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MASTERCLASS WORKBOOK
MAXIMIZE YOUR SOCIAL MEDIA PRESENCE AND
EFFECTIVENESS WITH THE LATEST TECHNIQUESLaura Wilson | Georgetown University
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TABLE OF CONTENTS
Introduction
State of Social Media
Developing a Social Media Strategy
Social Media Strategic Content Framework
Building Community
Community Building Checklist
Visual Content Creation
Image Size Dimensions
Content Creation Tools
Facebook Live
Filming Live Video
Exercise
Shooting Video From Your Smartphone
Master Production Tips
Lighting
Additional Helpful Video Tools
YouTube
Exercise
Exercise
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TABLE OF CONTENTS
Must-Have Monitoring Terms
Exercise
Exercise
User-Generated Content
Exercise
Customer Stories Checklist
Creating a Brand Ambassador Program
Leveraging Employee Advocacy
Employee Advocacy Checklist
Employee Advocacy Tools
Influencers
Influencer Identification Tools
Influencer Tracking Template
Microstorytelling
Snapchat
Instagram Stories
Simple Example Storybaoard
Snapchat Ads
On-Demand Geofilters
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TABLE OF CONTENTS
Social Listening
Crisis Thresholds
Real-Time Community Management Checklist
Calendar
Editorial Calendar Templates
Measurement
Social Measurement Tools
Snapchat Specific Tools
Exercise
Final Campaign Ideation
About Laura Wilson
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INTRODUCTION
uilding and maintaining an effective social media presence for your brand or organization can seem like a 24/7 Bjob for an entire army if people. But today even mega brands are often forced to do more with less, not to
mention those who are a lone superstar on a social media team of one. Plus, with limited budgets and constantly
changing platforms- hello, Facebook algorithm update- the job of a social media marketer can seem like mission
impossible. Whether your team is big or small, this workbook is designed to work through strategies and I-should-
have-thought-of-that hacks to manage a best in class social media presence. This online workbook is designed to
cover both strategic and tactical approaches to help you prioritize where and how you will spend your time online.
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STATE OF SOCIAL MEDIA IN 2018
Users Demographic Info
1.9 billion monthly unique users 53% female 47% male
More Info
75% of users spend 20 minutes or more on Facebook every day
Network
330 million unique monthly users 22% of online men15% of online women
53% of Twitter users only read tweets and never post tweets
1.5 billion monthly unique users 55% male45% female
YouTube reaches more 18-34 year olds than any cable network
YouTube
250 million unique monthly users 31% of online men27% of online women
45% of people making $75k or more are on LinkedIn
800 million unique monthly users 38% of online women26% of online men90% of Instagram users are under 35
53% of Instagram users follow brand accounts
187 million unique daily active users
70% of Snapchat users are female On any given day, Snapchat reaches 41% of 18 to 34-year-olds in the US
Snapchat
200 million monthly active users 45% of online women17% of online menEvenly distributed between 18-64 y/olds
People referred by Pinterest are 10% more likely to make an ecommerce purchase
Sources:
https://blog.hubspot.com/marketing/state-of-social-media-demographicshttp://www.pewinternet.org/fact-sheet/social-media/
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DEVELOPING A SOCIAL MEDIA STRATEGY
A social media strategy defines how your brand will use social media to achieve its objectives and the channels it will
use to achieve them. At a basic level your strategy is a simple statement of intent which outlines your goals and your
specific, measurable objectives for using social media. It’s important that your social media strategy fits within the
context of your overarching business and marketing plan so that you have a truly integrated marketing
communications approach. Your strategy alone isn’t your detailed plan of action but it is a critical first step so you
know how to prioritize what you are planning.
A strategy is more than restating the objective:
Ÿ Strategy is not just WHAT you will do
Ÿ Strategy says HOW you will achieve want you want to do
Ÿ Strategy leads to your tactical plan and serves as a filter
The objectives describe WHAT will be done, while strategies describe HOW.
Common starter phrases when building a strategy statement:
Ÿ Leverage, Seek, Increase, Engage, Reinforce, Highlight, Recognize, Offer, Solicit, Position, Establish, Brand,
Raise, Obtain
Strategy Statement Model:
We will influence [refined statement of your target audience] to [description of your project objective] by [strategy].
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DEVELOPING A SOCIAL MEDIA STRATEGY
When creating a social media plan for a specific promotion/ partnership /event /campaign using a framework like
the one below can help to combine your strategy statement and your specific tactical approach. This framework will
walk you through project goals and objectives through evaluation.
SOCIAL MEDIA STRATEGIC CONTENT FRAMEWORK
Project Goals & Objectives
What are we trying to achieve with this promotion/partnership/event/campaign? What is the action that we want our audience to take?
Key Considerations
What other information should we take into account when planning our strategy for this campaign?
Target Audiences
Which of our audiences is most applicable for this promotion/partnership/event? What do we know about this audience? What type of content resonates most with this audience? Are there secondary publics to consider?
Budget / Resources / Assets / Timeline
What is the estimated available budget (if any) for this campaign?What available resources (if any) do we have to execute this campaign?What related assets (images, gifs, graphics, video etc.) are available?Is there a proposed or mandatory timeline to start and complete this campaign?
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DEVELOPING A SOCIAL MEDIA STRATEGY
SOCIAL MEDIA STRATEGIC CONTENT FRAMEWORK
Strategy
How will we achieve the goals/objectives of this campaign through social media?[This is where you can use your strategy statement]
Tactical Execution
Social Media Posts / Messages
What specifically will we do through our social channels to execute our strategy?Who will be responsible for various parts of the tactical execution? (e.g. internal partners, agency partners)Is there a suggested frequency for posting content related to this campaign?
What is the most important thing to communicate?Are there keywords/phrases we must include?Are there additional approvals? If so, who?
Information to Consider Providing:Suggested Message:Call to Action:Art/Visual Asset:Links:Hashtags:
Reporting / Evaluation
What will we measure to gauge the success of this campaign?How will we measure this?How will our results impact our future strategy?
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BUILDING COMMUNITY
Building an engaged community on social platforms starts with a fundamental understanding of who specifically you
want to reach and identifying where this audience spends their time on social media.
Some tips for building a strong social community include the following:
1. Find your advocates
Pay attention to who is interacting with your content and liking, sharing, and positively commenting on your posts. These
advocates are key to building your community.
2. Show them you are listening
Be responsive to your fans by answering questions, responding to comments, providing customer support and
proactively seeking out relevant conversations on your social channels. Don’t forget that it’s just as important to address
negative feedback, as it is to thank your biggest advocates.
3. Reward your social communities
A true community is not a one-way street. It’s important to give back to your fans and give them a reason to continue to
connect with you on that channel. Sometimes the best way to give back to your community is not through giveaways or
prizes but rather being a valuable resource of information or entertainment.
4. Give fans a voice
Use your social community to collect feedback, solicit opinions, and poll your followers to help steer your future your
social media and larger organizational strategies.
5. Leverage fan generated content
User generated content is one of the biggest benefits of having an engaged social media community. If your social media
community is truly engaged you won’t have a hard time finding interesting content shared by your fans that will be a
great resource to your larger network.
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BUILDING COMMUNITY
After the session you will want to run through this checklist to identity opportunities to expand your social
communities.
COMMUNITY BUILDING CHECKLIST
Social Channels CommentsTried Y/N
Embed widgets or links on websites/blogs
Invite email subscribers
Add social profiles to email signature file
Run paid fan acquisition campaigns
Use ‘suggest to friends’ features or invite by email
Add social channels to physical swag and giveaways
Offline print marketing of social channels
Ask employees and partners to always tag company social channels in posts
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BUILDING COMMUNITY
COMMUNITY BUILDING CHECKLIST
Social Channels CommentsTried Y/N
Run contests or giveaways
Have frontline employees tell customers about relevant social channels
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VISUAL CONTENT CREATION
Effective social media content will often include photos, videos, and screenshots of infographics or other graphs and
images. In fact, images are one of the most important factors in optimizing your social media content.
Image Size Dimensions Cheat Sheet
IMAGE SIZE DIMENSIONS
Image Creation for Non-DesignersCanva
Easy Mockups + DemosPlaceIt
Quick Image Editing Like Cropping + ScalingBeFunky
Uncheesy Stock PhotosDeath to the Stock Photo
IconsNounProject
Customize Screenshots with AnnotationsSkitch
CONTENT CREATION TOOLS
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Today Facebook boasts nearly 1.9 billion monthly active users, which is roughly 20% of the world’s population. A
stunning 22% of Internet usage by Americans is spent on Facebook compared to only 11% on Google search and
YouTube combined. This means Facebook should be prioritized and for many brands may mean it should be a focal
point for your social media marketing efforts.
Facebook is prime real estate for interacting with your current customers and broadening your reach to new
customers in your target demographic. However, since there are over 1.3 million pieces of content published every
minute, organic reach is at an all-time low and brands will need to not only understand how to create impactful
content on the platform but also be prepared to leverage Facebook advertising options to reach brand objectives.
Recent Facebook Updates:
Facebook Algorithm Update Favors Friends + Familyhttps://www.facebook.com/zuck/posts/10104413015393571
Making Facebook Live More Accessible With Captionshttps://newsroom.fb.com/news/2017/06/making-facebook-live-more-accessible-with-closed-captions/
Facebook Introduces Facebook Stories + New Facebook Camera Featureshttps://newsroom.fb.com/news/2017/03/more-ways-to-share-with-the-facebook-camera/
Accessibility Resources:Video captioning + Transcription: www.rev.comLive Video Captioning: www.ai-media.tvAudio Description Services: www.3playmedia.com
Other Resources:Stay up to date with new information: https://newsroom.fb.com/
How Publishers Will Survive Facebook's Newsfeed Changeshttps://techcrunch.com/2018/01/28/how-publishers-will-survive-facebooks-newsfeed-change/
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Live video will soon be one of the best ways for brands to build trust and transparency on social media. Users spend
3x longer watching video that is live as compared to video that is no longer live on Facebook. Users are also 10x
more likely to comment and engage with this content. Although live video can be a very effective way to reach your
target audience one of the biggest hurdles for brands is identifying who will be the on camera talent hosting the live
video and what will they discuss or show the audience.
Potential Live Video Hosts:
FACEBOOK LIVE
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CHOOSING A CAMERA FOR YOUR LIVE VIDEO CONTENT
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EXERCISE
Maximizing Your Facebook Presence
What Should We Keep Doing?
Find example posts on any relevant Facebook pages for your brand or organization that you think are effectively
engaging with your target audience. Consider: why is it effective?
Type of Post (video, image, text, link) Copy text from post and/or link Comments
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EXERCISE
What Should We Maximize?
Identify example posts on relevant Facebook pages for your brand or organization that you would now approach
differently in order to most effectively engage with your target audience. Consider: How could we maximize this?
Type of Post (video, image, text, link) Copy text from post and/or link Comments
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SHOOTING VIDEO FROM YOUR SMARTPHONE
Ÿ Don’t try to be something you’re not
Ÿ Take advantage of the expectations of the medium
Ÿ Focus on the content and the voice
Ÿ Prepare and have back up plans!
MASTER LIVE VIDEO PRODUCTION TIPS
Ÿ Keep the camera slow and steady when moving
Ÿ Check internet connection- use Ethernet or Wi-Fi
Ÿ Look at the lens, not at yourself when filming yourself
Ÿ Head to a light bright room, or stand near a light source
Ÿ Have a colleague help moderate. Don’t try to do it all!
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MASTER LIVE VIDEO PRODUCTION TIPS
Ÿ Set yourself up so the main light source is lighting your subjects at a slight angle
Ÿ Avoid arrangements where a strong light source is directly behind your subject
Ÿ Natural light is great!
Do this Not this
LIGHTING THAT WORKS
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MASTER LIVE VIDEO PRODUCTION TIPS
ADDITIONAL HELPFUL VIDEO TOOLS
Good microphones that are mobile ready:
Ÿ Rode
Ÿ Tascam
Ÿ Sennheiser
Clip on lenses
Ÿ A great selection can be found here
Other Tools
Ÿ The Osmo
Ÿ Mevo live camera
Ÿ Portable smartphone battery
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YOUTUBE
YouTube currently has 1.5 billion monthly unique users which is the equivalent of one out of every five people in the
world viewing videos on the site at least once per month. Perhaps most interestingly it is also the second biggest
search engine, following in line behind its parent company, Google. YouTube also reaches more 18-34 year olds per
month than cable—this spells huge opportunity for brands who may have previously invested significant advertising
dollars in broadcast TV.
Recent Updates:
Google Makes Effort to Address Brand Safetyhttp://marketingland.com/google-youtube-brand-safety-timeine-218317
YouTube Announces Messaging and Sharing Features in YouTube Apphttp://www.businessinsider.com/youtube-hit-milestone-announced-slew-new-features-2017-6
Virtual Reality Videos Now More Accessible to Creatorshttp://www.adweek.com/digital/youtube-1-5-billion-monthly-users-announcements-vidcon/
YouTube launches its own streaming TV servicehttps://www.theverge.com/2017/2/28/14750894/youtube-streaming-tv-service-announced-hd-live-cable-channels
Accessibility Resources:Video captioning + Transcription: www.rev.comAudio Description Services: www.3playmedia.com
Other Resources:https://blog.hubspot.com/marketing/youtube-hacks-tips-features
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YOUTUBE
EXERCISE
Creating Effective Video
What competitors really get it?
Find example videos from competitor brands that have strong video content. Consider: Why do you think their video
content is effective? How could your brand do this better?
Competitor Why is This Effective?Video Link How Could Your Brand Do This Better?
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LinkedIn is the largest social networking for working professionals. More than 90 percent of B2B marketers are
currently using LinkedIn to share and distribute content but there are many other opportunities on the platform
for marketers in b2c and non-profit environments.
LinkedIn Company Page Updateshttps://www.linkedin.com/help/linkedin/topics/6227/6228/28406
LinkedIn Announces Native Videohttps://www.inc.com/business-insider/linkedin-introduces-video-sharing-feature.html
LinkedIn is rolling out a free service to pair users with mentorshttps://techcrunch.com/2017/08/03/linkedin-is-rolling-out-a-free-tinder-style-service-to-pair-users-with-mentors/
New LinkedIn tool tells businesses about who's visiting their websites https://techcrunch.com/2017/07/26/linkedin-website-demographics/
Other Resources:https://business.linkedin.com/marketing-solutions/company-pages/best-practices
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EXERCISE
LinkedIn Competitor Analysis
Find competitor LinkedIn pages. How are they using the platform? Consider: Are competitors sharing industry
content on their Page? Are they leveraging groups? Showcase Pages? What type of content is getting the most
engagement?
Competitor LinkedIn Page Link Account
Actively sharing content? Y/N; If yes,
what types of content
Are they using groups? What is the focus of these groups?
Showcase Pages? List page focus
Comments
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Despite having the President of the United States as a loyal user, Twitter has struggled to continue to maintain
growth of monthly active users. The platforms's daily active users however has increased suggesting that those who
use Twitter tend to be regularly engaged. Because of the fast-paced, real-time nature of the platform and the
volume of content shared each day, maintaining an active Twitter presence is one of the toughest things for brands
to accomplish on social media.
The best tweets are:
1. Insightful
Users come to Twitter to learn something new and get the inside scoop.
2. Conversational
Twitter is direct and authentic: the best content avoids 'adspeak' and shines a light on the people and personalities
that make up your brand. Don't forget to respond and create a conversation.
3. Fresh and timely
You can (and should!) add new Tweets on a regular basis to keep the content fresh and the consumers engaged.
4. Built for sharing
As you're crafting Tweets, think about how they would come across when retweeted by someone else. Would they
make that person look good? Are they worded in a way that would make them easy to pass on?
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Recent Updates:
Twitter Is Rolling Out 280 Characters Around the Worldhttps://www.theverge.com/2017/11/7/16616076/twitter-280-characters-global-rollout
Twitter Ads New Super Heart for Periscope Heartshttps://www.theverge.com/2017/6/21/15843208/periscope-super-hearts-twitter-in-app-purchase
New look on Twitterhttps://blog.twitter.com/official/en_us/topics/product/2017/Check-out-our-new-look.html
Businesses can add buttons to drive action in direct messageshttps://blog.twitter.com/official/en_us/topics/product/2017/Businesses-can-now-add-buttons-to-drive-actions-in-Direct-Messages.html
140 Characters for your replieshttps://blog.twitter.com/official/en_us/topics/product/2017/now-on-twitter-140-characters-for-your-replies.html
Other Resources https://blog.twitter.com/
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MUST-HAVE MONITORING TERMS ON TWITTER
Twitter offers your brand a massive volume of information regarding your customer, brand, and industry. A robust
social listening program will track and monitor the following terms on Twitter.
Ÿ Company name + social handles
Ÿ Brands + social handles
Ÿ Products and/or services
Ÿ Competitors + social handles
Ÿ Customer service/ guest assistance + fail terms
Ÿ Influencers
Ÿ Senior Leadership/ CEO/ C-Suite + social handles
Ÿ Spokespeople + social handles
Ÿ Industry keywords
Ÿ Industry-adjacent keywords
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TweetStatswww.tweetstats.com
Optimize Your Timing, Percentage of types of tweets
EXERCISE
Maximizing Your Twitter Presence
Managing Your Twitter Performance
Use one or more of the following tools to monitor the performance of your Twitter account and note any findings
that stand out to you and insights that you identify to help inform your brand's future approach on the platform.
Name of Tool FindingsTool Purpose Insights
Twitonomyhttps://www.twitonomy.com/
Discover key Twitter stats using the free “analyze a Twitter profile” feature
MentionMappwww.mentionmapp.com
Map and grow your followers
Tweetreachwww.tweetreach.com
Measure reach of tweets; Will give a free snapshot
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Facebook's Instagram currently has 800 million unique monthly users which is more than double the monthly
active users of Twitter. What's exciting for brands is that more than half of Instagram users say that they follow and
interact with brands on the platform and at least 30% of Instagram users have purchased a product they first
discovered on the platform. As Facebook continues to seamlessly integrate Instagram and its Instagram Stories
functionality into the Facebook Ads Manager there continues to be more opportunities for many brands to reach
their goals using this platform.
Free Tools
Many analytics platforms provide free snapshot reports of your Instagram presence. A few platforms to check out
include:
Ÿ Social Bakers: https://www.socialbakers.com/free-tools/tracker/
Ÿ Simply Measured: http://simplymeasured.com/freebies/instagram-analytics
Ÿ Union Metrics: https://unionmetrics.com/free-tools/instagram-account-checkup/
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Recent Instagram Updates:
December 12, 2017Now You Can Follow Hashtags on Instagramhttps://instagram-press.com/blog/2017/12/12/now-you-can-follow-hashtags-on-instagram/
August 15, 2017Instagram Adds Comment Threadshttps://www.theverge.com/2017/8/15/16151624/instagram-comment-threads-ios-android
August 8, 2017Instagram Adds Video Chat with Friendshttp://mashable.com/2017/08/08/instagram-go-live-friends-update-snapchat/#t7qdzVjxPZqt
April 17. 2017Instagram Lets You Organize Bookmarks into Private Collectionshttps://techcrunch.com/2017/04/17/instagram-now-lets-you-organize-bookmarks-into-private-collections/
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EXERCISE
Find example Instagram posts from aspirational or competitor brands that you love that have exceptional Instagram
presences. Using information we just covered consider: Why do you think their Instagram presence is effective? How
could this work for your brand?
Brand Account Why is This Effective?Instagram Link or Content Description
How Could This Work for Your Brand
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USER GENERATED CONTENT
EXERCISE
User generated content (UGC) campaigns are not only much cheaper to implement—if not free—they are often
much more powerful. UGC is not only an extremely cost-effective way to create a steady stream of content for your
brand but it also is likely to increase fan engagement and involvement in your social media communities.
Incorporating User Generated Content
Review this checklist to identify opportunities to incorporate UGC into your social media content strategy. Which
ideas fit well with your brand or industry? What have you tried before that you could implement more of in the
future?
Contests and incentives
UGC Content Ideas Does This Fit Your Brand? Y/NTried Before? Y/N Comments
Branded hashtag campaigns
Customer events
Solicit fan tips, hacks etc.
Organic customer content including photos, videos, posts, reviews etc.
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CUSTOMER STORIES CHECKLIST
Solicit Customer Stories Checklist
Next use this checklist to identify opportunities to solicit customer stories and/or customers who may be willing to
share their stories on behalf of your brand.
“Listen” through social media monitoring
Soliciting Customer Stories Does This Fit Your Brand? Y/NTried Before? Y/N Comments
Ask front line or service employees
Survey customers via email or social media
Check out review sites
Contests or incentives
Offline comments, letters, phone calls etc.
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CREATING A BRAND AMBASSADOR PROGRAM
Setting Goals
Many brands have used one or more types of brand ambassadors for marketing campaigns. Social media allows for
these brand ambassadors to reach incredible scale that previously was not possible. A social media brand
ambassador can help you reach both awareness and revenue goals for your brand. Base your program goals around
both the quantity and the quality of brand ambassadors. Quality can often be measured by the individual's influence
within your industry, alignment with your brand, and ability for content to contribute to your brand's overall goals.
Choosing Your Brand Ambassadors:
1. Select a “cast” that truly represents your brand attributes
2. Consider the story lines these creators can tell
3. If creating video choose ambassadors that are good on camera and interesting to watch
4. Give some content guiderails but creative freedom is key to what creates the magic
5. Pay close attention to metrics to inform future content
Other Helpful Resources:
http://www.convinceandconvert.com/social-media-strategy/youve-got-brand-ambassadors-now-what/
https://tech.co/know-the-difference-between-social-media-influencers-and-brand-ambassadors-2017-04
https://blog.hootsuite.com/what-is-a-brand-ambassador/
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LEVERAGING EMPLOYEE ADVOCACY
Believe it or not your employees are trusted 2x as much as your company CEO or senior executive in your company.
In fact, on average, brand messages are shared 24x more frequently when distributed by employees than when
distributed by the company itself. This spells massive opportunity for many brands to leverage employees within
your social media strategy. This is particularly useful for b2b and professional service based companies.
EMPLOYEE ADVOCACY CHECKLIST
Use this checklist to identify opportunities to better incorporate your company employees into your social media
strategy.
Train employees on social channels most relevant for your brand, industry, and objectives
Does This Fit Your Brand? Y/NTried Before? Y/N Comments
Ensure employees have access to social media channels in the workplace
Create a company social media policy or guidelines for employees including practical do's and don'ts
Create incentives for employees to engage with the brand on social media
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LEVERAGING EMPLOYEE ADVOCACY
EMPLOYEE ADVOCACY CHECKLIST
Does This Fit Your Brand? Y/NTried Before? Y/N Comments
Solicit content ideas from employees for brand social channels
Train and empower employees to respond and interact with potential customers online
Use employee generated content on brand social channels (think organic photos shared, blog posts written in an informal capacity)
Provide employees with social media cheat sheets and toolkits when attending events and conferences on behalf of your brand
Use employee social media takeovers on brand accounts
Share suggested social media posts with employees (editable or not)
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LEVERAGING EMPLOYEE ADVOCACY
EMPLOYEE ADVOCACY TOOLS
While using a social media tool to help manage your employee advocacy isn't mandatory it can be helpful as you are
scaling your employee related social media efforts. There are many new tools on the market available created
specifically with employee advocacy in mind.
Here are some helpful tools to consider:
Ÿ Social Chorus: (paid only)www.socialchorus.com
Ÿ LinkedIn Elevate: (first month free; paid only)www.linkedin.com/elevate
Ÿ Post Beyond: (paid only)https://www.postbeyond.com/turn-employees-advocates/
Ÿ Hootsuite Amplify: (paid only)http://www.hootsuite.com/products/amplify
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INFLUENCERS
Influencers can help your brand broaden reach and target specific niches within your industry. Identifying and
tracking potential industry influencers is key to beginning to develop and maintain strong relationships with them.
Ÿ Klear: https://klear.com/free-tools
Ÿ BuzzSumo: http://buzzsumo.com/
Ÿ A News Tip: https://anewstip.com/
Ÿ Traackr: (paid only)http://www.traackr.com/
Ÿ (paid only)BrandWatch Audiences: www.brandwatch.com/audiences/
INFLUENCER IDENTIFICATION TOOLS
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INFLUENCERS
INFLUENCER TRACKING TEMPLATE
This Influencer Tracking template can help you vet potential influencers to make sure they're a fit for your brand and
your campaign objectives. Maintaining an evergreen list can also help provide you with a quick list of options should
an opportunity arise in the future.
SocialAccount
InfluencerName
Affinity ToCompany
(Y/N)
ContentQuality Score(Scale of 1-5)
SampleContent Links
Followers/Subscribers
Consistentwith Brand
Attributes (Y/N)
Blog Posts inIndustry Links
RecommendedFor Program
(Y/N and Comments)
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MICROSTORYTELLING: INSTAGRAM STORIES + SNAPCHAT
While Instagram Stories has reached 300M monthly active users surpassing the userbase of Snapchat, Snapchat
still is a fan favorite of the youngest consumers brands are trying to actively engage with in 2018. If 'Stories' is the
new Newsfeed, it matters less which platform you focus on and instead how your brand is adapting to this new
content format reality of ephemeral vertical video and photo content.
SNAPCHAT
July 5, 2017Snapchat allows users to add links to Snapshttps://www.cnbc.com/2017/07/05/snapchat-adds-paperclip-to-link-out-to-external-websites.html
August 4, 2017Now its Snapchat copying Facebook's power editorhttps://techcrunch.com/2017/08/04/snapchat-advanced-mode/
June 21, 2017Snapchat launches location sharing feature snap-map https://techcrunch.com/2017/06/21/snap-map/
Recent Updates:
January 2018Snapchat's Big Redesign Bashed by 83% of User Reviewshttps://techcrunch.com/2018/01/11/snapchat-redesign-uninstall/
December 2017Introducing Lens Studiohttps://forbusiness.snapchat.com/blog/introducing-lens-studio-a-new-way-to-create-branded-ar-experiences/
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MICROSTORYTELLING: INSTAGRAM STORIES + SNAPCHAT
INSTAGRAM STORIES
Recent Updates:
December 5, 2017
Instagram Updates Its Stories Feature Copying Instagram Againhttp://www.businessinsider.com/instagram-added-two-news-features-to-stories-2017-12
August 2, 2017Instagram Stories turns one as daily users surpass Snapchat userbase https://techcrunch.com/2017/08/02/instagram-stories-anniversary/
June 20, 2017Instagram Stories adds Live video replayshttps://techcrunch.com/2017/06/20/instagram-live-video-replays/
May 23, 2017Instagram adds Story search for hashtags and locationshttps://techcrunch.com/2017/05/23/instagram-stories-search/
Helpful Resources:https://business.instagram.com/blog/rethinking-creativity-with-vertical-video/
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A storyboard is a graphic organizer showing a sequence of scenes and can be particularly useful when planning out
Snapchat and Instagram Stories content. Use this template below as a model when you are planning out your next
Story.
Circle: Image or VideoLength: ____ Seconds
Circle: Image or VideoLength: ____ Seconds
Circle: Image or VideoLength: ____ Seconds
Circle: Image or VideoLength: ____ Seconds
Circle: Image or VideoLength: ____ Seconds
Circle: Image or VideoLength: ____ Seconds
Circle: Image or VideoLength: ____ Seconds
Circle: Image or VideoLength: ____ Seconds
MICROSTORYTELLING: INSTAGRAM STORIES + SNAPCHAT
SIMPLE EXAMPLE STORYBOARD
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Snapchat released an on-demand ad platform making it easier than ever to create and manage campaigns
on Snapchat. The most effective ad campaigns on Snapchat incorporate the following:
Ÿ Native style: Ads which feature UGC look and feel, Snapchat inspired features, and speaking to camera are
significantly stronger at driving view-through.
Ÿ Simple creative: Ads should mirror the bite-sized and linear storytelling of Snaps. Snapchat recommends
keeping duration closer to :05-:06
Ÿ Early branding: Establish brand moment before the :02 mark to maximize ad awareness.
Ÿ Frequency: Incremental exposures increase lift in resonance metrics, despite having a negative impact on
view duration.
MICROSTORYTELLING: INSTAGRAM STORIES + SNAPCHAT
SNAPCHAT ADS
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Snapchat geofilters, the graphic overlay of photo or video Snaps, include both Community (free) and On-Demand
(paid). Geofilters can be considered a “branded impression on steroids” and are used to engage your target audience
in a variety of ways. Best of all an active presence on Snapchat is optional when creating a geofilter campaign
meaning your brand does not need to be regularly sharing content on the platform in order to take advantage of
geofilter options.
Ÿ Leverage free Community Geofilters to highlight your brand's location or presence in a certain area.
Ÿ Spark conversation around a topic or issue.
Ÿ Brand your hosted or sponsored events with a Geofilter.
Ÿ Remind your target audience of a special day, event, or action to take.
Ÿ Associate your brand with a specific location or activity.
Helpful Resources:
https://geofilters.snapchat.com/
http://www.adweek.com/digital/snapchat-on-demand-geofilters-phones/
http://www.businessinsider.com/snapchat-custom-paid-geofilters-2017-6
MICROSTORYTELLING: INSTAGRAM STORIES + SNAPCHAT
SNAPCHAT GEOFILTERS
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SOCIAL LISTENING
Evaluating crises and emerging negative issues for your brand is an important part of social listening. A social media
crisis happens when events occur that can have a real and potentially lasting and damaging affect on the Brand, the
Brand's reputation online or offline and/or the Brand's bottom line. This is what you will want to assess when
identifying the size and scope of an issue:
Ÿ Where did this originate?
Ÿ Is the volume significant?
Ÿ Are other fans commenting on other users' posts?
Ÿ Is the topic highly sensitive for your Brand?
Ÿ Is the tone overly negative towards the Brand?
Ÿ Is a known influencer/celebrity involved?
Ÿ Were/ are a customer's health or safety at risk?
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SOCIAL LISTENING
Free Social Listening Tools:
Ÿ Hootsuite: www.hootsuite.com
Ÿ Tweetdeck: www.tweetdeck.com
Ÿ Mention: www.mention.com
DETERMINING CRISIS THRESHOLDS
Determine 'X' for your brand by looking at your baseline for your brand over one year. Some industries have seasonality to their sales cycle that may need to be taken into consideration
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SOCIAL LISTENING
REAL-TIME COMMUNITY MANAGEMENT CHECKLIST
Ÿ Trained on-call staff who monitor as required
Ÿ Provide an immediate response when issues arise
Ÿ Response has appropriate tone
Ÿ Response is solution focused
Ÿ Leadership or expertise is brought in ASAP
Ÿ Accountability and ownership
Ÿ Transparency
Ÿ Adequate preparation
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CALENDAR
FREE SOCIAL MEDIA EDITORIAL CALENDAR TEMPLATES
Getting started on a calendar can be a daunting task. These free social media calendar templates can help you get
started and be customized for the specific needs of your brand.
https://coschedule.com/blog/social-media-editorial-calendar-template/
https://blog.hootsuite.com/how-to-create-a-social-media-content-calendar/
https://www.agorapulse.com/offers/social_media_content_calendar
A social media editorial calendar is a shareable resource that your team can use to plan all of your social media
activity. A good calendar, rather than simply a list of posts to be published, can help you to better plan and visualize
your social media plans during a given period of time.
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MEASUREMENT
Aligning your social media objectives with your business objectives is key to proving an ROI for your company's
social media efforts.
Business Objectives Measurement
Cost Savings Ÿ Issue Resolution Time
Ÿ % of issues resolved online
Ÿ Employee turnover
Ÿ Hiring/Recruiting
Ÿ Training costs
Ÿ New Product Ideas
Ÿ Development cycle time
Ÿ Product/Service adoption rate
Comments
Business Development and Revenue
Ÿ Speed of sales cycle
Ÿ Repeat business
Ÿ Customer retention rates
Ÿ Transaction value
Ÿ Referrals
Ÿ Cost Per Lead
Ÿ New leads
Ÿ Conversions from social community
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MEASUREMENT
Business Objectives Measurement
Activity + Engagement Ÿ Community size + membership
Ÿ Volume of posts/threads
Ÿ Customer comments or ideas
Ÿ Inbound Links
Ÿ Tags, votes, bookmarks
Ÿ Referrals and positive reviews
Ÿ Post frequency/density
Comments
Awareness + Value Ÿ Brand affinity/loyalty
Ÿ Share of voice/conversation
Ÿ Media mentions
Ÿ Post sentiment
Ÿ Net promoter score
Ÿ Engagement with content
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MEASUREMENT
Ÿ Simply Measured: www.simplymeasured.com
Ÿ Kiss Metrics: www.kissmetrics.com
Ÿ Sprout Social: www.sproutsocial.com
Ÿ Hootsuite: www.hootsuite.com
LOW-COST SOCIAL MEASUREMENT TOOLS
Ÿ Snaplytics: www.snaplytics.com
Ÿ Mish Guru: www.mishguru.com
SNAPCHAT SPECIFIC MEASUREMENT TOOLS
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EXERCISE
Choose one of the goals/objectives you are currently tackling in your work.
.Consider: How can your brand's social channels help you to work towards achieving this objective? In an ideal
world what content could you contribute to help achieve this?
Conceptualize 2-3 new ideas you may want to try.
FINAL CAMPAIGN IDEATION
1.
2.
3.
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ABOUT LAURA WILSON
Laura Wilson is a frequent and in demand public speaker and has presented
keynotes and workshops at marketing and communications conferences, corporate
retreats, and in university settings. Laura gives informative and interactive
presentations ranging in topics from mastering micro-storytelling with millennials
to showcasing subject matter expertise in a digital world. She has shared the stage
at events with marketing and branding experts like Seth Godin, Gary Vaynerchuk,
and Steve Wozniak. As a consultant Laura focuses her work in social media strategy,
campaign development, and corporate social media education and training.
Laura currently is a Vice President, Platform Strategy at Weber Shandwick and an instructor at Georgetown
University. Previously, Laura served as the Senior Director of Digital Engagement & Social Media at Georgetown
where she lead the university's social media strategy including an award-winning first-person video
documentary series "Georgetown Stories" which shares the lives of 15 undergraduate students. She has a track
record for creating or improving successful social media programs for global brands such as Hilton Hotels &
Resorts, ICF and Cvent. Laura has a B.A. from Virginia Tech and a Master's in Public Relations & Corporate
Communications and an Executive Master's in Global Strategic Communications from Georgetown University.
Contact Laura at:
Twitter: @LauraEWilson
LinkedIn: https://www.linkedin.com/in/lauraelizabethwilson/
(202) 631-5667
