Nurturing Tactics - Emmecon


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Nurturing Tactics - Emmecon

  1. 1. Ruben QuinonesDirector of New Media Path Interactive @rubenq #EmMeCon
  2. 2. Who We Are  Strategic Online Marketing Approach  SEO, Social Media, Pay-Per-Click and Display Ad management Industry leading technology for managing, optimizing & tracking search based campaigns Twitter: @rubenq #EmMeCon
  3. 3. Twitter: @rubenq #EmMeCon
  4. 4. Passive Audience Twitter: @rubenq #EmMeCon
  5. 5. Intent vs. Propensity vs Twitter: @rubenq #EmMeCon
  6. 6. Brief Overview of EdgerankAffinity Calculation of degree of interaction to object, relationship to interaction and recency of interactionWeight Strength of action take by userTime Decay How recent the object is Twitter: @rubenq #allfacebookconf
  7. 7. Share of Time on Facebook Twitter: @rubenq #allfacebookconf
  8. 8. Percentage of Fans Who See Your Post Twitter: @rubenq #allfacebookconf
  9. 9. Timing of a PostTwitter: @rubenq #EmMeCon
  10. 10. “Likes/Follows Are Not Sustainable” Twitter: @rubenq #EmMeCon
  11. 11. Which Means to Stand Out… Must increase engagement Build Affinity Establish Frequency Twitter: @rubenq #EmMeCon
  12. 12. Elements of Social Messaging Educational Entertaining Exclusive Promotional Twitter: @rubenq #EmMeCon
  13. 13. Some Acquisition Based Tactics Employed Gated Content – Make users like your content Contests – Incentives put in place to impact impressions, likes, virality. Causes – Actions on your page donate to charity Cross Promotion – Are there other pages that you can partner up with? Twitter: @rubenq #EmMeCon
  14. 14. Is your content strategically marketed on the platform? Relevancy of Content – Are you segmenting and dynamically targeting your social audiences. Accessibility – Are you responsive to comments, conversations, direct messages? Exclusive Promotions/Contests – What can you offer your loyal fan base? Optimization – Diagnose performance and apply what works Twitter: @rubenq #EmMeCon
  15. 15. Nurturing Tactics - Relevancy Targeted Posts Are your posts targeted? Twitter: @rubenq #EmMeCon
  16. 16. Nurturing Tactics – Relevancy Targeting Less Reach, But Test for Higher EngagementTargeted to women Targeted to Married Users Targeted to Men Twitter: @rubenq #EmMeCon
  17. 17. Nurturing Tactics - Accessibility Manage accessibility and relevancy at the Page level via your Admin tool Consider checking these Options as they influence Edgerank Twitter: @rubenq #EmMeCon
  18. 18. Nurturing Tactics - Accessibility Are you continuing The conversation? (same thread) Twitter: @rubenq #EmMeCon
  19. 19. Nurturing Tactics – Exclusive Promotions Twitter: @rubenq #allfacebookconf
  20. 20. What Should Drive My Nurturing Strategy? Twitter: @rubenq #EmMeCon
  21. 21. How Do You Stack Up vs. Competitors Measure the growth over time Here are some metrics that you(can add additional tabs on excel) Will be able to view with the naked eye Twitter: @rubenq #EmMeCon
  22. 22. Identify Current Strategy/Frequency Twitter: @rubenq #EmMeCon
  23. 23. Identifying Performance of Content Themes Themes Lifetime Post ConsumersBible Trivia 44Bible Verse 59Catalyst 10Christian lifestyle 27Church/Biblical 44Fill-In 22General Interest 22PrayerStream 17Promotional 22Shared Photo 14 Performance by Consumption Twitter: @rubenq #EmMeCon
  24. 24. Identifying Your Best Time - Optimization Twitter: @rubenq #EmMeCon
  25. 25. Optimizing Your Reach/Engagement by Content Themes Best Content Post Types Engagem…TestimonialPromotional Engagem… Best Time of Day to Post Blog Post 1000 Events 900 0 10 20 30 800 40 700 600 500 400 300 200 100 0 Early Morning Late Noon Early Morning Morning Afternoon Twitter: @rubenq #allfacebookconf
  26. 26. Photos Market Better? Twitter: @rubenq #EmMeCon
  27. 27. Experiment with Content Type View From the NewsfeedExperiment with different content types Twitter: @rubenq #EmMeCon
  28. 28. Text Based vs. Photo Based Posts Twitter: @rubenq #EmMeCon
  29. 29. Text Based vs. Photo Based Posts Twitter: @rubenq #EmMeCon
  30. 30. Nurturing Tactics – Graph Search Tagging now may reap benef in the long run Find out more about your friends Twitter: @rubenq #EmMeCon
  31. 31. Some Passive Social Metrics to consider Bookmarks (not a converted follower) Views – Videos, Impressions, page views on site Click thrus Duration on property Deeper navigation – Navigation funnel Twitter: @rubenq #EmMeCon
  32. 32. Negative Metrics to Consider Erodes Your Nurture Based Marketing Mentions with negative sentiment Unsubscribes Opt out Unlikes Unfollows (Churn rate) Follows / audience development of negative to brand groups Blocks / Spam complaints Twitter: @rubenq #EmMeCon
  33. 33. Thank You!Copy of presentation, click on Emmecon Twitter: @rubenq #EmMeCon