Anvil Mercy Corps NW Social Media 101 | January 2015 | Rachel Swaney

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@rachelswaney Social Media Strategies and Tactics: 101 Rachel Swaney @rachelswaney

Transcript of Anvil Mercy Corps NW Social Media 101 | January 2015 | Rachel Swaney

@rachelswaney

Social Media Strategies and Tactics: 101

Rachel Swaney@rachelswaney

@rachelswaney

Contents

Overview

Strategy

Social Platforms Overview

Tactics

Q&A

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Grew up in Bend, OR

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Went to Washington State University

@rachelswaney5 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this

document is copyright protected and the property of Anvil Media, Inc.

Working at Anvil

Anvil creates Measurable Marketing That Moves You. Our measurable multi-channel marketing solutions grow your brand, engage your customers and move you forward.

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Integrated marketing agency

Specialize in Analytics, Search & Social

Founded in 2000

15 employees & 70+ clients

PBJ Fastest Growing Company 5 Consecutive Years

PBJ 10th Most Philanthropic Company 2007

100% of team Google Analytics and AdWords certified

Anvil@AnvilMedia

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What is Social Media?Websites and applications that enable users to create and share content or to participate in social networking.

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Why is it important?

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Social Media Strategy

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What are you trying to accomplish?— Sharing information/promotions/sales

— Engaging with customers

— Curating/collecting/featuring user generated content

— Making announcements

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Who is your target audience?Audiences can be determined by your intent, the group of people you’re trying to reach, the behavior you want them to exhibit, and their interests.

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What content do you have available?Does your company already have photos, videos, news stories, or more to share?

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What categories/asset types does that content fall into?What categories of content do we want to create?

User Generated

Informational

Promotional

Link

Image

Video

Text

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Customer Service on Social

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Social PlatformsA quick look at Facebook, Twitter, Google+, YouTube, LinkedIn, Pinterest, Instagram and Snapchat

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FacebookFacebook is the largest and most active social media platform to date with more than 1.3 billion monthly active users and over 30 million businesses pages.

Facebook will allow you to connect with the largest audience on social, raise awareness and highlight the great work you do.

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Facebook OptimizationFor company pages, the “About” section offers the opportunity to include the following information:

- Location

- Products

- Founding Date

- Contact Information

- Milestones

(Example)

Cover Image851 x 315

Profile Image

180 x 180

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TwitterAt its core, Twitter is a public forum where anyone can read, write and share short messages in real-time.

Millions of people turn to Twitter every day to learn about local news, world events, and to participate in live conversations about topics that interest them.

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Twitter OptimizationTwitter Profile

- Name

- Bio

- Location

- Website

- Theme Color

All sections should be filled out, with special attention to the bio field as your only limited to 160 characters.

Profile Image

400 x 400

Cover Image1500 x 500

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Google+With over 540 million monthly active users and added SEO benefits and integration with YouTube, it is hard to ignore Google+.

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Google+ OptimizationGoogle+ Business Page

With Business Pages there are a few areas which should be filled out.

- Website

- Story: Has your Tagline (quick sell), Introduction (more detail-utilize anchor text) and Bragging Rights (awards and accomplishments).

- Links: Use this section to promote other social network profiles, websites, blogs, etc.

Cover Image1080 x 608

Profile Image 120 x 120

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YouTube Optimization

Fill out the “About” section:

- Channel Description: Describe who you are and what you do and what this channel will be about.

- Links: Cross-promote your other social profiles by linking to them here.

- Featured Channels: Use this area to highlight any partners/organizations who have channels.

(Example)

Channel Art2560 x 1440

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LinkedInLinkedIn is the professionals social network platform.

LinkedIn is primarily used for career searching and researching and can also be used to showcase things like company culture.

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LinkedIn OptimizationLinkedIn Company Page

Fill out: Company Name, Company Size, Type, Website, Main Industry, Operating Status, Year Founded and Location.

There are three additional sections that Granite also has filled in already:

- Company Description: Describe who you are and what you do to appeal to both prospects and potential hires.

- Company Specialties: List of key terms that someone who uses your product/service might search for.

- Featured Groups: Groups on LinkedIn that your business actively participates in.

Company Banner646 x 220

Standard Logo 100 x 60

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PinterestPinterest is a web and mobile application company that offers a visual discovery, collection, sharing, and storage tool.

Visually appealing companies and products have done well historically on Pinterest, but even brands like Intel can get in on the fun

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Pinterest OptimizationOptimized description Link to website

Relevant boards based on product categories, business offerings, etc.

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InstagramInstagram is a mobile photo and video sharing platform. Videos up to 15 seconds can be shared from the platform.

Instagram is often the top engagement channel for most brands.

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Instagram Optimization

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SnapchatSnapchat is a photo and video messaging app.

Brands likes Taco Bell, the New Orleans Saints, the Trail Blazers, McDonald’s, General Electric, Heineken, and GrubHubare well known for their presence on Snapchat.

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Tactics

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Create a Content CalendarKey

Facebook Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Twitter 1 2 3 4

Paid Content

Event

5 6 7 8 9 10 11

12 13 14 15 16 17 18

19 20 21 22 23 24 25

26 27 28 29 30 31

Oct-14Be sure to include platform, content type, content category, individual or team responsible for posting, post copy, and assets to include.

Remember, content calendars are a suggestion of what should be posted. If something is happening that you should respond to in real time, make sure to modify your plan to incorporate appropriate content. (Remember this – “If you don’t have anything nice to say, don’t say anything at all”)

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The Nuts and Bolts1. Optimize each platform

2. Determine the purpose for each platform for your specific business or industry

3. Research and pin point your desired audience

4. Collect content and organize into a content calendar

5. Post based on the content calendar or current events

6. Think before you post

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