the road to social media success - by lilach bullock - the 14th most influential woman on social...

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Road to Social Media SuccessLilach BullockCo-Founder of Comms Axis

@PutneySocial@lilachbullock

#DigitalSpring

www.commsaxis.com

https://twitter.com/hashtag/DigitalSpring?src=hash

https://twitter.com/hashtag/DigitalSpring?src=hash

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Quick IntroSome background info

#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com

www.commsaxis.com

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Who Are We? Co-Founded by Forbes magazine’s

social media power influencer, Lilach Bullock, and experienced industry specialist, Dan Purvis

100% of business from referrals 100% client references Full service digital marketing agency:

Social Media Marketing & Content Creation

Digital Training Speaker Services

Digital intelligence experts Digital content specialists We have our fingers on the digital pulse

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How Do We Help Our Customers? We apply our Digital Intelligence to and for our customers,

not just fancy metrics and outputs.

We practice what we preach to drive engagements that matter.

www.commsaxis.com Ask us later to find out more!

We do this by providing best-in-class social media and digital marketing expertise to maximise our customers’ ROI and take the risk out of their social spend.

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Social Media BasicsBefore looking at what to measure, why and

how, let’s consider the steps you need to take to give yourselves the best chance of

delivering results and ROI


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Back to basicsDon’t run before you can walk Set realistic expectations: it takes time and

effort, and will not happen over night Vital to have a sticky and engaging website

– aim to keep visitors on your site for as long as possible

Ensure your pages have easy one-click sharing buttons to encourage visitor to share across their networks with minimal effort

Ensure you have tracking and analytics capabilities – Google Analytics at the very least


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Know your customerLay solid foundations… Don’t make assumptions, no matter how

educated they may be!

• Market research• Conduct your own research / due

diligence before jumping in• Speak to experts in your niche• Consult with your sales guys for common

queries/issues they solve• Engage with them where they are, not

where you want them to be or think they should be


Listening

Support

Relationship-building

Promotion Advertising

Engagement

Conversations

Awareness

Learning

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Twitter tips Customise

Be consistent with your brand

Utilise the bio space with relevant key words

Use Twitter’s search features

Build lists of key people and brands

Search via hashtags for relevant content and like-minded people

Make your tweets interesting, funny or useful

Use #hashtags

Tweet frequently

Send tweets at relevant times in the day/night

Don’t use all the 140 characters if you want people to retweet


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Example of a branded bio


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My optimised bio


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Please ReTweet Engage with your followers and ask

them questions Share content from followers and

also from target audience Retweet interesting posts Don’t be afraid to ask people to

retweet yours Participate in conversations Get targeted followers


Leverage influencers’ reach

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A/B test your tweets

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What can you test? Headlines Hashtags Time of day Which day? Plain updates? (without links) Tweets with images/videos/vines Questions?


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Competition TimeContests and promotions still produce

consistently better engagement rates, click-throughs and brand awareness


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The value of contests Increase engagement Build brand awareness Incentivise people to follow & share

content Increase traffic Help grow a list Increase leads Increase sales


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Different types of competitions Contests Fan of the week Photo/Videos Quizzes Coupons Giveaways Sweepstakes Caption


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Competition tips Set goals Engage with target audience Choose the right type of competition Software Use hashtags Cross promote via different social media

networks Maintain momentum Images/design Prize(s) The rules! Extend competition


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Content mattersAlthough it’s possible to generate social media success without content, it is much harder and

slower to achieve the results that you want


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Integrate social media & content

Content is integral for social media Listen – communicate with your

audience, not to them, and see what they are interested in

Share – your own content, and third-party content

Value – quality content vs spam


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Content strategy

Don’t write on a whim, plan, research, deliver Flexible content calendar Don’t write for your business –

write for your audience

Address pain points – e.g. 101 Use trends and stats – insight-based

content is far more powerful than thought leadership based opinions


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Your content frequency?

Monthly Weekly Daily Whenever relevant

Make sure you know when your audience is online most, and when

they are engaging most


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Content is King

Showcase your expertise Provide evidence-based content Educate, create debates, ask

questions Test variety of types of posts Experiment with tone of voice But don’t force your persona – it will

be false and you will be inconsistent


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Social Media GoalsKnow what you want to achieve and work

towards these objectives in everything you do.

And some case studies to get you thinking.


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Set goals What are your objectives? What do you want your social

media activity to achieve? Click bait? Traffic? Increase subscribers? Increase

engagement/likes/followers?


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Measure & evaluate – an intro

Reach Traffic Likes/shares/retweets/favourites Subscriber Opt-ins CPC (cost per click) Tracking links & hashtags Learnings?


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Social Media SuccessBefore we dive into the detail of how to

measure success, let’s first have a look at what “success” could look like for you


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Case study: CadburyIncrease engagement

Cadbury reached 1 million fans but only 16% saw their Facebook content

They found a creative way to boost engagement

Results:• 40,000 new Facebook fans• 350,000 people got involved in

the campaign


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Case study: OkoBayROI delivered

10,000 social engagements sparked NO social advertising NO central hub of content Results:• 797% increase in Twitter followers• 108% increase in Facebook likes• 45.9% engaging with their brand


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Case study: OkoBaySpark engagement for start-up


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Social Media Measurement

So, we now have our building block basics in place and have our goals established…but

how do we evaluate whether our social media efforts are working?


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Measurement – setting goals Brand awareness Customer retention Increase leads / sales Promote a product/service/landing

page Reduce phone calls Manage customer reputation Customer feedback Market research CTAs


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Social media metrics to measure

Likes / shares / retweets / +1s etc.

Engagements with key influencers (which helps amplify your message)

Brand mentions (the more you engage & share, the more mentions you will organically have)

What times work best for engagement? Learn from these metrics

The amount of traffic driven to your site (from which social channels and from which URLs?)

Engagement levels over time (what causes the peaks and troughs?)

Sentiment over time – positive / negative / neutral (what causes the changes?)#DigitalSpring @lilachbullock @PutneySocial

www.commsaxis.com

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Website metrics – holistic approach

Number of visitors Traffic sources Bounce rate Time on site Repeat visitors No of pages visited Conversions:

Subscribe Completed contact form Purchase product / service


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Measurement summary Share of voice / brand mentions Reach Growth Engagement Traffic Lead Generation Sales Feedback Sentiment


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Social benchmarks & performance reporting

Impressions Interactions Shares Link reputation Link tracking Site traffic


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And how not to do it!#fails


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Reputation: Does your SM strategy need a re-think?! #ASKJPM November 2013 – not all engagement is good!


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Reputation: Think about capitals


Road to Social Media Success

Lilach Bullock

@lilachbullock

@PutneySocial

#DigitalSpring


#2014DMD www.commsaxis.com

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the road to social media success - by lilach bullock - the 14th most influential woman on social...

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