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How To Use Social Media To Drive Traffic, Engagement And Revenue

Participation

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Type your questions into the chat pane and we’ll address them as we go or at the end of the presentation.

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Today’s Agenda

Consumer expectations vs reality

How to choose the best social networks for your publication

How each could be used by publishers to promote their brand

Tips for using each of the major social platforms

How to leverage your social media audience to deliver value to your advertisers

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Consumer Expectation/Behavior

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Facebook and Twitter are the most popular platforms

– 84% of respondents expect you to be on Facebook

– 64% expect you to be on Twitter.

Instagram is more popular among the younger set (18-44)

YouTube clinches third with 44% of consumers expecting you to have a presence on the platform

Google+ is expected more from older consumers (45+)

Significantly more women expect brands to be on Instagram and Pinterest

Source: HubSpot

Reality

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Overall there was a 35-65% drop across the board between the number of consumers who expect your brand to have a presence on social media and those who will actually follow you!

Source: HubSpot

Ultimately, while consumers expect brands to be present on an average of 3.4 platforms, they’ll only follow brands they like on an average of 1.6!

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Start with Facebook 1st

then expand as time and resources permit.

But DON’T

Be a Broken Record!

What Does This Mean?

Approach

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• Consistency

– Can’t take off long periods of time!

• Experiment Continuously

– Try different times, styles, topics

• Have a plan

– Different messages for each platform

– Set goals for each in terms of traffic, engagement, revenue

– Commit to at least 3 months

– Don’t be afraid to abandon or pivot

WIIFM?

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Stay up-to-date with top stories and news from the community

Get the latest deals and coupons in…

Local trends including recipes, fashion, events and more

Real stories from the community

Stay up to date with the latest marketing trends for local businesses

Videos by and from the community

• Use a human voice

• Link back to articles on your site as often as possible

• Always optimize the image

• Don’t give too much away in the title and excerpt

Facebook

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Tips

• Be conversational

• Interact more consistently throughout the day

• Don’t be afraid to repeat tweets

• Use lists to watch others

Twitter

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Tips

• Highlight print

• Curate 1st then sprinkle in original content

• Make sure to add a description and place where appropriate

• Use as embeds on articles (ITI, Event Recaps, etc.)

• Cross share to Facebook

Pinterest

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Tips

• Be authentic, not professional

• Always provide context– Quotes from people,

prices, etc.

• Cover hot topics/ask for opinions– Use videos too!

Instagram

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Tips

• Be authentic, not professional

• Use your phone

• Cover local events, people, businesses

• Always create articles on your site as well and embed video

• Curate other peoples videos in playlists

YouTube

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Tips

• Ensure your business page is setup if for no other reason than SEO

• Do the minimum (share articles -same as Facebook)

Google+

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Tips

• Invite advertisers/prospects to follow your page

• Share interesting articles about local marketing with your view included (educate)

• Announce offers and deadlines

• Make sure your profiles are complete and links to your advertising page (personal and page)

LinkedIn

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Tips

How To Leverage Your

Audience to Drive Revenue

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Drive Traffic & Engagement

Sharing

• Events

• Articles

• Highlight Businesses

• Coupons/Deals

Cross-linking & Tagging

Include Paid Placements

A bit more salesy when sharing but still value add to readers

Include Paid Promotions

Buy Facebook Ads (or equivalent) to guarantee reach

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Don’t be afraid to highlight your social influence, but remember that

it’s all about maximizing traffic, engagement and reach for the

advertiser.

Social is just one aspect of that!

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