how to win with social media marketing
TRANSCRIPT
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Presented by: Darren PaceMarketing Director atInternational Training
linkedin.com/in/darrenpace
How to win with social media marketing
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2%
Facebook Post Reach?
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2% of your fans
2%
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About You
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About You
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About Me
204………...………Months884…………………Weeks
5,840………...………..Days 140,160…….….…….Hours8,409,600…..….…..Minutes
Spent Marketing Online
17Years
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Did you know?
Best Practices and Creating a
Process
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Did you know?
Best Practice #1
BALANCE
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Did you know?
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Did you know?
Best Practice #2BE MEMORABLE
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Did you know?
Best Practice #3
INFLUENCERS
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Did you know?
Best Practice #4
PAY TO PLAY
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Did you know?
Best Practice #5
AUDIENCE
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Targeting Audience(s)
New Diver Acquisition Test Campaign
Goal: Capture OW Leads for Dive Centers
Action: Created Advertisement targeting the greater Chicago Area and the Snow Skiing Industry on Facebook. Directed clicks to landing page on website to capture leads.
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Test Campaign
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The Results
Tuesday Wednesday Thursday Friday Saturday TOTAL
Targets ChicagoSnow Skiers age 15-51
ChicagoColorado Ski Resortsage 15-51
ChicagoSki Brandsage 15-51
ChicagoSki BrandsWomen with kids
ChicagoSki BrandsHiking, Mountain BIke, SurfMen 26-47
Reach 23,288 8,640 28,374 21,028 10,382 91,947
Spend $186 $107 $307 $252 $95 $950
Device Engage 98% Mobile 50% Mobile Excluded
97% Mobi 95% Mobi 99%
Ad Clicks 705 27 1,287 746 704 3,469
Land Page Visits 269 48 569 440 358 1,684
CPC $0.27 $4.91 $0.24 $0.34 $0.14 $0.27
Click Rate 1.89% 0.04% 2.87% 1.87% 4.48%
Lead - Chat 2 0 5 3 5 15
Lead - News 6 0 9 4 7 26
Lead - Form 1 0 2 1 2 6
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Overall Results
Results: 47 Leads
Takeaway: Our ask was greater than the perceived value of its offer.
Takeaway: Need an education funnel to qualify the leads before trying to close
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Did you know?
Best Practice #6
EVERYDAY
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1st PostPost the Title:“How Much Does Scuba Diving Cost?”
Post Title of Content
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2nd PostPost a question:“Have you ever wondered how much its costs to become a scuba diver?”
Post a Question
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3rd PostCite a Fact:Scuba Diving can be divided into 2 costs. Training and Equipment
Cite a Fact
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4th PostShare a Quote:Scuba Diving can cost anywhere between $500-$700, depending on location
Share a Quote
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5th PostAdd Intrigue:Beware of the $199 certification
Add Intrigue
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Lets Review1. Title2. Ask a Question3. Cite a Fact4. Share a Quote5. Add Intrigue
Post Consistently without overwhelming
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Did you know?Best Practice #7
LOVERS and
HATERS
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Address issues immediately
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Hug your Haters
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Show Appriciation
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Did you know?
Best Practice #8
ANALYTICS
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Understand your analytics
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Did you know?
Best Practice #9
BE EFFICIENT
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Be Efficient
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Did you know?
Best Practice #10
RE-MARKETING
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Facebook Remarketing
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Facebook Remarketing
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Did you know?10 Best Practices
1. Balance2. Be Memorable3. Find Influencers4. Pay to Play5. Targeted Audiences
6. Post Everyday7. Lovers and Haters8. Analytics9. Be Efficient10. Re-Marketing
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Did you know?
The Process
CHECKLIST
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Checklist
Questions?
42
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