UC Berkeley ExtensionSocial Media Strategies

Session 4

Last week’s Homework

• Create a fake Facebook Page for your brand (even if they already have one). Unpublish the page while you are working on it.– Add a profile & cover photo– Add at least one app or custom tab and modify image and name to look and feel like your brand

• Add at least 2 milestones and publish the page when you’re finished.

• Email me the page: tracy@socialstrand.com by Tuesday, 6pm.

Homework SubmissionsThe Good, Bad and The Ugly:

1. (Lana) https://www.facebook.com/BSTRO-for-CLASS-547326202133684/

2. (Yvonne) https://www.facebook.com/xcellbio/

3. (Amira) https://www.facebook.com/VictoriaxModa/

4. (Chandrika) https://www.facebook.com/Pronto.parantha/?ref=aymt_homepage_panel

5. (Jareth) https://www.facebook.com/rockyschargrill/

6. (Kateryna) https://www.facebook.com/DroidStatues/

7. (Anna-Louise) https://www.facebook.com/BestYogurt/

8. (Lorrie) https://m.facebook.com/wholefoodbylorrie/

9. (Udhay) https://www.facebook.com/UdhayManoharan99/

10. (Lana O.) https://www.facebook.com/BSTRO-for-CLASS-547326202133684/

11. (Tracy) https://www.facebook.com/TMRetailConsulting/

12. (Jonatan) https://www.facebook.com/WellBeingLife1/

13. (Ankur) https://www.facebook.com/launchgear

14. (Nitisha) https://www.facebook.com/NitishasBooks/

15. (Luke) https://www.facebook.com/lbainteractive

16. (John T.) www.facebook.com/deeahndrah

17. (Jaime) https://www.facebook.com/TheRefreshBarSF/

Today

• Metrics

• Blogging

But first….

Twitter Moments – YOU CREATE

• You can now create Twitter Moments yourself and promote them via Twitter Ads!

Goals & Measurement

Types of Content & Traffic

Content

• Landing Pages/web pages

• Ads

• Organic posts (blogs,social)

• Email/newsletter

• Direct Mail

• Other

Website Traffic

• Organic

• Direct

• Paid

• Social

• Referral

• Other

What you need to measure What Google measures

4 Key Metrics You Should Be Measuring

Consumption Engagement

Lead-GenSales/

Conversions

Consumption Metrics

• What are people consuming? What type of content do they want more of?

• You’re looking at downloads & page/video views, blog/web traffic

• Inbound links (track backs)

Consumption

Lead-Gen

• Form completions/downloads

• Email/Blog subscribers

• Webinar registrants

• RFIs (Request for Information)

Lead-GenYou have their information such as email address, name, job title, address, etc.

Engagement Metrics

How much does your content resonate with your readers?

• Likes, retweets, repins, shares, +1’s

• Forwards (email)

Source: Content Marketing Institute

Engagement

Sales/Conversions

• You need to be able to track your organic content,your campaign, & ads SEPARATELY

– Custom URL (bit.ly, tinyurl.com, ow.ly, goo.gl)

– Landing page

– eCommerce system (Marketo, HubSpot)

Sales/ Conversions

UTM Codes

• What’s a UTM code?

– a simple code that you can attach to a custom URL in order to track a source, medium, and campaignname. This enables Google Analytics to tell you where searchers came from as well as whatcampaign directed them to you.

– Stands for Urchin Tracking Module – Google bought them and changed name to Google Analytics

Google Analytics URL Builder

Practice – What’s the UTM code?

You have a blog called “Social Media Best Practices” that you want to promote on Facebook.

https://www.yourwebsite.com/blog/social-media-best-practices/

facebook

social-media

whatever-you-want

Skip this – only use for AdWords

blog-sm-best-practices (this is your own way of finding your content)

Final URL: https://www.yourwebsite.com/blog/social-media-best-practices/?utm_source=facebook&utm_medium=social-media&utm_campaign=all&utm_content=blog-sm-best-practices

What’s the UTM code?You have a newsletter you send out monthly and in it you are promoting the blog “Social Media Best Practices”.

https://www.yourwebsite.com/blog/social-media-best-practices

newsletter110316

email

whatever-you-want

SKIP – ONLY USE FOR ADWORDS

blog-social-media-best-practices

Final URL: https://www.yourwebsite.com/blog/social-media-best-practices/?utm_source=newsletter110316&utm_medium=email&utm_campaign=all&utm_content=blog-social-media-best-practices

What’s the UTM code?You have a whitepaper called “Social Media Tips and Tricks” you want to promote on Twitter?

https://www.yourwebsite.com/resources/sm-tips-tricks?src=social-tw-wp-2016

twitter

social-media

whatever-you-want

SKIP – ONLY FOR ADWORDS

wp-sm-tips-tricks

Final URL: https://www.yourwebsite.com/resources/sm-tips-tricks?src=social-tw-wp-2016&utm_source=twitter&utm_medium=social-media&utm_campaign=all&utm_content=wp-sm-tips-tricks

Tracking Social In Google Analytics

Tracking Social in Google Analytics –Cont’d

Drilling Down Into Social

Tracking Campaigns in Google Analytics

Landing Page http://pages.sparkpost.com/SPE-Data-Driven-Marketer.html

• Landing Pages have no menu at the top (usually).

• They have one CTA

Web pagehttps://www.sparkpost.com/resources/webinars-videos/how-sell-more-email?src=Social%20Media&pc=TW-WR-SELLMORE

Landing Pagew/UTM

http://pages.sparkpost.com/SPE-Data-Driven-Marketer.html?utm_source=facebook&utm_medium=social-media&utm_campaign=esp-all&utm_content=data-driven-marketer-ebook

• Landing Pages have no menu at the top (usually).

• They have one CTA

Web page w/ UTM code & Salesforce Promocode

https://www.sparkpost.com/resources/webinars-videos/how-sell-more-email?src=Social%20Media&pc=TW-WR-SELLMORE&utm_source=twitter&utm_medium=social-media&utm_campaign=esp-retail&utm_content=webinar-sell-more-stuff

Social Networks: What to Measure

Brand Awareness

Revenue Referrals

Measuring Social Networks Week of:

Benchmark 2/27/15 Week 3/13 % Change

2/17/15

Facebook Audience size (Page 'Likes') 32 40 25%

# of Posts 2 2 0%

Average Audience Reach (this week) 12 19.5 63%

Total # Engagement (Comments, Likes) 10 10 0%

Average Engagement (Comments, likes) 5 5 0%

Amplification (Total shares) 0 0 #DIV/0!

Leads 0 0 #DIV/0!

Twitter Audience size (Followers) 121 137 13%

Awareness (mentions) 14 38 171%

Engagement (URL clicks, Favorites) 28 69 146%

Amplification (Retweets) 12 9 -25%

Leads 0 0 #DIV/0!

LinkedIn Page followers 1,760 1,821 3%

Engagement (comments, clicks, likes) 26 25 -4%

Amplification (shares) 4 0 -100%

Leads 0 0 #DIV/0!

Google+ Audience (followers) 4 4 0%

Awareness (Views) 3 0 -100%

Engagement (+1s, comments, shares) 3 0 -100%

Leads 0 0 #DIV/0!

YouTube

Audience (channel subscribers) 41 43 5%

Awareness (video views) 82 72 -12%

Engagement (likes, comments) 0 0 #DIV/0!

Amplification (shares) 0 0 #DIV/0!

Weekly Metrics

Other Metrics to Measure

Cost Per Twitter Follower & Twitter Engagement

LinkedIn Twitter Facebook

Followers

% Week % QTD

Followers

% Week % QTD Likes

% Week % QTD

Message Systems 2459 2.40% 30.0% 2,962 0.10%20.20

% 1901 0.10%363.00

%

SparkPost 5315.20

% 8.20% 35238.00

%144.40

% 3322 8.70% 6680%

Competitor 1 3345 0.90% 9.00% 13,765 0.40% 4.50% 5582 0.10% 2.00%

Competitor 2 0 6,989 0.50% 7.20% 1032 2.00% 19.0%

Competitor Analysis

Brand Awareness & Engageent

Example: Final QTD Metrics

LinkedIn Twitter Facebook SlideShare Blog Newsletter YouTube AdRoll Total

Leads 10 8 2 11 29 104 0 3 167

New Account Sign-ups

4 0 2 0 3 0 1 9 19

Website (MS) 755 427 461 40 n/a 747

Website (SP) 79 281 239 0 n/a 1,388

Blog sessions 8,738

• Of all social prospects, 26 were new prospects brought it from social activity, 15 new from the blog for Q2

• Social accounted for 4.4% + 0.9% (other) = 5.3% web traffic for Q2

• G+, Reddit, Pinterest drove 73 visits to both sites total

Social Network Metrics Demo

Corporate Blogging

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Why Blog?

1. Relationship Marketing: Connect & share timely relevant information with customers & prospects

2. SEO: Blogs fuel SEO3. Lead-Generation: Businesses who blog acquire more customers 4. Content distribution: You can use it for content on social, in

newsletter, eBooks, etc.5. Gives your brand a voice, which you control6. Brand Awareness: Helps you tell your brand’s story7. Gives you insight into your audience, their needs, their wants8. Can build thought leaders within your company or build your

brand as a thought leader in the industry

Blogging by the Numbers

• 77% of Internet users read blogs• Blogs yield an average ROI of 600%• Companies that blog have two times the number of

inbound links versus companies that don’t• 46% of companies with blogs have acquired customers

from a blog-generated lead• 58% say that they are better-known in their industry

because of their blog• 56% say that their blog has helped their company

establish a positioning as a thought leader within the industry.

Corporate Blogging – Things to Consider

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• Does your company have a blog strategy?

• Do you have writers to write on a consistent basis?– Are they good writers?– Do they know how to optimize

their blog post for SEO?– How will you implement graphics?

• Do you have a content calendar?• Do you want to host it on your

own server?

Blogging Platforms

• WordPress.com vs. WordPress.org• Tumblr• Blogger• WIX• Medium• Weebly• Live Journal• Postach.io• Tinypress• Svbtle• Squarespace• Posthaven• + more

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Top 10 Corporate Blogging Tips

1. Establish a content theme/editorial calendar2. Make sure you have resources in place3. Humanize your company4. Avoid PR & Marketing and instead add value5. Welcome the good, the bad and the ugly6. Outline a comment policy7. Get social8. Promote your blog9. Monitor mentions & feedback10. Track everything in GA (Google Analytics)

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Exercise (20 minutes)

• Set up a blog on WordPress about any topic you want to write about.

• Upload a cover photo and fill out the about section

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River Pools• 2009, Marcus

Sheridan overhauled his marketing strategy from radio, TV & PPC advertising to blogging and informational videos.

• Within 24 hours of writing his first blog post, his article was ranked 1st place on Google

• He has attributed $1.7M in sales to that article

http://www.nytimes.com/2013/02/28/business/smallbusiness/increasing-sales-by-answering-customers-questions.html?_r=1&

What Should You Write About?

• What challenges your customers face

• Mistakes people in your industry make and how to avoid them

• Why your product/service rocks• Who/Which company is most

successful (interview that person/company)

• Search Twitter for trending topics in your industry

• Use Google auto-complete to come up with keywords & related topics

• Visit social profiles & blogs of industry leaders

• Repurpose an existing post• Brainstorm on different angles of

a particular topic

How To Brainstorm Ideas To Write About

• Keyword:– Composition Tools

• Keyword with verb:– Composition Tools to Improve your Photography

• Keyword, verb, and eye-catcher:– Composition Tools to Improve your Photography

and Change the way you Shoot Forever

• Number, keyword, verb, and eye-catcher:– 10 Composition Tools That Will Change the Way You

Shoot Forever

Which one are you most likely to click on?

Exercise (10 minutes)

• Go to: http://www.hubspot.com/blog-topic-generator

• Come up with 5 good blog topics for your industry and write them down

Exercise (10 minutes)

• Try Portent Content Idea Generator

http://www.portent.com/tools/title-maker

Which tool do you like better?

5 Key Elements of a Good Blog Post

1. Short, pithy titles

2. Thumbnail image or larger (200x200 pxMINIMUM)

3. Word length, 300-500 words or longer

4. Keyword in page title, first paragraph, URL, content, meta description

5. Good intro answering the what & why:– What the post is about, what they’ll get out of it,

& why they should read it

Homework

1. Set up a blog on Wordpress.com and

2. Create a blog post on any topic you like &

3. send me the link to your blog post by Monday, 11/7.(tracy@socialstrand.com)

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