tips to amplify your social reach
TRANSCRIPT
Tips to Amplify Your Social Reach
Divya DuttSenior Marketing ManagerMarketo@dkap_11
Lisa MarcyesSocial Media Marketing ManagerMarketo@lisa_marcyes
• This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes.
• Have a question? Chat in the bottom left and I’ll get to your questions after the webinar.
• Posting to social? Use our hashtag - #mktgnation• There is a brief survey after this webinar.
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?