EFFECTIVE SOCIAL MEDIA &
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1 EFFECTIVE SOCIAL MEDIA & ANALYTICS
2 SOCIAL MEDIA IS OLD Technology is New
3 SOCIAL MEDIA USE
4 SOCIAL MEDIA USE US Twitter Users Overlap Strongly w/facebook Users
5 TWITTER USE
6 SOCIAL VS. TRADITIONAL COMMUNICATION Traditional media: one-way Marketing by interruption & intermission Social media: two-way Marketing by permission
7 RUN A CAMPAIGN EVALUATE PLAN Goals & Objectives MEASURE IMPLEMENT
8 EVALUATE PLAN MEASURE IMPLEMENT
9 Determine audience & community Listen, set up listening posts PLAN Rules of engagement Content calendar Content seeding Timing Voice and message
10 DISCOVER THE RIGHT PEOPLE TO FOLLOW Search and listen a lot - social media is an always-on, giant focus group Track Hashtags Influencers of your Influencers
11 RULES OF ENGAGEMENT Have a policy that works for you Make sure everyone knows it Stick to your rules
12 TWEETS & TIMING Establish what and when you re going to share (Content Calendar) General rules (made to be broken): Weekends are better than week days 7am-8pm is better than 8pm-7am 30% increase in engagement Learn when the conversations you want to listen to or join are happening
13 CONTENT SEEDING - BLOG Google has not invented the time machine (yet) Top 4 search engines: 1) Google 2) YouTube 3) Bing 4) Yahoo Page 1 search results on Google receive 95% of all traffic Google's mission is to organize the world's information and make it universally accessible and useful. website log files: why a blog on your domain is critical
14 VOICE AND MESSAGE Remember social media is bi-directional Define your voice, personality and what you stand for - stick to it Remain consistent with your voice and message
15 EVALUATE PLAN MEASURE IMPLEMENT
16 Tell people you re on the platform IMPLEMENT Create an engaging channel Build your army The 80/20 Rule Share Tactics URL shorteners Hashtags
17 LET YOUR NETWORKS KNOW WHAT PLATFORMS YOU RE ON Add your social links to your signature and business cards Add a social button to your blogs, web pages, etc.
18 CREATE AN ENGAGING CHANNEL Share your expertise & insights Add media: Pics, gif animations, videos Respond to everyone (within reason) Stay on topic Be human, get personal (within reason)
19 BUILD YOUR AUDIENCE & ARMY This doesn t happen over night Share content that interests your target audience Follow the conversation, engage when ready
20 THE 80/20 RULE Vilfredo Pareto - Pareto Principle 80% of your social content should help your community 20% can be self promotional
21 TWITTER SHARE TACTICS Compelling content - news, humor, wit, controversy, unique qualities Politeness - PLS RT 4x #Hashtags 2x More than 2 Hashtags 0.5x Timing your audience
22 HASHTAGS Hashtags are used to identify specific topics or conversations; #adding #a #Hashtag #to #generic #words #gets #you #nowhere #fast Use two Hashtags at most in any one tweet Know where your hashtag leads
23 EVALUATE PLAN MEASURE IMPLEMENT
24 MEASURE Follower growth Influence Clicks Sentiment Mentions Reach & Impressions
25 WHY SOCIAL & WEB ANALYTICS ARE CRITICAL TO EFFECTIVE CAMPAIGN Measure growth Gauge influence Learn what really interests your audience through clicks Get a good sense for how a community feels about particular issues by its sentiment Find out what is being said about brands and issues important to you through mentions Understand your impact through reach & impressions
26 INFLUENCE
27 CLICKS
28 CLICKS & LINK SHORTENERS BIT.LY
29 CLICKS Twitter bit.ly
30 MENTIONS, SENTIMENT & REACH
31 REACH & IMPRESSIONS Reach - the number of people who have seen your content. Impressions - the number of times your content was seen.
32 FACEBOOK INSIGHTS
33 FACEBOOK INSIGHTS
34 FACEBOOK INSIGHTS
35 FACEBOOK INSIGHTS
36 FACEBOOK INSIGHTS
37 FACEBOOK INSIGHTS
38 FACEBOOK INSIGHTS
39 TWITTER ANALYTICS
40 TWITTER ANALYTICS
41 LINKEDIN ANALYTICS
42 LINKEDIN ANALYTICS
43 LINKEDIN ANALYTICS
44 YOUTUBE ANALYTICS
45 YOUTUBE ANALYTICS
46 INSTAGRAM ANALYTICS Monitor Instagram post captions & hashtags for valuable engagement data Track geo-locations to find and engage with People posting from or near your location Track comments, likes and engagement on posts Compare follower growth, engagement metrics across customizable time periods.
47 INSTAGRAM ANALYTICS
48 EVALUATE PLAN MEASURE IMPLEMENT
49 EVALUATE Compare measurement data to goals & objectives
50 WHAT NOT TO DO Overshare Broadcast without listening Post without thinking Confuse your accounts Hashtag without thinking Automate your platforms Ignore your community, Vanish
51 Thank You USING SOCIAL MEDIA EFFECTIVELY
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