IMH Cyprus #dmcy14 - Social Media Strategy: Tips and Tricks to Increase Visitors and Conversions

http://firecask.com/ • info@firecask.com • @FireCask
Social Media Strategy:
Increase Visitors
and Conversions
by Alex Moss
5th December 2014
#dmcy14

WHO AM I?
and what do I do?

Today I run 2 companies

Blackfriars House, Parsonage, Manchester, M3 2JA.
+44 (0)161 222 8655 • http://firecask.com/ • info@firecask.com
I’ve worked with great businesses

Blackfriars House, Parsonage, Manchester, M3 2JA.
I also Write & Teach

Let’s Begin...

Systems Development Life Cycle
This is cycle is used for
most systems
development projects.
I still use this model
today for most
projects.

For Social, ANALYSIS
should come first

Competitors and Trends
Competitor Analysis
● What do your competitors do?
● How successful is their social
activity?
● How can I improve it?
Trends
● Are there seasonal peaks?
● If so, how can I use take advantage of
them?
Tools to Use
● Google Trends
● SEMrush

Choose your target networks
There are
100’s
of Social
Networks
You can find the right
networks to target based
on your audience
Image Source: The Conversation Prism

Research within those Networks
Facebook
● Graph Search
● Groups
● Related Pages
Twitter
● Hashtag Search
● Followerwonk to find authoritative
profiles
● Tweetdeck or Hootsuite to manage
feeds. Interact & use lists
“The Rest”
● Linkedin Groups
● Google Communities
● Subreddits

PLANNING & DESIGN:
Get the Right Idea

Ask yourself these Questions
1. What does your audience like? What are their interests?
a. Use Followerwonk to research your followers
b. What are your followers posting within their social networks?
2. Can you use any data to support your idea? The bigger the better.
3. Do you have UGC (user generated content)? Use it to your
advantage!
4. Should your voice be your brand or a personal representative?
Align your attitude.

Choose how to Interact
infofun
help
CHOOSE
TWO

Set Targets
1. What are your KPI’s?
a. Increased Conversions
b. Data capture
c. MORE!
2. Where to you want to deliver your project?
How does each network publish content?
3. CALCULATE ROI

Design your Strategy
● Infographics
● Interactive elements / Games / Quizzes
● Longform Content / Guides / Whitepapers
Also remember typography & CTA’s

Offering something in return for data
capture, gameplay or deposits will increase
conversion rates.
● Use expiration dates to increase
urgency
● Offer free trials / free products
● If you have large numbers of
users/subscribers, show the numbers
off!
● Offer incentives in exchange for
data - e.g. sign up via email and
receive exclusive discounts and offers
CRO: Create Incentives

IMPLEMENTATION

Track EVERYTHING!
Tracking is important to a great strategy. Without tracking, there’s not much to
report on or analyse! Use Google Analytics if you’re not already.
Use Google’s URL Builder Tool. Segment everything you share, even tweet by
tweet! You can also create goals for specific tasks. Use bit.ly for additional
analytics
Offer exclusive and specific voucher codes to track which code performed the
best.

Social Structured Data
As well as search engines, social structured
data can help tailor posts shared within
Facebook, Twitter and Google+. You can:
● Create clickbait
● Offer click incentives without changing
the content of the page you’re posting.
I have developed a WordPress plugin that
manages all of this.

One thing to note is that your links should
have context:
● Facebook descriptions can be
extended to 300 characters, nearly
double the default META description
● Incorrect image thumbnails can take
the post out of context, or even
worse portray something completely
different.
Create Context

MAINTENANCE &
EVALUATION

● On the day, use Google Analytics’ Realtime feature
● Google Analytics will also be your reference for all KPI’s
Did you achieve your KPI’s?
How did you do?

Tools & Tips

● Reddit provides great traffic if you place the content
right. Also contribute to other subReddits. Be careful
not to spam.
● Use Buffer to schedule any posts to Twitter, Facebook,
Linkedin and Google+. Great for international target
audiences.
● Avoid automation. Although Buffer is great, don’t just
schedule for the next month and then ignore the
profiles.
● Make sure you have a contact page and get back to all
queries within 48 hours. For more advanced form
creation in WordPress use Gravity Forms.
● Use live chat. Experiment with a free offering such as
Olark. Offer Skype chat too. You can use HTML buttons
to offer Skype actions such as chat or call.

Rinse & Repeat!

FireCask, Blackfriars House, Parsonage, Manchester, M3 2JA.
Thank You!
Any questions?
Alex Moss
Director, FireCask
Email: alex@firecask.com
Phone: +44 (0) 7743 870 210
Twitter: http://twitter.com/alexmoss
Linkedin: http://uk.linkedin.com/in/alexmoss1/

IMH Cyprus #dmcy14 - Social Media Strategy: Tips and Tricks to Increase Visitors and Conversions

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