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Getting Social in 2017

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Melanie Hilliard
Melanie Hilliard

Tips for social media planning, understanding metrics, and taking advantage of industry trends.

Marketing
1 of 13
I N 2 0 1 7 #JXNSMC GETTING SOCIAL
Director of Marketing, Global health IT non-profit Social Media / eMarketing Instructor, Washtenaw Community College Melanie Hilliard Marketing Committee, Arts & Cultural Alliance of Jackson County
Three Questions to Ask Yourself 1 How are you capitalizing on last year’s success? 2 Are the metrics you are measuring tied to goals? 3 What trends will be a good fit for your audience?
{ }1What worked last year? (Hint: Do it & then do more of it!)
VISUAL get
to PLAY pay
engagement afternoo n
{ }2What are you measuring? (Hint: conversions = success!)
Engagement formula: Engagement rate = People who did something (like, comment, click) / reach Conversion: When the user/visitor/fan completes the end goal* you have in mind, such as: • Register for a webinar • RSVPs to attend your Facebook event • Makes a purchase on your website *You’re not posting just to post! You should post content to help make your organization’s goals Know What You Are Measuring & Why
{ }3What trends are hot in 2017? (Hint: Take advantage of them!)
• Live video • Messaging apps/customer service via messenger • Local influencer marketing (Yelp ratings, etc)
Social media is about people, not logos. “ “ Jay Baer
THANK YOU

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Getting Social in 2017

  • 1. I N 2 0 1 7 #JXNSMC GETTING SOCIAL
  • 2. Director of Marketing, Global health IT non-profit Social Media / eMarketing Instructor, Washtenaw Community College Melanie Hilliard Marketing Committee, Arts & Cultural Alliance of Jackson County
  • 3. Three Questions to Ask Yourself 1 How are you capitalizing on last year’s success? 2 Are the metrics you are measuring tied to goals? 3 What trends will be a good fit for your audience?
  • 4. { }1What worked last year? (Hint: Do it & then do more of it!)
  • 8. { }2What are you measuring? (Hint: conversions = success!)
  • 9. Engagement formula: Engagement rate = People who did something (like, comment, click) / reach Conversion: When the user/visitor/fan completes the end goal* you have in mind, such as: • Register for a webinar • RSVPs to attend your Facebook event • Makes a purchase on your website *You’re not posting just to post! You should post content to help make your organization’s goals Know What You Are Measuring & Why
  • 10. { }3What trends are hot in 2017? (Hint: Take advantage of them!)
  • 11. • Live video • Messaging apps/customer service via messenger • Local influencer marketing (Yelp ratings, etc)
  • 12. Social media is about people, not logos. “ “ Jay Baer