social media marketing course workbook · determine what your current social media position is, who...

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Social Media Marketing Course Workbook (This workbook is designed to be used with the Social Media Marketing Course.)

1 INTRODUCTION

1.1 INTRODUCTION TO SOCIAL MEDIA MARKETING AND ITS BASICS


1.2 6-STEP SOCIAL MEDIA CAMPAIGN MANAGEMENT PROCESS

• Customer Avatars • Competitor Analysis • Research Tools • Marketing objectives:

o Awareness o Engagement o Conversion o Loyalty

• Map to digital funnel • Tracking via URL

• Contagious Content: o Social Currency o Triggers o Emotion o Public o Practical Value o Stories

• Blogging Best Practices • Facebook Best Practices • Instagram Best Practices • LinkedIn Best Practices

• Facebook advertising o Objectives o Campaign o Ad Sets o Ads

• Social Media Promotions: o Lead Magnets o Contests

• Landing Pages

• Facebook Insights o Fans growth o Engagement o Sharing

• Online Advertising Terms (Impressions, Clicks, CPM, CPC, CTR, CPE, ROAS, etc)

• Computing social media ROI

• Managing Online Communities

• Creating Content Calendar and Schedules

• Influencer Engagement


2 DISCOVER CURRENT SITUATION Like any strategic marketing process, it is important for social media marketers to discover their current social media marketing environment and operating landscape. Doing so helps you to determine what your current social media position is, who your customers are and what they are interested in, and how your competitors rank relative to your business or brand.

2.1 BASICS OF BLOGS

A blog or a content posting site is a website designed to let you easily update or change content and to allow readers to post their own opinions. Common blog tools are Wordpress (usually integrated with the website itself), Typepad, Blogger, Medium or Tumblr.

Pros of Blogs

Cons of Blogs

Writing is not easy for many

Provide value to potential customers with in-depth tips

Time and resources to create blog articles

Can tap on SEO and organic traffic using right keywords

Will need considerable time to see results

Can embed various other media like videos, photos, audio, and infographics

Internal links to drive Call To Action (CTA) Indirect way of marketing and promoting your brand

Can create shareable/ viral content for social media channels

Need to understand both SEO and social media marketing

Fewer competitors – most brands don’t blog!

Need to be comfortable with Google Analytics

Evergreen articles continually drive traffic


2.2 BASICS OF FACEBOOK

Facebook is the world’s most popular social network, and has people from all walks of life, different demographic groups, and different interests together. To date (June 2018), there are over 2.2 billion people on Facebook from around the world.

People use Facebook for various purposes, including the following:

• To connect with their friends • Seeking entertainment • To be updated on the news and latest happenings • Looking to connect with a brand

o To seek a discount or offer o To provide their feedback (both complaints and compliments) o To show their loyalty by sharing their experience o To ask questions on your product/service

Pros of Facebook

Cons of Facebook

Over 2 billion users with the most active users online

Easy to use and update with your own company information

Building fans may take a long time, especially for B2B businesses

Advertising is a must on Facebook, due to the throttling of organic reach

Availability of easy to read analytics through Facebook Insights

Fans demand quick and almost immediate responses

Facebook advertising is ultra-specific and targeted

Need for customer service policies to be in place

Highly interactive with multiple ways to engage a community

A lot of spam!

Good way to provide customer service, allowing comments, messages and links.

Social proof (eg no of likes, comments and shares) helps to snowball campaigns easily

Beware of fake profiles and fake pages

Low conversion rates compared to websites and emails


2.3 BASICS OF INSTAGRAM

Instagram is one of the fastest growing social networks in the world. It is based on photos and videos rather than words. Although Instagram likes hashtags, likes, and comments, you won’t see a lot of text heavy updates or link sharing. Instead, they let the photos and videos do the talking.

• Instagram allows you to show the creative aspects of your brand • Instagram is great for businesses with a strong visual and aesthetic element such as the

following: o Food – Restaurants, cafes, bakeries, and home cooks o Fashion o Travel o Photography o Bridal and Wedding services o Lifestyle o Arts and handicrafts o Fitness and health o Theme parks and museums

• Instagram is mobile native, and hence designed for a smartphone audience • Instagram has one of the youngest audience groups • Instagram Stories allow your users to walk through your updates quickly

Pros of Instagram

Cons of Instagram

Instagram is great for visually attractive businesses and products

You cannot easily share a post on Instagram

Good for businesses that are better at “showing not telling”, eg Florists, fitness gyms

Less effective for older demographic groups

One of the fastest growing social networks Not very effective in generating clicks to website

Mobile-first platform makes it attractive Images and videos have to be uploaded using a mobile device or specialised apps (like Hootsuite)

Easy to connect to others with Hashtags Limited room for long form content Location tagging is useful Difficult for conversion or lead generation Can respond in real time Effective for generating brand awareness and visibility


2.4 BASICS OF LINKEDIN

With a total network size of almost 550 million users, LinkedIn has over 200 million active users per month. About 57 percent of LinkedIn users are male, compared to 44 percent female. LinkedIn is also the “richest” social network in terms of demographics. 44 percent of LinkedIn users earn more than US$75,000 a year, and 41 percent of millionaires use LinkedIn. The average CEO has some 930 connections on LinkedIn.

Pros of LinkedIn

Cons of LinkedIn

LinkedIn profiles and company pages are SEO friendly and searchable

A lot of spam accounts and sellers on LinkedIn

LinkedIn profiles are easy (though labourious) to set up

Initial optimization and set-up requires time and energy

Good way to network with and connect with other business professionals

LinkedIn advertising is costly, and not necessarily effective

Good for B2B businesses and professionals to establish credibility and thought leadership

B2C marketing on LinkedIn is virtually non-existent

Free to set up and lots of features available in free account

LinkedIn is skewed towards technology, HR, marketing and finance type businesses

LinkedIn analytics for individuals to gauge performance of posts and profile views

Direct selling messages are heavily frowned upon

Most CEOs and senior managers are on LinkedIn

LinkedIn works better as a P2P (Professional to Professional) network rather than purely B2B.

Commenting and Liking posts can get you noticed

Smaller company pages and posts may get less traction

Excellent for B2B lead generation


2.5 FIVE DIMENSIONS OF A CUSTOMER AVATAR

Demographics (Consumer)

• Age • Gender • Marital Status • Family Size

• Household Income • Employment Status • Education • Ethnicity and Religion

Demographics (Business)

• Buyer Demographics • Position in Company • Type of Industry • Company Size • Location/ Region

• Company Revenue • Stage of Company/ Size (eg start-

up, Small Medium Enterprise, MNC etc)

• Decision Making Process Psychographics

• Values and Beliefs • Interests • Opinions (What’s their stand on

issues?)

• Attitudes (What is their outlook in life?)

• Behaviours (Social or Lone Wolves?)

Online Behaviours What are they searching for? (Intent) • Google Trends

(http://trends.google.com) • SEMRush

(http://www.semrush.com)

What do they share? (Buzz) • BuzzSumo

(http://www.buzzsumo.com) • Google Alerts

(http://www.google.com/alerts)

Purchase Behaviours

Types of Product/ Services • Frequency of Purchases • Distribution Channels • Costs of Purchases

Pain Points & Solutions

What are the major pain points faced by your customer? How do they feel? (Experience) • Google Reviews • Facebook Reviews/ Comments • Customer Feedback How can you solve them using content?


2.6 CUSTOMER AVATAR BUILDING 2.6.1 B2C CUSTOMERS (CONSUMERS)

DESCRIBE CUSTOMER: _______________________________________________

AGE

GENDER MARITAL STATUS/ FAMILY TYPE

HOUSING TYPE

INCOME EDUCATION

INTERESTS (EG NATURE, GADGETS)

BELIEFS (RELIGION, CAUSES)

LIFESTYLE (EG ACTIVE)

PRODUCT/SERVICE USE FREQUENCY & OCCASION

PURCHASE BEHAVIOURS SOCIAL SHARING? FREQUENCY?

COMPETITOR BRANDS?

ANY OTHER CHARACTERISTICS? (EG LIFESTYLE BRANDS, CULTURE, ETC)

WHAT ARE THE PAIN POINTS THAT MY CUSTOMER EXPERIENCE? 1) 2) 3)

HOW DOES MY PRODUCT/SERVICE ADDRESS THOSE PAIN POINTS? 1) 2) 3)

POSSIBLE SOCIAL MEDIA TOPICS (FOCUS ON PAIN POINTS) POSSIBLE SEARCH KEYWORDS OF INTEREST (SOLUTION FINDING)


2.6.2 B2B CUSTOMER (BUSINESSES)

DESCRIBE CUSTOMER: _______________________________________________

DEMOGRAPHICS (EG AGE, FAMILY STATUS, INCOME, ETC)

POSITION IN COMPANY AND DEPARTMENT

TYPE OF BUSINESS

SIZE OF COMPANY (EMPLOYEES)

STAGE OF COMPANY (EG STARTUP, SME, LARGE COMPANY)

DECISION MAKERS

QUALITY CONSIDERATIONS

VALUE/SIZE OF PURCHASE

FREQUENCY OF PURCHASE

HISTORICAL INSIGHTS

COMPETITOR BRANDS

WHAT ARE THE PAIN POINTS THAT MY CUSTOMER EXPERIENCE? 1) 2) 3)

HOW DOES MY PRODUCT/SERVICE ADDRESS THOSE PAIN POINTS? 1) 2) 3)

POSSIBLE SOCIAL MEDIA TOPICS (PAIN POINT/ CONCERNS) POSSIBLE SEARCH KEYWORDS OF INTEREST (SOLUTION FINDING)


2.7 COMPETITOR ANALYSIS AND BENCHMARKING 2.7.1 Benefits of Analysing Competitors

• Learn best practices • Set more realistic benchmarks • Determine appropriate social channels to invest time, money and energy • Evaluate what worked – and what didn’t

2.7.2 Identify Your Competitors • Type your industry or product category name into Google/search engines. Also see the

search ads that emerge. • Use tracking tool like BuzzSumo or Epictions Epicbeat or Social Mention. Which brands

emerge first when specific categories are typed in?

2.7.3 Check Out Their Web Content • Check out their website using SimilarWeb.com. List down the following:

o Country Rank o Category Rank o Sources and breakdown of web traffic o Top referring websites o Top destination websites o Social channels traffic

• Use SEMRush.com to gauge competitor websites in terms of: o Total no of backlinks o Top organic keywords o Top organic competitors

• Check out blog posts or listings that highlight the top brands in specific industries (eg Socialbakers)


2.7.4 Study Their Social Media Channels • Brand Identity • Influencers • Content • Created versus Curated Posts • Frequency • Campaigns • Determine Their Fan to Follower Rate • Measure Their Engagement Rate with Fans • Month-over-Month Percentage Growth

2.7.5 Check Out Their Blog & Website • Are your competitor’s websites or blogs ranking well on Google for certain keywords? • Do their websites load quickly? Are they responsive? (use Google PageSpeed Insights,

https://developers.google.com/speed/pagespeed/insights/) • Are their websites optimized for social media? Do they have social sharing buttons? • Test their social network rich snippets.

2.7.6 Do a Side-by-Side Comparison • Engagement • Growth • Most-used Content Sources and Keywords • Top Posts • Frequency • Engagement by Day and Time • Post Type and Supporters


2.8 COMPETITOR INTELLIGENCE

2.8.1 Competitor Set Up and Posts

Social Network: ______________ (eg Facebook)

Brand Types of content (eg mostly photos, some videos)

Created vs curated posts

Frequency Most popular posts/ campaigns

Least popular posts/ campaigns

Your Company

Competitor 1 Competitor 2

2.8.2 Fan To Follower Ratio and Engagement Rates


Brand Followers to Following Ratio

Average Engagement/Post

Average Eng/Follower

Your Company

________Likes _____% ______Comments _____% ______Shares _____%

Competitor 1


Competitor 2


2.8.3 Month-over-Month Percentage Growth


Brand Followers Month _________ Likes

Month________ Growth

Your Company

_____%

Competitor 1

_____%

Competitor 2

_____%


2.8.4 Google, Blog, Website and Paid Advertising

Brand Optimized for mobile?

Websites ranking for keywords (ie SEO)?

Social media optimized (eg sharing buttons)?

Paid Media Activity (eg FB ads, Google Ads)?

Your Company

Competitor 1

Competitor 2

EXERCISES

Use SimilarWeb and SEMRush to compare against your competitor website

Use SocialBakers/ Fanpage Karma and Likealyzer.com to do a social media audit

Compare against your chief competitor. Share insights with class.


3 DEFINE SOCIAL MEDIA MARKETING OBJECTIVES The old adage “You cannot manage what you do not measure” is especially true in the age of digital and social media. Every single step of your social media marketing activity can be monitored, tracked and quantified. Identify Marketing Problem

3.1 DETERMINE MARKETING OBJECTIVES AND METRICS

3.2 MATCH TO YOUR DIGITAL MARKETING FUNNEL


3.3 UNDERSTAND GOOGLE ANALYTICS AND URL BUILDER 3.3.1 Types of Google Analytics Reports

• Audience: Demographics, Interests, Locations, Language, Behaviours, Technology

used

• Acquisition: Traffic sources, broken down by channels and sources/medium, PPC campaigns, and SEO

• Behaviour: Behaviour flow of your visitors, including top entry pages, top exit pages, search terms, etc.

• Conversions: Linked to Goals which you’ve set up.

3.3.2 Useful Links and Tools

• The Absolute Beginner’s Guide to Google Analytics https://moz.com/blog/absolute-beginners-guide-to-google-analytics

• Google Analytics URL-Builder https://ga-dev-tools.appspot.com/campaign-url-builder/

• Link Shortener Service bit.ly


3.4 SET SOCIAL MEDIA MARKETING GOALS AND OBJECTIVES

Establish SMART (Specific, Measurable, Attainable, Realistic and Time-bound) goals and objectives.

Objectives (eg Grow Facebook Community)

Metrics/KPIs (eg # of new fans)

Targets (eg 20% increase by 2016)

Check that your KPIs are either awareness, engagement, conversion or loyalty KPIs.

3.5 MAP TO DIGITAL MARKETING FUNNEL

Map your current metrics to your digital marketing funnel, and establish what your desired performance would be.

CURRENT METRICS

DESIRED METRICS


3.6 SOCIAL MEDIA CONTENT TRACKING MATRIX

EXERCISE

1) Each team to choose a brand/ product

ü Choose one of the 5 funnel objectives ü Discuss and come up with the following:

o Objectives o Content Types o Channel o KPIs

ü Share with the class

2) Create Trackable URL with following parameters:

ü Campaign Source: Facebook ü Campaign Medium: PPC ü Campaign Name: Social Promotion ü Shorten using bitly if necessary


4 DEVELOP SOCIAL MEDIA CAMPAIGN CONTENT What is the most challenging part of social media marketing campaigns? Creating social media content itself, and ensuring that whatever you have written, photographed, or designed will “go viral.”

4.1 NEWSJACKING


4.2 6 STEPPS TO VIRALITY

Social Currency remarkability, game mechanics, make people feel insiders Triggers eg specific days, seasons, phrases, daily activities and events Emotion high arousal awe, excitement, amusement, anger, or anxiety Public increase public visibility, social proofs Practical Value useful information, incorporate psychology of deals Storytelling use of a story as a “Trojan’s Horse” to convey message

EXERCISE Work in your groups to come out with 2 ideas for your content. Each idea to cover at least 2 Newsjacking or STEPPS idea.

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________


4.3 FACEBOOK BEST PRACTICES 4.3.1 Content Ideas for Facebook

ü How-tos ü What has been happening in your industry ü Product launches ü Behind the scenes ü Team announcements ü Funny stories ü Your company blog articles ü Featured products/ services ü Useful tips ü Videos of your products or services ü Photos of your products or services ü Customer testimonials/ stories

4.3.2 Example of Facebook Post


4.3.3 Engagement by Content Type

4.3.4 Facebook Video Tips ü Keep it short: Average length of 115 secs and median of just 65 seconds. ü Keep the intro text crisp: Median of 61 characters. ü Hacks, Tips and How-tos ü Create shareable content!

4.3.5 Facebook Strategies in 2018 • Use Live Videos more • Engage on Facebook Groups • Newsjack current news to trigger conversations • Offer real value by giving them something helpful


• Engage with stories that resonate • Don’t deceive with clickbait or engagement baiting • Get your customers, friends, and employees to engage with your posts in the first hour! • Don’t boost your posts immediately – grab some likes and comments first.

EXERCISE Create Facebook Posts Using tools like Canva or Powerpoint, create a Facebook Post based on the following parameters:

a) Facebook post one. Type of post: ______________________

Caption (140 characters or less):

______________________________________________________________________

_______________________________________________________________________

Photo (paste below)

Any link? If so, cut and paste the link here and check social snippets for reproduction quality


4.4 INSTAGRAM BEST PRACTICES 4.4.1 Instagram Business Account

4.4.2 Guidelines to Mastering Instagram Ensure that you follow the guidelines below for creating successful instagram posts:

1. Publish Regularly 2. Use influencer analytics and metrics 3. Use Instagram Stories

4.4.3 10 Winning Ways To Use Instagram Stories

#1 Promote Location #2 Drive Traffic to Instagram Post #3 Go Behind The Scenes #4 Promote Blog or YouTube Video #5 Give a Shoutout to Fans, Friends and Brands

#6 Do a Product Demo #7 Run a Contest #8 Do Live Event Coverage #9 Answer Fan Questions #10 Share Snackable Tips

4.4.4 HOT: Ninja tips on Instagram ü Only 10% of following might see your post at first ü Get your responses within first hour! ü Long comments with at least more than 4 words to count as engaging. ü Actively engage as a real person ü Micro-blog with your captions ü Find 5 unique hashtags each time you post ü Don’t repost or change anything


EXERCISE Create Instagram Post Using tools like Canva or Powerpoint, create one Instagram photo with overlay text. Write appropriate caption and hash tags.

Caption: _______________________________________________________________________

______________________________________________________________________________

Hashtags: _____________________________________________________________________


4.5 LINKEDIN BEST PRACTICES 4.5.1 Creating Company LinkedIn Page Company pages on LinkedIn help to bring life to a brand. They are often the first place a member lands to see a company’s status updates, latest blog posts written by thought leaders within the business (whether on LinkedIn Pulse or the company’s own blog/website), as well as other updates.

The key thing to note here is that LinkedIn is a B2B and Professional Network. Thus, it is important to weave whatever emotional triggers you may have for your content to a professional context.

• Write a Compelling Summary and use a strong cover image


• Find the Keywords People Use to Search For You

• Search For People To Connect

• Build a Solid LinkedIn Professional Profile

• Share the Right Content

Text Post Article Image/s Video

• Great for storytelling

• Remove previews for links

• Longer-form content

• Can embed more links

• Good for relationship building

• Showcase achievements

• Good for sharing tips

• Build thought leadership

• Less creative • Limit 1,300

characters

• Lower organic engagement + views

• Less conversational

• More challenging • Watch your audio


• Use the right LinkedIn #Hashtags

4.5.2 Content Types To Use On LinkedIn

• Publish Staff Stories • Trending News Articles • Pure Text Post May Work Better • Share Articles by Thought Leaders • Use Newsjacking


EXERCISE Generate LinkedIn Content Ideas

List down 5 LinkedIn pieces of content that you can create or curate: • Thought Leader • Trending news articles/newsjacking • Business advice or tips


4.6 BLOG BEST PRACTICES 4.6.1 10 Point Blog Post Template

Useful Tools:

SEO Tools • Ubersuggest

(https://neilpatel.com/ubersuggest/) • LSIGraph.com (http://lsigraph.com) • Keyword.IO

(https://www.keyword.io/)

Blog Title Generator • HubSpot Blog Topic Generator:

https://www.hubspot.com/blog-topic-generator

Blog Writing Tools • Keywords Everywhere: https://keywordseverywhere.com/ • Advanced Marketing Institute Headline

Analyser: http://www.aminstitute.com/headline/index.htm • Content Readability Formulas/ Tests: http://www.readabilityformulas.com/free-

readability-formula-tests.php • Hemingway App: http://www.hemingwayapp.com/


EXERCISE

Write a short 300-words blog post (about 3 paragraphs or so) from one of the possible following topics. Use one or two of the STEPPS above to craft your post:

1. How to solve your customer’s biggest pain point 2. The latest findings in your industry 3. An emotionally arousing testimonial by a fictitious customer

Create a minimum of 3 sub-heads/ points

Headline Hero Image (Cut and Paste here) Lead-in Sentence (ie first line of first paragraph) Introductory Paragraph Sub-Head 1 Paragraph 1 (feel free to add more images/ videos) Sub-Head 2 Paragraph 2 (feel free to add more images/ videos) Sub-Head 3 Paragraph 3 (feel free to add more images/ videos) Concluding Paragraph Optional: CALL TO ACTION (Action-Oriented Text, Showcase Product, Urgency)?


5 DELIVER SOCIAL MEDIA PROMOTIONS AND OFFERS At this stage, you need to create social media promotions, design landing pages to convert visitors and fans into leads and customers, and amplify your efforts through advertising on channels like Facebook. Chapter objectives are as follows:

• Develop the right sales promotion mechanics • Understand the legalities concerning social media promotions and advertisements • Develop a landing page using a platform like Wishpond • Create appropriate advertising messages for social media campaigns • Work with social influencers and sponsored content channels

5.1 ANATOMY OF FACEBOOK AD


5.2 CREATING FACEBOOK ADS If you’re considering advertising, you need to work out the following stages (if not already done):

a) Advertising Objective/goal

______________________________________________

b) Target Audiences (specifically for ads)

Location Demographics Interest Behaviour Connections

c) Content and Offer

Facebook ads need to feel natural and organic, even though they are interruptive in nature.

• Craft for Your Customer Avatars

• Create Your Hook/ Offer

• Ask Questions

• Visual Storytelling

• One Call-To-Action (CTA)

• Highlight Benefits Upfront

• Check for 20% Text Rule

• Maintain Good Ad Scent


EXERCISE

Create Your Facebook Ad!

1. Choose an image 2. Design with a suitable overlay on Canva 3. Use Ad Parlor to create mockup ad

SOCIAL INFORMATION (eg Likes, Shares, Comments) BUSINESS NAME TEXT (CAPTION) IMAGE OR VIDEO

LINK SNIPPET COPY HEADLINE: LINK TEXT: URL: CALL TO ACTION (BUTTON)


5.3 SOCIAL MEDIA PROMOTION MECHANICS Giveaways and other incentives seek to achieve greater conversion of your customers along the buying cycle - from visitors to leads, leads to prospects, prospects to customers, and customers to advocates.

5.3.1 Anatomy of a Contest

EXERCISE Develop a Social Promotion

Promotion Mechanics Selected Channels

Terms & Conditions (eg Dates, Rules) Type of Prizes


5.3.2 Types of Promotion Mechanics

Giveaways & Freebies Limited Time Trials Freemium Model (eg Skype) Special Offers & Coupons Contests

a) Lucky Draws b) Voting or Polling Contest c) Photo Contest d) Photo Caption Contest e) Story Writing Contest f) Video Contest

Exclusive Event Invites

5.3.3 Social Media Platforms and Channels Which platform/s would you be using for your campaign and why?

Platform and Channel

Why do you choose this channel? (target audience, media formats, mobile friendliness, space, virality, audience reception, etc)

Brand/Company website

Landing Page Facebook Twitter LinkedIn Instagram YouTube ….

5.4 CAMPAIGN LEGALITIES Don’t miss these important details in your social media campaign!

5.4.1 Legal Considerations I have read the following guidelines for running contests:

Social Channels

• Facebook: https://www.facebook.com/page_guidelines.php#promotionsguidelines • Twitter: https://support.twitter.com/articles/68877# • Pinterest: https://about.pinterest.com/en/acceptable-use-policy • Google+: https://www.google.com/+/policy/contestspolicy.html • Instagram: https://help.instagram.com/179379842258600 • LinkedIn: https://www.linkedin.com/legal/pop/pop-sas-guidelines#gambling • YouTube: https://support.google.com/youtube/answer/1620498?hl=en


Singapore Legislation

• Advertising Standards Authority of Singapore (ASAS) guidelines on social media promotions and contests: https://asas.org.sg/LinkClick.aspx?fileticket=g_WIcGssJMw%3D&portalid=0

• Singapore Consumer Protection Act: http://statutes.agc.gov.sg/aol/download/0/0/pdf/binaryFile/pdfFile.pdf?CompId:203bb079-f989-442b-814d-0c1b72e542b6

• Singapore Police Force’s online application for Lucky Draw Permit and Licenses: http://www.police.gov.sg/e-services/apply/licenses-and-permits

5.5 SOCIAL MEDIA LEAD NURTURING AND LANDING PAGES

Which stage are your customers at? ________________________________________

Where are the media channels that your campaign message/s will appear on?

� Display advertisements on websites, blogs and apps

� Advertorials on ____________ websites

� Google AdWords ads � Blog post on website

� Facebook posts (and ads) � Tweets � Instagram posts � Emails � E-newsletters � Others ________________________


5.5.1 Anatomy of a Landing Page


EXERCISE Create Your Landing Page Use the grids below to create your landing page (B2B). Include a lead magnet.

HERO IMAGES (Please insert)

Lead Capture Form ___________________________ ___________________________ ___________________________ ___________________________

HEADLINE Sub headline (if needed) Body Copy (maximum 3 short paragraphs, include customer benefits) CALL TO ACTION (Action-Oriented Text, Showcase Product, Urgency) Insert “Click Triggers” (eg testimonials, research data, awards, endorsements) Insert “Social Proof” (eg number of Likes, Shares etc) Insert Call To Action (CTA) Button


6 MEASURE SOCIAL MEDIA MARKETING ROI In this chapter, you will have learned key techniques to better manage and measure your social media marketing ROI.

6.1 USING FACEBOOK INSIGHTS These are performance indicators available in Facebook Insights:

• Page Likes – Measure of engagement • Post Reach – Number of unique people who have seen your posts over the last week • Impressions – Number of times a content appears to a person • Engagement – Are they liking, commenting, sharing or clicking to see more? • Recent Post Engagement – Analyze your five most recent posts to see which worked

best/worst. • Pages to Watch – Track your competitor pages • Suggested Pages to Watch – Picked by Facebook Insights

Indicator Before After Page Likes

Growth Rate (Fans)

Average Reach

Average Impressions

Average Engagement Per Post

Engagement Rate Per Post (Organic)

Engagement Rate Per Post (Boosted)


6.2 SOCIAL MEDIA ADVERTISING METRICS [EXCEL SPREADSHEET] What would be the most suitable advertising metrics for your brand or product?

Advertising Metrics Formulae

Cost Per Thousand Impression (CPM)

Total Cost of Advertising ($)

---------------------------------------- Total Impressions/1000

Cost Per Click (CPC) or Pay Per Click (PPC)


---------------------------------------- Number of Ads Clicked

Click Through Rate (CTR)

Clicks

------------------- Impressions

Cost Per Action (CPA), Cost Per Engagement (CPE) or

Cost Per Result (CPR)


----------------------------------------- Number of Actions

Conversion Rate (CR)

Number who took Action

------------------------------------------------------- Number who clicked on Ad

Cost Per Conversion (eg Leads, Sign

Ups, Purchases)


------------------------------------------------------- Number of Conversions

Return On Ad Spend (ROAS)

Profit from ad campaign

------------------------------------- Cost of ad campaign

Value Per Visitor

Sales x Value Per Sale

--------------------------------------------------- No of Visitors


EXERCISE Calculate Social Advertising Metrics You invested $3,000 on Facebook ads, $2,500 on an eBook (lead magnet), $1,000 on a landing page, and $0 on emails (own effort).

Your ad campaign received 100,000 impressions. Out of this, you received 2,000 clicks (web visitors) out of which 500 downloaded your eBook. After sending out emails to this group, 100 became your customers spending $200 each.

Items Workings a) Total revenue from campaign

b) Total costs

c) CPM (based on total costs)

d) Cost Per Click (CPC)

e) Click Through Rate (CTR)

f) Cost Per Lead/Download

g) Conversion Rate for Landing Page

(Leads)

h) Conversion Rate for Email (Sales)

i) Return On Ad Spend (ROAS)

j) Value Per Visitor


6.3 CALCULATING CUSTOMER LIFETIME VALUE (LTV) [EXCEL SPREADSHEET] Use the calculator to work out the average LTV for your business. The figures are from the example given, and can be easily removed and substituted with your own figures. You can also increase or decrease any of the variables.

1) Calculate Average Customer Value Per Year

Customers Purchases Per Year

Average Order Value

Total Spend

2) Segment Your Customer Groups by Profitability

Social Media Customers Offline Customers Purchases Per Year 4 2

Average Order Value $70 $5

Total Revenue $280 00

Gross Profit Margin 10 10

Gross Profit $2

3) Include Your Cost Per Acquisition (CPA)

Social Media Customers Offline Customers Gross Profit $28 $10

Acquisition Cost $8 $

Net Profit $

4) Work Out Your Customer Lifetime Value

Social Media Customers Offline Customers Life Expectancy (Year) 3 years 2 years

Net Profit Per Year 10% 10%

Lifetime Net Profit $76 $16


EXERCISE Calculate Lifetime Value (LTV) Calculate average customer LTV of a coffee shop operator:

• Purchases per week: 1 • Average value per transaction: $8 • Gross profit margin: 20% • Cost per acquisition: $50 • Life expectancy: 5 years

Items

Workings

Purchase value per week

Lifetime revenue (5 years)

Gross profit margin

Lifetime Gross Profit

Cost Per Acquisition

Customer Lifetime Value (Net Profit)


6.4 HOW TO CALCULATE SOCIAL MEDIA ROI [EXCEL SPREADSHEET] Complete the 6-step process for determining and measuring Social ROI

a) Set Your Social Media Goals:

£ Awareness: _________Reach or _________Views £ Engagement/Consideration: ___________ Engagement, Likes, Comments, Clicks £ Conversion: ______________Leads generated, sign ups, downloads of a whitepaper £ Advocacy/Loyalty: ________________Customer Life Time Value, Shares/Retweets, Blog

Posts

b) Track Social Media Goals

What metrics should you use?

£ Reach _____________followers/ fans/ members £ Traffic _____________ visitors/ page views to website £ Leads _____________ (no of leads) £ Customers _____________ (no of customers) £ Click Through Rate (CTR) ______________ (click throughs) £ Conversions ___________ (conversion rate) £ Others _________________

Use an analytics software to track, eg Google Analytics

Or improve your performance on social media, eg Facebook


c) Estimate Dollar Value for Goals Achieved

Calculate the value of each goal per channel. Use historical data or guesstimate

Facebook: _____________________Total Benefits: ____________________________________

Twitter: _______________________ Total Benefits: ____________________________________

LinkedIn: _______________________ Total Benefits: ___________________________________

Instagram: ______________________ Total Benefits: ___________________________________

YouTube: _______________________ Total Benefits: __________________________________

Others : ________________________ Total Benefits: __________________________________


d) Determine Total Costs

Work out the total costs for each channel…

Social Media Channel

Advertising Costs

Labour Hours/ Consultancy

Labour Cost Per Channel

Other Costs (eg tools)

Total Cost Per Channel

Facebook

LinkedIn

Twitter

Instagram

Pinterest

TOTAL

e) Analyse Results and Improve

Measure ROI using formula:


Benefits Costs Benefits-Costs Costs

ROI

Facebook

LinkedIn

Twitter

Instagram

Pinterest

TOTAL


EXERCISE Compare Social ROI Compare Social ROI for Facebook and Instagram for the same coffee shop operator based on the following:

• Manpower Costs at $50 per hour • Landing page with opt-in downloads (Croissant recipe!) • 1 in 10 downloads become customer • Customer LTV of $366

Facebook Instagram 1,000 downloads 800 downloads Facebook Ads $10,000 Instagram Ads $8,000 Manpower 20 hours Manpower 10 hours Content $5000 Content $3000

1) Work Out Costs Per Channel


Advertising Costs

Labour Hours/ Consultancy

Labour Cost Per Channel

Content Costs

Total Cost Per Channel

Facebook

Instagram

2) Work Out Benefits Per Channel

Social Media Channel No of Downloads Value per Download (1 in 10

become customers) Total Benefits

Facebook

Instagram

3) Derive Social Media ROI

SOCIAL MEDIA CHANNEL BENEFITS COSTS

BENEFITS-COSTS

COSTS

ROI

FACEBOOK

INSTAGRAM


7 MANAGE SOCIAL MEDIA COMMUNITY Like other important roles, the effective management of your social media presence requires a team effort straddling the entire organisation. This covers social media policies, manpower roles and PR policies and procedures.

7.1 MANAGING SOCIAL MEDIA COMMUNITY

Name of Community: ________________

Social Channel: _____________________

7.1.1 Recruit Strategy Tactics Describe Tactics Fresh Content Eg share useful tips on clothes shopping every Monday

Existing Sites and Communities

Contests/ Opt-in Deals

Promotional Swaps

7.1.2 Engage Tactics Describe Tactics Listen First Eg. Use listening tool like Buzz Sumo and brand-related keywords

Give Shout Outs Ask Expert/ Question Publish at Optimal Times Customer Service

7.1.3 Sustain Tactics Describe Tactics Members Meet-Ups Eg Organise bi-monthly meet-ups with members at different outlets

Update Post Regularly Establish Community Policies

Curate content from other sources

Use Social Tools Membership Benefits Community Manager


7.1.4 Advocate Tactics Describe Tactics Seek advice/ inputs from members

Share Customer Stories STEPPS of Contagious Content

Incentivise Sharing Use Gamification

7.2 SOCIAL MEDIA CONTENT CALENDAR 7.2.1 Sample Weekly Calendar

Date: ________Week _______ Month __________Year

Day of Week/ Time

Channel Content/ Activity

Keywords & hashtags

CTA & Links Photos/Videos

Monday 6 pm

Want to impress your friends with the coolest insights ever?

#coolcampaigns Make a splash now at coolerinsights.com/social-media-campaign/

Tuesday

Wednesday

Launch of Get-a-Friend promotion (Recruit)

#CoolFriends Bring a friend to our workshop and enjoy a 20% discount!

Thursday

Friday

Campaign Duration Period

Initiation Date: _______________________

Start Date: _________________________

End Date: __________________________


EXERCISE Create Content Calendar Create one-week content calendar. Incorporate Community Management activities.

Day of Week / Time

Channel Content/ Activity

Keywords & hashtags

CTA & Links Photos/Videos

Monday

Tuesday

Wednesday

Thursday

Friday

Campaign Duration Period

Initiation Date: _______________________

Start Date: _________________________

End Date: __________________________


7.3 WORKING WITH INFLUENCERS

7.3.1 Five Step Process to Engage Social Media Influencers

#1 Content Fit • Cultural references • Tone of voice (casual, chic, street, formal) • Style (colloquial, formal) • Language (grammar, spelling) • Media formats (photo, video or text)

#2 Right Niche

• Select influencer with the right topic of interest or keywords in their content.

#3 Study Their Audiences

• Demographics • Psychographics • Social dynamics • Online behaviours

#4 Request for References

• Measurable Track Records • Brand-Influencer Relations • Value for Money • Reputation & Integrity

#5 Brand-Influencer Fit

• Online personality • Tone and style of writing • Competitor brands?


7.3.2 Identifying Right Influencers

Who are the influencers whom you can work with? Use the five steps below to streamline your search. INFLUENCER Types of

content? (/10)

Niche Areas/ Categories? (/10)

Target Audiences (/10)

Reference Checks (/10)

Brand/ Influencer Fit? (/10)

Overall Score (/50)

7.3.3 Social Influencer Event Title: Objective: Type of Influencer Incentive: £ Social or Digital PR? ________________________ £ Non-monetary or in kind benefits? ___________________________ £ Contests? £ Awards? £ Monetary Sponsorships/ Advertorials? Targeted Categories/ Influencers £ Category 1 _____________ Influencers: _________________________________ £ Category 2 _____________ Influencers: _________________________________ £ Category 3 _____________ Influencers: _________________________________ Description of Event (Bullet Points): Hashtags: _________________________________________________________________


7.3.4 Influencer Campaign Checklist Check that you have incorporated the following considerations:

£ Evenings and weekends preferred £ Press release/information £ Food glorious food! £ Photo and video ops provided £ Appropriate hashtag for your org/campaign/brand £ Include gamification (contests, prizes etc) £ Mechanics for contests (if any) £ Optimal lighting for photoshoots £ SWAG/ goodie bag


8 REFERENCE MATERIALS

8.1 USEFUL TOOLS FOR SOCIAL MEDIA MARKETING

Social Media Analytics and Research

Social Media Buzz (ie virality of topic/content/keyword) • Buzzsumo (http://buzzsumo.com/) • Epicbeat by Epictions (https://epicenter.epictions.com/epicbeat/explore/)

Social Media Competitor Analysis • Social Bakers (https://www.socialbakers.com/) • Fanpage Karma (http://www.fanpagekarma.com/)

Search Engine Optimisation (SEO Keyword Research) • Google AdWords Keyword Planner (https://adwords.google.com.sg/KeywordPlanner) • SEMRush (https://semrush.com/) • SpyFu (http://www.spyfu.com/) • Keyword Tool (http://keywordtool.io/) • Ubersuggest (https://neilpatel.com/ubersuggest/) • LSIGraph.com (http://lsigraph.com) • Keyword.IO (https://www.keyword.io/)

Web Visitorship Traffic and Performance • Google Analytics (http://analytics.google.com/) • Google URL Builder (https://ga-dev-tools.appspot.com/campaign-url-builder/) • SimilarWeb (https://www.similarweb.com/) • Kissmetrics (http://www.kissmetrics.com/)

Social Media Content Development

Blog Writing Tools • Keywords Everywhere: https://keywordseverywhere.com/ • Advanced Marketing Institute Headline

Analyser: http://www.aminstitute.com/headline/index.htm • Content Readability Formulas/ Tests: http://www.readabilityformulas.com/free-readability-

formula-tests.php • Hemingway App: http://www.hemingwayapp.com/


Blog Topic Generator • HubSpot Blog Topic Generator: https://www.hubspot.com/blog-topic-generator

Image Based Content Creation • Canva (http://canva.com/) • Piktochart (https://piktochart.com/)

Free Sources of Photos • Unsplash (http://unsplash.com) • Pixabay (https://pixabay.com/)

Facebook Ad Image Checker • Facebook Text Overlay Tool (https://www.facebook.com/ads/tools/text_overlay) • Grid Image Checker Tool (http://www.social-contests.com/check-image/)

Landing Pages and Social Promotion Tools • Wishpond (https://www.wishpond.com/) • Lead Pages (https://www.leadpages.net/)

Social Media Advertising • Facebook Ads Manager (within Facebook interface) • Facebook Insights (within Facebook pages)

Social Media Metrics Calculators • Social Networking Costs/Benefits Calculator (https://www.dragonsearch.com/digital-

marketing-resources/tools/social-networking-media-roi-calculator/) • Social Media ROI (http://engage.twenty20.com/social-media-roi)

Social Media Management/ Scheduling • Hootsuite (https://hootsuite.com/) • Buffer App (http://buffer.com/) • Postcron (http://postcron.com/) • Sprout Social (http://sproutsocial.com/)

Social Media Policy Tool • Social Media Policy Tool (http://socialmedia.policytool.net/)

END OF WORKBOOK

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