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Finding Your Way Through The Channel-JungleWhich Content Works For Which Channel
@jesstiles
Everybody stand
up
Introduce yourself
Sit down if...
You have more than 5 social marketers in your team
You have more than 2 social marketers in your team
Sit down if...
You have more than 5 social marketers in your team
You have more than 2 social marketers in your team
You have 1 social media marketer
Sit down if...
You have more than 5 social marketers in your team
You have more than 2 social marketers in your team
You have 1 social media marketer
You’re going it alone
Your new team
What makes a network special
1
Network
Gender Content type Goal Challenge
Algorithm
Algorithm
Time of day
Good hashtags
Algorithm
Few followers
Actionable metrics Valuable metrics
FollowersImpressionsReachShare of voice
CommentsSharesLikesEngagement rate
ClicksCTR
ConversionsConversion rate
Vanity metrics
Types of social metrics
Google AnalyticsFacebook InsightsTwitter AnalyticsPinterest AnalyticsYouTube AnalyticsGoogle+ InsightsExcel
Many social analytics tools pull in already available data and simply make it pretty
You don’t need costly tools
Create actionable dataFor example, categorise posts into themes and subthemes
Engagement Rate
Humour 0.61%Quote 0.62%TBT 0.75%Puzzle 0.89%Public events 1.00%Birthdays 2.89%
We analysed them
Always be testing
different themes of posts to
better engage your audience
We analysed these too
* Based off 1281 posts on Facebook. But similar trends hold true for other click focussed social networks.
Post CTR Bounce RateCategory 3.51% 36%Product 1.92% 63%Merchant 1.47% 53%Branded 1.23% 30%
Engagement Reach Clicks
Image Best Average Poor
Link Average Average BestVideo Average Best Poor
Status Poor Good Poor
Formats vs. Goals
Instagram Facebook Twitter YouTube
Autoplay mobile
No sound No sound No sound Sound
Autoplay desktop
No autoplay No sound No sound Sound
Usual Ratio Square Rectangle Rectangle Rectangle
Video end Auto-repeat End shot Start shot End shot then next video
Allowed length
15 seconds 45 minutes 30 seconds 11 hours
Networks do video differently
Longer end shot
Next step end shot
Strong start shot
Longer end shot
Under 1 minute Under 1 hour Over 1 hour
1. Teasers2. Micro-series
1. Stand alone clips2. Facebook live
1. Series episodes2. Evergreen topics
Go ‘native’ on each network with an algorithm for improved reach
Instagram Facebook Twitter YouTube
Autoplay mobile
No sound No sound No sound Sound
Usual Ratio Square Rectangle Rectangle Rectangle
Video end Auto-repeat End shot Start shot End shot then next video
Allowed length
15 seconds 45 minutes 30 seconds 11 hours
Networks do video differently
You need to make different videos
Pay for growth
intelligently
7
Do ads, but don’t buy likes
New page likes 968 15,423 1493%Website clicks 24,741 4,431 -82%Organic reach 7.57% 6.91% -9.55%All sessions 1,387,120 1,247,286 -12%Cost per session
0.0008 0.0016 100%
* Based on 4 weeks of test data
Group of 50 influencers
xMonthly mobile data
vouchers=
8K retweets & trending #tag
Or incentivise influential
fans to share your
posts
Post consistent
ly
8
Quality is more important than
quantity
But in many cases, more at quality is betterEspecially when you are
new to network
Changed posting frequency from
3 posts per day to 5 posts per day
Posts per dayFacebook 3 - 5Twitter 1 - 2Instagram 3 - 4Pinterest 1 - 2Google+ 1YouTube 1
Post more than your gut tells you
Time per post Posts per day TimeFacebook 30 minutes 4 2 hourTwitter 30 minutes 2 1 hourInstagram 15 minutes 4 1 hourPinterest 30 minutes 2 1 hourGoogle+ 15 minutes 1 15 minutesYouTube 4 hours 1 4 hoursTOTAL 14 posts 9 hours 15
mins
Correctly sized, branded, high quality image /
video
Well written, hash tagged text
UTM tagged link
1 part time 1 full time More than 1
FacebookTwitterInstagram
FacebookTwitterInstagramPinterestGoogle+
FacebookTwitterInstagramPinterestGoogle+YouTube& Messengers
What resources do you have?