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Sarah BenoitCo-founder and Lead
Instructorof the JB Media Institute
©2018 JB Media Institute LLC
Social Media for Business
©2018 JB Media Institute LLC
Choose Your Tools Wisely
B2C Business to Consumer
©2018 JB Media Institute LLC
Facebook©2018 JB Media Institute LLC
Facebook Tools
©2018 JB Media Institute LLC
Personal Pages
Personal = Friends Business = Likes
Groups = Members
Group PagesBusiness Pages
The Original Facebook Algorithm
©2018 JB Media Institute LLC
Edgerank is what they called the original Facebook algorithm. The algorithm controls what content shows at the top of your newsfeed.
Content with more “edges” was given higher priority in the news feeds. “Edges” could be created with links, photos, videos, shares, comments, likes, and more
http://tctechcrunch2011.files.wordpress.com/2010/04/edgerankform2.png
Facebook Tips
©2018 JB Media Institute LLC
1. React to, Share, Comment on, and Tag other businesses/organizations/partners in your network as your Business Page. Identify the most active “movers and shakers” and make them the focus of your weekly outreach.
2. Post consistently 3 - 5 times per week minimum, test different times.
3. Post photos, videos, and links whenever possible. Think multimedia.
Facebook Tips
©2018 JB Media Institute LLC
Use the Facebook Scheduler on your Facebook business page if you want to schedule posts in advance.
Upload video files directly to Facebook so the autoplay feature and
performance tracking are on.
Quick Tip
Quick Tip
Facebook’s Shop tab can be connected to Paypal or Stripe to sell directly. If you have
a shopping cart with WooCommerce, Shopify, or BigCommerce you can connect
Facebook to your cart.
Facebook Insights
©2018 JB Media Institute LLC
Facebook includes its own tracking and reporting through Facebook Insights.
©2018 JB Media Institute LLCInstagram
Instagram Business Pages
https://www.facebook.com/business/help/502981923235522 ©2018 JB Media Institute LLC
Instagram Business Pages
©2018 JB Media Institute LLC
Instagram Business Pages
©2018 JB Media Institute LLC
Instagram Tips
©2018 JB Media Institute LLC
1. Engage and tag others in photos whenever possible. Follow others, like or favorite their images, comment on their content.
2. Research and use relevant hashtags. Use up to 25 of them!
3. Post regularly – 3 to 5 times per week minimum. Daily is best.
Use apps to enhance your content:
● OverQuick to add text to images using your smartphone.
● Boomerang to make looping mini videos.
● Hyperlapse to make time lapse videos.
Quick Tip
Instagram Stories
©2018 JB Media Institute LLC
Instagram Stories
©2018 JB Media Institute LLC
Instagram Scheduling
©2018 JB Media Institute LLC
Hootsuite:https://hootsuite.com/resources/how-to-add-instagram-to-your-hootsuite-dashboard
Schedugramhttps://schedugr.am/
Instagram Insights
©2018 JB Media Institute LLC
Use Instagram Insights to track impressions and engagement. You can also view follower demographics.
©2018 JB Media Institute LLCPinterest
Pinterest Tips
©2018 JB Media Institute LLC
1. Make sure 30% (-ish) of your Pins have links to your website and take people to original content or directly to products in your store.
2. Post or Pin new images multiple times per week. They can be your own products/images or the images and curated content that is relevant to your audiences.
3. Graphics made for Pinterest must be laid out so they have the maximum impact on Pinterest. Learn how to edit images and create your own messaging via programs like Photoshop, Canva, Pixlr, BeFunky.
©2018 JB Media Institute LLC
Pinterest Buyable PinsIf you use one of the following e-commerce platforms: BigCommerce,
Salesforce Commerce Cloud, or Shopify. Once you’re ready to start
creating Buyable Pins, use the Official Buyable Pins Guide. You’ll find tips
and best practices to help you get started and read about common issues.
Additional links:
https://business.pinterest.com/en/buyable-pins https://about.pinterest.com/en/shopping-pinterest
©2018 JB Media Institute LLC
Pinterest Rich Pins
Pins have always been more than just images. They’re things to do, like recipes to try and articles to read. Rich pins turn your images into calls to action.
Now when you tap a Rich Pin to see it close up, you’ll see “Buy it,” “Make it,” and “Read it” buttons. These buttons make it easier for people to tap away and take action on your Pins when they’re on a small screen.
https://business.pinterest.com/en/rich-pins
©2018 JB Media Institute LLC
Pinterest Rich Pins
1. Add code to your website.2. Confirm the code has been properly set up by validating a
website page with their validation tool. 3. Click the Apply button to confirm your Rich Pins with
Pinterest.
https://developers.pinterest.com/docs/rich-pins/overview/?
©2018 JB Media Institute LLC
Pinterest Scheduling
Tailwind (includes Instagram):https://www.tailwindapp.com/
ViralTaghttp://www.viraltag.com/
©2018 JB Media Institute LLC
Pinterest Analytics
Use Pinterest’s Analytics feature to track and report on your network growth, demographics, and activity. You can also track impressions and engagement.
B2B Business to Business
©2018 JB Media Institute LLC
Twitter©2018 JB Media Institute LLC
Twitter Tips
©2018 JB Media Institute LLC
● #1 Rule – Follow others and they will follow you!
● Tell your customers and partners you are available on Twitter. Use the Follow button on your website.
● Choose people you follow wisely, look for potential customers, as well as companies or people that could send you multiple customers. Connect with media.
©2018 JB Media Institute LLC
● Invite the back and forth, participate in the community. Mention, Reply, and Retweet with key partners and influencers.
● Research and use #hashtags. Great ways to research hashtags can be found here: http://www.hashatit.com, https://www.hashtags.org/, https://ritetag.com, https://tagboard.com, and http://tagdef.com.
● Share photos and videos to visually engage your audience and provide credible, relevant resources. If possible upload video files directly to Twitter for better performance tracking.
Twitter Tips
©2018 JB Media Institute LLC
Mentions are tracked on your account and Analytics can be found here https://analytics.twitter.com/ or in the menu of your account once you are using it regularly. Third party software and multi-account management tools can also be used to track more deeply.
Twitter Analytics
LinkedIn©2018 JB Media Institute LLC
LinkedIn Tips
©2018 JB Media Institute LLC
1. Complete your profile. Your profile on LinkedIn is like a resume, you want to make sure it contains all relevant information.
2. Use keyword phrases in the summary section and in the descriptions of your most relevant jobs and past experience whenever it is relevant.
3. Publish regularly on LinkedIn if you are looking to establish yourself as a thought leader. Or share links to the blog posts you are writing and any other content on your website.
Join relevant Groups and set a time schedule for interacting in groups.
Choose Groups that are active.
Quick Tip
Create a LinkedIn Company Page.
This works best when you have multiple
staff members on Linkedin.
Quick Tip
©2018 JB Media Institute LLC
Social Content Branding
Social Content Branding
©2018 JB Media Institute LLC
ValuesVisuals StoriesAudiences
Your audience is not EVERYONE. Your audiences are small groups or niches that want you to connect with them personally. Make them feel something and they will become customers, supporters, advocates.
Different Types of Stories
The “Story of Self” What desires motivate you? What experiences inspired you to work in your field or pursue your line of work. What values do you have as a professional and why? Where did those values originate from? How did you arrive at this moment in the business?
The “Story of Us” Are you part of a community or team that shares your values? How do you work together towards a common goal? How can others work with you? What kind of experiences challenges, and resources do you all share?
The “Story of Now” Is there an urgent challenge to face that is calling you and your team or community to action? What path will you take to achieve our goals? What can people do in the moment? What is the outcome if people act now?
http://workshops.350.org/toolkit/story/
©2018 JB Media Institute LLC
Decisions are Made with the Emotional and Rational Sections of Our Brains
Antonio Damasio professor of neuroscience at the University of Southern California and head of the Brain and Creativity Institute has spent decades exploring the relationship between the brain and consciousness.
CONCLUSIONS:
1. Emotions play a central role in decision-making. 2. People with injuries or illnesses that affect their ability to have
emotions, and therefore feel, are no longer able to make decisions.
©2018 JB Media Institute LLC
Stories = Emotion = Action
Great stories are relatable and stir feeling.
Feeling motivates people to take actions - like making a donation, completing a volunteer form, buying a ticket for an event, sharing content, or signing up for a newsletter.
©2018 JB Media Institute LLC
Social - Mobile
Almost 80% of time spent on social media platforms happens on mobile.
©2018 JB Media Institute LLC
Design for the Different Social Communities
©2018 JB Media Institute LLC
● Social Media Today’s 2018 Social Image Sizing Guide● Sprout Social’s 2018 Social Image Sizing Guide● Use hashtags on regularly on Instagram and Twitter,
moderately on LinkedIn and Pinterest, and almost never on Facebook.
● Understand why people use certain social channels. ● Create video content at the proper length.
Why Do People Use Social Media?
©2018 JB Media Institute LLChttps://blog.globalwebindex.com/chart-of-the-day/social-media/
Many people want to: ● Connect and communicate with
friends and family● Be entertained and laugh● Keep up with news, events, and
trends● Share ideas and information with
people that care about the same issues, passions, and subjects.
● Find services or products or recommendations for services and products
Hubspot Video Studies
©2018 JB Media Institute LLChttps://blog.hubspot.com/marketing/how-long-should-videos-be-on-instagram-twitter-facebook-youtube
Social media accounts are excellent opportunities to build your brand by
providing exceptional customer service and encouraging reviews.
Quick Tip
Example: Biblio.com
©2018 JB Media Institute LLC
If you have a physical location make sure your NAP (name, address, and phone
number) is the same on your website as it is on social media, as it is on sites like
Yelp, Google My Business, Bing Places, or TripAdvisor.
Quick Tip
Example: Harvard
Bookstore
©2018 JB Media Institute LLC
Example: Harvard
Bookstore
©2018 JB Media Institute LLC
©2018 JB Media Institute LLC
Social Research and Strategy (AKA Listening)
1. Read all comments and reviews.
©2018 JB Media Institute LLC
● Reply to ALL feedback, positive and negative.
● Treat people online the same way you would in person.
● Show people that you care about their experience.
2. Learn from the competition.
©2018 JB Media Institute LLC
Find out how your competitors’ brands and social accounts are performing and what they are doing.
Free Tools:
● Google Alerts ● SharedCount.com● Klear.com● Hootsuite.com
Paid Tools
● Buzzsumo.com● Mention.com● Brand24.com● SproutSocial.com
3. Research hashtags & keyword terms.
©2018 JB Media Institute LLC
Find out how people search online for topics related to your products and services.
***Make note of niche audiences.
Hashtag Research Tools● Hashtagify.me● Hashtags.org● Ritetag● HashtagTracking
Keyword Research ToolsAnswer the Public Keyword.ioWordstream Keyword ToolMoz.com Keyword Explorer
4. Collect customer feedback.
©2018 JB Media Institute LLC
Ask your current and past customers and clients to share their experience.
Google Forms (Google Drive):Design forms for free and turn them into spreadsheets. Survey Monkey:Design your own surveys and collect data. Feedback cards/table cards:Display comment cards with social media handles on tables/counters.
5. Analyze your Insights and Analytics.
©2018 JB Media Institute LLC
Take a look at your current tracking data to see what people are relating to most.
★ Reach/Impressions - the number of people who see your content★ Engagement/Engagement Rate - the number of likes, comments,
shares, retweets, hearts, etc. and reach divided by engagement equals the engagement rate.
★ Posts/content performance - content engagement and reach stats ★ Network growth - new likes, followers, fans, pins, etc.★ Website traffic/conversions - website visitors and conversions from
social networks (requires Google Analytics and Goals)
Use keyword research to generate ideas for website content and to
optimize pages and posts.
Quick Tip
In Facebook Insights there is a section called “Pages to Watch”
where you can track up to 5 business pages.
Quick Tip
©2018 JB Media Institute LLC
Social Content Development and Optimization
Audience Segmentation
©2018 JB Media Institute LLC
Your social media audiences are made up of different groups of people that care about different things i.e. niches.
Don’t forget your audiences are made up of current and past customers, as well as prospective new customers.
Multimedia Content
©2018 JB Media Institute LLC
Don’t be afraid to try new things!
★ Live streams★ Video content★ Slideshows/carousels★ Stories★ Boomerangs★ Collages★ Groups★ Articles/blogs
What do the people
want or need?
Content Banks
©2018 JB Media Institute LLC
Have a place online (i.e. Google Drive, Dropbox, Slack, Asana, Basecamp) where you can store content ideas like links, screenshots, photos, videos, event coverage, etc.
Why? It makes it as easy as possible for other people to contribute and makes repurposing content across channels simple.
Content CalendarsOutline at least 2 weeks of content in advance. Include events, sales, news, etc.
Why? This allows you to make some time for real time content and engaging.
Create a system where you can go on vacation, take a sick day, or get a promotion and pass the social media responsibilities.
Avoid the “Me, Me, Me” Approach
©2018 JB Media Institute LLC
Only 30% of your organic content should be promotional. The rest should shine the spotlight on others or simply share your brand’s values and personality.
Make time for posting and participation.Don’t just post on social media. Comment, react, and share. Be a part of the community.
In Jab, Jab, Jab, Right Hook entrepreneur and social media expert Gary Vaynerchuk explains that social media success comes from the Give, Give, Give, Ask formula.
©2018 JB Media Institute LLC
Social Content Distribution and Promotion
News Feeds
©2018 JB Media Institute LLC
Getting to the top of social news feeds is the key to increased Reach and Engagement, which lead to an increase in followers and fans.
News feeds are run by algorithms that are run by artificial intelligence that learns from people’s behaviors what they want to see most.
Facebook created news feed values, one of which is “Constant Iteration.” It is their
commitment to consistent innovation and adaptation of their algorithm technology. Watch the Facebook
Newsroom to stay up to date.
Quick Tip
Partnership Marketing
©2018 JB Media Institute LLC
Join forces with partners, influencers, and other businesses or organization in your community that have active, engaged networks.
★ Tag each other’s accounts★ Share each other’s posts★ Engage in conversations★ Campaign together★ Boost or promote content on each other’s pages
Landing Pages
©2018 JB Media Institute LLC
When people click from your social media to your website they must land on a page with clear calls to action so they convert.
Anatomy of an Successful Landing page
★ Headline and sub-headline★ Call to action★ Graphic, image, or video that gets and keeps attention★ Testimonials/Reviews/Accolades★ Benefit list/Offers/Incentives
Test your landing pages to ensure they produce conversions. Use Google
Analytics Goals or Funnels, and human feedback to ensure great usability.
Quick Tip
Events
©2018 JB Media Institute LLC
Be prepared for sales and registrations: ● Facebook Event Pages or website page with links to Paypal,
Square, or Stripe (if applicable) ● Eventbrite/Brown Paper Tickets
Prioritize events that are the most important.Make sure you have content before, during, and after. Create live coverage of the event whenever possible.
1. Share Facebook Live streams on Facebook Event Pages.
2. Use the discussion feature to update people every week.
Quick Tips
©2018 JB Media Institute LLC
Example: Firestorm Books
Social Advertising
©2018 JB Media Institute LLC
Get to know your ad managers.
Before you boost a post, promote a tweet, or promote a pin learn how the ad manager works. This will help your social advertising more effective.
Men and women within 60 miles of your location that have kids.
Social Advertising
©2018 JB Media Institute LLC
Build and save qualified audiences. Target people with specific demographics,
behaviors, likes, and dislikes.
For example:
Moms within 60 miles who are parents of elementary school age kids, that shop at Whole Foods, read O Magazine, and like yoga.
Social Advertising
©2018 JB Media Institute LLC
Test Ad Copy, Graphics, and Audiences
Create different campaigns using different content and audiences to identify what gets more engagement and conversions.
Run ads for a minimum of 2 weeks so you gather enough data to make a comparison.
Social Advertising
©2018 JB Media Institute LLC
Important Concepts
● Content promotions ● Ad campaigns and objectives ● Remarketing or retargeting
Use Facebook’s built in Split Testing to compare ad content or audience
performance. Follow Facebook’s best practices for split testing.
Quick Tip
Political, activist, entrepreneurial, and tech audiences can be cultivated with
Twitter ads.
Quick Tip
B2B ad campaigns can target very specific professionals on LinkedIn.
Quick Tip
Target women who love online shopping
on Pinterest.
Quick Tip
Google Analytics>Acquisition>Social
Google Analytics>Acquisition>Social
Get Updates from the Source
©2018 JB Media Institute LLC
https://newsroom.fb.com/https://blog.twitter.com/https://business.twitter.com http://blog.business.instagram.com/https://business.instagram.com/ http://blog.business.instagram.com/https://business.pinterest.com/en LinkedIn Sophisticated Marketers Guide to Thought Leadership
#d2cc2d
ResourcesJB Media Institute
Free Learning● Free Monthly Webinar: Our next Digital Drop-in is Wednesday
November 7 2018,● Free Digital Marketing Toolkit
Online Learning ● Introduction to Content Marketing Course● JB Media Institute Online: Last cohort of 2018 begins this week
Peer Mentoring and Coaching ● JB Media Institute All Access Cohort: Cohort accepts new attendees
in October and November contact [email protected] for more info.
Thank You for Being Here! ©2018 JB Media Institute LLC
#d2cc2d
Thank you!
Sarah Benoit Lead Instructor & Co-founder of JB Media Institute-President of Creative Original, Inc. (828) [email protected] www.AshevilleWebDesign.net
Connect with me on social media!
http://www.facebook.com/SarahDBenoithttp://www.twitter.com/SarahDBenoithttp://www.linkedin.com/in/SarahDBenoit http://www.google.com/+SarahBenoitavlhttp://www.instagram.com/sarahdbenoit