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The Alternative Board, April 2016
This document provides guidance on effective social media strategies. It discusses things that were once common practices but are now outdated, like autoposting and using social platforms only as a broadcast tool. It then covers measuring social media performance, including sales, retention, engagement, consumption, and lead generation metrics. The document advocates selecting a few key performance indicators to monitor regularly to inform strategy. Finally, it discusses developing content pillars, targeting the right audiences and platforms, using personas, and leveraging tools like marketing automation. The overall message is that social media strategy requires understanding your business and audiences in order to provide them what they want.
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The Alternative Board, April 2016
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- 6. Things That WereOnce OK • Autoposting • #ff • Multiple hashtags • Running your business from a Facebook profile • Twitter as a broadcast tool
- 7. My Family CareTwitter Autoposting from FB
- 8. Others Too! Autoposting fromFB Check the YouTube and Twitter links!
- 9. Things That WereOnce OK • Autoposting • #ff • Multiple hashtags • Running your business from a Facebook profile • Twitter as a broadcast tool
- 10. The Situation inIreland
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- 16. My View OfThe World
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- 18. MEASURE IT “92% ofmarketers say social media is important for their business... but only 2.3% allocate budget to measure it”The CMO Survey Edelman Social Media Survey 2016
- 19. C-Level people alwayswant to see sales metrics! ● For ecommerce - Google Analytics is great. ● For non ecommerce - you need to integrate your marketing with your CRM system so that you can track user behaviour throughout the sales cycle. Sales Metrics
- 20. Retention metrics revealthe degree to which you’re able to earn loyal consumers of your content. On website and blog: new & returning visitors, bounce On social: follower counts Retention Metrics
- 21. Not directly connectedto Euro values, but they are helpful to see how and if people share your content. Problem is that they tend to be platform specific: ● PTAT (FB) ● Number of RT’s (TW) ● Number of hearts (IG) ● Don’t even mention Snapchat!! Engagement Metrics
- 22. Consumption metrics aremostly measured with Google Analytics. ● Is your content being consumed? Where are they coming from? ● Traffic - total visits, unique visits, etc. ● Referral traffic - sources from around the web ● Page views ● Time-on-site or on-page ● Downloads Consumption Metrics
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- 24. What is alead worth to your business? What is a conversion? ● Email opt-ins ● Form completions - can be tracked using conversion goals in Google Analytics ● Can track leads by measuring where it originated, what specific specific piece of content such as a blog post or video created it. Lead Gen Metrics
- 25. Select a few. Monitorthem regularly. Let your KPIs inform your strategy and execution. Repeat. Refine. Keep at it. Just Do It
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- 27. ● Daily posts ●Only 2 posts about themselves since January!
- 29. AD + SOCIALDISCONNECT
- 30. SITE + SOCIALDISCONNECT
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- 32. Target Audiences Financial Products Individuals Businesses Highnet worths Owners Video Production: SME Corporates TV companies Whiskey Drinkers: Taste Lifestyle Heritage Thai Food: Thai traveller Gourmet Health conscious Bars: Music Drink Food Craic
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- 34. Your Personas What aretheir motivators? Pain points? Technical sophistication
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- 36. Content Pillars Emotion Information Motivation Always containingPERSONALITY (yours)
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- 48. Streaming Video Meerkat Periscope Blab Facebook LiveStreaming - NEW!!
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- 50. Brightspark has turned aroundthe social media fortunes of many businesses... Small and large.
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- 52. Thank you! @maryrose |087 7998066