WelcomeDecember Event

@smcgreatlakes | #smcglb | /smcgreatlakes

Premier sponsor:

unitedfinancialcu.org | /unitedfinancialcu | @unitedfincu

Venue sponsor:

bestwestern.com

December sponsor:

timhortons.com | /timhortonsus | @timhortonsus

December Partnership:

birchrunchamber.org | /birchrunhappenings | @brchambercvb

Giveaway sponsor:

premiumoutlets.com | /premiumoutlets | @premiumoutlets

Speaker sponsor:

/zakskandy

Today's Agenda

Get connected with us

Announce our mission & partnerships

Introduce the team

Hear from today's speaker - Sean T. Johnston

Reveal January's event

Giveaway

Connect With Us

SMCgreatlakes.com powered by: NextMedia 360

facebook.com/SMCgreatlakes

twitter.com/SMCgreatlakes | #smcglb

By phone: 989.941.6490

Text alerts: SMCGLB to 313131

Our Mission

Mission - To educate and enhance the use of social media, for professional purpose throughout the Great Lakes Bay Region.

!

Social Media - Internet based tools for two-way communicating, sharing and discussing information.

Statewide Partnership

Social Media for Non-Profits Panel

December 10th 5:30 pm

Stober’s Bar - Lansing

Find out more at SMAMi.org

Local Partnership

Holiday Affair with Chocolate & Creatives

December, 12th 6:30 pm

Populace Coffee - Bay City

Facebook.com/ aafgreatlakesbay

Visit: aafgreatlakes.org

The TeamJeff DeHaven - President

Will Hard - Vice President

Erin Poltorak - Treasurer

Celeste Ivon - Events

Tyler Heitzman - Events

Heidi McIvor - Sponsorship

Alisha Beckrow - Sponsorship

Derek Dewey - Communications

Kelsi Hass - Communications

Shelby Stine - Recruitment

GREAT LAKES BAY

SOCIAL MEDIA CLUB

grea t l akes bay

Special thanks to:

Today’s Speaker

Sean T. Johnston

Quicken Social Media Team

Content: Social Ammunition

@RespectTheT

GREAT LAKES BAYSOCIAL MEDIA CLUB

CONTENT: Social Ammunition !

Presented by: Sean T. Johnston, Quicken Loans

About MeGraduate of Central Michigan University, 2006 !Occupation: Failed Weatherman/Social Media Jack-of-All-Trades !Former Employers: Phoenix Marketing International, BBDO Detroit, Team Detroit, Chili’s Tex-Mex Bar & Grill !Twitter: @RespectTheT (Hope you like baseball and baby pictures)

About Quicken Loans• America’s largest online mortgage lender (3rd Overall) • Social staff of 8 full time, 4 interns • Active On: • Facebook – /quickenloans & /quickenloansracing • Twitter – @quickenloans & @QLRacing • Instagram – Quickenloans • Vine – Quicken Loans • Pinterest – /quickenloans • YouTube – /quickenloans

• Monitoring Staff works from 8am-Midnight 7 days a week /365 days a year

• During business hours, we’ll respond to clients within 3-10 minutes (Industry-leading)

Objectives For Today1. Novices – To leave here today with an

understanding of how to build and execute a social content plan across your social media footprint !

2. Experts – To learn additional tips and tricks to maximize the effectiveness of your content across your social media footprint

A Word On NetworksWe will focus on Facebook, Twitter, YouTube, Instagram and Vine. !

• Why Not Google+? Content rules for G+ are similar to Facebook. Use the insights interchangeably.

!

• Why Not LinkedIn? Content rules for LinkedIn are the same as Facebook, only extract the fun.

Offense vs. Defense• Outgoing Content • Blogs, Posts,

Tweets • Photos • Non-customer

service interactions

• Customer Service • Brand/reputation

management • Public relations

Where are your efforts concentrated?

The Social Content PlanA good social content plan answers these questions and serves as a guide for creating and maintaining your brand. !

• What is my goal? • Who is my audience? • Where should I be active? • How will I execute? • When should I post?

What Is My Goal?

What Is My Goal?Commander’s Intent: A public and well-understood description of your desired outcome as it relates to the purpose of the operation, and key tasks to accomplish. !

!

If you can only remember one thing, remember this.

What Is My Goal?The intent of your social media operations will vary based on your willingness to engage your audience. !

Low Engagement (Listening)

High Engagement (Interacting)

Market Research

“Social Publishing”

Customer Service

Sales & Lead Generation Education

What Is My Goal?The most successful brands on social do all of these well. But it’s okay to focus your efforts. !

Market Research Social media is a powerful tool that allows you to monitor trends and consumer sentiment.

Sales & Lead GenerationE-commerce integrations allow your fans to buy right from select properties, active listening can intercept potential customers.

Customer Service Social is a two-way medium, your fans will have problems and they will voice their displeasure on social. Be ready.

Education Share your expertise, your insight and news and information about your products.

“Social Publishing” Take part in the larger conversation by finding ways to relate popular culture back to your brand.

Who Is My Audience?

Who Is My Audience?

Which of the following products is more exciting?

World-class Italian Sports Car Enterprise software

OR

Who Is My Audience?

Ha. Trick question.

The answer is both. !

Your products and services are exciting to anyone who would become a fan of your brand

on social media. !

The question is, how did you acquire them?

Who Is My Audience?

Organic Sweepstakes (Non-Likegated)

The less you require your audience to become your fan, the more engaged they will be.

Who Is My Audience?So, they’re here now. What do I do about

them? !

• Understand their demographics • Male vs. Female • Age breakdowns • Geo-location • Identify the community influencers/

rabble-rousers • Discover their content preferences • Trial and Error

Who Is My Audience?

Better Insights = Better Content = Happier Fans

Who Is My Audience?What tools can I use?

Free Paid

Facebook Insights Simply Measured

Simply Measured - Free Twitter Follower Report Simply Measured

YouTube Audience Demographics Simply Measured

Simply Measured - Instagram User Report Simply Measured

* Side Note – I don’t work for Simply Measured.

Where Should I Be Active?

Where Should I Be Active?Short Answer: Wherever conversation about your brand is taking place. !

Long Answer: Social channels that your fans, customers and aspirational targets are using. !

Considerations: • Staffing • Visual appeal of your brand • Return on Investment

!

Where Should I Be Active?

“Anything worth doing, is worth doing right.” - Jimmy Dugan

Where Should I Be Active?

Not Visually Appealing Visually-Appealing

Older

Younger

Facebook

TwitterVine

Instagram

Pinterest

Where Should I Be Active?

Sales Generation Brand Awareness Activity

Level

High High High

Medium High High

Low High Medium

Low Medium Medium

Low High Medium

Low Medium Low

How Will I Execute?

How Will I Execute?Remember the Dinner Party Rule.

How Will I Execute?Hit the Social Sweet Spot.

Stuff that’s important to my brand/objectives

Stuff that’s relevant and

important to my audience

Products

Corporate News

Sales

SponsorshipsThought Leadership

Brand Awareness

Cat Videos

Miley CyrusLists

Pop Culture

Memes???

How Will I Execute?All social content has a nucleus:

How Will I Execute?

Blog

Photo VideoText

How Will I Execute?

Photo

Video

Text

Advantages ChallengesHighly-engaging,

performance-enhancing

Requires production, legal implications of

sharing

Informational, emotional

Production resources,

attention spans

Easy to produce, can be engaging

Difficulty engaging, bland

How Will I Execute?It’s ok to share. In fact, it’s great.

!

1. Share relevant news articles with commentary and attribution.

2. Highlight fan content by sharing and RT-ing.

3. It’s ok to use photos if you give the creator credit.

4. Use Creative Commons Search.

How Will I Execute?

!Strong call to action

Reason – Directs activity

!Photo as attachment

Reason – Engaging, Edgerank +

!Hashtag

Reason – Searchable, larger conv.

!Tagged

Reason – Audience expansion

!Photo is iconic to brand

Reason – Engagement, relevant

!Shortened Link

Reason – Better tracking

Anatomy of a Successful Facebook Post:!Short Copy, <140 characters

Reason – Easy to read

How Will I Execute?Edgerank – Why your content is seen or not seen.

∑ Ue We De U - Affinity W - Weight

D – Time Decay

How Will I Execute?

Courtesy of WhatIsEdgeRank.com

How Will I Execute?This just in! What a scoop!

Hot – Relevant News Articles Not – Memes, “Low-quality content”

!“We’ve noticed that people enjoy seeing articles on

Facebook, and so we’re now paying closer attention to what makes for high-quality content and how often articles are clicked on from News Feed on mobile,”

report Facebook engineers Varun Kacholia and Minwen Ji. !

“What this means is that you may start to notice links to articles a little more often.”

How Will I Execute?

!Short Copy, <120 characters Reason – Easy to read, RT-able

!Photo included

Reason – Engaging, eyecatching

!Hashtag

Reason – Searchable, larger conv.

!Quote

Reason – Taps into collective conv.

!Shortened Link

Reason – Intriguing destination

Anatomy of a Successful Tweet:

How Will I Execute?5 Tips for Better Tweets

!

1. Talk like a human, not a press release

2. Less is more 3. Be engaging, aim for the share 4. Join the conversation 5. Stay timely, stay relevant

How Will I Execute?

!Product/Relevant

Reason – Search, shorthand

!Iconic & Branded

Reason – Shows human side of brand

Anatomy of a Great Instagram Photo:

!Engaging

Reason – Search, shorthand

!Hashtags

Reason – Search, shorthand

How Will I Execute?5 Tips for Growing an Instagram Following

!

1. #Hashtags #UseThem #VeryImportant

2. Engage with followers & targets 3. Mix business with pleasure 4. Go behind the scenes 5. Give them a reason

When should I post?

When Should I Post?

Rule of Thumb Deeper Dive

1pm, 5pm, 8pm Insights > Posts > When Your Fans Are Online

1-3pm Ads > Timeline Activity/3rd Party

Depends Google Keyword Tool

Off Hours (7pm-10pm) 3rd Party Tools

Varies Trial and Error

Bottom Line

Bottom Line!

1. Have an objective for your social channels and build your content around it

2. Social is a two-way street, talk as much as you listen

3. Understand and listen to your audience to make better content decisions

4. Speak to your audience like a friend, not a brand

5. Build your content around photos, videos and interesting text, use social as distribution channels !

!

Thank You! Questions?

“Oh, SH*T, I’m Under” Time-Killers

Creating Sticky ContentMade to Stick: Why Some Ideas Survive and Others Die, By: Chip Heath and Dan Heath

!

Six Principals of Sticky Ideas 1. Simplicity – Keep it simple and profound 2. Unexpectedness – Surprise your audience 3. Concreteness – Be clear and tangible 4. Credibility – Make them believe 5. Emotions – Use feelings to convey your point 6. Stories – Tell stories to inspire action

Conversation StartersWhat to say when you have nothing to talk about.

Brand-relevant Fill-in-the-blanks Fan of the Week #realtalk How To’s

Market Research Hacks/Insider Tips Story relay Caption Contests

Product Brackets Repurposed Memes Inspiring Pictures/Quotes Photo Conversations

True or False Stupid Questions Choose Your Own Adventures

Timely “What’s your favorite…”

Employee of the Month/Week Fan Shares Statistics Company Dialogue

Speaker sponsor:

/zakskandy

January’s EventSoaring Eagle Waterpark and Hotel Mount Pleasant

Linda Girard

C0-Founder & President of Pure Visibility

Social Media is SEO’s BFF

$5 per person

January 31 @ 10:00 am

SIGN UP TODAY!

Today's Giveaway

!premiumoutlets.com | /premiumoutlets | @premiumoutlets

Special thanks to:

Thanks for attending... See you January 31st!