This presentation is brought to you by the Greater Des Moines Partnership. It covers a variety of topics such as video, using hashtags, live streaming, and why it all matters in the first place.
Tata Punch brochure with complete detail of all the variants
Marketing & Social Media Tips
1. PR, Marketing & Social Media Tips
Derek Lippincott, Kyle Oppenhuizen, Kristine Thompson
2. Why does this stuff matter?
• Important asset for storytelling.
– Engage stakeholders; cultivate relationships
– Create a memorable experience
– Trackable
• Easily engage your audience.
– Visual, inspiring content
– Relatable – play on current events, people’s passions, humor, etc.
• Meet a goal. Advance your mission. Move the needle!
3. Set your strategy
• Strategy depends on organizational goals/vision.
• There are many tactics to meet the overall strategy, including content, social media, media
relations, etc.
• Be consistent — know who you are and what you stand for.
• Integrated content marketing across all channels:
– Paid – advertising, promotions
– Earned – news articles, stories, customer reviews, testimonials
– Owned – newsletters, social media, blogs, etc.
• Drive conversions
• Measure success
• Continual testing and optimization
4. Content is king
• When creating content, ask yourself…
– Who am I talking to? Customers? Media?
Attendees?
– Is the content timely or time-sensitive?
– Call to action: What do I want followers to do?
• Click a web link for more info?
• Share, retweet, re-gram?
• Subscribe to a newsletter
• Make a purchase (ex: Membership!)
5. Show, don’t just tell
• Pictures with faces get 38% more likes and
32% more comments.
– Research shows the number of faces in
the photo, the age or gender all have
same positive impact.
• What’s the big deal about video content?*
– That 90% of information transmitted to
the brain is visual.
– We process images 60,000 times faster
than plain text.
– On average, videos are shared 12 times
more than link and text posts combined
on social media.
– People remember 20% of what they read
and 40% of what they see.
*According to research conducted by AdWeek; July 2013
6. Intro to social media
• Integrate social media tactics within an overall marketing strategy
• Set a clear goal
• Build a concise profile on social channels
– Profile image
– Description & location
– Phone number
– Website URL
• Be consistent
– Frequency of posts
– Time of day
7. Gaining social traction
• Photos/videos perform better than text only
• Include a link when possible for more
information
• Know your audience/know your brand
– Some brands can use flashy GIFs, edgy
comments and emojis — and some should
not
8. Gaining social traction
• User tags:
Tag partner businesses in your posts when
appropriate (i.e. use @ prior to their business name
or handle; options will appear to select the correct
account to tag)
• Hashtags:
Further your reach on Instagram and Twitter (ex:
#DSMUSA, #DesMoines, #Iowa, etc.)
• Location tags:
Select those that make sense for your business but
will also be searched by users
• Photo tags:
Similar to user tags; however doesn’t use characters
13. • Twitter, Facebook and Instagram make it easy!
– Ad opportunities vs. boosted posts
• Optimize for the ideal conversion:
– Page post engagement
– Page likes
– Clicks to website
– Website conversions
– Offer claims
• Customize using audience targeting:
– Location
– Gender
– Interests
– Lookalike – reach a similar audience to your followers
– Upload and target an email list
Paid social
14. Why use Instagram?
• Give your business a face
– A picture is worth 1,000words
– Ability to post up to :60 of video
– Reach more of your followers
• Instagram = reach 4% of total followers
• Compared to 0.1% on Facebookand
Twitter
• Stand out from competitors
– About 36% of marketers use Instagram
– Compared to 93% using Facebook
15. Instagram for business
• Activate your Business Profile
– Connects with your Facebook Page
– Add a phone number, email or
location for directions
– Toggle between multiple accounts
– Access insights
17. Snapchat geofilters
• Help “brand” the photos your patrons take and
share with their friends and family
• Track usage and reach
• Can be created on Snapchat’s website without
an active Snapchat profile
– Easy to use online tool
– Upload your own designs
18. Snapchat geofilters
• Geofilter design guidelines:
– No logos/trademarks you don’t own or have
authorization to use
– No phone numbers, emails, URLs, QR codes,
social media handles
– No hashtags
– No more than two lines of non-stylized text
– Must be relevant to location
– Must be creative and visually compelling
19. Schedule your social
• Timing and frequency is important:
– On Facebook, engagement rates are 18% higher
on Thursdays and Fridays.*
– The fewest clicks per tweet happen in the
morning (when tweet volume is particularly high),
between 9 a.m. and 1 p.m.*
• Manage multiple social media accounts at once
– Optimize content based on social media network
*According to research conducted by Buffer; April2016
20. Tools for social
• Scheduling:
– Buffer
– TweetDeck
– HootSuite
• Analytics:
– Buffer
– Facebook Insights
– TwitterAnalytics
– Simply Measured
• Creating compelling content:
– Boomerang Video
– Repost App for Instagram
– Layout for Instagram
– Quik Video by GoPro
– Hyperlapse Video
– Pablo by Buffer
– Unsplash
21. Video
• Best practices
– Keep it short!
– Rule of thirds for interviews
– Vertical vs. horizontal video
– Captions
• Equipment
– Phones
– Digital SLR cameras
– Microphones
– Stability
22. Live streaming
• Share authentic, real-life experiences with your followers in-the-moment.
– Facebook shared that people spend more than 3x more time watching a
Facebook Live video on average compared to other videocontent
23. Live streaming
• Popular platforms:
– Facebook Live
– YouTube
– Periscope (Twitter)
– Instagram
• Q&A sessions, launches and announcements, behind-the-scenes preview,
interviews and collaboration sessions, short lessons
24. YouTube: Metadata matters!
• Title
– Be concise, but informative.
• Description
– Include the Who, What, Where, When and How/Why.
– Beware of “the fold.”
– Include clickable hyperlinks to learn more.
• Keyword tags
– Help categorize the content of your video.
– Improve search results and reach new audiences.
• Thumbnail
– Auto-generated vs. custom uploaded.
– Used as a “first glance” at your video.
25. Media Relations — Making the Pitch
• Know your goal.
– Different goals have different approaches
• News releases vs. 1-on-1 pitch.
– News releases reach a mass audience
– News releases make a statement that this is important to your organization
– A 1-on-1 pitch can stand out more and help you build a relationship
• Print vs. television
• There is no exact science. Try different methods.
26. Media Relations — A Good NewsRelease
• Give them the basic facts. Who, what,
when, where and why.
– Succinct
– What do you want them to take away?
• Make it look professional.
– Include your logo
– Include an “about” section on your organization
• Give them a way to get ahold of you.
– Include your email and phone number
– Be prepared for follow-up questions
27. Media Relations — Know Your Message
• Put together high-level talking points with the basic facts.
– Who, what, when, where, why
• Typically no more than one page.
• Draw from talking points during your interview.
– Think of it as a cheat sheet to help you get your message across
• Prepare accordingly based on the medium of print,
television or radio.
28. Media Relations — Going on Camera
• Reference the talking points, but do not feel the
need to memorize them.
• Use props when possible.
• Dress for success: Wear whatever best represents
your brand and what you are communicating about.
• Look at the reporter rather than looking straight into
the camera.
• Have fun!
29. Media Relations — Crisis Communications
• How do you handle a potentially negative story?
– Gather all the information
– Convene decision-makers
– Communicate with key stakeholders
– Know your message, and anticipate questions
– Be as helpful as possible to media
– Build your reputation when times are good
