Greg Frysocial discussed social media strategy and provided an overview of key concepts. He began by introducing social media and discussing the importance of having a strategy that aligns with business goals. He emphasized developing client personas to better understand target audiences. Additional topics included social listening, setting goals and objectives, tactics, content marketing, and social advertising. The presentation provided a high-level framework for developing an effective social media strategy.
TOP 5 MISTAKES THAT ALL WEBSITE OWNERS MAKESemrush
Doyle Buehler
Supermodel' for Digital Brand Leadership
For some people, being online is a breeze. Nothing really to worry about; just open up your ecommerce shopping cart and within a few days, your paypal account will be full, so you can get that yellow Lamborghini that you have been admiring the last few days while planning your internet riches. And, if you are one of these 'people', then fantastic news! For the rest of us, however, we all know that it isn't as easy as we originally thought or were told.
It's a brutal landscape: your audience doesn't really know you exist at times, and your customers don't really care about you and your business. If you are not delivering your value with relevance and authority, then you might as well not exist online. How do you build that relevance to your audience? Well, it starts with one of the many aspects of a proper digital platform - your website.
In this webinar session, we will go through the Top 5 Mistakes that All Website Owners Make with their online business. Contrary to the TV adverts, it's not as easy as DIY website and the traffic will come. We'll explore some of the key elements that you need on the site, as well as how to really extract that value to impress your audience and make them into repeat customers. Whether your online business is about selling products, or about your defining service, we'll investigate what you can do differently to pull all these pieces together, to become the remarkable digital leader in your industry.
Speaker: Doyle Buehler
Doyle Buehler is an author, entrepreneur, speaker and online business strategist. From several successful start-ups and retail franchise businesses in Canada, the United States, Europe and Australia, to helping other companies succeed with their ideas and strategies, he has spent over 14 years in the business world making things happen – both online and off. He is a Leading innovator in the online, ecommerce worlds, and at the intersections of entrepreneurship and digital innovation. His experience has been utilised in various global industries, including travel, insurance, pharmaceuticals, banking, investment, hospitality, finance, events and learning domains.
His newest book, "The Digital Delusion: How To Overcome The Misguidance and Misinformation Online", discusses the reality of the online industry, and what business leaders can do to get beyond the clutter, confusion and distraction of the online world, to become a true digital leader.
He now runs the world's first "anti-agency", The Digital Delusion, helping entrepreneurs and business leaders become less reliant on "guru's", and "experts", and getting rid of the bullsh*t online, by empowering and enabling them to become accountable (& awesome) online.
Joanne Sweeney-Burke teachers you how to develop your Social Media Strategy in this course developed for Clare Local Development Company. Copyright to Digital Training Institute.
TOP 5 MISTAKES THAT ALL WEBSITE OWNERS MAKESemrush
Doyle Buehler
Supermodel' for Digital Brand Leadership
For some people, being online is a breeze. Nothing really to worry about; just open up your ecommerce shopping cart and within a few days, your paypal account will be full, so you can get that yellow Lamborghini that you have been admiring the last few days while planning your internet riches. And, if you are one of these 'people', then fantastic news! For the rest of us, however, we all know that it isn't as easy as we originally thought or were told.
It's a brutal landscape: your audience doesn't really know you exist at times, and your customers don't really care about you and your business. If you are not delivering your value with relevance and authority, then you might as well not exist online. How do you build that relevance to your audience? Well, it starts with one of the many aspects of a proper digital platform - your website.
In this webinar session, we will go through the Top 5 Mistakes that All Website Owners Make with their online business. Contrary to the TV adverts, it's not as easy as DIY website and the traffic will come. We'll explore some of the key elements that you need on the site, as well as how to really extract that value to impress your audience and make them into repeat customers. Whether your online business is about selling products, or about your defining service, we'll investigate what you can do differently to pull all these pieces together, to become the remarkable digital leader in your industry.
Speaker: Doyle Buehler
Doyle Buehler is an author, entrepreneur, speaker and online business strategist. From several successful start-ups and retail franchise businesses in Canada, the United States, Europe and Australia, to helping other companies succeed with their ideas and strategies, he has spent over 14 years in the business world making things happen – both online and off. He is a Leading innovator in the online, ecommerce worlds, and at the intersections of entrepreneurship and digital innovation. His experience has been utilised in various global industries, including travel, insurance, pharmaceuticals, banking, investment, hospitality, finance, events and learning domains.
His newest book, "The Digital Delusion: How To Overcome The Misguidance and Misinformation Online", discusses the reality of the online industry, and what business leaders can do to get beyond the clutter, confusion and distraction of the online world, to become a true digital leader.
He now runs the world's first "anti-agency", The Digital Delusion, helping entrepreneurs and business leaders become less reliant on "guru's", and "experts", and getting rid of the bullsh*t online, by empowering and enabling them to become accountable (& awesome) online.
Joanne Sweeney-Burke teachers you how to develop your Social Media Strategy in this course developed for Clare Local Development Company. Copyright to Digital Training Institute.
Want more Customers? ... Give them a HUGOla Agbaimoni
What is a Business HUG
HUG =
Hear
Understand and
Give back incredible value
HUGS In General
What is required to get a HUG in the real world
Know
Like
Trust
Your Business Hug is your relationship marketing strategy designed to foster customer loyalty, interaction and long-term engagement.
Rationale
The customer really is always right and he/she now has more power than ever before to exercise being right!
Today customers choose where to spend their hard earned cash based on their ‘relationship’ with the company in question.
Benefits of being HUG-able
Builds your bottom line by
Increased word-of-mouth activity
Repeat business
Customers willing to provide their information
The great thing about a HUG is if you give a good enough Hug you will always get a Hug back.
When a customer Hugs you back it will always lead to:
More strangers becoming prospects
More prospects turning into leads
More leads converting into customers and
More customers becoming raving fans
How to HUG your customers?
Start by HEARING what your customers are saying
Who are your customers?
Listen
Engage
Survey
UNDERSTAND what this means for your business
The so what...
How are you the solution?
How are you Standing out in the crowd?
GIVE back incredible value
Convenience: Make your product/service more convenient to access or pay for
Speed: deliver the product or service faster than your competitors
Education and training: be a thought leader, the go to person
Eliminate risk: Transfer risks from the customer to your business
Quality: provide a high-quality services/products.
Safety and security:
Dream Local Digital: latest trends in social mediaShannon Kinney
Presented to a group hosted by the Penobscot Bay Regional Chamber of Commerce in July covering tactics of how to use social media for their small businesses
ASR August 14, 1020 - Leveraging the Power of Social MediaSage Island
Presented by: Mike Duncan, Sage Island Marketing Agency and Danny Keith, Santa Cruz Skate and Surf Shop
Over the last few years, social media platforms like Facebook and Twitter have gone from college networking sites to marketing powerhouses. Businesses today tap into Facebook to reach their audience in more targeted, local, and efficient ways than ever before. This seminar, presented by Danny Keith, owner of the Santa Cruz Skate and Surf Shop, and Mike Duncan CEO of Sage Island, teaches the latest tactics and applications that elevate social media from self promotion sites to professional lead generating tools.
It is the well integrated social media strategy for the businesses to enhance their social presence.It also includes the industrial real time examples which would help you in better understanding of the concept and startegies.
How to Create, Market and Manage Your Digital Brand Jeff Bullas
LIfe has become more complicated as you now need to manage your brand's offline brand as well as the increasingly important digital online brand. How do you create, market and manage your digital brand's presence online? What are the digital assets you should be creating? How do you market those assets?
This presentation was the keynote at the Digital Conference in Beirut, Lebanon that was the first digital conference in the Middle east by Al-Ikissad Wal-Aamal
Online PR and Reputation Management 2015Eoin Kennedy
Online PR course covering changes in the media, SEO press releases, media trends, social journalism and pitching, online video, content curation, surfacing content, Newsjacking, Native Advertising, Strategy, Social Media Platforms, Listening and Monitoring and Crisis Management.
Digital marketing fundamentals for new business owners presented in Charleston, S.C. for SCORE. Covering content marketing strategy, SEO, blogging, and pay per click advertising.
Retailers must modernize their marketing approaches to better connect with customers today.
Using Facebook and Twitter can help any retailer create meaningful connections with customers at any time.
Australian Marketing Institute Workshop - Doyle Buehler - Digital Brand Leade...Doyle Buehler
What is Digital Brand Leadership?
Authority - Brand credibility
Influence - Brand “active” audience
Knowledge - Expertise in your industry/niche
Combining all the elements of digital media is what digital leadership is about. It is about combining all of the different elements of what is needed online to work with your brand.
This is my presentation for the Australian Marketing Institute Annual 2014 Congress in Perth, WA
Want more Customers? ... Give them a HUGOla Agbaimoni
What is a Business HUG
HUG =
Hear
Understand and
Give back incredible value
HUGS In General
What is required to get a HUG in the real world
Know
Like
Trust
Your Business Hug is your relationship marketing strategy designed to foster customer loyalty, interaction and long-term engagement.
Rationale
The customer really is always right and he/she now has more power than ever before to exercise being right!
Today customers choose where to spend their hard earned cash based on their ‘relationship’ with the company in question.
Benefits of being HUG-able
Builds your bottom line by
Increased word-of-mouth activity
Repeat business
Customers willing to provide their information
The great thing about a HUG is if you give a good enough Hug you will always get a Hug back.
When a customer Hugs you back it will always lead to:
More strangers becoming prospects
More prospects turning into leads
More leads converting into customers and
More customers becoming raving fans
How to HUG your customers?
Start by HEARING what your customers are saying
Who are your customers?
Listen
Engage
Survey
UNDERSTAND what this means for your business
The so what...
How are you the solution?
How are you Standing out in the crowd?
GIVE back incredible value
Convenience: Make your product/service more convenient to access or pay for
Speed: deliver the product or service faster than your competitors
Education and training: be a thought leader, the go to person
Eliminate risk: Transfer risks from the customer to your business
Quality: provide a high-quality services/products.
Safety and security:
Dream Local Digital: latest trends in social mediaShannon Kinney
Presented to a group hosted by the Penobscot Bay Regional Chamber of Commerce in July covering tactics of how to use social media for their small businesses
ASR August 14, 1020 - Leveraging the Power of Social MediaSage Island
Presented by: Mike Duncan, Sage Island Marketing Agency and Danny Keith, Santa Cruz Skate and Surf Shop
Over the last few years, social media platforms like Facebook and Twitter have gone from college networking sites to marketing powerhouses. Businesses today tap into Facebook to reach their audience in more targeted, local, and efficient ways than ever before. This seminar, presented by Danny Keith, owner of the Santa Cruz Skate and Surf Shop, and Mike Duncan CEO of Sage Island, teaches the latest tactics and applications that elevate social media from self promotion sites to professional lead generating tools.
It is the well integrated social media strategy for the businesses to enhance their social presence.It also includes the industrial real time examples which would help you in better understanding of the concept and startegies.
How to Create, Market and Manage Your Digital Brand Jeff Bullas
LIfe has become more complicated as you now need to manage your brand's offline brand as well as the increasingly important digital online brand. How do you create, market and manage your digital brand's presence online? What are the digital assets you should be creating? How do you market those assets?
This presentation was the keynote at the Digital Conference in Beirut, Lebanon that was the first digital conference in the Middle east by Al-Ikissad Wal-Aamal
Online PR and Reputation Management 2015Eoin Kennedy
Online PR course covering changes in the media, SEO press releases, media trends, social journalism and pitching, online video, content curation, surfacing content, Newsjacking, Native Advertising, Strategy, Social Media Platforms, Listening and Monitoring and Crisis Management.
Digital marketing fundamentals for new business owners presented in Charleston, S.C. for SCORE. Covering content marketing strategy, SEO, blogging, and pay per click advertising.
Retailers must modernize their marketing approaches to better connect with customers today.
Using Facebook and Twitter can help any retailer create meaningful connections with customers at any time.
Australian Marketing Institute Workshop - Doyle Buehler - Digital Brand Leade...Doyle Buehler
What is Digital Brand Leadership?
Authority - Brand credibility
Influence - Brand “active” audience
Knowledge - Expertise in your industry/niche
Combining all the elements of digital media is what digital leadership is about. It is about combining all of the different elements of what is needed online to work with your brand.
This is my presentation for the Australian Marketing Institute Annual 2014 Congress in Perth, WA
How to Get a Grasp on ROI for Social MediaSpiral16
http://spiral16.com Realizing ROI for social media company initiatives is challenging because there the medium itself isn't purely financial, yet ROI is a financial metric. There is no ROI calculator that works for every company, but this presentation will help you wrap your head around the big picture, and get you thinking clearly about how you can calculate social media ROI for your business.
How to Create a Social Media Road Map For Your BusinessKylie Bartlett
If you're looking for a step by step plan on how to create a social media road map for your business, here's a process to follow.
www.socialforcefive.com.au
Today’s business leaders are struggling to understand how to harness the power of digital marketing tools such as social media to improve their business results.
In this Content Marketing Workshop, we cover:
- Whether social media is a useful business tool or a waste of time
- Why most companies can’t harness the power of social media
- A case study of how one engineering firm used LinkedIn to send lead generation results through the roof
Turn around your business from Social MediaAyush Jhawar
This might be the best social media slideshare you have ever com across! You can turn around your business from social media and it is as important as your daily bread and butter.
Social media refers to the means of interactions among people in which they create, share, and/or exchange information and ideas in virtual communities and networks. The Office of Communications and Marketing manages the main Facebook, Twitter, Instagram, Snapchat, YouTube and Vimeo accounts.
Many business owners have the misconception that they need to focus on every social media channel. Not true! Learn how to leverage social media properly for your small business.
Social media marketing strategies: Introduction, defining social media marketing mix, social media marketing planning, social media marketing channels.
8 Tips to get more from your LinkedIn account -
1. Get your profile to All Star status and have a great summary.
2. Build up connections.
3 .Personalise your account and stand out.
4. Add Rich Media Links.
5. Update and personalise all introductions.
6. Join and Participate in Groups.
7. Meet contacts offline.
8. Develop business leads with LinkedIn searches.
Unlock TikTok Success with Sociocosmos..SocioCosmos
Discover how Sociocosmos can boost your TikTok presence with real followers and engagement. Achieve your social media goals today!
https://www.sociocosmos.com/product-category/tiktok/
Enhance your social media strategy with the best digital marketing agency in Kolkata. This PPT covers 7 essential tips for effective social media marketing, offering practical advice and actionable insights to help you boost engagement, reach your target audience, and grow your online presence.
Buy Pinterest Followers, Reactions & Repins Go Viral on Pinterest with Socio...SocioCosmos
Get more Pinterest followers, reactions, and repins with Sociocosmos, the leading platform to buy all kinds of Pinterest presence. Boost your profile and reach a wider audience.
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Your Path to YouTube Stardom Starts HereSocioCosmos
Skyrocket your YouTube presence with Sociocosmos' proven methods. Gain real engagement and build a loyal audience. Join us now.
https://www.sociocosmos.com/product-category/youtube/
Surat Digital Marketing School is created to offer a complete course that is specifically designed as per the current industry trends. Years of experience has helped us identify and understand the graduate-employee skills gap in the industry. At our school, we keep up with the pace of the industry and impart a holistic education that encompasses all the latest concepts of the Digital world so that our graduates can effortlessly integrate into the assigned roles.
This is the place where you become a Digital Marketing Expert.
“To be integrated is to feel secure, to feel connected.” The views and experi...AJHSSR Journal
ABSTRACT: Although a significant amount of literature exists on Morocco's migration policies and their
successes and failures since their implementation in 2014, there is limited research on the integration of subSaharan African children into schools. This paperis part of a Ph.D. research project that aims to fill this gap. It
reports the main findings of a study conducted with migrant children enrolled in two public schools in Rabat,
Morocco, exploring how integration is defined by the children themselves and identifying the obstacles that they
have encountered thus far. The following paper uses an inductive approach and primarily focuses on the
relationships of children with their teachers and peers as a key aspect of integration for students with a migration
background. The study has led to several crucial findings. It emphasizes the significance of speaking Colloquial
Moroccan Arabic (Darija) and being part of a community for effective integration. Moreover, it reveals that the
use of Modern Standard Arabic as the language of instruction in schools is a source of frustration for students,
indicating the need for language policy reform. The study underlines the importanceof considering the
children‟s agency when being integrated into mainstream public schools.
.
KEYWORDS: migration, education, integration, sub-Saharan African children, public school
Improving Workplace Safety Performance in Malaysian SMEs: The Role of Safety ...AJHSSR Journal
ABSTRACT: In the Malaysian context, small and medium enterprises (SMEs) experience a significant
burden of workplace accidents. A consensus among scholars attributes a substantial portion of these incidents to
human factors, particularly unsafe behaviors. This study, conducted in Malaysia's northern region, specifically
targeted Safety and Health/Human Resource professionals within the manufacturing sector of SMEs. We
gathered a robust dataset comprising 107 responses through a meticulously designed self-administered
questionnaire. Employing advanced partial least squares-structural equation modeling (PLS-SEM) techniques
with SmartPLS 3.2.9, we rigorously analyzed the data to scrutinize the intricate relationship between safety
behavior and safety performance. The research findings unequivocally underscore the palpable and
consequential impact of safety behavior variables, namely safety compliance and safety participation, on
improving safety performance indicators such as accidents, injuries, and property damages. These results
strongly validate research hypotheses. Consequently, this study highlights the pivotal significance of cultivating
safety behavior among employees, particularly in resource-constrained SME settings, as an essential step toward
enhancing workplace safety performance.
KEYWORDS :Safety compliance, safety participation, safety performance, SME
Grow Your Reddit Community Fast.........SocioCosmos
Sociocosmos helps you gain Reddit followers quickly and easily. Build your community and expand your influence.
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Multilingual SEO Services | Multilingual Keyword Research | Filosemadisonsmith478075
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1. #SocialRoi
Discussion on Social Media Strategy
Beatrice Whelan
SAGE
@beatricewhelan
Peter Bodkin
TheJournal.ie
@peter_bodkin
Connor Keppel
Phorest
@Con_Keppel
with
@gregfrysocial
3. About Me
An International Social Media trainer who
delivers regular Social Media, Social
Customer Service and Social Business
Strategy training and workshops.
I believe that, in order to make social
media work for your business – you must
identify the correct social media goals for
your business, define and refine your
strategic social media, plan and tactics,
create outstanding content and make sure
that everything you do is measurable.
Clients include: Ulster Bank, Microsoft,
Fáilte Ireland, UPC, Abbott Labs, Symantec
and Coca Cola Hellenic.
4. Agenda
• Social Media Introduction
• What is a Strategy?
• Client/Customer Personas
• Social Media Listening
• Goals & Objectives
• Social Media Tactics
• Content Strategy
• Social Advertising
• Google & Social Analytics
• Budgeting
• Measure & Refine
• Mespil’s 10 Steps to Social Media ROI
7. Social Media Introduction
“Tools and Technologies
that faciliate conversations
online”
Social Media is a place to
listen, engage and even
collaborate with customers,
prospective customers and
influencers online.
8. Video Revolution
According to Cisco by 2017. 70% of consumer
internet traffic will be video.
11. Future Trends Happening Now
• Video continues to
evolve
• Unique “Rich”
content becomes
vital
• Social Advertising
becomes more
powerful
• “Private” Social
Networks thrive
• The Age of Advocacy
arrives
16. Why you need a Strategy?
• Align with Business Goals
• Have a clear Social Media
path
• Increase effectiveness
• Helps employees and key
stakeholders buy in to your
plan
• Make it easier to measure
your ROI
17. Business areas that Social Media can be used for
• Tech Support
• Customer Service
• Sales
• Marketing
• Research
• HR/Recruitment
• Intranet/Internal
Communications
19. What are Personas?
Buyer personas help you
define and target the right
people, in the right places, at
the right times with the right
messages.
When you know your target
audience’s age, occupation,
income, interests, pains,
problems, obstacles, habits,
likes, dislikes, motivations
and objections, then it’s
easier and cheaper to target
them on social or any other
media.
21. Persona Questions
Some of the types of questions include:
• What is the business role of your persona?
• What are their business goals and objectives?
• What is their business and what industry are they in?
• What is the size of the company and app. turnover?
• How is their job measured?
• What tools do they use to get their job done?
• Who reports into your persona? Who does your
persona report into?
• What are their duties and responsibilities?
• What are their greatest business challenges?
• What are their hobbies and interests?
• What is important to them in their personal life?
22. Benefits of Personas
Tip – Don’t assume you know your clients and customers.
Use Survey Monkey to ask them what is important to them.
23. Benefits of Personas
!
Salesforce Pardot created real life
sized buyer personas and placed
them throughout their marketing
office. This allowed them to
understand their ideal buyers. The
personas had nametags, company
profiles, post-it notes covered in
buyer pain points, geography
information, and more.
Their goal was to place these buyer
personas where our marketing and
sales teams would see them and
reminder them who they are selling
to, and how they can help
prospective customers overcome the
obstacles they face on a daily basis.
26. Social Media Listening
Identifying and assessing what
is being said about your
company, your staff, your
products or services, your
brand and even your industry
on the Internet.
It is important to remember
that many conversations
taking place online will not be
directed at you. You will have
to find them.
27. Why Listen?
• What do customers really
want?
• What do customer think of
you?
• Who are the influencers and
advocates online?
• Where are the hanging out?
• What interests them?
• What are your competitors
doing?
34. Avaya - Social Listening
In less than maybe 15 minutes, Avaya had seen tweet and responded. ‘We have
some highly trained techs who can help you understand your needs best and
help you make an objective decision. Give me a call.’
13 days later, they closed a $250,000 sale.
At the same time, the new customer’s follow-up Tweet went out: “…we have
selected AVAYA as our new phone system. Excited by the technology and
benefits…”
On average they respond to 60-70% of industry related queries on Twitter and
100% of all queries directed at them.
35. Research Competition
• What Social Media platforms are they on?
• What is their online Community like?
• How often are they posting?
• What types of content are they using?
• What are they doing well?
• What are they not doing well?
• What tone are they using?
• Who are the influencers and advocates engaging with
them?
46. How to Engage with
Influencers & Advocates?
• Reference them and
even massage their
egos
• Create content that
interests them
• Engage with them. Ask
them questions.
• Collaborate with them.
Get them involved in
your Social Media
creation
49. @Ireland
Set up and run by
IrishCentral.com the
@Ireland Twitter account
rotates each week with a
new voice introduced every
Monday morning.
As the Ireland of today is
not confined to the island of
Ireland, the varied voices of
@Ireland come from Ireland
and across the world.
52. Defining your Social Media Goals
Choose two primary goals and two secondary goals to focus on.
53. Defining your Social Media Goals
• What exactly do you want to
achieve from your Social
Media Efforts?
• You may want to create
multiple goals, but beware
they may require multiple
Social Media plans.
• e.g. Brand Awareness, Sales,
Customer Service, Product
Research.
54. Add SMART Objectives to your Goals
• Specific
• Measureable
• Attainable
• Realistic
• Time-bound
55. Who in the Company needs to be Social?
Define Roles:
• Sales team
• Customer service team
• Recruiting team
• Marketing team
• Management team
• Technical team
• IT team
NB. Relevant people will need support, guidance and training.
56. Tools that may help
• Zendesk
• Intercom
• Basecamp
• ActiveCollab
• Podio
• Yammer
• Hootsuite
• Agrorapulse
• Sproutsocial
57. Select Channels & Devise Tactics
• What Channels are right for your company?
• Why are they right?
• Don’t forget to look at niche and lesser known Social Networks.
59. What are Tactics?
A tactic is a conceptual action.
Social media tactics are the
actions we take online that
help us achieve a specific
objective or goal.
A tactic is implemented as one
or more tasks.
Most Goals will require
multiple Social Media tactics
60. What are your Tactics?
• Use images and GIFs on Twitter.
• Add links near the beginning of
your updates.
• Use relevant trending hashtags.
• Post updates when your fans/
followers are most likely to see
them.
• Tag and mention influencers and
advocates in updates.
• Generate user generated
content.
• Test, test, test and tweak.
61. Setting the Right KPIs
• Size of online community
• No of fans
• Engagement rate
• Online mentions
• Visits to website
• E-book downloads
• Email subscribers
• Web enquiries
• Online Referrals
• Sales
64. Content Marketing Stats
• Marketers who have prioritised blogging are 13x more
likely to enjoy positive ROI.
(HubSpot State of Inbound, 2014)
• Articles with images get 94% more views than those
without. (NewsCred)
• B2B companies that blog generate 67% more leads
than those without blogs. (Social Fresh)
• Blogging increases web traffic by 55% for brands.
(Rocket Post)
• 62% of marketers use video in their content marketing.
(NewsCred)
• 73% of consumers get frustrated by irrelevant web
content. (Source: HubSpot)
65. What is Content Marketing?
“Content marketing is a
strategic marketing app
roach focused on
creating and
distributing valuable,
relevant, and
consistent content to
attract and retain a
clearly-defined audience
— and, ultimately, to
drive profitable
customer action”
- Content Marking
Institute
66. What’s your Content Plan?
Remember – People don’t share a post just because they see it the news
feed.
They share it because it’s useful and interesting to them.
• What is the purpose of your social
media activity?
• Who exactly do you want to “Like” Your
Page, Follow you on Twitter etc.?
• What content would they find valuable?
• What platforms will I post content on.
• How often will you post?
• Do I have a Content Calendar?
67. Types of Content
• Blogs
• Social Media text updates
• Photos
• GIFs
• Audio
• Video
• Live Streams
69. Types of Content
IBM’s content strategy works because they take complex
messages and present them in a simple, relatable way.
https://youtu.be/966h40ncs6E
70. Editorial Calendar
• Variety is the key
• Structure
• Don’t be overly rigid, you
may need to tweak.
• Make notes on what works
and what does not
• Make sure you review
scheduled content and make
sure it is still appropriate.
• Change your plan if
opportunities arise.
74. Krafty Content
Kraft’s content generates
around 1.1bn impressions a
year and four times better
return on investment (ROI)
than advertising.
Take your most popular
tweets and Facebook posts,
or the ones you feel most
passionately about, and use
them to develop blog posts.
Kraftrecipes.com
75. GoPro
Link content back to other
places.
For example, GoPro asks
Instagram community to
upload their own videos and
see longer content on their
own dedicated video site.
gopro.com/channel
89. Social Advertising
• Social Advertising delivers ads
to your exact target audience,
at the right time and on the
platform they are hanging out.
• As consumers we no longer
need to look for products.
Products are finding us.
• Examples of Social Advertising –
Facebook Ads, LinkedIn Ads,
Twitter Ads and YouTube ads.
Watch out for Instagram Ads
and Promoted Pins.
91. Social Advertising
Different types of targeting:
- Remarketing Ads
- Geo-Targeted Ads
- List Ads
- Targeted Ads
(Interest & Competitor Targeting Ads)
- Lookalike Ads
92. Social Advertising
Tips and tricks:
• Split test your ads
• Be super targeted with
your ads
• Where possible add “call
to action buttons” to your
ad.
• Measure and tweak in real
time
94. Social Advertising example
Spend money to
make money.
$4,526.29 on
Facebook Ads to
generate 496
leads and $5.8K
in recurring
monthly revenue.
!
95. Unpublished Posts on Facebook
What are the Advantages?
1. They don't appear on your
Timeline so you can create
several versions of them for
split testing purposes.
2. You can add more text on an
unpublished post than a
normal post.
3. You have more scheduling
control over your ad when it
runs in the Power Editor.
96. Unpublished Posts on Facebook
1. You can only access Power
Editor through Google
Chrome. Access in Ads
Manager or
go to
www.facebook.com/
powereditor
2. Create your ad and set an
objective. Select the page you
want to create your
unpublished post for. Select
“Existing Post” and click the +
button. Now create and save
your unpublished post.
3. Make sure you select the right
targeting options, budget and
schedule.
98. Track Ad Conversions
Use
Conversion
Tracking
A
Facebook
conversion
pixel
is
a
snippet
of
code
provided
by
Facebook.
The
code
is
placed
on
a
specific
web
page.
When
a
user
visits
the
page,
it
triggers
the
pixel
and
counts
conversions.
You
can
create
different
pixels
for
different
ac-ons.
Tip
–
You
can
generate
a
unique
conversion
pixel
for
different
ads
when
using
Power
Editor.
99. Track Ad Conversions
Tip – Assign a value to each conversion to measure your Advertising ROI.
{'value':'5.50','currency':'EUR'}]);
100. Track Ad Conversions
If you have a Wordpress site you will love this plugin.
https://wordpress.org/plugins/facebook-conversion-pixel/
101. Facebook Custom Audiences
Custom Audiences: Use custom audiences to reach a more targeted
audience – e.g. upload your email address and target those people with
Facebook ads OR retarget to people who have been on your website
108. The Role of Analytics
• What to measure and
look for?
• Tools to measure –
Facebook Insights,
Twitter Analytics,
Iconosquare, Pinterest
Analytics, Google
Analytics.
h$ps://blog.bufferapp.com/social-‐media-‐analy-cs-‐tools
109. Don’t be scared of Data – Basic Terms
• Sessions:
The
number
of
-mes
people
have
viewed
your
site
(used
to
be
called
‘visits’)
• Users:
The
number
of
people
(new
or
returning)
that
have
visted
your
site.
• Page
View:
The
number
of
pages
a
visitor
views
whilst
on
your
site.
• Bounce
Rate:
The
number
of
users
who
visit
only
one
page
of
your
website
and
then
leave.
112. Great Wordpress Plaugin for Google Analytics
h$ps://wordpress.org/plugins/google-‐analy-cs-‐for-‐wordpress/
113. Facebook Insights
• See what day of the week and
even the time of the day when
your fans look at your posts.
• Are the right people “liking” your
page?
• What posts are interesting people
the most?
• What tabs are people looking at?
• Now Real time insights. See what
is happening on your page now.
124. Setting your Budget
Factor in all your costs:
In order to have an effective Social Media
Strategy you must have an agreed budget.
6 Key Factors to consider:
1. Social Advertising spend.
2. Equipment – Digital cameras, smartphones
etc.
3. Digital media costs (Blog hosting, Content,
Creatives).
4. People Costs (Internal or External).
5. Social Media Tools and software. Eg.
Listening, Scheduling, Measuring tools and
video editing software.
6. Crisis management fund.
126. Measure and Tweak
• Be brave enough to listen
to the data and ditch what
does not work.
• A Social Media strategy will
constantly evolve. There is
no end point.
• Review your activity
regularly. Set and stick to a
schedule.
128. Mespil’s 10 Steps to ROI
1. Align with existing business goals
2. Set Objectives
3. Identify Ideal customers, Advocates
and Influencers
4. Research Competition
5. Select channels and develop tactics
6. Create a Content Marketing Plan
7. Set and Plan for Social Ads
8. Set Budget
9. Assign Roles and Take Action
10. Measure and Refine