“The goal of social media is to turn customers into a volunteer marketing army.” -Jay Baer

What we’ve accomplished in 2017 We’ve grown our Facebook audience by 41%. On 1/1/17, the Otter Tail Lakes Country FB page had 5,364 fans. As of 10/11/17 we have 7,585 fans. YTD, we’ve “reached” 1.35 million people. We have spent a total of $20 “boosting” or “promoting” posts. This is an overview of our mindset & philosophy behind these results.

VIDEO FOR SOCIAL

how we used to consume video

how we consume video today

How many of you have a cell phone? show of hands/or show of phones

How many of you have a personal Facebook account. Twitter. Instagram How many of you have a personal Facebook account? Twitter? Instagram? Youtube?

How many of you are in charge of, or supervise someone who is in charge of, your entity’s social media?

Facebook analytics 1/1/17-10/11/17 The Outdoor Report 787,400 minutes 13,123 hours OTLCA 52.5k min 875 hours What’s that spike?

world. The Solution

We should DOCUMENT as well as PRODUCE. Lesson learned? We should DOCUMENT as well as PRODUCE.

Your video/where do we start? Pretend you are your audience. Do you “like” commercials? What do you do when a commercial comes on? Do people like stories? Tell YOUR story.

THE ART OF STORYTELLING Who?- Who are you? Who are your customers? What?- What do you do? What makes you different? When?- When do you do what you do? Where?- Where are you? Where are your customers? Why?- Why do you exist?

Storytelling in MICROMENTS Understand where your audience is seeing your video. Treat each platform differently. “If content is king, then context is God.” Gary Vaynerchuck

Which platform should we use?The team Answer the question, “Why are we the ones to solve the problem we identified?” Facebook Twitter Instagram YouTube As of May 2017 1.9 billion monthly users 1.28 billion daily users As of July 2017 328 million monthly users 157 million daily users As of May 2017 700 million monthly users As of June 2017 1.5 billion logged in monthly users

“You can change everything about your business by changing your thinking about your business.” Zig Ziglar

Is the goal of marketing to reach people? video works Show the audience you anticipated their questions. Leave room for Q&A, but use the Appendix as a way to show that you both thought about those questions and have solid answers with supporting information. Let the audience test their understanding of the problem and the solution you’ve outlined - questions give them a chance to talk themselves into your approach, and give you a chance to show mastery of the subject. Is the goal of marketing to reach people? video works

that’s great Erik, but what if we don’t have a walleye hatchery or fancy cameras?

Shot on cell phone Reach 10,300 Views 4,450 Show the audience you anticipated their questions. Leave room for Q&A, but use the Appendix as a way to show that you both thought about those questions and have solid answers with supporting information. Let the audience test their understanding of the problem and the solution you’ve outlined - questions give them a chance to talk themselves into your approach, and give you a chance to show mastery of the subject. Shot on cell phone Reach 10,300 Views 4,450

ENGAGE RESPOND CONVERSE ACT HUMAN Show the audience you anticipated their questions. Leave room for Q&A, but use the Appendix as a way to show that you both thought about those questions and have solid answers with supporting information. Let the audience test their understanding of the problem and the solution you’ve outlined - questions give them a chance to talk themselves into your approach, and give you a chance to show mastery of the subject. ENGAGE RESPOND CONVERSE ACT HUMAN

QUESTIONS?

SMILES & CRIES

good social video should Inform Inspire Educate Entertain

11 steps to better social video

CREATE A CONTENT CALENDAR QUARTERLY, MONTHLY, WEEKLY, DAILY HOW MANY VIDEOS WOULD YOU LIKE TO CREATE IN THE NEXT 12 MONTHS? WHO? WHAT? WHEN? WHERE? WHY?

(unless it makes sense) Share a YouTube link on Facebook 2. NEVER, NEVER, NEVER (unless it makes sense) Share a YouTube link on Facebook

3. JAB, JAB, JAB…. RIGHT HOOK

4. DON’T TRY TO GO VIRAL (it’s kinda like falling in love)

5. USE CAPTIONS

6. USE LIVE OR “LOOK LIVE”

7. adapt

8. QUANTITY IS JUST AS, IF NOT MORE, IMPORTANT THAN QUALITY

9. DONE IS WAY BETTER THAN PERFECT

10. BREAK THE SILO MENTALITY

11. INTENT & EFFORT

QUESTIONS?

THANK YOU!