monetise your social media community without alienating it

“Monetize your social community without alienating it”

by Lukasz ZeleznyHead of Organic Acquisition uSwitch.com

http://uk.linkedin.com/in/seomanagerlondon

Social Networks

Social Networks

Countries & Social Networks

1http://en.wikipedia.org/wiki/List_of_countries_by_population

WORLD POPULATION1:1. China2. India3. United States4. Indonesia5. Brazil6. Pakistan7. Nigeria8. Bangladesh9. Russia10. Japan

Countries & Social Networks

WORLD POPULATION:1. China2. India3. Youtube 4. Facebook5. Tencent 6. Whatsapp7. United State8. Indonesia9. Linkedin10. Twitter

“Pros and Cons of specific social media platforms”

YouTube Pros & Cons

- Visual presentation

- Search friendly

- Entertainment

- Large community

- Access from almost all of

devices

- Difficult to communicate

beyond video

- Hard to generate

conversions

Twitter Pros & Cons

- Short form (140 characters)

- Access from almost all of

devices

- Can send users to website

- Direct communication

- Must be continually present

- Must build own audience

- Risk of public complains

from potential / existing

customers

Facebook Pros & Cons

- Large audience

- User engagement

- Content rich

- No need to visit company

website

- Must be continually

present

LinkedIn Pros & Cons

- Doesn’t require constant

presence

- Useful for sales leads

- Irrelevant job offers

“7 Popular Types of Social Media Fans”

http://blog.reachlocal.com/7-popular-types-of-social-media-fans-infographic

TYPE1: Quiet Follower

Characteristic:

• heard about your business

• not necessary a customer

• doesn't really harm your

social media presence

How to engage:

• polls

• quizzes

• visual content

(images/video)

• strong call to actions

TYPE2: Casual Liker

Characteristic:• Connect with your brand

because of past experience

• Wants friends to see them as a

source of good

recommendations

• Boost your social visibility

How to engage:

• develop creative and

engaging post

• describe popular product

or service

• ask to reshare

TYPE3: Deal Seeker

Characteristic:• makes everyday purchasing

decision

• care about value over loyalty

• follow social media to stay up

to date

• helps drive new sales to your

business

How to engage:

• offer deals

• Promotions

• special offers for existing

customers

TYPE4: The Unhappy Customer

Characteristic:

• shares negative experience

• expect fast response

• affect your online

reputation

How to engage:

• monitor your pages

• monitor your brand name

mentions

• respond professionally and

quickly

TYPE5: Troll

Characteristic:

• isn't a customer (but might

be)

• strong oppinions on

personal issues

How to engage:

• keep cool head

• avoid responding

• don't feed trolls

TYPE6: Cheerleader

Characteristic:• likes, comments, shares your

posts

• uses mobile devices

• enters every contents and

promotion

• drives community growth and

awareness

How to engage:

• content is worth cheering

• mention that person in

your post

• make him / her feel special

TYPE7: Loyal Fan

Characteristic:• recommends you to family

and friends

• provide constructive criticism

• defends you against angry

social media fans

How to engage:

• recognize loyal fans

• award with gifts and

mentions

“Tactics”

Why Social Media?

https://econsultancy.com/blog/65752-klm-we-make-25m-per-year-from-social-media

Engagement With Content

Results after less than a month

Call To Action

Picture linking to Eventbrite

External Link

Engage with Headline

1. Use Titillating Adjectives (amazing, adorable)

2. Numbers or "Listicles" (Top5... Top10... 12 things...)

3. Make It Catchy

4. State the benefits

5. Be Specific

Engage with Headline

Examples (keyword: "Search Engine Marketing")

Generated with Portent Content Idea Generator

• How This Search Engine Marketing Could Get You on omg!

• 5 Secrets About Search Engine Marketing the Government Is Hiding

• Why Search Engine Marketing Will Make You Question Everything

• 13 Must Read Articles About Search Engine Marketing

Generated with Hubspot Topic Generator

• How to Solve the Biggest Problems With Search Engine Marketing

• Why We Love Search Engine Marketing (And You Should, Too!)

• The Worst Advice We've Ever Heard About Search Engine Marketing

• 10 Quick Tips About Search Engine Marketing

• 15 best blogs to follow about Search Engine Marketing

Engage with Thumbnail

Standard photo

Engage with Thumbnail

HDR (Snapseed + PS Express iPhone Apps)

Engage with Thumbnail

Halftone iPhone App

Engage Other Users

Share your content with VCBuzz

Engage Other Users

Share your content with VCBuzz

Engage Other Users

Interact with user that shared your content

Engage Other Users

Shared with VCBuzz

VCBuzz Shortener Followers and Klout uplift

Virality

Engage Other Users

Shared with VCBuzz

Thumbnailsize

Engage Relevant Users

Buzz Sumo

“We need to go deeper”

Engage Relevant Users

Buzz Sumo

Schedule Your Messages

Buzz Sumo + Hootsuite Scheduler

Schedule Your Messages

Buzz Sumo + Hootsuite Scheduler

Leverage Followers

Just Unfollow

Estimated Audience Growth

Just Unfollow + LinkedIn Pulse

-

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

5,000

Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14

2,000

2,650

3,300

3,950

4,600 5,000

LinkedIn Followers

Track Your Brand

Track Your Brand

Track Your Brand

Track Your Brand - Brand24

Track Your Brand

Track Your Brand - Brand24

http://ibusiness.ru/blog/upravlyeniye_markyetingom_i_prodazhami/35597

Track Your Results

Shares across different networks

Track Your Results

Organic Backlinks

No time? No worries.

Use Twitterfeed

No time? No worries.

Use Twitterfeed

No time? No worries.

Use Twitterfeed

Let Your Audience Vote

Shares as indication of value

Cross Posts

Shares as indication of value

Thank you!

“Monetize your social community without alienating it”

by Lukasz ZeleznyHead of Organic Acquisition uSwitch.com

http://uk.linkedin.com/in/seomanagerlondon