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Social Media Success

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Social Media Success presented at the Digital Spring Social Media Conference

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Social Media Success

  1. 1. Road to Social Media Success Lilach Bullock Co-Founder of Comms Axis @PutneySocial @lilachbullock #DigitalSpring 1 www.commsaxis.com
  2. 2. Quick Intro Some background info 2 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  3. 3. Who Are We?  Co-Founded by Forbes magazine’s social media power influencer, Lilach Bullock, and experienced industry specialist, Dan Purvis  100% of business from referrals  100% client references  Full service digital marketing agency:  Social Media Marketing & Content Creation  Digital Training  Speaker Services  Digital intelligence experts  Digital content specialists  We have our fingers on the digital pulse www.commsaxis.com 3
  4. 4. How Do We Help Our Customers?  We apply our Digital Intelligence to and for our customers, not just fancy metrics and outputs.  We practice what we preach to drive engagements that matter. www.commsaxis.com Ask us later to find out more! 4  We do this by providing best-in-class social media and digital marketing expertise to maximise our customers’ ROI and take the risk out of their social spend.
  5. 5. Social Media Basics Before looking at what to measure, why and how, let’s consider the steps you need to take to give yourselves the best chance of delivering results and ROI 5 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  6. 6. Back to basics Don’t run before you can walk  Set realistic expectations: it takes time and effort, and will not happen over night  Vital to have a sticky and engaging website – aim to keep visitors on your site for as long as possible  Ensure your pages have easy one-click sharing buttons to encourage visitor to share across their networks with minimal effort  Ensure you have tracking and analytics capabilities – Google Analytics at the very least 6 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  7. 7. Know your customer Lay solid foundations…  Don’t make assumptions, no matter how educated they may be! • Market research • Conduct your own research / due diligence before jumping in • Speak to experts in your niche • Consult with your sales guys for common queries/issues they solve • Engage with them where they are, not where you want them to be or think they should be 7 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  8. 8. Listening Support Relationship- building Promotion Advertising Engagement Conversations Awareness Learning 8
  9. 9. Twitter tips  Customise  Be consistent with your brand  Utilise the bio space with relevant key words  Use Twitter’s search features  Build lists of key people and brands  Search via hashtags for relevant content and like- minded people 9  Make your tweets interesting, funny or useful  Use #hashtags  Tweet frequently  Send tweets at relevant times in the day/night  Don’t use all the 140 characters if you want people to retweet #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  10. 10. Example of a branded bio 10 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  11. 11. My optimised bio 11 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  12. 12. Please ReTweet  Engage with your followers and ask them questions  Share content from followers and also from target audience  Retweet interesting posts  Don’t be afraid to ask people to retweet yours  Participate in conversations  Get targeted followers 12 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  13. 13. Leverage influencers’ reach 13 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  14. 14. A/B test your tweets 14 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  15. 15. What can you test?  Headlines  Hashtags  Time of day  Which day?  Plain updates? (without links)  Tweets with images/videos/vines  Questions? 15 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  16. 16. Competition Time Contests and promotions still produce consistently better engagement rates, click- throughs and brand awareness 16 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  17. 17. The value of contests  Increase engagement  Build brand awareness  Incentivise people to follow & share content  Increase traffic  Help grow a list  Increase leads  Increase sales 17 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  18. 18. Different types of competitions  Contests  Fan of the week  Photo/Videos  Quizzes  Coupons  Giveaways  Sweepstakes  Caption 18 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  19. 19. Competition tips  Set goals  Engage with target audience  Choose the right type of competition  Software  Use hashtags  Cross promote via different social media networks  Maintain momentum  Images/design  Prize(s)  The rules!  Extend competition 19 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  20. 20. Content matters Although it’s possible to generate social media success without content, it is much harder and slower to achieve the results that you want 20 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  21. 21. Integrate social media & content  Content is integral for social media  Listen – communicate with your audience, not to them, and see what they are interested in  Share – your own content, and third- party content  Value – quality content vs spam 21 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  22. 22. Content strategy Don’t write on a whim, plan, research, deliver  Flexible content calendar  Don’t write for your business – write for your audience  Address pain points – e.g. 101  Use trends and stats – insight-based content is far more powerful than thought leadership based opinions 22 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  23. 23. Your content frequency?  Monthly  Weekly  Daily  Whenever relevant Make sure you know when your audience is online most, and when they are engaging most 23 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  24. 24. Content is King  Showcase your expertise  Provide evidence-based content  Educate, create debates, ask questions  Test variety of types of posts  Experiment with tone of voice  But don’t force your persona – it will be false and you will be inconsistent 24 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  25. 25. Social Media Goals Know what you want to achieve and work towards these objectives in everything you do. And some case studies to get you thinking. 25 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  26. 26. Set goals  What are your objectives?  What do you want your social media activity to achieve?  Click bait?  Traffic?  Increase subscribers?  Increase engagement/likes/followers? 26 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  27. 27. Measure & evaluate – an intro  Reach  Traffic  Likes/shares/retweets/favourites  Subscriber Opt-ins  CPC (cost per click)  Tracking links & hashtags  Learnings? 27 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  28. 28. Social Media Success Before we dive into the detail of how to measure success, let’s first have a look at what “success” could look like for you 28 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  29. 29. Case study: Cadbury Increase engagement  Cadbury reached 1 million fans but only 16% saw their Facebook content  They found a creative way to boost engagement  Results: • 40,000 new Facebook fans • 350,000 people got involved in the campaign 29 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  30. 30. Case study: OkoBay ROI delivered  10,000 social engagements sparked  NO social advertising  NO central hub of content  Results: • 797% increase in Twitter followers • 108% increase in Facebook likes • 45.9% engaging with their brand 30 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  31. 31. Case study: OkoBay Spark engagement for start-up 31 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  32. 32. Social Media Measurement So, we now have our building block basics in place and have our goals established…but how do we evaluate whether our social media efforts are working? 32 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  33. 33. Measurement – setting goals  Brand awareness  Customer retention  Increase leads / sales  Promote a product/service/landing page  Reduce phone calls  Manage customer reputation  Customer feedback  Market research  CTAs 33 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  34. 34. Social media metrics to measure  Likes / shares / retweets / +1s etc.  Engagements with key influencers (which helps amplify your message)  Brand mentions (the more you engage & share, the more mentions you will organically have)  What times work best for engagement? Learn from these metrics  The amount of traffic driven to your site (from which social channels and from which URLs?)  Engagement levels over time (what causes the peaks and troughs?)  Sentiment over time – positive / negative / neutral (what causes the changes?) 34 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  35. 35. Website metrics – holistic approach  Number of visitors  Traffic sources  Bounce rate  Time on site  Repeat visitors  No of pages visited  Conversions:  Subscribe  Completed contact form  Purchase product / service 35 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  36. 36. Measurement summary  Share of voice / brand mentions  Reach  Growth  Engagement  Traffic  Lead Generation  Sales  Feedback  Sentiment 36 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  37. 37. Social benchmarks & performance reporting  Impressions  Interactions  Shares  Link reputation  Link tracking  Site traffic 37 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  38. 38. And how not to do it! #fails 38 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  39. 39. Reputation: Does your SM strategy need a re-think?! 39  #ASKJPM November 2013 – not all engagement is good! #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  40. 40. Reputation: Think about capitals 40 #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com
  41. 41. Road to Social Media Success Lilach Bullock @lilachbullock @PutneySocial #DigitalSpring #DigitalSpring @lilachbullock @PutneySocial www.commsaxis.com

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