socast webinar: a-z social strategy for radio
DESCRIPTION
In this webinar, SoCast's Communications Manager, Vanessa Markov, covers the key drivers of a successful social strategy, including: Social Must-Haves Advanced Engagement & Optimization Tactics and Smart Media Buying Watch the webinar with audio here: https://www.youtube.com/watch?v=6S3YCbMu2dsTRANSCRIPT
April 3, 2014
Presented by:Vanessa Markov
Communications, SoCast SRM
WEBINAR:A-Z Social Strategyfor Radio Stations
What We’re Going to Show You
• Why You Need Social• Social Strategy Must Haves• Advanced Engagement Tactics• Smart Media Buying• Q & A
Why Social?
Wouldn’t It Be Nice?
Traffic Members Tuning Sales
Your Listeners are on Social Media
All of them…
Social Strategy Must-Haves
1: A Clear Objective
Objective
Tactic Tactic Tactic
1: A Clear Objective
Increase Tune-Ins
Promote On-Air Content
Promote Digital Stream
Build Audience, Reach, & Engagement
w/contests
2: A Content Strategy
ContentStrategy
Target Audience
& Interests
Objective
Tactics
2: A Content Strategy
1. Celebrity style blogs, images, conversations
2. On-air teasers w/links to stream
3. Fan-gated Facebook contests
to win concert tickets
Teenage Girls into Fashion Boy Bands
Drive Tune-Ins
Promote on-air content, stream, and
build audience
3: Key Performance Indicators
Beware of vanity metrics!
4: Key Performance Indicators
Metrics that matter:
How many people are talking about you, and what they’re saying.
5: Monitoring
5: Monitoring
The reach and sentiment of keywords
Your own social streams Interactions with your station/content
Popular RSS feeds for content ideas
6: Analytics
6: Analytics
6: Analytics
Advanced Engagement Tactics
Optimized Content
Images
Questions
CLEAR calls to action
Short, sweet, and simple
Stats say…
…status posts are much more likely to be engaging than any other type of post
Optimized Content
Optimized Contests
35% of Facebook fans like a page so they can participate in contests and promotions…
…Where are YOUR contests?
Optimized Contests Are…
Accessible via Facebook
Optimized Contests Are…
Syndicated on web and Facebook
Optimized Contests Are…
Fan-gated
Voting based/have sharing incentives
Results
Avg. Post Metrics Before Contest:– 2-5 Shares– 10-100 Likes– 50 Comments
Metrics During Contest– 46 Shares (^820%)– 781 Likes (^600%)– 1505 comments (^2910%)
862 entrants in 48 hours8,168 new Facebook fans in 5 days
Optimized Advertising
Why you should buy media:• Only 3% of your audiences see your posts• Double ROI on campaigns with extended
reach• Target users outside of your network that are
specific to your target audience (or your clients!)
Optimized Advertising
When you should buy media:• To boost a popular post• To promote an event/contest• To supplement a campaign
Smart Media Buying
Effectively Using Facebook AdsMarketplace Ads
Advanced TargetingPromoted Pages
Boosted posts
Sponsored Stories
Promoted Posts
Effectively Using Facebook Ads
Effectively Using Facebook Ads
Boosting Posts
Higher in newsfeedHigher reachWider audience
Promoting Pages
Promote Your Page (or a clients!)
Grow AudienceTarget Demo
Driving Web Traffic & Conversions
NEW! Call to Action Buttons
Boosting vs. Promoting vs. Converting
1hr 2hr 3 hr 4hr 5hr 6hr 7hr 8 hr 9 hr0
5000
10000
15000
20000
25000
30000
Post 1Post 2Post 3Re
ach
Time
Boost
Boosting vs. Promoting vs. Converting
Boosting vs. Promoting vs. Converting
Targeting
Key Takeaways
• Don’t skip steps: start with a basic objective and lay out a strategic plan
• Equip yourself with tools needed to drive data and insights
• Use Facebook statistics, contests, and paid media to optimize results
Some of our clients…
Q & A
For more information contact:
Vanessa Markov
Email: [email protected]: 416-635-6678 x268 Website: www.socastsrm.comTwitter: @socastsrm