Making Your Funnel Work

Social Media
 Social Media

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 SCRATCHING THE SURFACE
▪ In this hour we will only scratch the surface of social media
▪ It’s an inmense world that encompasses almost every element of society and
human beings with a lot of stats being published every day

NO ADS
▪ We will not discuss advertising at social networks here; will follow later
▪ For now, assume you can advertise on everything a social network has to offer
▪ Organic reach, for non-engaging posts, is low ~2 to 10% of your followers

ASSUME MOBILE
▪ Always assume your users see your content and click on it from a mobile device

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 SOCIAL MEDIA
▪ History ▪ Amplification of content
▪ Current size and usage ▪ Getting leads
▪ Per country ▪ Reach
▪ Demographics ▪ Community Building
▪ Organic reach ▪ Promoting Events
▪ Functionalities ▪ Customer Service
▪ Content promotion ▪ Competitor research
▪ Followership ▪ Market research
▪ Customer Service
▪ Tools
▪ Monitoring / Listening
▪ Engagement / Community Management
▪ Publishing / Analytics
▪ Competitor research

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 MONTHLY ACTIVE USERS
Monthly active users (millions) ▪ 2020
Facebook 2.700
Youtube 2.000
Whatsapp 2.000
Facebook Messenger 1.300
Instagram 1.158
Reddit 430
Pinterest 416
Twitter 353
Quora 300
Linkedin 260
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 TIME SPEND PER DAY ON SOCIAL MEDIA

Source
▪ Statista

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 Source
Marketingcharts

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 Source
Marketingcharts

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 Source
Marketingcharts

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 Source
Marketingcharts

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 MEASURING ROI
Value
▪ Business conversions (such as customer acquisition or lead generation)
▪ Brand awareness or perception
▪ Customer experience and loyalty
▪ Employee trust
▪ Partner confidence
▪ Security and risk mitigation

Tracking
▪ Reach
▪ Audience engagement (likes, comments, shares)
▪ Site traffic
▪ Leads generated
▪ Sign-ups and conversions
▪ Revenue generated

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 CONVERSION ATTRIBUTION

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 SIMPLE, BEST PRACTICES
Hashtags
▪ Always add a few hashtags to any post =categories / metadata

Mentions
▪ Name people and business in your posts (@)

Native uploads
▪ Upload the content to the platform for highest reach. So don’t share your video that is hosted
on Youtube on Linkedin. But upload it to Linkedin.

Visual
▪ Always add visuals (photo, video)

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 HOW OFTEN SHOULD YOU POST PER DAY?

Source
Louisem.com

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 BEST TIME OF DAY (FACEBOOK)

Source
▪ Sprout Social

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 BEST TIME OF DAY (INSTAGRAM)

Source
▪ Sprout Social

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 BEST TIME OF DAY (LINKEDIN)

Source
▪ Sprout Social

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 BEST TIME OF DAY (TWITTER)

Source
▪ Sprout Social

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 WHAT TYPES OF CONTENT?
Branding Engagement Traffic Leads / Sales
▪ Funding ▪ Take a stand/opinion ▪ Content teasers ▪ Content promo’s
▪ Awards / prices ▪ Ask something ▪ Share article ▪ Coupons
▪ New teammembers ▪ Contests (followers) ▪ Product launch / ▪ Campaigns
▪ Any milestone ▪ Polls update ▪ Product updates
▪ Case studies ▪ Personal story ▪ Tips & trics ▪ Back in stock
▪ Quotes & facts ▪ Sweepstakes
▪ Webinars
▪ Job openings

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 SOCIAL LOGIN TO INCREASE CONVERSIONS
Increase sign-ups

Especially early stage

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 FREE TOOLS/FREE PLANS
▪ Canva
▪ IFTT (If This Then That)
▪ Google Alerts
▪ Tweetdeck
▪ SocialOomph
▪ Hootsuite
▪ Buffer

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 SOCIAL MEDIA TOOLS
Social media tools to check out
G2 stats
IMPORTANT FUNCTIONALITIES
App Average # reviews Pricing ▪ Publishing
AgoraPulse 4.5. 525 € 99 ▪ Listening (keywords, hashtags)
SproutSocial 4.3. 1339 € 99 ▪ Engagement (reply, comment)
▪ Sharing
Buffer 4.3. 811 € 15
▪ Analytics
SocialBakers 4.2. 111 € 200 ▪ Influencer identification
Contently 4.2. 32 Enterprise ▪ Sentiment analysis
Hootsuite 4.1. 9235 € 25 ▪ Calendar / Planning / Scheduling
▪ Campaigns (ads)
FanpageKarma* 3.9. 15 € 249
▪ Automation

*: unlimited social profiles (think competition) Source reviews: g2.com

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 THE END
▪ Next session about:
▪ 6A: Leadnurturing and e-mail marketing

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