Original webinar: http://offers.hubspot.com/social-media-audit
In this webinar, HubSpot and Bitly teamed up to teach you about Social Media Audits.
Don't let the word "audit" scare you -- conducting social media audits are actually easy and painless if you do them right. They can clean up and super charge your brand for lead gen -- think: spring cleaning for your social media profiles.
Never conducted an audit before? We've got you covered. Join Bitly's Erica Moss and HubSpot's Brittany Leaning in this live webinar as they walk you through how to conduct and use a social media audit to increase traffic and followers.
What you'll learn:
How to conduct a social media audit
How to optimize for lead-gen from an audit
Strategies for increasing followers from an audit
How to Use a Social Media Audit to Increase Traffic and Followers
1. Thursday, August 20th, 2015
#SocialMediaAudit
[Webinar]
How to Use a Social Media Audit
to Increase Traffic & Followers
2. Housekeeping
• This webinar is being recorded
• You’ll get an email within 24 hours with the slides and the
recording
• Stay tuned for Q&A: 25% discount code to INBOUND 2015
• Ask questions on Twitter using #SocialMediaAudit
4. Webinar Agenda
Defining a Social Media Audit
Method: Frequency, Timing
Audience: Content, Messaging, Engagement
Appearance: Format, Style
Analytics: Driving Leads and Traffic
5. As Defined by Graphique Creative:
Social Media Audit is an essential step before diving into the social media waters. It's a "social playbook"; a detailed how-to founded
on research and insights gathered both internally and externally about your brand. From the evaluation of your existing initiatives to a
comprehensive competitive analysis and detailed online brand representation report, a Social Media Audit accomplishes the
Research and Discovery phase of any long-term strategic plan, but without a heavier financial commitment.
6. Get a pulse check on what’s working
& what’s not
Brand perception
Optimize your posts based on your
audiences & goals
…. Basically:
23. Are the cover photos and profile pictures current?
Are the images being shared an optimal size?
Are you using stock photos?
How do you interact with other brands?
What things are “liked” by and on your page?
Questions to Consider
24. Use proper image dimensions
Test post frequency for your company
size/industry benchmark
Integrate Social with your other marketing
channels (email, landing pages, etc.)
Add social sharing images and follow buttons in
emails and thank-you pages to offers
Optimizing Social Channels
29. Is your About copy updated? Are you taking
advantage of the real estate?
What types of comments are common? What is the
brand sentiment? How quickly do you respond?
Are you posting content based on different customer
personas?
Questions to Consider
44. 9 Key Takeaways
1. Use a Social Media Audit to create custom goals per channel
2. Cross-Promote Your Social Presence
3. Share Useful, Valuable Content (i.e. quality > quantity when posting)
4. Post More Pictures and Videos
5. Have Great Avatars & Cover Photos
6. Automate & Tweet on the Fly (a good mix of both, but mostly schedule
at optimal times)
7. Find, Follow, & Build Relationships with People in Your Industry
8. Offer Incentives to Fans/Followers (contests, etc.)
9. Be consistent
45. 25% DISCOUNT CODE FOR WEBINAR
ATTENDEES, EXPIRES AUGUST 31:
BITLY15
Learn how to match social strategy to business goals
in this ebook: http://bitly.is/smStrategy
Notas do Editor
Christine
Christine
Erica
ERICA
ERICA
Erica
What to cover: record the social channel or network, the url, the profile name, primary owner of that channel if it’s not you, the # of fans/subscribers/followers, post frequencies, and about/descriptions.
You can customize a social media audit report to your company’s liking, i.e.campaigns you are promoting on certain channels, etc. but it’s essential to have a framework of what’s going on and the theme of your brand’s social media presence.
BRITTANY
BRITTANY
Brittany “HIGHER POSTING DOES NOT EQUAL HIGHER ENGAGEMENT” == this slide and the next prove that
In the above graph, you'll see there is no clear correlation between posts published per week (blue) and interactions per post (orange). If there were a correlation, those dotted blue and orange lines would follow a similar pattern.
In order to compare yourself to a company size benchmark, the following saw the most engagement from the amount of social posts/week:
<1 post/week: company size 201+,
1-3 posts/week: company size 11-50, and 50-200
3-10 posts/week: no company size saw the most engagement from posts 3-10x a week
10+: company size 1-10
Brittany
In order to compare yourself to an industry benchmark, the following industries saw the most engagement from the amount of social posts/week:
<1 post/week: Real estate, software/tech, hardware, business/finance
1-3 posts/week: nonprofit/education, healthcare
3-10 posts/week: manufacturing, marketing services
10+: consumer/retail/ecommerce
Brittany
Brittany
Brittany
Brittany
Best days are TUES WED THURS. You get the most clicks and shares on Tuesdays, 10am-11am and the best times to post are 7am-8am and 5pm-6pm. Worst times to post are Monday and Friday for US based time zones.
93% of B2B marketers rate LinkedIn as the top B2B social media lead generation source. (LinkedIn is primary B2B audience so that makes sense)
Brittany
Brittany
During work hours, an average of 22.5 per 1,000 instagram followers interacted with videos posted by Fortune 500 companies. During off hours, 33.4 per 1,000 followers interacted with the content.
Brittany
During work hours, an average of 22.5 per 1,000 instagram followers interacted with videos posted by Fortune 500 companies. During off hours, 33.4 per 1,000 followers interacted with the content.
Brittany (recap of last section)
Brittany (talk about stats in these charts)
Brittany (talk about stats in these charts)
ERICA
ERICA
ERICA
ERICA
ERICA
Erica
Erica
Erica
Erica
Erica
measuring social success
engagement
brand
Brittany
Brittany
HubSpot social tool, Simply Measured, etc.
Erica or Brittany
measuring social success
engagement
brand