GRAYSCALE CERTIFICATION

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Here at Grayscale we have a very specific recipe for success for our digital marketing clients. This social media bible covers each step we take to onboard clients, how we grow their following, scale their engagement, and ultimately find success. It includes best practices and steps to make sure you understand exactly how we do things. 

 

Please study this in depth. You will be quizzed on the subject matter and implementation in order to recieve your Grayscale Certification. 

New Clients: 

 

Day 1

  • Gain access to Facebook page as an admin or editor

  • Download Facebook Pages Manager App if you have not already

  • Ensure Each social media page for the client is attached to our social tracker and Scheduler . Agency Analytics & Hey Orca - This needs to happen the first day they sign on as a client.

  • Download Facebook Creator App

 

Week 1

  • Research new client / analytics / fan base / demographics / posting times

  • Read discovery document (War Room)

  • Determine audience and best times to post

  • Brainstorm a theme with creative team and actionable items

  • Determine which channels / platforms will be used

  • If the client does not have suggested platform, create one and add logins to master credentials sheet in the team g-drive

  • If one needs to be created ensure the name is the same or as close as possible to all other client usernames

  • Create or update social media profile images and cover photos on all platforms

  • Ensure all profile bios are updated and match with proper links

 

Week 2

  • Outline dates & goals for the campaign. 90 Day plan

  • Outline image and video needs (Brand guidelines)

  • Assign deadlines to team members for projects

  • Research and define starting hashtags

  • Write post copy and check with Project Manager and Client for voice

  • ALWAYS have copy reviewed by another set of eyes. THIS MUST BE DONE

  • Shoot / design visual content

  • Edit content

  • Approve graphics or videos

  • Check links

  • Upload messages into publishing / scheduling tool

  • Schedule campaign

  • Review and secure all your social media profiles before we make any post

After Launch

  • Analyze the performance of each of your social media profiles and post weekly

  • Review your publishing schedule each week to optimize for best results

  • Run an audience analysis to see if voice is correct and that the is content working for engagement

  • Complete a content analysis and complete any changes need to be made

  • Run a SWOT analysis monthly - How can we improve?

  • Research the market, the consumer, the fan base, and build a client roadmap for us to follow

  • Daily engagement, and fan growth

Measure Results

  • Review goals, images, video, and ensure we are on track to provide the best content and copy

  • Discuss weekly numbers with Research and Engagement weekly.

  • Discuss and implement changes as needed.

  • Engagement and Fan Growth

 

Facebook

  • Make sure new branded profile picture and cover photo are up and that they match across platforms

    • You cannot schedule profile or cover photo changes. That needs to be completed between 12am & 4am

  • Go back to the first picture the client ever posted - unless it is a brand new page - Click the likes on that image - invite each to like the page

    • Do this for each picture and video the client has ever posted until you are caught up to current

  • Set up auto responder on messenger with a call to action and that we will be back with them shortly

  • Ensure the about section is fully completed with long form answers, key words, links, address, hours, images, and more

  • Ensure the clients page "Our Story" is complete, includes keywords, links, and the image is correct and centered

  • Ensure the page is categorized correctly

  • Remove all tabs not used or out of date - (Settings, edit page, tabs)

  • Ensure the clients facebook page is attached to their instagram page (Their Instagram page must be a business page)

  • Ensure the page has a button / call to action - Call now, listen now, etc

 

Posting to Facebook

  • Scheduling

    • 1- 3 Facebook Page Post Minimum per-page per-day - Some clients will need 3-5 a day

    • 1 Facebook Post in every upcoming event page daily

  • Each post needs to be spaced out a min of 4-5 hours (See analytics on the FB page for when to begin)

  • Must include Facebook stories daily - At least 1

  • Each post needs to be 40 - 60 characters or less unless it is a long form post when writing copy try to make it conversational - Open ended questions, how do you feel, what do you think, which do you like best, ABCD option type of post

Is this a venue, event?

  • If a venue or event - Think about where it is located. Is it a big city or smaller town? Does it have factory workers? When is shift change? When does school start? Base posting schedule on this

  • Work with client to build list of car lots, restaurants, factories, universities

  • Work with creative and the business owner to build a partnership between those locations and the venue / event.

  • Once partnership is established creative needs to make posters for venue owner or street team to take to these locations

  • See if venue owner will create a special code or discount for staff or students

 

Content

  • Images / content needs to be clear, high quality, on brand, and up to Grayscale Standard

  • Videos need to start strong - lots of movement, lights...anything to grab people's attention and get them to watch it and stop scrolling

  • Post need to be a mix of content - Videos, images, just text, links to blogs and the website / Spotify / etc

  • Profile pictures and cover photo changes count as post so be mindful of this. All major changes should be made late or early - 12am -4am

  • Keep constant eye on engagement and reach numbers - If engagement is low speak with creative and make real time changes to post things that will drive comments or shares

  • Going live - The client needs to plan for this. If they want to do it, it needs to be 20 mins or longer and have interesting copy on the post

  • If it is a venue we need to help them plan for going live pre-show or during the show depending on the days posting schedule. May have to get approval from management before doing so. 

 

Bands / Artist

  • Work with the artist teams to have artist or band create a custom video (request this from management team / digital team / agent) Start with Agent.

  • Also ask for any autographed merch, drumheads, drum sticks, mugs, koozies, hats, posters. Anything they can share and have them mail it to us or the venue.

 

Once a post or ad has been created, scheduled, and posted

  • Engagement

    • Every comment is liked

    • Every comment is thanked or responded to with at least an emoji

    • Every share is liked and commented on if privacy allows (Thank you @person for sharing, hope you can come to the venue soon)

    • If any of those people respond, ask a question, or comment again the process begins again

    • Invite all likes of a post in follow the page. (This is limited on Facebook to a certain number per day. If you cross that number then you can be blocked from using that function for a short time by the platform.)

 

Daily To-Do's

  • Both at 10am and at 6pm daily: Check notifications, likes, comments, messages, shares and mentions

  • Each and Every post - Open likes and invite anyone that has not liked the page to do so - 100% of them 

  • Open each event and answer questions, like and thank comments, like and thank shares and invite them to like the page

 

Do Not Do

  • Do not use links in the copy of posts. If you are going to use links - paste them, allow it to populate, then delete link and input new copy

  • No #'s on Facebook

  • No tags on Facebook unless we have to per the client

  • No missed days. Posts have to be made every day

  • No political or religious posts

  • Do not post without the copy and creative being reviewed by at least one other person for correctness and grammar

  • Do not share post - If a shared post is used make sure it is a heavily engaged with post

  • Do not post any new post within 4 hours of another post (this includes sharing, creating event, changing profile or cover images and going live)

 

Street Team

  • Create private FB group that people must request access to and call it that band or venue or event street team

  • Create 1 post on top that covers the rules of the page and what they gain from joining the team. Free tickets, meet and greets, VIP

  • Creative needs to make show posters

  • Owner needs to have those posters printed

  • Street team and pick up posters at the venue

  • Each street team member get between 15-30 posters

  • Each street team member must hang those posters in high traffic areas and take a selfie of themselves in front of it and submit it to the street team page.

 

 

Instagram

  • Set up the page as a business profile

  • Connect their business page to their Facebook page

  • Edit their profile image to match the other social profiles

  • Edit their profile to describe their page, use emojis, key words

  • Link to their website

  • If the client can use a button, link to it. ie. buy tickets now - This is for Eventbrite as of 2019 but more will become options soon. 

  • Help artist use Spotify swipe up stories. This can be done without 10,000 followers

  • Use branded content - color, font, logo on all images and videos for consistency of brand

 

Post

  • 1 -3 posts every day including stories

  • Each post needs to have copy and 6-12 planned and properly researched hashtags

  • Research hashtags that could fit for that area / region. Try to use hashtags that everyday people use and search, not agencies.

  • Research each hashtag before use. If it does not match then do not use it.

  • Each post that receives a comment gets hearted and a response - The response need to be specific to that person that commented. I.e. @soandso, thank you! You're right! etc

 

Post stories daily

  • Work with creative

  • Create stories with cover photos on them and save them to the page as feature stores

  • All posts need to be sized properly to fit the platform

Daily

  • DM 20 new followers a day

    • Message says "Thank you @person, do you live in ________? (if the client is a venue). If the client is a brand or artists the DM needs to be different, but leading to a call to action -stream my stuff, use the coupon, sign up for our newsletter, subscribe to our podcast, etc. 

  • Research the market and follow local businesses, or similar artist fans / followers.

  • Understand the follow limit of each platform. Do not get blocked. This number changes from time to time so always research and use good judgement.

  • Search for influencers in each market (If venue / event) and DM them and offer them tickets or VIP. Discuss with client to gain approval.

  • Choose a hashtag that fits the client and pick the top 10 accounts that use that # / post on those top 10 post in the comments sections and try to add value to the conversation

  • If it is a venue - Search a # that mentions that city

  • When following new fans find competitors in the city and follow their fans, venues, theaters, preforming arts centers, civic centers, auditoriums, arenas, amphitheaters, fairs, same genre music festivals, then coffee shops, then restaurants, marinas, blogs, then other businesses in the market

  • Do not follow more than 5,000 people at any given time

Twitter

  • Set up the page if it does not already exist

  • Edit their profile image and cover photo to match the other social profiles

  • Edit their profile to describe their page, use emojis, key words

  • Link to their website

  • Use branded content - color, font, logo on all images / video / links for consistency

 

Post

  • 3 -7 posts every day spaced out over the day

  • Twitter does not currently have an algorithm, but still space out your posts 4-5 hours apart.  

  • Each image needs to be sized correctly

  • Each post that receives a comment gets hearted and a response - The response need to be specific to that person that commented

  • You can use keywords in post

  • Use links to drive to website / blog / ticketing platform /streaming platform. 

  • If you are going to use links on twitter make sure you are linking back to the client's website

  • We need to drive fans to the client's website. Not random other websites

  • Use gifs, images, videos, polls, and links

  • Tweet at 10 different pages per day, per client, in venue or festival markets - Say hi, ask a questions, share a funny joke, offer a coupon. We need to always be working toward building a relationship with the client's audience

  • Ask good questions to followers, add value, ask their opinion

  • Work with the artist's teams to have them tweet and tag us for every single show, for every single client

Growth

  • Search for influencers in each market (If venue / event) and DM them and offer them tickets or VIP. Discuss with client for approval.

  • Choose a hashtag that fits the client and pick the top 10 accounts that use that # / post on those top 10 post in the comments sections and try to add value to the conversation

  • If it is a venue - Search a # that mentions that city

  • When following new fans find competitors in the city and follow their fans, venues, theaters, preforming arts centers, civic centers, auditoriums, arenas, amphitheaters, fairs, same genre music festivals, then coffee shops, then restaurants, marinas, blogs, then other businesses in the market

  • Do not follow more than 5,000 people

 

 

Daily to-do

  • DM 10 new followers a day - Message says "Thank you @person, do you live in ________? (if the client is a venue). If the client is a brand or artists the DM needs to be different, but leading to a call to action - stream my music, would you like a coupon, sign up for our newsletter, subscribe to our podcast, etc

  • Search for influencers in each market (If venue / event) and DM them and offer them tickets or VIP. Discuss with client for approval. The influencers might be a bar or restaurant. Offer them tickets to give away on their pages

 

 

Do Not Do

  • No hashtags - Do not use them anymore in your copy. This may change but for now do not use.

  • Do not use the hashtag #retweet - If you want to drive re-tweets just type it out.

 

LinkedIn

 

Linkedin

  • Gain access to the company page and the Golden Rules page so that you can post

 

Post

  • 1 post per day

  • Post need to be quotes, short video clips / animation, podcast links, youtube links, and most importantly long form blogs from the client or company website.

CERTIFICATION