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Uploaded byGreg Fry
Mespil strategy presentation
Greg Frysocial discussed social media strategy and provided an overview of key concepts. He began by introducing social media and discussing the importance of having a strategy that aligns with business goals. He emphasized developing client personas to better understand target audiences. Additional topics included social listening, setting goals and objectives, tactics, content marketing, and social advertising. The presentation provided a high-level framework for developing an effective social media strategy.
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Mespil strategy presentation
- 1. #SocialRoi Discussion on SocialMedia Strategy Beatrice Whelan SAGE @beatricewhelan Peter Bodkin TheJournal.ie @peter_bodkin Connor Keppel Phorest @Con_Keppel with @gregfrysocial
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- 3. About Me An InternationalSocial Media trainer who delivers regular Social Media, Social Customer Service and Social Business Strategy training and workshops. I believe that, in order to make social media work for your business – you must identify the correct social media goals for your business, define and refine your strategic social media, plan and tactics, create outstanding content and make sure that everything you do is measurable. Clients include: Ulster Bank, Microsoft, Fáilte Ireland, UPC, Abbott Labs, Symantec and Coca Cola Hellenic.
- 4. Agenda • Social MediaIntroduction • What is a Strategy? • Client/Customer Personas • Social Media Listening • Goals & Objectives • Social Media Tactics • Content Strategy • Social Advertising • Google & Social Analytics • Budgeting • Measure & Refine • Mespil’s 10 Steps to Social Media ROI
- 5. IBM – GetIt https://youtu.be/JgBEPVT5e-4
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- 7. Social Media Introduction “Tools and Technologies that faciliate conversations online” Social Media is a place to listen, engage and even collaborate with customers, prospective customers and influencers online.
- 8. Video Revolution According to Cisco by 2017. 70% of consumer internet traffic will be video.
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- 11. Future Trends HappeningNow • Video continues to evolve • Unique “Rich” content becomes vital • Social Advertising becomes more powerful • “Private” Social Networks thrive • The Age of Advocacy arrives
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- 13. What is aStrategy?
- 14. What is aSocial Media Strategy? A social media plan that maps out the actions needed in order to achieve your business goals.
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- 16. Why you needa Strategy? • Align with Business Goals • Have a clear Social Media path • Increase effectiveness • Helps employees and key stakeholders buy in to your plan • Make it easier to measure your ROI
- 17. Business areas thatSocial Media can be used for • Tech Support • Customer Service • Sales • Marketing • Research • HR/Recruitment • Intranet/Internal Communications
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- 19. What are Personas? Buyerpersonas help you define and target the right people, in the right places, at the right times with the right messages. When you know your target audience’s age, occupation, income, interests, pains, problems, obstacles, habits, likes, dislikes, motivations and objections, then it’s easier and cheaper to target them on social or any other media.
- 20. What are Personas? https://youtu.be/FF-tKLISfPE . AGood Social Media Strategy starts with the Customer/Client not with the Company
- 21. Persona Questions Some ofthe types of questions include: • What is the business role of your persona? • What are their business goals and objectives? • What is their business and what industry are they in? • What is the size of the company and app. turnover? • How is their job measured? • What tools do they use to get their job done? • Who reports into your persona? Who does your persona report into? • What are their duties and responsibilities? • What are their greatest business challenges? • What are their hobbies and interests? • What is important to them in their personal life?
- 22. Benefits of Personas Tip– Don’t assume you know your clients and customers. Use Survey Monkey to ask them what is important to them.
- 23. Benefits of Personas ! SalesforcePardot created real life sized buyer personas and placed them throughout their marketing office. This allowed them to understand their ideal buyers. The personas had nametags, company profiles, post-it notes covered in buyer pain points, geography information, and more. Their goal was to place these buyer personas where our marketing and sales teams would see them and reminder them who they are selling to, and how they can help prospective customers overcome the obstacles they face on a daily basis.
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- 26. Social Media Listening Identifyingand assessing what is being said about your company, your staff, your products or services, your brand and even your industry on the Internet. It is important to remember that many conversations taking place online will not be directed at you. You will have to find them.
- 27. Why Listen? • Whatdo customers really want? • What do customer think of you? • Who are the influencers and advocates online? • Where are the hanging out? • What interests them? • What are your competitors doing?
- 28. Select the RightListening Tool
- 29. Select the RightListening Tool http://www.socialmention.com/advanced_search
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- 34. Avaya - SocialListening In less than maybe 15 minutes, Avaya had seen tweet and responded. ‘We have some highly trained techs who can help you understand your needs best and help you make an objective decision. Give me a call.’ 13 days later, they closed a $250,000 sale. At the same time, the new customer’s follow-up Tweet went out: “…we have selected AVAYA as our new phone system. Excited by the technology and benefits…” On average they respond to 60-70% of industry related queries on Twitter and 100% of all queries directed at them.
- 35. Research Competition • WhatSocial Media platforms are they on? • What is their online Community like? • How often are they posting? • What types of content are they using? • What are they doing well? • What are they not doing well? • What tone are they using? • Who are the influencers and advocates engaging with them?
- 36. Research Competition Download Mespilacademy template
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- 39. Identify Influencers &Advocates
- 40. Identify Influencers &Advocates
- 41. Identify Influencers &Advocates http://bit.ly/ChromeKlout Klout.com
- 42. Identify Influencers &Advocates Nod3x.com
- 43. Buzzsumo.com Identify Influencers &Advocates
- 44. Buzzsumo.com Identify Influencers &Advocates
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- 46. How to Engagewith Influencers & Advocates? • Reference them and even massage their egos • Create content that interests them • Engage with them. Ask them questions. • Collaborate with them. Get them involved in your Social Media creation
- 47. How to Engagewith Influencers & Advocates?
- 48. How Dell engagedwith Cy Jervis
- 49. @Ireland Set up andrun by IrishCentral.com the @Ireland Twitter account rotates each week with a new voice introduced every Monday morning. As the Ireland of today is not confined to the island of Ireland, the varied voices of @Ireland come from Ireland and across the world.
- 50. Go the ExtraMile
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- 52. Defining your SocialMedia Goals Choose two primary goals and two secondary goals to focus on.
- 53. Defining your SocialMedia Goals • What exactly do you want to achieve from your Social Media Efforts? • You may want to create multiple goals, but beware they may require multiple Social Media plans. • e.g. Brand Awareness, Sales, Customer Service, Product Research.
- 54. Add SMART Objectivesto your Goals • Specific • Measureable • Attainable • Realistic • Time-bound
- 55. Who in theCompany needs to be Social? Define Roles: • Sales team • Customer service team • Recruiting team • Marketing team • Management team • Technical team • IT team NB. Relevant people will need support, guidance and training.
- 56. Tools that mayhelp • Zendesk • Intercom • Basecamp • ActiveCollab • Podio • Yammer • Hootsuite • Agrorapulse • Sproutsocial
- 57. Select Channels &Devise Tactics • What Channels are right for your company? • Why are they right? • Don’t forget to look at niche and lesser known Social Networks.
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- 59. What are Tactics? Atactic is a conceptual action. Social media tactics are the actions we take online that help us achieve a specific objective or goal. A tactic is implemented as one or more tasks. Most Goals will require multiple Social Media tactics
- 60. What are yourTactics? • Use images and GIFs on Twitter. • Add links near the beginning of your updates. • Use relevant trending hashtags. • Post updates when your fans/ followers are most likely to see them. • Tag and mention influencers and advocates in updates. • Generate user generated content. • Test, test, test and tweak.
- 61. Setting the RightKPIs • Size of online community • No of fans • Engagement rate • Online mentions • Visits to website • E-book downloads • Email subscribers • Web enquiries • Online Referrals • Sales
- 62. How will youMeasure your KPIs?
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- 64. Content Marketing Stats • Marketers who have prioritised blogging are 13x more likely to enjoy positive ROI. (HubSpot State of Inbound, 2014) • Articles with images get 94% more views than those without. (NewsCred) • B2B companies that blog generate 67% more leads than those without blogs. (Social Fresh) • Blogging increases web traffic by 55% for brands. (Rocket Post) • 62% of marketers use video in their content marketing. (NewsCred) • 73% of consumers get frustrated by irrelevant web content. (Source: HubSpot)
- 65. What is ContentMarketing? “Content marketing is a strategic marketing app roach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action” - Content Marking Institute
- 66. What’s your ContentPlan? Remember – People don’t share a post just because they see it the news feed. They share it because it’s useful and interesting to them. • What is the purpose of your social media activity? • Who exactly do you want to “Like” Your Page, Follow you on Twitter etc.? • What content would they find valuable? • What platforms will I post content on. • How often will you post? • Do I have a Content Calendar?
- 67. Types of Content • Blogs • Social Media text updates • Photos • GIFs • Audio • Video • Live Streams
- 68. Content Ideas • Infographics • Short Videos • Podcast • Case studies • E-‐Books • Link Round Ups • Visual content • Guides/ How-‐to posts • Product reviews • Interviews
- 69. Types of Content IBM’scontent strategy works because they take complex messages and present them in a simple, relatable way. https://youtu.be/966h40ncs6E
- 70. Editorial Calendar • Varietyis the key • Structure • Don’t be overly rigid, you may need to tweak. • Make notes on what works and what does not • Make sure you review scheduled content and make sure it is still appropriate. • Change your plan if opportunities arise.
- 71. Rustic Stone Seizean Opportunity
- 72. Editorial Calendar Download theMespil Academy Content Calendar
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- 74. Krafty Content Kraft’s contentgenerates around 1.1bn impressions a year and four times better return on investment (ROI) than advertising. Take your most popular tweets and Facebook posts, or the ones you feel most passionately about, and use them to develop blog posts. Kraftrecipes.com
- 75. GoPro Link content backto other places. For example, GoPro asks Instagram community to upload their own videos and see longer content on their own dedicated video site. gopro.com/channel
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- 77. Cindy King RoundUp Posts
- 78. Allign yourself with Experts& Influencers
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- 80. AIB – CustomerService
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- 82. ESB ecar –Ambassadors
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- 86. Be Real inyour videos http://youtu.be/vZcDjcaSHvc?t=1m4s
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- 89. Social Advertising • SocialAdvertising delivers ads to your exact target audience, at the right time and on the platform they are hanging out. • As consumers we no longer need to look for products. Products are finding us. • Examples of Social Advertising – Facebook Ads, LinkedIn Ads, Twitter Ads and YouTube ads. Watch out for Instagram Ads and Promoted Pins.
- 90. Social Advertising Different types: - Sponsored Updates - Display ads - Video ads - Lead Generation ads
- 91. Social Advertising Differenttypes of targeting: - Remarketing Ads - Geo-Targeted Ads - List Ads - Targeted Ads (Interest & Competitor Targeting Ads) - Lookalike Ads
- 92. Social Advertising Tips andtricks: • Split test your ads • Be super targeted with your ads • Where possible add “call to action buttons” to your ad. • Measure and tweak in real time
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- 94. Social Advertising example Spendmoney to make money. $4,526.29 on Facebook Ads to generate 496 leads and $5.8K in recurring monthly revenue. !
- 95. Unpublished Posts onFacebook What are the Advantages? 1. They don't appear on your Timeline so you can create several versions of them for split testing purposes. 2. You can add more text on an unpublished post than a normal post. 3. You have more scheduling control over your ad when it runs in the Power Editor.
- 96. Unpublished Posts onFacebook 1. You can only access Power Editor through Google Chrome. Access in Ads Manager or go to www.facebook.com/ powereditor 2. Create your ad and set an objective. Select the page you want to create your unpublished post for. Select “Existing Post” and click the + button. Now create and save your unpublished post. 3. Make sure you select the right targeting options, budget and schedule.
- 97. Promote Posts Directlyfrom Hootsuite
- 98. Track Ad Conversions Use Conversion Tracking A Facebook conversion pixel is a snippet of code provided by Facebook. The code is placed on a specific web page. When a user visits the page, it triggers the pixel and counts conversions. You can create different pixels for different ac-ons. Tip – You can generate a unique conversion pixel for different ads when using Power Editor.
- 99. Track Ad Conversions Tip – Assign a value to each conversion to measure your Advertising ROI. {'value':'5.50','currency':'EUR'}]);
- 100. Track Ad Conversions Ifyou have a Wordpress site you will love this plugin. https://wordpress.org/plugins/facebook-conversion-pixel/
- 101. Facebook Custom Audiences CustomAudiences: Use custom audiences to reach a more targeted audience – e.g. upload your email address and target those people with Facebook ads OR retarget to people who have been on your website
- 102. Remarketing is Powerful Awareness Interest Desire Ac-on Conversion rate = 5% 95 % Drop out remarke-ng
- 103. Facebook Custom Audiences CustomAudiences: Upload a list of emails or mobile numbers and create ad campaigns targeting their Facebook accounts.
- 104. Facebook Custom Audiences CustomAudiences: “Remarket” ads to people who have visited your website.
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- 106. Create and SaveTargeted Lists
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- 108. The Role ofAnalytics • What to measure and look for? • Tools to measure – Facebook Insights, Twitter Analytics, Iconosquare, Pinterest Analytics, Google Analytics. h$ps://blog.bufferapp.com/social-‐media-‐analy-cs-‐tools
- 109. Don’t be scaredof Data – Basic Terms • Sessions: The number of -mes people have viewed your site (used to be called ‘visits’) • Users: The number of people (new or returning) that have visted your site. • Page View: The number of pages a visitor views whilst on your site. • Bounce Rate: The number of users who visit only one page of your website and then leave.
- 110. Look at yourweb data weekly
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- 112. Great Wordpress Plauginfor Google Analytics h$ps://wordpress.org/plugins/google-‐analy-cs-‐for-‐wordpress/
- 113. Facebook Insights • Seewhat day of the week and even the time of the day when your fans look at your posts. • Are the right people “liking” your page? • What posts are interesting people the most? • What tabs are people looking at? • Now Real time insights. See what is happening on your page now.
- 114. Facebook Insights http://www.razorsocial.com/facebook-analytics-reference-guide/
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- 119. SumAll Sumall.com Insights and Reportsfor all your Social Media Accounts. Paid and free options.
- 120. Agorapulse.com http://barometer.agorapulse.com/ Insights and Reportsfor all your Social Media Accounts. Paid and free options.
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- 123. Start Small and Scale Up. Settingyour Budget
- 124. Setting your Budget Factorin all your costs: In order to have an effective Social Media Strategy you must have an agreed budget. 6 Key Factors to consider: 1. Social Advertising spend. 2. Equipment – Digital cameras, smartphones etc. 3. Digital media costs (Blog hosting, Content, Creatives). 4. People Costs (Internal or External). 5. Social Media Tools and software. Eg. Listening, Scheduling, Measuring tools and video editing software. 6. Crisis management fund.
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- 126. Measure and Tweak • Be brave enough to listen to the data and ditch what does not work. • A Social Media strategy will constantly evolve. There is no end point. • Review your activity regularly. Set and stick to a schedule.
- 127. 10 Strategic Stepsto ROI
- 128. Mespil’s 10 Stepsto ROI 1. Align with existing business goals 2. Set Objectives 3. Identify Ideal customers, Advocates and Influencers 4. Research Competition 5. Select channels and develop tactics 6. Create a Content Marketing Plan 7. Set and Plan for Social Ads 8. Set Budget 9. Assign Roles and Take Action 10. Measure and Refine
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