Discover 10 amazing CRCMP Jobs (and what it takes to get hired)
Why Being Amazing on Social Takes a Customer-Focused Culture + Content Strategy
Transcript of Why Being Amazing on Social Takes a Customer-Focused Culture + Content Strategy
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social strategy | #sculptspeaks
#sculptspeaks
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Hi.
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social strategy | #sculptspeaks
Josh on the Internet a talk by josh
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social strategy | #sculptspeaks
Who are you? Why are you here?
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i’m josh.
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jhkrak
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#sculptspeaks
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social strategy | #sculptspeaks
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social strategy | #sculptspeaks
Ignite the conversation between
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Sculpt is a social media agency built for change.
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social strategy | #sculptspeaks13
In a world of never-ending change, we help your brand story stay consistent and
marketing keep pace.
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social strategy | #sculptspeaks
What’s next?
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I went to sxsw to find out.
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social strategy | #sculptspeaks
👇 👇
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social strategy | #sculptspeaks
messengers and bots snapchat-ification of everything
live and augmented reality storytelling influencer inflation
automation and personalization
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social strategy | #sculptspeaks
Great. So where do we start?
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social strategy | #sculptspeaks
Do we build a Bot? Do we experiment with Live?
Do we optimize an augmented reality experience to growth hack demand generation for gen z influencers?
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social strategy | #sculptspeaks
Maybe you’ve felt this way too.
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social strategy | #sculptspeaks
The reality of social media marketing today It’s not marketing that’s changing, it’s your customers Social marketing today is easier, but more complex
Brands that adapt, win
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social strategy | #sculptspeaks
KNOW TO GROW why being amazing on social takes a
customer-focused culture + content strategy
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social strategy | #sculptspeaks
Let’s start here: Culture
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social strategy | #sculptspeaks
Build a culture that cares about customer experience everywhere.
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social strategy | #sculptspeaks
Examples:
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Ignoring customer questions
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Outdated or Incorrect Hours / Information
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Hiding Comments from Concerned Customers
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Robotic Answers to Every Person
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Targeting the Wrong Customer
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Broken Links / Missing Information
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Prioritizing Communication Channels
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`
Misaligned Brand Voice
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social strategy | #sculptspeaks
Customer experience is customer experience, online and offline.
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social strategy | #sculptspeaks
And the stakes are high.
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social strategy | #sculptspeaks
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social strategy | #sculptspeaks
84% of consumers trust online reviews as much as personal recommendations
BrightLocal survey, 2016
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social strategy | #sculptspeaks
Culture that’s (self) brand aware.
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Brands are a collection of unconscious associations in the
consumer’s mind.
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social strategy | #sculptspeaks
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social strategy | #sculptspeaks
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social strategy | #sculptspeaks
Culture that has an always-on approach to sharing moments that are interesting to your customers.
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social strategy | #sculptspeaks
Culture that has an always-on approach to sharing moments that are interesting to your customers.
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social strategy | #sculptspeaks
Example: April the Giraffe livestream
http://www.aprilthegiraffe.com/
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See content opportunities everywhere.
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social strategy | #sculptspeaks
http://blog.instagram.com/
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social strategy | #sculptspeaks
Culture that invests in experimentation. (Not afraid to try stuff.)
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The most damaging phrase in the language is “we’ve always done it this way!”
Grace Hopper
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social strategy | #sculptspeaks
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social strategy | #sculptspeaks
Culture that’s obsessed with measurement.
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social strategy | #sculptspeaks
This data is trackable and critical How did customers find us? What brought them back?
How many times have they purchased?
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social strategy | #sculptspeaks
🤳
Path to Purchase
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social strategy | #sculptspeaks
Culture that cares about CX Considers offline and online touch-points Aware of brand associations and values
Has an always-on mindset Measures every interaction
Experiments to learn
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social strategy | #sculptspeaks
Let’s talk content strategy.
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social strategy | #sculptspeaks
Social media content strategy What to share
Where to find it How to amplify it
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social strategy | #sculptspeaks
Social media content strategy What to share Where to find it
How to amplify it
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social strategy | #sculptspeaks
So you want engagement, huh.
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social strategy | #sculptspeaks
Engagement is an emotional connection.
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social strategy | #sculptspeaks
What to share…
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DON’T INTERRUPT WHAT INTERESTS PEOPLE.
BE WHAT INTERESTS PEOPLE.
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social strategy | #sculptspeaks
FUNNY USEFUL
BEAUTIFUL INSPIRING
CONTENT
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social strategy | #sculptspeaks
Let’s break each of these down.
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social strategy | #sculptspeaks
Funny
😂
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social strategy | #sculptspeaks
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social strategy | #sculptspeaks
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social strategy | #sculptspeaks
http://www.boredpanda.com/funny-wendy-jokes/
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social strategy | #sculptspeaks
Useful
😏
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social strategy | #sculptspeaks
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social strategy | #sculptspeaks
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social strategy | #sculptspeaks
wilson’s orchard
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social strategy | #sculptspeaks
Beautiful
😍
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social strategy | #sculptspeaks
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social strategy | #sculptspeaks
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social strategy | #sculptspeaks
PullmanMoss
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social strategy | #sculptspeaks
Social Video Tips Captions on, sound off
Capture attention in first 3 seconds Stabilize the (smartphone) shot
Publish natively
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social strategy | #sculptspeaks
Inspiring
😄
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social strategy | #sculptspeaks
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social strategy | #sculptspeaks
Allsteel
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Find and focus on the humans.
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social strategy | #sculptspeaks
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social strategy | #sculptspeaks
People are aspirational, they're striving to be a better version of themselves. You can help.
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social strategy | #sculptspeaks
How to accomplish this?
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2012 2015
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social strategy | #sculptspeaks
Show, don’t tell.
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Your content strategy should incorporate most or all of these themes
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social strategy | #sculptspeaks
Social media content strategy What to share
Where to find it How to amplify it
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social strategy | #sculptspeaks
User-generated content
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social strategy | #sculptspeaks
User-generated content
![Page 92: Why Being Amazing on Social Takes a Customer-Focused Culture + Content Strategy](https://reader035.fdocuments.in/reader035/viewer/2022070605/5a6cf97c7f8b9a0a428b4827/html5/thumbnails/92.jpg)
social strategy | #sculptspeaks
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5-minute Workshop Find your funny, beautiful, inspiring, useful
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social strategy | #sculptspeaks
Inspiring Beautiful
Useful Funny
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social strategy | #sculptspeaks
Social media content strategy What to share
Where to find it How to amplify it
![Page 96: Why Being Amazing on Social Takes a Customer-Focused Culture + Content Strategy](https://reader035.fdocuments.in/reader035/viewer/2022070605/5a6cf97c7f8b9a0a428b4827/html5/thumbnails/96.jpg)
social strategy | #sculptspeaks
Let’s skim the surface on paid targeting.
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social strategy | #sculptspeaks
Paid Social is a powerful channel to reach people where they are,
with what they want.
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social strategy | #sculptspeaks
Warmer
Customer Lists Website Traffic Video Viewers Page Engagers
Page Fans
Colder
Lookalike Friends of Fans
Behaviors Interests
Geography Demographics
Target Audience prioritization based on Relevance
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social strategy | #sculptspeaks
Install the Facebook Pixel
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social strategy | #sculptspeaks
Key takeaways smm is only effective with a customer-centric culture
your content should be funny, useful, beautiful, inspiring when investing in paid social, prioritize warm audiences
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social strategy | #sculptspeaks
It doesn’t end here.
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social strategy | #sculptspeaks
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social strategy | #sculptspeaks
Now go, make it happen.
👊
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thank you.
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social strategy | #sculptspeaks
WHAT WE DO
BUILD YOUR STORY Audience Insights / Channel + Campaign Plans / Content Strategy
SHARE YOUR STORY Social Content + Management / Content Marketing + SEO / Email / Integrated Campaigns
AMPLIFY YOUR STORY Paid Social / Influencer Management / Contests
![Page 107: Why Being Amazing on Social Takes a Customer-Focused Culture + Content Strategy](https://reader035.fdocuments.in/reader035/viewer/2022070605/5a6cf97c7f8b9a0a428b4827/html5/thumbnails/107.jpg)
social strategy | #sculptspeaks
5 things you can try right now.
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social strategy | #sculptspeaks
Retarget viewers who watched 75%
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VideoOptional:
Engagement Image
Optional: Engagement
ImageCTA / Offer
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social strategy | #sculptspeaks
Messenger Automation
Send a customized personal message to anyone who comments on your Facebook ads or posts msghero.com
![Page 111: Why Being Amazing on Social Takes a Customer-Focused Culture + Content Strategy](https://reader035.fdocuments.in/reader035/viewer/2022070605/5a6cf97c7f8b9a0a428b4827/html5/thumbnails/111.jpg)
social strategy | #sculptspeaks
Track ‘Offline Conversions’ in Ads Manager
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social strategy | #sculptspeaks
Run ads and offers in Stories
![Page 113: Why Being Amazing on Social Takes a Customer-Focused Culture + Content Strategy](https://reader035.fdocuments.in/reader035/viewer/2022070605/5a6cf97c7f8b9a0a428b4827/html5/thumbnails/113.jpg)
social strategy | #sculptspeaks
Experiment with Visual Content / Improve Photography
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Visual Content Elements Natural light is important
Keep shots condensed and interesting Give a sneak peek into your people, place, & process
Bring out your personality Tell a story through a series
Think thumb-stopping