Reach: For the Stars - International Social Media Reach

Reach: For the StarsInternational Social Media Reach

UK Trade & Investment, 29th October 2015

@arengrimshaw

Before we get started… Who Am I?Aren Grimshaw - Consultant & Trainer

• I am one of two founding partners in Minchin & Grimshaw

• My background cuts across sales, media and marketing roles

• We help businesses, organisations & individuals make use of innovations in technology and business to enhance their growth

• Our clients include companies big and small within the private, public and third sectors.

@arengrimshaw

Agenda• Setting the scene• What do we mean by ‘reach’?• Researching your market• The Big Problem• Increasing your reach• Testing & optimisation

Setting the Scene

@arengrimshaw

Downloadthefullreportfrom‘WeAreSocial’athttp://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015

What do we mean by ‘reach’?

@arengrimshaw

We’re talking about the number of people who get to see your content…

Whether that be a blog, status update, advert, or any other form of content.

@arengrimshaw

• Reach = the number of individuals exposed

• Impressions = the number of displays

• Frequency = average displays to each individual

@arengrimshaw

So, if 20 people see your blog article twice…

• Reach = 20• Impressions = 40• Frequency = 2

@arengrimshaw

Why is it important?Without reach and impressions:• Your content will go unseen• Your content will go unloved• You will not see any traffic to your website• You will not make any sales

@arengrimshaw

I get it…• …Reach is good• …Impressions are good• …Frequency is good

• Not quite!

@arengrimshaw

Reach, Impressions and Frequency are only good if you are reaching the RIGHT people.

@arengrimshaw

How do you reach the right people?

Researching your Market

@arengrimshaw

Start with the ‘Small Data’• Start with your own business data– What do you know about your customers?– Who are your best customers?– Who are your best advocates?– Who are you reaching now?– Who do you want to reach?

@arengrimshaw

Facebook Insights for Pages

https://www.facebook.com/[INSERTPAGENAME]/insights/

• FanDemographics

• ReachDemographics

• EngagedUserDemographics

• Location• Language• Reach• PageLikesGrowth

@arengrimshaw

Twitter Analytics

https://ads.twitter.com

@arengrimshaw

Twitter Analytics

https://ads.twitter.com

https://www.linkedin.com/company/[INSERT COMPANYNAME]/analytics?trk=top_nav_analytics

LinkedIn Analytics

@arengrimshaw

Then, look outside your business…• What social platforms are your customers /

prospects using?• How are they using those platforms?• Is there a fit for your business?

@arengrimshaw

We Are Social Digital Insights

http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015

https://www.facebook.com/ads/audience_insights/

Facebook Audience Insights

@arengrimshaw

@arengrimshaw

@arengrimshaw

@arengrimshaw

Also, try uploading your own databaseto Facebook Audience Insights

to reveal more about them.

Their ages, interests, social behavior, location and much more.

The Big Problem

@arengrimshaw

“Content is increasing at a faster rate than people’s ability to consume it.”

@arengrimshaw

PercentageofyourFacebookPage‘Fans’whoarefedyourcontent

Readthefullarticlehere:https://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/

@arengrimshaw

Facebook Newsfeed

@arengrimshaw

EdgeRank

Increasing your Reach

@arengrimshaw

“We’re getting to a place where because more people are sharing more things,

the best way to get your stuff seen if you’re a business is to pay for it.”

@arengrimshaw

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Boost Post

@arengrimshaw

Ads Manager

@arengrimshaw

Targeting Options• Custom

Audience• Geographics• Demographics• Family &

Relationships• Brand Markers• Behavioral• Device &

Placement• Financial &

Household

@arengrimshaw

@arengrimshaw

Custom Audiences in Facebook

@arengrimshaw

Custom Audiences in Facebook

@arengrimshaw

Residents

Visitors(Holidaymakers)

@arengrimshaw

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@arengrimshawhttps://www.facebook.com/business/ads-guide/

@arengrimshaw

Multi-Product AdsCarousellinkadsdrive30-50%lowercost-per-conversionand20-30%lowercost-per-clickthan

single-imagelinkads

@arengrimshaw

@arengrimshaw

@arengrimshaw

Twitter Advertising

@arengrimshaw

Instagram Advertising

Testing & Optimisation

@arengrimshaw

Facebook Campaign Structure

https://www.facebook.com/business/help/613846972027099

@arengrimshaw

Facebook Campaign Structure• Each Campaign has one objective• All advert sets within a campaign share the same

objective• The objective controls what type of ad you can place• Budget and audience are both set at advert set level• Each advert set can contain multiple adverts (creative

options)

@arengrimshaw

Power Editor

@arengrimshaw

A/B Split Testing

@arengrimshaw

A/B Split Testing

@arengrimshaw

A/B Split Testing

@arengrimshaw

Typical Costs (UK)

https://www.salesforce.com/form/marketingcloud/socialcom-benchmark.jsp

@arengrimshaw

Bit.ly Reporting

@arengrimshaw

Google Analytics

@arengrimshaw

Google URL Builder

Dos and Don’ts

@arengrimshaw

Dos and Don’t of Business Reach1. Do your research2. Do invest in good quality content3. Don’t rely on organic reach alone4. Do test a range of paid-for advertising5. Do think about the journey6. Do test different options & work out what

works for you

@arengrimshaw

How can we help?• Consultancy• Training or Mentoring• Audits & Recommendations• Full Strategy• Advertising Management• Growth Accelerator Funded Support

@arengrimshaw

Get in touchCall: 07598 242212

Email: aren@minchingrimshaw.comWeb: www.minchingrimshaw.com

FB: www.fb.com/aren.grimshawTW: @arengrimshaw

LI: uk.linkedin.com/in/areng