Growing Your Business by Growing Your Social Media
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Growing Your Business by Growing Your Social Media
- 1. growing your business online by growing your social media
- 2. Little about me… • Director of Message, Marketing and Media for Bob for Cook • Chief Digital Strategist for Boxless Media • Digital Marketing Agency • Web design firm • Official Marketing Partner of the Illinois PGA • American Red Cross of Northern IL Marketing Partner • Founder of Chicago Social • Serial Entrepreneur • DJ | Keyboardist | Music Director
- 3. What you’re about to learn… • A proven framework for digital marketing success • Growth strategies for social media • Organic social hacks • Social advertising techniques • Sample business digital marketing plan
- 4. Framework for Digital Marketing Success • What is a framework? • Why do we need a framework? • How do you use a framework?
- 5. Digital Marketing Framework 1. Determine Campaign Goal 2. Audience Definitions 3. Channel Decisions 4. Tactics 5. Messaging 6. Analytics/Refinements
- 6. Campaign Goal Development • Determine one or more goals and any specific objectives or outcomes to support the development and purpose of the campaign. • SMART Goals • Specific • Measurable • Achievable • Relevant • Time bound
- 7. Audience Definitions • The second step is to create as many in-depth audience avatars as possible. • Be as descriptive as possible with definitions • Age • Gender • Geography • Financial demographics • Interests / charitable interests • Other demographic information
- 8. Channel Determination • Next, you must decide which channel will best reach your audiences • Different audiences may require different channels • Utilize industry benchmarks and Red Cross data to determine most appropriate channels • Sample channels: Facebook, Instagram,Twitter, LinkedIn, Web, Blog, Search, Newsletter, Mass Email, Cross Connection, SMS
- 9. Tactics • Based on the channel, one or many tactics should be implemented • Sample tactics: • Organic social media • Paid social media • Paid search • Influencer marketing • Public relations (blogger outreach) • Email marketing • SMS • Affiliate assets
- 10. Messaging • Messaging should be unique and determined on the following factors: • Audience characteristics • Channel requirements/best practices • Tactical demands/characteristics • Messaging must be aligned with overall campaign goal
- 11. Analytics/Refinements • Regular monitoring of results and adjustments: • Which audiences are performing the best? • Which channels are producing most? • Cost-benefit analysis on the tactics • Is the messaging resonating with the audiences? • Invest more in what is working, pull back on what isn’t • Incorporation of tracking mechanisms at the inception of the campaign
- 13. Growth Strategies • ORGANIC –Well constructed social posts • ORGANIC – Engagement with audience • ORGANIC – Group engagement • ORGANIC – Leveraging influencers • PAID – Social advertising
- 14. Well constructed social post
- 16. Group engagement
- 18. Growth Strategies • Social Advertising • Relatively cheap • Extremely targeted • Fluid and flexible • Must be a part of a process
- 19. 2,000 1200 1000 600 319 300 150 106 0 500 1,000 1,500 2,000 2,500 Facebook WhatsApp YouTube Instagram Twitter SnapChat Pinterest LinkedIn SOCIAL MEDIA PLATFORMS BY USER (Numbers in Millions of Monthly Users) Source: Statistica.com, April 2017
- 21. 59.82 72.09 82.86 93.18 103.39 113.18 0.00 20.00 40.00 60.00 80.00 100.00 120.00 2015 2016 2017 2018 2019 2020 US DIGITAL ADVERTISING SPENDING (Numbers in Billions of Dollars) Source: Statistica.com, April 2017
- 22. 2017 SUPER BOWL COST PER THOUSAND $35.07 FACEBOOK/INSTAGRAM COST PER THOUSAND $2-$15 SOCIAL ADVERTISING OFFERS BETTER TARGETING AND REACH AT A BETTER VALUE
- 23. LOCATION Live in an Area Present in an Area Traveling to an Area BASIC DEMOGRAPHICS Age Generation Category Gender Language EDUCATION Education Level Field of Study School Undergraduate Year FINANCIALS Income Net Worth Home Ownership Home Type Household Composition LIFE EVENTS Anniversaries Away from Family Away from Hometown Birthday Close friends with someone have a birthday Friends of Newly Engaged Friends of Newlyweds Friends of Recently Moved Long Distance Relationship New Job New Relationship Newly Engaged (by time period) Newly Wed Recently Moved Parents (by age of child) Moms (by type) Grandparents POLITICS Likely to engage with Politics (Conservative, Liberal, Moderate) Self Reported (Conservative, Liberal, Moderate) US Politics (Conservative, Liberal, Moderate) RELATIONSHIP Interested In Relationship Status WORK Employers Industry Job Titles Office Type INTERESTS Most Anything Imagineable BEHAVIORS Motorcyclers New Vehicle Buyers New Vehicle Shoppers Car Owners (by make, purchase date, style, age, price) Car by Purchase Type Used Car Buyers/Shoppers B2B Company Size B2B Industry B2B Position Seniority Charitable Givers (by type) Gamers OS Used Canvas Gamers Event Creators FB Payment Users FB Page Admins Browsers Users Photo Uploaders By Email Domain Small Business Owners Technology Early vs. Late Adopters Expats (by Country) Bank Types Types of Investors Spending Methods Job Roles (Executives, farmers, financial pros) Type of TV Service Satellite or Internet Radio Users Multicultural Affinities Mobile Device Users (By Type) Purchasing Habits Types of Travelers Facebook Engagements Website Visitors Page/Account Followers JUST A FEW TARGETING OPTIONS
- 24. 2,000 1200 1000 600 319 300 150 106 0 500 1,000 1,500 2,000 2,500 Facebook WhatsApp YouTube Instagram Twitter SnapChat Pinterest LinkedIn SOCIAL PLATFORMS VS. SUPERBOWL REACH (Numbers in Millions of Monthly Users) Source: Statistica.com, April 2017
- 25. STEPS TO CREATING SUCCESS SOCIAL ADS 1.Create your perfect customer personas 2.Find your audiences 3.Create compelling content for ads 4.Analyze and revise
- 26. CREATE YOUR PERFECT CUSTOMER PERSONA 1. Age, gender, language 2. Geography 3. Interests 4. Online habits 5. Social media behaviors DON’T LIMIT YOURSELF TO ONE AUDIENCE.
- 27. FIND YOUR AUDIENCES ONLINE 1. Different platforms attract different demographics 2. Find platforms that reach your demo 3. Make sure you can create content for that platform
- 29. CREATE COMPELLING CONTENT FOR ADS 1. Diversify your content, create many ads 2. Try different medias/ad formats 3. Have a clear call-to-action 4. Experiment with pro and real photography 5. Try alternate versions of your copy 6. Graphics for graphics/text for text
- 30. ANALYZE AND REVISE 1.Which ad groups perform best 2.Which ads perform best 3.Invest in performs 4.Stop what fails
- 32. ADVERTISE AND INVITE 1. Advertise to interested non-fans 2. Entice engagements 3. Invite engagers
- 33. FUNNEL METHOD Awareness Consideration Conversion
- 34. TWITTER HANDLES 1. Reporters/Editors love Twitter 2. Collect a list of Twitter List 3. Advertise to that list
- 35. BUILDING SOCIAL PROOF 1. Create FB Saved Audiences 2. Create content that encourages engagements 3. Boost page posts 4. Get likes/shares/ comments
- 36. DOMINATING INSTAGRAM 1. STOP WORRYING ABOUT WEB TRAFFIC 2. Promote from within the app 3. Build a community
Editor's Notes
- We connect with friends throughout our lives on Facebook. People around the world communicate without barriers apps. YouTube has put a video studio in our hands. 1 We share memories of the days through Instagram We get news faster than any news media on Twitter. We share funny photos and videos of our life as they fade away in SnapChat We are never without a recipe, DIY projects or craft idea with Pinterest We build business relationships that advance our professional careers through LinkedIn Social Media in all forms has changed our lives. While Social Media is and will always remain free to users, for businesses to be successful, they must pay.
- In 2017, it is estimated that the social advertising spending will reach more than 11 billion dollars. And if we look at spending trends from the last few years and until 2020, you will see that digital advertising as a whole is going nowhere but up.
- Here we see the dramatic increase in digital advertising which include all types of digital ads (search, social and display). Social advertising currently represents about 15% of this total and I think we will see an increase as social platforms evolve and become a more important part of our lives. So, social media has changed how we live, communicate and tell the stories of our lives. How do the advertising platforms associated with these networks relate to the biggest advertising event of the year?
- SUPERBOWL Targeting Males vs. Female – 60:40 maybe? Age – 9 to 90? Interest – Who knows? Reach 114 million viewers [SLIDE] Cost $3.5 Million $35.07 CPM [SLIDE] Social Advertising offers Better, More Advanced Targeting Greater Reach At a fraction of the cost
- Let’s talk targeting for a second… So, if we think about the SuperBowl, where it was nearly impossible to target, we see that with this small list of just a sampling of the targeting abilities, the opportunities to target people by anything imagineable is what makes social advertising some of the most advanced advertising platforms available.
- If we think about the numbers we saw earlier on social platforms, the reach is so much greater on social platforms as well. So, why waste a few million on Superbowl ad? We now know that Social Advertising is somewhere we need to be. How do we get started?
- Let me introduce you to the Four Steps to SUCCESSFUL Social Advertising. No matter who your audience, what you’re trying to accomplish or the budget you have to spend, these four steps will ensure your campaigns produce results. [SLIDE] We start by creating a customer avatar for your perfect customer. While social media has opened the doors to do business without borders, it is most often most efficient to do business with select groups of people. For example, if you own reestaurant in downtown Chicago, it doesn’t make sense to reach people in China. If you are promoting a product that is only available at specific retail locations, it only makes sense to advertise to people in those areas. If you are marketing a product that only appeals to teenagers, it doesn’t make sense to target retirees. Figure out who that most perfect customer is and define those personas. [SLIDE] Then, find your audiences online. Different platforms attract different demographics. Take advantage of the platforms that attract the demographics that you are trying to reach. [SLIDE] Next, create compelling content for your ads. You have to use the right photos, videos and/or text that will sell your product or services. [SLIDE] Finally, social advertising platforms give you more advanced analytics than most any other ad platform. Use those analytics to make the most of the campaigns that produce the most and revise and dump those that don’t. [SLIDE]
- Let me introduce you to the Four Steps to SUCCESSFUL Social Advertising. No matter who your audience, what you’re trying to accomplish or the budget you have to spend, these four steps will ensure your campaigns produce results. [SLIDE] We start by creating a customer avatar for your perfect customer. While social media has opened the doors to do business without borders, it is most often most efficient to do business with select groups of people. For example, if you own reestaurant in downtown Chicago, it doesn’t make sense to reach people in China. If you are promoting a product that is only available at specific retail locations, it only makes sense to advertise to people in those areas. If you are marketing a product that only appeals to teenagers, it doesn’t make sense to target retirees. Figure out who that most perfect customer is and define those personas. [SLIDE] Then, find your audiences online. Different platforms attract different demographics. Take advantage of the platforms that attract the demographics that you are trying to reach. [SLIDE] Next, create compelling content for your ads. You have to use the right photos, videos and/or text that will sell your product or services. [SLIDE] Finally, social advertising platforms give you more advanced analytics than most any other ad platform. Use those analytics to make the most of the campaigns that produce the most and revise and dump those that don’t. [SLIDE]