Social Media Fundamentals & Best Practices By Tom Taylor, Social Media Manager
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Transcript of Social Media Fundamentals & Best Practices By Tom Taylor, Social Media Manager
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Social Media Fundamentals & Best PracticesBy Tom Taylor, Social Media ManagerConnelly Partners, www.connellypartners.com
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Overview
• Who’s Tom?
• Why is social important
• How to get started with social
• How to maximize your efforts
• MOTT Social
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Who’s Tom?
• Connelly Partners, Social Engagement Supervisor– Social strategy development– Community management & monitoring– Content development, production & curation– Reporting, analytics, & optimization
• Working hand-in-hand with MOTT on all things social
• Where can you find me?– LinkedIn– Twitter: @thom_taelour
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What do we currently know & why is it important?
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What do we currently know?
• Social media has become part of our everyday lives– There are nearly 850 millions users on Facebook– 23% of Facebook users check their account 5+ times a day– 80% of social users prefer to connect with brands through Facebook– In 2012, there were 175 million tweets sent every day– 32% of all Internet users are using Twitter– 11 new accounts are created every second on Twitter
• Social is (and will continue to be) visual-dependent:– 250 million photos are uploaded to Facebook every day– 5 million photos are uploaded to Instagram every day– 5 Vines are shared every second
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Why is it important?
• The influence of social recommendations (specifically amongst Millennials: who fall between the ages of 16 – 29)
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Why is it important?
• The ability to inspire travel through social content
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Why is it important?
• The ability to inspire travel through social content
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Why is it important?
The Big Question: Social ROI to the $$ with destination marketing?•We can influence & inspire travel through visual & resourceful content•We can stimulate exchange and interaction between brand & community
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How do you get started?
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1. Goals & Objectives• What is it that you’re trying to accomplish?
• Foster relationships?• Generate awareness?• Drive traffic to your website?• Inspire travel to your destination?• Create a social presence as a customer service outlet?
2. Content Strategy• What is it that you’re going to say?• How do you plan to say it?
3. Resources & Process• What’s available content & resource-wise?• Do you have the bandwidth? Full-time commitment
How do you get started?
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How to maximize your efforts?
• What to publish• When to publish• How to publish
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How to maximize your efforts?
• What to publish• When to publish• How to publish
Content Buckets:• 3-4 content subjects/topics that are relevant to your brand/destination
– What content is already available? – What types of content can you develop?– What content can you regularly curate?
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How to maximize your efforts?
• What to publish• When to publish• How to publish
Determine when your audience wants to hear from you:• AM/PM, daily vs. weekly, frequency & volume• “When would you like to see this post?”• Trial, error & optimization
Starting point:• Post: Monday, Wednesday, Friday• Pre-10AM, 2-3PM, Post-8PM
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How to maximize your efforts?
• What to publish• When to publish• How to publish
The weight of content:
• Facebook’s EdgeRank• Affinity• Weight• Time
• Photos = More Engagement.• Plain Text = Greater Reach.
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Story Bumping: Allows engaging posts that you haven’t seen to be bumped up to the top of your News Feed later in the day.
Takeaway: An increase in engagement per post leads to an increased lifespan within the News Feed.
Understanding Facebook’s latest News Feed updates.
How to maximize your efforts?
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Last Actor: Takes into account the last 50 engagements a user has performed, and populates similar content within their News Feed based on those engagements.
Takeaway: An increase in engagement among a user creates a much greater likelihood of that user seeing your content again.
Understanding Facebook’s latest News Feed updates.
How to maximize your efforts?
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How to maximize your efforts?
• What to publish• When to publish• How to publish
The power of a question:• Driving a response• Starting a conversation
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How to maximize your efforts?
• What to publish• When to publish• How to publish
Details & Mechanics• Attaching links correctly
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How to maximize your efforts?
• What to publish• When to publish• How to publish
Details & Mechanics• Properly tagging on Facebook
– “@name of Facebook page”– Links to the page mentioned– Notifies the page mentioned
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How to maximize your efforts?
• What to publish• When to publish• How to publish
Details & Mechanics• Twitter:
– Simplicity & curiosity
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How to maximize your efforts?
• What to publish• When to publish• How to publish
Details & Mechanics• Twitter:
• #Hashtags• Organizing conversations• Reaching conversations
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How to maximize your efforts?
• Process & Organization
– Content calendar– Develop a rhythm
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How to maximize your efforts?
• Process & Organization
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How to maximize your efforts?
Formula to success: each week, do this:
1. Drive to your website/informational
2. Visually featured your product/destination
3. Curated content relevant to your brand
4. Ask a question, start a conversation
5. Utilize a text-only post
6. Feature content worth sharing• Did you know/fun facts• Holidays/timely news
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How to maximize your efforts?
• Process & Organization: Monitoring & engaging
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Is it working? Facebook’s Insights will tell you.
Growth: Likes, followers, and advocates.
•Are you fostering a relevant and meaningful community that you can market to on an ongoing basis?
Engagement: Likes, comments, shares, retweets, mentions, replies, or clicks.
•Each social interaction is considered an endorsement, and leads to a greater affinity among fans
Reach: The number of users who see your content within a social media channel.
•The value in social media beyond gaining likes, is the ability to communicate specific messaging to large groups of relevant consumers
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Is it working?
• What are the KPI’s?– Social referral traffic
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Is it working?
• Sift through the noise, and focus on the metrics that align with your goals & objectives:
• Growth • Engagement • Traffic
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MOTT Social
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MOTT Social
What we publish:•Content Buckets
– Useful & resourceful: Massavacation.com– Engagement-driven: questions & conversation starters– Entertaining & compelling: sunsets, landscapes, unique
When we publish•1-2x/day: Facebook: 2x/Saturday & Sunday•3-5x/day: Twitter•3-5x/week: blog
How we publish:•Photo & Link heavy•How can we incorporate a question?•Ensuring that those mentioned are benefiting
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MOTT Social
What we publish:•Content Buckets
– Useful & resourceful
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MOTT Social
What we publish:•Content Buckets
– Engagement-driven
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MOTT Social
What we publish:•Content Buckets
– Entertaining & Compelling
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MOTT Blog, MassFinds
Leveraging in-depth blog content•The power of fresh, frequent content•Utilizing SMEs (guest bloggers)•Platform for storytelling
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Two Takeaways
1.Be visual, use photos.
2.The more engagement, the greater the reach.
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How can we work together?