Google has Dumped You. But Social is Ready to be Loved.

1  Slides and recording will be available afterwards

2  Join the conversation on Twitter #SMMWebinar

3  If you have questions, ask on Twitter using the #

4  If you have technical difficulties, use the webinar chat box

HOUSEKEEPING

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PRESENTERS

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Cheri Percy Content and Community

Manager at Distilled.

@Distilled

Simon Penson Founder of Zazzle Media.

@ZazzleMedia

1  Building Your Brand on Social

2  Identifying the Best Social Channels for You

3  Tracking Your Social Media Efforts

4  Paid Social - Finding Your Audience

5  Setting Up Your Paid Campaign

6  Measuring the ROI of Social

7  Q&A

AGENDA

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We can’t put all our eggs in Google’s basket

BUILDING YOUR BRAND ON SOCIAL. 1

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You’ve been given the keys to the corporate social accounts; now what?

My first day at Distilled

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My background is in music

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Conversation, not Broadcast

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Google  Has  Dumped  You;    But  Social  Is  Ready  To  Be  Loved  

Starting the Conversation

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Don’t just share your own content

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Showing the Love

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And Not Just Online …

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Track your associated hashtags

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USING FAVOURITES AS ONLINE TESTIMONIALS.

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Bookmark for Later

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Embed them into your site

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Google  Has  Dumped  You;    But  Social  Is  Ready  To  Be  Loved  

Get Organised #SMMWebinar  

ALIGN YOUR SOCIAL MEDIA WITH YOUR CONTENT.

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Use a Project Management System

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Filter by ‘not complete’

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Add a Project Brief

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IDENTIFY THE BEST SOCIAL CHANNELS FOR YOU.

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MTV’s #NeedToKnow

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Lowes #FixInSix

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TRACKING YOUR SOCIAL MEDIA EFFORTS.

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Use Google Tag Manager

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Add your source

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Add your medium

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Name your campaign

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Identifying social traffic

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Google  Has  Dumped  You;    But  Social  Is  Ready  To  Be  Loved  

Making over your ‘social’ toolbox

Google  Has  Dumped  You;    But  Social  Is  Ready  To  Be  Loved  

Media monitoring made simple

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Google  Has  Dumped  You;    But  Social  Is  Ready  To  Be  Loved  

Topsy

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Google  Has  Dumped  You;    But  Social  Is  Ready  To  Be  Loved  

Identifying thought leaders #SMMWebinar  

4. PAID SOCIAL – FINDING YOUR AUDIENCE.

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IT ALL STARTS WITH

AUDIENCE #SMMWebinar  

KNOW WHO YOU’RE TALKING TO

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Find out like this …

Facebook Power Editor #SMMWebinar  

Use this formula.

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You end up with this.

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You can even do it with age …

And Brands #SMMWebinar  

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Read  more  on  the  HubSpot  blog  (link  will  be  posted  out  in  the  Slides  a8er  the  webinar)  

CREATE PERSONAS  

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SETTING UP THE

CAMPAIGN #SMMWebinar  

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Facebook Options

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Facebook Ad Placement Domain Ads – Pushing traffic ‘offsite’ – best for ROI.

RHC (Right Hand Column) A lot more impressions but expectation is not to go offsite.  

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22x ROI than the rest of Facebook. #SMMWebinar  

Facebook Ad Placements NEWS  FEED  

Age and Location: Break it down. Key component of your test strategy. Same is true of location. Mobile: Mobile newsfeed for conversions is not great. Mobile is fine for Likes and engagement. Lookalike Audiences: Find and reach more people who look like your best customers by utilizing Lookalike Audiences for users who are likely to convert. You can find this option in Power Editor. Utilize the data you created: Set up campaign groups based on each persona and target by interest.

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Facebook Targeting

Images: To comply with Facebook policies and catch user’s attention, be sure to include less than 20% text in your photos. Images featuring bright colors or people/emotion perform best. Headline: Show our targeted demographic that we are speaking directly to them. We can ask relevant questions or make statements that our target demographic will respond to. We can also use it to voice relevant, beneficial selling points. Body Copy: Include a strong CTA (Call To Action) or next step e.g. click here, register here and so on.

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Facebook Content

TWITTER OPTIONS

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Twitter Ad Formats

Keywords - simple but often targeting is a little loose Television – treated as a broadcast advertising opportunity Interests – great for utlising earlier audience insight

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Twitter Targeting

•  Users’ web browsing behavior. •  Email addresses and other CRM data. •  Lists of Twitter IDs.

Allows you to target based on…

MUST WORK WITH A 3RD PARTY AD PARTNER

Tailored Audiences

•  AD  FORMATS  •  PLACEMENTS  •  TARGETING  •  CREATIVE  

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It’s all about the …

MEASURING ROI.

QUESTIONS?

THANK YOU.

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Cheri Percy Content and Community Manager at

Distilled. cheri.percy@distilled.co.uk

@Distilled

Simon Penson Founder of Zazzle Media.

simon.penson@zazzlemedia.co.uk

@ZazzleMedia