road to social media success
TRANSCRIPT
Road to Social Media SuccessLilach BullockCo-Founder of Comms Axis
@CIPR_SW#CIPRSW@lilachbullock
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#CIPRSW @CIPR_SW www.commsaxis.com
Quick IntroSome background info
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#CIPRSW @CIPR_SW www.commsaxis.com
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
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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!
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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.
Social Media BasicsBefore 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
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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
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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
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#CIPRSW @CIPR_SW www.commsaxis.com
Listening
Support
Relationship-building
Promotion Advertising
Engagement
Conversations
Awareness
Learning
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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
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#CIPRSW @CIPR_SW www.commsaxis.com
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
Example of a branded bio
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#CIPRSW @CIPR_SW www.commsaxis.com
My optimised bio
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#CIPRSW @CIPR_SW www.commsaxis.com
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
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Leverage influencers’ reach
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A/B test your tweets
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What can you test?
Headlines
Hashtags
Time of day
Which day?
Plain updates? (without links)
Tweets with images/videos/vines
Questions?
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Competition TimeContests and promotions still produce
consistently better engagement rates, click-
throughs and brand awareness
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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
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#CIPRSW @CIPR_SW www.commsaxis.com
Different types of competitions
Contests
Fan of the week
Photo/Videos
Quizzes
Coupons
Giveaways
Sweepstakes
Caption
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#CIPRSW @CIPR_SW www.commsaxis.com
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
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#CIPRSW @CIPR_SW www.commsaxis.com
Content mattersAlthough it’s possible to generate social media
success without content, it is much harder and
slower to achieve the results that you want
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#CIPRSW @CIPR_SW www.commsaxis.com
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
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#CIPRSW @CIPR_SW www.commsaxis.com
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
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#CIPRSW @CIPR_SW www.commsaxis.com
Your content frequency?
Monthly
Weekly
Daily
Whenever relevant
Make sure you know when your
audience is online most, and when
they are engaging most
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#CIPRSW @CIPR_SW www.commsaxis.com
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
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#CIPRSW @CIPR_SW www.commsaxis.com
Social Media GoalsKnow what you want to achieve and work
towards these objectives in everything you do.
And some case studies to get you thinking.
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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?
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Measure & evaluate – an intro
Reach
Traffic
Likes/shares/retweets/favourites
Subscriber Opt-ins
CPC (cost per click)
Tracking links & hashtags
Learnings?
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Social Media SuccessBefore we dive into the detail of how to
measure success, let’s first have a look at what
“success” could look like for you
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Case study: CadburyIncrease 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
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Case study: OkoBayROI 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
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Case study: OkoBaySpark engagement for start-up
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Social Media
MeasurementSo, 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?
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#CIPRSW @CIPR_SW www.commsaxis.com
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
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#CIPRSW @CIPR_SW www.commsaxis.com
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?)
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#CIPRSW @CIPR_SW www.commsaxis.com
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
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Measurement summary
Share of voice / brand mentions
Reach
Growth
Engagement
Traffic
Lead Generation
Sales
Feedback
Sentiment
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Social benchmarks &
performance reporting
Impressions
Interactions
Shares
Link reputation
Link tracking
Site traffic
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#CIPRSW @CIPR_SW www.commsaxis.com
And how not to do it!#fails
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Reputation: Does your SM
strategy need a re-think?!
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#ASKJPM November 2013 – not all engagement is good!
#CIPRSW @CIPR_SW www.commsaxis.com
Reputation: Think about capitals
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#CIPRSW @CIPR_SW www.commsaxis.com
Road to Social Media
Success
Lilach Bullock
@lilachbullock
#CIPRSW
@CIPR_SW
#CIPRSW @CIPR_SW www.commsaxis.com