BTVSMD – Burlington Social Media How to Win an Audience and Influence People – Nicole Ravlin

How to Win an Audience and Influence People

This presentation was made at Burlington’s Social Media day by Nicole Ravlin, Partner and Publicist at People Making Good PR and co-founder Burlington Social Media Breakfasts (#btvsmb).

Three Vs of marketing?
All boils down to revenue: Think how all marketing will drive revenue
Communication strategy:
What is the ultimate goal?  Create differentiated awareness
Increase revenue
What actions need to take to achieve goal?
How measure efforts?  Set benchmarks, in social media things happen quickly.

When is enough time to evaluate what you’re doing?

• Spend time where you like what you’re doing. It’s all about content: crap=crap, no matter the platform.
• Plan the work, work the plan. Have a weekly editorial calendar for each account managed, with a 2 week rolling basis evaluation.
• Have a common theme to make a campaign, which motivates people to do something, if you see different messages across social media channels, it’s most likely 2 people handling the accounts

Images
Status or content without image may not perform well, as everything is visual. Float in a logo into content before posting, which gives more branding. i.e. Ben and Jerry’s Instagram, example of crowd sourcing of imagery

Facebook Edgerank
Also manages what shows in feed
Majority of fans seeing updates of your page
Spend money to have Facebook work harder for your brand. Boost posts, or ad campaigns, also increase amount of smart content pushed.
Recommends Facebook postings 8-10 per week, Also likes and shares better than comments

‘Talking about this’ at the top of Facebook page calculation:
Divide number of talking by number of likes, then times 100. Number between 12-25% is considered healthy by Facebook
Nonprofit clients post 1 per week sponsored, can’t get away without sponsoring

Making most of audience
Pinterest: spend money on a contest, social media will cost money, i.e. constant contact getting you hooked
PMG’s Facebook is not an example, “Cobbler’s kids have no shoes.”
Boost Facebook posts – max budget i.e. start with small amountt, but make sure you set a goal
Facebook ads? Depends on your goal, Community – boost post, or more likes than ads

Facebook Business program:

• $1,500 for 1 month of Facebook personal service person
• 4 weeks of personal Facebook marketing support for $1,500; representative she had was willing to give funds until 5,000 likes received on the page, to the point of promising to give Facebook ad credit to reach the 5,000 goal

If your Facebook page gets 5,000 likes = geotargeting of ads

PMG Client examples:

East Riding Farms – Company wanted 5,000 likes in 1 month, PMG used the Facebook Small business program & met goal
Walkers Shortbread – European owner wanted Facebook page to only appear in US market, and the company’s marketing director wanted to use page internationally as well; PMG used US market only Facebook ads

Recommends Facebook budget of $50 per day Adspend, with a minimum 2 week campaign

Three key images in Facebook ads:

1. Food
2. Kids
3. Dogs

 They perform best; Recommends let the images run for 48-50 hours to “Feed the lions and starve the chickens.”

4 ads limit

Facebook drive to links are ok, but external links not really good.
In your ad, make every other word upper case, as it tests better.

Recipes, and home decor topics also works well for traffic.

Twitter for smaller businesses doesn’t make sense, but it is good for large businesses.

This was one of the five of the eight seminars for Burlington’s Social Media day on June 2 7th, 2013 that the Advantage Creations staff attended.