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Developing a Social Media Planfor boosting engagement and your fan base
What You’ll Learn Today
Setting expectations with your ROI
Building your fan base through consistent, engaging content…without pulling your hair out
Advertising on social media
Measuring your “social” success
Includes refresher from the previous session.
Setting Expectations
Social media is one tool in your marketing toolbox
Understand your goals: social ROI vs. financial ROI
Social ROI Branding Followers, reach, and engagement Requires consistency and purposeful posting
stay top of mind
Setting Expectations, Cont’d.
Average rates of engagement: Facebook for <10,000 fans – 0.5-0.99% LinkedIn company pages – 0.5% Twitter – 1-2% Instagram – 3-6%
Setting Expectations, Cont’d.
Financial ROI Conversions – how many people enter your lead
generation funnel? Online lead generation forms Phone calls to a trackable number Purchases trackable from social media
You can lead a horse to water… Sales initiatives take time to test
Choosing the Right Content
Post what your audience wants to see What keeps your audience up at night? Expand beyond your immediate industry Brand yourself as a holistic resource
Mind the 80/20 rule Exceptions: Posts that tell a story or share artistry Posts about nonprofit initiatives or events
Choosing the Right Content, Cont’d.
Use an editorial calendar
Choosing the Right Content, Cont’d.
Feedly.com Select topics to follow Select blogs/websites to followView list of most recent articles
Choosing the Right Content, Cont’d.
Posting Consistently
Block out time
Bufferapp.com (Buffer)More intuitive Easier to set a daily posting schedule
Hootsuite.com Excellent dashboard for “listening”Nice analytics reports
Writing Optimal Posts
Be brief
Be positive!
Ask questions
Be newsworthy (when you can)
Edit image, headline, and news link description
Writing Optimal Posts, Cont’d.
Writing Optimal Posts, Cont’d.
Writing Optimal Posts, Cont’d.
Instagram Include 11-30 #hashtags Use keyboard shortcuts
Twitter Aim for 100 characters to encourage retweets Include @twitterhandles and two #hashtags when
appropriate
Measuring Organic SM Success
FB export feature Page summary Post summary Include 11-30 #hashtags Use keyboard shortcuts
Twitter Aim for 100 characters to encourage retweets Include @twitterhandles and two #hashtags when
appropriate
Measuring Organic SM Success, Cont’d.
Measuring Organic SM Success, Cont’d.
Measuring Organic SM Success, Cont’d.
Advertising on Social Media
Advertising on Social Media, Cont’d.
Boost posts
Promote page (get likes)
Send people to your website
Increase website conversions
Get installs on your app
Increase engagement in your app
Reach people near your business
Advertising on Social Media, Cont’d.
Raise attendance at your event
Get people to claim your offer
Get video views
Generate leads
Advertising on Social Media, Cont’d.
First ad(s) – test broad audiences (age, gender) with narrow interests Go crazy with interests! Look at demographics
Subsequent ads – continue to narrow down your audience
Advertising on Social Media, Cont’d.
Change just one variable at a timeAudience demographics Image Text
Increase your ad budget as the ads improve
Advertising on Social Media, Cont’d.
Advertising on Social Media, Cont’d.
Most popular words: You Free Instantly Because New
What About Boosting Posts ?
FB: Same as “Post Engagement” ad Do NOT boost a post directly from your FB page!
Get more likes, comments, and shares on your post
Save this for the most important posts. VIDEO is great!
Invite those who like the post to like your page
How to Analyze And Tweak Ads
Gather a large enough data set – 100 clicks or more
Stop underperforming ads or ad sets midway through.
Ads Manager Breakdown Analyze the success of specific demographics
How to Analyze And Tweak Ads, Cont’d.
One More Thing…
Have Fun!
Thank You!
Brooke Miles
Delaware ShoutOut
(302) 273-2845
www.deshoutout.com
linkedin.com/in/brookethemarketingpro
