Presentation about social media marketing (organic, not ads). Part of the "Making Your Funnel Work" program by E-commercemanagers.com and Startupbootcamp.

1. Making Your Funnel Work
Social Media

2. Recap
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Report
Automate
Optimize
Customer
Journey Map
Measurement
Plan
Analytics
Implementation
Run Business
(ads, content,
leads, etc)
1A: OPTIMIZATION FRAMEWORK
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Social Media

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1B: KPI’s + CRO + Marketingstack
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2A: CONTENT MARKETING
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2B: LEGAL
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GDPR
 Timestamp, channel and reason for opt-in
 Limit data collection
 Opt-in only
CCPA
 Follow GDPR and in most cases you will be fine
Copyright
 Negotiate when you can
 Protect your brand and designs
Social Media

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3A: GOOGLE ANALYTICS + GOOGLE TAG MANAGER
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Google Analytics
 Use filters in your Views to exclude IP adresses of internal users
 Use Goals to measure critical steps in your customer journey
 Use UTM tracking parameters to measure your traffic sources
 Use Event tracking to measure onsite behaviour
 Use Segments to slice up the behaviour of groups of users
Google Tag Manager
 Run all (including GA) your external scripts in one place
 Implement pixels and scripts without the help of a developer
 In most cases: speed up the loadtime of your website
Social Media

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SEO
Overview
Onpage
Content
Keywords
Semantics
UX metrics
Multimedia
Outbound
links (i/e)
Architecture
URL structure
Internal links
Microdata
Loadtime
SSL
Offpage /
Linkbuilding
Relevancy
Keywords Semantics
Anchor text
Webpage
Website
Importance
Topical
authority
Likeability
Social signals
Citations
(unlinked
mentions)
Social Media

9. APP MARKETING
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Search
E-mail
Social
Ads
Website App Store App
Inapp
Push
E-mail
SMS
Ads
Traffic sources
User-Engagement
Social Media

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LANDING PAGE OPTIMIZATION
Social Media

11. TRIALS – BEST PRACTICES
Trials
 Don’t ask for creditcard details starting your
trial
 If you want correct e-mail addresses, send
them a confirmation email with login link
 If you need phone numbers for outbound
reasons, send them an SMS code with
verification
 Call them while they are logged in, in their first
session!
 In follow-up sequence (during trial period):
focus on functionality, features and
integrations
 Only when logged in several times, during trial,
also send upgrading and pricing information
 Serious trial (several logins and several events)?
Offer trial-extension
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Social Media

13. 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
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Social Media
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

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

15. MONTHLY ACTIVE USERS
 2020
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Social Media
Monthly active users (millions)
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

16. TIME SPEND PER DAY ON SOCIAL MEDIA
Source
 Statista
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Source
Marketingcharts

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Social Media
Source
Marketingcharts

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Social Media
Source
Marketingcharts

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Social Media
Source
Marketingcharts

21. 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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22. CONVERSION ATTRIBUTION
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23. SIMPLE, BEST PRACTICES
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Social Media
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)

24. HOW OFTEN SHOULD YOU POST PER DAY?
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Social Media
Source
Louisem.com

25. BEST TIME OF DAY (FACEBOOK)
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Social Media
Source
 Sprout Social

26. BEST TIME OF DAY (INSTAGRAM)
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Social Media
Source
 Sprout Social

27. BEST TIME OF DAY (LINKEDIN)
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Source
 Sprout Social

28. BEST TIME OF DAY (TWITTER)
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Source
 Sprout Social

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

30. SOCIAL LOGIN TO INCREASE CONVERSIONS
Increase sign-ups
Especially early stage
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31. FREE TOOLS/FREE PLANS
 Canva
 IFTT (If This Then That)
 Google Alerts
 Tweetdeck
 SocialOomph
 Hootsuite
 Buffer
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32. SOCIAL MEDIA TOOLS
IMPORTANT FUNCTIONALITIES
 Publishing
 Listening (keywords, hashtags)
 Engagement (reply, comment)
 Sharing
 Analytics
 Influencer identification
 Sentiment analysis
 Calendar / Planning / Scheduling
 Campaigns (ads)
 Automation
Source reviews: g2.com
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Social media tools to check out
G2 stats
App Average # reviews Pricing
AgoraPulse 4.5. 525 99€
SproutSocial 4.3. 1339 99€
Buffer 4.3. 811 15€
SocialBakers 4.2. 111 200€
Contently 4.2. 32 Enterprise
Hootsuite 4.1. 9235 25€
FanpageKarma* 3.9. 15 249€
* : unlimited social profiles (think competition)

33. THE END
 Next session Monday, about:
 6A: Leadnurturing and e-mail marketing
 Tomorrow content will be uploaded and send to you by e-mail
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