PD | Social Media Marketing Basics

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Social Media Marketing Basics Developed for

Developed by

INDEX

About Us & Workshop Goals

2

Social media jargon

3

WHY social media marketing?

4

WHO is your audience?

6

WHAT to post?

7

Group Brainstorm

9-10

Planning Activity

21-22

WHERE to post?

23

WHEN to post? (& how often?)

25

HOW tos (practical stuff!)

26

Handy tools

33

Ongoing support

37

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ABOUT MOVE MARKETING

We are a leading digital marketing agency in Townsville, and have been trusted by North Queensland businesses since 2016.

Social media marketing is our core service, and we love to share our knowledge with local businesses through customised workshops.

Over the last couple of years, we have worked with the TCEO Marketing team and are pleased to develop this Social Media Marketing Basics workshop for schools across TCE. Karl

BBus (Marketing & Management) Sarah BBus (Marketing & PR)

Goals of this workshop Improve consistency across TCE schools in the delivery of social media marketing.

Give insights into best practices for social media marketing.

Help develop or refine your content strategy.

Pass along practical tips to make your job easier!

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SOCIAL MEDIA BUZZWORDS

Content

Placements

The stuff that you're posting (media + captions).

Where you're posting the stuff. e.g. Facebook Feed, Instagram Stories

Organic

Reach

Anything that someone has posted or shared with others.

What you can do on social media WITHOUT spending advertising $$$.

Free content that is shared (there are strategies for organic growth)

Where the content is being shown.

The number of people who see your content.

My post reached 56 people.

Impressions

Engagement

My post reached 56 people, but it was seen 90 times.

Eg. clicks, saves, shares, likes, comments

The total number of times your content was seen.

Write your definition in each box.

How many times people interacted with your content.

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WHY SOCIAL MEDIA

DISCLAIMER: It's ok to hate social media (sometimes).

Allocate set time in your work calendar: Daily: check inbox / notifications (e.g. when checking email in morning, then close browser) Weekly: set aside time for creating & scheduling content Monthly: check Insights & plan the next month's content Check / change your phone notifications settings Remember: it can be fun!

If you find that social media is getting pushed to the bottom of the to-do list, it's time to remind yourself...

WHY social media is important!

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WHY SOCIAL MEDIA Unlike conventional marketing, social media: is about being social! speaks directly to your audience. helps build relationships & support your school community. is easily measurable. is free!

Lets people get to Know, Like & Trust you... even if they have never set foot in the school, and even if you don't see your follower numbers grow!

We all w a the hu nt m a connect n ion.

(Yes , eve n th e int rove rts.. .)

For it to be most effective, it needs a consistent proactive (not reactive / ad hoc) approach.

Fail to plan, plan to fail

Hot Tip

The average Facebook follower growth rate is only about 0.6% per month... so don't take follower numbers as a measure of success. ... MANY more people will be looking at your profiles!

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C O M P A N Y

05

WHO IS YOUR AUDIENCE P R O F I L E

Your primary audiences What do these people care about? This will help shape your content.

Create your content with one audience in mind (though there will be some overlap!)

01.

Current Families

02.

Potential Families

What is the audience interested in?

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WHAT TO POST

Why bother with a content strategy?

To get the most out of social media, it makes sense to be strategic about it! A well developed content strategy: Keeps your content diverse and engaging (so it is relevant to your audiences and gets shown to more people!). Facebook & Instagram reward engaging content (posts that people want to click on / watch / like / comment on / save / share!) by showing it to more people.

Develops your brand and the "know, like & trust" factor with a consistent, proactive approach.

Makes it easier to plan content (work smarter not harder!)

Hot Tip

As of Feb 2023, the average organic reach of a Facebook post is just 5.2%. Creating engaging content will help it get seen by more people! hootsuite.com

“ The strength of your social media is determined by the strength of your content ” - Haroon Rashid

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WHAT TO POST

Content Buckets (i.e. content categories)

01.

What's Happening

02.

Celebrating Success

03.

About The School

These content buckets act like a master list of ideas to make it easier to plan your content.

Think about which audience you're speaking to for each content bucket: Current Families are probably most interested in 'What's Happening' Potential Families are probably most interested in 'About The School' Both may be interested in 'Celebrating Success' Aim to include something from each content bucket per week

“Traditional marketing talks at people.

Content marketing talks with them.”

- Doug Kessler

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WHAT TO POST

Group Brainstorm

Jot down some content ideas for each bucket

What's Happening

Celebrating Success

About The School

School News & Events

Alumni stories

School values

Enrolment Dates

Community involvement

Points of difference

Tuckshop Updates

Teacher awards

Catholic education

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WHAT TO POST

More content ideas to fill your buckets...

Behind the scenes School celebrations 'How to' tips (e.g. back to school) Seasonal information that relates to your school Curriculum highlight Profile a teacher/student Inspirational quote – align to your school Share a free resource Mood – eg Friyay, Monday motivation Share resources School news & updates Teacher Takeover (e.g. feature a classroom every week) Celebrating past & present student success Community involvement Teacher & school awards Share relevant community events Points of difference - what makes your school special?

School pillars / values Fun facts

Competition / giveaway Event based posts – Mothers Day, Football Finals, Public Holidays, School Holidays Press / media mentions User generated content (i.e. someone sharing / tagging your school) Education-related stats / data Share TCE posts General facts about Catholic education Educate about the meaning of important dates in the Catholic calendar 10

WHAT TO POST

Choose your media Now that you have considered your audience and selected a content idea from a bucket... what sort of media will you share?

Graphics

Easy to create branded graphics in Canva For public holidays, use the generic templates already designed by TCE (see Social Media resources page) More on pages (14-17)

Photos TIP: People love photos of people! (and dogs) Amateur photos often have higher engagement than professional pics!

For single images, vertical (portrait) orientation has the biggest impact, as they take up the most screen space.

Videos Short or long

Vertical orientation is best

Amateur quality is fine!

Great for Reels & Stories

More info & tips on page 19-20

Text / Links / Shares Not Instagram friendly (fine for Facebook)

Example on following page...

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WHAT TO POST

Choose your media (example) IYou have decided to share a point of difference (your school's amazing science program) from the 'About the School' content bucket. Here's how your content might look using different media.

Graphic Example

Photo Example

Video Example

Text / Link / Share Example (Facebook only)

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WHAT TO POST

Keeping it on brand The content you create should align with your school's voice, values, and personality. A consistent approach promotes your school's personality and builds connection.

Consider:

School brand guidelines (fonts, colours, logo placements) School pillars / values (how will this look & feel on social media?)

Language (including emojis!)

Motto / mission (perhaps use a #hashtag) Your school's points of difference (what makes your school special?)

Where will you find this info?

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WHAT TO POST

Graphics Graphics are an easy way to show off the visual aspects of your school's brand (just like having all students in uniform!)

Regularly sharing consistently-branded graphics helps build your school's identity online.

Some great examples...

Top Tips

Refer to the TCE Design Tips booklet For school-run events, use your TCE-provided templates For generic events (e.g. public holidays), use the existing designs provided by TCE (see Social Media Resources Intranet page) Less is more!

Use limited text (attention grabber only) Square or vertical orientation is usually best Utilise Canva tutorials & YouTube videos

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WHAT TO POST

Graphics

15

WHAT TO POST

Graphics

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WHAT TO POST

Graphics

What could we change in these examples?

Hot Tip

ign ly Des friend . e l s bi ic mo graph of 86%alians r t al Ausw soci n vie edia o e! m phon

ir the Source:l.com cia reso wea

Examples of 'What's Happening' posts shared across TCE. Unfortunately this great info is being lost when viewed on mobile!

How could you share this info?

So close with these branded graphics!

How could they be improved?

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WHAT TO POST

Writing Captions: Top Tips No 'one best way' in terms of length Use inclusive language (our / we / you / your) Most important info first Write with an eraser

Use emojis to add context

✨

Consider: hashtags & tags Occasionally include a call-to-action Instagram: do not include links

Write Fearlessly, Edit Fiercely

Greatles! p exam

Hot Tip

Emojis give personality! They add context and tone to your message, and also help formatting by 'breaking' up the text. If you use an emoji, it can replace punctuation

🙌

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WHAT TO POST

Videos

Set Up Tips Use a tripod whenever possible to avoid blur/shake.

Always think about lighting!

Position your subject so they’re well-lit from the front.

Abundant natural light is best, but use artificial light if necessary (keep in mind to avoid shadows on faces).

If talking, use a mic if possible (or at least stand as close as possible).

Think about background noise (a busy road or a windy location is less than ideal).

Consider portrait / landscape orientation and know what is needed for your task before you hit record!

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WHAT TO POST

Videos Short videos (15 secs - 2 mins) often have the highest engagement.

Attention spans are short, so remember to make your first few seconds count!

DON'T be scared about jumping in front of the camera!

Remember 'umms' & 'ahhs' are completely normal and can actually make your video more relatable & engaging!

Authenticity is key to success!

DO subtitle your video before sharing. 80% of social media videos are watched in silence! Instagram Reels also reward these types of videos organically.

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WHAT TO POST

Planning activity

Plan 3 x posts for next week

Consider: audience content bucket post media caption (language, emojis, hashtags, possible tags) how your school brand is represented (visually in a graphic? uniforms in photo? point of difference? language used?)

01.

Primary Audience: Content Bucket:

Current Families

Potential Families

What's Happening

Choose Post Idea: Choose Media:

Graphic

Photo

Video

Text/Link

Describe: Draft Caption:

How is your brand represented?

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WHAT TO POST

02.

Primary Audience:

Current Families

Potential Families

Content Bucket: Celebrating Success Choose Post Idea: Choose Media:

Graphic

Photo

Video

Text/Link

Describe Media: Draft Caption:

How is your brand represented?

03.

Primary Audience:

Current Families

Potential Families

Content Bucket: About The School Choose Post Idea: Choose Media:

Graphic

Photo

Video

Text/Link

Describe: Draft Caption:

How is your brand represented?

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WHERE TO POST

Where to Post: Platforms

There are many social media platforms, but Facebook & Instagram are still currently the top two for your audiences. We recommend that your 81% of entire Australian population is on Facebook

school is active on both

Majority (54%) are women

platforms.

25-34yo are the most active Facebook users Australia's most used social media platform Source: NapoleanCat (Feb 2023 data)

TIP!

Get more mileage from your content! Schedule to both platforms at the same time using

51% of entire Australian population is on Instagram Majority (56%) are women 25-34yo are the most active Instagram users Australia's second most used social media

Meta Business Suite, and have the best chance of reaching your audience.

platform (excluding Messenger) Source: NapoleanCat (Feb 2023 data)

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WHERE TO POST

Where to Post: Placements Facebook Feed

Facebook Feed / Instagram Grid traditional post stays forever (info can be easily found by your audience) easy to schedule in advance at the same time to both platforms using Meta Business Suite Instagram Grid

BONUS POINTS!

Creating / viewing a Story in Instagram

Stories

great for engaging your existing your audience Extra fun features e.g. polls, GIFs live for 24 hours only casual content best to post 'on the fly'

Reels

Creating a post/Story/Reel direct in Facebook

How to navigate between Grid / Reels / tagged posts in Instagram

entertaining short videos stays forever (can also be shared to your Grid) helps your profile be found by a wider audience (high reach)

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C O M P A N Y

05

WHEN TO POST P R O F I L E

Times to post *Generally* the best times to post for a school is between: 8-9am 11am-12pm 6-8pm Try using these different time slots and see what works best for your school!

03.

Look at data Look at data

The best times may vary for your Check out your Insights (we'll school!

If you can, review data in show you how) for best days /

your Facebook Insights (or ask the times to post. Also look for the

Marketing team to help with it!)

Facebook-recommended

More info on page 32.

Have you covered your content buckets?

'optimal times' when scheduling.

We recommend at least 1 x weekly post from each content bucket to the Feed / Grid each week.

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HOW TOs How to put all this together?!

How to... plan in advance

Use a physical calendar or the Excel spreadsheet (find in on your Social Media Resources Intranet page!)

3 tabs - Overview / Content Buckets / Term Planner

Complete Content Bucket tab with brainstorm ideas (pages 9-10)

Duplicate the Term tab to plan your content 26

HOW TOs

What if I'm stuck for ideas?

Consult your brainstorm list (p 9-10) or content bucket tab on your spreadsheet Look at your other materials e.g. website Use school calendar / key events (then delegate content collection in advance e.g. allocate 'photographer' for different school events) Find inspiration by looking at other schools Create a content 'ideas' library Recycle past content (e.g.

Top Tip: Create a Content Ideas Library If you see interesting content or come up with a great idea when you're away from your desk, save your ideas to create a content library!

Save the Facebook / Instagram post.

Jot down ideas in your phone.

Email yourself (create a 'Content' folder)

Flashback Friday) Use your professional photography (particularly good on graphics) Share relevant TCEO content (or from other appropriate pages/ profile - don't forget to give credit to the original source if not obvious!)

Remember!

Your content will be seen by fresh eyes every year. Even if something is old news to you, it may be valuable to your audience!

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HOW TOs

How to... schedule a post Using Meta Business Suite

Top Tip

Schedule to both Facebook & Instagram at the same time

1. Go to 'Content'

2. Hit 'Create Post' button

3. Select which profiles to post to

4. Add your content

5. Caption your content

6. Schedule content + check best times to post

7. Hit Schedule

8. Double check to see it's scheduled in Planner 28

HOW TOs

How to... grow your audience

01.

1.

Invite content 'likers' to follow your Facebook Page.

It's quick & easy to do!

Go to your school's Page or check you are using their profile and click on 'Notifications'

3. Click on 'Likes' under post

Top Tip

Look for notifications that say 'Help her see future posts by inviting her to like your Page'

2. Search for people to invite to your page

4. Invite all new people to your page

NOTE: as profiles gradually update to Facebook's 'New Page Experience', Notifications can be found in different locations.

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HOW TOs

How to... grow your audience

02.

1.

Check your Inbox / Comments / Notifications every school day.

Go to your school's Page or check you are using their profile and click on 'Inbox'.

3. Review Facebook & Instagram comments and reply as necessary.

Caution

Reply to comments as your Page (not from your personal profile)

2. You will be taken to Meta where you can check & respond to messages for both Facebook and Instagram.

4. Review Notifications and reply to anything else (e.g. comments in Groups) as necessary.

NOTE: as profiles gradually update to Facebook's 'New Page Experience', Inbox & Notifications can be found in different locations.

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HOW TOs

How to... grow your audience

03.

Top Tip

Join & share to Facebook Groups as your Page.

Sharing to Groups is great to increase reach & get in front of relevant audiences (e.g. neighbourhood groups)

1. Go to your school's Page and choose a suitable post that you'd like to share to Groups (e.g. upcoming open day).

2. Select a Group to share to (e.g. Mt Louisa Community Page, Mount Isa Matters).

3. Write a suitable explainer caption.

4. Click post... rinse & repeat to share to other Groups.

Note

Facebook Groups can be a great way to interact with your audience, however joining Groups can be a fickle process! Some Groups only allow personal profiles to join, others will also allow business Pages to join. Sometimes there are membership ‘questions’ to join. Some Groups have restrictions as to what types of content can be shared, and when it can be shared.

To JOIN groups: Head to ‘Groups’ in Facebook. Search for & select a relevant Group.

Click the 'Join' button to see if it gives you an option to join as a Page or as your personal profile (unfortunately you can’t tell this until you click the button, which means you might have to cancel some Group requests if Facebook tries to join you automatically as your personal profile).

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HOW TOs

How to... measure success Check Facebook Insights to see which content performed the best (and when).

1.

Go to Meta Business Suite & select 'Insights'.

3. Look through the results of your recent content (can filter along the top).

Top Tip

Check Insights monthly and/or speak to your TCE Marketing team!

2. Select Content tab from 'Insights' side menu.

4. You can click on each post for a closer look.

“Before anything else preparation is the key to Success” Alexander Graham Bell

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HANDY TOOLS

Tools to help!

Links can be found on your Social Media Resources intranet page.

For text / caption writing: Emojipedia - https://emojipedia.org/ A great resource for adding any available emoji to your content! Simply copy & paste into your caption.

AI Tools - helpful for content & caption writing ideas. Always update to make the content yours! Here are some of our favourites!

ChatGPT (FREE) - https://chat.openai.com Useful for generating content ideas and captions.

Copy.ai (SUBSCRIPTION) - https://www.copy.ai Great copywriting tool. Blogs, social media, hashtags, newsletters, etc Jasper (SUBSCRIPTION) - https://www.jasper.ai Short and long-form content, including LinkedIn bios, Instagram captions, and blog posts.

Link creator for instagram - https://linktr.ee/ Instagram only allows one web link. Using Linktree allows you to expand this link to multiple pages. Free and subscription options available.

If grammar is not your strong point, try using the Grammarly extension https://app.grammarly.com/

🅿🅾🅿

Make your words on social media! Use a font generator. Type in your caption, then simply copy & paste into your post. https://lingojam.com/FontsForInstagram

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HANDY TOOLS

Tools to help!

Links can be found on your Social Media Resources intranet page.

For video: Facebook video downloader - https://fdownloader.net/en See a video on Facebook that you would like to share? Copy the link into this website to download a high quality version. This allows you to schedule videos in advance while still being able to tag the original creator.

Create accelerated 'timelapse' videos with the free Hyperlapse app Create videos directly in Canva! Add multiple images, audio, animations + more to create a video (watch a tutorial to learn how) Create fun looping videos with the Boomerang app Useful websites to subtitle your videos: Kapwing is free but a little clunky.

We love Zubtitle which is quick & easy and also allows branding (but is a paid subscription).

For more advanced video editing options, check at Wave & Magisto.

There are some great (cheap!) equipment available to help you take great photos & videos. Check Kmart & Big W for selfie rings, tripods, selfie sticks, microphones & more …

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HANDY TOOLS

Tools to help!

Links can be found on your Social Media Resources intranet page.

For photos Photo Editing Tools - there is a lot you can do directly on your smart phone! Play with your phone’s inbuilt camera app or consider a paid app (e.g. Snapseed) There are also heaps of useful smartphone photography tutorials on YouTube.

Use Canva (mobile app or desktop) – photo editing capabilities are improving all the time!

Instagram photo downloaderhttps://ingramer.com/downloader/instagra m/photo/ See a post on Instagram that you would like to share? This allows you to copy the link from Instagram and download a high quality version. Perfect for reposting content. JUST REMEMBER to always credit the initial creator by tagging their Instagram profile.

Extra learning...

Canva tutorials: check out the 'Learn' tab in Canva (search 'Canva tutorials' in YouTube).

YouTube has a lot of 'how to' videos from content creators. If you ever get stuck, check YouTube out! It is surprising how useful it can be.

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C O M P A N Y

P R O F I L E

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BEFORE WE FINISH...

Please jot down one important learning you will take away from this workshop.

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THANK YOU

If you get stuck: email marketing@tsv.catholic.edu.au or speak to your Marketing team Don't forget about your amazing resources! Check your Social Media Resources intranet page.

We would love your feedback! Marketing will send a feedback form via email.

Have FUN with it!

We've covered a lot but you've GOT THIS!

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