This document provides guidance on effective social media strategies. It discusses things that were once common practices but are now outdated, like autoposting and using social platforms only as a broadcast tool. It then covers measuring social media performance, including sales, retention, engagement, consumption, and lead generation metrics. The document advocates selecting a few key performance indicators to monitor regularly to inform strategy. Finally, it discusses developing content pillars, targeting the right audiences and platforms, using personas, and leveraging tools like marketing automation. The overall message is that social media strategy requires understanding your business and audiences in order to provide them what they want.

1. The Truth Behind
Social Media

3. SOCIAL MEDIA STRATEGIES

4. SOCIAL MEDIA STRATEGIES

5. Social Media
THE BASICS

6. Things That Were Once OK
• Autoposting
• #ff
• Multiple hashtags
• Running your business from
a Facebook profile
• Twitter as a broadcast tool

7. My Family Care Twitter
Autoposting from FB

8. Others Too!
Autoposting from FB Check the YouTube and
Twitter links!

9. Things That Were Once OK
• Autoposting
• #ff
• Multiple hashtags
• Running your business from
a Facebook profile
• Twitter as a broadcast tool

10. The Situation in Ireland

12. Social Media Formula
B2C

14. Social Media Formula
B2B

16. My View Of The World

17. Why Are You
Doing It?

18. MEASURE IT
“92% of marketers say social media is
important for their business... but only
2.3% allocate budget to measure it”The CMO Survey
Edelman Social Media Survey 2016

19. C-Level people always want to see sales metrics!
● For ecommerce - Google Analytics is great.
● For non ecommerce - you need to integrate your marketing
with your CRM system so that you can track user behaviour
throughout the sales cycle.
Sales Metrics

20. Retention metrics reveal the degree to which you’re able to
earn loyal consumers of your content.
On website and blog: new & returning visitors, bounce
On social: follower counts
Retention Metrics

21. Not directly connected to Euro values, but they are helpful to
see how and if people share your content.
Problem is that they tend to be platform specific:
● PTAT (FB)
● Number of RT’s (TW)
● Number of hearts (IG)
● Don’t even mention Snapchat!!
Engagement Metrics

22. Consumption metrics are mostly measured with Google
Analytics.
● Is your content being consumed? Where are they coming
from?
● Traffic - total visits, unique visits, etc.
● Referral traffic - sources from around the web
● Page views
● Time-on-site or on-page
● Downloads
Consumption Metrics

23. https://support.google.com/analytics/answer/1033867?hl=en
Tip: Use Custom URL

24. What is a lead worth to your business? What is a conversion?
● Email opt-ins
● Form completions - can be tracked using conversion goals in
Google Analytics
● Can track leads by measuring where it originated, what
specific specific piece of content such as a blog post or video
created it.
Lead Gen Metrics

25. Select a few.
Monitor them regularly.
Let your KPIs inform your strategy and execution.
Repeat.
Refine.
Keep at it.
Just Do It

26. What’s
Everyone Else
Doing?

27. ● Daily posts
● Only 2 posts about themselves
since January!

29. AD + SOCIAL DISCONNECT

30. SITE + SOCIAL DISCONNECT

31. Key: Know Your
BUSINESS...

32. Target Audiences
Financial Products
Individuals
Businesses
High net worths
Owners
Video Production:
SME
Corporates
TV companies
Whiskey Drinkers:
Taste
Lifestyle
Heritage
Thai Food:
Thai traveller
Gourmet
Health conscious
Bars:
Music
Drink
Food
Craic

33. Personas

34. Your Personas
What are their motivators?
Pain points?
Technical sophistication

35. Give Them What
They
WANT

36. Content Pillars
Emotion
Information
Motivation
Always containing PERSONALITY
(yours)

37. Content Pillars
Money
Status
Fun

38. WHERE THEY
HANG OUT

39. Facebook: Offers

40. FB: Competitions

41. FB: Competitions

42. Twitter
Personality
Audience
Consistency

43. Twitter
Liam Casey

44. LinkedIn
Profile
Pulse
Personality
Consistency

45. Instagram
Pictures
Tags
Personality
Consistency

46. Instagram Max # 8

47. Instagram
•Images + Video
•Ads
•Iconosquare

48. Streaming Video
Meerkat
Periscope
Blab
Facebook Live Streaming - NEW!!

49. Marketing Automation

50. Brightspark has
turned around the
social media
fortunes of many
businesses...
Small and large.

51. WE PROCESS!
IDEAS INTEGRITY VALUE

52. Thank you!
@maryrose | 087 7998066