1

Road to Social Media SuccessLilach BullockCo-Founder of Comms Axis

@jvn_org_uk@lilachbullock

www.commsaxis.com

2

Quick IntroSome background info

www.commsaxis.com

www.commsaxis.com

3

Who Are We?

Co-Founded by Forbes magazine’s social media power influencer, Lilach Bullock, and experienced industry specialist, Dan Purvis

100% of business from referrals

100% client references

Full service digital marketing agency: Social Media Marketing & Content

Creation Digital Training Speaker Services

Digital intelligence experts

Digital content specialists

We have our fingers on the digital pulse

4

How Do We Help Our Customers?

We apply our Digital Intelligence to and for our customers, not just fancy metrics and outputs.

We practice what we preach to drive engagements that matter.

www.commsaxis.com Ask us later to find out more!

We do this by providing best-in-class social media and digital marketing expertise to maximise our customers’ ROI and take the risk out of their social spend.

5

Social Media BasicsBefore looking at what to measure, why and

how, let’s consider the steps you need to take to give yourselves the best chance of

delivering results and ROI

www.commsaxis.com

6

Back to basics

Don’t run before you can walk

Set realistic expectations: it takes time and effort, and will not happen over night

Vital to have a sticky and engaging website – aim to keep visitors on your site for as long as possible

Ensure your pages have easy one-click sharing buttons to encourage visitor to share across their networks with minimal effort

Ensure you have tracking and analytics capabilities – Google Analytics at the very least

www.commsaxis.com

7

Know your customer

Lay solid foundations…

Don’t make assumptions, no matter how educated they may be!

• Market research

• Conduct your own research / due diligence before jumping in

• Speak to experts in your niche

• Consult with your sales guys for common queries/issues they solve

• Engage with them where they are, not where you want them to be or think they should be

www.commsaxis.com

Listening

Support

Relationship-building

Promotion Advertising

Engagement

Conversations

Awareness

Learning

8

9

Twitter tips

Customise

Be consistent with your brand

Utilise the bio space with relevant key words

Use Twitter’s search features

Build lists of key people and brands

Search via hashtags for relevant content and like-minded people

www.commsaxis.com

Make your tweets interesting, funny or useful

Use #hashtags

Tweet frequently

Send tweets at relevant times in the day/night

Don’t use all the 140 characters if you want people to retweet

10

Example of a branded bio

www.commsaxis.com

11

My optimised bio

www.commsaxis.com

12

Please ReTweet

Engage with your followers and ask them questions

Share content from followers and also from target audience

Retweet interesting posts

Don’t be afraid to ask people to retweet yours

Participate in conversations

Get targeted followers

www.commsaxis.com

Leverage influencers’ reach

13

www.commsaxis.com

A/B test your tweets

14

www.commsaxis.com

15

What can you test?

Headlines

Hashtags

Time of day

Which day?

Plain updates? (without links)

Tweets with images/videos/vines

Questions?

www.commsaxis.com

16

Competition TimeContests and promotions still produce

consistently better engagement rates, click-throughs and brand awareness

www.commsaxis.com

17

The value of contests

Increase engagement

Build brand awareness

Incentivise people to follow & share content

Increase traffic

Help grow a list

Increase leads

Increase sales

www.commsaxis.com

18

Different types of competitions Contests

Fan of the week

Photo/Videos

Quizzes

Coupons

Giveaways

Sweepstakes

Caption

www.commsaxis.com

19

Competition tips Set goals

Engage with target audience

Choose the right type of competition

Software

Use hashtags

Cross promote via different social media networks

Maintain momentum

Images/design

Prize(s)

The rules!

Extend competition

www.commsaxis.com

20

Content mattersAlthough it’s possible to generate social media success without content, it is much harder and

slower to achieve the results that you want

www.commsaxis.com

21

Integrate social media & content

Content is integral for social media

Listen – communicate with your audience, not to them, and see what they are interested in

Share – your own content, and third-party content

Value – quality content vs spam

www.commsaxis.com

22

Content strategy

Don’t write on a whim, plan, research, deliver

Flexible content calendar

Don’t write for your business – write for your audience

Address pain points – e.g. 101

Use trends and stats – insight-based content is far more powerful than thought leadership based opinions

www.commsaxis.com

23

Your content frequency?

Monthly

Weekly

Daily

Whenever relevant

Make sure you know when your audience is online most, and when

they are engaging most

www.commsaxis.com

24

Content is King

Showcase your expertise

Provide evidence-based content

Educate, create debates, ask questions

Test variety of types of posts

Experiment with tone of voice

But don’t force your persona – it will be false and you will be inconsistent

www.commsaxis.com

25

Social Media GoalsKnow what you want to achieve and work

towards these objectives in everything you do.

And some case studies to get you thinking.

www.commsaxis.com

26

Set goals

What are your objectives?

What do you want your social media activity to achieve?

Click bait?

Traffic?

Increase subscribers?

Increase engagement/likes/followers?

www.commsaxis.com

27

Measure & evaluate – an intro

Reach

Traffic

Likes/shares/retweets/favourites

Subscriber Opt-ins

CPC (cost per click)

Tracking links & hashtags

Learnings?

www.commsaxis.com

28

Social Media SuccessBefore we dive into the detail of how to

measure success, let’s first have a look at what “success” could look like for you

www.commsaxis.com

29

Case study: CadburyIncrease engagement

Cadbury reached 1 million fans but only 16% saw their Facebook content

They found a creative way to boost engagement

Results:

• 40,000 new Facebook fans

• 350,000 people got involved in the campaign

www.commsaxis.com

30

Case study: OkoBayROI delivered

10,000 social engagements sparked

NO social advertising

NO central hub of content

Results:

• 797% increase in Twitter followers

• 108% increase in Facebook likes

• 45.9% engaging with their brand

www.commsaxis.com

31

Case study: OkoBaySpark engagement for start-up

www.commsaxis.com

32

Social Media Measurement

So, we now have our building block basics in place and have our goals established…but

how do we evaluate whether our social media efforts are working?

www.commsaxis.com

33

Measurement – setting goals Brand awareness

Customer retention

Increase leads / sales

Promote a product/service/landing page

Reduce phone calls

Manage customer reputation

Customer feedback

Market research

CTAs

www.commsaxis.com

34

Social media metrics to measure

Likes / shares / retweets / +1s etc.

Engagements with key influencers (which helps amplify your message)

Brand mentions (the more you engage & share, the more mentions you will organically have)

What times work best for engagement? Learn from these metrics

The amount of traffic driven to your site (from which social channels and from which URLs?)

Engagement levels over time (what causes the peaks and troughs?)

Sentiment over time – positive / negative / neutral (what causes the changes?)

www.commsaxis.com

35

Website metrics – holistic approach

Number of visitors

Traffic sources

Bounce rate

Time on site

Repeat visitors

No of pages visited

Conversions: Subscribe Completed contact form Purchase product / service

www.commsaxis.com

36

Measurement summary Share of voice / brand mentions

Reach

Growth

Engagement

Traffic

Lead Generation

Sales

Feedback

Sentimentwww.commsaxis.com

37

Social benchmarks & performance reporting

Impressions

Interactions

Shares

Link reputation

Link tracking

Site traffic

www.commsaxis.com

38

And how not to do it!#fails

www.commsaxis.com

39

Reputation: Does your SM strategy need a re-think?!

#ASKJPM November 2013 – not all engagement is good!

www.commsaxis.com

40

Reputation: Think about capitals

www.commsaxis.com

Road to Social Media Success

Lilach Bullock

@lilachbullock

@jvn_org_uk

www.commsaxis.com