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How to Harness Social Media for Success
- 1. Social Media Savviness How to Harness New Digital Innovations for Success
- 2. Your Audience Who? How old are they? What language do they use? Where do they live? Which social channels do they use? Why? Concerned citizens? Love of learning? Single issue? Local or national concerns? How does your content make them look? When? When do they get up? Do they work 9-5? Do they have dinner with their families? When do they use social media?
- 3. What? What are similar campaigns doing? What time works best? What type of content? What length of video? How? Question: “Will using emoji in tweets increase engagement?” Current data: Current engagement rate is averaging 1.1% Method: Used at least 1 emoji in every Tweet for 2 weeks Final data: Average engagement rate is 1.6% however mostly people telling us to stop using emoji Always be testing
- 4. Example: Audience on Twitter Demographic Male living or working in London Probably uses an iPhone but is also likely to access Twitter on the desktop as well Interested in business and news Related Typical commute into London is 71 minutes and 7.9 miles London commuters get up at 07:29 and go to bed 00:31 Lunchtime is 13:30 Suggested Experiments Change our 17:30 Tweet to 18:20 Change 08:30 Tweet to 07:40 Change 12:30 Tweet to 13:30 Tweet between football matches on Saturday
- 5. Grid Planning - Example Campaign 1 Type Research Press Release Infographic Video Comment piece Time 07:00 07:40 12:40 17:20 21:30 Notes Low engagement and impressions High engagement - due to using a number in the text? Lots of retweets and shares 20 second Twitter clip watched but low click through Lots of replies & National newspaper retweeted it Type G+ / T Twitter FB / T Twitter FB / T
- 6. The Burrito Principle Update when people are eating a burrito while browsing on their phones ● 02:30 ● 08:30 ● 12:30 ● 17:30 ● 22:00
- 7. Update Tips As suggested by data - your audience may be different Twitter 100 Characters -- Headlines and statistics. Shortened URLs. Several posts a day. Facebook 40 to 80 characters -- Questions / Quotes / Statistics. Not what’s already in the link text. Once or twice per day G+ Headline Less than 60 characters G+ Post 5 characters or 442 characters
- 8. A note on YouTube
- 9. Engage Back ● Like comments that show an opinion on your post to show that you’re reading and listening to people ● Reply when people ask questions ● Keep the conversation going and build relationships slowly over time ● Retweet your colleagues from the main account and retweet those supporting and reporting on you
- 10. What to share Campaigns, Testing, Images and Infographics
- 11. The Spending Plan ● Video ● Web Application ● Polls ● Images
- 12. Public Sector Rich List ● Specific branding images ● Specific hashtag ● Encouraged people to look at their local area ● Retweeted as media outlets