making the most out of social media in 2018 · 2018-10-16 · linkedin 255 snapchat 200 pinterest....
TRANSCRIPT
@adam_bianco
Making the Most Out of Social Media in 2018
Want these slides? visit adambianco.com/2018social
@adam_biancopage02
1 How We Got Here
Introduction
2 General Tips & Tricks
3 Best Practices by Network 4 What’s New
@adam_biancopage03
INTRODUCTION
@adam_biancopage04
WHO ARE YOU?
NameTitle | Company
Social Media Skills: Rate 1-5
@adam_biancopage05
Hi there! Adam is the Lifecycle Marketing Manager at U.S. Cellular, During his previous professional stops at hospitality industry innovators, the G.R.E.A.T. Grille Group and Levy Restaurants, he collaborated with some of the world’s top brands, Harley Davidson, Disney, American Girl, Chicago Cubs, NFL teams, and Hall of Fame athletes. He also ran a successful consulting company and led the marketing team at P&G’s new on-demand startup Tide Spin.
Adam Bianco - Lifecycle Marketing Manager
@adam_bianco
@adam_bianco
@ohiostfootball | over 300,000 followers
@sportsfoodie | over 20k in less than a year
/adambianco
@adam_bianco
Soon-to-be World’s Premier Online Souvenir & Gift Shop
@adam_bianco
Want these slides?
page07
frontrowinteractive.com/content-jam
@adam_biancopage08
How did we get here?
@adam_bianco
@adam_biancopage010
@adam_biancopage011
@adam_biancopage012
HISTORY LESSON
A New Hope
Columbus discovers America
War of 1812
1492
long time ago 1812 2004 2006 20102003 2011
@adam_bianco
HISTORY LESSON
Founded in 2004, by this guy
@adam_bianco
HISTORY LESSON
Oops, wrong guy
It isn’t slowing down
@adam_bianco
HISTORY LESSON
If Facebook were a country, it would be the world’s largest
1. Facebook: 2.2 billion2. China: 1.4 billion3. India: 1.3 billion4. United States 325k
@adam_biancopage016
ACTIVE USERS BY NETWORK
2,200Facebook
1,000Instagram
336Twitter
294LinkedIn
255Snapchat
200Pinterest
@adam_bianco
HISTORY LESSON
page017
@adam_bianco
Is it right for you? everyone is on it
page018
you’re on it
your mom is on it
and your grandma is on it
@adam_bianco
Social Media, The Business
page019
what he’s really like...
@adam_bianco
Social Media, The Business
page020
@adam_bianco
@adam_bianco
Social Media, The Business
page022
@adam_bianco
Social Media, The Business
page023
@adam_bianco
HISTORY LESSON
page024
@adam_bianco
Facebook: 101
page025
@adam_biancopage026
@adam_biancopage027
General Tips & Best Practices
@adam_biancopage028
Strategy + Social
@adam_biancopage029
the BIG question: what’s the ROI on social media?
@adam_biancopage030
“Being on social media means your brand will be relevant in 5 years.”
Jason PetersonCMO, Havas Worldwide
@adam_bianco
Strategy Fundamentals
page031
Well that’s not 100% true anymore...
All major networks have an in-depth analytics platform to track ROI
@adam_bianco
Social Media
Website
Paidmarketing is all
connected
@adam_bianco
Strategy Fundamentals
● Business Goals: all strategies should tie back
● Networks: which make sense for you business
● Content: what are you going to post?
● Frequency: how often should you post?
● Engagement: how you interact with your audience
● Measuring Success: what KPIs are you looking for?
● Tools: how are you going to post & engage
● People: who is actually going to do it all? page033
@adam_bianco
marketing funnel
paid
remarketing
@adam_bianco
Strategy Fundamentals: Business Goals
Business Goals: all strategies should tie back○ i.e. brand awareness, drive more traffic to website, increase customer loyalty, selling a
product, engage customers, hire employees, etc.
page035
Biz Goals Strategy ContentEngage KPIs Biz Goals
@adam_bianco
Strategy Fundamentals: Business Goals
page036
Don’t dive in without deciding where Social Media plays into your marketing strategy
@adam_bianco
B2B
the others
B2C
page037
Strategy Fundamentals: Networks
@adam_bianco
TWEAK YOUR MESSAGE FOR EACH SOCIAL MEDIA PLATFORM
Twitter: I’m eating a donut
Facebook: I like donuts
Foursquare: This is where I eat donuts
Instagram: Here is a vintage photo of a donut
YouTube: Here I am eating a donut
LinkedIn: My skills include donut eating
Pinterest: Here’s donut recipe
Snapchat: The donut and I face swapped
Periscope I’m eating the donut this very second and you’re going to watch
Google+: I am a Google employee who eats donuts
page038
@adam_biancopage039
so is organic social dead?
@adam_biancopage040
Only 2% of your “Likes” will see your posts
@adam_bianco
Organic vs. Paid: FB’s Playbook
page041
introduces the algorithm
creates brand pages
adds business friendly features
organic reach shrinks
nearly impossible to reach audience
2009
@adam_bianco
Organic vs. Paid: Et tu, Instagram?
page042
introduces the algorithm
creates brand pages
adds business friendly features
organic reach shrinks
2016
@adam_bianco
Organic vs. Paid: Instagram’s decline
page043
70% of your content is not reaching your followers
Because there is so much content (80 million photos uploaded every day)
@adam_bianco
Facebook Changes: the mission
page044
January 4, 2018
@adam_bianco
Facebook Changes: the mission
page045
@adam_bianco
Facebook Changes: the mission
page046
20%decrease in traffic
@adam_bianco
Facebook Changes: the mission
page047
so what can you do?
@adam_bianco
Facebook Changes: the mission
page048
so what can you do? humanize your brand, engage in real conversations
@adam_bianco
Facebook Changes: the mission
page049
buzzfeed hackstayed atop friends and families newsfeed for 12 straight days
@adam_biancopage050
Content
@adam_biancopage051
Content
@adam_bianco
Content: Be Relevant
page052
where should I get ideas? ● business happenings● wacky holidays ● media dates● local and national events● seasonal● trending topics
@adam_biancopage053
What to Post: fun examples & tie-ins
@adam_bianco
Photo Tips: the flat lay
page054
the flat layeveryone does this one
@adam_bianco
Photo Tips: messy pile
page055
alt method #1:the messy pile
● Keep the background pretty simple.
● Pick a theme.● Play with angles. ● Think about the
negative space.
@adam_bianco
Photo Tips: selfie stack
page056
alt method #2:the selfie stack
● background can be simple or colored
● grow way to show related products
● try using your hand
@adam_bianco
Photo Tips: single product focus
page057
alt method #3:single product focus
● great for product placement
● blur out background● on the go or flat lay
@adam_bianco
Photo Tips: personal feature
page058
alt method #4:personal feature
● images with face get 38% more engagement*
● hold product up● create simple
background or blur out ● looking straight ahead
@adam_bianco
Photo Tips: in mass
page059
alt method #5:in mass
● at least have one product in focus
● great when doing a product launch
● can utilize flat lay here too
@adam_bianco
Facebook 101
page060
Most viral post by top brands
Contests and simple, creative messages
@adam_biancopage061
remember you’re competing against puppies and babies
Organic vs. Paid: content
@adam_biancopage062
or worse...
Organic vs. Paid: content
@adam_biancopage063
Still don’t know where to start? look at your competition
@adam_bianco
Video & Music Services: online videos
page064
Not a video master? No problem! There are several easy-to-use video platforms out there and apps are you phone.
@adam_bianco
Video & Music Services: video apps
page065
Not a video master? No problem! There are several easy-to-use video platforms out there and apps are you phone.
@adam_bianco
Video & Music Services:
page066
Do NOT use copyrighted music.
Your videos will be taken down
@adam_bianco
Video & Music Services: music
page067
There are several free & in-expensive music licensing sites
@adam_bianco
What To Post: all the content
page068
Stay consistent! People want to to know what to expect from your account. Use your brand keywords and stick to them (most of the time).
i.e. if you talk about football, don’t start talking about cupcakes (unless it’s football themed-cupcakes)
@adam_biancopage069
Engagement
@adam_bianco
Engagement: types
12
Reactive Engagement: users interacting with your brand on social media through mentions, retweets, etc.
Proactive Engagement: your brand interacting with users, seeking out those conversations that you should be involved in
@adam_bianco
Engagement: companies that are killing it
@adam_bianco
Engagement: companies that are killing it
@adam_bianco
Engagement: companies that are killing it
@adam_biancopage074
Engagement: companies that are killing it
@adam_bianco
Engagement: companies that are killing it
@adam_bianco
Engagement: proactive
page076
@adam_bianco
Engagement: proactive
page077
@adam_biancopage078
Video
@adam_biancopage079
12xmore likely to be shared
Video:
@adam_biancopage080
90%videos are viewed on mobile
Video:
@adam_biancopage081
28%higher purchase intent
Video:
@adam_bianco
80%square videos get more engagement
Video: size does matter
@adam_bianco
vertical
video
is
on
the
rise
Video: size does matter
@adam_bianco
vertical
video
is
on
the
rise
Video: size does matter
@adam_bianco
vertical
video
is
on
the
rise
Video: size does matter
@adam_bianco
“Page posts that generate conversation between people will show higher in News
Feed. For example, live videos often lead to discussion among viewers on
Facebook – in fact, live videos on average get six times as many interactions as
regular videos. Many creators who post videos on Facebook prompt discussion
among their followers, as do posts from celebrities.”
Video: & the new Facebook
- Facebook’s News Feed chief Adam Mosseri:
@adam_biancopage087
more and more video is being added natively on LinkedIn. Pages and ads are not far behind.
Video:
@adam_biancopage088
Using Influencers
@adam_bianco
How To Grow: influencers
page089
mention (@) or comment
Tag them in a photo
Send them a direct message
Email them!
how to get influencers’ attention
@adam_bianco
Influencers: organic influencers
It isn’t just for organic posts
@adam_bianco
Influencers: organic influencers
And it isn’t about celebrities either
(but they don’t hurt)
@adam_bianco
Influencers: organic influencers
Leverage influencers tools
like The Tribe
@adam_bianco
Influencers: organic influencers
You’ll get great content to share
as advertisements like this
@adam_bianco
How To Grow: influencers
page094
Instagram is testing the “sponsored” element on posts to make it more clear when brands work with influencers.
@adam_biancopage095
page096
HISTORY CLASS
First tweet ever
page097
TWITTER ACTIVE USERS
page098
TWITTER IS BACK ON TRACK
TWITTER IS SPECIAL
page099
● 280 Characters (use them wisely)
● Started out only text aka “microblogging”
● One-to-one communication with just about anybody!
● Easily have “Twitter Chats”
● Fantastic Search! (more on that later)
● The most web friendly site
● The most “real-time” network, see what’s trending and breaking news
@adam_bianco
Setting Up Your Page: about
page0100
Your about section doesn’t have to be lame
@adam_bianco
Setting Up Your Page: about
page0101
So you wanna be a big shot...
@adam_bianco
Setting Up Your Page: name/username name/username
page0102
People can find you by your username, name, or anything in your description including the city
@adam_biancopage0103
photos collages
videos/gifs
articles
polls
What to Tweet: all the content
page0104
@adam_bianco
What to Tweet: emojis
page0105
emojis are
@adam_bianco
What to Tweet: gifs
page0106
gifs are
@adam_bianco
What to Tweet: gifs
page0107
@adam_bianco
What to Tweet: emojis are everywhere
page0108
@adam_bianco
What to Tweet: content ratio
page0109
4:1personality to promo
@adam_biancopage0110
photos collages
videos/gifs
articles
polls
What to Tweet: all the content
@adam_bianco
What to Tweet: content ratio
page0111
when all else fails...
@adam_biancopage0112
What to Tweet: content ratio
@adam_bianco
What to Tweet: content ratio
page0113
give the people what they want...
@adam_bianco
What to Tweet: pinned tweet
page0114
Running a promotion or contest?
Have big news or a new blog post?
Really want to get a specific message across?
@adam_bianco
What to Tweet: where to get content
page0115
@adam_bianco
What to Tweet: where to get content
page0116
@adam_bianco
What to Tweet: “commandeer”
page0117
Step 1: Find your favorite accounts
Step 2: Make a list
Step 3: Take their content and post as your own
**Extra Step: turn on tweet notifications
@adam_biancopage0118
Domino Pizza’s “TWEET TO ORDER” CAMPAIGN SAW A 30% INCREASE IN SALES IN JUST 1 WEEK
@adam_biancopage0119
How Often to Tweet?
@adam_bianco
How Often to Tweet: frequency
page0120
@adam_bianco
How Often to Tweet: frequency
page0121
What does that mean?
tweet as much as you like!
@adam_bianco
How Often to Tweet: frequency
page0122
here today, gone in 1,440 seconds
24 minutesaverage lifespan on a tweet
@adam_biancopage0123
When should I tweet?
@adam_bianco
When should I tweet: times
page0124*source: buffer
@adam_biancopage0125
What if I have just too much to say?
@adam_bianco
Separate Accounts: strategies
page0126*source: buffer
12
Too much to say: split your content into different categories
Multiple parts of the business: several distinct divisions or different parts of the world
@adam_bianco
Separate Accounts: strategies
page0127*source: buffer
@adam_bianco
How To Grow: be social
page0128
Be Social!Mention people in almost every tweet, utilize hashtags, tag people in photos, etc.
@adam_bianco
How To Grow: be social
page0129
user discovery, analytics and more
@adam_bianco
How To Grow: other strategies
page0130
● Ask for RTs
● Follow (a lot), Like (even more)
● Engagement
● Hashtag research - engage with the most popular hashtags
● Participate in Twitter Chats
● Publicize your account everywhere!
○ website, email signature, newsletter, biz cards, menus, promo collateral
@adam_bianco
How To Grow: commenting
page0131
Step 1: Target medium to large accounts
Step 2: Turn on tweet notifications
Step 3: Comment as quickly as possible
@adam_biancopage0132
@adam_biancopage0133
HISTORY LESSON
Star Wars for real
Columbus discovers America
Star Wars Movie
1492
long time ago 1977 2004 2006 20102003 2011
@adam_biancopage0134
HISTORY LESSON: Instagram Only
1 million users
10 million users
Dec2010
Oct2010
Sept2011
Dec2013
May2016
1st WorldwideInstameet
March2011
Wins iPhone App of the Year
Dec2011
takeover
April2012
100 million users
Feb2013
Introducesvideo
Sept2013
Rolls out sponsored posts
Oct2013
Aug2014
March2015
Oct2015
400 million users
Sept2015
LaunchesStories
Aug2016
@adam_biancopage0135
HISTORY CLASS: Facebook Buys Instagram
@adam_biancopage0136
HISTORY CLASS: in comparison
$35 million(2005)
@adam_biancopage0137
HISTORY CLASS
First post ever
@kevin & @dolly
@adam_biancopage0138
WHAT MAKES INSTAGRAM UNIQUE
@adam_bianco
INSTAGRAM IS SPECIAL
page0139
● Reverse chronological order → algorithm timeline
● Only pictures and video (up to 60 seconds)
● Only one link
● It’s not naturally viral
● Search locations easily
● (Practically) mobile-only
@adam_bianco
INSTAGRAM + BUSINESS
page0140
Does instagram drive
actual business?
@adam_bianco
INSTAGRAM IS SPECIAL: and all the filters
page0141
@adam_biancopage0142
INSTAGRAM ACTIVE USERS
@adam_bianco
Instagram: age demos (USA)
page0143
2015 2017
@adam_bianco
Instagram: sister apps
Hyperlapseshrink long videos
Layoutcollage app
page0144
Boomerangcreate quirky short videos
@adam_bianco
Instagram: usage
page0145
Fun Fact #1:
of Instagram users say that they learn about products and services through Instagram(source: Instagram)
60%
@adam_bianco
Instagram: usage
page0146
Fun Fact #2:users take actions such as visiting sites, searching, or telling a friend after seeing an Instagram post.(source: Instagram)
75%
@adam_bianco
Instagram: usage
page0147
Fun Fact #3:
ad recall vs. Nielson’s norms for online advertising (source: Instagram)2.8x
@adam_bianco
Facebook Changes: the mission
page0148
20%decrease in traffic
@adam_bianco
Instagram: usage
page0149
70% of your content is not reaching your followers
Because there is so much content (80 million photos uploaded every day)
@adam_biancopage0150
photos photos and more photos oh, and video
What to Post: all the content
@adam_biancopage0151
collages infographics quotes
Best Practices: content
stop motion video
@adam_biancopage0152
Instagram Content: aspirational & creative
@adam_biancopage0153
@adam_biancopage0154
@adam_bianco
Instagram Story: early thoughts & best practices
page0155
So Many Camera Modes
● Type
● Live
● Normal
● Boomerang
● Focus
● Superzoom
● Rewind
● Hands-Free
● Stop Motion
@adam_biancopage0156
@adam_bianco
Engagement: tips
Double Tap... Tag a friend... page0157
three ways to get the best engagement on your pictures
Ask a Question
@adam_biancopage0158
which receives the best engagement?
Engagement: tips
@adam_bianco
Engagement: types
page0159
@adam_bianco
How To Grow: best practices
page0160
● Post more often & consistently with great content
● Engaging posts - every single one of them
● Follow the right people
● Hashtags: use up to 30 (or 60?)
● Tag your photo: up to 20 people
● Use third party services?
○ Crowdfire
○ Archie 😏
○ FollowLiker
@adam_bianco
How To Grow: best practices
page0161
With every user tagged, the
number of likes go up. This
increase is basically linear; every
user tagged brings 0.5-1 new like.
@adam_biancopage0162
correct way
How To Grow: best practices
1st comment
@adam_biancopage0163
Step 1: type 3-5 hashtags in caption
Step 2: before posting, type out the 5 dots and the rest of the hashtags aka “1st comment” hashtags
Step 3: cut “1st comment hashtag”, post photo, go into 1st comment, the paste “1st comment hashtags”
Instagram Hack: hashtagsCaption
1st Comment
3
.
.
.
.
.27
= [...]
@adam_biancopage0164
Step 1: figure out the hashtags you want to use
Step 2: save your hashtags in notes or autocorrect
Step 3: post caption with no hashtags
Step 4: add comment with 30 hashtags
Step 5: go back and edit caption to add 30 more hashtags
Instagram Hack: hashtags
@adam_biancopage0165
Instagram Hack: hashtags
Caption
1st Comment
30
30 = [ ... ]
@adam_biancopage0166
Instagram Hack: hashtags
FYI… new reports suggest hashtags might not be as effective as they used to be
@adam_biancopage0167
Instagram Hack: hashtags
@adam_biancopage0168
Instagram Hack: hashtags
@adam_biancopage0169
Post from a desktop
@adam_bianco
Desktop Posting: how to
page0170
Here’s the work-around:
1. In Chrome, download the “User-Agent Switcher” extension for Chrome
2. Switch to the mobile browser
3. And post!
The upload features are limited (i.e. no filters) but it does the trick.
@adam_bianco
Desktop Posting: how to
page0171
@adam_biancopage0172
Is a business profile worth it?
@adam_bianco
Biz Profile: the basics
page0173
Business Profiles:
○ Schedule Posts
○ Track Performance (Instagram Insights)
○ Share links in Instagram stories
○ Make money (connect ecommerce platform)
○ Can choose how customers contact biz (call, text, or email)
○ Get Directions
○ Promote (ads)
**you must have a business facebook account to have an Instagram account
@adam_bianco
Biz Profile: what does it look like?
page0174
See individual post stats
● impressions
● reach
● engagement
@adam_bianco
Biz Profile: what does it look like?
page0175
@adam_bianco
Analytics: what does it look like?
page0176
@adam_bianco
Biz Profile: new updates
page0177
See all incoming messages and Instagram has enabled quick replies
@adam_bianco
Biz Profile: new updates
page0178
More “action” buttons including “Reserve”
@adam_bianco page0179
@adam_bianco
Growth Hacking: Facebook
page0180
you’re (probably) going to have to use ads
let’s get one thing clear
@adam_bianco page0181
Facebook Hack #1: leverage your customers
@adam_bianco
Facebook Hack: leverage your customers
page0182
1. Upload Email List as a Custom Audience
2. Run an ad just to this audience for Page “Likes”
3. Watch them roll in (generally) cheaper than a standard ad
@adam_bianco page0183
Facebook Hack #2: use for PR
@adam_bianco
Facebook Hack: use for PR
page0184
1. Target people who work at Publications
2. Run ads geared towards them in the weeks leading up to the roll out
3. Email them too
@adam_bianco page0185
Facebook Hack #3: post as your page
@adam_bianco
Facebook Hack: post as your page
page0186
You can post anywhere as your page rather than yourself.
Post in groups, other pages, or anywhere else.
@adam_bianco page0187
Facebook Hack #4: add “Likes” from notifications
@adam_bianco
Facebook Hack: add “Likes” from notifications
page0188
Look through your notifications and send an invite to anybody who doesn’t “Like” your page
@adam_biancopage0189
But what’s the last network we’re going to talk about… ?
@adam_biancopage0190
Google Strikes Back
@adam_biancopage0191
Google Strikes Back: Google+
@adam_biancopage0192
Google Strikes Back: Google+
less than
0.3%active users
@adam_bianco
Facebook: 1.5 billion
page0193
Google Strikes Back: Google+
G+: 6 million
monthly active users
@adam_bianco
Ad Basics: channels
page0194
Intent Aspirational / Impressions
@adam_biancopage0195
Google Strikes Back: My Business
See how people are finding your listing (not your website)
@adam_biancopage0196
Google Strikes Back: My Business
See how they are finding your business (great for brick & mortar)
@adam_biancopage0197
Google Strikes Back: My Business
See what customers are doing your listing
@adam_biancopage0198
Google Strikes Back: My Business
And then see where they are coming from
@adam_biancopage0199
Google Strikes Back: My Business
Gain valuable insights on overall views & reviews
@adam_biancopage0200
Google Strikes Back: Reviews
Reviews are becoming a bigger part of the business
@adam_biancopage0201
Google Strikes Back: Reviews
Really, really big
@adam_biancopage0202
Google Strikes Back: Reviews
source: moz
@adam_biancopage0203
Google Strikes Back: Reviews
Reviews make up 13% of local “3 pack” SEO.
Nearly 2x higher
source: moz
@adam_biancopage0204
Google Strikes Back
So why are we talking about Google?
source: moz
@adam_biancopage0205
Google Strikes Back: Search & Social
@adam_biancopage0206
Google Strikes Back: Search & Social
@adam_biancopage0207
3.5 Billion
Google Strikes Back: Search & Social
Google Searches per Day: @internetlivestats
Facebook Searches per Day: @facebook circa 2016
2 Billion
@adam_biancopage0208
Google Strikes Back: Search & Social
recommendations
events
marketplace
professional services
@adam_biancopage0209
Google Strikes Back: Search & Social
Musicians can share posts and show up on their own Google Search
@adam_biancopage0210
Google Strikes Back: Search & Social
Celebrities answer all of those weird questions about themselves
@adam_biancopage0211
Social Media Ads & Ads Benchmarks
@adam_bianco
Analytics: instagram benchmarks
How are you stacking up?
(source: adstage)
@adam_bianco
Analytics: other channels
(source: adstage)
Instagram Facebook Twitter Google FB Audience Network
CPM $10.14 $12.45 $5.92 $78.47 $3.77
CPC $2.62 $0.54 $0.36 $0.97 $0.27
CTR 0.39% 2.39% 1.76% 8.33% 1.42%
@adam_bianco
Analytics: full funnel!
Be careful though because those
numbers only tell you part of the story
@adam_bianco
Analytics: full funnells!
You have to look at the full conversion
to track ROI
@adam_bianco
Analytics: other channels
(source: adstage)
Instagram Facebook Twitter GoogleFB Audience
Network
CPM $10.14 $12.45 $5.92 $78.47 $3.77
CPC $2.62 $0.54 $0.36 $0.97 $0.27
CTR 0.39% 2.39% 1.76% 8.33% 1.42%
ROI 2x 5x -50% 10x ---
@adam_biancopage0217
Strategy
@adam_bianco
Why?
page0218
But more importantly you want to see...
what’s working
what’s not
what’s the cost
@adam_bianco
Strategy: key elements
page0219
ObjectiveAudience Creative
@adam_bianco
Strategy: overview
page0220
What to think about?
● What are my business goals? What is your company’s objective?
● Who is your target audience?
● Are you more mobile or desktop?
● What is your budget?
@adam_bianco
Strategy: KPIs
How do you measure success on Social Media? Impression: # of times your post was seen
Reach: how many unique people saw the post
Engagement: # of times people “engaged” with the post i.e.
likes, comments, shares, retweets, etc.
CTR (click-through-rate): # or % of clicks your link received
Conversions: # or % of visits to your website and take a
specific action
Followers: # of people that follow your accountpage0221
Major Networks: KPIs
page0222
impression vs. reach
impression reach
10 impressions 9 reach(one person saw it twice)
Major Networks: KPIs
How do you measure success on Social Media? Impression: # of times your post was seen
Reach: how many unique people saw the post
Engagement: # of times people “engaged” with the post i.e.
likes, comments, shares, retweets, etc.
CTR (click-through-rate): # or % of clicks your link received
Conversions: # or % of visits to your website and take a
specific action
Followers: # of people that follow your accountpage0223
@adam_bianco
Strategy: key elements
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Audience
@adam_bianco
Ads Network: audiences
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the types of audiences
1 2 3Custom Audience Look-a-Like Audience Saved Audience
@adam_bianco
Ads Network: audiences
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custom audiencegreat for remarketing, app engagement, persona targeting
@adam_bianco
Ads Network: audiences
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look-a-like audiencegreat for expanding your audience base - can target website traffic, app users, & more
@adam_bianco
Ads Network: audiences
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saved audiencegreat for targeting anyone and everyone!
@adam_bianco
Ads Network: audiences
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@adam_bianco
Strategy: Audiences
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@adam_bianco
Strategy: Audiences
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@adam_bianco
Strategy: Audiences
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@adam_bianco
Strategy: key elements
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Objective
@adam_bianco
Strategy: objective
page0234
@adam_bianco
different objectives at different times
video views
website clicks
likes
app installs
remarketing
dormant & active users
organic posts
@adam_bianco
Strategy: objective
page0236
@adam_bianco
Strategy: key elements
page0237
Creative
@adam_bianco
Strategy: Content
page0238
photos articles videos
events
white papers/ebooks
@adam_bianco
Strategy: Content
page0239
Keys to Success
Have a branded and/or unique picture
Choose a Call-to-Action that resonates
Develop copy that resonates… the hierarchy● Picture● Headline● Above Picture Copy - “caption”● Below picture copy - “description”
@adam_bianco
Ad Basics: channels
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Should I post the same ad on each?
● some content is missing● different look & feel
@adam_bianco
Strategy: Other Best Practices
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Use 5 words or less in your headline
@adam_bianco
Strategy: Other Best Practices
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Use 5 words or less in your headline
@adam_bianco
Strategy: Other Best Practices
page0243
Post text and link description can be longer, about 14 words
@adam_bianco
Strategy: Other Best Practices
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Most popular and effectives words in an ad
@adam_bianco
Strategy: Other Best Practices
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Most popular and effectives words in an ad
@adam_bianco
Strategy: Other Best Practices
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Want to stand out? Go negative and really positive
@adam_bianco
Strategy: Other Best Practices
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Want to stand out? Go negative and really positive
@adam_biancopage0248
Build a story…
with DIY crafts
@adam_biancopage0249
Build a story…
with one-liners & consistentcall-to-action
@adam_biancopage0250
Build a story…
with sales messages
@adam_biancopage0251
Build a story…
@adam_biancopage0252
Build a story…
@adam_biancopage0253
Build a story…
with quick messages (12 in 15 seconds)
@adam_biancopage0254
Build a story…
with simple, fun video
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20% text rule does not apply
to videos
Ad Basics: where to publish
Test & Experiment: what does that mean?
Step 1: try 5 ads - same caption, different pictures
Step 2: try 5 ads, same picture, different caption
Step 3: try different audiences
Step 4: optimize based off of CPC, reach, etc.
Try Different Objectives: if you’re doing app installs...● Drive them to your website then track conversions and/or
remarketing ads● Video views for brand awareness● Facebook Offer for a special discount
Strategy: the a/b test
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@adam_bianco
Strategy: Content
page0257
A/B Test Captions & Photography
@adam_bianco
here are a few examples
video views
website clicks
likes
app installs
remarketing
dormant & active users
organic posts
@adam_bianco
B2B: software company
1. video views to build awareness
2. drive people to my website or landing page to acquire information (likely offer a lead magnet like a white paper)
3. remarket to those who visited my website or watched my video
4. Have a new product? Market towards those who are active users
5. Try a separate lead gen campaign on specific networks
video views
website clicks
remarketing
dormant & active users
@adam_bianco
video views
website clicks
remarketing
dormant & active users
organic posts
Wedding Photographer
1. Networks: Facebook, Instagram, Pinterest
2. Audience: age, income, location, recently engaged, interested in specific magazines, etc.
3. Showcase the best photography but in the most iconic Chicago locations
4. Leverage Look-a-Like audiences and friends of people connected to my page
@adam_bianco
Strategy: Budget
page0261
How much does it cost? Not as much as you might think.
● You can spend anywhere from $100,000s/month
● Remarket for only couple of hundred/month depending on website traffic
● Boost post for as little as $10 to reach a couple hundred more followers
@adam_bianco
Ads: the objectives
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page0263
…
Ads: What they look like
in the profilein the timeline
@adam_bianco
Ads: platform walkthrough
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WHAT’S NEW
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@adam_biancopage0266
Instagram Story
@adam_bianco
Instagram Story: early thoughts & best practices
page0267
Well that
was fun
@adam_bianco
Instagram Story: early thoughts & best practices
page0268
● Best way to get in front of your audience
● Depending on your audience, might
replace Snapchat
● Probably has more features at this point
● Post real-time photos/video (10 sec)
● More than 24 hours? Doesn’t matter
● You can now go live + a friend!
● Add links (business profiles)
@adam_bianco
Instagram Story: early thoughts & best practices
page0269
Update your story throughout the day in order to stay in the top left1
Make graphics that fit the dimension, it doesn’t have to be a picture2
Utilize stories in a unique way vs. your normal feed3Easier way to engage your influencers and do a Instagram takeover4
Build suspense, promote link, articles and even other social handles5
@adam_bianco
Instagram Story: early thoughts & best practices
page0270
Coming Soon… new Calendar layout of when you’ve been active
@adam_bianco
Instagram Story: early thoughts & best practices
page0271
And so many styles of font!
@adam_bianco
Instagram Story: early thoughts & best practices
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@adam_bianco
vertical
video
is
on
the
rise
Video: size does matter
@adam_bianco
vertical
video
is
on
the
rise
Video: size does matter
@adam_bianco
vertical
video
is
on
the
rise
Video: size does matter
@adam_bianco
Instagram Story: not just Instagram
page0276
@adam_biancopage0277
How do I get started with ecommerce?
@adam_biancopage0278
…
eCommerce: shopify integration
@adam_biancopage0279
Try Have2Have.itor Like2Buy
eCommerce: not on Shopify? That’s okay
@adam_biancopage0280
eCommerce: in-app purchases
New & live...
shopping tags in Instagram Stories.
But there is an approval process
● must sell physical product● must be a business account● must be connected to a
Facebook Catalog
@adam_biancopage0281
eCommerce: in-app purchases
Coming soon...
@adam_biancopage0282
eCommerce: in-app purchases
● New ad type blends video and catalog
● Plus enables in-stream purchases
Coming soon…
@adam_biancopage0283
make that money, ecommerce
@adam_biancopage0284
…
ecommerce: facebook shop
@adam_biancopage0285
…
ecommerce: connect your store
@adam_biancopage0286
ecommerce: don’t have shopify?
Try Have2Have.itor Like2Buy
@adam_biancopage0287
ecommerce: don’t forget about Pinterest
@adam_biancopage0288
What else is new?
@adam_bianco
What’s New: a lot
page0289
share others’ content to your
story
@adam_bianco
What’s New: a lot
page0290
easily share stories you’re mentioned in
@adam_bianco
What’s New: a lot
page0291
emoji slider!
@adam_bianco
What’s New: a lot
page0292
Spotify to Stories
@adam_bianco
What’s New: a lot
page0293
@adam_bianco
What’s New: a lot
page0294
New “Slow-Mo”
mode
@adam_bianco
What’s New: a lot
page0295
New & live… ask questions (yes, different than polls)
@adam_bianco
What’s New: a lot
page0296
New & live…
you can also ask an open ended question and get feedback
@adam_bianco
What’s New: a lot
page0297
Coming Soon… add music snippets (even licensed)
@adam_bianco
What’s New: a lot
page0298
Coming Soon… add your pictures as a sticker in stories
@adam_bianco
What’s New: a lot
page0299
Coming Soon… tag a Facebook friend on Instagram
@adam_bianco
What’s New: a lot
page0300
IGTV: full feature video platform
● Videos can be up to 60 minutes
long (a big jump from Instagram’s
current 60-second limit)
● Videos can be up to 3.6gb
● Videos will be in MP4 format
● Videos should be 9:16 size
@adam_bianco
What’s New: a lot
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Coming Soon… Instagram Stories reactions
@adam_bianco
What’s New: a lot
page0302
Coming Soon… Instagram Stories reactions
@adam_bianco
What’s New: a lot
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Coming Soon… remove (but not block) followers
● Remove followers who can still
find your content (if you’re public)
● This may boost your overall
engagement score if you remove
those who do not engage with
your brand.
@adam_bianco
What’s New: a lot
page0304
Coming Soon… restrict stories to regions
Why would you do this?
● If you’re doing promotions for a
particular location
● Translate to that native language
● Only ship products to a certain
area
● Highlight localized events and
holidays
@adam_bianco
What’s New: a lot
page0305
New and live… active status in Messenger
@adam_bianco
What’s New: a lot
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New and live… updated explore tab
It’s a much more
customized to you with
relevant pictures, topics,
and hashtags.
@adam_bianco
What’s New: a lot
page0307
New and live…
group video calls
@adam_bianco
Instagram: Name Tags
page0308
Instagram becomes the latest social media app to add Name Tags
@adam_bianco
Facebook: Premieres & More
page0309
Facebook Premiere are pre-recorded featured video that will air at a specific time. This is a mixture of Video, Facebook Live, and Events all rolled up into one.
@adam_bianco
Facebook: Premieres & More
page0310
Live video polling has been rolled out to more pages + your Top Fans* get a special badge helping prioritizing interaction.
*You must have 10k+ followers and enabled in Page Settings
@adam_bianco
Instagram: A New Way to Hashtag
page0311
Hashtags may no longer be included in the caption
@adam_bianco
Facebook: Job Listings
page0312
Share your job postings more easily to groups and review applicants right in the Facebook app
@adam_bianco
Facebook Pages & Group Updates
page0313
Facebook now allows Pages to create Groups + Pages can ask to join current Groups
@adam_bianco
Facebook: Stories Update
page0314
Map to see nearby friends & more stickers!
@adam_bianco
Facebook: Stories Update
page0315
Add your Pet into a Facebook Talent Show?
@adam_bianco
Facebook: New Sharable Link Size
page0316
Possible move to a 1:1 ratio
@adam_bianco
Facebook: New Video Ads
page0317
In-Stream Reserve Ads: only available to select publishers
ThruPlay: only pay when someone watches 15 seconds
@adam_bianco
Facebook: messenger bots
page0318
Add your Pet into a Facebook Talent Show?
@adam_biancopage0319
martech | other services
@adam_bianco
Paid Social | tools & services
page0320
@adam_bianco
Other Services | content hubs
page0321
@adam_bianco
Other Services | email tracking
page0322
email verificationemail tracking
email scheduler & reminders
continue to resend emails
@adam_bianco
Other Services | graphic design
page0323
@adam_bianco
Other Services | all-around tools
page0324
create CTAs on every link
all-around tool to gain emails, heat maps, and more
@adam_bianco
Other Services | viral contests
page0325
@adam_bianco
Other Services | link building & tracking
page0326
URL Builder
Social Media ManagementHootsuite, Buffer Sprout Social,
MeetEdgar All-in-one management of social media networks -- Organization, listing, monitoring
Website AnalyticsGoogle Analytics
SimilarWebBest to track visitors and conversion; Get traffic on sites other than your own (and apps too)
URL Sharing & Building Bitly, Google URL Builder URL shortener and engagement tracking
Email Marketing MailChimp email and list building, prospects and customer communications. FREE(!) up t0 2,000 subcribers
Content Marketingportent.com, Answer The
Public, HubSpot, BuzzSumogenerate new ideas and exciting headlines
Page Conversions SumoMe, Sniply fantastic all-around tool
Landing Pages Unbounce, LeadPages.net get a landing page up in minutes
SEO MOZ, SEMrush, Yoast determine top keywords and page optimization
MARTECH STARTER KIT WHAT TOOLS DO YOU NEED TO GET STARTED?
page0327
@adam_bianco
Obligatory “Key Takeaways” slide
● You don’t have to be everywhere, select the networks &
strategies that drive ROI
● Humanize your Brand through Stories & Engagement
● VIDEO
● It’s always changing! - keep it fresh, experiment, & evolve.
Check out socialmediatoday.com for updates
page0328
@adam_bianco
KEY TAKEAWAYS: keep it light
It is only social media after all...
page0329
@adam_bianco
Want these slides?
page0330
frontrowinteractive.com/content-jam
@adam_biancopage0331
feel free to email [email protected]
Any questions?
@adam_bianco
@adam_bianco
@ohiostfootball
@sportsfoodie
/adambianco