Transcript Needs Based Audience Segmentation

Social Media on a Budget
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#HA20
Fantastic session on how to run social campaigns on a
budget. @uriona, @Ninjustin11, @uhpp, & @FLCHAIN
rock! #HA20
Constraints we all face
52% of B2C content marketers feel challenged:
• Money
• Time
• Labor
Is social media worth it?
84% of social media users found traffic increases
occurred with as little as 6 hours per week invested in
social media marketing
Almost 40% of social media marketers spend only 1-5
hours per week
Key Benefits:
• Increased exposure
• Builds brand equity
• Strengthens relationships
Source: Social Media Examiner, 2014 Social Media Marketing Industry Report
But I have to post a lot, right?
Average Number of Daily Posts by Organization Size
8
7.2
7
6
5.3
4.7
5
4.6
4
3
2
1
1.4
1.3
1.2
0.8
0
Small
Medium
Large
Facebook
Source: M+R Strategic Services, Benchmarks 2014
Twitter
All
If you remember nothing else:
Social media is an important element to
building your brand and supporting your
movement.
AND…you can be effective, even with a
limited budget!
How can we address capacity challenges?
• Ways to organize strategy
• Guiding principles to consider
• Some free tools you can use to strengthen social media
Social Media Strategy
Organize Strategy| Guiding Principles | Tools & Tactics
• Define purpose for social media account
• What aspect of organization should be represented?
• What aspect of organization produces the most
content?
• Key response individuals / teams
Social Media Strategy
Organize Strategy| Guiding Principles | Tools & Tactics
Digital S.M.A.R.T.S. A Guide for Non-Profits
Spitfire Strategies
Social Media Toolkit (#dellsmb)
Dell Computers
Social Media Strategy
Organize Strategy| Guiding Principles | Tools & Tactics
• Determine voice and tone
• Be short (90 character average press release headline)
• Don’t overshare / it’s ok to not jump in
• Be timely (when you can), relevant, and engaging
• Follow back and interact
• Be visual
3 Tips for Developing Engaging Content
Organize Strategy| Guiding Principles | Tools & Tactics
•Tell authentic stories
•Address your audience’s needs
•Don’t be afraid of emotion
•BONUS: Include a visual whenever
possible
3 Tips for Developing Engaging Content
Organize Strategy| Guiding Principles | Tools & Tactics
Power of Visuals:
•85% increase in Facebook interaction
•35% increase in retweets
Source: Forbes
Social Media Strategy
Organize Strategy| Guiding Principles | Tools & Tactics
Hootsuite
Social Media Strategy
Organize Strategy| Guiding Principles | Tools & Tactics
Buffer
Social Media Strategy
Organize Strategy| Guiding Principles | Tools & Tactics
Canva
Social Media Strategy
Organize Strategy| Guiding Principles | Tools & Tactics
Recite This
Social Media Strategy
Organize Strategy| Guiding Principles | Tools & Tactics
• Other Tools & Tactical Ideas:
• MemeCenter
• Pic Monkey
• Piktochart
• Quick Meme
• Survey Monkey
• Survey Gizmo
• Capture pictures & video via smartphone
• Mashable is a great resource for social media trends, campaign
examples, and how-to tips