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Social Media Case Study:Using Contentto Effectively Reach Your Target AudienceErin MeijerSocial Media Manager
Why Social Media?
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Why Social Media?
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It’s where clients and prospects are
Audience(Users) 200 million, affluent professionals 1 billion, 66% age 25-55 500 million 65% overage 35
Purpose Networking Socialize and builda fan base Share opinions/news
SpecialFeatures
Join special-interest groups, easy search capabilities, preferred site for
advisors
Largest audience of all social media sites; tools for networking;can create
business page
Send pithy insights that establishes you as thought leader; real-time
communication
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You are one. Your clients are many.
Why Social Media?
Social Media Potential: High Reach, High Engagement
Source: Kasina e-business report May 2012
It’s Not Social Media, It’s Social Business
Advisors using social media to grow their business
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Use social media to meet your business objectives
Source: LinkedIn Marketing Solutions and FTI Consulting, May 2012
Be Effective: Content Is King
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Determine content focus
Mass Affluent Affluent Ultra Affluent
Market and economic trends and commentary 73% 70% 64%
New product information 62% 58% 57%
Company background 60% 55% 55%
Product performance updates 54% 52% 50%
Best practices, case studies/thought-leadership pieces 38% 34% 17%
Moderating a group discussion 21% 14% 7%
Low Expectation High Expectation
Developing Your Content Strategy
Information Expected on Social Platforms
Base: Social Platform Users
If a financial services company were to use social media, then what type of information would you expect to receive from it?
Developing Your Content Strategy
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§ Go beyond the typical status update or tweet
§ Use multimedia to keep your audience engaged
§ 44% of users are more likely to engage with a brand that posts images
Choose content type
Get Creative
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§ Share videos, visuals and infographics in order to get your message to our audience in a creative way
Look to third parties for creative content to share with your network
Developing Your Content Strategy
§ Plan ahead
§ Keep it consistent, when possible
- Example:
§ Use a content-management dashboard to schedule posts and track engagement
§ Social is NOT “set it and forget it”
- Determine what works well and replicate it
- Get a feel for when your audience is most engaged
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5. Create a content calendar
Monday Tuesday Wednesday Thursday Friday Weekend
Market outlook Investing tip Opinion onweek’s activities
Relevant video
Developing Content: You Are What You Tweet
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Best practices in creating successful social content
Have a strong call to
action
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Keep the social in social
media: It’s a two-way
street
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Always add value
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Be authentic
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Get Efficient: Using Automation Tools
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Get Efficient: Using Automation Tools
§ Minimize time and effort needed for maximum social impact
§ Create content and post to multiple platforms from a single dashboard
§ Schedule posts ahead for the week
§ Automate process of distribution and syndication
§ Monitor activities and engage such as responding to comments, identifying new fans and followers
§ Built-in analytics
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Why use a social media automation tool?
Likes Retweets # of Follows Clicks Shares
P P P P P
Making Social Business Successful
§ Good content is key
§ Pick the right platforms for you and your audience
§ Automate to save time
§ Measure and monitor
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Best practices
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