socast webinar: a-z social strategy for radio
DESCRIPTION
In this webinar, SoCast's Communications Manager, Vanessa Markov, covers the key drivers of a successful social strategy, including: Social Must-Haves Advanced Engagement & Optimization Tactics and Smart Media Buying Watch the webinar with audio here: https://www.youtube.com/watch?v=6S3YCbMu2dsTRANSCRIPT
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April 3, 2014
Presented by:Vanessa Markov
Communications, SoCast SRM
WEBINAR:A-Z Social Strategyfor Radio Stations
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What We’re Going to Show You
• Why You Need Social• Social Strategy Must Haves• Advanced Engagement Tactics• Smart Media Buying• Q & A
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Why Social?
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Wouldn’t It Be Nice?
Traffic Members Tuning Sales
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Your Listeners are on Social Media
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All of them…
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Social Strategy Must-Haves
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1: A Clear Objective
Objective
Tactic Tactic Tactic
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1: A Clear Objective
Increase Tune-Ins
Promote On-Air Content
Promote Digital Stream
Build Audience, Reach, & Engagement
w/contests
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2: A Content Strategy
ContentStrategy
Target Audience
& Interests
Objective
Tactics
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2: A Content Strategy
1. Celebrity style blogs, images, conversations
2. On-air teasers w/links to stream
3. Fan-gated Facebook contests
to win concert tickets
Teenage Girls into Fashion Boy Bands
Drive Tune-Ins
Promote on-air content, stream, and
build audience
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3: Key Performance Indicators
Beware of vanity metrics!
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4: Key Performance Indicators
Metrics that matter:
How many people are talking about you, and what they’re saying.
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5: Monitoring
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5: Monitoring
The reach and sentiment of keywords
Your own social streams Interactions with your station/content
Popular RSS feeds for content ideas
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6: Analytics
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6: Analytics
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6: Analytics
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Advanced Engagement Tactics
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Optimized Content
Images
Questions
CLEAR calls to action
Short, sweet, and simple
Stats say…
…status posts are much more likely to be engaging than any other type of post
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Optimized Content
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Optimized Contests
35% of Facebook fans like a page so they can participate in contests and promotions…
…Where are YOUR contests?
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Optimized Contests Are…
Accessible via Facebook
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Optimized Contests Are…
Syndicated on web and Facebook
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Optimized Contests Are…
Fan-gated
Voting based/have sharing incentives
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Results
Avg. Post Metrics Before Contest:– 2-5 Shares– 10-100 Likes– 50 Comments
Metrics During Contest– 46 Shares (^820%)– 781 Likes (^600%)– 1505 comments (^2910%)
862 entrants in 48 hours8,168 new Facebook fans in 5 days
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Optimized Advertising
Why you should buy media:• Only 3% of your audiences see your posts• Double ROI on campaigns with extended
reach• Target users outside of your network that are
specific to your target audience (or your clients!)
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Optimized Advertising
When you should buy media:• To boost a popular post• To promote an event/contest• To supplement a campaign
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Smart Media Buying
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Effectively Using Facebook AdsMarketplace Ads
Advanced TargetingPromoted Pages
Boosted posts
Sponsored Stories
Promoted Posts
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Effectively Using Facebook Ads
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Effectively Using Facebook Ads
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Boosting Posts
Higher in newsfeedHigher reachWider audience
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Promoting Pages
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Promote Your Page (or a clients!)
Grow AudienceTarget Demo
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Driving Web Traffic & Conversions
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NEW! Call to Action Buttons
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Boosting vs. Promoting vs. Converting
1hr 2hr 3 hr 4hr 5hr 6hr 7hr 8 hr 9 hr0
5000
10000
15000
20000
25000
30000
Post 1Post 2Post 3Re
ach
Time
Boost
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Boosting vs. Promoting vs. Converting
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Boosting vs. Promoting vs. Converting
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Targeting
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Key Takeaways
• Don’t skip steps: start with a basic objective and lay out a strategic plan
• Equip yourself with tools needed to drive data and insights
• Use Facebook statistics, contests, and paid media to optimize results
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Some of our clients…
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Q & A
For more information contact:
Vanessa Markov
Email: [email protected]: 416-635-6678 x268 Website: www.socastsrm.comTwitter: @socastsrm