Marketing & Social Media Workshop

Editor's Notes

• #4: ----- Meeting Notes (5/9/16 08:41) ----- Branding is more than fonts, colors, and slogans
• #5: ----- Meeting Notes (5/9/16 09:12) ----- Branding is a combination of words, visuals and interactions designed to represent your values, ideas and personality. Branding is important because when done right it can take you from being unnoticed to being unforgettable.
• #29: I always like to start with this video. I think we all know how important social media can be, but the extent that it has changed our lives and the world is mind-blowing. 2:20
• #30: Social media has evolved into a complicated web that includes hundreds of social channels beyond Facebook, Twitter, and Instagram. That means there’s a lot of noise and you have to work harder than ever to have people actually care about what you have to say. :15
• #31: Businesses and organizations can no longer avoid social media. A presence is expected. More than 65% of adults use social media. It’s not surprising that 90% of young adults are using social media, but the numbers have significantly grown among the other age groups. Since 2010, the number of senior citizens using social media has more than tripled. Social media isn’t just for teens anymore. :20
• #32: There are many different channels that you could be using. But, you don’t need to be everywhere. I always recommend doing just one or two channels really well before your expand to others. :15
• #33: There is a lot that goes into a successful social media strategy — from audience analysis to setting goals to engaging in coversations. Strategy, along with content development and measurement, are some of the things we’ll talk about today. :15
• #34: One of the things Darryll spoke about today is defining your audience. Age is just one demographic, but it’s an important one. By far, Instagram is most used by the 16-24 age group. They like visual social media. Note that they do still use the other channels, like Facebook and Twitter. Millennials — the 25-34 age group — heavily use visual channels like Instagram and Pinterest, too. And while they’re not using Facebook as often as they used to, they still have a presence. 35 to 64-year-olds are the ones heavily adopting Facebook right now. :45
• #35: A lot of data about Gen Z is starting to come out now. Gen Z are those in their very early 20s and younger. They’re ethnically diverse. They grew up with digital. 1:00
• #36: :25
• #41: The CDC’s campaign was incredibly successful. It was launched on a Monday and by Wednesday, the server crashed. It tripled their web traffic in comparison to other preparedness messages. People had become used to seeing messages abut hurricane preparedness … but these same guidelines applied and the unexpected route got them to check it out!
• #47: Get a quick discussion going….
• #62: As you become focused on posting content that aligns with your goals, it’s easy to spend too much time focusing on self-promotion. This 50/30/20 formula can help you find balance in posting content that reaches and engages your audience, while helping your organization or company meet its goals. Half of the time, focus on posting content that your audience might enjoy, find relevant or find useful. This is about you being a valuable resource or meeting their needs. About thirty percent of your time, focus on conversation. So many people lose sight of the “social” in social media. Only two of every 10 posts should be blatant self-promotion.
• #63: A lot of people worry about how to get likes and follows. But, those are not as important without good content. Without good content, those people who like your page won’t see it and, if they do, they won’t engage. The biggest thing is to post information and resources that your audience wants, needs or will otherwise find relevant. Enhance your content with visuals or video. And, always make sure you have a call to action. Ask yourself why you are posting what you are posting. What do you want the audience to do? Visit your website? Sign up?
• #73: Content creation is incredibly time-consuming. You can use the COPE method to overcome this. Create Once, Publish Everywhere. You can easily repurpose the content you create for multiple channels to save time and ensure consistent messaging. For example, you can do this by taking content from your annual report and putting it onto Facebook. Or, by taking a blog post and posting a link on LinkedIn. You can take an Instagram post and repurpose it on Twitter.
• #81: After you’ve set a strategy and you’ve implemented great content, you can measure your success. How do the actions you take on social media align with the goals you’ve set?
• #82: Facebook is still king – there are many channels you can use, but this is the one that has the greatest reach for many people. There are more than one billion Facebook users worldwide. Facebook uses historical data to predict what content people want to see in their newsfeeds. If your content isn’t being seen by your followers, it could be because it’s not the kind of content your audience actually would engage with (according to Facebook’s algorithm). We need to stop blaming Facebook for lack of reach and starting looking at the content we’re sharing.
• #84: You are probably asking now, “Well, what is relevant content?” What interests me as a young married female in a rural area will be much different that the 42-year-old single mother who lives in the city.