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Social Marketing
by Tim Sloan (ATS) & Debbie Willis (ASI)
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Who are we?
• Tim Sloan– Senior Consultant at ATS– Twitter: @sloant
• Debbie Willis– Senior Email & Social Marketing Specialist
at ASI– Twitter: @dalvesw
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What are you doing?
I keep six honest serving-men(They taught me all I knew);
Their names are What and Why and WhenAnd How and Where and Who... – “The
Elephant’s Child”, Kipling
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Identifying Goals
• SMART
• Strategic • Operational• Tactical
• Who knows them?
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Measuring ROI
Gains CostsHigher Join RateBetter Member RetentionIncreased DonationsGreater Visibility
New Staff SalariesOpportunity CostsMore InfrastructureReporting Tools
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Making the Commitment
• Who is going to manage this?
• How much time should you spend per day?
• How do I make my organization’s social media accounts stand out?
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Choose the Right Person
“only give the keys to your social media castle to those who
you completely trust”(source)
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Make the Right Schedule
Did you know?
59% of marketers are using social media for 6+ hours a week.
And, 33% of marketers are using social media for 11+ hours a week. (source)
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Use the Right Tools
1. Use a social media management service
2. Create a social media calendar
3. Write posts ahead of time in a spreadsheet
4. Optimize your posts using my Top 10 Best Practices
=LEN(cell1)
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Debbie’s Top 10 Best Practices
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Debbie Says…
10. Type of content matters– Photos receive 50% more
likes than non-photo posts on Facebook. (source)
– Links are great on LinkedIn and Twitter.
– Text works everywhere!
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Debbie Says…
9. Don’t spam!– The “tweet spot” is 4 tweets
a day on Twitter. (source)
– 1-2 posts per day is a good target for Facebook.
– 3-4 posts is normal for a business, 1-2 for an individual on LinkedIn.
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Debbie Says…
8. Timing is everything– Monday thru Friday
between 1-3pm ET on Twitter. (source)
– Wednesday at 3pm ET is THE prime time for Facebook. (source)
– Post during your business hours on LinkedIn.
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Debbie Says…
7. Write subject lines– Tweets with LESS THAN
100 characters get 17% higher engagement. (source)
– Facebook posts with 100-250 characters see 50% more likes, comments and shares than those with 250+ characters. (source)
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Debbie Says…
6. Use #hashtags wisely– Tweets with hashtags have
twice the engagement, BUT drops by 17% if you use more than 2. (source)
– List hashtags at end of Facebook posts.
– Remember the 3 NOs:• If NO one is using it, then
NO one is searching it, then NO one will see it.
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Debbie Says…
5. Use @ mentions– Tag people, organizations
and other users on Twitter and Facebook
– Give credit when linking to articles, or when sharing and retweeting
– Creates an opportunity for engagement!
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Debbie Says…
4. Listen– Monitor the hashtags,
people, publications, etc. that matter to you.
– Use the “List” function in Twitter and SM tools to monitor conversations.
– Listening is essential for customer service.
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Debbie Says…
3. Be overly thankful– Critical to success on
Twitter.
– Thank people for sharing your content and for following.
– Thank your new followers for following, and follow them back*
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Debbie Says…
2. The URL is important!– Use a URL shortening
service!
– Append Google Analytics codes to your site URLs!
– Know who your visitors are, and if they achieved one of your goals!
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Debbie Says…
1. Get off your soap box!– Avoid the “It’s All About Me-
ism”. (source)
– Share content that is not yours.
– Followers will increase simply because you are posting interesting content.
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And Now a BIG Don’t…
DON’T Set It and Forget It– Monitor your interactions
daily on each account.
– Pay attention to the news!
– You are not a robot.
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Tips to Get You Started
• Look for influencers in your industry and follow them on Twitter.
• Start finding what hashtags are being used on Facebook or Twitter.
• Promote your accounts through your email campaigns.
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Examples of Things to Post• Create a Pinterest board of all the new products and books you have in
stock.
• Show your members a benefit on your website with a Vine or YouTube video.
• Share the details about your upcoming annual meeting.
• Tell your story with Instagram photos, showing your staff behind the scenes, featuring your new hires, etc.
• Announce when a popular item is back in stock.
• Create an event in Facebook for your large conferences, get people connected BEFORE the event.
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Debbie’s Result
• ASI gained 100 Twitter followers per month July 2012-July 2013 by seeking out and reciprocating followers in our industry.
• ASI’s LinkedIn followers increased at a rate of 60.73% for the 1st half of 2013 because we stopped being a soapbox.
• As of August 1, ASI’s site visits are up 37.33% and
conversions are up 21.88% over last year for social media.
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Questions?
• Tim Sloan– Email: [email protected]– Twitter: @sloant
• Debbie Willis– Email: [email protected]– Twitter: @dalvesw