making social media work for you

Making Social Media

Work for You

Angela Connor, SVP; Group Director – Media

April 3, 2013

Lincoln AMA

#CapstratSocial

© 2014 Capstrat LLC. All Rights Reserved.

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I pledge to be:

• Candid

• Insightful

• Passionate

• Helpful

• Funny

• Enlightening

AngelaConnor.com [email protected]

Angela Connor @communitygirl #capstratsocial

What to Expect

mailto:[email protected]


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B2C

B2B

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Clients



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What I’ll Share Today


AGENDA TOPIC TIME

Start with goals 10 minutes

Building an analytics framework 10 minutes

Finding your target audience 10 minutes

Case studies and guiding principles 10 minutes

Discussion/Q&A 15 minutes


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My Favorite Quote about Change

In times of profound change, the learners inherit the earth, while the learned find themselves beautifully equipped to deal with a world that no longer exists. -Eric Hoffer

-



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Social

is augmenting every

communications touch point in

every company.


© 2014 Capstrat, LLC. All Rights Reserved.

START WITH GOALS



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Attract new members

Recruit volunteers

Find speakers

Drive attendance

Crowdsource topics

Promote events

Drive traffic to website, landing

page

Engage Volunteers

Connect local chapter

members

Fan engagement and growth

What are your goals?



BUILDING AN ANALYTICS

FRAMEWORK



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Case Study: Carolina Biological Supply Company



12 Angela Connor @communitygirl #capstratsocial



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Goal Key Metric Key Target 8-Week

Average

Final Status

Drive

engagement

on Twitter

Increase

followers on

Twitter

Expand

reach on

Facebook to

connect with

teachers

unable to

attend the

conference




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Goal Key Metric Key Target 8-Week

Average

Final Status

Drive

engagement

on Twitter

Twitter favorites,

retweets and

mentions

65 favorites,

retweets and

mentions from

April 10-15

6 favorites,

retweets and

mentions

52 favorites,

retweets and

mentions

Increase

followers on

Twitter

New Twitter

followers

60 new followers

from March 29 to

April 22

10 new

followers

60 new

followers

(baseline: 701)

Expand

reach on

Facebook to

connect with

teachers

unable to

attend the

conference

New Fans 175 new fans

from April 4-15

71 new fans 627 new fans

(baseline:

8,050)

Facebook Post

Reach

Average of 1,750

reached for all

posts.

1,260 average

reach

5,503 average

reach




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Social Media Analytics Framework



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Finding your Target Audience



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Finding your Target Audience – Follower Wonk



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The Power of Hashtags



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#HR

#Tchat

#leadership

#FF

#HFchat

#dthr

#Diversity

#SHRM

#jobs

#CES

#job

#business

#leadfromwithin

#TNLive

#in

#healthcare

#HRTechChat

#HRtech

#management

#recruiting

#USGuys

#career

#NextChat

Find relevant hashtags and tweetchats



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Finding your Target Audience - Tweetadder



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• By interests, age,

demographic location,

education and workplace

• By the pages and brands

they “like”

• Through competitors

• Through advertising

• Lookalike audiences




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SOCIAL ADVERTISING



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Case Study: Deloitte Analytics



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LinkedIn advertising targets for The insight economy: Big data

matters – except when it doesn’t mini-book:

• C-level executives

• Management title and

above in banking, retail,

insurance, federal and

consumer products

• People with research

job function correlating

to Analytics positions

and Analytics group

members



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Total spend: $36,000

Impressions: 1.7 million

Clicks: 1,856

Click-through rate: 0.11%

Poll votes: 830

Big Data Interactive Infographic



http://www.deloitte.com/view/en_US/us/Services/additional-services/deloitte-analytics-service/big-data-problem/index.htm



Actual results after smart targeting



Case Study


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974 HASHTAGS

693 RETWEETS

389 REPLIES

104,649 CLICKS

1,726 COMMENTS

8,703 LIKES

1,605 SHARES

6 million REACHED

Case Study




One more push for measurement…


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• Align goals with business objectives

• Select platforms based on goals and audience

• Identify your target audience and FIND them

• Create content that will resonate with your audience

• Use social advertising to extend reach

• Audit your brand and know your competitors

• Measure, Measure, measure

Key takeaways



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Thank you!

Angela Connor

Senior Vice President;Group Director

[email protected]

919-573-6307

AngelaConnor.com

LinkedIn.com/angelaconnor


mailto:[email protected]


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Free Twitter Analysis and Audit

Send Angela an email with

a few sentences describing

your pain points or goals for

Twitter. Include your Twitter

handle.

You will be eligible for

a Twitter analysis and top line

recommendations for

enhancing your presence and

connecting with your target

audience.

Recommendations will

include:

-Overview

-Reach

-Engagement

-Top content

-Follower profile

-Word clouds

-Best time to tweet

-Findings &

recommendations

[email protected]


making social media work for you

Marketing

capstrat llc

goals angela connor

conference angela connor

tweetchats angela connor

clients angela connor

target audience angela

average reach angela

eric hoffer angela connor