Date post: | 18-Jul-2015 |
Category: |
Data & Analytics |
Upload: | erica-metzger |
View: | 94 times |
Download: | 1 times |
1 | Sound social media strategies to generate website clicks
Sound social media strategies to generate website clicks
Erica MetzgerSocial Media Manager,
BAYADA Home Health Care@stealthmaestro
2 | Sound social media strategies to generate website clicks
“We don’t have a choice on whether
we DO social media,
the question ishow well we do it”
- Erik Qualman
3 | Sound social media strategies to generate website clicks
1.23 billion monthly active users, 945 million mobile users, and 757 million daily users.
4 | Sound social media strategies to generate website clicks
… AND it’s not just kids! Number of Adults on Social Media as of September 2014:
71% use Facebook23% use Twitter
26% use Instagram28% use Pinterest28% use LinkedIn
Pew Research, 2014
And 52% of online adults now use 2 or more social
networks
6 | Sound social media strategies to generate website clicks
• It takes people
• It takes technology
• It takes time
… all of which are limited resources
How do you know where to focus?
7 | Sound social media strategies to generate website clicks
The Five “Musts” of Corporate Social Media
1. Reputation management
2. Customer service
3. Customer loyalty
4. Thought leadership
5. Customer acquisition
8 | Sound social media strategies to generate website clicks
Customer acquisition = ROI
ROI is a business metric, not a media metric
We have to measure more than just social!
Customer acquisition is critical to social success
9 | Sound social media strategies to generate website clicks
Organic Customer AcquisitionThe number of unique people who saw your content in their News Feed, ticker or on your Page
In many cases, this number is restricted to a percent of your total following.eg: Facebook
Ways to increase organic reach:• Engage, respond and be genuine
Measure and review the posts that work! • Get your entire company to share, like and
comment. Have a great campaign? Eblast • Share across multiple networks and make• Images, Calls to Action and Optimum post
Internallydistribution partnershipstiming
10 | Sound social media strategies to generate website clicks
Paid Customer AcquisitionThe number of unique people who saw your paid content. In social media, if you want to reach any specific audience, you must use advertising
Ways to optimize paid reach:• Custom audience(s) and persona development• Know what you are currently paying for leads
and companywide conversion rates • FB: Boosted posts, ads manager and dark
posts• Calls to Action and click through to site – use
forms and landing pages with specific goals• Permission marketing, what are you offering
for that email address? • Tracking URLs and lead management
11 | Sound social media strategies to generate website clicks11
• Triage Leads
Facebook Advertising
•May - Facebook ( $2439.97)
•May - Twitter Ads ($250)
•May - LinkedIn Ads ($68.85)
•Oct – Facebook ($3395.55)
Google Advertising
• AdRoll – Retargeted
($43.34)
Creative
• Landing page, with custom
form, email and workflow
• Posts with tracking urls
Manual campaign
monitoring
Digital Strategy Facebook AdvertisingLeads
• 55 hires (4% hire rate)
• 500,000 impressions –
21,500 impressions per
hire
ROI at six months
Level of Nurse Number
RN 677
LPN 462
CNA/HHA 128
Student 46
Not a nurse 20
Other 22
Unknown 72
Yes to Peds
Experience607
Total 1427
Leads Cost Cost/Lead
1427 $6197.72 $4.34
Open house case study
Hours Billed: 11,712.5
(1,464 8-hour shifts)
6 months = $185k30x investment
BAYADA Pediatrics utilized social media marketing to promote their companywide Pediatric Nurses Week open house in May and October 2014
12 | Sound social media strategies to generate website clicks
“You can’t manage what you don’t
measure”
- Peter Drucker