Matthew's Presentation FINAL
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This document summarizes Matthew Cibellis' presentation on boosting engagement, traffic, and ROI through an editorially-driven approach to social media marketing. The presentation outlines measuring quality over quantity on social platforms like LinkedIn, Facebook, and Twitter. It also discusses balancing resources and responsibilities to optimize results, tying social media efforts to revenue, and using social listening to gain momentum over competitors. Examples provided include Education Week's growth of followers on Facebook and Twitter from 2013-2016 and how Canva increased engagements and impressions over using Photoshop for images.
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Matthew's Presentation FINAL
- 1. Boosting Engagement, Traffic and ROI with an Editorially- Driven Approach To Social Media Marketing MATTHEW CIBELLIS Director of Programming, Live and Virtual Events April 2016
- 2. Presentation Details ■ Measure quality vs. quantity—a better way of thinking ■ Leverage LinkedIn, Facebook, Twitter, and other platforms the smart way ■ Balance resources and team responsibility to optimize results ■ Tie your social media efforts to revenue ■ Utilize social listening to surpass the competition and gain massive momentum
- 5. @EdWeekEvents Followers Facebook and Twitter 1285 1360 2108 2145 4513 5107 5582 5686 2013 2014 2015 2016 Facebook Twitter
- 7. Measure quality vs. quantity— a better way of thinking
- 8. Measure quality vs. quantity— a better way of thinking
- 10. Sponsor and Webinar Guest Retweets
- 12. Social Pre-event Teasers Using PPT Presentation Images PPT Slide Tweets
- 13. Engage Speakers, Moderators, and Sponsor’s Primary @TwitterHandles
- 14. Q&A-based Tweets
- 15. Live Tweeting
- 16. Why Canva? +35% +58% +166% +35% +333% Graph created based on Education Week’s data
- 19. Canva vs. Art Department ■ 23.7% more engagements ● 39.2% more impressions than Photoshopped pics ■ 9.1% more link clicks
- 20. Balance resources and team responsibility to optimize results ■ Intern after intern ■ Schedule ahead ■ Organize tasks with Asana ■ Tutorials (and keep them updated)
- 21. Tie your social media efforts to ROI
- 22. Social listening to surpass the competition and gain massive momentum ■ Serious, journalist approach ■ Consistent, monthly webinar and other events program ■ Robust reader interest ■ Sales representatives ■ Sponsors ■ Retweet large Twitter handles ■ Leverage your reporters’ Twitter handles
- 23. Questions?