UC Berkeley ExtensionSocial Media Strategies

Session 6

Mid-Term – By the Numbers

• Avg Time to complete: 2:24:45• Shortest time: 1:31:47• Longest time: 3:00 – 2-way tie• Avg Grade: 81.5%• Lowest Grade: 62.5%• Highest Grade: 97%

We’ll review the questions later this evening….

Social Media Strategy Examples

StartUp: Coin

• Product: Payment device

• Strategy: Referral loop (rewarding people for sharing online) http://youtu.be/w9Sx34swEG0

See the result on the next slide

• Result:– 1 post

resulted in 45 shares

Continue to Listen & Monitor

http://money.cnn.com/2013/11/20/technology/innovation/coin-card-startup/

Social Media Goals:• Build awareness, community• Increase fan engagement• Encourage FB fans to purchase from their

website

Their Approach

• Facebook ads – targeting people who listed interests in music such

as “Arcade Fire,” “M83,” and “Passion Pit.”– targeting people with specific Likes and Interests

around rival brands, such as “big shot bikes,” “mission bicycle” and general keywords like “fixies” and “track bikes.”

• Engaging content, including contest for “most beat-up bike”

Results

• $500K in annual incremental sales tracked to coupon codes & traffic exclusively from Facebook

• 12% increase in website traffic from Facebook

• 10x growth in fanbase in 12 months

Tough Mudder

Social Media Goals:• Increase brand awareness on a global scale• Event sign-ups, city specific, social &

shareable• Develop an engaged community of individuals

interested in participating in Tough Mudder

Event: 12 mile obstacle course for the extreme sport enthusiast

Their ApproachCreated FB page in 2010 to drive engagement, sales, & global awareness• Developed custom tab for events – when TM was coming to your city

awareness, sales• Posted pictures and stories of peeps who made the “Tough Mudder Hall

of Fame” - easily shareable -> global awareness• Encouraged engagement with fill-in-the blank sentences, such as:

“The best part of Tough Mudder is _________” engagement• Developed a custom tab called “Are You Mudder Ready?” that allowed

users to take a quiz about how prepared they were to take on the 12-mile course, and share the results with their networks engagement

• Ran FB ads targeting by location and age AND by d Likes and Interests such as”ice hockey,” “extreme sports” and “MMA” sales, awareness

Results• 24X increase in sales in just

two years, with Facebook being the primary advertising and engagement channel for the company

• 5-10X return on advertising spend on Facebook

• 12X increase in the fan base in 18 months from 200,000 to more than 2.5 million, attributed to Facebook

Scenario

Client: Local Jewelry Shop in NY“I have a pinterest and instagram account now. Can you copy pictures from my Facebook page and populate these two venues? My website is in the final stages of a new mobile platform..I think I can keep up with the photos for both these now and link them to my website. If you get me started that is!Thank you! Marjorie

What should you ask Marjorie?

• How many photos?• What would she want the categories to be on

Pinterest?• Does she want to add a Facebook tab for

Pinterest to her FB page?• How will I access Instagram for her?

What’s your strategy going to be?

Every channel is a cost first, and then MAYBE a benefit.

Content Strategy

Reacting “in the moment”

Reacting “in the moment” is not a strategy

Carefully plan your content strategy

Content Strategy

Foster Relationship/Build Community with GREAT CONTENT

Content Burger

B2B – Using Current EventsCisco Systems connected Earth Day to their Tomorrow Starts Here Campaign with a quote from their Chief Futurist, Dave Evans, which had a link to a video that talked about their technology and how their big data will teach us about climate change.

281 ‘likes’ on Facebook78 shares on Facebook3 comments on Facebook

B2C Current Events

Monopoly celebrates Monday Night Football

B2C Current Events

Many brands changed their logos yesterday to reflect the Supreme Court’s decision to uphold gay marriage.

B2B - Solve a problem

Intel’s blog post promoting their podcast to help security professionals be secure without disrupting end user’s experience.

11,439 blog views

B2C – Solve a ProblemUniversity of Phoenix provides online higher education services and in this Facebook post they share how to network at a career fair by highlighting their career planning tools.

310 likes, 15 comments, 3 shares on Facebook

B2B – Overlapping InterestsXerox, a copier leasing company, talks about energy saving tips by relating it to any office environment

B2C - Overlapping Interests

JetBlue relates a FITB (Fill in the Blank) post to the Hunger Games and gets a ton of engagement from their fans (182% increase compared to their other post types)

Source: Simply Measured Blog

• Canva.com creates great pictures without you having to be a graphic designer

Demo

Exercise• Using the Holiday Insights Calendar Select 2 holidays from August or September

and create 1 post for each on each social network your chose to have a presence on for your final project (minimum 2 social networks) and make it relevant to your brand.

• TIP: Use the sizing from Canva.com to create your image.

Writing Effective Social Copy

• Less is more• Give context• Rewrite the headline• Use synonyms• Eliminate implied words – to, of, it, that, the, • Use #s abbreviations• Actionable language• Include a call-to-action• Tell the story with an image• Write like you speak• Avoid passive voice

Less is More

• If people have to rewrite your content to make it fit, it won’t get shared

• If you want it to be shared, aim <100 characters– Tweets <100 characters get 17% higher engagement rate– Google+, LinkedIn, Facebook* - can be longer form (3-5 sentences)

Give ContextTell people WHY they should click on your content

Rewrite the Headline

Walt Disney World tweeted this in lieu of this

Write a headline YOU would click on. Sometimes blog titles just aren’t good.

Rewrite the Headline

IBM tweeted this in lieu of this

Use Synonyms

Excellent (9) Awesome (7)

Great (5) Top (3)

Use Synonyms to cut down on characters

Include a Call-To-Action

The call to action is not a cliché, it's a necessity. Don’t be afraid to ask for the sale, the download, the

RT.

Avoid Passive Voice

Passive voice weakens your message. Let your subject perform the action.

Active: Researchers earlier showed that high stress can cause heart attacks.Passive: It was earlier demonstrated that heart attacks can be caused by high stress.

Active: Over 82 billion apps are downloaded each yearPassive: Over 82B apps have been downloaded year over year

Active: Passwords are constantly changing, but their story remains the same. Passive: Passwords have evolved, but their story remains the same.

Use more verbs, less nouns –Actionable

Social media scientist Dan Zarrella analyzed 200,000 tweets that included links and found that those that included adverbs and verbs had higher click-through rates than those using more nouns and adjectives.

Images Enhance Your Story

Images do get more shares and overall engagement (2x’s more on Twitter)

Plus, a picture can say your message in unlimited characters

More Image Examples

Exercise

1. Write tweets (less than 100 characters) for the following 3 blog titles:

– Learn how to sell your house in one day– 10 tips to strengthen your lower back– 3 causes of the common cold

2. Write a #HumpDayHaiku 17 syllable poem that is less than 140 characters

3. Write a Facebook post using these 4 words, then compose a Facebook:– Farmer, graze, organic, corn

Homework

• Write a 2nd blog post

Mid-Term Review

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