Class 09: Social Media

1. SOCIAL MEDIA
STRATEGY
MAPPING

2. ‣ Why social media matters
‣ Building a strategy in 6 steps
‣ Social media platform review
‣ Tool Review
‣ Content Planning
LEARNING OBJECTIVES
GENERAL ASSEMBLY2

3. GENERAL ASSEMBLY
TITLEWHY DOES SOCIAL MEDIA
MATTER FOR BUSINESSES?
SOCIAL MEDIA STRATEGY MAPPING

4. Lorem ipsum
Heading
PRESENTATION TITLE4
Social media is what makes your brand’s marketing
ecosystem come alive. It’s more than just a way to
advertise; it’s a place to start conversations, forge
relationships, tell stories, and get details about your
audience the way you would with a new friend at a party.
SOCIAL MEDIA STRATEGY MAPPING

5. Lorem ipsum
Heading
PRESENTATION TITLE5
CUSTOMER SERVICE
CONTENT MARKETING
STORY TELLING
AND YES, ADVERTISING
SOCIAL MEDIA STRATEGY MAPPING

6. Social Media Marketing

7. GENERAL ASSEMBLY
TITLEPLATFORM REVIEW
SOCIAL MEDIA STRATEGY MAPPING

8. Social Media Marketing

9. Social Media Marketing
DIFFERENT PLATFORMS, DIFFERENT USERS, DIFFERENT CONTENT

10. Social Media Marketing

11. LET’S START ON EVERY PLATFORM AT ONCE!

12. Social Media Marketing
https://en.wikipedia.org/wiki/Facebook
FACEBOOK
‣ 1.23B daily active users (DAU) / 1.86B monthly active users (MAU)
‣ Mobile only = 1.15B DAU (93.5%) / 1.74B MAU (93.5%)
‣ 85.2% of DAU are outside the US and Canada
‣ News Feed
‣ Profile àWall à Timeline
‣ Algorithm
‣ Messages à Messenger
‣ Over 60 million active business Pages
‣ Activity from within Facebook drives 23% of all web traffic

13. Facebook Advertising
ORGANIC PAID

14. Social Media Marketing
YOUTUBE
•Founded February 14, 2005
•Second-largest search engine
•More video content is consumed on YouTube than on TV
https://en.wikipedia.org/wiki/YouTube

15. Social Media Marketing
https://en.wikipedia.org/wiki/Twitter
TWITTER
‣ 100M daily active users (DAU) & 317M monthly active users (MAU)
‣ 82% users access Twitter via mobile
‣ 500M tweets per day
‣ Males are slightly more active than females (24%M / 21%F)
‣ 79% of Twitter accounts are outside the US
‣ Katy Perry (95.7M), Justin Bieber (91.6M), Barack Obama (84.9M)
‣ Larry the Bird (Boston Celtics) à Twitter Bird
‣ Twitter Moments

16. Social Media Marketing
PINTEREST
•Launched March 2010
•Approx. 70% of users are female
•70% visit to find something to purchase
•Content with strong use value, actionable items, recipes
https://en.wikipedia.org/wiki/Pinterest

17. Social Media Marketing
LINKEDIN
•Founded in December 2002; launched in May 2003
•More than 400 million users
https://en.wikipedia.org/wiki/LinkedIn

18. LINKEDIN

19. OPENING: SOCIAL MEDIA CHANNELS
INSTAGRAM
•Initial release: October 6, 2015
•90% users are younger than 35
•75 million daily users (and growing)
•aspirational,easy to consume, personal/face-to-face, aesthetically
pleasing/branding
https://en.wikipedia.org/wiki/Instagram

20. VIDEO CONTENT

21. ‣ Brands can now advertise on Instagram
Stories more easily.
‣ They can use a new uploading tool to
convert their organic Instagram Stories into
ads and can run ads on Instagram Stories
existing Facebook ad products.
‣ These new offerings are designed to help
brands reach newer audiences with
existing content and give them more
flexibility with how they create and buy ads
on Instagram Stories.
Instagram Story Ads
GENERAL ASSEMBLY21

22. ‣ It’s hard to find people on Snapchat
‣ You have to build up a separate audience (IG you already have poeple)
‣ You Can’t share links or tag people in SnapChat
‣ Better quality videos on Instagram
‣ I can consume Instagram Stories FO-EV-ER with autoplay
Why I Like Instagram Stories Better Than SnapChat
GENERAL ASSEMBLY22

23. Social Media Marketing
SNAPCHAT
‣ 158M daily active users (DAU) & 301M monthly active users (MAU)
‣ 2.5B Snaps sent per day
‣ 68M DAU in the US & 52M DAU in Europe
‣ 8.5 out of every 10 millennials uses Snapchat monthly
‣ Discover
‣ Lenses & Filters
‣ Competition with Instagram Stories
‣ Spectacles

24. Social Media Marketing
SAY HELLO TO SNAPCHAT
Source: Marketing Land

25. Social Media MarketingSNAPCHAT STATS
Source: Contently

26. Social Media Marketing
SNAPCHAT FEATURES 1
DISCOVER FILTER

27. Social Media Marketing
SNAPCHAT FEATURES 2
SELFIE LENSES WORLD LENSES

28. RAISE YOUR HAND
‣ What kind of content is most popular on these individual channels?

29. PRESENTER, TITLE
GENERAL ASSEMBLY
BUILDING
YOUR SOCIAL
MEDIA
STRATEGY

30. Lorem ipsum
Heading
PRESENTATION TITLE30
SOCIAL MEDIA STRATEGY MAPPING
1.Define your brand. Create your elevator pitch.
2.Define your audience.
3.Evaluate your competition.
4.Set your goals. (Why are you using social media?)
5.Map out your approach.
6.Measure, optimize, ad infinitum.
HERE’S THE PLAN TO BUILD YOUR PLAN

31. GENERAL ASSEMBLY
TITLEYOUR BRAND ISN’T UP TO YOU.
IT’S NOT WHAT YOU THINK IT IS.
IT’S WHAT YOUR CUSTOMERS SAY IT IS.
SOCIAL MEDIA STRATEGY MAPPING

32. Lorem ipsum
Heading
PRESENTATION TITLE32

33. Lorem ipsum
Heading
PRESENTATION TITLE33

34. Lorem ipsum
Heading
PRESENTATION TITLE34

35. GENERAL ASSEMBLY
TITLEWHAT’S YOUR FAVORITE
BRAND? WHY?
SHARE W/ PERSON NEXT TO
YOU (1 MIN)
SOCIAL MEDIA STRATEGY MAPPING

36. Lorem ipsum
Heading
PRESENTATION TITLE36
SOCIAL MEDIA STRATEGY MAPPING
1. People have too many choices and too little time.
2. Most offerings have similar quality and features.
3. We tend to base our buying choices on emotion and trust.
WHY DO BRANDS EVEN MATTER?

38. Lorem ipsum
Heading
PRESENTATION TITLE38
SOCIAL MEDIA STRATEGY MAPPING
AUTHENTICITY is when what you DO is what you BELIEVE.
A company’s branding strategy succeeds when their customers describe their
brand similar to or exactly how they would wish to be described.
WHAT DO GOOD BRANDS LOOK LIKE?

39. Lorem ipsum
Heading
PRESENTATION TITLE39
SOCIAL MEDIA STRATEGY MAPPING
A company’s branding strategy fails when their customers describe the brand
differently or opposite to how they would wish to be described.
A misaligned brand perception is not only harmful, but also very hard to
reverse.
WHEN DO BRANDS FAIL?

40. PRESENTER, TITLE
GENERAL ASSEMBLY
TITLEOKAY, BACK TO YOU.
SOCIAL MEDIA STRATEGY MAPPING

41. Lorem ipsum
Heading
PRESENTATION TITLE41
SOCIAL MEDIA STRATEGY MAPPING
‣ Personality: Who are you?
‣ Values: How do you conduct business?
‣ Mission: Why do you exist?
‣ Promise: What’s your customer commitment?
1. DEFINE YOUR BRAND (WITH A BRAND BRIEF)

42. Lorem ipsum
Heading
PRESENTATION TITLE42
SOCIAL MEDIA STRATEGY MAPPING
‣ Who are you really talking to?
‣ Who do you want to be talking to?
‣ Where are they (online, in person)?
‣ How do they engage?
2. DEFINE YOUR AUDIENCE

43. Lorem ipsum
Heading
PRESENTATION TITLE43
SOCIAL MEDIA STRATEGY MAPPING
‣ Who are they?
‣ Where are they? (which social media channels)
‣ What’s their value prop?
‣ How are YOU different?
‣ What social media tactics seem to be working for them? Can you modify to fit
your brand?
3. DEFINE YOUR COMPETITION

44. Lorem ipsum
Heading
PRESENTATION TITLE44
SOCIAL MEDIA STRATEGY MAPPING
PUTTING IT ALL TOGETHER —> THE ELEVATOR PITCH

45. Lorem ipsum
Heading
PRESENTATION TITLE45
22ELEVATOR PITCH
⌚ 20 MINS
Take 10 minutes to write your elevator pitch
sentences for your company or a company
you like. Think about the questions we went
over.
After 10 minutes, turn and discuss with the
person(s) next to you (5 minutes)
Let’s review together! (5 minutes)
STRUCTURE OBJECTIVES
INDIVIDUALLY,
THEN AS A CLASS

46. Lorem ipsum
Heading
PRESENTATION TITLE46
SOCIAL MEDIA STRATEGY MAPPING
‣ Brand awareness (Fans/Followers/Reach)
‣ Engagement
‣ Traffic
‣ Email Sign-ups
‣ Orders
‣ Something unique to your business?
4. SET YOUR GOALS—WHY ARE YOU USING SOCIAL MEDIA?

47. Lorem ipsum
Heading
PRESENTATION TITLE47
SOCIAL MEDIA STRATEGY MAPPING
‣ Is your business starting from scratch or is already active social?
‣ Are there staffing & budget considerations you need to account for?
‣ What’s your most important goal?
‣ What’s your timeline?
‣ What kinds of research will be most helpful?
5. MAP OUT YOUR APPROACH. START AT 30,000 FEET.

48. Lorem ipsum
Heading
PRESENTATION TITLE48
SOCIAL MEDIA STRATEGY MAPPING
‣ What are your business priorities?
‣ Where do these make the most sense within your digital ecosystem?
‣ What is the most important goal of the ones you’ve begun to identify?
‣ What are the specific tactics you’ll use to accomplish success?
‣ How will you segment your audience accordingly?
THEN, LOWER YOUR ALTITUDE.

49. Lorem ipsum
Heading
PRESENTATION TITLE49
6. FINALLY, DEFINE SUCCESS
AND MEASURE IT.
SOCIAL MEDIA STRATEGY MAPPING

50. Lorem ipsum
Heading
PRESENTATION TITLE50
SOCIAL MEDIA STRATEGY MAPPING
You cannot successfully activate your social strategy
without thinking about measuring it. The goals you set
should be tracked and tied to specific items or tactics so
that you can analyze, report, and optimize your process
in real-time.

51. THE OBJECTIVE-FIRST FRAMEWORKAn extremely lean marketing plan to Define, Develop, and Document
marketing campaign strategy
Social Media Bootcamp

52. Social Media Marketing

53. Lorem ipsum
Heading
PRESENTATION TITLE53
SOCIAL MEDIA STRATEGY MAPPING
‣ Determine KPIs (Key Performance Indicators)
You might have a bunch metrics that you’re tracking. But which directly effect your
business/the bottom line? (Reach, Engagement, Traffic, Leads)
‣ Establish Normalcy
Know your typical daily, weekly and monthly numbers.
‣ Suspect Exceptions
If something deviates outside your normal range - above or below - investigate it
thoroughly.
You may discover a problem that needs fixing, or uncover a new opportunity
‣ Compare and Contrast
Why does twitter traffic see better conversion rates than Facebook visitors?
HOW TO MEASURE SUCCESS

54. Lorem ipsum
Heading
HERE’S THE LINK:54
SOCIAL MEDIA STRATEGY MAPPING
REPORTING TEMPLATE
‣ Open Google Doc
‣ Go to “File” then “Make a Copy”
‣ Voila!
‣ Feel free to use this template
and make changes for
your own business needs.

55. Lorem ipsum
Heading
PRESENTATION TITLE55
SOCIAL MEDIA STRATEGY MAPPING
HOW TO MEASURE SUCCESS
NATIVE SOCIAL
INSIGHTS
3RD PARTY
PLATFORMS
GOOGLE
ANALYTICS
Facebook
Twitter
G+
Pinterest

56. GENERAL ASSEMBLY
TITLETOOL REVIEW
SOCIAL MEDIA STRATEGY MAPPING

57. Lorem ipsum
Heading
PRESENTATION TITLE57
SOCIAL MEDIA STRATEGY MAPPING
What is Social Media Management?
• Manage multiple social media profiles
• Schedule messages
• Track brand, competitor, keyword mentions
• Analyze/optimize performance
You need a great tool to do all of this effectively. Tools have 3 general categories (some have all
3):
‣ Publishing
‣ Listening
‣ Reporting
TOOL REVIEW

58. Lorem ipsum
Heading
PRESENTATION TITLE58
SOCIAL MEDIA STRATEGY MAPPING
‣ Buffer
‣ Sprout Social
‣ Hootsuite
‣ Tweetdeck
‣ Here are some more.
PUBLISHING TOOLS

59. Lorem ipsum
Heading
PRESENTATION TITLE59
SOCIAL MEDIA STRATEGY MAPPING
‣ Mention
‣ Google Alerts (Old School!)
‣ Sprout Social
‣ Hootsuite
‣ Tweetdeck
‣ Topsy
‣ Here are some more.
LISTENING TOOLS

60. Lorem ipsum
Heading
PRESENTATION TITLE60
SOCIAL MEDIA STRATEGY MAPPING
‣ Native platform insights
‣ Sprout Social
‣ Hootsuite
‣ Buffer
‣ Simply Measured
REPORTING TOOLS

61. GENERAL ASSEMBLY
TITLETIPS FOR GENERATING CONTENT
ON SOCIAL
SOCIAL MEDIA STRATEGY MAPPING

62. Lorem ipsum
Heading
PRESENTATION TITLE62
222222QUICK ACTIVITY!
Log onto your favorite social media platform.
Choose 1 brand post that you’re attracted to. (2 mins)
Turn to the person next to you and explain why. (2 mins)

63. Lorem ipsum
Heading
PRESENTATION TITLE63
212121TIPS FOR GENERATING NATIVE SOCIAL CONTENT
1. Know thy platform.
You can’t expect to create compelling native content for a given
social platform if you don’t understand it.
Have you ever used Pinterest before? Are you active on Twitter or
Snapchat? Try it out. Pay attention to what’s most popular, and
how people interact. Anything less will immediately expose your
brand as out of touch.

64. Lorem ipsum
Heading
PRESENTATION TITLE64
222222TIPS FOR GENERATING NATIVE SOCIAL CONTENT
2. The best content is ‘native.’
Facebook, Instagram, Pinterest, Snapchat and Tumblr all
emphasize imagery. But that doesn’t mean the audiences are the
same, or that they’re looking for the same things. Some value wit,
others art.
Think about your audience, and format your content for each
platform (i.e. don’t just share your Instagram posts on Twitter).
“These differences are not minor – putting the wrong kind of
content on a platform will doom your marketing efforts,”
Vaynerchuk says.

65. Lorem ipsum
Heading
PRESENTATION TITLE65
232323TIPS FOR GENERATING NATIVE SOCIAL CONTENT
3. Don’t interrupt, entertain.
No one ever said: “I love Facebook because I can catch up on the latest
news from favorite brands and share their self-serving product plugs
with my friends, coworkers and loved ones.”
Remember – people view social media as entertainment not a store
window.
“If we want to talk to people while they consume their entertainment,
we have to actually be their entertainment,” Vaynerchuk says.
“Whatever experience people are seeking on their preferred platforms,
that’s what marketers should attempt to replicate.”

66. Lorem ipsum
Heading
PRESENTATION TITLE66
282828SOCIAL MEDIA FACTS OF LIFE
Truth 1: Your organization is disrupting or interrupting people’s experience.
>>Make it count.
Truth 2: People know their comments + likes are broadcast to their friends.
>>Make it share-worthy!
Truth 3: People like funny and people like photos. Most of all, though, people like funny
photos.
>>Put a cat on it! AKA: make sure it’s value-driven.

67. Lorem ipsum
Heading
PRESENTATION TITLE67
Aim to generate 1 of 4 emotional responses with your social marketing
content. Make them say, “WOAH.”
✓Awe – Wow
✓Desire – Ooh
✓Affection – Aww
✓Laughter – Ha
303030SOCIAL MEDIA FACTS OF LIFE

68. Lorem ipsum
Heading
PRESENTATION TITLE68
313131IT DOESN’T HAVE TO BE COMPLICATED OR EVEN POLISHED

69. Lorem ipsum
Heading
PRESENTATION TITLE69
323232IT DOESN’T HAVE TO BE COMPLICATED OR EVEN POLISHED

70. Social Media Bootcamp

71. UP
Playful
Fresh/Novel
Contemporary
Adventurous
Edgy/Daring
Nimble/Agile
Profane
Domineering
Magical/mystical
Inspiring
DOWN
Mindful
Sophisticated
Established
Traditional
Nurturing
Protective
Empathetic
Reliable/Stable
Familiar
Safe/Secure
Sacred
Contemplative
Wise

72. Lorem ipsum
FINDING YOUR UNIQUE VALUE PROP
PRESENTATION TITLE72
Manufacturing expertise.
Real points of difference.
“Tell them why it’s better!”
Rational USP
Manufacturing parity.
Product parity.
“Make them believe it’s better”
Emotional USP

73. Dryness
Confidence

74. Social Media Bootcamp

75. Social Media Bootcamp

76. Social Media Bootcamp

77. REPURPOSING & CURATION
REPURPOSED CONTENT
‣Repurposing your own content
‣Finding content from outside sources
that supports your and is relevant to
your message/goals
‣Repackaging for different platforms

78. REPURPOSING & CURATION
RULE’S OF THUMB WHEN REPURPOSING CONTENT
‣Optimize it for the native platform
‣A piece of content should never live on two
social platforms looking the exact same
‣Test out timeframes that work best for your
audience, so you can create a system for
repurposing high-performing content
‣Don’t let Facebook win
‣Goal: Everytime you repurpose content it
should perform better than the last and if not
adjustments are made

79. Lorem ipsum
Heading
PRESENTATION TITLE79
✓Is this too much text?
✓Is the photo eye-catching and high-quality?
✓Can you see the logo?
✓Is the call to action visible?
✓Are we asking the person to do too much?
-Helpful tips from Gary Vaynerchuk’s Jab, Jab, Jab, Right Hook
343434QUESTIONS TO ASK WHEN POSTING

80. Lorem ipsum
Heading
HERE ARE SOME USEFUL TEMPLATES80
SOCIAL MEDIA STRATEGY MAPPING
CONTENT PLANNING
✓Sales
✓Holidays
✓Happenings/events
✓Behind-the-scenes
✓Work in progress
✓On brand inspiration
✓Tips/advice
✓Owned-content
✓Non-competitor content
from industry leaders

81. GENERAL ASSEMBLY
TITLEACTIVITY 2
SOCIAL MEDIA STRATEGY MAPPING

82. Lorem ipsum
Heading
PRESENTATION TITLE82
22CONTENT PLANNING
⌚ 20 MINS
Take 15 minutes to plan a social media post
for Facebook, Instagram, and Twitter for
your own brand or a brand you like.
Let’s review together! (5 minutes)
STRUCTURE OBJECTIVES
INDIVIDUALLY,
THEN AS A CLASS

83. GUIDED PRACTICE: TALKING MODEL

84. GENERAL ASSEMBLY
TITLERECAP
SOCIAL MEDIA STRATEGY MAPPING

85. Lorem ipsum
Heading
GENERAL ASSEMBLY85
SOCIAL MEDIA STRATEGY MAPPING
‣Understanding your brand is the key to building a successful strategy map.
‣There is no “one size fits all” solution to social media - while strategies can have
similarities, no two are exactly alike.
‣Measurement is essential, even if it seems like you don’t need to do it.
‣ Make your audience say, “WOAH!” with engaging, on-brand content
‣A lot of work goes into building a strategy - make sure to zero in on 3-5 goals, map
tactics back to these goals, and track/optimize for success!
RECAP

86. Q&A
BEFORE YOU GO

87. EXIT TICKETS
DON’T FORGET TO FILL OUT YOUR EXIT
TICKET