The Social Solution

Felicity McCarthy Mar 2016

Image Magazine Digital Masterclass #imagedm

Agenda

•  A little about me •  Best practices for: •  Publishing •  Imagery •  Blogging •  Advertising

What makes social compelling

Reach a huge

audience…

Where they check

frequently…

On many device …

Seeing your brand

connected to their friends.

Reach* 63% 31% 28% 25% 22% 15%

DailyUse* 74% 35% 18% 23% 48% 12%

Targeting

Organic Reach

SEO

Traffic source

Gender split

Social media landscape

*Data Source : IPSOS MRBI Jan 2016

Publishing best practices Know your audience Have a content plan Engage Inspire Educate

Find your style

Lifestyle, iconography or text Consider logo overlay for branding & consistency

Facebook specifics

•  Quality over quantity •  Use video content •  Competitions - Like & Comment, NOT

Like & Share •  Organic reach is hard to earn •  Consistent look & feel •  Human Storytelling – customers, staff •  Inform, entertain, engage

Twitter specifics

•  Use Hashtags – 2 will do •  Most powerful for a point in time –

events, launches •  Tweet frequently •  Engage influencers, bloggers,

leaders •  Be authentic •  Use Twitter Lists

Pinterest specifics

•  Fashion, beauty, food, home, décor, parenting

•  Use boards to organise w keywords •  Keep Pins (imagery) tall (2:3 or 1:3.5) •  Make descriptions informative •  Link Pins back to your site •  Beware of time-sensitive Pins •  Avoid too many hashtags •  Use multi-shot imagery

Instagram specifics

•  High quality imagery •  Use hashtags •  Tag others •  Link from bio, not from posts •  Add watermarks •  Post from mobile •  Advertise via Facebook ad

platform

LinkedIn specifics

•  Personal reputation & brand •  Add interactive content:

o  videos o  slideshare o  publish posts

•  Prospecting (advanced search) •  Personalised connection request •  Use groups •  Company Pages

Use video – slick vs hack

Drive outcomes

Footfall Engagement Online Sales

Take the best photography

Get close up Light it up

Plain background

Focal point

Put people in picture

Crop, don’t zoom

Extra tools to help

Scheduling Visual Creation

•  Ideally blog posts would be 400-600 words in length. •  Make sure blog posts are optimised for your most

important Search Keywords. •  Post titles need to be punchy, easy to consume content

– lists, bullets, top 5 or 10 things… •  Each blog post should include at least 1-2 images. •  Ask open questions to encourage engagement •  Keep tone of voice conversational, limited jargon. •  Post consistently & build frequency

Blog Standards

Discuss

Advertising - Plan

Clarify goals

Identify audience

Share visually engaging content

Target the right msg to

right audience

Measure Results

Awareness ads

Direct response ads

Business to business ads

Demographic

• Age • Gender • Location • Birthday

Interests

• Hobbies • Shopping • Technology • Broad

Categories, e.g. parents, tech zealots etc

Personal

• Relationship status

• Education • Work

Native Targeting

Custom Audiences

• Valued customer segments

Lookalike Audiences

• Find others like them on Facebook

Website custom Audiences

• Retarget people who have visited your website

Facebook Advanced Targeting

Key takeaways

Understand your customer

Choose your channel(s)

Listen & respond

Educate, inform, inspire with high quality content

Test targeting & creative

Measure & finesse

Thank you @sparkfelicity