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Maximizing Growth, Engagement, Monetization on Social

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Maximizing Growth, Engagement, Monetization on Social

Top Tips to win at Social. Monetization, Analytics, and Engagement across YouTube, Facebook, Instagram, Twitter, and Snap Chat. For more information go to: www.captiv8.io

Top Tips to win at Social. Monetization, Analytics, and Engagement across YouTube, Facebook, Instagram, Twitter, and Snap Chat. For more information go to: www.captiv8.io

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Maximizing Growth, Engagement, Monetization on Social

  1. 1. Maximizing Growth, Engagement, and Monetization on YouTube, Instagram, Facebook, and Twitter Nov 2016VISHAL GURBUXANI
  2. 2. Agenda 1.Why Influencer Marketing? 2.What should I Do? 3.Data 4.Top Tips to Win
  3. 3. Show me the $ 1. US Ad Spend is $60 Billion Dollars 2. Of the $6.6 Billion Retail Spends on Digital, only 7% buy 3. Digital Surpasses TV Ad Spend in 2016
  4. 4. Google Vs Facebook 1. Google gets 32% of overall spend by Facebook with 22% 2. Top Channels are: Retail, Auto, Finance, Telecom
  5. 5. Marketers don’t control the consumer journey anymore.
  6. 6. New Reality 1. Forcing the same product messaging into new channels wasn’t working (we tried that with social) 2. Trying to meet consumers at every conceivable point on their journey with stuff we wanted to say was exhausting and costly (we tried that with content) 3. What emerged was a new way to reach consumers, with messages about your product they actually want to hear, coming from voices they already trust.
  7. 7. captiv8.io
  8. 8. $29.6 billion was lost by advertisers to bot fraud in 2015 alone. Even Google admits, more than half the ads served on the Internet are never seen.
  9. 9. FACEBOOK POST VIA INFLUENCER CAMPAIGN 0.02% Eng Rate 54 Likes 25 Shares 937 Views FACEBOOK POST VIA HONDA 11 The Impact of Branded Content 584,000 Views 620X Lift 4,500 Likes 80X Lift 42% Eng Rate 2,000X Lift 266 Shares 10X Lift
  10. 10. Reach 6M+ Reach 6M+ Sample Content Creators on Captiv8 Reach 11M+ Reach 1M+ Reach 17M+ CarlieStylezWeekly Chris Us The DuoCasey Neistat Meghan McCarthy Bubzbeauty Reach 5M+ Reach 1M+ Mark Miller
  11. 11. $7.87 Earned Media Value (value the brand received for every $1.00 of paid media spent) Case Study Listerine’s ‘Bring Out The Bold’ Campaign Challenged Creators to Exhibit Awesome Bold Behavior OBJECTIVE Drive relevancy and get consumers to think of LISTERINE as more than just a mouthwash, connecting with them on an emotional level. SOLUTION 7 Creators, Personalized Challenges that tie to the ‘Study of Bold’: Authentic Content: Worked with each Creator to find the right Challenge for them. From Ghost Hunting to Creating a Song with new instruments, we made sure each piece was unique and authentic for their followers. 22.6m Reach 454k Engagement 8.2m Video Views
  12. 12. What can I do? 1.Become a Creator! 2.Be A Technology Enabler 3.Discover and Leverage Creators 4.Video Arbitrage
  13. 13. Become a Creator 1.What is your Story? 2.What channel best represents you? 3.You need to use Video! 4.Consistency is key 5.Messaging
  14. 14. Technology Enabler 1.Machine Learning to predict audience demographics 2.Manage Social 3.Platform to scale Social
  15. 15. Discover Creators 1.Find your influence 2.Partner with Creators 3.Test. Test. Test.
  16. 16. Video Arbitrage 1.You need to spend Marketing Dollars on Video YESTERDAY 2.Facebook, Instagram, Twitter, SC
  17. 17. Exercise – (5 min) 1. What is my Marketing Goal? 2. What channel is the most effective use of my goal? TWTR, FB, IG, SC, YT 3. How can I incorporate Video? 4. What will I be doing to research: 1. Creators? 2. HashTags? 3. Location
  18. 18. captiv8.io TOP TIPS TO WIN ON SOCIAL
  19. 19. 21 TIP #1 CREATE SHORT FORM VIDEOS WITH SUBTITLES OR WORDS TO INCREASE VIDEO VIEWS GOAL Increase video views and brand messaging TIPS § When scrolling social feeds videos don’t play sound unless users click on the video § Using subtitles or words in your video will keep viewers engaged without having sound CHANNEL ALL
  20. 20. 22 TIP #2 USE PAID SOCIAL ADS FOR DIRECT RESPONSE CAMPAIGNS GOAL Drive traffic to website or landing page TIPS § Using paid social ads will show clear Call-to- Actions – Learn More, Buy Now, Install Now § Audiences can be instantly re-directed to website, landing page, or product page by clicking CHANNEL ALL
  21. 21. 23 TIP #3 CREATE A VIDEO/GIF TUTORIAL, DEMONSTRATING VALUE AND BENEFIT ONE CAN GAIN FROM USING THE PRODUCT GOAL Increase engagement, drive traffic, incentivize purchases TIPS ▪ Create a video/gif tutorial highlighting product use case ▪ Make sure to clearly demonstrate achieved results, benefits and/or value one gets from using the product/service CHANNEL Instagram, Twitter, YouTube, Facebook
  22. 22. 24 TIP #4 POST IMAGES WITH COUPON CODES OR DISCOUNTS, INCENTIVISING NEW PURCHASES GOAL Drive traffic, incentivize purchases TIPS ▪ Post occasional coupon codes and discounts, incentivize customers to make a purchase even if they weren't planning on making one in the first place CHANNEL Instagram, Twitter, YouTube, Facebook
  23. 23. 25 TIP #5 A/B TEST FACEBOOK POSTS TO SEE WHICH IMAGE/COPY PERFORMS BEST GOAL Maximize engagement on your Facebook posts TIPS § Test Facebook post copy/image on a limited audience based on a certain criteria (ex: location) to see which content garners more engagements CHANNEL Facebook
  24. 24. 26 TIP #6 USE SCREENSHOTS FOR MORE ENGAGING ARTICLE DISCUSSIONS GOAL Generate authentic engagement & loyalty among audience TIPS § Have a consistent voice. CHANNEL Facebook, Instagram, Twitter, YouTube
  25. 25. 27 TIP #7 ESTABLISH A CLEAR AND CONSISTENT VOICE FOR YOUR CHANNEL GOAL Generate authentic engagement & loyalty among audience. TIPS § Have a consistent voice throughout all social posts (ex: don’t switch between 1st & 3rd person). CHANNEL Facebook, Instagram, Twitter, YouTube
  26. 26. 28 TIP #8 POST PICTURES WITH TWEETS TO INCREASE NOTICEABILITY GOAL Increase the amount of people noticing / engaging with your tweets TIPS ▪ Adding pictures to your daily scheduled postings will increase the chances of being noticed by your audience ▪ Pictures will drive up engagement for your post CHANNEL Twitter
  27. 27. 29 TIP #9 CREATE A SOCIAL LIBRARY FOR DAYS YOU CAN’T THINK OF CONTENT GOAL Continuous daily engagement with audience TIPS ▪ Using a service like Hootsuite to create a library of posts to choose from days you do not have daily relevant content ▪ A continuous posting schedule increases your audience's trust in your product CHANNEL Instagram, Facebook, Twitter, YouTube
  28. 28. 30 TIP #10 USE YOUTUBE BUMPER ADS TO ENGAGE MOBILE USERS GOAL Brand awareness, video completion TIPS § Produce <6 second pre-roll video for YouTube on Mobile § Deliver concise creative messaging best optimized for Mobile CHANNEL YouTube “We like to think of Bumper ads as little haikus of video ads – and we’re excited to see what the creative community will do with them,” – Zach Lupei - Product Manager, Google
  29. 29. 31 TIP #11 INCLUDE VISUAL CUES TOWARD HYPERLINKED OVERLAYS IN VIDEO CONTENT GOAL Traffic, sign-ups, acquisition TIPS § Basic pre-production planning that goes a long way in driving performance § Also consider redirects with pre-populated offer/promo codes CHANNEL YouTube
  30. 30. 32 TIP #12 CREATE A CHANNEL PLAN TO ENSURE SUCCESS GOAL To stay organized and ensure success on each channel as the goals are different TIPS § Map out the following: § Target audience (figure out persona and tone based off this) § The goal on each channel, type of content, what is the structure of each post, how will this channel work with the others, what is the desired outcome of each post, and set an editorial calendar for each channel CHANNEL All channels
  31. 31. 33 TIP #13 A/B TEST YOUR POSTS TO OPTIMIZE SUCCESS GOAL To maximize engagement on each post TIPS Use multiple headlines for the same content to test which yields a better response. Schedule the link to be shared multiple times and change the headline out with each post CHANNEL Twitter, FB, YouTube, Instagram
  32. 32. 34 TIP #14 CONDUCT A TRIAL RUN BEFORE YOUR ACTUAL LIVE STREAM GOAL Ensure a stable and high-quality live stream TIPS § Test out your internet connection, lighting, sound, and video quality CHANNEL Facebook Live, Periscope, YouTube Live, etc.
  33. 33. 35 TIP #15 FIND YOUR FANS AND LOCALIZE GOAL Grow Your Account TIPS § On YouTube, 2/3 of a creator's audience watch time comes from outside their home country § Find out where your fans are § Use YouTube to translate your content into 300+ languages CHANNEL YouTube
  34. 34. 36 TIP #16 USE YOUTUBE CARDS TO ENGAGE GOAL Increase Engagement TIPS § Experiment with new card types to add interactivity to your videos § Create polls to get real-time feedback from viewers or use cards as a platform to sell product CHANNEL YouTube
  35. 35. 37 TIP #17 CREATE A CUSTOM SNAPCHAT ON- DEMAND GEOFILTER GOAL Increase branding and awareness TIPS § Create an fun, on-demand geofilter for use during events at a specific time and location § All snaps at the event can incorporate your filter to provide extra awareness to your brand CHANNEL SNAPCHAT
  36. 36. 38 TIP #18 TELL STORIES: CREATE DEEPER ENGAGEMENT ON INSTAGRAM & SNAPCHAT GOAL Strengthen engagement with target audiences by using ‘story’ narrative that is both interesting, relevant, and impermanent TIPS § Produce impermanent, expiring content to give a behind-the- scenes look into your brand § Excite and engage fans by providing time-sensitive offers § Share an authentic raw ‘behind-the-scenes’ look into your brand to connect with fans § Expiring stories create sense of urgency – fans will want to check content before it’s gone forever! CHANNEL Instagram, SnapChat
  37. 37. 39 TIP #19 WIN BY BEING SOCIAL: ENGAGE WITH OTHER INFLUENCERS GOAL Establish a voice and identity amongst like-minded Influencers, increase visibility and engagement of content TIPS § When reposting content ALWAYS Credit the original Influencer § Create discussions with Influencers by starting a conversation on their posts § Tag all appropriate owners of content anytime you repost § Create a network of super-Influencers, help each other gain visibility to grow even larger audiences and strengthen Influencer and brand recall CHANNEL Instagram, Facebook, Twitter, YouTube
  38. 38. 40 TIP #20 POST CONTENT THAT IS AUTHENTIC TO YOUR CHANNEL GOAL Maintain Loyal Followers TIPS § Partner with Brands that you are genuinely excited about working with § Do not over saturating your channels with too many promotional posts CHANNEL All Channels
  39. 39. 41 TIP #21 POST EVERY DAY ON YOUR INSTAGRAM CHANNEL TO STAY TOP OF MIND GOAL Increase Engagement TIPS § Plan your posts out to ensure you have enough content to post each day § Taking days off of posting can dramatically decrease the number of impressions your future posts will receive CHANNEL Instagram
  40. 40. 42 TIP #22 USE HASHTAGS IN COMMENTS TO DRIVE ENGAGEMENT, NOT THE DESCRIPTION GOAL Increase followers and engagement TIPS § Using hashtags in your comments allows you to create more hashtags than the description limits § HashTags will drive up engagement for your post CHANNEL Instagram
  41. 41. 43 TIP #23 ENGAGE YOUR AUDIENCE WITH AUTOMATION GOAL Increase engagement of Instagram photos TIPS § Download WordSwag CHANNEL Instagram
  42. 42. 44 TIP #24 HAVE MULTIPLE ACCOUNTS TO TEST IDEAS AND PREDICT PERFORMANCE GOAL Try out new ideas and creatives on a subset of your audience. TIPS § Make sure to setup a similar generic account to your main account § Test new ideas on a smaller audience giving you a good indication of velocity on the metrics that matter to you! CHANNEL All Channels
  43. 43. 45 TIP #25 USE BITMOJI IN SNAPCHAP TO INCREASE AUDIENCE ENGAGEMNT GOAL Increase fan stickiness with a multi- character bitmoji response TIPS § Setup Bitmoji and have more engaging conversations with your audience § Bitmoji’s are more personal and a multi-character action takes the same amount of time to respond, but increases stickyness by 8x CHANNEL SnapChat
  44. 44. 46 TIP #26 USE UNIQUE BUT RELEVANT HASHTAGS TO DRIVE ENGAGEMENT GOAL Increase followers and engagement TIPS § Using hashtags that are relevant to your post make your post more authentic and can potentially create a trending hashtag § HashTags will drive up engagement for your post CHANNEL INSTAGRAM
  45. 45. 47 TIP #27 EDIT ALL VIDEOS AND HAVE A SECOND PAIR OF EYES REVIEW TO CREATE QUALITY CONTENT GOAL Increase QUALITY TIPS § When editing a video be aware of your audience and know they expect to view a quality video § Editing will improve viewership remove clutter CHANNEL YOUTUBE, FACEBOOK, INSTAGRAM
  46. 46. Closing Thoughts 1. Twitter • Effective platform if you leverage it like Email, free and focused on follower groups 2. Instagram • Live Video is coming out, go LIVE! • You can now post with clickable links, think attribution 3. Facebook • Artificially bumping Live Video in the feed • Video eCPMs are UNDERVALUED 4. SnapChat • Leverage an Ads API partner today! 5. YouTube • Find Influencers to create content 6. How to make money? • Technology Enabler • Video Advertiser Arbitrage • Become a Creator • Leverage Video
  47. 47. Thank You vishal@captiv8.io

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