Social Media Strategies and Tactics Session 3

1. Social Media Strategies
and Tactics
Session 3

2. Instagram Strategies
● Show your brand’s creative side but keep it simple
● Stay within your comfort zone
● Starbucks shares images of their customers, their baristas,
and members of their executive team trying new flavors
● Red Bull uses Instagram to appeal to adrenaline junkies by
posting photos of skydivers and skateboards high in the air
● Nike shares photos of athletes doing what they do best
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3. Instagram
● Here are some ways brands can share:
● Teamwork – fans love to see the behind-the-scenes workings
of a brand – team meetings, in the cafeteria, chatting in the
hallway. Show your community that your team is human.
● Test kitchens and factories – everyone loves to see how a
product is made. Taking the mystery away will endear you to
your fans
● Products and ingredients – show what goes into a product;
share photos of some of your suppliers, like farms or farmers
markets.
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4. Instagram
● More ideas
● Outings – share photos from team picnic or conference
● Ideas for using the product or service – show how others use
what you do.
● Sightings in the wild – if you spot people using your products
on the street share, but get permission first.
● Possibilities are endless – just need ability to understand
what your community responds to.
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5. Instagram
● Use 2 or 3 hashtags at most
● Make up your own hashtag that suits your brand and share
it with your community
● Keep an eye out for trending hashtags –if you have an
image appropriate for a trending hashtag, don’t be afraid to
use it.
● Become familiar with popular hashtags: #food, #cats
● Follow the right people – find people with who you have a
common interest for a mutually beneficial relationship 5

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11. Pinterest
● Treat Boards as your marketing too for your product, brand
or business
● Create content people want to follow, encourage them to
find out more about what your brand is all about
● Basic Boards –
● Show steps in a process – craft project
● Reflect different elements of planning – party, wedding,
kitchen or bath renovations, etc.
● Provide industry overview – pin technology and accessories in
the home theater industry
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12. Pinterest
● Basic Boards -
● Show how something works
● Offer receipts
● Highlight the departments of a business – images from
meetings, production facilities, news, awards, accolades
● Before pinning, have several boards in place
● History of a brand
● History of your products
● Brand showcase – entice people into buying by showing them
how they can use your product or service
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13. Pinterest
● More boards to have in place
● Who you are – highlight team, your location, your mission,
what you’re selling
● Tips, how-to’s, and DIYs – use your pins to teach
● Gift Ideas
● Books – recommend books to your community
● You can also pin videos
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15. Pinterest
● Grow your community
● Appeal to emotion – LOL or choking back tears, people talk
about pins that inspire emotion
● Pin items your target audience can relate to – going off
topic will confuse them
● Pin discussion-worthy topics
● Be different – find images compelling and unique
● Search on Pinterest to see which types of pins are getting
the most comments and why
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16. Twitter Strategies and Tactics
● Twitter is a useful promotional tool and networking tool
● First step in Twitter marketing is to spend time with the
people who make up your community
● Build up your follower base
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17. Build Up Followers
● Follow your existing customers who are on Twitter; use
email list to file people
● Find followers and friends from other social networks
● Follow other professionals you know
● Use Twitter to search to find people with similar
jobs/brands to yours – twitter.com/search-home
● See who follows brands similar to yours
● Use your keywords in Twitter seach
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18. Build Up Followers
● Find out who is talking about you on Twitter
● You can easily monitor the conversation and respond to
comments and queries
● Many times they will @gibbonsdigital within the Tweet
● Good customer service to find out what people are saying
about you on Twitter – gives you an opportunity to learn
about problems, concerns and shows your customers your
accessible.
● Can use Tweetdeck to monitor
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19. Twitter Search
● People – search specific names, twitter handles,
professions.
● Brands – use Twitter to search out similar brands to see
how they’re using the platform
● Clients – search terms help you find potential clients.
● Hashtags – help you find and follow favorite hashtags
● Search terms / Keywords – you’ll see who is talking about
those words and phrases
● Your Brand – see what others are saying
● News 19

20. Trending Topics
● Take advantage of Twitter’s trending topics – there may be
discussions happening that can benefit your brand
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21. Tweeting Strategies
● Do not text speak – spell out every word, abbreviation is
not recommended for everyday use
● Use punctuation – periods and commas make sentences
easier to reach.
● Practice the art of brevity – use short words in place of big
words.
● Let your personality shine through – don’t get so caught up
in professionalism that it takes your personality out of the
equation. Quirkiness and humor make you seem more
human.
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22. Hashtags
● They catch the attention of others – sometimes people are
not part of the conversation but jump in after seeing a
catchy hashtag
● They add longevity to a conversation – searching a hashtag
allows you to view all tweets in a conversation at one time
● You can measure the results of a hashtag. Hashtracking.com
is useful tool.
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23. Tips for Retweets
● Say something people want to shoare
● Share something other want to share – ask yourself will this
interest my community enough that they’ll want to share it?
● Don’t write for the retweet – retweetable tweets are usually
organic and spontaneous and not forced.
● Don’t retweet just because someone famous said something –
save your retweet for something more deserving
● Say “thank you” for retweets
● Avoid vanity retweet – if someone retweets something you said
and you retweet it. Not appropriate.
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24. Creating a Successful Twitter
Campaign
● Plan a follower strategy – determine the types of people
you want to follow and have follow you in return. Consider
a mix of people – customers, potential customers, brands
that might have a tie in with your community
● Plan a content strategy – think about the types of tweets
you want to post each day – mix of humor, news, questions,
● Plan a hashtag strategy – plan at least a couple per day.
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25. Successful Twitter Campaign
● Don’t make every tweet a sale – balance content strategy;
good strategy 2 sales for every 10 tweets
● Don’t make eveyr tweet about your brand – share
non-brand-related thoughts and ideas so as not to make
everything about you
● Ask questions – about news items, trending topics, topics
geared toward your community
● Share other people’s stuff
● Don’t be afraid to share your own stuff – blog posts, news,
etc. 25

26. Successful Twitter Campaign
● Think outside the box – think about ways to reach your
community on Twitter that are different. Plan campaigns
that no one else is doing.
● Plan campaigns across your other platforms – teaser tweets
to draw attention to blog articles.
● Call out your community – if someone in your community
has a milestone, offer public congratulations. Wish happy
birthday, work anniversary, etc.
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27. Successful Twitter Campaign
● Seek assistance – if you have any technical questions or
would like a recommendation – reach out to your
community
● Create discount codes for your community – offering perks
to your community is a nice gesture
● Be transparent – be honest with your community. If you’re
asked a question answer it directly.
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28. Using Keywords in Tweets
● You can make your twitter content more searchable by
using keywords in some of your tweets
● Use keywords you know others are searching for
● Use keywords as hashtags
● Hashtag is different froma keyword – hashtag is used to
hold a conversation rauther than make your tweet visible in
a search
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29. Twitter Etiquette
● Be positive – avoid rants, profanity
● Give credit where it’s due – if you sharing a tip, quote or
link you saw someone else share, give that person credit
● Don’t hijack someone else’s hashtag – wrong
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30. Twitter Tips
● Pinning Tweets – did you tweet something important,
amusing or newsworthy? Are you running a promotion?
Pin your tweet to the top of your profile.
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32. Twitter to drive traffic to your
content
● Create a discussion topic around your blog post – instead
of simply tweeting a link and leaving it at that, start a
discussion around your topic. Ask questions and respond
to the responses. This will engage your community and
perhaps their followers.
● Analyze your most productive twitter times – find out when
your community is most engaged
● Create the type of content people want to share
● Tahnk everyone who shares your content
● Use a logo as your profile pic 32

33. Twitter to drive traffic to your
content
● Be friendly – your online attitude is everything
● Be consistent – have a regular presence on twitter
● Schedule your blog posts for the same time
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34. Analytics and Measurement
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35. Measurement Strategy
● Understand the difference between Monitoring and
Measuring.
● We’ll focus on quantitative data as part of the
measurement process.
● Use monitoring tools to review like:
● The degree of customer engagement
● The nature of customer dialog (i.e., sentiment)
● Your brand reputation on a social network
● The extent of participation in online conversations
● Positioning in your industry vs your competition 35

36. Quantitative data to measure
● Internal Performance measurement – measure the
effectiveness of your social media, other marketing efforts
and website in achieving your business objectives.
● Traffic to your website or social pages, click-through rate,
which products sell best and conversion rate (percentage of
visitors who buy or become qualified leads)
● Business measurements – primarily dollar-based
parameters – costs, revenues, profits that go directly to
your business operations.
● Cost of customer or lead acquisition, average dollar value per
sale, etd. 36

37. Measurement Strategy
● Decide what to measure – most Key Performance Indicators
(KPIs) and business criteria you measure fall into one of the
following categories
● Traffic – the number and nature of visitors to any of the sites that are part
of your web presence.
● Leads – B2B companies, service professionals and companies that sell
expensive, complex products often close their sales offline. Online efforts
yield prospects many of whom will become leads.
● Financials – costs, sales, revenue, profits.
● Search marketing – optimizing social media to improve visibility
● Other business objectives – other goals and objectives
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38. Free Analytics Packages
● AddFreeStats.com
● Clicky.com
● Google.com/analytics
● Statcounter.com
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39. Paid Statistical Packages
● http://www.adobe.com/marketing-cloud/web-analytics.ht
ml
● Clicky.com
● IBM Enterprise Marketing Management
● Lyris.com
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40. Paid Packages
● Real-time analytics
● Sophisticated reporting tools by domain or across multiple
domains, departments, or enterprises
● Customizable filters
● Integrated qualitative and quantitative analytics for
multiple social media services
● And more
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41. Google Analytics
● Install tracking code on all pages
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42. Social Analytics
● You can identify traffic arriving at your site from SM by
looking at the Referrals
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43. Social Analytics
● Click on Acquisition, then click to expand the Social options,
Network Referrals
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44. Or click User Flow under Social
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45. Social Analytics
● Can add tracking code to FB, Twitter but need technical
knowledge
● Limited data capture

46. Accessing Facebook Insights
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47. Export Facebook Insights
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49. Insights Overview Page
● Reach – total number of different people who have viewed
any content during the past week, plus engagement
● Page likes – shows both the total number of people who
have liked your Page during the past week
● Actions on Page – clicks on the contact page and call to
action button
● Five Most Recent Posts – Published date/time, the post,
post type, targeting, reach, engagement, promotion (if any)
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50. Competitor research
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51. Post Reach
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52. Page Views
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53. Time
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54. Your Fans
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55. People Reached
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56. People Engaged
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57. Twitter Analytics
● Track Referral traffic from Twitter using Google Analytics
● Track shortened links from Twitter back to your website –
t.co or goo.gl
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58. Analytics.twitter.com

59. Dashboard
● This overview dashboard displays how your tweets perform
on a daily basis.
● Can can compare month-over-month results for tweets,
tweet impressions, profile visits, mentions and new
followers.
● See top tweet and top mention
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62. Twitter Analytics
● Discover essential marketing information about your
followers – demographics, location, interests, income, etc.
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64. Tweetdeck
● Tweetdeck – Twitter tool
● Monitor multiple Twitter accounts with one interface
● Schedule tweets for the future on multiple accounts
● Set up alerts
● Filter search on multiple accounts
● Create multiple custom timelines for various accounts to
insert on your website(s)
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65. Tweetdeck.twitter.com

66. Twitter Analytics Apps
● TweetStats – creates a graph showing what you been up to
on Twitter. See the number of tweets sent per hour, day,
month; a tweet timeline, reply statistics; a review of people
you retweet. Free and paid versions.
● TwitterCounter – provides information about the number of
followers of your accounts, the number of accounts you’re
following, tweets, top 100 Twitter users, worldwide rank of
your Twitter feed. Good for comparing metrics that are not
provided in Twitter analytics
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67. Twitter Notifications
● Provides a running review of retweets and Likes (favorites)
● To view this tab, log into your Twitter account.
Notifications and mentions will both appear at the to[ of
the left column.
● Track the number of messages that are retweeted, compare
to all the messages you sent yourself. That’s the best
metric for assessing whether your messages are relevant.
● Twitter analytics and Tweetdeck show aggregated
information about retweets, mentions, etc.
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68. Retweet Rank
● You can see your rank regarding retweets compared to all
Twitter uses by using a tool called Retweet Rank
(retweetrank.com)
● Enter your username and click Go
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70. Mentions Tab
● The Mentions tab filters our the stream to display only
replies and mentions. You access that mentions tab that
way you access the Notifications
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72. Hashtags
● Use hashtags in conjunction with your twitter username is
another way to measure your reach on Twitter
● Twitter.com/search-home, enter #yourusername in the
search field
● Monitoring hashtags is a good way to find out who’s talking
about you and what they’re saying. You may find people
you wantto follow.
● FollowFriday or #FF is a Twitter hashtag tradition. Users
incorporate this hashtag in their Friday tweets to give
someone a shout-out. Good day to check the use of your
name or brand as a hashtag.
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74. Measuring LinkedIn Success
● LinkedIn is a good place to meet professionals and extend
your network. But if you aren’t getting referrals or if people
aren’t viewing your profile, you probably doing something
wrong.
● You can see if people are coming to your website from
LinkedIn using Google’s Social Analytics
● To see how the results of your B2B business translate into
conversions, look at the social value report in GA.
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76. LinkedIn Performance Metrics
● To see LinkedIn performance metrics, log in as an admin
● Hover of the profile icon, when the drop-down menu
appears, Click on the row for the company page you
manage
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78. Updates
● Preview: the first few words of each post
● Date: the date each update was posted
● Audience: whether the post was sent to all followers or targeted subset
● Sponsored: Whether the update was promoted
● Impressions: The number of times each update was show to LinkedIn members
● Clicks: the total number of clicks on content, company name, or logo within posts
● Interactions: the number of times people liked, commented on or shared an update
● Followers Acquired: the number of followers gain from a specific sponsored update.
● Engagement: A measure uniquely defined by LinkedIn, this percentage is calculated by
adding the number of interactions to the number of clicks and the number of followers
acquired, and then dividing the result by the number of impressions.
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80. Reach and Engagement
● Graphs appear below the Updates section
● Displays trends for impressions and Engagement over time
● Top right of this section, select from 9 different time
intervals
● The reach graph, toggle between Impressions (total number
of times viewed) or unique views for your updates.
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81. Engagement
● The engagement graph you can rotate the display for the
selected time frame to show clicks, likes, comments, shares,
etc.
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82. Followers
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83. Followers
● Total: the number of linkedin members that follow your
company
● Follower Demographics: A breakdown of your followers by
seniority, industry, company size, job function,
employee/non-employee status.
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85. Follower Trends
● Changes in your number of followers over time. Select the
desired date range for this trend.
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86. How you compare
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87. How you compare
● This list compares the number of followers to the number
of followers for similar businesses.
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88. Pinterest Results
● Pinterest offers useful, private analytics that show how
users interact with your pins, your profile, and your website
● You can use Pinterest analytics to find out more about the
demographics of your audience
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92. Pinterest Profile Stats
● Impressions, Repins, Clicks
● Repins – probably the most important measure because is
shows which images are shared by others. The more others
share your pins, the greater your reach.
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94. Audience
● Understanding demographics of your audience and
comparing the demographics of Pinterest users to those of
your desigred target market
● Your Audience tab offers self-provided details about your
follows and viewers and those who interacted with your
content (repint, comment, or like)
● You can filter by date range and audience
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96. Interests
● The interests view provides insight into three aspects of
followers’ activity:
● Interests: what subjects areas your followers are exploring
● Boards: A visual collection of boards that contain your pins;
shows how your audience organizes your material and
assesses your brand
● Businesses: Other business accounts that your audience
follows
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98. Your Website and Pinterest
● You can use the Activity from Your Website tab to discover
which content receives a Like and which content people
click on to visit your primary website.
● In this section you can find daily averages for the number of
impressions, repins, clicks for those pins that link to your
site, and track how people have used any Pin It button you
placed on your website.
● Must verify your website first.
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99. Your Website and Pinterest
● Once you’ve verified your site, it’s easy to view the data for
website interactions.
● You can select the desired time frame.
● You can look in the referral section of Google Analytics to
see how much traffic to your site comes from Pinterest.
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100. Third Party Tools - Tailwind
● Tailwind is a Pinterest marketing and management suite,
helps you measure the value of Pinterest in terms of ROI.
● Schedule Pins
● Insights and Monitoring
● Analytics and Reporting
● Get recommended content
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101. Thank You!
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