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Wilson Mar

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Social media strategy

Tell them well


Overview

What is the purpose of social media?

Influence

It’s not enough just to have an account with some words and pictures.

What percent of your activity results in some action by readers:

  • Buy something

  • Retweet to expand reach

  • Link to your site from their website

  • Forward to someone else

  • Download a white paper (pdf)

  • Friend you on Facebook

  • etc.

An effective influencer is one who can get people to do the above.

Measurements

Hit count is the number of people who landed on the site. The same person who looks at 10 pages would register 10 hits.

Unique visitors is the number of unique IP addresses which visited the site. The same person who visited 10 pages would register as one visitor.

CTR (Click Through Rate) is the percentage of visitors who clicked on an ad banner. If an ad is seen by 1,000 people, but clicked by 200 visitors:

   (Number of Clicks / Number of impressions) x 100
   (200 / 1,000) x 100 = .02
   

Those who pay ad networks to have banners appear on that network’s sites need to calculate the cost of ad placements:

CPM (Cost Per thousand) uses M in the abbreviation because M is the Roman numeral for thousand. The “per” refers to the number of unique impressions.

NOTE: CPM rates were once (pre yr 2000 bubble-burst era) as much as $75, but have now dropped to as little as $1 CPM.

CPC (Cost Per Click) refers to the number of times some visitor clicks on an ad banner.

NOTE: CPC rates can be as high as $3 per click or as little as 5 cents per click. It depends on the product and market competition. “Chicago lawyer” was at one time the top rate.

CPR (Cost Per Registration) counts those who finishes filling up an enquiry form.

CPS (Cost Per Sale) is the most desirable measure because that’s the ultimate action for real revenue on ecommerce sites.

CPA (Cost Per Action) is an include metrice that can include ad click, ad click, video view, registration, sale, or other activity.

Helping association

An IT education school makes videos from useful blog articles.

Is the effort of creating a video worth the number of views?

PROTIP: It is rare to get more than 5% on messages delivered. This means most tweets are never read by anyone.

PROTIP: However, tweets remain on the internet forever, so someone doing searches may find it days, months, or even years later.

Measure Engagement

Here are some services that measure engagement:

Multiple Twitter accounts

Some companies find it useful to have several twitter accounts:

  • One account for the corporate name

  • A hashtag for each brand or product name

  • AskXYZ for questions

  • One account for the conference each year

  • A hashtag for usersof each brand or product name

  • The accounts of each person affliated with the above

TODO: Brand positioning.

PROTIP: If your website is .io or some other TLD, include that in your company hashtag name to avoid confusion.

Best times to tweet

Popular evangelists note that they tweet the same message several times a day to catch the attention of people in different time zones around the world.

Services such as HootSuite enable messages to be stored for future delivery at specific times.

Association

Here’s a great example of associating authoritative and inspirational messaging to a brand:

Competitive Association

When an organization makes a media splash, competitors may hijack the hashtags being promoted by tweeting the competitor’s tag along with their own, which associates the communications together.

More on evangelism

This is one of many topics:

  1. Job Descriptions
  2. Resumes (mine)

  3. Evangelism dependencies
  4. Deliverables and Events Budgeting spreadsheet
  5. Evangelism Cost-Benefit analysis (Bang-for-the-buck comparion)

  6. Events and Conferences
  7. Calendar of Announcements
  8. Milestone events

  9. Social media
  10. Social media strategy
  11. Tweets
  12. Sentiment analysis (of favorable words or not)
  13. Responses to social media
  14. Tech Press mentions

  15. Competitive Comparisons (by analysts and others)
  16. Competitive Strategy
  17. Competitive Comparison Kit (for people to run for themselves)
  18. Objections, and how to handle them

  19. Target Customers
  20. Customer References
  21. Proof Points
  22. Email databases (User Acquisition)
  23. Remarketing of current or lapsed users

  24. Product websites
  25. Product wikis
  26. User Forums (Google, LinkedIn, Reddit, etc.)
  27. Surveys

  28. Product Roadmaps
  29. Release Schedule
  30. Tasks
  31. Issues

  32. Enviornments for development, testing, demos, training, etc.
  33. Demo presentation scripts
  34. Beta activities
  35. Release Notes

  36. Tutorials
  37. Live event sign-up administration
  38. Webinars
  39. Video production capability
  40. Live Video Streaming

  41. Spiffs
  42. Hackathons
  43. Participating in Conferences
  44. Running Conferences
  45. Dynamic projections of tweets, etc.

  46. Recruitment follow-up