Roy Abdo and Stas explain how to build social media strategies through research. They analyze Facebook and Instagram insights like reach and engagement, then build content calendars from that data. They also share how they used brunch metrics from their restaurant, Wilton Hardware, to guide marketing decisions.
It's a tough market out there. You're competing for attention. You gotta surround yourself with people who will take you further in life. Because what's going on is every day your brain has two things, has two people in your head. One's telling you yes, you can do it, and the other side is telling you no, you cannot do it. And it's going to matter which side you're going to listen to. Are you going to listen to the side of your brain telling you you can do it, or you're going to listen to the side of your brain telling you no, you cannot do it? Most of the people in the world listen to one, you can't, and they have self-doubt, they have fear, they have, you know, uncertainty about things. And those who listen to no, you can do it, and surround themselves with people who actually push them to do it, they're the ones who are making things happen in the world. You know what I mean? We're home. Let's get some research done. We are shooting a commercial right there soon. Let's think about our content, right? There was— we had multiple types of content. We have the entertaining content. See which categories you think perform the best. When you look at the attention. I think this one. Think how to get a job. I think that's a hack, right? Yeah, that's a hack. So if you think about 1 to 10, the hacks perform the most, right?
Yeah.
The next phase of our work should be more Facebook Live video, because now Facebook rolled out a whole new live video feature for live audiences. So it gives you like the audience retention, how long they're watching you, for how, you know, when did they drop off, where, if are they followers, non-followers, demographics, so you can understand how you can do your Facebook Live better. So We're going live to give you the announcement that we're starting, uh, season number 3. Season number 3. Season number 3. We're very excited. Uh, the first 2 seasons were awesome. It was so much learning. Uh, Stas is very excited. So excited. Uh, we're scripting right now different seasons, so we kind of like— usually we put a little content calendar so this way we can know when we're posting what, and, uh, this way our content's more thought and strategic versus just kind of like A lot of noise. Yo, you took my spot. I don't know what you're talking about. That's my favorite spot, right? Why? Because I gotta do my research, and 90% of our work is research, and I need to understand that research before I get into anywhere. What I do is I go in and research. I understand the numbers of my client. Once I understand their numbers, I can see how I can increase their value of those numbers, of those conversions. So how does your day look like? So my day looks like first assess their current presence, their current situations, what is working, what's not working. So how do you do that? I would do that logging into their Facebook, go to their insights, go to their, uh, check their feed, check their engagement, check their content, check the responses of their engagement, check if they've been engaging with the community because people forget You know, like 74% of people use Facebook for professional reasons, and a lot of businesses, they don't understand that their Facebook page is another place for their business to flourish, to expand. So what I do is I go in and check how they're using their Facebook page. You know, are they— do they have a good cover? Do they have a good bio description? Their opening hours, their phone number is on there. In 3 seconds someone went to their Facebook page, they see their value proposition. Like, what is this one sentence that explains their business? Okay, so walk, and then how do you get paid? So we get paid by giving them the advice on how to fix those shortcomings. So you're not doing anything physically? It depends. So if you're talking about consulting, we tell them what's wrong so they could fix it, and we'll train them how to fix it. If we onboard them as a client we actually tell them, here's what's wrong and here's how we're fixing it for you. So we fix it for you, we actually recreate a cover page for them. We prepare a content calendar of like, here's 20 updates that we're going to be posting on your Facebook and here's why. Updates for them, right? So we send them something we call the content calendar. In that content calendar, we tell them exactly what their month is going to look like. So they see before the month what their message is going to look like online. Every piece of content, before we do it, we research what are the most viral trends in the industry, what is the most relevant content that people are searching, and look, then it doesn't stop here. Once our team posts on their Facebook or Instagram, the second piece of the equation is, uh, the community management. You post the content, let's say it's related to burgers or food, We go and check any food bloggers, food influencers, start tagging them. We message them. He's like, hey, we just posted this content, tell us what you think about it. Or go in and then let's do a cross-promotion on there. Hey, hi. So what are we, what are we working on for Christ now? What's going on with their event? Because we need to be capitalizing on the event they're doing to build the first, you know, like the testimonials of those people coming in. We need to also market their event, a lot of content posting and that kind of stuff.
So there's the leaders, the pastors and leaders of the gym, which is really exciting. It's the 11th year, so.
It's Sunday, we're going to Wilton Hardware. It's a restaurant I invested in. We just go in there, you know, check with the manager, how was the weekend? Oh, it's brunch. We just launched our brunch. How's your week? Good.
It was busy.
It was busy. How was our weekend?
Yeah, it was even busier. We had over 200 covers.
No way. Yeah, brunch was good.
Yes.
What about, what about the numbers?
Numbers? Oh man, probably hit like 5K and just for brunch. No way, that's awesome.
Did that— because I know someone booked this brunch party for like, what do you call them, DC who brunch or something. Was that like a private party in there?
Yeah, we put like 3 tables together. Well, 3 big tables of like maybe 10 people each, like 35 in there. Yeah.
The world of marketing is huge and you're out there to win. You can only win if you do your research and you check out the competition, check out what's going on, and come up with this creative concept which is grabbing the attention. Because once you grab attention, you have the audience.
And if you have the audience, you're gonna win.
