Social media strategy
Tell them well
What is the purpose of social media?
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:
Retweet to expand reach
Link to your site from their website
Forward to someone else
Download a white paper (pdf)
Friend you on Facebook
An effective influencer is one who can get people to do the above.
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.
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.
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.
Here’s a great example of associating authoritative and inspirational messaging to a brand:
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:
- Job Descriptions
- Evangelism dependencies
- Deliverables and Events Budgeting spreadsheet
- Events and Conferences
- Calendar of Announcements
- Social media
- Social media strategy
- Sentiment analysis (of favorable words or not)
- Responses to social media
- Competitive Comparisons (by analysts and others)
- Competitive Strategy
- Competitive Comparison Kit (for people to run for themselves)
Objections, and how to handle them
- Target Customers
- Customer References
- Proof Points
- Email databases (User Acquisition)
Remarketing of current or lapsed users
- Product websites
- Product wikis
- User Forums (Google, LinkedIn, Reddit, etc.)
- Product Roadmaps
- Release Schedule
- Enviornments for development, testing, demos, training, etc.
- Demo presentation scripts
- Beta activities
- Live event sign-up administration
- Video production capability
Live Video Streaming
- Participating in Conferences
- Running Conferences
Dynamic projections of tweets, etc.
- Recruitment follow-up