By mid-year, your 2016 social media strategy may already look dated. Such is the challenge in an ever-evolving industry. This presentation will help you push the reset button to prioritize what’s happening in digital marketing now, and understand what you need to focus on for the rest of the year. In this session, you’ll learn: - Why social content should be created with a specific platform in mind. - How to make content move, sing and smile, and where to put it online - Why creating one-to-one relationships with your audience trumps trying to reach everyone

1. #MENTIONTRENDS @LAURENTEE
GET AHEAD OF THE TRENDS
BE SUCCESSFUL IN SOCIAL MARKETING

2. #MENTIONTRENDS @LAURENTEE
LAUREN TEAGUE
SOCIAL MEDIA COACH

3. #MENTIONTRENDS @LAURENTEE
THINK OF SOCIAL CHANNELS
AS CONTENT HUBS
1

4. SOCIAL MEDIA IS MORE
THAN A REDIRECT

5. #MENTIONTRENDS @LAURENTEE
SOCIAL CHANNELS ARE BECOMING CONTENT HUBS
A WINNING STRATEGY NEEDS BASE HITS AND HOME RUNS
▸ Develop an editorial strategy that produces solid day-to-
day content to keep your brand top of mind.
▸ Add value to your audience’s news feed
▸ Develop thematics that the audience can come to
expect, driving appointment viewing and
engagement.
▸ Complement day-to-day with larger tentpole ideas and
executions
▸ Set measurable goals for both daily and tentpole content

6. #MENTIONTRENDS @LAURENTEE
SOCIAL CHANNELS ARE BECOMING CONTENT HUBS
CONTENT LIVES ON MANY CHANNELS, RATHER THAN JUST YOUR WEBSITE
▸ Decentralized content is a result of
successful content repositories and hubs,
like Slideshare and Medium.
▸ Content that is published natively to these
content hubs benefit from greater
opportunity for discovery and distribution.
▸ Facebook is now in the distribution game
with Instant Articles

7. #MENTIONTRENDS @LAURENTEE
CREATE STORIES
SPECIFICALLY FOR A
SOCIAL MEDIA CHANNEL

8. #MENTIONTRENDS @LAURENTEE
SOCIAL CHANNELS ARE BECOMING CONTENT HUBS
AS SOCIAL CHANNELS MATURE, BRANDS WILL BE MORE COMFORTABLE
CREATING CONTENT SPECIFICALLY FOR DISTRIBUTION ON A SINGLE CHANNEL

9. #MENTIONTRENDS @LAURENTEE
SOCIAL CHANNELS ARE CONTENT HUBS
CONSIDER SNAPCHAT
▸ Content is created and consumed entirely
within the mobile app
▸ No app switching or linking
▸ Temporary, never permanent
▸ Inherently social first
▸ Stories enable real time movie making,
one clip at a time

10. #MENTIONTRENDS @LAURENTEE
MAKE CONTENT THAT MOVES,
SINGS AND SMILES
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11. CONTENT THAT MOVES

12. VIDEO ON THE SMALL SCREEN
Cisco predicts mobile video will make up 69% of the
world’s internet traffic by 2018.

13. #MENTIONTRENDS @LAURENTEE
MAKING CONTENT MOVE
VIDEO IS KEY IN EVERY SOCIAL CHANNEL
▸ Social channels continue to optimize for video that
is posted directly into their channel, natively, rather
than a link from YouTube or another hosting site.
▸ Several ways to create and produce effective
videos:
▸ GIFs, Cinemagraphs and Animations
▸ Under 10 seconds: Vine, Snapchat
▸ Over 30 seconds: Twitter, Facebook, Instagram
▸ Live: Periscope, Blab, Facebook Live

14. #MENTIONTRENDS @LAURENTEE
2.8X
A VIDEO UPLOADED DIRECTLY TO
TWITTER IS 2.8 TIMES MORE LIKELY
TO BE AMPLIFIED THAN VIDEO
SHARED FROM ANOTHER PLATFORM

15. #MENTIONTRENDS @LAURENTEE
MAKE CONTENT THAT MOVES
KEYS TO PRODUCING SUCCESSFUL VIDEO FOR SOCIAL
▸ Lead with the take-home message or call to action in the first five seconds.
Audiences won't stop scrolling to watch through the end of every video.
▸ Produce with the assumption that most video is watched on mute in social
media. Use captions, graphics, and animation effectively to present the full
message, or at least get users to click on the video & hear sound.
▸ Immersive 360º and Virtual Reality formats are quickly becoming the next big
thing. Technology is making it easier to film and watch this exciting type of
video.

16. #MENTIONTRENDS @LAURENTEE

17. #MENTIONTRENDS @LAURENTEE
9.7” IPAD PRO 32GB: $729
OCULUS RIFT: $599
360FLY CAMERA: $400
GOPRO HERO4 SILVER: $400
IPAD MINI 2 16GB: $399
SAMSUNG GEAR VR: $99

18. CONTENT THAT SINGS

19. PODCASTS ARE BIG BUSINESS
THE SAME NUMBER OF PEOPLE LISTEN TO PODCASTS
AS USE TWITTER

20. #MENTIONTRENDS @LAURENTEE
IN 2014, MOST
PODCASTS WERE
LISTENED TO ON THE
COMPUTER.
NOT ANYMORE.

21. CONVINCEANDCONVERT.COM

22. #MENTIONTRENDS @LAURENTEE
REINVENT THE MIXTAPE
“GOD IS A DJ,
LIFE IS A DANCE FLOOR
LOVE IS A RHYTHM
YOU ARE THE MUSIC”

25. #MENTIONTRENDS @LAURENTEE
CONTENT THAT SMILES
😂

26. #MENTIONTRENDS @LAURENTEE
EMOJIS 😎
EMOJI WAS NAMED
WORD OF THE YEAR IN
2015 BY OXFORD
DICTIONARY, SIGNALING
A MAJOR SHIFT IN
CONSUMER BEHAVIOR

27. #MENTIONTRENDS @LAURENTEE
EMOJIS AREN’T FILLER
FOUR IN 10 MILLENNIALS
SAID THEY WOULD
RATHER COMMUNICATE
WITH PICTURES THAN
WITH WORDS
Source: Deep Focus - The Cassandra Report

28. #MENTIONTRENDS @LAURENTEE
MAKING YOUR CONTENT SMILE
EMOJIS AS EDUCATIONAL TOOLS

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MAKING YOUR CONTENT SMILE
EMOJIS AS ART

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MAKING YOUR CONTENT SMILE
CUSTOM EMOJI
KEYBOARDS

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MAKING YOUR CONTENT SMILE
TWITTER EMOJIS
(HASHFLA.GS)

32. #MENTIONTRENDS @LAURENTEE
MAKING CONTENT THAT SMILES
INTEGRATE EMOJI INTO YOUR MARKETING
▸ Email subject lines
▸ Mobile push notifications
▸ Traditional print / display advertising
▸ Replies and comments in social media
▸ Calls to action

33. #MENTIONTRENDS @LAURENTEE
TARGETED REACH TRUMPS
MASS REACH
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70%AVERAGE AMOUNT OF
CONTENT AN
INSTAGRAM USER
MISSES IN THEIR FEED
source: locowise.com

35. #MENTIONTRENDS @LAURENTEE
TARGETED REACH TRUMPS MASS REACH
FOCUS ON TARGETED REACH TO BATTLE THE FALL OF ORGANIC
▸ Publishers can respond to declining
organic reach with a more focused posting
strategy to reach their most important
audience
▸ Facebook allows any page to target their
organic content, both in Settings and at
the Post Publishing level
▸ Use targeting options with Twitter Cards to
reach a specific audience on Twitter

36. #MENTIONTRENDS @LAURENTEE
TARGETED REACH TRUMPS MASS REACH
USE RETARGETING TOOLS TO REACH YOUR DIGITAL AUDIENCE IN SOCIAL
▸ Retargeting allows you to follow those
who you know have visited your website
or signed up for your email list
▸ Create unique content and calls to action
specifically to those who are already your
customers
▸ Facebook Ads improvements of Website
Custom Audiences allow targeting based
on time spent, aggregate values, dynamic
date and by event.

37. #MENTIONTRENDS @LAURENTEE
CONSUMERS TRUST PEOPLE,
NOT BRANDS
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63% TRUST “A PERSON LIKE YOURSELF”
VERSUS JUST 43% WHO TRUST A CEO
Source: Edelman Trust Barometer 2015

39. #MENTIONTRENDS @LAURENTEE
FOR EVERY DOLLAR SPENT ON
INFLUENCER MARKETING IN 2014,
MARKETERS SAW A $6.85 RETURN IN
EARNED MEDIA VALUE.
Simplitrends.com Content Marketing Trends in 2016
CUSTOMERS TRUST PEOPLE, NOT BRANDS

40. #MENTIONTRENDS @LAURENTEE
IN 2015, EARNED MEDIA VALUE JUMPED
TO $9.60 FOR EACH DOLLAR SPENT
(+$2.75 YOY)
Simplitrends.com Content Marketing Trends in 2016
CUSTOMERS TRUST PEOPLE, NOT BRANDS

41. #MENTIONTRENDS @LAURENTEE
CONSUMERS TRUST PEOPLE, NOT BRANDS
ROLE OF INFLUENCERS IN SOCIAL MARKETING
Change
Perceptions
Demonstrate
Differences
Reach New
Audiences

42. #MENTIONTRENDS @LAURENTEE
CONSUMERS TRUST PEOPLE, NOT BRANDS
WHAT DO INFLUENCERS CARE ABOUT?
Access
Share insider
experiences and behind-
the-scenes access to
help influencers tell a
story unique to them
Audience
Exposure to a new
audience and validation
from your brand help to
grow reachable users.
Cash
For many influencers,
their online brand is a
money-making venture.

43. #MENTIONTRENDS @LAURENTEE
???QUESTIONS

44. #MENTIONTRENDS @LAURENTEE
CONVINCEANDCONVERT.COM
CONVINCE & CONVERT MEDIA

45. THANK YOU!
TWEET ME @LAURENTEE