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Reach: For the Stars - International Social Media Reach

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Aren Grimshaw
Aren Grimshaw

Slides used in a presentation to UKTI delegates in Bristol on Thursday 29th October 2015. Slides adapted for online publication to remove any sensitive information.

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Reach: For the Stars International Social Media Reach UK Trade & Investment, 29th October 2015
@arengrimshaw Before we get started… Who Am I? Aren Grimshaw - Consultant & Trainer • I am one of two founding partners in Minchin & Grimshaw • My background cuts across sales, media and marketing roles • We help businesses, organisations & individuals make use of innovations in technology and business to enhance their growth • Our clients include companies big and small within the private, public and third sectors.
@arengrimshaw Agenda • Setting the scene • What do we mean by ‘reach’? • Researching your market • The Big Problem • Increasing your reach • Testing & optimisation
Setting the Scene
@arengrimshaw Download the full report from ‘We Are Social’ at http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015
What do we mean by ‘reach’?
@arengrimshaw We’re talking about the number of people who get to see your content… Whether that be a blog, status update, advert, or any other form of content.
@arengrimshaw • Reach = the number of individuals exposed • Impressions = the number of displays • Frequency = average displays to each individual
@arengrimshaw So, if 20 people see your blog article twice… • Reach = 20 • Impressions = 40 • Frequency = 2
@arengrimshaw Why is it important? Without reach and impressions: • Your content will go unseen • Your content will go unloved • You will not see any traffic to your website • You will not make any sales
@arengrimshaw I get it… • …Reach is good • …Impressions are good • …Frequency is good • Not quite!
@arengrimshaw Reach, Impressions and Frequency are only good if you are reaching the RIGHT people.
@arengrimshaw How do you reach the right people?
Researching your Market
@arengrimshaw Start with the ‘Small Data’ • Start with your own business data – What do you know about your customers? – Who are yourbest customers? – Who are yourbest advocates? – Who are you reaching now? – Who do you want to reach?
@arengrimshaw Facebook Insights for Pages https://www.facebook.com/[INSERT PAGE NAME]/insights/ • Fan Demographics • Reach Demographics • Engaged User Demographics • Location • Language • Reach • Page Likes Growth
@arengrimshaw Twitter Analytics https://ads.twitter.com
@arengrimshaw Twitter Analytics https://ads.twitter.com
https://www.linkedin.com/company/[INSERT COMPANY NAME]/analytics?trk=top_nav_analytics LinkedIn Analytics
@arengrimshaw Then, look outside your business… • What social platforms are your customers / prospects using? • How are they using those platforms? • Is there a fit for your business?
@arengrimshaw We Are Social Digital Insights http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015
https://www.facebook.com/ads/audience_insights/ Facebook Audience Insights
@arengrimshaw
@arengrimshaw
@arengrimshaw
@arengrimshaw Also, try uploading your own database to Facebook Audience Insights to reveal more about them. Their ages, interests, social behavior, location and much more.
The Big Problem
@arengrimshaw “Content is increasing at a faster rate than people’s ability to consume it.”
@arengrimshaw Percentage of your Facebook Page ‘Fans’ who are fed your content Read the full article here: https://social.ogilvy.com/ facebook-zero- considering-life-after-the- demise-of-organic-reach/
@arengrimshaw Facebook Newsfeed
@arengrimshaw EdgeRank
Increasing your Reach
@arengrimshaw “We’re getting to a place where because more people are sharing more things, the best way to get your stuff seen if you’re a business is to pay for it.”
@arengrimshaw
@arengrimshaw
@arengrimshaw
@arengrimshaw
@arengrimshaw Boost Post
@arengrimshaw Ads Manager
@arengrimshaw
Targeting Options • Custom Audience • Geographics • Demographics • Family & Relationships • Brand Markers • Behavioral • Device & Placement • Financial & Household
@arengrimshaw
@arengrimshaw Custom Audiences in Facebook
@arengrimshaw Custom Audiences in Facebook
@arengrimshaw Residents Visitors (Holidaymakers)
@arengrimshaw
@arengrimshaw
@arengrimshaw
@arengrimshaw
@arengrimshaw
@arengrimshaw
@arengrimshaw
@arengrimshaw
@arengrimshaw
@arengrimshaw
@arengrimshaw
@arengrimshaw
@arengrimshaw
@arengrimshaw https://www.facebook.com/business/ads-guide/
@arengrimshaw Multi-Product Ads Carousel link ads drive 30-50% lower cost-per-conversion and 20-30% lower cost-per-click than single-image link ads
@arengrimshaw
@arengrimshaw
@arengrimshaw Twitter Advertising
@arengrimshaw Instagram Advertising
Testing & Optimisation
@arengrimshaw Facebook Campaign Structure https://www.facebook.com/business/help/613846972027099
@arengrimshaw Facebook Campaign Structure • Each Campaign has one objective • All advert sets within a campaign share the same objective • The objective controls what type of ad you can place • Budget and audience are both set at advert set level • Each advert set can contain multiple adverts (creative options)
@arengrimshaw Power Editor
@arengrimshaw A/B Split Testing
@arengrimshaw A/B Split Testing
@arengrimshaw A/B Split Testing
@arengrimshaw Typical Costs (UK) https://www.salesforce.com/form/marketingcloud/socialcom-benchmark.jsp
@arengrimshaw Bit.ly Reporting
@arengrimshaw Google Analytics
@arengrimshaw Google URL Builder
Dos and Don’ts
@arengrimshaw Dos and Don’t of Business Reach 1. Do your research 2. Do invest in good quality content 3. Don’t rely on organic reach alone 4. Do test a range of paid-for advertising 5. Do think about the journey 6. Do test different options & work out what works for you
@arengrimshaw How can we help? • Consultancy • Training or Mentoring • Audits & Recommendations • Full Strategy • Advertising Management • Growth Accelerator Funded Support
@arengrimshaw Get in touch Call: 07598 242212 Email: aren@minchingrimshaw.com Web: www.minchingrimshaw.com FB: www.fb.com/aren.grimshaw TW: @arengrimshaw LI: uk.linkedin.com/in/areng

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