Google has Dumped You.
But Social is Ready to be Loved.
1  Slides and recording will be available afterwards
2  Join the conversation on Twitter #SMMWebinar
3  If you have questi...
PRESENTERS
#SMMWebinar
Cheri Percy
Content and Community
Manager at Distilled.
@Distilled
Simon Penson
Founder of Zazzle M...
1  Building Your Brand on Social
2  Identifying the Best Social Channels for You
3  Tracking Your Social Media Efforts
4  P...
#SMMWebinar
We can’t put all our eggs in Google’s basket
BUILDING YOUR BRAND
ON SOCIAL.1
#SMMWebinar
	
  
You’ve been given the keys to the corporate social
accounts; now what?
My first day at Distilled
#SMMWebinar
My background is in music
#SMMWebinar
Conversation, not Broadcast
#SMMWebinar
Google	
  Has	
  Dumped	
  You;	
  	
  
But	
  Social	
  Is	
  Ready	
  To	
  Be	
  Loved	
  
Starting the Conversation
#S...
Don’t just share your own content
#SMMWebinar
Showing the Love
#SMMWebinar
And Not Just Online …
#SMMWebinar
Track your associated hashtags
#SMMWebinar
USING FAVOURITES AS
ONLINE TESTIMONIALS.
#SMMWebinar
	
  
Bookmark for Later
#SMMWebinar
Embed them into your site
#SMMWebinar
Google	
  Has	
  Dumped	
  You;	
  	
  
But	
  Social	
  Is	
  Ready	
  To	
  Be	
  Loved	
  
Get Organised
#SMMWebinar
ALIGN YOUR SOCIAL
MEDIA WITH YOUR
CONTENT.
#SMMWebinar
	
  
Use a Project Management System
#SMMWebinar
Filter by ‘not complete’
#SMMWebinar
Add a Project Brief
#SMMWebinar
IDENTIFY THE BEST
SOCIAL CHANNELS FOR
YOU.
#SMMWebinar
	
  
MTV’s #NeedToKnow
#SMMWebinar
Lowes #FixInSix
#SMMWebinar
TRACKING YOUR SOCIAL
MEDIA EFFORTS.
#SMMWebinar
	
  
Use Google Tag Manager
#SMMWebinar
Add your source
#SMMWebinar
Add your medium
#SMMWebinar
Name your campaign
#SMMWebinar
Identifying social traffic
#SMMWebinar
Google	
  Has	
  Dumped	
  You;	
  	
  
But	
  Social	
  Is	
  Ready	
  To	
  Be	
  Loved	
  
Making over your ‘social’ to...
Google	
  Has	
  Dumped	
  You;	
  	
  
But	
  Social	
  Is	
  Ready	
  To	
  Be	
  Loved	
  
Media monitoring made simple...
Google	
  Has	
  Dumped	
  You;	
  	
  
But	
  Social	
  Is	
  Ready	
  To	
  Be	
  Loved	
  
Topsy
#SMMWebinar
Google	
  Has	
  Dumped	
  You;	
  	
  
But	
  Social	
  Is	
  Ready	
  To	
  Be	
  Loved	
  
Identifying thought leaders ...
4. PAID SOCIAL – FINDING
YOUR AUDIENCE.
#SMMWebinar
	
  
IT ALL STARTS
WITH
AUDIENCE
#SMMWebinar
KNOWWHOYOU’RETALKINGTO
#SMMWebinar
Findoutlikethis…
Facebook Power Editor #SMMWebinar
Usethisformula.
#SMMWebinar
Youendupwiththis.
#SMMWebinar
Youcanevendoitwithage…
AndBrands #SMMWebinar
#SMMWebinar
Read	
  more	
  on	
  the	
  HubSpot	
  blog	
  (link	
  will	
  be	
  posted	
  out	
  in	
  the	
  Slides	
 ...
CREATE
PERSONAS	
  
	
   #SMMWebinar
#SMMWebinar
SETTING UP
THE
CAMPAIGN
#SMMWebinar
#SMMWebinar
Facebook Options
#SMMWebinar
FacebookAdPlacement
Domain Ads – Pushing traffic ‘offsite’ – best for ROI.
RHC (Right Hand Column)
A lot more impressions but...
22x ROI than the rest of Facebook. #SMMWebinar
FacebookAdPlacements
NEWS	
  FEED	
  
Age and Location: Break it down. Key component of your test
strategy. Same is true of location.
Mobile: Mobile newsfeed fo...
Images: To comply with Facebook policies and catch user’s
attention, be sure to include less than 20% text in your photos....
TWITTER OPTIONS
#SMMWebinar
#SMMWebinar
Twitter Ad Formats
Keywords - simple but often targeting is a little loose
Television – treated as a broadcast advertising opportunity
Intere...
• Users’ web browsing behavior.
• Email addresses and other CRM data.
• Lists of Twitter IDs.
Allows you to target based o...
•  AD	
  FORMATS	
  
•  PLACEMENTS	
  
•  TARGETING	
  
•  CREATIVE	
  
#SMMWebinar
It’s all about the …
MEASURING
ROI.
QUESTIONS?
THANK YOU.
#SMMWebinar
Cheri Percy
Content and Community Manager at
Distilled.
cheri.percy@distilled.co.uk
@Distilled
Simo...
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Social is Ready to be Loved - Webinar March 2014

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Published on

According to Forrester Research, 50% of people age 18-23 used social as their primary discovery engine last year.

Google is constantly tweaking its search algorithm, making it extremely difficult for businesses to keep up. More than ever, social can help businesses achieve their goals. In this live webinar, executives from UK marketing agencies, Distilled and Zazzle Media, will discuss how to make the most of your social media efforts.

You'll learn how to:

Growth hack your way to a larger, more engaged audience
Discover why paying for social can really work
Effectively use paid distribution to seed your content
Measure the ROI of your efforts

Published in: Marketing

Social is Ready to be Loved - Webinar March 2014

  1. 1. Google has Dumped You. But Social is Ready to be Loved.
  2. 2. 1  Slides and recording will be available afterwards 2  Join the conversation on Twitter #SMMWebinar 3  If you have questions, ask on Twitter using the # 4  If you have technical difficulties, use the webinar chat box HOUSEKEEPING #SMMWebinar
  3. 3. PRESENTERS #SMMWebinar Cheri Percy Content and Community Manager at Distilled. @Distilled Simon Penson Founder of Zazzle Media. @ZazzleMedia
  4. 4. 1  Building Your Brand on Social 2  Identifying the Best Social Channels for You 3  Tracking Your Social Media Efforts 4  Paid Social - Finding Your Audience 5  Setting Up Your Paid Campaign 6  Measuring the ROI of Social 7  Q&A AGENDA #SMMWebinar  
  5. 5. #SMMWebinar We can’t put all our eggs in Google’s basket
  6. 6. BUILDING YOUR BRAND ON SOCIAL.1 #SMMWebinar  
  7. 7. You’ve been given the keys to the corporate social accounts; now what?
  8. 8. My first day at Distilled #SMMWebinar
  9. 9. My background is in music #SMMWebinar
  10. 10. Conversation, not Broadcast #SMMWebinar
  11. 11. Google  Has  Dumped  You;     But  Social  Is  Ready  To  Be  Loved   Starting the Conversation #SMMWebinar
  12. 12. Don’t just share your own content #SMMWebinar
  13. 13. Showing the Love #SMMWebinar
  14. 14. And Not Just Online … #SMMWebinar
  15. 15. Track your associated hashtags #SMMWebinar
  16. 16. USING FAVOURITES AS ONLINE TESTIMONIALS. #SMMWebinar  
  17. 17. Bookmark for Later #SMMWebinar
  18. 18. Embed them into your site #SMMWebinar
  19. 19. Google  Has  Dumped  You;     But  Social  Is  Ready  To  Be  Loved   Get Organised #SMMWebinar
  20. 20. ALIGN YOUR SOCIAL MEDIA WITH YOUR CONTENT. #SMMWebinar  
  21. 21. Use a Project Management System #SMMWebinar
  22. 22. Filter by ‘not complete’ #SMMWebinar
  23. 23. Add a Project Brief #SMMWebinar
  24. 24. IDENTIFY THE BEST SOCIAL CHANNELS FOR YOU. #SMMWebinar  
  25. 25. MTV’s #NeedToKnow #SMMWebinar
  26. 26. Lowes #FixInSix #SMMWebinar
  27. 27. TRACKING YOUR SOCIAL MEDIA EFFORTS. #SMMWebinar  
  28. 28. Use Google Tag Manager #SMMWebinar
  29. 29. Add your source #SMMWebinar
  30. 30. Add your medium #SMMWebinar
  31. 31. Name your campaign #SMMWebinar
  32. 32. Identifying social traffic #SMMWebinar
  33. 33. Google  Has  Dumped  You;     But  Social  Is  Ready  To  Be  Loved   Making over your ‘social’ toolbox
  34. 34. Google  Has  Dumped  You;     But  Social  Is  Ready  To  Be  Loved   Media monitoring made simple #SMMWebinar
  35. 35. Google  Has  Dumped  You;     But  Social  Is  Ready  To  Be  Loved   Topsy #SMMWebinar
  36. 36. Google  Has  Dumped  You;     But  Social  Is  Ready  To  Be  Loved   Identifying thought leaders #SMMWebinar
  37. 37. 4. PAID SOCIAL – FINDING YOUR AUDIENCE. #SMMWebinar  
  38. 38. IT ALL STARTS WITH AUDIENCE #SMMWebinar
  39. 39. KNOWWHOYOU’RETALKINGTO #SMMWebinar
  40. 40. Findoutlikethis… Facebook Power Editor #SMMWebinar
  41. 41. Usethisformula. #SMMWebinar
  42. 42. Youendupwiththis. #SMMWebinar
  43. 43. Youcanevendoitwithage…
  44. 44. AndBrands #SMMWebinar
  45. 45. #SMMWebinar Read  more  on  the  HubSpot  blog  (link  will  be  posted  out  in  the  Slides  a8er  the  webinar)  
  46. 46. CREATE PERSONAS     #SMMWebinar
  47. 47. #SMMWebinar
  48. 48. SETTING UP THE CAMPAIGN #SMMWebinar
  49. 49. #SMMWebinar
  50. 50. Facebook Options #SMMWebinar
  51. 51. FacebookAdPlacement Domain Ads – Pushing traffic ‘offsite’ – best for ROI. RHC (Right Hand Column) A lot more impressions but expectation is not to go offsite.   #SMMWebinar
  52. 52. 22x ROI than the rest of Facebook. #SMMWebinar FacebookAdPlacements NEWS  FEED  
  53. 53. Age and Location: Break it down. Key component of your test strategy. Same is true of location. Mobile: Mobile newsfeed for conversions is not great. Mobile is fine for Likes and engagement. Lookalike Audiences: Find and reach more people who look like your best customers by utilizing Lookalike Audiences for users who are likely to convert. You can find this option in Power Editor. Utilize the data you created: Set up campaign groups based on each persona and target by interest. #SMMWebinar FacebookTargeting
  54. 54. Images: To comply with Facebook policies and catch user’s attention, be sure to include less than 20% text in your photos. Images featuring bright colors or people/emotion perform best. Headline: Show our targeted demographic that we are speaking directly to them. We can ask relevant questions or make statements that our target demographic will respond to. We can also use it to voice relevant, beneficial selling points. Body Copy: Include a strong CTA (Call To Action) or next step e.g. click here, register here and so on. #SMMWebinar FacebookContent
  55. 55. TWITTER OPTIONS #SMMWebinar
  56. 56. #SMMWebinar Twitter Ad Formats
  57. 57. Keywords - simple but often targeting is a little loose Television – treated as a broadcast advertising opportunity Interests – great for utlising earlier audience insight #SMMWebinar Twitter Targeting
  58. 58. • Users’ web browsing behavior. • Email addresses and other CRM data. • Lists of Twitter IDs. Allows you to target based on… MUST WORK WITH A 3RD PARTY AD PARTNER Tailored Audiences
  59. 59. •  AD  FORMATS   •  PLACEMENTS   •  TARGETING   •  CREATIVE   #SMMWebinar It’s all about the …
  60. 60. MEASURING ROI.
  61. 61. QUESTIONS?
  62. 62. THANK YOU. #SMMWebinar Cheri Percy Content and Community Manager at Distilled. cheri.percy@distilled.co.uk @Distilled Simon Penson Founder of Zazzle Media. simon.penson@zazzlemedia.co.uk @ZazzleMedia
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