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2B: LEGAL
6
GDPR
Timestamp, channel and reason for opt-in
Limit data collection
Opt-in only
CCPA
Follow GDPR and in most cases you will be fine
Copyright
Negotiate when you can
Protect your brand and designs
Social Media
7. © https://e-commercemanagers.com
3A: GOOGLE ANALYTICS + GOOGLE TAG MANAGER
7
Google Analytics
Use filters in your Views to exclude IP adresses of internal users
Use Goals to measure critical steps in your customer journey
Use UTM tracking parameters to measure your traffic sources
Use Event tracking to measure onsite behaviour
Use Segments to slice up the behaviour of groups of users
Google Tag Manager
Run all (including GA) your external scripts in one place
Implement pixels and scripts without the help of a developer
In most cases: speed up the loadtime of your website
Social Media
11. TRIALS – BEST PRACTICES
Trials
Don’t ask for creditcard details starting your
trial
If you want correct e-mail addresses, send
them a confirmation email with login link
If you need phone numbers for outbound
reasons, send them an SMS code with
verification
Call them while they are logged in, in their first
session!
In follow-up sequence (during trial period):
focus on functionality, features and
integrations
Only when logged in several times, during trial,
also send upgrading and pricing information
Serious trial (several logins and several events)?
Offer trial-extension
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Social Media
13. SCRATCHING THE SURFACE
In this hour we will only scratch the surface of social media
It’s an inmense world that encompasses almost every element of society and
human beings with a lot of stats being published every day
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Social Media
NO ADS
We will not discuss advertising at social networks here; will follow later
For now, assume you can advertise on everything a social network has to offer
Organic reach, for non-engaging posts, is low ~2 to 10% of your followers
ASSUME MOBILE
Always assume your users see your content and click on it from a mobile device
14. SOCIAL MEDIA
History
Current size and usage
Per country
Demographics
Organic reach
Functionalities
Content promotion
Followership
Customer Service
Tools
Monitoring / Listening
Engagement / Community Management
Publishing / Analytics
Competitor research
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Social Media
Amplification of content
Getting leads
Reach
Community Building
Promoting Events
Customer Service
Competitor research
Market research
15. MONTHLY ACTIVE USERS
2020
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Social Media
Monthly active users (millions)
Facebook 2.700
Youtube 2.000
Whatsapp 2.000
Facebook Messenger 1.300
Instagram 1.158
Reddit 430
Pinterest 416
Twitter 353
Quora 300
Linkedin 260
16. TIME SPEND PER DAY ON SOCIAL MEDIA
Source
Statista
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Social Media
21. MEASURING ROI
Value
Business conversions (such as customer acquisition or lead generation)
Brand awareness or perception
Customer experience and loyalty
Employee trust
Partner confidence
Security and risk mitigation
Tracking
Reach
Audience engagement (likes, comments, shares)
Site traffic
Leads generated
Sign-ups and conversions
Revenue generated
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Social Media
23. SIMPLE, BEST PRACTICES
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Social Media
Hashtags
Always add a few hashtags to any post =categories / metadata
Mentions
Name people and business in your posts (@)
Native uploads
Upload the content to the platform for highest reach. So don’t share your video that is hosted
on Youtube on Linkedin. But upload it to Linkedin.
Visual
Always add visuals (photo, video)
24. HOW OFTEN SHOULD YOU POST PER DAY?
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Social Media
Source
Louisem.com
25. BEST TIME OF DAY (FACEBOOK)
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Social Media
Source
Sprout Social
26. BEST TIME OF DAY (INSTAGRAM)
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Social Media
Source
Sprout Social
27. BEST TIME OF DAY (LINKEDIN)
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Social Media
Source
Sprout Social
28. BEST TIME OF DAY (TWITTER)
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Social Media
Source
Sprout Social
29. WHAT TYPES OF CONTENT?
Branding
Funding
Awards / prices
New teammembers
Any milestone
Case studies
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Social Media
Engagement
Take a stand/opinion
Ask something
Contests (followers)
Polls
Personal story
Quotes & facts
Leads / Sales
Content promo’s
Coupons
Campaigns
Product updates
Back in stock
Sweepstakes
Webinars
Job openings
Traffic
Content teasers
Share article
Product launch /
update
Tips & trics
30. SOCIAL LOGIN TO INCREASE CONVERSIONS
Increase sign-ups
Especially early stage
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Social Media
31. FREE TOOLS/FREE PLANS
Canva
IFTT (If This Then That)
Google Alerts
Tweetdeck
SocialOomph
Hootsuite
Buffer
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Social Media
32. SOCIAL MEDIA TOOLS
IMPORTANT FUNCTIONALITIES
Publishing
Listening (keywords, hashtags)
Engagement (reply, comment)
Sharing
Analytics
Influencer identification
Sentiment analysis
Calendar / Planning / Scheduling
Campaigns (ads)
Automation
Source reviews: g2.com
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Social Media
Social media tools to check out
G2 stats
App Average # reviews Pricing
AgoraPulse 4.5. 525 99€
SproutSocial 4.3. 1339 99€
Buffer 4.3. 811 15€
SocialBakers 4.2. 111 200€
Contently 4.2. 32 Enterprise
Hootsuite 4.1. 9235 25€
FanpageKarma* 3.9. 15 249€
* : unlimited social profiles (think competition)
33. THE END
Next session Monday, about:
6A: Leadnurturing and e-mail marketing
Tomorrow content will be uploaded and send to you by e-mail
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Social Media