get ahead of the trends for success in social media marketing

#MENTIONTRENDS @LAURENTEE

GET AHEAD OF THE TRENDSBE SUCCESSFUL IN SOCIAL MARKETING


LAUREN TEAGUESOCIAL MEDIA COACH


THINK OF SOCIAL CHANNELS AS CONTENT HUBS

1

SOCIAL MEDIA IS MORE THAN A REDIRECT


SOCIAL CHANNELS ARE BECOMING CONTENT HUBS

A WINNING STRATEGY NEEDS BASE HITS AND HOME RUNS

▸ Develop an editorial strategy that produces solid day-to-day content to keep your brand top of mind.

▸ Add value to your audience’s news feed

▸ Develop thematics that the audience can come to expect, driving appointment viewing and engagement.

▸ Complement day-to-day with larger tentpole ideas and executions

▸ Set measurable goals for both daily and tentpole content



CONTENT LIVES ON MANY CHANNELS, RATHER THAN JUST YOUR WEBSITE

▸ Decentralized content is a result of successful content repositories and hubs, like Slideshare and Medium.

▸ Content that is published natively to these content hubs benefit from greater opportunity for discovery and distribution.

▸ Facebook is now in the distribution game with Instant Articles


CREATE STORIES SPECIFICALLY FOR A SOCIAL MEDIA CHANNEL



AS SOCIAL CHANNELS MATURE, BRANDS WILL BE MORE COMFORTABLE CREATING CONTENT SPECIFICALLY FOR DISTRIBUTION ON A SINGLE CHANNEL


SOCIAL CHANNELS ARE CONTENT HUBS

CONSIDER SNAPCHAT

▸ Content is created and consumed entirely within the mobile app

▸ No app switching or linking

▸ Temporary, never permanent

▸ Inherently social first

▸ Stories enable real time movie making, one clip at a time


MAKE CONTENT THAT MOVES, SINGS AND SMILES

2

CONTENT THAT MOVES

VIDEO ON THE SMALL SCREEN

Cisco predicts mobile video will make up 69% of the world’s internet traffic by 2018.


MAKING CONTENT MOVE

VIDEO IS KEY IN EVERY SOCIAL CHANNEL

▸ Social channels continue to optimize for video that is posted directly into their channel, natively, rather than a link from YouTube or another hosting site.

▸ Several ways to create and produce effective videos:

▸ GIFs, Cinemagraphs and Animations

▸ Under 10 seconds: Vine, Snapchat

▸ Over 30 seconds: Twitter, Facebook, Instagram

▸ Live: Periscope, Blab, Facebook Live


2.8X A VIDEO UPLOADED DIRECTLY TO TWITTER IS 2.8 TIMES MORE LIKELY TO BE AMPLIFIED THAN VIDEO SHARED FROM ANOTHER PLATFORM


MAKE CONTENT THAT MOVES

KEYS TO PRODUCING SUCCESSFUL VIDEO FOR SOCIAL

▸ Lead with the take-home message or call to action in the first five seconds. Audiences won't stop scrolling to watch through the end of every video.

▸ Produce with the assumption that most video is watched on mute in social media. Use captions, graphics, and animation effectively to present the full message, or at least get users to click on the video & hear sound.

▸ Immersive 360º and Virtual Reality formats are quickly becoming the next big thing. Technology is making it easier to film and watch this exciting type of video.


9.7” IPAD PRO 32GB: $729 OCULUS RIFT: $599 360FLY CAMERA: $400 GOPRO HERO4 SILVER: $400 IPAD MINI 2 16GB: $399 SAMSUNG GEAR VR: $99

CONTENT THAT SINGS

PODCASTS ARE BIG BUSINESSTHE SAME NUMBER OF PEOPLE LISTEN TO PODCASTS AS USE TWITTER


IN 2014, MOST PODCASTS WERE LISTENED TO ON THE COMPUTER.

NOT ANYMORE.

CONVINCEANDCONVERT.COM


REINVENT THE MIXTAPE

“GOD IS A DJ, LIFE IS A DANCE FLOOR LOVE IS A RHYTHM YOU ARE THE MUSIC”


CONTENT THAT SMILES😂


EMOJIS 😎

EMOJI WAS NAMED WORD OF THE YEAR IN 2015 BY OXFORD DICTIONARY, SIGNALING A MAJOR SHIFT IN CONSUMER BEHAVIOR


EMOJIS AREN’T FILLER

FOUR IN 10 MILLENNIALS SAID THEY WOULD RATHER COMMUNICATE WITH PICTURES THAN WITH WORDS

Source: Deep Focus - The Cassandra Report


MAKING YOUR CONTENT SMILE

EMOJIS AS EDUCATIONAL TOOLS



EMOJIS AS ART



CUSTOM EMOJI KEYBOARDS



TWITTER EMOJIS (HASHFLA.GS)


MAKING CONTENT THAT SMILES

INTEGRATE EMOJI INTO YOUR MARKETING

▸ Email subject lines

▸ Mobile push notifications

▸ Traditional print / display advertising

▸ Replies and comments in social media

▸ Calls to action


TARGETED REACH TRUMPS MASS REACH

3


70%AVERAGE AMOUNT OF

CONTENT AN INSTAGRAM USER

MISSES IN THEIR FEEDsource: locowise.com

http://locowise.com



FOCUS ON TARGETED REACH TO BATTLE THE FALL OF ORGANIC

▸ Publishers can respond to declining organic reach with a more focused posting strategy to reach their most important audience

▸ Facebook allows any page to target their organic content, both in Settings and at the Post Publishing level

▸ Use targeting options with Twitter Cards to reach a specific audience on Twitter



USE RETARGETING TOOLS TO REACH YOUR DIGITAL AUDIENCE IN SOCIAL

▸ Retargeting allows you to follow those who you know have visited your website or signed up for your email list

▸ Create unique content and calls to action specifically to those who are already your customers

▸ Facebook Ads improvements of Website Custom Audiences allow targeting based on time spent, aggregate values, dynamic date and by event.


CONSUMERS TRUST PEOPLE, NOT BRANDS

4


63% TRUST “A PERSON LIKE YOURSELF” VERSUS JUST 43% WHO TRUST A CEO

Source: Edelman Trust Barometer 2015


FOR EVERY DOLLAR SPENT ON INFLUENCER MARKETING IN 2014, MARKETERS SAW A $6.85 RETURN IN EARNED MEDIA VALUE.

Simplitrends.com Content Marketing Trends in 2016

CUSTOMERS TRUST PEOPLE, NOT BRANDS


IN 2015, EARNED MEDIA VALUE JUMPED TO $9.60 FOR EACH DOLLAR SPENT (+$2.75 YOY)

Simplitrends.com Content Marketing Trends in 2016

CUSTOMERS TRUST PEOPLE, NOT BRANDS



ROLE OF INFLUENCERS IN SOCIAL MARKETING

Change Perceptions

Demonstrate Differences

Reach New Audiences



WHAT DO INFLUENCERS CARE ABOUT?

Access Share insider

experiences and behind-the-scenes access to help influencers tell a story unique to them

Audience Exposure to a new

audience and validation from your brand help to grow reachable users.

Cash For many influencers, their online brand is a

money-making venture.


???QUESTIONS


CONVINCEANDCONVERT.COM

CONVINCE & CONVERT MEDIA

http://convinceandconvert.com

THANK YOU!TWEET ME @LAURENTEE

get ahead of the trends for success in social media marketing

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