Social Media Dave Neudeck [email protected] @daveneudeck Image: comedy_nose, Flickr Social Media • • • • • • Strategies Reach Engagement Content Key Performance Indicators (KPIs) Advertising Social Media Strategies • Be Real • Be Focused • Be Consistent http://www.forbes.com/sites/williamarruda/2013/08/27/three-elements-of-an-effective-social-media-strategy/ Social Media Strategies • • • • • Purpose Audience Platforms Organization KPIs Social Media Checklist TASK D W M Q Review purpose for each platform X Define KPIs X Update Cover Photos X Update Profile Pic X Review/ Update “About” Copy X Create Monthly Messages Calendar Review Messages Calendar Y X X Social Media Checklist TASK D W M Q Catalog Content Assets X Post on Facebook 2-3 Tweet 5-6 Image or Instagram 2-3 Monitor Social Medial Channels 60m Advertising – Page Likes on FB Y X Social Media Checklist TASK D W M Create Facebook Albums Review Analytics Q X X Research Competitors X Identify Key Influencers X Y Social Media Reach Reach – The # of people who see a post • Organic vs Paid • Fans vs Non-Fans • People – Who, Where, Age, etc Social Media Reach Social Media Engagement Engagement – Interacting with a post • Positives: Likes, Comments, Shares, RTs, Mentions, Pins, Clicks • Negatives: Hides, Reports, Unlikes, Unfollows Social Media Engagement Engagement Rate - % of people performing an engagement task after seeing a post • ER: Total Engagement / Reach * 100 Social Media Engagement Engagement Rate - % of people performing an engagement task after seeing a post • ER: Total Engagement / Reach * 100 Social Media Engagement Reach: 40,724 Likes: 1759 Comments: 36 Shares: 310 Link Clicks: 1024 ER = (1759+36+310+1024)/40724 x 100 = 7.7% Social Media Engagement Scoring a Facebook Post • • • • 0.5 per Like 1.0 per Comment 3.0 per Share 5.0 per Click to Site Social Media Engagement Social Media Engagement Oyster Festivals Post Score • 2367 Likes, 293 Comments, 424 Shares • 3278 Clicks to http://www.virginia.org/OysterFestivals/?a dref=fb1013oyfest Score: 19,138.5 Social Media Engagement Social Media Engagement Natural Bridge Post Score • 11,645 Likes; 507 Comments; 2,467 Shares • 4,613 Clicks to http://blog.virginia.org/2013/11/9-must-seevirginia-landmarks/ Score: 155012.5 Social Media Engagement Promoted Tweets in Profiles (Pinned Tweets) https://support.twitter.com/groups/58-advertising/topics/254-targeting/articles/20169566-promoted-tweets-in-profiles# “While marketers may have different purposes for engaging their audience with a Facebook Page, most should be interested in knowing how engaging their content is. You need engagement to convert your audience to action.” http://www.michaelleander.me/blog/facebook-engagement-rate-benchmark/ Social Media Content • • • • • • • Photos + Link Link Shares Status Updates Self-Promotion Lead Generation Entertainment Videos Social Media Content Social Media Content • Desktop vs Mobile Operating System – 54% Mobile/Tablet Social Media Content • Desktop vs Mobile Source – m.facebook.com (Mobile) 43% Social Media KPIs • Engagement Rate • Facebook Score • Goals – Landing Pages, Leads Generated, Time Spent on Page • Twitter – Retweets, Mentions, Replies • Statigr.am - LOVE Rate Twitter Timeline Activity Statigram Stats Lead Generation Lead Generation Post 1 – Parasailing (11/13) Facebook Score: 16,462.5 Leads: 290 Post 2 – The Channels (11/18) Facebook Score: 40125 Leads: 884 Social Media Advertising • Facebook Ads • Extend Reach and Target • Facebook Ad Types • Boost, Sponsored Post, Page Likes • Promoted Tweets • Instagram Ads • http://blog.instagram.com/post/64973363225/adsoninstagram Social Media Advertising Advertising on Facebook • • • • • • Set an annual budget Monitor your posts for about 2 hours Boost or Promote your Best Posts! Monitor to make sure results are holding. Pause Promotion if results are not good Add more $$$ if results are great. Monitor Thank You!