Top 10 tips for social media strategy and tactics including Facebook, Twitter, Instagram, Pinterest, YouTube and Google+ tips and tricks.

1. Finding Your Way Through The Channel-Jungle
Which Content Works For Which Channel
@jesstiles

2. Everybody
stand up
Introduce yourself

3. Sit down if...

4. Sit down if...
You have more than 5 social marketers in your team

5. Sit down if...
You have more than 5 social marketers in your team
You have more than 2 social marketers in your team

6. Sit down if...
You have more than 5 social marketers in your team
You have more than 2 social marketers in your team
You have 1 social media marketer

7. Sit down if...
You have more than 5 social marketers in your team
You have more than 2 social marketers in your team
You have 1 social media marketer
You’re going it alone

8. Your new team

9. What
makes a
network
special
1

10. Network Gender Content type Goal Challenge
Algorithm
Algorithm
Time of day
Good hashtags
Algorithm
Few followers

12. Track the
right KPIs
2

13. Actionable metrics Valuable metrics
Followers
Impressions
Reach
Share of voice
Comments
Shares
Likes
Engagement rate
Clicks
CTR
Conversions
Conversion rate
Vanity metrics
Types of social metrics

14. UTM tag all
your social
media links to
track
performance
in Google
Analytics

15. Google Analytics
Facebook Insights
Twitter Analytics
Pinterest Analytics
YouTube Analytics
Google+ Insights
Excel
Many social analytics tools pull in already available data and simply make it pretty
You don’t need costly tools
Create actionable data
For example, categorise posts into themes and subthemes

16. Engage
your
audience
3

17. Humour
Puzzle
TBT
Public events
Quote
Birthdays

18. Engagement Rate
Humour 0.61%
Quote 0.62%
TBT 0.75%
Puzzle 0.89%
Public events 1.00%
Birthdays 2.89%
We analysed them
Always be
testing different
themes of posts
to better
engage your
audience

19. Get the
right
clicks
4

20. Product
Category
Branded
Merchant

21. We analysed these too
* Based off 1281 posts on Facebook. But similar trends hold true for other click focussed social networks.
Post CTR Bounce Rate
Category 3.51% 36%
Product 1.92% 63%
Merchant 1.47% 53%
Branded 1.23% 30%

22. Align
format to
objective
5

23. Engagement Reach Clicks
Image Best Average Poor
Link Average Average Best
Video Average Best Poor
Status Poor Good Poor
Formats vs. Goals

24. Understand
video
6

25. Instagram Facebook Twitter YouTube
Autoplay
mobile
No sound No sound No sound Sound
Autoplay
desktop
No autoplay No sound No sound Sound
Usual Ratio Square Rectangle Rectangle Rectangle
Video end Auto-repeat End shot Start shot End shot then
next video
Allowed
length
15 seconds 45 minutes 30 seconds 11 hours
Networks do video differently

26. We learnt the hard way

29. Autoplay without sound?
Use subtitles

31. Instagram....
It’s square

32. Longer end shot
Next step end
shot
Strong start shot
Longer end shot

33. Pay close attention to
start and end shots

34. Under 1 minute Under 1 hour Over 1 hour
1. Teasers
2. Micro-series
1. Stand alone clips
2. Facebook live
1. Series episodes
2. Evergreen topics
Go ‘native’ on each network with an algorithm for improved reach

35. Optimise the video length
for the network’s attention span

36. Instagram Facebook Twitter YouTube
Autoplay
mobile
No sound No sound No sound Sound
Usual Ratio Square Rectangle Rectangle Rectangle
Video end Auto-repeat End shot Start shot End shot then
next video
Allowed
length
15 seconds 45 minutes 30 seconds 11 hours
Networks do video differently
You need to make different videos

37. Pay for
growth
intelligently
7

38. Do ads, but don’t buy likes
New page likes 968 15,423 1493%
Website clicks 24,741 4,431 -82%
Organic reach 7.57% 6.91% -9.55%
All sessions 1,387,120 1,247,286 -12%
Cost per session 0.0008 0.0016 100%
* Based on 4 weeks of test data

39. Build a
network of
partners who
post your
content

40. Group of 50
influencers
x
Monthly mobile data
vouchers
=
8K retweets
& trending #tag
Or incentivise
influential
fans to share
your posts

41. Post
consistently
8

42. Quality is more
important than
quantity
But in many cases,
more at quality is
better
Especially when you are new to
network
Changed posting
frequency from
3 posts per day to
5 posts per day

43. Posts per day
Facebook 3 - 5
Twitter 1 - 2
Instagram 3 - 4
Pinterest 1 - 2
Google+ 1
YouTube 1
Post more than your gut tells you

44. Know the
needed
resources
9

45. Time per post Posts per day Time
Facebook 30 minutes 4 2 hour
Twitter 30 minutes 2 1 hour
Instagram 15 minutes 4 1 hour
Pinterest 30 minutes 2 1 hour
Google+ 15 minutes 1 15 minutes
YouTube 4 hours 1 4 hours
TOTAL 14 posts 9 hours 15 mins
Correctly sized, branded,
high quality image /
video
Well written, hash
tagged text
UTM tagged link

46. 1 part time 1 full time More than 1
Facebook
Twitter
Instagram
Facebook
Twitter
Instagram
Pinterest
Google+
Facebook
Twitter
Instagram
Pinterest
Google+
YouTube
& Messengers
What resources do you have?

47. Use
messenger
networks
10

49. Build lists on
messenger
networks to
send daily
updates
Reduce your FB dependency

50. Leverage the opportunity while the marketing channel is fresh

51. Everybody
stand up

52. 1 Know what makes each network special
2
3
4
5
Get the right clicks
Track the right KPIs
Engage your audience
Align format to objective
6 Understand video
7
8
9
10
Know the needed resources
Pay for growth intelligently
Post consistently
Use messenger networks
Tweet @JesStiles