Social Media Training 2016
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From Instagram to Facebook and Pinterest to Twitter, these slides cover off all you ever needed to know about social media and form part of our in-house Social Media Training.
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Social Media Training 2016
- 1. ©Noisy Little Monkey | 2016 Social Media Training November 2016
- 2. Natasha Jon Ste Claire Creative Director Technical Director SEO Manager Events & Marketing Meet The Team About Us Josh Natalie Lo-Mo Specialist Account Executive Nicola Lucy Managing Director Account Manager Holly Account Executive Mr Dog VIP Shaking
- 3. The company we keep 3
- 4. Trusted by4
- 5. ©Shawnzrozzi So Who Are You?
- 7. Expectations •I don’t have all the answers •I’ll probably be wrong •You will probably be wrong. •Things that work for me may not work for you. •Take everything with a pinch of salt – If it doesn’t work try something else. DEAR GOD, WHY DOES IT KEEP CHANGING
- 9. But why write content? •“QDF” - Google likes fresh content (your deeper content should rank better) •A great way to engage with your audience and attract them to your website •Allows your audience to feel affinity with you and build lasting connection •Demonstrate your knowledge and authority on particular topics
- 10. How to write great content? You need to start with…..
- 11. Who are you writing it for? Who is your target audience? ©Reuver
- 12. Personas ©Reuver Who AreYou Trying To Reach?
- 13. BACKGROUND: • Lives in small village near city • In Grade II listed house (doing it up) • Married, with toddler DEMOGRAPHICS: • Male • Mid 30s • 30k IDENTIFIERS: • Teacher / Lecturer at University • Uses Twitter & potentially Reddit • Facebook (mainly posting pictures of kids for grandparents) • Always on phone • Bit of a geek/ gadget fanatic IAIN | GADGET DAD Personas Who Are You Trying To Reach?
- 14. IAIN GOALS: • Providing for family • Being seen to be a ‘great dad’ CHALLENGES: • Taking time off • Time to socialise • Replacing his bachelor pad items in home to become more family friendly HOW WE CAN HELP: • Useful recipes • Special offers • Technical tips • Value for money OBJECTIONS TO BRAND: • Brand recognition • Lack of online selling
- 15. IAIN Additional Notes: • Tech Savvy but only on what he knows • Drinks cider / craft ales or mojito if he’s out • Shops at Sainsbury's, designers at Debenhams • Reads BBC, The Guardian (online) Observer on Sunday (print) • Watches Goggle Box • Cooking for friends, cycling when time • First thing in the morning: • Checks email and/or social media • Makes his wife a cup of tea • Night owl • Not massively into music, feels like he ought to have cooler taste. Doesn’t own a DAB radio but does have Spotify
- 16. BACKGROUND: • Lives in Worcester • In long term relationship, just got engaged with new born and 3 year old DEMOGRAPHICS: • Female • Late 20’s • 28k IDENTIFIERS: • On maternity leave (PR) • Owns a Viszla • Uses Twitter, Facebook, Pinterest and Instagram. • Takes lots of photos on phone of kids, the dog and of her food creations • Thinking of starting her own blog ANNA | MULTI-TASKING MUM
- 17. BACKGROUND: Lives in same family home as she brought up children Married 35 years 3 children left home DEMOGRAPHICS: • Female • Late 50s IDENTIFIERS: • Part-time estate agent • Has an iPad / Kindle for holidays • Keen gardener • Uses Facebook to stalk her children and loves Pinterest JUDITH | JOINT PURCHASE
- 18. Everyone loves a list and with your extensive range, you’ve got a great selection to suit a range of personalities. • 27 gadgets you don’t need (but must have!) • 7 frivolous finds for the coffee connoisseur in your life • 11 amazing creations you can make with a spiralizer • Our favourite coffee blends • 5 gifts for tea lovers • The best multi-tasking gadgets every kitchen / mum / dad needs • 13 kitchen essentials for new students • 25 Best kindle reads • 17 cooking book apps for the iPad CAMPAIGN: GADGET GUIDE Perfect for gadget loving Iain and helpful for gift inspiration for Judith or Anna – Can be done just on Facebook over a couple of days, each day highlight use etc.
- 19. • Guide your content calendar • Guide the timing of your shares • Frame content differently (depending on target), still using the corporate tone • Repurpose your content • Measure and improve • Stay focussed 19 Personas help
- 20. • You’ll never be able to write a piece that works for EVERY audience, so don’t try! • Your intended persona should always be your starting point • Don’t assume knowledge, but don’t patronise • Entertainment for one persona might be dull for another, so target where appropriate 20 If everybody looked the same…
- 21. • You’ll never be able to write a piece that works for EVERY audience, so don’t try! • Your intended persona should always be your starting point. • Don’t assume knowledge, but don’t patronise. • Entertainment for one persona might be dull for another, so target where appropriate. • Maybe think about the negative too? 21 If everybody looked the same…
- 22. 22 Your Turn Smith, Smith & Smith Solicitors Sunshine Kids
- 23. What I want to know: Demographics: • Name? Age? Where do they live? Kids? Background: • Job role? How much do they earn? • What do they read? Drive? Goals: • What challenges do they face at work? • What do they want to achieve personally & in their career? 15 minutes in your groups IT Journalist Challenges: Being ahead of the latest geek trends, stock news, tech gossip, being found out. Wants: Google Glass, Bylines in the nationals, her big break. Reads The Register, Guardian Tech, gizmodo, TC, Mashable, Buzzfeed, NextWeb Uses r/tech, Google+, Twitter & Facebook
- 24. • What is his/her name? What is her age? • What city/area do they currently live in? What type of housing does he currently live in? (Rented flat etc.) detached house • Is he single, dating, or married? Kids? Pets? • What are their favourite TV shows? Bake Off, Box sets, Corrie etc. • How do they spend the weekends? Socialising, entertaining • Where do they shop? Local, markets, high street, M&S, Fat Face etc. • What’s their job? Things to consider? • Are they buyer or persuader / researcher (joint purchase etc.) • What challenges do they face at work and at home? • How can you help solve their unique challenges? • How does he prefer to communicate? Social or email • What social networks do they spend time on? Twitter, Facebook, Pinterest • What objections would they have to buying from Sunshine Kids? • What factors might make him choose a competitor’s product over your own?
- 25. • Give your content purpose – What do you want your audience to do or feel after reading your blog post? Do you want them to: • Share it, engage, converse, feel informed or enlightened? • What can you write about to help or inspire your audience? • Can you answer their queries? • What do they need to know about you? 25 Using Personas to create purpose
- 26. More than words How-To Guides Step by step guides Top Lists Top ten Opinion Over Controversial Topics Provide perspective Data Interesting stats News What’s trending Interviews Meet the team Infographics Turn data into a visual format Product, Service, or Content Highlight what you do Reviews Provide opinion Pro/Con lists Help make people make decisions Video/Audio Content Bite size information Seasonal Content Valentines day, Pirates day, Christmas etc.
- 27. • The stories we relate to the most are the ones that reflect our own experiences. • This can be done not only via the content but with the language and imagery used. • Good content should grab (and hold) attention from the right people • Provoke the desired emotional response(s) • You’re keeping users informed, being transparent and approachable. • What are your users needs? • How does that information transform on your website to a tweet? • How do you encourage discussion? 27 Telling a story
- 28. 28 WebsiteBlog
- 29. Headlines
- 30. 30
- 31. 31
- 32. 32 © Allen Skyy Seasonal Themes
- 34. 34
- 35. Come up with 5 blog topics for your persona Example: • Blog title: 5 ways to improve your relationship • Description: Stats about separation – provide useful digestible chunks of advice. • CTA: Get in touch. 35 Brainstorm – 10 minutes
- 36. 36 © Allen Skyy Images are a big deal Sixty-three percent of social media is made up of images
- 37. 37 Make sure your website is responsive Mobile devices account for 76% of all time spent on social media | Comscore
- 38. 38 Questions
- 39. Why Use Social Media?
- 40. Awareness Advocacy ConversionsTraffic Why Use Social Media?
- 41. 41 Awareness
- 42. 42 Traffic
- 43. 43 Conversions
- 44. 44 Advocacy
- 45. 45 Advocacy
- 46. SMART Goals on Social Media Goal Content Measure Brand Awareness • Posts • Promotions • Blog Posts • Outreach • How many branded # • @mentions • Follower Growth WebsiteTraffic • Giveaways • Competitions • Blog posts • Google Analytics – link clicks / time on site Conversions • Discounts • Giveaways • Offers • Product Promotion • Conversions – purchases, purchases, downloads Advocacy • Outreach • Blog Posts • Referrals • Customer Service • How many branded # • @mentions • User Generated content • Comments 20
- 47. Plan | Test | Execute | Refine Deal With Negativity
- 48. • If it’s outright wrong – correct it, with humour ideally • If you’ve made a mistake – accept it, apologise and fix it (maybe IRL!) • If it’s opinion – ignore it • If it’s threatening or abusive – block and/or report it • Use names, be human: “@MrJonPayne Oops – Sorry Jon, We’ve fixed that now. Thanks for pointing it out” 48 Crisis Management
- 53. 53 Feeding Trolls… • Requires empowerment of team • Requires courage • Requires humour • Is better with understanding of memes / pop culture • If Kittens, Kardashians and GIFs ain’t your thing, DON’T FEED THE TROLLS
- 54. Do you want to be yourself on social media or present a brand voice?
- 55. 55 Twitter
- 56. ©Noisy Little Monkey | 2016 Your Audience onTwitter Advocates JournosNerds
- 57. 57
- 59. Think about how much time you’ve got & be realistic
- 60. 60
- 61. 61
- 62. 62
- 63. 63 Use a clear profile photo & cover photo People will search for particular keywords so make sure you’re easy to find by including a good twitter description and use a relevant twitter handle. When tweeting use a mix of RT, Opinion led tweets and comments Use Twitter lists to curate content to share Your Twitter Profile
- 65. 65 Analytics
- 66. 66 LinkedIn
- 67. 67 Use a good profile & cover photo Update your contact details Link to your other profiles LinkedIn Profile Make sure your profile is up to date Connect to relevant people Update your URL
- 69. 69 Post to Pulse
- 71. 71 Why use Facebook? Via Simply Measured
- 72. 72 How do you feel about Facebook?
- 73. 73 What’s changed? • September 2013 – Reduced the reach of brand pages • Old news will be pushed down – breaking news, live events & trending topics will surface more regularly • From January 2015 – Facebook will begin monitoring and reducing the appearance of overly promotional posts Via Buffer
- 74. 74 Facebook • April 21, 2015 - The content posted by your friends, items such as photos, videos, status updates or links, will appear higher in the News Feed, potentially having an effect on the visibility of content from Pages. • June 12, 2015 - How much time you spend viewing stories becomes a factor Facebook uses to determine what to show at the top of your News Feed. • The signals from content you spend more time with will help determine what appears higher in the News Feed, potentially having an effect on the visibility of content from Pages. Via Buffer
- 75. 75 Facebook US Audience via Ad Week http://goo.gl/IHH2Lq
- 76. 76 WOT DUZ DAT MEAN ur STYLEZ, BRUV?
- 77. 77 What Facebook likes A perfect Facebook post: • is a link • is brief - 40 characters or fewer, if you can swing it • gets published at non-peak times • follows other posts on a regular schedule • timely and newsworthy via Buffer
- 79. 79 Your turn Smith, Smith & Smith Solicitors Sunshine Kids
- 80. 80 Your turn • Should your client be on Facebook? • Who is their target audience for Facebook? • Tone of voice? • What type of content should they post?
- 81. 81 Analyse Find out what works for you
- 84. 84 Not always as it seems
- 85. 85 What works for us
- 91. 91 Facebook conclusion & tips • Choose your goals for Facebook • Test post styles, imagery and text • Look at insights • Set aside a budget for paid.
- 92. 92 How much to spend?
- 93. 93 Questions
- 94. 94 Instagram
- 95. 95 King of Social Engagement? Instagram delivers brands 58 times more engagement per follower than Facebook and 120 times more engagement than Twitter.
- 96. 96 Yes, you do belong
- 97. 97 Yes, you do belong
- 98. 98 How to plan for Instagram • Look at what your competitors are doing • Establish your Instagram goals – increase brand awareness? Traffic to your website? Branded hashtag mentions? • Establish how often you can post • Consider linking with Facebook (for ads!) • Think about a style or some consistent plan
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- 100. 100
- 101. 101
- 102. 102
- 103. 103 Pinterest
- 105. 105
- 106. 106 Is your audience on Pinterest?
- 107. 107 Is your audience on Pinterest?
- 108. 108 Be Inspired
- 109. 109 Type of pictures are important
- 110. 110 Type of pictures are important
- 111. 111
- 112. 112
- 113. 113
- 114. 114 Snapchat
- 115. 115 Snapchat is growing fast
- 116. 116 A Snapchat glossary • Snapchatters: Snapchat users • Snaps: Photos or videos taken via Snapchat (you can send a snap to a snapchatter, but it can only be viewed by the recipient for one to 10 seconds before it disappears forever) • Snapback: A reply to a snap • Story: A snap you can broadcast to followers (recipients can view it an unlimited amount of times in 24 hours, and you can also post multiple snaps to your story in one day to create a narrative of sorts) • Scores: The total number of snaps you have sent and received (appears next to your name in friends' contact lists and vice versa) • Chat: A feature that lets you privately/directly message friends • Here: A feature that lets you start a live video chat within a direct message • Memories: A feature where you can privately save Snapchats that you’d like to keep
- 117. 117 How do I build a Snapchat community? • You can’t search within the app for people with similar interests or backgrounds – you can only befriend people you know (or whose usernames you know) • If Snapchat is the platform that works best for you, share your Snapchat username on your other profiles • Use Twitter and Instagram to support your Snapchat – post snippets of what you’re filming on other channels and say ‘follow my story on Snapchat (username here) for more!’
- 118. 118 How is it social? • Tell your ‘story’ through 10 second video clips or images • You can upload footage from your camera roll but this will appear as ‘memories’ and it not proving very popular • Better Snapchat stories are real time footage, filmed on the phone, as & when things happen • Provides a sense of real time genuine connection to peers • Great for building momentum/excitement – used by lots of brands to show ‘sneak peeks’ of upcoming things • Stories disappear after 24 hours
- 119. • Sharing snapchat thangs via other social channels. Changing bio image to be snapchat ish 119 How do I build a Snapchat community?
- 120. 120 Questions
- 121. 121 Toolkit
- 124. Monitor . Measure . Improve Hootsuite | Bufferapp | Professor Traffic
- 125. Any Questıons?
- 127. Hey I just met you & this is crazy… CONTACT US! 0117 327 0171 Search: Noisy Little Monkey @NoisyMonkey
Notas del editor
- There is time at the end of each section to ask questions so if you could keep them till then it just means we should be able to get through everything – Also if you need to leave the room at any time feel free.
- Category slide
- Broadly speaking, you need 4 different types of content on your site – content to entertain, content to educate, content to persuade, content to convert. The final two might not seem immediately applicable but you do want to persuade your audience that you’re a content source to be trusted, and to convert them into followers and advocates of what you do. However, for the purposes of this session we will focus on entertainment & education – and where those two overlap.
- The problem is, your content can be incredibly entertaining or incredibly educational (or both), but it won’t make a difference if your headline is bland. In a content-saturated world people won’t read the thing to find out if it’s worth reading – they’ll just go and read something else. So how can you make it worth clicking on? The headline. Decision making is inherently emotional. What makes a person click on your article over somebody else’s rarely has anything to do with reason.
- Again, successful headlines don’t have to be all kittens & hipsters – but they do need to create intrigue. All of these headlines try to provoke a particular psychological reaction from you, and use trigger words in order to do this. Words like ‘weird, surprising, secret, mystery, powerful, bizarre, outrageous…’. Hooks that draw people in to read your content.
- So this is obviously doesn’t work for every kind of content you’ll write, but it’s a nice formula to use if you’re really stuck for a way to make something appealing.
- But, obviously, you need to have content to actually write before you come up with headlines! You guys have a wealth of information to be writing about all the time, but think about how it relates to your audience seasonally.
- This kind of seasonal, easy to consume and relevant only to a specific time content is ‘jellybean content’, primed to go viral and dates very quickly. Evergreen content is content that can be continued to be shared forever, pretty much, so it’s really important to invest a lot of time and energy in making sure that this kind of content is absolutely perfect – and then share it regularly, with all those alternative headlines we’ve discussed. Jellybean content can occasionally be re-shared if the issue becomes relevant again, but it’s far more important to get jellybean content out as fast as you can and as close to the event as possible. For everygreen, think quality; for jellybean, think speed.
- Whether you’re writing evergreen or jellybean content, plan as much as possible. For certain types of jellybean content this won’t be possible (if something massive happens in the news, for instance, you want to jump on it as quick as you can) but in general having a planned idea of what’s happening is smart.
- Tweets with attached imagery are nearly twice as likely to get retweeted than those without.
- If you’re driving people from social your website better be responsive. Also Google is also highlight ‘mobile friendly’ content in search from mobile devices.
- But, obviously, you need to have content to actually write before you come up with headlines! You guys have a wealth of information to be writing about all the time, but think about how it relates to your audience seasonally.
- JON FEEL FREE TO CHANGE
- If your audience is on loads of channels if you don’t have time to manage them all it’s still going to be a waist of time. Also don’t expect to become famous over night. You’re going to need a routine, be consistent and it will happen gradually. Unless you become viral or get noticed.
- Once you’ve figured when to tweet, use Buffer to set up a scheduling system which will send out tweets at those optimised times. Continue to use Buffer Analytics to check that the content is working
- Use lists to curate
- LinkedIn is for personal use and connecting to people as yourself
- https://blog.bufferapp.com/linkedin-marketing https://business.linkedin.com/marketing-solutions/company-pages/best-practices
- https://www.linkedin.com/help/linkedin/answer/186
- https://www.linkedin.com/pulse/?trk=E%3D http://blog.hubspot.com/marketing/linkedin-publishing-beginner-guide#sm.0018jxa3t176bdwuxbf1suk6t1m0u
- LinkedIn is for personal use and connecting to people as yourself
- https://www.flickr.com/photos/coletivomambembe/4306600834/sizes/o/
- If you’re looking to connect with more parents then chances are Facebook is going to be perfect for your organisation. If you’re using it as a campaigning tool to influence key politicians then chances are you’re wasting your time – go and open a Twitter account. Understand what makes your audience tick, what content do they want from you and what questions can you ask them that are likely to strike a chord.
- https://www.flickr.com/photos/coletivomambembe/4306600834/sizes/o/
- https://www.flickr.com/photos/coletivomambembe/4306600834/sizes/o/
- In just one year, the number of video posts per person has increased 75% globally and 94% in the US. Seems like a big clue that Facebook could be favouring video posts more highly!
- That links that are shared by inserting them in the caption of a photo won’t do as well https://developers.facebook.com/tools/debug/
- So what I thought the easiest way to do this would be for you to actually give it a try. I’ve created two clients who need some personas. Read through the client information on the sheet and try and create one persona that would use their services.
- Start to put aside time every month to start to analyse what your producing and see if it worked better the previous month and if it did why that might be.
- One of the easiest ways to do this is with Facebook insights which every Facebook page should have once you get over like 75 followers. Check if your persona is write.
- Which one of this do you think was more expensive? (right)
- Which one of this do you think was more expensive? (right)
- Which one of this do you think was more expensive? (right)
- Which one of this do you think was more expensive? (right)
- https://www.flickr.com/photos/bellafaye8/6699360101/sizes/l Why I like pinterest - Inspire, tell a story, collaborate
- Or are your competitors on Pinterest? What are you selling? Can you inspire, provide inspiration?
- http://pinterest.com/joannatapeface/for-geography-geeks/ http://pinterest.com/generalelectric/badass-machines/ http://pinterest.com/tianarutledge/i-fucking-love-me-some-tea/ http://pinterest.com/marcymassura/drunkknitting/
- Need new background image for this
- Snapchat growth is unprecedented – it grew as much in one year as Twitter did in 4, and is now used by 23% of the US population (only 21% use Twitter)
- Snapchat growth is unprecedented – it grew as much in one year as Twitter did in 4, and is now used by 23% of the US population (only 21% use Twitter)
- Unlike Twitter/Instagram it’s much harder to find a community on Snapchat – it pulls through contacts from your phone numbers, and then you can follow or be followed by other people by knowing their usernames
- Snapchat began as a messaging app but has developed into a more social network thanks to stories.
- Try cross channel promotional, share the ‘profile’ page of your Snapchat on your Instagram or Twitter. Snapchat is all about the then & there, the non-edited version of you. Post ‘exclusive’ content on your Snapchat and promote on Twitter/Insta with something like “head over to my snapchat to see XXXX”, “im at XXX today, add me on snapchat to see XXX” Share things that you think you’ve done on Snapchats whether it be funny posts or killer selfies, make people aware you’re on the platform.
- LinkedIn is for personal use and connecting to people as yourself
- Google noisy little monkey free images.
- http://www.picmonkey.com/ & https://www.canva.com/