Who We Are + What We Do• We help companies build national consumer brands• We’re driven by the why behind the what• We specialize in PR + Influencer Engagement + SocialSam BurtonSam@MaxwellPR.comNiki Inouye @nikimaeNiki@MaxwellPR.com2

What We’ll Cover TodayWhat is social media optimizationWhy you should optimize your social contentHow to measure your content’s performanceBest practices and ways you can improve your engagementOUR GOAL: Give you the tools to help you increase your brand’s social mediaengagement3

Chasing Likes or Building Community?4

The Payoff of Content Optimization• Higher engagement• True two-way communication• Learnings that support othermarketing tactics• Content that shows up organically andmore often5

Common Misconceptions• Followers are more important than engagement• Promoting every post will increase engagement• Engagement automatically increases with fangrowth• Spending more on boosting content will increaseengagement even more• Posts aren’t seen unless you advertise• Hashtag, hashtag, hashtag6

METRICSMeasurement + Monitoring Best Practices7

Signs You’re Doing Well• You’re attracting your target demographic• Engagement is hitting or exceeding benchmarks• People are talking to each other• Your posts are getting shared and retweeted• Other brands and influencers are “playing” with you• Your analytics are telling you when and with what people are engaging• Your content is inspired by a core set of topics and you know what’sworking• You’ve found your voice and there’s a consistent tone and visual feel toyour posts• You’re experimenting - with CTAs, visuals/video, etc.8

Measuring Social EngagementChannel Engagement Type Engagement Equation Industry AverageIndividual postviralityPeople Talking About This (PTAT)/Post Reach 2.6% – 2.7%Individual postengagement(Total post likes + total post clicks + total postshares) / total impressions x 1006.1 – 6.5%Individual tweetengagement(total clicks + total retweets + total replies +total follows + total favorites) / totalimpressions x 1001 – 2%Monthly repin rate(total monthly repins /total monthly pins) /followers/1,000Food brand average:0.7-1%Monthly pageengagement rate(total monthly likes + total monthlycomments) / # of posts) / # of followers at endof month0.5 – 2%9

Brand Checkup• Understand your existing community• Determine what’s working• What CTA’s/formats get the most engagement?• What do people love to Like the most?• Compare against competitors• Set a benchmark for improvement• Use these findings as a starting point to test andoptimize10

Common Problems: What to CheckProblemYour fan base isn’t aligned with yourtarget audienceYour target audience isn’t engagingwith one of your social channelsNobody is seeing your content –post reach is lowYour competitors are outgrowingand/or out engaging youSolutionTarget your ideal demographic through advertising OR adjustmessage/tone to fit actual audienceNot every channel is appropriate for every audience (e.g. BabyBoomers aren’t really on Instagram) – de-prioritize channels thatdon’t fit your target demographicCreate engaging content in tandem with boosting content – at leastfor a month to build momentumYou may need to up your advertising spend, but more so they’reprobably doing a better job with content. Take a closer look atthemes and post style of those who have a similar target audience.11

OPTIMIZATIONGoing from Good to Great12

What to Test + Optimize• Content topics• Voice• CTAs• Posting• Visuals• Hashtags + Links13

Focus Your Content Via Catalysts• Identify 4-6 core topic categories• Develop ed-cals based on these topics• Categorizing content helps ensure key message points aretouched upon each month – and makes sure content is varied• Monitor• Look at what content is receiving the most (and least)engagement and optimize accordinglyBest Practice Tip: When developing your monthly/weekly editorialcalendars, also indicate the catalyst for each post to help keep youon track with frequency. Once the month is over, go back andmeasure engagement to see how the catalysts are performing!14

Hone Your VoiceYour voice shows the community who your brand is. Staytrue to your brand and…• Showcase personality• Use humor only when/if it’s appropriate• Speak with authority, if follows your brand guidelines• Fits your community – masculine vs. feminine• Engage and encourage interactionwithin your communityBest Practice Tip: Create a brand manifesto that isshared internally to ensure consistency across channels(social, customer service, PR)15

Prompting Engagement• Invite fans to play – all you have to do is ask – theyWANT to show off their knowledge or skills• Incorporate effective CTA’s and test new ways toprompt engagement• Ask for a photo share• Ask a response to a question• Incentivize a responseBest Practice tip: Use only ONE question and pose itat the end of a post so that it’s the last thing yourfans read and the first thing they respond to!16

Timing• The best time to post varies for every brand, and often depends on:• Time zone• Target audience age• Fans’ life stage (New mom? Working? Student?)• With organic social posts seeing less reach in the Facebook newsfeed, it’s important to post contentwhen your community is open for engagingData available inFacebook Insights!Best Practice Tip: Don’t forget about testing posts on weekends and in the evening – it’s when a lot ofpeople have time to be on social media (especially Instagram!)17

Post FrequencyHow often a brand should post depends on engagement, and the ability to commit tocreating new and quality content - don’t post just to post!How often topost?How long doposts live?Facebook Instagram Twitter Pinterest3-5X per week 3-5X per week 1-5X per day 3-5X per week~90 minutes inthe newsfeed6-48 hours 24 minutes +3 ½ monthsBest Practice Tip: In addition toengagement, keep an eye on “negativefeedback” in Facebook Insights andunfollows – they’re good indicators of whenyou’re posting too much, or posting contentthat your fans aren’t interested inData available in18Facebook Insights!

Post TypeVary content types (text, link, photo, video, etc.) to seewhich content resonates best with your audience foreach catalyst. Try:-Text -Video -Quotes-Link -Photo -UGCData available inFacebook Insights!Facebook Instagram Twitter PinterestBest Practice Tips• Keep content short (~80characters or less)• Images and native videotypically see the highestlevel of engagement• Utilize user-generatedcontent (re-gram) andbehind-the-scenesphotos• Don’t be afraid to takepictures on your iPhone,users are used to it!• Test different imagerytypes to see what getsthe most engagementwithin your community• It’s okay to post thesame content multipletimes within the week toincrease the chance thatfollowers will see it• Keep tweets shortenough that users areable to retweet withcontext without goingover characters• Vertical images performbest – a majority of usersare looking at theirsocial channels on amobile device19

Amplify Your Content• Make content on your website moresharable to increase WOM• Tag, engage, retweet and followinfluencers to increase your following andbuild valuable relationships• Utilize hashtags (and emojis!) – this is thebest way to get your content seen onInstagram and Twitter• PAID: Boost content that is alreadyengaging to further increase reach anddrive additional engagement20

Timeline for Testing• HOW LONG DO YOU TEST?• Know what’s working/what’s not• Engagement levels rise• WHEN DO YOU STOP?• You don’t.21

Resources to Stay Up-To-Date• Analytics/Reporting:• SocialPiq• Track Maven• Simply Measured• Sources to follow for news and trends:• ShortStack• Mashable• PR Daily• Maxwell FreeThink• Where to go for inspiration:• Competitors• Bloggers• Media outlets22


THANK YOU!Sign up for our monthly newsletter at www.maxwellpr.comSam Burton – sam@maxwellpr.comNiki Inouye – niki@maxwellpr.com24

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