on#the#ground+lessons to+make+social+media… · best%practices%to%buildorganic%follower% growth...

ON-‐THE-‐GROUND LESSONSTO MAKE SOCIAL MEDIA WORK WHEN RESOURCES ARE LOW

@tameraferro // SOCIAL MEDIA STRATEGIES SUMMIT

Best practices to build organic follower growth

Tips to create high-‐impact social content with low resources

Leveraging user generated content to tell your story

Building a brand advocate network to drive earned impressions

OVERVIEW


WHAT YOUR BRAND OFFERS

WHAT YOUR CONSUMERS CARE ABOUT IN THEIR

DAILY LIVES

this is where your conversation starts.

BUILD YOUR PLAN



PEOPLE

OBJECTIVE

STRATEGY

• Facebook audience demographics• Twitter audience demographics• Surveys• On-‐the-‐ground research• Consumer need state• Focus on targeted segments

TECHNOLOGY

BUILD YOUR PLAN

• Content pillars & focus• Posting cadence • Resources & time• Shared value exploration• Why does this matter to my

audience?• How does create value for my

consumer?

• Choose social platforms wisely (audience usage, resources needed)

• Follow publishing tools like Percolate, Hubspot& Buffer for tips and tricks

• Start with native publishing or free platforms

• Use native analytics

• What are your top metrics?• What do you want people to

feel?• What action do you want people

to take?

GROW YOUR FOLLOWERS


LAY YOUR FOUNDATION

• Consistency is KEY • Keep messages consistent across

both paid and organic content• Consumers should quickly

understand your brand’s message• Consumers should quickly

understand the value in following

GROWTH HACKS

• Identify likeminded activation partners: brand advocates, category experts, other brands, influencers, consumers

• Parties, contests and giveaways –partner with influential consumers

• Custom audiences & lookalikes from email lists

• Make it easy for visitors to connect with you

• Engage, engage, engage (15 minsa day)

• Small budgets still work!

GROW YOUR FOLLOWERS


CREATE HIGH IMPACT SOCIAL CONTENT


• Thumb friendly: stop, think, feel• One clear focal point in image• Eye goes to image first, not text• Use authentic imagery• Negative visual = likes drop off

IMAGES

• Atomize content: different paths into the same content

• People remember stories, not facts

• Does it make you smile?• Do you learn something new?• Is it disruptive or provocative?

CONTENT

MAKE IT MEMORABLE



SPEAK TO SHARED VALUES

SOCIALTEMPLATES

EPISODIC CONTENT SERIES



VISUAL EXAMPLES• Encourage consumers to use a

brand hashtag (email, packaging, site)

• Set time aside to identify great content

• Ask permission• Use reviews and testimonials • Start seeing what resonates with

people about your product

USER GENERATED CONTENT

TURN FANS INTO ADVOCATES


Brand advocates are fans who…• have previously shared about your product on social• create high quality content, but may not have high reach• would be happy to build a long term relationship with your brand

FAN COMMEN

TYO

UR RE

SPONSE

Thanks, Joe! Let us know if you’d like to test another product!

I reviewed productXYZ on my blog, read it now on blog.com

I love my new Brand X product! SO

excited!

We love this! Can we share this image on our social channels?

I usually love Brand X, but this product

has me disappointed.

We’re so sorry! Would you be

interested in trying XYZ instead?

TURN FANS INTO ADVOCATES


• Notify your list (email, personal outreach) when you have new content, make it easy to share

• Consumer research surveys• New product testing / review

generation

ACTIVATE

• Social currency• Blog content & value to their

audiences• In-‐the-‐know / first-‐to-‐know

PROVIDE VALUE

RESOURCES


• Content Marketing Reimagined: How Brands Can Earn Attention in 2015: https://learn.percolate.com/content-‐marketing-‐reimagined-‐how-‐brands-‐can-‐earn-‐attention-‐in-‐2015/

• From Awareness To Conversion, How UGC Supports The Entire Buyer Journey: https://www.offerpop.com/resources/ebooks/from-‐awareness-‐to-‐conversion-‐how-‐ugc-‐supports-‐the-‐entire-‐buyer-‐journey/

• 4 Creative Ways To Captivate Users With Facebook Custom Audiences: http://www.unifiedsocial.com/blog/2015/07/09/4-‐creative-‐ways-‐to-‐captivate-‐users-‐with-‐facebook-‐custom-‐audiences-‐but-‐only-‐the-‐ones-‐you-‐need/#~pqntfos7HVZFWW

• Unified Smart Social Quarterly Q1 2015: http://www.scribd.com/doc/265771069/Unified-‐Smart-‐Social-‐Quarterly-‐q1-‐2015-‐Web#scribd

• BazaarvoiceConversation Index Volume 9: http://www.bazaarvoice.com/research-‐and-‐insight/conversation-‐index/

• 2015 Pinterest Media Consumption Study: https://www.ahalogy.com/blog/2015-‐pinterest-‐media-‐consumption-‐study (http://go.ahalogy.com/study for full download)

• The Psychology of Stories: The Storytelling Formula Our Brains Crave: http://blog.hubspot.com/marketing/psychology-‐of-‐stories-‐storytelling-‐formula

• Instafamous! A Guide To Taking Better Photos From 12 Instagram Influencers: http://cdn2.hubspot.net/hub/349117/file-‐2669895627-‐pdf/Instafamous_April2015.pdf

• A Month’s Worth of Simple Social Media Growth Hacks and Experiments: https://blog.bufferapp.com/social-‐media-‐growth-‐hacks-‐experiments

• Replicating High-‐Performing MarcomCampaigns: http://www.cebglobal.com/exbd/marketing-‐communications/winning-‐marcomms/index.page

• Behind the Buzz -‐ People-‐Based Marketing Defined: http://atlassolutions.com/people-‐based-‐marketing-‐defined/

• Stock Photos That Don’t Suck: https://medium.com/@dustin/stock-‐photos-‐that-‐dont-‐suck-‐62ae4bcbe01b

on#the#ground+lessons to+make+social+media… · best%practices%to%buildorganic%follower% growth...

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