Building a Social Strategy - October, 2020 - BECO Management
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Building a Social Strategy
October, 2020
Building a Social Strategy
Why are you here?
Why do you want to be on social media?
It is important to establish your goals and objectives.
Determine which social channels are best for your brand,
business, company.
Social Media presents numerous opportunities to increase
coverage, awareness and sales for your brand or business.
In this webinar you will learn about the channels and how to
create an effective marketing strategy using social media to
tell your story.
2
Social Media Channels
Building a Social Strategy
Instagram
There are 1 billion active users on Instagram
as of July 2020 33.8% of global IG users are between 25-34
51% female, 49% male
USA, India, Brazil have the most IG users
Things to keep in mind:
• Image ratio size is important.
• Have a clear aesthetic for your feed and commit to it.
• Post photos that align with your business and are engaging to the
audience you want to reach.
• Shopping feature is new but allows for purchases without leaving
the app.
• Knowing platform-specific statistics can help you create better
strategies for your business.
• Be aware of social & content trends.
*Instagram statistics pulled from Sprout Social & Statista*
6
Building a Social Strategy
IG Stories & Shopping
500 million users on IG Stories every day
86% of Instagram users post to stories
90% of IG accounts follow at least one business. People surveyed
say they use Instagram to discover, research, purchasing decison
79% searched for more information
37% visited the retail store & 46% made a purchase
Things to keep in mind:
• Post images/videos with a 9:16 aspect ratio
• Have a clear aesthetic for your stories.
• Post betw een 5-7 frames per story.
• Swipe up feature to drive traffic to websites/ blog posts.
•• CTA on IG stories.
• Disappear in 24 hours.
*Instagram statistics pulled from Hootsuite Q4 Report & Sprout Social*
7
Building a Social Strategy
Facebook
There are 1.62 billion daily active users on Facebook
Users 65 years and older are fastest growing demographic
Fewer teens using Facebook
74% of high-income earners are Facebook users
Things to keep in mind:
• Create a content strategy specific for the platform.
• Post content that aligns with your business and is engaging.
• Facebook Stories has 300 million active users daily.
• Different pieces of content can be posted on Facebook - links, photos,
videos, memes, gifs, articles.
• Highest FB traffic occurs mid-day Wednesday and Thursday.
*Facebook statistics from Sprout Social*
8
Building a Social Strategy
Twitter
There are one 152 million daily active users on twitter
63% of users are 35-65 years old
34% female, 66% male
77% of users have a better impression when a company
responds to a tweet. 40% of users
reported purchasing something after seeing it Twitter.
Things to keep in mind:
• Post photos with a 16:9 aspect ratio
• Most real-time platform
• Primarily B2B
• Community management/ engaging with followers and potential
followers on twitter is important to foster relationships
• Sharing news in real-time is best on Twitter
*Twitter statistics pulled from Hootsuite, Oberlo*
9
Building a Social Strategy
Pinterest
There are one 300 million monthly users on Pinterest
85% of women use to plan life moments
58% of women use to make purchasing decisions
80% female, 20% male
Things to keep in mind:
• Users look to pins for tips, recipes, and trends, DIY inspiration.
• Pinterest shines as an organic traffic driving platform for established
brands, to build a pipeline of continual search that extends beyond
Pinterest into other search platforms like Google.
• USA Dads using Pinerest more frequently in 2020 to plan for
fatherhood/activities with kids.
• USA Dads actively search vs scroll.
• 89% of US pinners use platform for inspiration for purchases.
• Pinterest get for your visual marketing strategy.
• Pinning consistently to reach broader audiences.
*Pinterest statistics pulled from Hootsuite & Sproud Social*
10
Building a Social Strategy
LinkedIn
Designed specifically for the business community
Over 690 million active users
Over 30 Million companies have a LinkedIn profile
Over 4 million hours of Linkedin Learning content watched
Things to keep in mind:
• Great place for brands to share news to a highly engaged audience of
professionals
• A platform for brand and personal building
• Great channel for driving impressions
• Most engaging posts are published between Wednesday 8am to 10am,
12pm and then on Thursday at 9am, 1pm, 2pm and Friday at 9am.
*LinkedIn statistics pulled from Hootsuite & Sprout Social*
11
Content Creation
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Building a Social Strategy
Apps for Content Creation
These apps can help for curating content and storytelling across
Instagram.
Apps keep in mind:
• Planoly for planning in-feed/ story content
• Unfold/Story Luxe for collages
• Font Candy for additional fonts
• Tezza for stop motion
• Mojo for moving stories
• Hype Type for text overlays on videos
• VSCO for filters & edits
• Adobe Lightroom for filters & edits. Retouch to remove small items
from a photo that may ruin it (cup in background, person in
distance)
22Building a Social Strategy
Power of Social Media – REVOLVE
What is REVOLVE?: REVOLVE is a 400 Million dollar e-commence
company with a huge presence on social media due to their successful
influencer marketing strategy.
What is influencer marketing? A strategy which identifies individuals that
have influence over potential buyers, then uses them to generate content
and sell a product, experience, or a business.
*via – LA Times Article* 3Building a Social Strategy
Influencers Overview
Influencers play a key role in a brand’s social strategy. Influencers used
strategically help elevate a brand and reach a community the brand
would otherwise not be able to reach.
Source influencers that speak to the audience you want to reach, have
the overall style and aesthetic that aligns with your brand, and
understand your brand voice and style.
Things to keep in mind:
• Create a checklist to go off of before working with influencers
• Using sites like: HypeAuditor, Gramlist, and Social blade to
audit and determine an influencer’s authentic reach
• Identify what you want to get out of the influencer partnership
i.e: Content, Reach their audience, use them as a model for a photoshoot
23Building a Social Strategy
Influencer Checklist
Does this person:
Have a style & aesthetic that aligns with your brand?
Does this individual engage with their community and looks to have
people authentically engaging with their content?
Does this individual work with other credible brands?
What does this person’s reach look like? Do they have a global audience?
Does this audience have an authentic following/ engagement
24Building a Social Strategy
Annabelle Fleur– @vivaluxuryblog
Check list:
Check HypeAuditor to monitor any abnormal growth in her channel
Check HypeAuditor to authenticate her engagement
Using the tool Gramlist to create a scorecard that shares engagement
rate & top posts
Ensure Annabelle’s style and aesthetic aligns with the type of posts
the brand would share.
Ensure Annabelle has an audience that is commenting and she is also
actively responding to her audience.
Check to see what notable brands she has worked with. Annabelle has
worked with the brands Fendi, Lexus, Tom Ford, Revolve, etc.
Check who she reaches on social. Annabelle has a global audience.
25Building a Social Strategy
CommunityBuilding
Community building & managements plays key role in a successful
social strategy. By engaging on social you are advocating for your
brand and connecting with future consumers.
Things to keep in mind:
• Twitter is a great platform for engaging with consumers.
• By engaging with your audience you are are proving to be reliable.
Create a two way dialogue with customer.
• Asking questions on social media to engage the audience in captions or
doing polls on IG Stories.
26Building a Social Strategy
Paid Social
Paid Social plays key role in a successful social strategy. By strategically
advertising on social you are targeting specific groups of people and
reaching new audiences.
Things to keep in mind:
• Know your audience on each platform and create ads built that that
community.
• Each channel has different ad units.
• Depending on your objective you might use Instagram vs. Linkedin.
• Promoted IG Stories are becoming competitive as brands use stories
to maximize traffic-driving.
• Brands who are promoting IG Stories to follow best practices to create
clean visuals with clear narratives and a CTA.
27Final Thoughts
Building a Social Strategy
Best Practices & Resources for
Social Media
1. Have a strategy & execution plan. Create a tone, voice
and content style that is executable for your business.
2. Know your audience on each platform and create
content accordingly.
3. Be authentic.
4. Review content & platform trends quarterly.
5. Experiment with copy, posting schedule.
6. Continue to adapt with the ever-changing social media
landscape.
7. Linkedin webinars & social media articles such as Tech
crunch, luxury daily, Sprout Social, Sharablee, along
articles distributed by the social platforms.
35Building a Social Strategy
Emerging Trends to Watch
1. Tik Tok, a video-sharing social netw orking service. It is used to
create short lip-sync, comedy, and talent videos.
2. Video Content to continue to dominate with IGTV and in-feed
videos becoming more popular.
3. Rise of Podcasts.
4. Social Commerce will expand.
5. Brands using Social Listening tools.
6. Having a creative approach by platform. IE Pinterest &
Instagram would be your brand's visual strategy.
36Thank You
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