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Tips & Strategies for Effectively Using Social
Media as a Small Businesshttp://www.jbmediagroupllc.com/bellavita/
©2017 JB Media Institute LLC
Co-founder and Lead Instructor of JB Media Institute
www.JBMediaInstitute.com [email protected]
@SarahDBenoit on Twitter and Instagram Sarah Deborah Benoit on Facebook
©2017 JB Media Institute LLC
Today’s Agenda Hour 1
The science of storytellingHow to create a social media strategySocial media tracking and reporting
Hour 2Content strategy
Partnership marketing Video content
Website usability
Stories InspireEmotion & Feeling
Emotion & Feeling Drive Action
Different Types of Stories
MEDIA INSTITUTECopyright 2017 JB Media Institute LLC
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/
Decisions are Made with the Emotional and Rational Sections of Our Brains
MEDIA INSTITUTECopyright 2017 JB Media Institute LLC
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 feelings, are no longer able to make decisions.
How Emotion Affects Memory
MEDIA INSTITUTECopyright 2017 JB Media Institute LLC
http://mercercognitivepsychology.pbworks.com/w/page/32235621/Emotion%20and%20Memory
The limbic system of the brain controls emotions and motivation.
According to scientific studies and brain research, negative and positive emotions have a powerful affect on the human memory and how deeply memories are encoded.
Stories = Emotion = Action
MEDIA INSTITUTECopyright 2017 JB Media Institute LLC
Great stories done with text, graphics, images, videos, downloads, etc 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.
How to Design & Develop a Strategic Social Media Plan
MEDIA INSTITUTECopyright 2017 JB Media Institute LLC
Get Updates from the Source
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
MEDIA INSTITUTECopyright 2017 JB Media Institute LLC
Editorial Calendar● It is essential that you create a schedule so you make the time to work on
social media each week. ● If you are writing a blog how often are you doing it? ● When do you write and when do you upload? ● How frequently can you post? Everyday? Every week? ● What time is the best time for your network? ● Are there events, products, services, projects you want to promote? If so
when are they happening and when are they uploaded to the website?
MEDIA INSTITUTECopyright 2017 JB Media Institute LLC
Content BankCreate a document or spreadsheet where you can store and save: ● links,● ideas,● articles,● blog posts,● website content, and more.
You can also store and share graphics, videos, and more. Repurpose content of all kinds on multiple channels. Use any relevant content from the past to create tweets, updates, posts, etc. Use text, images, graphic designs, and videos.
MEDIA INSTITUTECopyright 2017 JB Media Institute LLC
Listening ToolsThink with Google
www.thinkwithgoogle.com Google Trends
http://www.google.com/trends/Google Alerts
https://www.google.com/alerts Twitter
http://www.twitter.com Social Mention
http://www.socialmention.com/
MEDIA INSTITUTECopyright 2017 JB Media Institute LLC
Multi-Account ManagementHootsuite
https://hootsuite.com/ Buffer
https://buffer.com/ Sprout Social
http://sproutsocial.com/ EveryPost
http://everypost.me/ Joller
https://www.jollor.com/landing
MEDIA INSTITUTECopyright 2017 JB Media Institute LLC
Make a PlanStep 1 = Goal Setting
● What do you want to accomplish? ● Who are you targeting? ● How many new/repeat leads or sales do you need each week, month, or
year? ● What calls to action and conversions will actually grow your business?● How do you define success?
BE SPECIFIC!!!
MEDIA INSTITUTECopyright 2017 JB Media Institute LLC
Make a PlanStep 2 = Choose Your Tools Wisely
● What role does your website play? ● Where do your audiences hang out online? What matters to them? ● Can a blog help you deliver great content? ● Do you have time to learn new tools? ● Use tools that feel intuitive, that you enjoy participating in.
IT’S BETTER TO USE ONE TOOL REALLY WELL, RATHER THAN MANY TOOLS POORLY!!!
MEDIA INSTITUTECopyright 2017 JB Media Institute LLC
Make a PlanStep 3 = Track, Report, Evaluate, Adapt, Repeat● What tracking tools will you have in place?● How often will you review reports? ● Are any of your tools producing results? If so how can you recreate that
approach? ● Can you refine your approach if you are getting results, but not reaching all your
goals? ● Are you realistic about workload and results?
DON’T BE AFRAID!!!
MEDIA INSTITUTECopyright 2017 JB Media Institute LLC
Make a PlanStep 3 = Track, Report, Evaluate, Adapt, Repeat● What tracking tools will you have in place?● How often will you review reports? ● Are any of your tools producing results? If so how can you recreate that
approach? ● Can you refine your approach if you are getting results, but not reaching all your
goals? ● Are you realistic about workload and results?
USE THE DATA TO MAKE BETTER DECISIONS!
Tracking & Reporting
Facebook Insights - simply login to your business page and click “Insights” from the tabs across the top
Twitter Analytics - login to https://analytics.Twitter.com using your Twitter username and password
Instagram Analytics - login to your Instagram business page and click the stats icon in the upper right: https://www.facebook.com/business/help/1717645641840196
Pinterest Analytics - login to your Pinterest business page and click Analytics https://analytics.pinterest.com/
Google Analytics/Social - login to your Google analytics to access your “Social Analytics,” more information on setup and integration for your website here: http://bit.ly/1nnaGCF
Google Analytics>Acquisition>Social
Google Analytics>Acquisition>Social
Content Strategy
©2017 JB Media Institute LLC
30% = Tell Your Story What do you do? What products and services do you provide? Who are your customers or donors? What is their story? What problems do you solve? What questions can you answer? What is your mission? Why do you do what you do? Who are your team members, staff, or employees?
30% = Shine the Spotlight on Others Are their industry leaders you admire? Are their nonprofits or community organizations you support? Are there partners or influencers you work with? Are there other companies or organizations you have aligned with? Are they doing amazing work? Are they active on social media and have an engaged network?
30% = Have a Personality instead of an Agenda What makes you laugh? What fuels your passion? What does your team or staff all agree is entertaining or challenging or funny? What inspires you? What is the flavor of the band? What feeling do you want to leave people with?
30/30/30 Rule
★ Rise to the occasion★ Be unforgettable ★ Live in the NOW ★ Go viral
What Is the Last 10%?
★ Step outside your box★ Take risks ★ Laugh a little ★ Seize the moment
Identify the movers and shakers - who has an active and engaged Facebook page, Twitter network, Instagram following, etc.
Use the @ symbol to tag and mention people in posts, images, videos, etc.
@Tagging & @Mentions
Partnership and Influencer Marketing
©2017 JB Media Institute LLC
According to Forbes Magazine contributor AJ Agrawal “Social media influencers exist on all primary social platforms: Facebook, Twitter, Instagram, and Snapchat…..Influencers are the ones holding everyone’s attention”
The Evolution of Influencer & Partnership Marketing
READ Why Influencer Marketing Will Explode in 2017
● Social Listening - Track Twitter, Facebook, Instagram, Google Alerts, hashtags, blog updates, e-newsletters, and campaigns.
● Who are the Movers and Shakers - Who has an active, engaged network? Even small networks are powerful when they are engaged. Comment, share, react, retweet...get involved in the conversation.
● Look for Local, Regional, National, and International Personalities - Go where your audiences are!
How to Identify Partners and Influencers
● Connect with Niche Audiences - Targeting a niche influencers can reach more qualified people.
● Make it a Win Win Situation - The first move towards a successful partnership is sharing what you can contribute and give.
● Be Transparent and Authentic - Tell the real story of how you came together.
How to Identify Partners and Influencers
Video Marketing
©2017 JB Media Institute LLC
According to HubSpot and HighQ “78% of people watch videos online every week, and 55% watch videos online every day...65% of video viewers watch ¾ of a video...75% of senior executives watch work-related videos at least weekly...500 million people are watching Facebook videos every day...”
Video Content can Attract Big Wins
READ Why You Need to Focus on Video Marketing in 2017
● Buy and Test DIY Equipment - Use phones or tablets and test audio, lighting, and the shot frame. Buy a tripod and a microphone.
● Do Keyword and Hashtag Research - Create videos that coverage topics, issues, questions, concepts, ideas, humor and more that your audiences need and want. Write clear video titles and descriptions. What hasn’t been done by your competitors?
● Include Video Captions and Transcriptions - Make your story can be heard even without the sound.
Tips for DIY Video Marketing
● Repurpose Video Content Everywhere you Can - Amplify your message. Upload videos to social media accounts like Facebook and Twitter, embed videos on your site, on blog posts, and in e-newsletters.
● Go Live - Don’t be afraid to try Facebook Live, Youtube Live, Periscope, or Instagram Stories. Invite your network to share special moments with you.
● Go Mobile and Be Creative - Try video apps like Hyperlapse or Boomerang for Instagram, make your content stand out.
Tips for DIY Video Marketing
Website Usability
MEDIA INSTITUTECopyright 2016 JB Media Institute LLC
©2017 JB Media Institute LLC
According to writer Tracy Vides of UsabilityGeek.com “In an effort to make sites aesthetically pleasing, designers often sacrifice usability. This is a crime, considering that if the user does not find a clear value proposition within the first 10 seconds, they are very likely going to bail out. The site needs to MAKE ITS PURPOSE OBVIOUS THROUGH ITS DESIGN.”
Website Usability is Key to Digital Success
READ How Intuitive Web Design Is the Key to Better Conversions
● Use Google Analytics - How long do people stay on the site? What pages are most popular? Set up Goals to track conversions.
● Make Mobile Design Top Priority - The majority of people on the internet now use mobile devices. What does your site look like? Are you calls to action clear? Do all features function? Test on Google.
● Try Different Page Layouts - Test different versions of the homepage and key landing pages. See what converts the best!
User Experience is Your Top Priority
● Make Calls to Action Simple and Visible - CTAs need to stand out on a page and whenever possible be above the fold.
● Navigation Must Be Clean and Easy - Avoid clutter in your menu. Make sure people move around the site quickly and easily.
● Don’t Overwhelm People - In the US our brains can’t handle more than 3 choices at once. On each page offer simple options with a clickable chance to see additional options. Usable, easy to follow site architecture matters!
User Experience is Your Top Priority
Questions
Thank You for Being Here! ©2017 JB Media Institute LLC
Co-founder and Lead Instructor of JB Media Institute
www.JBMediaInstitute.com [email protected]
@SarahDBenoit on Twitter and Instagram Sarah Deborah Benoit on Facebook
©2017 JB Media Institute LLC
