smo: drive traffic to your site using social media

JENNIFEREVERS

@afewgoodjens

DEBORAH KADETSKY @harobed8

SMO: Drive Traffic to Your Site Using Social Media

H AV E A M A R K E T I N G P L A NSMO: drive traffic to your site using social media

JENNIFER EVERS @afewgoodjens


Who is your customer?• Your site is your product – and you can’t effectively sell a product until you have

defined who your customer is.

• Use Analytics from all social channels.

Where are your people?• What social platforms are driving the most traffic to your site?

• Work smarter not harder.

Basics of a Marketing Plan• Mission, Vision, Values

• Short-term and long-term goals.

• Income and Expenses

C O N T E N T & B R A N D I N GSMO: drive traffic to your site using social media



Don’t Build a House on Someone Else’s Land• If you don’t own where you are posting your content, it can be pulled down and

disappear.

• Make sure you using social as the appetizer, and let your site be the entrée.

Branding is King• Make your content easy to share but hard to steal.

• Be consistent with your brand across social channels

• Avoid becoming white noise

S O C I A L P L AT F O R M R E A C HSMO: drive traffic to your site using social media



Pinterest has tremendous reach among women. Among US female internet users, 42% reported being on Pinterest in Pew's late-2014 survey, compared to only 13% of men.

Instagram has become the most important and most-used social network for US teens. 32% of US teenagers cited it as their most important social network in Piper Jaffray's twice-annual teen survey, compared to only 14% saying that of Facebook.

Snapchat, Vine, and Tumblr had by far the most youthful user bases of the social networks we looked at. 45% of Snapchat's adult users are between 18 and 24, followed by Vine (28%) and Tumblr (28%), according to comScore.

LinkedIn enjoys high adoption among highly educated and high-income users. LinkedIn is used by 44% of Americans with income of $75,000 or more, according to Pew.

Messaging apps also have become more broadly popular, but still skew young: 7% of all people in the US aged 12 and older use WhatsApp, according to the Edison Research and Triton Digital survey.

The aging of Facebook, Twitter, LinkedIn, and even Pinterest is more apparent than ever. That's especially true of Facebook: Less than two-fifths of Facebook's adult user base in the US is aged 18 to 34, according to comScore.

Source: BI Intelligence report December 2014

S O C I A L K P I s : E N G A G E M E N TSMO: drive traffic to your site using social media



Engagement

Engagement with your posts not only reflects your brand’s ability to capture users’ attention and create a connection with your content, but it also determines how many people see your posts.

1. Clicks:

Link clicks are reflective of the quality of the title and image included on your post.

2. Likes (and now reactions):

More likes signal to most platform algorithms that this particular content deserves a higher spot in search results.

3. Shares

When someone shares your post (or retweets, re-vines, etc.) they are giving a personal recommendation to their friends, colleagues, and family.

4. Comments

Getting comments on your comments is a reliable sign that your content is hitting all the right points of interest.

5. Brand Mentions

Tags or mentions show that people are having a conversation about your brand, rather than reacting to what you’ve put out in the world.

S O C I A L K P I s : R E A C HSMO: drive traffic to your site using social media



Reach

Measuring reach on social media can be misleading at times as it only shows how many people potentially saw your post or that it was made available. Unlike engagement, which has definitive answers such as x amount of likes, reach is really just an estimate. You can speak to your reach in terms of:

1. Followers or fans

The total number of people following your brand on social media indicate your reach without any engagement. This is the total amount of people that could see your post and have actively said they want to.

2. Impressions

Impressions show how many times your post showed up in someone's newsfeed or timeline, either because they are already following you or because someone they know has liked or shared your content.

3. Traffic

What percentage of the traffic to your website is coming from social media? If you're investing a good amount of time and effort into your social media content, you'll want to make sure that this number reflects that.

S O C I A L P O S T I N G O P T I M I Z AT I O NSMO: drive traffic to your site using social media



In addition to Engagement and Reach:

Track Trends

Time of Day, Day of Week, Week over Week, Month over Month

Content Types

Links, Photos, Videos

Frequency

Consistency matters, Platform tolerance varies

TIPS:

• Allow for several posts and enough time to see trends

• Don’t assume: Find your audience’s tolerance for posts

• What works on one platform will likely not work the same on another. Mix it up!

S I T E E N G A G E M E N T A N A LY T I C SSMO: drive traffic to your site using social media



Use Social Traffic to Tell an Engagement Story

Time on Site

Time on site is a great engagement metric to help boast engagement. So what if you have 10,000 visitors in a month if they only spend 15 seconds reading your content?

Repeat Visitors

The number of Unique Visitors with activity consisting of two or more Visits to a site during a reporting period. Social media allows you to bring the same user back to your content. (Think Social CRM!)

Bounce Rate

The percentage of visitors to your site who navigate away from after viewing only one page. A high bounce rate could mean that your message is too far from what your content is delivering when the user arrives on your site. Tout a low bounce rate!

S I T E B E H AV I O R A N A LY T I C SSMO: drive traffic to your site using social media



Use Social Traffic to Tell an Audience Story

Scale

Show what percent of your traffic driven through Social vs Organic Search, Paid Media, Email and start to craft your social audience story. Google Analytics has a great default setting for Social traffic channels:

Acquisition>All Traffic>Channels

You can break it down by each network to show, for example:

In Q1 2016, 25% of my sessions came from Social sources. Of that 25%, half of those sessions come from Pinterest!

Demographics & Geographics

Develop a profile of who your visitor is, and identify any special characteristics about your social audience. Use this intel to develop your tone/voice by platform AND to tell a story to your advertisers!

Audience> Demographics>Overview/Age/Gender

Audience> Geo>Location

Device Type

You’ll find it useful to know how much of your social media traffic comes from mobile. If there’s a significant number, you’ll want to check how your content shows up on mobile devices!

Audience> Mobile>Overview

To p Ta c t i c a l B E S T P R A C T I C E SSMO: drive traffic to your site using social media



Facebook:

• Posts that contains photos make-up 93% of the most engaging posts.

• Most engagement occurs Wednesday to Friday.

Twitter:

• Make sure your tweets are relevant, urgent and show your personality. Tweet 2 to 5 times daily.

• Image links and using hashtags can get 2x more engagement.

LinkedIn:

• Use relevant keywords in your profile and in posted content

• The best time to share content is outside “office” hours, between 7-8:30am and 5-6pm

Instagram:

• Make use of both the @ and # symbols.

• Best times to post are between 3-5pm during weekdays and on the weekend.

Pinterest:

• Keywords and descriptive text are an essential part of your pins, with 100-200 word count.

• Pin frequently! Best times to pin are on Saturdays, 2-4pm and 8-11pm. (The worst times are 1-7am and 5-7pm.)

• Snapchat:

• Use both videos and images to tell a story.

• Don’t send anything you wouldn’t want saved.