Presentation for the Iowa School Public Relations Association Conference - Oct. 12, 2018. Find out more about future presentations on my website: https://chrissniderdesign.com/

1. BEYOND FACEBOOK:
Crafting a
social media strategy
Chris Snider • Drake University • Oct. 12, 2018
Iowa School Public Relations Association Fall Conference 2018

2. HELLo. I’m Chris snider.
• Associate 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

5. WHO Are you?
• How many of you use social media as a part
of your job?
• What are some examples of what you are doing?
• What social networks are you using?

6. What I will cover today
• How to create content that is native to Instagram
• How to use Stories on Instagram, Snapchat,
Messenger and/or Facebook
• Alternatives to Facebook for reaching your customers
• How to extend your reach and get more interactions on
Facebook

7. WhAT I HOPE YOU DO TODAY
• Ask questions

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

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

10. Facebook is100 in dog years
How long until they tell marketers, “Get off my lawn?”

11. Zuck admits Facebook is broken

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

14. And FB can turn it off at any time

15. alternatives to
FACEBOOK for your
social media strategy

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

17. Instagram stories
Instagram Stories went from
ZERO to eating Snapchat’s
lunch in less than one year.
(Now 191M)
(Now 400M)

18. 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.

19. About Instagram stories
• 400 million daily active users as of
June 2018
• 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

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

21. Use location tags Create templates for your followers

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

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

24. You can customize your Story highlights covers

25. 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

26. 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

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

28. 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

29. Instagram
• Used by 35 percent of U.S. online adults
• Used by 71 percent of online U.S. 18- to 24-year-olds
• 1 billion 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

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

31. 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.

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

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

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

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

37. Instagram is where you show the best you

38. Two main categories:
Recreation and inspiration

39. 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

40. 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

41. 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

42. Worksheet: Instagram

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

45. 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

46. 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

47. 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.

48. Create Showcase Pages

49. Worksheet: LinkedIn

51. 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.

52. 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

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

54. 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

55. There are many tools to connect people with influencers

56. Top gift guide influencers - via GroupHigh

57. Worksheet: Influencer Marketing

59. 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

60. 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

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

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

63. 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

64. Worksheet: Facebook Messenger

65. Messenger bots

66. 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

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

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

72. Worksheet: Messenger Bots
Demo: Manychat

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

75. 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

76. YouTube is the second most popular website online.

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

78. Building a youtube
strategy…

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

80. 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

81. This one gets to
the point much better.

82. 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

83. 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 them, and
they help for SEO
• Use tags with videos - including the tags your competitors use
will help you show up next to their videos

84. Use thumbnails that stand out

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

87. 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

88. SXSW 2018 blog post by Mark Schaefer…

89. Anchor makes it easy to get started podcasting

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

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

92. 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.

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

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

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

97. 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.

98. 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.

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

100. Storyline lets you build skills without any coding

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

103. 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

104. Tips for mailchimp
• Treat your subscribers like VIPs: Honor subscribers by
letting them be the first to know about new products and
sales.
• Keep it useful: Make sure you’re sending subscribers new
information that’s useful to them.
• Show some personality: 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.

105. Tips for mailchimp
• Keep it short: Make it easy for your subscribers to scan 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.
• Make a schedule: It can be helpful, especially if you need to
collaborate with a team or wear a lot of hats as a small biz 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.

107. 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

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

109. 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.

110. 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

111. 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

112. 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

113. Facebook groups

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

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