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Our Agenda Today• Emerging Trends in Social Media Marketing• Why Strong Content Matters Now• Case Study: Unicef• What Makes Content Share-Worthy?• The Content Design Process • Your Thoughts & Questions

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First, let’s talk about the latest trends.

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Video is EverywhereInstagram, Snapchat & Facebook are prioritizing video on their platforms.

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Live Video is the Next Big ThingNew live video platforms include Facebook Live, YouTube Connect, Periscope & AirTime.

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Adults & Brands Join SnapChat• SnapChat is the most

popular network with teens.• Now adults are joining.• Consumer brands on

Snapchat with some big successes.

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Facebook & Instagram Continue to Grow at Fastest Rates

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Twitter & LinkedIn Growth is Stalling

• Twitter saw decline in new users in 2015 Q4.• Investors scaling back

expectations for LinkedIn growth.

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Growth Across All Social Platforms in 2016

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Growth Across All Social Platforms in 2016

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Everyone is Going Mobile• The majority of social media

users now connect through mobile—not desktop.• This is especially true in

emerging markets.

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Messaging Apps Dominate• Teens and young adults

prefer to stay inside apps vs. email or text. • SnapChat, Facebook,

WhatsApp, Yik Yak & Kik all offer this service.

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Get Ready for ChatBots• Facebook and Kik have

introduced chat bot platform.• Microsoft has also created a

chat blot platform as well.

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Why Chat Bots Will Change Everything• Easy to use.• Get smarter as you use them. • Inside the apps you already use.• Brands can easily drive sales.

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Algorithms Here to StayBad News for Brands.• Algorithms dominate

Facebook &LinkedIn.• Now being used by

Twitter & Instagram.• This makes organic

reach very difficult.

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The New Solution for Brands? Activating SupportersBy focusing on their supporters, a brand can bypass algorithms—dramatically increasing its overall reach.

More importantly, it deepens the brand’s relationships with its supporters.

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How do you activate your supporters?Through SHARE-WORTHY content.

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Let’s look at what’s possible.

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Why was the #ActsofHumanity campaign successful?

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#ActsofHumanity was successful because…• Focused on a specific cause.• Provided multiple ways to get involved.• Explained how to spread the word—including through social media.• Created a memorable hashtag. • Encouraged people to share their stories via #ActsofHumanity.• Produced a video that people wanted to share.• Drove people to Unicef’s website to learn how to take action.

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Let’s look at another example.

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Why was the #ClimateChain campaign successful?

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#ClimateChain was successful because…• Focused on a specific cause.• Motivated people to be seen by world leaders.• Created a simple way to get involved.• Provide concise instructions.• Created a memorable hashtag. • Promoted it on main Facebook Page and across regional profiles.• Reshared the content created by supporters on official accounts.

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Let’s talk more about what makes SHARE-WORTHY content.

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The 4 Components of Share-Worthy Content

Causes an emotional reaction

Compels audience to take action

Matches audience’s online behavior

Follows specific best practices

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1. SHARE-WORTHY content makes people feel something.

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It’s entertaining.

It’s insightful. It’s helpful.It’s news-worthy.

It’s inspiring. It’s cute.

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It’s news-worthy.

Relates to a major news story

Educates the person

Connects the brand relevantly

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It’s insightful.

Provides a unique perspective

Makes an emotional connection

Includes additional information

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It’s helpful.

Solves a problem for the person

Provides new resources

Is easy to understand

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It’s entertaining.

Makes the person laugh

Is unique from other content

Connects back to the brand

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It’s cute.

Makes the person smile

Connects to a larger community

Ties to the brand authentically

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It’s inspiring.

Makes the person feel strongly

Connects to a larger community

Ties to the brand authentically

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2. SHARE-WORTHY content compels people to take action.

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3. SHARE-WORTHY content matches the audience’s online behavior

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4. SHARE-WORTHY content follows specific best practices.

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Status updates

1-3 short sentences.

Motivates person to click for more.

May include hashtag.

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Photos

Makes a human connection.

Follows the rule of thirds.

Caption provides more information

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Infographics

Easy to understand in a news feed

Limited to 2-3 colors

Provides context

Status update provides more info

Follows brand guidelines

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Videos

Less than 60 seconds (ideally)

Features a narrative arc

Creates an emotional connection

Raw video equally compelling

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Blog Posts Anchored by strong image

Short title with key phrases

Written in conversational tone

Paragraphs 2-3 sentences

Subheadings break up text

Includes a call-to-action

May provide info about guest

Also share on LinkedIn Pulse and/or

Medium

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So how do you create SHARE-WORTHY content?

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The Content Design Process

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https://www.youtube.com/watch?v=EFFfR-1--kI

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Ok! What are your thoughts & questions?

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The Sunday Night MemoKeeping up with social media news is exhausting.

Let us do it for you.

Subscribe for free at SociallyAuthentic.com/Memo.

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THANK YOU!Social Media Strategy Design | Organizational Training | Private Social Media Consulting

TRACY SAMANTHA SCHMIDT, PRINCIPAL

312.881.9040 | TRACY@SOCIALLYAUTHENTIC.COM