social media: how to tell the story of a place in eight
TRANSCRIPT
Social Media: How to Tell the Story of a Place in Eight Seconds Wednesday, March 14 | 10:30am – 12:00pm Moderator: Amy Blaschka, Founder & Storyteller, AmyBlaschka.com Speakers: Jason Gilbert, CEO, Saltwater Software (Santa Monica, CA) Ariana Gomez, Marketing Manager, LA Fashion District BID (Los Angeles, CA) Kerry Inserra, Associate Director, Walnut Creek Downtown Association (Walnut Creek, CA)
MY GOAL: Kickstart Your Digital Marketing Efforts
with Three Action Items
Consumer Behavior Has Changed
• Consumers are going digital first--nearly 95% of adults own cell phones* and over 60% of internet searches are conducted on mobile
• Consumers seek experiences • Districts Are Uniquely Positioned For This Change
• Location, Location, Location • The Disney Effect • Know Your Audience • Always Bring Value
*-- source: Pew Research Center
Social Media…
…for complex districts. ….with limited staff. …with minimal budget. …with tough competition. …and not enough time.
How do I get people to pay attention to my social media posts?
Step 1: Know your audience. Step 2: Create compelling content. Step 3: Pay (optional, but proven to work) Step 4: Engage.
“You thought you knew, but you have no idea.”
-TheAlgorithm
Engagement Not Followers
• Goals: • Instagram: 2% • Facebook: 2-4%
• Interact with users who • interact with our page • tags us in their posts • mention us in their posts
• Use hashtags • #lafashiondistrict, #shopdtla
Quality Content = Creating Value
• For the Fashion District this means…
• Clear and colorful images • Content based on analytics reports
• What kind of content has done well previously?
• Why has this content done well? • Image vs. video vs. link • Time of day posted
• No BID biz
Engagement Not Followers • Partnerships –
“Engagement Groups”
The Strategy
Social media is the online extension of what the BID does IRL. • Inform • Foster community • Create a positive environment
• Everything ties back to the website, because it is the only platform we own. (Content Marketing)
• Social media is a rented platform.
Instagram – Visual Storytelling • Instagramisavisualrepresenta5onofyourbrand.
• Createasenseofspaceandcommunity.
• Leverageuser-generatedcontent• #lafashiondistrict,geo-tags,@lafashiondistricttags
• NoFlyers.NoText.• Excep5on:Funquotesoraphotoofsomethingwithtextonit
• Tip:Createanalbum.Useanimagefirstandtheflyersecond.
• Instagramstoriesisyourbestfriend.• Usethepoll!
• It’snotdead!$$goesalongway.
• $5sponsoredposts• Na5veContent
• Pos5nganimagewithalinkvs.pos5ngalink
• Besttoolfordirec5ngpeoplebacktooursite.
Video
• Isalwaysagoodidea.
How do I stay on top of it without going crazy? • Createaneditorialcalendarbasedonyourmarke5ngplan.• Schedulepostsaweekinadvance.
• Tweetdeck/Hootsuite• Facebookschedulingfeature• Ioconosquare/Instagram“draVs”feature• Put“live”contentonthecalendar.
Tips & Tricks
• Usethe“save”featureonInstagramandFacebooktosharepostsatalaterdate.
• Canva.comforeasydesigntemplatesandtools• Picmonkey.comforeasyphotoedi5ng• “Whatismyfavoriteblogger/Instagram/TwiYer/Facebookaccountdoingthatmakesmelikethemsomuch?”
Stick with it.
• Testit.Thentestitagain.Ifitdoesn’tworktestsomethingelse.
Contact Information: Ariana Gomez, Marketing Manager [email protected] 213-488-1153 ext. 718 fashiondistrict.org
Art and Science
1. From Data Scientist to Data Artist ! Use Google analytics and social media analytics to guide your social media
strategy ! Instagram. Facebook. Twitter, Snapchat and LinkedIn-these platforms should
all be part of your social media. ! There is a fine line between too many posts and too few posts. Striking the
right balance is a real art. If you post too much, your click rate goes down. Engagement and interaction are more valuable now then clicks.
! Decide how you’ll measure the success of the campaign. Tools like Hootsuite can assist. Analytics tell a story. Pay attention.
2. Use Video Content ! Tell your unique story through video and sound. Video will attract more
interest and is more likely to be shared. ! People have a greater attachment and are more emotionally connected to
video. ! 43% of people want to see more video content (Social Media Today)
Video Content
Walnut Creek Downtown FB Video Performance Nov.1. 2017-March 6th, 2018
WCD FB Video Analytics
#eastbaywomensconference #ebwc #jillbiden #marriott #MarriottSanRamon #walnutcreekchamber #walnutcreekdowntown
WCD Facebook Post March 2018
Know Your Social Media Audience
Top 2% Engagement In Six Months-Snarky Puppy, SF Jazz Center
Top 2% Engagement In Six Months
Personal but Professional
Spend Money on Paid Ads
3. Explore What Paid Ads Can Do For You ! Organic reach is eroding and ads are becoming the norm (think retargeting) ! Facebook ads are extremely efficient and affordable at retargeting and allowing
advertisers to utilize their precise audience measurement tools plus excellent analytics reporting capabilities.
Personal but Professional
4.GetPersonal,ButStayProfessional! Personaliza5onhasbeenbiginemailmarke5ngandnowit’scarryingoverintosocial
mediacontent! TellStories.ShowaclipoftheFashionShowfundraiseryouaYended,MarathonRun,
TeamBikeRide,orMusicFes5val(tasteful);showashortvideoclipofEmployeeoftheMonthreceivingaward/recogni5on,construc5onprojectimpac5ngdowntownarea,etc.,.
Personal but Professional-LinkedIn Content
Sticky Content
5.Some8mesLessIsMore! Don’tgointoalongstorywithlotsofhashtags(5-6good).Insteadusefewerwords,less
hashtags,andmorerelevant,crea5vecontent.! Showquickvideoclipsina2-3partseries;getcrea5vewithfastframes,sound,
interviewing,etc.,.Usevo5ng,polls,andothersocialmediaengagementtools.! Comingupwithnewcontentis5meconsuming.Reviewcommentsfromyourfollowers
andrespondandpost.Buildingconversa5onsoffofusercommentscanbeeffec5ve(#FunFridays,#FridayFeeling#Nostalgia).
Samples of Sticky Content
TopWCDFBPost-#funfridays#nostalgia#Walnutcreek#funfacts“Canyouguesswhat#wcdstreetthisisandtheyear?”
Sample Tweets
Sticky, Sticky
Master Instagram and Instagram Stories
6. With the increasing popularity of Instagram and Instagram Stories, it’s time to build an Instagram following. Instagram Stories is a feature that allows its users to string together pictures and videos taken from the day into one video. Then just like a magical Cinderella Fairytale, it all vanishes at midnight. ! Over 200 million people use Instagram Stories each month, which is over 50 million more than
those who use Snapchat and Instagram Stories is just one year old! At this rate, nearly half of all Instagram users will be using Stories by the end of 2018.
! This means that brands interested in connecting with Instagram users must take the time to master Instagram Stories.
Instagram Posts
TellYourUniqueStoryWithTheInstagramStoriesFeature
ConverseShoesNordstrom
LIKE WALNUT CREEK DOWNTOWN ON SOCIAL MEDIA LIKE OTHER DOWNTOWN ASSOCIATIONS ON SOCIAL MEDIA hYps://www.facebook.com/downtownwalnutcreek/hYps://twiYer.com/DowntownWChYps://www.instagram.com/downtownwalnutcreek/hYps://www.linkedin.com/company/walnut-creek-downtown/
Contact Information: Kerry Inserra, Associate Director, Walnut Creek Downtown [email protected] 925-285-1857 mobile
NOW WHAT? Create opportunities for deeper relationships:
• Mailing List • Additional Social Channels • Loyalty programs
• Maximize Your Website
No One is Looking for Your Website
The Broader Digital Strategy Get Real
• Do A Digital Soul Search • Incoming Vs Outgoing Data
Get Organized • Review Your Data • Set Goals & KPIs • Create a Marketing Calendar
Get To Work With Stuff That Works
• Contests/Giveaways • Offers, Events and Activates • Targeted Incentives
Saltwater Software Conversion Funnel
Plan, Execute, Review and Adjust
• Don’t be afraid to tweak and experiment
• Always test your assumptions and expectations and accept that not everything is going to work
• There is no silver bullet • The landscape is fluid
• What you learn from your analytics will sometimes disprove some of
the assumptions you've made.
• That’s great, now you know where to pivot!
3 Action Items:
1. Do A Digital Soul Search
2. Nail That Marketing Calendar
3. Create Offers & Incentives
Contact Information: Jason Gilbert, CEO Email; [email protected] Phone number: 310.429.7804 Website: www.saltwaterware.com