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Social media 101. Fuse Social Media Content Development Brand Experience


Academic year: 2021

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Social media 101


Social Media

Content Development Brand Experience

OMD Building, 33 College Hill, Auckland 1011, New Zealand E: genevieve.lyttle@fuseint.com P: +64 9 352 3019

W: www.nz.fuseint.com


Social Media Strategy

Knowing the negative: How to deal with negative feedback Points on Posting – Timing & regularities

Global Social Media

Best practices across industries Section 1.0

Section 2.0

Section 5.0

Social Media in Education Section 3.0

Section 4.0

Section 6.0

Section 7.0 Social Media on a budget Section 8.0 Top Tips

Section 9.0 Questions


Global Social Media

The who and the where of Social



Top 10 Ranked by active number of users

1415 629 347 300* 300

Facebook QZone LinkedIn Google + Instagram



300 288 200 167 100


Tieba Twitter Snapchat Sina Weibo VK


Russia, Ukraine, Belarus, Kazakhstan



Social messaging services

700 500 468







Used in 200 countries and territories

40 percent of users check daily

Average spend of 17

minutes monthly per user

Over 39 Million students

and recent grads


370,000 active

Twitter users in New Zealand

288 million active users worldwide

30 of the Interbrand Top 100 Brands currently operate a dedicated customer

service Twitter feed

Twitter users are 3 times

more likely to follow brands than Facebook users

53% of Twitter users never post any updates. This means half your customers may not be tweeting or

retweeting but they are watching,

reading, and



Instagram users are:

58 times more likely to like,

comment, or share a brand’s post than Facebook users


120 times more likely than Twitter users


of the world’s top brands are present on Instagram

@mentions in Captions Receive

56% More Engagement


Of 16-24s watch online videos daily

40% watch

online videos several times a day

48 Hrs


f video 55%

uploaded to YouTube per minute

This means there is

almost 8 years

of content uploaded to Facebook everyday

YouTube is localized in 75

countries and available in

61 languages

Top YouTube creators were found to be more popular than mainstream

celebrities among U.S.

teenagers (Variety U.S)


Snapchat is the fastest growing app

so far in 2015!

75% of Snapchat users are under 25

Globally, around 400 million

snaps are now sent via the app each day

77% Of college students use SnapChat daily

Brands in NZ using



Study in New Zealand


Study in New Zealand


Study in New Zealand


Study in New Zealand


TASK 1.0

In groups of 3, select any of the above

channels (except for Facebook) and discuss the content which you are creating for this channel and why. Each team member should discuss a different channel – if possible, and take short notes on the

- Type of content

- The success of this content so far

- What you think you can do better on this



Social Strategy

The following pages look at the objectives, requirements and measurement tools used to create success in your chosen



• You need to analyse and understand the culture of your target audience.

• Every customer segment has its own culture – identify this.

• In order to develop an efficient social media presence, you have to analyse the deep -

seated motivations, fears, concerns and hopes of the customer segments you are targeting.

Understand the Culture


Find the platform

• Just because a social media platform like

Facebook is king, does not necessarily mean it is the right platform for your customer

group or all of/most of your content.

• Based on the understanding of your customers’ cultural identity, you can

determine the places where they ‘hang out’

and are willing to engage in meaningful




• Constantly evaluate the ways the ways you are reaching out globally. You

need to engage with statistics and up

to the minute information – allowing

you to shift your focus when you need




• Brand awareness and engagement

• Lead generation or customer acquisition

• Share a mix of relevant links, blog posts, and engaging content

• Promote upcoming events

• Engage with influencers




You’ll need to

• Set up sponsored posts and ads

• Set up Facebook tabs that sync to your marketing automation platform

Key Metrics

• X number of posts per day

• Page follows

• Likes

• Engagement and comments

• Referring traffic

• Shares

• Lead generation/new customers




• Brand awareness and engagement

• Lead generation or customer acquisition

• Share a mix of relevant links, blog posts, and engaging content

• Promote upcoming events

• Engage with influencers



You’ll need to

• Create and join relevant groups

• Encourage employee participation

• Monitor and participate in Q&A

• Set up sponsored posts and ads

Key Metrics

• X number of posts per day

• Page follows

• Comments, likes, and shares

• Group participation

• Referring traffic

• Lead generation/new customers



• Brand awareness

• Engagement with visual assets

• Showcase products

• Showcase company culture

• Showcase marketing events

• Link back to website, blog, and other content assets

Instagram & Snapchat


Action Items

• Determine ownership of photo sites

• Decide on general branding guidelines for photos

• Encourage employees to participate and share their own photos

Key Metrics

• Referral traffic

• Shares and comments

• View of photos

• Page rankings on key terms from photo sharing sites

Instagram & Snapchat



• Brand awareness and engagement

• Lead generation or customer acquisition

• Share a mix of relevant links, blog posts, and engaging content

• Communicate issues from social media to support team and

ensure follow-up

• Listen and respond to relevant conversations

• Build reputation



You’ll need to

• Utilize promoted tweets

Key Metrics

• X number of posts

• Followers

• Mentions

• Retweets

• Number of lists

• Hashtag usage

• Influence of Twitter followers

• Lead generation or customer acquisition

• Referring traffic

• Favorited tweets



• Brand awareness and engagement

• Viral sharing

•Showcase company culture

• Post product videos and demos

• Create a video series to share

You’ll need to

• Determine ownership of video execution

• Choose a production agency

• Determine distribution channels

• Create social strategy for promotion

• Get customers, partners, and influencers

involved in video creation


Key Metrics

• Views

• Shares

• Referral traffic

• Pages ranking on key

terms from YouTube



how social media will help you reach them


what they do well online that you might want to mimic


the tone you’ll use to share your message

Audience demographics

who you’re trying to reach, including age, location, gender, interests


how often you’ll post and when


influencers you want to notice you, including individuals and publications


what tools you’ll need to succeed – both paid and free


how you’ll let your community know about your channels


TASK 2.0

In groups of 3, create a mini Social strategy.

This should include content ideas for channels which you think best suit your message and audience.

You should discuss

1. The content you will be publishing 2. How you intend to push content

3. How you will evaluate the success of this


Education establishments embracing social

Let‘s take a look at content in

action on social in the case of



Setting up Social


Top Tips for setting up you Social Media accounts

1. Create your artwork and get it all measured up to suit your channel. For example, a logo image that fits onto your Facebook profile image will not fit into your Instagram profile image.

2. Define your audience and your target. Finding out where the buzz is on Social Media and if your content will fit with this type of buzz is important. Don’t create a YouTube channel if you have never had or intend to have video content to share with your audiences…there’s nothing worse than a stale Social Media Channel.

3. Optimise your URL! Most channels allow you to optimise your web address but be careful, in the

case of Facebook you are only permitted to do this once so select a web address that’s relevant.



Knowing the negative: How to deal

with negative feedback


It’s vitally important that the complaints and issues your fans post on your Social Media channels are addressed.

Inactivity on your part will appear as though you’re trying to

ignore the issue. Being unresponsive does nothing more than incite more anger and increase the chance the user will come back with even more angry wall posts, tweets or comments.

Not responding ensures your community sees you are unconcerned with support, this will be detrimental to your reputation.

A response that illustrates respect and understanding for customers’

concerns will indicate your intention to rectify any problems.



Don’t play the blame game

In dealing with upset customers, just like in all areas of customer care - you must remember that you are closer to your industry, products and services than they are. What may seem like basic, common

knowledge to you is often foreign to the end user.

Place yourself in your customer’s shoes. It may not be your company’s fault that the customer is upset.

Whether or not the fault lies on your end, a simple apology will go a long way in keeping the customer’s business.

Instead of trying to figure out where the blame lies,

turn upset fans into loyal customers by making their

experience better.


Communicate Privately

Sometimes you or the customer will want to move a personal discussion away from the public to a more private, 1:1


Carrying out an entire exchange in public is not ideal. Here are some other options

a. Redirect the conversation. Point your fans to a tab or application that is separate from your social feed. You can also share your phone number or a Twitter account with your fans if you’re better equipped to answer them there.

b. Request an email. Respond publicly to a post/comment from your brand account, asking the customer to send a follow- up message to a particular email address and pledging a

prompt, personal review and response.


Points on Posting – Timing & regularities


Good content can be found in a multitude of places, and once you find it all, the next question you may ask yourself is how often you can

share. You want to be informative, finding the balance between informative and annoying is a challenge.

Informative Vs Annoying

As a general rule, Socialbakers found that posting once

per week on Facebook was so low as to lose connection

with your audience and posting more than twice per day

was crossing the line into annoying.


Informative Vs Annoying

Sadly there are no exact formula for everyone.

• Predict – Take a look at your competitors and see what they are doing on each channel. Mimic this.

• Measure – Find out how successful your posts were and at what times.

• Repeat – If something is wrong, amend it and start the

cycle again.



Quicksprout insights show the best days for posting on Facebook are Thursday and Friday.




1pm is reported as being the best time to get the most shares, the best time to

receive clicks and broader suggestion time of anywhere between 9am to 7pm.



B2B twitter posting times are said to be more successful from Monday to Friday whilst B2C twitter posting times are said to be more successful from Wednesday to Sunday.






12pm and 6pm sees the highest CTR and 5pm has the highest retweet count.



TrackMaven studied Instagram interaction habits on posts made by Fortune 500 companies and found that it

didn't exactly matter what time the posts were on Instagram -- users interacted regardless of the time they were posted.

Choosing specific times to post didn't make much of a

difference in interaction results.


Mornings, 7am - 9am: Morning hours are a good time to post, because everyone is just waking up. Most people can't resist checking their phones to see what they missed while they were asleep.

Midday, 11am - 2pm: Around the lunch hour is when people get a break to do what they want, and that often includes checking social media.

Evenings, 5pm - 7pm: After school and work, people get the chance to relax. People may start checking their phones while they sit in transit or in front of the TV just before dinnertime.

Top Tips


Social media on a budget


Invest in Tools

Buffer is the easiest way to save time on social media.

Simplify your social routine by scheduling posts on all of your social media networks.

Hootsuite's social media analytics give you an in-depth view of how well your social media efforts are being received, so you can run with what's working or change directions.

Sprout Social is a social media management system

(SMMS) with functionality for multiple person teams and a

focus on engagement, publishing and analytics.


Target and refine

Targeting is about really reaching out to your audience and refining that pool.

These days – it’s amazing what target advertising can do, you can target people in college who graduate in a specific year, in a specific geographic area.

Test & review


Make use of free engagement

1.Join Groups 2.Contribute

3.Ask questions

4.Answer questions 5.Join Forums

6.Build a community 7.Never stop creating



socialmediarush.com designtaxi.com

socialmediaexaminer.com postplanner.com




Reuse content


• Set measurable goals that support your business


• Focus on networks you’re already established on.

• Be flexible, review the numbers to see what’s working, and what’s not.

Tips for a successful budget in 2015


Top Tips


Keep it Social

Sometimes brands and businesses struggle to find the right tone of voice for Social. This is understandable – after all, you are stepping outside your comfort zone and learning how to interact with your customers in a street that is very much two way. Don’t let this intimidate you.

Take the bad with the good, you will get trolls and spam and this is to be

expected. Don’t let this stop you from interacting and getting social with your



Create a content calendar

Creating a content calendar will keep you organised, forbid you from both risking under activity and from over sharing.

It’s vitally important to stay in the loop and maintain social relationships, posting too often, whether it’s photos, status updates or frequent Tweets, can turn off your

audience. They’ll stop listening and you will become spam that falls on deaf ears.


“Sometimes being able to publish every whim that scans across your brain is the best thing in the world. Sometimes, it can become a real

problem. The killer is this: when it is a problem,

you’re usually the last to know and the damage

is done.” Mitch Joel


Always respond

Respond to the good and the bad. Positive feedback is great and when you receive this through social – it’s time to boast.

Negative feedback is less exciting but it is a part of the Social Marketing sphere and

one which you need to address, regardless of your industry.


Where to go from here

1. Evaluate your current activity

2. Make a reasonable plan for change 3. Create a content calendar and make

use of free tools

4. Evaluate your progress – make changes where necessary

5. Never stop creating content








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