even the pope is on twitter
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Even the Pope is on Twitter!
Converge Consulting
Agenda
• Social Media Background and Demographics • Social Media Marketing is Necessary • Social Media Strategy and Metrics • How Do We Really Know if This Stuff Works?! • Questions
6 Tweets & 49,371 Followers
LET’S WATCH THIS YOUTUBE VIDEO TO LEARN A BIT MORE
How Do We Make Sense of Social Media?
Facebook • 845 Million Active Users • Gender
• Male 43% • Female 57%
• Age • 0-24 years 14% • 25-34 years 18% • 35-44 22% • 45+ 46%
• Education • Less than HS Diploma
9% • High School 10% • Some College 57% • Bachelor’s or Graduate
Degree 24% • Income
• $0-$24,999 Income 9% • $25,000- $49,999 33% • $50,000-$99,999 47% • $100,000+ 11%
Twitter • 127 Million Active Users • Gender
• Male 41% • Female 59%
• Age • 0-24 years 19% • 25-34 years 23% • 35-44 25% • 45+ 33%
• Education • Less than HS Diploma 9% • High School 8% • Some College 59% • Bachelor’s or Graduate Degree 24%
• Income • $0-$24,999 Income 15% • $25,000- $49,999 38% • $50,000-$99,999 37% • $100,000+ 10%
LinkedIn • 150 Million Registered Users • Gender
• Male 50% • Female 50%
• Age • 0-24 years 4% • 25-34 years 15% • 35-44 32% • 45+ 49%
• Education • Less than HS Diploma 3% • High School 10% • Some College 37% • Bachelor’s or Graduate Degree 50%
• Income • $0-$24,999 Income 7% • $25,000- $49,999 22% • $50,000-$99,999 50% • $100,000+ 21%
Blogging • Adding a blog to your
site(s) is the best way to reach your target audience with useful and educational information that they are seeking
• Blogging also helps your
search rankings dramatically
• Organizations that blog get
55% more web traffic and 70% more leads than those that don’t
Blogging Strategy • Increase recognition
• 1 weekly post • Choose one day each week when you will publish a blog post • Add a blog page to your web site or select an alternative blogging platform (we use http://wordpress.org/) • Add RSS button - instructions here
• Increase engagement
• Add videos and/or photographs to posts • Encourage comments by asking open-ended questions,
asking for opinions, and adding poll questions • Respond to people who engage with you in a thoughtful
and timely manner
Blogging Food for Thought:
Link to Ideas for Generating Content
Key Blogging Metrics:
• Number of posts • Number of comments • Audience growth (unique and return visitors) • Conversation rate • Number of conversions • Subscribers • Inbound links • SEO Improvements
Facebook Strategy
• Create a Facebook Business page - instructions here • Update once a day with offers regarding deals, pricing
information, updates to facilities, etc. • Encourage interaction similarly to how you blog by creating
engaging and interactive content
Linkedin Strategy
• LinkedIn • Build brand awareness by creating a company page • Post a blog post to groups (once per week) • Join relevant groups and share content (blogs, videos,
etc.) • Utilize Linkedin Answers to help identify and communicate
with prospects • Export your contacts into your CRM and communications
funnels
Key Social Media Metrics
• Referrals and conversions from social networks • Facebook Fans, Likes, Shares, and Comments • Linkedin connections
Facebook Metrics: Fans
Link to Facebook Fan Analytics
Facebook Metrics: Likes, Shares & Comments
Link to Facebook Likes, Shares, and Comments Analytics
Twitter Strategy • Promote your school blog post through institutional Twitter
account • Check to see if anyone has mentioned or retweeted your
brand/tweets (2 minutes per day). Respond if necessary • Take a daily glance at the main people/brands that you follow • Try to send one tweet per day (use Hootsuite for management
and scheduling) • Build reputation (followers) • Follow others who are relevant to your institution and
marketing efforts • Promote other social networking activities/sites through Twitter
Key Twitter Metrics
• Number of Followers • 2nd-order followers (follower’s follower
count) • Velocity: average of first-and second-
order followers attracted per day since the account was established
• Social Capital: Influence of twitter followers
• Centralization: How much influence (reach) is invested in a small number of followers
• Pages ranking on key terms from microblogging sites
Key Twitter Metrics
Link to Twitter TAGS
Key Twitter Metrics
Link to Twitter Search Results
YouTube Strategy
• Create a branded YouTube Channel • Take videos from your cell phones, flip cameras, or other recording devices
and upload them to your YouTube account. Try to do this twice per month • Make sure to add robust descriptions, tags, and other meta-information • Embed videos in your blog, on Facebook, and link to them in Twitter
Key YouTube Metrics
• Number of YouTube channel subscribers
• Referrals from YouTube
• Views of videos on YouTube
• Pages ranking on key terms from YouTube
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
1
2 – FB+T
3 – FB+T 4 – FB+T+Blog
5 – FB+T 6 – FB+T 7 8
9 – FB+T 10 – FB+T+Video
11 – FB+T+Blog
12 – FB+T 13 – FB+T 14 15
16 – FB+T 17 – FB+T 18 FB+Blog – Tweet about the cool event
19. – FB – The cool event occurs
20 – FB+T – Blog about the cool event
21 22
23 – FB+T 24 – FB+T 25 – FB+T+Blog
26 – FB+T 27 – FB+T 28 29
30 – FB+T 31 – FB+T+Video
Editorial Calendar: July 2012
A Goal-Based Approach to Measuring Effectiveness
Website
Your Marketing Hub
Facebook Postcard
Magazine Ad
Determine
• Landing page • Desired action • How success will be measured
• Confirmation page • Form submission • Download PDF
Received an email
Went to a landing page
Engaged with the Site
Analyze results in Google Analytics
Set Up Google Analytics Goals
Campaign Tracking
Set up links with tracking variables
http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund
Send People to Landing Page • Bit.ly/Goo.gl • QR Code • Redirect
goo.gl/K7Z3j
www.convergeconsulting.org/contact-us/request-analytics-consultation/?utm_source=powerpoint&utm_medium=qr%2Bcode&utm_campaign=maximum%2Bimpact%2Bpresentation
Compare/Analyze
• Campaigns • Sources • Mediums
Sources
Make changes
Do more of what is working Eliminate what is not working
Questions?
James Vineburgh, Jr., PhD VP of Research and Operations Converge Consulting james@convergeconsulting.org
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