snapchatefame_snapchat_hillary_clinton

The Hillary Clinton campaign is killing it on Snapchat. For several months, I have followed both Hillary Clinton and the Trump campaign on the app. I saw fewer than half a dozen snaps from the latter and dozens from the former.

What is the value to the campaign?

Perspective: The Clinton campaign uses Snapchat to show behind the scenes snaps, giving followers off-stage and pre-speech exclusives. This is much more interesting than watching the televised recaps on Fox News, MSNBC, and CNN each night.

Demographics: According to Comscore, Snapchat’s year-over-year growth among users over 35% increased 84%. Additionally, younger and older voting age millennials (b. 1980-2000) are spending more time on the app and its audience is growing faster than on Instagram. (More on Snapchat’s strategy and growth compared to Instagram)

Activation: It is important to show up where voters spend meaningful time and do not expect to see you because it suggests you care and understand them. By giving good content, voters can relate more to “millionaires and billionaires” which will increase voter turnout.

On August 10, 2015, Hillary Clinton joined Snapchat. Here are three snaps from the July campaign trail and this week’s Democratic National Convention.

  1. The story is bigger than Her
IMG_2511
Former president Bill Clinton addresses the DNC in Philadelphia, PA.

2. User Generated Humor

IMG_2507
This DNC delegate knows who he is with.

3. Capturing Key Moments

 

Hillary Clinton Tim Kaine Snapchat
Clinton and Kaine appear together for the first time.

Thanks, Gary Vaynerchuk, for continuing to beat the Snapchat drum and inspiring this post!

 

President Obama ICYMI example - Twitter.png

I apologize for not sharing more useful advice sooner. The last few months have been full of incredible change and reflection, which is making the second half of 2016 much more interesting. In the few moments of down time, I wanted to share a little bit of knowledge.

I read blog posts and listen YouTube for over an hour each day. One common trait is the theory without an example. We learned this when we wanted to write killer essays for the SAT, GRE, and GMAT. We forgot when around the time we started receiving our second salary (Job #2).

Here are 4 ways to improve your video and photo content on social media:

  1. Organize your YouTube content using playlists

Imagine discovering an incredible clothing store and finding out all the clothing is in an unsorted pile. You would probably walk out nearly as quickly as you arrived, and never recommend it to friend. You would, however, have a good happy hour story.

Every time you upload videos to your YouTube channel, you do this to your audience. YouTube Playlist Example - Tonight Show.png

2. Humanize your voice

Sylvia Matthews Burwell heads the U.S. Department of Health and Human Services. She completed her undergraduate studies at Harvard and Oxford, worked at McKinsey and is a Rhodes scholar. Secretary Burwell uses emoji.

More: Humanizing your voice

Screen Shot 2016-06-07 at 9.58.22 AM.png

3. Captions 

You may have to load a script but captions can elevate (and translate) your content. Make sure this addition does not compromise the overall quality (example below).

Bonus: Here is YouTube’s simplified video on adding captions.

 

James Corden Titus Burgess and John Stamos YouTube.png

4. Put a photo on it

Tweets with media (photos or Gifs) have higher engagement rates. Use pithy messaging, find a complementary photo, and mention the source.

Heart Journal RTs AASWSW Twitter example.png

I always appreciate hearing from ParkerMather visitors. You can find me on Twitter at @bellsworld.

 

The Grand Budapest Hotel - Zero Mustafa and M. Gustave

This post is a 10,000-foot view of the purpose and process behind a social media strategy. Social media is versatile so its role in the overall business strategy looks different based on one’s industry and company. Ideally, a business will define the social media strategy its strategic plan or digital strategy.

What is a social media strategy?

Opening death letter Ed Norton - The Grand Budapest Hotel copy

Social media strategy is a compass for your communications activities. You may still see social media growth and interaction without a defined strategy. However, the meaning of the growth and interactions will be unclear.

The strategy should be shared with, created with and supported by decision makers in your business as it should complement business goals.

Examples of goals:

  • Serve as a secondary channel to address customer service issues
  • Increase jarware sales
  • Amplify share of voice among local pizza delivery customers

A weak social media strategy explains incongruous goals and what platforms will assist in reach them. It is produced.

A good social media strategy explains your related goals and actions that will help you reach them.

A great social media strategy explains related goals, target audience, related actions (by platform), and required resources.

[Further reading: Why most social media strategies fail (Forbes)]

How to write a social media strategy

Zero Mustafa Agatha and M. Gustave - The Grand Budapest Hotel

An effective social media strategy has four parts: Goals, Audience Analysis, Activities, and Capacity, or GAAC.

Goals (What you want to accomplish)

Identify 2-5 business related goals. For simple goals, think in terms of a 12-month cycle. For multi-stage goals, plan along a 12- to 36- month timeline. Account for implementation challenges and make sure your team can collect information to assess what is working.

Audience Analysis (Who you want to reach)

This is one of the most challenging steps because it requires specificity. Here are characteristics that can help you identify your target audience:

  • Profession: Each year, Americans spend around 2,000 hours at work. That impacts when we wake, sleep and how we spend our income.
  • Income: What you make impacts how you live. Consider how this may impact the way the audience searches for, talks about, and interacts with a product/business.
  • Age: Think about these groups in 10-20 year windows, e.g. 15-25 or 35-55, to find your core audience(s).
  • Location: Is your audience local, spread across a few states or a few countries? This inform how you create content.
  • Gender: Is your audience predominantly male or female? This will affect your tone, colors, fonts, and messaging.

Personas are a helpful way to think about your target audience. Here is a useful HubSpot article to guide this exercise.

[Further reading: Buyer Persona Template (HubSpot)]

Activities (What you are doing)

Describe relevant social media platforms and activities. Be clear about how many times you will create content each week, i.e. 3-5 times on Facebook, or each day, i.e. 2-3 posts on Twitter.

Social media platforms are large enough now that a be-everywhere strategy is not optimal. For example, according to VaynerMedia’s Gary Vaynerchuk, the fastest growing demographic on Instagram is women over 40. If your target audience is in middle or high school, plan to incorporate Yik Yak, Snapchat, or Tumblr.

Finally, set growth goals with soft deadlines and review periods, such as a semi-annual review. You will need to look at your business’s past performance and competitors to determine reliable growth goals.

Capacity (What you need for success)

Small and medium businesses are investing more in social media but are typically understaffed in the area of communication. Explaining what you need to be successful aligns expectations with goals and goals with necessary resources.

Be transparent about the number of weekly hours to implement, budget for advertising, analytics or management tools, training and additional staff support.

If you are requesting financial support to implement the strategy, state this. As Warren Buffett says, “Price is what you pay. Value is what you get.”

Final Thoughts

Inspector Ed Norton - The Grand Budapest Hotel

Developing and implementing a social media strategy can be a fun or laborious process but involves teamwork. Here are few tips to improve the experience:

  • Celebrate milestones
  • Involve a team of decision makers because they can support the plan
  • Keep management updated about progress
  • Ask for feedback about your strategy from others who have done the same
  • Schedule regular check-ins to discuss updates

Additional Resources

Social Media Usage: 2005-2015 (Pew)

Social Media Campaign Strategy (Hootsuite)

Understanding Social Media Analytics (Deloitte Digital)

Thank you for taking the time to read this. This blog post will also appear on Medium and LinkedIn. Please share your comments wherever this appears. 

ParkerMather kid, logo, innovation, Mikhail Bell
Mikhail Bell founded ParkerMather in the summer of 2013.

Philadelphia, PA – ParkerMather is now a tenant at HeadRoom. HeadRoom is one of the Philadelphia area’s newest and fastest growing spaces for entrepreneurs to without worrying about a towering to grow. Located 20 minutes from Center City Philadelphia and 20 minutes from Wilmington, the Media based innovation space was founded by Dan Lievens in 2014.

ParkerMather will provide ad hoc consulting to HeadRoom’s managing partners and, more immediately, will have a professional space to continue working with its growing number of clients.

In September, HeadRoom will host a formal grand opening ceremony but is now identifying tenants that fit their model of innovation.

Mikhail Bell, ParkerMather’s founder and CEO said:

“Philadelphia is one of the largest cities in America and there is a massive opportunity to build support systems for small businesses outside the city in fast-growing communities like Media.”

“ParkerMather was founded to develop digital strategies for and use trainings to empower members within small businesses. HeadRoom is the perfect place to realize that vision.”

###

About ParkerMather:

ParkerMather develops social media strategies, manages SEO and social media accounts, and delivers engaging trainings on the same. As a consultancy, ParkerMather is passionate about sharing knowledge and empowering our clients. Follow our founder on Twitter at @Bellsworld.