What are the KEY social stats you should be paying attention to.

KPI

I sat down with a brilliant mind for dinner (Simon Doukas, Co-Founder and Director of Lodie) and we discussed at length some major issues with what brands social KPI’s are.

It became more and more obvious that brands are measuring on the wrong stats which is leading them down the wrong path. Below is a look at the stats you should be focusing on, as improving these will help your end objectives which is generally to sell $$$

Facebook

If you’re reporting on reach or amount of likes or ¬†(you’re fired). The true stat here isn’t about eyeballs or how big your community is, it’s about how many people engage with your content.

  • Engagement
  • Talking About This

Twitter

You could have 1 million followers this doesn’t mean anything. You need to be reporting on engagement. How many Twitter users engage with your tweets, this is the number you need to focus on.

  • RT
  • Favourited
  • @replied

Instagram

Like all channels Instagram posts don’t have a long life span so gramming at the right time is critical. Once you have established the best time to post, your key metric here again is engagement.

  • Likes
  • Comments

Conclusion

The above is all about engagement and that KPI should be carried out in all your communication channels, this includes email. Email isn’t about how many you have in your database, it’s about how many of them are active and engaging with the brand.

Everything you do needs to be measured against engagement. If your content is not being engaged with, change it, if it’s working keep doing it and tweaking it slightly to make it better.

STOP worrying about these artificial numbers that you think makes you look good. Your KPI’s should be engagement, this is a true test for digital marketing managers. It’s also the hardest test so I know why brands prefer reporting on the fluff numbers.

Let’s get serious about what you’re doing and the moment you change your KPI’s to engagement is the moment your brand will start to see some real results $$$, who knows you may even start to enjoy it ūüôā

Advertisements

Instagram introducers BOLT

This new feature from Instagram is not one that I feel brands will be able to exploit too much, however there are possibilities.

What is Bolt:

Bolt allows Instagram users to private message, both video and photos to a select group of friends with just one touch.

Bolt allows users to have 20 favourite friends which they can easily send instant private messages to all with just one tap.

Instagram-Bolt

 

Image source and story: Mashable

 

This is only available in New Zealand, South Africa and Singapore. It will be released to everyone after this has been thoroughly tested.

What does this mean for brands?

Brands will have the ability to select 20 of their closest alias and send them private messages. This could be used to send hidden messages which could help to spread an important brand message through your KOLs. A quick and easy way to seed news to those that matter to your brand.

What do you think of Bolt?

 

Refresh your Twitter skills…

My love for Twitter is pretty strong and I think brands here in Australia are starting to realise the power in having an active Twitter account. There’s still plenty that brands need to get better at, here are a few lessons that you should understand and add into your Twitter content strategy.

1. #tbt Trend

Like Milestones on Facebook, Twitter has their own version of this and it’s one that trends quite a lot #tbt (throw back Thursday),

Using this simple yet effective content post will help your brand stay relevant, on trend and allow your past campaigns to have more online life.

Mashable gave a great example of celebrities using #tbt.

TBT celebrities

 

2. Twitter Photos

Everything is more visual these days and with the ever increasing popularity around Instagram and SnapChat, it proves that it’s easy to make photos look good, so for brands there’s no excuse. To stand out in users Twitter feeds brands need to add photos to their tweets. This will help with visual impact. Twitter allows brands to post a collage of photos (4 in total) as seen below.

Twitter Multi Photos

 

3. Listen and Respond

Yes I’m a broken record, but this is only because so many brands are dropping the ball on this one. I recently ran a test with my clients and realised that 90% of them are not listening and/or responding quickly enough. Set up a direct and in direct listening stream and respond as quickly as possible. I suggest response time¬†during business hours should be less than 1 hour.

A great article from The Next Web backs up my love for listening and responding. This article is worth the read Click Here to read and shows some great examples on how Twitter is a great customer service tool.

 

Facebook, are they not policing the 20% text rule?

Arkade Digital recently ran a test and it appeared Facebook has allowed the below post to be promoted even with the post clearly breaking the 20% rule.

Arkade Post

I have mixed feelings about suggesting this to clients as at the end of the day Facebook has the final word, and you don’t want to be the one with egg on your face.

I would suggest testing this yourself and see how you go with pushing the promoted post boundaries. It makes sense that Facebook would chill on these rules as promoted posts is a huge revenue stream for the company.

Let me know if you have success or not? I would like to see if Facebook are more stringent on brands that have bigger followings as it would affect more of their users.

F*ck The Poor – Brilliant Campaign.

Came across this campaign which really makes you think. It’s simple and obvious, yet brilliant!

This campaign users real emotions and make us all feel ashamed that we on a daily basis avoid the homeless man on the street.

Don’t turn a blind eye, give the spare change you have to those that truly need it on these cold winter nights.

Obvious lifecycle emails your brand should be considering.

Triggered Email

The below list is obvious and you might already be doing this, if not I strongly recommend you consider adding these to your email strategy.

  1. Birthday Email
  2. First Purchase Anniversary
  3. Abandoned Cart
  4. Win Back
  5. High Roller

Birthday Email

This is a no brainer. If you’re getting members DOB it would be crazy for you to not send a birthday message. Birthdays are a great time to send an offer, most people will be feeling great and have a little extra cash to spend on themselves. The perfect time for a brand to send a relevant and timely offer mixed in with a birthday message.

First Purchase Anniversary

I see this being utilised for brands that have bigger purchases (cars, homes ect), but this could also be used for brands that are selling more frequently to the same person.

A simple email that reminds them of their first purchase. Be sure to also include an offer to come back and buy something else.

Abandoned Cart

These emails are typically sent an hour or two after a member has abandoned their cart. Usually done with a quirky tone of;

‘We noticed something may have gone wrong at the checkout. We saved your order, so please come back and try again or let us know what the issue was’.

Someone has taken the time to look through your site and were about to purchase. These warm leads shouldn’t be ignored and these abandoned cart emails will help to bring back those check out bounces to complete the purchase. Adding an incentive here will also help to get them back to complete the purchase cycle.

Win Back

Depending on the product lifecycle of the¬†products you’re selling these times may change. However after a member has purchased from you there comes a time where you want them to come back and purchase from you again.

If furniture maybe you wait a year, if fashion maybe you wait 3 months. Either way you’re sending them an email reminding them to come back and check our your latest products. Putting an incentive here will encourage them to come back and buy now.

High Roller

Every brand has members that are so loyal they continue to buy from them over and over again (and don’t we love them). These members are great and you obviously want to fill this bucket up as much as possible. These members shouldn’t be forgotten and they should be rewarded.

You may have a loyalty program that rewards them based on structured tier levels, this is great but shouldn’t be all you do. Go above and beyond the norm and offer them something back for being so loyal and great to your brand. You know you’ll make this back up in other sales, so don’t be afraid to go all out and really give them something to sing out about. These emails are triggered by total spend and will fire off when a member hits that target. This target shouldn’t be known by your community, it should be a hidden, secret surprise reward!

Conclusion:

Setting these ‘set up and forget‘ lifecycle emails will help your brand build quality, lasting relationships. These quality relationships will turn into repeat purchases and plenty of word of mouth. Everyone loves to talk about positive brand experiences, these emails will deliver on that.

Common theme with these emails is they generally have an offer/incentive attached to them. For maximum return on these emails, this is advised.

Facebook: Get more reach by tagging another brand

This isn’t new but I feel might have been forgotten by brands.

Brands have been quite angry with Facebook for slashing organic reach a few months ago, but brands have also forgotten a little algorithm change that Facebook quietly released to help brands get more reach.

If brands tag another brand page in their posts that post could be seen by Facebook users that don’t follow your brand but follow the brand you have @mentioned. I would not suggest this is used all the time, but if used correctly should help post organic reach.

Example: if McDonald’s mentions its partnership with NBA star LeBron James, and tags him in the post (as they did below), that post may now appear in news feed for fans of either McDonalds or LeBron.

McDs-and-LeBron