The AT&T Small Business Social Media Playbook

1 | Fullscreen is a leader in social-first entertainment experiences, serving talent and brands through creative, strategy, and About marketing that enable growth, engagement, and monetization of their audiences. Its unique clientele includes over 400 brands and over 2,500 creators and celebrities that generate more than 7 billion monthly video views across a Fullscreen global network of social channels. Serving a broad range of clients from offices in Los Angeles and New York and with team members across the country, Fullscreen is a wholly- and AT&T owned subsidiary of Otter Media, a WarnerMedia company. For more information, visit www.fullscreen.com and follow on social media at @fullscreen.

2 | Overview Part 1 - Developing Social Purpose Part 2 - Understanding Social Platforms Part 3 - Creating Content Part 4 - Expanding Audiences Part 5 - Measuring Success

3 3 | Small Business Social Media Playbook

1 4 | Part One Developing Social Purpose

In this first of our 5-part series, we will set you up for success by working to create the basis of your online social presence.

In this section, we will guide you through your first 3 steps to a meaningful online presence:

Step 1 - Identify your ideal social media audience Step 2 - Find your competitive positioning Step 3 - Develop your tone

5 5 | Step Identify your ideal social media audience. 1 One

Before you do anything, you want to identify your ideal social media audience. These are the people you want to see and interact with your content on social, and the people most likely to want to buy your product or service. This can be as broad as a generation or as specific as Men, 22-27, living in the Northeast, who have an interest in water sports.

Determining your ideal social audience is the first step in putting a focused effort on understanding:

• Their actions and behaviors • Where they spend their time • How they need you the most • Where you can best meet them online

6 | Step How To - Social Audience Identification 1 One

1. 2. 3. 4. 5.

Identify who Consider if this is an Get to the bottom of Use your ideal Meet them in those currently buys your audience you want your customer’s audience’s social places with content product or service. to continue growing core needs. habits as a guide. that will resonate. or if it’s a new group How old are they? you’re hoping to Why would they turn Where do they spend Understanding your What is their life reach. to a small business their time online? ideal social media stage (Married? Kids? rather than a large What are their audience will help you Single and just out of I.e. Your customers one? This will help favorite social create social content college?)? Where do may currently be you finesse platforms? What are that will resonate on they live? What’s their Boomers, but you messaging and time their social a deeper level. household income? want to reach your posts to reach behaviors? What kind Millennials. Millennials audiences when it’s of content do they would become your most relevant. interact with (watch, primary ideal social like, or comment on)? media audience.

7 | Does your audience fit into one of these generations?

Gen-Z Millennials Gen-X Boomers 12-22 years old 23-38 years old 39-54 years old 55-73 years old Generation Size Generation Size Generation Size Generation Size 81 Million 95 Million 82 Million 76 Million

Events That Have Events That Have Events That Have Events That Have Shaped Them Shaped Them Shaped Them Shaped Them Smartphones, social media, Great Recession, the End of the cold war, the rise Post-WWII optimism, the never knowing a country technological explosion of of personal computing, and Cold War, hippie movement. not at war, and seeing the the internet and social feeling lost between the Spending Habits financial struggles of their media, and 9/11 two huge generations. parents (Gen X). This generational cohort Spending Habits Spending Habits still prefers to use cash, Spending Habits Millennials have less Since they are digitally especially for purchases This generation has seen business loyalty than savvy, Gen X will do some under $5. the struggle of Millennials previous generations. They research and online and has adopted a more prefer to shop product and shopping, but still prefer to fiscally conservative features first and have little do transactions in person. approach. They want to patience for inefficient or avoid debt. poor service.

8 | Step COVID-19 Considerations 1 One

Right now, customers are faced with numerous changes as they abandon their day-to-day and take on a new and unfamiliar lifestyle. They’re looking for businesses to embrace three key themes.

Humanity Community Comfort

Be real and Understand customers’ Customers are looking acknowledge these current state and aim for reassurance that tough times. This will to use social media to everything is going to help your business be drive meaningful be OK. Leverage more human. connections through positivity when talking comments and share to your ideal audience.

9 | Once Upon a Donut Shop IDEAL AUDIENCE: MILLENNIALS

Before the shutdown, Once Upon a Donut saw a lot of families and children coming in to get their Sunday morning donuts.

Once Upon a Donut wants to branch out to reach a younger audience - millennials and millennial families. The owner knows that millennial families are proponents of supporting small businesses, they’re into treating themselves and they are experts at social media, particularly Instagram (a great foodie destination).

10 | Step Find your competitive positioning 2 Two

Before you hone in on your digital persona, it’s important to have an understanding of what types of messaging and content are already being put out by competitors in the social landscape—so you can better stand out and be fully, uniquely you.

Once you have a good understanding of the competitive landscape, it’s time to identify your competitive positioning! This will help you create content that feels true and authentic to your business, and your business alone. This positioning could even be the reason you started your business to begin with—because you saw an opportunity in an area that had yet to be explored by someone else.

11 | Step How To - Competitive Analysis 2 Two

1. 2. 3.

Identify which of your competitors have Look into which social media platforms they Consider how ofen they are posting. social channels. are on and which they are prioritizing. Consider how ofen they are posting. Are they If your competitors don’t have social channels, Which platforms are they posting the most posting daily? Weekly? Bi-weekly? Is this posting you have the opportunity to lead in the space. content on? Which platforms are they getting cadence working for them from an engagement the most engagement (likes, comments, and standpoint, meaning are customers engaging shares) on? with their posts consistently?

4. 5. 6.

Decipher what their social goal is. Evaluate their posts. Take notice of any taglines, catchphrases or hashtags. What messaging are they leaning heavily Do you LIKE their creative? What do you like or towards? Are their posts looking to drive sales dislike about it? Do you feel like it’s helping A lot of times, a business’ tagline is indicative of by linking to their website or using shoppable them reach their goal? how they view their competitive positioning. By posts? Are they looking to build a community? clicking on their most-used hashtags, especially if they are hashtags that business created, you can identify if and how customers are talking about the business.

12 | Step How To - Competitive Positioning 2 Two

1. 2. 3. 4.

Think about what is unique How does your business Are any of your competitors How would you communicate about your business. satisfy a customer need? messaging a similar trait? that in one sentence.

Is your product offering Why would customers be If so, get more specific. For Think about your answers to completely unique to the compelled to frequent example, if there are two local questions 1 and 2. How would landscape? Has your family your business? What can businesses in a city of chains, you summarize that into one been in business for a long your business provide to you could also leverage the succinct sentence or phrase? time? Are you the only local customers that others fact that you get to know That’s your competitive business in a city of chains? can’t? each customer on a personal positioning. level.

13 | Step COVID-19 Considerations 2 Two

Think about how your Consider partnering with Think about if your If so, think about how you business can provide competitors if you can competitive positioning can adjust to be sensitive value on social in these accomplish greater good. is affected by COVID-19. during this time. times, especially if your In times like these, it’s For example, are you For example, if friendliness is competitors aren’t. important to think about known for your fast the backbone of your brand, Is it messaging about the greater good rather service, but now things translate that in-person opening your store an hour than the business benefit. have slowed down? Are friendliness to friendliness early for the elderly? Is it by Partnering not only has the you known for friendliness online by responding to providing easy recipes for potential to have a greater in-store, but now all your comments and posting people to cook while impact, it shows your business is online? inspirational messages to they’re home? Is it about business puts humanity help get your customers providing a fun DIY tie-dye above all else. through the day. tutorial to pass the time?

14 | Once Upon a Donut Shop COMPETITOR EVALUATION

Of all of their donut competitors in their community, only two others have social handles. Both shops only have a Facebook page.

Competitor #1: Posts every day but only highlights the donut of the day, which they offer for 50 cents. The business utilizes the hashtag #ClassicANDFresh. It gets minimal engagement from customers on social. The posts are boring.

Competitor #2: Hasn’t posted in three months. However, its last post was a partnership with an influencer who taste-tested their donuts on Facebook Live. The influencer called the donuts the “best tasting donuts in Glazed” and takeaway the post garnered high engagement. The post was fun. There’s room for Once Upon a Donut to lead on social with messaging specific to personalization.

15 | Their Competitive Once Upon Positioning DONUTS WITH CHARACTER AND PERSONALITY – SOMETHING NEW, a Donut Shop JUST FOR YOU, FROM 8-2! COMPETITOR POSITIONING

Once Upon a Donut is unique because it provides innovative, new COVID-19 adjustment donut flavors and designs each week. It’s the newest donut shop in Since the business is not open town and have picked up steam due to the beloved unicorn donut. until 2AM at the moment, its The other donut shops nearby only provide classic flavors and little competitive positioning had to to no design other than sprinkles. Once Upon a Donut also has the shif slightly. It temporarily ability to create personalized donuts for parties, gatherings, etc. moved away from messaging about being open late, but started posting create-your- own fantasy donut decorating activities for parents and their kids at home.

16 | Step Develop your tone. 3 Three

Tonality and messaging relevance are more important than ever as customers seek solutions to the challenges they’re facing. Developing a distinct digital persona can help with that. A digital persona is the personality that comes through in both your written voice (like written captions on your posts) and also the creative you post (photos, videos, Instagram Stories, etc). Being specific and consistent in developing this persona can:

• Give your business a human touch • Help foster connections with customers • Make your business recognizable • Set you apart from competitors

17 | Step How To - Tone Development 3 Three

1. 2. 3. 4.

Hone in on your business Let your audiences’ verbal Create a social tone-of-voice Get specific. persona as a whole. behavior inspire you. manifesto, or guidelines. Create a “we are” and “we are If your business was a person, Are their sentences long and What message do you want not” chart. how would you describe it? flowy, or short and sweet? Do audiences to take away from they use slang and emojis? your communication? Example: We are Are you “friendly and Proper punctuation and knowledgeable. We are NOT neighborly”? “Sassy and grammar? Do they speak Example: Apple’s Think condescending. sharp”? more formally or casually? Different - a mission statement for their business, Apple incorporated this message into all of their communications.

18 | Step COVID-19 Considerations 3 Three

Reconsider your Avoid posting with an Consider updating Encourage positivity. existing tone. overly promotional, your message. Remain positive while self-serving or salesy Right now, empathy and Is the message acknowledging the tone. understanding can go a appropriate given reality of the situation. long way, while sarcasm This can be seen as tone the current context Continue to celebrate may come off as deaf and comes with the in your local market? unrelated-to-COVID-19 insensitive. risk of alienating cust- moments, positive omers both now and in thinking and tips to the long run. keep fans’ spirits up.

19 | Once Upon a Donut Shop

TONE OF VOICE > Do-nut Do Be a comedian Overuse slang Sprinkle in humor Be saccharine Indulge in emojis

Stay sweet

20 | Small Business Social Media Playbook

2 21 | Part Two UNDERSTANDING SOCIAL PLATFORMS

By now, if you have completed Part 1 - Developing Social Purpose, you are able to identify the audience for your brand, position yourself competitively and know how to talk to your consumer.

In this next phase of your social journey, we will give you an overview of what each social platform is used for and help you identify which are the right choices for you and your business.

◦Step 4 - Identify a priority platform

22 | Step Identify a priority platform. 4Four

We’ve moved past the era of businesses needing to be on every social platform just because. Now, businesses need to be smart about which platforms suit their business needs and adjust in real time. While you can definitely be on multiple social media platforms, try to place focus on a single platform or two that will serve you best.

23 | Step How To - Priority Platform Identification 4Four

Lean into the platforms that will work the Facebook Instagram Twitter YouTube Pinterest LinkedIn hardest for your business (considering also the ones that you • Strong storytelling • Visual-first content • Informing and can maintain). • Sharing business news • Community-building • Inspiration educating through • B2B marketing • Event coverage (virtual, • How-tos and DIYs Is your audience on the through Facebook and motivation product videos • Highlighting employees at-the-moment) • Using vertical images What Works Groups • Engaging features like • Ongoing content series • Recruiting employees platform, does the • Real-time updates and that fill the feed • Strong paid targeting stories, live video, or with storytelling conversations content you’re able to capabilities shoppable tags elements create lend itself to the platform, etc. • High quality, • High quality content • Business news • Serialized videos vertical images • Video series with strong branding • Detailed company page Creative • Memes, GIFs, trends • Captivating content that • Informative graphics, • High-quality • Aspirational imagery • Video brand promotions • Community reply- provides value tutorials Considerations photography • Product info and updates threads Product videos Product descriptions in and education • • pins

A great resource for An excellent resource for A place for small A platform for small A place for small A useful tool for small businesses looking to Small Business small businesses businesses to launch live businesses to adopt a businesses to add value businesses looking share food recipes, arts to build awareness events and engage with unique voice and engage by teaching consumers for support from Application and crafs, home decor and community. consumers. with pop culture. something new. other companies. ideas.

24 | Social If you do not have any social pages set up yet, up next is a checklist for you to consider when creating your business profiles. These are general guidelines Starter that apply to any platform (Facebook, Twitter, Instagram, Pinterest, etc.), though the process for Kit setting each one up varies by channel.

25 | Identify your social goals. Determine what you want to get out of your social media efforts. It could be to drive awareness of your business, to engage with content, to drive purchases, etc.

Pick the platforms that make the most sense for your business. Don’t feel like you need to set up profiles on every major social media platform. Be strategic and intentional! Choose platforms that serve your business’ needs and your audience’s needs.

Have the email address associated with the business handy for profile creation. If this account Getting needs to be accessed by multiple employees, consider using a shared business email address. started Decide on handles and/or page names. If you are creating accounts across multiple platforms, pick a name that is available on all of them so your social media presence is consistent. For example, we would want @OnceUponADonut on both Twitter and Instagram — not @OnceUponADonut on one and @UnicornDonutStore on the other.

Make sure to create business profiles. There are personal profiles and business profiles available across every major platform. The business profile gives you access to post metrics and audience breakdowns that you don’t get with personal profiles. If you have a personal profile set up on accident, don’t worry! You can switch to professional accounts post-account creation if needed.

26 | Upload a Profile Photo & Cover Photo. Choose a strong profile picture that features your logo. Pick a cover photo that shows what you do best. Use the same profile photo for every social media account Once you create. your Write your Bio & About Section. Write a bio that clearly states what you do and include a website link. Fill out the Facebook About section thoroughly with contact info, hours, etc. It should be extra clear to page is someone who first stops by what your business is, what you do, and how to get in contact. created… Link to your newly created platforms on your website. Consider sending out emails to loyal customers announcing you’re now on ___ so they can follow you for updates.

27 | Step COVID-19 Considerations 4Four

Because customers are likely to be active on social media, there are a few features platforms are encouraging to better connect businesses with fans.

Live Video Pinned Content Messenger Live video can serve as an entertaining Pinning important content to the top Messaging functions can be used by and community-building activity and an of your feed can alert customers to customers to interact with opportunity to host live events. what’s important. businesses.

• Facebook Live + Facebook Stories • Pinned Facebook Posts • Facebook Messenger • Instagram Live + Instagram Stories • Pinned Tweets • Instagram Direct Message • YouTube Live • Instagram Story Highlights • Twitter Direct Message • Promoting other services outside of social - Zoom, Google Hangouts

28 | Once Upon a Donut Shop PLATFORM PRIORITY

Primary It’s a go-to platform for its ideal audience (Millennials) and it’s a hub for all-things-food content. It uses this for posting delicious photos of their donuts to drive awareness.

Secondary Mainly where it posts promotions and news updates and utilize paid media to find new audiences.

Secondary It uses Pinterest to spread the word with eye- catching donut imagery linking back to their website that hosts recipes for the donuts.

29 | Small Business Social Media Playbook

3 30 | Part Three Creating Content

If you followed along through Part 1 - Developing Social Purpose and Part 2 - Understanding Social Platforms, you are ready to move on to the fun, creating content! If you haven’t completed the previous lessons we suggest going through those first since identifying tone, positioning, audience and platforms will be key to creating meaningful content. Step 5 - Create content with you audience in mind.

• Includes: Social creative downloadable templates

31 | Step Create Content With Audience In Mind 5 Five

By focusing on who you’re creating content for, and leaning into your customer’s needs, you can:

• More easily identify your business’ competitive positioning

• Create content that provides values and is meaningful

• Connect with customers to reach your business goals

32 | Step How To - Content Creation 5 Five

1. 2. 3.

Keep your competitive positioning Align content plans with your social goals. Translate your business’ values and top of mind. goals into content pillars. What types of content will your business be Reminder: this is the unique space your able to put out? Simple videos showcasing As a way to organize and inspire business holds in your community. your product? Interactive Instagram stories? additional content, create pillars that take How does that type of content help you into account your goals, products and reach your goals? capabilities. For example, if you’re a grocery business that prides itself on fresh items, your pillars might be “New Product Highlights”, “Recipe Roundup”, “As Seen in the Store” and “Our Customers”.

33 | Step Potential Content Goals 5 Five

Awareness Conversion Favorability Specific Audience

Do people know about your People know about your Do you want people to think Are you trying to reach a business? do they know where business, but are they positively around–and gain specific type of audience to to buy your products? buying your products? stronger attachments to–your increase your awareness among business? a certain demographic or other If you’re driving high levels of If there are a lot of clicks on links type of group? impressions and shares, awareness on your posts, people are If there are a lot of engagements is increasing as more people are converting from social media on your posts, people are If you are trying to reach a certain exposed to your business’ content. followers to engaging directly with interacting with your content in audience, such as Males or Gen Z, your business. a positive or negative way, which looking at the demographics of shows how people feel about your audience over time helps your business. show you how your business is growing among those audiences and which posts reach the demographic you are trying to capture. This information can be found on the Analytics or Insight section of each individual social media platform.

34 | Easily accessible. To download these files, head to this link on desktop or mobile and download or screenshot the templates you want to use (see detailed mobile screenshot instructions for iOs / Android). Additionally, mobile-only users can access these templates in Fullscreen’s Instagram Stories highlights here.

Customize and tailor your creative. Be sure to tag Start yourself at the top of the templates. Add your own products and items when possible to tailor your interactive Creating stories more closely to your small business.

Post when your audience is most engaged and active. Consider days of the week and time zones that make the most sense for your customers.

Pro-tip. Hold a finger down before screenshotting to remove the username and countdown bar.

35 | Instagram story templates

Here are a few simple templates for you to start off with — just fill in the blanks and post. Show off some of your signature items and the reviews they’ve been getting. Ask your fans how they’re supporting local — or just compare some of your most exciting products.

36 | Instagram story templates cont.

Instagram Stories templates let you interact with your followers in the moment. Post these templates in your Instagram Stories as a way to entertain their fans, build community and engage with a wider audience.

37 | Social in-feed templates If you can’t create a lot of content now, look to these templates as a way to add value to your social feeds. Drop your own photos or quotes on top of these templates for a high- value, low-effort social post.

Here is a step-by-step guide on how to add effects and photos to these templates by using just your Facebook mobile app.

38 | Examples of how to use social templates

39 | Step COVID-19 Considerations 5 Five

Message about any new Encourage unity and be Be respectful. changes to your business. empathetic.

Will you be shifing to Shif your thinking from Tread lightly with content, delivery and pick-up only?? support for customers knowing when to stay Will you be closing your rather than sales. silent and when to post. store but still paying your Understand that this is an employees? Will you be uncharted time for all and offering online ordering we can get through it when you previously didn’t? better together.

40 | Once Upon a Donut Shop CONTENT PILLARS

Your Food Baby The Making Of All About You

As a company dedicated to This is a behind-the-scenes pillar Customers make the business personalization. this pillar is a that highlights the making of the what it is today! This pillar highlight reel of all the special donuts and the personalities of highlights customers and their donuts the business has made! people within the company. favorite donuts, plus provides recipes and tips and tricks to help This comes to life through This comes to life through customers in their day-to-day. • Instagram in-feed posts • Instagram Stories • Facebook albums • Facebook Live This comes to life through • Instagram Live • Instagram Stories • Facebook Video • Instagram in-feed Posts • Facebook Posts

41 | Small Business Social Media Playbook

4 42 | Part Four Expanding Audiences

Having completed Parts 1-3, we have identified your audiences, the best platforms for your brands and have started to fill them with content!

Now it’s time to really leverage the benefits of social media by showing your audience that they are not just customers, but part of a thriving community.

Step 6 - Foster community.

Step 7 - Reach new audiences with paid media.

43 | Step Foster community. 6 Six

Whether it’s your local community or an online social community coming together, building and strengthening connections with others may potentially be the most vital part of making it through this crisis. Fostering community through social can be done in three ways:

• Creatively

• Conversationally

• Tactically

44 | Step How To - Creative Forecasting 6 Six

Post In-Feed User-Generated Content (UGC) Stories

Whether you’re posting to one or three If your means of creating content are limited, As a way to organize and inspire platforms, understand customers’ look to UGC as a way to add value to your additional content, create pillars that take current state and aim to create content social feeds while building connections within into account your goals, products and that drives meaningful connections your community. capabilities. For example, if you’re a between businesses grocery business that prides itself on and customers. Encourage customers to tag your business fresh items, your pillars might be “New when posting for the potential to be shared Product Highlights”, “Recipe Roundup”, “As Let customers help you, too - whether on your page. Seen in the Store” and “Our Customers”. that be by buying gif cards, ordering delivery, etc.

45 | Step How To - Conversational Fostering 6 Six

Customer Service Community Management Comments & Hashtags

Social is a place that more and more Community management is a way to build While “engagement baiting” – or asking customers are turning for customer relationships with customers. Provide extra fans to like and comment – in captions is service. value to your customers by: never recommended, leveraging calls-to- action is a great way Monitor posts for questions and • Liking customer comments to spark conversation. respond in real time, when possible.

Checking once a day is recommended! • Asking additional questions Leveraging relevant hashtags

• Leveraging personalized and custom is a great way to make your content responses discoverable to

various communities.

46 | Step How To - Tactical Fostering 6 Six

Facebook Groups Video Storytelling Partnerships

Facebook Groups are a great way to find Video is a strong way to showcase who your Partnering with creators, or even other and embrace groups and communities. business businesses, can not only help your Not only can you join as a member to a is, what your business stands for and the business, but can highlight your business community group (like Small Business stories your business wants to tell. as trustworthy. Connections), but you can start your own group to give your business’ Use video to bring light to Consider partnering with creators / advocates a place to chat and a place the personalities behind influencers in for your business to share news, the business. your area. updates and more. If you don’t have budget or time for a video Leverage partnerships with various apps production, consider IG Stories or even that make business run smoother. Facebook or Instagram Live to give customers a behind-the- Highlight PR mentions or write-ups in scenes look at what makes your business your local newspaper on social. tick.

47 | Step COVID-19 Considerations 6 Six

Customers still have wants and needs, and they’re eager for information and engagement. How you create and engage socially with your communities can make a difference in how your business is perceived in the long term.

Create content that can be Foster well-being by utilizing Provide actionable messaging Lean into your business’ shared throughout communities. positive messages and that delivers real relief. inspirational community encouragement. moments. Think about what content your Promote accommod- ations that customers have an affinity for - Rather than retreating, businesses provide assistance to customers Communities are comforted when whether that be motivational can lead and play an active role in as they’re craving any help and they see businesses contributing quotes, IG Story Fill-In-The-Blanks, the recovery process. leadership. their offerings and capabilities etc. – and share it across your toward recovery. various platforms to drive conversations and shares.

48 | Once Upon a Donut Shop

COMMUNITY

Since Once Upon a Donut Shop has been using social media to give their Millennial parents donut-making activities to do at home, they asked their followers to submit photos making these fun and colorful character donuts on Instagram. Each week they highlight the photo submissions on Instagram Stories, thanking all their dedicated “Donut Designers” for lifing spirits through sprinkles and donuts and offering discounted deliveries to those loyal customers.

49 | Step 7 Seven Reach new audiences with paid media.

As social media usage skyrockets across the world, so too does the opportunity to reach new customers using paid media, another way of saying social media advertising. Even with a limited budget, you can promote your posts or run paid media campaigns on key platforms like Facebook or Instagram (where boosting posts and seeing results may come more easily) to reach new customers while working towards your social media goals and objectives.

50 | Step How To - Paid Media Evaluation 7 Seven

Do use paid media when: Rely on organic when:

1. You have a call to action for your customers – 1. You have evergreen content – consistently in-stock like “subscribe now for updates” or “donate products or services, advice, POVs, etc. here for our community”. 2. You are consistently posting content – advertising is Key Platforms: Facebook, YouTube (but go a supplement to regular posting, it gets people in where your audience is!) the “door” but every post doesn’t need to be boosted. 2. You have a timely message – a flash sale, a limited number of something. This could be a new product launch or important update to your services.

Key Platforms: Facebook, Instagram, Twitter (but go where your audience is!)

3. You have differentiating products or services – when you fill a need no one else in your community can, promote it and create a lookalike/remarketing list for future use.

Key Platforms: Facebook, Instagram, YouTube, Twitter

(but go where your audience is!) 51 | Step The Benefits of Paid Media 7 Seven

Messsage Locally Reach people on a deeper level. Get more exposure. Data is extensive.

Paid media targeting gives people The more people engage with Platform algorithm updates Social platforms track customer and businesses the opportunity to social media, the more their have stifled organic reach, online activity via cookies and target specific ages, genders, profile develops, which means the meaning paid is the best pixels, which give businesses languages, interests, and more to ads they are served are more opportunity to grow your better insights into customer communicate with customers at specific and tailored to their audience and continuously build behaviors and makes the users’ ad the state, city, and zip code level interests, behaviors, lifestyles, etc. your organic following experiences more enjoyable

52 | Paid Targeting Tactics

Location Gender Age Lookalikes Audience Sizes

If you’re a small business, this If your service or product is Age ranges from 13-65+ on Let the platform help you find Know that larger audiences will will be most helpful in finding geared toward either most platforms. On Facebook, more potential customers by command more budget, so if customers within a state, region, males or females for example, targeting 25-54 creating lookalike audiences you’re building multiple city, or even by zip code might be good for a fresh based on engagement or audiences to test against try to produce delivery service current fans keep them around the same size

53 | Design Mobile-First Creative know your placement (where the ad is serving) and use vertical or square video

Less is More avoid too much text; instead, use fields for headlines/body text. Keep your text short, clear and concise to get your message across

Paid Use Calls to Action (CTA) Messaging & these buttons draw attention and encourage people to click Pickup/Delivery Creative Tips for storefronts that serve a local community, ads that showcase “Online ordering & easy pickup/delivery” can surprise someone who thought the business closed

Gif Cards/Free Shipping alternatively, businesses that rely on e-commerce can communicate “different ways to continue supporting us” and run product ads against different target segments. Making consumers aware of things like free shipping or the availability of gif cards

54 | Step COVID-19 Considerations 7 Seven

Pay attention to ad space Anticipate that some Only promote relevant Utilize keywords and interests. opportunities. consumers have less business offerings. tolerance for ads right now. If your business is able to provide Big businesses have been With most states under "stay value for consumers with specific forced to pivot their social While there may be more ad home" orders, avoid promoting needs at this time, use targeted strategies and need time to space on the market, 78% of products or parts of your keywords / interests to drive produce new creative. This millennials have less tolerance business that may be impacted awareness, engagement and frees up ad space which could for ads right now. It’s (like movie ticket sales that conversion. For example, for a mean lower media costs and an important to stay agile and requires in person screenings - paper start-up, paper towels easier environ- ment for adjust messaging to be more or sales on manis/pedis that would be a popular keyword at businesses to reach their sensitive, helpful and human. require physical contact). the moment. intended audience.

55 | Small Business Social Media Playbook

5 56 | Part Five Measuring Success

Congratulations you have made it to Part 5 which means you are well on your way to an impactful presence on social media! In our previous lessons you learned everything from identifying your audience, which platforms to leverage and how to build a strong community. Now that you have been creating content it’s time to analyze your results so you can keep learning to get the best results.

Step 8 - Measure your success.

57 | Step Measure your success. 8 Eight

Once you’ve started posting across social media, it is important to track how your content is performing to:

• Optimize content accordingly

• Understand what your fans connect with

• Measure post and/or paid media success

58 | Step How To - Social Metric Identification 8 Eight

Critical Focus Areas GOAL: GROWING GOAL: INCREASING GOAL: DRIVING TRAFFIC CUSTOMER BASE + CONSIDERATION + CONVERSION Metrics worth tracking will vary AWARENESS depending on the platform(s) Engagements Link Clicks you’re active on as well as your Reach likes, comments, shares, and number of clicks on a link social media goals and the amount of unique clicks - the interaction a within a post on a given objectives. people who saw your post customer took with your post social network

As you get started with Impressions Engagement rate analyzing how customers the amount of times your engagements divided by respond to your content, here post was seen impressions are a few key metrics to keep in mind for specific goals : Views Sentiments the amount of times your the emotional response to video was watched your content (think positive, negative, neutral) - you can Demographics look at comments to gain an age, gender, location understanding of sentiment on specific posts.

59 | Step How To - Platform Data Access 8 Eight

If you have a Pinterest Business account, you can Available to any access Pinterest Analytics YouTube channel, to track a range of metrics YouTube Analytics across your pin activity, provides in-depth data audience activity, and which on each of your videos specific pins are driving and overall views. traffic to your website. YouTube Analytics Facebook Insights Pintererst Analytics Twitter Analytics Instagram Analytics If you have a Facebook Available to any Twitter If you have an Instagram business page, you can access account, Twitter Analytics can Business account, you can FB Insights at the top of your be found under the ‘more’ access IG Analytics in the page. This tool provides in- section on the lef menu bar on the right of your depth data on each of your of the account. This tool Instagram page. This tool social posts. provides in depth data on provides in-depth data on each of your tweets. each of your IG social posts.

60 | Step Measurement Best Practices 8 Eight

Aim to do at least a Start by tracking how your Look across your If at the end of a week you Continue to adapt your weekly check-in on how content on each individual platforms to see where find that certain posts are content - if you are your content performed social platform is your customers are driving high levels of getting negative over the course of the performing week-over- interacting the most with engagement or other sentiment / week, including which week and, as you measure your posts and prioritize campaign objectives, comments, record those posts performed well and for longer periods of time, those platforms repeat the tactics used learnings and adapt to which posts struggled. look at month-over-month in those posts! prioritize other content

61 | Once Upon a Donut Shop

Afer a few months of posting content to their Instagram, Once Upon a Donut evaluated all their posts and noticed that photos of donuts received 40% more engagements than photos that didn’t feature donuts at all. They also noticed adding calls-to-action to copy on these photos resulted in 25% more comments than other posts! Because of this they launched a new weekly voting photo series where their followers get to vote on and pick the next week’s Featured Donut in the shop.

62 | Wishing you the best

Thank you so much for the opportunity to help us grow your brand’s online presence.

Small businesses are truly the cornerstone of any community and the backbone of our country.

And although it’s never easy to start, run, grow and maintain a business, that couldn’t be more true now, so we are grateful for your trust and time.

From everyone at AT&T and Fullscreen we wish you the best of luck with your new knowledge of social media! Enjoy!

63 | Thank You!

64 |