Tips to Amplify Your Social Reach

Divya DuttSenior Marketing ManagerMarketo@dkap_11

Lisa MarcyesSocial Media Marketing ManagerMarketo@lisa_marcyes

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Housekeeping

• Why is Social Media Important and Does it Work?• Tips for Creating Shareable Content• Guidelines for Optimizing Your Paid Social Reach• Metrics and Analysis for Social

Agenda

Social Media Stats

What is Organic Social Media?

Relationships =

AdvocatesBranding

Retention

Conversations

CustomerServices

AudienceEngagement

Content as a Building BlockCon

Organic Social Media as Sales EnablerStrategic, Structured, Aligned Integrated

2.ENGAGE Conversation MindshareInfluencer

Engagement

1.ATTRACT Brand

AwarenessBuild

Influence

3.CONVERT MQLsSQLs

Content as Building Block

Organic Social: Best Practices

1.4B monthly active users, 936M active daily.

• Post 1-2 times/day• Photos are most

engaged type of content on Facebook, with 87% interaction rate.

• Posting times: mornings/evenings

• Personalized messaging

350M total users, 187M monthly unique visitors• Post 1-2 times/day• Publishing• Posting times:

mornings/evenings• Business trends/best

practices

305M monthly active users, 100M active daily.

• Post 4-6 times/day• Adding a photo

can boost retweets by 35%.

• Best posting times: mornings/lunch/evening

• News

4 “Be’s” of Posting on Social MediaBe Consistent

o Use spellchecko Write conciselyo Less is more

Be Realo Are you using “Corporate Speak?”o Have a conversation, don’t just talk

“at” people.o Use relevant language

Be Informativeo Share what you care about. o Newer content performs bettero Post frequentlyo 73% of industry specific Twitter

posts include content sharingBe Visual

o Include images in your postso Live video (Blab, Periscope, Vine,

Meerkat)

Engagement

• Likes, retweets, comments, conversations

• Influencers• +/- interactions

Followers • Target audience• +/- growth

SoV• 3rd party

mentions• +/- sentiment

What Do We Measure?

What is Paid Social?

Series10

5000

10000

15000

20000

25000

30000

35000

Organic Paid

Impressions

Series10

40000

80000

120000

Organic Paid

Impressions

Decide on the

Channel

Define Goals

Choose your

Audience

Select targeting options

Create Campaigns

Measure Results

Process to Amplify your Paid Social Campaigns

Lead Gen/ Customer AcquisitionBoth

Branding

Define Goals for Your Paid Social Strategy

Who is your audience?

Various Targeting Options to Reach Your Audience

Demographics Number of

Employees Industries Titles Geography Job Function

Common Targeting Options

Interests Custom audience

(emails, urls visited)

Marketing Automation lists

User groups Look alike

audiences Followers Skills

Advanced Targeting Options

Retargeting Targeting Options

Website visit Url based Custom

audience Marketing

Automation lists

Guidelines for Structuring Social Campaigns

Campaign

Structure

Specific Targetin

g

Product/Services

Topic BasedTargeting

Broad Targeting

Measuring ReportingContent

matching

Testing – things you can test

Metrics for Social Paid Campaigns

Pipeline

Revenue

Conversions CPA/CPL

• Engagement = Brand awareness + Advocates• Have a strategy for each channel• Take advantage of various targeting options• Good Campaign structure = ease of reporting • Track all your social efforts• Test, Test, Test…

Key Take-Aways

Questions?