strategic social media use: how to get the most bang for your buck
TRANSCRIPT
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Strategic social media use
How to get the most bang for your buck
Claire Bower, Marketing and Communications Manager
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Imperial means Intelligent BusinessImperial College Business School 2
Who am I?
- Marketing & Communications
Manager (Imperial College London)
- Former Digital Communications
Manager (BMJ)
- Senior Associate Editor (BJSM)
- MA in Electronic Communication &
Publishing (UCL)
- MSc in Psychology (Glasgow)
- Postgraduate Diploma in Digital
Marketing (IDM)
Claire Bower
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Imperial means Intelligent BusinessImperial College Business School 3
“Every day, we create 2.5 quintillion bytes of data — so much that 90% of the data in the world today has been created in the last two years alone”IBM
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Imperial means Intelligent BusinessImperial College Business School 4
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Imperial means Intelligent BusinessImperial College Business School 5
Objective
setting
Analysis/
Evaluation
Strategy/
Tactics
Audience
insight
Framework of social media success
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Imperial means Intelligent BusinessImperial College Business School 6
Framework of social media success
Objective
setting
Analysis/
Evaluation
Strategy/
Tactics
Audience
insight
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Imperial means Intelligent BusinessImperial College Business School 7
Objective setting – what are you trying to achieve?
- Build your profile
- Drive an online sale/registration
- Increase views/citations of an article
- Educate people about a topic
- Drive traffic to your website
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Imperial means Intelligent BusinessImperial College Business School 8
Objective setting – what are you trying to achieve?
- Build your profile (Reach)
- Drive an online sale/registration (Conversions)
- Increase views/citations of an article (Clickthroughs)
- Educate people about a topic (Engagement)
- Drive traffic to your website (Referral traffic)
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Imperial means Intelligent BusinessImperial College Business School 9
Objective
setting
Analysis/
Evaluation
Strategy/
Tactics
Audience
insight
Framework of social media success
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Imperial means Intelligent BusinessImperial College Business School 10
“In the largest study of its kind, we
analyzed 144 million posts and
1.1 billion reactions…our primary
finding is this – there is no single
‘best’ time that works for
everyone”Spasojevic, N., Li, Z., Rao, A., & Bhattacharyya, P.
‘When-to-post on social networks’. ACM, 2015.
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Imperial means Intelligent BusinessImperial College Business School 11
When is your audience most active? (Followerwonk)
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Imperial means Intelligent BusinessImperial College Business School 12
What is existing audience sharing and where? (BuzzSumo)
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Identify influential sharers of your content
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New audience insight
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Imperial means Intelligent BusinessImperial College Business School 15
Target competitor audience (Followerwonk)
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Imperial means Intelligent BusinessImperial College Business School 16
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Imperial means Intelligent BusinessImperial College Business School 17
Framework of social media success
Objective
setting
Analysis/
Evaluation
Strategy/
Tactics
Audience
insight
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Imperial means Intelligent BusinessImperial College Business School 18
Practical tips
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Imperial means Intelligent BusinessImperial College Business School 19
Influencer outreach
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Post when your audience is online
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Imperial means Intelligent BusinessImperial College Business School 21
Don’t underpost or overpost
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Imperial means Intelligent BusinessImperial College Business School 22
Image (and video) is everything
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Imperial means Intelligent BusinessImperial College Business School 23
Hashtags work…to a point
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Imperial means Intelligent BusinessImperial College Business School 24
Be a subject expert – add value
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Imperial means Intelligent BusinessImperial College Business School 25
Objective
setting
Analysis/
Evaluation
Strategy/
Tactics
Audience
insight
Framework of social media success
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Imperial means Intelligent BusinessImperial College Business School 26
Key performance indicators
- Build your profile (Reach)
- Drive an online sale/registration (Conversions)
- Increase views/citations of an article (Clickthroughs)
- Educate people about a topic (Engagement)
- Drive traffic to your website (Referral traffic)
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Imperial means Intelligent BusinessImperial College Business School 27
Reach (TweetReach)
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Imperial means Intelligent BusinessImperial College Business School 28
Conversions (Google Analytics)
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Imperial means Intelligent BusinessImperial College Business School 29
Clickthroughs (bitly)
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Imperial means Intelligent BusinessImperial College Business School 30
Engagement (Sprout Social)
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Imperial means Intelligent BusinessImperial College Business School 31
Referral traffic (Google Analytics)
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Imperial means Intelligent BusinessImperial College Business School 32
Objective
setting
Analysis/
Evaluation
Strategy/
Tactics
Audience
insight
Framework of social media success
• Business objectives
• Key performance
indicators
• Behaviour
• Preference
• Influencers
• Competitors
• Platform
• Content
• Scheduling
• Influencer outreach
• Conversions
• Engagement
• Reach
• Sentiment
• Referral traffic
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Imperial means Intelligent BusinessImperial College Business School 33
In conclusion
- Clear objectives
- Align measurement
- Audience insight
- Strategy/tactics
• Influencer outreach
• Schedule posts
• Don’t overpost / underpost
• Image is everything
• Hashtags can work
• Be a curator
- Monitor, test and learn!
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Imperial means Intelligent BusinessImperial College Business School 34
Questions?