Road to Social Media Success Lilach Bullock Co-Founder of Comms Axis @jvn_org_uk @lilachbullock 1 www.commsaxis.com
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Road to Social Media SuccessLilach BullockCo-Founder of Comms Axis
@jvn_org_uk@lilachbullock
www.commsaxis.com
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Quick IntroSome background info
www.commsaxis.com
www.commsaxis.com
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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
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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!
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.
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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
www.commsaxis.com
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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
www.commsaxis.com
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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
www.commsaxis.com
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
www.commsaxis.com
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
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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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www.commsaxis.com
A/B test your tweets
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www.commsaxis.com
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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?
www.commsaxis.com
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Competition TimeContests and promotions still produce
consistently better engagement rates, click-throughs and brand awareness
www.commsaxis.com
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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
www.commsaxis.com
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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 Measurement
So, 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
www.commsaxis.com
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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?)
www.commsaxis.com
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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
Sentimentwww.commsaxis.com
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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?!
#ASKJPM November 2013 – not all engagement is good!
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Reputation: Think about capitals
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Road to Social Media Success
Lilach Bullock
@lilachbullock
@jvn_org_uk
www.commsaxis.com
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