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Social Media Club Great Lakes Bay presents: Content: Social Ammunition by Quicken Loans. Where: Best Western Birch Run When: Friday, December 6th, 2013 at 10:00 a.m. Join Sean T. Johnston from Michigan based Quicken Loans as he speaks on Content: Social Ammunition. Premier Sponsor: United Financial Credit Union December Sponsors: Tim Hortons & Best Western of Birch Run Giveaway by: Premium Outlets Birch Run REGISTER HERE: http://bit.ly/17NY18Y This event will take place at the large conference room at Best Western of Birch Run off I-75 in Birch Run. Content is the bullet that fires from the gun of social networks. In this talk, Sean T. Johnston from the Quicken Loans Social Media Team will discuss the best ways to design, manufacture and stockpile this ammunition so that your social guns are never empty. This high-velocity discussion will be part content strategy, part copywriting, part analytics, and all useful information on how to generate and deploy the most impactful content on the right channels. Sean has worked with a wide variety of businesses, from local landscaping companies to major automotive manufacturers (including Chrysler, Jeep and Ford), to create content that engages fans and grows brands. He currently works for Quicken Loans leading their organic and paid social content efforts.
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WelcomeDecember Event
@smcgreatlakes | #smcglb | /smcgreatlakes
Premier sponsor:
unitedfinancialcu.org | /unitedfinancialcu | @unitedfincu
Venue sponsor:
bestwestern.com
December sponsor:
timhortons.com | /timhortonsus | @timhortonsus
December Partnership:
birchrunchamber.org | /birchrunhappenings | @brchambercvb
Giveaway sponsor:
premiumoutlets.com | /premiumoutlets | @premiumoutlets
Speaker sponsor:
/zakskandy
Today's Agenda
Get connected with us
Announce our mission & partnerships
Introduce the team
Hear from today's speaker - Sean T. Johnston
Reveal January's event
Giveaway
Connect With Us
SMCgreatlakes.com powered by: NextMedia 360
facebook.com/SMCgreatlakes
twitter.com/SMCgreatlakes | #smcglb
By phone: 989.941.6490
Text alerts: SMCGLB to 313131
Our Mission
Mission - To educate and enhance the use of social media, for professional purpose throughout the Great Lakes Bay Region.
!
Social Media - Internet based tools for two-way communicating, sharing and discussing information.
Statewide Partnership
Social Media for Non-Profits Panel
December 10th 5:30 pm
Stober’s Bar - Lansing
Find out more at SMAMi.org
Local Partnership
Holiday Affair with Chocolate & Creatives
December, 12th 6:30 pm
Populace Coffee - Bay City
Facebook.com/ aafgreatlakesbay
Visit: aafgreatlakes.org
The TeamJeff DeHaven - President
Will Hard - Vice President
Erin Poltorak - Treasurer
Celeste Ivon - Events
Tyler Heitzman - Events
Heidi McIvor - Sponsorship
Alisha Beckrow - Sponsorship
Derek Dewey - Communications
Kelsi Hass - Communications
Shelby Stine - Recruitment
GREAT LAKES BAY
SOCIAL MEDIA CLUB
grea t l akes bay
Special thanks to:
Today’s Speaker
Sean T. Johnston
Quicken Social Media Team
Content: Social Ammunition
@RespectTheT
GREAT LAKES BAYSOCIAL MEDIA CLUB
CONTENT: Social Ammunition !
Presented by: Sean T. Johnston, Quicken Loans
About MeGraduate of Central Michigan University, 2006 !Occupation: Failed Weatherman/Social Media Jack-of-All-Trades !Former Employers: Phoenix Marketing International, BBDO Detroit, Team Detroit, Chili’s Tex-Mex Bar & Grill !Twitter: @RespectTheT (Hope you like baseball and baby pictures)
About Quicken Loans• America’s largest online mortgage lender (3rd Overall) • Social staff of 8 full time, 4 interns • Active On: • Facebook – /quickenloans & /quickenloansracing • Twitter – @quickenloans & @QLRacing • Instagram – Quickenloans • Vine – Quicken Loans • Pinterest – /quickenloans • YouTube – /quickenloans
• Monitoring Staff works from 8am-Midnight 7 days a week /365 days a year
• During business hours, we’ll respond to clients within 3-10 minutes (Industry-leading)
Objectives For Today1. Novices – To leave here today with an
understanding of how to build and execute a social content plan across your social media footprint !
2. Experts – To learn additional tips and tricks to maximize the effectiveness of your content across your social media footprint
A Word On NetworksWe will focus on Facebook, Twitter, YouTube, Instagram and Vine. !
• Why Not Google+? Content rules for G+ are similar to Facebook. Use the insights interchangeably.
!
• Why Not LinkedIn? Content rules for LinkedIn are the same as Facebook, only extract the fun.
Offense vs. Defense• Outgoing Content • Blogs, Posts,
Tweets • Photos • Non-customer
service interactions
• Customer Service • Brand/reputation
management • Public relations
Where are your efforts concentrated?
The Social Content PlanA good social content plan answers these questions and serves as a guide for creating and maintaining your brand. !
• What is my goal? • Who is my audience? • Where should I be active? • How will I execute? • When should I post?
What Is My Goal?
What Is My Goal?Commander’s Intent: A public and well-understood description of your desired outcome as it relates to the purpose of the operation, and key tasks to accomplish. !
!
If you can only remember one thing, remember this.
What Is My Goal?The intent of your social media operations will vary based on your willingness to engage your audience. !
Low Engagement (Listening)
High Engagement (Interacting)
Market Research
“Social Publishing”
Customer Service
Sales & Lead Generation Education
What Is My Goal?The most successful brands on social do all of these well. But it’s okay to focus your efforts. !
Market Research Social media is a powerful tool that allows you to monitor trends and consumer sentiment.
Sales & Lead GenerationE-commerce integrations allow your fans to buy right from select properties, active listening can intercept potential customers.
Customer Service Social is a two-way medium, your fans will have problems and they will voice their displeasure on social. Be ready.
Education Share your expertise, your insight and news and information about your products.
“Social Publishing” Take part in the larger conversation by finding ways to relate popular culture back to your brand.
Who Is My Audience?
Who Is My Audience?
Which of the following products is more exciting?
World-class Italian Sports Car Enterprise software
OR
Who Is My Audience?
Ha. Trick question.
The answer is both. !
Your products and services are exciting to anyone who would become a fan of your brand
on social media. !
The question is, how did you acquire them?
Who Is My Audience?
Organic Sweepstakes (Non-Likegated)
The less you require your audience to become your fan, the more engaged they will be.
Who Is My Audience?So, they’re here now. What do I do about
them? !
• Understand their demographics • Male vs. Female • Age breakdowns • Geo-location • Identify the community influencers/
rabble-rousers • Discover their content preferences • Trial and Error
Who Is My Audience?
Better Insights = Better Content = Happier Fans
Who Is My Audience?What tools can I use?
Free Paid
Facebook Insights Simply Measured
Simply Measured - Free Twitter Follower Report Simply Measured
YouTube Audience Demographics Simply Measured
Simply Measured - Instagram User Report Simply Measured
* Side Note – I don’t work for Simply Measured.
Where Should I Be Active?
Where Should I Be Active?Short Answer: Wherever conversation about your brand is taking place. !
Long Answer: Social channels that your fans, customers and aspirational targets are using. !
Considerations: • Staffing • Visual appeal of your brand • Return on Investment
!
Where Should I Be Active?
“Anything worth doing, is worth doing right.” - Jimmy Dugan
Where Should I Be Active?
Not Visually Appealing Visually-Appealing
Older
Younger
TwitterVine
Where Should I Be Active?
Sales Generation Brand Awareness Activity
Level
High High High
Medium High High
Low High Medium
Low Medium Medium
Low High Medium
Low Medium Low
How Will I Execute?
How Will I Execute?Remember the Dinner Party Rule.
How Will I Execute?Hit the Social Sweet Spot.
Stuff that’s important to my brand/objectives
Stuff that’s relevant and
important to my audience
Products
Corporate News
Sales
SponsorshipsThought Leadership
Brand Awareness
Cat Videos
Miley CyrusLists
Pop Culture
Memes???
How Will I Execute?All social content has a nucleus:
How Will I Execute?
Blog
Photo VideoText
How Will I Execute?
Photo
Video
Text
Advantages ChallengesHighly-engaging,
performance-enhancing
Requires production, legal implications of
sharing
Informational, emotional
Production resources,
attention spans
Easy to produce, can be engaging
Difficulty engaging, bland
How Will I Execute?It’s ok to share. In fact, it’s great.
!
1. Share relevant news articles with commentary and attribution.
2. Highlight fan content by sharing and RT-ing.
3. It’s ok to use photos if you give the creator credit.
4. Use Creative Commons Search.
How Will I Execute?
!Strong call to action
Reason – Directs activity
!Photo as attachment
Reason – Engaging, Edgerank +
!Hashtag
Reason – Searchable, larger conv.
!Tagged
Reason – Audience expansion
!Photo is iconic to brand
Reason – Engagement, relevant
!Shortened Link
Reason – Better tracking
Anatomy of a Successful Facebook Post:!Short Copy, <140 characters
Reason – Easy to read
How Will I Execute?Edgerank – Why your content is seen or not seen.
∑ Ue We De U - Affinity W - Weight
D – Time Decay
How Will I Execute?
Courtesy of WhatIsEdgeRank.com
How Will I Execute?This just in! What a scoop!
Hot – Relevant News Articles Not – Memes, “Low-quality content”
!“We’ve noticed that people enjoy seeing articles on
Facebook, and so we’re now paying closer attention to what makes for high-quality content and how often articles are clicked on from News Feed on mobile,”
report Facebook engineers Varun Kacholia and Minwen Ji. !
“What this means is that you may start to notice links to articles a little more often.”
How Will I Execute?
!Short Copy, <120 characters Reason – Easy to read, RT-able
!Photo included
Reason – Engaging, eyecatching
!Hashtag
Reason – Searchable, larger conv.
!Quote
Reason – Taps into collective conv.
!Shortened Link
Reason – Intriguing destination
Anatomy of a Successful Tweet:
How Will I Execute?5 Tips for Better Tweets
!
1. Talk like a human, not a press release
2. Less is more 3. Be engaging, aim for the share 4. Join the conversation 5. Stay timely, stay relevant
How Will I Execute?
!Product/Relevant
Reason – Search, shorthand
!Iconic & Branded
Reason – Shows human side of brand
Anatomy of a Great Instagram Photo:
!Engaging
Reason – Search, shorthand
!Hashtags
Reason – Search, shorthand
How Will I Execute?5 Tips for Growing an Instagram Following
!
1. #Hashtags #UseThem #VeryImportant
2. Engage with followers & targets 3. Mix business with pleasure 4. Go behind the scenes 5. Give them a reason
When should I post?
When Should I Post?
Rule of Thumb Deeper Dive
1pm, 5pm, 8pm Insights > Posts > When Your Fans Are Online
1-3pm Ads > Timeline Activity/3rd Party
Depends Google Keyword Tool
Off Hours (7pm-10pm) 3rd Party Tools
Varies Trial and Error
Bottom Line
Bottom Line!
1. Have an objective for your social channels and build your content around it
2. Social is a two-way street, talk as much as you listen
3. Understand and listen to your audience to make better content decisions
4. Speak to your audience like a friend, not a brand
5. Build your content around photos, videos and interesting text, use social as distribution channels !
!
Thank You! Questions?
“Oh, SH*T, I’m Under” Time-Killers
Creating Sticky ContentMade to Stick: Why Some Ideas Survive and Others Die, By: Chip Heath and Dan Heath
!
Six Principals of Sticky Ideas 1. Simplicity – Keep it simple and profound 2. Unexpectedness – Surprise your audience 3. Concreteness – Be clear and tangible 4. Credibility – Make them believe 5. Emotions – Use feelings to convey your point 6. Stories – Tell stories to inspire action
Conversation StartersWhat to say when you have nothing to talk about.
Brand-relevant Fill-in-the-blanks Fan of the Week #realtalk How To’s
Market Research Hacks/Insider Tips Story relay Caption Contests
Product Brackets Repurposed Memes Inspiring Pictures/Quotes Photo Conversations
True or False Stupid Questions Choose Your Own Adventures
Timely “What’s your favorite…”
Employee of the Month/Week Fan Shares Statistics Company Dialogue
Speaker sponsor:
/zakskandy
January’s EventSoaring Eagle Waterpark and Hotel Mount Pleasant
Linda Girard
C0-Founder & President of Pure Visibility
Social Media is SEO’s BFF
$5 per person
January 31 @ 10:00 am
SIGN UP TODAY!
Today's Giveaway
!premiumoutlets.com | /premiumoutlets | @premiumoutlets
Special thanks to:
Thanks for attending... See you January 31st!