Lessons Learned: Communications as an Effective Project Management Tool
Effective Social Media Lessons Learned
-
Upload
glenn-muske -
Category
Marketing
-
view
217 -
download
2
Transcript of Effective Social Media Lessons Learned
![Page 1: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/1.jpg)
Glenn Muske
Rural and Agribusiness Enterprise Development Specialist
November, 2016
Effective Social Media Online Efforts:Lessons Learned
![Page 2: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/2.jpg)
Why my interest?
1. I can connect.
2. My work is stronger.
3. Develop my ability to support small-business owners going online. “Grandpa Techie”
(Thanks Mike Hanson)
![Page 3: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/3.jpg)
![Page 4: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/4.jpg)
Success is:• Likes, hits and clicks – no longer sufficient• Know the language
• Bounce, visitor, visits, pageview• Direct, referral, organic
• Goals can be:• Getting people to take an action • Engagement• Adding value, stronger outcomes• Relationship building• Building knowledge
“You don’t have to know everything as long as you know the people who do” – Harvey MacKay
![Page 5: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/5.jpg)
Does It Matter?
YES!! The Coming Digital Tipping Point. (2012) Mission Extension: The Weblog, Langcuster, J. https://missionextension.wordpress.com/2012/08/16/the-coming-digital-tipping-point/ Is Extension Ready to Adopt Technology for Delivering Programs and Reaching new Audiences. Diem, K. G., Hino, J., Martin, D., & Meisenbach, T. (2011) Journal of Extension, 49(6), Article 6FEA1 Extension’s Online Presence: Are Land-Grant Universities Promoting the Tripartite Mission? - Arnold, Shannon; Hill, Alexandra & Bailey, Nikki (2014) Journal of Extension, 52(4), Article 6RIB1. Internet Use for Small Businesses: Does It Matter? – Gallardo, Roberto & Jacobs, Austin. (2012) Journal of Extension, 50(6), Article 4RIB6.
![Page 6: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/6.jpg)
My Story
Multi-State Projects: Power of Business and
eXtension “Entrepreneurs and Their Communities”
Personal Trials
![Page 7: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/7.jpg)
• GOAL - Strengthen and support entrepreneurs and small business owners• An extension of eXtension COP - Entrepreneurs and Their
Communities
• How do we enhance the business owners experience?• How can we engage the owners in the
conversation?
![Page 8: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/8.jpg)
1. Chats with other business owners• Coffee-break sized chunks
(15 minutes or less)
![Page 9: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/9.jpg)
2. Blog
![Page 10: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/10.jpg)
3. Social Media
![Page 11: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/11.jpg)
4. Curated ContentPaper.li
https://paper.li/UNLeShip/1319999929Hashtags
#foodpreneur#agritourism#etailing#powerofbiz
ResourcesNewsletter - http://powerofbusiness.net/tips-and-resource-digest-help-for-entrepreneurs-small-business-owners/Subscribe
![Page 12: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/12.jpg)
A/B Title TestingSame Video, Same Hashtags, Same Time;
Different Titles• The 7 Topics• Marketing• Networking• Megatrends
• Living with Purpose and Meaning in Rural Areas• The Gig Economy• The Decentralized Marketplace
• Time Management• Mobile Security
• One topic per week • Each topic given 2 titles
![Page 13: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/13.jpg)
Title Examples
• Marketing– Title A: Standing Out From the Competition
Through Marketing– Title B: Marketing and Your Small Business
• Networking– Title A: Connecting with Others Brings Business
Success: Are You Engaged?– Title B: Effective Networking: A Key Success Factor
![Page 14: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/14.jpg)
Results
Topic Launch Date
Views - Pre 4/13/15 4/21/15 4/28/15 5/4/15 5/11/15 5/18/15 5/25/15
Total
Marketing A 4/7/15 10 28 11 2 0 2 54
B 13 33 12 1 0 3 62
Networking A 4/13/1
513 19 3 2 2 39
B 12 44 7 2 5 72
Gig Economy A 4/21/1
511 30 4 12 57
B 10 17 6 5 37Living with Purpose A 4/28/1
522 5 0 31
B 15 15 0 38Decentralized Mkt A 5/4/15 16 0 4 36
B 6 2 0 26MobileA 5/11/1
53 26 29
B 4 36 40Time A 5/18/1
5
B
Downloads of PDF’s
![Page 15: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/15.jpg)
Working Differently Example• Networking
• 1 hour presentation - http://www.slideshare.net/glennmuske/networking-farrms-215
• 4 page fact sheet
• To• 15 minute video - https://
www.youtube.com/watch?v=2tmq_WiyPoQ • Traditional 2-page fact sheet
• To• 5 minute video - https://www.youtube.com/watch?v=dCKynKVqzFg• 2 page bulleted fact sheet (Think infographic!!) http
://digitalcommons.unl.edu/cvicollect/3/
![Page 16: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/16.jpg)
![Page 17: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/17.jpg)
Lessons Learned• We learned how much we don’t know• Everything takes two or three times longer than
expected• It’s important to have a team.
• People - Tech experts, Graphic designers, Web Analytics• That is committed and ready to make project a priority.
• Financial support and Time• Constant change of people raise havoc with schedule
• Platforms – University software versus Industry standards• Transition from different platforms and that require “pro”
versions to do what we wanted to do would have saved development time.
![Page 18: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/18.jpg)
Lessons Learned• Millennials are great!• Time commitments – Clear out part of your calendar. • And it must be focused time
• Allow plenty of lead time for creation of product and timeline• A/B testing - May have been better to have people
randomly see either one or the other of the two titles. • Grants are nice but be prepared to wait for the
bureaucracy to get them processed and the money actually in your hands.
![Page 19: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/19.jpg)
Lessons Learned• Need to keep up with trends but not get taken in by
“today’s” new tool• Team learning works• Need to learn to write and think differently• Universities aren’t as nimble as small businesses• Platform selection, wordpress.com versus
wordpress.org, delayed use of Google Analytics• Effort showed how teams can become a “personal
knowledge network” (PKN)• Not everyone’s priority just because it is yours
![Page 20: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/20.jpg)
Paid Ads on Social Marketing
Some OptionsFacebook
GoogleTwitter
YouTubeLinkedIn
InstagramPinterest
Why??
8 times greater click-through rate (mobile is higher)
![Page 21: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/21.jpg)
Example 1: Facebook Ads – Lessons Learned
• You can focus on your target audience• They work – New POB FB page – From 0 followers to 2000 in 2 weeks• The picture makes a difference• The wording makes a difference• The timing makes a difference• How long do you run them? Till you see a drop off in response
![Page 22: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/22.jpg)
Example 2#
Power of BusinessFacebook Postings ReviewJanuary to Present, 2016
![Page 23: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/23.jpg)
Top Posts (Top Reaching Posts)
![Page 24: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/24.jpg)
Posts above the trend line are:
1. During the AM (9-11 am)2. Mostly mention the words
business owner/small business3. 95% are links, not photos
![Page 25: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/25.jpg)
Posting Recommendations- Split postings into two groups: AM & PM; - Most posts are AM right now; let’s see if we
get a different response comparing AM to PM postings for 30 days
- Morning posts: 9 to 11 am & links- Afternoon posts: 4 and 7 pm & links- Mention the words “Small business owners”
more- Mention the words “small business” more- Use hashtag #SmallBusiness &
#PowerofBusiness together in each post
![Page 26: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/26.jpg)
2nd Test
![Page 27: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/27.jpg)
Posting Recommendations – 2nd Test- Views dropped by nearly 50%
- Try more original content, more original pictures, fewer links. Maybe only do 2 posts per day.
![Page 28: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/28.jpg)
• Invest in Social Media Specialists• Analytics continuously becoming more complex
• Consider For-Pay Promotions and Analysis• A considerable amount of time was invested in promotion
for very little return
• PKNs work but having an expert guide the experience allows learning to move quicker• However you don’t have option to learn from your
mistakes
Future Recommendations
![Page 29: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/29.jpg)
• Tools to Use for A/B Testing• Mail Chimp• Google Analytics Experiments• Optimizely $$• Kissmetrics $$• VWO $$
• 10 Unique Tests for Every Social Media Channel - https://blog.bufferapp.com/social-media-tests-ideas-strategies
Future Recommendations
![Page 30: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/30.jpg)
• Are we quick or nimble enough?• Do we have the support we
need when we need it?
Can and how do we compete with the private sector?
![Page 31: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/31.jpg)
My Personal Lessons
![Page 32: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/32.jpg)
Social Media:It’s just part of an online effort.
Your CORE is a website. Why? You have control.
![Page 33: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/33.jpg)
Your Online Presence
1. Know who your audience is and where they can be found
2. Pick your platform - Develop a plan - Set goals
3. Build a following – ENGAGE!!
4. Make the most of your existing resources
5. Have a plan
![Page 34: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/34.jpg)
http://powerofbusiness.net/wp-content/uploads/2015/05/Making-Time-Content-Calendar.pdf
![Page 35: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/35.jpg)
![Page 36: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/36.jpg)
How do you know if you have reached your goal?Define Success Ahead of Time• Know what you want to measure• Are you measuring the right thing
• Who and how will you measure• Quantitative• Qualitative
• Measure• Track• Measure
• Analyze• Adjust
![Page 37: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/37.jpg)
Google Analytics
![Page 39: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/39.jpg)
Youtube Analytics
![Page 41: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/41.jpg)
Evaluation and Analytics
• Don’t forget to check out the research others post• Forrester Research – Today’s buyer is often 2/3 to 90% of the way through the decision
making process before they ever interact with a person
• Make comparisons:• Over time• Your data to data from others
![Page 42: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/42.jpg)
“Lessons Learned”• Start small• Lurk - Watch, listen and learn before participating• Develop a strong profile, offline business card & elevator
speech, and online (may be the “about us” section)• Find the key players – Don’t be afraid to “unfriend”• Learn the preferred connection methods of the key players
and community and key players• Share and contribute – Add value• It’s a community!!!
![Page 43: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/43.jpg)
More “Lessons Learned”• Be a good listener – 80% listen, 20% talk• Connect• Attract – Find a niche – Can’t be all things to all people• Changer focus from getting to giving • Acknowledge• Say thanks• Comment on others• Follow back• Share• Join communities• Offer help• Be a referral source
![Page 44: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/44.jpg)
Keeping Time Under ControlSet Aside a TimePost Ideas• Listen• Use stories – Real world issues• Use already answered questions• Engage with and repost from key experts • Make the most of existing resources • Have a method to capture material as you see it (i.e., Evernote)
Evaluate and Assess
https://blog.bufferapp.com/social-media-time-management
![Page 45: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/45.jpg)
Final Thoughts
![Page 46: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/46.jpg)
What analytics can’t do• Tell you WHY users interact with your content
![Page 47: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/47.jpg)
MYTH!!!You Must First be Found!!
![Page 48: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/48.jpg)
And once found, YOU MUST STAY VISIBLE!
![Page 49: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/49.jpg)
Trends and not individual numbers
• Without context, metrics are meaningless
![Page 50: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/50.jpg)
Traditional Online
PRPaid
Promotion
Distribution Channels
Customer SupportVisualMix
One-on-one & Networking
Word-of-mouth & ReviewsReputation
YOUOnline is just a
part a larger effort.
![Page 51: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/51.jpg)
It Takes Resources
![Page 52: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/52.jpg)
And everything will
![Page 53: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/53.jpg)
Resources• 11 Content Marketing Statistics You Should Care About
http://www.smartbugmedia.com/blog/11-content-marketing-statistics-you-should-care-about
• Which Stats Matter: The Definitive Guide to Tracking Social Media Metrics https://blog.bufferapp.com/definitive-guide-social-media-metrics-stats
• Google Analytics Academy https://analyticsacademy.withgoogle.com/course01/unit?unit=1&lesson=1
• Five Pyschological Examples of High Converting Websites http://www.entrepreneur.com/article/235923
• Five Unique Ways to Measure and Evaluate a Social Media Campaign https://blog.bufferapp.com/how-to-evaluate-and-optimize-social-media-content
![Page 54: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/54.jpg)
Resources• How to Increase Your Facebook Conversions Using
Google Analytics http://www.socialmediaexaminer.com/increase-facebook-conversions/
• Benchmarking Performance: Your Options, Dos, Don’ts and To-Die-Fors - http://www.kaushik.net/avinash/benchmarking-digital-analytics-performance-metrics/
• Four Online Marketing Metrics that Actually Matter http://www.marketingprofs.com/articles/2015/27590/four-online-marketing-metrics-that-actually-matter?adref=nlt050415
• Evaluating Your Social Media Activity in Extension Educational Programming https://learn.extension.org/events/1645#.VUeOmtjQPIV
![Page 55: Effective Social Media Lessons Learned](https://reader035.fdocuments.in/reader035/viewer/2022062523/5875d1f41a28ab8f438b565b/html5/thumbnails/55.jpg)
Glenn Muske
Rural and Agribusiness Enterprise Development Specialist
November, 2016
Comments?? Questions??