1/9/2019

1

Social Media Panel Discussion

Panelists: David HuntingtonLeah WilliamsRob Kotowski

Moderator:Brooke Kahn

Social Media

Presented By: David Huntington&

Rob Kotowski

Why use facebook for business?

• Increased exposure to potential customers –1.19 billion users!

• Gather more leads• Lower your marketing expenses• Reach a targeted audience• Build Customer Loyalty• Increase your web traffic• Boost SEO• Be mobile ready

1

2

3

1/9/2019

2

Getting Started…

Setup a business page and add your company details!

Getting Started…

Setup a business page and add your company details!

Add Content!

Add photos and descriptions of what you have been working on and start inviting people to like your page.

Your post and everything included should be strictly business, do not include things from your personal life or post anything political, etc.

It’s ok to include posts about the community you live and work in, or events or articles that other boaters would find interesting. Post regularly!

Here’s some examples of different types of posts…

4

5

6

1/9/2019

3

Posting photos of work you did!

Posting photos of work you did!

BEFOREAFTER

Building albums of your projects

7

8

9

1/9/2019

4

Posting photos of work you did!

Fun Projects & Community Jobs

Mix it Up (Photos vs Videos)

10

11

12

1/9/2019

5

Building a Reputation / Reviews

Posting about upcoming boat shows in the winter!

Posting about upcoming boat shows in the winter!

13

14

15

1/9/2019

6

Linking back to your website!

Promoting your professional development!

Advancing our education

16

17

18

1/9/2019

7

Promoting your professional development!

Recognition Inside & Outside Industry

Gaining Knowledge of your Posts

19

20

21

1/9/2019

8

Advertising Benefits / No Cost

Gaining Knowledge of your Posts

Building enthusiasm about the upcoming season!

22

23

24

1/9/2019

9

Boosting a post

Why Boost?

• Make your posts visible to more people.

• Get Likes• Convert Likes to followers• Keep your business name fresh in

their minds

Get started by clicking the PROMOTEButton on your setup page, or clicking the BOOST link on any post!

25

26

27

1/9/2019

10

28

29

30

1/9/2019

11

31

32

33

1/9/2019

12

34

35

36

1/9/2019

13

Community info about your page

Elements + Strategy Development 

Presented by: Leah Williams

37

38

39

1/9/2019

14

Instagram vs. Facebook

INSTAGRAM ‐ Photo sharing application

VS.

FACEBOOK is a true social networking site where photo sharing is one of many features

Instagram Overview

Instagram Basics

40

41

42

1/9/2019

15

Comment

Send/ Share

Discover

Like

Instagram Overview

Icons

Instagram Overview

1.

2.

3.

4.

5.

6.

7.

Timeline View

Instagram Overview

1.

2.

3.

4.

5.

6.

7.

Profile View

43

44

45

1/9/2019

16

1.

2.

3.

5.

4.

Discovery Page

Instagram Overview

Instagram Overview

Recap

8 Keys to Social Media Success

46

47

48

1/9/2019

17

1. Be, well... social 2. Observe, interrupt, and change3. Make it easy to share 4. No predictable pattern of success 5. People change consumer behavior ‐ ADAPT6. Define your ROE + ROI 7. Quality + quantity 8. Test, learn, adjust

8 Keys To Social Media Success

Building A Social Media Strategy

SOCIAL STRATEGY

SOCIAL AUDIT

DETERMINE YOUR GOALS

DEVELOP CONTENT STRATEGY

MONITOR& TRACK ANALYTICS

ADJUSTACCORDINGLY

Building A Social Media Strategy

49

50

51

1/9/2019

18

SOCIAL STRATEGY

SOCIAL AUDIT

DETERMINE YOUR GOALS

DEVELOP CONTENT STRATEGY

MONITOR& TRACK ANALYTICS

ADJUSTACCORDINGLY

Building A Social Media Strategy

Step 1:

Analyze Where You Are 

Building A Social Media Strategy

What Frequency Performance Opportunity 

Types of content Amount of posts per month

Number of likes per post

Hashtag use

What type of content performs best?

Amount of posts per week

Number of comments per post

Optimize insights

What type of content has the lowest engagement?

Amount of organic vs. paid posts per week

Number of shares per post

A/B testing 

Are there identifiable trends in the best performing content?

How often is diverse content types posted?

Reach/impressions per post

Amplifying reach

SOCIAL STRATEGY

SOCIAL AUDIT

DETERMINE YOUR GOALS

DEVELOP CONTENT STRATEGY

MONITOR& TRACK ANALYTICS

ADJUSTACCORDINGLY

Building A Social Media Strategy

Step 2:

52

53

54

1/9/2019

19

Align Social Media and Business Goals

Building A Social Media Strategy

Traffic Follower Growth Engagement Reach/Impressions Conversions

Lead Generation Brand Loyalty Increase likes, comments and shares

Brand Awareness Revenue/Sales

Reach/Relevancy Brand Awareness Audience Growth

Establishing Authority 

CTR

SOCIAL STRATEGY

SOCIAL AUDIT

DETERMINE YOUR GOALS

DEVELOP CONTENT STRATEGY

MONITOR& TRACK ANALYTICS

ADJUSTACCORDINGLY

Building A Social Media Strategy

Step 3:

What Content Will You Post?OVERVIEWSocial Media Campaign: MFA 2019Objective: Build Awareness of our presence at IFAI MFA 2019Insights/Learnings from past campaigns: N/ACampaign KPIs: Post clicks, Saves, Impressions, Likes, CommentsTarget audience: Fabricators, Boat Owners, Boat Enthusiasts, Marine SuppliersCampaign Dates: 01/09/2019 – 01/12/2019Target Channels: InstagramTotal # of posts 1Budget: $100Paid Strategy: Capture interest of new audiences through paid amplification

Paid Targets: 40% Influencers/Journalists, 30% Marine Enthusiast, 30% Suppliers

Post 1 Date Nov. 28Goal Introduce our presence at the show

Messaging We're elated to be at IFAI’S MFA 2019 in Long Beach, CA! CTA N/ALink N/AImage/Visual Photo of Sunbrella team in front of conference signage.

Building A Social Media Strategy

55

56

57

1/9/2019

20

SOCIAL STRATEGY

SOCIAL AUDIT

DETERMINE YOUR GOALS

DEVELOP CONTENT STRATEGY

MONITOR& TRACK ANALYTICS

ADJUSTACCORDINGLY

Building A Social Media Strategy

Step 4:

58

59

60

1/9/2019

21

SOCIAL STRATEGY

SOCIAL AUDIT

DETERMINE YOUR GOALS

DEVELOP CONTENT STRATEGY

MONITOR& TRACK ANALYTICS

ADJUSTACCORDINGLY

Building A Social Media Strategy

Step 5:

What Type of Content Should You Post?

What Type of Content Should You Post?

Photos:Images that help define the brand FAQ 

Instagram Stories:Daily interactions and/or activity 

VideosCustomer Testimonials

Infographics

61

62

63

1/9/2019

22

What Type of Content Should You Post?

UGC Glamour Shots Design Elements

Ways to Boost Your Engagement with Content

64

65

66

1/9/2019

23

The Value of Paid

The Value of Paid

Pay to play

$1 per CPM 

Organic vs. Paid

Amplifying reach 

Building the right social communities

Testing content

Things to Consider In Posts

67

68

69

1/9/2019

24

Things To Consider in Posts

Don’t (Only) talk about yourself

Encourage conversation 

Video performs best!

Align your messaging across social media channels

Managing Content

Social media management tools

Content [editorial] calendar

Managing Content

70

71

72

1/9/2019

25

Managing Content

Staying True to Your Brand

Staying True To Your Brand

Align posts with your company culture

Remain authentic in tone and through visual assets 

Evolve and be flexible but don’t loose sight of brand’s core principles 

73

74

75

1/9/2019

26

Q&A Discussion

76