Week 14 - More Social Strategy cont. - By Sunday

By Sunday:
Read the lecture and follow the directions it contains. 
This is a short lecture about some of the things you should be thinking about in regards to your future strategy. Please read and complete the following assignment and blog post by Sunday, Dec 8th.

Blog Post: 
Considering the variables from recent lectures, decide which tools from the semester you would implement in your online marketing strategy. 


How much time do you think your business should spend on social media marketing and why? 

For my small business of New Business Lead Listing service, I think I would need to put in a minimum of 8-12 hours a week.  Being raw and inexperienced in the beginning I expect those hours to fluctuate but get more predictable over time.

Finding sources for good content and laying it out correctly in the proper medium is not something that I can do on a whim.  I will need to know my audience, their demographics, what they would find interesting and useful and come back for more.  And bring friends. This will take research and time.

So planning and preparing ahead of time the right things to show and tell, using the right tools to coordinate, test and assess is critical for my business success and fragile sanity.
See post/ad timing grid at end of blog.
 


In your blog, please explain why you chose the tools you did, and how you might use them to use and test a strategy over the next six months.  

With Facebook I would be posting fun facts and tips and advice from third party resources and what I've learned over the years selling B2B.

Mixed in with be fun facts would be CTA's promoting my website to be posted once a day.

Paid ads would be on a week to week basis with A/B testing of different CTA's and images to see which gives me the best response.  

Analytics through Facebook insights would be with the following 5 (but not exclusively so) reporting tools:
 

1) Likes - Net Likes: Would like to know the reason that drove people's action to like or unlike my page subscription.


2) When your fans are online: Shows days & times when average number of fans see my posts so I plan accordingly. 


3) Post Types: Sensing when fans are online, shows which post type (photos, status, links), results in higher engagement.


4) People: This tool helps me know my fan demographics.  Are they men, women, etc?  Helps run targeted ads.


5) External Referrers: Would like to understand how my Facebook page is getting found.  This tools  helps with that.

With Google I would do paid ads with A/B and Multivariate testing done on a bi-monthly basis and analyzing those results and others with the following 7 metrics.  Will use others as I learn more about them over time.

1) Advertising & Campaign Performance - Campaign Measurement
2) Advertising and Campaign Performance - SEO Reports
3) Audience Characteristics and Behavior - Traffic Sources
4) Audience Characteristics & Behavior - Mobile Traffic
5) Social - About Social Plug-in Analytics
6) Audience - New vs Returning Users
7) Analysis and Testing - Dashboards


1) Advertising and Campaign Performance - Campaign Measurement:
See which of your marketing campaigns are really paying off with this detailed real-time report. Engagement and conversion activity are included for any link you tag (even on email and banners) and can be segmented by channel. Offline campaigns that send users to your site can also be measured.   Learn more  -  Help center article  /  Blog Post
  



2) Advertising and Campaign Performance - SEO Reports:
With the SEO reports in Analytics, you can easily compare Google Web Search impressions and clicks for your site to other traffic source data from Analytics, such as paid AdWords impressions and clicks. By identifying the Google Web Search queries that drive traffic to your site, you can also learn which AdWords keywords make the most sense for your business objectives. In addition, you can identify how to optimize your website for both content and search quality.  
 Learn more  -  Help center article










3) Audience Characteristics and Behavior - Traffic Sources:
 How do people find your site? Use Traffic Sources to evaluate the effectiveness of your referrals, direct traffic, organic (unpaid) search keywords, and custom campaigns.   Learn more  -  Help center article


 

4) Audience Characteristics & Behavior - Mobile Traffic:
Should you build a separate mobile site, create a mobile app or implement responsive design? As mobile continues to boom and consumer preferences shift, the Mobile Traffic report helps you analyze and optimize for success.  
Learn more  -  Help center article   



5) Social - About Social Plug-in Analytics: 
 If you have Google+ "+1" and Facebook "Like" buttons on your site, it's important to know which buttons are being clicked and for which content. For example, if you publish articles on your site, you'll want to know which articles are most commonly "liked" or shared, and from which social networks they're being shared (for example, Google+ or Facebook). You can use this information to create more of the type of content that's popular with your users. Also, if you find that some buttons are rarely used, you may wish to remove them to reduce clutter.                Learn more  -  Help center article 



6) Audience - New vs Returning Users:
This report gives you a quick look at the ratio of new to returning users by number of sessions and percentage of sessions. You can see the relative economic impact of new vs returning users by viewing the Ecommerce statistics and adding Segments for New and Returning Users. When you segment the report this way, you get side-by-side statistics for things like overall revenue, the number of transactions, and the average value of each transaction for each population.   Learn more  -  Help center article 

 
  
7) Analysis and Testing - Dashboards:
Dashboards give you a summary of many reports on a single page. Start with a dashboard with your most important performance indicators (your "Company KPIs"), then create detailed dashboards for other important topics like search engine optimization. Dashboards use drag-and-drop widgets for fast, easy customization.  Learn more  -  Help center article

LinkedIn: 

•  Sign up and find industry related articles and topics.

•  Read, participate, do Q&A with like-minded individuals and groups.

•  Post recommendations, endorse others, network and promote my business.
•  Engagement would be on twice weekly basis and assess accordingly.

Groupon & LivingSocial 

I would be using these coupon marketing sites to try and add incremental new business on a rotating basis with promotional specials for different market demographics.

My coupon campaigns would differ between the two sites utilizing promos such as 2 months subscription for the price of 1 and a 3 market reach for the price of 1 market buy in.   

These deals with have a definite limited time offer to spur on a sense of urgency.  I will be coming up with other types of special as I see how the returns are and make appropriate adjustments.


Plot out a rough draft plan of the next month of content across the sites you’ve chosen, & how you hope they might grow or sustain your business. Be as detailed as possible, including daily or weekly time requirements to meet the goals.

• Facebook fun facts & tips/advice - Twice daily - 8am 5pm   • Facebook Call to Action - Daily - 8am
• Facebook Ad "A" - Weekly - 8am
• Facebook Ad "B" - Weekly - 8am
• Blog - Bi-Monthly - 8am
• Google Ad "A" - Weekly - 8am
• Google Ad "B" - Weekly - 8am
• LinkedIn - Twice Weekly - 8am
• Groupon/LivingSocial - Bi-Monthly - 8am

They say that most posts are seen within 1/2 of it being posted.  So I would post at 8am so most B-to-B sales managers, reps and small business owners would see them first thing in the morning.  Mondays I may post at 9 or 10 as many are in team meetings. 

I will also will be posting at 5:00-5:30 pm so I would hopefully catch the same audience after work but before dinner.

According to a few blogs and metrics, Saturday postings do get a spike so I will try that and reevaluate accordingly.  

Paid ads for Facebook and Google would be tested under A/B test conditions to see what gets me the best results. 


 

FB

.

FB

.

FB

.

FB

.

.

Google

.

Google

.

.

Groupon

Tips/Fun

CTA

Ad

Ad

Blog

Ad

Ad

LinkedIn

LivingSocial

.

A

B

A

B

……….

……….

……….

……….

……….

……….

……….

……….

……….

2 Daily

Daily

Wkly

Wkly

Bi-M

Wkly

Wkly

2x Wkly

Bi-M

……….

……….

……….

……….

……….

……….

……….

……….

……….

6/1/14

Sun

8

X

X

11

3

5

X

6/2/14

Mon

8

X

X

X

X

X

X

X

X

X

11

3

5

X

6/3/14

Tue

8

X

X

11

3

5

X

6/4/14

Wed

8

X

X

11

3

5

X

6/5/14

Thu

8

X

X

X

11

3

5

X

6/6/14

Fri

8

X

X

11

3

5

X

6/7/14

Sat

8

X

X

11

3

5

X

6/8/14

Sun

8

X

X

11

3

5

X

6/9/14

Mon

8

X

X

X

X

X

X

X

11

3

5

X

6/10/14

Tue

8

X

X

11

3

5

X

6/11/14

Wed

8

X

X

11

3

5

X

6/12/14

Thu

8

X

X

X

11

3

5

X

6/13/14

Fri

8

X

X

11

3

5

X

6/14/14

Sat

8

X

X

11

3

5

X

6/15/14

Sun

8

X

X

11

3

5

X

6/16/14

Mon

8

X

X

X

X

X

X

X

X

X

11

3

5

X

6/17/14

Tue

8

X

X

11

3

5

X

6/18/14

Wed

8

X

X

11

3

5

X

6/19/14

Thu

8

X

X

X

11

3

5

X

6/20/14

Fri

8

X

X

11

3

5

X

6/21/14

Sat

8

X

X

11

3

5

X

6/22/14

Sun

8

X

X

11

3

5

X

6/23/14

Mon

8

X

X

X

X

X

X

X

11

3

5

X

6/24/14

Tue

8

X

X

11

3

5

X

6/25/14

Wed

8

X

X

11

3

5

X

X

6/26/14

Thu

8

X

X

11

3

5

X

6/27/14

Fri

8

X

X

11

3

5

X

6/28/14

Sat

8

X

X

11

3

5

X

6/29/14

Sun

8

X

X

11

3

5

X

6/30/14

Mon

8

X

X

X

X

X

X

X

X

X

11

3

5

X