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Strategic Social Media Marketing
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Strategic Social Media Marketing with Kimron Corion. A presentation done in collaboration with the Young Americas Business Trust takes a look at the elements of a Social Media Strategy breaking down Platforms, Content, and elements of storytelling.
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Strategic Social Media Marketing
- kimroncorion kimroncorion kimroncorion.com Social Media Marketing With Kimron Corion
- Who Am I? Social Media Strategist Masters Degree, Digital Media (Ryerson University) Digital Storyteller Founder- IamGrenadian.com kimroncorion
- Marketing Campaign in past Decade Traditional Digital Social
- What Really is Social Media
- Why Use Social Media ● Connect and engage - B2C or B2B ● It levels the playing field ● Brand evangelist identification and creation ● Brand Awareness and Loyalty ● Adds brand legitimacy, especially for startups ● Run targeted ads with real-time results ● Build Relationships
- Why Use Not Social Media • Requires strategy and professional communication • Time consuming • Constant learning and monitoring • The internet is harsh • Organic reach is dead- The Rise Of Paid Media
- Do’s and Don’t of Social Media
- How Do You Win With Social Media
- Do You Need a Website?
- Social Media Strategy Creation • Sustainable campaigns • Implementation • Strategic hashtags • Paid Media Budget* • Competitive analysis* • Monitoring, measuring and adjusting • Strategy overview • Goals/Objectives* • Target segments* • Brand personality • Content themes* • Platforms*
- Success on Social Media begins with understanding clearly who your target audience is. 1- Age 2- Gender 3- Location 4- Education 5- Why Would They benefit Understanding Your Users/Target
- Target Example 1) Users E.g: Men and women between the ages of 22 – 45 that are interested in X 2) Clients E.g: Tech companies that operate in Trindad and are looking to expand 3) Co-promotional Partners E.g: Like-minded businesses or people that will support your organization 4) Evangelists E.g: People that love everything about your cause or organization 5) Influencers E.g: Journalists, celebrities, etc.
- Where Your User Are Once we know who our users are, we need to know where we can find them • Facebook • LinkedIn • Twitter • Instagram • Pinterest • YouTube • Snapchat
- Which platforms Caribbean people use the most
- Goals Example 1) Attract users/clients 2) Position your company as the go-to for X 3) Promote company successes and people 4) Create brand awareness 5) Attract potential business partnerships/sponsors 6) Become a thought leader in target vertical or market
- Content • Create a content plan for each site • Establish and maintain brand tone of voice • Tailor your messages to the platform • Be visual • Post with purpose • Timing (i.e. next section!)
- Content Theme Example 1) News, updates, blogs, tips and tricks about your product, service or cause 2) Promotion of partners 3) Community news – meetups, fundraisers, learning opportunities 4) Tips, tricks and life hacks – general interest 5) Transparency – What are you doing? Tell your organization’s story
- Set a Budget For Social Media Advertising Organic is good but it’s not going to cut it anymore ● To increase traffic – LinkedIn has many ad formats designed to send traffic back to your website ● To increase brand awareness – Twitter and Instagram are great platforms for this, and running ads increases your exposure to potential followers ● To increase engagement – Snapchat ads are designed almost purely for engagement, especially with its younger user base though not heavily used in the Caribbean. ● To increase lead generation – Facebook offers a variety of ad formats designed to uncover potential customers ● To increase sales – With Facebook and Instagram ads you can start generating sales immediately.
- Platforms
- Positives • 2.07 billion monthly active users • Over 50 million businesses using the site • Content rich links with customization • All types of content - images, photos, text, videos • Native scheduling • Mobile management app • Brand engagement & legitimacy • Very powerful ad targeting • Growing numbers in older demographic
- Negatives • Pay to play - Organic page reach is 3-5% • Always changing algorithm • Difficult to gain likes • Advertising sometimes nets spam likes Lower adoption by youth
- • Create a business Facebook Page • Invest in ads to reach a wider audience • Use Facebook messenger to talk to customers in real life • Use Facebook Live to engage with audience • Use call to action buttons • Invest in Chatbots How To Use Facebook
- Positives • Open - You can engage with anyone • Mobile-friendly monitoring • Supports links, images, text, GIFs, and videos • Hashtags allow for larger conversations • Can be used for all aspects of business. • 330 Million Monthly active users Community building • Business development • Media relations • Competitive analysis
- Negatives • Crowded – Hard to get noticed • Stagnating new user adoption rate • Difficult for first time users to understand • Spam bots • 280 characters • An algorithmic timeline for some users
- • Join existing conversation • Share your own context on what’s happening (Content DJ) • Take advantages of trending topics and hashtags • Retweet • Engage • Share industry news and content • Target your ideal audience with Ads How To Use Twitter
- • 1 billion monthly active user • Global audience- Over 80% of users outside the US • Great for targeting millennials • Perfect for visual brands More about Instagram
- • Make use of Instagram ads to reach a wider audience • Use Instagram stories to broaden your reach • Put a link to your website in the bio • Images should be high quality • Add call to action in description Using Instagram
- Over 1.5 Billion monthly active users ● Use it for product how-to’s, gift guides, tutorials; offer mainly helpful videos based on your target audience’s needs, not on promotion ● Create content based on questions your audience wants answered ● Make sure all videos are high-quality and edited ● Include company description on your page, links to your website and calls-to-action in your videos ● The first few seconds are crucial, so make sure they’re engaging Youtube Overview
- • Authenticity- Don’t be fake. You gotta be real! • Relatability- Resonate with your viewers. Share the same experiences. • Consistency- Post regularly and often! Stay top of mind! • Engagement- Be an active poster, commenter, and curator • Shareability – Post content that you or your friends would want to share! Five factors for success on Youtube
- Over 467 million monthly active users and over 57% of businesses have a LinkedIn page Works well for B2B businesses Works if you are looking to attract new and qualified talent ● Use paid advertising to promote content, etc. to segmented groups ● Publish articles and link back to your website or blog ● Display recommendations and testimonials about your business LinkedIn Overview
- No Mixing of Business and Pleasure Be careful with Posting and Tagging Your sense of humor may not be universal Don’t misrepresent yourself Don’t drink and post/tweet Less is more No need to retweet or share every bit of praise someone throws your way Social Media Etiquette
- • Post copy that does not duplicate the title of the article • Copy is not long and exhaustive* • Full width article image 1200x628px • Compelling article title • Tagging of relevant brands • No hashtags unless it is for brand personality or an event Anatomy of a Post- Links
- Perfecting Your Post 1- Be valuable 2- Be interesting 3- be brief 4- Be visual 5- Jab Jab Jab Right Hook Ask Yourself 1- What am i trying to say? 2- What words will express it? 3- What images will make it clearer? 4- Is this image fresh enough to have an effect?
- StoryTelling Your Way to Success On Social Media
- Everyone's a Storyteller
- To win with Content Provide Value But How?
- • It’s Native • It doesn’t Interrupt • It doesn’t make great demand-often • It leverages Pop-Culture • It’s micro • It’s consistent and self aware The CHARACTERISTICS of GREAT CONTENT and COMPELLING STORIES
- • They Provide Practical Value • They Tell A Story • Contain Action Oriented Emotions • Contains Positive Emotion • Make The Person Sharing Looks Good Characteristics Of Highly Sharable Content
- Measure And Expand Your Strategy for Greater Results
- kimroncorion kimroncorion kimroncorion.com Social Media Marketing With Kimron Corion
Notas del editor
- In fact, adding a social layer to any platform immediately increases its effectiveness. With the instant access to social media made possible by mobile devices, there’s no such thing as undivided attention anymore.*
- It’s not that businesses aren’t trying. Many were dragged kicking and screaming to social media, but by now most understand that having a Facebook page and a Twitter account is critical for brand visibility and credibility. So they’re there. They’re just still not doing it right. While companies were getting comfy cozy with the idea of being on social media platforms, social media transcended those platforms, and few businesses have followed.
- It’s not that businesses aren’t trying. Many were dragged kicking and screaming to social media, but by now most understand that having a Facebook page and a Twitter account is critical for brand visibility and credibility. So they’re there. They’re just still not doing it right. While companies were getting comfy cozy with the idea of being on social media platforms, social media transcended those platforms, and few businesses have followed.
- It’s not that businesses aren’t trying. Many were dragged kicking and screaming to social media, but by now most understand that having a Facebook page and a Twitter account is critical for brand visibility and credibility. So they’re there. They’re just still not doing it right. While companies were getting comfy cozy with the idea of being on social media platforms, social media transcended those platforms, and few businesses have followed.
- It’s not that businesses aren’t trying. Many were dragged kicking and screaming to social media, but by now most understand that having a Facebook page and a Twitter account is critical for brand visibility and credibility. So they’re there. They’re just still not doing it right. While companies were getting comfy cozy with the idea of being on social media platforms, social media transcended those platforms, and few businesses have followed.
- It’s not that businesses aren’t trying. Many were dragged kicking and screaming to social media, but by now most understand that having a Facebook page and a Twitter account is critical for brand visibility and credibility. So they’re there. They’re just still not doing it right. While companies were getting comfy cozy with the idea of being on social media platforms, social media transcended those platforms, and few businesses have followed.
- It’s not that businesses aren’t trying. Many were dragged kicking and screaming to social media, but by now most understand that having a Facebook page and a Twitter account is critical for brand visibility and credibility. So they’re there. They’re just still not doing it right. While companies were getting comfy cozy with the idea of being on social media platforms, social media transcended those platforms, and few businesses have followed.
- It’s not that businesses aren’t trying. Many were dragged kicking and screaming to social media, but by now most understand that having a Facebook page and a Twitter account is critical for brand visibility and credibility. So they’re there. They’re just still not doing it right. While companies were getting comfy cozy with the idea of being on social media platforms, social media transcended those platforms, and few businesses have followed.
- It’s not that businesses aren’t trying. Many were dragged kicking and screaming to social media, but by now most understand that having a Facebook page and a Twitter account is critical for brand visibility and credibility. So they’re there. They’re just still not doing it right. While companies were getting comfy cozy with the idea of being on social media platforms, social media transcended those platforms, and few businesses have followed.
- It’s not that businesses aren’t trying. Many were dragged kicking and screaming to social media, but by now most understand that having a Facebook page and a Twitter account is critical for brand visibility and credibility. So they’re there. They’re just still not doing it right. While companies were getting comfy cozy with the idea of being on social media platforms, social media transcended those platforms, and few businesses have followed.
- It’s not that businesses aren’t trying. Many were dragged kicking and screaming to social media, but by now most understand that having a Facebook page and a Twitter account is critical for brand visibility and credibility. So they’re there. They’re just still not doing it right. While companies were getting comfy cozy with the idea of being on social media platforms, social media transcended those platforms, and few businesses have followed.
- It’s not that businesses aren’t trying. Many were dragged kicking and screaming to social media, but by now most understand that having a Facebook page and a Twitter account is critical for brand visibility and credibility. So they’re there. They’re just still not doing it right. While companies were getting comfy cozy with the idea of being on social media platforms, social media transcended those platforms, and few businesses have followed.
- It’s not that businesses aren’t trying. Many were dragged kicking and screaming to social media, but by now most understand that having a Facebook page and a Twitter account is critical for brand visibility and credibility. So they’re there. They’re just still not doing it right. While companies were getting comfy cozy with the idea of being on social media platforms, social media transcended those platforms, and few businesses have followed.
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