Video Transcript: Social Media Marketing Management Part 2

So welcome back. We're going to continue our discussion here about social  media marketing. This is actually lecture number two. We started last time with  just a basic introduction to Social Media Marketing Management and some of  the more critical foundational concepts that are associated with it. This time  we're going to spend get a little bit deeper into what does good social influencing look like, and we're going to talk about several different things here. Influencing  leads to be engaged more with you and with your ministry or with your business, we're going to talk about influencing leads to become traffic to your website to  get additional information. And then we're going to talk about influencing leads to mindshare, social influencing so increasing engagement, increasing website  traffic, increasing offer awareness, in other words, promoting coupons and sales that type of thing, growing retargeting lists. Retargeting, if you're not familiar with this, is where they land on your website, and there's a pixel that your website  transfers or a cookie that it transfers from your website to their computer, and  you're able to, as they go on the internet, like the Facebook or to Google or any  of these different websites, they pick up on the fact that that cookie is there, and  you can start broadcasting your message across Many different websites on the  internet. That's what retargeting is all about, kind of complicated but very  powerful capability, using content segments to retarget with a relevant ad. So  again, this whole issue of bouncing or landing on your website on a specific  page tells you that they're somewhat interested in the content or the subject of  that page, and what you do is you create specific pieces of information that you  can put on Google or you can put in Facebook or some of these other places.  And when that particular person goes to Facebook, they go to any of the  websites that might work with Google, all of a sudden, a message that  compliments your web page starts showing up in front of them. And I'm sure that if you've been on the internet, you've noticed that if you visited a website, all of a sudden, you start seeing ads across the internet for that specific item that's the  result of retargeting. And that capability exists, and it's very easily accessible for  you as well. So what are some of the influencing metrics that you need to be  paying attention to to track towards success site engagement rates and there  are, if you use Google Analytics at all for your website, it'll tell you how much  time they're spending on your website. Is it 20 seconds? Is it two minutes? Is it  five minutes? Another key bounce, or another key metric for engagement rates  is the bounce rate. In other words, if somebody comes in on your website and  they look at one page and they leave, they're not terribly engaged, and that is  measured in the bounce rate. That is, that's what bounce rate is tracking. So  traffic by Channel. Channels here are referring to Facebook, Twitter, Instagram,  each of those would be considered a social media channel. And if you are  tracking the traffic to your website, you have the ability through Google Analytics say, Well, I last week or yesterday, I had x number of people who came to my  website from each of these different channels, and it can tell you very quickly 

where you need to be spending your time. If nobody's coming to your website  from Instagram, well, you're probably not going to spend a lot of time there. Or  you can try to figure out why offer awareness is another thing that you're going  

to measure, because you want people to be aware of your offer. And each of  these social media channels gives you the ability to measure how many people  are seeing your offer, and they can tell you how many people should see your  offer as well as how many people did see your offer. Retargeting. List growth,  we talked a little bit about how many cookies your website is putting on other  people's computers to track where they are on the internet, that kind of thing and keep blasting your. Message in front of them off of these different websites, and  there's a list that you build as people based strictly on how many people hit your  website and got that cookie downloaded. That number is counted by Facebook,  by Google and the other people that offer this retargeting capability, and you  want to track how, how much that list is growing. We talked a little bit about  some of the four foundational concepts here of social, social media marketing,  the listening, selling, influencing and networking. And what we're going to talk  about here is earning media mentions developing strategic partnerships as one  of our goals of implementing a strong social media campaign. What does good  social and that's and again, that was all part of that part on that circle that relates back to the social networking. So what does good social networking look like? It  leads to a lot of connections, and networking connections in particular, that can  move your needle, and by moving your needle, a corporate or a business  environment would probably measure that needle, would be measuring sales  revenue, or might be measuring profitability in a ministry situation. How many  people, month over month or week over week are attending worship services  kind of a thing, or participating in groups during the week? Some of the  networking goals that you might want to work towards in the social media  situation. Media mentions, how many people in traditional media? How many  traditional media outlets, I should say, are picking up the fact that you're doing  what you're doing, and we're talking broadcast media, cable media, we're talking print, even blog type situations, developing strategic partnerships with people  who are doing things that complement what you're doing, whether it's a  corporate situation and they have complementary products or complementary  services that kind of very nicely dovetail with what you're attempting to  accomplish. Or even in a nonprofit situation, developing strategic partnerships  with, say, government agencies, for example, that might have funding, but they  don't have the feet on the street that you've got. So some of the metrics that  you're going to want to measure in a social media networking campaign are the  number of inbound links that your website has from other websites, and this is  all information that's pretty readily available if you're tracking your metrics for  your website, using Google Analytics, you'll be able to be able to track that very  easily. You're also going to pay attention to the number in specifically the 

description of the different media mentions that you're getting from traditional  media like newspapers, radio, television, cable, broadcast, even other digital  things, such as blog, blogs from other people, influencers, that type of thing. And you're also going to want to pay attention to any description or any new strategic partnerships, strategic relationships that you've established with other other  organizations or other individuals. One of the next things that we'll deal with here is generating leads, email lists, acquiring customers. That goes back to this  circle on here about social selling, generating leads, email lists, acquiring  customers. Upsells, cross sell existing customers and increasing your buyer  frequency, that's all part of that social media selling process. What does good  social selling look like? And it's different from an E commerce situation where  you have a web page, you have the standard picture, you got a little description  on the right hand side with the price, and then down below, you get into all the  intricate details of that particular product. In a social setting, you lead with  content. You're kind of always broadcasting relevant articles about that product  or about your organization or your ministry or whatever, and as they respond or  as these articles, this content, resonate with people on social media, the idea is  that that media will draw them back to a specific page on your website or to a  home Page on your website, you're going to want to embed offers in the  content. And this is actually a pretty cool strategy, because you could be talking  to somebody about how to decorate their house for the holidays, kind of thing,  specific, maybe, maybe the dining room table, if you're having people over for  holiday dinner, and you could give them tips on how to do that, and as part of  that article that you have images and photographs with, you could say, well, I  bought this centerpiece at such and such a store. Here's the link. Well, of  course, that link goes back to your website, right? Retargeting with relevant ads. We talked a little bit briefly about retargeting, but that retargeting will take them  to a specific page that will present them with an offer. If you send me X amount  of money, I'll send you this. Or you could have more of a soft sell, like, Hey,  we're having a special meeting about this particular topic at such and such a  location on such and such a date, and here's where you go to sign up for the  meeting relevant ads that take them to a relevant sales funnel. And this is a  sales funnel is somewhat similar to that value journey diagram that we talked  about earlier, but it starts the process. If it's more than a situation where you just  present them with a web page and say, Here it is, pay me money and I'll send  you this product. Maybe you have a situation that is a little more complicated,  and you might need to contact them two or three times before they will get to a  decision to do business with you, and generally, as the price of a product or  service goes up, the more times you will need to contact them to make the sale.  And that's why we talked we refer to that extended process as being a sales  funnel, and that's what we're talking about here, lead with a lead magnet. I did  mention earlier in one of the modules, lead magnets are some sort of an item 

that has value. Usually, these are digital downloads, like a PDF report or a book  or whatever that they can download, typically for free, and free as in that they  don't send you any money. It's not actually free, because what's happening is  you, at a minimum, are going to get their email address, quote, unquote, that  you're going to send this lead magnet or this object to them. And like I said, this  is generally most times, it's a PDF style report that's very formatted. It contains a lot of valuable information. There's minimal sales type stuff in there. It's just  packed with a lot of information that people who are selling a house, may very  well want to get a report, a detailed report on all of the house sales in the last  year in their immediate area. That's an example of a lead magnet. There's  typically almost always no cost associated with a lead magnet.