0
Making Social Media
Work for You
Angela Connor, SVP; Group Director – Media
April 3, 2013
Lincoln AMA
#CapstratSocial
© 2014 Capstrat LLC. All Rights Reserved.
2
I pledge to be:
• Candid
• Insightful
• Passionate
• Helpful
• Funny
• Enlight...
© 2014 Capstrat LLC. All Rights Reserved.
3
B2C
B2B
3
Clients
Angela Connor @communitygirl #capstratsocial
© 2014 Capstrat LLC. All Rights Reserved.
4
What I’ll Share Today
Angela Connor @communitygirl #capstratsocial
AGENDA TOPI...
© 2014 Capstrat LLC. All Rights Reserved.
5
My Favorite Quote about Change
In times of profound
change, the learners
inher...
© 2014 Capstrat LLC. All Rights Reserved.
6
Social
is augmenting
every
communications
touch point in
every company.
Angela...
© 2014 Capstrat, LLC. All Rights Reserved.
START WITH GOALS
Angela Connor @communitygirl #capstratsocial
© 2014 Capstrat LLC. All Rights Reserved.
8
© 2014 Capstrat LLC. All Rights Reserved.
9
Attract new members
Recruit volunteers
Find speakers
Drive attendance
Crowdsou...
© 2014 Capstrat, LLC. All Rights Reserved.
BUILDING AN ANALYTICS
FRAMEWORK
Angela Connor @communitygirl #capstratsocial
© 2014 Capstrat LLC. All Rights Reserved.
11
Case Study: Carolina Biological Supply Company
Angela Connor @communitygirl #...
© 2014 Capstrat LLC. All Rights Reserved.
12Angela Connor @communitygirl #capstratsocial
Case Study: Carolina Biological S...
© 2014 Capstrat LLC. All Rights Reserved.
13
Goal Key Metric Key Target 8-Week
Average
Final Status
Drive
engagement
on Tw...
© 2014 Capstrat LLC. All Rights Reserved.
14
Goal Key Metric Key Target 8-Week
Average
Final Status
Drive
engagement
on Tw...
© 2014 Capstrat LLC. All Rights Reserved.
15
Social Media Analytics Framework
Angela Connor @communitygirl #capstratsocial
© 2014 Capstrat LLC. All Rights Reserved.
16
Finding your Target Audience
Angela Connor @communitygirl #capstratsocial
© 2014 Capstrat LLC. All Rights Reserved.
17
Finding your Target Audience – Follower Wonk
Angela Connor @communitygirl #ca...
© 2014 Capstrat LLC. All Rights Reserved.
18
The Power of Hashtags
Angela Connor @communitygirl #capstratsocial
© 2014 Capstrat LLC. All Rights Reserved.
19
#HR
#Tchat
#leadership
#FF
#HFchat
#dthr
#Diversity
#SHRM
#jobs
#CES
#job
#bu...
© 2014 Capstrat LLC. All Rights Reserved.
20
Finding your Target Audience - Tweetadder
Angela Connor @communitygirl #capst...
© 2014 Capstrat LLC. All Rights Reserved.
21
• By interests, age,
demographic location,
education and workplace
• By the p...
© 2014 Capstrat LLC. All Rights Reserved.
22
Finding your Target Audience
Angela Connor @communitygirl #capstratsocial
© 2014 Capstrat, LLC. All Rights Reserved.
SOCIAL ADVERTISING
Angela Connor @communitygirl #capstratsocial
© 2014 Capstrat LLC. All Rights Reserved.
24
Case Study: Deloitte Analytics
Angela Connor @communitygirl #capstratsocial
© 2014 Capstrat LLC. All Rights Reserved.
25
Case Study: Deloitte Analytics
LinkedIn advertising targets for The insight e...
© 2014 Capstrat LLC. All Rights Reserved.
26
Total spend: $36,000
Impressions: 1.7 million
Clicks: 1,856
Click-through rat...
© 2014 Capstrat LLC. All Rights Reserved.
27Angela Connor @communitygirl #capstratsocial
Actual results after smart target...
© 2014 Capstrat LLC. All Rights Reserved.
28Angela Connor @communitygirl #capstratsocial
Case Study
© 2014 Capstrat LLC. All Rights Reserved.
29Angela Connor @communitygirl #capstratsocial
Case Study
© 2014 Capstrat LLC. All Rights Reserved.
30Angela Connor @communitygirl #capstratsocial
Case Study
© 2014 Capstrat LLC. All Rights Reserved.
31Angela Connor @communitygirl #capstratsocial
Case Study
© 2014 Capstrat LLC. All Rights Reserved.
32
974
HASHTAGS
693
RETWEETS
389
REPLIES
104,649
CLICKS
1,726
COMMENTS
8,703
LIK...
© 2014 Capstrat LLC. All Rights Reserved.
33Angela Connor @communitygirl #capstratsocial
One more push for measurement…
© 2014 Capstrat LLC. All Rights Reserved.
34
• Align goals with business objectives
• Select platforms based on goals and ...
© 2014 Capstrat LLC. All Rights Reserved.
35
Thank you!
Angela Connor
Senior Vice President;Group Director
aconnor@capstra...
© 2014 Capstrat LLC. All Rights Reserved.
36
Free Twitter Analysis and Audit
Send Angela an email with
a few sentences des...
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Making Social Media Work for You

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Angela Connor's presentation to the Lincoln AMA on April 3, 2014. Angela is SVP, Group Director at Capstrat and author of "18 Rules of Community Engagement"

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Transcript of "Making Social Media Work for You "

  1. 1. Making Social Media Work for You Angela Connor, SVP; Group Director – Media April 3, 2013 Lincoln AMA #CapstratSocial
  2. 2. © 2014 Capstrat LLC. All Rights Reserved. 2 I pledge to be: • Candid • Insightful • Passionate • Helpful • Funny • Enlightening AngelaConnor.com aconnor@capstrat.com Angela Connor @communitygirl #capstratsocial What to Expect
  3. 3. © 2014 Capstrat LLC. All Rights Reserved. 3 B2C B2B 3 Clients Angela Connor @communitygirl #capstratsocial
  4. 4. © 2014 Capstrat LLC. All Rights Reserved. 4 What I’ll Share Today Angela Connor @communitygirl #capstratsocial AGENDA TOPIC TIME Start with goals 10 minutes Building an analytics framework 10 minutes Finding your target audience 10 minutes Case studies and guiding principles 10 minutes Discussion/Q&A 15 minutes
  5. 5. © 2014 Capstrat LLC. All Rights Reserved. 5 My Favorite Quote about Change In times of profound change, the learners inherit the earth, while the learned find themselves beautifully equipped to deal with a world that no longer exists. -Eric Hoffer Angela Connor @communitygirl #capstratsocial
  6. 6. © 2014 Capstrat LLC. All Rights Reserved. 6 Social is augmenting every communications touch point in every company. Angela Connor @communitygirl #capstratsocial
  7. 7. © 2014 Capstrat, LLC. All Rights Reserved. START WITH GOALS Angela Connor @communitygirl #capstratsocial
  8. 8. © 2014 Capstrat LLC. All Rights Reserved. 8
  9. 9. © 2014 Capstrat LLC. All Rights Reserved. 9 Attract new members Recruit volunteers Find speakers Drive attendance Crowdsource topics Promote events Drive traffic to website, landing page Engage Volunteers Connect local chapter members Fan engagement and growth What are your goals? Angela Connor @communitygirl #capstratsocial
  10. 10. © 2014 Capstrat, LLC. All Rights Reserved. BUILDING AN ANALYTICS FRAMEWORK Angela Connor @communitygirl #capstratsocial
  11. 11. © 2014 Capstrat LLC. All Rights Reserved. 11 Case Study: Carolina Biological Supply Company Angela Connor @communitygirl #capstratsocial
  12. 12. © 2014 Capstrat LLC. All Rights Reserved. 12Angela Connor @communitygirl #capstratsocial Case Study: Carolina Biological Supply Company
  13. 13. © 2014 Capstrat LLC. All Rights Reserved. 13 Goal Key Metric Key Target 8-Week Average Final Status Drive engagement on Twitter Increase followers on Twitter Expand reach on Facebook to connect with teachers unable to attend the conference Angela Connor @communitygirl #capstratsocial Case Study: Carolina Biological Supply Company
  14. 14. © 2014 Capstrat LLC. All Rights Reserved. 14 Goal Key Metric Key Target 8-Week Average Final Status Drive engagement on Twitter Twitter favorites, retweets and mentions 65 favorites, retweets and mentions from April 10-15 6 favorites, retweets and mentions 52 favorites, retweets and mentions Increase followers on Twitter New Twitter followers 60 new followers from March 29 to April 22 10 new followers 60 new followers (baseline: 701) Expand reach on Facebook to connect with teachers unable to attend the conference New Fans 175 new fans from April 4-15 71 new fans 627 new fans (baseline: 8,050) Facebook Post Reach Average of 1,750 reached for all posts. 1,260 average reach 5,503 average reach Angela Connor @communitygirl #capstratsocial Case Study: Carolina Biological Supply Company
  15. 15. © 2014 Capstrat LLC. All Rights Reserved. 15 Social Media Analytics Framework Angela Connor @communitygirl #capstratsocial
  16. 16. © 2014 Capstrat LLC. All Rights Reserved. 16 Finding your Target Audience Angela Connor @communitygirl #capstratsocial
  17. 17. © 2014 Capstrat LLC. All Rights Reserved. 17 Finding your Target Audience – Follower Wonk Angela Connor @communitygirl #capstratsocial
  18. 18. © 2014 Capstrat LLC. All Rights Reserved. 18 The Power of Hashtags Angela Connor @communitygirl #capstratsocial
  19. 19. © 2014 Capstrat LLC. All Rights Reserved. 19 #HR #Tchat #leadership #FF #HFchat #dthr #Diversity #SHRM #jobs #CES #job #business #leadfromwithin #TNLive #in #healthcare #HRTechChat #HRtech #management #recruiting #USGuys #career #NextChat Find relevant hashtags and tweetchats Angela Connor @communitygirl #capstratsocial
  20. 20. © 2014 Capstrat LLC. All Rights Reserved. 20 Finding your Target Audience - Tweetadder Angela Connor @communitygirl #capstratsocial
  21. 21. © 2014 Capstrat LLC. All Rights Reserved. 21 • By interests, age, demographic location, education and workplace • By the pages and brands they “like” • Through competitors • Through advertising • Lookalike audiences Finding your Target Audience Angela Connor @communitygirl #capstratsocial
  22. 22. © 2014 Capstrat LLC. All Rights Reserved. 22 Finding your Target Audience Angela Connor @communitygirl #capstratsocial
  23. 23. © 2014 Capstrat, LLC. All Rights Reserved. SOCIAL ADVERTISING Angela Connor @communitygirl #capstratsocial
  24. 24. © 2014 Capstrat LLC. All Rights Reserved. 24 Case Study: Deloitte Analytics Angela Connor @communitygirl #capstratsocial
  25. 25. © 2014 Capstrat LLC. All Rights Reserved. 25 Case Study: Deloitte Analytics LinkedIn advertising targets for The insight economy: Big data matters – except when it doesn’t mini-book: • C-level executives • Management title and above in banking, retail, insurance, federal and consumer products • People with research job function correlating to Analytics positions and Analytics group members Angela Connor @communitygirl #capstratsocial
  26. 26. © 2014 Capstrat LLC. All Rights Reserved. 26 Total spend: $36,000 Impressions: 1.7 million Clicks: 1,856 Click-through rate: 0.11% Poll votes: 830 Big Data Interactive Infographic Case Study: Deloitte Analytics Angela Connor @communitygirl #capstratsocial
  27. 27. © 2014 Capstrat LLC. All Rights Reserved. 27Angela Connor @communitygirl #capstratsocial Actual results after smart targeting
  28. 28. © 2014 Capstrat LLC. All Rights Reserved. 28Angela Connor @communitygirl #capstratsocial Case Study
  29. 29. © 2014 Capstrat LLC. All Rights Reserved. 29Angela Connor @communitygirl #capstratsocial Case Study
  30. 30. © 2014 Capstrat LLC. All Rights Reserved. 30Angela Connor @communitygirl #capstratsocial Case Study
  31. 31. © 2014 Capstrat LLC. All Rights Reserved. 31Angela Connor @communitygirl #capstratsocial Case Study
  32. 32. © 2014 Capstrat LLC. All Rights Reserved. 32 974 HASHTAGS 693 RETWEETS 389 REPLIES 104,649 CLICKS 1,726 COMMENTS 8,703 LIKES 1,605 SHARES 6 million REACHED Case Study Angela Connor @communitygirl #capstratsocial
  33. 33. © 2014 Capstrat LLC. All Rights Reserved. 33Angela Connor @communitygirl #capstratsocial One more push for measurement…
  34. 34. © 2014 Capstrat LLC. All Rights Reserved. 34 • Align goals with business objectives • Select platforms based on goals and audience • Identify your target audience and FIND them • Create content that will resonate with your audience • Use social advertising to extend reach • Audit your brand and know your competitors • Measure, Measure, measure Key takeaways Angela Connor @communitygirl #capstratsocial
  35. 35. © 2014 Capstrat LLC. All Rights Reserved. 35 Thank you! Angela Connor Senior Vice President;Group Director aconnor@capstrat.com 919-573-6307 AngelaConnor.com LinkedIn.com/angelaconnor Angela Connor @communitygirl #capstratsocial
  36. 36. © 2014 Capstrat LLC. All Rights Reserved. 36 Free Twitter Analysis and Audit Send Angela an email with a few sentences describing your pain points or goals for Twitter. Include your Twitter handle. You will be eligible for a Twitter analysis and top line recommendations for enhancing your presence and connecting with your target audience. Recommendations will include: -Overview -Reach -Engagement -Top content -Follower profile -Word clouds -Best time to tweet -Findings & recommendations aconnor@capstrat.com Angela Connor @communitygirl #capstratsocial
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