Social Media Usage

Facebook is still the preferred social media platform for Canadians, with over half using it daily.

http://www.insightswest.com/wp-content/uploads/2016/05/Rep_InsightsWest_CDNSocialMediaMonitor_2016.pdf

Social Media Usage

Millennial’s time spent on Instagram, Twitter and YouTube growing at a faster rate than older segments. 

http://www.insightswest.com/wp-content/uploads/2016/05/Rep_InsightsWest_CDNSocialMediaMonitor_2016.pdf

Social Media Usage

Overall, Canadians spend 18% of time online interacting with brands (vs. friends, family, etc.)

http://www.insightswest.com/wp-content/uploads/2016/05/Rep_InsightsWest_CDNSocialMediaMonitor_2016.pdf

Social Media Usage

Consumers turn to social media to vent.

http://www.insightswest.com/wp-content/uploads/2016/05/Rep_InsightsWest_CDNSocialMediaMonitor_2016.pdf

Social Media Usage

Brand presence of Canadian marketers (2015)

https://www.statista.com/statistics/503186/social-media-presence-brand-canada-marketers/

social media is changing

OTT Messaging

• "Over-the-top" messaging provides an authentic experience
• Studies have shown that brands that engage with customers via messaging during the sales process can see conversion rates increase up to 100 percent.
•  62 percent of Millennials are more loyal to brands that engage via SMS/ OTT messaging

https://en.wikipedia.org/wiki/Over-the-top_content

http://www.webio.com/messaging-the-key-to-cracking-millennial-customers.html

Foundational Strategies - part 1

• Use images, gifs, videos, and emojis to increase engagement
• #hashtags
• Use infographics to convey your message

Foundational Strategies - part 2

• Schedule your posts at the best times
• Share more often (platform-specific!!)
• Use social media analytics

Multimedia increases engagement

• Images, gifs, videos, and emojis all increase engagement on posts

• Tweets with images get 18% more click-throughs than those without.

• Tweets with animated GIFs get 167% more click-throughs than tweets with images.

https://coschedule.com/blog/social-media-engagement-tactics/

Multimedia increases engagement

• Facebook users alone watch 100 million hours of video every day - that's 57,142,857 movies!
• Make sure you add captions to your videos, both for accessibility and to capitalize on timeline auto-play
• 82% of Twitter users watch video on the platform

https://coschedule.com/blog/social-media-engagement-tactics/

#Hashtags

• Tweets with hashtags have double the engagement rate
• Gain followers with a genuine interest in your content
• Get information - find relevant conversation, network
• Keep them concise, unique, and conversational
• Use hashtag finding tools to increase your reach - Hashtagify demo, Ritetag demo

https://www.quicksprout.com/2014/04/04/how-to-use-hashtags-to-increase-your-online-presence/

The power of Infographics

• Did you know? Infographics are the highest shared content type
• They use the power of visually appealing content to trick the brain into reading more about a topic
• Studies show that we understand content better when it’s paired with pictures
• Narrow and tall infographics have the best engagement rate

https://coschedule.com/blog/how-to-make-an-infographic/

https://coschedule.com/blog/social-media-content/

Schedule your posts

https://coschedule.com/blog/best-times-to-post-on-social-media/

Schedule your posts

https://coschedule.com/blog/best-times-to-post-on-social-media/

Schedule your posts

https://coschedule.com/blog/best-times-to-post-on-social-media/

Schedule your posts

https://coschedule.com/blog/best-times-to-post-on-social-media/

Schedule your posts

https://coschedule.com/blog/best-times-to-post-on-social-media/

At the end of the day...

• Know your audience
• Be consistent
• Use scheduler tools to help you manage various social networks (HootSuite, CoSchedule, Sprout Social)

Post more frequently

https://coschedule.com/blog/best-times-to-post-on-social-media/

• Yes, really!
• Increase the number of people that see your content
• Don't overdo it
• Platform-specific

Social Media Analytics

• Great social media marketing is not just trial and error
• Quantify your reach and engagement with tools that analyze likes, unlikes, shares, comments,  clickthroughs, and more
• Great starting point: Facebook Analytics, Twitter Analytics
• Countless other third-party analytics tools (including Watson Analytics for Social Media!)

Advanced Strategies

• Use live engagement methods to interact with your audience in real-time
• Respond quickly and thoroughly
• Engage on social issues

Live engagement tactics

• Host a Twitter chat
  • ​build your following
  • answer questions about your industry, product, brand
  • build anticipation beforehand
  • pick a #hashtag
• Do a live demo or event broadcast
  • ​Facebook, Instagram, Twitter
• ​Update your story
  • ​More personal
  • Followers feel like they're getting a "peek behind the curtain"

Great responses are key

• Respond promptly to feedback, both positive and negative
• Add a personal touch
  • Greet with their first name
  • Ask for personal feedback
  • Use casual language, as appropriate
  • Write in the first person ("I", not "we"!)
• Use emojis
  • Adds human emotion
  • When responding to negativity, helps to soften the blow