sarah benoit co-founder and lead instructor of the jb ... · use hashtags on regularly on instagram...

Sarah BenoitCo-founder and Lead

Instructorof the JB Media Institute

Social Media for Business

Choose Your Tools Wisely

B2C Business to Consumer

Facebook Tools

Personal Pages

Personal = Friends Business = Likes

Groups = Members

Group PagesBusiness Pages

The Original Facebook Algorithm

Edgerank is what they called the original Facebook algorithm. The algorithm controls what content shows at the top of your newsfeed.

Content with more “edges” was given higher priority in the news feeds. “Edges” could be created with links, photos, videos, shares, comments, likes, and more

http://tctechcrunch2011.files.wordpress.com/2010/04/edgerankform2.png

Facebook Tips

1. React to, Share, Comment on, and Tag other businesses/organizations/partners in your network as your Business Page. Identify the most active “movers and shakers” and make them the focus of your weekly outreach.

2. Post consistently 3 - 5 times per week minimum, test different times.

3. Post photos, videos, and links whenever possible. Think multimedia.

Facebook Tips

Use the Facebook Scheduler on your Facebook business page if you want to schedule posts in advance.

Upload video files directly to Facebook so the autoplay feature and

performance tracking are on.

Quick Tip

Facebook’s Shop tab can be connected to Paypal or Stripe to sell directly. If you have

a shopping cart with WooCommerce, Shopify, or BigCommerce you can connect

Facebook to your cart.

Facebook Insights

Facebook includes its own tracking and reporting through Facebook Insights.

Instagram Business Pages

Instagram Tips

1. Engage and tag others in photos whenever possible. Follow others, like or favorite their images, comment on their content.

2. Research and use relevant hashtags. Use up to 25 of them!

3. Post regularly – 3 to 5 times per week minimum. Daily is best.

Use apps to enhance your content:

● OverQuick to add text to images using your smartphone.

● Boomerang to make looping mini videos.

● Hyperlapse to make time lapse videos.

Quick Tip

Instagram Stories

Instagram Scheduling

Hootsuite:https://hootsuite.com/resources/how-to-add-instagram-to-your-hootsuite-dashboard

Schedugramhttps://schedugr.am/

Instagram Insights

Use Instagram Insights to track impressions and engagement. You can also view follower demographics.

Pinterest Tips

1. Make sure 30% (-ish) of your Pins have links to your website and take people to original content or directly to products in your store.

2. Post or Pin new images multiple times per week. They can be your own products/images or the images and curated content that is relevant to your audiences.

3. Graphics made for Pinterest must be laid out so they have the maximum impact on Pinterest. Learn how to edit images and create your own messaging via programs like Photoshop, Canva, Pixlr, BeFunky.

Pinterest Buyable PinsIf you use one of the following e-commerce platforms: BigCommerce,

Salesforce Commerce Cloud, or Shopify. Once you’re ready to start

creating Buyable Pins, use the Official Buyable Pins Guide. You’ll find tips

and best practices to help you get started and read about common issues.

Additional links:

https://business.pinterest.com/en/buyable-pins https://about.pinterest.com/en/shopping-pinterest

Pinterest Rich Pins

Pins have always been more than just images. They’re things to do, like recipes to try and articles to read. Rich pins turn your images into calls to action.

Now when you tap a Rich Pin to see it close up, you’ll see “Buy it,” “Make it,” and “Read it” buttons. These buttons make it easier for people to tap away and take action on your Pins when they’re on a small screen.

https://business.pinterest.com/en/rich-pins

Pinterest Rich Pins

1. Add code to your website.2. Confirm the code has been properly set up by validating a

website page with their validation tool. 3. Click the Apply button to confirm your Rich Pins with

Pinterest.

https://developers.pinterest.com/docs/rich-pins/overview/?

Pinterest Scheduling

Tailwind (includes Instagram):https://www.tailwindapp.com/

ViralTaghttp://www.viraltag.com/

Pinterest Analytics

Use Pinterest’s Analytics feature to track and report on your network growth, demographics, and activity. You can also track impressions and engagement.

B2B Business to Business

Twitter Tips

● #1 Rule – Follow others and they will follow you!

● Tell your customers and partners you are available on Twitter. Use the Follow button on your website.

● Choose people you follow wisely, look for potential customers, as well as companies or people that could send you multiple customers. Connect with media.

● Invite the back and forth, participate in the community. Mention, Reply, and Retweet with key partners and influencers.

● Research and use #hashtags. Great ways to research hashtags can be found here: http://www.hashatit.com, https://www.hashtags.org/, https://ritetag.com, https://tagboard.com, and http://tagdef.com.

● Share photos and videos to visually engage your audience and provide credible, relevant resources. If possible upload video files directly to Twitter for better performance tracking.

Twitter Tips

Mentions are tracked on your account and Analytics can be found here https://analytics.twitter.com/ or in the menu of your account once you are using it regularly. Third party software and multi-account management tools can also be used to track more deeply.

Twitter Analytics

LinkedIn Tips

1. Complete your profile. Your profile on LinkedIn is like a resume, you want to make sure it contains all relevant information.

2. Use keyword phrases in the summary section and in the descriptions of your most relevant jobs and past experience whenever it is relevant.

3. Publish regularly on LinkedIn if you are looking to establish yourself as a thought leader. Or share links to the blog posts you are writing and any other content on your website.

Join relevant Groups and set a time schedule for interacting in groups.

Choose Groups that are active.

Quick Tip

Create a LinkedIn Company Page.

This works best when you have multiple

staff members on Linkedin.

Quick Tip

Social Content Branding

ValuesVisuals StoriesAudiences

Your audience is not EVERYONE. Your audiences are small groups or niches that want you to connect with them personally. Make them feel something and they will become customers, supporters, advocates.

Different Types of Stories

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

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 feel, are no longer able to make decisions.

Stories = Emotion = Action

Great stories 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.

Social - Mobile

Almost 80% of time spent on social media platforms happens on mobile.

Design for the Different Social Communities

● Social Media Today’s 2018 Social Image Sizing Guide● Sprout Social’s 2018 Social Image Sizing Guide● Use hashtags on regularly on Instagram and Twitter,

moderately on LinkedIn and Pinterest, and almost never on Facebook.

● Understand why people use certain social channels. ● Create video content at the proper length.

Why Do People Use Social Media?

Many people want to: ● Connect and communicate with

friends and family● Be entertained and laugh● Keep up with news, events, and

trends● Share ideas and information with

people that care about the same issues, passions, and subjects.

● Find services or products or recommendations for services and products

Hubspot Video Studies

Social media accounts are excellent opportunities to build your brand by

providing exceptional customer service and encouraging reviews.

Quick Tip

Example: Biblio.com

If you have a physical location make sure your NAP (name, address, and phone

number) is the same on your website as it is on social media, as it is on sites like

Yelp, Google My Business, Bing Places, or TripAdvisor.

Quick Tip

Example: Harvard

Bookstore

Example: Harvard

Bookstore

Social Research and Strategy (AKA Listening)

1. Read all comments and reviews.

● Reply to ALL feedback, positive and negative.

● Treat people online the same way you would in person.

● Show people that you care about their experience.

2. Learn from the competition.

Find out how your competitors’ brands and social accounts are performing and what they are doing.

Free Tools:

● Google Alerts ● SharedCount.com● Klear.com● Hootsuite.com

Paid Tools

● Buzzsumo.com● Mention.com● Brand24.com● SproutSocial.com

3. Research hashtags & keyword terms.

Find out how people search online for topics related to your products and services.

***Make note of niche audiences.

Hashtag Research Tools● Hashtagify.me● Hashtags.org● Ritetag● HashtagTracking

Keyword Research ToolsAnswer the Public Keyword.ioWordstream Keyword ToolMoz.com Keyword Explorer

4. Collect customer feedback.

Ask your current and past customers and clients to share their experience.

Google Forms (Google Drive):Design forms for free and turn them into spreadsheets. Survey Monkey:Design your own surveys and collect data. Feedback cards/table cards:Display comment cards with social media handles on tables/counters.

5. Analyze your Insights and Analytics.

Take a look at your current tracking data to see what people are relating to most.

★ Reach/Impressions - the number of people who see your content★ Engagement/Engagement Rate - the number of likes, comments,

shares, retweets, hearts, etc. and reach divided by engagement equals the engagement rate.

★ Posts/content performance - content engagement and reach stats ★ Network growth - new likes, followers, fans, pins, etc.★ Website traffic/conversions - website visitors and conversions from

social networks (requires Google Analytics and Goals)

Use keyword research to generate ideas for website content and to

optimize pages and posts.

Quick Tip

In Facebook Insights there is a section called “Pages to Watch”

where you can track up to 5 business pages.

Quick Tip

Social Content Development and Optimization

Audience Segmentation

Your social media audiences are made up of different groups of people that care about different things i.e. niches.

Don’t forget your audiences are made up of current and past customers, as well as prospective new customers.

Multimedia Content

Don’t be afraid to try new things!

★ Live streams★ Video content★ Slideshows/carousels★ Stories★ Boomerangs★ Collages★ Groups★ Articles/blogs

What do the people

want or need?

Content Banks

Have a place online (i.e. Google Drive, Dropbox, Slack, Asana, Basecamp) where you can store content ideas like links, screenshots, photos, videos, event coverage, etc.

Why? It makes it as easy as possible for other people to contribute and makes repurposing content across channels simple.

Content CalendarsOutline at least 2 weeks of content in advance. Include events, sales, news, etc.

Why? This allows you to make some time for real time content and engaging.

Create a system where you can go on vacation, take a sick day, or get a promotion and pass the social media responsibilities.

Avoid the “Me, Me, Me” Approach

Only 30% of your organic content should be promotional. The rest should shine the spotlight on others or simply share your brand’s values and personality.

Make time for posting and participation.Don’t just post on social media. Comment, react, and share. Be a part of the community.

In Jab, Jab, Jab, Right Hook entrepreneur and social media expert Gary Vaynerchuk explains that social media success comes from the Give, Give, Give, Ask formula.

Social Content Distribution and Promotion

News Feeds

Getting to the top of social news feeds is the key to increased Reach and Engagement, which lead to an increase in followers and fans.

News feeds are run by algorithms that are run by artificial intelligence that learns from people’s behaviors what they want to see most.

Facebook created news feed values, one of which is “Constant Iteration.” It is their

commitment to consistent innovation and adaptation of their algorithm technology. Watch the Facebook

Newsroom to stay up to date.

Quick Tip

Partnership Marketing

Join forces with partners, influencers, and other businesses or organization in your community that have active, engaged networks.

★ Tag each other’s accounts★ Share each other’s posts★ Engage in conversations★ Campaign together★ Boost or promote content on each other’s pages

Landing Pages

When people click from your social media to your website they must land on a page with clear calls to action so they convert.

Anatomy of an Successful Landing page

★ Headline and sub-headline★ Call to action★ Graphic, image, or video that gets and keeps attention★ Testimonials/Reviews/Accolades★ Benefit list/Offers/Incentives

Test your landing pages to ensure they produce conversions. Use Google

Analytics Goals or Funnels, and human feedback to ensure great usability.

Quick Tip

Events

Be prepared for sales and registrations: ● Facebook Event Pages or website page with links to Paypal,

Square, or Stripe (if applicable) ● Eventbrite/Brown Paper Tickets

Prioritize events that are the most important.Make sure you have content before, during, and after. Create live coverage of the event whenever possible.

1. Share Facebook Live streams on Facebook Event Pages.

2. Use the discussion feature to update people every week.

Quick Tips

Example: Firestorm Books

Social Advertising

Get to know your ad managers.

Before you boost a post, promote a tweet, or promote a pin learn how the ad manager works. This will help your social advertising more effective.

Men and women within 60 miles of your location that have kids.

Social Advertising

Build and save qualified audiences. Target people with specific demographics,

behaviors, likes, and dislikes.

For example:

Moms within 60 miles who are parents of elementary school age kids, that shop at Whole Foods, read O Magazine, and like yoga.

Social Advertising

Test Ad Copy, Graphics, and Audiences

Create different campaigns using different content and audiences to identify what gets more engagement and conversions.

Run ads for a minimum of 2 weeks so you gather enough data to make a comparison.

Social Advertising

Important Concepts

● Content promotions ● Ad campaigns and objectives ● Remarketing or retargeting

Use Facebook’s built in Split Testing to compare ad content or audience

performance. Follow Facebook’s best practices for split testing.

Quick Tip

Political, activist, entrepreneurial, and tech audiences can be cultivated with

Twitter ads.

Quick Tip

B2B ad campaigns can target very specific professionals on LinkedIn.

Quick Tip

Target women who love online shopping

on Pinterest.

Quick Tip

Google Analytics>Acquisition>Social

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 LinkedIn Sophisticated Marketers Guide to Thought Leadership

#d2cc2d

ResourcesJB Media Institute

Free Learning● Free Monthly Webinar: Our next Digital Drop-in is Wednesday

November 7 2018,● Free Digital Marketing Toolkit

Online Learning ● Introduction to Content Marketing Course● JB Media Institute Online: Last cohort of 2018 begins this week

Peer Mentoring and Coaching ● JB Media Institute All Access Cohort: Cohort accepts new attendees

in October and November contact sarah@jbmediagroupllc.com for more info.

#d2cc2d

Thank you!

Sarah Benoit Lead Instructor & Co-founder of JB Media Institute-President of Creative Original, Inc. (828) 242-0277sarah@jbmediagroupllc.comwww.JBMediaInstitute.com www.AshevilleWebDesign.net

Connect with me on social media!

http://www.facebook.com/SarahDBenoithttp://www.twitter.com/SarahDBenoithttp://www.linkedin.com/in/SarahDBenoit http://www.google.com/+SarahBenoitavlhttp://www.instagram.com/sarahdbenoit

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