1. This is your presentation title

2. Starting with the basics
Social Media 101 1
Starting with the basics

3. Best Practices
Start with defining how you want social media to help your organization
Establish objectives to help initiatives get tracked and measured – it’ll allow you to focus on winning strategies and optimize on the fly as things change.
More than a collection of likes, shares and retweets – make sure each of your social posts support a strategic goal.

4. Strengthen Member Service
Build Brand Awareness
Get the public to know your name, with a positive perception of your brand
Gain New Members
Drive traffic to your organization’s social media page or website.
Strengthen Member Service
Engage with potential members by answering questions or help existing members
Increase Engagement
Interact with your fans/followers by giving them reasons to mention your brand
Common strategic social media goals and objectives

5. Choosing the Right Social Networks
Real talk: social media activity is time consuming
Trying to manage all of the networks will dilute your resources and undermine channels that drive results
Use your target audience and their online behaviours to understand which networks will work the best for you
Narrowing down the field for your organization’s social media strategy will give you more time to create the right content for the right audience

6. Total Canadian Population in 2016
36,286,378
Total Canadian Population in 2016
32,120,519
Total Internet users in Canada (88.5%) in 2016
3,424,971,237
Total Internet users in the world
Source: 2016 Canadian Social Media Use; Statistics Canada

7. Most Popular Social Media Networks in Canada (2016)
Facebook: 71%
YouTube: 49%
Twitter: 27%
Pinterest: 23%
Google: 21%
Instagram: 20%
LinkedIn: 12%
Snapchat: 9%
Tumblr: 5%
Reddit: 5%
Source: 2016 Canadian Social Media Use; Statistics Canada

8. Studies show that posts with images generate more interaction
Facebook
Users from all demographics, making it among the most diverse social networks
87% of Facebook users are aged 18 – 29
77% of Facebook users are young females
Post at least one a day, and always include a photo/graphic and call-to-action
Studies show that posts with images generate more interaction
Hashtags are not currently a driving force behind finding content on Facebook, so use them sparingly
Best time to post
1pm – 4pm

9. Largest demographic are users aged 18 – 29
Twitter
Largest demographic are users aged 18 – 29
Tweet at least 5x a day – for larger brands, tweet 10 – 30x per day if enough relevant content exists
If content is original to you, point followers to website/blog
Curate relevant content that your users will see as valuable
Use 1 – 2 appropriate hashtags to broaden your audience and gain additional followers.
Remember: using more than two hashtags lowers your engagement rate.
Best time to post
1pm – 3pm
Monday – Thursday

10. LinkedIn
35% of Canadians aged 25 – 54 use LinkedIn, compared to only 24% of Canadians aged 18 – 24
More users are likely to go to your organization’s website from LinkedIn than other social networks
Try to post 4 – 5 times per week, and tailor your content for a professional audience
Set up a branded organization page and showcase pages for products and services
Best time to post
7am – 9am
Monday – Thursday

11. Post or share at least one piece of content daily
Google+
69% of users are male, 31% are female – most likely to be between the ages of 25 and 40, and 60% of users are college-educated
Post or share at least one piece of content daily
Can be company blogs, news, trending topics or articles from other sources relevant to your organization
Because it’s the Google network, your posts could start to rank on the search engine once indexed and engaged with your Circles
Best time to post
10am – 2pm

12. Post at least 1 photo/day
Instagram
68% of Instagram users are females, with 62% of all users between the ages of 18 and 34
Post at least 1 photo/day
Can supplement other social channels that are more text-oriented
Give followers a peek into what goes on in your organization’s office culture, and the people behind your brand
As always, track the kind of response generated so that you can determine what content and schedule gets the best engagement.
Best time to post
11am – 1pm
and
7pm – 9pm
68% of Instagram users are Females.

13. Brand Your Social Media Pages
The perception of your organization’s identity should be uniform across all utilized social channels
Not just building a stronger brand – you’re also creating awareness and loyalty
Make it easy for members and would-be members to recognize your organization by maintaining consistency across key areas

14. Maintaining Consistency Across 5 Key Areas
Logo + Tagline
Always use the same logo – it’s a huge visual that sticks with your audience. If you have a tagline – maintain it everywhere
Imagery
Customize any social media page with visuals that resonate with audience – use the same ones everywhere for consistency for your brand.
Organization Description
Use a clear and concise ‘About Us’ description across all pages and use as few words as possible to drive your point home – include website CTA.
Tone + Voice
Determine the personality of your organization and streamline the kinds of words you use to communicate before implementing across all channels.
Process
Ensure all content is vetted through one designated person to ensure consistency and that your talking points are aligned to your strategy.

15. A solid media mix incorporates equal parts of:
Quality over Quantity
More isn’t always better – your content should always provide value to the user
A solid media mix incorporates equal parts of:
Promotional
Thought leadership
Engagement with followers
Create an editorial calendar to help organize and schedule your social strategy over the course of 3 months – revisit it and update to reflect the content types that gained the most engagement

16. Setting Up Your Content Calendar
Date the content will be published
Author(s) of content
Topic/headline of content piece
Current status of content (updated as it moves through the publishing cycle)
Owner of content (who’s in charge of making sure the content makes it from ideation to publication and promotion.

17. Social dashboards worth pursuing:
Analytics
Reviewing your social media analytics on a weekly basis will provide you with the data and insight you need to support your goals and objectives and optimize your strategy
Social dashboards worth pursuing:
Hootsuite
Buffer
Sprout Social
Google Analytics
Alternatively, use the native tool from each social network to track insight and performance

18. Be Patient and Stay the Course
Building a loyal following, gaining trust and nurturing relationships takes time
While social media postings may be fleeting among the massive amounts of content generated every minute, it pays in the long run to implement a strategy and target the right audience
Accompany these best practices with consistency and patience for the best results

19. Be Patient and Stay the Course
Building a loyal following, gaining trust and nurturing relationships takes time
While social media postings may be fleeting among the massive amounts of content generated every minute, it pays in the long run to implement a strategy and target the right audience
Accompany these best practices with consistency and patience for the best results

20. Any questions ? rmathurin@alphabetcreative.com
Thanks!
Any questions ?