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1 ©Cooler Insights – All Rights Reserved
Social Media Marketing Course Workbook (This workbook is designed to be used with the Social Media Marketing Course.)
1 INTRODUCTION
1.1 PRINCIPLES OF DIGITAL AND SOCIAL MEDIA
2 ©Cooler Insights – All Rights Reserved
1.2 6-STEP SOCIAL MEDIA CAMPAIGN MANAGEMENT PROCESS
Social media marketing (SMM) is a form of Internet marketing that utilizes social networking websites as
a marketing tool. The goal of SMM is to produce content that users will share with their social network to
help a company increase brand exposure and broaden customer reach.
• Customer Avatars
• Company Audit
• Competitor Analysis • Marketing objectives:
o Awareness
o Engagement
o Conversion
o Loyalty
• Map to digital funnel
• Tracking via URL
• Contagious Content:
o Social Currency
o Triggers
o Emotion
o Public
o Practical Value
o Stories
• Blogging Best Practices
• Facebook Best Practices
• Instagram Best Practices
• LinkedIn Best Practices
• Facebook advertising
o Objectives
o Campaign
o Ad Sets
o Ads Creation
• Social Media Promotions:
o Lead Magnets
o Contests
• Landing Pages
• Facebook Insights
o Fans growth
o Engagement
o Sharing
• Online Advertising Terms
(Impressions, Clicks,
CPM, CPC, CTR, CPE,
ROAS, etc)
• Computing social media
ROI
• Managing Online
Communities
• Creating Content
Calendar and Schedules
• Influencer Engagement
3 ©Cooler Insights – All Rights Reserved
2 DISCOVER CURRENT SITUATION
Like any strategic marketing process, it is important for social media marketers to discover their current social media marketing environment and operating landscape. Doing so helps you to determine what your current social media position is, who your customers are and what they are interested in, and how your competitors rank relative to your business or brand.
2.1 FIVE DIMENSIONS OF A CUSTOMER AVATAR
Demographics (Consumer)
• Age • Gender • Marital Status • Family Size
• Household Income • Employment Status • Education • Ethnicity and Religion
Demographics (Business)
• Buyer Demographics • Position in Company • Type of Industry • Company Size • Location/ Region
• Company Revenue • Stage of Company/ Size (eg start-
up, Small Medium Enterprise, MNC etc)
• Decision Making Process
Psychographics
• Values and Beliefs • Interests • Opinions (What’s their stand on
issues?)
• Attitudes (What is their outlook in life?)
• Behaviours (Social or Lone Wolves?)
Online Behaviours What are they searching for? (Intent) • Google Trends
(http://trends.google.com) • SEMRush
(http://www.semrush.com)
What do they share? (Buzz) • BuzzSumo
(http://www.buzzsumo.com) • Google Alerts
(http://www.google.com/alerts)
Purchase Behaviours
Types of Product/ Services • Frequency of Purchases • Distribution Channels • Costs of Purchases
Pain Points & Solutions
What are the major pain points faced by your customer? How do they feel? (Experience) • Google Reviews • Facebook Reviews/ Comments • Customer Feedback How can you solve them using content?
4 ©Cooler Insights – All Rights Reserved
2.2 CUSTOMER AVATAR BUILDING
2.2.1 B2C CUSTOMERS (CONSUMERS)
DESCRIBE CUSTOMER: _______________________________________________
AGE
GENDER MARITAL STATUS/ FAMILY TYPE
HOUSING TYPE
INCOME EDUCATION
INTERESTS (EG NATURE, GADGETS)
BELIEFS (RELIGION, CAUSES)
LIFESTYLE (EG ACTIVE)
PRODUCT/SERVICE USE FREQUENCY & OCCASION
PURCHASE BEHAVIOURS SOCIAL SHARING? FREQUENCY?
COMPETITOR BRANDS?
ANY OTHER CHARACTERISTICS? (EG BRANDS, CULTURE, ETC)
WHAT ARE THE PAIN POINTS THAT MY CUSTOMER EXPERIENCE? 1) 2) 3)
HOW DOES MY PRODUCT/SERVICE ADDRESS THOSE PAIN POINTS? 1) 2) 3)
POSSIBLE SOCIAL MEDIA TOPICS (FOCUS ON PAIN POINTS) POSSIBLE SEARCH KEYWORDS OF INTEREST (SOLUTION FINDING)
5 ©Cooler Insights – All Rights Reserved
2.2.2 B2B CUSTOMER (BUSINESSES)
DESCRIBE CUSTOMER: _______________________________________________
DEMOGRAPHICS (EG AGE, FAMILY STATUS, INCOME, ETC)
POSITION IN COMPANY AND DEPARTMENT
TYPE OF BUSINESS
SIZE OF COMPANY (EMPLOYEES)
STAGE OF COMPANY (EG STARTUP, SME, LARGE COMPANY)
DECISION MAKERS
QUALITY CONSIDERATIONS
SIZE OF PURCHASE FREQUENCY OF PURCHASE
HISTORICAL INSIGHTS
COMPETITOR BRANDS
WHAT ARE THE PAIN POINTS THAT MY CUSTOMER EXPERIENCE? 1) 2) 3)
HOW DOES MY PRODUCT/SERVICE ADDRESS THOSE PAIN POINTS? 1) 2) 3)
POSSIBLE SOCIAL MEDIA TOPICS (PAIN POINT/ CONCERNS) POSSIBLE SEARCH KEYWORDS OF INTEREST (SOLUTION FINDING)
6 ©Cooler Insights – All Rights Reserved
2.3 COMPETITOR ANALYSIS AND BENCHMARKING
2.3.1 Benefits of Analysing Competitors
• Learn best practices
• Set more realistic benchmarks
• Determine appropriate social channels to invest time, money and energy
• Evaluate what worked – and what didn’t
2.3.2 Identify Your Competitors
• Type your industry or product category name into Google/search engines. Also see the
search ads that emerge.
• Use tracking tool like BuzzSumo or Epictions Epicbeat or Social Mention. Which brands
emerge first when specific categories are typed in?
2.3.3 Check Out Their Web Content
• Check out their website using SimilarWeb.com. List down the following:
o Country Rank
o Category Rank
o Sources and breakdown of web traffic
o Top referring websites
o Top destination websites
o Social channels traffic
• Use SEMRush.com to gauge competitor websites in terms of:
o Total no of backlinks
o Top organic keywords
o Top organic competitors
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• Check out blog posts or listings that highlight the top brands in specific industries (eg
Socialbakers)
2.3.4 Study Their Social Media Channels
• Brand Identity
• Influencers
• Content
• Created versus Curated Posts
• Frequency
• Campaigns
• Determine Their Fan to Follower Rate
• Measure Their Engagement Rate with Fans
• Month-over-Month Percentage Growth
2.3.5 Check Out Their Blog & Website
• Are your competitor’s websites or blogs ranking well on Google for certain keywords?
• Do their websites load quickly? Are they responsive? (use Google PageSpeed Insights,
https://developers.google.com/speed/pagespeed/insights/)
• Are their websites optimized for social media? Do they have social sharing buttons?
• Test their social network rich snippets.
2.3.6 Do a Side-by-Side Comparison
• Engagement
• Growth
• Most-used Content Sources and Keywords
• Top Posts
• Frequency
• Engagement by Day and Time
• Post Type and Supporters
8 ©Cooler Insights – All Rights Reserved
2.4 COMPETITOR INTELLIGENCE
2.4.1 Competitor Set Up and Posts
Social Network: ______________ (eg Facebook)
Brand Types of content (eg mostly photos, some videos)
Created vs curated posts
Frequency Most popular posts/ campaigns
Least popular posts/ campaigns
Your Company
Competitor 1
Competitor 2
2.4.2 Fan To Follower Ratio and Engagement Rates
Social Network: ______________ (eg Facebook)
Brand Followers to Following Ratio
Average Engagement/Post
Average Eng/Follower
Your Company
________Likes _____%
______Comments _____%
______Shares _____%
Competitor 1
________Likes _____%
______Comments _____%
______Shares _____%
Competitor 2
________Likes _____%
______Comments _____%
______Shares _____%
2.4.3 Month-over-Month Percentage Growth
Social Network: ______________ (eg Facebook)
Brand Followers Month _________ Likes
Month________ Growth
Your Company
_____%
Competitor 1
_____%
Competitor 2
_____%
9 ©Cooler Insights – All Rights Reserved
2.4.4 Google, Blog, Website and Paid Advertising
Brand Optimized for mobile?
Websites ranking for keywords (ie SEO)?
Social media optimized (eg sharing buttons)?
Paid Media Activity (eg FB ads, Google Ads)?
Your Company
Competitor 1
Competitor 2
EXERCISES
Use SimilarWeb and SEMRush to compare against your competitor website
Use Social Bakers/Fanpage Karma to do a social media audit
Compare against your chief competitor. Share insights with class.
10 ©Cooler Insights – All Rights Reserved
3 DEFINE SOCIAL MEDIA MARKETING OBJECTIVES
The old adage “You cannot manage what you do not measure” is especially true in the age of
digital and social media. Every single step of your social media marketing activity can be
monitored, tracked and quantified. Identify Marketing Problem
3.1 DETERMINE MARKETING OBJECTIVES AND METRICS
3.2 MATCH TO YOUR DIGITAL MARKETING FUNNEL
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3.3 UNDERSTAND GOOGLE ANALYTICS AND URL BUILDER
3.3.1 Types of Google Analytics Reports
• Audience: Demographics, Interests, Locations, Language, Behaviours, Technology
used
• Acquisition: Traffic sources, broken down by channels and sources/medium, PPC
campaigns, and SEO
• Behaviour: Behaviour flow of your visitors, including top entry pages, top exit pages,
search terms, etc.
• Conversions: Linked to Goals which you’ve set up.
3.3.2 Useful Links and Tools
• The Absolute Beginner’s Guide to Google Analytics
https://moz.com/blog/absolute-beginners-guide-to-google-analytics
• Google Analytics URL-Builder
https://ga-dev-tools.appspot.com/campaign-url-builder/
• Link Shortener Service
bit.ly
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3.4 SET SOCIAL MEDIA MARKETING GOALS AND OBJECTIVES
Establish SMART (Specific, Measurable, Attainable, Realistic and Time-bound) goals and
objectives.
Objectives (eg Grow Facebook Community)
Metrics/KPIs (eg # of new fans)
Targets (eg 20% increase by 2016)
Check that your KPIs are either awareness, engagement, conversion or loyalty KPIs.
3.5 MAP TO DIGITAL MARKETING FUNNEL Map your current metrics to your digital marketing funnel, and establish what your desired
performance would be.
CURRENT METRICS
DESIRED METRICS
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EXERCISE
1) Create Trackable URL with following parameters:
• Campaign Source: Facebook
• Campaign Medium: PPC
• Campaign Name: Social Promotion
2) Shorten using bitly if necessary
3.6 USING FACEBOOK INSIGHTS These are performance indicators available in Facebook Insights:
• Page Likes – Measure of engagement
• Post Reach – Number of unique people who have seen your posts over the last week
• Impressions – Number of times a content appears to a person
• Engagement – Are they liking, commenting, sharing or clicking to see more?
• Recent Post Engagement – Analyze your five most recent posts to see which worked
best/worst.
• Pages to Watch – Track your competitor pages
• Suggested Pages to Watch – Picked by Facebook Insights
Indicator Before After
Page Likes
Growth Rate (Fans)
Average Reach
Average Impressions
Average Engagement Per Post
Engagement Rate Per Post (Organic)
Engagement Rate Per Post (Boosted)
14 ©Cooler Insights – All Rights Reserved
4 DEVELOP SOCIAL MEDIA CAMPAIGN CONTENT
What is the most challenging part of social media marketing campaigns? Creating social media
content itself, and ensuring that whatever you have written, photographed, or designed will “go viral.”
4.1 CAMPAIGN MESSAGES – 6 STEPPS TO VIRALITY
Social Currency remarkability, game mechanics, make people feel insiders
Triggers eg specific days, seasons, phrases, daily activities and events
Emotion high arousal awe, excitement, amusement, anger, or anxiety
Public increase public visibility, social proofs
Practical Value useful information, incorporate psychology of deals
Storytelling use of a story as a “Trojan’s Horse” to convey message
EXERCISE Work in your groups to come out with 2 ideas for your content. Each idea to cover at least 2
STEPPS.
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
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4.2 MASTERING FACEBOOK Used by over 1.55 billion users around the world, Facebook is the most popular social networking
site on the planet. Almost everybody is on Facebook – teens, youths, adults, and seniors. Here are
some exercises to help you achieve greater mastery on Facebook.
4.2.1 Examples of Facebook Post
4.2.2 Guidelines to Mastering Faceboook
Ensure that you follow the guidelines below for creating successful Facebook posts:
• Keep It Short (mostly)
• Post with Images
• Post Native Videos
• Be natural and witty
• Ask Questions Linked to Your Brand
16 ©Cooler Insights – All Rights Reserved
EXERCISE
Create Facebook Posts
Using tools like Canva or Powerpoint, create a Facebook Post based on the following parameters:
a) Facebook post one. Type of post: ______________________
Caption (140 characters or less):
______________________________________________________________________
_______________________________________________________________________
Photo (paste below)
Any link? If so, cut and paste the link here and check social snippets for reproduction quality
17 ©Cooler Insights – All Rights Reserved
4.3 MASTERING INSTAGRAM Instagram is the world’s fastest growing visual social network. It is also the youngest social
network in terms of users. In this section, you will learn to create Instagram accounts and posts
4.3.1 Example of Instagram Account
4.3.2 Example of Instagram Post
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4.3.3 Guidelines to Mastering Instagram
Ensure that you follow the guidelines below for creating successful instagram posts:
1. Publish Regularly 2. Engage to grow influence 3. Use Hashtags to grow influence 4. Use influencer analytics and metrics 5. Sign up for an automated platform
EXERCISE
Create Instagram Post
Using tools like Canva or Powerpoint, rreate one Instagram photo with overlay text. Write appropriate caption and hash tags.
Caption: _______________________________________________________________________
______________________________________________________________________________
Hashtags: _____________________________________________________________________
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4.4 MASTERING LINKEDIN (COMPANY)
4.4.1 Creating Company LinkedIn Page
Company pages on LinkedIn help to bring life to a brand. They are often the first place a member
lands to see a company’s status updates, latest blog posts written by thought leaders within the
business (whether on LinkedIn Pulse or the company’s own blog/website), as well as other
updates.
20 ©Cooler Insights – All Rights Reserved
Cover Image
Company Overview The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. Led by Coca-Cola, one of the world's most valuable and recognizable brands, our Company's portfolio features 20 billion-dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia, Dasani, FUZE TEA and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of more than 1.9 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint; support active, healthy living; create a safe, inclusive work environment for our associates; and enhance the economic development of the communities where we operate. For more information, visit Coca-Cola Journey at www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo, visit our blog, Coca-Cola Unbottled, at www.coca-colablog.com, or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company.
Specialties Beverages
Website http://www.coca-colacompany.com
Industry Food & Beverages
Type Public Company
Headquarters One Coca-Cola Plaza Atlanta, GA30313 United
States
Company Size 10,001+ employees
Founded
Here are some positive examples:
• Walt Disney (http://lnkd.in/WaltDisney )
• IT Media Group (http:///lnkd.in/ITMediaGroup )
21 ©Cooler Insights – All Rights Reserved
Careers Tab
Companies can promote specific jibs, highlight their awards, showcase their best employees, and
even determine various career paths available within the firm. This helps them to convey their
corporate story by allowing them to share their mission, vision and goals.
Careers
WHY WORK AT THE COCA-COLA COMPANY?
We’re recognized as the world’s most valuable brand, but what we value most is our people. We’re looking
for the best and brightest who can help us inspire moments of happiness through our brands and actions.
Think that sounds like you? Discover the opportunities that await.
• •
• Top Ten Reasons to Work at Coke!
• Search Jobs
• Internships
• Military Veterans
• Canada Residents
22 ©Cooler Insights – All Rights Reserved
4.4.2 Best Practices in LinkedIn Posts
Much of what you’ve learned for Blogs and Facebook applies to LinkedIn too. LinkedIn’s Pulse
allows you to create your own blog post on LinkedIn’s profile, and is an effective way to establish
thought leadership on LinkedIn for B2B businesses.
The key thing to note here is that LinkedIn is a B2B and Professional Network. Thus, it is
important to weave whatever emotional triggers you may have for your content to a professional
context.
Curate Articles by Thought Leaders
Thought Leaders in my industry: ___________________________________
Potential Articles:
Thought Leader: (eg Bill Gates)
Article 1 Selected
Link to Article:
Provide Valuable Professional/Business Advice or Tips
LinkedIn is partial towards content that help users to solve professional challenges, especially
those related to HR, leadership, personal development, career development, and personal
branding.
Useful Topic/Keywords:
Infographic Title:
Link to Infographic:
23 ©Cooler Insights – All Rights Reserved
Trending News Articles/Newsjacking
Like Facebook, Twitter and other social channels, LinkedIn is partial towards trending news.
Trending Topics/Keywords:
Article 1 Title:
Link to Article:
EXERCISE
Generate LinkedIn Content Ideas
List down 5 LinkedIn pieces of content that you can create or curate:
• Thought Leader
• Trending news articles/newsjacking
• Business advice or tips
24 ©Cooler Insights – All Rights Reserved
4.5 HOW TO BLOG LIKE AN INFLUENCER
4.5.1 Guidelines to Mastering Blog
Ensure that you follow the guidelines below for creating successful blogs:
1. Write Keyword-rich and Emotion-laden Headline
2. Turn on Emotion
3. List Post Work!
4. Use the [Bracket]
5. Focus on Your Lead In
6. Use Figures of Authority
25 ©Cooler Insights – All Rights Reserved
EXERCISE
Write a short 300-words blog post (about 3 paragraphs or so) from one of the possible following
topics. Use one or two of the STEPPS above to craft your post:
1. How to solve your customer’s biggest pain point
2. The latest findings in your industry
3. An emotionally arousing testimonial by a fictitious customer
Create a minimum of 3 sub-heads/ points
Headline
Hero Image (Cut and Paste here)
Lead-in Sentence (ie first line of first paragraph)
Introductory Paragraph
Sub-Head 1
Paragraph 1 (feel free to add more images/ videos)
Sub-Head 2
Paragraph 2 (feel free to add more images/ videos)
Sub-Head 3
Paragraph 3 (feel free to add more images/ videos)
Concluding Paragraph
Optional: CALL TO ACTION (Action-Oriented Text, Showcase Product, Urgency)?
26 ©Cooler Insights – All Rights Reserved
5 DELIVER SOCIAL MEDIA PROMOTIONS AND OFFERS
At this stage, you need to create social media promotions, design landing pages to convert visitors
and fans into leads and customers, and amplify your efforts through advertising on channels like
Facebook. Chapter objectives are as follows:
• Develop the right sales promotion mechanics
• Understand the legalities concerning social media promotions and advertisements
• Develop a landing page using a platform like Wishpond
• Create appropriate advertising messages for social media campaigns
• Work with social influencers and sponsored content channels
5.1 ANATOMY OF FACEBOOK AD
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5.2 CREATING FACEBOOK ADS If you’re considering advertising, you need to work out the following stages (if not already done):
a) Advertising Objective/goal
______________________________________________
b) Target Audiences (specifically for ads)
Location
Demographics
Interest
Behaviour
Connections
c) Content and Offer
Facebook ads need to feel natural and organic, even though they are interruptive in nature.
• Craft for Your Customer Avatars
• Create Your Hook/ Offer
• Ask Questions
• One Call-To-Action (CTA)
• Highlight Benefits Upfront
• Check for 20% Text Rule
• Maintain Good Ad Scent
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EXERCISE
Create Your Facebook Ad!
1. Choose an image
2. Design with a suitable overlay on Canva
3. Use Ad Parlor to create mockup ad
SOCIAL INFORMATION (eg Likes, Shares, Comments)
BUSINESS NAME
TEXT (CAPTION)
IMAGE OR VIDEO
LINK SNIPPET COPY HEADLINE: LINK TEXT: URL:
CALL TO ACTION (BUTTON)
29 ©Cooler Insights – All Rights Reserved
5.3 SOCIAL MEDIA PROMOTION MECHANICS Giveaways and other incentives seek to achieve greater conversion of your customers along the
buying cycle - from visitors to leads, leads to prospects, prospects to customers, and customers to
advocates.
5.3.1 Anatomy of a Contest
EXERCISE Develop a Social Promotion
Promotion Mechanics Selected Channels
Terms & Conditions (eg Dates, Rules) Type of Prizes
30 ©Cooler Insights – All Rights Reserved
5.3.2 Types of Promotion Mechanics
Giveaways & Freebies
Limited Time Trials
Freemium Model (eg Skype)
Special Offers & Coupons
Contests
a) Lucky Draws
b) Voting or Polling Contest
c) Photo Contest
d) Photo Caption Contest
e) Story Writing Contest
f) Video Contest
Exclusive Event Invites
5.3.3 Social Media Platforms and Channels
Which platform/s would you be using for your campaign and why?
Platform and Channel
Why do you choose this channel? (target audience, media formats, mobile friendliness, space, virality, audience reception, etc)
Brand/Company website
Landing Page
YouTube
….
5.4 CAMPAIGN LEGALITIES Don’t miss these important details in your social media campaign!
5.4.1 Legal Considerations
I have read the following guidelines for running contests:
Social Channels
• Facebook: https://www.facebook.com/page_guidelines.php#promotionsguidelines • Twitter: https://support.twitter.com/articles/68877# • Pinterest: https://about.pinterest.com/en/acceptable-use-policy • Google+: https://www.google.com/+/policy/contestspolicy.html • Instagram: https://help.instagram.com/179379842258600 • LinkedIn: https://www.linkedin.com/legal/pop/pop-sas-guidelines#gambling • YouTube: https://support.google.com/youtube/answer/1620498?hl=en
31 ©Cooler Insights – All Rights Reserved
Singapore Legislation
• Advertising Standards Authority of Singapore (ASAS) guidelines on social media promotions and contests: https://asas.org.sg/LinkClick.aspx?fileticket=g_WIcGssJMw%3D&portalid=0
• Singapore Consumer Protection Act: http://statutes.agc.gov.sg/aol/download/0/0/pdf/binaryFile/pdfFile.pdf?CompId:203bb079-f989-442b-814d-0c1b72e542b6
• Singapore Police Force’s online application for Lucky Draw Permit and Licenses: http://www.police.gov.sg/e-services/apply/licenses-and-permits
5.5 SOCIAL MEDIA LEAD NURTURING AND LANDING PAGES
Which stage are your customers at? ________________________________________
Where are the media channels that your campaign message/s will appear on?
Display advertisements on websites,
blogs and apps
Advertorials on ____________
websites
Google AdWords ads
Blog post on website
Facebook posts (and ads)
Tweets
Instagram posts
Emails
E-newsletters
Others ________________________
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5.5.1 Anatomy of a Landing Page
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EXERCISE
Create Your Landing Page
Use the grids below to create your landing page (B2B). Include a lead magnet.
HERO IMAGES (Please insert)
Lead Capture Form ___________________________ ___________________________ ___________________________ ___________________________
HEADLINE
Sub headline (if needed)
Body Copy (maximum 3 short paragraphs, include customer benefits)
CALL TO ACTION (Action-Oriented Text, Showcase Product, Urgency)
Insert “Click Triggers” (eg testimonials, research data, awards, endorsements)
Insert “Social Proof” (eg number of Likes, Shares etc)
Insert Call To Action (CTA) Button
34 ©Cooler Insights – All Rights Reserved
6 MEASURE SOCIAL MEDIA MARKETING ROI
In this chapter, you will have learned key techniques to better manage and measure your social
media marketing ROI.
6.1 SOCIAL MEDIA ADVERTISING METRICS [EXCEL SPREADSHEET] What would be the most suitable advertising metrics for your brand or product?
Metric Formula
Cost Per Thousand Impression (CPM) Total Cost of Advertising ($) ----------------------------------------
Total impression/1000
Cost Per Click (CPC) or Pay Per Click (PPC)
Total Cost of Advertising ($) ----------------------------------------
Number of Ads Clicked
Click Through Rate (CTR) Clicks ------------------- Impressions
Cost Per Action (CPA), Cost Per Engagement (CPR) or Cost Per Result (CPR)
Total Cost of Advertising ($) -----------------------------------------
Number of Action
Conversion Rate (CR) Number of people who took Action ------------------------------------------------------- Number of people who clicked on the ad
Return On Ad Spend (ROAS) Profit from ad campaign -------------------------------------
Cost of ad campaign
Value Per Visitor Sales x Value per sale ad campaign ---------------------------------------------------
No of Visitors
35 ©Cooler Insights – All Rights Reserved
EXERCISE
Calculate Social Advertising Metrics
You invested $3,000 on Facebook ads, $2,500 on an eBook (lead magnet), $500 on a landing
page, and $500 on an email campaign.
Your ad campaign received 100,000 impressions. Out of this, you received 2,000 clicks (web
visitors) out of which 500 downloaded your eBook. After your email campaign, 100 of the
downloaders became your customers spending $200 each.
Items Workings
a) Total revenue from campaign
b) Total costs
c) CPM (based on total costs)
d) Cost Per Click (CPC)
e) Click Through Rate (CTR)
f) Cost Per Lead/Download
g) Conversion Rate for Landing Page (Leads)
h) Conversion Rate for Email (Sales
i) Return On Ad Spend (ROAS)
j) Value Per Visitor
36 ©Cooler Insights – All Rights Reserved
6.2 SOCIAL MEDIA TACTIC COSTS [EXCEL SPREADSHEET] Use the formulae below if you are stuck in trying to derive the individual cost components above.
Add them together and you can find out what your cost per acquisition is.
1) Labour:
▪ Estimated _____(#) internal [ role ] resources at _____(#) hrs/week at a rate of $____ / hr.
▪ Estimated _____(#) external [ role ] resources at _____(#) hrs/week at a rate of $____/ hr.
(Consider consultants, contractors, IT developers/support, designers, copywriters, legal reviews,
paid spokesperson fees, etc.)
2) Software / Online Tools:
▪ Brand monitoring or social listening services at a total of $_______ / year.
▪ Miscellaneous online accounts/subscriptions/tools totaling $_______ / year.
(Consider social analytics, social sign-on, ratings/reviews tools, YouTube paid account, video
editing software, mobile app downloads, image subscriptions, etc.)
3) Equipment:
▪ Video and webinar equipment and supplies totaling $_______ / year.
▪ Miscellaneous hardware totaling $_______ / year.
(Consider tablets for live blogging events, smartphones for non-personal social accounts, video
cameras for interviews, video or photo shoot staging supplies/fees, etc.)
Note: Equipment cost estimates get a little more complex to quantify if you consider depreciation,
lifetime asset value, split allocation over multiple projects, etc. Use your best judgment to decide
what’s practical to factor in for the cost.
4) Promotional Costs:
▪ PPC Ads: Estimated _____(#) clicks at $_____(CPC) display or ad costs.
▪ Emails: Estimated _____(#) emails at $_____ per 1,000 sent plus $______ email provider
or creation fees.
(Consider social ads, sponsored tweets, emails announcing social promotions, etc.)
5) Training:
▪ Estimated _____(#) annual training events for _____(#) resources at $_______ each.
▪ Estimated _____(#) up-front one-time group training events at $_______ each.
37 ©Cooler Insights – All Rights Reserved
6.3 CALCULATING CUSTOMER LIFETIME VALUE (LTV) [EXCEL SPREADSHEET] Use the calculator to work out the average LTV for your business. The figures are from the
example given, and can be easily removed and substituted with your own figures. You can also
increase or decrease any of the variables.
1) Calculate Average Customer Value Per Year
Customers
Purchases Per Year
Average Order Value
Total Spend
2) Segment Your Customer Groups by Profitability
Social Media Customers Offline Customers
Purchases Per Year 4 2
Average Order Value $70 $5
Total Revenue $280 00
Gross Profit Margin 10 10
Gross Profit $2
3) Include Your Cost Per Acquisition (CPA)
Social Media Customers Offline Customers
Gross Profit $28 $10
Acquisition Cost $8 $
Net Profit $
4) Work Out Your Customer Lifetime Value
Social Media Customers Offline Customers
Life Expectancy (Year) 3 years 2 years
Net Profit Per Year 10% 10%
Lifetime Net Profit $76 $16
38 ©Cooler Insights – All Rights Reserved
EXERCISE
Calculate Lifetime Value (LTV)
Calculate average customer LTV of a coffee shop operator:
• Purchases per week: 1
• Average value per transaction: $8
• Gross profit margin: 20%
• Cost per acquisition: $50
• Life expectancy: 5 years
Items
Workings
Purchase value per week
Lifetime revenue (5 years)
Gross profit margin
Lifetime Gross Profit
Cost Per Acquisition
Customer Lifetime Value (Net Profit)
39 ©Cooler Insights – All Rights Reserved
6.4 HOW TO CALCULATE SOCIAL MEDIA ROI [EXCEL SPREADSHEET] Complete the 6-step process for determining and measuring Social ROI
a) Set Your Social Media Goals:
Awareness: _________Reach or _________Views
Engagement/Consideration: ___________ Engagement, Likes, Comments, Clicks
Conversion: ______________Leads generated, sign ups, downloads of a whitepaper
Advocacy/Loyalty: ________________Customer Life Time Value, Shares/Retweets, Blog
Posts
b) Track Social Media Goals
What metrics should you use?
Reach _____________followers/ fans/ members
Traffic _____________ visitors/ page views to website
Leads _____________ (no of leads)
Customers _____________ (no of customers)
Click Through Rate (CTR) ______________ (click throughs)
Conversions ___________ (conversion rate)
Others _________________
Use an analytics software to track, eg Google Analytics
Or improve your performance on social media, eg Facebook
40 ©Cooler Insights – All Rights Reserved
c) Estimate Dollar Value for Goals Achieved
Calculate the value of each goal per channel. Use historical data or guesstimate
Facebook: _____________________Total Benefits: ____________________________________
Twitter: _______________________ Total Benefits: ____________________________________
LinkedIn: _______________________ Total Benefits: ___________________________________
Instagram: ______________________ Total Benefits: ___________________________________
YouTube: _______________________ Total Benefits: __________________________________
Others : ________________________ Total Benefits: __________________________________
41 ©Cooler Insights – All Rights Reserved
d) Determine Total Costs
Work out the total costs for each channel…
Social Media Channel
Advertising Costs
Labour Hours/ Consultancy
Labour Cost Per Channel
Other Costs (eg tools)
Total Cost Per Channel
TOTAL
e) Analyse Results and Improve
Measure ROI using formula:
Social Media Channel
Benefits Costs Benefits-Costs Costs
ROI
TOTAL
42 ©Cooler Insights – All Rights Reserved
EXERCISE
Compare Social ROI
Compare Social ROI for Facebook and Instagram for the same coffee shop operator based on the
following:
• Manpower Costs at $50 per hour
• Landing page with opt-in downloads (Croissant recipe!)
• 1 in 10 downloads become customer
• Customer LTV of $366
Facebook Instagram
1,000 downloads 800 downloads
Facebook Ads $10,000 Instagram Ads $8,000
Manpower 20 hours Manpower 10 hours
Content $5000 Content $3000
1) Work Out Costs Per Channel
Social Media
Channel
Advertising
Costs
Labour Hours/
Consultancy
Labour Cost
Per Channel
Content
Costs
Total Cost Per
Channel
2) Work Out Benefits Per Channel
Social Media
Channel No of Downloads
Value per Download (1 in 10
become customers)
Total Benefits
3) Derive Social Media ROI
SOCIAL MEDIA
CHANNEL BENEFITS COSTS
BENEFITS-COSTS
COSTS
ROI
43 ©Cooler Insights – All Rights Reserved
7 MANAGE SOCIAL MEDIA COMMUNITY
Like other important roles, the effective management of your social media presence requires a
team effort straddling the entire organisation. This covers social media policies, manpower roles
and PR policies and procedures.
7.1 MANAGING SOCIAL MEDIA COMMUNITY
Name of Community: ________________
Social Channel: _____________________
7.1.1 Recruit Strategy
Tactics Describe Tactics
Fresh Content Eg share useful tips on clothes shopping every Monday
Existing Sites and Communities
Contests/ Opt-in Deals
Promotional Swaps
7.1.2 Engage
Tactics Describe Tactics
Listen First Eg. Use listening tool like Buzz Sumo and brand-related keywords
Give Shout Outs
Ask Expert/ Question
Publish at Optimal Times
Customer Service
7.1.3 Sustain
Tactics Describe Tactics
Members Meet-Ups Eg Organise bi-monthly meet-ups with members at different outlets
Update Post Regularly
Establish Community Policies
Curate content from other sources
Use Social Tools
Membership Benefits
Community Manager
44 ©Cooler Insights – All Rights Reserved
7.1.4 Advocate
Tactics Describe Tactics
Seek advice/ inputs from members
Share Customer Stories
Give Members a Role
Incentivise Sharing
Use Gamification
7.2 SOCIAL MEDIA CONTENT CALENDAR
7.2.1 Sample Weekly Calendar
Date: ________Week _______ Month __________Year
Day of Week/ Time
Channel Content/ Activity
Keywords & hashtags
CTA & Links Photos/Videos
Monday 6 pm
Want to impress your friends with the coolest insights ever?
#coolcampaigns Make a splash now at coolerinsights.com/social-media-campaign/
Tuesday
Wednesday
Launch of Get-a-Friend promotion (Recruit)
#CoolFriends Bring a friend to our workshop and enjoy a 20% discount!
Thursday
Friday
Campaign Duration Period
Initiation Date: _______________________
Start Date: _________________________
End Date: __________________________
45 ©Cooler Insights – All Rights Reserved
EXERCISE
Create Content Calendar
Create one week content calendar. Incorporate Community Management activities.
Day of Week / Time
Channel Content/ Activity
Keywords & hashtags
CTA & Links Photos/Videos
Monday
Tuesday
Wednesday
Thursday
Friday
Campaign Duration Period
Initiation Date: _______________________
Start Date: _________________________
End Date: __________________________
46 ©Cooler Insights – All Rights Reserved
7.3 WORKING WITH INFLUENCERS
7.3.1 Five Step Process to Engage Social Media Influencers
#1 Content Fit • Cultural references
• Tone of voice (casual, chic, street, formal)
• Style (colloquial, formal)
• Language (grammar, spelling)
• Media formats (photo, video or text)
#2 Right Niche
• Select influencer with the right topic of interest or keywords in their content.
#3 Study Their Audiences
• Demographics • Psychographics • Social dynamics • Online behaviours
#4 Request for References
• Measurable Track Records • Brand-Influencer Relations • Value for Money • Reputation & Integrity
#5 Brand-Influencer Fit
• Online personality • Tone and style of writing • Competitor brands?
47 ©Cooler Insights – All Rights Reserved
7.3.2 Identifying Right Influencers
Who are the influencers whom you can work with? Use the five steps below to streamline your
search.
INFLUENCER Types of content? (/10)
Niche Areas/ Categories? (/10)
Target Audiences (/10)
Reference Checks (/10)
Brand/ Influencer Fit? (/10)
Overall Score (/50)
7.3.3 Social Influencer Event
Title:
Objective:
Type of Influencer Incentive:
Social or Digital PR? ________________________ Non-monetary or in kind benefits? ___________________________ Contests? Awards? Monetary Sponsorships/ Advertorials?
Targeted Categories/ Influencers
Category 1 _____________ Influencers: _________________________________ Category 2 _____________ Influencers: _________________________________ Category 3 _____________ Influencers: _________________________________
Description of Event (Bullet Points):
Hashtags: _________________________________________________________________
48 ©Cooler Insights – All Rights Reserved
7.3.4 Influencer Campaign Checklist
Check that you have incorporated the following considerations:
Evenings and weekends preferred Press release/information Food glorious food! Photo and video ops provided Appropriate hashtag for your org/campaign/brand Include gamification (contests, prizes etc) Mechanics for contests (if any) Optimal lighting for photoshoots SWAG/ goodie bag
49 ©Cooler Insights – All Rights Reserved
8 REFERENCE MATERIALS
8.1 USEFUL TOOLS FOR SOCIAL MEDIA MARKETING
Social Media Analytics and Research
Social Media Buzz (ie virality of topic/content/keyword)
• Buzzsumo (http://buzzsumo.com/)
• Epicbeat by Epictions (https://epicenter.epictions.com/epicbeat/explore/)
Social Media Competitor Analysis
• Social Bakers (https://www.socialbakers.com/)
• Fanpage Karma (http://www.fanpagekarma.com/)
Search Engine Volume (SEO Keyword Research)
• Google AdWords Keyword Planner (https://adwords.google.com.sg/KeywordPlanner)
• SEMRush (https://semrush.com/)
• SpyFu (http://www.spyfu.com/)
• Keyword Tool (http://keywordtool.io/)
Web Visitorship Traffic and Performance
• Google Analytics (http://analytics.google.com/)
• Google URL Builder (https://ga-dev-tools.appspot.com/campaign-url-builder/)
• SimilarWeb (https://www.similarweb.com/)
• Kissmetrics (http://www.kissmetrics.com/)
Social Media Content Development
Image Based Content Creation
• Canva (http://canva.com/)
• Piktochart (https://piktochart.com/)
Free Sources of Photos
• Unsplash (http://unsplash.com)
• Pixabay (https://pixabay.com/)
Facebook Ad Image Checker
• Facebook Text Overlay Tool (https://www.facebook.com/ads/tools/text_overlay)
• Grid Image Checker Tool (http://www.social-contests.com/check-image/)
50 ©Cooler Insights – All Rights Reserved
Landing Pages and Social Promotion Tools
• Wishpond (https://www.wishpond.com/)
• Lead Pages (https://www.leadpages.net/)
Social Media Advertising
• Facebook Ads Manager (within Facebook interface)
• Facebook Insights (within Facebook pages)
Social Media Metrics Calculators
• Social Networking Costs/Benefits Calculator (https://www.dragonsearch.com/digital-
marketing-resources/tools/social-networking-media-roi-calculator/)
• Social Media ROI (http://engage.twenty20.com/social-media-roi)
Social Media Management/ Scheduling
• Hootsuite (https://hootsuite.com/)
• Buffer App (http://buffer.com/)
• Postcron (http://postcron.com/)
• Sprout Social (http://sproutsocial.com/)
Social Media Policy Tool
• Social Media Policy Tool (http://socialmedia.policytool.net/)
END OF WORKBOOK