Marketing & Social Media Workshop

PowerPoint Presentation

Darryll Stinson and Rachel Esterline-PerkinsMarketing & Social Media Workshop

Copyright Showeet.com Copyright Showeet.com

Branding


Photo credit: Tom Hussey


----- Meeting Notes (5/9/16 08:41) -----Branding is more than fonts, colors, and slogans 3


----- Meeting Notes (5/9/16 09:12) -----Branding is a combination of words, visuals and interactions designed to represent your values, ideas and personality. Branding is important because when done right it can take you from being unnoticed to being unforgettable. 4

The Jordan Brand


Creating an Effective Brand Strategy Photo credit: Elevate Practices


Discover


Create

Copyright Showeet.com Copyright Showeet.comI am an entrepreneur and life/business coach. I help men and women ages 18-35 who have more vision than resources, more problems than solutions and more depression than hope.(Do/understand) Turn potential into profit and hopelessness into hopeSo that they can live a life of purpose and fulfillmentMy value proposition


Communicate


Manage


Four Cs of Marketing Unpacked

Copyright Showeet.com Copyright Showeet.comCapture attention


Headlines

Capture attentionCreate fascinationCreate anticipation

Copyright Showeet.com Copyright Showeet.comtypes of headlinesHow toAlarmListExclusiveBold promiseQuestionQuickie


Sub-Headlines

Sub-heads can add even greater value to an already awesome headline.

Example: 10 reasons why you should get a physical is a good headline. BUT 10 reasons why you should get a physical - #7 will shock you is even better.

How to use lose 10 pounds in two weeks is great. BUT.. How to lose 10 pounds in two weeks No pills, or nasty diets is more inticing.

Copyright Showeet.com Copyright Showeet.comCapturing attention with visuals

VS.Clip ArtReal picture

Copyright Showeet.com Copyright Showeet.comConnecting


Learn the art of storytelling

Copyright Showeet.com Copyright Showeet.comLearn the art of storytelling

Copyright Showeet.com Copyright Showeet.comElements of a Good StorySetting (where your story takes place)Character (the hero/heroine/protagonist who has adventures)Plot (the events that unfold, the arc of what happens) Conflict (the obstacles the characters encounter)Theme (the resolution of the conflict, what's been learned along the way)or

Orientation (introduction, mood, tone, location, setting) Crisis (the challenge, situation, drama)Escalation (building on the crisis, leading to whats known as climax) Discovery (the revelation. What the audience or character learns)Change (the transformation, what resulted from the learning)


Learn who has the best relationship with your target audience and why

Copyright Showeet.com Copyright Showeet.comUse the Element of Surprise

Copyright Showeet.com Copyright Showeet.comCommunicate

Copyright Showeet.com Copyright Showeet.comCall to Action

Copyright Showeet.com Copyright Showeet.comQuestions?

Copyright Showeet.com Copyright Showeet.comIntroduction to social media

Copyright Showeet.com Copyright Showeet.comJoin the social media revolution

Copyright Showeet.com Copyright Showeet.comI always like to start with this video. I think we all know how important social media can be, but the extent that it has changed our lives and the world is mind-blowing.

2:2028

Copyright Showeet.com Copyright Showeet.comSocial media has evolved into a complicated web that includes hundreds of social channels beyond Facebook, Twitter, and Instagram. That means theres a lot of noise and you have to work harder than ever to have people actually care about what you have to say.

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Social Media Use by Age


Businesses and organizations can no longer avoid social media. A presence is expected. More than 65% of adults use social media. Its not surprising that 90% of young adults are using social media, but the numbers have significantly grown among the other age groups. Since 2010, the number of senior citizens using social media has more than tripled. Social media isnt just for teens anymore.

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FacebookPagesGroupsLive videoTwitterPeriscopeTwitter chatsLinkedIn

Endless OptionsInstagramYouTubeSnapchatPinterestBlogsMobile apps

Photo credit: Matt Hamm

Copyright Showeet.com Copyright Showeet.comThere are many different channels that you could be using. But, you dont need to be everywhere. I always recommend doing just one or two channels really well before your expand to others.

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Beneath the tip of the iceberg

Copyright Showeet.com Copyright Showeet.comThere is a lot that goes into a successful social media strategy from audience analysis to setting goals to engaging in coversations. Strategy, along with content development and measurement, are some of the things well talk about today.

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Who is your audience? Where are they?16-24Most used: InstagramLeast used: LinkedIn25-34Most used: Instagram and PinterestLeast used: Facebook35-64Most used: FacebookLeast used: Instagram

Copyright Showeet.com Copyright Showeet.comOne of the things Darryll spoke about today is defining your audience. Age is just one demographic, but its an important one.

By far, Instagram is most used by the 16-24 age group. They like visual social media. Note that they do still use the other channels, like Facebook and Twitter.

Millennials the 25-34 age group heavily use visual channels like Instagram and Pinterest, too. And while theyre not using Facebook as often as they used to, they still have a presence.

35 to 64-year-olds are the ones heavily adopting Facebook right now.

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Gen ZEight second attention spanPrefer instant/private messagingNot a fan of emailWill account for 40% of all consumers by 2020Twice as likely than Gen Y to shop on mobileTwice as likely than Gen Y to use YouTube3x likelier to open a chat message received through a push notification (rather than an email)Very involved with volunteeringWant their jobs to impact the worldConcerned about humanitys impact on the planetSource: Social Media TodayPhoto credit: Danny Nicholson

Copyright Showeet.com Copyright Showeet.comA lot of data about Gen Z is starting to come out now. Gen Z are those in their very early 20s and younger. Theyre ethnically diverse. They grew up with digital.

1:0034

A few things to keep in mindMobile is keyFacebook is not dying, its shiftingYou dont have to join every new, shiny channel (Snapchat, etc.)Social media doesnt work in a silo

Photo credit: Margaux-Marguerite Duquesnoy

Copyright Showeet.com Copyright Showeet.com:2535

Top Trends in Social Media


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Bite-sized contentDesigned for short attention spansLinking out to more informationIntended to educate, engage and/or entertain

Copyright Showeet.com Copyright Showeet.comSocial GoodHow your organization is giving back and/or how you are helping others give back to their communities

Copyright Showeet.com Copyright Showeet.comUser-generated contentPeople post or submit content (photos, testimonials, etc.)Use the content on other social media channels or for marketing purposes

Copyright Showeet.com Copyright Showeet.comTies to pop culturePopular TV showsFlashbacks: 90s, 80s, etc.ListiclesBuzzfeed quizzes

Copyright Showeet.com Copyright Showeet.comThe CDCs campaign was incredibly successful. It was launched on a Monday and by Wednesday, the server crashed. It tripled their web traffic in comparison to other preparedness messages. People had become used to seeing messages abut hurricane preparedness but these same guidelines applied and the unexpected route got them to check it out! 40

Podcasting"Monthly audio podcast consumption grew from approximately 39 million monthly users in 2014 to approximately 46 million in 2015." - Suzanne Delzio, Social Media Examiner

"Americans now listen to roughly 21.1 million hours of podcasts daily." - Michael Sebastian, Ad Age

Copyright Showeet.com Copyright Showeet.comLive videoPeriscopeThrough TwitterFacebook Live

Copyright Showeet.com Copyright Showeet.comQuestions?


Copyright Showeet.com Copyright Showeet.comSocial Media Strategy Basics

Copyright Showeet.com Copyright Showeet.comWhat is your biggest social media challenge?

Copyright Showeet.com Copyright Showeet.comGet a quick discussion going.46

Why you need a social strategyTo help you evaluate and select the best social channels for your audienceTo help you set SMART social media goalsTo help you evaluate your current social media use

Copyright Showeet.com Copyright Showeet.comBefore you beginTake a baseline: Audit your current social media presenceNote key metrics for future referenceEvaluate the social media and marketing of your competitors and/or peers

Copyright Showeet.com Copyright Showeet.comWhat are people saying about your organization online? What are people saying about your industry in general?Listen & Learn

Copyright Showeet.com Copyright Showeet.comSetting SMART GoalsSMARTSpecificMeasurableAttainableRelevantTime-bound

Copyright Showeet.com Copyright Showeet.comExamples of Goals

ReachEngagementBuild awarenessDemonstrate thought leadershipShift sentimentGain feedbackDrive trafficIncrease likes/followsDrive referralsIncrease attendanceRecruit membersGarner feedbackBuild a communityServe as a resourceDevelop relationshipsAmplify other marketing effortsGenerate views

Copyright Showeet.com Copyright Showeet.comWho is your audience? Where are they?Pick the channel(s) native to and preferred by your audiences

Copyright Showeet.com Copyright Showeet.comIs your brand serious and professional? Or, is it personable and upbeat?Influenced by your audience and their expectationsDifferent topics can require different tonesCrisis communication versus a celebratory announcementVoice

Copyright Showeet.com Copyright Showeet.comThe 5 Ws of Social StrategyWho are you trying to reach?What are you trying to achieve and/or what do you want them to do?When do you want this to happen?Where do you want these people to go?Why?

Copyright Showeet.com Copyright Showeet.comChoosing a channelPick the channel you expect to be most successful and dedicate at least 50% of your energy to itPick two to three other channels you want to further develop and master

Copyright Showeet.com Copyright Showeet.comSetting a timelineFocus on the long haulBuilding a social media audience takes time and consistencyConsider short-term campaigns that are integrated into your main channelsDont create new channels for each new campaign


Copyright Showeet.com Copyright Showeet.comSocial Media Content Development

Copyright Showeet.com Copyright Showeet.comStay True to Your Key messagesWhat should the content you post communicate? What do you want people to do? To feel? To think?


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Be a resource

Copyright Showeet.com Copyright Showeet.com50-30-20Post content that aligns with your goals:50% | Content that inspires, entertains, engages or informs your audience30% | Conversation and interaction20% | Self-promotion and sales

Copyright Showeet.com Copyright Showeet.comAs you become focused on posting content that aligns with your goals, its easy to spend too much time focusing on self-promotion. This 50/30/20 formula can help you find balance in posting content that reaches and engages your audience, while helping your organization or company meet its goals.

Half of the time, focus on posting content that your audience might enjoy, find relevant or find useful. This is about you being a valuable resource or meeting their needs. About thirty percent of your time, focus on conversation. So many people lose sight of the social in social media. Only two of every 10 posts should be blatant self-promotion.

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Amplify reach and engagementInformation, inspiration and resources that your audience wants or needsTag-worthy and shareable visualsA specific call-to-actionRead moreSign upDonateStop by

Copyright Showeet.com Copyright Showeet.comA lot of people worry about how to get likes and follows. But, those are not as important without good content. Without good content, those people who like your page wont see it and, if they do, they wont engage.

The biggest thing is to post information and resources that your audience wants, needs or will otherwise find relevant. Enhance your content with visuals or video. And, always make sure you have a call to action. Ask yourself why you are posting what you are posting. What do you want the audience to do? Visit your website? Sign up?

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Find Content For Each QuadrantFuel your audiences passion and interestInvolve your audience so they feel an authentic connectionSupport your audience by providing relevant information and resourcesShare content that originates from your audience

Copyright Showeet.com Copyright Showeet.comFuelInspire your audience with content that surrounds their points of passion and/or interest that are related to your organization.Entertain your audience with content they find interesting. Invoke an emotional response. Inspire someone to take action.

Copyright Showeet.com Copyright Showeet.comPost relevant stories from internal and external news channelsShare information about exciting industry trendsPost creative infographicsShare videosDevelop top 10 listsShare inspirational or motivational quotes or stories from people your organization impacted

Fuel Examples

Copyright Showeet.com Copyright Showeet.comInvolveFeature real people with authentic stories that connect back to your core brandAsk questions and provide opportunities for the audience to engage with you.Make it personalDrive them to take action (register, volunteer, etc.)

Copyright Showeet.com Copyright Showeet.comPhoto gallery or video from an event Use of brand ambassadors or influencersFeature of a specific doctor, nurse, patient or other personPeriscope/Facebook Live interview with a guest speaker with a Q&ABehind-the-scene lookChallenges or takeoversCall to action to register for an event

Involve Examples

Copyright Showeet.com Copyright Showeet.comSupportProvide resources and news that resonates with and impacts your audienceSeek to anticipate their needs Give them the information they need to take the next step

Copyright Showeet.com Copyright Showeet.comPost about relevant upcoming events Create a checklist to help people plan ahead, take action, etc. Post a guest speakers presentation on SlideShareAnswering FAQsHow-to instructionsResponding promptly to questions

Support Examples

Copyright Showeet.com Copyright Showeet.comShareShare the news about awards and highlightsUtilize pre-existing contentRepost content created by others

Copyright Showeet.com Copyright Showeet.comRecognizing people for their achievementsRetweeting a related post about an eventSharing ideas and informationPosting a photo gallery

Share Examples

Copyright Showeet.com Copyright Showeet.comCOPECreateOncePublishEverywhere

Copyright Showeet.com Copyright Showeet.comContent creation is incredibly time-consuming. You can use the COPE method to overcome this. Create Once, Publish Everywhere. You can easily repurpose the content you create for multiple channels to save time and ensure consistent messaging.

For example, you can do this by taking content from your annual report and putting it onto Facebook. Or, by taking a blog post and posting a link on LinkedIn. You can take an Instagram post and repurpose it on Twitter.

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Content calendarsGoogle Calendar, Excel, Word, Trello, etc. Pre-write content to ensure its balancedUse social media tools to schedule content

Copyright Showeet.com Copyright Showeet.comTarget key posts

Copyright Showeet.com Copyright Showeet.comBroaden or refine reach

Copyright Showeet.com Copyright Showeet.comBalance your content

Live videoEmbedded video (autoplay)Photo albumsCarousel linksSingle photoImage with textLinksText onlyTypical popularity:

Copyright Showeet.com Copyright Showeet.comKeys to SuccessDetermine the goal:Why are you using social media? What do you expect it to achieve?Quality versus quantity: Pick and choose channels; Post your best contentRemember the social in social media:Talk to people, not at themEngagement is more important than followers:1,000 followers who dont engage means nothing


Copyright Showeet.com Copyright Showeet.comMeasuring Social Media Success

Copyright Showeet.com Copyright Showeet.comStrategy

Content

Measurement

Copyright Showeet.com Copyright Showeet.comAfter youve set a strategy and youve implemented great content, you can measure your success. How do the actions you take on social media align with the goals youve set?

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The AlgorithmFacebook has said publicly that its new algorithm is intended to leverage historical data about individual users to predict which content is most likely to be perceived as interesting. (The Light Digital)

Copyright Showeet.com Copyright Showeet.comFacebook is still king there are many channels you can use, but this is the one that has the greatest reach for many people. There are more than one billion Facebook users worldwide.

Facebook uses historical data to predict what content people want to see in their newsfeeds. If your content isnt being seen by your followers, it could be because its not the kind of content your audience actually would engage with (according to Facebooks algorithm). We need to stop blaming Facebook for lack of reach and starting looking at the content were sharing.

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What It Can Mean For YouDetermines whether or not your posts are seen in a persons newsfeedPrioritizes relevant contentHigh preference for video (especially live)Less likely to show click-bait, memes or ad-like posts

Copyright Showeet.com Copyright Showeet.comWhat is relevant content?EngagingInterestingEmotionalPersonalTimely

The content that fits these buckets will vary depending on your audience.

Copyright Showeet.com Copyright Showeet.comYou are probably asking now, Well, what is relevant content?

What interests me as a young married female in a rural area will be much different that the 42-year-old single mother who lives in the city.

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Aligning content to the algorithmPost content that you predict people will like, comment, share, click, etc.Pay attention to time of day due to time decayDont try to game the systemDont link all your social channels together

Copyright Showeet.com Copyright Showeet.comEmbrace analytics

Copyright Showeet.com Copyright Showeet.comInsights






Find data about your posts

Copyright Showeet.com Copyright Showeet.comChoose the best time to post



Individual post details (photo gallery)


Video posts


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Copyright Showeet.com Copyright Showeet.comExport data

Copyright Showeet.com Copyright Showeet.comExport data



Go to ads.twitter.com/user/TWITTERHANDLE/tweets


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View specific tweets

Copyright Showeet.com Copyright Showeet.comMonth-over-month percentage increases in:Reach (individuals who see your content)Impressions (total number of times content is seen)Engagement (shares, retweets, likes, comments, etc.)Highest and lowest performing contentWhat type of content was it? Consider why it performed the way it did.

Data To Track


Copyright Showeet.com Copyright Showeet.comFree and Affordable Tools

Copyright Showeet.com Copyright Showeet.comHootsuite

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Copyright Showeet.com Copyright Showeet.comOther related toolsCoschedule.comBuffer.comCrowdbooster.com

Copyright Showeet.com Copyright Showeet.comPicMonkey.comSquare imagesFacebook cover photosCollages

Copyright Showeet.com Copyright Showeet.comRecitethis.comReciteThis.com

Copyright Showeet.com Copyright Showeet.comPablo.Buffer.com

Copyright Showeet.com Copyright Showeet.comCanva.com

Copyright Showeet.com Copyright Showeet.comPiktochart.com

Copyright Showeet.com Copyright Showeet.comIconosquare

Copyright Showeet.com Copyright Showeet.comTagboard

Copyright Showeet.com Copyright Showeet.comContests, voting, etc. Woobox.comPagemodo.comWishpond.com


Darryll Stinson and Rachel Esterline-PerkinsWhat to do now?

Copyright Showeet.com Copyright Showeet.comGoing from Exposure to ExecutionBrowse the free resources on our website:Stinsontransformational.com/toolsPassword: liveabundant(Remember, the resources will expire in 14 days.)Make a list of action items Identify quick steps Put other projects on the calendar and eat that elephant!


Darryll Stinson and Rachel Esterline-PerkinsThank you! Live Abundantly
