Destination Melbourne - The Digital Picnic

Destination Melbourne 15 August 2017

What we’ll be covering 9:00-10:30: Session 1 - Social Media Strategy + Best Practice

1:15-3:00: Session 3 - Facebook Advertising + Introduction to FB Analytics

10:30-11:00: Morning Tea 3:00-3:30: Afternoon Tea 11:00-12:30: Session 2 - Creating + Curating Content

3:30-5:00: Session 4 - Latest Trends on Facebook + Influencer Outreach

12:30-1:15: Lunch 5:00: END

SOCIAL MEDIA STRATEGY

Building *genuine* engagement on Facebook

First? You need to understand the Facebook algorithm!

That mysterious algorithm How to cut through in the Facebook news feed Ever wonder why you can have 548 friends on Facebook, yet only 15-20 show up in your news feed? If you haven’t noticed, there are now two settings on your Facebook news feed: “most recent”, which shows most of the content published by your Facebook friends in chronological order and “top news”, which filters content based on what’s called Edgerank. So, friends and fan pages with a high edgerank are more likely to show in your “top news” stream.

That mysterious algorithm So how is Edgerank calculated? There are 3 factors that determine edgerank; Affinity An object’s affinity score is based on the interaction you have with the friend or fan who published the object. Friends or fans with whom you regularly interact receive a higher affinity score. Each time you visit a fan page, click the “like” button, comment on a user’s status or look at a picture, you increase the affinity score with that user.

That mysterious algorithm Level of interaction Different types of interactions are weighted differently on Facebook. Activities that require higher levels of user engagement get a higher score than those that don’t. For example, leaving a comment on a photo takes more effect on the user’s part than clicking the “like” button. Objects that receive higher levels of interaction are more likely to show in a user’s newsfeed.

That mysterious algorithm Timeliness Most people don’t want to read yesterday’s news. Newer objects have a better chance of showing up in your news feed than older ones. Armed with an understanding of these three elements, we are now going to go through our top tips on how you can increase the likelihood that your content or objects will appear in your friends or fans’ “Top News” feed.

The algorithm in Layman’s terms There’s a reason why your Facebook friends will never have a baby / buy a house / get a dog / become engaged / get married without you seeing it on Facebook. … why? Because Facebook’s algorithm rewards “popular” posts. Who doesn’t love a ‘good news’ announcement? Nobody on Facebook, that’s who! When you do any of those things, everyone on your friends list clicks on the post / ‘likes’ the post / comments on the post, & in Facebook-land, the Facebook maths Gods deem this post to be “popular”, & so that post is subsequently served up to everybody.

The algorithm in Layman’s terms It’s the same mathematics with your Facebook business page. If you put a post on your Facebook business page that is popular, and is clicked on, ‘liked’, commented on, or shared by a lot of your consumers, Facebook will serve that post up to more of your audience because they’ve deemed it to be “popular” Facebook strives to serve well performing / good content to its Facebook subscribers [i.e your audience].

Some more FB maths to consider Yes, there is a little more Facebook maths! Any time someone ‘likes’ your page for the first time? You’re presented with the opportunity to appear in their news feed for two weeks. So this means any new Facebook followers are valuable assets, because you have a two week period to put your best content out in order to remain in their news feed. The same goes for any time any one of your Facebook consumers clicks open a post, ‘likes’ a post, comments on a post, or shares a post. If they do any of these things? You’ve just earned another two week spot in their news feeds.

Some more FB maths to consider At the end of this two week period, if you’ve not served up content that they have interacted with in any way, you risk dropping out of their news feeds altogether. In social media management land, we call it the “two week train”. We social media managers are constantly trying to create content that inspires you to click on it / like it / comment on it / share it, so that we earn our clients the right to appear in your news feed for another two weeks All aboard the “2 week express”!

Facebook loves... ●

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Its algorithms! If you can execute your content marketing strategy to work with those algorithms? Facebook will love you even more! Diversify your content Create content that ○ pushes through the FB algorithms and ○ appeals to your audience enough for them to interact with it. Be social!

Facebook loves... ● ● ●

Be social! Execute your FB content according to some of our best practice tips [we’ll cover this soon!]. Lastly, Facebook loves video. Why? Because it hates YouTube [their biggest competitor], so they will always give the best reach to any uploaded video content ○ Never share an a YouTube link on Facebook - always upload the video file.

Best Practice - Facebook ● ● ● ●

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publish content that encourages interaction aim for x1-2 posts per day ‘like’ and reply to all comments auto-schedule posts within FB to avoid penalisation on organic reach [i.e Facebook gives less reach to any posts scheduled with 3rd party apps like Hootsuite or Buffer]. mix your content up [i.e status updates / photos / links / video etc.] be a digital storytelling pro post during peak usage times

Building *genuine* engagement on Instagram ●

Strategically introduce yourself to new followers

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Use hashtags - social is the new search

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Schedule your content and post according to peak times

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Include geo tags on your posts - alternate between your business location, immediate suburb / location, and city

Building *genuine* engagement on Instagram ●

Link your accounts so you can share IG content to FB + Twitter

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Interact with other IG users - Be SOCIAL!

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Use IG influencers - more on this when we cover influencer outreach

Best Practice - Instagram ● ● ●

Once established, start connecting with new followers [be strategic about who you follow]. Interact with other users. Use hashtags relevant to your business, then complement these with unique hashtags to show off your personality. ○ Mix up your hash tags

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Max x5 per caption, & then include as many as you want in the first comment below your image [up to 30].

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Post during peak usage times

Best Practice - Instagram ● ●

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Consider Instagram auto-scheduling tools - we like Prime [free] or Grum [$9.95 / month] Use www.canva.com to help you create graphics to share on Instagram - use their templates or create your own design. Very addictive! Edit your share settings [enable your pictures to be shared instantly on other social platforms like Facebook + Twitter upon posting] Try to theme your content to have a consistent look, so that people come to recognise your brand by visuals alone [i.e @thedigitalpicnic’s bright, fun colours]

Researching + finding preferred audiences ORGANIC [paid options covered in advertising] ● Follow the people who are commenting and interacting with your account ● Build your online tribe via engagement and genuine interaction ● Make a list of your IG faves for example, and dedicate 10 minutes each week to hopping across to their accounts / commenting on their content / building an online relationship with them. In time, they’ll become your online tribe. ● Explore your IG top 10 [via Iconosquare.com] and make some time to comment on their posts [if their account is public]; ○ treat it as simply wanting to deliver good customer service, however the act of doing this really helps to create brand loyalists for your accounts.

How to strengthen your organic reach ● ● ● ● ● ● ● ●

Content plan - more on this soon! Schedule content [avoid 3rd party apps for FB auto-scheduling] Post according to your peak times ○ THINK about what your audience is doing when they are online - be strategic! Be timely Pay attention to your posting frequency Know who you’re talking to online Invest in imagery [i.e a professional photographer, or committing to better quality shots taken from your iPhone] Reply to people and engage [not because it’s polite, because it earns you much better scores in the back-end of FB + IG]

Remarketing + Programmatic Marketing Programmatic delivers ads at the best possible time and price. ●

The automation is responsible for delivering the ad at the best possible time and price to a targeted user

Programmatic allows inventory to be accessible by anyone. ●

It gives the buyer a way to acquire this inventory with their goals in mind whether it’s acquiring inventory cheaper or targeting more accurately.

Programmatic allows for customised and data-driven targeting. ●

Further customisation is possible based on the audience’s behaviour, retargeting [remarketing] allows for a potential customer to be re-engaged

Remarketing + Programmatic Marketing Programmatic also allows you to become smarter as you buy more. ●

it becomes a learning engine that optimises as you continue to purchase. The more data, the more insights.

It find audiences in an efficient and cost-effective manner.

BUT - delivery and brand safety can be issues

Remarketing + Programmatic Marketing Remarketing / Retargeting ●

Remarketing works by keeping track of people who visit your site and displaying your retargeting ads to them as they visit other sites online.

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On Facebook, you can retarget people who visit your website and are signed up to your email list.

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Retargeting helps to convert these people into customers

BREAK TIME!

© Copyright The Digital Picnic 2016

CREATING + CURATING CONTENT

Types of content INSTRUCTIONAL ● ● ● ● ● ● ● ●

HOW TO LIST STEP BY STEP ULTIMATE GUIDE TO… IN DEPTH FOCUS ON X SERIES [2+ POSTS ON THE SAME TOPIC] INFOGRAPHIC RECIPE

PROFILE / REVIEW ● ● ● ●

INTERVIEW Q&A CASE STUDY PROS / CONS/COMPARISON

MISCELLANEOUS ● ● ● ● ● ● ●

VIDEO AUDIO OR PODCAST LINK ROUND-UP CURRENT EVENT RELATED FAQ GIVEAWAY OR PROMOTION THROWBACK [FROM THE ARCHIVES]

PERSONAL ● ● ●

STORY VISUAL [IMAGE] POST BEHIND THE SCENES

Create a content calendar ● ● ● ● ●

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When you plan to publish the content Where will it be published? Who is the content for / what is the intended audience? How will you support it / socialise the content [which of your social channels will you choose to promote this content] What is the purpose of the content / what do you want people to do as a result? ○ Purchase a product? Sign up for an email newsletter? ○ Be clear about where you wish the audience to go after they have consumed the content. What keywords will you use to support the content vie SEO, and boost your ranking on Google? How can you recycle / repurpose the content down the track?

Dedicate time to planning your content ●

We recommend at least 1-1.5 hours dedicated to planning the week ahead ○

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It really does help in the long run!

It’s particularly useful when you are managing multiple social channels, as well as a blog and email program.

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Planning out what you plan to post and when will help you see where there are gaps, and you’re less likely to miss key event periods [Easter, Mothers Day, Christmas etc] if they’re relevant to your business.

Your core business should be front + centre ●

Always try to maximise the release of new products or services

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Plan your ‘BAU’ [Business As Usual] content, which is the type of content that you can plan and schedule ahead of time.

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It may not be time sensitive, or on a regular cycle that you can predict.

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Planning and scheduling this into your content plan will allow you to be as creative as possible and spontaneous when opportunities present themselves.

Looking for content ideas? ●

What are the key search terms that bring people to your site? Is there content developed that fits these keywords?

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Go to Google and type in one of your main keywords followed by a space and take a look at the keywords that Google suggests.

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Look at the FAQ’s you receive from customers / clients - is there an opportunity to turn some of these into dedicated blog posts?

All out of inspiration? ●

Take a look at your analytics and check out the posts and content that have previously worked well for you.

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Look at how you can create more of this type of content, repurpose it, or take a fresh approach to how you’ve displayed it visually.

FB Content Plan - The Digital Picnic MONDAY 0900 + 2200 peaks

TUESDAY 0900 + 2200 peaks

WEDNESDAY 0900 + 2100 peaks

THURSDAY 0900 + 1800 peaks

AM: branded meme - Inspiring - humorous

AM: relatable article - business - entrepreneurial - industry specific

AM: relatable article - business - entrepreneurial - industry specific

AM: BTS content - This is where we play with digital storytelling

PM: before & after’s

PM: [little] tip Tue

PM: video - our own - our client’s

PM: product push - Workshops - eBook - ePicnic - Corporate

FB Content Plan - The Digital Picnic FRIDAY 0900 + 1800 peaks

SATURDAY 0900 + 2000 peaks

SUNDAY 0900 + 2100 peaks

AM: gif share

AM: BTS - “us” content - feat. digital storytelling

AM: BTS - “us” content - feat. digital storytelling

PM: blog post

PM: product push - Workshops - eBook - ePicnic - Corporate

PM: FB carousel - Workshops - eBook - ePicnic - Corporate

Content creation tools Camera+ [app] Our favourite photo editing app!

Flipagram [app] Create short photo video stories with your photos, videos clips, and add royalty free music.

Canva [www.canva.com] Desktop + ipad + iphone apps

Branded memes Love them or hate them, memes are great lightweight interaction that helps to keep your audience engaged with you on social channels. When memes are branded they can be powerful pieces of content that add humour, and personality to your social feed

CONTENT MARKETING BEST PRACTICE TIPS


Fail to plan, plan to fail ●

To be efficient and effective you must plan your content

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Plan your ‘BAU’ content

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Be strategic about key content

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Maximise your impact

Consider your audience ●

What do they crave?

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What need are you fulfilling?

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How can you use digital storytelling

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How can you sell your product or service in a more human and relatable way

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Visual aesthetic

Understand your insights ●

When are they online

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What are they doing at that time

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When are they most receptive to your key messages / heavier calls to action

We recommended: ● Facebook Insights ● Instagram for Business Insights [via the app] ● Squarelovin.com + Iconosquare.com

After we plan, we schedule ●

Scheduling is key to optimum posting, being strategic and being organised!

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Planning + scheduling time vs engagement time

Recommended Tools ● Free = Planoly, Later ● Paid = Grum, Schedugram ● Visual aesthetic = Plann [paid]

Hashtag ●

Social is the new search - be found by your audience

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Brand vs niche vs generic hashtags

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Let your personality shine through

Finding hash tags: ● iconosquare.com ● websta.me/search ● others in your industry

BREAK TIME!


FACEBOOK + INSTAGRAM ADVERTISING

Boosting vs Ads [FB] ●

The campaigns will be optimised for post engagement, likes, shares and comments, not for web traffic/email subscriptions/offer claims/video views etc. even if that was your main goal. All you can guarantee is more engagement / reach

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You don’t have full control over your targeting, which is only available when setting up a campaigns in the Ads Manager or Power Editor – something that is especially hurtful if you’re trying to target or exclude your custom and Lookalike audiences.

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You can’t edit the placements – the default option is both Mobile News Feed and Desktop News Feed.

Boosting vs Ads [IG] What’s the difference?

Options are far more limited!

And via Instagram? ● Clicking ‘promote’ will give you only 2 options; ○ Visit your website ○ Call or visit your business ● Your call to action buttons are a little more limited ● Audience options are far more limited - no detailed targeting ● No ability to split test ● Must use an existing post rather than creating a post that doesn’t also appear in your feed.

Strategic Facebook Ads ●

Facebook is HUGE [16 mil AU users currently]

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Easily Track spend, performance + ROI

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GREAT targeting options

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Creative control - try new creative / copy combinations to find the one that works

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A/B + Split Testing

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Competitive edge

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YOU can manage your own advertising - you have complete control.

Facebook Pixel Code placed on your website designed to: ●

Track conversions from FB advertising

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Remarket - target website visitors with FB advertising [via custom audiences]

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Lookalike audience creation - using similar likes, interests, and demographics to people who are already interacting with your website

Pixel implementation

Installing the code

Installing the code

Installed Pixel - reporting

Ideas for leveraging your Pixel Refine and optimise your ads - serve targeted ads to people you know have visited a particular page / section of your website. ● They have expressed an interest in this content, deliver them an ad that helps to get them across the line [ie a conversion for you], this works well for events Show an ad for a product or event that someone didn’t purchase / check out with via Dynamic Ads ● Incentives and discounts can help here too

Pixel implementation Wordpress Squarespace Shopify Wix

Power Editor vs Ads Manager Access both tools in the Chrome Browser From your Personal Profile > Ads manager > Drop down

Power Editor vs Ads Manager Power editor is best suited to high volume Power Editor is an advanced tool that helps businesses efficiently manage multiple campaigns and ads on Facebook. You can create, edit, manage and optimize ads, campaigns, and Page posts in bulk, across a large number of different ad accounts and Pages.

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Ads Manager is fine for most small / medium businesses starting out with FB advertising, or with a small number of ads Power Editor is advantageous as a SMM managing the Ad requirements of multiple business pages.

Advanced options in Power Editor There are a few key features available in Power Editor, not available via Ads Manager; Optimized bidding ●

The standard bidding options for Facebook adverts are CPC, CPM and Optimized CPM. In Power Editor you can manually optimise bids for clicks, reach, social (the number of times your advert is shown to people through their friends) or actions (likes, comments, shares, app installations)

Bulk Importing - perfect for split testing Simply use Excel to create dozens of variations to test by tweaking the wording, image or target audience and upload them to Power Editor in bulk.

Advanced options in Power Editor Advanced Reporting ●

The reporting features show insights such as cost per conversion, total spend on a campaign, the reach of your campaign, frequency, impressions, unique clicks, and more.

Navigating FB business manager Typically suited to agencies / large teams and freelancers managing multiple FB ad accounts, the business manager is a dashboard that is perfect if; You need more than one advert account: ● ● ●

Create separate advert accounts for every client or business unit that you serve Pay for adverts with different payment methods Organise and group items by objectives or for reporting purposes

You want to request access to Pages or advert accounts: ● ●

To help your clients advertise or manage their organic activity and engagement Become advertisers or analysts for your clients' Pages or advert accounts

Navigating FB business manager You have lots of people working together, and you need to assign permissions to them ● ●

Allow specific, role-based access to the advert accounts, Pages and apps that your business manages Easily see who's working on what

Go to facebook.business.com to get started!

ADVERTISING CREATIVE FORMATS


Photo / Single Image Ad ●

The recommended size is 1200 x 628 pixels so your image doesn’t get cropped.

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Run a series of ads and change the image based on the audience you are targeting remember 1 image does not fit all!

Carousel Ad ●

This format allows you to promote up to 5 different images / products / services and the user scrolls through the ad for the full experience.

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Get really clever with the creative and break up 1 image to fit this space, it can be very powerful

Local Ad ●

This format will only work if your business [and FB page] have a physical location. You can get hyperlocal - targeting potential customers within kilometres from your business location.

Offer Ad ●

This format is perfect for promoting an offer [discount etc] that can be redeemed on FB.

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This can be highly effective as people are claiming the offer on FB vs your website, so you’re removing the barrier of going to an external site to claim.

Event Ad ●

These ads promote specific events driving your targeted set of users to a specific destination to purchase tickets

Video Ad ●

FB loves video and treats them very favourably in the news feed

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Include captioning for greater engagement

App Ad ●

People can like, comment, share and, most importantly, install your app with a simple tap.

Dynamic Ads These ad units allow you to personalise your ads automatically based on a user's action on your website ●

More info on Dynamic Ads for Travel and implementation help here.

Collection Ads A collection is a Facebook ad format for mobile devices only that features a video, slideshow or image above a group (or “collection”) of linked product images.

Example A Example B

Lead Ads This format allows you to capture accurate contact info from your customers and potential customers. When they click ‘sign up’ they’ll see a form which is pre-populated with their details saving time and making them more likely to convert.

Messenger Ads You might have seen this on your page?

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When someone clicks or taps on your advert in News Feed, a conversation with your business will immediately open in the Messenger app (if they are on a mobile device) or on the web (if they are on a desktop computer). People can return to this message conversation at any time on any device with Messenger installed to continue the conversation.

Messenger Ads - Promote an offer Use News Feed adverts that open a Messenger conversation as a unique way to provide a coupon code and a personalised experience for your customers. ●

Tip: Save time by using saved replies for the common questions you answer such as shop hours or location. Saved replies are templates of messages that you can create and save and then re-use when responding to your Page's messages.

How-to here

GETTING STARTED


Researching + finding preferred audiences PAID ● Audience Targeting - target your ads to a new audience not currently following you ● Lookalike audiences ● Retargeting - Creating a custom audience based that re-targets your website, email list etc

Our recommended approach ●

Confirm your objectives - what do you want your ads to do?

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Outline the campaign approach: ○

Each campaign burst might have approx 2 ad sets, and 2-3 ad creatives - testing copy / image combinations

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Identify your creative considerations - what images / assets and copy do you have to work with - what format will be best to test.

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Define how success will be measured: ○

Conversion - sales, enquiries, leads, email addresses, video views

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Reach

Setting Objectives We favour conversion based objectives Your objective should be aligned with business goals - but please don’t try to do everything with one ad eg; ● ● ● ● ● ●

Grow likes with an ENGAGEMENT ad Convert sales with a CONVERSION ad Promote an app with an APP ad Target fans in your local area with a LOCAL ad [via ‘Local’ under Insights] Drive traffic to your website / blog with a TRAFFIC ad Drive views of a video with VIDEO VIEWS

Keys to success Using Facebook ads to: ●

Increase brand awareness

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Increase social exposure

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Generate leads

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Drive foot traffic

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Sell a product / sign people up to a service

FB Ad Campaigns typically fail when: ●

There is a lack of strategy / no strategy in place

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The wrong intentions / expectations of FB Ads are set

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No active optimisations - set and forget will not work to your advantage ;)

The key to successful ads Be visual - appeal to your audience ● Test different images - typically images including people perform best - but test it! Be relevant - target your audience, speak their language, show you understand them ● Test your messaging Be enticing with your value proposition - what makes YOU different ● Be specific and don’t try to do too much in 1 ad. Create another ad / ad set if required Have a strong call to action [CTA] ● Test your various CTA

INTRODUCTION TO FACEBOOK ANALYTICS

Why measure? ●

So we’ve covered a lot of ground! And no doubt, you’re already investing a lot of time in managing the social channels you’ve established.

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Understanding how these platforms are performing and what content resonates best with your audience is simply critical.

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You need to continue to tweak and evolve your strategy, because what works now, will perhaps not always work, and how will you know it not working if you’re not measuring it!

Day to day monitoring

Click the XXX people reached to see detailed metrics for that post

Insights Overview Select the reporting date range

This is a great snapshot for you to reference on a regular basis Filter by weekly or monthly views

Page Likes Select the reporting date range

Tick to see page likes vs the previous period in this example, previous month.

What content type is performing best? Engagement by post type.

Video is HUGE!

Reach by post

Use the benchmark and click Organic / Paid to see current data vs. the previous period

Content with the best reach Sorted by ‘Reach’, can also sort by Engagement

People - When are they online? Overview of when the audience is online. Hover over a day to see the peak time for that day

People - Who are they? ● ●

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Main fan base demographics Click ‘People Reached’ to see the demo of the people who have seen your posts Click ‘People Engaged’ to see the demo of the people who have seen your posts

Video views

Local

Events

Report as spam / Hide / Unlike Keep in mind that negative feedback does not necessarily mean that you posted something bad. When you publish a post that has a lot of engagement, it will reach users that do not already like your page – which can increase your negative feedback. Look at the positive and negative feedback together to determine if you’re posting something your fans don’t like.

Sprout Social - Paid reporting From US $99 / month - all social channels ● Analytics ● SM management ● Competitive tools ● Social listening and keyword search capabilities - search for conversations around your brand / industry to monitor or get involved in ● Content planning and scheduling

Sprout Social - Paid reporting ●

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Great for reporting a total footprint across multiple platforms as well as individual platforms Well presented, easy to understand data [critical!]

BREAK TIME!


LATEST TRENDS + PLATFORM UPDATES

Video - Pros ●

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It’s a powerful way to promote your business, display your product, exemplify your brand culture Great for instruction content; how-tos and other informational content It’s quick and easy to share a snippet of your business using SC / IG Stories, or the live streaming options - ideal for keeping fans engaged Fans and customers are less inclined to expect perfectly produced video content these days.

Video - Cons ● ● ●

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Video production can be expensive Not everyone is comfortable being on camera Live streaming video products do not allow for editing or post production ‘fixes’ - which can be scary for many businesses Some channels can only be recorded on a phone device, which can make it it difficult to delegate

Video - Native Channels ●

YouTube

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Vimeo

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Snapchat

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Periscope [Live streaming]

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Facebook Live [Live streaming + static video]

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Instagram Stories + Live stream

Video - Supported / Friendly ●

Facebook [uploaded directly]

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Instagram [15, 30 & 60 sec formats available]

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Twitter

These channels LOVE video content!

Video ●

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Facebook is putting a HUGE emphasis on video ○ “Video will be a much bigger driver of what we’ll do over the next 2-3 years than Messenger or WhatsApp” - [Mark Z - FB, 2017] ○ FB TV is coming!! Over half of video content is viewed on mobile with many people preferring to view video than read text ○ Optimise video for mobile - square + portrait Develop short form ‘snackable’ content - [Sheryl Sandberg - FB, 2017] ○ Under 20 seconds is ideal FB Live - take this to the next level with branding your live stream. ○ Use a platform like Belive.tv to facilitate Q&A sessions and multi person FB live streams

Elements of effective video ●

Captures attention immediately

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Uses emotion

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Personal + relatable - tell your story!

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Can be viewed with no sound - ie with text overlay / captions

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Keep it simple!!

Tips for Facebook Live Facebook prioritises FB Live videos in the newsfeed ● ● ● ●

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Promote your broadcast Set up your location ○ Try to minimise noise, use a tripod etc Be personable - be social and encourage interaction Optimise the live recording; ○ Thanking viewers and encourage further engagement ○ Change the thumbnail image, update the description etc. Analyse your results

Content ideas we love... FB live / IG live ● ● ● ● ●

Mini interviews / Q&A Live streaming events - [keep it under 60 mins] Tutorials + How-To’s Addressing FAQs Dual FB live sessions, i.e interviewing someone within another country / state via FB live e.g Mecca could do a Q&A with a well-known beauty blogger via dual FB live

The latest with IG stories ●

So, while the rest of Instagram runs on an algorithm that determines which stories will appear on your feed, Instagram Stories is purely chronological ○ this means it’s the ideal tool to push timely content like this to your audience base.

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Go behind the scenes. Customers love getting that peek behind the curtain of how different businesses function — use Instagram Stories to take Boomerangs (short, sped-up videos).

The latest with IG stories ●

Cross-promote your written content. Have a blog? Was a feature or review recently written about your business that you want to highlight? Condense that content into an Instagram story.

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Announce 24-hour offers. Take advantage of the fact that Instagram Stories only last a day — post a special offer alongside a fun picture, encouraging fans to beat the clock and enjoy the deal.

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Partner with other businesses for takeovers. Have a particular supplier that you love using? Give that company access to your Instagram for the day, and let them take your users behind-the-scenes in their operations. If it’s a cheese company, maybe it’s a tour of the farm; if it’s wine, maybe it’s a tutorial on grape varietals. Get creative!

Bringing Blog Posts to life We love www.lumen5.com for transforming Blog posts in to mini promo videos for our recent posts

More video tools BeLive Q&A, host interviews with remote guests, mobile compatible, incorporate text and graphics into the broadcast too

Wave App Simple and easy to use, a perfect for creating videos for social media

Clips - iOS app Allows you to create videos from your phone with captioning on the fly

More video tools

Six tips for better mobile video ●

Videos work best on mobile when they're short and made with mobile in mind. ○

Recent studies have proven that creating short videos of 15 seconds or less can significantly increase video completions. If you want people to watch up to the end of your video, it's best to make it 15 seconds or less.

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Capture attention quickly by starting with the most compelling parts of your video.

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Make your video more visually engaging by using a format that is unique to mobile, such as vertical or square.

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Make sure that your brand or product appears early in the video, such as in the first few seconds.

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When reusing existing videos, edit them so that your product or brand message is prominently featured early within the first 15 seconds.

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Use captions so that people can watch your video with the sound off.

Gartner predicts that by 2020, customers will manage 85% of their relationship with a company without interacting with a single human. Source

Chat bots Messenger bots automatically provide customers with an immediate response and answer basic questions

Users are then guided by a simple menu of options ● ● ● ●

Deliver a personalised content experience - eg ABC News Bot Answer customer service FAQs Help sell her products and services Build relationships via entertaining content

Chat bots Bots will also allow you to ●

Gather feedback from people after an event / stay

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Broadcast promotional messages ie to receive occasional notifications tailored to their interests - great for destinations ○

you must get users to opt in first

We recommend Chatfuel

Brands doing it well

Facebook Groups ●

You can now link your groups to your Business page ○

Publish as yourself or your page

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Paid / Free Groups

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Pre-qualify members joining with a series of questions

INFLUENCER OUTREACH

Why use an influencer? ●

Influencers are people who have are active on social media and blogs.

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They are also brand advocates and niche promoters.

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While someone with hundreds of thousands of social media followers certainly could expose your brand to their followers, if they are not a GREAT fit, their post or tweet would be moot as far as driving leads and customers.

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Influencers are trusted for their opinions and they can add credibility to the products they promote.

Why do brands need influencers? Consumers trust recommendations from a third party more often than a brand itself.

An influencer is the ‘mutual friend’ connecting a brand with their target consumers.

When brands align with an influencer, not only do they tap into the influencer's audience, but also their audience’s network as well, further amplifying the reach of their message.

Influencer Marketing Because of the loyalty of their audience, an influencer has the ability to ●

drive traffic to a brand,

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increase social media exposure,

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and sell your product or service recommendation or story about their experience with your brand.

Influencer marketing is becoming one of the most effective ways to attract customers and clients and is particularly effective on social media.

Why choose to work with an influencer ●

Content creation - some brands may have a HUGE following on social media, but a very small budget for their own content creation. ○

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Influencer engagement helps them creating audience appropriate content.

Reaching new audiences - as mentioned before, traditional media has made it very hard for brands to talk directly to their target audiences. ○

Influencers are invaluable in connecting brands with new audiences and potential customers.


Increasing your followers - when targeted correctly and strategically, the right influencer will open up a qualified audience of new followers for a brand [& vice versa].

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Authentic product promotion - Word of mouth and reviews are incredibly powerful, particularly for hard to reach audiences [younger demographics / males etc]. ○

Brands use influencers to talk authentically about products to their audience, in an authentic and genuine way.


Driving Engagement - All brands want to increase the engagement they have with fans. ○

Influencers can help with driving creative campaigns that fans and potential fans are inspired to get involved with.

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Promotion of events - Brands use influencers to help spread awareness of events and can add credibility to an event and a sense of excitement around the event.

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Encouraging User Generated Content - Influencers are great at inspiring their audiences to take part and get involved in producing their own content for a brand campaign .

Things to look for when selecting influencers Fit ●

A good fit with an influencer’s audience - do they allow you to reach a niche audience, which is a perfect fit for your business?

Authenticity ●

The ability to post authentically and share a brand’s messaging with your audience in a genuine and relatable way.

Things to look for when selecting influencers Content Creation ●

Quality of media / content, particularly if you are wanting them to create content featuring your product or service

Engagement ●

Anyone can buy 10’s of thousands of followers, but real engagement is seen by all at an individual post level

Ways to work with influencers Formally

Contact the influencers directly, or via their management [if applicable] and propose an arrangement which may be production of content [images, video] in exchange for;

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a product or experience only [contra]

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a fee for creating content

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a fee + product for creating content

Ways to work with influencers Informally

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Encouraging fans [& influencers] to tag your products with brand hashtags & your handle [IG]

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High Street Fashion brands - many fashion brands publish hashtags in their bios to encourage user generated content.

Ways to use Influencers by channel ●

Instagram / IG Stories - content, channel take over

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Facebook - content

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Snapchat - channel take over

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Pinterest - guest Pinner

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Twitter - channel take over

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Website / blog - Guest posts / series / contributing editor

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EDM - featured articles / posts, showcase an influencer’s product picks

Q&A

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