the road to social media success - by lilach bullock - the 14th most influential woman on social...
TRANSCRIPT
![Page 1: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/1.jpg)
![Page 2: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/2.jpg)
2
Road to Social Media SuccessLilach BullockCo-Founder of Comms Axis
@PutneySocial@lilachbullock
#DigitalSpring
www.commsaxis.com
![Page 3: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/3.jpg)
3
Quick IntroSome background info
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 4: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/4.jpg)
www.commsaxis.com
4
Who Are We? Co-Founded by Forbes magazine’s
social media power influencer, Lilach Bullock, and experienced industry specialist, Dan Purvis
100% of business from referrals 100% client references Full service digital marketing agency:
Social Media Marketing & Content Creation
Digital Training Speaker Services
Digital intelligence experts Digital content specialists We have our fingers on the digital pulse
![Page 5: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/5.jpg)
5
How Do We Help Our Customers? We apply our Digital Intelligence to and for our customers,
not just fancy metrics and outputs.
We practice what we preach to drive engagements that matter.
www.commsaxis.com Ask us later to find out more!
We do this by providing best-in-class social media and digital marketing expertise to maximise our customers’ ROI and take the risk out of their social spend.
![Page 6: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/6.jpg)
6
Social Media BasicsBefore looking at what to measure, why and
how, let’s consider the steps you need to take to give yourselves the best chance of
delivering results and ROI
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 7: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/7.jpg)
7
Back to basicsDon’t run before you can walk Set realistic expectations: it takes time and
effort, and will not happen over night Vital to have a sticky and engaging website
– aim to keep visitors on your site for as long as possible
Ensure your pages have easy one-click sharing buttons to encourage visitor to share across their networks with minimal effort
Ensure you have tracking and analytics capabilities – Google Analytics at the very least
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 8: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/8.jpg)
8
Know your customerLay solid foundations… Don’t make assumptions, no matter how
educated they may be!
• Market research• Conduct your own research / due
diligence before jumping in• Speak to experts in your niche• Consult with your sales guys for common
queries/issues they solve• Engage with them where they are, not
where you want them to be or think they should be
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 9: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/9.jpg)
Listening
Support
Relationship-building
Promotion Advertising
Engagement
Conversations
Awareness
Learning
9
![Page 10: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/10.jpg)
10
Twitter tips Customise
Be consistent with your brand
Utilise the bio space with relevant key words
Use Twitter’s search features
Build lists of key people and brands
Search via hashtags for relevant content and like-minded people
Make your tweets interesting, funny or useful
Use #hashtags
Tweet frequently
Send tweets at relevant times in the day/night
Don’t use all the 140 characters if you want people to retweet
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 11: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/11.jpg)
11
Example of a branded bio
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 12: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/12.jpg)
12
My optimised bio
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 13: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/13.jpg)
13
Please ReTweet Engage with your followers and ask
them questions Share content from followers and
also from target audience Retweet interesting posts Don’t be afraid to ask people to
retweet yours Participate in conversations Get targeted followers
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 14: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/14.jpg)
Leverage influencers’ reach
14
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 15: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/15.jpg)
A/B test your tweets
15
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 16: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/16.jpg)
16
What can you test? Headlines Hashtags Time of day Which day? Plain updates? (without links) Tweets with images/videos/vines Questions?
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 17: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/17.jpg)
17
Competition TimeContests and promotions still produce
consistently better engagement rates, click-throughs and brand awareness
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 18: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/18.jpg)
18
The value of contests Increase engagement Build brand awareness Incentivise people to follow & share
content Increase traffic Help grow a list Increase leads Increase sales
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 19: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/19.jpg)
19
Different types of competitions Contests Fan of the week Photo/Videos Quizzes Coupons Giveaways Sweepstakes Caption
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 20: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/20.jpg)
20
Competition tips Set goals Engage with target audience Choose the right type of competition Software Use hashtags Cross promote via different social media
networks Maintain momentum Images/design Prize(s) The rules! Extend competition
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 21: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/21.jpg)
21
Content mattersAlthough it’s possible to generate social media success without content, it is much harder and
slower to achieve the results that you want
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 22: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/22.jpg)
22
Integrate social media & content
Content is integral for social media Listen – communicate with your
audience, not to them, and see what they are interested in
Share – your own content, and third-party content
Value – quality content vs spam
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 23: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/23.jpg)
23
Content strategy
Don’t write on a whim, plan, research, deliver Flexible content calendar Don’t write for your business –
write for your audience
Address pain points – e.g. 101 Use trends and stats – insight-based
content is far more powerful than thought leadership based opinions
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 24: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/24.jpg)
24
Your content frequency?
Monthly Weekly Daily Whenever relevant
Make sure you know when your audience is online most, and when
they are engaging most
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 25: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/25.jpg)
25
Content is King
Showcase your expertise Provide evidence-based content Educate, create debates, ask
questions Test variety of types of posts Experiment with tone of voice But don’t force your persona – it will
be false and you will be inconsistent
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 26: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/26.jpg)
26
Social Media GoalsKnow what you want to achieve and work
towards these objectives in everything you do.
And some case studies to get you thinking.
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 27: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/27.jpg)
27
Set goals What are your objectives? What do you want your social
media activity to achieve? Click bait? Traffic? Increase subscribers? Increase
engagement/likes/followers?
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 28: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/28.jpg)
28
Measure & evaluate – an intro
Reach Traffic Likes/shares/retweets/favourites Subscriber Opt-ins CPC (cost per click) Tracking links & hashtags Learnings?
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 29: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/29.jpg)
29
Social Media SuccessBefore we dive into the detail of how to
measure success, let’s first have a look at what “success” could look like for you
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 30: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/30.jpg)
30
Case study: CadburyIncrease engagement
Cadbury reached 1 million fans but only 16% saw their Facebook content
They found a creative way to boost engagement
Results:• 40,000 new Facebook fans• 350,000 people got involved in
the campaign
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 31: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/31.jpg)
31
Case study: OkoBayROI delivered
10,000 social engagements sparked NO social advertising NO central hub of content Results:• 797% increase in Twitter followers• 108% increase in Facebook likes• 45.9% engaging with their brand
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 32: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/32.jpg)
32
Case study: OkoBaySpark engagement for start-up
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 33: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/33.jpg)
33
Social Media Measurement
So, we now have our building block basics in place and have our goals established…but
how do we evaluate whether our social media efforts are working?
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 34: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/34.jpg)
34
Measurement – setting goals Brand awareness Customer retention Increase leads / sales Promote a product/service/landing
page Reduce phone calls Manage customer reputation Customer feedback Market research CTAs
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 35: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/35.jpg)
35
Social media metrics to measure
Likes / shares / retweets / +1s etc.
Engagements with key influencers (which helps amplify your message)
Brand mentions (the more you engage & share, the more mentions you will organically have)
What times work best for engagement? Learn from these metrics
The amount of traffic driven to your site (from which social channels and from which URLs?)
Engagement levels over time (what causes the peaks and troughs?)
Sentiment over time – positive / negative / neutral (what causes the changes?)#DigitalSpring @lilachbullock @PutneySocial
www.commsaxis.com
![Page 36: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/36.jpg)
36
Website metrics – holistic approach
Number of visitors Traffic sources Bounce rate Time on site Repeat visitors No of pages visited Conversions:
Subscribe Completed contact form Purchase product / service
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 37: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/37.jpg)
37
Measurement summary Share of voice / brand mentions Reach Growth Engagement Traffic Lead Generation Sales Feedback Sentiment
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 38: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/38.jpg)
38
Social benchmarks & performance reporting
Impressions Interactions Shares Link reputation Link tracking Site traffic
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 39: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/39.jpg)
39
And how not to do it!#fails
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 40: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/40.jpg)
40
Reputation: Does your SM strategy need a re-think?! #ASKJPM November 2013 – not all engagement is good!
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 41: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/41.jpg)
41
Reputation: Think about capitals
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 42: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/42.jpg)
Road to Social Media Success
Lilach Bullock
@lilachbullock
@PutneySocial
#DigitalSpring
#DigitalSpring @lilachbullock @PutneySocialwww.commsaxis.com
![Page 43: The Road To Social Media Success - By Lilach Bullock - The 14th Most Influential Woman On Social Media (Forbes)](https://reader036.vdocuments.mx/reader036/viewer/2022070518/58e9fce11a28ab89748b4f21/html5/thumbnails/43.jpg)
#2014DMD www.commsaxis.com
43