MAINTAIN YOUR SOCIAL HOW TO CREATE AND MEDIA FUNNEL. We will be starting at 2:00 pm ET. Use the Question Pane in GoToWebinar to Ask Questions!
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1 HOW TO CREATE AND MAINTAIN YOUR SOCIAL MEDIA FUNNEL We will be starting at 2:00 pm ET. Use the Question Pane in GoToWebinar to Ask Questions! 1 Use the hashtag #InboundLearning on Twitter 2 Question of the day
2 Mark #InboundLearning
3 Chelsea #InboundLearning
4 SOCIAL MEDIA TRAINING CLASS PAGE
5 AGENDA 1 Why is Social Media So Hard 2 How To Define Your Social Goal 3 How To Build Your Social Funnel 4 Optimize Your Funnel
6 1 WHY IS SOCIAL MEDIA SO HARD?
7 so cial me di a noun. Forms of electronic communication (as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos)
8 so cial me di a r o i noun. Return on the investment of your money to social media team. For the money you put into the channel, how much do you make for the business?
9 60% of social media marketers say that measuring ROI is their biggest marketing challenge. SOURCE: STATE OF SOCIAL MEDIA MARKETING, SIMPLY MEASURED 2015
10
11 When you measure the wrong thing, you get the wrong thing. Precision is not significance.
12 SO WHERE S THE ROI? START WITH WHAT YOU KNOW.
13 REMEMBER THIS GUY?
14 SOCIAL FUNNEL
15 SOCIAL FUNNEL IMPRESSIONS ENGAGEMENT RESULTS
16
17 2 WHAT IS YOUR SOCIAL MEDIA GOAL?
18 Most Common Social Goals Awareness Leads Traffic Support
19 Most Common Social Goals Awareness Leads Traffic Support
20 AWARENESS In-Person purchase (retail) Purchase frequently (short cycle) Buy LATER Goal is RECALL LEAD GENERATION More common in SaaS (no retail) Purchase infrequently (long purchase cycle) Buy NOW Goal is ADDRESS
21 POLL: WHAT ARE YOUR SOCIAL GOALS? Answer in GoToWebinar! A. Awareness all the way. B. Lead Gen full speed ahead. C. A little of both are important to us.
22 3 HOW DO YOU BUILD A SOCIAL MEDIA FUNNEL?
23 THE AWARENESS FUNNEL
24
25 AWARENESS AWARENESS/RECALL IMPRESSIONS/REACH ENGAGEMENT/CLICKS
26 Measuring Clicks: Native tools (ex. Facebook/Twitter) HubSpot Social Inbox Simply Measured, Buffer, Sprout Social
27 CLICKS ARE AN INDICATOR THAT SOMEONE WANTS MORE.
28 AWARENESS AWARENESS/RECALL IMPRESSIONS/REACH ENGAGEMENT/CLICKS
29 Measuring Impressions Native tools (ex. Facebook/Twitter) Simply Measured Brandwatch, Crimson Hexagon, Sysomos
30 But remember: An impression only means the message crossed a timeline.
31 AWARENESS AWARENESS/RECALL IMPRESSIONS/REACH ENGAGEMENT/CLICKS
32 AWARENESS IS DIFFICULT TO MEASURE.
33 MEASURING AWARENESS: YouTube Surveys / Brand Lift Hashtag Mentions Coupon usage User generated Content Submission Facebook recall metrics
34
35 BUILDING AWARENESS Are you getting the recall results you want? Are people seeing your content? Are enough people clicking your content? Is your content engaging enough? Ratio? Ratio? Ratio?
36 ASK YOURSELF: 1. How many people need to see content to recall it? 2. How many people need to click in order for it to be shown to others? 3. What does your audience look like?
37 ULTIMATE QUESTION. ARE YOU CREATING CONTENT PEOPLE WANT TO CLICK?
38 Example: Real Life Branding. Create clickable content.
39 THE LEAD GENERATION FUNNEL
40
41 LEAD GENERATION FUNNEL IMPRESSIONS/REACH CLICKS / TRAFFIC CONVERSION RATE LEADS
42 LEAD GENERATION FUNNEL IMPRESSIONS/REACH CLICKS / TRAFFIC CONVERSION RATE LEADS
43 In HubSpot, you can use the Sources tool. In order to measure your leads month over month.
44 LEAD GENERATION FUNNEL IMPRESSIONS/REACH CLICKS / TRAFFIC CONVERSION RATE LEADS
45 Someone coming from Social Media could: Be on mobile Have expectations of messaging Be new to your site if they ve been suggested it for the first time by algorithm
46 LEAD GENERATION FUNNEL IMPRESSIONS/REACH CLICKS / TRAFFIC CONVERSION RATE LEADS
47 Measuring clicks Native platforms (ex. Facebook, Twitter) HubSpot Social Inbox Other tools: Simply Measured, Buffer, Sprout Social
48 CLICKSARE AN INDICATOR THAT SOMEONE WANTS MORE.
49 LEAD GENERATION FUNNEL IMPRESSIONS/REACH CLICKS / TRAFFIC CONVERSION RATE LEADS
50 2.5% of a brand s Facebook audience is actually served it s content. SOURCE: HUBSPOT ANNUAL REPORT, 2015
51 Measuring Impressions Native tools (ex. Facebook/Twitter) Social Analytics (Simply Measured, Social Bakers, Brandwatch) Social Posting (ex. Sprout Social, Buffer, Hootsuite)
52
53 FOLLOWERS ARE GOOD FOR REPUTATION, BUT NOT FOR THE FUNNEL.
54 BUILDING AWARNESS Are you getting the leads you want? Are you getting the conversion rate you need? Are you getting the clicks to your content? Are people seeing your content? Ratio? Ratio? Ratio?
55 ASK YOURSELF: 1. How many people need to land on your page to convert? 2. How many people need to click in order to get that conversion rate? 3. How many people need to see your content to click?
56
57 Example: Lead Generation campaigns. Create content people want.
58 What If your goals are awareness and lead generation focused? Focus on measure impressions, clicks, and optimization
59 4 HOW DO YOU OPTIMIZE YOUR SOCIAL MEDIA FUNNEL?
60 WRITE DOWN YOUR METRICS CALCULATE % CHANGES, AND WHAT CHANGES YOU NEED PINPOINT ONE YOU NEED TO FIX THIS MONTH WORK TOWARDS FIXING IT
61
62 Measure each metric month to month. Focus on one primary and one secondary goal.
63 SO WHERE IS THE ROI?
64 ONCE YOU KNOW YOUR FUNNEL YOU CAN CALCULATE COST FOR EACH STEP
65 PRO-TIPS Establish a baseline and work from there. Work backwards when building your funnel. Pick one metric and optimize for it. It all comes back to good content.
66 KNOWLEDGE CHECK 1. When building a funnel where should we start? 2. Why would someone pick a lead generation funnel? 3. What metric is good to know, but we shouldn t focus on? 4. How many things should you optimize at once?
67 WEBINAR NEXT STEPS 1 Identify where to find your metrics. 2 Build an awareness social media funnel. 3 Calculate your social media benchmarks. 4 Decide how where you ll optimize your funnel.
68 WEBINAR RESOURCES How to Create A Monthly Social Media Report [OFFER] Free Design Tools for Stunning Visual Content [BLOG] Generate More Leads on Social Media [BLOG] Blog Headlines That Make People Want to Click [BLOG] Social Metrics Your CEO Cares About [BLOG]
69 HAVE A QUESTION? Type it in the chat pane, now!
70 THANK YOU.
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Want to try your hand at a coordinated social media campaign? Here s a worksheet to help guide your planning. Primary goal of campaign: Secondary goal of campaign: How will you measure the goal you wish