Social Media #TopTips sample presentation - contact me for consultancy bookings

Sample Social Media #TopTips US client presentation By Jo Webber

Monday, 14 October 13

KEY METRICS TO MEASURE...

#1: Fan ReachFan reach correlates to the number of fans of your Page who have seen any given post. This is “organic” reach, which means that it only records the views that occurred directly, and not through an action of a friend of a fan (such as a like, share or comment). The views that result from a friend’s actions are recorded in “viral” views.

#2: Organic ReachOrganic reach corresponds with the number of people, fans and non-fans, who have seen a given post. As with fan reach, organic reach only records views that are not the result of a friend of a fan’s action (which is counted in the viral reach).

The real difference between the fan reach (above) and this metric is that the organic reach includes views of people that are not fans of the Page but have directly accessed your Page or seen its content in a widget (for example, a “like box” on your site or blog).

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INCLUDING ENGAGEMENT

#3: Engagement

Engagement—whether the type that indicates “acting” on your post by commenting, liking or sharing it, or the type that is more “passive,” such as watching the video, zooming on a photo or clicking on a link—and is a crucial metric to measure your Page’s performance.

It’s not sufficient for your updates to be viewed by a lot of people. You need to make sure that the content you offer your audience triggers some kind of interest. And engagement is the only measurable sign of interest.

When measuring engagement, do not focus on the raw number you see in your Insights. The only way to really understand that metric and compare posts is to look at the number of engaged people and the number of people reached for the post in question.

The only way to compare a post engagement metric with your other posts is to create a percentage. This gives you a number that you can use to benchmark the performance of each of your posts.

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AND HARNESS THE POWER OF STORE YA

In their whitepaper: “Consider $375 free credits to Google, oDesk and AdRoll.” Sounds like re-targeting partnerships, further opportunities here?

TOP TIPS TO SHARE:

1. Shorten your statusStatuses of up to 80 characters got 27% more engagements (likes and comments) than longer statuses.2. Don’t shorten your linkWhile services like TinyURL and Bit.ly are very popular in Facebook, the research shows that they significantly reduce engagements as they block users from knowing where they are going to be linked to.3. Time of the dayPosting early in the morning or late at night yields 20% more engagements as most posts are published during working hours and your posts will get to be on top of them.

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INSTAGRAM, LEVERAGING THE POWER OF PICTORIALS

Short term objectives:

• Geo-tagging --> Users could add their photo to the site by taking a picture of them doing something at 2 in the morning, tagging it with #(sample hashtag)…including the location. The photos would then show up on map.

• Tiffany & Co. goes beyond just simple photos of their products. They take close-up photos of jewelry, interesting views of the tools used to create their products, the techniques used and even the craftsman who make the products.

• Instagram RSS feed for promo contests. 1. Announcement cross-platform. 2. Use a theme/relevant #. 3. Submit photos through #. Evaluate submissions with an RSS feed. Like GE, create a RSS feed and point it to a reader using this address: http://instagr.am/tags/[hashtag name]/feed/recent.rss. Don’t include the hash mark # in this address.

Key Metrics:

• Analysing email data from Statigram, using these screen captures as posts cross-platform

• Friends/Followers

• Social Capital - influence of Instagram followers

• http://instagramers.com/news/how-to-organize-an-instameet/

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TIES IN WITH PHOTO SHARING TO DRIVE VIRALITYPhoto sharing - X hours daily/weekly/monthly

Short term objectives:

• Encourage employees to share any interesting and marketing relevant photos from social marketing or sales events

• Take pictures of any relevant marketing events

• Utilize photo sharing sites to share images with links back to blog and core site

• Flickr

• Facebook Photo Gallery

• Corporate blog(s)

Key Metrics:

• Referrals from photo sharing sites

• Views of photos on social sites

• Pages ranking on key terms from photo sharing sites

Key Metrics:

• Referrals from photo sharing sites

• Views of photos on social sites

• Pages ranking on key terms from photo sharing sites

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FOLLOWED BY TWITTER

Short term objectives:

• Compile list of company Twitter users/promoting corporate blogs and tracking as appropriate

• Finding, cultivating and influencing brand advocates

• Communicate support issues from social media to support team, ensure follow-up

• Promote other social networking activities/sites through Twitter

Key Metrics:

• Friends/Followers

• 2nd-order followers (follower’s follower count)

• Velocity - avg. of first-and second-order followers attracted per day since the account was established

• Social Capital - influence of twitter followers

• Centralization - how much influence (reach) is invested in a small number of followers

• Pages ranking on key terms from microblogging sites

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COUPLED WITH YOU TUBE

1. Use Descriptive PlaylistsPlaylists are key to your success, with the express intention of achieving greater visibility to your channel’s content. Target’s YouTube channel is a best in class example.

2. Begin grouping videos of a similar topic into playlistsTarget chose to group all their web exclusive content in one playlist and all their TV commercials into another. By grouping your videos together based on their topic, these videos are more likely to drive traffic between one another due to both usability and YouTube’s search algorithm. A user is more likely to watch a video of the same subject matter right after they’ve just watched a video on that topic.

3. Optimize your titles

Users will only see the first 50-60 characters.  50 Characters will be seen when viewing your video result in Google universal search, 60 in regular Google search, and 55 characters in YouTube search.

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HARNESSING THE SEO VALUE OF ANNOTATIONS

Key metrics

• Referrals from social video sites

• Views of videos on social sites

• Pages ranking on key terms from Youtube

3. Make the Most of AnnotationsYouTube annotations are a way of adding interactive commentary to your videos. Their function: acting as a CTA to drive a viewer to complete a certain task, such as subscribing to your channel, watching more videos, pausing the video, adding a comment, following your brand on Twitter or Facebook and among many others. After this process is complete, run an audit through onlinevideograder.com

• Number of annotations: Use fewest number of annotations (no more than two) in a video at any one time.

• Length of text: Keep your annotations as short and snappy, not to detract from video content.

• Writing in ALL CAPS: Using every word in capital letters may be considered as loud by some viewers.

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INCLUDING LINKEDIN TO DRIVE B2B ENDEAVORS

1. Choose a customer-focused message. Many entrepreneurs tend to think from the inside out: This is our product, here are its features.  Instead, think from the outside in: Our customers buy from us in order to achieve this goal.

2. Reframe your experience to fit the message. Rather than treating your LinkedIn profile as an autobiography of your working life, treat it as a way to show why your experience makes you a credible supplier of whatever you're selling.

3. Repeat steps 1 and 2 with key team members. Beyond C-suite comms, every significant player on the team should frame his or her experience in a way that further reinforces the company's brand.

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AS A KEY PLATFORM TO UPDATE FREQUENTLY

4. Expunge irrelevant/questionable contacts. Rather than trying to get as many people as possible on your follower list, consider limiting it to people whose presence reinforces your core message.

5. Use LinkedIn as your branding focal point. Make certain that every brand-significant event (big sales, new hires, new products, etc) is reflected in your LinkedIn updates. Shorten bio page on your website and provide a prominent link to your profile.

Key metrics

Quantitative:LinkedIn Company Profile Views

LinkedIn Search ResultsBusiness Followers

Industry, Role and Location Representation

Qualitative:Requests for Business

LinkedIn Signal Keyword MentionsLikes and Comments on Updates

Group Growth and InteractionRecommendations

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KEEPING G+ FIRMLY IN THE PICTURE

Use Google+ as a mini blogUnlike other social media platforms, you are not constrained by character limits on Google+ (you've got 100K). So, it's a perfect place to post content that might not fit well on your blog. Remember, this content will be linked to you, you'll get credit for it in the form of Author Rank and it'll be indexed in the search engines. Result! Essential maintenance here: https://plus.google.com/authorship ‎

Fine tune your notificationsWhenever you're logged into G+ or Gmail, quickly view notifications at the top of your screen in the little red box (it's gray with "0" there are none). Control notifications (via email or SMS) in the settings tab.

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KNOWN AS THE POPULAR ‘NEW(ISH) KID ON THE BLOCK’

Schedule your posts for the futureUsing Chrome, download the Do Share extension which let's you schedule your G+ posts. (Note that your browser has to be open in order for scheduled posts to publish.

Choose the best thumbnail image when sharing linksWhen you share a link, G+ will grab the images from that post. You can hover over the image box and click the left & right arrows to choose the image that best represents the content.

Benchmarking tools are your friends: socialstatistics.com

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OR RAPIDLY RISING STAR: PINTERESTKey Metrics:

#1: Pins From Your WebsiteWhen looking at the Site Metrics tab of the analytics dashboard, you’ll be able to view many of the top metrics worth reviewing about your account’s performance.

#2: Repins From Your WebsiteRepins are the fuel for engagement on Pinterest. When a Pinterest user sees a visual in their feed from one of the accounts they are following, they can choose to repin it to their boards, which also adds it to their followers’ feeds. This action can help your content quickly get in front of new Pinterest users who may not be following your account.

#3: Determine Your ReachDetermining the reach of your website’s content on Pinterest—the daily average number of people who saw your pins on Pinterest—is the next step to gauge the effectiveness of your content once it has been pinned and repinned.

To calculate the reach of your content, scroll down below Pins and Repins to the section with Impressions and Reach. Reach allows you to have an understanding of the success of your content when it is pinned and repinned.

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LOOKING AT THE ROI OF AN ONLINE COMMUNITY

1. Background. How you calculate the community’s ROI, which metrics do you monitor?

2. Research. Online communities can drive average amount spent per customer, reduce outsourcing costs and most importantly, attract new customers.

3. Mistakes. Include trying to use a single formula, measuring the wrong metrics and not measuring attributable return.

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SOME COMMUNITY FORMULAE TO CONSIDER

1. Increase in retention rates. Increase in retention rates since joining community =

(Average retention rates of members/lurkers - average retention rates of newcomers)

Less the average increase in retention rates of non-members (control group) multiplied by the value of the customer per year.

2. Increase purchases of existing products/services. Customers buying more of what you sell =

Increase in sales of members since joining the community = (average retention rates of members/lurkers - average retention rates of newcomers)

Less the average increase rates of non-members (control group) multiplied by the number of # active members plus #lurkers in the community

Benefit of community team: smarter customer service, direct savings from headhunter/recruitment fees

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MARKETING OBJECTIVES: IN SIMPLE TERMS

Resource: searchenginewatch.com

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LEAD TO QUANTIFIED FORMULAIC SOLUTIONS1) Advertising Value - Social Web Traffic Referrals:

GOAL: Drive More Web Traffic, Reduce Ad Costs

_____(#) social referral clicks to websiteX $_____ (CPC) equivalent display or social ad costs______________________________________= $ Social Ad Value

Example:  Estimated 150 social referral clicks to the website at social ad costs of $3.99 per click = $1,197 equivalent social ad value

2) Content Value - User-Generated Content (UGC) Articles:

GOAL: Grow Awareness, Improve SEO, Aid Conversion (Social Proof), Reduce Content Costs

_____(#) online stories or articles with significant brand focus or mentionX $_____ equivalent content creation cost_____________________________________= $ Article Value

Tip: Tier creation costs by content quality (e.g., length, sentiment, images, uniqueness) and/or Domain Authority levels.

Example:  Estimated 5 stories discovered at an equivalent content value of $350 each = $1,750 equivalent content article value

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ADDITIONAL TACTICAL ROUTES TO MARKET #2Crowdsourcing/Voting - X hours daily/weekly/monthly

Short term objectives:

• Identify relevant social crowdsourcing and voting sites

• Participate in relevant online community site

• Promote content when applicable in offsite social crowdsourcing and voting sites

• Review blog sources to identify additional bookmarking sites that may drive traffic

Key Metrics:

• Referrals and Visits from Crowdsouring/Voting sites

Commenting/Forums/Wikis/Rating and Review sites- X hours daily/weekly/monthly

Short term objectives:

• Comment on posts related to lead management, lead nurturing, email marketing, and lead scoring

Key Metrics:

• Referrals from discussion boards/forums/wikis/rating and review sites

• Pages ranking on key terms from discussion boards/forums/wikis/rating and review sites

Monday, 14 October 13

OTHER VALUABLE CHANNELS INCLUDING...

- Email marketing/distribution. Key metrics: open rates, click rates, download rates, conversation rates (?), revenue per generated email monitored through third party tools. QUESTIONS: What is your process around copy creation/syndication of copy with social platforms?

AS OUTLINED–

Infusionsoft example (see above): Holistic eg. of email marketing workflow from creation -> execution -> ROI

Monday, 14 October 13

AND A PR STRATEGY USING KEY SYNDICATION SUPPLIERS

• Analyzing everything, 24/7: How do you track product/brand mentions? What’s your process on monitoring media responses to recent news and issues, chart industry trends, and ‘competitors’?

• Gauging your impact: Do you have existing tools? See the prominence of your messages and keywords within your coverage real-time.

• Determining the tone of coverage: How do you measure how a new product is perceived against your ‘competition’ and how do you chart results?

Monday, 14 October 13

SWITCHING FOCUS TO BLOG(S)

Short term objectives:

• Increase recognition

• Example: X number of posts

• Blog publication schedule

• Add RSS button

• Encourage comments, forum pages, etc.

• Update bloggers (note all guest bloggers to have bio page) on a regular basis about all new thought leadership and new products

Key Metrics:

• Number of posts

• Audience growth- unique and returns

• Conversation rate/conversions

• Subscribers

• Inbound links

• Technorati, Alltop, and other directory listings

• SEO Improvements

Monday, 14 October 13

FURTHER BLOGGING IDEAS TO CONSIDER...

Widgets - X hours daily/weekly/monthly

Short term objectives:

• Creation and distribution of widgets Key Metrics:

• Usage of widgets (by count)

• Posts/Mentions about social widgets offsite

• Referrals from offsite widgets (if any)

Bookmarking/Tagging- X hours daily/weekly/monthly

Short term objectives: Post key thought leadership (resources and blog posts) • Delicious • Reddit• Digg • Stumbleupon

Key Metrics:

Review blog sources to identify additional

bookmarking sites that may drive traffic

Monday, 14 October 13

ADDITIONAL TACTICAL ROUTES TO MARKET #1

Podcasting/MeetOn - X hours daily/weekly/monthly

Short term objectives:

• Create a SEO-optimized list of podcast directories

• Repurpose webinar content when applicable for resource section, promote through podcast directories

• Record relevant phone conferences for use as podcasts, promote through podcast directories

Key Metrics:

• Referrals from podcast directories

• Views of podcasts if hosted on podcast sites

Presentation Sharing- X hours daily/weekly/monthly Short term objectives:

• List all presentations on Slideshare and update listings

Key Metrics:

• Referrals/views from Slideshare

• Pages ranking on key terms from Slideshare

• Lead generation using Pro

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SUGGESTED COMMS ROADMAP

QUESTION: What type of checklist processes do you have in place?

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EG: BLOGGING EDITORIAL CALENDAR TEMPLATE

Other parameters to consider: topic/seasonal bias. Trending vs. generic keywords. Consider title generator tools

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APPENDIX: RETARGETING/AFFILIATE STRATEGY?

• QUESTIONS: Would any of these re-targeting strategies work for you? You Tube remarketing, dynamic remarketing, search companion remarketing, similar users remarketing, Google Analytics list or Facebook remarketing?

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APPENDIX: USEFUL PUBLICITY RESOURCES #1

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APPENDIX: USEFUL PUBLICITY RESOURCES #2

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APPENDIX: USEFUL TOOL RESOURCES #3

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APPENDIX: USEFUL TOOL RESOURCES #4

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APPENDIX: COMMUNITY METRICS DEEP DIVE #5

Resource: socious.com

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POSSIBLE COOL FEATURES TO INCLUDE IN BLOGS

FUN, QUIRKY REACTION-BASED BUTTONS TO DRIVE ENGAGEMENT–

- Mashable do a great job of segmenting their content by freeze framing headers ‘The New Stuff’, ‘The Next Big Thing’ (highlighted) and ‘What’s Hot’

Monday, 14 October 13