Tag Archives: Social Media Marketing

Metrics Matter: Techniques to Paid Social Campaign Management

If 10Fold has taught me anything (and it’s taught me a lot!) – it’s that #MetricsMatter. Measuring success is just as important – if not more so – than setting pie-in-the-sky dreams for success and putting the hours (and hours…days…and weeks) into execution. It pays to calculate – with embedded and external social media measuring tools and experts at the ready to help, it’s silly (and unnecessarily stress-inducing) not to keep tabs on progress. Trust me, from a former believer that big ideas alone could power the world, measuring success and following traction along the way is the best option we marketers and PR pros have for ensuring we’ll meet our goals so we can rest easy at night.

Measuring success is critical for your social media campaign. The good news? Paid social campaign tools are built into the platforms through which we all need to work and play (i.e., Facebook, Twitter, LinkedIn). They can help us hone audiences, identify demographics and keywords, set benchmark metrics, do A/B testing on headings and images, and so much more. They are insightful and are well worth the investment with the right strategic frame of mind and a strong and deliberate content development strategy.

I spoke (well, e-spoke, but he’s always available to “real-speak” as well) with 10Fold’s resident social media strategist Tyler Trainer about how he approaches the paid and sponsored social program at 10fold. Because for sure organic growth alone is no longer enough to move the social needle. Here’s what he had to say:

Q: What was the challenge you faced with amplifying 10Fold social content? With approaching paid in particular? What were your goals in building a paid strategy?

A: Reaching your target audience is key. Content success can be achieved,  first and foremost, with great content. Delivering that content consistently and reliably is necessary for continued success. Readers can check out more at Building a Social Media Plan – Content is King

Your paid strategy and ad style should reflect your goal (e.g.., content downloads? Use the website conversion templates on the social platforms to boost your success). Here are some key considerations
NO FOLD ICON 15x15 This varies between platforms, no one-size fits all approach
NO FOLD ICON 15x15 Learn the criteria for each platform; i.e., the differences in targeting technology interests on Twitter vs. LinkedIn, they cover different user behavior
NO FOLD ICON 15x15 Resist ‘follower-look-alike’ set and forget options: This may sound like it’d be a good start, but it’s easy to misdirect your budget without narrowing your search criteria. (Got it – good call!)

Q: What approach did you take and what solution did you come to? What metrics did you set and what were your KPIs? How did you arrive at that and how did it work?

A: Tools like Brandwatch and Followerwonk let you analyze your followers and understand who is responding to your content. You can also use these tools to check out who is following your successful competitors.

Keep in mind that this all depends on your goal. Download a whitepaper or attend a webinar (clicks and conversions), build brand awareness and push social conversations around your product/company (awareness, and engagement in particular, campaigns). Check out How Do I Prioritize Social Media Metrics? for more information. (So thoughtful, so resourceful. Will do!)

Q: What was the ROI on this? Successes realized? Lessons learned / key takeaways?

A: Here are the 10Fold results!
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30% follower gain
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 44% engagement gain
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 Website traffic up over 20%

Pretty impressive! As my Austin-based colleagues at 10Fold would say, “What do y’all think?”

Let us know your thoughts and what challenges you’ve been facing with paid social / what metrics for success might look like for you!

By Katie LeChase 

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How Do I Prioritize Social Media Metrics?

With the increasing hype around social media, and now evidence that social media strategies are a solid business practice, digital specialists are heads down trying to develop solid plans that will deliver a return on the investment. It’s easy enough to set a metric and work towards it. However, knowing which KPIs and metrics deliver maximum value against your goals matters. Too often, a team will set a target follower base, engagement goal, or an ideal number of shares and call it a success without a thorough understanding of exactly what each target means and how it relates to the goals you’ve set for your social media presence. While boosting all social media engagement is always preferable, 10Fold has found success in designing custom engagement goals to gain the maximum value for our clients.  Following are a couple of our best practices.

Content Discovery and Lead Generation
Sharing your native content on social media is the best way to boost your lead generation and broadcast your thought leadership. For this approach, your team will want to prioritize link clicks. The definitions of exactly what the term ‘link clicks’ constitutes tend to vary across platforms, however for our purposes we will define them as content clickthroughs, I.e., someone clicking the link to your blog). An account focused on getting form-fills from leads that has high post engagement but little clickthrough may seem visibly successful but is misleading in the fact that its content is not actually being interacted with in a productive way.

Your best bet to boost link clicks organically is to use specialized hashtags that individuals interested in the topic will be searching for. 10Fold uses RiteTag to determine hashtag post volume, as shown below:

The three colors indicate whether a hashtag is popular (green), good for long-term viewing (blue), or should be avoided (gray). A quick note here: It’s tempting to want to cram your posts full of high volume hashtags, however, if the post’s engagement is low, then the post will get sent to the bottom of that hashtag feed. Make sure to have your team engage with posts that use high-volume hashtags or give them a paid boost to make sure you capture your target audience!

Brand awareness
Building your brand awareness and industry recognition is an important part of maintaining your clout on social media channels. Key metrics should center on impressions to maximize viewership, so organizing your campaigns around post engagement to boost positioning in social media platform algorithms will also be very important. With this approach, we recommend a stronger focus on the aesthetics of your channel, which includes increasing impressions, followers and visible engagement (likes, comments, and shares).  To monitor this, or be found by other users, you can use user profiling programs such as Brandwatch Audiences and Followerwonk.  These programs will monitor activity on your accounts and identify your account content to others searching for related information.  All of this will boost your influence and social authority scores.

The most effective and simplest process to increase your brand awareness is always going to be a paid strategy, but if you’re not willing to shell out the big bucks for a social media plan, then some approaches at influencer marketing will be a good first step! Check out How Do I Build an Influencer List? and Reciprocal Relationships: The Key to Influencer Partnerships that Work for more insight into this strategy. The biggest mistakes made by teams attempting to boost brand awareness include 1) investing in broad-interest targeted ads (unless you want a follower-base of pure bots), 2) engaging in follow-for-follow relationships, and 3) interacting with the bot posts on Twitter (example shown). Remember, if you want to build an engaged and influential group of followers, avoid those three mistakes!

For more strategies for promoting yourself or your corporate brand on social media, check in with us here again soon. If you are looking for more great content like this, make sure to peruse our other blogs here and sign up to our newsletter to get content straight to your email as soon as it’s posted!

By Tyler Trainer  

4 Things You Can Do to Engage Influencers Online Right Now

Influencer marketing should be a part of every marketer’s strategy in boosting their brands credibility and reaching new audiences. If you’ve kept up with our blog to this point, you know we’ve talked about this before (and if you haven’t, subscribe below so you stop missing out!). While locking down an influencer may take some fancier maneuvering (See: Reciprocal Relationships: The Key to Influencer Partnerships that Work for the lowdown here), keeping a consistent eye on the high-profile players in your target market and building awareness with them over time, is foundational.   

Keeping a consistent eye on the high-profile players in your target market and building awareness with them over time, is foundational. Click To Tweet

Engage with their social media accounts
Yes, following the individuals you are seeking to build relationships is important. However, most of the pool of people we call influencers often maintain thousands of followers, and without further action they certainly won’t notice you. Consistently liking favoriting, sharing, or retweeting (respective to the platform, or course) their content – especially their original content- still goes a long way. Over time, this shows that you care about their perspective, and they are more likely to respond to your questions, comments, and other requests in the future.

Dig In: How Do I Build an Influencer List?

Follow, share, and (most importantly) engage with their blogs and articles
As above, consistently engaging with an influencer’s original work doesn’t go unnoticed if you keep at it. Commenting on blogs gives you the opportunity to personally ask questions and establish your own credibility and that you are worth speaking to. Hint – don’t just say “nice post” or “Agree” – add to the conversation! Doing your best to make sure your followers also see their content, can help further build a relationship, so make sure to reference and mention their work and share your own insights!

Join the discussion in their webinars and Tweetchats!
Participating in discussion forums is a good way to personally interact with influencers. Selecting those events that the hosts present as Q&A sessions are a particularly good idea to attend. Most influencers have a preferred platform they work with, but it’s always a good idea to make a habit of scanning Reddit, LinkedIn groups related to your industry, and developer forums are all great options to keep an eye on and in your to-do list. Tweetchats are great for this as well. These are essentially made for direct contact with influencers, and further, allow you to showcase your thoughts to a wider audience at the same time!

Dig In: Building a Social Media Plan – Content is King

Contact them directly
Sometimes simply reaching out can be the most effective! If you take this approach, make sure to have something to present so you spark their interest and can reciprocate their time with your valuable insights. Further, demonstrating that you’re willing to communicate and linking to your content or content stream gives them an idea of how to best approach you with content and opportunities that may interest you or further your relationship.

Ready for more?
Looking for more ways to build your influencer marketing strategy? Check out our blog here and stay tuned for more content by subscribing to our newsletter below as we delve into our series about why influencers matter and explore different ways to target them.

By Tyler Trainer