand-relevant Fillin-the-blanks
Fan of the Week
#realtalk
How To’s
Market Research
Hacks/Insider Tips
Story relay
Caption Contests
Product Brackets
Repurposed Memes
Inspiring Pictures/
Quotes
Photo Conversations
True or False
Stupid Questions
Choose Your Own
Adventures
Timely “What’s your
favorite…”
Employee of the
Month/Week
Fan Shares
Statistics
Company Dialogue
64. January’s Event
Soaring Eagle Waterpark and Hotel
Mount Pleasant
Linda Girard
C0-Founder & President of
Pure Visibility
Social Media is SEO’s BFF
$5 per person
January 31 @ 10:00 am
SIGN UP TODAY!