Social Media Strategy Workshop

www.imaginedc.net info@imaginedc.net @wefightugly
SOCIAL MEDIA
STRATEGY
WORKSHOP
Presented by Patrick King
Founder + CEO, Imagine
patrick@imaginedc.net

1 INTRODUCTIONS
2 THE STATE OF SOCIAL MEDIA
3 SOCIAL MEDIA PLATFORMS
4 CRAFTING CONTENT
5 BEST PRACTICES
6 MEASURE & REFINE
7 CLOSING Q&A
Workshop
overview

INTRODUCTIONS
1

PRE-SESSION QUESTIONS
• What do you want to get out of this workshop?
• What is your current social media level?
• How do you use social media yourself?
• How do you use social media for your business?
• Are the two aligned?

EXPECTATIONS
• I probably won’t have all the answers.
• I’m not here to sell you on using social media.
• 100% of what I talk about won’t apply to
100% of you.
• This is going to be punchy – I’m going on
vacation.
• This will be worth your time.

THE STATE OF
SOCIAL MEDIA2

Prepare for some overload…

THE AVERAGE USER SPENDS
OVER 2.5
HOURSONLINE EVERY SINGLE DAY.*

700
million
PEOPLE CHECK FACEBOOK BY
MOBILE EVERY SINGLE DAY

WHILE INTERNET
EXPANSION IS COOLING
OFF, SOCIAL MEDIA
ADOPTION ISN’T.

MORE TRENDS WE’VE SEEN…
• Social is catching up with search in the
product research phase of the buying cycle.
• Social commerce is on a solid rise.
• Dark social usage is now of a size worth
tracking.
• All platforms are trying to cater to social
video.
• Organizations are empowering their people
to do the selling for them.

SOCIAL MEDIA
PLATFORMS3

The current landscape

FACEBOOK AND
YOUTUBE ARE TIED FOR
U.S. SOCIAL MEDIA
USAGE.

CHOOSING YOUR PLATFORMS
• Social media shouldn’t be your only strategy.
• SMBs should tackle no more than 3-4 platforms.
• Larger companies manage an average of 6.

FACEBOOK PROS/CONS
• Everyone is there:
– Pro - big audience and adoption
– Con - hard to get content seen
• Brand exposure is stifled
• Very selective on what
people see

INSTAGRAM PROS/CONS
• 58x more engagement per follower than FB
• 120% more engagement than Twitter
• Connects with FB for split advertising budgets
• No links, so feeding a funnel can be a challenge

LINKEDIN PROS/CONS
• Strictly professional
• Made for B2B, B2G research
• Groups allow for thought leadership and
relationship-building
• Don’t spend on advertising

PINTEREST PROS/CONS
• Excellent for sharing
visuals.
• Most advanced in
social commerce.
• Audience has the
highest tendency to
buy.

Snapchat pros/cons
• Strictly entertainment
• Fun storytelling tools for B2C
• Skewed younger, but doubling
in year-over-year growth
• Can be skipped by most (IG
or FB stories)

Twitter pros/cons
• Big audience, but activity is dropping
• Great listening/research tool
• Can be automated easily
• Audience expects brand conversation

Youtube pros/cons
• Content ranks in Google
search
• Over 1b active users per month
• Reaches more 18-49 y.o. than any cable network in
the U.S.
• Lack of reliance on a feed, so content needs to be
relevant to trending/popular topics.
• Making videos vs. regular SM posts is harder.

CRAFTING
CONTENT4

Start with personas
• Simplifies your marketing
• Allows you to create a direct, consistent flow of
relevant content
• Very few businesses only have one
• Most have 5+
• Guide content strategy: content timing, online
channels, voice/media and they help you stay
focused.
• Content made to appeal to everyone is bland,
distant, irrelevant and ineffective.

B2C Persona: Raoul
Background
• Lives outside of town
• Owner of an older house
• Married with a young son
Demographics
• Male, mid 30s, HHI of $60k
Identifiers
• University teacher
• Spends time on Youtube or
Reddit
• Does all of his product research
online
• Bit of a gadget fanatic

B2B Persona: CATHERINE
Background
• Has three adult children, each with
children of their own
• Lives downtown in a condo
• An executive in her profession for
over 20 years
Demographics
• Female, late 50s, HHI of $120k
Identifiers
• Keeps a very active lifestyle
• Uses Facebook to keep in touch
with friends/family
• Enjoys unwinding on weekends

Now it’s your turn!
• Demographics (age; location; income; family
dynamics)
• Background (level of education; length in
profession)
• Work environment (work challenges; time
management issues; work location(s)/schedule;
workplace - busy or calm office, remote, job site,
etc.)
• How they get their information (blogs, emails,
social media) and in what format (videos/webinars,
infographics, articles)

With your personas, you can…
• Make fewer presumptive predictions
• Find timing opportunities (post to social at night
when they’re paying attention
• Find content direction (make shorter/list-style
articles if they’re super busy)
• If they have common out-of-work activities, tie
your content to that off-work activity like exercise
and seasonal traditions).

YOU ALSO MAKE CONTENT WITH A
PURPOSE.
• Writing for a specific audience is more shareable
• Executives are busy, but will still engage (ask
questions or offer opinions)
• Deeper content informs and empowers
• Relevant content is more entertaining

Social media advertising
• Targeting with
personas
• Budget
considerations
• Build a strategy for
the ad campaign
• Landing pages/offers
Q1 2017 Ad Spend. Source: Adweek

Content Discovery Exercise
• Format (based on length
of content and
audience’s preference)
• Title (construction)
• Description (why should
they care?)
• CTA (time-sensitive,
highly relevant offer)

Trending Topics
Why pair up with trending topics?
• What Facebook deems as trending content will
always be published at the top of users’ feeds.
• As of June 2015, how much time you spend
viewing particular stories becomes a factor in
what Facebook puts at the top of your feed.
• Even videos will change based on how long you
viewed the one a couple videos before it (ex.:
Batman).

Trending Topics
• Tip for finding topics:
– Hashtagify
– Buffer
– Google Trends,
– Trending topics on FB,
Twitter, etc.
– Trade pubs (offer your
own take on articles).

In Support of Visuals…
• People can recall 10% of information they hear or
read after 3 days. They can remember 65% if it’s in
an image.
• 4x as many consumers would rather watch a video
about a product than read about it (Pew Research
Center).
• According to Comscore, 76% of all time spent on
social is via mobile device.
• Make sure that long-form content can be emailed to
mobile users so they can read them while they’re on
their desktops

LET’S
REVIEWSOCIAL MEDIA LANDSCAPE
CHOOSE YOUR PLATFORM
CREATE PERSONAS
CONTENT WITH A PURPOSE
SOCIAL MEDIA ADVERTISING
PLAN TOPICS
VISUALS ARE MANDATORY

SOCIAL MEDIA PLANNING
• Goal setting (SMART-based)
• Schedule your time
– Use tools like Hootsuite, Buffer, Later, etc.
– Make it part of your weekly routine
• Repurpose evergreen content when busy
(interchangeable CTAs)

USE A GROUP SOCIAL MEDIA
CALENDAR

USE A GROUP SOCIAL MEDIA
CALENDAR
A calendar allows you to specify your:
• Platform
• Message
• Audience
• Frequency

BEST
PRACTICES5

three rules
of

RULE #1. be valuable
• Encourage your audience a
chance to speak up (rewards
programs, contests)
• Give them the exclusive (discount
codes, exclusive promotions)
• A whopping 42% of social media
followers do so to get exclusive
discounts.

• Have a conversation, not a sales pitch. No
one likes being sold to.
• Boring in person is bad. Boring on social is
painful.
• Use casual language. Cut the jargon.
• Don’t be afraid of humor, but be sensitive.
• Use it to manage crises, and do so quickly.
• Focus on the brand, not the sale.
Rule #2: be human

• Share a current experience (blogs, social posts,
news items)
• Feature an employee, customer or partner
• Respond to comments and messages promptly
• Schedule tweets and posts (<20 minutes a
week)
• Don’t let it use up all of your time – you will burn
out.
Rule #3: be consistent

Tips & tricks
• Never use names of people/brands without taging
them.
• Hashtags on IG, Twitter, LinkedIn (really?).
• Share other people’s content: 80/20 rule.
• Your chances of having content shared has
everything to do with your reader’s relationship to
someone else, and nothing to do with you.
• Vanity metrics (likes/favorites, total audience
number).
• Real metrics (shares, comments, active audience
number).

MEASURE
& REFINE6

Set your benchmarks
Define the goals for
each stage of the
funnel.

Set your benchmarks
Common Tools:
• Facebook
Insights
• Email Analytics
• Google Analytics
• Hootsuite
• Hubspot
• Buffer

Set your benchmarks
If any of these are
broken, meaning a
big number turns
into a small number,
you know where
you need to do
work.

CLOSING
Q&A7

Thank you!
Patrick King
Founder, Imagine
patrick@imaginedc.net
(703) 873-7740
www.imaginedc.net

Social Media Strategy Workshop

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