Strategic social media use: how to get the most bang for your buck
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The document outlines a framework for successful social media use with the following key steps: 1) Set clear objectives such as increasing reach, conversions, or engagement. 2) Analyze audience behavior, preferences, influencers and competitors to gain insights. 3) Develop a strategy using tactics like influencer outreach, scheduling posts when the audience is online, and curating high-quality images and video. 4) Evaluate performance using key metrics tied to objectives, and continually test and learn to improve outcomes.
Strategic social media use: how to get the most bang for your buck
- 1. Strategic social media use How to get the most bang for your buck Claire Bower, Marketing and Communications Manager
- 2. Imperial means Intelligent BusinessImperial College Business School 2 Who am I? - Marketing & Communications Manager (Imperial College London) - Former Digital Communications Manager (BMJ) - Senior Associate Editor (BJSM) - MA in Electronic Communication & Publishing (UCL) - MSc in Psychology (Glasgow) - Postgraduate Diploma in Digital Marketing (IDM) Claire Bower
- 3. Imperial means Intelligent BusinessImperial College Business School 3 Every day, we create 2.5 quintillion bytes of data so much that 90% of the data in the world today has been created in the last two years alone IBM
- 4. Imperial means Intelligent BusinessImperial College Business School 4
- 5. Imperial means Intelligent BusinessImperial College Business School 5 Objective setting Analysis/ Evaluation Strategy/ Tactics Audience insight Framework of social media success
- 6. Imperial means Intelligent BusinessImperial College Business School 6 Framework of social media success Objective setting Analysis/ Evaluation Strategy/ Tactics Audience insight
- 7. Imperial means Intelligent BusinessImperial College Business School 7 Objective setting what are you trying to achieve? - Build your profile - Drive an online sale/registration - Increase views/citations of an article - Educate people about a topic - Drive traffic to your website
- 8. Imperial means Intelligent BusinessImperial College Business School 8 Objective setting what are you trying to achieve? - Build your profile (Reach) - Drive an online sale/registration (Conversions) - Increase views/citations of an article (Clickthroughs) - Educate people about a topic (Engagement) - Drive traffic to your website (Referral traffic)
- 9. Imperial means Intelligent BusinessImperial College Business School 9 Objective setting Analysis/ Evaluation Strategy/ Tactics Audience insight Framework of social media success
- 10. Imperial means Intelligent BusinessImperial College Business School 10 In the largest study of its kind, we analyzed 144 million posts and 1.1 billion reactionsour primary finding is this there is no single best time that works for everyone Spasojevic, N., Li, Z., Rao, A., & Bhattacharyya, P. When-to-post on social networks. ACM, 2015.
- 11. Imperial means Intelligent BusinessImperial College Business School 11 When is your audience most active? (Followerwonk)
- 12. Imperial means Intelligent BusinessImperial College Business School 12 What is existing audience sharing and where? (BuzzSumo)
- 13. Imperial means Intelligent BusinessImperial College Business School 13 Identify influential sharers of your content
- 14. Imperial means Intelligent BusinessImperial College Business School 14 New audience insight
- 15. Imperial means Intelligent BusinessImperial College Business School 15 Target competitor audience (Followerwonk)
- 16. Imperial means Intelligent BusinessImperial College Business School 16
- 17. Imperial means Intelligent BusinessImperial College Business School 17 Framework of social media success Objective setting Analysis/ Evaluation Strategy/ Tactics Audience insight
- 18. Imperial means Intelligent BusinessImperial College Business School 18 Practical tips
- 19. Imperial means Intelligent BusinessImperial College Business School 19 Influencer outreach
- 20. Imperial means Intelligent BusinessImperial College Business School 20 Post when your audience is online
- 21. Imperial means Intelligent BusinessImperial College Business School 21 Dont underpost or overpost
- 22. Imperial means Intelligent BusinessImperial College Business School 22 Image (and video) is everything
- 23. Imperial means Intelligent BusinessImperial College Business School 23 Hashtags workto a point
- 24. Imperial means Intelligent BusinessImperial College Business School 24 Be a subject expert add value
- 25. Imperial means Intelligent BusinessImperial College Business School 25 Objective setting Analysis/ Evaluation Strategy/ Tactics Audience insight Framework of social media success
- 26. Imperial means Intelligent BusinessImperial College Business School 26 Key performance indicators - Build your profile (Reach) - Drive an online sale/registration (Conversions) - Increase views/citations of an article (Clickthroughs) - Educate people about a topic (Engagement) - Drive traffic to your website (Referral traffic)
- 27. Imperial means Intelligent BusinessImperial College Business School 27 Reach (TweetReach)
- 28. Imperial means Intelligent BusinessImperial College Business School 28 Conversions (Google Analytics)
- 29. Imperial means Intelligent BusinessImperial College Business School 29 Clickthroughs (bitly)
- 30. Imperial means Intelligent BusinessImperial College Business School 30 Engagement (Sprout Social)
- 31. Imperial means Intelligent BusinessImperial College Business School 31 Referral traffic (Google Analytics)
- 32. Imperial means Intelligent BusinessImperial College Business School 32 Objective setting Analysis/ Evaluation Strategy/ Tactics Audience insight Framework of social media success Business objectives Key performance indicators Behaviour Preference Influencers Competitors Platform Content Scheduling Influencer outreach Conversions Engagement Reach Sentiment Referral traffic
- 33. Imperial means Intelligent BusinessImperial College Business School 33 In conclusion - Clear objectives - Align measurement - Audience insight - Strategy/tactics Influencer outreach Schedule posts Dont overpost / underpost Image is everything Hashtags can work Be a curator - Monitor, test and learn!
- 34. Imperial means Intelligent BusinessImperial College Business School 34 Questions?