Prez-Social.ppt
- 1. Social Media Fundamentals & Best Practices By Tom Taylor, Social Media Manager Connelly Partners, www.connellypartners.com
- 2. Overview • Who’s Tom? • Why is social important • How to get started with social • How to maximize your efforts • MOTT Social
- 3. Who’s Tom? • Connelly Partners, Social Engagement Supervisor – Social strategy development – Community management & monitoring – Content development, production & curation – Reporting, analytics, & optimization • Working hand-in-hand with MOTT on all things social • Where can you find me? – LinkedIn – Twitter: @thom_taelour
- 4. What do we currently know & why is it important?
- 5. What do we currently know? • Social media has become part of our everyday lives – There are nearly 850 millions users on Facebook – 23% of Facebook users check their account 5+ times a day – 80% of social users prefer to connect with brands through Facebook – In 2012, there were 175 million tweets sent every day – 32% of all Internet users are using Twitter – 11 new accounts are created every second on Twitter • Social is (and will continue to be) visual-dependent: – 250 million photos are uploaded to Facebook every day – 5 million photos are uploaded to Instagram every day – 5 Vines are shared every second
- 6. Why is it important? • The influence of social recommendations (specifically amongst Millennials: who fall between the ages of 16 – 29)
- 7. Why is it important? • The ability to inspire travel through social content
- 8. Why is it important? • The ability to inspire travel through social content
- 9. Why is it important? The Big Question: Social ROI to the $$ with destination marketing? • We can influence & inspire travel through visual & resourceful content • We can stimulate exchange and interaction between brand & community
- 10. How do you get started?
- 11. 1. Goals & Objectives • What is it that you’re trying to accomplish? • Foster relationships? • Generate awareness? • Drive traffic to your website? • Inspire travel to your destination? • Create a social presence as a customer service outlet? 2. Content Strategy • What is it that you’re going to say? • How do you plan to say it? 3. Resources & Process • What’s available content & resource-wise? • Do you have the bandwidth? Full-time commitment How do you get started?
- 12. How to maximize your efforts? • What to publish • When to publish • How to publish
- 13. How to maximize your efforts? • What to publish • When to publish • How to publish Content Buckets: • 3-4 content subjects/topics that are relevant to your brand/destination – What content is already available? – What types of content can you develop? – What content can you regularly curate?
- 14. How to maximize your efforts? • What to publish • When to publish • How to publish Determine when your audience wants to hear from you: • AM/PM, daily vs. weekly, frequency & volume • “When would you like to see this post?” • Trial, error & optimization Starting point: • Post: Monday, Wednesday, Friday • Pre-10AM, 2-3PM, Post-8PM
- 15. How to maximize your efforts? • What to publish • When to publish • How to publish The weight of content: • Facebook’s EdgeRank • Affinity • Weight • Time • Photos = More Engagement. • Plain Text = Greater Reach.
- 16. Story Bumping: Allows engaging posts that you haven’t seen to be bumped up to the top of your News Feed later in the day. Takeaway: An increase in engagement per post leads to an increased lifespan within the News Feed. Understanding Facebook’s latest News Feed updates. How to maximize your efforts?
- 17. Last Actor: Takes into account the last 50 engagements a user has performed, and populates similar content within their News Feed based on those engagements. Takeaway: An increase in engagement among a user creates a much greater likelihood of that user seeing your content again. Understanding Facebook’s latest News Feed updates. How to maximize your efforts?
- 18. How to maximize your efforts? • What to publish • When to publish • How to publish The power of a question: • Driving a response • Starting a conversation
- 19. How to maximize your efforts? • What to publish • When to publish • How to publish Details & Mechanics • Attaching links correctly
- 20. How to maximize your efforts? • What to publish • When to publish • How to publish Details & Mechanics • Properly tagging on Facebook – “@name of Facebook page” – Links to the page mentioned – Notifies the page mentioned
- 21. How to maximize your efforts? • What to publish • When to publish • How to publish Details & Mechanics • Twitter: – Simplicity & curiosity
- 22. How to maximize your efforts? • What to publish • When to publish • How to publish Details & Mechanics • Twitter: • #Hashtags • Organizing conversations • Reaching conversations
- 23. How to maximize your efforts? • Process & Organization – Content calendar – Develop a rhythm
- 24. How to maximize your efforts? • Process & Organization
- 25. How to maximize your efforts? Formula to success: each week, do this: 1. Drive to your website/informational 2. Visually featured your product/destination 3. Curated content relevant to your brand 4. Ask a question, start a conversation 5. Utilize a text-only post 6. Feature content worth sharing • Did you know/fun facts • Holidays/timely news
- 26. How to maximize your efforts? • Process & Organization: Monitoring & engaging
- 27. Is it working? Facebook’s Insights will tell you. Growth: Likes, followers, and advocates. • Are you fostering a relevant and meaningful community that you can market to on an ongoing basis? Engagement: Likes, comments, shares, retweets, mentions, replies, or clicks. • Each social interaction is considered an endorsement, and leads to a greater affinity among fans Reach: The number of users who see your content within a social media channel. • The value in social media beyond gaining likes, is the ability to communicate specific messaging to large groups of relevant consumers
- 28. Is it working? • What are the KPI’s? – Social referral traffic
- 29. Is it working? • Sift through the noise, and focus on the metrics that align with your goals & objectives: • Growth • Engagement • Traffic
- 30. MOTT Social
- 31. MOTT Social What we publish: • Content Buckets – Useful & resourceful: Massavacation.com – Engagement-driven: questions & conversation starters – Entertaining & compelling: sunsets, landscapes, unique When we publish • 1-2x/day: Facebook: 2x/Saturday & Sunday • 3-5x/day: Twitter • 3-5x/week: blog How we publish: • Photo & Link heavy • How can we incorporate a question? • Ensuring that those mentioned are benefiting
- 32. MOTT Social What we publish: • Content Buckets – Useful & resourceful
- 33. MOTT Social What we publish: • Content Buckets – Engagement-driven
- 34. MOTT Social What we publish: • Content Buckets – Entertaining & Compelling
- 35. MOTT Blog, MassFinds Leveraging in-depth blog content • The power of fresh, frequent content • Utilizing SMEs (guest bloggers) • Platform for storytelling
- 36. Two Takeaways 1.Be visual, use photos. 2.The more engagement, the greater the reach.
- 37. How can we work together?