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Social media – how to grow your audience, generate engagement & make money. For more slides on digital marketing, please follow @timfidgeon
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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.
[email protected] @timfidgeon
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/
[email protected] @timfidgeon
Audience growth
Followerwonk (free).• Find your (and competitors’) most influential followers.
– ‘Number of followers’ or ‘Social authority score’.
[email protected] @timfidgeon
Audience growth
Followerwonk (free).• Search Twitter bios to find influencers…
[email protected] @timfidgeon
Audience growth
Find existing conversations and add value.
http://allfacebook.com/skyrocket-infographic_b128492
[email protected] @timfidgeon
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…
[email protected] @timfidgeon
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
[email protected] @timfidgeon
Audience growth
Cross-promote with related Pages and admins…
http://allfacebook.com/skyrocket-infographic_b128492
[email protected] @timfidgeon
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
[email protected] @timfidgeon
Agenda
• Audience growth.
• Engagement.
• Making money.
• Issues with measurement.
[email protected] @timfidgeon
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
[email protected] @timfidgeon
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
[email protected] @timfidgeon
Engagement
When are your fans online?• ‘Facebook Insights’…
http://www.socialmediaexaminer.com/improve-facebook-news-feed-performance/
[email protected] @timfidgeon
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
[email protected] @timfidgeon
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/
[email protected] @timfidgeon
Engagement
http://www.jamestnoble.com/the-twitter-marketing-cheat-sheet-infographic/
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Engagement
Links = most-clicked about 25% through tweet (or at end).
http://danzarrella.com/new-twitter-data-optimal-link-placement-for-clicks.html#
[email protected] @timfidgeon
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
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Engagement
October 2013.• Timelines include (tap-able)
preview of…– Twitter photos.– Vine videos.
https://blog.twitter.com/2013/picture-this-more-visual-tweets
[email protected] @timfidgeon
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
[email protected] @timfidgeon
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!
[email protected] @timfidgeon
Engagement
Tweets with these words = mostlikely to get retweets…
http://www.mediabistro.com/alltwitter/social-word-science_b54269
[email protected] @timfidgeon
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
[email protected] @timfidgeon
Engagement
Cards - add HTML to your web pages and Tweets linking to them willinclude a "card“.
https://dev.twitter.com/docs/cards
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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.
[email protected] @timfidgeon
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
[email protected] @timfidgeon
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.
[email protected] @timfidgeon
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/
[email protected] @timfidgeon
Engagement
Run a “Caption this…” contest.
http://www.womensvoices.org/2013/05/21/glades-stinky-secrets/
<insert caption here>
[email protected] @timfidgeon
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.
[email protected] @timfidgeon
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
[email protected] @timfidgeon
Engagement
Facebook: a highly-shareable post does atleast 1 of these things…
http://www.mediabistro.com/alltwitter/social-word-science_b54269
[email protected] @timfidgeon
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
[email protected] @timfidgeon
Agenda
• Audience growth.
• Engagement.
• Making money.
• Issues with measurement.
[email protected] @timfidgeon
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
[email protected] @timfidgeon
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
[email protected] @timfidgeon
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/
[email protected] @timfidgeon
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
[email protected] @timfidgeon
Agenda
• Audience growth.
• Engagement.
• Making money.
• Issues with measurement.
[email protected] @timfidgeon
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
[email protected] @timfidgeon
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.
[email protected] @timfidgeon