The Truth Behind Social Media

SOCIAL MEDIA STRATEGIES

SOCIAL MEDIA STRATEGIES

Social MediaTHE BASICS

Things That Were Once OK

• Autoposting• #ff• Multiple hashtags

• Running your business from a Facebook profile

• Twitter as a broadcast tool

My Family Care TwitterAutoposting from FB

Others Too!Autoposting from FB Check the YouTube and

Twitter links!

Things That Were Once OK

• Autoposting• #ff• Multiple hashtags

• Running your business from a Facebook profile

• Twitter as a broadcast tool

The Situation in Ireland

Social Media FormulaB2C

Social Media FormulaB2B

My View Of The World

Why Are You Doing It?

MEASURE IT

“92% of marketers say social media is important for their business... but only 2.3% allocate budget to measure it”The CMO Survey

Edelman Social Media Survey 2016

C-Level people always want to see sales metrics!

● For ecommerce - Google Analytics is great.● For non ecommerce - you need to integrate your marketing

with your CRM system so that you can track user behaviour throughout the sales cycle.

Sales Metrics

Retention metrics reveal the degree to which you’re able to earn loyal consumers of your content.

On website and blog: new & returning visitors, bounceOn social: follower counts

Retention Metrics

Not directly connected to Euro values, but they are helpful to see how and if people share your content.Problem is that they tend to be platform specific:

● PTAT (FB)● Number of RT’s (TW)● Number of hearts (IG) ● Don’t even mention Snapchat!!

Engagement Metrics

Consumption metrics are mostly measured with Google Analytics.

● Is your content being consumed? Where are they coming from?

● Traffic - total visits, unique visits, etc.● Referral traffic - sources from around the web● Page views● Time-on-site or on-page● Downloads

Consumption Metrics

https://support.google.com/analytics/answer/1033867?hl=en

Tip: Use Custom URL

What is a lead worth to your business? What is a conversion?

● Email opt-ins● Form completions - can be tracked using conversion goals in

Google Analytics● Can track leads by measuring where it originated, what

specific specific piece of content such as a blog post or video created it.

Lead Gen Metrics

Select a few.

Monitor them regularly.

Let your KPIs inform your strategy and execution.

Repeat.

Refine.

Keep at it.

Just Do It

What’s Everyone Else

Doing?

● Daily posts● Only 2 posts about themselves

since January!

AD + SOCIAL DISCONNECT

SITE + SOCIAL DISCONNECT

Key: Know Your BUSINESS...

Target AudiencesFinancial ProductsIndividualsBusinessesHigh net worthsOwners

Video Production:SMECorporatesTV companies

Whiskey Drinkers:TasteLifestyle Heritage

Thai Food:Thai travellerGourmetHealth conscious

Bars:MusicDrinkFoodCraic

Personas

Your PersonasWhat are their motivators?

Pain points?

Technical sophistication

Give Them What They

WANT

Content PillarsEmotion

Information

Motivation

Always containing PERSONALITY (yours)

Content PillarsMoney

Status

Fun

WHERE THEY HANG OUT

Facebook: Offers

FB: Competitions

FB: Competitions

TwitterPersonality

Audience

Consistency

TwitterLiam Casey

LinkedInProfile

Pulse

Personality

Consistency

InstagramPictures

Tags

Personality

Consistency

Instagram Max # 8

Instagram

•Images + Video•Ads•Iconosquare

Streaming VideoMeerkat

Periscope

Blab

Facebook Live Streaming - NEW!!

Marketing Automation

Brightspark has turned around the

social media fortunes of many

businesses...

Small and large.

WE PROCESS!IDEAS INTEGRITY VALUE

Thank you!@maryrose | 087 7998066