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Social Media Strategies for Products, Programs, and Events
Social Media Strategies for Products, Programs, and Events
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Justin Belleme
Founder, Director of Strategy of JB Media Group and Co-founder of the JB Media Institute.
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Sarah Benoit
Co-founder and Lead Instructor of the JB Media Institute.
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Today’s Agenda
Craft a compelling organizational, product, or event story and be more memorable and shareable
LUNCH
AFTERNOON● Mobile Technology● Content Strategy ● Project Management ● Social Media Advertising ● How to Create a Social
Media Marketing Plan
● Partnership Marketing
MORNING ● Storytelling ● Social Media Algorithms ● PR and Media Relationships ● The Art of Conversion ● Landing Pages ● Website Usability
● Facebook Marketing
Emotion Creates Action
©2017 JB Media Institute LLC
Business is Driven by Feeling
You want to inspire feeling in people - share your why.
Once people feel the emotion behind your event, company, and/or organization your brand becomes more memorable and shareable.
The more they feel, the more likely they are to act, whether that is to sign up, like, call, follow, subscribe, buy, register, or another form of conversion.
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©2017 JB Media Institute LLChttp://mercercognitivepsychology.pbworks.com/w/page/32235621/Emotion%20and%20Memory
According to scientific studies and brain research, emotions have a powerful affect on the human memory.
The limbic system of the brain controls emotions, motivation, and decisions.
How Emotion Affects Memory
©2017 JB Media Institute LLC
How Emotion Affects Memory
Parts of the limbic system, the hippocampus and amygdala, have been proven to be particularly involved in emotions and play very important roles in the creation of memories.
Emotions help memories more deeply encode in the brain.
Different types of emotions also contribute to the types of memories are formed.
http://mercercognitivepsychology.pbworks.com/w/page/32235621/Emotion%20and%20Memory
Stories Inspire Feeling
©2017 JB Media Institute LLC
The “Story of Self” What motivates and drives your organization, company, and/or event? What inspires the work you do in your field? What values does your organization or business share? Why was this event originally started? Why is this event happening now?
The “Story of Us” Are you part of a community or industry that shares your ideas and values? How do you work together towards a common goal? How can others work with you? What kind of experiences, challenges, and resources do you all share? What speakers, sponsors, partners, volunteers, etc. are involved in the event? Why are they involved?
The “Story of Now” How are you documenting your event in real time? How can people share their experience? What is the impact of the event? How is the event changing things? What goals is it accomplishing? How do people feel? What can people do in the moment?
Different Types of Stories
http://workshops.350.org/toolkit/story/
Social Media Algorithms
The Original Facebook Algorithm
Edgerank is what they called the original Facebook algorithm. The algorithm controls what content
shows at the top of your newsfeed.
Content with more “edges” was given higher priority in the newsfeeds.
“Edges” could be created with links, photos, videos, shares, comments,
likes, and more
http://tctechcrunch2011.files.wordpress.com/2010/04/edgerankform2.png
©2017 JB Media Institute LLC
3 Parts of Edgerank Affinity
Weight
TimeDecay
Affinity gauges how close of a relationship a brand/company/organization has with any given fan. Affinity increases when a user has repeat interactions with a business page. Commenting, liking, sharing, clicking, and messaging builds Affinity.
Weight is a value system that shows what actions are more valuable. An example is that commenting takes more effort than liking and therefore has more value. Edges are assigned a value by the Facebook system, you can generally assume actions that take longer to complete have more weight.
Time Decay means the older an Edge or action is the less valuable it is based on time decay. As content ages it loses value overall. This keeps all newsfeeds fresh, timely, and relevant.
©2017 JB Media Institute LLC
The Future of the AlgorithmFacebook pays attention to their users. In the past they have used surveys to direct their next steps.
In response to users FB built a new machine learning system to detect “high quality” content.
The system uses over a thousand different factors like: • how frequently content from a certain Page is reported as low quality
(e.g., hiding a Page post),• how complete the Page profile is • whether the fan base for a particular Page overlaps with the fan base of
other known high quality Pages.
©2017 JB Media Institute LLC
Other Social Media Algorithms
• Twitter Algorithm changes explained: http://www.slate.com/articles/technology/cover_story/2017/03/twitter_s_timeline_algorithm_and_its_effect_on_us_explained.html
• How to optimize for the Pinterest Smart Feed Algorithm: https://persuasion-nation.com/pinterest-seo-best-practices-step-by-step-guide-2017-edition/
• The Instagram Algorithm and tips to make it work for you: https://blog.hootsuite.com/instagram-algorithm/ and https://blog.bufferapp.com/instagram-algorithm
Building Media Relationships
©2017 JB Media Institute LLC
Create an Online
Media/Press Kit
Include Graphics and Photos
Your online media/press kit should include branded graphics and photos for
use by journalists, bloggers, and reporters:
● High resolution and web ready photos of executives, staff, clients,
products, portfolio pieces, etc.
● High resolution and web ready versions of the company or organization
logo.
● Downloadable, high resolution and web ready versions of event flyers,
posters, rack cards, etc.
Link to Press Releases, Blog Posts and E-newsletters
If you are publishing press releases, blog posts, and e-newsletters link to these areas of your site so journalists, reporters, and bloggers can learn more about your company, get the latest updates on products or services, and review PR, marketing, and sales content.
Make sure all content is organized with the most recent release, post, or e-newsletter available first.
Share Quotes and Testimonials
● Give media access to short, digestible quotes from key members of the
company or organization about the work that you do.
● Display written testimonials from clients, customers, donors, etc.
Include detailed information about the person giving the testimonial
including their name, email, job title, and location.
● If possible provide some of this information in an easy to share video
format like Vimeo or Youtube.
Include Media Mentions
If you have been featured in magazines, newspapers, blogs, podcasts, and other media provide links, publication names, screenshots, writer/blogger/reporter names, and dates for when this coverage was published or shared.
Don’t be afraid to toot your own horn and tell people about what you have accomplished when it comes to recognition. This increases credibility. Use the media/press kit to demonstrate your expertise, value, and relevancy to the market.
©2017 JB Media Institute LLC
Do Your Research and Listen
©2017 JB Media Institute LLC
Follow, Listen, Comment, and ShareIf you want to get to know someone in the media then take the time to get
to know them online:
● Follow them on social media
● Set Google Alerts for their name and read, watch, or listen to their
content on a regular basis
● Comment on their work and provide thoughtful feedback
● Share their work with your network and community - mention and tag
them whenever it is appropriate, relevant, and conversational
©2017 JB Media Institute LLC
Keep Track of Your Communications Efforts
Create documentation around each reporter, journalist, blogger, or influencer you want to connect with...
WHO: What is the name of the person and where do they work?
WHAT: What publications or stations do they work for? What topics are they
covering and what recent content have they created?
WHEN: What are some of their top articles, blogs, videos, etc? When were they
published? What date did you review their social media and what size following
did they have? When did you most recently reach out?
©2017 JB Media Institute LLC
Don’t Give Up - Tell Your
Compelling Story
The Art of Conversion
©2017 JB Media Institute LLC
Landing Page and Website Design
©2017 JB Media Institute LLC
Create a fast, easy, mobile-friendly way for people to register or purchase tickets.➔ Eventbrite - www.eventbrite.com (1% - 2.5 % + $.99 - $1.99)➔ Brown Paper Tickets - www.brownpapertickets.com (3.5% + $.99)➔ Stripe - www.stripe.com (2.9% + $.30)➔ Square - www.squareup.com (2.75 - 3.5% + $.10 - $.30)➔ Paypal - www.paypal.com (2.7% - 3.5% + $.15 - $.30)Design the event page where tickets can be purchased to match your site and other marketing materials.➔ Choose appropriate imagery➔ Use the logo and brand colors (if applicable)➔ Include as many event details as possible
Use a third party payment system...
©2017 JB Media Institute LLC
➔ Create easy to follow calls to action ➔ Include a mobile-friendly map➔ Link to the purchasing page (if applicable)➔ Share photos and videos ➔ Tell the story of your event, product, or program
and the people behind it, as well as the attendees➔ Link to social media accounts
Build a page on your website...
©2017 JB Media Institute LLC
➔ Headline and sub-headline➔ Graphic, image, or video that creates a visual
focus and holds people’s attention➔ Testimonials/Reviews➔ Benefit list➔ Call to action
Anatomy of a successful landing page...
©2017 JB Media Institute LLC
➔ ArtistWorks.com ➔ OkDork.com➔ Qualaroo.com
Anatomy of a successful landing page...
©2017 JB Media Institute LLC
➔ Kissmetrics.com ➔ NeilPatel.com➔ Unbounce.com
Learn more about successful landing pages...
©2017 JB Media Institute LLC
➔ Create a simple, easy to manage website or have one designed for you. Consider WordPress, Squarespace, Weebly, or Shopify.
➔ Focus on calls to action and conversion. Usability is top priority.
➔ Link to social media accounts. ➔ Create an area for event updates and news.➔ Integrate sections featuring sponsor/speaker/performer
information, venue details, volunteer opportunities, etc.
Build a website...
©2017 JB Media Institute LLC
Search engines, especially Google, expect sites to be user-friendly. They track how long people stay, how many people visit the site, how many pages people view, how frequently people return, how many other sites link to yours, and how much social media engagement is happening with your brand.
Website usability must be a top priority...
©2017 JB Media Institute LLC
People can enter your site on any page. Every page must have a purpose, an intent.
Build the page with the intention in mind so when people land there it is easier for them to navigate and take action.
Website usability must be a top priority...
©2017 JB Media Institute LLC
The cheapest form of market research is lunch!
Get opinions from people you trust: ● Colleagues● Partners● Customers/Clients● Attendees● Donors
Website usability must be a top priority...
©2017 JB Media Institute LLC
➔ ScienceofPeople.com➔ NNGroup.com ➔ Usability.gov➔ SmashingMagazine.com➔ UXMag.com➔ ThinkwithGoogle.com➔ Google Trends
Learn more about website usability...
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©2017 JB Media Institute LLC
Facebook Marketing
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©2017 JB Media Institute LLC
Organic PaidThere are 2 kinds of Facebook growth most
businesses and organizations can attempt to achieve. Both of these avenues for building a larger, stronger
network have pros and cons.
Choosing to prioritize one or the otherdepends on your goals.
©2017 JB Media Institute LLC
Business Pages
Facebook Best Practices
©2017 JB Media Institute LLC
Build Your Network:1. Invite friends and colleagues to like the business page.2. Like other businesses and organizations as your company/business/organization
page. 3. If you are also using your Personal page to network create and use Friends Lists so
you can segment your friends. 4. Add the Facebook Like button to the website so visitors can like Facebook without
leaving https://developers.facebook.com/docs/plugins/.5. Use the Facebook Call to Action Button on your business page.
If you need fast growth consider Facebook advertising to target markets.
Facebook Best Practices
©2017 JB Media Institute LLC
Engage Your Network:1. Post consistently 3 - 5 times per week minimum, test different times. 2. React to, share, comment on, and tag businesses/organizations/partners
in your network. Identify the most active “movers and shakers” and make them the focus of your weekly outreach.
3. Share photos, videos, and links whenever possible. Give Facebook fans a "next step".
4. Upload video files directly to Facebook.5. Think multi-media. Get creative with live streams, animated gifs, memes,
etc. Facebook offers a variety of built in tools. There are also third party tools like Canva, Mematic, etc.
Facebook Best Practices
©2017 JB Media Institute LLC
Engage Your Network:6. Ask customers or clients to post, share, and tag photos, videos, and graphics as well. 7. Post content that creates an emotional reaction.8. Post relevant and credible news and information.9. Promote events with event pages.10. Follow up on comments on the business page.
Facebook Best Practices
©2017 JB Media Institute LLC
How to use the Shop tab on Facebook
• You can sell directly on Facebook with a Paypal or Stripe account.• You can direct people to your online store. • On your Page, click the Shop tab. If you don't see the Shop tab, click
your Page Settings, then click Edit Page. Next, click the Add a Tab button and click Add Tab next to the Shop option. You should see the Shop tab on your Page now.
• Meet the requirements of Facebook - products must be reviewed and approved: https://www.facebook.com/business/help/432134730324503?helpref=faq_content.
Facebook Best Practices
©2017 JB Media Institute LLC
Use the Facebook Scheduler on your Facebook business page if you want to schedule posts in advance.
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©2017 JB Media Institute LLC
Facebook Event
Marketing
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Create and Boost an Event Page
● Invite friends● Ask people to
share● Ask partners to list
and share the page● Send email invites
with the event page link
● Update the event page with posts
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Use Facebook Event Insights
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©2017 JB Media Institute LLC
Social = Mobile
©2018 JB Media Institute LLC
©2018 JB Media Institute LLC
©2018 JB Media Institute LLC
Strategy = Success
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©2017 JB Media Institute LLC
Content Strategy
©2017 JB Media Institute LLC
30% = Tell Your Story What do you do? What products and services do you provide? Who are your customers or donors? What is their story? What problems do you solve? What questions can you answer? What is your mission? Why do you do what you do? Who are your team members, staff, or employees?
30% = Shine the Spotlight on Others Are their industry leaders you admire? Are their nonprofits or community organizations you support? Are there partners or influencers you work with? Are there other companies or organizations you have aligned with? Are they doing amazing work? Are they active on social media and have an engaged network?
30% = Have a Personality instead of an Agenda What makes you laugh? What fuels your passion? What does your team or staff all agree is entertaining or challenging or funny? What inspires you? What is the flavor of the band? What feeling do you want to leave people with?
30/30/30 Rule
©2017 JB Media Institute LLC
What is the last 10% for?
★ Rise to the occasion★ Be unforgettable ★ Live in the NOW ★ Go viral
★ Step outside your box★ Take risks ★ Laugh a little ★ Seize the moment
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Content Tips ★ Keep the 30/30/30 rule in mind - social media is about conversation & connection
not shouting promotions at people★ Find ways to mention & include others ★ Use images! Posts with images take up more real estate & get more engagement★ Use video! Create both DIY and professional video★ Research hashtags
➔ HashAtIt http://www.hashatit.com/ ➔ Hashtagify.me http://hashtagify.me/ ➔ Hashtags.org https://www.hashtags.org/ ➔ Ritetag.com https://ritetag.com ➔ SocialMention.com http://www.socialmention.com/
Twitter best practices = 2 hashtags Instagram best practices = up to 25 hashtags
Facebook = NO hashtags
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Pre-Event Planning Tips 1. Create platform specific plans
○ Each platform has unique options & audiences
2. Set your boosted/sponsor/ad budget. ○ You don’t have to spend a lot but investing can expand reach.
3. Start social promoting well in advance of your event○ How far out depends on the time and $ investment your audience
is making
4. Plan for live social media management:○ Who will take photos? Handle on the fly posts? Be responsible for
account monitoring & responses?
Content Ideas - Pre-Event
● Sponsor mentions/updates/thank yous● Speaker announcements - headshots, quotes● Behind the scene prep photos - materials as they arrive,
volunteers/staff stuffing folders or creating nametags● Registration reminders - price increases & deadlines● Tips for getting the most out of the event - what to bring, what
to wear, how to prepare, etc. ● Giveaway, prize or content information● Announce hashtags that will be used● Parking, arrival or registration tips● Food/drink announcements or thank yous (with pictures)
● Quotes from speakers & attendees (original & shared)● Sponsor thank yous● Images -- attendees registering, speakers on stage,
booths, signs, tables with giveaways, food● Heart/like, comments, and mentions● Respond to questions● From the floor DIY video
Content Ideas - During the Event Engage, Engage, Engage!
● Go back and like/heart comments or mentions you missed● Upload photos/albums● Thank sponsors, speakers & vendors● Congratulate winners of giveaways or prizes● Share quotes from evaluations● Announce the next related event - if possible put tickets
on sale
Content Ideas - Post Event A Big Missed Opportunity
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©2017 JB Media Institute LLC
Editorial Calendars
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Outline Your Promotional Timeline
Before:-Generate a buzz-Pricing + Tickets-Event updates-Speaker hype -Sponsor thanks
During:-Photos + Videos-Testimonials-Tagging/Mentions-Real time updates-Behind the scenes
After:-Gratitude -Photos + Videos-Tagging/Mentions-Results/Outcomes -Next steps
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Outline Your Promotional Timeline
Site/Blog Content
articles, posts, videos, speaker pages, sales pages, sponsor highlights, event details
Topics and Themes
monthly, weekly, or daily topics or themes to be featured regularly
All Social Accounts
account links, advertising strategies, edited content versions, frequency
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©2017 JB Media Institute LLC
Shared Content Banks
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Keep Your Content Bank in the Cloud Content banks can be created using systems like Google Drive and DropBox or any other event planning software that allows file and document organization in the crowd.
➔ Allow sponsors, speakers, and volunteers to provide registration and documentation online.
➔ Create a list of partners and links to their websites and social accounts, as well as shareable resources
➔ Organize photo and video content for use on all relevant accounts. ➔ Share, edit, approve, and distribute PR, promotional, and website
content.➔ Repurpose promotional, PR, and website content on social
accounts.
©2017 JB Media Institute LLC
Multi-Account Management
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Managing Multiple Accounts
Choose a system that supports the social media sites you are currently using or plan to use in the future.
➔ Hootsuite.com https://hootsuite.com/ ➔ Buffer.com https://buffer.com/ ➔ TailWind https://www.tailwindapp.com/ ➔ Schedugram https://schedugr.am/ ➔ SproutSocial.com https://sproutsocial.com/
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Managing Multiple Accounts
PRO TIPS:
1. Upload videos and photos directly to Facebook and schedule posts using the Business Page scheduler. Use their tools to make more engaging albums, carousels, slideshow, etc.
2. Spend time on each platform for at least 1 - 3 months before you add it to a platform like Hootsuite or Buffer.
3. Test a few different platforms and see what you like best and what is most intuitive.
©2017 JB Media Institute LLC
Tracking and
Reporting
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Tracking and Reporting Google Analytics/Social - login to your Google analytics to access your “Social Analytics,” more information on setup and integration for your website here: http://bit.ly/1nnaGCF
Facebook Insights - simply login to your business page and click “Insights” from the tabs across the top
Twitter Analytics - login to https://analytics.Twitter.com using your Twitter username and password
Instagram Analytics - login to your Instagram business page and click the stats icon in the upper right: https://www.facebook.com/business/help/1717645641840196
Pinterest Analytics - login to your Pinterest business page and click Analytics https://analytics.pinterest.com/
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Get Updates from the Source
https://newsroom.fb.com/https://blog.twitter.com/https://business.twitter.com http://blog.business.instagram.com/https://business.instagram.com/ http://blog.business.instagram.com/https://business.pinterest.com/en
Social Advertising Best Practices
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Listen and Watch Your Competition
Who is achieving success and how are they doing it?
★ Make a list of your top 5 competitors to watch. ★ What kinds of ads are they running? ★ Are they getting engagement such as likes, tweets, retweets,
shares, comments, etc? ★ What kind of calls to action are they using? What are their
conversions? ★ What are the visuals like? How do they make you feel? Are
they using multi-media content in ads?
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Get to Know Your Ad Manager
Learn to use the ad manager and understand everything you can about how it works.
Facebook for Business https://www.facebook.com/business/ Twitter for Business https://business.twitter.com/
Instagram for Business https://business.instagram.com/ Pinterest for Business https://business.pinterest.com/
LinkedIn or Business https://business.linkedin.com/
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Choose the Right Ad Formats
Grow Fans & Followers
Text ads Like ads Followers adsAwareness ads Brand Awareness adsReach ads Lead Generation ads
Drive Website Traffic & Conversions
Buyable Pins/Rich Pins Dynamic/Display ads Text ads Photo/Video/Carousel ads Website Visits adsConversion/Product/Store ads
Promote Content
Sponsored ContentSponsored InMailPromoted Tweets Boosted Posts/Engagement ads Promoted Pins Tweet Engagement ads
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Choose the Right Ad Formats
Behaviors, Interests, and Demographics
Choose wisely. Take your time. Think beyond demographics. Who are your best customers, donors, clients?
Saved Audiences
Once you are clear on behaviors, interests, demographics, etc. then save various audiences that represent different segments and niches.
Custom Audiences
Upload email lists and find your network within social media communities. On Facebook and Instagram create “Lookalike” Audiences.
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Design Landing Pages for Conversion
Tips for building a landing page that produces results!
★ Make CTAs (calls to action) clear and simple. They must stand out on the page. Place them above the fold whenever possible.
★ Make the person visiting the page the hero. ★ Use video, photos, and graphics to relate to people. ★ Tell your authentic story from the heart.★ Be relevant, useful, entertaining, inspiring, and credible. This
is how you become shareable and memorable.
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Make Your $$$ Go Farther
● Start with a test budget of between $75 and $150 per month - on LinkedIn you will need at least $250 to $300.
● Most small companies can do well with between $150 and $300 a month, which is $5 to $10 a day or $40 - $70 a week.
● If you want to really see fast growth and increase engagement, you have great content, and your test budgets are working go to $500 +
©2017 JB Media Institute LLC
Make a Plan
Why are you tweeting?
I don’t know! People told me I had to.
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Step 1 = Goal Setting
● What do you want to accomplish? ● Who are you targeting? ● How many new/repeat leads or sales do you need each
week, month, or year? What kind of growth do you want to see year over year?
● What calls to action and conversions will actually grow your event, business, or organization?
● How do you define success?
BE SPECIFIC!!!
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Step 2 = Choose Your Tools Wisely
● What role does your website play? ● Where do your audiences hang out online? What matters to
them? ● Can a blog help you deliver great content? ● Do you have time to learn new third party tools? ● Use tools that feel intuitive, that you enjoy participating in.
IT’S BETTER TO USE ONE TOOL REALLY WELL, RATHER THAN MANY TOOLS POORLY!!!
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Step 3 = Track, Report Evaluate, Adapt, Repeat
● What tracking tools will you have in place?● How often will you review reports? ● Are any of your tools producing results? If so how can you
recreate that approach? ● Can you refine your approach if you are getting results, but
not reaching all your goals? ● Are you realistic about workload and results?
DON’T BE AFRAID!!!
©2017 JB Media Institute LLC
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Up Next
Partnership Marketing
Founder, Director of Strategy of JB Media Group and Co-founder of the JB Media Institute.
#d2cc2d
Thank You
“You do amazing things. More people should know.”
Justin Belleme Co-founder & Instructor at JB Media InstituteFounder and Chief Strategist at JB Media [email protected]
Sarah Benoit Co-founder & Lead InstructorJB Media Institute @SarahDBenoit -Twitter & Instagram Facebook.com/SarahDBenoit
www.JBMediaInstitute.com www.JBMediaGroupLLC.com
