How to Use Social Media Effectively to Get the Most ROI

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Effective Social Media ROIPlanning for Success: How to Use Social Media Effectively to Get the Most ROILt Col Paul CiancioloNational Marketing & Social Media Manager10 August 2016Email: In order to be successful at using social media, you need to be effective at accomplishing your goals. ROI = Return on InvestmentThe truth is the definition will depend on what your specific goals are. But at its core, social media ROIis what your company is getting back from the time, money and resources you're putting towardsocial mediamarketing. Ideally, your return would be measured in terms of dollars.Can reach people through Facebook Audience Targeting Throw Spaghetti80 % of marketers incorrectly begin with tactics instead of goals.-eMarketer ReportLike most marketers, you probably began using social media because it was new and fun. Everyone else is doing it we probably should too. Stop the madness! Your time is precious. Dont waste it on tactics thatmightwork. You need a plan to strategically and confidently move forward.***We will use this model as we move through this seminar.***CAP Mission StatementSupporting Americas communities with emergency response, diverse aviation and ground services, youth development, and promotion of air, space and cyber power.A mission statement defines what an organization is, why it exists, its reason for being. The mission statement should guide the actions of the organization, spell out its overall goal, provide a path, and guide decision-making. It provides "the framework or context within which the company's strategies are formulated." It is like a goal for what the company wants to do for the world.Dont use AE, CP, and ES to talk about our missions!!! The public doesnt understand those words, and its not what Congress mandated.Dont Throw SpaghettiCAP Business Goals = 2016-2020 Strategic PlanPA Goals = Annual PA Plan & CAPP 152CAP Strategic Plan PA Plan can touch on all the functional areas in a CAP unit.2016 Strategic Plan Objective Goal 7.7: Establish accountability for CAPs public online presence to effectively manage all official social media and digital channels that represent the organization Objective 7.7.1: Improve brand recognition and impact by consolidating CAPs public online presence into local, state and national channels only; establish guidelines and timelines for implementationCurrent Online Presence~2.7 Million Webpages about Civil Air Patrol18+ National-Level URLs & Subdomains~1,700+ Unit & Activity Websites48+ National-Level Facebook Pages/Groups18+ Region-Level Facebook Pages/Groups103+ Wing-Level Facebook Pages/GroupsYet 9 wing dont have any Facebook presence.Countless Other Official Social Media Accounts on Various ChannelsHow do you maintain a brand standard online when there is no 100% accounting of websites and social media channels acting as an official voice for CAP?Current AccountabilityPersonal Channels perceived as Official Channels1,439 Charted UnitsUnit Headquarters (CC or PA)Project OfficersProgram DirectorsMissions & TrainingEncampmentsActivity Directors~8,634 Potential Outlets per Online Channel~25,902 if using Website, Facebook & Twitter.Official social media and online accounts are property of CAP with access recorded in eServices. Personal channels must not be mistaken for representing CAP. What constitutes perception of speaking on behalf of CAP derived from GAO legal interpretation.Number of units taken from eServices Member Report list February 2016.Public Online Presence GoalNCSAsActivity DirectorsProgram DirectorsEncampmentProgram DirectorsProgram DirectorsMissions & TrainingMissions & TrainingHigh-Profile MissionsActivity DirectorsActivity DirectorsBrandingWeb LinkingContent SharingAdmin ManagingBrandingWeb LinkingContent SharingAdmin ManagingEach bubble represents an outlet for public information or online presence including individual websites and social media channels. There are potentially nearly 9,000 bubbles of separate online channels.Public Online Presence GoalPublic Understanding of Civil Air Patrols Brand***The purposes need to be edited and clarified with leadership. Trimmed down to 1,431 outlets for presenting information online to the public. This is a decrease from the 8,634 outlets potentially online today.National is the gatekeeper of the brand at the state-level and each wing is the gatekeeper of the brand at the local-level. Websites and social media will be at the 3 levels only. Regions, Groups, and Flights are technically just administrative groupings on the next higher echelon, and they will be grouped within the 3 level online system. If CAP can become an Optimized organization, then we will no longer be Americas best kept secret. One CAP working as a team is much more effective that individual units working on their own.By Function or GeographyWe cant have it both ways! We either need to organize our online presence and social media channels by function or geography.This is a virtual immersive environment used to study social connections in 3-D. The 2007 photo is a 2-D image attempting to capture a 3-D image. A 3-D analysis is needed to actually see and understand CAPs current connections across the Internet.Dont Throw SpaghettiUse Official Social Media Channels OnlyUse Social Media to Accomplish PA Plan GoalsThe primary goal of every local CAP social media channel is to raise awareness of CAP activities and members that positively reflect our Core Values.Social Media PlatformsNot every channel is appropriate or useful to CAPSocial media channels must point back to the website and vise versa. Each should be branded to match the parent website in name, logo, color, character, and descriptive text.Twitter, Facebook, Instagram, LinkedIn, Pinterest, and YouTube use to be detailed in new National Social Media Strategy. A Social Media Guidelines document is CAPP 152, which is a strategy for local units that covers Facebook, Twitter, Instagram, and LinkedIn.Google Plus is also important for integration with Google Search results and functionality of location in Google Maps for navigation.Social Media PlatformsInstagram can now do everything Snapchat canOnly 1 CAP LinkedIn Company PageRecommended ChannelsSquadronsFacebook Page (+ Events)Twitter AccountInstagram Business AccountGoogle Plus (units with physical locations)Wing HQsFacebook Page (+ Events)Twitter AccountGoogle Plus & YouTubeNo channels for groups or regions; these units publish content above and below. No channels for activities or events. Google Plus valuable for potential members to call squadrons and for media to call wings.Online Presence ComponentsPrimary WebsiteSocial MediaEmailWord of MouthPrint PublicationsPeoplePress ReleasesProducts & ServicesEquipmentBranding Links All Components of Organizations Online PresenceThe ideal organization is branded around its website with a central landing page that links to all other communication channels.Social Media GuidelinesCAP Social Media HierarchySets Certain Standardization of Social ChannelsA social media channel is an account setup for a specific purpose and set of goals.Designed to be an instructional tool that equips local (squadron-level) and state (wing-level) Civil Air Patrol units with standard guidance to highlight local activities, its members impact in the community, and national Civil Air Patrol news. Social Media AuditHootsuite Template (for accountability)Step 1: Create spreadsheet for owned social channels.Step 2: Create spreadsheet for Googled non-owned social channels.Step 3: Evaluate needs of your social channels & create mission statement for each.Step 4: Make sure all channels on band (CAPP 152).Step 5: Centralize ownership of passwords. Use IT module in eServices to record login info or access. Step 6: Create process for new channels (PA Plan). Ensure all channels reapproved annually in eServices.Not endorsing Hootsuite; they just has simplest template available.Wing Commander is lowest approval authority IAW current regulations. Will be working on national audit through eServices in future.Dont Throw SpaghettiUse Established Best Practices Consult CAPP 152 & Social Media ManagerSee the PAO Facebook Group for many posts about social media best practices or to ask questions.To Take Measurable ActionIn all cases, you want customers to take a measurable action that ultimately has monetary (volunteers time) value.Standard CAP Hashtags#CivilAirPatrol #GoFlyCAP#CAPCadet #CAPNC16 #CAPMission#CAPExercise#TotalForceNo one owns any hashtags. Use as part of a #sentence alone in a post. #StudentPilot3-5 hashtags on Twitter11-20 hashtags on InstagramDont use new hashtags if not necessary. Example is not using a 75th anniversary hashtag.#CivilAirPatrol This should be used on Instagram, whereas tagging @CivilAirPatrol is more appropriate on Twitter and Facebook.#GoFlyCAP Use this when talking about aerospace and flight activities.#CAPCadet Use this when talking about cadet activities.#CAPNC15 Use this when talking about the CAP National Conference. Change the number to correspond to the appropriate year.#CAPMission Use this with any content about real-world CAP missions.#CAPExercise Use this when conducting practice ES missions and training.#TotalForce Use this when talking about conducting Air Force support missions and activities as part of the Active, Guard, Reserve, and Auxiliary total force.Facebook Best PracticesPages Manager App (separate from Facebook app)Go to to link your Facebook Page and Twitter channel togetherHighlight & Pin posts that are more importantWrite for your audience, not always AP styleTag CAP and other company Pages in postsUpload videos directly to FacebookRespond to messages within 24 hours (5 min. icon)Target posts to interests & demographicsSetup channel according in CAPP 152 to get best SEO results. Always spell out Civil Air Patrol and/or tag the national CAP Page.Facebook Best PracticesHere is why Facebook users are on Facebook:To see what their friends are doing.To connect with family.To share common interests.To find out what is going on in the world.To be entertained.Facebook is not ideal for:Raising money.Increasing event attendance.Creating deep and lasting connectionswith donors.Facebook Best PracticesFacebook marketing is ideal for:Lending credibility to your organization, which leads to increased trust and affinity, which in turn can lead to more loyal supporters.Establishing your organization as a viable entity with staff, volunteers and vibrant programs.Showcasing your impact the people you serve every day, the change you are making in the world, and the REASON (the need) behind your mission.Making it easy for your most passionate online ambassadors share your mission with their networks.CAP units should think about their Pages as a cornerstone of their online identity, not simply as a publishing service.Facebook Best PracticesPeople see content in their own newsfeed, not on the CAP Page.Facebook decides what content it thinks you want to see. Too much CAP dilutes the impact.Twitter Best PracticesGo to (Government & Nonprofit)Setup & use Lists to track CAP units & topicsWrite for your audience, not always AP styleReply to own tweet to continue the message beyond 140 characters & bounce back up timelineUse Direct Messages to take conversations private when appropriateDont begin a tweet with a username; start with a period in replies to make it more visibleSetup channel according in CAPP 152 to get best SEO results.Instagram Best PracticesMake it Pop! Photos should be unique and interesting. (Cloud-based photos for easy access.)Plan ahead. (2-3 posts per day)Find your voice, hone it, and then stay consistent.Make one link count. (No links in content, only single link in profile.)Share Instagram links on Facebook (owned by)Use IFTTT to tweet actual Instagram photos. (Enter IFTTT account in eServices too!)The channel should tell a story. Think photojournalist.@WeThePeopleDCTell a story! Use the filters in a consistent manner.Dont Throw SpaghettiRegularly record metrics (in eServices soon)Use metrics to report on PA Plan effectivenessBenchmarking Social MediaWe need to be able to see the big picture of our CAP online presence.Data available in the Commanders Dashboard on eServices could be a useful tool. It could be a manual input by the PAO or an automated API. This is what an Optimized organization can do.This data from free tools at of @CivilAirPatrolThis is an example of where people are from that mention CAPs national Twitter channel in their own tweets. This only shows if location is on and setup correctly.This data from (89% in US)Social Analytics FrameworkMarketing ProcessSource: http://simplymeasured.comWe define a strategy and develop a plan. Analysis in the planning phase helps you develop a strategy and the tactics to support it.AUDIENCE ANALYSIS: Audience analysis is the process of profiling, segmenting, and grouping people by demographics, interests, and behaviors.CONVERSATION ANALYSIS: Conversation analysis is the process of identifying and understanding conversations surrounding a brand, specific topics, or any selected area of interest.COMPETITIVE ANALYSIS: Competitive analysis is the process of looking at specific companies within a chosen industry or segment, focusing on their activities, benchmarks, and tactics to gain insight.We execute our plan.We measure and optimize campaigns and tactics. Analysis in the measurement phase is designed to help improve tactics and campaigns.BRAND ACTIVITIES ANALYSIS: Analyzing brand activities includes measurement of the actions your brand takes, like publishing content, responding to users, and promoting brand campaigns or initiatives.AUDIENCE ENGAGEMENT ANALYSIS: Audience engagement is the analysis of how your brand activities are received, interacted with, and amplified by your audience, both at a content-specific level and brand level.BUSINESS RESULTS ANALYSIS: Business results analysis is the measurement of socials impact on both direct outcomes like engagement and traffic, broader marketing outcomes like brand loyalty and customer lifetime value, and business outcomes like revenue and sales.Social Media MetricsGoogle Analytics and built-in trackers on most social media platforms will cover most situations.Value of Pokmon ExampleValue of Pokmon ExampleSearch by Hashtag #OSH16Tweet had the 2nd highest engagement rate of all #OSH16 tweets. Highest engagement is when other people are mentioned.Viral Facebook Post ExampleGo to Page Insights and click on PostsThis is the post with the most reach. Its viral because more non-fans saw the content.Viral Facebook Post ExampleTagging the location and CAP important. Also, zero link clicks. No call to action.Viral Facebook Post ExampleThis is the post with the most reach.Improvements could be to mention CAP in the text. The text is a bit long as well. Also, zero link clicks.84,000 Non-FansNHQ also shares in tagging unit Pages. Also a call to action.Top TweetUse of short video directly through Twitter.Track Monthly MetricsCreating a spreadsheet (Google Sheets) makes it easy to record data each month.Any other examples of tracking to share?ActivityPick out your top social media post from any platform.What was the goal of your post?Explain the metrics used to determine your posts effectiveness.What could you have done to improve your post?Dont Throw SpaghettiThrowing spaghetti against the wall and seeing what sticks is not the way to get the most ROI from your social media channels!Think before you post. Know what you want to accomplish with your content before publishing. Using animated GIFs can be useful too.Further Reading