It’s been an action-packed week here at the Social Media Success Summit. The kick-off week went fabulously, and we got caught up with Mari Smith, Amy Porterfield, David Steltzer, and other social leaders on crucial aspects of social media marketing.
So what did we take away from these fine social media gurus? Strap in, because this is going to be an intense, jam-packed ride.
#SMSS15 Lesson 1: If You’re Not on Facebook and Twitter, You Need to Be. Now.
Why? @MariSmith summed it up pretty well:
Facebook is 10 times larger than any TV network. Think about all those big-brand companies funneling money into traditional TV commercials. They’re missing out! The place to be is social media. Mobile usage of social media is expected to grow by 55 percent each year until 2020. That’s a lot of growth.
Social referrals now outnumber search. This may be a spoiler, but in week 2 of the summit Mark Schaefer revealed that 70% of people are more likely to make a purchase based on a friend’s social media status updates.
The messenger app is overtaking email. With Facebook Messenger and private messages on Twitter, customers don’t have to email you anymore, they can just shoot you a message.
Your company website content is just sitting there. Did you know 60 – 70 percent of the content on your website doesn’t get seen? Promote it! Share it! Get the word out!
#SMSS15 Lesson 2: If Content is King, Engagement is Queen
So what do you do now that you’ve got all those followers? How do you even get followers? You need to engage with your target audience. You need to be human. Users don’t want to engage with posts that look automated, so you need to tailor your social content to be appealing to them. How do you do this?
Be original. Mari Smith emphasizes that you shouldn’t cross-post—meaning you shouldn’t create one post and blast it out over six different platforms. Post compelling stories and customer experiences. Show the human side of your company.
#SMSS15 Lesson 3: Jump on the Facebook Video Train
Amy Porterhouse is a fabulous lady. Not only does she have a voice that’s perfect for podcasts, she’s pretty smart when it comes to video advertising.
If you haven’t heard, Facebook not only has video ads, but live streaming. Facebook serves more than 4 billion video views every day, and 75% of those views come from mobile. Now, if you had the choice of reading an article or watching that same article as a video, which would you choose? Probably the video.
Don’t know how to make a killer video? No worries, Amy’s got a great formula for you:
First things first: your video should be focused on telling your audience what’s in it for them, and why they should care. Otherwise you’re just one tap away from being irrelevant.
Start your video with an obvious yes question—“Do you want to make more money?”
Make your audience a promise—“In this video, I’m going to show you how to launch a successful marketing campaign in under two minutes.”
Get to the heart of the matter—“So that you can increase your revenue and make more money!”
Give a clear call to action.
Follow those steps to create a quick 2-minute video and you’re golden.
#SMSS15 Lesson 4: TRACK EVERYTHING with UTMs
Did you know that you can track your social media activity in Google Analytics? You did? Well then you probably also know that with the standard view, Google Analytics can’t tell you what percentage of social media efforts come from specific posts, at specific times of day, or if certain posts contribute to certain goals.
David Steltzer, social media guru, gave a great rundown on how to set up a UTM, or an Urchin Traffic Monitor. A UTM is a tracked snippet that you pop onto the end of a URL. It always begins with ?utm_source , and can be customized to track any URL. Build your URLs here.
* Remember, Analytics is case-sensitive. Therefore, when you’re creating your UTMs, “facebookpage” is different than “FacebookPage.” Make it unique, because believe it or not, other people will send you traffic, either on purpose or accidentally. If you’ve got five variations of “FacebookPage”, have fun deciphering that data.
Here’s how your tracked URLs appear in Google Analytics:
#SMSS 15 Lesson 5: Visuals are Key
Day two of week one was all about visuals (the above visual is from powerhouse Donna Moritz’s presentation). Images play a powerful role in our lives. Social analytics company Quintly analyzed 100,000 posts over a 12 month period and found (surprise surprise) that videos and images get the most engagement.
You should ALWAYS include some sort of visual with your posts, unless you’ve got something astounding to say that’s really going to #breaktheinternet.
However, not everyone is an expert at Photoshop, but that’s okay, right? There are companies who design visuals for you.
Except they cost money. Which many of us don’t have.
Peg Fitzpatrick let us economical folks in on a little secret: you don’t have to spend a lot of money to get fantastic visuals. There are a few things that should not be DIY’d however. In order to give your company a polished, cohesive look, hire someone for the following:
Creating a color palette and branding
Great photos for projects
Once you’ve got these staples in your corner, you’re ready to create masterpieces using one of the following 10 tools Donna Moritz of Socially Sorted shared with us:
Live streaming (Periscope, Meerkat)
Stay Tuned for Week 2 of the Social Media Success Summit
Whew. That was intense, wasn’t it? Stay tuned for the next installation of our Social Media Success Summit coverage, and be sure to follow us on Twitter, Facebook, and Instagram to see first-hand these tips in motion!
About The Author: Betsy is a content marketing specialist with Blue Corona. When she’s not managing SEO campaigns or writing badass blog posts she’s practicing Muay Thai, hiking with her dog or teaching kids how not to fall off a horse.
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