Social Media Learnings

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  • 1. • These are metrics that evaluate success of a particular activities • Shows progress toward strategic goals. Therefore, set KPIs based on strategic goals
  • 2. Business Mission Business Goals Departmental Goals Social Media Goals Social Media Tactics Social Media Metrics
  • 3. Social Media Goals Increase brand awareness Increase leads and sales Improve online reputation Retain users Social Media Metrics  Community memberships  Engagement with content  Reputation  Social Conversions
  • 4. Community membership: Social Reach Number of followers, likes and subscribers Growth over time Broad metric Low business value Early stages, branding Foundation building
  • 5. Mobility and Engagement KPI’s  Likes and shares  Tweets from content  Retweets  Pinterest re-pins  YouTube video likes, shares and embeds  LinkedIn post lik-es and shares  Compare to industry and competition
  • 6. Brand Reputation Brand mentions in conversations Competition Industry Sentiment – Positive – Negative – Neutral Direct communication with your brand in social spaces
  • 7. Conversion: Beyond clicks New visits & Repeat visitors Conversions and source Subscribers Fill out a form Download some content Watch a video Contacts you directly Shares your content Buy something!
  • 8. MeasureofSuccess • Number of new users • Positive mentions, shares & engagement growth • Retention • Number of queries • Number of complaints handled online • Results of a customer satisfaction • Leads acquired • Quantity of qualified users • Number of surveys / experiments completed • Ideas shared for improvement Sales & marketing Customer service Resources Research
  • 9. Engineering KPI’s Likes, subscribers, followers, Retweets, comments Brand mentions and conversations and by who? Relevant industry conversations Social compared to other channels Leads from social Sales from social Positive and negative mentions
  • 10. Calculating Social Media KPI’s 1. SOV = # brand conversations/# industryconversations 2. REACH = # of Fans & followers on all platforms 3. ENGAGEMENT = # shares + likes + Retweets +comments/ total number of posts/content 4. LEAD GENERATION = # new leads from social channels/ total # leads 5. Response Time: All queries that comes up on the social platforms, will be answered with 12hours (max) 6. Response Rate = #posts or queries responded to / #total queries 7. Sentiment Indicator = (Positive Conversations – Negative Conversations)/(Positive Conversations + Negative Conversations)
  • 11. Example: Food Chain – Local Restaurant Mission– To have the best food in town Goal – To increase sales Department goal – Increase daily traffic at store Social media goal – Grow audience and engagement Social media tactic – create promotions and distribute special offers to fans Social Media Metric – Number of contest submissions, positive mentions, offer redemption, shares and engagement growth
  • 12. How Restaurants Can Make the Most of Social Media Platforms:  Daily Content  Trivia related industry is fun & engaging
  • 13. How Restaurants Can Make the Most of Social Media Platforms:  Noting make us drool more, but attractive & delicious looks
  • 14. How Restaurants Can Make the Most of Social Media Platforms:  Behind the scene  Contests
  • 15. How Restaurants Can Make the Most of Social Media Platforms:  Event Promotions  Event coverage's
  • 16. How Restaurants Can Make the Most of Social Media Platforms:  Media Coverage's  Photos on Twitter too!
  • 17. Standard Practices • When we don’t acquire engagement then what’s our plan? -- Album post / extra updates But is this enough?
  • 18. Best Practises- to post content: Focus on understanding your audience Step 1: Determine who your audience is Step: 2: Think about what their day looks like Step 3: Apply what you know Let’s review. When is a good time to post on Facebook? √ Early morning χ During work (9am – 5pm) √ Between work and dinner χ After dinner (TV time) √ Bedtime χ Weekends The bottom line? The best time to post on Facebook is when your audience will see it. And this is going to be unique to you and your business.
  • 19. Twitter Hygiene:  Follow relevant people  Follow back relevant fans  Thank relevant followers for following you  Keep your tweets between 120 and 130 characters  Only use one to two hashtags per post & don’t FORCE hashtags  Use photos  Timing is everything (please explore)  Linking to other platforms & optimize your profile  Engage with users via Regular ATS’s