Social Media Best Practices: Slides from Changing Faces of Women's Leadership Seminar, June 2016

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 2Tips 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 TIMELINEMonth 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?

Keepintouch!

Wahine Media web: wahinemedia.comblog: wahinemedia.com/wahineblogfacebook: facebook.com/wahinemediatwitter: @wahinemedia

Gwen Woltz Twitter/Instagram: @gjwahine

Get the slides http://slideshare.net/wahinemedia