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

2. 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.

3. VIDEO FOR SOCIAL

4. how we used to consume video

5. how we consume video today

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

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

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

10. 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?

11. world.
The Solution

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

14. 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.

15. 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?

16. 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

17. 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

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

19. 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

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

22. 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

23. 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

24. QUESTIONS?

25. SMILES & CRIES

26. good social video should Inform Inspire Educate Entertain

27. 11 steps to better social video

28. 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?

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

30. 3. JAB, JAB, JAB…. RIGHT HOOK

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

32. 5. USE CAPTIONS

33. 6. USE LIVE OR “LOOK LIVE”

34. 7. adapt

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

36. 9. DONE IS WAY BETTER THAN PERFECT

37. 10. BREAK THE SILO MENTALITY

38. 11. INTENT & EFFORT

40. QUESTIONS?

41. THANK YOU!