Coaching Session 6 – Social Media Management and Marketing

In this lesson:

  1. What is Social Media
  2. Social Media Then and Now
  3. Different Social Media Platforms
  4. Account Setup and Optimization
  5. Content Plan, Creation, and Scheduling
  6. Community Growth Best Practices
  7. Monitoring and Evaluation

Portfolio

  1. Choose a business you can apply a social media strategy and create a social media audit 
    1. Assessment
    2. Plan
  2. Create a social media growth strategy

 

Social Media Audit and Optimization

What is Social Media?

Social Media

Social media is the collective of online communications channels dedicated to community-based input, interaction, content-sharing and collaboration.

It refers (but not limited) to websites and applications dedicated to forums, microblogging, social networking, social bookmarking, social curation, and wikis are among the different types of social media.

Then..

550 BC – Letters

1890 – Telephones

1940 – Technology through Super Computers

1972 – Telegraphs AND 1980 – IRCs (chats)

1997 – First recognized social media site; Six Degrees (it enabled users to upload a profile and make friends with other users)

550 BC – Letters

1890 – Telephones

1940 – Technology through Super Computers

1972 – Telegraphs AND 1980 – IRCs (chats)

1997 – First recognized social media site; Six Degrees (it enabled users to upload a profile and make friends with other users)

1999 – Microblogging sites

2002 – Friendster

2003 – MySpace and LinkedIn, Photobucket and Flickr

2005 – YouTube, 2006 – FacebooK, Twitter, Tumblr, Spotify, Foursquare, and Pinterest

2010 – Mobile Technology (SnapChat, Instagram, FourSquare)

2014 – Virtual Reality

2002 – Friendster

2003 – MySpace and LinkedIn, Photobucket and Flickr

2005 – YouTube, 2006 – FacebooK, Twitter, Tumblr, Spotify, Foursquare, and Pinterest

2010 – Mobile Technology (SnapChat, Instagram, FourSquare)

2014 – Virtual Reality

2015 – Live Videos, Streaming

2018 – Google Assistant

Now..

2019 – Filters, TikTok, Events

2020 – Monetization, E-Commerce, Personalized, Creators, IGTV, Podcasts

Subscribe, rate, and download

2022 – Monetization, E-Commerce, Personalized, Creators, IGTV, Clubhouse, influencer partnerships

in 10 years – personalized, app-based, ai, ROBOTICS

 

SOCIAL MEDIA PLATFORMS

Facebook

Facebook is a popular free social networking website that allows registered users to create profiles, upload photos and video, send messages and keep in touch with friends, family and colleagues.

Twitter

Twitter is a free microblogging service that allows registered members to broadcast short posts called tweets. Twitter members can broadcast tweets and follow other users’ tweets by using multiple platforms and devices.

Instagram

Instagram is a social networking app made for sharing photos and videos from a smartphone. Now moving into being a video creator platform.

Linkedin

LinkedIn is a social networking site designed specifically for the business community. The goal of the site is to allow registered members to establish and document networks of people they know and trust professionally.

Pinterest

Pinterest is a social curation website for sharing and categorizing images found online. Pinterest requires brief descriptions but the main focus of the site is visual. Clicking on an image will take you to the original source, so, for example, if you click on a picture of a pair of shoes, you might be taken to a site where you can purchase them. An image of blueberry pancakes might take you to the recipe; a picture of a whimsical birdhouse might take you to the instructions.

Tiktok

TikTok is a social network for sharing user-generated videos, mostly of people lip-synching to popular songs. … Users can create and upload their own videos where they lip-synch, sing, dance, or just talk. You can also browse and interact with other users’ content, which covers a wide range of topics, songs, and styles.

Youtube

YouTube is a video sharing service that allows users to watch videos posted by other users and upload videos of their own.  

…While several companies and organizations also use YouTube to promote their business, the vast majority of YouTube videos are created and uploaded by amateurs.

 

SOCIAL MEDIA AUDIT

Social Media Assessment

Your comprehensive social media audit report about your brand’s social media presence.

Social Media Plan

It is your social media management and marketing guide that details set up, contents, marketing and evaluation.

Questions to Ask on Social Media Assessment

  1. Where are we now?
  2. Where do we want to go?
  3. How do we get there?

 

How to Conduct a Social Media Audit?

1. Measure Overall Results

    1. Number of followers
    2. Likes
    3. Shares
    4. Comments
    5. Clicks
    6. Video views
    7. Engagement
    8. Post reach
    9. Number of mentions 
  1. Analyze Audience Demographics and Interests
  2. Check for Consistency and Quality Across All of Your Channels
    1. Name
    2. Profile
    3. Cover
    4. Business info
  1. Review Your Budget and Calculate ROI
    1. Ad spend
    2. Consultant or agency fees
    3. Third-party analytics and management tools
    4. Contest software
    5. Apps and tools to create images
    6. Employees who help with your social media efforts
    7. Tools to curate and display UGC on your site
    8. Professional photographers or equipment to take photos

 

Let’s look at these examples…

Content Plan, Creation and Scheduling

PROCESS

  1. Content Planning
  2. Content Creation
  3. Content Scheduling
  4. Monitoring 
  5. Evalution
  6. Loop

 

Content Plan

  • This is a document that details what to be posted on your social media sites.
  • Should be in relation to campaigns:
  • Brand awareness
  • Building relationships
  • Marketing
  • Consistency on frequency
  • Follow time insights
  • Best practices on “content that sell”

 

CONTENT PROCESS

– Always work with a plan

  • Campaigns
  • Content Planning
  • Content Creation
  • Scheduling
  • Monitoring and evaluation

 

UNDERSTANDING TARGET MARKET

  • Understand who your target market is
  • What are their needs
  • Where are they hanging out (social media platform)
  • What are they using? (PC, Laptop, Mobile)
  • Behaviours
  • Gender
  • Location
  • Age range

 

STEPS

  • Write down a plan on suited for the TM
  • It can be a mix of texts, photos, short videos, clips, testimonials, articles, brand info, marketing posts
  • Create a spreadsheet that will cover this
  • Research, create and fill the sheet with the plan

 

Content Creation

  • May involve creating photos in Canva
  • Research for tips and articles
  • Creating show videos
  • Should always be TM-focused
  • Value-based
  • Daily theme

 

Example of a daily theme

  • Monday – #MondayMotivation
  • Tuesday – #DreamTuesday
  • Wednesday – #SurgeSpotlight
  • Thursday – #TechTipThursday
  • Friday – #SurgeFunFriday
  • Saturday – #SurgeStories
  • Sunday – #Surgepiration

 

CONTENT POSTING AND SCHEDULING

  • Social Media Content for Facebook need to be scheduled within Facebooks
  • Facebook Page
  • Creator Studio
  • Publishing Tools
  • Facebook Group
  • Facebook Group

 

Social Media Content

Types of Social Media Content

  • Articles
  • Photos
  • Photo with texts
  • Texts
  • Videos
  • Infographic
  • Slides (photo slides)
  • GIF, animation
  • Stories
  • eBooks
  • Live

 

CONTENT THAT SELLS

  1. Go visual
    • 85% of the buying customers are visual
    • communicates in photos
    • emotional
  1. Appeal to the needs
    • Add keywords in your text, graphics, etc.
    • Think of a target market
  1. Trending
    • Connect what’s going on today to your products, promos and offers
  1. Be consistent
    • Post on the best time of the day
    • Daily, MWF
  1. Be the to go person (authority)
    • Also share nutritional facts
    • Personalize, Top Fan
    • BTS
    • Wins
    • Feedback/Social Proofs
  1. Keyword
    • One-liner
    • Add the impt. descriptions that may trigger customers to purchase
  1. Mirroring
    • Top view
    • Bring them into the experience
    • Look to the camera
    • Blurring
  1. Process
    • Before and after
    • How things are made
    • How things are applied
  1. Difference
    • How others are doing it
    • What you are doing
  1. Call to action
    • Always add info on how they can avail
    • Links
    • Contact number
    • Location

 

Community Growth & Social Media Automations

COMMUNITY GROWTH

– Build lasting relationships

  1. Automation
    1. Welcome
    2. Offline
    3. Reservation, Order, Sign Link
    4. Email canned responses
  2. Interactions
    1. Content
    2. Top Fans
    3. Groups
  3. Increasing followers
    1. Organic
    2. Paid
  4. Groups
  5. Monitoring and evaluation

 

AUTOMATION

  • Chatbots is a form of artificial intelligence (AI) used in messaging apps. This tool helps add convenience for customeracs—they are automated programs that interact with customers as a human would. Operates in machine learning or with set guidelines.

 

INTERACTION

  • Since posts have been scheduled, the rest of the week, you can focus on interaction
  • Be as personal as possible
  • Like and use other emoticons
  • Comment
  • Manage spammers

 

BUILDING COMMUNITY TIPS

  • Connect with Target Market and Peers
  • Types of social media crowd:
  • Influencers
  • Followers
  • Listeners

 

MANAGEMENT BEST PRACTICES

  • Always be guided by insights
  • Top Fan
  • Leverage LIKES from those who interacted your content
  • Daily Theme
  • Encourage interaction
  • Be relevant
  • Be consistent

 

Monitoring and Evaluation

MONITORING & EVALUATION

  • Track everything and be guided by your insights
  • Evaluate and focus on what’s working
  • Culture-based
  • Emotional marketing
  • Listen to the ™

 

TYPES OF SOCIAL MEDIA CONTENT

  • Track everything and be guided by your insights
  • Evaluate and focus on what’s working
  • Culture-based
  • Emotional marketing

 

MONITORING AND EVALUATION

  • Monitor
  • If an ad is not working, stop and restructure
  • Change format
  • Evaluate
  • Monthly
  • What’s working
  • Polish

 

Social Media Growth Strategy

SETUP OF OPTIMIZATION

  • Assessment
  • Planning
  • Optimization

CONTENT STRATEGY

  • Campaigns
  • Content
  • Ads?

COMMUNITY

  • Groups, Lists
  • Top Fan
  • Personalized
  • Interactive

Marketing and Advertising

  • Organic 
  • Paid
    1. Campaigns
    2. Content
    3. Syndication

Insights

  • Monitoring
  • Evaluation
  • Adjustments

 

Portfolio

Please submit the following:

1. Choose a business you can apply a social media strategy and then create a social media audit 

  • Assessment
  • Plan

2. Create a social media growth strategy

  • In Canva, download as PDF.
  • Attach to the email

 

Email Subject: DM – Portfolio 6

 

PORTFOLIO SUBMISSION GUIDES:

1. Video-On-Demand (VOD) Access
Submit your portfolios to courses@surgedigital.agency.
You can submit individually per coaching session or submit all required portfolios as one, in one email (attach your Google Drive).

2. VOD with Class Coaching
Send your portfolios to courses@surgedigital.agency.
Please submit individually per coaching session.

3. VOD with Mentoring
Send your portfolios to courses@surgedigital.agency.
Please submit individually per coaching session.

4. Premium Members
Submit your portfolios to courses@surgedigital.agency.
Please submit all required portfolios as one, in one email (attach your Google Drive).

 

Examples

Use the arrow on the navigation bar to view the other pages of the portfolio samples.

Portfolio 6

Social Media Audit

 

2 Corinthians 9:8

“And God is able to bless you abundantly, so that in all things at all times, having all that you need, you will abound in every good work.”  

 

CONTACT US!

For Technical Issues: members@surgedigital.agency

For Submission and Certificate: courses@surgedigital.agency

For any Concerns or Questions: info@thesurgemarketplace.com