How to Post for Maximum Visibility - TRUEdotDESIGN€¦ · How to Post for Maximum Visibility Aviva...
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Transcript of How to Post for Maximum Visibility - TRUEdotDESIGN€¦ · How to Post for Maximum Visibility Aviva...
How to Post for Maximum Visibility
Aviva CanadaJune 5, 201912 noon EDT
Sherrilynne Starkie
Today’s Trainer
• 25 years in marketing & communications• 13 years specializing in social media• International career UK – USA – Canada• Owned and lead marketing agencies• Consulted with hundreds of clients• Certified Hootsuite Social Marketer
Of insurance customers consider social media comments
Auto insurance shoppers start online, including social media
Of brokers are not using social media, but plan to
Of brokers respond to customers on social channels
48% 20%
70%
56% Of brokers spend $1k to $5k on social media each year
Of brokers post content regularly
51%
88%
Social Media In Insurance
Our Agenda
• Issues & Trends• Digital Communications Framework• Making Great Content• 4 big social networks• Tricks Tools & Tips• Paid Ads
Social Media Companies in IPO
Data breaches & Privacy Concerns
Cyber Bullying, Social Discourse & User Self Esteem
Election Scandals in North America & Europe
Regulation & Other Legal Interventions
Impact on news media industry and reporting quality
Big Issues Are Driving Change
New Trends to the Fore
• Mobile technology is also transforming social media.
Tech Trends
Video Ephemeral
Messaging
Snackable Paid
-100
-80
-60
-40
-20
0
20
40
60
80
100
120
Video Image Status Link
Facebook Content Engagement Rates
Status Status
Storification of Social Media Two-thirds of companies have implemented Instagram Stories. Facebook, Messenger, YouTube Stories introduced in 2019.
Authentic•Honesty•Transparen
cy•Soft
Approach•Apologize•No
Clickbait
Valuable•Unique•Original•Informative•Relevant•Generous
Personalized•Data Driven•Tailored•Pixels &
Cookies•AI
Supported
Snackable•Consume
Quickly•Share Easily•14 second
video•Infographic
s•Memes
Main Content Trends
Questions So Far?
Facebook Is Still a Big Thing!
Despite rumours of users leaving in droves: • 2.2 billion active users• 4.75 billion content shares daily• 510,000 comments per minute all day• 293,000 statuses per minute all day
Facebook’s Algorithm
It governs who sees what content prioritizing: • Friends over brands• Relevance & value over spam • Engagement over passive views
Profiles Pages Groups Messenger
4 Basic Facebook Tools
Anatomy of a Facebook Post
Facebook Insights: Posts
Followers Are Consistently Present Which are most successful? Why?
Facebook Insights: People
People Who Follow Your Page People Your Content Reaches
Questions So Far?
Millennials Love Instagram
It’s the ‘other’ Facebook: • 1 Billion + active users• 35% of all online adults • 37% of brand impression are via Stories• 100 million photos & videos shared daily
Instagram’s Algorithm
It governs who sees what content prioritizing: • Relationships (interactions inclu: DMs)• Interest based on behaviours• Recency – newest posts
Feed Stories Followers Direct Messages
Instagram Basics
Anatomy of an Instagram Post
Instagram Insights: Audience
The algorithm favours recency so be aware of when your followers are on and schedule your posts for then.
Instagram Insights: Content
Discovery shows you where people are seeing your content.
Questions So Far?
Twitter Is a B2B Favourite
Twitter numbers all look positive: • 330 million active users and growing• Profits growing 18% year on year• 500 million daily tweets• 75% of B2B companies are here
Innovating To Stay Ahead of the Curve
• Changes are fast and furious- Tweets are now longer, nested, pinned and
threaded- Feed can be chronological or relevance-based
(or both!)- New icebreaker pinned tweets - Moments curate tweets to build broader storylines- Live broadcasts are easy and effective
Anatomy of a tweet
Twitter Analytics: Audience
Twitter Analytics: Tweets
Questions So Far?
LinkedIn: For Business & Professionals
LinkedIn is becoming more powerful: • 590 million users• Canada’s No 2 network • 45% are in upper management• InMail has a 300% higher response rate than email
No longer just online resumes
• LinkedIn has introduced many excellent new features and functions this year: – Easier content sharing– Better private messaging (InMail)– Rich media showcases – Live video broadcasts–QR codes
Company Page Vs Profile
Anatomy of a LinkedIn Post
LinkedIn Analytics
Questions So Far?
Boosting Engagement
Engagement Facebook Instagram Twitter LinkedIn
@tag X X X X
#tag X X X X
geotag X X X
Links X (Bio only) X X
Native Content X X X X
Live Video X X X X
Groups X (DM only) (DM Only) X
Polls/Q&A/Chat
X (Stories Only) X 3rd party apps
Tips & Tools Category Tool Description
Scheduling Hootsuite, TweetDeck, Buffer, Sprout Social
Scheduling updates across multiple social networks
Automation IFTTT, Zapier, Mailchimp, Messenger Bots
Undertakes simple task automatically in response to events.
Management CoSchedule, Evernote, Trello, Wunderlist, Hootsuite, Slack
Project management tools to organize workflow and teams.
Content Creation Evernote, Hemingway, Grammarly, HubSpot Tools
Writing and copy development.
Snappa, Canva, Pixabay, Unsplash
Images & video, graphic design
Boomerang, Apple Clips, FilmoraGo (app store)
Video content
Paid Media
Key Lessons For Today
• The pace of change is swift, but the fundamentals remain the same: –Create connections with your stakeholders–Develop beneficial relationships built on authentic
communication• Using social media is good for business
June 26 -- Tracking ROI on Social MediaJuly 10 -- Facebook 101 – Social Selling
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