How to Build a Serious Career Creating Silly Work with Lauren Hom | Adobe Creative Cloud


[MUSIC PLAYING] Welcome to “Create Thumbstopping
Social Content in Minutes.” We are the Spark team. We’ll do a little quick
introduction here. As Verna said, you
already know what we look like now, so here is
what we look like a long time ago. My name is Veronica Belmont. I am a product manager and
evangelist on the Spark team, and I’m really happy to be here. It’s my second MAX. And yeah, Spark is awesome. Hey everyone. Hope everyone had
a lovely lunch. My name is Lisa Boghosian. I am a Senior Product
Manager on the Spark team. I’m Verna Bhargava, and
I’m a growth design manager and experience design manager
on the Spark team as well. All right. Enough about us. So we want to really be able
to unleash your potential. This is some of the
stuff that we’re going to be talking about
today kind of in order. We’re going to go
through the responses. A lot of you responded
to our survey that we sent out, so thank
you very much for doing that. That really helped us formulate
the kind of discussion we wanted to have here today. And then we’re going to
talk about why this matters. Why are you even here? Why is it so important to
have a social strategy, and why is it
important to create the kinds of content we’re
going to be talking about? Of course, best practices. Many of you here at
MAX are designers. Some of the best
practices for social media can be a little bit different
from traditional design, so we’re going to
definitely highlight that so you can take those
new skills out into the world. And then we’re going
to talk about focus. So once you’ve
decided, figured out the kinds of conversations
you want to have, what kinds of communities? Where are you going to
have these conversations? You don’t necessarily need
to cast a super wide net. You can actually really
narrow your focus in on specific kinds of
communities or platforms that are going to
be most receptive to the message for your
product or service or company. And finally, establishing
that social brand, really making that a
cohesive experience across multiple platforms. And then we’re going
to do a quick demo. We’re going to show you how
Spark works if you’re not already familiar with it. Real fast, how many of you
here have used Spark before? Oh, right on. OK. Very cool. How many of you have not,
just so I can get a little– well, it’s actually
a little bit 60-40. More have not used Spark. And then finally we’re
going to share with you some of our playbooks that we’ve
developed that’ll really help you to take those lessons
out into the real world and continue learning
and figuring out your path through your social
media strategy moving forward. All right. So if you care to post
during the session, these are the handles. These are all our handles. Post with the hashtag
#AdobeSpark as well. And we’ll be
talking a little bit in the future about how
if you do post to social later in the program, you might
be able to win a fun prize, as we have prizes. So for those of you who
did take our survey, these are some of
the responses about who is actually handling social
media content at your company. And this is pretty
funny, because we’ve done this survey
a lot, and we’ve gotten a really wide range
of different types of people who are in charge of doing
social media marketing. A lot of the time
it gets kind of stuck on the person
who is youngest, which for whatever reason,
people are like oh, Jane. She’s 22. She knows how to do
the social media. Yeah, she probably does, but
that might not necessarily be her job. But in this audience
in particular, or in the other
sessions that we’re having, these are the people who
have said that they’re working on social media for
their organization or their brand or their company. And it really ranges
from graphic designer to instructor, producer, intern. Pretty normal. And even founder and CEO. Especially if you’re a founder
of a very small startup, you have a team of
like two or three, that responsibility is going
to fall on you until you figure out how better to offload
or continue managing that, delegating some of that. Doesn’t necessarily always have
to be one person on a team. And also you had a
lot of questions. These were some of the
most pressing questions that we heard from the audience,
like what strategy should I use when I have little time
to devote to social media marketing? Can video even be easy? People keep hearing that video
is this really great tool for communicating their message
or communicating their story with a large audience. But sometimes video can feel
a little bit overwhelming. It feels like there’s
a lot to learn. How do I even start figuring out
how to tell my story that way? How important is
frequency and regularity when posting to social media? These are some of the
questions that we’re definitely going to address
during this session, and also we’re happy to
continue answering them after this session is even over. And so in terms of your
biggest concerns, really strategy was the biggest one
that you wanted to talk about. And that makes a ton
of sense, because you hear about how you need to
have a social media strategy, but what does that even mean? Does that mean frequency? Does that mean what types
of content I’m creating? We’re going to get to
that later in the program. And consistency. Just being able to keep
up, knowing what to post, how often to post, where
to post, when to post. These are all questions
that are really important. And having a really basic
structure to figuring out how to answer them
and address them is going to help you big time
when it comes to keeping up that consistency over time. So out there in
the audience today, how you’re currently using
social media marketing and for what. So 41% of you are using it
for work, and the rest of you are using it for pizza. No. You’re using it for freelancing
or for consulting, starting a business. Some of you are
aspiring influencers, or you have side hustles
outside of your day-to-day job. So these are different
kinds of lessons that you can take,
not only for the work that you’re doing in your
office or organization, but also for things
that you can do maybe a little bit differently
to build up your side hustle or other projects that
you’re working on outside of your main day job. And so why does this
actually even matter? Social media
marketing is different from traditional marketing. There are definitely
some main differences. And you’re going to see
some things that you’ll be like, oh, that
sounds familiar, but it’s a different
kind of audience and a different
kind of workflow. It’s a lot more personal. You’re building these
real time relationships with people in
your audience that want to feel like they have a
one-to-one connection with you and your brand. And that’s not even if
you’re an influencer. That’s like United, the airline. They feel invested in having
these one-on-one connections with users because they know
at the end of the day that’s the kind of community they want
to build up and have people actually going
out into the world and evangelizing for them. It also can be kind of
hard to keep up with. The rules tend to be
changing quite frequently. Are any of you familiar
with the 20% rule for Facebook advertising? One, maybe two people? OK. That just goes to prove how
fast these rules change. That was a rule where if you
had more than 20% of text on a Facebook ad, they
would deprioritize it in the News Feed. And that’s like something you
just kind of had to figure out or that you had to
hear from someone else. Or maybe they had
some kind of playbook, but it probably
wasn’t widely shared. But that was a big
impact on people who were trying to advertise
or get their name out about their business
via Facebook. And these relationships, of
course, sustained over time. You’re building them. You’re cultivating them. And it really requires
genuine content to feel authentic
and successful. I used to do a drinking game
for the word authenticity. Every time you’re in a panel
about social media marketing, if you hear the word
authenticity, you take a drink, and everyone’s
plastered by the end. This is a very early panel,
so we won’t play that game. It’s 5 o’clock somewhere. That’s OK. Jay Baer is a really brilliant
person in this space, and he has so many
quotes to choose from. But we actually interviewed him,
and this is one of the quotes that he gave to us. It says that “social media
marketing requires a level of patience and a level of trust
in your fellow man that a lot of professional marketers either
don’t have or cannot afford to have because their bosses
need results right now. It’s a relationship built
one post at a time.” So what can social media
marketing do for your business? So really the first thing is
it can solidify your brand across multiple platforms. And this is really
important when you want to really get the
name out about your business and build up that
identity online, because some of your users
might be on LinkedIn. Some of your users
might be on Facebook. And when they’re switching
between platforms, you want to have
that moment of aha where they recognize
your brand and continue to engage with your story. So you really want
to make sure you have that cohesive
visual style that’s going to have that through
line across multiple different platforms. You also really want to maximize
the depth of your connection by focusing on each
platform’s strengths. And we’re definitely going to
talk about that a little bit later in this presentation. But each platform
has different kinds of things that they’re good at,
and so knowing what those are and how to maximize
them is going to enable you to tell the
best kind of story possible. And then of course
intimacy and familiarity. Building authentic relationships
with your customers. This is one thing that I
don’t talk about too much, but it’s your first line of
defense when things go wrong. So if you feel
comfortable with a brand, if you understand what their
message is, and something goes haywire, you can trust on
that sense of knowing them, I guess, to kind of
see that through. It’s a little bit hard to
explain unless you actually see it in action. But there are brands that
I give a couple of strikes to because I understand
who they are as a brand even though I’m not intimately
familiar with the people that actually work there. And then really engaging
with that dialogue and having those conversations
with new and current users, and then being a thought leader. That’s a big one in a lot of
different kinds of industries, especially design for example. Being able to be a
resource for other users to come to, be known
for the types of things that you’re talking about,
and being able to really curate content from your
audience to help elevate your points and really
kind of continue to build that community
through shared knowledge. All right. And I will turn it over to
Lisa now for a social media marketing principles. Great. Thank you, Veronica. So the next couple
of slides, we’re going to walk through
just basic principles that we all can follow that
are super simple to wrap your head around. So the first one is find
where your audience is and focus your attention there. So there’s a lot of different
social platforms out there. You don’t have to use every
single one the same way. So if you’re getting
great traction on Twitter, focus your energy on Twitter. If you’re getting great results
on LinkedIn, focus on LinkedIn. And each one is suited
for different kinds of communication, and we’ll
get to that in a little bit. But this is a great example
from United Airlines, which is– as Veronica mentioned, United
has to be in the moment constantly, because
they’re transporting people every single
second of every day. So this is just a fun one
from Hello, Cape Town. And again, it’s
moving, it’s engaging, and it’s just simple and fun. And this one’s a big one. Decide your goals
and stick to them. So what are you
trying to communicate? How are you looking
for new customers or speaking to
existing customers? What is your buyer persona,
and how do you they use social? So this is even
before you even think about what content is really
digging into what is your goal. What do you want people to
feel or see or experience about your product or service? And this last one is consistency
builds authenticity– drink– and trust. And so this is an example from
a shoe company called Allbirds, and their shoe is based
on being made of wool. So you’ll see images of sheep. You’ll see different shoe shots. They’re really digging into the
fact that this is who they are, and they want you to just
have that familiarity about their brand. And this is another one
that Veronica alluded to, which is engage from
a place of dialogue. So social media is
a two-way street. It’s not a commercial that
you’re watching on TV. It’s a great opportunity for you
to engage with your customers in a very authentic way. And so this is an example
from travel and leisure, where they’re using the features
of Instagram to get a reaction and to get that interaction
with their users. So “Below sea level. Would you be down to float at
13,000 feet below sea level? Yes, please. Eh, too salty.” Use those, because
that’s a great way of having that personal
one-on-one interactions with users. Have you ever sent a tweet
or a message to a brand and not gotten a response
and felt weirdly sad? Don’t be shy. Right? It happens. You kind of feel sad. That moment when you
do get recognized is like oh, they heard me. You feel seen. And for social media,
such a huge part of it is feeling seen that
brands can really go a long way in giving people
that good feeling of being noticed and heard which is so
important in the social space. And provide context
and aspiration. And when we start
talking about video, I’m going to talk a little
bit more about context. But context is so
critical in building that trust and that
credibility with your users. So this is a example from
Seattle Interact Design Conference, which happened
a couple of weeks ago, which is they’re putting content
that builds that credibility that they are a design leader. And so they’re adding
quotes and they’re adding this beautiful
branding to their feed. They’re not always
saying sign up. Sign up. Register now. Register now. They’re giving you
that opportunity to connect with them
through their content. An, this other example
from Dyson Air. If anyone’s from Dyson,
apologies. but there’s nothing that
exciting, necessarily, about that technology. But they’re weaving
it into who they are. They care about the
technology they’re building because their customers
can benefit from such neat– what is this?– curling irons. It’s a really good
curling iron, OK? I trust it. Dyson knows a thing or two. And this one is just
important for anything, whether it’s for your
business room or for personal, is show versus tell. And so bake your brand
into your content. So I’m picking on this
ward because we actually did do a session with them. Picking on an
organization that saves dogs and tries to rehome them. I’m just setting that up. This is for everybody. And so I picked on them
because I wanted to help them. And so we did end up
doing a session with them. But this is what
their content looked like before we helped
them, which was they have all this
information about Bogey and they’re trying to insert all
this emotion around this dog, but this caption is very long. So how many of you have ever
posted something and seen that More button on Instagram? Yeah. I think all of us. It cuts you off
at 125 characters. That’s not a lot of
real estate for you to communicate something. So you don’t have
to, because you can bake it into your content,
which we’ll see in a minute. And the other thing
is this text– and we’re all designers and
we all appreciate design– this font is pretty simple. It doesn’t communicate
much, and it’s pretty bland, and so it’s not representative
of your brand or your voice. And the third one is
we retain information better when it is visual. And so for someone to retain
all this information– they’re actually trying to
get you to go to this event– is lost, and it’s
at the very end. So here’s some examples of
how some brands are baking their brand into their content
so you don’t have to worry about the 125 characters. Was Bogey adopted? Bogey was adopted. Yeah! Yeah. Let’s give it up for Bogey. This first example is
Margaret Cho is going on tour, and she’s just inserting the
tour dates into her content rather than in the caption. She has control over the fonts. She has control over
what information and how it looks in the layout. This next one is an example– yes, we’re all dog fans here. Again, “Breaking news. Today’s the day.” You couldn’t get that emotion if
it was baked into that caption, so don’t bake it there. Bake it into the content itself. And this last example for Modern
Citizen, a clothing company. They could have easily put this
information into the caption, but you would lose A,
the visual appeal to it, and also you’d just lose all
that content because people can’t retain that information. But if it’s nicely
paced this way, you’re retaining a
little bit better, and it also kind of flows
into their brand itself. All right. So let’s start
building a strategy. This is where you
get to start thinking about how your brand is
actually going to start doing this for yourself. So the first thing is you
need to set your goals. And this sounds like a
really obvious thing, but social media marketing
can often be so overwhelming. You’re seeing ideas
all over the place, you’re collecting inspiration
from all over the internet. There’s a new trend
every three days. You’re like, where did they and
how did they do that one thing? And so it can be really
easy to get distracted. And so one of the things
that we wanted to reveal is that you guys have a
lot of the same goals. When we asked you in
the survey before you came what were
some of your goals, these were the top three. And so everything we’re
going to focus on today is how you can achieve
these three goals and how you can start
with one preferably and weave in the others as
you start to build velocity and as you start to
build more presence. So these are the three
goals that we saw. And the first one, inform,
introduce, and engage, this one is really about how
do you showcase your product to really generate
interest and excitement. But then how do you keep
that excitement going, right? You might get a new
follower, but are they looking at your content a week
from now, two weeks from now, a few months from now, really? And then the second one which
is about finding and growing customer relationships. Notice that we don’t
say find followers, because social media
is a relationship, and it’s not just
about finding someone to look at you for a second. The real thing here is
that you want to build a relationship that has depth. And so this is
really about how you can start gaining some
loyalty through the content that you’re making
and putting out there. And then that third one is
about being a thought leader. A lot of you, I think
the word thought leader– does that resonate
with people a little bit? What about the word influencer? I’ve heard lot of people
love the word influencer. They’re not that
different in some ways. A thought leader, an
influencer, you’re basically putting yourself out there,
sharing your perspectives, and trying to connect
with others who have a like-minded perspective. So think about them in a
similar way sometimes, , especially when it
comes to social media. And it’s really about
growing that brand presence, and that can be an
individual or a company. You might be wanting to command
a certain kind of knowledge in your industry,
and social media is a great place to build a
relationship with followers through that kind
of relationship. So building a strategy. It’s really just
about storytelling. And storytelling is
also one of those words that we should all be drinking
for right now too because it comes up so much. But there are some ways you can
make a framework work for you and break it down into pieces
that feel really manageable. So this is what we like to
call a meanings pyramid. Pyramid! (LAUGHING) And Lisa
and Veronica laughing because I love this pyramid. But in this pyramid,
what we’re thinking about is how do I start
to take my content and break it down
into a framework where I know why I’m posting
what I’m posting every day. So not all content
is created equal. We’ve got three layers here. So at the bottom we’ve
got functional content and functional
experiences, and these are the things I just need. On the second level, we’ve got
what I’m feeling right now. So that’s my momentary
in the moment feelings about something. And then up at the top we’ve
got meaningful experiences and meaningful content,
and this is really the stuff that hits me
at a core level, that really matters to me. And what we’ve seen
with a lot of companies, and I’m sure you can think of
some examples in your own life, you’re going to be more loyal to
a company that engages with you at this meaningful level. But there’s a
place for all three of these types of content,
and this is a really great way to look at your
social media feed. In what ways can you inspire
functional, emotional, and meaningful reactions
and relationships with your followers
and your users? And so let’s think
of an example. So take a cup of coffee. A cup of coffee. Why do you drink– well, tea. OK. Why do you drink tea? So I live. So you live. So I can be awake. Yeah. So I can be awake. Yeah. OK. So on a functional level,
you need to stay awake. But then from an
emotional standpoint, let’s say you were
not at max right now– tired after giving an amazing
keynote speech, by the way. Let’s say that you are back
at home in San Francisco and it’s a Sunday
morning and you’re going to go get a cup of
tea from your favorite spot down the street,
and you walk in. What do you feel in that
moment on Sunday morning? Comforting. Yeah. Part of my ritual. Yeah. So ritual. It’s comforting. It’s familiar. Maybe it feels a little more
calm because it’s on a workday. Didn’t plan this. I’m really worried I’m going
to give the wrong answer. No, you’re doing great. You’re doing great. And then on a meaningful
level, though, let’s say that you have– don’t worry. Don’t worry. Let’s say that you have
one tea shop on one corner and you’ve got another tea
shop on the other corner, which is very common in San Francisco,
and you always go to one. And all the sudden the other
one is doing some pretty amazing things and your current
one raises their prices, but Veronica still keeps going. And we’re wondering,
why does she still keep going to that
tea shop when there’s something across the
way that seems like it would be an equal product? Well, maybe that
tea shop that raised its prices donates all the
money to the different groups of people in different
countries that are developing those tea leaves and are
growing those tea leaves and harvesting them,
and Veronica turns out did the Peace
Corps 10 years ago. You didn’t, but fair assessment. She did the Peace Corps, and
she actually was in Costa Rica and she saw that
process go down. And for her, something
like community and harmony is this meaningful experience
that at her core level is important to her. And that’s going to be different
for her than it is for Lisa. And so there’s something
that keeps her going back. And so that’s the framework
that you [INAUDIBLE].. Lisa’s working with puppies. It’s fine. She’s working with puppies. She’s a good person
too, and so she keeps going back even though
the prices are higher. So there are 15 kind of
foundational meaningful experiences. And the question we have for you
guys is when you’re coming up with your storytelling
framework, it’s about you being able
to identify which of these are most important to your
customers or your relationships or your company depending
on what you want to do. There are probably a
lot of versions of this, and you can modify
them as you want, but it’s a great place to start. And if you want to read more
about this, small plug– we did not invent this. It does come from a framework
in a book called Making Meaning, and there’s a little
link down here. You’ll get the slide deck
later and you can look it up. But it’s a really
great place to start to organize for yourself what
is meaningful, emotional, and functional. So we’re going to show
you an example in action. So we were looking
at REI’s social feeds and we kind of broke it down
to sort of see the DNA and how they might do it. So what we noticed
was when we looked at all of their social
feeds on a meaningful level, we noticed a lot of
wonder and accomplishment. Is everyone here familiar
with REI, the company REI? OK. So a lot of wonder, a
lot of accomplishment. It’s all about being
outdoors, being amazed by what this planet
Earth has to offer, and also being able to as
a human be a part of that. On an emotional
level, though, we noticed a lot of there
in the moment content is really going
after communities, so you’ll see some examples
of that in a minute. And then on a functional
level, they’re not really leveraging any of these
big meanings, obviously, but what they are doing
is showcasing the products themselves in the store. So when you look
at this right here, you can see that some
of the functional stuff they’re using stories
to answer customer questions to showcase new products. They try to do an even mix
between beginner, intermediate, and advanced products. And then they also show you
how to do something, like how to make this dish
when you’re camping, that it doesn’t have to
just be about KIND bars. On an emotional
level, they are really going for where you
might be right now. So on the left, this is a video
that they posted on Instagram and Facebook, and what was
really cool is that it flipped between day in and day out. And it was really playing at
the fact that on the left side you’re at work, you’re
always on your phone, you’re on your device,
you’re on your laptop, and the right side image
didn’t change the whole time. It was just these two people
talking at the end of a dock. And they posted it, brilliantly,
on a Friday afternoon at 3:00. And so they’re really
getting at that emotional in the moment
where you might be, the kind of content
that might get to you. Same thing with the
examples on the right. They are really good about
showcasing the community efforts that they already
do at relevant times when things are
happening in the news. And so it’s another
way that they’re using social media timing and
those emotional experiences. And then finally, on
a meaningful level, if you go to their
Instagram you will not see one product shot on there. It is all just inspiring
beautiful outdoor content, really getting at
that sense of wonder and that sense of
accomplishment. In a couple cases,
they have some stuff on the right where they’re
overlaying quotes or overlaying experiences and text. And so Spark’s a great way to
do some of that kind of stuff. I’m sure they have an
in-house design team, but we’ll see about that. So the big question here is what
is meaningful to your customer, and that’s a great place for you
to start with this framework. Draw that pyramid
out for yourself and see where you
might land with that. And then you can take
it a level further and start matching that up
with your meaning or your goal that you have in mind. And those three goals that
we showed you earlier, this is where you can kind
of start to see this play. So this is where you’re
able to say, all right. Well, for example, say you’re
a health care services company, and for you the most meaningful
experience for your customers is maybe creating a sense
of trust and security. And so for you, finding and
growing customer relationships is the goal that
would really resonate. So that’s where you
can pare OK, I’m going to think about
trust and security and the goal of finding and
growing customer relationships as the thing I’m going to
do from a really meaningful standpoint. From an emotional
standpoint, I’m going to be more of
a thought leader. And then you might decide
that for functional content, it’s going to be
about informing. I think this is really good for
companies or organizations that don’t necessarily have a
physical product or something that they’re trying to sell. Because we often get a lot
of questions of oh, well, we’re a non-profit, or I think
the health organization’s a really good one. I had someone at
another workshop that I did that works
for Social Security, and they wanted to be able to
get that information out there. So for this, being
able to understand the emotion, the
sentiment that you’re trying to encourage
your customers to feel is a really great way of
figuring out what content to show them if you don’t have
an actual physical product or website to put on Instagram. Yeah. For sure that’s a
really good point. We heard that from a
lot of you, actually. For this one, this is just
another way to organize these. And in this example,
we were thinking about imagine you’re a
university alumni group. I think there’s a
couple of you in here that gave us that
idea, actually. And how would that work for you? And so maybe for
you, at the moment fostering donations and
participation is really key. It’s really important. And what you’re
mostly trying to do is get informational
content out there, but you know that just informing
people that they can send money is probably not going
to work so well. And so again, you can go back
to those meaningful experiences. So in your university,
it might have been that college was a time
of enlightenment and adventure and community, and
making your content play on those experiences
as a connection point to also getting participation
might be a really good way of doing that. And so you may
say, hey, I’m going to make my informative and
my engagement content really the one that’s meaningful
and use these other things in other ways. And then with the last
one, being a thought leader up at the front. Maybe you’re trying to lead
a movement of some sort or you’re trying to lead a
community in becoming aware about something. This is a really great place. And I don’t mean
just as a nonprofit or as a political movement. But you might be, for
example, an agency that does a lot of creative
work and you have expertise in a particular vertical. This is a great way that you
can actually be a thought leader and find some of those
meaningful experiences depending on what
you’re working with and who you’re trying
to communicate to to use your thought leadership. So now you have a
storytelling strategy, and let’s refine
some brand voice. And Veronica talked
about earlier how social media
marketing is different than traditional marketing. It is more unique. And so there’s a few
things that you probably want to consider beyond
your normal branding and what you’ve
probably been doing for a lot of your other stuff. And some of these might
be really familiar to you. Maybe you’re doing some
of these things already. But hopefully there’s a
few extra things in here that maybe you haven’t
thought of yet. So image styling. We know that image styling
is super important. But of course, beyond just
filters adding consistency for your own content,
it’s also really great for using
user-generated content. And we’ll talk a
little bit later about why user-generated
content is important in creating your own relationship. But it’s a great
way to stay on-brand even when you have
content coming from so many different sources. But also on the right,
you might notice that there’s a key color in both
of these accounts with Urban Outfitters and Urban Decay– coincidence that they
were both named that way. But they’re basically
threading bits of color, throughout this composition. And a lot of folks think
about the individual post as the main thing to concentrate
on, but what you can see here is that the feed itself
is also this place where you need to be
curating and thinking about how our brand weaves
through an experience for a user. The other thing is
platform differentiation. And this is something Lisa
brought up earlier too. But all content,
again, is not equal. If you blast out all of
your content everywhere, it doesn’t really create for
the most relationship building conversation. It’s like those people
who use online dating and send the same
message to 300 people. They’re just trying
to catch someone. Wait, that doesn’t work? I’m sorry. So in a similar vein, you
have to customize your message to your viewer. Use your platforms
to your advantage. So Nike does a really good
job at this, actually. They have certain
types of content that they post across
different platforms. So on the top you
see a LinkedIn post, and it’s really
about recruitment. They put a lot of
thought leadership stuff out there for new grads. On the left, their
Instagram feed is really, really heavy on
highlighting awesome athletes and their accomplishments. Again, a lot of inspirational
and meaningful content goes there. And then on the right you
can see they kind of bring in their own employees and they
showcase their employees a lot on Facebook and some of their
other platforms as well. So they’re thinking about
what kind of content do we want to put on
each platform to create a specific type of dialogue. Another one is make
your content breathe. This is really the
biggest thing here. Give copy a chance
to actually breathe. Now I know for the
graphic designers in here you probably have
a client that wants to do everything in their
power to make your designs not breathe. They want to add
1,000 lines of text. They want to make everything
pop so nothing pops in the end. Also, they say the word “pop.” So one of the things you
want to make sure you can do is tell them, inform
them, educate them that with social content
less is a lot more. So these are just a
few examples of content that have been made– that have been created in a way
that brings your eye naturally to certain parts of it
and allows you to consume information really quickly. That visual hierarchy. I think it’s a pretty
common design term to remember up and to the left. That’s just the way your
eye travels, especially on posts like this. And so Delta does
a really good job of bringing your
eye to the content that they actually want
you to pay attention to while also making the
image the hero as well. Also, just on a
really basic level, when you’re flipping
through your phone, depending on what
hand you’re using, you’re probably touching
the bottom part of the image as you’re scrolling up or down. So in general, keeping
copy way up towards the top is really helpful, or right in
the middle is really helpful. And then also we have to
choose a temperature on here. A temperature is kind of like
before you create that thing and just post it, what
are you trying to evoke? What’s the feeling
you’re trying to evoke? And make sure some of those
filters and colors in that copy helps bring that to life. I’ve seen so many
people say well, I just need to make a post
that says we’re having a sale, and so they really focus
on putting that 50% off on the sale. But they’re not
thinking about, well, does this convey the
energy of the sale? This image is so sad, or this
font is really diminutive. So really think about what’s
the temperature and the feeling you’re trying to create. And then content rules. And so think about themes. This is something you’ve
probably seen before, and it goes back to that
Nike example as well. But in your business,
there’s probably naturally going to be three or
four types of content themes. Maybe it’s a quote that you
put up from certain clients that you’ve worked with,
like customer testimonials. Or maybe you’ve got
a certain layout you want to use
every time you’re trying to solicit participation
or an action from the viewer. So look at the types
of content themes that you could probably
put together and then decide on what the
visual rules are going to be for those themes. So in this example
with Refinery 29, you can see that
anytime they have a quote or some sort
of inspirational quote, they tend to keep it really
simple on a solid background. When they’re
featuring or honoring a celebrity that they
admire, like the two on the right with Sandra
Oh, they always kind of have a similar treatment
with the text and image. And then they feature
a lot of artists, and those artists are all
user-generated content that is sent to them. And so they always– when you double-click
into these posts, they always tag the artists. They always make that
the first thing so it really elevates the person
that they’re borrowing from. And then for social
media trends, try them. Don’t be afraid to try them. I mean, if there was
ever a time to have content be almost less
designed too, now is the time. And one of the things that you
can do is take over the feed. Instagram takeovers are great. If you know somebody
in your industry or you have a
friend or a partner that you work with
in your company, it’s a great time to say hey, we
want to put your perspective up on our Instagram. Can you post for us for a
week or for a couple of days? Another one is
behind-the-scenes live content is becoming really popular. For a while, I think sound
was hit or miss because people didn’t want to watch a
lot of sound-based content from work or something. But it’s coming back,
and we’re seeing a lot more audio and sound
coming back into the platforms. And then another one
too is serial content. Think about your content
as part of a series. The post doesn’t just end
with that thing that day. But how can you take some
sort of theme or topic and break it up into
pieces of content that you can basically put
out over the course of maybe a week or two weeks and let
that out in little bits. And then we’ve also
got brand voice. So brand voice is
that core personality. There’s your look and
there’s your feel, but there’s also the voice. So a good exercise– and you
may have already done this with some branding firm that
came into your company– is if your brand
was a real person, what would they look like? What would they sound like? But I’ll prompt you
to take it one level– dial in one level deeper. What would they sound like
more casually on social, not in a meeting? What does that brand sound like
if it was your best friend who just sent you a meme? How would they write that? And so think about copywriting
and content writing as conversational. How would that brand talk? And we like to sort of
define it as voice is really what you might say, but the tone
is how you’re going to say it. Some of these
examples here are– the one on the bottom is Clio. This one’s kind of funny. Did you want to talk– Oh, no, I was just
saying, I think it’s so important to have
Brand Voice because that way, as I was saying
earlier, multiple people or multiple different
actors within company can actually contribute to
the social media of a brand while still making
it feel consistent. And that’s really important. And not all brands need
to sound the same either. I think we have a lot of brands
on Twitter, especially right now, that are being pretty
jokey and sarcastic. And that’s fine if that’s
the way you want to go. But that’s not necessarily–
think about what your company really stands for. And like the kind of
trust and relatability that you want to have and make
sure your voice reflects that. So even though Wendy’s
is really good at being funny and sarcastic and
kind of biting and mean, that’s not necessarily going
to play for your doctor clinic or whatever. So just be aware of
who you are and what message you’re trying to
tell, and then your voice should be a reflection of that. For sure. That’s super, super important. Yeah, some of these
examples we pull, these ones are all
funny because we were having some fun with this. But looking at Netflix,
they’re little tag under, it’s not really over until
someone changes the password. I mean, they were playing off
of a joke that was actually happening in popular culture. And they leaned into that. And they used that as
part of their voice. And it gives personality. It kind of lets you know
that they’re in on the joke. And it’s a fun way of creating
that dialogue and relationship. Are any of you
familiar with Cleo? There’s been some like
chatter about them lately. It’s so funny. It’s hilarious. They’re like a
financial budgeting app. Allegedly, it uses AI to let
you know how much money you have to spend on certain things. I kind of think
it might actually be people because like the
comments are too funny. So you’re like, Cleo,
do I have enough money to like go buy a few
rounds this weekend? And they’re like, well,
we can’t stop you. You’re a drunk or whatever. Really, that’s what
they text back to you. It’s like really kind
of mean but also funny, but it makes you think
about your finances. And they’re social. Their Instagram account
is really amusing. And they’re a newer company. And I feel like they’re
social is actually what’s like really,
really blowing up attention to their product. And they totally make
fun of themselves and all of the things that
are going on in the news, so millennials
walking around like they rent the place,
avocado toast, naturally. And with Casper up
here too, just kind of making a joke about,
even though they sell these beautiful photos– well, they sell
beautiful mattresses, they have all these
beautiful photos that are evocative of
these gorgeous faces, they’re really
making a joke about– they know their customers well. Mix bad ones and checks
resolution off list. What was also nice about
this is really topical. They posted it right after
the new year, January 15th. So again, it’s relevant,
it’s contextual, it’s in the moment– And it’s user-gen. Yeah. So basically, the
moral of the story is if you can identify
that brand voice and think about some
of those elements, and then combine that
with the storytelling strategy and that framework,
you basically have yourself a content strategy. You have the start to it. And now, Lisa’s is going to
blow your mind with some video. Yay, my favorite topic video. OK, so how many of you
currently use video as part of your
social media strategy? OK, some hands. Who wants to incorporate more
video into their social media strategy? More hands, great. All right, we’re
going to do that. So in that survey,
we asked folks, what is that one word that comes
to mind when it comes to video? And it broke my heart
and also made me excited because there’s a
lot of folks who are intimidated by this
medium, and the fun thing is you don’t need to be. And so we’re going to do a
group therapy session together. Everyone’s going to repeat
this statement with me. You don’t need fancy
equipment or a lot of time to create an engaging video. Now, everyone else say it. Speak it back
because you’re going to walk out of this room
thinking differently about video. And more importantly,
how to create video. So let’s do it together,
one, two, three. You don’t need fancy
equipment or a lot of time to create an engaging
video, great. Now, that you said it– It really rolls off
the tongue, doesn’t it? Yeah. You know? It’s real short and
simple and sweet. And so this hint is
one of the things we’re going to talk a lot
about, which is, you don’t always need video
content to make a video. We’re going to have it walk
through some examples of those. I want to share this video, and
I’m not going to say anything, I just want to play it. And then we’re going
to ask how you feel. Oops, not that. [VIDEO PLAYBACK] – In no particular
order, my fears are hurting other,
letting people down, hurting my knee, that
I’ll never find love, that I will get cancer, that
those I love will decide I’m not worth their love. I feel like you know
so much about me. Oh, yeah. So in a lot of ways, like
me talking to you right now is my mom’s worst nightmare. [END PLAYBACK] How’d that make you feel? Did you think it was a video? Yeah, it played, right? It had sound. It didn’t have moving
content, necessarily, but it had different
text appearing, that’s how you can start
to think about video. It’s not always, I’m
putting a camera, like we’re getting
filmed right now, that’s one flavor of video, but this
works so well because it’s building that suspense. It hooks you, not
only because she’s speaking so raw and so
authentically– buzzword– but it’s stitching
together this anticipation. We’re going to break
down what anticipation is because that’s your
ultimate goal when communicating with video. [INAUDIBLE] doing
the thing again. I might be doing
the thing again. OK, so we’re going to
talk a little bit more about how you don’t need to
always use video content. Your goal is to
just make it move. Think about when
things appear in a feed or in any kind of social feed. The things that move,
typically, catch your eye because it’s
constantly changing. And our brains are
wired to think about, ooh, that looks different,
that looks different. Every second of
video is changing, and that’s why it’s so naturally
engaging form of medium. So this first
example is about me. Simple, there’s
nothing fancy about it, but it keeps you kind of
anticipating about me. What do you want to know? This next example is from
this yogurt company in– so this next one is the
global climate strike. Again, it’s just revealing
content one letter at a time. Something fancy, but
it’s still making you pause to see what is it
actually going to reveal. It’s like Wheel
of Fortune, right? Like Vanna White’s
revealing certain letters, and you’re sitting
there watching thinking, what word is it? What’s going to happen? And so this next
example– so all of those were just text based. There was no moving content. And this next example
is something which is using only photo content. I’m going to make this bigger. [VIDEO PLAYBACK] [MUSIC PLAYING] [END PLAYBACK] So, short and sweet. I mean, they could have
easily baked all that content into that caption, and you
know that’s my trigger, But they didn’t. They spaced it out with
little bits of information on each segment of the video. OK, so we going to talk about–
there’s many forms of video and it’s not in or it’s an and. So I’m going to talk
about two kinds of video. And this first one, I’m
going to call microform video because that’s really technical,
and that’s fun to say. No, we’ve all experienced it. It’s a lot of story content
and Instagram or Snapchat, and these are really– I call them postcards– it’s not sharing everything
about your vacation. It might be a single moment or
a single bit of information. And that’s what you really want
to share in that kind of format because people are cruising
through that content. So this first example is just
a simple vacation adventure, Los Angeles to New York. Nothing fancy about this,
but it gets to that point. And it also looks kind of good. And then the second example
is a online sample sale– 40% off, swipe up. So again, they’re not
overbearing with a lot of texts or a lot of
information to retain, but you’re still using
motion to communicate suspense and engagement. OK, so this next
form of video is what we’re going to call short form. So again, there’s other
kinds of information. But this is really
that 30 seconds to two minute block
of information that you want to communicate. So this first
example is a yogurt. I’m going to get this
full screen but– Don’t risk it. I don’t want to risk it. [INAUDIBLE] and the scoop. And then the brand. So that was four shots. That’s it. That wasn’t a lot of production. This is wonders, when you just
hold it against something. That’s stable now. It’s not that it
didn’t probably didn’t take a long time to make,
there was one slight camera zoom that someone
probably pinched and zoom, but that was very
engaging, but it still wasn’t overbearing
where it would take you hours and hours to make. And then so how many Higher
Ed folks are in the room? Edu folks? OK, good. So this is an example
Tulane University new Spark video to create this
great informational video about the university. There we go. [VIDEO PLAYBACK] [MUSIC PLAYING] I mean, who doesn’t want
to go to Tulane right now? I kind of want to go. [MUSIC PLAYING] Ooh, air-conditioning. [MUSIC PLAYING] It’s hard to clean up. [MUSIC PLAYING] So this is an example of
content that would probably work better on YouTube. So we didn’t talk a
lot about YouTube, but because it is
longer, it’s better suited for that platform. Like we said in the beginning,
different kinds of content works better in
different platforms. And this is right for YouTube. [END PLAYBACK] You get the gist. [PLAYBACK RESUMES] Now, everyone wants
to go to Tulane. They’re really informed. Great. Yeah. I’m glad you do. And The pause button is just
sneaky, just sneaky, you guys. It’s not [INAUDIBLE] [END PLAYBACK] All right, we’re
going to move on. Oh, new full screen. OK. Oops. Everyone’s like [INAUDIBLE]. All right, before
we get to burgers, OK, so video is
about anticipation and creating suspense. And so all the examples
we saw had micro changes, and so that can be
changes in text, whether that be font color
or just the amount of text that you have in a
piece of content, or it could be the
visuals itself. So in that last
Tulane example, there was photo, photo,
and then there was that plain background
with some stats about the university itself. So breaking the eye,
so it’s not constantly looking at the same thing. You notice in that yogurt
video or the ice cream, it wasn’t one single shot
that lasted 30 seconds. Someone’s going to get very
tired of seeing the same shot, so you want to break it up. And then motion. So using animation and
having content come in, builds that suspense of
what’s going to happen next. That’s critical in
building engaging content. And then patterns. So what do I mean by
patterns is, again, breaking the eye so it’s
not constantly thinking and anticipating what’s next. So this could be difference
of adding sound effects. It could be difference in music. It could just be just
inserting funny moments when you weren’t expecting it. And then audio, which
is, again, tapping into different sound
effects, music, and just using audio itself
in your video content. So a lot of people hate
the sound of their voice, and you don’t need to
because you don’t sound like that to everyone else. And so using audio to be
the soundtrack itself, you don’t always need music. You can use the natural pitter
patter of dog paws walking by. We actually call
those tippy taps. Tippy taps, exactly. Burgers. So you think your industry
might not be ready for this? You think you might not be able
to use these kinds of lessons? Well, you’re wrong. Even burgers can have
an active social life. So this is an example
of Shake Shack. Any Shake Shack fans
in the audience? Yeah. So we just found this
example really interesting because it was essentially being
able to showcase this brand in many different ways. Like it’s not just a
burger, it has fun. And that’s something
that we’d like to see. But you can see on their
social, it’s active, it’s having some
fun with itself, it has a really
interesting visual story to tell that’s beyond just
people eating burgers. And so this is a
way that you can take something that’s
a little bit unusual and reframe it into being a
really compelling social story. A toothbrush also can have
a very interesting story. This is Quip, and they have
a really great visual style. And they really have some
fun with themselves too. So this is an example too,
of their social stories on Instagram that
can really help to shed some light about things,
not only about the toothbrush, but about the experience of
becoming a Quip customer. So they created
some brand stickers that other people can take
and use in their own stories to build that viral
experience happening throughout their
own customer base. Also, they have puns. They released floss,
and I never thought it would be so interesting. Oh, man. All right. And then for B2B companies,
really finding that angle that makes you feel more real. We’re going to zoom through
because I know we’re getting pretty close on time. But GE uses a special hashtag,
#WCW, and makes it theirs. So they’re really combining
that technical information that they have that might
appeal to other businesses with emotional appeal
that’s going get them fans and followers who are also
going to be consumers. For B2B companies, social can
really be your playground. You can have some fun with it,
like Mailchimp, for example. They have this great
character that they integrate within all of
their different social posts. Mailchimp it’s “Mailcimp,”
if you’re a podcast listener. Two people are like,
yeah, I get that joke. Cool. And so let’s do a
real quick demo. How much time do we have left? We have like 20 minutes. 20 minutes? OK, great. We got this. We can do it. All right, perfect. So we’re going to walk
you through Spark. So this is your home screen. So Spark is available
in multiple formats. We have Spark Post, Spark
Page, and Spark Video, and they’re actually
all different apps that are available on iOS. Spark post is also
available on Android. But all of that comes together
in this– your organizer, this is where all of your
projects come together. And you can start new
projects from scratch or you can create
from templates. One of the main things I do
want to show you, though, is managing your brand. And this is really how you
generate that consistency across different platforms and
across various different social posts. So what I’ve done here is
we’ve actually imported a logo, and this is just a– to
get pretty nitty gritty on the details– this is a transparent PNG
file that I’ve imported. You want it to be a pretty
decent size, not huge, not like 10,000
pixels, but something that’s a little bit larger
than just like 400 by 400. And transparent
background is great because you’re going to
be able to overlay it on all different
sorts of content. We also create a word mark
for you automatically. So that’s a really great thing
to have on video content that’s not going to be too visually
distracting from the content that you’re creating. But if you have multiple
different kinds of your logo, if you have just
a big an a or an s or whatever it is that
makes it more like vertical rather than horizontal,
you can bring those in and choose and swap
them out depending on the content you’re creating. We also pulling your colors
automatically from your logo. If you want to add more, it’s
already picked out the logos based on the hex code that’s
available in your PNG file. So I can choose this
one and actually make that my primary if I want to
just by right clicking on it, actually just by clicking on
it and making that primary and that’s going to–
we’ll do it live. That’s going to
replace that color across all of my branded
templates and content. So if you ever go through
a rebrand, for example, or if you’re making changes
to your brand colors, you can just do
that here, and it’s going to repopulate
all of your content, so you don’t have to go
back project by project and refix that. So that’s really important to
have for your design velocity, for being able to make
content quickly and on the go. And then finally, while
this is updating fonts, you can choose from
the fonts that we have picked out for you. We make some suggestions
on font pairings. Or if you use your
own thing that you’ve downloaded from the
internet or somewhere else, you can actually
import that font file and populate your
content that way. So that means you can
have that consistency across multiple
different platforms. So right off the
bat, we’re going to show some branded
business templates that we pick out for you
just to get you started. But you can start from a
number of different ways. And my personal
favorite way is actually starting with premium templates. So I’m going to search
for social graphic here. And right away, up comes all
of the different templates that our team has created that
you can start building from. And if you see that little
yellow highlight right there, that means it’s a
premium template. So if you’re a subscriber to
Creative Cloud, if you have the photography plan,
or if you’re subscribing to Spark on an
individual basis, you have access to Premium, which
gives you premium fonts, it gives you access
to special templates that we’ve made and resize. We’re adding all sorts
of different ways that you can kind
of like up level your content by signing up. So let’s hop into this
graphic, for example. Let’s pick a good one. Perfect. OK. So say your blog,
and you want to be able to put out a story on
social like through Instagram stories that’s going to
bring traffic into your site. And so you’re like,
all right, great, I’m going to pick this
specific template. It has kind of a look
and feel I’m going for. But you want to make
some certain changes. So one change that you
probably want to make right off the bat is going into Brandify. So we’re going to
go into design. And now, right away, you
see these colors do not fit within my brand. Just with one click
of a button, it’s going to add all of
my branded content, it’s going to change the fonts,
it’s going to add my logo. If I want this
logo to be bigger, I can just scale it that way. It’s just a PNG file, so
it’s going to look good pretty much no matter how
big I make it at this point. And, of course,
your branded colors. If you want to play around
with that a little bit more, you can shuffle, and
it’s going to give you some additional options. But, of course, you can always
go in and adjust manually to get it the way
you want it to look. And so that’s just
a real quick way that you can kind
of start having fun with some different
visual styles without necessarily having
that background in design. Because we’ve kind of done
that heavy lifting for you. We know what the
best practices are. We know what typically
works in this space. We want you to just be able
to come in and add your name, add your logo, and feel
like you have something that you can share
with the community that you’re going to
feel really proud about. But resize is another one that’s
great for that design velocity. So depending on
how many elements, this can work in different ways. So say, for example, I’m
starting with this aspect ratio that’s maybe really
good for Instagram stories, but I want something
that’s going to work for– and let’s see. Let’s pick a good one. Let’s do a YouTube thumbnail. We’ll see how this works. Perfect. OK, so with one click,
it’s reformatted that image to be the perfect aspect ratio
for a YouTube video thumbnail. So if I’m creating for a lot of
different kinds of platforms, say, you’re creating content
for LinkedIn and for Facebook and for Twitter
and for Pinterest and for Instagram stories and
for Tik Tok, what have you. We have all these baked into
the product right a way, so you don’t have to
go around searching the web for what aspect
ratio is going to be perfect. Yes, I would recommend
Spark to a friend. Thank you for asking. Excellent. We have a lot more different
design themes and things that you can play around with
to test out to get the best look and feel that’s right for you. But that’s just
a real quick look at how by using templates,
premium or otherwise, and Brandify, you
have access to all these different creative
elements at the drop of a hat. And all of this syncs to
your mobile devices too. So if you’re at
an event like Max, and you want to be on your
mobile device versus being on your laptop, these assets
are going to sync automatically across those using cloud sync. So you never have to worry
about not having access to all of your creative
elements or templates. And Lisa’s going to
talk a little bit more about that for
the video portion. Did I cover all the
things I needed to cover? OK, cool. I’ll let you take
it from here, Lisa. Great. So remember our friend video? We’re all still friends
with video, right? Yeah. OK, good. OK, so I captured some
content along the way. And so this is
Spark video again, same, accessible
through spark.adobe.com. And I’ve already
started my project. I had all these
clips on my phone. And so I started the project
just after the keynote. And I started
building my project. So I just want to show you– I’m not going to demo
you because I’m just going to show you what this is. So this is the interface
for Spark Video. And as you can see,
there’s no menus, there’s no words like key
frames, there’s no timeline. This is video creation. It’s not necessarily
video editing. So it’s really assembling your
content and ideas that you have and just bridging them together. So I created this project. I’ll press play just so
you can see real quick. [VIDEO PLAYBACK] [MUSIC PLAYING] This was us brainstorming
last week during Halloween, where we dressed up, and we
were going through building our agenda for today. So I just wanted to share a
little bit of that content. These are going
through the results that all you lovely people gave
us information feedback on. It’s very convenient that
your costume wasn’t there by the way. [INAUDIBLE] And then I started to
build my project of getting ready to leave yesterday. And so– all right. [END PLAYBACK] All right. So I’m not done. But I wanted to show you
what else you can do. So we have these
things called themes. And so these are– we have a handful of
themes that are already baked with animation
and all that motion. So you don’t have to worry
about how short or how fast and how slowly things can be. It’s easily applied
to your design. And you can shuffle
through colors as well. All right. And so these are all
our different themes. And then if we go into resize– I love this– you can go
from widescreen to square. And again, widescreen is
great for YouTube content because it has that nice
widescreen 16 by 9 player. And square is really good
for Instagram content. And then we also have all
these pre-built songs that are available for you to use. You don’t have to think about,
oh, what song should I go. We have different styles. We have fun ukulele. And so it’s really
there for you, so you don’t have to worry about
bringing in additional assets. While this is firing
up, I just want to talk to you a little bit
about the other kind of assets you can add to your projects. And so here, you can
add video content. You can add text, photo. And the neat thing
about photo is we have available free photos. So if I don’t have the
picture of that dog, I can find one here easily. And then we also have– Internet connection
problems at a conference. That’s crazy. Who’d have thunk. That never happens. We also– remember, we’re
talking about breaking the ice, so it’s not breaking the
patterns of that the eye is seeing, so you’re not always
showing the same thing or just inundating people
with a ton of text, we’ve integrated with
the Noun project. So if folks aren’t familiar
with the Noun project, it’s a great community
where designers create icons to this platform. And we’ve integrated with them. So if you want an icon
of, say, a dog, if– here you go. So you can easily choose
your favorite icon, and you can add text. And so again, you don’t
always have to have everything to create a video. We have assets for you to
easily assemble your video. And then I’m going to continue
my project on my phone because I have more
my clips there. But I just wanted
you to kind of cruise through some of these themes. That’s working, yeah. And you’re going to
brand the themes as well. So at the top, you have
three different options for branded themes. And so those are also going to
implement your branded fonts, or your colors, logo, et cetera. So while we’re on
the topic of mobile, so Spark has three
different appa– we have Spark Post, Spark
Video, and Spark Page. And so we’re going to show– I’m going to demo, really
quickly, Spark Post on iOS. And so all the projects
that we’ve just created are available on my
phone through my account. And so this is the landing
page for Spark Post. And so how many of you have
currently Spark Post installed on your phone? OK, good number of hands. We’ll get more hands, hopefully
by the end of the session. So I’m going to just show– these are templates. So just as Veronica
had showed all the different– various
templates on web, we also have them on mobile. So if you’re on the go, and
you want to pick up a template that’s easily discoverable. I’m going to find the post
that Veronica had started. And I’m going to
continue editing it. So I’m going to first make it
sized for Instagram stories. So I’m just going to go here. And then it
automatically shifts. And then I’m going to apply
my favorite thing, which is animation. And so these are all our
various text animation styles. We recently revamped
them earlier this year. And so what we’re doing
here is we’re just– have fun with them,
play around with them. And it’s a great way to
keep that eye engaged and also to make one
of your messages pop, as designers love to hear. So I’m going to pick– I like typewriter. And again, you don’t have
to worry about key frames. You don’t have to worry
about timing of things. We already bake some logic
in that– in the style, so that way there, you don’t
have to think about that stuff because that’s actually not
the fun stuff you want to do. You just want to create
and impose your content. One of my favorite
things that recently is hot off the press
on iOS is the ability to add video content
to your Spark Post. So I’m going to go in here,
and I’ve already created a folder called Max 2019. And this was filmed
just a little bit ago. And I’m going to do– you can trim. You can mute it if you want. But I know I have
some things to say. So I’m going to just delete
these quickly and play this. Oh, man, you can hear me. But I’m saying good stuff. Spark 2019 at Max. All right. And I’m going to make
this a little bit bigger. And then I going to add some
animation because, again, I want that eye engaged. There we go. And so I click Done. And I can easily share it
to my Instagram story feed. Awesome. So we only have like five
minutes left at this point. So we’re going to real fast
go through the playbooks and get back over to those. Made a present for you guys. You know you’re going
to go back home, and all of a sudden
it’s like, OK, great, but where do I start? And how do I actually
get going with this? And then how do I keep it
going for the next few weeks and get into a rhythm? One of the biggest questions
that we had from a lot of you was, well, how do I
start to create a rhythm? I don’t have time. We don’t have
resources sometimes. And how do I even
just start to think about it because it’s sometimes
the last thing on my list to do? So what we did was we put
together basically three playbooks. And they’re based
around those goals that we talked about
earlier in the session. And so each of the
playbooks are designed to help you boost your impact
in that area for 15 days. You can actually rinse
and repeat the playbooks over and over again
as long as you want. You can pick whatever
theme you want with them. And each of them has
a content calendar. And so just to remind you,
those were the three goals. And so with those three goals,
you have three playbooks. This is going to be
a PDF downloadable. We have a page set up where
you can get these for yourself and save them to your computer. And so just a quick walkthrough
of what’s inside of them. So in this one– inform,
introduce, and engage, you’re going to have a breakdown
of what this playbook is ideal for, what types of content
you might be trying to– or what types of outcomes you
might be trying to achieve, how this content can
help support that. And then also
principles and best practices for this
playbook– what are some things to
keep in mind whenever you’re creating content for it. And then finally, you get
this magical 15 day calendar. And this calendar is going
to walk through literally the things you need
to do on that day and exactly what to post. And you make it yours with
your own subjects and themes and content. But it basically allows you
to post in 15 to 30 days depending on whether
you want to post every day or every
other day or whatever. There are prompts
in here for how to use Spark Post,
how to come up with those themes,
what to post if you’re going to make a video. A lot of the stuff, for
example, in this first playbook is about product to
spotlights, team spotlights, when you open up the
customer– find and grow customer relationships
one, you’re going to see a lot about
what types of content to post that will deepen that
relationship and that loyalty. And then in the
thought leader one, it’s really going to
kind of weave together how you can use your long form
and your short form content, so that you start to create
some presence in your industry and presence with
your community. These are for you. And we really are excited
to hear about them as well. This is the link to find them. You will all get a copy of
the deck, so don’t worry. But yes, this is the
link to find them. And on that page, you’ll
see all three of them. And you can download them and
use them however you’d like. Something to keep
in mind is also that we are doing a
little gift thing. So if you do make
something today from one of the playbooks,
please hashtag it as a spark playbook post. And we are definitely
paying attention. And we have prizes
for some of you. And then last but not least,
we’re building this for you. And we really, really want
to know what’s working. So if you do follow
one of the playbooks, we would love to be able to
see and track your progress and also hear from
you, like what happened after 15 days,
what happened after 30 days. Did it work? Did certain content types
work better for you? We would love to keep updating
these playbooks to make them relevant and capture all
the trends that are happening. So please, please share
your progress with us. We are very friendly
people, and we like to answer Slack messages
and text messages and emails. When we’re not making things. But also the other thing we
wanted to introduce you to is we are really interested
in, especially for those of you who are
like power users out there and are really creating
a lot of media content, if you’re interested, request an
invitation to our social media marketers circle, and we can
tell you a little bit more about how we would like to work
with you to create something better. And that’s also on
that playbook page. You can find a little
link to request for that. Yeah, absolutely. I got it. You got it? It’s on your computer. Yup. And last but not least, visit
our booth in the pavilion. We have a really fun activation,
where you can be a rock star and apply some really
awesome filters to what– and props to– And Make your
album art in Spark. It’s going to be awesome. We’ve got some really cool swag. It’s better than the others. It’s better than all the others. And the very, very
last thing is do not forget to fill out your survey. If you go into your Max
app, you can give us some feedback on the session. And I believe they have really
big prizes for first survey filler outers. Thank you so much. Thank you, everyone. Yeah, this was great. Thank you. [APPLAUSE] [MUSIC PLAYING]

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