Social Media Management · 2020. 7. 10. · Things to know about Twitter •Twitter is for the...

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Social Media Managementleadership & employee best practices

The more attention and engagement our company content receives, the greater our brand awareness and overall trust will develop.

First - we understand the brand• A brand is so much more than a logo.

• It’s our opportunity to build communication standards that will identify elements as a thought leader in the industry.

• By managing our brand, we increase the perceived value of the brand over time.

• A consistent brand experience delivers on our promises of what our product or services do.

• Without having a good brand image — customers, prospects, and even our employees may be skeptical or unsure of what our company does and represents.

laying the right foundation

Second – we develop a strategy• Social media is one arm of our integrated communications strategy

• Each post should reflect a piece of the strategy. If it doesn’t – we don’t post it!

4 key themes for 2020

• Theme 1: integrated place-making (our differentiator)

• Theme 2: highlighting expanded capabilities (of all our studios & solutions)

• Theme 3: consultative, data-driven approach (consultants & researchers)

• Theme 4: thought leadership (knowledge bank for our network)

Third – define our audience• Who our audience is now

• Who we want them to be

• What are they buying

• Where they are in the buying process

• What social platforms are they using

Social media is the new search engine! It is no longer a “nice to have,” but an expectation.

Social platforms we engage withLINKEDIN – INSTAGRAM – FACEBOOK – TWITTER – YOUTUBE - PINTEREST

9 of the top 10 brands with the most followers on LinkedIn have at least 60% of their employees on LinkedIn.

Did you know?• LinkedIn is the #1 channel to distribute content

• elements is engaged with nearly 1700 professional followers, with the majority coming from design and furniture industries

• Photos increase comments, links increase engagement.

• #hashtags can help LinkedIn identify topics that are important to users. Use them in a tasteful manner, and don’t use the hashtag if the topic is already mentioned in your post.

• Posts with media garner over six times more engagement than text-only content

social post etiquette - LinkedIn

Ask yourself.. • Are you on LinkedIn? Complete and activate your profile using the elements

branded script. (available on the next slide)

• Are your posts and comments a reflection of our brand?

• Are they professional?

• Do your posts and comments reflect our 4 Themes?

• Are you giving the right first impression?

elements branded scriptWe are inspired place makers who enhance the built environment with a focus on brand and culture.

Across multiple studios, elements provide a comprehensive portfolio of products and services for the interior built environment.We combine our interiors expertise with construction capability and the collaborative, cross-functional process of human-centered design. This holistic approach creates a seamless experience and exceptional results for our clients.

• Business Furniture• Customized Furniture Curation• Environmental Graphic Design• Ergonomic Solutions• Floor Covering• Human-Centered Consulting Services• Lighting• Manufactured Construction

social profile

• Millwork• Print Production of Art Design• Speech Privacy• Technical Project Development Services• Technology Integration• Textiles and Applied Materials• Window Covering and Shades• Workplace Accessories and Services

What should I post?• Share elements content with your audience.

• Share industry partner content with your audience.

• Engage and comment on other relevant industry accounts.

• Follow industry partners and thought leaders.

• Become a resource for hot topics and trends in your industry.

• Follow relevant hashtags to filter the topics you want to see.

• Don’t repost the same message across networks.

• Do mix work and fun!

social post etiquette

example | 1- displays commentary on a hot topic, what are people

talking about this week?- encourages thoughts & conversations from your

audience

tips - asking questions not only encourages interaction, but it

will boost your impressions, too!- using hashtags that have a high following will strengthen

the audience reach.- search hashtags by typing (#), start typing, and popular

options will auto populate depending on your topic/text.

example | 2 - feature our solutions on social.- promotes their content, & yours.- displays a relationship or partnership.- strengthens the audience reach.

tips- always personalize posts that you reshare from a connection,

no copy-cat.- give credit to partners (even if they don’t give credit to us).

sharing credit | tags- giving credit to everyone not only shows the relationship, but

also boosts the audience reach, extending it to every audience attached to those accounts.

- tagging others increases the odds for multiple parties to share the content, expanding audience reach as well.

- tagged accounts will get a notification, and their audience will see when they are mentioned in a post as well. (@)

example | 3

- sharing other studio's content is a holistic approach to support each aspect of elements' business.

- we encourage studio leaders to be active & communicate interesting content they see w/ marketing, it’s like having feet on the street.

example | 4- displaying a knowledge-share opportunity- thought leadership, being the go-to resource for

information- creating a knowledge bank of information for workplace,

trends, changes, hot topics, etc., our activity is shared on our profile for people to look back to or save

tips - tag source owners to give credit to their work & to notify

them that you're sharing their content. - when tagged, source-owners get a notification & they

often comment & thank us for doing so. They are more likely to check out who we are or who you are if you do so.

- our post reaches a larger audience.- almost every organization has a LinkedIn profile, search

for them before you post no matter what!

example | 5- use a strong introduction or get to the point.- it will determine who continues reading.

tips- starting off strong can determine impressions & the

attention of the audience.- after 35 characters (not words), the post is cut off

and you’ll see …see more- Think about how you’ll grab their attention.

commenting on topics you feel passionate about, is supporting elements & our brand!

- interacting w/ industry partners or end-users shows them we are paying attention to their voice & listening.

- you can interact with comments, LIKE them, or REPLY to comments to continue conversations with specific people.

- make sure any official elements-branded media is up-to date - new logo, any team members included are current, etc.,

- upload your own media or link out to external websites - media type includes:

- pdf's, video, photos, links out to video/photos/articles, voice-memos/recordings, podcasts, etc.,

- always give credit when necessary.- tag elements team members that are in visuals such as photos or video

(using @ before their name)

content w/ media…

- will be more effective.- receives over 6X more the engagement rate/reaction than text-only content

(clicks, likes, comments).

Link to YouTube Video Link to external article Upload personal media | create, post Upload PDFs

- tag elements team members that are in visuals such as photos or video. (@RobHill)

- those tagged will get notifications.- assume if you’re tagged its an encouragement to re-

share or interact with content.- this is also a good way for the audience to connect

w/ more members of elements, giving visibility to their profile & activity

Instagram is the go-to platform for inspirational image sharing and quick hit messaging, and is the second most engaging social platform for elements

Why Instagram?• We are engaged with nearly 1,400 followers, with a majority between the ages of 25-34.

• 68% of Instagram users regularly engage with brands.

• Creatively promote products and services with images and video.

• Create an emotional connection to build brand trust.

social post etiquette - Instagram

What should I post?• Focus on one key message per post.

• Choose #hashtags wisely. Mix widely used hashtags with smaller niche tags.

• Do periodic research on new tags & campaigns.

• Be a storyteller. Longer Instagram captions are okay, especially if they tell a story. 65-70 words at most.

• Focus on the solution we provide, not the products we sell.

• Emphasize video.

social post etiquette - Instagram

Facebook posts asking questions between 100 to 119 characters drive more engagement.

Yes – we’re still using Facebook• Facebook is a low-cost marketing tool.

• Another way to share pictures and videos from your business.

• Provide customer support.

• Raise brand awareness.

• Steer traffic to our website.

social post etiquette - Facebook

What should I post?• elements culture photography and events

• Photos and videos of newly finished projects and installs

• New product releases

• Share industry partner content

• Industry news

social post etiquette - Facebook

The most prolific Twitter users tweet 138 times per month and have 20x as many followers.

Things to know about Twitter• Twitter is for the brave, the bold, and the fast-paced.

• Real-time content keeps you connected.

• Interaction opportunities with customers, influencers, game-changers and journalists.

• Interact with people rather than logos.

• Popular Twitter users enjoy the benefits of tweets going viral. A Twitter message can be retweeted any number of times, which means any useful or interesting message you post can be passed on to a number of Twitter users in very little time.

social post etiquette - Twitter

What should I post?• Focus on one key message per tweet. Make it simple & short.

• Use 1-2 hashtags per Tweet max.

• Start a conversation. Ask questions, use polls. Encourage interaction.

• Use multimedia. Tweets with images get 150% more retweets.

• Retweet positive customer feedback, testimonials, helpful articles, & messages that align with elements’ voice.

• Respond when people engage. Don’t leave them hanging.

• 4-1-1 Rule: For every “1” self-serving tweet, you should retweet “1” relevant tweet and most importantly share “4” pieces of relevant content written by others.

social post etiquette - Twitter

Pinterest is the fourth most popular social media platform in the United States. Pinners come to the platform for inspiration.

Why are we using Pinterest?• Pinterest is a visual search engine; elements is a visual company.

• 97% of Pinterest searches are unbranded. That means there’s a lot of opportunity for our brand to get discovered.

• Our industry partners are using Pinterest.

• Pins help people find more information on products they're looking to buy.

• Easily links back to our website, driving traffic and potential sales.

social post etiquette - Pinterest

Tips and suggestions• Think of Pinterest as a as a search engine for images, rather than a social network.

• Your Pinterest home feed is a collection of Pins saved by the people, topics and boards you choose to follow.

• Give your boards names that are relevant to the industry and easy to find in a search.

• Have eye-catching Pins with informative captions to generate a strong following.

• Collect and save Pins from other users on Pinterest and websites that you’re browsing to create a strong, Pinterest media library.

• Write search-friendly captions for your Pins.

• Follow partner accounts, topics and boards.

social post etiquette - Pinterest

The business of generating qualified leads and turning leads into customers involves every employee at elements.

• Create important human connections for our brand

• Establish our company as a thought leader

• Provide valuable tools for reputation management

• Engage with prospective clients and stakeholders

• Showcase our work

• Share team culture

• Explain or prove our key messages

elements social media goals

• #WorkplaceDesign

• #RemoteWork

• #WFH

• #DesignThinking

• #ModernOffice

• #interiors

• #OfficeInteriors

• #workspace

• #workstation

• #Knoll

• #flooring

• #Denver

• #RiNoArtDistrict

• #IntegratedInteriors

• #EnvironmentGraphics

• #EnvironmentalDesign

• #ExperientialDesign

• #CustomerExperience

• #EmployeeExperience

• #ContractFurniture

• #ContractWalls

• #DIRTT

• #TURF

• #SpacePlanning

• #technology

• #culture

• #ModernMonday

• #MotivationMonday

• #wellness

• #WellnessWednesday

• #TBT

• #ThrowBackThursday

• #WorkspaceWednesday

• #dogfriday

• #CommercialInteriors

elements suggested hashtags

Follow and use hashtags that represent our organization, industry & community.Join Groups that might offer insights or content

• Assigned vs. non-assigned seating

• Commercial business

• Commercial design

• Commercial real estate

• Company culture

• Co-working

• Customer experience

• Dealer services

• Denver construction

• Denver design community events/news

• Denver Market

• Employee experience

• Ergonomics

• Habits & functions of product we sell for the leadership

• Human-centered design

• Integrated Interiors

• Market Trends/Design Trends

• Office space

• Project profiles/install shots (with permission/credit to all parties)

• Partners, design firms, etc.,

• Space planning

• Thought leadership

• Vendor highlights/new product

• Wellness in the workplace

• Won business

• Workplace/workspace

elements suggested topics

social post common posts

- Articles: thought leadership, workplace, hot topics

- Photos: installs, specific product shoot

- Video: virtual tours, vendor highlights, elements content

- Reshare from industry partners or studio leaders

- Support the Colorado & Denver Community

• Please send relevant content, product updates and interesting trends to klino@workplaceelements.com & jrosa@workplaceelements.com

• When posting or sharing content that is beneficial to a specific studio and to elements, please tag elements in the post.

• All studio leaders should be actively promoting and sharing content on their specific studios.

• Marketing will notify leaders of social posts that pertain to their studio and recommend that you interact. Common interactions include: comment with insights, like, share when appropriate, email to customers or partners if they should also interact.

elements participation asks

LinkedIn: ELEMENTS

Instagram: @workplaceelements

Facebook: Workplace Elements

Twitter: @elementsofwork

Pinterest: www.pinterest.com/workplaceelements

elements accounts and handles 2020

Thank you.

Social Media Management · 2020. 7. 10. · Things to know about Twitter •Twitter is for the...

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