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Month: September 2017

SocialDay announces Content Marketing Association as Partner

We are excited to announce another great partner to the #socialdayuk event on the 30th May to the 1st June 2018, in London, The Content Marketing Association are our industry association partners, to support the event they will be bringing together a panel to look at the “Future of Livestream” fielding a combination of experts to debate and answer your questions live.

Members of the CMA will also receive an exclusive discount to the event, you can find out more about this through the CMA, or contact us directly with your membership details.

A little more about the CMA:

“The Content Marketing Association (CMA) is the industry association for marketing, publishing, advertising and social agencies. The overarching aim of The Content Marketing Association is to promote the use of content as an effective marketing tool to client marketers and showcase the channels it can be used
for. We also use our experience and expertise to advise and promote brands and media agencies wishing to enter the world of content marketing, an industry that’s now worth in excess of £5bn in the UK alone.

Through our research, events, and training, we aim is to realise the potential content marketing has for brands and encourage creativity and effectiveness.
Since the organisation was formed in 1993 as the APA, the CMA has been at the front of the content marketing revolution, driving the industry forward as it has evolved to become the industry it is today. The key to the CMA’s success is informing and educating both clients and members about
the latest thinking in all areas of content marketing, while showcasing the talents of its members as they plan and produce ever-more effective and innovative strategies and creative work. This work now takes in all conceivable marketing channels – print, online, digital, video, mobile, social media – to produce fully integrated solutions that consistently perform above and beyond their clients’ expectations.”

Along with our other partnerships, this year we have secured another partner that shares the same core values as SocialDay and our delegates, we are looking forward to hearing more from the CMA in the lead up to the event.

Further information and details of membership can be found at the-cma.com

 

Step by Step guide to setting up a Facebook messenger bot

Not using a chatbot as part of your marketing? Well maybe now is the time to start?

OK so you get the concept, a chatbot is a program that interacts with those engaging with your brand, either in on the website or through Social Media, it’s all good for customer service but what can it do for marketing?

From a marketers perspective Chatbots excel in 3 core areas

  1. Engagement
  2. Qualifying sales
  3. Creating a personal customer experience

Let’s start with personalising your marketing, creating a personal customer experience is a sure fire way to gaining repeat business and inspiring loyalty.  You can qualify sales (you can even add it to your CRM with a few workarounds) Engagement obviously crucially important on every level for marketing but where Facebook is concerned using the comments bot to trigger your bot with a call to action can actually increase the reach and shelf life of your post! (yup, organic reach)

Let’s get started

You now have a lot of choice when it comes to chatbots, working across all platforms and websites. Some chatbots can even learn from the requests that are received and build insight and intelligence on your customer base (wow) As you’re here I am guessing you are looking for something a little less complex to begin with. For this tutorial we are going to look at Facebook messenger as many of you have significant pages and groups that can take advantage of a chatbot.  The system we are going to use is ManyChat, plenty of great chatbot tools around, we have used this one and found it really easy to use with loads of resource available to help.

In part one of this tutorial we will look at how to setup a basic Facebook messenger bot using ManyChat, this will get you ready for part 2 where we will show you some exciting ways of using your bot, first though you need to set one up!

 

 

 

 

 

 

 

 

You will next be taken to the screen to log in with Facebook so ManyChat can access your account and your pages, the system will not post to your account.

The default setting request access to your public profile and email, you are able to remove the email however the public profile is clearly required.  

You next need to confirm the level of access to your messages, we had no issue with the requested access and clicked continue. You will then see a list of the pages you manage, simply select the pages you want to link up with ManyChat and proceed to the on-boarding.

Just make sure that you uncheck the the subscribe box (unless you want to subscribe) this is a good example though of best practice, when you are looking to build a list you need to give people a clear opt out option. Especially given the GDPR regulation coming in may 2018 when collecting data from consumers (B2B have a few mixed views)

Next you will need to select a welcome message for subscribers, this will require an image and text. You have 640 characters for your welcome message and the image will need to be at least 262 X 211 px, to be honest I dragged and dropped a standard size social media image I created and it seemed to work.

Your message is a chance to add a bit of personality to your bot, and again give good housekeeping letting people know how to unsubscribe, take some time to think about this as it’s an extension of your brand! (mine is only an example)

Not only is this an extension of your brand but with open rates of between 60-100% it is a great way to get your message seen by your customers. It’s worth remembering that this is still a personal space for many and first impressions count, so really think about your message and how it represents your brand.

Next you will be asked to do a broadcast, you will not have any list to send to so it will just be sent to you, a few options exist for the layout however it is simple enough to add images and text boxes etc.  

You do have the option of skipping these steps, however it is good if you have not used a chatbot before to practice and get familiar with how things will display on desktop and mobile.

Once that is done you have some options to share your bot, we use this step to test it works sending a link to subscribe to a bot is not exactly inspiring, but it is useful solely for the testing stage, double check it works!

Congratulations, you now have your bot! Next step is to put it to work, you will now have access to the dashboard take some time to get familiar with the controls, here, you have many options.

Keep a look out for part 2 “how to use your bot to answers Facebook comments” This will help drive reach and increase engagement. We will go into more depth about how we used this simple chat bot to drive engagement during a livestream and we will look at other examples of how to creatively use bots for marketing.

 

You can also catch the replay of the livestream below, in part 2 of this series we will show you how we set “Tiny” up to distribute our research report which you can download here:

Stuart also appeared on the JSB podcast giving a case study on how we used chatbots for marketing, listen below.

 

Announcing our official media partner

We are delighted to announce the official media partner for SocialDay social media marketing festival in 2018 will be WeRSM (wersm.com)

 

WeRSM is our first port of call for the latest news, views and interviews from fellow professionals from the world of Social Media Marketing. Some of the many delegates and speakers have been featured on the their podcast series and the articles are well written and are always a good reflection of the industry. We know how hard it is to continually keep up with the pace of change in Social Media Marketing, with a fantastic network of journalists and guest writers WeRSM manage to keep up with the latest innovation within our industry. It is also refreshing to find a media outlet that understands that its audience are largely experienced in marketing and social media and the content that produced is pitched at the correct level.    

You can check out these three amazing ladies for starters all of whom have a connection with SocialDay in one form or another, Lucy Hall – Co Founder of SocialDay, Kirstie Smith past delegate and Victoria Taylor previous speaker:



Sharing many of the core values we are delighted to have WerSM onboard as a media partner as its a news and information site we actually use, make sure you are getting the latest insights and industry opinion by checking out the website wersm.com

Enhance your Facebook ads (and make them work)

Enhance your Facebook ads (and make them work)

Facebook advertising is becoming increasingly popular, and with the vast amount of advertising options out there today this can become difficult to master as well on top of everything else. What many new marketers are finding hard is creating compelling Facebook ads that actually convert and deliver results. In this article Cody Stallard talks us through how to make your Facebook Adverts work! Cody is an Online Marketing & SEO enthusiast for SMEs.  Cody is now working as the Community Manager for The Wholesale Forums (The UK’s leading networking community & independent advice forum for trade buyers and suppliers). 

Generating results is what any marketer should be focusing on. And, if you’re not generating results then you need to create an audit and find what the issue is. It is estimated that around 90% of marketers use Facebook ads, which is such a huge percentage, however do they all generate the results they want? Hmmm.

I’m going to help you today with just some of the mistakes made when using Facebook Ads and how to improve them.

 

Bidding (amount and option)

You can’t just throw money at something and expect it to work. Unfortunately it’s not that easy; otherwise everyone would be doing this and getting amazing results every time. Sure, you can throw money at Google Ads and Facebook ads, and get great traffic, however you may also get a tremendous amount of bounce backs from your site, and no converting customers.

However, if your ads are not generating enough impressions or clicks then you will need to take a look at your bidding section and make some improvements here.

There are only two areas you need to look at.

The first is ‘Bid amount’, and the second is ‘When you are charged’.

 

Let’s look at your Bid amount.

I can probably guarantee that many of you will have clicked the ‘Automatic’ option for ‘Bid amount’, after all Facebook will help you get more clicks at the best price…

That’s not true. Obviously any advertising tools will want to charge you more because they’ll get more money in the long run by promising results. You then end up generating little to no results this way.

Unless you’re generating a terrific amount of results using the automatic option I’d suggest selecting the ‘Manual’ option.

Once you’ve done this you can decide how much you want to pay per click. However, take into account the suggested bid. Sometimes you may not generate great results even though you had bid within the suggested amount. It may be worth it to bid a little higher than suggested.

The second area to look at is when you are charged. There is an option to pay per click, or impression. These two you can really play around with. It’s all about what works for you. It’s always best to try two different ads using both options as a test to see what works well.

If you are still generating very low results there could be a number of areas you need to look at elsewhere, for example your targeting may be too precise, meaning you’re focusing on such a niche area.  This is what we’ll look at in the Targeting section.

 

Targeting

Targeting is one that many of us get wrong once in a while. By targeting who you feel is more suited to your niche can end up meaning you’re targeting pretty much no one. Or people that aren’t really interested in what it is you have to offer.

What you don’t want – this goes the same if you use AdWords – is people clicking on your ad for the pure sake of it and not converting. You’ll end up losing money instead of making it.

To target your ads correctly you need to take a look at who your customers are and what they want.

You can find these demographics – such as Age, Gender, Location, and Language & Interests – via your Facebook Insights (Audience Insights) & Google Analytics.

 

Once you’ve analysed who your audience are you should be able to fill in the following details without hesitation.

 

This is just some of the basic information you can gather from Facebook Insights, however to find more information about your audience, use Facebook Audience Insights, which allows you to input various information about your desired target audience to provide yo u with useful demographics to help decide who you should be targeting.

 

For example, take a look at the images below. Anything before the ages 25 and after 54 generates low results. We should filter these from our target audience in our ad settings.

 

 

 

You can also find out what other pages your audiences have ‘liked’ or are most relevant, thus helping you find their interests and knowing who and what to target.

 

You can access Audience Insights this by logging into your Business Manager, click the three lines next to ‘Business Manager’, go to ‘All tools’ and then Audience Insights.

 

Okay, you’ve found out about your target audience, however I mentioned earlier that if you’re still not generating the results you want this may be down to your targeting. Try to loosen up a bit in this section.

 

Great Quality Ads

Just like AdWords your ads need to be the best. You need to ensure they stand out from the rest of the crowd, especially your competitors. This all lies down to how your ad looks and what keywords and copy you’re using.

Facebook is a very visual social network, and its no wonder when you consider 350 million new photos are added to Facebook each day.

Just by taking a look at what others are doing, saying and using in their ads can help determine what is good quality and what is bad.

For example, have you seen a Facebook ad that has no creative in it? Maybe you have some really nice images you could use that are visually appealing…

Perhaps the creative used is low resolution.

What type of ads and what style is being used the most? Perhaps switch this up a bit and have an ad that is different to the norm. We all love to see something different from the rest, and this alone will be refreshing enough to get some clicks coming.

Can you include a call-to-action within the image? Can you remove a lot of text from your ad?

Too much text makes the ad ugly, and this can also limit your Facebook reach. Did you know it takes 2 seconds for a reader to look/ click on your ad? 1.5 seconds is dedicated to visuals, 0.5 is dedicated to your copy.

When focusing on your copy, you can use the data found earlier on about your customers and target audience to write compelling copy to encourage them to click on your ad.

What is it they want, and that you can offer?

Here are Facebook’s ad guidelines for you to follow.

 

It’s best to note that of April 2016 Facebook changed its 20% rule for pictures in its ads. What this means now is you can use as much text as you like, but it may be limited to who it can reach.

Split Testing Ads

 

Split testing otherwise known as A/B Testing allows you to analyze any underperforming ads. Just as you would do with Google AdWords, testing 2 variations of the same ad will ensure you get the results you want. What is great is you can split test your Facebook posts and ads.

When you do split testing ads you will need to take a look at the underperforming ad to determine what may have gone wrong and which ad provided the best results according to your goals.

For example, Advert A may be similar to Advert B, but with a different creative. If advert A is the best performing ad you can infer that the image on advert B was the fault as to why that one did not perform well.

Remember, Facebook is a platform that focuses on visuals, and the right appealing visual attracts the right customers. However, there are other factors as to why the ad may not be delivering the best results. The ad copy could be to blame too.

Also, take into account that even though one ad may have provided great results this time, it doesn’t mean it’s going to provide the same results the next time you use it.

 

What to look for in A/B testing

1) When posting, you need to focus on what the purpose is and what you expect to gain. Answering any questions determines what you share and how you do it.

 

2) You don’t need to change much in your split test ads; only focus on changing one or two elements so you have a better idea of what created the engagement.

You can see from the above image that the copy has changed for ad B, meaning that the copy is being tested.

 

3) Test images, headlines, copy and CTA.

 

4) Experiment with Audience targeting. As mentioned previously throughout this article being too niche in your audience targeting can result in little to no results. No, results, no conversion.

 

5) Track your results. I tend to use Bit.ly due to its tracking element, and it’s free to use.

 

Conclusion

It is all trial and error; however if you’re following the tips and advice throughout this article, focus on targeting your audience, and split testing your ads you should have a much better understanding of what should work for you.

 

Have you got your copy of the Social Media Report?

 

 Do you want to know what the top digital marketers think are the best platforms for #socialmediamarketing?

Do you want to know where the most effective platform to spend time creating content is?

What about the future? Where are brands placing going to place budget?

Curious to know what 300 Marketers from brands and agencies thought about current Social Media Marketing trends, challenges and what is working for them?

This report is for you, download our free 48 page report on Social Media Marketing today 

https://www.socialday.co.uk/research-report

 

 

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