Is your social media strategy stuck in "2011 social media?" Let Neal help guide you through how to re-measure your social media ROI and reallocate your precious resources for your social media program in 2015.
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welcome to maximize your social actionable 10 minute advice on how your business can maximize your social media presence. Now the host of Maximize Your Social Social Media Author, speaker, consultant, founder of Maximize Social Business and assume tow Launch Social Media Centre of Excellence. Neil Schaefer Hey, this is meal shaver and welcome to another episode of maximizing Social. Well, I'm in Southern California today, but if you can hear what I can here, this is not my normal home office atmosphere. You should be able to hear rain and a windshield wiper on. That's because I'm in my car, actually, in the middle of a two hour and 15 minute drive and heavy traffic that should only take 45 minutes. And as you know, I'm not only on my passion about podcasting, but I'm passionate about podcasting in unique situations and because I use the Sony portable icy recorder, it gives me the opportunity to do that. So today I'm coming to you from four or five the San Diego Freeway and right near the Crenshaw Boulevard off ramp in Hawthorne, California I'm actually going up to videotape a workshop that I'm really excited about. You should see me release that in the market in the next few weeks. It's called How to Use Social Media for your content marketing. Really excited about the video of session that I'm about to dio, but today I don't want to talk about that. Today. I want to talk about the situation that I'm in now and perhaps a lot of your in with your own social media. You're in traffic, it's raining, it's dark, you can't move forward, you're stuck. And I think a lot of us get that way with our social media. Now it's the end of the year, and I promised you on the last podcast, although my voice did not get better as I promised it should. I did promise you to talk about sort of auditing your presence and looking forward, and I think that, you know, a lot of people are stuck in old school social media. I call it school Social Media, sort of 2011 social media, where it's like, Okay, we get social way need to have a Facebook page. We need to be on Twitter, you know, we need to have a Lincoln page and that's it. And The problem is that as we enter 2015 you know, we just had an announcement that Instagram has passed Twitter in terms of active users. And Instagram is pure a mobile where Twitter has mobile and desktop. You know, we know about the growth of Snapchats off Pinterest of all these new and emerging networks, even a network like zoo. I see some sponsored posts that get thousands of likes, if not over 10,000 likes from river, every small niche networks. The market is becoming more fragmented and we're spending our time on more networks, and I wish I had the data to prove it. But I think anyone you talk to would tell you that, you know, maybe before Facebook was the primary platform. And now maybe they spend 1/3 of their social networking time on instagram and remain run Facebook. Or, you know, the split between Lincoln and Twitter and Google, plus R. You know, Facebook and Pinter's whatever might be so really, when you think about your social media for 2015 I want you to think about on a channel by channel basis where we're spending our time, you know, take a day, take a week and just try to calculate the time you spend on each network because that's your expense, right your time. And if you have any tools that you use for specific platforms, add them in. If not, you don't have to worry about the tools. Obviously, if you've done any social advertising, I want you to add that in a CZ Well, but really take a look. You know, think holistically. If you have any commerce side or if you have your Google analytics plugged in with conversions and goals, you can actually calculate they are why they get from each platform. You know, I really want you to calculate what is your cost. Her, whatever its acquisition cost, her engagement costs per new follow or whatever it is way can calculate a few metrics from our old participation in social media. Or, you know, we can calculate metrics for every time that we post in social media. So we got a few things going on here. Your cost for each platform you're gonna divide it up, and you don't have to be that exact 50% Facebook, 25% Twitter, 25% of whatever it might be divided up, right? Your cost per engagement Because you need to create content or you need, you know, post something and your cost per follower to expand your reach. And from that exercise, you're going to get a good ideas too. Okay. For every hour I spend, I should be able to get X number of engagements, X number of followers and or if we have, you know, based on anecdotal evidence or ever plugged in or Google Analytics X number of leads, X number of conversions. And that data really should be your data for 2015. And this is what's gonna help you get unstuck. Because at the end of the day, your activity of Social Media Channel should almost be like a dashboard. You're gonna be raising the lever, you know, like a mixing board at a recording studio for lack of better words. I just on a side way all talk about how we're able to multi task. Some people say you can't multi task hopefully on multi tasking correctly here as I'm driving through traffic, and I know that you're not supposed to be on the phone when you're driving I'm not sure about the legality of actually recording a podcast of holding a icy recorder one hand while I drive. So hopefully I'm not breaking any laws, and I absolutely encourage you not to do this. Wouldn't want anyone to get hurt. But anyway, I'm gonna get back to the podcast. That was a side note. So once we have that data, I want you to start reaching out on other networks. If you've never been on Google Plus or maybe you try to network six months ago and you didn't see any value in it, go back to it. I want you for the first few months of the year to try a new network a month or reinvest strategically in an old network a month. Whatever it is, you have a large choice of networks and I want you to think a niche. You know, One of the companies that are interviewed for an upcoming podcast on Sue said, You know, we were late to the market with all the other networks with Sue. We don't know if it's gonna be big or not, but we have a chance to be to build brand awareness with a community. I got an incoming call. I'm gonna continue this podcast shortly. Well, sorry for that interruption. So what I want you to do is, as I said, a platform, a month experiment, and with those metrics in hand, compare the potential. Now, I'm gonna throw out a bunch of social network names. Obviously, you're already on Facebook, I assume. And Twitter and Lincoln, how many of you are on slide share? How many of you are publishing longform blogger posts on? I think that how many of you are how many of you are using paid social or have experimented with paid social on any given platform? The different types of paid social on any given platform? Have any of you have so much content to share that it makes sense to start a Lincoln showcase page? Or maybe multiple showcase pages for all the different products And service is at your company offers. How many of you have been leveraging Instagram as a business? How many of you have a business account on Instagram? Not as many as I'd like to see or on Pinterest. How many of you are on Google? Plus with a brand page that are actively posting to it. How many of you have started a Facebook group for your company? Not Facebook Page with a group for your fans, for your brand advocates, maybe for your employees. How many of you have started a Google plus community or lengthen group? How many of you have experimented with Sue with yellow, although I take a step back with yellow because it's still very, very difficult to use compared to its do, even though they both got started about the same time. But, hey, you never know where these platforms are gonna go or if you're targeting a younger demographic, Snapchat. And what about Tumbler and read it. These air sites that are now you know, top 15 in the United States in terms of Web site traffic. Have you been experimenting with those platforms as well? So there's plenty of platforms out there within each platform. There's a lot of different formats, right personal profile, group page and obviously with Google, plus have things like hangouts, and you have all the various paid options. You need to mix it up because if you're stuck in traffic, that means that your audience probably has either moved elsewhere, maybe more. The competition's come in and it's it's getting harder to differentiate yourself. Be heard above the noise. You have to do something difference. And with those metrics and hand fear are Y. And by trying out all that, if communities that exist in social, hopefully it's gonna help you find a sweeter spot for what you're doing. And you're gonna learn a heck of a lot of the process about your content, about what content is resonating with who and about all these different communities not knowing which is gonna be the biggest provider of our life. Your company. In 2015 I'll end this podcast, and not that I'm any closer to my destination. I still got a ways to go. But in this podcast, you know, that's the one thing I want you to do. Is is really, If you don't have the metrics, create the metrics, do your audits get some measurements done and start experimenting. A platform a month, a format a month like, you know, started Google plus community, whatever. It is a different type of pay thing. Just do something different each month of the year. Next year, strategically and measure and tweak and align those levers on the mixing board. So you get the optimum mix that is truly maximizing your social. That is my vision for this podcast and for how I believe businesses should be running a data driven approach to social media marketing. Now. What is related to all this is in 2015 and I've been saying it for a while. But it's It's a necessity in 2015 that your company has a visual voice, a visual voice you need to have if you want to participate in a social network like Instagram or Pinterest. But it also helps your content be found in social because you're whether it's a Facebook post on Twitter Tweet. A link in post a Google plus post. It will be shown more, probably in the feed when you have a photo. Visual content is gonna be Keith here, Company 2015 to be effective in visual social networks and to be more effective and to be heard above the noise in the other social networks that you're in. And there's a lot of different types of visual content you can create, but you need to be thinking visually, you need to do it now before everyone else does it. You know, I'm really surprised. I've talked about how success of have Pinterest and out of nowhere, it's now the second largest driver of website traffic for Maximize social business dot com, and I was able to do it. Anyone can do it. I believe. Now there's some categories that are more competitive than social media marketing, especially if you're a consumer facing brand. You have, ah, you know, product for a female demographic. It doesn't mean you can't have an impact, but if you haven't tried it, you don't have a visual strategy. You'll never have an impact. And it doesn't even matter if you have a visual product or not right. I've been having a lot of success recently with quote images having my designer, you know, instead of reusing everybody else's quotes, make your own put your own little you know watermark in your photo to bring people back to your site. But really, you know, you have your own way of looking at the world. Your brand has your own way of looking at the world. You have to copy everyone else's quotes. Find your own that that matter, right? I mean, I've been using, you know, a combination of business quotes like Dale Carnegie. I'll have some Edwards Deming quotes coming out, and it resonates with the business readership that we have is, well, a social media quotes from Lexie, Gary Vaynerchuk and Brian Solis that resonate with our social media fans. You need to find the content that resonates with your fans from a visual perspective. And that's another episode of Maximize Your Social coming to you from the four or five Freeway and, well, it's raining to advise. That's a sunny Southern California, but the sun is coming out, as it always does here. I'm sorry my voice doesn't sound any clearer today. My voice is gonna be sorry because it's gonna have to, you know, do some video recording for next few hours. But wherever you're on the world, make it a sunny, safe and social day. Everybody, thanks for listening to maximize your social. We appreciate your iTunes subscriptions, ratings and comments. If you would like to appear on this show or recommend content, please contact Neil Schaffer at Neil at Maximize your social dot com please also make sure to check out Neil's new community, the Social Media Centre of Excellence at Social media. C o e dot com Thanks again and make it a social day.