Making Social Media Work for You

Making Social Media
Work for You
Angela Connor, SVP; Group Director – Media
April 3, 2013
Lincoln AMA
#CapstratSocial

© 2014 Capstrat LLC. All Rights Reserved.
2
I pledge to be:
• Candid
• Insightful
• Passionate
• Helpful
• Funny
• Enlightening
AngelaConnor.com
aconnor@capstrat.com
Angela Connor @communitygirl #capstratsocial
What to Expect

3
B2C
B2B
3
Clients

4
What I’ll Share Today
AGENDA TOPIC TIME
Start with goals 10 minutes
Building an analytics framework 10 minutes
Finding your target audience 10 minutes
Case studies and guiding principles 10 minutes
Discussion/Q&A 15 minutes

5
My Favorite Quote about Change
In times of profound
change, the learners
inherit the earth, while the
learned find themselves
beautifully equipped to
deal with a world that no
longer exists. -Eric Hoffer

6
Social
is augmenting
every
communications
touch point in
every company.

© 2014 Capstrat, LLC. All Rights Reserved.
START WITH GOALS

8

9
Attract new members
Recruit volunteers
Find speakers
Drive attendance
Crowdsource topics
Promote events
Drive traffic to website, landing
page
Engage Volunteers
Connect local chapter
members
Fan engagement and growth
What are your goals?

BUILDING AN ANALYTICS
FRAMEWORK

11
Case Study: Carolina Biological Supply Company

12Angela Connor @communitygirl #capstratsocial

13
Goal Key Metric Key Target 8-Week
Average
Final Status
Drive
engagement
on Twitter
Increase
followers on
Twitter
Expand
reach on
Facebook to
connect with
teachers
unable to
attend the
conference

14
Goal Key Metric Key Target 8-Week
Average
Final Status
Drive
engagement
on Twitter
Twitter favorites,
retweets and
mentions
65 favorites,
retweets and
mentions from
April 10-15
6 favorites,
retweets and
mentions
52 favorites,
retweets and
mentions
Increase
followers on
Twitter
New Twitter
followers
60 new followers
from March 29 to
April 22
10 new
followers
60 new
followers
(baseline: 701)
Expand
reach on
Facebook to
connect with
teachers
unable to
attend the
conference
New Fans 175 new fans
from April 4-15
71 new fans 627 new fans
(baseline:
8,050)
Facebook Post
Reach
Average of 1,750
reached for all
posts.
1,260 average
reach
5,503 average
reach

15
Social Media Analytics Framework

16
Finding your Target Audience

17
Finding your Target Audience – Follower Wonk

18
The Power of Hashtags

19
#HR
#Tchat
#leadership
#FF
#HFchat
#dthr
#Diversity
#SHRM
#jobs
#CES
#job
#business
#leadfromwithin
#TNLive
#in
#healthcare
#HRTechChat
#HRtech
#management
#recruiting
#USGuys
#career
#NextChat
Find relevant hashtags and tweetchats

20
Finding your Target Audience - Tweetadder

21
• By interests, age,
demographic location,
education and workplace
• By the pages and brands
they “like”
• Through competitors
• Through advertising
• Lookalike audiences

22

SOCIAL ADVERTISING

24
Case Study: Deloitte Analytics

25
LinkedIn advertising targets for The insight economy: Big data
matters – except when it doesn’t mini-book:
• C-level executives
• Management title and
above in banking, retail,
insurance, federal and
consumer products
• People with research
job function correlating
to Analytics positions
and Analytics group
members

26
Total spend: $36,000
Impressions: 1.7 million
Clicks: 1,856
Click-through rate: 0.11%
Poll votes: 830
Big Data Interactive Infographic

Actual results after smart targeting

Case Study

32
974
HASHTAGS
693
RETWEETS
389
REPLIES
104,649
CLICKS
1,726
COMMENTS
8,703
LIKES
1,605
SHARES
6 million
REACHED
Case Study

One more push for measurement…

34
• Align goals with business objectives
• Select platforms based on goals and audience
• Identify your target audience and FIND them
• Create content that will resonate with your audience
• Use social advertising to extend reach
• Audit your brand and know your competitors
• Measure, Measure, measure
Key takeaways

35
Thank you!
Angela Connor
Senior Vice President;Group Director
919-573-6307
AngelaConnor.com
LinkedIn.com/angelaconnor

36
Free Twitter Analysis and Audit
Send Angela an email with
a few sentences describing
your pain points or goals for
Twitter. Include your Twitter
handle.
You will be eligible for
a Twitter analysis and top line
recommendations for
enhancing your presence and
connecting with your target
audience.
Recommendations will
include:
-Overview
-Reach
-Engagement
-Top content
-Follower profile
-Word clouds
-Best time to tweet
-Findings &
recommendations

Making Social Media Work for You

Recommended

Recommended

More Related Content

What's hot

What's hot (19)

Similar to Making Social Media Work for You

Similar to Making Social Media Work for You (20)

More from Angela Connor

More from Angela Connor (20)

Recently uploaded

Recently uploaded (20)

Making Social Media Work for You