We like to know what we don’t know. So this year, we headed to the annual Social Media Day conference in San Diego at the Bahia Resort to get up-to-date on the latest trends and practices happening right now in social media!
From influencers, to video content, and leveraging YouTube for businesses, we heard digital marketing professionals share their experience and insight at this all-day social event.
Read on to discover how digital marketing professionals today are staying ahead of the trends in social.
Measure and Improve
Guest speaker, Sean Cannell, said it best, “what gets measured, gets improved!”
Taking advantage of the wealth of information we have online about our consumers, competitors, and target audiences is an essential component of any social strategy.
By looking into Facebook Insights, Google Analytics, or even YouTube Studio Beta, you can get a detailed look at what social efforts are and aren’t successful. From there, you can figure out what attributed to the success of your post or ad and use that information to enhance your social strategy going forward.
One of the biggest topics of Social Media Day San Diego was influencers, and it’s no surprise! Influencers can significantly boost your brand in terms of:
Not only is influencer marketing a savvy way to achieve organic success, it’s also a great option for generating new, unique content and giving your brand a personal identity. Influencers should be looked at not only as a tool for reach, but also as a content creation resource.
To find the right influencers for your brand or business, come up with your own rating system. This will allow you to rank influencers based on metrics and values that matter to you and your business.
Make it Meaningful
As Jessika Phillips put it, “you have to get your hands dirty. The easy-cheesy way of running social media will not work now. You have to focus on meaningful conversation.”
Another theme we noticed throughout Social Media Day San Diego was the concept of connection.
People don’t buy what you do, they buy why you do it. That’s why establishing relationships with users is so important. People aren’t looking to be sold, they are looking to connect. By creating meaningful interaction with users online and establishing a community around your brand, you can connect with users in a genuine way that makes them more inclined to convert and take action.
To disrupt the market and make content meaningful on social, follow the 6 C’s from Chelsea Krost (@chelseakrost):
- Create Content
By using these principles, you can create unique content, genuine conversation, and real relationships online.
Did you know that YouTube is the second largest search engine? It processes more than 3 billion search queries per month, and it’s growing. It’s mainstream. It’s global. It’s a discovery machine.
And by 2020, almost 80% of content will be video, according to Jessika Phillips (@jessikaphillips). So it’s no wonder that many businesses and marketers today are looking to YouTube to get their messages out.
Guest speaker Sean Cannell, broke down how to leverage this social platform. He pointed out that by consistently posting videos that are reversed engineered to leverage the search and discovery power of YouTube, you can reach far-reaching audiences. By remembering that YouTube is a search engine, you can connect with users who are looking for information specific to your business or brand.
YouTube advertising is also significantly less expensive than Facebook Advertising, whose CPC has increased 90% year-over-year.
Are you inspired to add YouTube to your social media marketing efforts? Keep in mind that YouTube success is largely determined by creativity, consistency, context, and charisma.
There was more than just fun in the sun this Social Media Day in San Diego. We learned so much more than the takeaways in this blog post. What are your favorite ways to stay up-to-date on the newest social trends and practices? Share with us in the comments below!