Eating The Elephant - Social Media Marketing for Professionals
Eating the Social Media Elephant: One Bite Strategies for Success
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Transcript of Eating the Social Media Elephant: One Bite Strategies for Success
Cynthia Bee, Outreach CoordinatorTodd Schultz, Management Analyst
By Cynthia Bee, Adapted from “Lean Startup” by Eric Reis
Cynthia Bee, Outreach Coordinator
Why Storing Water for an Emergency Is Your
Responsibility A person can only survive a few days without water. The easy availability of clean drinking water often makes us complacent about our need to store water. We rarely think about how a major disaster or other emergency would affect water infrastructure and our ability to get water.
If the pipes that deliver water to your home are damaged or broken in a flood, earthquake, or other disaster, it could take days to weeks before water delivery can start again. Prepare now by storing 14 gallons of water for every person in your home (about 2 weeks’ worth). Don’t forget pets!
Use the “S.I.T.” method to remember what to do:
Old School WayArticle w/ picture
New ExpectationsArticle IS the picture
Graphic: Leverage New Age MediaLeveragenewagemedia.com
Data: Buffer appGraphics: Daniella Franco
Website: Sumall.com
2015 Value:
$62,400
2015 Value:
$10,200
Weekly column in the local newspaper Free guest appearances on local lifestyle tv
Major Campaigns
#SlowTheFlow
Mini-CampaignsSeasonally-
appropriate repeat messaging
Weekly Features• Ask Our Experts• Design & Planting
Ideas Etc.
Timely Reminders• Our Classes• Events• Current Conditions
GIVE
GIVE
ASK
Top Priority: Our Content
News articles related to
Conservation
Related Topics:• Pollinators• Urban Wildlife,• Water Quality etc.
Content from our partners. How to/ DIY Videos
Promos for our Blog Posts
Related local media stories
(boost w/ partners)
ASK
GIVE/ASK
GIVE
GIVE
GIVE
GIVE
Non-Peak Sharing: Content from Others
Jan-March: #GreenTheBean Mar- May: #SaveIt4Summer Aug 15- Sept: #DialItDown
June-Aug 15: #WaterInTheDark October- December: #EveryDropOTHER MINI-CAMPAIGNS:
VISUALLY communicated plansideas to copy
Non-time sensitive info(aka: Intentional Fluff)
Engagement-creating share ideas Educate online.
Directs to a landing page for more info- enables us to measure
Instead of LISTS OF TEXTUse Photo Collage + Text
-- Bonnie Sainsbury
Most graphics in
this presentation were made in CANVA!
Todd Schultz, Management Analyst
Vanity Metric Examples:
# of Likes # of Followers
Actionable Metric Examples:
Brand EngagementPost EngagementFan ReachPost “Storytellers”Click Through RateNegative Feedback
SWEET ORGANIC ENGAGEMENT!
POST METRICS EXAMPLE
PAGE METRICS DATA SURVEY VERIFICATION
*100
)*100
OUR NUMBERBrand Engagement = 12.95%
SIMILAR PAGE ON FACEBOOK
Brand Engagement = 1.44%
LIKES CAN MISLEAD
1
4
3
2
Jun 1, 14 Jul 1, 14 Aug 1, 14Sep 1, 14Oct 1, 14 Nov 1, 14Dec 1, 14 Jan 1, 15 Feb 1, 15Mar 1, 15 Apr 1, 15May 1, 15Jun 1, 15 Jul 1, 15 Aug 1, 15Sep 1, 15
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
20.00%
22.00%
24.00%
26.00%
28.00%
Brand Engagement
Note Trend Line:Up & To the Right!
First time we ever used paid advertising on
2
4
3
1
𝑃𝑜𝑠𝑡 𝐸𝑛𝑔𝑎𝑔𝑒𝑚𝑒𝑛𝑡= 𝐿𝑖𝑓𝑒𝑡𝑖𝑚𝑒𝐸𝑛𝑔𝑎𝑔𝑒𝑑𝑈𝑠𝑒𝑟𝑠𝐿𝑖𝑓𝑒𝑡𝑖𝑚𝑒𝑃𝑜𝑠𝑡𝑇𝑜𝑡𝑎𝑙 h𝑅𝑒𝑎𝑐 ∗100
Feb 21 Mar 3 Mar 13 Mar 23 Apr 2 Apr 12 Apr 22 May 2 May 12 May 22 Jun 1 Jun 11
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
Post Engagement Metric (%)
Note Trend Line:STILL Up & To the Right!
Photo SharedVideo Video Link Status0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
10.00%
11.00%
12.00%
13.00%
Post Engagement Metric (%)
12.16%
9.09%
6.15%
5.09%
3.13%
5% of Ad Budget on Facebook
= Nearly 1/3 of the Attendance
2014 “Party in the Park” Attendance Survey
80% of Ad Budget on Radio Ads
= 8% of the Attendance
Cynthia Bee, Outreach Coordinator
GRAPHIC A: 20%- 176 Post Engagements
GRAPHIC B: 80%- 878 Post Engagements
Social Media Examiner (newsletter) http://www.socialmediaexaminer.com/John Haydon
http://www.johnhaydon.com/Social Fresh
http://www.socialfresh.comRyan Holiday
http://ryanholiday.net/