imh cyprus #dmcy14 - social media strategy: tips and tricks to increase visitors and conversions

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Social Media Strategy:Increase Visitorsand Conversions

by Alex Moss5th December 2014

#dmcy14

http://firecask.com/ • info@firecask.com • @FireCask

WHO AM I?and what do I do?

http://firecask.com/ • info@firecask.com • @FireCask

Today I run 2 companies

Blackfriars House, Parsonage, Manchester, M3 2JA.+44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com

I’ve worked with great businesses

Blackfriars House, Parsonage, Manchester, M3 2JA.+44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com

I also Write & Teach

http://firecask.com/ • info@firecask.com • @FireCask

Let’s Begin...

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Systems Development Life Cycle

This is cycle is used for most systems

development projects.

I still use this model today for most

projects.

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For Social, ANALYSIS should come first

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Competitors and Trends

Competitor Analysis● What do your competitors do?● How successful is their social

activity?● How can I improve it?

Trends● Are there seasonal peaks?● If so, how can I use take advantage of

them?

Tools to Use● Google Trends● SEMrush

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Choose your target networks

There are

100’sof SocialNetworks

You can find the right networks to target based

on your audience

Image Source: The Conversation Prism

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Research within those NetworksFacebook● Graph Search● Groups● Related Pages

Twitter● Hashtag Search● Followerwonk to find authoritative

profiles● Tweetdeck or Hootsuite to manage

feeds. Interact & use lists

“The Rest”● Linkedin Groups● Google Communities● Subreddits

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PLANNING & DESIGN:Get the Right Idea

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Ask yourself these Questions

1. What does your audience like? What are their interests?

a. Use Followerwonk to research your followers

b. What are your followers posting within their social networks?

2. Can you use any data to support your idea? The bigger the better.

3. Do you have UGC (user generated content)? Use it to your

advantage!

4. Should your voice be your brand or a personal representative?

Align your attitude.

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Choose how to Interact

infofun

help

CHOOSE TWO

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Set Targets

1. What are your KPI’s?

a. Increased Conversions

b. Data capture

c. MORE!

2. Where to you want to deliver your project?

How does each network publish content?

3. CALCULATE ROI

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Design your Strategy

● Infographics

● Interactive elements / Games / Quizzes

● Longform Content / Guides / Whitepapers

Also remember typography & CTA’s

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Offering something in return for data capture, gameplay or deposits will increase conversion rates.

● Use expiration dates to increase urgency

● Offer free trials / free products

● If you have large numbers of users/subscribers, show the numbers off!

● Offer incentives in exchange for data - e.g. sign up via email and receive exclusive discounts and offers

CRO: Create Incentives

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IMPLEMENTATION

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Track EVERYTHING!

Tracking is important to a great strategy. Without tracking, there’s not much to report on or analyse! Use Google Analytics if you’re not already.

Use Google’s URL Builder Tool. Segment everything you share, even tweet by tweet! You can also create goals for specific tasks. Use bit.ly for additional analytics

Offer exclusive and specific voucher codes to track which code performed the best.

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Social Structured Data

As well as search engines, social structured data can help tailor posts shared within Facebook, Twitter and Google+. You can:

● Create clickbait

● Offer click incentives without changing the content of the page you’re posting.

I have developed a WordPress plugin that manages all of this.

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One thing to note is that your links should have context:

● Facebook descriptions can be extended to 300 characters, nearly double the default META description

● Incorrect image thumbnails can take the post out of context, or even worse portray something completely different.

Create Context

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MAINTENANCE &EVALUATION

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● On the day, use Google Analytics’ Realtime feature

● Google Analytics will also be your reference for all KPI’s

Did you achieve your KPI’s?

How did you do?

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Tools & Tips

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● Reddit provides great traffic if you place the content right. Also contribute to other subReddits. Be careful not to spam.

● Use Buffer to schedule any posts to Twitter, Facebook, Linkedin and Google+. Great for international target audiences.

● Avoid automation. Although Buffer is great, don’t just schedule for the next month and then ignore the profiles.

● Make sure you have a contact page and get back to all queries within 48 hours. For more advanced form creation in WordPress use Gravity Forms.

● Use live chat. Experiment with a free offering such as Olark. Offer Skype chat too. You can use HTML buttons to offer Skype actions such as chat or call.

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Rinse & Repeat!

http://firecask.com/ • info@firecask.com • @FireCaskFireCask, Blackfriars House, Parsonage, Manchester, M3 2JA.

+44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com

Thank You!Any questions?

Alex MossDirector, FireCask

Email: alex@firecask.com Phone: +44 (0) 7743 870 210Twitter: http://twitter.com/alexmossLinkedin: http://uk.linkedin.com/in/alexmoss1/