Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying....

43
Social media & content basics Melissa Suzuno, Content Marketing Manager & Consultant Western and Pacific Northwest Intergovernmental Audit Forums Joint Meeting

Transcript of Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying....

Page 1: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Social media & content basics

Melissa Suzuno, Content MarketingManager & Consultant

Western and Pacific NorthwestIntergovernmental Audit Forums

Joint Meeting

Page 2: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Two social media stories

Page 3: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Social media & politics

• 22% of voters let others know they voted on asocial networking site

• 31% of social media users have used the tools toencourage other people to take action on apolitical or social issue

• 33% have used the tools to repost contentoriginally posted by someone else on political orsocial issues

Page 4: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Today’s agenda

• Overview of social media platforms

• Quick introduction to contentmarketing

• A few guiding principles

• Q & A

Page 5: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Overview of social mediaplatforms

Page 6: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Facebook• 1.5 billion users: 71% of online adults

• Company/organization accounts similar topersonal accounts

• You can post status updates, links, photos, andvideos

• Detailed demographic info about your followers

• Pay to play: only 16% of posts get seen

Page 7: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Image

Page 8: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

What the heck is a #hashtag?• The symbol formerly known as “the pound sign”

• Can be used within a post or added at the end

• You can use existing hashtags, or create your own

• Search the platform for existing hashtags for bestresults

Page 9: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Link with photo

Page 10: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Infographic

Page 11: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Status update

Page 12: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

LinkedIn• 380 million users• Overall atmosphere is professional and work-

focused• Company/organization pages & personal

accounts• You can post status updates, links, photos, and

videos• Blogging platform open to all LinkedIn

members• Also owns presentation platform SlideShare

Page 13: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Job opening (link)

Page 14: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Blog post

Page 15: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

SlideShare

Page 16: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Twitter• 304 million users

• 140 character limit, can include links,images, and videos

• Hashtags, RTs, MTs, mentions, directmessages

• Twitter chats

Page 17: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Twitter conversation

1.

2.

3.

4.

Page 18: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Photo on Twitter

Page 19: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...
Page 20: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Tweet with link & photo

Page 21: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Storify

Page 22: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

YouTube• Second largest search engine: 3 billion

searches a month

• Reaches more 18– to 34-year olds thanany cable TV network

• Video, recorded webinars

• Ideal for instructional content

Page 23: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Association of WashingtonCities recorded webinar

Page 24: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

AWC tips on lobbying

Page 25: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Washington State Auditor’sOffice

Page 26: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Instagram• 300 million monthly active users• Visually driven platform• Text captions can & should include

hashtags• 53% of users in the 18 to 29 age

group• Can be great platform for recruiting

Page 27: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Hawaii Tourism Bureau

Page 28: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Senator Cory Booker

Page 29: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Michelle Obama

Page 30: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

bit.ly/employersinstagram

bit.ly/8recruitinghandles

Page 31: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Pinterest• 7.8 million users

• Visually driven platform

• Each pin can link back to your site, canbe excellent source of traffic

• Text description and comments havegreat SEO benefits

Page 32: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Pinterest board

Page 33: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...
Page 34: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

A brief intro to contentmarketing

Page 35: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Content marketing

• Using assets like blog posts, infographics, andvideo to help potential customers answer aquestion or deal with a frustration

• Build trust and authority for your brandover time

• When it’s time for customers to make adecision, they’re more inclined to trustyou

Page 36: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Content marketing vs. socialmedia

• Social media can amplify your message and connect with your audience

• Creating content gives you something to share on social media

• Owning vs. renting your digital property

Page 37: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

A few guiding principles

Page 38: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Know your audience

Page 39: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Accept that things are alwayschanging

Page 40: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Experiment (come out of yourshell)

Page 41: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Be social (not like this guy)

Page 42: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Realize that it takes time

Page 43: Melissa Suzuno, Content Marketing Manager & Consultant · 8/7/2019  · AWC tips on lobbying. Washington State Auditor’s Office. Instagram ... Pinterest • 7.8 million users ...

Get in touch!

bit.ly/socialmediamelissa

www.melissasuzuno.com