PowerPoint Presentation

Social Media Tales from a Troll

Graeme Lipschitz Co Founder of Wonderland Collective

Creating Powerful Commuications

Theory? Practical? Faux pas?

Creating Powerful CommuicationsBit of a change from the usual linear presentation you can choose your own adventure and we can jump straight to the sections that interest you. So were going to vote. Most voted content goes first, least voted content goes last.

Im Graeme.

Im a (reformed) troll.

Please dont feed me.

Creating Powerful CommuicationsWhy listen to me?I was in the first 1% of users of Twitter.I was part of the brains trust behind (the now failed) Google+.I liked over 18000 pieces of content on Facebook last year.

Im not proud of any of this.

I have two businesses, one is a (fairly cool but apparently controversial) bacon subscription service.

Creating Powerful CommuicationsWhy listen to me?I was in the first 1% of users of Twitter.I was part of the brains trust behind (the now failed) Google+.I liked over 18000 pieces of content on Facebook last year.

Im not proud of any of this.

Community management is a deathstar for your soul

Creating Powerful CommuicationsAnd yet you need to figure out how to be the rebel that knows how to blow it up effectively, day after day so that your brand continues to thrive.

Youre not the only one.Lipschitzs Hierarchy of Social Media Content

Content Landfill / NoiseShareworthyLife Changing95%0,1%4,9%

Social Media Tales from a Troll

Creating Powerful CommuicationsPerhaps Im a pessimist (I am a troll after all) but 95% of the stuff on social media is crap. And thats because people still treat it as a broadcast medium where 1 is supposedly talking to many. Before you embark on your social media journey, be it your own personal one or your companys you need to ask yourself what part of this hierarchy youre contributing to.

Creating Powerful CommuicationsDont check in and dont make stupid comments if you dont want to contribute to the landfill. If youre keen on adding to the noise, however, be my guest.

Youre not the only one.Lipschitzs Hierarchy of Social Media Actions

Likes, Retweets, PinsShares, CommentsEngagement95%0,1%4,9%

Creating Powerful CommuicationsPerhaps Im a pessimist (I am a troll after all) but 95% of the stuff on social media is crap. And thats because people still treat it as a broadcast medium where 1 is supposedly talking to many. Before you embark on your social media journey, be it your own personal one or your companys you need to ask yourself what part of this hierarchy youre contributing to.

Youre not the only one.This is not what success looks like!

Creating Powerful CommuicationsSo many people speak about how many likes or retweets their campaign got but anyone can buy these. Anyone can grow a community using marketing budget. Its how many real world actions that happened because of this that you need to be looking at.

Average time spent per Facebook visit per user is 20 minutes.**Infodocket

Creating Powerful CommuicationsThats 19 minutes and 30 seconds of crap that your average user is looking at per day and thats wasted time theyre never going to get back.

Give it some thought.

Creating Powerful CommuicationsA lot of the time, poor social media comes from a lack of strategy and vision mixed with an urgency to jump right in and contribute to the noise.

- DrakeAn effective strategy is a success story told backwards.

Creating Powerful CommuicationsIf we take the time to consider our objectives and KPIs it helps us to track the path of where we need to go.Think about the why, how, what and then to whom and when and how you would do it.

Real World Outcome = who + why + how.

Creating Powerful CommuicationsIf we take the time to consider our objectives and KPIs it helps us to track the path of where we need to go.Think about who youre trying to talk to on social media, why youre there in the first place, how youre going to be useful or get your audience to engage.Bonus points: More seasoned campaigners can start to think about when (time of day) and what is best for each platform (ie: Obviously pictures and now video work best on Instagram; being flippant works best on Snap.)

You have 2 eyes and only 1 keyboard for a reason

Creating Powerful CommuicationsWho: Before you go making up a content strategy and spewing mindless content into the void, why not listen to what your audience and competition is saying about your content universe? X is a tool devised to search Twitter for accounts associated with your search criteria. Follow them for a while and just listen to what theyre saying youll start to see trends like common problems or issues that you can tailor your content to and be of some use for.

Not all platforms & accounts are created equal.

Creating Powerful CommuicationsWhy: Different companies, different reasons to be on different social media platforms. At the core of this kernel is thinking about why youre planning on having a social media presence in the first place. My company has had a twitter account for 3 years and weve gotten 1000+ followers have we won any business because of our Twitter account? NO. But if your company invests a lot of time and money into thought leadership Twitter or Medium might be a great platform for you to invest in. Similarly, if your product or service or destination looks incredible, considering a platform like Instagram is a no brainer.

Owned > Earned > Paid

Creating Powerful CommuicationsThat said, you always want to be driving people to your own properties. So dont use Facebook to drive people to Instagram because one day those companies might IPO or change and then the money youve spent might be wasted. Most often, your owned media, like your website for example, is where the real world action happens; your earned media is the second tier in my hierarchy the social sharing and mentions, and then paid media is things like influencers (which is a dubious topic in itself) and advertising.

Google Analytics and your Owned Property should be like Torvill and Dean.

Creating Powerful CommuicationsPro Tip: Having a page on your owned property dedicated to each platform allows you to measure efficacy.

In the land of fake news & click bait, the true & authentic entity is .

Creating Powerful CommuicationsHow: Be useful, humble, authentic and true.

Creating Powerful CommuicationsAnd authenticity can take on many forms. Deadpool nailed advertising in 2016 by having a voice that was not only really out there, but was also authentic and true to his historic portrayal in the comic books. On social media there were various incarnations which were seriously on point one of them was a fight between Deadpool and Wolverine which actually continues to this day as friendly banter between Ryan Reynolds and Hugh Jackman. Here he is promoting testicular cancer awareness in a way only he can.

Dont be a dick.

Creating Powerful CommuicationsYou can also still be authentic and get social media wrong. In other words dont be this guy.

Be relevant.

Creating Powerful CommuicationsBeing relevant is a great way of cutting through all the noise. Use a special time of year or occasion to help bring the spotlight to your campaign. Recently weve seen campaigns centered around trending social media events like the blue and gold dress.

Creating Powerful CommuicationsSave the Children launches #Classof16 social push as kids head back to school

http://www.thedrum.com/news/2016/09/01/ad-day-save-children-launches-classof16-social-push-kids-head-back-school

Go Back to School with the #Classof16 shows children from the UK and developing countries around the world on their first day of school holding up signs stating their dream jobs. The campaign asks parents to share a photo of their child on their first day of school (whether its their first day ever, or simply first day back) with a sign revealing their dream job along with the hashtag #Classof16.

Running across Facebook, Twitter and Instagram, the campaign aims to show that every child no matter where they are from should have the opportunity to get an education and the chance to realise their potential.

Be tangible.

Creating Powerful CommuicationsSnapchat is being used in India as a counselling service for teens appealing to the millennial audience using the tools and norms theyre familiar with in this case youve got the non-permanence, ubiquity and discretion of Snaps.

Create a social movement.

Creating Powerful CommuicationsBy creating experiences that people can get involved in and see first hand the impact of their donation (whether its time or money) Remember at Christmas when people said the best thing to do is give? Well, this is like Christmas and people are opening their gifts in front of your eyes all the time. Its incredibly powerful.

And now for something totally different

Practical advice!

Creating Powerful CommuicationsDifferent platforms, different modus operandi lets jump in and see what works best. P.S Ive hidden some good reading material in the notes section of each page concerning each platform.

Content Calendars FTW!

Creating Powerful CommuicationsUse a Content Calendar to plan out your campaigns and to hold all of your social media assets in case you die from the community management deathstar taking your soul. Heres a free one: https://blog.hubspot.com/blog/tabid/6307/bid/33415/The-Social-Media-Publishing-Schedule-Every-Marketer-Needs-Template.aspx#sm.00000cjc7orebud3ese7i87nd8oaa

Shortened and Customisable Links FTW!

Creating Powerful CommuicationsWith Bit.ly you can shorten as well as customise your links and then when people click on those links, you get Analytics.Customise your shortened link to be relevant to the content youre linking to.

Creating Powerful CommuicationsHootsuite is a command centre for all of your social media accounts use it to schedule your posts.

Creating Powerful CommuicationsTry groups over pages. You get to assert your authority which is great for thought leadershipIf you have the budget and have a page then spend it wisely and have a real life objective to achieve like signups, sales etc.

Creating Powerful CommuicationsTry groups over pages. You get to assert your authority which is great for thought leadershipIf you have the budget and have a page then spend it wisely and have a real life objective to achieve like signups, sales etc.

Creating Powerful CommuicationsSearch for the perfect user.Lots of hashtags are your friends.Create a quick, to-the- point bio (150 characters or less) followed by a direct CTA that uses a memorable URL.

https://blog.gleam.io/foundr/

Creating Powerful CommuicationsSearch by gender, job title, location, company/personType in your ideal twitter user and it will find it so you can follow, listen and then engage.Dont RT compliments; post a ton of different content videos/photos etc do and ICYMI in case people missed your initial tweet

On Influencers

Creating Powerful CommuicationsInfluencer marketing became a hot topic late 2015 early 2016. I have a friend who runs an influencer company called Webfluential theyre rad. However, personally I dont feel like this kind of thing works as more often than not you can see its a sponsored tweet and it feels like the influencer has sold out or its not an authentic part of their voice. According to the FTC in America paid influencers also need to stipulate theyve been paid, which ads to the authenticity issue.

Faux pas.

Creating Powerful CommuicationsFor your pleasure.

Creating Powerful CommuicationsFor your pleasure.

Thanks! Now get back to work!36

Creating Powerful Commuications