Social Media: How to Build Brands, Find Followers and Attract Fans

PR News’ One-Day Boot Camp for Emerging PR Stars March 18, 2013

Chris Smith SVP, Enterprise Social Media Marketing – Bank of America

@bofa_community #prbootcamp

Why social is important-does anyone still ask this question?

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• 552 million daily active users on Facebook

• 80% of users prefer to connect with brands on Facebook

• 35% of Facebook users have posted about a brand

• Each second one hour of content is added to YouTube

• 4 billion video views are seen daily, around the world

• 340 million tweets per day

• 56% of tweets to a brand are being ignored

Each social channel has a different purpose

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Facebook talks about what happened Twitter talks about what is going on now YouTube is the second largest search engine

It starts with listening

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What is social listening?

Social listening is the foundation for any social strategy. It refers to the monitoring of social media – like Facebook, blogs, and Twitter – to find out what people are saying about your brand, industry and topics that are important to us.

Why use social listening?

• Monitor “brand buzz,” a key component of brand health

• Issue management

• Servicing customers

• Track consumer interest in industry trends through the voice of the customer

• Identify consumer insights that impact product development, strategy, creative, messaging – determine how you can be useful

Social listening tools

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The most important thing to remember when looking at tools is there are many tools, both paid and free, that will do the job. The processes you use to collect and analyze the data are more important than the tool you select. Purchasing a tool does not automatically generate quality listening programs.

Servicing, speed of collection, amount of data collected; limitations in logic complexity make it less effective for analytics than other tools

Support for unlimited complexity in logic, multiple languages, speed of collection and global sources

Google Alerts are emails sent to you when Google finds new results -- such as web pages, newspaper articles, or blogs -- that match your search term.

A search engine that searches information from Twitter so you can see the most recent updates related to any topic.

Source: readwrite

Social listening tools

Best Practices - Facebook

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• Spell out the purpose of your page and ground rules

• Link build in the About tab (more on this later)

• Photography is the #1 activity on Facebook

• Respond to questions and celebrate small victories

• Keep it short. Even shorter than Twitter

• Develop a personality/tone • No one wants to leave Facebook

to see something (unless it’s a cat doing something cute)

• Think mobile • Worry about Edgerank • Have a paid approach

User Insights: Total page Likes, or a number of fans, daily active users, new Likes/Unlikes, Like sources, demographics, page views and unique page views, tab views, external referrers, media consumption. Interactions Insights: Daily story feedback (post Likes, post comments, per post impressions), daily page activity (mentions, discussions, reviews, wall posts, video posts).

Facebook Insights

Monthly fan size growth: Record the number of fans (or "Likers") you have on the first of every month to see what your growth looks like. If you are growing organically and you have 10 to 13% monthly growth, you are doing extremely well.

Source: http://mashable.com/2010/09/03/facebook-insights-guide/

•The average number of Likes or comments: These are your engagement measures. If you know the average number of times fans interacted with you for every single post, you will be able to identify which discussions are of more interest to your fans.

•Unlikes and attrition rate: The fact is that you will always have some unsubscribes, no mater how great your engagement is, but hopefully it is just a small number:

Daily Unlikes / Daily Fan Count This metric will tell you how many of your fans are leaving your site. It is normal to have small constant attrition over time.

Facebook Insights

Source: http://mashable.com/2010/09/03/facebook-insights-guide/

•Demographics: No matter what your objectives are, you can always find the demographics data useful: the gender of your fans, their ages and where they are from.

•Page views: Helps you identify the number of returned fans. If you take the number of page views and subtract the number of unique page views, you will see how many of your fans are actually coming back to your page. You can also look at the Daily Active Users metric.

Facebook Insights

Source: http://mashable.com/2010/09/03/facebook-insights-guide/

Best Practices - YouTube

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• Channel vs video content?

• Optimize your description and transcripts

• Link build • Playlists are your friend

(content discovery) • Connect your YouTube

strategy with Twitter to expand reach

• Have a paid approach

Measuring the Viewers' Attention

Measuring the Viewer Demographics

Measuring Traffic Sources:

YouTube Insights

Measuring Views

Source: http://www.reelseo.com/youtube-insight-analytics-overview/

Best Practices - Twitter

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• Mobile first • Develop a

personality/tone • Curate other smart

people • Respond to questions

and shoutouts (FF still exists!)

• Link build • Rich media applies here • Have a paid approach

Twitter Insights

Twitter Insights

The value of search

Building an audience

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Natural Progression Earned

Bought

Owned

Why Advertise?

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Scale • More than 500 million likes per day • Over 340 million tweets sent per day • Youtube has 800 million unique users monthly

Engagement & Targetability • Social mindset encourages discovery/ willingness to consume content • Engaged audience – 23% of Facebook users check their accounts more than 5 times a day.

92% of retweets are based on “interesting content” • Sophisticated targeting based on profile data and interests • Receptive viewers – leverage influence of friends by tapping into people’s networks

Best Practices for Twitter and Facebook • Ask questions in your body text to engage your audience • Send users to a relevant landing page that references what your ad says • Test multiple ads to determine which is driving the greatest impact • Regularly analyze the handle followers and apply additional keywords based on their interests

& demographics

How to build a following and reach influencers

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Influencers regularly connect with your customers about their experiences…. Best Practices • Forge personal relationships. • Join their community, especially if you're asking them to join yours. • Consume all of their content across all their social channels to keep up to

speed with their interests. • Maintain the relationship, reach out even when you don't have anything to

pitch.

One of our success stories

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“Express Your Thanks” Signing a thank you message is just one way to honor those who serve. From early September through Veteran’s Day in November, Bank of America will facilitate a military recognition program across banking centers, events, digital/social platforms and employee engagement … enabling people across our communities to join in our efforts to show respect and honor to our troops. We will partner with Wounded Warriors Project and help to support their programming for returning military personnel.

“We admire you, support you, and thank you for everything you do and we are humbled by your commitment to the defense of this nation.” – Jeff

Local activities provided for grassroots 1:1 engagement

Brand Ambassadors engaged large groups of consumers to Express their Thanks across sponsored events and in our local banking centers

Simple call to action successfully communicated the Bank’s commitment to supporting returning military individuals and their families