Reach: For the Stars - International Social Media Reach
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Transcript of Reach: For the Stars - International Social Media Reach
Reach: For the StarsInternational Social Media Reach
UK Trade & Investment, 29th October 2015
@arengrimshaw
Before we get started… Who Am I?Aren Grimshaw - Consultant & Trainer
• I am one of two founding partners in Minchin & Grimshaw
• My background cuts across sales, media and marketing roles
• We help businesses, organisations & individuals make use of innovations in technology and business to enhance their growth
• Our clients include companies big and small within the private, public and third sectors.
@arengrimshaw
Agenda• Setting the scene• What do we mean by ‘reach’?• Researching your market• The Big Problem• Increasing your reach• Testing & optimisation
Setting the Scene
@arengrimshaw
Downloadthefullreportfrom‘WeAreSocial’athttp://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015
What do we mean by ‘reach’?
@arengrimshaw
We’re talking about the number of people who get to see your content…
Whether that be a blog, status update, advert, or any other form of content.
@arengrimshaw
• Reach = the number of individuals exposed
• Impressions = the number of displays
• Frequency = average displays to each individual
@arengrimshaw
So, if 20 people see your blog article twice…
• Reach = 20• Impressions = 40• Frequency = 2
@arengrimshaw
Why is it important?Without reach and impressions:• Your content will go unseen• Your content will go unloved• You will not see any traffic to your website• You will not make any sales
@arengrimshaw
I get it…• …Reach is good• …Impressions are good• …Frequency is good
• Not quite!
@arengrimshaw
Reach, Impressions and Frequency are only good if you are reaching the RIGHT people.
@arengrimshaw
How do you reach the right people?
Researching your Market
@arengrimshaw
Start with the ‘Small Data’• Start with your own business data– What do you know about your customers?– Who are your best customers?– Who are your best advocates?– Who are you reaching now?– Who do you want to reach?
@arengrimshaw
Facebook Insights for Pages
https://www.facebook.com/[INSERTPAGENAME]/insights/
• FanDemographics
• ReachDemographics
• EngagedUserDemographics
• Location• Language• Reach• PageLikesGrowth
@arengrimshaw
Twitter Analytics
https://ads.twitter.com
@arengrimshaw
Twitter Analytics
https://ads.twitter.com
https://www.linkedin.com/company/[INSERT COMPANYNAME]/analytics?trk=top_nav_analytics
LinkedIn Analytics
@arengrimshaw
Then, look outside your business…• What social platforms are your customers /
prospects using?• How are they using those platforms?• Is there a fit for your business?
@arengrimshaw
We Are Social Digital Insights
http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015
https://www.facebook.com/ads/audience_insights/
Facebook Audience Insights
@arengrimshaw
@arengrimshaw
@arengrimshaw
@arengrimshaw
Also, try uploading your own databaseto Facebook Audience Insights
to reveal more about them.
Their ages, interests, social behavior, location and much more.
The Big Problem
@arengrimshaw
“Content is increasing at a faster rate than people’s ability to consume it.”
@arengrimshaw
PercentageofyourFacebookPage‘Fans’whoarefedyourcontent
Readthefullarticlehere:https://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/
@arengrimshaw
Facebook Newsfeed
@arengrimshaw
EdgeRank
Increasing your Reach
@arengrimshaw
“We’re getting to a place where because more people are sharing more things,
the best way to get your stuff seen if you’re a business is to pay for it.”
@arengrimshaw
@arengrimshaw
@arengrimshaw
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@arengrimshaw
Boost Post
@arengrimshaw
Ads Manager
@arengrimshaw
Targeting Options• Custom
Audience• Geographics• Demographics• Family &
Relationships• Brand Markers• Behavioral• Device &
Placement• Financial &
Household
@arengrimshaw
@arengrimshaw
Custom Audiences in Facebook
@arengrimshaw
Custom Audiences in Facebook
@arengrimshaw
Residents
Visitors(Holidaymakers)
@arengrimshaw
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@arengrimshaw
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@arengrimshaw
@arengrimshawhttps://www.facebook.com/business/ads-guide/
@arengrimshaw
Multi-Product AdsCarousellinkadsdrive30-50%lowercost-per-conversionand20-30%lowercost-per-clickthan
single-imagelinkads
@arengrimshaw
@arengrimshaw
@arengrimshaw
Twitter Advertising
@arengrimshaw
Instagram Advertising
Testing & Optimisation
@arengrimshaw
Facebook Campaign Structure
https://www.facebook.com/business/help/613846972027099
@arengrimshaw
Facebook Campaign Structure• Each Campaign has one objective• All advert sets within a campaign share the same
objective• The objective controls what type of ad you can place• Budget and audience are both set at advert set level• Each advert set can contain multiple adverts (creative
options)
@arengrimshaw
Power Editor
@arengrimshaw
A/B Split Testing
@arengrimshaw
A/B Split Testing
@arengrimshaw
A/B Split Testing
@arengrimshaw
Typical Costs (UK)
https://www.salesforce.com/form/marketingcloud/socialcom-benchmark.jsp
@arengrimshaw
Bit.ly Reporting
@arengrimshaw
Google Analytics
@arengrimshaw
Google URL Builder
Dos and Don’ts
@arengrimshaw
Dos and Don’t of Business Reach1. Do your research2. Do invest in good quality content3. Don’t rely on organic reach alone4. Do test a range of paid-for advertising5. Do think about the journey6. Do test different options & work out what
works for you
@arengrimshaw
How can we help?• Consultancy• Training or Mentoring• Audits & Recommendations• Full Strategy• Advertising Management• Growth Accelerator Funded Support
@arengrimshaw
Get in touchCall: 07598 242212
Email: [email protected]: www.minchingrimshaw.com
FB: www.fb.com/aren.grimshawTW: @arengrimshaw
LI: uk.linkedin.com/in/areng