imh cyprus #dmcy14 - social media strategy: tips and tricks to increase visitors and conversions
TRANSCRIPT
http://firecask.com/ • [email protected] • @FireCask
Social Media Strategy:Increase Visitorsand Conversions
by Alex Moss5th December 2014
#dmcy14
Blackfriars House, Parsonage, Manchester, M3 2JA.+44 (0)161 222 8655 • http://firecask.com/ • [email protected]
I’ve worked with great businesses
Blackfriars House, Parsonage, Manchester, M3 2JA.+44 (0)161 222 8655 • http://firecask.com/ • [email protected]
I also Write & Teach
http://firecask.com/ • [email protected] • @FireCask
Systems Development Life Cycle
This is cycle is used for most systems
development projects.
I still use this model today for most
projects.
http://firecask.com/ • [email protected] • @FireCask
Competitors and Trends
Competitor Analysis● What do your competitors do?● How successful is their social
activity?● How can I improve it?
Trends● Are there seasonal peaks?● If so, how can I use take advantage of
them?
Tools to Use● Google Trends● SEMrush
http://firecask.com/ • [email protected] • @FireCask
Choose your target networks
There are
100’sof SocialNetworks
You can find the right networks to target based
on your audience
Image Source: The Conversation Prism
http://firecask.com/ • [email protected] • @FireCask
Research within those NetworksFacebook● Graph Search● Groups● Related Pages
Twitter● Hashtag Search● Followerwonk to find authoritative
profiles● Tweetdeck or Hootsuite to manage
feeds. Interact & use lists
“The Rest”● Linkedin Groups● Google Communities● Subreddits
http://firecask.com/ • [email protected] • @FireCask
Ask yourself these Questions
1. What does your audience like? What are their interests?
a. Use Followerwonk to research your followers
b. What are your followers posting within their social networks?
2. Can you use any data to support your idea? The bigger the better.
3. Do you have UGC (user generated content)? Use it to your
advantage!
4. Should your voice be your brand or a personal representative?
Align your attitude.
http://firecask.com/ • [email protected] • @FireCask
Set Targets
1. What are your KPI’s?
a. Increased Conversions
b. Data capture
c. MORE!
2. Where to you want to deliver your project?
How does each network publish content?
3. CALCULATE ROI
http://firecask.com/ • [email protected] • @FireCask
Design your Strategy
● Infographics
● Interactive elements / Games / Quizzes
● Longform Content / Guides / Whitepapers
Also remember typography & CTA’s
http://firecask.com/ • [email protected] • @FireCask
Offering something in return for data capture, gameplay or deposits will increase conversion rates.
● Use expiration dates to increase urgency
● Offer free trials / free products
● If you have large numbers of users/subscribers, show the numbers off!
● Offer incentives in exchange for data - e.g. sign up via email and receive exclusive discounts and offers
CRO: Create Incentives
http://firecask.com/ • [email protected] • @FireCask
Track EVERYTHING!
Tracking is important to a great strategy. Without tracking, there’s not much to report on or analyse! Use Google Analytics if you’re not already.
Use Google’s URL Builder Tool. Segment everything you share, even tweet by tweet! You can also create goals for specific tasks. Use bit.ly for additional analytics
Offer exclusive and specific voucher codes to track which code performed the best.
http://firecask.com/ • [email protected] • @FireCask
Social Structured Data
As well as search engines, social structured data can help tailor posts shared within Facebook, Twitter and Google+. You can:
● Create clickbait
● Offer click incentives without changing the content of the page you’re posting.
I have developed a WordPress plugin that manages all of this.
http://firecask.com/ • [email protected] • @FireCask
One thing to note is that your links should have context:
● Facebook descriptions can be extended to 300 characters, nearly double the default META description
● Incorrect image thumbnails can take the post out of context, or even worse portray something completely different.
Create Context
http://firecask.com/ • [email protected] • @FireCask
● On the day, use Google Analytics’ Realtime feature
● Google Analytics will also be your reference for all KPI’s
Did you achieve your KPI’s?
How did you do?
http://firecask.com/ • [email protected] • @FireCask
● Reddit provides great traffic if you place the content right. Also contribute to other subReddits. Be careful not to spam.
● Use Buffer to schedule any posts to Twitter, Facebook, Linkedin and Google+. Great for international target audiences.
● Avoid automation. Although Buffer is great, don’t just schedule for the next month and then ignore the profiles.
● Make sure you have a contact page and get back to all queries within 48 hours. For more advanced form creation in WordPress use Gravity Forms.
● Use live chat. Experiment with a free offering such as Olark. Offer Skype chat too. You can use HTML buttons to offer Skype actions such as chat or call.
http://firecask.com/ • [email protected] • @FireCaskFireCask, Blackfriars House, Parsonage, Manchester, M3 2JA.
+44 (0)161 222 8655 • http://firecask.com/ • [email protected]
Thank You!Any questions?
Alex MossDirector, FireCask
Email: [email protected] Phone: +44 (0) 7743 870 210Twitter: http://twitter.com/alexmossLinkedin: http://uk.linkedin.com/in/alexmoss1/