The goal is not to be good at social media. The goal is to be good at business because of social media.

Transcription

1 Social Media Primer

2 The goal is not to be good at social media. The goal is to be good at business because of social media.

3 Social platforms present a uniquely valuable opportunity for brands These channels can help organizations do everything from building brand awareness to generating site traffic to increasing consumer engagement to growing the size of an online following to helping with event attendance to promoting apps to you get the point There s a lot that we can do with social media and social media marketing Each organization will have different strengths, challenges, capabilities and opportunities on social That said, there are common threads, especially for those starting fresh Follow these steps to ensure that your new social presence puts your best foot forward

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5 Started in 2004 Most widely used social platform in the world 1.23 billion daily active users worldwide 170 million daily active users in U.S. + Canada Primarily B2C, but huge scale and extensive targeting capabilities give it B2B power Most sophisticated ads platform of any social network 90% of daily active users access through mobile 1 out of every 5 page views in the U.S. takes place on Facebook

6 Make sure your page is properly registered as a business page and named Directions available here Fill out the necessary information in the About section Brief company description in Story Phone Number Website List additional information within this section as you see fit Select a professional, appropriate profile photo and cover image Profile Photo will appear as a part of each post (and advertisement) from your page Cover Image will greet visitors to your page when they arrive Quickly check the General Settings to confirm that you re comfortable with everything listed there Click Settings on the upper-right navigation bar to access it

7 Decide on a posting cadence To reach people on Facebook, you need to publish consistently 3 4 posts per week is standard frequency Determine a content strategy Content strategy is what your posts will be about Examples: corporate news, placed coverage, brand videos, employee spotlights, topical photos, company events, relevant community happenings, custom graphics, etc Find your tone Varies enormously across social, but the best social accounts are conversational, informative, self-aware and playful Be as responsive as possible Social networks are reciprocal; people are likelier to interact with you if you interact with them Respond to as many comments and messages sent your way as you can Deliver on reporting It s critical to measure the return on efforts Social reports help identify what worked, what didn t and opportunities

8 Facebook has the most sophisticated ad capabilities of any social platform by a wide margin When considering paid support, always ask yourself: What am I trying to accomplish? The answer to that question will determine which ads campaign and ad units make the most sense Three ways to execute paid support: Boost post through Facebook Managed campaign through Ads Manager Managed campaign through Power Editor

9 Facebook ads can achieve an enormous range of objectives, including: App Engagement App Installs Brand Awareness Clicks to Website Website Conversions Event Responses Lead Generation Local Awareness Offer Claims Page Likes Page Post Engagement Video Views

10 Facebooks offers a tremendous array of targeting options These are some of the key parameters: Age Dynamic targeting Gender Re-targeting Location Custom audiences Lookalike audiences Interests Overlapping interests Fans of page

11 One popular approach is to simply convert an existing post into an ad unit Known as a Page Post Ad Promoted Page Post is the same thing This sort of promotion can be done for any type of published Facebook post, including: Text posts Photo posts Video posts Shared link posts Photo albums Slideshow posts Carousel posts Canvas posts Evaluate by Cost-Per-Engagement (CPE) Just $50 or $100 can make a big impact

12 Another approach is to create ads themselves rather than turn published posts into ads By taking this approach, the ads won t show up on the page s timeline This ad type is available for several specific objectives: Like Acquisition App Installs Brand Awareness Website Clicks & Conversions Event Responses Lead Generation Local Awareness Video Views Evaluate by Cost-Per-Click (CPC) Just $50 or $100 can make a big impact

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14 Started in 2006 One of the largest social platforms by user base 130 million daily active users worldwide 320 million monthly active users worldwide Both Instagram and Snapchat passed Twitter in DAUs during 2016 Primarily B2C, but ample opportunity for B2B efforts as well 85 90% of daily active users access through mobile The place to go for breaking news, real-time commentary and trending topics

15 Create a new business-oriented account or select an existing one for that purpose Overview available here Fill out the necessary information in the Profile section Account name (this can be the same/similar to your account name) Bio Website Select a professional, appropriate profile photo and header image Profile Photo will appear as a part of each tweet (and advertisement) from your account Header Image will greet visitors to your account when they arrive To edit any of these items, follow these steps: Click your profile icon towards the top of the page Select View Profile from the dropdown Click Edit Profile towards the top right Make changes as necessary Start following relevant accounts

16 Decide on a posting cadence To reach Twitter users, you need to publish consistently 8 10 tweets per week is standard frequency Determine a content strategy Examples: corporate news, placed coverage, brand videos, employee spotlights, topical photos, company events, relevant community happenings, custom graphics, etc Find your tone Brief and informal often works best and hashtags often when tweeting Handles and hashtags make it easier for other accounts to find your tweets, which is beneficial in growing followers and engagement Trending hashtags and conference hashtags are two great opportunities Be as interactive as you can Twitter is a particularly conversational channel, and that chatter is two-way When you don t have time to reply, liking a tweet and following the account that it came from is a great way to quickly respond Deliver on reporting

17 Twitter offers a variety of campaign types and objectives for advertisers When considering paid support, always ask yourself: What am I trying to accomplish? The answer to that question will determine which ad campaigns and ad units make the most sense Two ways to execute paid support: Quick Promote through Twitter Managed campaign through Twitter Ads Fewer options than Facebook, but more than most other social platforms Twitter Ads can achieve a number of different objectives, including: Website Visits On-site Conversions Tweet Engagement Video Views App Installs Follower Growth

18 Twitter offers its own array of targeting selections for paid promotion These are some of the key parameters: Age Gender Location Keyword use Follower targeting Interests targeting Twitter offers more advanced parameters, too: TV targeting Tailored Audiences (Remarketing) Behavior targeting Event targeting Key differentiators from Facebook Ads: Capability to target people based on keywords that they use and search for Capability to target TV show viewers

19 The most common approach is converting an existing tweet into a promoted tweet This can be done for most any sort of tweet, but keep some best practices in mind: Tweets including rich media tend to produce more engagement Photos or videos Promoted tweets often generate more other actions than retweets or likes Photo clicks and expansions are the most common Promoted Tweets for Website Clicks: Website Card is the type of Promoted Tweet that s dedicated to driving site traffic This tweet format has its own specifications: Tweet Copy: 116 character limit Website Title Length: 70 character limit Image Size: 800x320 Max file size of 3 MB Any click on the encircled section of a Website Card tweet takes the user right to the site This helps to make the Website Card tweet more efficient, because there are fewer wasted clicks

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21 Started in 2010 Second-largest social site by daily active users 600 million daily active users worldwide 80 million daily active users in U.S. Very much a B2C channel Highly visual social platform, even more so than others 53% of year olds use Instagram Owned by Facebook

22 Create a new business profile or convert your existing account into a business profile Overview available here Profile Photo will appear as a part of each post that your account publishes and as a part of each ad from your account Fill out the required information so that Instagram can properly list your organization as a business Company address Company website Company phone number Benefits of being a business profile: Contact button Call, text or Ability to boost Instagram posts Access to analytics Instagram Ads are run on the same platform as Facebook Ads Similar ads objectives, ad formats and more

23 Decide on a posting cadence To reach people on Instagram, you need to publish consistently 4 5 posts per week is standard frequency Determine a content strategy Instagram is very much a consumer-facing social platform Examples: company culture, company events, employee spotlights, topical holidays, lighthearted scenes from the office, charitable efforts, etc Find your tone Friendly and conversational often works best Instagram is a great place to have fun and inject humor Take advantage of hashtags Effective hashtag use helps your posts generate more engagement and connect with other accounts in your space Make the most of user-generated content Posts that are re-purposed from other accounts (with permission) often produce more engagement than professional photography Deliver on reporting

24 Instagram s ad offering is similar to Facebook s, but without quite so many options When considering paid support, always ask yourself: What am I trying to accomplish? The answer to that question will determine which ads campaign and ad units make the most sense Three ways to execute paid support: Boost through Instagram Campaign through Facebook Ads Manager Campaign through Facebook Power Editor You must have a Facebook Ads account to run ads on Instagram Instagram Ads can achieve several different objectives, including: Website Visits On-site Conversions Page Post Engagement Video Views App Installs App Engagement Mass Awareness Reach and Frequency Local Awareness

25 Instagram s ad network is a replica of the one used by Facebook These are some of the key parameters: Age Gender Location Interests Fans of account Additional considerations: Re-targeting Custom audiences Lookalike audiences Overlapping interests Like Facebook, Instagram also gives advertisers the ability to utilize a carousel format, which consistently drives higher click-through-rates

26 The most common type of ad on Instagram is a promoted post This can be done with any Instagram post, but make sure to keep these best practices in mind: Typically more expensive than Facebook It s a high bar to clear in terms of visual quality on Instagram Gets more competitive each day Promoted photo and video posts drive likes much more often than comments Efficiency can vary significantly from campaign to campaign Even with similar targeting Evaluate by cost-per-engagement (CPE) Just $50 or $100 can make a big impact

27 A second approach is to create ads themselves rather than turn published posts into ads Quite similar to Facebook This ad type is available for several specific objectives: App Installs App Engagement Brand Awareness Website Clicks & Conversions Mass Awareness Local Awareness Video Views Evaluate by Cost-Per-Click (CPC)

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29 Started in 2002 Large community, but not the most engaged 500 million total members worldwide 106 million monthly active users MAUs flat year-over-year between 2016 and 2017 Very much a B2B channel 60 70% of LinkedIn traffic comes from mobile Relatively low for a social platform, but growing The place to go for B2B marketing

30 Create a new business page or confirm that your current page adheres to best practices Overview available here Fill out the information in the About Us section Company description Specialties/areas of service Industry Headquarters location Website Founding year Select a professional, appropriate logo and banner image Profile Photo will appear as a part of each post that your page publishes, as well as on employees individuals profiles Header Image will greet visitors when they arrive at your page

31 Decide on a posting cadence To succeed on LinkedIn, it s important to publish consistently 2 4 posts per week is standard frequency Determine a content strategy Keep in mind that LinkedIn is a professional network first and foremost Examples: corporate news, placed coverage, brand videos, employee spotlights, company events, conference attendance, etc Find your tone Brief and professional often works best It s fine to get creative and mix things up every once in a while Take advantage of photos to drive engagement Posts featuring photos tend to perform best across the social spectrum, and that s true for LinkedIn as well, as photo posts often get more engagement Make the most of industry events Posts about industry events (conference, trade shows, etc) tend to generate more activity on LinkedIn, so take advantage where you can Deliver on reporting

32 LinkedIn organizes its advertising offerings by format rather than objective There are five formats to choose from: Sponsored Content Sponsored InMail Dynamic Ads Display Ads Text Ads Again: what am I trying to accomplish? The answer to that question will determine which ad format makes the most sense Text Ads, Sponsored Content and Sponsored InMail are now all self-serve LinkedIn Ads tend to serve slower than consumer social ads

33 LinkedIn offers the capability to sponsor published posts or create standalone ad units Sponsored Content Takes an existing post and then promotes it for engagement Sponsored InMail Effective way to reach those outside your network Dynamic Ads Best approach for follower acquisition Display Ads Right-rail ads that drive to a website Text Ads Self-serve but limited utility

34 LinkedIn Ads targeting is less granular than the larger B2C social platforms, but still effective Parameters include: Location Company Industry Seniority Title Skills Degree of study

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36 Started in 2010 Smaller than the goliaths, but growing steadily 70 million monthly active users in U.S. 80 million MAUs outside U.S. 50% growth in MAUs from 2015 to 2016 Very much a B2C channel 80% of Pinterest traffic comes from mobile devices The Google of social platforms More about search than conversations Privately owned company

37 Before starting with Pinterest Ads, make sure the account is a business account Pinterest offers ad campaigns to accomplish three objectives: Awareness Engagement Website Traffic Always: what am I trying to accomplish? The answer to that question will determine which ads campaign and ad units make the most sense Two ways to execute paid support: Promote Button through Pinterest Managed campaign through Pinterest Ads It s best to use Pinterest Ads whenever possible

38 Pinterest offers many of the same capabilities as Twitter ads Key parameters include: Keyword Searches User Interests Location Device Pinterest s more advanced options include: Customer list Visitor retargeting Lookalike targeting

39 All pins are created equal, so no need to worry about format Before promoting, ensure that each pin has: A high-quality visual A compelling description A relevant destination link Promoting for awareness: Great for driving impressions Evaluate by users reached Promoting for engagement: Great for driving repins and close ups Evaluate by cost-per-engagement (CPE) Promoting for website traffic Great for close ups and clicks Evaluate by cost-per-click (CPC) Just $50 or $100 can make a big impact

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41 Social media ROI is notoriously tricky to measure 46% of shoppers rely on social media when making a purchase 78% of people have said that companies social media posts impact their purchases And yet, social is often ranked behind , search, paid search and display in ROI So, where does this leave us? Social is a huge part of the purchase path It isn t necessarily the last step Proving value can be tough This is why the selection of objectives and smart use of reporting really matters

42 Connect each ad to its stated objective For engagement campaigns, consider: Total Engagements Cost-Per-Engagement Engagement Rate Total Spend For site traffic campaigns, consider: Total Clicks Site Visits Cost-Per-Click Total Spend For a frame of reference, consider: Previous campaign performance Industry benchmarks Additional client marketing efforts

43 There s more to measuring social media marketing than just social reports Dark Social is a term for unidentified direct traffic coined by Alexis Madrigal A significant, indeterminate portion of direct traffic comes from unidentified social shares , chat and apps can all be dark UTM links help for apps RadiumOne estimates that 80% of all social shares through mobile are dark (!!!) The more we know, the more we don t! In sum: direct traffic is far from direct

44 Dark Social affects organic search as well Let s use the Facebook post to the right as an example See it in my News Feed on Monday Think, Cool, I ll grab that later Google North Face backpack on Friday Buy it through their website Organic search just made a sale! But actually In sum: organic search is far from organic

45 Set expectations Measure social efforts through: Campaign objective and performance Website traffic Website engagement Total Sales Americans spend more than 20% of their total time online using social media The world is increasingly mobile, and dark social makes mobile especially tricky There s never going to be an absolutely perfect way to measure social especially when you get into attribution modeling Holy Grail of marketing! Facebook Atlas

46 A Brand Elevation Agency.