Social Media Best Practices - Cloud Object Storage › v3-app_crowdc › assets › 2 › 27 ›...

Social Media Best Practices

Erin Michael, MBA, CPhT, Director of Outside SalesFrancesca Dawdy, MBA

PCCA Marketing and Sales SymposiumSan Diego, CA

May 12‐14, 2016

© 2016 PCCA. All Rights Reserved. 1

Social Media Basics

• Make natural connections & build relationships• Find your niche market and tailor your message accordingly


The Foundation

• Content ‐ what to post and how to post • Hashtags ‐ how to use these effectively• Visuals ‐ how to easily create eye‐catching and impactful images

• Reporting / data collecting ‐ what worked?


Content

• 70 / 20/ 10• Where to get content• Content planning

– Who is dedicated?– Content Calendar


Where to Get Content• LinkedIn has excellent content, articles and information you should start sharing

• PCCA has content that you can share ‐ easy posts to share, we have done the work for you!

• Blog posts make great content that you can share• Guest posts or writers for your blog, local experts or businesses you are cross‐promoting with


Content Calendar

• Try to have a content calendar prepared for each quarter– Check the trends in the health world, i.e. Breast Cancer Awareness Month

– Leave some open spots for trends that can occur, new information about vitamins or hormones – new studies regarding transdermal pain efficacy


#Hashtags• How to use these to your competitive advantage• How to know what hashtag to use• Using one over the other

– Best practices: limits for hashtags• Twitter: 3 ‐ 140 character limit• Facebook: 3 ‐ don’t bog down your post• Instagram: max. of 20• LinkedIn: 3 ‐ professional site


#Hashtags• These are how people will find your post if they

don’t follow you• An opportunity to join the conversation about

the topic you tagged• Click the tag to see all the posts that

mention the subject in real time• Started with Twitter and is used in all platforms

now:– Twitter, Facebook, Instagram & LinkedIn


#Hashtags (cont’d)• #UppercaseLetters will not alter your search, just make it easier to read

• The difference between @ and #– @ symbol tags a person or company in your posts– # is the tagging of a topic or trend you want to highlight and use to make your post searchable or to join a conversation related to that topic


Tagging Tips:• Don’t forget to take advantage of daily or weekly movements! #ThrowbackThursday, #TBT / #FlashbackFriday, #FBF

• Be aware of your posts, using 15 tags on Instagram is great, but if you automatically share to FB and Twitter you are easily overdoing it on the tags and your message will be cut‐off or diluted


Local Tagging• How to find your local / city’s hashtag ‐ builds great awareness and you

can join the local conversation– In Instagram, search using “tags” and start typing your city’s name ‐

this will show you one hashtag to use – Follow your Chamber of Commerce and see what hashtags they use

• i.e. Tourism London used the following tags: #LdnOnt, #LdnEnt, #local, #LondonOntario

• Click on these options to find out what the “official” tag you should include in your posts

• Your message will have farther reach as a result


Local Tagging (cont’d)• Use the most popular tag for your city in each of your posts• Search that hashtag and start following other local businesses that you

can cross‐promote with– Nutritionists, Personal Trainers, Dentists, Gluten

Free Bakery, Local Coffee Shop, Tattoo Parlor, Vets, Naturopaths

– Comment or ask a question on some of their posts and see where the conversation goes

– Generally, for every 100 people you follow 10 will follow you back– Great start to build your brand and awareness locally


Tagging• If you are building a campaign, use the same hashtag in each post, this way, if customers click on that tag they will see everything related to the topic

• Hastags are also an opportunity to join a global conversation or capitalize on a global trend– i.e. #BreastCancer awareness month in October #ThinkPink


Visuals

• Pictures and video– Free tools to use: Canva.com– Saves your content to the cloud, create content from anywhere

– Most content is FREE yet some images are $1 USD

– Start with a template or work from a blank canvas


Facebook Advertising

• Excellent at creating a custom campaign for your needs:– Target audience ‐ age, sex, location, workplace, education, relationship status, language and more

– Target audience II ‐ interest targeting: huge at customizing your target audience


Facebook Advertising• Excellent at creating a custom campaign for

your needs:– Target budget ‐ can choose daily or

lifetime budget– Custom message

• Custom call to action – drive traffic to your offer, promotion, website, landing page, video, Facebook page, etc.

• Track success with Facebook Insights


• Images fare better than just text– More clicks and shares happen, easier to digest and nicer to look at

• On image ads, keep text to a minimum– Less than 20% of your ad can be text!

• You can upload your mailing list to Facebook!– Looking to build on existing leads? Use this feature

• Targeting your ads like this increases your ad conversion rates


Facebook

• Host a contest or promote coupons for in‐store purchases, this drives traffic from the web into your store– TIP: Be sure to target your ad to people within driving distance if you choose this option

• Locate valuable content (coupon or article) on your website to get more traffic to your site, include a link to your site in your post


Facebook

• Use Facebook insights to measure your success, see what worked and what didn’t

• Cross‐promote with Facebook tagging– Tag local companies you cross‐promote with– Tag customers who win prizes– Run contests where followers tag their friends


New Idea• Have some fun! Use a Facebook post to run a vote

– Ask your followers a question, and use the “like” or “share” as the voting options

– Engage your audience, these can be fun questions too! Easy for your followers to participate, so they probably will

– E.g. Happy National Margarita Day, will you be celebrating today?• Like for ‘no’, share for ‘yes’ • Don’t forget to tag friends you’ll be celebrating with!


New Idea• Create sharable content

– Health Tips or nutrition information, related to products you sell

– Useful information will increase the likelihood your content gets shared by followers

– Be consistent, so they look forward to your advice weekly/daily, etc.


Thank you

Questions?


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