Wix Meetup Austin: Knowing Your Audience
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Rob Heidrick from Coolin Austin shows you how to grow your business using social media, with an emphasis on Twitter.
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Wix Meetup Austin: Knowing Your Audience
- 1. ALL THE RT MOVES: GETTING TO KNOW YOUR SOCIAL MEDIA AUDIENCE Rob Heidrick, CoolinAustin
- 2. About CoolinAustin Founded in 2009 Mission: Be the local authority on the best free and cheap events in Austin Strategy: Focus only on quality events and banish the clutter Keep it simple Be inclusive – Austin isn‟t a „VIP-only‟ kind of town
- 3. What We Do Weekly listings Event planning Cool parties, live music, benefits, free food and drinks Organize shows featuring local musicians Promotions Help publicize events put on by other local groups
- 4. How We Do It: Social Media!
- 5. How We Do It: Social Media!
- 7. Look for the Patterns Two other big spikes in followers and site traffic: October: ACL Festival / Halloween December: New Year‟s Eve … What’s the common thread?
- 8. Identifying Opportunities Massive amounts of events in those weeks Mix of expensive/official parties and free/cheap/unofficial ones Cheap alternatives are in high demand
- 9. Knowing Your Audience “What stuff does my audience like, and how do I give that to them?”
- 10. Knowing Your Audience It‟s a science … Art … and an
- 11. Knowing Your Audience: Science! Track yo‟ social media analytics Twitter Analytics Facebook Google Insights Analytics (“Social” tab)
- 12. Knowing Your Audience: Science! What can each of these tools tell you about your audience?
- 14. Twitter Analytics https://analytics.twitter.co m Patterns in daily mentions, follows, and unfollows Warning: Sometimes the truth hurts…
- 15. Twitter Analytics https://analytics.twitter.co m Tweets with the most RTs, faves, replies Show “Best” to see which Tweets people dig the most
- 16. Twitter Analytics https://analytics.twitter.co m Spikes in followers (long term) Wildfire is another good tool for this (and it lets you go back farther in time) https://monitor.wildfireapp.com
- 19. Facebook Insights When are most of your fans logged into FB?
- 20. Facebook Insights Which types of posts are working best for you? Photos, links, regular updates, etc. Studies show that posts with photos tend to get the highest engagement
- 21. Google Analytics
- 22. Google Analytics Which social networks are sending traffic to your website?
- 23. Google Analytics Which pages within your website are drawing the most social media traffic?
- 24. Google Analytics Social media‟s influence on overall site traffic
- 25. Knowing Your Audience: Art! The „art‟ side of knowing your social media audience is based on one basic idea: Follow the Right People
- 26. Follow the Right People Who are the „Right People‟? Influential users, high-profile community members, other businesses, nonprofit groups, etc.
- 27. Follow the Right People Who are the „Right People‟? People who are (or might someday become) enthusiastic about what you do
- 28. Follow the Right People Who are the „Right People‟? Anyone who shares good information that can help you serve your followers better
- 29. Watch and Learn Your Twitter feed is a valuable resource for gathering information. Learn from it. Don‟t clog it up with garbage.
- 30. Watch and Learn Don‟t just look at social media as a way to get your own message out there. It‟s a two-way street.
- 31. Watch and Learn Don‟t just look at social media as a way to get your own message out there. It‟s a two-way street. Use it to get a feel for the topics that your core audience values most.
- 32. Watch and Learn Here are a few with a little more to offer … Obviously this will depend on your own tastes and the kind of info you want to gather. But you get the idea.
- 33. Watch and Learn You can also use Twitter lists to corral all the best accounts into one feed
- 34. Watch and Learn You can also use Twitter lists to corral all the best accounts into one feed
- 35. Watch and Learn CoolinAustin‟s audience is really into …
- 36. Watch and Learn CoolinAustin‟s audience is really into … Free booze and food! (Let‟s be real.)
- 37. Watch and Learn CoolinAustin‟s audience is really into … Local bands and artists
- 38. Watch and Learn CoolinAustin‟s audience is really into … „Exclusive‟ party RSVPs, secret shows, etc. (Stuff that makes people feel informed and special – we all want
- 39. Watch and Learn Don‟t forget the cool niche stuff! Cycling, indie film, local breweries, good causes, mustaches, funny animals, dressing up like zombies … Zombie tweets get like a million RTs, every time. Science offers no explanation for this.
- 40. Watch and Learn Bottom line: People are most likely to share things that amuse them, so find your wheelhouse and go for it.
- 41. Presenting Your Content Rule #1: Give the People What they Want
- 42. Give the People What They Want Now that you know what your audience likes, tailor your social media strategy accordingly.
- 43. Content Remember those core topics? Find a way to work them into tweets and posts (when it makes sense).
- 44. Content
- 45. Content
- 46. Content Have fun – but don‟t completely abandon your brand message or look like you‟re trying too hard. It can get kinda awkward.
- 47. Content
- 48. Put the “Social” in Social Media Reach out and touch people. Lots and lots of people.
- 49. Get Interactive Goals for every social media interaction #1 objective: Don‟t make people not like you Build relationships and open doors Earn some street cred
- 50. Get Interactive Be responsive to your followers Answer questions Thank/fave people who compliment you Respond to criticism diplomatically
- 51. Get Interactive
- 52. Get Interactive
- 53. Get Interactive Give shoutouts to cool people Be authentic! Phonies get unfollowed. Be transparent about business relationships Remember to @-mention w/ Twitter handle
- 54. Get Interactive
- 55. Get Interactive A little old-school Karma goes a long way.
- 56. Big Finish! So, basically … do this and you‟re good: Have good content Keep it real Don‟t be obnoxious Return favors and phone calls Respect your audience (even the jerks)
- 57. Thank You! Rob Heidrick Founder + Editor, CoolinAustin rob@coolinaustin.com CoolinAustin.com twitter.com/coolinaustin facebook.com/coolinaustin Jan. 9, 2014
Editor's Notes
- Strategy: Focus only on quality events and clear out the clutterKeep it simple – present information succinctly Be inclusive – Austin isn’t a ‘VIP-only’ kind of place
- Weekly listings of cool parties, live music, benefits, grand openings, free food and drinks (about 10-20 things people actually wanna go to; mostly free; nothing over $10)
- This graph shows how we’ve grown our Twitter audience over the last three years – definitely some spikes around the same time each year…
- Our follower count grew by about 30% in each of these blue boxes, which represent 2-month spans from late Jan through late March. Any ideas about why that’s happening? …
- Yep – those are the two months leading up to SXSW. (That two month countdown begins this week, btw., so we’re excited).
- Other big spikes in both followers and website traffic are the weeks leading up to ACL Fest, Halloween, and NYE. What do these and SXSW all have in common?
- They’re the biggest weeks for events in Austin every year. During these times there’s also higher demand for cheap, unofficial parties – because lots of the official events -- SXSW parties, ACL wristbands, NYE soirees, etc – are expensive and hard to get into. So there’s the need – and that gives us an idea of what we should do to meet the need.
- What they like and don’t like
- The “interests” listis pretty accurate for every Austinite ever
- It’s important to follow a good amount of people, but go for quality over quantity. Don’t just run out and follow everyone you can find. You don’t even necessarily have to follow everyone back. Have some standards!
- Local music – eventually I developed an awareness of the bands lots of CiA followers like, so I know to mention them in tweets and teasers
- Local music – eventually I developed an awareness of the bands lots of CiA followers like, so I know to mention them in tweets and teasers
- Local music – eventually I developed an awareness of the bands lots of CiA followers like, so I know to mention them in tweets and teasers
- Local music – eventually I developed an awareness of the bands lots of CiA followers like, so I know to mention them in tweets and teasers
- Local music – eventually I developed an awareness of the bands lots of CiA followers like, so I know to mention them in tweets and teasers
- Local music – eventually I developed an awareness of the bands lots of CiA followers like, so I know to mention them in tweets and teasers
- Local music – eventually I developed an awareness of the bands lots of CiA followers like, so I know to mention them in tweets and teasers
- Local music – eventually I developed an awareness of the bands lots of CiA followers like, so I know to mention them in tweets and teasers
- This might be a bit easier for sites like ours because we cover so many weird events, but the same principles hold true for all types of businesses
- Thank/fave people who compliment you – it’s okay to RT compliments occasionally but don’t be a self-congratulator.
- Thank/fave people who compliment you – it’s okay to RT compliments occasionally but don’t be a self-congratulator.
- Thank/fave people who compliment you – it’s okay to RT compliments occasionally but don’t be a self-congratulator.
- Thank/fave people who compliment you – it’s okay to RT compliments occasionally but don’t be a self-congratulator.
- Shoutouts to cool people, especially those who have helped you out Remember to @-mention by Twitter handleBe authentic — don’t have ulterior motives (people will smell and unfollow phonies)Be transparent if there’s a business partnership involved
- Thank/fave people who compliment you – it’s okay to RT compliments occasionally but don’t be a self-congratulator.
- Shoutouts to cool people, especially those who have helped you out Remember to @-mention by Twitter handleBe authentic — don’t have ulterior motives (people will smell and unfollow phonies)Be transparent if there’s a business partnership involved