reno-tahoe ama justin lafferty presentation
TRANSCRIPT
BEYOND
FACEBOOK &
TWITTERJustin Lafferty
Editor — Adweek’s SocialTimes
@JLafferty21
EVERYONE’S ON FACEBOOK &
Facebook has 1.04 billion daily active users
50 million small business pages
Organic reach is tiny
Pay to play, ad spend rising
4C: Facebook ad spend in Q4 was up 128 percent from last year
Twitter has 305 million daily active users
Possible algorithm changes, giving more leeway to advertisers
Failing to engage new and novice users
@JLafferty21
SO WHERE CAN YOU GO?
Periscope (Twitter owned)
Instagram (Facebook owned)
Snapchat
@JLafferty21
WHAT IS PERISCOPE?
Live-streaming video app for iOS and Android
Launched in March 2015 after acquisition by Twitter
As of Aug. 2015, there are 10 million users and growing
From launch to Jan. 12, 2016: 100 million broadcasts
Growing in popularity among small business owners
Prominent celebs on Periscope: Howie Mandel, Kevin Hart, Ellen
DeGeneres, Jamie Foxx
@JLafferty21
Pros Cons
Twitter’s shining star
Passionate community
Not crowded with big brands
Direct connection with fans
and customers
Able to get in on the ground
floor
Intimidating for novices
Need to plan ahead a bit
Need to be persistent
Audience won’t be there
automatically
Need to promote scopes via
other social channels
@JLafferty21
EXAMPLE: @CHOCOLATEJOHNNY
John Kapos of Perfection
Chocolates in Australia
@ChocolateJohnny on
Instagram, Twitter &
Periscope … @ChocJohnny
on Snapchat
What does he do?
Broadcasts chocolate-making
process
Takes people behind the scenes
Uses Snapchat, Instagram,
Periscope to show off new
products
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@CHOCOLATEJOHNNY’S SOCIAL WINS
Uses Snapchat to send discount codes
Average of 10-20 people screenshot the code, purchase chocolate online or in store
Uses Periscope to feature products
Once sold $160 worth of chocolate during a 3 minute Periscope broadcast
@JLafferty21
Facebook’s hottest product
As of Sept. 2015, 400 million users
Great for visually striking content
Short product videos
No post sorting algorithm … yet
Good for:
Showing off visual content
Showcasing new/hot products
Connecting with mobile customers
Partnering with fans/customers for user generated content
@JLafferty21
INSTAGRAM CONTENT IDEAS
Show off visual content — even if it’s not explicitly your product
Local landscapes — connecting you with community
CEO doing something cool, notable
Employees volunteering at a local charity
Connect with passionate users, encourage them to be YOUR superfans
Find local Instagram users, repost their content (while giving them a shoutout in the caption)
Start a contest, promoted in-store & online, asking people to snap photos/videos with a unique, short hashtag
Showcase your customers using your products
Don’t just show your products & expect it to fly off the shelf
Showing people enjoying your products will spark curiosity, connection
Try not to do this too often, but often enough to drive awareness of key products
@JLafferty21
SNAPCHAT
Time-bomb dissolving messaging service
Photo/video messages only last a few seconds before deleting, but viewers can screenshot images & replay snaps (a limited time before paying)
No, it’s not just for sexting
Teens/Millennials LOVE Snapchat
Good for:
Showing off creative side
Offering limited-time-only discounts
Connecting with younger consumers
Showing behind-the-scenes process
@JLafferty21
WHY SHOULD I BE ON SNAPCHAT?
Emarketer study: 45 percent of Snapchat users polled were 18-24
(4/5/15)
30 percent of Millennials polled used Snapchat daily
Brands starting to catch on; now is the time to really be a market
leader
Customers are tiring of overproduced media, they want raw
content
Use Snapchat for daily contests, increasing customer
engagement
Ex: Grubhub
@JLafferty21
100 million active users; 1 million businesses on the site
Not just for women!
2014: Male userbase grew 73 percent, continuing to grow
Direct commerce to your store
Keep themed boards with products you have online & ready to sell
Link directly to that product, making it easy for Pinterest user to get to your e-commerce layer
Growing as an advertising platform
Buyable pins: More than 60 million on the site
These buyable pins take consumers from Pinterest to the product site
Great for passions
Weddings, man cave, fitness, recipes, sporting events, awards shows
@JLafferty21
MARKETING TIPS FROM
First: create a business account & confirm your website
This adds your logo to any Pin, lets people see what you’re Pinning
Optimize your Pinterest presence
Use your current logo; info should have concise info about your business & what inspires you
Pin at least once per day, so users get fresh Pins in their feeds
Don’t just Pin your own products
Partner with bloggers and local influencers, who will then be more motivated to Pin your content, as well
Re-pin things that would interest your audience
Use high quality, vertical-oriented images for Pins
Think about Pinterest SEO
Be descriptive (but concise) about your Pins. Instead of “sweater,” describe the colors, texture and material of the sweater — giving people more of a chance to find your product in search
@JLafferty21
THINGS TO REMEMBER
You don’t have to be on EVERY social platform
Try them all, try many, but zero in on the most effective platforms for your business
Find which social platforms and apps your customers use — go there
Even a simple survey would help, or talking to customers
If you’re going after a younger demographic, Instagram and Snapchat may make the most sense
If you’re going for a more tech-savvy demographic, give Periscope a shot
Don’t be afraid to use in-store signage to bring awareness of social presence, campaign or contest
Many times, your day-to-day customers may have no clue that you’re on social
Have a reason for being on social — behind-the-scenes looks, exclusive discounts, product announcements. This is not a set-it-and-forget-it newsletter.
Be fearless!
Your first Periscope broadcast probably will not move product. Your 25th might.
Have fun with this, but make sure it’s worth it
It’s okay to be light and loose with these platforms, but do so in a way that attracts interest, engagement and intrigue in your business
@JLafferty21
