How to win with social media marketing
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What? You can win social media? Of course you can! Winning with social media is all about the engagement. What is engagement? Anytime a fan likes, comments or shares your post. If you are getting good engagement, then you are being effective. But, effective tactics like crafting relevant content to publish (or finding it) and engaging with your followers, can cost you something very important: your time. Join Darren Pace with SDI/TDI/ERDI for a social media marketing jam session and walk away with tactical advice.
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How to win with social media marketing
- 1. w w w . t d i s d i . c o m 1 Presented by: Darren Pace Marketing Director at International Training linkedin.com/in/darrenpace darren.pace@tdisdi.com How to win with social media marketing
- 2. w w w . t d i s d i . c o m 2 2% Facebook Post Reach?
- 3. w w w . t d i s d i . c o m 3 2% of your fans 2%
- 4. w w w . t d i s d i . c o m 4 About You
- 5. w w w . t d i s d i . c o m 5 About You
- 6. w w w . t d i s d i . c o m 6 About Me 204………...………Months 884…………………Weeks 5,840………...………..Days 140,160…….….…….Hours 8,409,600…..….…..Minutes Spent Marketing Online 17Years
- 7. w w w . t d i s d i . c o m 7 Did you know? Best Practices and Creating a Process
- 8. w w w . t d i s d i . c o m 8 Did you know? Best Practice #1 BALANCE
- 9. w w w . t d i s d i . c o m 9 Did you know?
- 10. w w w . t d i s d i . c o m 10 Did you know? Best Practice #2 BE MEMORABLE
- 11. w w w . t d i s d i . c o m 11
- 12. w w w . t d i s d i . c o m 12 Did you know? Best Practice #3 INFLUENCERS
- 13. w w w . t d i s d i . c o m 13
- 14. w w w . t d i s d i . c o m 14 Did you know? Best Practice #4 PAY TO PLAY
- 15. w w w . t d i s d i . c o m 15
- 16. w w w . t d i s d i . c o m 16 Did you know? Best Practice #5 AUDIENCE
- 17. w w w . t d i s d i . c o m 17 Targeting Audience(s) New Diver Acquisition Test Campaign Goal: Capture OW Leads for Dive Centers Action: Created Advertisement targeting the greater Chicago Area and the Snow Skiing Industry on Facebook. Directed clicks to landing page on website to capture leads.
- 18. w w w . t d i s d i . c o m 18 Test Campaign
- 19. w w w . t d i s d i . c o m 19 The Results Tuesday Wednesday Thursday Friday Saturday TOTAL Targets Chicago Snow Skiers age 15-51 Chicago Colorado Ski Resorts age 15-51 Chicago Ski Brands age 15-51 Chicago Ski Brands Women with kids Chicago Ski Brands Hiking, Mountain BIke, Surf Men 26-47 Reach 23,288 8,640 28,374 21,028 10,382 91,947 Spend $186 $107 $307 $252 $95 $950 Device Engage 98% Mobile 50% Mobile Excluded 97% Mobi 95% Mobi 99% Ad Clicks 705 27 1,287 746 704 3,469 Land Page Visits 269 48 569 440 358 1,684 CPC $0.27 $4.91 $0.24 $0.34 $0.14 $0.27 Click Rate 1.89% 0.04% 2.87% 1.87% 4.48% Lead - Chat 2 0 5 3 5 15 Lead - News 6 0 9 4 7 26 Lead - Form 1 0 2 1 2 6
- 20. w w w . t d i s d i . c o m 20 Overall Results Results: 47 Leads Takeaway: Our ask was greater than the perceived value of its offer. Takeaway: Need an education funnel to qualify the leads before trying to close
- 21. w w w . t d i s d i . c o m 21 Did you know? Best Practice #6 EVERYDAY
- 22. w w w . t d i s d i . c o m 22 1st Post Post the Title: “How Much Does Scuba Diving Cost?” Post Title of Content
- 23. w w w . t d i s d i . c o m 23 2nd Post Post a question: “Have you ever wondered how much its costs to become a scuba diver?” Post a Question
- 24. w w w . t d i s d i . c o m 24 3rd Post Cite a Fact: Scuba Diving can be divided into 2 costs. Training and Equipment Cite a Fact
- 25. w w w . t d i s d i . c o m 25 4th Post Share a Quote: Scuba Diving can cost anywhere between $500-$700, depending on location Share a Quote
- 26. w w w . t d i s d i . c o m 26 5th Post Add Intrigue: Beware of the $199 certification Add Intrigue
- 27. w w w . t d i s d i . c o m 27 Lets Review 1. Title 2. Ask a Question 3. Cite a Fact 4. Share a Quote 5. Add Intrigue Post Consistently without overwhelming
- 28. w w w . t d i s d i . c o m 28 Did you know? Best Practice #7 LOVERS and HATERS
- 29. w w w . t d i s d i . c o m 29 Address issues immediately
- 30. w w w . t d i s d i . c o m 30 Hug your Haters
- 31. w w w . t d i s d i . c o m 31 Show Appriciation
- 32. w w w . t d i s d i . c o m 32 Did you know? Best Practice #8 ANALYTICS
- 33. w w w . t d i s d i . c o m 33 Understand your analytics
- 34. w w w . t d i s d i . c o m 34 Did you know? Best Practice #9 BE EFFICIENT
- 35. w w w . t d i s d i . c o m 35 Be Efficient
- 36. w w w . t d i s d i . c o m 36 Did you know? Best Practice #10 RE-MARKETING
- 37. w w w . t d i s d i . c o m 37 Facebook Remarketing
- 38. w w w . t d i s d i . c o m 38 Facebook Remarketing
- 39. w w w . t d i s d i . c o m 39 Did you know? 10 Best Practices 1. Balance 2. Be Memorable 3. Find Influencers 4. Pay to Play 5. Targeted Audiences 6. Post Everyday 7. Lovers and Haters 8. Analytics 9. Be Efficient 10. Re-Marketing
- 40. w w w . t d i s d i . c o m 40 Did you know? The Process CHECKLIST
- 41. w w w . t d i s d i . c o m 41 Checklist
- 42. Questions? 42 w w w . t d i s d i . c o m
- 43. 43 w w w . t d i s d i . c o m
Editor's Notes
- Welcome and thank you for coming. There’s lots of seminars this year and I want to say thank you for being here with me. So, I’m going to share some of our best practices for social media. My hope is that you can find value from our experiences and apply them to your marketing. Does that sound good?
- Imagine you have 100 fans. Can anyone guess how many of them would see your facebook post?
- 2% is the average reach for an organic facebook page post.
- So, I’m going to assume you have a business facebook page. Have you ever received 1000 likes from a facebook post? HOW?
- This post with Steven Tyler from Aerosmith received a lot of engagement, but not even a rock star guarantees 1,000 likes
- Built my first website in 1997.
- We are going to talk about 2 areas today to help you win with social. Best Practices and Creating a Process Sound good?
- The most important tip I can share with you about winning with social is balance. *Next Slide* -
- A healthy balance between Content Creation and Curation is Key to winning with Social. You can’t just post about you, you gotta find and share valuable content to build your audience.
- 2nd Best Practice. Be memorable. You must be memorable to win with social. *Next Slide* -
- Valubale content helps your customers. So, be helpful, create content that answers their questions.
- Social influencers are hands down the most effective strategy on social. *Next Slide* -
- Is anyone using some sort of social influencer now? Let me show you how you can. Find someone relevant to your business that has a large reach and reach out to them You will have to provide value up-front and give them what they want, engagement. Build rapport, make a deal
- Is anyone paying to promote content on social. *Next Slide* -
- Remember our earlier sllde? only 2% of people see your post. That wasn’t the case before 2014. In 2013, Facebook IPO was announced. Dec 20 thru Feb stock rose from $30 to $68. Today at $120.
- Did you know with Facebook audiences, that you can target pregnant women in their 2nd trimester with 2 kids and makes $100,000 a year? *Next Slide* -
- We ran a test campaign earlier this year with a $1000 budget. Lets take a look
- Here are a couple of those ads. One targeting men, the other targeting women with kids.
- Each day, we measured our results and revised the ad for the next day.
- Post Consistently without overwhelming. Remember, fans will un-follow you if you’re posts are uninteresting, so be thinking “VALUE”. *Next Slide* -
- We recently published an article titled: How much does scuba diving cost? Lets take a look at how we can share this article more than once without sharing it twice.
- Turn haters into lovers and make ambassadors from lovers. *Next Slide* -
- These tweets went unaddressed by the Airline. The potential reach of these 3 accounts exceeded 275,000 followers
- Alternatively, Southwest used social networks as a way to engage dissatisfied customers. Doing so, acknowledges the voice of the customer and often turns a negative into a positive.
- Virgin airline took it a step further and acknowledge happy customers so they feel appreciated and are encouraged to share all they love about your business. See how this works?
- Does anyone really know if their social marketing is working? Don’t feel bad, 57% of marketers don’t know if social is working for them. Lets look at some best practices. -
- You can’t win by guessing. Use your insights
- Be efficient. Don’t be a jack of all trades, master of none. *Next Slide* -
- Pick a couple social sites that matches your audience and go in strong. Don’t go after them all, you spread yourself too thin. Be efficient.
- Who is using re-marketing? *Next Slide* -
- Re-engage your audience with Facebook’s Pixel. Lets look at how it works.
- Lets Review Best Practices - *next slide*
- Who loves checklists? I sure do.
- Here is a checklist you can use for social. Its straight forward. Couple with the best practices and you will have a winning strategy