Road to Social Media Success

Road to Social Media SuccessLilach BullockCo-Founder of Comms Axis

@CIPR_SW#CIPRSW@lilachbullock

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#CIPRSW @CIPR_SW www.commsaxis.com

Quick IntroSome background info

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Who Are We?

Co-Founded by Forbes magazine’s social media power influencer, Lilach Bullock, and experienced industry specialist, Dan Purvis

100% of business from referrals

100% client references

Full service digital marketing agency:

Social Media Marketing & Content Creation

Digital Training

Speaker Services

Digital intelligence experts

Digital content specialists

We have our fingers on the digital pulse

www.commsaxis.com

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How Do We Help Our Customers?

We apply our Digital Intelligence to and for our customers, not

just fancy metrics and outputs.

We practice what we

preach to drive

engagements that matter.

www.commsaxis.com Ask us later to find out more!

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We do this by providing

best-in-class social media

and digital marketing

expertise to maximise our

customers’ ROI and take

the risk out of their social

spend.

Social Media BasicsBefore looking at what to measure, why and

how, let’s consider the steps you need to take to

give yourselves the best chance of delivering

results and ROI

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Back to basics

Don’t run before you can walk

Set realistic expectations: it takes time and effort, and will not happen over night

Vital to have a sticky and engaging website – aim to keep visitors on your site for as long as possible

Ensure your pages have easy one-click sharing buttons to encourage visitor to share across their networks with minimal effort

Ensure you have tracking and analytics capabilities – Google Analytics at the very least

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Know your customer

Lay solid foundations…

Don’t make assumptions, no matter how educated they may be!

• Market research

• Conduct your own research / due diligence before jumping in

• Speak to experts in your niche

• Consult with your sales guys for common queries/issues they solve

• Engage with them where they are, not where you want them to be or think they should be

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Listening

Support

Relationship-building

Promotion Advertising

Engagement

Conversations

Awareness

Learning

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Twitter tips

Customise

Be consistent with your

brand

Utilise the bio space with

relevant key words

Use Twitter’s search

features

Build lists of key people

and brands

Search via hashtags for

relevant content and like-

minded people

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Make your tweets

interesting, funny or useful

Use #hashtags

Tweet frequently

Send tweets at relevant

times in the day/night

Don’t use all the 140

characters if you want

people to retweet

Example of a branded bio

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My optimised bio

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Please ReTweet

Engage with your followers and ask

them questions

Share content from followers and

also from target audience

Retweet interesting posts

Don’t be afraid to ask people to

retweet yours

Participate in conversations

Get targeted followers

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Leverage influencers’ reach

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A/B test your tweets

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What can you test?

Headlines

Hashtags

Time of day

Which day?

Plain updates? (without links)

Tweets with images/videos/vines

Questions?

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Competition TimeContests and promotions still produce

consistently better engagement rates, click-

throughs and brand awareness

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The value of contests

Increase engagement

Build brand awareness

Incentivise people to follow & share

content

Increase traffic

Help grow a list

Increase leads

Increase sales

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Different types of competitions

Contests

Fan of the week

Photo/Videos

Quizzes

Coupons

Giveaways

Sweepstakes

Caption

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Competition tips

Set goals

Engage with target audience

Choose the right type of competition

Software

Use hashtags

Cross promote via different social media networks

Maintain momentum

Images/design

Prize(s)

The rules!

Extend competition

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Content mattersAlthough it’s possible to generate social media

success without content, it is much harder and

slower to achieve the results that you want

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Integrate social media & content

Content is integral for social media

Listen – communicate with your

audience, not to them, and see what

they are interested in

Share – your own content, and third-

party content

Value – quality content vs spam

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Content strategy

Don’t write on a whim, plan, research,

deliver

Flexible content calendar

Don’t write for your business – write

for your audience

Address pain points – e.g. 101

Use trends and stats – insight-based

content is far more powerful than

thought leadership based opinions

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Your content frequency?

Monthly

Weekly

Daily

Whenever relevant

Make sure you know when your

audience is online most, and when

they are engaging most

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Content is King

Showcase your expertise

Provide evidence-based content

Educate, create debates, ask

questions

Test variety of types of posts

Experiment with tone of voice

But don’t force your persona – it will

be false and you will be inconsistent

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Social Media GoalsKnow what you want to achieve and work

towards these objectives in everything you do.

And some case studies to get you thinking.

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Set goals

What are your objectives?

What do you want your social media

activity to achieve?

Click bait?

Traffic?

Increase subscribers?

Increase

engagement/likes/followers?

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Measure & evaluate – an intro

Reach

Traffic

Likes/shares/retweets/favourites

Subscriber Opt-ins

CPC (cost per click)

Tracking links & hashtags

Learnings?

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Social Media SuccessBefore we dive into the detail of how to

measure success, let’s first have a look at what

“success” could look like for you

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Case study: CadburyIncrease engagement

Cadbury reached 1 million fans but

only 16% saw their Facebook content

They found a creative way to boost

engagement

Results:

• 40,000 new Facebook fans

• 350,000 people got involved in the

campaign

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Case study: OkoBayROI delivered

10,000 social engagements sparked

NO social advertising

NO central hub of content

Results:

• 797% increase in Twitter followers

• 108% increase in Facebook likes

• 45.9% engaging with their brand

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Case study: OkoBaySpark engagement for start-up

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Social Media

MeasurementSo, we now have our building block basics in

place and have our goals established…but how

do we evaluate whether our social media

efforts are working?

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Measurement – setting goals

Brand awareness

Customer retention

Increase leads / sales

Promote a product/service/landing

page

Reduce phone calls

Manage customer reputation

Customer feedback

Market research

CTAs

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Social media metrics to measure

Likes / shares / retweets / +1s etc.

Engagements with key influencers (which helps amplify your message)

Brand mentions (the more you engage & share, the more mentions you will organically have)

What times work best for engagement? Learn from these metrics

The amount of traffic driven to your site (from which social channels and from which URLs?)

Engagement levels over time (what causes the peaks and troughs?)

Sentiment over time – positive / negative / neutral (what causes the changes?)

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Website metrics – holistic

approach Number of visitors

Traffic sources

Bounce rate

Time on site

Repeat visitors

No of pages visited

Conversions:

Subscribe

Completed contact form

Purchase product / service

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Measurement summary

Share of voice / brand mentions

Reach

Growth

Engagement

Traffic

Lead Generation

Sales

Feedback

Sentiment

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Social benchmarks &

performance reporting

Impressions

Interactions

Shares

Link reputation

Link tracking

Site traffic

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And how not to do it!#fails

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Reputation: Does your SM

strategy need a re-think?!

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#ASKJPM November 2013 – not all engagement is good!


Reputation: Think about capitals

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Road to Social Media

Success

Lilach Bullock

@lilachbullock

#CIPRSW

@CIPR_SW
