Developing a Social Media Plan for boosting engagement and your fan base

Transcription

1 Developing a Social Media Plan for boosting engagement and your fan base

2 What You ll Learn Today Includes refresher from the previous session. Setting expectations with your ROI Building your fan base through consistent, engaging content without pulling your hair out Advertising on social media Measuring your social success

3 Setting Expectations Social media is one tool in your marketing toolbox Understand your goals: social ROI vs. financial ROI Social ROI Branding Followers, reach, and engagement Requires consistency and purposeful posting stay top of mind

4 Setting Expectations, Cont d. Average rates of engagement: Facebook for <10,000 fans % LinkedIn company pages 0.5% Twitter 1-2% Instagram 3-6%

5 Setting Expectations, Cont d. Financial ROI Conversions how many people enter your lead generation funnel? Online lead generation forms Phone calls to a trackable number Purchases trackable from social media You can lead a horse to water Sales initiatives take time to test

6 Choosing the Right Content Post what your audience wants to see What keeps your audience up at night? Expand beyond your immediate industry Brand yourself as a holistic resource Mind the 80/20 rule Exceptions: Posts that tell a story or share artistry Posts about nonprofit initiatives or events

7 Choosing the Right Content, Cont d. Use an editorial calendar

8 Choosing the Right Content, Cont d. Feedly.com Select topics to follow Select blogs/websites to follow View list of most recent articles

9 Choosing the Right Content, Cont d.

10 Posting Consistently Block out time Bufferapp.com (Buffer) More intuitive Easier to set a daily posting schedule Hootsuite.com Excellent dashboard for listening Nice analytics reports

11 Writing Optimal Posts Be brief Be positive! Ask questions Be newsworthy (when you can) Edit image, headline, and news link description

12 Writing Optimal Posts, Cont d.

13 Writing Optimal Posts, Cont d.

14 Writing Optimal Posts, Cont d. Instagram Include #hashtags Use keyboard shortcuts Twitter Aim for 100 characters to encourage retweets and two #hashtags when appropriate

15 Measuring Organic SM Success FB export feature Page summary Post summary Include #hashtags Use keyboard shortcuts Twitter Aim for 100 characters to encourage retweets and two #hashtags when appropriate

16 Measuring Organic SM Success, Cont d.

17 Measuring Organic SM Success, Cont d.

18 Measuring Organic SM Success, Cont d.

19 Advertising on Social Media

20 Advertising on Social Media, Cont d. Boost posts Promote page (get likes) Send people to your website Get installs on your app Increase engagement in your app Reach people near your business Increase website conversions

21 Advertising on Social Media, Cont d. Raise attendance at your event Get people to claim your offer Get video views Generate leads

22 Advertising on Social Media, Cont d. First ad(s) test broad audiences (age, gender) with narrow interests Go crazy with interests! Look at demographics Subsequent ads continue to narrow down your audience

23 Advertising on Social Media, Cont d. Change just one variable at a time Audience demographics Image Text Increase your ad budget as the ads improve

24 Advertising on Social Media, Cont d.

25 Advertising on Social Media, Cont d. Most popular words: You Free Instantly Because New

26 What About Boosting Posts? FB: Same as Post Engagement ad Do NOT boost a post directly from your FB page! Get more likes, comments, and shares on your post Save this for the most important posts. VIDEO is great! Invite those who like the post to like your page

27 How to Analyze And Tweak Ads Gather a large enough data set 100 clicks or more Stop underperforming ads or ad sets midway through. Ads Manager Breakdown Analyze the success of specific demographics

28 How to Analyze And Tweak Ads, Cont d.

29 One More Thing Have Fun!

30 Thank You! Brooke Miles Delaware ShoutOut (302) linkedin.com/in/brookethemarketingpro