social media marketing 2.0
TRANSCRIPT
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Table of Contents 2
1. Why does social matter so much?................................ Page 52. Timing and Frequency…………………….…………….…………….Page 83. Facebook ………………………………….…..………………………….Page 154. Twitter ………………………….…………….…………………………….Page 235. LinkedIn ………………………………….…..……………..…………….Page 316. Instagram ………………………………….…..………..……………….Page 387. Pinterest ………………………………….…..………………………….Page 458. Snapchat ………………………………….…..………………………….Page 519. Trends ………………………………….…………..……….…………….Page 6010. Conclusion………………………………………………………………Page 83
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Why does social matter so much?• In the US, 70% of the population have at
least one social media account, and more than half have two.
• Worldwide the projected users of social media is around 2.5 billion.
• 57% of consumers say they are influenced by positive comments about a company.
• 90% of millennials use social media.• 1/3 of millennials say it’s their favorite
form of communication with businesses.
Source: business2community
4
What are people sharing?5
• There are a variety of formats for content, but the most popular are:• Visual content, 74%• Blogging, 68%• Videos, 60%
• Rapidly changing -- video is overtaking as the most viewed format.
• Increased mobile speed allows video streaming on the go and has greatly contributed.
• Blog posts are still the most shared on social media at 38%.
How to get started?Some tips to get started: • Start by creating your strategy based
on your company’s goals.• Be knowledgeable about the channels
your target audience uses.• Create noteworthy content for the
channel.• Measure results and make sure it
aligns with your strategy.• Tweak your campaigns to increase
effectiveness and reach goals.• Follower influencers, start engaging
conversations.
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Your Social Branding• It is important to be consistent with your
brand throughout social media.• Even if each channel has different users and
formats, your profiles on each should reflect your branding.
• Your social media managers should understand your brand perfectly and ensure all content reflects it.
• These are reflected by:• Logos• Imagery• Tone• Personality• Voice
7
Timing & Frequency This is not going to be the same for everyone and every channel. First, answer these questions:• Do I have the resources to be consistent
and engaging on social? • When should I share content?
• When I have time? When I have an idea?• Where should I share it?
• Should I use LinkedIn, FB, Twitter or others?
• How frequently should I post to social media?• Once a day? Twice a week? Twice a day?
8
Timing & FrequencyBelow are baseline suggestions for frequency and timing to reach the majority of users on these channels.
Remember your target may behave differently.
• Twitter: 3 times/daily, 9 AM – 7 PM• Engagement decreases slightly after
3rd tweet.• Facebook: 2 times/daily, 9 AM – 7 PM• Likes and comments dissipate after
the second.
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Timing & Frequency • LinkedIn: 1 time/daily, 9 AM – 7 PM• Enables 20 posts per month, which
is 60% of your audience.• Google+: 3 times/daily, 9 AM – 7 PM• Frequency and engagement goes
hand in hand.• Pinterest: 5 times+/daily, 9 AM – 7
PM• Top brands have experienced
steady growth when implementing multiple posts daily .
10
Timing & Frequency • Instagram: 1-2 times+/daily, 9
AM – 7 PM• Major brands post an average
of 1.5 times and they do not experience drop off.
• Blog: 2 times/week, 9 AM – 7 PM• Companies that increase
blogging from 3-5 times per month to 6-8 times almost double their leads!
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Which channels?• Choose your channels carefully,
especially if your resources or time are limited.
• Blindly choosing could mean you put a lot of energy into a channel and activity that doesn’t reach your target at all.
• Know where they are, how they use the channels and how to engage.
• This is the single most important factor for making sure your social media is growing your business.
• The way to start this process is with analyzing your buyer persona.
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Step 1: Buyer Persona• As marketers, you
know that your customer is the central point of your brand.
• How does this play into developing your online strategies?
• Part of creating your buyer persona means conducting research into that Persona’s digital footprint.
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Step 1: Buyer PersonaThe digital footprint will include:
1. Various channels where they spend time and conduct research.
2. What these customers will search for.3. What devices they will be using.4. When and which social networks they
are on.5. Websites and apps they engage with.6. Basically: How often, what and when.
It’s not just about what they are interested in and what they need anymore. The great news is that this information is available with analytics and research.
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Top Social Media: Facebook• Facebook has 1.6 billion
users.• According to Pewter Research,
72% of adult Internet users use it, which represents 62% of entire adult population.• 77% women, 66% men• 82% 18-29• 79% 30-49• 64% 50-64
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Facebook Stats• Additional demographics:• 70% white, 67% black, 75% Hispanic• 72% some college, 72% college +• 74% urban, 72% suburban, 67% rural• Lowest make $50k-$74,999 with 66%
• Businesses use Facebook for brand building, increasing trust and visibility.
• Very important for B2C but some B2B companies use it very well for telling their employees stories and giving a human face to their company.
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2016 Facebook Stats
• FB is the most popular paid social media used.
• We’ll discuss paid social ads more in depth later in this webinar.
• 67% of companies plan to increase their spend on Facebook ads.
• True even more so for B2C companies than B2B.
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2016 Facebook Stats• Most Important
Social Media: B2B vs B2c
• Facebook is most important network for B2C.
• LinkedIn most important for B2B.
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Facebook Changes• Live Stream feature enables
more video content in real time.
• New content controls for newsfeeds so people can reduce the numbers of ads they see.
• Users can also choose not to see content from or related to certain products and companies.
• New volume and content controls for promotional posts is another effort to provide users with relevant content.
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Source: marketingland
Facebook TacticsWhat does this mean for your business?• You’ll have to be more strategic
with your content.• According to Socialbakers, video
has organic reach 8.71% higher than photos 3.7%.
• Post videos directly to FB rather than linking it from YouTube (or elsewhere) to keep followers on your page.
• Be creative with topics as FB is somewhat replacing Twitter for people who like to be in the “know” about trending topics.
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Facebook TacticsAnother option could be the Facebook Audience Optimization tool. What is it?• An organic targeting feature
that helps publishers reach specific subsets of audiences.
• Increases engagement and understanding your target’s preferences.
• Tags prioritize, uniquely for each person, topics that are most likely to interest them.
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Facebook Tips1. Don’t target too broadly. Your copy
and images should be specific to your audience.
2. Don’t just make ads about your product/service. Ads perform best when content resonates to something your audience cares about.
3. Don’t copy other FB ads, as it usually doesn’t work. Facebook is saturated and content needs to be unique to get seen. Be creative and design ads that get your target’s attention.
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Top Social Media: Twitter• Twitter has 325 million
users.• According to Pewter
Research, 23% of adult internet users use it, which represents 20% of entire adult population.• 21% women, 25% men• 32% 18-29• 29% 30-49• 13% 50-64
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Twitter Stats• Additional demographics:
• 20% white, 28% black, 28% Hispanic• 23% some college, 27% college +• 30% urban, 21% suburban, 15% rural• Most make over $50k; 25% $50k-
$74,999k, 26% $75k+• 70% of businesses use Twitter for brand
building and 65% for lead generation.• 57% of businesses are spending 50%
more on Twitter than two years ago.
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Twitter Changes• In May 2016, Twitter announced
user names and media attachments such as photos and videos will no longer count toward the length of a tweet (140-character limit remains).
• Real time streaming thru Periscope now also provides real time engagement with audience.
• Becoming popular amongst marketers to promote events and do live streaming events updates.
Source: Reuters
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Twitter Tactics• When the URL is placed in the
middle of the tweet it is 26% more likely to be retweeted.
• 1,2, or 3 Hashtags? How many? • 33% more likely to be retweeted
with 1 hashtag.• 1 hashtag is 69% more likely to
be retweeted than using two• How many characters should I
use? Is the max better? • 11 characters get 117% more
retweets than a shorter tweet.
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#
Twitter TacticsHow to grow your followers?• Find influencers in your industry and
connect with them.• Share content they would like, or
quote them and tag them.• Find your target audience and
connect with them.• Bring out you personality – be social
instead of just “doing” social.• Try out lists and build up smaller
targeted audiences and invite users to join them and get conversations going.
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Twitter Tactics• According to HBR, Twitter
is the most transparent big social media today.
• It encourages two way dialogue (more than FB) and enables companies to show empathy.
• American Airlines is one good example: They address customer complaints with urgency, acknowledgement and understanding.
• This is social media as customer service.
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Twitter Tips29
Have a content strategy with an editorial calendar that include events, brand messaging, blogs, and anything you want to promote. Develop a unique personality instead of a stream of self promotion and use a combination of useful and personal content to show your brand’s personality. Stay organized by using lists of customers, influencers, prospects and competitors. This simplifies your monitoring and targeting. Use Tweetdeck to help you stay on top of your social activity.
Top Social Media: LinkedIn• LinkedIn has 420 million active
users.• According to Pewter Research,
25% of adult internet users use it, which represents 22% of entire adult population.• 25% women, 26% men• 22%18-29• 32% 30-49• 26% 50-64
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Top Social Media: LinkedIn
• Additional demographics:• 26% white, 22% black, 22% Hispanic• 25% some college, 46% college +• 30% urban, 26% suburan, 12% rural• Most make over $50k; 32% $50k-
$74,999k, 41% $75k+• It is almost considered a necessity for
any companies in the B2B space.• Many people will visit LinkedIn as part
of their research on companies. • Helps branding and trust building.
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LinkedIn Changes• Group’s section now enables posts
with images and direct mentions of other group members.
• In March this year, introduced Account Targeting for targeted large scale campaigns.
• Can target people at up to 30,000 companies at once with a list of companies which is cross-referenced against 8 million businesses in its network.
• Also improved its targeting for Sponsored Updates and Sponsored InMail.
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LinkedIn Tactics• Share relevant content to
your target market in groups, in Pulse and in your regular feed.
• AppleOne Employment Services is an example of a great LinkedIn page.• They don’t just push job
listings, but they provide content from their blog and other outlets as well.
• They differentiate themselves by showing their mission and vision statements.
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LinkedIn TacticsMashable is another example of a great LinkedIn page.• Carefully tailor content
for LinkedIn such as articles on business and productivity tips.
• Social media focused content generates a lot of engagement as well, but the topics here and on other channels are slightly different to reflect the audience.
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LinkedIn Tips1. Use LinkedIn sponsored updates.2. Draw people in by having an
introduction text.• Join groups where your target
spends time and pose thoughtful questions, not a simple yes or no.
• Share something that may surprise readers.
3. Make a good impression with a great image, especially in ads and posts. • The feed is increasingly busy,
photos stand out.
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Top Social Media: Instagram • Instagram has 430 million
users.• According to Pewter Research,
28% of adult internet users use it, which represents 24% of entire adult population.• 31% women, 24% men• 55% 18-29• 28% 30-49• 11%50-64
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Instagram Stats• Additional demographics:• 21% white, 47% black, 38%
Hispanic• 32% some college, 26% college
+.• 32% urban, 28% suburan, 18%
rural.• It’s a split between users making
<$50k and >$50k.
• Forrester calls it the king of social engagement since top brands’ posts generated a per-follower engagement rate of 4.21 percent.
• This is 58 times more per follower than Facebook and 120 times more than Twitter.
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Instagram Changes• March 2016, Instagram
announced a new way of ordering posts users see images of interest appear first.• The result has been more
likes, comments and general engagement.
• How are posts ordered?• Combination of: time, your
interactions with sharer, and whether you'll find the post interesting based on your previous behavior.
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Instagram Tactics• What does this mean for you?• Make sure your content is
engaging with your audience or it may not be seen.
• WeWork is an example of a company using Instagram well.• They show great images of the
office space they provide.• Related slogan posted, “Do What
You Love” and hashtags encouraging people to send post images of their work space.
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Instagram TacticsAnother example is Califia Farms.• Unique, well designed
curvy bottle which won an award in global packaging design category from Beverage World Magazine.
• Instagram is a perfect platform to showcase their products.
• Most posts feature their bottles in a creative way; with a subject line, an accessory that speaks to their target.
• They create fun, playful videos and GIFs for even more engagement.
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Instagram Tips 1. Give followers brand insights by sharing behind the
scenes of your business, and sneak peeks of upcoming events.
2. Design funny or inspirational quotes for content variety.
3. Categorize your content (use hashtags).4. Don’t forget to write a caption for your post that
gives a story or adds humor or engages in some way.5. Track your results.6. Write a good bio for your brand.7. Offer promotions from time to time -- followers like
rewards and it’s an incentive for audience to stay engaged or to share your content.
8. Respond to users, follow your target and influencers.
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Top Social Media: Pinterest• Pinterest has 110 million users.• According to Pewter Research, 31% of
adult internet users use it, which represents 26% of entire adult population.• 44% women,16% men• 37% 18-29• 36% 30-49• 24% 50-64
• Great for eCommerce, anything food related, health, wellness.
• Mainly B2C but B2B is growing and doing well with branding on Pinterest.
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Pinterest Stats
• Site for visual imagery like Instagram but with lifestyle “intention and inspiration.”
• Brands show their lifestyle, not products.
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Pinterest Stats• Additional demographics:• 32% white, 23% black, 32%
Hispanic• 37% some college, 31% college +• 26% urban, 34% suburan, 31%
rural• Most users make:• 41% $50k-$74,999• 37% $30k - $49,999
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Pinterest Changes
• You’ve probably noticed they have a “Buy it” button now.• How does this affect your
business?• Businesses can show
products, that consumers can click to purchase.
• A new form of advertising as hybrid social media post with ecommerce.
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Source: marketingland
Pinterest TacticsLL Bean has great branding, imagery and eCommerce on Pinterest.
Their tactics:• Different boards that show
different lifestyle categories that fit their branding.
• Not just products, but active, outdoorsy photos that speak to their target.
• They post funny photos and gift ideas which show personality and caring (builds trust).
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Pinterest Tips 47
Test different variations of imagery and photos, get creative and be inspirational. Create lifestyle boards, not product boards. Show users the life your brand represents with different themes like food or adventures or quotes and always beautiful images and scenes. Use CTAs in the description such as sign up today, order now, but not in the image, it’s not allowed. Use relevant keywords and hashtags. There’s no limit like Twitter so add at least 30 keywords per promoted pin (platform allows up to 150 keywords). Use Pinterest tools to reach your target audience with targeted pins.
Pinterest Tactics• The key to is to be creative and build
content around a whole lifestyle in which your products are featured.
• Wayfair pinned their way to an impressive increase in revenue.
• “Turkey Day Table” promotion in November 2013, asked participants to curate their own boards with 5 or more pins about their ideal “Turkey Day Table” from the Wayfair Thanksgiving boards.
• Additional bonus with this campaign for user generated content that costs the company next to nothing to produce.
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Pinterest Wayfair Results• 500% increase in sales 60% in web traffic
89% in page views
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The Next Big Thing: Snapchat• Snapchat has 200 million users.• 70% women, 30% men use it.• Has grown by 50% year over
year. • Has surpassed Twitter with the
number of daily users, 150 million, compared to 140 million.
• As of Feb 2016, Snapchat’s largest users were between 18-24, (37%) and 25-34 (26%).
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Snapchat Tactics• It’s low-cost, highly personal
and engaging.• The videos are in real time and
only last 24 hours adding to the “in the moment” appeal.
• Raw, scrappy and fun and allow personality to shine with little editing or filters.
• Good for humanizing a brand and connecting with their target audience in a fun way.
• GE is a brand doing well using it to showcase their geeky personality and to encourage interest in science.
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Snapchat Tactics• GE does a series of Q&A of
users' questions.• Explain scientific
concepts in a concise and fun way.
• Recently shared some findings from their emoji science curriculum, which they established along with the National Science Foundation.
• They encourage users to engage with them.
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Snapchat Tips53
Some things try out for campaigns to get started:• Use customer geofilters to
promote events, which people can also forward to friends.
• Use video chat to engage with customers to make their experience personalized.
• Test different ways to tell your story and ask for feedback.
• With videos lasting 24 hours, it’s perfect for limited time offers and giveaways.
The Next Big Thing: Periscope and Meerkat54
• Consumers want faster access to real time, off-line events hence the rise in live streaming.
• Periscope has 2 million daily users.
• Meerkat has 2 million registered users.
• Find ways to add live streaming, or real time videos to your social activities.
Trends: Paid Ads
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• Most popular paid channels:• FB ads 87%• Google ads 39%• Twitter ads 18%
Breakdown of Paid Ads60
• The most popular social media channels have many similarities with PPC:• FB, Twitter, LinkedIn all provide
tools to help you target the right audience for you.
• Instagram and Pinterest vary from FB, Twitter and LinkedIn .• More of eCommerce that reaches
consumers with beautiful products and images offering a "buy now" option.
• Also have ads pop up in feeds which targets users based on location, demographics, and user behavior.
Breakdown of Paid Ads61
• Snapchat is great for brand recognition.• The ads fit seamlessly into
the user experience of live streaming.
• Youtube is great for instructional, fun videos. Also great for brand recognition in either B2B or B2C. Many companies have their own channels which people can follow for updates.• Targeted ads are based on
browsing history and target users very well.
Paid Advertising Tips62
• To be effective with paid advertising on social media, think about these tips :
1. Tailor content for the social channel. For instance, an ad used for FB would differ from an ad for LinkedIn.
2. Use targeting tools available on each channel to really focus on reaching your customers.
Paid Advertising Tips63
3.Use several different versions of your sponsored posts to see which get the most traction, then spend more on those that do.
4.If too busy and budget permits, hire a PPC specialist to set up and manage your search marketing campaign.
5.Try FB Ads Manager. It’s a single destination for advertisers to create, edit and analyze FB ads. It features a streamlined layout with quick reporting on performance metrics.
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Paid Advertising Tips6. Target fans first, and then only those you know have
an interest in your product, service, event or content.7. Make ads crystal clear. You can try to be mysterious,
but this can backfire as no one likes “click bait.”8. Take advantage of geo-targeting to reach a local
audience or those in your target locations. This can be broad or hyper local to those who pass near your business.
9. Test images as they are what catches the most attention. Use split testing on these first and then other elements like taglines or content.
10.Do not underestimate the power of video. Try short 10 second videos, even with low production, that are clear and fun.
Paid Channel Trends
65
• Based on a survey by CMI and Marketing Profs:• 76% of B2C respondents
used promoted posts.• 61% of users found it
effective.
Paid Channel Trends66
Based on the same survey, by CMI & Marketing Profs :• 93% of B2B
respondents use paid social media.
• 52% use promoted posts.
• 48% rank effectiveness 4-5 (5 is highest).
• 51% use sponsored ads.
• 45% rate sponsored ad effectives at 4 – 5.
Paid Ads Changes67
• Due to excessive PPC and banner ads, the online experience has been negatively impacted.
• Tech companies created ad blocking apps to reduce noise.
• This will cause about $20B in lost revenue and affects Google, Yahoo, Bing the most.
• Content marketing is even more critical and native advertising is growing in popularity.
• Native advertising appears as sponsored content that does not disrupt a user on social media.
• Can be articles, posts, quizzes and a variety of formats.
Tracking Social Media ROI68
ROI is still tough for companies to measure.• 46% of marketers are uncertain
whether social media has generated revenue.
• Only 13% believe they proved impact quantitatively.
The most common measurement for ROI:• 80% of Marketers use engagement
such as likes and shares.• 56% base it on web traffic.
Measuring ROI69
Source https://blog.hootsuite.com/measure-social-media-roi-business/
• Defining social media ROI is based on your company goals.
• Commonly defined as a measure of the efficiency of a social media campaign.• Social media ROI = (SM return –
SM investment) / SM investment percent.
• But, it cannot always be measured or quantified. In those cases look at:• What your target audience did
after viewing?• Did the actions align with your
goals?
The Importance of Measuring70
• To justify existing and additional resources dedicated to social media.
• To identify gaps in strategy, content and key messaging.• To know which channels are working effectively to grow your
business.• To determine what to change and tweak to reach your goals.
Measureable Goals71
• Examples of measureable goals:1. Increases in social engagement.• These metrics include: likes, shares,
retweets, favorites, comments.2. Increase in customer/client acquisitions.• Tracking URL clicks on sources of
traffic to your site help determine conversions that start from social media.
3. Increased brand awareness.• These metrics include: growth in
number of followers, Twitter sentiment, reach by region, clicks by region.
Analytics72
• There are a variety of tools to analyze these different social media metrics. Here are a few examples: • Google Analytics - Track
website traffic, on-site conversions, and sign-ups that come from social media campaigns.
• Facebook Insights• Twitalyzer • Vbout• Socialmention
Analytics73
Who’s Doing Social Media Well? 74
Richard Branson• As the CEO, he is the
face of the Virgin brand and he engages extremely well with his followers.
• He responds directly to some followers and continuously posts content which delights, entertains and inspires.
• He shares a mixture of business and personal info.
Branson’s Social Media Growth75
7 million 9 million3 million
Branson’s social media stats from 3 years ago to today:
• 3 million Twitter followers, now more than 7 million.
• 1.6 million LinkedIn followers, now more than 9 million .
• 371,000 Facebook followers, now almost 3 million.
How does Branson do it? 76
• Above all else he has fun and brings his humor to a lot of content.• He shares entertaining things:
cute photos, funny or inspirational personal stories, memes.• He welcomes feedback and
responds to some comments himself.• Through #AskRichard live Twitter
Q&A’s and through daily interaction, he engages his followers in open dialogue. • He connects on a human level.• Writes blog posts almost daily, as
well as very frequent Twitter posts.
Keys to Branson’s Success
77
1. Humor2. Humility3. Frequency4. Entertainin
g5. Responsiv
e6. Engaging7. Personal
and professional
8. Inspirational
9. Imagery
Who’s connecting well? 78
Dove is another example of a company doing social media well. Keys to their success include:• Empowers women to
embrace themselves as they are.
• Engages target audience to share their own story with these hashtags: #speakbeautiful, #loveyourhair.
• Consistent messaging throughout media.
• 185k Twitter followers, more than 26M likes on FB.
Use humor, show personality 79
• When you understand your target well, you can bring humor and more personality into your interactions.
• Taco Bell’s “voice” and personality comes through in their social media responses.
• Works so well because they understand their target.
• Humor can be a risk, unless you have this knowledge.
Shake Shack Case Study
80
• Shake Shack is a popular American burger chain that has experienced exponential growth with little spend on advertising or marketing.
• The secret lies in how well they managed their social media across all channels and how they managed to create a huge loyal following.
• Their content earns high engagement; retweets, likes, shares.
• Visit our website for access to our analysis:
https://www.vbout.com/blog/Shake-Shack-Analysis/
Conclusion81
• Continue to invest in social media, at least 6 hours a week should be devoted to see results.
• Embrace video content as that is growing in popularity and could be the most viewed content on social any day.
• If your budget permits, use a combination of paid ads and organic posts, as FB ads are working for a lot of businesses.
• Optimize mobile formats in your social media.• Track results for all social media.• Establish KPIs and try different approaches for
better results.• Be creative, have fun and show your
personality!• Be social, don’t just do social.
A list of some social media tools82
• Everypost• Buffer• Vbout• SocialOomph• SocialClout• Hootsuite• Feedly• Followerwonk • Bundlepost• Tailwind • Bitly • Agorapulse • Crowdbooster• Socialbro• Socialflow• IFTIT
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