SoCast Webinar: A-Z Social Strategy for Radio
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SoCast Webinar: A-Z Social Strategy for Radio

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In this webinar, SoCast's Communications Manager, Vanessa Markov, covers the key drivers of a successful social strategy, including: ...

In this webinar, SoCast's Communications Manager, Vanessa Markov, covers the key drivers of a successful social strategy, including:

Social Must-Haves
Advanced Engagement & Optimization Tactics
and Smart Media Buying

Watch the webinar with audio here: https://www.youtube.com/watch?v=6S3YCbMu2ds

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  • Hi my name isThanks for joining us today for “A-ZIf you have any issues hearing me or seeing the screen, please send us a message via your G2M control panel
  • What we’re going to do today is overview the key drivers of a successful social strategy, And also show you some advanced tips and tactics that you can try right away and see results right awayThis stuff works At the end we’ll do a short Q&A to answer any questions
  • So first, why social?
  • Wouldn’t it be nice if your station couldDouble web trafficSignificantly increase your member database (loyalty club, email list)Increase digital and on-air tuningAnd even make more moneyAlmost entirely through Facebook?
  • This and the next graph are from Techsurvey9 by Jacobs mediaSo what this graph shows that the majority of your listeners are reachable through social media, mainly Facebook. So being present in Facebook, you’re actually able to market your brand and share content that brings people back to your site and station.
  • And this data isn’t just reflecting one or two age groups….it’s everyone. So it doesn’t matter what your format is, you can reach your demo on Facebook.
  • So how do we get there? We’re going to start with the basics…
  • This is marketing 101 but it’s an often overlooked step when using social media for marketing purposes. Without a really clear objective and path of how to get there from the beginning, it will be hard to analyze your results – if any at all
  • Here’s a very basic exampleYour objective is to increase tune-insAnd you’re going to get there by promoting the stream and on-air content while building your audience and loyalty club with contests.Again, very basic.
  • Next is a content strategyYour content should basically consist of tactics that adhere to your target audience and your overall objective.I should also note that the demographic and psychographic information available from social media marketing will help you optimize your strategy as you build data.
  • So here’s a very basic sample of a content strategyAnd by sticking to this formula, you’ll get better results faster
  • Next you need to know what you’re measuring.Don’t get caught up in vanity metrics, like likes and site hits. Yes, the size of your audience matters to an extent, but it means nothing if those people aren’t meeting your goals.
  • Good social KPIs to track include overall reach, which indicates that people are sharing your contentAnd of course, how people actually feel about your brand. Is their engagement positive, or is it negative?We’ve seen that this data leads to the more important numbers like listeners and hours tuned
  • Next, its important to monitor social activity in real-time. Otherwise, you might miss out on growing conversations and trending topics
  • A good monitoring tool allows you too track……All in one screen
  • Finally, you need analytics to track exactly what content is working and what isn’t. You should know what links are being clicked onWhich station staff are performing best
  • What time of day your audience consumes your content
  • Right down to how well each post does. By tracking all this information, you can make educated adjustments to your content and strategy
  • So here we’re going to cover 3 optimization tactics that are proven to increase engagement
  • First is optimized content. Stats say..In fact, using images and questions is known to automatically double engagement in FacebookAbout a month ago, Facebook announced another change to their algorithm, which will make text-only posts from brand pages even less visible in the newsfeed. Given that your organic reach is already just 1-3% of your audience, having too many text-based posts could render your page virtually invisible.
  • Here are two really great examples of how to optimize content in Facebook.Left: This post started as just a text question, but the added image made it highly shareable.Right: A text-based post converted into an image. These are very small alterations that make a big difference.
  • Next is optimized contests. Obviously, lots of contests are happening in radio, but where are they?
  • First off, an optimized contest is accessible in Facebook.The stats say a third of your audience most likely liked your page to enter contests, so give them what they want.The forms are even user friendly because they’re auto-filled by Facebook.
  • Optimized contests are accessible on your website as well, so users can sign up wherever they find you online.
  • Optimized contests are also fan-gated and incentivized.Whether fan-gating drives relevant likes is controversial, and drop off after a large fan-gated contest is a definite possibility, but here you have an opportunity to engage the remaining new fans immediately and convert them into loyal fans with great content.Voting and sharing is another great way to drive engagement and reach for obvious reasons. You can also fan-gate voting which will significantly increase your audience size
  • Here is a quick example of a radio station that ran a fully optimized Facebook contest that perfectly suited their audience. This contest was fan-gated for entry and voting, which is why the increase in audience is so high. You can also see that, before the contest, their posts were getting relatively low interaction….During the contest, those numbers leaped by 820%, 600%, and nearly 3000% respectively.
  • The third tactic is to optimize advertising. This is where radio stations have to start thinking like agencies.Being a media company yourself means you probably don’t often think about purchasing advertising to extend the reach of your content, but Facebook is making it increasingly difficult for brands to reach their audiences organically.In Facebook, reach will be less than 1% by the end of 2014, making it crucial to incorporate paid media into your plan once you’ve matured your content strategy.
  • Here are a couple of different ways to use paid media to help meet your objectives
  • We’re going to go a little more in-depth with buying media – specifically in facebook - because there’s a lot of information about it and it can get confusing.
  • There are so many options in Facebook alone and they’re constantly changingSo how do you know which type of ad to use, and when?
  • Luckily, Facebook is trying to make things easier by asking you to identify the objective of your ad and then matching it to the right ad type.
  • We’re going to focus on the top 4 most relevant forms of ads you would use for your station.
  • First, advertising a particular post to increase engagement is called boosting a post. A boosted post appears higher in newsfeeds and reaches people outside of your audience.You can access this ad type on the actual post itself, which leads to a straightforward popup screen to complete the transaction.explain….
  • Promoting your page is what you would do if the goal is to increase likes. These ads appear both in the newsfeed sidebar and as “sponsored stories” within newsfeeds– which you can see on screen here.
  • You can promote your page directly through your page’s admin panel or through the Facebook ad server.
  • If you simply want to drive traffic back to your site, you would create an ad much like a promoted page, but linking to an external site.The real value of advertising on Facebook as opposed to Google is that here you are able to target ads to your desired audience, right down to specific interests. We’ll get back to targeting in a minute
  • Finally, a conversion ad is the same as a website ad, but has a brand new feature called a call to action button that helps drive a specific type of conversion, whether it be to sign up for or download something, get more information, or shop.
  • So now that you know the function of each ad type, when should you use them? There’s no set in stone rule when you should use any of theseBut there are some guidelines to follow if you want to maximize your budgetFor instance, it’s going to get expensive fast if you continuously boost posts. Instead, boost posts that are already generating engagement organically. Here you can see the effect of boosting a post at the right time. You can also reserve post boost budgeting for promoting a particular promotion or event beyond your existing audience.
  • Promoting your page has one main purpose, and that is to generate more likes on your page. You can promote your page anytime, but again it gets expensive if you’re constantly buying ads to build audience.The best time to run this type of ad would be shortly before a major contest or promotion. This way you can advertise the actual promotion in the ad itself to incentivize people to like your page.
  • The same logic applies to driving traffic to your website. Save this type of ad for a time when traffic matters most, such as during a large promotion or to drive more impressions and clicks for your sponsors. Whatever you do, don’t link your ad to your homepage. Use your ads to drive people to specific landing pages. Also, be sure to use the call-to-action buttons whenever possible because they’ll only help drive conversions.
  • And finally, here are some of the targeting options you have regardless of the ad type you’re using in Facebook. This is the real beauty of Facebook ads and Facebook in general. They know a lot about their users and let you segment their population according to your specific needs.You can use this advanced targeting to drive real results not only for your station brand, but on behalf of your sponsors as well by incorporating Facebook ads into your overall campaign. The investment is practically negligible for the results you’ll get.
  • So that’s all we have todayHere are the key points we covered:Read…..If anyone would like to know more about how we can help you achieve the above, my contact info will be up on the screen shortly.
  • Here are some of our current clients
  • And now we’re going to answer any questionsMy info is also up on the screen if anyone would like to get in touch directly.

Transcript

  • 1. April 3, 2014 Presented by: Vanessa Markov Communications, SoCast SRM WEBINAR: A-Z Social Strategy for Radio Stations
  • 2. What We’re Going to Show You • Why You Need Social • Social Strategy Must Haves • Advanced Engagement Tactics • Smart Media Buying • Q & A
  • 3. Why Social?
  • 4. Wouldn’t It Be Nice? Traffic Members Tuning Sales
  • 5. Your Listeners are on Social Media
  • 6. All of them…
  • 7. Social Strategy Must-Haves
  • 8. 1: A Clear Objective Objective Tactic Tactic Tactic
  • 9. 1: A Clear Objective Increase Tune-Ins Promote On-Air Content Promote Digital Stream Build Audience, Reach, & Engagement w/contests
  • 10. 2: A Content Strategy Content Strategy Target Audience & Interests Objective Tactics
  • 11. 2: A Content Strategy 1. Celebrity style blogs, images, conversations 2. On-air teasers w/links to stream 3. Fan-gated Facebook contests to win concert tickets Teenage Girls into Fashion Boy Bands Drive Tune-Ins Promote on- air content, stream, and build audience
  • 12. 3: Key Performance Indicators Beware of vanity metrics!
  • 13. 4: Key Performance Indicators Metrics that matter: How many people are talking about you, and what they’re saying.
  • 14. 5: Monitoring
  • 15. 5: Monitoring The reach and sentiment of keywords Your own social streams Interactions with your station/content Popular RSS feeds for content ideas
  • 16. 6: Analytics
  • 17. 6: Analytics
  • 18. 6: Analytics
  • 19. Advanced Engagement Tactics
  • 20. Optimized Content Images Questions CLEAR calls to action Short, sweet, and simple Stats say… …status posts are much more likely to be engaging than any other type of post
  • 21. Optimized Content
  • 22. Optimized Contests 35% of Facebook fans like a page so they can participate in contests and promotions… …Where are YOUR contests?
  • 23. Optimized Contests Are… Accessible via Facebook
  • 24. Optimized Contests Are… Syndicated on web and Facebook
  • 25. Optimized Contests Are… Fan-gated Voting based/have sharing incentives
  • 26. Results Avg. Post Metrics Before Contest: – 2-5 Shares – 10-100 Likes – 50 Comments Metrics During Contest – 46 Shares (^820%) – 781 Likes (^600%) – 1505 comments (^2910%) 862 entrants in 48 hours 8,168 new Facebook fans in 5 days
  • 27. Optimized Advertising Why you should buy media: • Only 3% of your audiences see your posts • Double ROI on campaigns with extended reach • Target users outside of your network that are specific to your target audience (or your clients!)
  • 28. Optimized Advertising When you should buy media: • To boost a popular post • To promote an event/contest • To supplement a campaign
  • 29. Smart Media Buying
  • 30. Effectively Using Facebook Ads Marketplace Ads Advanced Targeting Promoted Pages Boosted posts Sponsored Stories Promoted Posts
  • 31. Effectively Using Facebook Ads
  • 32. Effectively Using Facebook Ads
  • 33. Boosting Posts Higher in newsfeed Higher reach Wider audience
  • 34. Promoting Pages
  • 35. Promote Your Page (or a clients!) Grow Audience Target Demo
  • 36. Driving Web Traffic & Conversions
  • 37. NEW! Call to Action Buttons
  • 38. Boosting vs. Promoting vs. Converting 0 5000 10000 15000 20000 25000 30000 1hr 2hr 3 hr 4hr 5hr 6hr 7hr 8 hr 9 hr Post 1 Post 2 Post 3 Reach Time Boost
  • 39. Boosting vs. Promoting vs. Converting
  • 40. Boosting vs. Promoting vs. Converting
  • 41. Targeting
  • 42. Key Takeaways • Don’t skip steps: start with a basic objective and lay out a strategic plan • Equip yourself with tools needed to drive data and insights • Use Facebook statistics, contests, and paid media to optimize results
  • 43. Some of our clients…
  • 44. Q & A For more information contact: Vanessa Markov Email: vanessa@socastsrm.com Phone: 416-635-6678 x268 Website: www.socastsrm.com Twitter: @socastsrm