Link Profile Audits and Google Penalty Recovery - SMX Munich 2014
SMX Munich 2016 - Finding Your Way Though the Social Media Channel Jungle
52
Finding Your Way Through The Channel- Jungle Which Content Works For Which Channel @jesstiles
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Transcript of SMX Munich 2016 - Finding Your Way Though the Social Media Channel Jungle
Finding Your Way Through The Channel-JungleWhich Content Works For Which Channel
@jesstiles
Jessica Stiles
UTM tagging with example and show how can tell you best types of content, e.g. categories
Jessica Stiles
http://wearesocial.com/uk/special-reports/digital-social-mobile-worldwide-2015
Jessica Stiles
https://www.google.com/imgres?imgurl=http://was-sg.wascdn.net/wp-content/uploads/2015/08/Slide05.png&imgrefurl=http://wearesocial.sg/blog/2015/08/global-statshot-august-2015/&h=750&w=1000&tbnid=kx0T1gr2I12oYM:&docid=PHYZcyPM7N7rFM&ei=FoncVuKZE8T4aNWMq5gF&tbm=isch&ved=0ahUKEwji_KLW6azLAhVEPBoKHVXGClMQMwgiKAYwBg
Everybody stand
up
Introduce yourself
Jessica Stiles
good. we did some social networking.let's get an understanding of one another's current social strategiesI am going to name 4 different senarios and when it fits your setup, your going to sit down.
Sit down if...
Sit down if...
You have more than 5 social marketers in your team
Sit down if...
You have more than 5 social marketers in your team
You have more than 2 social marketers in your team
Sit down if...
You have more than 5 social marketers in your team
You have more than 2 social marketers in your team
You have 1 social media marketer
Sit down if...
You have more than 5 social marketers in your team
You have more than 2 social marketers in your team
You have 1 social media marketer
You’re going it alone
Your new team
Jessica Stiles
so for those of you who are alone, your not alone anymore. for 2 years this team in africa and europe have been working hard on social media and today we want to tell you 10 top tips we have learnt.
What makes a network special
1
Jessica Stiles
we need to understand what makes each of your social profiles special, because you cant use the exact same content across all networks.
Network
Gender Content type Goal Challenge
Algorithm
Algorithm
Time of day
Good hashtags
Algorithm
Few followers
Track the right KPIs
2
Actionable metrics Valuable metrics
FollowersImpressionsReachShare of voice
CommentsSharesLikesEngagement rate
ClicksCTR
ConversionsConversion rate
Vanity metrics
Types of social metrics
Jessica Stiles
see how metrics contribute to your end goal
Jessica Stiles
makes you feel good. but does not offer guidance on what to do next
UTM tag all your social media links
to track performance in Google Analytics
Google AnalyticsFacebook InsightsTwitter AnalyticsPinterest AnalyticsYouTube AnalyticsGoogle+ InsightsExcel
Many social analytics tools pull in already available data and simply make it pretty
You don’t need costly tools
Create actionable dataFor example, categorise posts into themes and subthemes
Jessica Stiles
big data tools do not provide the answers, you need to analyse it
Engage your
audience
3
Humour
Puzzle
TBT
Public events
Quote
Birthdays
Engagement Rate
Humour 0.61%Quote 0.62%TBT 0.75%Puzzle 0.89%Public events 1.00%Birthdays 2.89%
We analysed them
Always be testing
different themes of posts to
better engage your audience
Get the right clicks
4
Product
Category
Branded
Merchant
We analysed these too
* Based off 1281 posts on Facebook. But similar trends hold true for other click focussed social networks.
Post CTR Bounce RateCategory 3.51% 36%Product 1.92% 63%Merchant 1.47% 53%Branded 1.23% 30%
Align format
to objective
5
Engagement Reach Clicks
Image Best Average Poor
Link Average Average BestVideo Average Best Poor
Status Poor Good Poor
Formats vs. Goals
Jessica Stiles
video is where social media will steer more towards
Understand video
6
Instagram Facebook Twitter YouTube
Autoplay mobile
No sound No sound No sound Sound
Autoplay desktop
No autoplay No sound No sound Sound
Usual Ratio Square Rectangle Rectangle Rectangle
Video end Auto-repeat End shot Start shot End shot then next video
Allowed length
15 seconds 45 minutes 30 seconds 11 hours
Networks do video differently
We learnt the hard way
Jessica Stiles
no sounds on trains or at work. but that's where you need to get your message acrossthese 3 screens are form one video. I don't get the full message.
Autoplay without sound?
Use subtitles
Instagram....
It’s square
Longer end shot
Next step end shot
Strong start shot
Longer end shot
Jessica Stiles
if you want to convery a message, you need time for it
Pay close attention to
start and end shots
Under 1 minute Under 1 hour Over 1 hour
1. Teasers2. Micro-series
1. Stand alone clips2. Facebook live
1. Series episodes2. Evergreen topics
Go ‘native’ on each network with an algorithm for improved reach
Jessica Stiles
facebook is not somewhere where people browse videos...while youtube is somewhere people browse videos
Optimise the video length
for the network’s attention
span
Instagram Facebook Twitter YouTube
Autoplay mobile
No sound No sound No sound Sound
Usual Ratio Square Rectangle Rectangle Rectangle
Video end Auto-repeat End shot Start shot End shot then next video
Allowed length
15 seconds 45 minutes 30 seconds 11 hours
Networks do video differently
You need to make different videos
Pay for growth
intelligently
7
Jessica Stiles
now we have our content strategy, we need to think about growth. and I get asked a lot, why not just buy likes.
Do ads, but don’t buy likes
New page likes 968 15,423 1493%Website clicks 24,741 4,431 -82%Organic reach 7.57% 6.91% -9.55%All sessions 1,387,120 1,247,286 -12%Cost per session
0.0008 0.0016 100%
* Based on 4 weeks of test data
Jessica Stiles
i urge you to be more creative
Build a network of partners who post
your content
Group of 50 influencers
xMonthly mobile data
vouchers=
8K retweets & trending #tag
Or incentivise influential
fans to share your
posts
Post consistent
ly
8
Jessica Stiles
what the team has been doing for the last 3 month is testing post frequency
Quality is more important than
quantity
But in many cases, more at quality is betterEspecially when you are
new to network
Changed posting frequency from
3 posts per day to 5 posts per day
Posts per dayFacebook 3 - 5Twitter 1 - 2Instagram 3 - 4Pinterest 1 - 2Google+ 1YouTube 1
Post more than your gut tells you
Know the
needed resource
s
9
Time per post Posts per day TimeFacebook 30 minutes 4 2 hourTwitter 30 minutes 2 1 hourInstagram 15 minutes 4 1 hourPinterest 30 minutes 2 1 hourGoogle+ 15 minutes 1 15 minutesYouTube 4 hours 1 4 hoursTOTAL 14 posts 9 hours 15
mins
Correctly sized, branded, high quality image /
video
Well written, hash tagged text
UTM tagged link
1 part time 1 full time More than 1
FacebookTwitterInstagram
FacebookTwitterInstagramPinterestGoogle+
FacebookTwitterInstagramPinterestGoogle+YouTube& Messengers
What resources do you have?
Use messeng
er networks
10
Build lists on
messenger networks to send daily updates
Reduce your FB dependency
Leverage the opportunity while the marketing channel is fresh
Everybody stand
up
1 Know what makes each network special
2
3
4
5
Get the right clicks
Track the right KPIs
Engage your audience
Align format to objective
6 Understand video
7
8
9
10
Know the needed resources
Pay for growth intelligently
Post consistently
Use messenger networks
Tweet @JesStiles
