tfma social media - 2014 - @timfidgeon

Social media – how to grow youraudience, generate engagement andmake money© Tim FidgeonChartered Institute of Marketing Course DirectorBSc, MSc, Chartered Marketer@timfidgeon

[email protected] @timfidgeon

Agenda

• Audience growth.

• Engagement.

• Making money.

• Issues with measurement.


Audience growth

Reciprocity: people feel (sub-consciously) obliged to return afavour.•Find people to mention, like, follow, retweet,reply to…

– Especially influential people!

http://www.jamestnoble.com/the-twitter-marketing-cheat-sheet-infographic/


Audience growth

Followerwonk (free).• Find your (and competitors’) most influential followers.

– ‘Number of followers’ or ‘Social authority score’.


Audience growth

Followerwonk (free).• Search Twitter bios to find influencers…


Audience growth

Find existing conversations and add value.

http://allfacebook.com/skyrocket-infographic_b128492


Audience growth

Twitter chats…

• Find existing chats with:

• http://www.thechatdiary.com/awesome-twitter-chat-calendar/– Browse by date/time.

• http://gnosisarts.com/index.php?title=Tweetchat_Wiki/By_Day– A-Z list; search by subject.

• http://tweetreports.com/twitter-chat-schedule/– Sort by hashtag, topic, day/time…


Audience growth

Facebook: allow users to post on your page…

• Users’ friends will see their posts, updates and mentions.

• Spam or negative comments: block specified keywords orswearing.– https://www.facebook.com/help/131671940241729


Audience growth

Cross-promote with related Pages and admins…

http://allfacebook.com/skyrocket-infographic_b128492


Audience growth

Don’t forget people who are already engaged!

• Validate and encourage people who are talking about you.

– Mention, like, follow, retweet, reply to…

– Offer incentives (exclusive offers, information…)

http://www.freedigitalphotos.net/images/Success_g402-Rosette_Ribbon_p35801.html


Agenda


• Engagement.

• Making money.



Virality - why do people share things?

• Emotional arousal (provoke strong reactions.

• Positivity.

• Social currency (people like to feel like an ‘insider’).

• Memory-trigger (people share things that are easy to remember: lists,facts, bizarre stories…)

• Practical value.

• Strong narrative.

“Contagious: Why Things Catch On” (Berger, J.)Image: http://www.freedigitalphotos.net/images/Friends_g364-Teenage_Girls_Gossiping_p103331.html


Engagement

Time after posting for link to receive 50% of total clicks…• Twitter = 2.8 hours.• Facebook = 3.2 hours.

Try to post content when your audience are online!

http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay


Engagement

When are your fans online?• Tweriod.com (free).


Engagement

When are your fans online?• ‘Facebook Insights’…

http://www.socialmediaexaminer.com/improve-facebook-news-feed-performance/


Engagement

Twitter frequency of top 100 brands:• 92% = at least 1 tweet per day.• 78% = less than 4 tweets per day.

http://get.simplymeasured.com/twitter-study-pm.html


Engagement

With images vs. no images…

• +89% favourites.• +18% clicks.• +150% retweets.

http://blog.bufferapp.com/the-power-of-twitters-new-expanded-images-and-how-to-make-the-most-of-ithttp://www.jamestnoble.com/the-twitter-marketing-cheat-sheet-infographic/


Engagement

http://www.jamestnoble.com/the-twitter-marketing-cheat-sheet-infographic/


Engagement

Links = most-clicked about 25% through tweet (or at end).

http://danzarrella.com/new-twitter-data-optimal-link-placement-for-clicks.html#


Engagement

To attract ReTweets (vs. no image)…

• pic.Twitter.com +94%– (native)

• Twitpic +64%• Instagram -42%• Facebook -47%

http://danzarrella.com/use-images-on-twitter-to-get-more-retweets.html#Image: http://www.freedigitalphotos.net/images/Communications_and_N_g263-Social_Networking_p51127.html


Engagement

October 2013.• Timelines include (tap-able)

preview of…– Twitter photos.– Vine videos.

https://blog.twitter.com/2013/picture-this-more-visual-tweets


Engagement

pic.Twitter.com’s preview pane crops images to440×220 px.

• Twitter tries to crop intelligently.

http://visual.ly/compose-crop-make-your-pictures-and-infographics-work-twitters-picture-preview


Engagement

To optimise pic.Twitter.com’s preview…

• Landscape.– Twitter recommends 1024 x 512 px.

• Group strong visuals.– Faces, high contrast colours, bright colours, text, lines…

• De-clutter and simplify background.

• Upload images to a test account!


Engagement

Tweets with these words = mostlikely to get retweets…

http://www.mediabistro.com/alltwitter/social-word-science_b54269


Engagement

To attract ReTweets…

• 100 - 115 characters = +34%

• 1 or 2 hashtags = +55% (vs. no hashtags).– Over 2 hashtags = negative impact.

• Quotation marks = +30% (vs. no quotes)

http://danzarrella.com/new-data-tweets-between-100-and-115-characters-are-more-likely-to-be-retweeted.htmlhttp://danzarrella.com/use-images-on-twitter-to-get-more-retweets.html

http://danzarrella.com/new-data-use-quotes-and-hashtags-to-get-more-retweets.html


Engagement

Cards - add HTML to your web pages and Tweets linking to them willinclude a "card“.

https://dev.twitter.com/docs/cards


Engagement

Types of card…• Summary: title, description and thumbnail.• Large image summary.• Photo: large single image.• Gallery: collection of images.• App: profile of an application.• Player: video/audio/media player.• Product: designed to display product information.• Lead generation: includes call-to-action to send user’s

information to a company.


Engagement

Facebook (Dec. 2013):

• Per login, average user has 1,500 possible Newsfeed stories.

• Facebook: “we look at…how [people] interact with content…todetermine what to show”.

“…for many Pages, this includes a decline in organic reach. Weexpect this trend to continue as the competition for each story remainsstrong and we focus on quality.”

https://www.facebook.com/business/news/What-Increased-Content-Sharing-Means-for-Businesses


Engagement

Facebook’s EdgeRank algorithm determines what appearsin users’ news feeds.

• Affinity = user’s engagement with your organisation…– Page views; comments; likes; shares...

• Edge Weight = type of content (image, video, link…)

• Recency = time of post.


Engagement

Facebook ‘affinity’.• Post length - less than 250 characters generates 60% more likes.

• Timely - posts related to breaking news can get 90% moreengagement.

• Media increases engagement - photo album (180%), picture (120%)or video (100%).

• Prompts.– Questions, competitions....– Fill-in-the-blank posts can get about 90% more engagement.

http://www.facebook.com/FacebookMarketingUKhttp://www.jeffbullas.com/2011/11/01/10-best-practice-tips-for-facebook-page-content-publishing/


Facebook

Mothercare ask users to share experiences andadvice…


Engagement

Run a “Caption this…” contest.

http://www.womensvoices.org/2013/05/21/glades-stinky-secrets/

<insert caption here>


Engagement

Facebook timeline contests = now allowed!• Previously, an app was required.

• Promotions can include:– Entry/registration; Element of chance; Giveaway or prize.

• You can collect entries by having users….– Post on page.– Comment/like a post.– Message the Page.

• You can’t require users to ‘share’ a post or ‘like’ a page.


Engagement

Facebook posting frequency.

• Less than 2 per week = fall in engagement.

• Brands.– Not more than 1 per day.– Except: important news story.

• News and media companies.– Several times per day (4 – 10× higher than a brand).

http://www.socialbakers.com/blog/147-how-often-should-you-post-on-your-facebook-pages


Engagement

Facebook: a highly-shareable post does atleast 1 of these things…

http://www.mediabistro.com/alltwitter/social-word-science_b54269


Engagement

Facebook ‘recency’: fresher content = more likely to appearin users’ news feeds.

• Post content when your audience = most likely to be usingFacebook.

• Produce content when others don’t(to benefit from reduced competition).– Example: schedule content for weekends.

http://econsultancy.com/uk/blog/9770-facebook-edgerank-what-marketers-need-to-know


Agenda


• Engagement.

• Making money.



Making money

Twitter’s Lead Generation card.

• Users can ‘opt-in’ to emailmarketing.

• Only available for PromotedTweets.

• Leads = downloadable intospreadsheet or CRM system.

Image: https://blog.twitter.com/2013/capture-user-interest-lead-generation-card


Making money

Twitter may try to integrate payment technologyinto cards…

• April 2013: Ribbon launch in-stream paymentson Twitter.– Twitter shut them down after just 84 minutes!

• January 2014: Twitter in talks with paymentsstart-up Stripe.

http://www.thedrum.com/news/2014/01/17/could-twitter-be-about-let-people-purchase-goods-through-social-network-planned-dealhttp://www.freedigitalphotos.net/images/stack-of-thai-coins-baht-photo-p190092


Making money

Chirpify allows users to pay withregistered credit and debit cards.

• Reply to a tweet, or comment on aFacebook post with specified ‘actionword’.

• Example: TV advert tells users totweet #Donate #Oxfam.

Image: https://chirpify.com/


Making money

Phone-friendly pages = essential.

• Twitter: 80% via mobile device.

• Facebook: +50% via mobile device.

• Mobile-optimised sites can increase conversions by over500%

http://advertising.twitter.com/2013/02/a-new-compete-study-mobile-users-in-uk.htmlhttp://edition.cnn.com/2013/01/30/tech/social-media/facebook-mobile-usershttp://econsultancy.com/uk/blog/62222-how-mobile-optimised-sites-drive-conversion-rates-and-aovs


Agenda


• Engagement.

• Making money.



Issues with measurement

"What's the ROI of a TV commercial? What's the ROI of a press release?What's the ROI of putting your pants on every day? It's hard to measurebut there's negative consequences for not doing it."

Scott Monty, Ford's global digital/multimedia communications manager

http://www.businessinsider.com/fords-social-media-manager-just-made-gm-look-ridiculous-2012-9#ixzz2VoRwHuot


Issues with measurement

Analytics rely on…• Identifying users across a time period (example: 30 days)• Attribution models…

– First click.– Last click.– Equal weighting.– Custom model.

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