WHAT’S YOUR PLAN?

Social Media Content Planning,

Creation and Management Alyssa Murfey

@AlysMurfeyalyssa.murfey@vml.com

The power of social As of 2015, there are 179.7 million users on social networks (including users under the age of 18) - emarketer

80% of marketers indicate that their social media efforts increased traffic – HubSpot

92% indicated social media efforts have generated more exposure for their business – HubSpot

In a recent study 86% of B2B buyers expressed some level of desire to access interactive/visual content on demand. –DemandGen Report

In 2014 the use of video content for B2B marketing increased by 8% to 58%, while the use of infographics topped the adoption list increasing in usage by 9% to 52%. – DemandGen Report

the benefits of pre-planning

• Less scramble and hair-pull worthy stress

• Increased efficiency

• Improved tracking and analytics

• Higher level thinking and planning

planning your content

Where do I start?

First,

…and think

Ask yourself…What do you want from social media?

Educate customers? Build a relationship and brand loyalty? Generate leads? Collect feedback and customer insight?

Craft your content around your goals + what you already know about your audience.

Find your voice.

Different strokes for different folks.

Encourage and foster conversation.

Frequency - Twitter

Frequency - Facebook

• Links posted 1 pm to 4 pm have highest CTR

• Wednesday at 3 pm is the top peak time for Facebook

Frequency - Instagram

• Wednesday at 5 pm from research, but test individual days / your audience.

• Use this link: http://www.huffingtonpost.com/2015/02/25/get-instagram-likes_n_6751614.html

Frequency - LinkedIn

• Tuesday through to Thursday during work hours.

• Tuesday 10 a.m. to 11 a.m. is known to get the most clicks and shares.

• Once to twice per day – be mindful of frequency and content.

LinkedIn Tools

LinkedIn Tools

Frequency, it’s not all about you.

You never know until you try.These statistics are a great general guidelines to get started, but

you never know until thorough testing is done.

Reputation Management

People could already be talking about your company on social media? Be part of and drive the conversation.

Be responsive.

72% of People Who Complain on Twitter Expect a Response Within an Hour. - HubSpot

Set up a scheduling tool like HootSuite or buffer. This is the emfluence scheduler.

This is not a microwave project. You cannot “set it and forget it”.

Be relevant to the times + your brand.

Be relevant to the times + your brand.

Be relevant to the times + your brand.

Show that you’re a thought leader.

Keep your goals in mind.

Live PostingDuring Trending Events.

Tailor content to trending topics that that are relevant (or can be made relevant) to your brand.

Tailor content to trending topics that that are relevant (or can be made relevant) to your brand.

Offer an emotional and/or utility exchange

Applying this to tradeshows…

How will you offer a value exchange beyond a giveaway?

oCharging station

oTweet to get something

oLive music or art

oPhotobooth (post pics to social after)

Applying this to tradeshows – use a combo of these 5 tactics to achieve success

Offer value Can you use your knowledge, research or surveys to create something for your target audience?

Put a face to the tweet

Give them another way to get in touch with you

Taking this a step further…. Could users sign up for a booth prize?

Could you pay to geo-target and target by content with your tweets with a Twitter card?

Could you offer some kind of value in exchange for an email?

Could they get an email after and be put into a drip series?

Use your scheduling platform to track clicks, RT’s, Likes, Comments and shares

Track for success!It goes beyond likes and follows.

Ways to measure results.• Reach / Impressions

• Engagement / Interaction

• Increase of email sign-ups

• Number of leads generated.

• Quantity of customer feedback.

Free / affordable tools to use.• Schedugram

• Iconosquare

• HootSuite

• TweetDeck

• Facebook insights

• Buffer

• Twitter Ads Platform (use to make cards ^) / Twitter Analytics

• Crowdbooster

• Google Analyitcs (!)

Alyssa Murfey@AlysMurfeyAlyssa.murfey@vml.com