Social Media
Dave Neudeck
dneudeck@Virginia.org
@daveneudeck
Image: comedy_nose, Flickr
Social Media
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Strategies
Reach
Engagement
Content
Key Performance Indicators (KPIs)
Advertising
Social Media Strategies
• Be Real
• Be Focused
• Be Consistent
http://www.forbes.com/sites/williamarruda/2013/08/27/three-elements-of-an-effective-social-media-strategy/
Social Media Strategies
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Purpose
Audience
Platforms
Organization
KPIs
Social Media Checklist
TASK
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Q
Review purpose for each platform
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Define KPIs
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Update Cover Photos
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Update Profile Pic
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Review/ Update “About” Copy
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Create Monthly Messages Calendar
Review Messages Calendar
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Social Media Checklist
TASK
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Catalog Content Assets
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Post on Facebook
2-3
Tweet
5-6
Image or Instagram
2-3
Monitor Social Medial Channels
60m
Advertising – Page Likes on FB
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Social Media Checklist
TASK
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Create Facebook Albums
Review Analytics
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Research Competitors
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Identify Key Influencers
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Social Media Reach
Reach – The # of people who see a post
• Organic vs Paid
• Fans vs Non-Fans
• People – Who, Where, Age, etc
Social Media Reach
Social Media Engagement
Engagement – Interacting with a post
• Positives: Likes, Comments, Shares,
RTs, Mentions, Pins, Clicks
• Negatives: Hides, Reports, Unlikes,
Unfollows
Social Media Engagement
Engagement Rate - % of people
performing an engagement task after
seeing a post
• ER: Total Engagement / Reach * 100
Social Media Engagement
Engagement Rate - % of people
performing an engagement task after
seeing a post
• ER: Total Engagement / Reach * 100
Social Media Engagement
Reach: 40,724
Likes: 1759
Comments: 36
Shares: 310
Link Clicks: 1024
ER = (1759+36+310+1024)/40724 x 100 = 7.7%
Social Media Engagement
Scoring a Facebook Post
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0.5 per Like
1.0 per Comment
3.0 per Share
5.0 per Click to Site
Social Media Engagement
Social Media Engagement
Oyster Festivals Post Score
• 2367 Likes, 293 Comments, 424 Shares
• 3278 Clicks to
http://www.virginia.org/OysterFestivals/?a
dref=fb1013oyfest
Score: 19,138.5
Social Media Engagement
Social Media Engagement
Natural Bridge Post Score
• 11,645 Likes; 507 Comments; 2,467 Shares
• 4,613 Clicks to
http://blog.virginia.org/2013/11/9-must-seevirginia-landmarks/
Score: 155012.5
Social Media Engagement
Promoted Tweets in Profiles (Pinned Tweets)
https://support.twitter.com/groups/58-advertising/topics/254-targeting/articles/20169566-promoted-tweets-in-profiles#
“While marketers may have different purposes for
engaging their audience with a Facebook Page, most
should be interested in knowing how engaging their
content is. You need engagement to convert your
audience to action.”
http://www.michaelleander.me/blog/facebook-engagement-rate-benchmark/
Social Media Content
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Photos + Link
Link Shares
Status Updates
Self-Promotion
Lead Generation
Entertainment
Videos
Social Media Content
Social Media Content
• Desktop vs Mobile
Operating System – 54% Mobile/Tablet
Social Media Content
• Desktop vs Mobile
Source – m.facebook.com (Mobile) 43%
Social Media KPIs
• Engagement Rate
• Facebook Score
• Goals – Landing Pages, Leads
Generated, Time Spent on Page
• Twitter – Retweets, Mentions, Replies
• Statigr.am - LOVE Rate
Twitter Timeline Activity
Statigram Stats
Lead Generation
Lead Generation
Post 1 – Parasailing (11/13)
Facebook Score: 16,462.5
Leads: 290
Post 2 – The Channels (11/18)
Facebook Score: 40125
Leads: 884
Social Media Advertising
• Facebook Ads
• Extend Reach and Target
• Facebook Ad Types
• Boost, Sponsored Post, Page Likes
• Promoted Tweets
• Instagram Ads
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http://blog.instagram.com/post/64973363225/adsoninstagram
Social Media Advertising
Advertising on Facebook
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Set an annual budget
Monitor your posts for about 2 hours
Boost or Promote your Best Posts!
Monitor to make sure results are holding.
Pause Promotion if results are not good
Add more $$$ if results are great. Monitor
Thank You!