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Social Media Fundamentals and Best Practices PowerPoint Presentation

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Social Media Fundamentals and Best Practices Presentation Transcript

Slide 1 - Social Media Fundamentals & Best Practices By Tom Taylor, Social Media Manager Connelly Partners, www.connellypartners.com
Slide 2 - Overview Who’s Tom? Why is social important How to get started with social How to maximize your efforts MOTT Social
Slide 3 - Who’s Tom? Connelly Partners, Social Engagement Supervisor Social strategy development Community management & monitoring Content development, production & curation Reporting, analytics, & optimization Working hand-in-hand with MOTT on all things social Where can you find me? LinkedIn Twitter: @thom_taelour
Slide 4 - What do we currently know & why is it important?
Slide 5 - What do we currently know? Social media has become part of our everyday lives There are nearly 850 millions users on Facebook 23% of Facebook users check their account 5+ times a day 80% of social users prefer to connect with brands through Facebook In 2012, there were 175 million tweets sent every day 32% of all Internet users are using Twitter 11 new accounts are created every second on Twitter Social is (and will continue to be) visual-dependent: 250 million photos are uploaded to Facebook every day 5 million photos are uploaded to Instagram every day 5 Vines are shared every second
Slide 6 - Why is it important? The influence of social recommendations (specifically amongst Millennials: who fall between the ages of 16 – 29)
Slide 7 - Why is it important? The ability to inspire travel through social content
Slide 8 - Why is it important? The ability to inspire travel through social content
Slide 9 - Why is it important? The Big Question: Social ROI to the $$ with destination marketing? We can influence & inspire travel through visual & resourceful content We can stimulate exchange and interaction between brand & community
Slide 10 - How do you get started?
Slide 11 - Goals & Objectives What is it that you’re trying to accomplish? Foster relationships? Generate awareness? Drive traffic to your website? Inspire travel to your destination? Create a social presence as a customer service outlet? Content Strategy What is it that you’re going to say? How do you plan to say it? Resources & Process What’s available content & resource-wise? Do you have the bandwidth? Full-time commitment How do you get started?
Slide 12 - How to maximize your efforts? What to publish When to publish How to publish
Slide 13 - How to maximize your efforts? What to publish When to publish How to publish Content Buckets: 3-4 content subjects/topics that are relevant to your brand/destination What content is already available? What types of content can you develop? What content can you regularly curate?
Slide 14 - How to maximize your efforts? What to publish When to publish How to publish Determine when your audience wants to hear from you: AM/PM, daily vs. weekly, frequency & volume “When would you like to see this post?” Trial, error & optimization Starting point: Post: Monday, Wednesday, Friday Pre-10AM, 2-3PM, Post-8PM
Slide 15 - How to maximize your efforts? What to publish When to publish How to publish The weight of content: Facebook’s EdgeRank Affinity Weight Time Photos = More Engagement. Plain Text = Greater Reach.
Slide 16 - Story Bumping: Allows engaging posts that you haven’t seen to be bumped up to the top of your News Feed later in the day. Takeaway: An increase in engagement per post leads to an increased lifespan within the News Feed. Understanding Facebook’s latest News Feed updates. How to maximize your efforts?
Slide 17 - Last Actor: Takes into account the last 50 engagements a user has performed, and populates similar content within their News Feed based on those engagements. Takeaway: An increase in engagement among a user creates a much greater likelihood of that user seeing your content again. Understanding Facebook’s latest News Feed updates. How to maximize your efforts?
Slide 18 - How to maximize your efforts? What to publish When to publish How to publish The power of a question: Driving a response Starting a conversation
Slide 19 - How to maximize your efforts? What to publish When to publish How to publish Details & Mechanics Attaching links correctly
Slide 20 - How to maximize your efforts? What to publish When to publish How to publish Details & Mechanics Properly tagging on Facebook “@name of Facebook page” Links to the page mentioned Notifies the page mentioned
Slide 21 - How to maximize your efforts? What to publish When to publish How to publish Details & Mechanics Twitter: Simplicity & curiosity
Slide 22 - How to maximize your efforts? What to publish When to publish How to publish Details & Mechanics Twitter: #Hashtags Organizing conversations Reaching conversations
Slide 23 - How to maximize your efforts? Process & Organization Content calendar Develop a rhythm
Slide 24 - How to maximize your efforts? Process & Organization
Slide 25 - How to maximize your efforts? Formula to success: each week, do this: Drive to your website/informational Visually featured your product/destination Curated content relevant to your brand Ask a question, start a conversation Utilize a text-only post Feature content worth sharing Did you know/fun facts Holidays/timely news
Slide 26 - How to maximize your efforts? Process & Organization: Monitoring & engaging
Slide 27 - Is it working? Facebook’s Insights will tell you. Growth: Likes, followers, and advocates. Are you fostering a relevant and meaningful community that you can market to on an ongoing basis? Engagement: Likes, comments, shares, retweets, mentions, replies, or clicks. Each social interaction is considered an endorsement, and leads to a greater affinity among fans Reach: The number of users who see your content within a social media channel. The value in social media beyond gaining likes, is the ability to communicate specific messaging to large groups of relevant consumers
Slide 28 - Is it working? What are the KPI’s? Social referral traffic
Slide 29 - Is it working? Sift through the noise, and focus on the metrics that align with your goals & objectives: Growth Engagement Traffic
Slide 30 - MOTT Social
Slide 31 - MOTT Social What we publish: Content Buckets Useful & resourceful: Massavacation.com Engagement-driven: questions & conversation starters Entertaining & compelling: sunsets, landscapes, unique When we publish 1-2x/day: Facebook: 2x/Saturday & Sunday 3-5x/day: Twitter 3-5x/week: blog How we publish: Photo & Link heavy How can we incorporate a question? Ensuring that those mentioned are benefiting
Slide 32 - MOTT Social What we publish: Content Buckets Useful & resourceful
Slide 33 - MOTT Social What we publish: Content Buckets Engagement-driven
Slide 34 - MOTT Social What we publish: Content Buckets Entertaining & Compelling
Slide 35 - MOTT Blog, MassFinds Leveraging in-depth blog content The power of fresh, frequent content Utilizing SMEs (guest bloggers) Platform for storytelling
Slide 36 - Two Takeaways Be visual, use photos. The more engagement, the greater the reach.
Slide 37 - How can we work together?
Slide 38 - Contact: Tom Taylor, ttaylor@connellypartners.com Questions?
 

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