(and how your brand should use them) by paige zidek and...
TRANSCRIPT
![Page 1: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/1.jpg)
(And How Your Brand Should Use Them)
By Paige Zidek and Stef Kula
![Page 2: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/2.jpg)
Manager, Integrated Media
@PaigeZidek
@pzidek
Paige Zidek
Senior Associate, Integrated Media
@StefanieKula
@steffieekulaa
Stefanie Kula
![Page 3: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/3.jpg)
• 2019 social media trends (that you can actually use)
• Key social channel updates
• Q&A/Discussion
![Page 4: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/4.jpg)
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![Page 5: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/5.jpg)
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![Page 6: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/6.jpg)
• All media is social…
• …And social media matters
• You’ve gotta pay to play
• Think visual (storytelling)
• Giving is social
• Activate advocates—not influencers
![Page 7: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/7.jpg)
![Page 8: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/8.jpg)
![Page 9: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/9.jpg)
![Page 10: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/10.jpg)
![Page 11: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/11.jpg)
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• THEY CAN’T LIVE WITHOUT IT: Half of journalists
cannot do their work without social media1
• THEY’RE MULTI-CHANNEL: 68% of journalists use
at least three types of social media 1
• THEY SOURCE STORIES FROM SOCIAL: 51.8%
are using it to find and build stories1
1 Cision’s free 2016 Global Social Journalism StudYof the Media 2016 Report”
![Page 12: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/12.jpg)
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This year, Facebook made significant
changes to its platform to prioritize content
from local, trusted news sources. CEO
Mark Zuckerberg said, “Local news helps
us understand the issues that matter in
our communities and affect our lives.”
This is a good thing for local nonprofits.
If you have a compelling story, people are
more likely to see it.
![Page 13: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/13.jpg)
Think of your social channels like an agile, diverse news engine
If you aren’t following reporters on social, you should be
Local news is more visible – use this to your advantage!
![Page 14: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/14.jpg)
![Page 15: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/15.jpg)
It's just cat videos, GIFs, memes and branded
content that doesn’t apply to me or my business.
ads
![Page 16: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/16.jpg)
Social justice, causes and political topics have started and gained major traction on social media in the last year, bringing issues to the attention of those who had previously been unaware.
![Page 17: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/17.jpg)
![Page 18: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/18.jpg)
• Already champion strong causes and (often) have personal connections to them, which make for stronger storytelling
• Have a clear CTA that tells audiences how to get involved
• Audiences are passionate about what you do and are willing to engage
![Page 19: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/19.jpg)
Use social to showcase authenticity and impact.
Make sure your social storytelling is compelling and engaging
Treat social as a change agent vs. a tactic
![Page 20: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/20.jpg)
Well, kind of.
![Page 21: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/21.jpg)
With more messages on social media, ads are a can’t-miss opportunity to ensure your messages are reaching the right audiences.
Ads allow you to target, manage spend, and test messages with different audiences.
![Page 22: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/22.jpg)
Small budgets can do big work for you.
Boosted posts for as little as $5 can make a huge difference in reach and engagement.
Optimization is critical for stretching your ad dollars.
![Page 23: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/23.jpg)
Play around with modestly boosting posts and tweets to understand how social ads can work for you.
Helpful resources, like Nonprofits on Facebook, take some of the guesswork out of ads, and can help you along the way.
![Page 24: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/24.jpg)
![Page 25: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/25.jpg)
• Mobile users spend on average 5 hours per day on mobile devices. When we look at social media specifically, this becomes 95% of Facebook users accessing via mobile, and only 31% using desktop.
• Social is now a mobile first world, and video usage reflects that as video consumption shifts from horizontal to vertical.
25
hours
95%
5 daily
![Page 26: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/26.jpg)
> Snapchat kicked it off.
> Instagram swooped in and claimed it.
> Then shared with Facebook.
> YouTube now has it for super users.190m
300m
400m
2018 Global daily active users
26
+
![Page 27: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/27.jpg)
Instagram’s Q4 2018 earnings call showed that roughly half of Instagram’s 1bn users use Instagram Stories every day.
27
150mJan 17
200mApr 17
100mOct 16
300mNov 17
400mJun 18
500mJan 19
Instagram Stories surpasses
Snapchat user count
Launch Aug 16
+
Insta
gra
m S
tori
es d
ail
y a
cti
ve u
sers
![Page 28: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/28.jpg)
• As mobile viewing and Stories developed, attention spans have regressed. The max length of an Instagram Story video is 15 seconds long.
• While a 60 second narrative video can still hit, brands need to shift their focus to snappier storytelling to cater for vertical video.
90%
80%
66%
46%
24%
17%
9%
>10 sec
>20 sec
>30 sec
>60 sec
>2 min
>3 min
>5 min
Au
die
nce a
tten
tio
n s
pan
28
![Page 29: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/29.jpg)
Start making vertical-first content to speak authentically with users.
Step away from long-form narratives to create shorter form, disposable content.
Stories are the future. If you aren’t experimenting with them yet, you should this year.
![Page 30: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/30.jpg)
![Page 31: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/31.jpg)
![Page 32: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/32.jpg)
![Page 33: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/33.jpg)
Social can now be a big part of your fundraising efforts.
Make sure your pages are optimized for giving by using Nonprofit / Fundraising tools from Facebook, link in profile in IG, and including a clear CTA in any donation asks.
![Page 34: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/34.jpg)
![Page 35: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/35.jpg)
A person with the ability to
influence potential buyers of a
product or service by
promoting or recommending
the items on social media
“”
Source: Dictionary.com
![Page 36: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/36.jpg)
• Aligned contextually with a brand or cause
• People with loyal followers (usually on social media) who trust them
• Individuals who have a quality, engaged audience who can attract
people to what they are buying or doing
• Credible
• Authentic in their recommendations
Source: Grouphigh
![Page 37: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/37.jpg)
![Page 38: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/38.jpg)
![Page 39: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/39.jpg)
![Page 40: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/40.jpg)
• Don’t have to be high-profile—can be your partners, employees,
volunteers and other stakeholders
• Already have an affinity for your organization or cause, and usually
show public support
• Prioritize one-to-one referrals versus mass reach
• Less expensive
• You already have lots of them!
Source: Tapinfluence
![Page 41: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/41.jpg)
To create content
Advocates with a strong social presence can help round out your content strategy by providing user-
generated content, by capturing content at organization events, or by sharing thought leadership.
To promote new content
Advocates want to be seen as mini-influencers, sharing relevant content with their networks. All you
have to do is ask them to share it!
To drive awareness for your organization and its campaigns
Unlike influencers, advocates tend to already be dedicated followers of your organization. Incent
them to spread the word via social media, reviews, 1:1 conversations with peers, at events, etc.
![Page 42: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/42.jpg)
Think of advocates you already have and how you can creatively use social to activate them
If budget supports, consider larger influencer partnerships for mass reach
![Page 43: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/43.jpg)
![Page 44: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/44.jpg)
• Focusing away from national news and
toward community; posts from Groups and
local news are prioritized in the news feed.
• Combining Instagram, Facebook
Messenger and WhatsApp into one app to
promote more conversations
• Younger audiences (Millennial and Gen Z)
are slowly leaving the platform, in favor of
others
• Most widely used social channel, with over 100
million users
• Stories continue to see high reach and
engagement
• Building its e-commerce capabilities by letting
people shop without leaving the app. No word yet
on if this will ex
• Continues to be the place to participate in
conversations around news, sports and
cultural conversations as they are happening
(e.g., Game of Thrones, the Olympics, etc.)
• Still a hub for media to source news stories
and communicate with other journalists
• Daily use continues to grow among younger
audiences (Gen Z)
• Often where viral content starts or spreads
![Page 45: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/45.jpg)
![Page 46: (And How Your Brand Should Use Them) By Paige Zidek and ...webershandwickminneapolis.com/wp-content/uploads/... · from local, trusted news sources. CEO Mark Zuckerberg said, “Local](https://reader035.vdocuments.us/reader035/viewer/2022071212/6024418bc168e8563e102186/html5/thumbnails/46.jpg)