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Why Social, What Social, and Best Practices
A Presentation for Honours GolfBy Global Marketing Solutions
November 13, 2014
Social Snapshot
Why Use Social at All?
Why Use Socialat All?
• If you search on Google “social network sales” or “social network revenue”—86,100,000 results on generating revenue via social channels
What Networks?
Twitter/Vine
• 47% male• Sports=Fourth
largest topic on Twitter
Twitter/Vine
• The more followers one has, the more tweets one sends
• 75% of monthly users (173 million) use on mobile device
YouTube
• More than 1 billion unique users visit YouTube each month
• More than 6 billion hours of video are watched each month on YouTube—that's almost an hour for every person on Earth
• 100 hours of video are uploaded to YouTube every minute
A search on YouTube for “golf” yields 9.8 million results
YouTube
• According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network
• Millions of subscriptions happen each day. The number of people subscribing daily is up more than 3x since last year, and the number of daily subscriptions is up more than 4x since last year
What Networks?
• Facebook/
Instagram– No brainer
Google+– Feed the Google Content
Monster
– Google My Business
What Networks?
• Pinterest? Maybe
What Networks?
• Review Sites—Yelp, Trip Advisor, etc.
– Trip Advisor
– Yelp!
What Networks?
• Others to consider:
– Snapchat
– Golf Specific
Best Practices
Best Practices
• Frequency
• Facebook visibility per post=2%• Twitter visibility per post=10%• Post 4-6 times per day for
Facebook, Twitter, Google+
Best Practices
• Respond in one hour or less• User engagement is growing NINE times faster
than the networks themselves—meaning consumers want answers and responses
• Response times, however, are down on FB and Twitter—15 hours on average and 7.9 hours on average respectively, this year
• Want to stand out? RESPOND• Only 6% of companies say that response
time/effort will be one of their most important initiatives on social in the next three years. Opportunity!
Best Practices
• Post ten pieces of unique content per day across your networks
• Visibility of each post is tiny part of overall fan audience
• Ensure your content gets seen by using frequency
Review Networks
Reviews
• Respond, positive or negative• According to Entrepreneur magazine,
“Time is of the Essence” and “Admit Wrongdoing and Apologize” www.entrepreneur.com/article/238753
Reviews
Reviews
Reviews
Reviews
• Have some responses pre-written to guide team
Measurement/Tracking
Measurement/Tracking
• Measure things that matter to your circumstances/business
• Increases/decreases in audience• Increases/decreases in engagement• Shares/Other “viral” activity
Measurement/Tracking
Reach• According to The 2014 State of Enterprise Social
Marketing Report conducted by Forrester Consulting, reach and resonance are the top two measurement areas - aligning with objectives of awareness and preference.
• Three quarters of companies are using data and insights to identify social marketing tactics that influence customers.
• The measurement for social marketing is not static - 73% of companies are continually evolving and defining best practices on how they measure business value created by social marketing tactics.
Measurement/Tracking
Facebook Insights
Measurement/Tracking
• Lots of free tools out there• In-network tools (Facebook Insights,
Twitter Analytics, Pinterest Analytics, Google Analytics, Google+ measurement, Instagram stats, etc.)• Social Mention• Google Alerts• HootSuite
Measurement/Tracking
• Lots of pay-to-play options too• Sprout Social• HootSuite extended• Simply Measured• Social Bakers• IBM• Trackur• Beevolve• The list goes on…
Measurement/Tracking
• ROI--Decide on your picture of success, then devise a formula to measure
• A formula you could use can be found here:http://60secondmarketer.com/blog/2013/11/17/in-depth-guide-calculating-social-media-roi/
• ROI is an evolving topic and not easily determined
Measurement/Tracking
Measurement/Tracking
• ROI Case Study• Hashtag tracking is a form of measurement now
available• Gulf Shores Orange Beach Tourism—Objective:
Increase visibility for food-related events, tying to state’s marketing initiative, Year of Alabama Food. – Tactic—teach people at events how to photograph their
food and post on their social networks, using predetermined hashtags. Track the hashtag usage using tracking tools including Keyhole.
– Events: Alabama Festival of Flavor, 2014 Hangout Oyster Cookoff
Measurement/Tracking
Hashtag Posts Reach Impressions
#alafestofflavor 72 45,984 133,773
#gsobeyw 55 211,197 488,312
#oco14 256 564,381 2,170,157
Resources
• Mashable• Social Media Examiner• Moz.com• Social Media Today• Social Mediopolis• Hubspot
Thank you
www.gmsthebest.biz • [email protected]/GlobalMarketingSolutions
@GMSRocks
This presentation is available at www.gmsthebest.biz/honours
