the state of social media address: campaign results are in
TRANSCRIPT
The State of Social Media Address
Results are in! How do you measure your 2016 campaign success?
Sani Nielsen @TheJollyPoly Caz Bevan @AreYouWithCaz
Know Your Audience
Sample Demographics
Facebook Demographics
To review your social media demographics on Facebook:
1. Login to your Facebook Business Page as a page admin
2. Click on the “Insights” tab at top of your Business Page
3. Click on “People” on the left hand side
Facebook Sample
Facebook Sample
Twitter Demographics
To review your social media demographics on Twitter:
1. Login to your Twitter page
2. Then, go to analytics.twitter.com in your browser
3. Click on “Audiences” tab at top of page
Twitter Sample
Google Demographics
To review your social media demographics on Google Analytics:
1. Login to your Google Analytics page at analytics.google.com
2. View “Audience” information
3. Click on “Demographics” below “Audience” for greater detail
4. Compare your website visitors to your social media follower demographics
Google Analytics Sample
Review demographics throughout the year & analyze/question/consider any fluctuations.
Analyze Your
Audience
Ask Yourself…Howoldismy
averagefollower?
Aremyfollowersmostlymenor
women?
Wherearemyfollowersfrom?
Buyer Personas
What is a Buyer Persona?
A fictional representation of your ideal customer based on market research and real data about your existing customers.
Ask Yourself…
How does your current customer base measure
against your ideal audience?
How does your social media audience measure up to your
ideal customer?
How does your website audience measure up to your
social media audience?
Which one represents your ideal customer balance?
The Ideal 2017 Strategy:
Develop and/or refresh your Buyer Personas
What To Look For
Compare
Actual
18-35 No College
Some College Children
Unmarried
Ideal
18-24 age In college
No children Unmarried
Sample
Followers vs. Visitors
DiscoverVisitors vs.
Conversions
What more can you learn about
your buyers?
Primarily mobile users
$50,000-$100,000 income
Post-Graduate degree
Enjoys golfing
Test & Test
Again
2017 Strategy:
Fill in the gaps of what you currently know about your audience A/B test your new audience
discoveries to determine what demographic details convert to higher sales
Analyze Your Content
Research Trends
Consider recent trends in the social
media space and how you can adjust your
content strategy.
Trending Now 2017 Strategy:
Create a Live Video Strategy Make Time For Real-Time
Content Become a “Story Teller”
Measure Engagement
Content is crucial for social media marketing. If you have no content, you have nothing to say online. Great content is what resonates with your audience and increases engagement.
Facebook Engagement
To review your social media engagement on Facebook:
1. Login to your Facebook Business Page as a page admin
2. Click on the “Insights” tab at top of your Business Page
3. Click on “Posts” on the left-hand side
Facebook Sample
Facebook Sample
Twitter Engagement
To review your social media engagement on Twitter:
1. Login to your Twitter page
2. Then, go to analytics.twitter.com in your browser
3. Click on “Tweets” tab at top of page
Twitter Sample
Full Engagement
Reports
What To Look For
1. Sort your posts by highest engagement rate
2. Compare to discover what your most engaging posts have in common
Ask Yourself
Does it contain a photo?
A link?
Is it a blog post?
Is it a funny post?
How is it worded?
How long was the post?
What hashtags were used most often?
Was the post promoted or advertised at all?
Discover
Day of week and time of day that trends most often with your highest engaging posts and utilize that information to test future posts for higher engagement rates.
Analyze Your Clicks
How?
1. Login to Google Analytics at analytics.google.com
2. On the left-hand side click on “Acquisition”
3. Then click “Social”
4. Then click “Network Referrals
5. Set your calendar for a variety of views (all of 2016 versus month-to-month analysis)
Here, you’ll see what social networks drive the most traffic to your website.
What?Social Network - what website your visitor came from
Sessions - how many clicks to your website
Pageviews - how many pages on your site were viewed as a result
Avg. Session Duration - how long this audience stays on your website
Pages/Session - average number of pages viewed per session
What To Look For
Amount of time spent on website vs. Pageviews
Carefully consider your top networks that:
1. Drive traffic
2. Drive Pageviews
3. Encourage time on site
4. Compare these results to your social media posts with the highest engagement
Ask Yourself
• How can I change posts in the future to encourage time on site?
• How can I change the pages I am promoting in these posts to encourage more clicks or conversions?
• What is different about the posts that drive traffic from these sites as compared to the other sites?
• Did I advertise for this and are clicks coming from that advertisement or organically?
Utilize this information to allocate your 2017 Social Media Budget. Increase your budget on
social sites that result in more web page activity. These sites are the sites driving brand
awareness, boosting your search value, and increasing conversion rates.
2017 Marketing Checklist Develop and/or refresh your Buyer Personas Fill in the gaps of what you currently know about your
audience A/B test your new audience discoveries to determine
what demographic details convert to higher sales Create a Live Video Strategy Make Time For Real-Time Content Become a “Story Teller” 20/80 Rule Personalization Trend (up 344%) Long-form posts
Start the new year with a clean slate & plan your 2017 strategy with us. We will be discussing Real-Time
content and hacks for optimal social media growth in our January
webinar.
Sign up today!
www.Boostability.com/Boost-U
Questions?Ask Us:
Sani Nielsen @TheJollyPoly Caz Bevan @AreYouWithCaz