Social Media Best Practices
Slides: http://slideshare.net/wahinemedia

Social media is not free
It has tremendous value

Understand social media’s real value
and cost
How much is a deposit in your brand’s
trust bank worth to you?

Let’s compare
Full page print ad in one issue of Hawaii
Magazine (2 month issue) = $4,120 (2015 rate)
Return
• 200K print impressions
• 68K circulation

Let’s compare
2 months social media management for a
medium sized business = about $4,000
Return
• Impressions (5K+ fans, easily reach 200K)
• Engagement (touch points)
• Conversion (sales, clicks to website)
• Content
• TRUST

Social media return is no different
than relationship return

Need to have
Nice to have
Great to have

Need to have

Beginning phases
• Build awareness (impressions, reach)
• Size of community (fans, followers)
• Content performance (engagement rate)
Accelerated phases
• Ad performance (CPM, CPF)
• Conversation (mentions, comments, DM’s)
• Content performance (engagement rate)
Attainable goals

Advanced phases
• Conversion (website traffic, email opt ins,
product purchase)
• Customer service (number of inquiries,
response time)
• Influence (rate or R/T / share per post)
• SEO (blog keyword effectiveness, rankings,
subscribes)
Attainable goals

Google Alerts
Hootsuite & keyword monitoring
Hashtags
Twitter lists
Monitor

Develop only the most remarkable content that
connects with your target community
Captions are equally as important as the image!
Remember you are competing with photos from
friends and family
Repurpose old content
Tell a story and leave breadcrumbs
Investment in content

“Storytelling means you have to reveal something
beyond self-congratulations.
It is not just a gimmick to sell more crap. Storytelling
is about relationship—most importantly describing
the world of your audience, and how much you get
who they are, what they care about, and where they
are trying to get in life.”
—Michael Margolis CEO, Get Storied

That’s less than a goldfish
The average attention span of
a human is 8 seconds

Your top priority is to create
“shareworthy” content

Nostalgia

Fill in the blank

Follow the trend

Did you know?

DIY

Humor

Inside scoop

Product showcase

Quick contest

Hashtag traditions

• Compelling photo or video
• Caption is one sentence or two
• Caption makes photo connection
• Use colorful, lively action verbs
• Vary the way you begin captions
• Don’t state the obvious
• Spelling, grammar and punctuation are correct
• All people are identified appropriately
• Photo credit given
• Do not begin a caption with names
• “Below” and “pictured here” below unnecessary
• Other businesses tagged
• Hashtags used on Twitter / Instagram (1-3)
Caption checklist

Here’s something to get your
captions started
You’re welcome :-)

These photos left us speechless.
Big news.
Wow.
Everything can be a game.
So, which is it? Hot, or cold?
Boom.
For the win!
You should be here!
Why not you?
The power of love.
Halfway there.
Goodness gracious!
The wait is almost over. #ToughMudder
We've known it all along.
There, that's better.
Well, okay then…
Ahhh, so that's why...
Got to have sauce.
One love, one heart.
Need an Ark? I Noah guy.
Good talk, let’s do it again sometime.
The cold never bothered me anyway.
Want to see our duck face?
On Wednesdays, we wear pink.
Take a ride on this energy.
He's getting his pose on.
We say why not?
The question isn’t can you, it’s will you?
Life is better when you’re laughing.
Do 2x the good and share with a friend!
Our rock stars!
Coffee first, my good friend. (cust serv)
Positive vibes are surrounding us today... and
we like it!
She believed she could, so she did!
Some days it's easy being green. —Kermit
the Frog (honu)

You can download more here: http://bit.ly/CaptionMuse

Great content creation apps:
Over, PicFrame, Boomerang,
Flipgram, WordSwag
Free photos: New Old Stock,
Unsplash,
Others: PowToon, Fyuse

MUST respond to engagement on profiles
Get to know your community by individuals
Remember your community may not all be your
direct customers, but they are equally as important
Don’t miss out on opportunities to weave your brand
(aka logo) into conversations off your profile
*WORKSHOP 1*
Equal engagement & posting

WORKSHOP 1
See handout for exercise

Facebook is pay to play
Instagram ads through Facebook ad platform
Twitter ads expensive, but quality
“Keep profiles alive” formula (baseline)
Conversion ads should be above baseline budget
Allocate budget for social ads

“Keep profiles alive” (baseline) formula
50% build fans: align with current marketing targets,
use audience insights
50% boost posts: to fans & friends of fans
Facebook: expect to pay between $0.15 - $0.85 per
fan (depending upon target audience)
Twitter: expect to pay between $1.25 - $3.25 per
follower
NO ads to gain Instagram followers (yet)

Reviews correspond with direct sales more than any
other social channel (depending upon product)
• Claim profiles
• Monitor weekly
• Address the negative
Review management

Hootsuite
• Schedule content to Twitter, Instagram, LinkedIn,
Google+
• Don’t use for Facebook scheduling
• Monitor keywords and twitter lists
Google sheets (collaborative)
• Pre-plan content, house passwords, house
response database
Basic management tools

Nice to have

UGC (user generated content) is created with or
without you
UGC is one of the most valuable returns on social
media. People become your marketing machine
If you are a brick and mortar, this is a NEED TO HAVE
Monitor & engage geotags (Gramfeed or Hootsuite)
Encourage community to share - develop a brand
hashtag
*WORKSHOP 2*
Community oriented content

#PutACanOnIt—Red Bull
This year Red Bull came away with the prestigious “Best Use of A Hashtag”
Shorty Award with its #PutACanOnIt campaign. Though the hashtag was
created by Red Bull, it was inspired by a photo the company found on
Twitter wherein the photographer is seen holding a Red Bull can above a
Mini Cooper to make it look as though it was a trademarked Red Bull car.
The trend exploded as people around the world began creating their own
images with Red Bull cans placed in unique positions.

#AstonLife: Aston Hotels &
Resorts
The Aston experience is not
just about the room, the view,
the pool, the hospitality, or the
amenities—it's about the
adventure, the laughter, the
romance, the quality time with
family, the memories.
#AstonLife is about you, our
treasured guests, and we want
to share your story! We invite
you to upload a favorite photo
from a stay with us at Aston
Hotels & Resorts. Select
photos will be featured on our
social profiles.

WORKSHOP 2
Tips on developing a brand hashtag
• It should rarely be your name
• It should tie into your brand or motto
• It should be short and easy to remember
• Often times they are compound words or phrases
• It should never be an obscure acronym
• It shouldn’t include a date or year unless relevant
• Sometimes a hashtag can be tied to a contest or
campaign, but should still tie closely to the brand
See handout for exercise

Integrate team members outside of social
• Customer service
• Product development
• Reputation management & PR
• If high volume, utilize ticketing system (Podio, Zen
Desk, Sprout Social)
100% review response
• Use Revinate
Full circle customer service

In addition to Hootsuite & Google tools
Sprout Social
• Analytics
• Scheduling
Podio
• Project management, c/s ticketing system
Short Stack
• Contests, webforms
Advanced management tools

Blogs
• Rich, authority-building, relevant “give back” that
makes fans click through to read more
• Headline is the MOST IMPORTANT part of a post
Products
• If you are a retailer, you MUST use Pinterest
• Sell “softly”
Content that links to website

In reality, trend is beyond uploaded video it has
moved to live broadcast
Video performs the best (Facebook is competing
with YouTube)
Moving content stands out better and well worth the
investment. Consider gifs or animations
Cinemegraphs
360 Video is here!
Video and moving content

Great to have

Regular on-site content generation
Live broadcast
• Periscope
• Facebook live
• Google Hangouts on air
Live content

Engage fans on a deeper level
A campaign can be content oriented, doesn’t always
have to include a “prize”
Co-op campaigns with other businesses have more
reach, bigger impact. Make sure partnership makes
sense!
Contests & campaigns

Landing pages on website from social
Blog
Email marketing
Product sales on social
Google Analytics conversion tracking
Full circle conversion mechanisms

SOCIAL MEDIA SUCCESS TIMELINE
Month 1-2
• Set up and monitor
• Develop brand voice
• Start posting daily
• Focus on content
performance and adjust
• Build content bank
Month 3-7
• Start using ads
• Develop customer service
protocols
• Analyze data and optimize
content
• Focus on engagement
Month 8-12
• Plan for contest or campaign
• Optimize c/s protocols
• Contribute optimized content to bank
Month 13 – 18
• Execute contest or campaign
• Integrate sales and conversion
Month 19 – 24
• Analyze data and adjust strategy
• Activate conversion ads

Your homework

What killed the infographic?
http://www.fastcodesign.com/3045291/where-data-visualization-is-going-next
The Calgary Zoo Shares its Annual Report on Instagram
http://www.convinceandconvert.com/social-media-case-studies/the-calgary-zoo-shares-
its-annual-report-on-instagram
Infographic: The Optimal Length for Every Social Media Update and More
https://blog.bufferapp.com/optimal-length-social-media
6 Simple Photo Tools for Creating Social Media Visuals
http://www.socialmediaexaminer.com/create-graphics-for-social-media/
HOT TAGS & INSTAGRAMERS | Websta (Webstagram)
http://websta.me/hot
327 Good Selfie Quotes & Funny Captions
http://appamatix.com/327-good-selfie-quotes-funny-captions
197 Funny & Cute Instagram Captions
http://appamatix.com/197-funny-cute-instagram-captions
The 7 Best Instagram Hashtags for Business (in 30+ Niche Markets)
http://www.postplanner.com/best-instagram-hashtags-for-businesses-by-niche-market-
industry-sector

Live audit
Any volunteers?

Keep in touch!
Wahine Media
web: wahinemedia.com
blog: wahinemedia.com/wahineblog
facebook: facebook.com/wahinemedia
twitter: @wahinemedia
Gwen Woltz
Twitter/Instagram: @gjwahine
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wahinemedia