For social media marketers who aren’t able to attend Social Media Marketing World, here’s a highlight of the major sessions from Monday. Keep in mind, it’s physically impossible to go to every interesting session - but we tried! Be sure to follow us on Twitter, Instagram, the Social Spotlight blog, and Facebook for highlights and behind-the-scenes memories.
The morning started off with some heavy hitting content. Rick Mulready led with a shocker: don’t boost your posts. Yes, you read that right - don’t boost your posts. If a piece of content is successful, turn it into an actual advertisement.
Facebook is going all in on video, Rick says. Use that knowledge to create great videos, and then test them against each other. A lot of marketers have customer testimonials on hand - turn those into Facebook ads.
It’s important to remember the mindset of a Facebook user. They’re casual. They’re on the platform to share with their friends and family - not shop. You must “lead with value.” Be fun! 47% of value was delivered in the first three seconds of video, Rick said, citing a Forrester report. Here are his concrete tips for Facebook video:
- Use those first three seconds to catch your viewer’s attention, visually.
- Use the next 15-45 seconds to plant a seed for a solution that you have.
- Seconds 45-90 should be a call to action.
- Upload video directly to Facebook, in order to track the statistics.
- Caption your video. It increases view time by 12.4%.
- Choose your targeting wisely. This is how he ordered the targeting, from warmest to coldest (most effective to least effective): retargeting website / landing page visitors, email list, Facebook fans, lookalike website, lookalike email, lookalike Facebook fans, interest, behaviors, and simple demographics.
In data we trust! Although some people have been sounding the death knell for Twitter, it is far from over, said author Neal Schaffer.
Twitter is still the third largest, Neal said, because Twitter bridges b2b and b2c. “Twitter is open. You don’t need to pay to play. It allows companies to be found.” Neal offered these tips for marketers:
#TweetLikeADJ: Radio stations deliver content that listeners want to hear 24/7. They mix ads in sparingly, in a non obtrusive way. Rather than the 80/20 rule, he proposes a 9-1-1-rule: post 9x content of others (advocates, influencers, customers, partners, fans); 1x your content that adds value; and 1x promotional content. Most importantly, if you’re off air, you won’t get found. Twitter is a frequency game.
#OwnYourHashtag: The hashtag is a mainstream tool for being found. Find a good role model (a leader in the industry) and then look at the hashtags they’re using. When you calculate their share of voice, that will give you a good idea of what is working. You can manage your content according to hashtags. Tweet x hashtag x times per month. By using different hashtags for your ebooks, guest blogs, Linkedin slideshare, events, and podcasts, you can reach new audiences.
#DatabaseYourTwitter: Use Twitter lists to discover potential customers, reach out to influencers, and discover industry information. Make some lists public, which promotes people to engage with you. Make your customer list private.
#BecomeTheInfluencer: Become someone to follow. Klout scores are not perfect, but it’s a place to start determining who is important to work with. Create Twitter lists from influencers and share their content. It’s a snowball effect - the more followers you get, the more people will want to share your content, the more influencers want to work with you… you get the drift.
#LeverageTheDM: Direct messages can be very effective, but you have to follow the rules. Those are:
1. You must have a relationship with this person - don’t be creepy.
2. You must have a personalized message - don’t spray and pray.
3. You must be relevant. Provide solutions to the right people.
Honestly, I attended this session on a whim - generally speaking, I feel pretty comfortable in front of the camera. However, I had a couple of minutes between lunch and my next session, so I stopped in. I was blown away. Actor David H Lawrence XVII led a hands on workshop and here are my notes:
- Put your left shoulder forward. We read left to right in English, so on camera, it reads as if you’re leaning in affectionately.
- Smile - don’t let lights throw you.Your words sound different when you smile, so do it.
- Mic yourself well so you can speak like a human. Don’t shout at people. That’s weird.
- Have a “home base” posture. Hold your hands in front of your body, lightly gripping your fingers together. Don’t point, that’s too aggressive.
- Be interested. You’ll be more interesting.
- When working with real cameras (and not cell phones) do not look at the front of the lens - look through it, to the back plane of the camera. It will come across as though you’re looking directly into the eyes of the viewer.
- Be comfortable with your flaws. Edit yourself as lightly as possible. People want to see who you really are - not who you think they want to see.