Social Media 101 - Dietician's Information

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WHO IS THIS GUY?

Meet Kostas I. McDade:

SOCIAL MEDIA 101In this high level overview, we will go over:

• Creating Value: What the F**k is Social Media? • Basic Content Curation Strategy

• Google Alerts• Outbound Content Posting Strategy• Contest + Promotions• Which networks health/wellness should

focus on (FB, Pin, TW, IG)• Brand Personas

• Copy Curation Strategy• KPI’s explained (Key Performance Indicators/Facebook Insights)

• Backlinks, backlinks, backlinks• CPA explained

• General Optimization• Measuring Social ROI

WHAT

THE F

**K IS

SOCIA

L

MEDIA?

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WHAT THE

F**kis Social Media?

SOCIAL MEDIA

Is F**king

HUGE.

If

SLIDES REMOVED BY AUTHOR

SOCIAL MEDIA 101In this high level overview, we will go over:

• Creating Value: What the F**k is Social Media? • Basic Content Curation Strategy

• Google Alerts• Brand Personas• Outbound Content Posting Strategy• Contest + Promotions• Which networks health/wellness should

focus on (FB, Pin, TW, IG)• Copy Curation Strategy

• KPI’s explained (Key Performance Indicators/Facebook Insights)

• Backlinks, backlinks, backlinks• CPA explained

• General Optimization• Measuring Social ROI

SOCIAL MEDIA -- GOALS

Social Media Marketing is much different than what one would do for a personal account. We aren’t making any LOLcats or GrumpyCats videos… this tool can be extremely powerful/destructive for a brand.

Your job, as a social media manager/marketer, is to:

1) drive traffic

2) measure your efforts

3) build your community (community management)

4) engage your customers

BRAND PERCEPTION AND POSITIONING

So...when I approach a social campaign...I start with the voice first.

After that, test it.

After that, editorial calendar.

After that, implement opengraph items and shareable promos.

After that… we will get into it.

Let’s start with branding + perception.


Ideal Persona:

Who is the exact target customer of <insert your company here>?

What are their hobbies, activities, past, and future?

Who do they hang out with?

Where would you catch them on a Saturday night?

Best way to think about it….

1) Why

2) What

3) How

…essentially, who is your TARGET DEMOGRAPHIC

•sex, age, interests, location, ethnicity, religious affiliation, marital status etc.

•now… how to engage the most “conversion” based user


Voice Development and Risk Taking.

• Goals: Create an all in one complete stop for everything to do with holistic beauty/health.

• Make people tune into the “WIIFM” of social.

•

Low Risk High RiskIdeal Brand Persona


Competitor Perceptual Map Example:

BASIC POSTING STRATEGIES

Promotions. Contests. Sweepstakes. You heard it, this is the bread and butter of building social campaigns.

Conventional Post Strategy: 35% copy, 65% image

Copy: <hook> <subject content> <backlink w/ CALL TO ACTION>

• The soul of brevity is wit.

Image: clean, watermark, correct sizing, .png, NOT doctored too much (too much production = bad reaction/people don’t like addy stuffs).

• why photos primarily?

• Zuckerberg… realized everyone has a smartphone in their pocket nowadays. Facebook naturally boosts this.

The next couple of slides will include general marketing initiatives aligned with conventional “best practices” for building campaigns.


Virality Explained:

• Funny

• Authentic

• I Can’t Believe it

Kick your principal in the nuts… get it on video.


Here's some examples of ok generic CTA’s:

"Click 'like' if you're excited that we just released our iPad app."

"Fill-in-the-blank: All I want for Christmas is ___. Our latest Christmas special is X."

"Yes/No: I brushed my teeth last night. We just announed a new brand of toothpaste. Wanna try?"

"On a scale of 1-10, I think Obama is a great president. Watch this video of our CEO shaking hands with Obama.”

The idea here… give them a clear option, usually a yes or no type of thing… If you don’t people simply get confused and do not know what to do.


CTA BUTTON EXAMPLES


Google Alerts

• Amazing tool for finding and “curating” content.

• Simply set your search terms, parameters and you’re ready to go!

• You will receive email alerts based upon search terms. • http://www.google.com/alerts

CONTEST & PROMOTIONS

SWEEPSTAKES

• It is only as good as the incentive you give away.

• In other words, you could give away free sessions, information, whitpapers online (with a fangate, explained later).

• Remember, if its not big, people will not be motivated to do it.

• Direct Response explained; CONVEY to get people to COMMIT.


PHOTO CONTESTS

• Organically curated photos! People submit with a dedicated hashtag and you aggregate/pick a winner with a prize!

• Simple way to get quick traction once you have 200 to 500 fans.

• Pixlee; great low cost aggregator

• Free Version:


SWEEPSTAKES/SOCIAL MEDIA MANAGEMENT TOOLS

• Shortstack• Offerpop• Votigo• Wildfire• buddymedia• Hubspot

FACEBOOK

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TESTING & TRACKING

UTM LINKS + BIT.LY

• This only makes sense if you have google analytics (free) or other tracking software.

• Google UTM (Urchin Tracking Module) tags allow you to add extra information to you the link you create. This extra information appears in the reports under Traffic Sources.

i.e. source, medium, campaign

• If you are purely promoting your own page, don’t worry about it. Just use bit.ly to shorten your links for formatting.

e.g.

BUT… HOW DO I MAKE CREATIVES?

Dude… that’s great… but how do you make the images?

• Best option: Photoshop with Adobe cloud.

• Lynda.com is your best friend

• Free Alternatives to Photoshop:

• GIMP

• PAINT.NET

• Pixlr Editor

• And finally… curation and sharing is a part of the internet. Share others’ images and give them credit! Most IP agreements on social channels validate a creative commons that is royalty free and worldwide!

• Just make sure to give them credit! Who doesn’t want to be reshared with an entirely new audience!

SECRET SAUCE

IFTTT Automation:

• Sometimes, between 2 kids, mortgage, full-time job, etc… you don’t have the time to make amazing images for posts.

• IFTTT is a service that puts the “internet to work for you” - IFTTT.com

• When someone posts from a blog or RSS feed, you can automatically share this to your page and give them credit!

• “If This Then That”

• Just make sure to include a reference to their post!

EDGERANK EXPLAINED

• Affinity:

• How connected a user is to you. Affinity Score means how "connected" a particular user is to the Edge.

• e.g. common friends, relationship (brother or gf),

• Affinity is also calculated on:

• 1) the strength of the action

• 2) how close the person who took the action was to you

• 3) how long ago they took the action.

EDGERANK EXPLAINED

• Edge Weight:

• In plain English, this means that comments are worth more than likes.

• Also,

#1 Photos

#2 Videos

#3 Links

#4 Statuses

#5 Questions

#6 Offers

(yes, in that order)

EDGERANK EXPLAINED

• Time Decay:

• As a story gets older, it loses points because it's "old news.”

• Facebook is just multiplying the story by 1/x, where x is the time since the action happened. This may be a linear decay function, or it may be exponential--it's not clear.

EDGERANK EXPLAINED

BEST EDGERANK CHECKERS

• Edgerankchecker.com

• Pagelever


Go with Photos!! The best!

Live example…


Inspirational Posts:

• A classic for any social campaign

• Pinterest Exercise

Foodie Posts:

• Always good, especially when they inspire!

Product Shots:

• Always follow the 70/30 rule for brand balance.

EXAMPLE OF A WEEKLY POST SCHEDULEMonday:

FB: 2 to 4 posts #MotivationalMonday | #MeditationMonday

Tuesday: FB: 2 to 4 posts T-Shirt Tuesday – Or some type of recurring giveaway. Top Pics | Celeb inspired looks Meme inspired/ecard | Push hero shots of product

WednesdayFB: 2 to 4 posts

WellnessWednesday | #yogapiphany | Aspirational | I think I look like v. I really look like | #hot or not | Push hero shots of product

Style Question

THE LIKE GATE

• Basic & great for Like Campaigns

• Offerpop, Wildfire, NorthSocial great for this!

THE LIKE GATE – ANOTHER EXAMPLE

$$$ PROMOTION $$$

FACEBOOK ADS MANAGER:

Know those annoying things in the right hand sidebar? Well…

They are awesome! Here are some examples of great ads

$$$ PROMOTION $$$Relevance: This ad was served on the Facebook

homepage of a recent college grad. What better time for a vacation?!

Value Proposition: In a world of social reviews, what better way to determine the perfect vacation destination than by viewing recommendations from friends.

Call-to-Action: I think the ad could have been a bit more aggressive, but the call-out is to use Bing's sidebar for those ready for some vacation exploration, so perhaps the ad identifies with users further down the vacation purchase funnel.

Disruption Factor: Advertising vacations on Facebook is the perfect disruption for this medium. As users are seeing what their friends are doing, places they are visiting and vacations they are taking, it is only relevant that an ad pops up to entice users to take a vacation of their own.

$$$ PROMOTION $$$

Relevance: This West Elm ad was submitted to us by one of our female college interns, which makes the targeting spot on.

Value Proposition: It's very clear: 10% off if you are a college student.

Call-to-Action: This is one area that could use some improvement. However, the message is that if you're in the market to shop and you're also in college, you can save 10% off now through this ad.

Disruption Factor: The ad uses words that a college student would recognize and responds to well, including ".edu," "college," and a percent discount.

$$$ PROMOTION $$$

Benefits of Targeting:

According to facebook…

“Your ad is more likely to perform better if it’s displayed to the people who are most likely to be interested in your product or service. When you target each ad to smaller, specific groups of people at one time you’ll be able to customize your ad so it’s more personalized and appealing to the audience you’re trying to reach.”

– facebook.com

In other words… why spread out your money? Target/test more!

$$$ PROMOTION $$$

Creating them is very, very easy!

1) Click Create Ad in your Ads Manager

2) Select the page/type of ad you’d like to promote

3) Select your Creative/Copy

4) Select your targeting options (location, gender, age, interests)

5) Select your budget, and you’re good to go!

$$$ PROMOTION $$$

$$$ PROMOTION $$$

In the end…

It’s all about creating a control and running with it.

Add each variable slowly over time and optimize spend.

Likes v. Emails

KPI’S RELATED TO FACEBOOK

ImpressionsSocial ActionsLike CampaignsCost per Like (CPL)Click Through Rate (CTR)Cost Per Mille (CPM) & Optimized CPMCost Per Click (CPC)

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Over 70% of tweets go ignored…

How do you stand out?

TWITTER TACTICS

(1) Capitalize on popular & trending hashtags (around 1 to 2 per post) • Hashtag Conceptualization…

(2) Schedule multiple tweets a day (the more the better ie. Every hour)

• How? Tweetdeck & SproutSocial.

(3) Retweet & respond timely to users on twitter

(4) Create branded hashtags and encourage users to tweet them (via contests, other incentives)

• incentives explained

(5) Leverage tools such as “Refollow” to gain a targeted following

TWITTER CONTENT

• Use interesting/informational/news-related articles. In terms of the health & fitness world:

- Fitness & Workout Tips (“5 ways to burn calories fast”)

- Diet & Health related (“7 reasons your diet is making you fat”, trending diets etc)

- Recipes (fun, new, and trending recipes. Everyone loves healthier versions of unhealthy items)

• Motivational/Inspiration Quotes

- Create a laundry list of quotes & schedule out

• Infographics or Workout Pictures

EXAMPLE OF A WEEKLY POST SCHEDULEMonday:

TW: 8 to 11 tweets Educational Articles | Promote Blog | Google Alerts Fashion/Fitness Icon Posts RT/s engage convo, keep it going etc. Pinterest posts

Tuesday: TW: 8 to 11 tweets Feature bloggers | Fashion/Fitness Icon Quotes | RT/s engage convo, keep it going etc. Pinterest posts

Wednesday:TW: 8 to 11 tweets Infographic tweets | nutrition oriented | Fashion/Fitness Icon quotes RT/s engage convo get at least 5 to 6 @ mentions Cross Channel with pinterest


Thursday: TW: 8 to 11 tweets Ask the Expert Chat | Fitness Infographics Educational Articles | Promote Blog | Google Alerts Fashion/Fitness Icon Quotes | Incorporate Throwback Thursday (#TBT) RT/s engage convo, keep it going etc.

Friday: FB: 2 to 4 posts Educational Articles | Promote Blog | Google Alerts Fashion/Fitness Icon Quotes | Incorporate Throwback Thursday RT/s engage convo, keep it going etc. Pinterest posts

PINTE

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PINTEREST TACTICS

(1) Capitalize on popular & trending hashtags (around 1 to 2 per post)

(2) Create Unique and Engaging boards that are categorized appropriately

(3) Link Pinterest to twitter in order to cross-promote

(4) Mix both personally generated content plus user generated content to pin to your board

(5) LENGTH! Make them long!

PINTEREST TACTICS

INFOGRAPHICS.

PINTEREST TACTICS

PIN IT TO WIN IT:

• Easy, easy, easy strategy to get people to curate posts! Use a tool like woobox to embed this anywhere in a static i-FRAMETab!

• Static i-FRAME explained

• Essentially, the steps (in the informational pin) are as follows:

(1) Make a board called <insert board name here>

(2) Tag photos with the Hashtag you come up with i.e. #foodielove

• NOTE! Make sure to make this # unique!

(3) Search for those boards or pins and feature them on your board/site

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INSTAGRAM OVERVIEW

(1) Capitalize on popular & trending hashtags

• Hashtag..hashtag…hashtag #HASHTAG

• Don’t be afraid to use multiple (up to 30 or even!)

(2) Choose creative & organic content (not super product oriented but more “lifestyle” and “hipster” shots)

(3) Respond to user comments and engagement

(4) Common Filters explained and why…

INSTAGRAM CONTENT

(1) Inspirational/Motivational Posts• Yogi

(2) Fashion/Clothing Posts• Picstich• Show details/ensemble

(3) Aggregation of all your channels!

(4) Instalove


IG: 3 to 7 per week (Product/lifestyle blend) Product Shots | Sneak Peeks | Behind the Scenes | Grassroots

events i.e. marathons etc Foodie | Inspirational Posts

Social Media 101 - Dietician's Information

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