Building a Profitable Social Games Distribution Strategy on Facebook
Building a social strategy
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Transcript of Building a social strategy
Building your Social strategy
A bit about myself…
Agenda
WHY 1. social changes the way we do business? HOW 2. effective content marketing strategy will
change the game? WHAT 3. to use to measure success?
1. Why social changes the way we do business?
Buyers behaviour has forever changed
5
The buyers journey is changed
Before customers reach out directly
Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the
Buyer’s Journey,” October 2012
Pieces of content are consumed before a purchasing decision
is made
Source: Zero Moment of Truth Study, Google
6
Marketing a phone is very similar to filling a job vacancy
What will recruiting be like in 10 years? War for talent…War of relationship marketing
Source: Slideshare: What recruiting will look like in 10 years.
2. How effective content marketing strategy will change the game?
Content can shape your outcome Content is being created, consumed and
shared at a speed and scale never seen before
1
There was an increase in content posted on LinkedIn in 2014
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Source: Internal LinkedIn data
compared to the start of the year double
1
More engagement with content vs. jobs
7x Content
Jobs
1
Married at First Sight Robert Downey Jr.
#kyliejennerchallenge Sandra Bullock Georges River
Recruiting Self-esteem
Social media marketing Employee engagement
Business strategy Lean manufacturing Time management
Marketing
#EartIn3Words #StGeorgeDay
Spurs #LiamIsARoleModel #GetNaughtyBoySuspended
The mindset of a LinkedIn member
Source: LinkedIn Trending Content March 2015; Twitter trending; Facebook trending April 2015
Content fit for purpose
Infographics, blog posts, best practice guides, industry trends
Case studies, product reviews, webinars, ROI calculators, white papers, research briefs
Product demos, reviews and comparisons, analyst reports
Recommendations, case studies, product news, tutorials
RETENTION
REACH
NURTURE
ACQUIRE
Source: LinkedIn Trending Content, Feb – April 2015 –Telecommunication 15
Wait what?…let’s break it down into 4 simple steps
Step 4: What content to use and when?
Step 2: The who?
Step 3: What do they like?
Step 1: What you want to achieve?
What is your business and branding objectives?
Business objective: To connect the world's professionals to make them more productive and successful
Branding objective:
16
KPI 1 KPI 2 KPI 3 ….
KPI 1 KPI 2 KPI 3 ….
Shares content daily on LinkedIn
Member of groups about
entrepreneurship and business
500+ connections
Small business owner John Smith
17
Small business owner John Smith
Advance his career
Help his company grow
Build new skills
18
Understand the content your audience is engaging using LinkedIn Trending content
Source: LinkedIn Trending Content, Feb – April 2015 –Telecommunication 19
What are your content pillars to engage your defined audience?
thought leadership product
employee branding news
• Source Existing Create Curate
• Frequency of
the content published?
• Source Existing Create Curate
• Frequency of
the content published?
• Source Existing Create Curate
• Frequency of
the content published?
• Source Existing Create Curate
• Frequency of
the content published?
Reach, Nurture Acquire Reach Nurture, Retention 20
Make your content a balanced meal on a calendar
Monday Tuesday Wednesday Thursday Friday Saturday
Thought leadership
News Employer branding
Product Infographic Thought leadership
21
Reach, Nurture Reach, Nurture Nurture, retention Reach Acquire Reach
Content marketing on LinkedIn does not have to be hard
mobile
Your audience is on the move, so should you
valuable
The reader can learn from the update
relevant
How is this going to be
relevant to you audience?
storytelling
Use a story as a hook
call to action
Important to have one
22
3. What to use to measure success
Views Actions Business outcomes
1 2 3
Key Metrics Impressions: number of times this update was seen Clicks: number of times a member clicked on the update Interactions: of likes, shares or comments received on this update Engagement: interactions divided by impressions
To Know: Average online engagement is between 0.5% - 1%.
How to know if your content is working
Experiment & Get Creative
156% CTR lift
Measurable results come from content
Let’s be innovative and
change the industry!
Sponsored content to global maritime talent
How do I apply for your job?
I want to work for you!
Companies who post at least 1 status update / week on LinkedIn…
Get 40% more views to their LinkedIn job postings.
Than companies who don’t post status updates.
and 25% more apply clicks
Source: LinkedIn Trending Content, Feb – April 2015 –Telecommunication 31
What does your 4-step social strategy look like?
Step 4: What content to use and when?
Step 2: The who?
Step 3: What do they like?
Step 1: What you want to achieve?
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