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SMX Munich 2016 - Finding Your Way Though the Social Media Channel Jungle

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SMX Munich 2016 - Finding Your Way Though the Social Media Channel Jungle

  1. 1. Finding Your Way Through The Channel-Jungle Which Content Works For Which Channel @jesstiles
  2. 2. Everybody stand up Introduce yourself
  3. 3. Sit down if...
  4. 4. Sit down if... You have more than 5 social marketers in your team
  5. 5. Sit down if... You have more than 5 social marketers in your team You have more than 2 social marketers in your team
  6. 6. Sit down if... You have more than 5 social marketers in your team You have more than 2 social marketers in your team You have 1 social media marketer
  7. 7. Sit down if... You have more than 5 social marketers in your team You have more than 2 social marketers in your team You have 1 social media marketer You’re going it alone
  8. 8. Your new team
  9. 9. What makes a network special 1
  10. 10. Network Gender Content type Goal Challenge Algorithm Algorithm Time of day Good hashtags Algorithm Few followers
  11. 11. Track the right KPIs 2
  12. 12. Actionable metrics Valuable metrics Followers Impressions Reach Share of voice Comments Shares Likes Engagement rate Clicks CTR Conversions Conversion rate Vanity metrics Types of social metrics
  13. 13. UTM tag all your social media links to track performance in Google Analytics
  14. 14. Google Analytics Facebook Insights Twitter Analytics Pinterest Analytics YouTube Analytics Google+ Insights Excel Many social analytics tools pull in already available data and simply make it pretty You don’t need costly tools Create actionable data For example, categorise posts into themes and subthemes
  15. 15. Engage your audience 3
  16. 16. Humour Puzzle TBT Public events Quote Birthdays
  17. 17. Engagement Rate Humour 0.61% Quote 0.62% TBT 0.75% Puzzle 0.89% Public events 1.00% Birthdays 2.89% We analysed them Always be testing different themes of posts to better engage your audience
  18. 18. Get the right clicks 4
  19. 19. Product Category Branded Merchant
  20. 20. We analysed these too * Based off 1281 posts on Facebook. But similar trends hold true for other click focussed social networks. Post CTR Bounce Rate Category 3.51% 36% Product 1.92% 63% Merchant 1.47% 53% Branded 1.23% 30%
  21. 21. Align format to objective 5
  22. 22. Engagement Reach Clicks Image Best Average Poor Link Average Average Best Video Average Best Poor Status Poor Good Poor Formats vs. Goals
  23. 23. Understand video 6
  24. 24. Instagram Facebook Twitter YouTube Autoplay mobile No sound No sound No sound Sound Autoplay desktop No autoplay No sound No sound Sound Usual Ratio Square Rectangle Rectangle Rectangle Video end Auto-repeat End shot Start shot End shot then next video Allowed length 15 seconds 45 minutes 30 seconds 11 hours Networks do video differently
  25. 25. We learnt the hard way
  26. 26. Autoplay without sound? Use subtitles
  27. 27. Instagram.... It’s square
  28. 28. Longer end shot Next step end shot Strong start shot Longer end shot
  29. 29. Pay close attention to start and end shots
  30. 30. Under 1 minute Under 1 hour Over 1 hour 1. Teasers 2. Micro-series 1. Stand alone clips 2. Facebook live 1. Series episodes 2. Evergreen topics Go ‘native’ on each network with an algorithm for improved reach
  31. 31. Optimise the video length for the network’s attention span
  32. 32. Instagram Facebook Twitter YouTube Autoplay mobile No sound No sound No sound Sound Usual Ratio Square Rectangle Rectangle Rectangle Video end Auto-repeat End shot Start shot End shot then next video Allowed length 15 seconds 45 minutes 30 seconds 11 hours Networks do video differently You need to make different videos
  33. 33. Pay for growth intelligently 7
  34. 34. Do ads, but don’t buy likes New page likes 968 15,423 1493% Website clicks 24,741 4,431 -82% Organic reach 7.57% 6.91% -9.55% All sessions 1,387,120 1,247,286 -12% Cost per session 0.0008 0.0016 100% * Based on 4 weeks of test data
  35. 35. Build a network of partners who post your content
  36. 36. Group of 50 influencers x Monthly mobile data vouchers = 8K retweets & trending #tag Or incentivise influential fans to share your posts
  37. 37. Post consistently 8
  38. 38. Quality is more important than quantity But in many cases, more at quality is better Especially when you are new to network Changed posting frequency from 3 posts per day to 5 posts per day
  39. 39. Posts per day Facebook 3 - 5 Twitter 1 - 2 Instagram 3 - 4 Pinterest 1 - 2 Google+ 1 YouTube 1 Post more than your gut tells you
  40. 40. Know the needed resources 9
  41. 41. Time per post Posts per day Time Facebook 30 minutes 4 2 hour Twitter 30 minutes 2 1 hour Instagram 15 minutes 4 1 hour Pinterest 30 minutes 2 1 hour Google+ 15 minutes 1 15 minutes YouTube 4 hours 1 4 hours TOTAL 14 posts 9 hours 15 mins Correctly sized, branded, high quality image / video Well written, hash tagged text UTM tagged link
  42. 42. 1 part time 1 full time More than 1 Facebook Twitter Instagram Facebook Twitter Instagram Pinterest Google+ Facebook Twitter Instagram Pinterest Google+ YouTube & Messengers What resources do you have?
  43. 43. Use messenger networks 10
  44. 44. Build lists on messenger networks to send daily updates Reduce your FB dependency
  45. 45. Leverage the opportunity while the marketing channel is fresh
  46. 46. Everybody stand up
  47. 47. 1 Know what makes each network special 2 3 4 5 Get the right clicks Track the right KPIs Engage your audience Align format to objective 6 Understand video 7 8 9 10 Know the needed resources Pay for growth intelligently Post consistently Use messenger networks Tweet @JesStiles

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