AAF Lunch Presentation - Leveraging Social Media: Do You Have To Pay To Play?

AAF Lunch Presentation - Leveraging Social Media: Do You Have To Pay To Play?

Presentation by: Michelle LeBlanc, Blue Sky Marketing

Please note that these are my notes. To learn more, please contact the Michelle directly at: michelle@blueskymkt.com or visit their web site at: www.blueskymkt.com/


She reviewed what is working today. What will work in the future will change.

• Know your audience and where they are (social media platform)
• Most people use 3 out of the 8 most popular social media platforms 
• Focus your advertising dollars on where your audience is 
• Social drives search traffic 
• Social is search
• Google indexes social media posts, hashtags, comments and that adds to the brands relevance for Google searches. 

“If the product is free, you are the product.” Google, Facebook, etc. use you as their currency. 

Facebook:

1.2% of organic FB posts are seen by your audience

1 - Play with the algorithm. 

• Paid ads become stale quickly
• Paid Boosts for a spike will improve organic results
• Then Boost again

2 - Track more than shiny metrics

• 7% of FB users are clickers/sharers
• 93% are silent stalkers
• Establish and track metrics that are important to your business beyond Likes and Shares. Otherwise you are optimizing your campaigns to Clickers. 

3 - Use pixels. See #2 on measuring more than Clicks, Likes & Shares

4 - Video, Video, Video. 

• Live video prioritized by FB over YouTube & site links
• 83% more chance they will be seen when uploaded directly to FB

5 - Past the click - what is your load time? It had better be 3 seconds on a phone.


Facebook Don’ts:

• Don’t target engagements
• Don’t rely on 3rd party data. It will all be gone on Oct. 1
• Don’t be long winded. Nuff said
• Don’t rely on audio on your video. Use subtitles. +80% of FB video viewed with sound off
• Don’t make long videos. 15 seconds most effective. (authors note: I have seen studies that 6 seconds performs better than 15. Maybe not on FB but across the Internet in general.)
• Don’t ask for engagements. FB deprioritizes posts with these requests

Instagram

Is your photo scroll stop worthy?

Pinterest

• It is a search engine, not a social media platform. Tags and descriptions matter
• Play it for the long game. You will get residual traffic long after initial posting
• Think vertical creative

LinkedIn

• For sales people and people looking for a job
• Better for networking than for ads

Twitter

• Declining usage
• Limited use cases for success
• Still has SEO/Organic search impact

Snapchat

• 70% of audience under 34. Great majority under age 18
• People too young to make significant purchases

Yelp!

• Difficult partner. Never sign a contract. Buy spot market
• Social media for people who like to complain
• Demographics:
• 57% +35 years old
• 76% college degree
• 69% make +$60k
• 30% make +$100K
• ½ star improvement in ratings gets 19% increase in restaurant traffic.

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AAF Houston is the American Advertising Federation’s Houston Chapter. Learn more about them here:
Web: https://www.aaf-houston.net/
Twitter: https://twitter.com/AAFHouston
Instagram: https://www.instagram.com/aaf.houston/
Facebook: https://www.facebook.com/aafhouston/

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