2019 NCAF&E - Controlling the Message: Creating a Social Media Marketing Plan
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2019 NCAF&E - Controlling the Message: Creating a Social Media Marketing Plan
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2019 NCAF&E - Controlling the Message: Creating a Social Media Marketing Plan
- 1. Controlling the Message: Creating a Social Media Marketing Plan Jessica Bybee-Dziedzic Director of Partnerships, Saffire
- 12. ADVANCE TICKETS
- 14. OR SELL AT THE GATE
- 17. I’LL SEND THE SLIDES IF YOU LEAVE YOUR BUSINESS CARD!
- 19. How many of you use social media in your free time?
- 20. How many of you manage your organization’s social media?
- 21. How Do You Spend Marketing Resources?
- 22. How Do People Hear About Your Organization?
- 23. If You Mapped Them, Would They Match? SPENT RESULTS 0 1 2 3 4 5 Online Newspaper Radio Television Outdoor
- 26. SOCIAL MEDIA Taking Control of Your Marketing Plan
- 27. SOCIAL MEDIA PLAN Audit Current Presence Know Your Customer Choose Networks Posting Strategy Create Content Analyze & Test
- 28. AUDIT CURRENT SOCIAL MEDIA PRESENCE Know where you are before determining the start line.
- 30. WHAT TO CONSIDER WHEN AUDITING • Which networks are you currently active on • Are your networks optimized (photo and cover images, bio, URL, etc.) • Which networks are currently bringing you the most value • How do your profiles compare to your competitors’ profiles Source: http://www.ducttapemarketing.com
- 31. COMPLETE EXISTING PROFILES • Completed profiles show professionalism, cohesive branding, and signal to visitors that you’re serious about engaging • Check and update existing social media profiles monthly: • Profile photos • Cover photos • Bio information • Profile information Source: https://blog.bufferapp.com
- 32. AIM FOR CONSISTENCY AND FAMILIARITY.
- 34. KNOW YOUR CUSTOMER Even the best marketers will fail if they’re speaking to the wrong audience.
- 35. GET AS SPECIFIC AS POSSIBLE.
- 38. DETERMINING YOUR IDEAL CUSTOMER Answer the following questions to help you come up with a highly focused buyer persona: • Age • Location • Job Title • Income • Most Used Social Network Source: http://www.ducttapemarketing.com
- 39. Facebook & Instagram Advertising
- 40. REFRESHER
- 41. ADVERTISING ADVANTAGES • Greater reach • Greater targeting • Protection against wasting money • It won’t run if people don’t click
- 43. INTEREST TARGETING 181 MILLION →117 MILLION
- 44. PEOPLE TRAVELING TO LOCATIONNarrow your audience to people TRAVELING in a location!
- 45. SAVE AUDIENCES
- 46. DISCLAIMER
- 47. CHOOSE YOUR SOCIAL NETWORKS Hint: It doesn’t have to be all of them.
- 49. Most Popular Social Network Sites as of January 2019 Of the top 6, Facebook owns 4 Source: http://www.statista.com
- 50. Source: Survey conducted Jan. 2018 Pew Research Center
- 51. 2.2 Billion Over monthly active Facebook users Q4 2019 Source: http://zephoria.com
- 52. 5 New profiles created every second Source: http://zephoria.com
- 53. DETERMINE YOUR POSTING STRATEGY When? How often? What can I reuse?
- 55. What should I post? IT DEPENDS!
- 56. VIDEOS ARE IDEAL FOR ENGAGEMENT Video posts get more views, shares, and likes than any other type of post. And it’s not even close. Source: https://blog.bufferapp.com
- 57. TAILOR YOUR CONTENT TO EACH SOCIAL CHANNEL
- 58. REUSE CONCEPTS BUT REVISE PER NETWORK Prominent brands and those successful on social media are changing their message between networks for any given post. Some examples of this include: • Adding hashtags to posts on Twitter and Instagram • Having a longer description on Linkedin • Tell stories and use more shareable copy on Facebook Having a unique voice and sharing content with a message targeted to the right audience on the right network, can make a huge difference in the amount of engagement your posts get and how far your message reaches. Source: https://blog.bufferapp.com
- 59. MAXIMIZATION EXAMPLE 1. Write a blog post or web content (include video or image) 2. Make the headline the subject of your email 3. Turn into a Facebook post – 150 chars, image, link 4. Turn into a Tweet – 100-120 chars, image, link, # 5. Reuse on other social media
- 61. SOME GUIDELINES WHEN SHOULD YOU BE POSTING? Twitter – 1-3pm weekdays Facebook – 1-4pm weekdays LinkedIn – 7-8:30am and 5-6pm Tuesday, Wednesday, and Thursday Tumblr – 7-10pm weekdays and 4pm on Fridays Instagram – 5-6pm weekdays and 8pm on Mondays with a sweet spot at 6pm Pinterest – 2-4pm and 8-11pm weekdays with weekends being the best Source: https://blog.bufferapp.com
- 62. CREATE ENGAGING CONTENT Content is what fuels social media.
- 63. CREATE A SOCIAL MEDIA MISSION STATEMENT.
- 70. DON’T FORGET!
- 72. ZUCKERBERG SAYS…
- 75. INSTAGRAM STORIES • Twice as popular as Snapchat • Allows you to consistently update your profile, keep followers engaged, and, in some cases, even increase followers • Don't need to invest a ton in video to make the most of it • Share pictures or behind-the-scenes videos that give your audience a glimpse of your values and culture without spending a dime • Post as frequently as you want without overwhelming your followers Source: www.inc.com
- 78. Instagram Highlights • Allows you to keep your favorite stories on your profile past the 24-hour mark • Categorize content • You can add Highlight Covers to further brand your profile
- 79. PROMOTION TOOL
- 82. BACKSTAGE INSTAGRAMMING Artist Takeover Very Popular with EVENTS Exclusive Content
- 84. INSTAMEET
- 86. FUN FACTS • MAYFAIR filter attracts the most interactions • BLUE dominate = 24% more likes • Single dominate = 17% more likes • Lighter and Brighter = 24% more likes
- 88. GEO TAGGING or LOCATION TAGGING SELDOM USED 79% more engagement
- 89. HOW TO GEO TAG 1. Take photo 2. Next 3. Add Location
- 90. ANALYZE AND TEST If you’re not measuring, you’re not marketing.
- 91. THE MORE YOU POST THE MORE YOU KNOW
- 93. METRICS THREE KEY TO FOCUS ON
- 94. FACEBOOK METRICS • Total interactions – How many times was a #hashtag used? • Total reach – How many followers potentially saw your post (including reposts) • Engagement - How many likes, retweets, & shares were there of the post
- 96. EXTRA TIPS AUTOMATE, ENGAGE AND LISTEN IN CASE OF EMERGENCY, HAVE A PLAN
- 97. MY BEST RECOMMENDATION TO “KEEP UP”
- 101. SUMMIT SLIDE
- 103. More Free Online Marketing Tips! Website www.saffire.com Facebook TeamSaffire Twitter @TeamSaffire Instagram TeamSaffire YouTube saffirestudio Questions?
- 104. Jessica Bybee-Dziedzic Director of Partnerships, Saffire jessica@saffire.com