How to do better at social media. This is from a workshop I presented at Drake University on April 4, 2015. It includes:
• How to create native content for a platform
• Basic info about top 10 social networks
• How to improve what you currently do on social media
• How Facebook and Twitter work
• How to build your brand using Jabs
• New social media tools you can use today
• Strategies for building social media campaigns
2. Chris Snider
Assistant Professor in School of Journalism and Mass Communication
I teach classes in social media, web design and multimedia
3. Who are you?
Name
Where you work / study in school
What social networks you actively use
What networks your organization/biz actively uses
Favorite social network / new tool
Facebook, Twitter, LinkedIn, Instagram, Pinterest,
Google+, Tumblr, YouTube, Snapchat, Vine
4. What I HOPE YOU learn today
• How to create native content for a platform
• Basic info about top 10 social networks
• How to improve what you currently do on social media
• How Facebook and Twitter work
• How to build your brand using Jabs
• New social media tools you can use today
• Strategies for building social media campaigns
8. Native content
• Content that looks and feels like any other content
that appears on a platform for which it was created.
• It is not cheesy, and it’s not obvious.
• It has “cool” factor.
• It hits your emotional center so hard you want to share
it with someone else.
11. What are examples of
native content on…
STEP ONE: DEFINE NATIVE CONTENT on platform
15. WHICH OF THESE FIT WITH THE BRAND?
• Food
• Pets
• Family/babies
• Pictures with friends
• Landmarks/scenery
• Hashtag trends #TBT, #MCM, #WCW, #OOTD,
#TransformationTuesday, #nofilter
STEP TWO: NARROW IT DOWN
16. WHAT ARE SOME EXAMPLES
OF THINGS THEY CAN POST?
STEP THREE: IDEAS
17. another example: Let’s say you
want to reach men on Pinterest
• Pinterest recently blogged about
what is trending with guys on the site:
• Fashion
• Home improvement
• Camping
• Hiking
• Fishing
• Boots/shoes
• Survival
• DIY/woodworking
20. Facebook
• Launched in 2004
• 1.39 billion monthly active users as of Dec. 31, 2014
• 1.19 billion mobile monthly active users
• 890 million daily active users (82.4% outside U.S. and
Canada)
• What’s unique: Everyone is there. Real identity. Lots
of content. Hard to get your content seen as a brand.
21. How are you using Facebook
and how is it working for you?
22. Twitter
• Launched in March 2006
• 288 million monthly active users
• 80% of active users are on mobile
• 77% of accounts outside the U.S. (66M accounts in U.S.)
• Popular among under-50, college-educated people.
• What’s unique: Short, real-time information and public, so
it’s a great listening tool. Ability to follow/talk to anyone.
Expectation that brands will respond to you.
23. How are you using TWITTER
and how is it working for you?
24. LinkedIn
• World’s largest professional network with more than 347
million members in 200 countries
• 111 million users in the U.S.
• In Q4 2014 more than 75% of new users outside U.S.
• Students and recent grads are fastest growing demo (with
39 million now)
• What’s unique: Real identity. Your work history and
education history tie you to others.
26. Instagram
• Launched Oct. 6, 2010
• Visual social network (photos and videos)
• 300 million monthly active users (70% outside the U.S.)
• 70 million photos shared per day
• What’s unique: Very visual. Filters. Quick and simple
(launched Layer app instead of building that content in).
No links, so it’s not filled with bad marketing.
27. Pinterest
• Launched in March 2010
• Recently valued at $11 billion
• Audience is mostly female, but seeing growth among
men.
• What’s unique: Visual. Allows you to organize
information and easily reference it later. Focus on
fashion, travel, home, arts/crafts, food.
31. Google+
• Launched in June 2011
• Added a social layer across Google products: Gmail,
search, YouTube, etc.
• What’s unique: It’s closely tied to Google search,
so still value in adding content there for businesses.
There is still lots of content, but your friends are not
using it.
32. Tumblr
• Launched Feb. 2007
• Easily share photos, text, quotes, links, music, videos.
• Yahoo bought for $1 billion in June 2013
• 228.9 million blogs with 107 billion posts (March 2015)
• 460 million visitors per month
• “A place for artists, advocates and kids.” - Wash Post March 2015
• What’s unique: Credited with being the source of more Buzzfeed
(aka viral) content than any other site.
33. YouTube
• Video sharing network
• More than 1 billion users
• Hundreds of millions of hours watched daily
• Half of views are on mobile
• Reaches more U.S. adults 18-34 than any cable network
• What’s unique: Vast volume of video, high rank in
Google search, YouTube stars.
34. Vine
• Launched Jan. 24, 2013
• Twitter’s 6-second video app
• More than 40 million users
• What’s unique: Looping videos, really fun tools for
making GIF-like videos.
35. Snapchat
• Launched in Sept. 2011
• Estimated 100 million active users as of Aug. 2014
• 70 percent of college students report posting once/day
• CEO said in 2013 that 70% of users were women
• Fastest growing social app of 2014
• What’s unique: Disappearing content, fun storytelling
tools, frequency of use by young people.
http://mashable.com/2014/08/08/study-snapchat-college/
43. Survey of teens from Piper Jaffray.
Snapchat was write-in option only.
45. social media trends
• Live video … Meerkat, Periscope
• Video in general (Twitter, Facebook)
• Ephemeral (disappearing) content
• Private content (Confide, Cyber Dust)
• Messaging apps (FB Messenger,
LINE, WhatsApp)
46. social media trends
• Smaller networks (THIS)
• Work networks (Facebook @ Work, Slack, Yammer,
Wrike)
• Wearables / Apple Watch
• One to few publishing (podcasting, email newsletters)
• Mobile - It’s all mobile
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NEWSLETTER
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50. How to make your next
post a winner
Social media tips:
51. Use AN image
• Adding photos to your Tweets increases
click-through rates 108%
52. BETTER YET, USE A VIDEO
• Online video views grew 40 percent from 2013 to
2014, with the majority watched on Smartphones.
• Facebook said in March they get three billion video
views a day, 65% on mobile (YouTube passed
four billion in 2012).
• Think about video that has value without audio.
57. CREATE GREAT content
• There’s no shortage of content on social media.
It’s the great content that will stand out.
• Spend more time creating fewer, better posts.
66. Stop talking about yourself
• Share other people’s content more than you share your
own.
• Follow the 80/20 rule. Four posts about others to one
post about yourself.
82. Brands must…
• Create content that people actually engage with
• Let’s look at the science behind that: http://
danzarrella.com/infographic-how-to-get-more-likes-
comments-and-shares-on-facebook.html#
• More on creating content that gets engagement to
come…
83. EXPERIMENT: Who do you
THINK YOU see the most
content from on Facebook?
Person and brand.
86. What’s unique About Twitter
• It’s a great listening tool (because of the public nature)
• News feed does not apply an algorithm
• Businesses and people treated equally
• This means information spreads fast on Twitter
• Does apply algorithm to some on mobile, and to
summary emails
91. Jab, Jab, Jab,
Right Hook
• Jab - Lightweight pieces of
content that benefit your
followers by making them
laugh, snicker, ponder, play a
game, feel appreciated or
escape.
• Right hook - Calls to action
that benefit your business.
93. How we use JJJRH
• Throw enough jabs to make
your customers like you and
appreciate you and love you.
(And more importantly click
on your content on Facebook).
• Then come with the right hook
when you need something
from your customers.
96. Let’s TRY it
• Write down 5 examples of jabs that your brand/org
could post to social media.
• Jab - Lightweight pieces of content that benefit your
followers by making them laugh, snicker, ponder, play a
game, feel appreciated or escape.
120. Jab, Jab, Jab,
Right Hook
• Jab - Lightweight pieces of
content that benefit your
followers by making them
laugh, snicker, ponder, play a
game, feel appreciated or
escape.
• Right hook - Calls to action
that benefit your business.
SOURCE: Jab, Jab, Jab, Jab, Right Hook by Vaynerchuk
121. Native Content
• Content that looks and feels like any other content that
appears on a platform for which it was created.
• It is not cheesy, and it’s not obvious.
• It has “cool” factor.
• It hits your emotional center so hard you want to share
it with someone else.
SOURCE: Jab, Jab, Jab, Jab, Right Hook by Vaynerchuk
122. Dan Zarrella’s
Hierarchy of contagiousness
The decision-making process that happens before someone
shares an idea:
1. Exposed to the content
2. Aware of the content
3. Motivated by something in order to share
At each step, we can increase the number of people.
SOURCE: danzarrella.com
123. P-O-S-T method
• P - People (who are we trying to reach)
• O - Objectives (what do we want to happen)
• S - Strategy (how will we make it happen)
• T - Technology (what tech should we use)
SOURCE: Groundswell by Li and Bernoff
125. E-CCCC
Approach for engaging customers
• Educational/Informative: Educate people about your
product/service/market to make them more informed
buyers.
• Customer service: Monitor what’s being said and
respond.
SOURCE: http://geeklesstech.com/social-media-marketing-strategies-for-engaging-customers/
126. E-CCCC
• Community: Create an area to talk about your product.
• Curator: Help people find great content.
• Collaborator: Get your customers involved to be a part
of your social efforts.
SOURCE: http://geeklesstech.com/social-media-marketing-strategies-for-engaging-customers/
127. BLUE OCEANS
• Blue Ocean Strategy suggests that an organization
should create new demand in an uncontested market
space, or a “Blue Ocean,” rather than compete head-to-
head with other suppliers in an existing industry.
129. Third Wave Framework
GOALS
• Business Objectives: What goals does the company
want to achieve with the help of social media? What
business metrics are the benchmarks for the strategy’s
success?
130. Third Wave Framework
STRATEGY
• People: Who do we want to talk with? What is there to
know about them? About the interests, their goals, their
lives, their behavior, etc.?
• Content: What do we want to talk about? What are the
topics and ideas? What is the added value that we want to
provide on the social web?
• Platforms: Where do we want to talk with them? Which
platforms are the best for the people we want to reach and
the content we want to talk about?
131. Third Wave Framework
SETUP
• Monitoring, Analytics, Reporting: How can we listen
to what people are saying about us and the topic
relevant to us? How do we measure what our strategy
achieves? How do we gain insight and improve our
approach?
• Internal Organization: Who is in charge of the strategy
inside the company? What roles and teams need to be
designated? What processes need to be in place? What
vendors need to be brought in?
135. SOCIAL NETWORKS TO CHECK OUT
• Healthy Selfie – Helps you get in shape by posting photos that show some skin.
• oneminute – Receive a notification and you’ve got 60 seconds to anonymously share
a photo with the whole world.
• Line – Allows free messages, calls and video calls (huge in Japan, growing in the U.S.)
• Expire – lets you set an expiration date for your Facebook and Twitter posts
• Red/Green – tell your friends if you’re ready to hang out or not
• Super – create and share short thoughts or opinions overlaid onto photos
• Derp – play sounds on your friends’ phones
• Rooms – chat rooms organized by topic
136. SOCIAL NETWORKS TO CHECK OUT
• Lo – ask your friends where they are.
• Waffle – picture chat with friends.
• Yo - You can say “Yo” to someone
• Slingshot - Facebook’s latest answer to Snapchat
• Sup - lets you take over someone’s camera
• WiGo - see who is going out tonight
• Unseen - anonymously share photos with nearby people
• Ethan - message a dude named Ethan