Social Media Strategies on Listening

Hospitality: Inbound Marketing Fundamentals What Are Contents and How Do We Create Them
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Transcript

The social media strategy why we need to have a social media strategy it helps to expand your marketing efforts. It will be helping you to create your branding and brand awareness or is one of the most powerful drivers for the word of mouth. And also you can use social media to attract the buyers because your buyers are always on the social media. It's just that you have to create your brand those minds so that they can continue to see but social media cannot be used immediately for selling immediate things. It's create it takes time because people on the social media out there to buy things they are there for information there. They are there for entertainment, they are there for making connections, they are not there to buy you for buying a book with a website.

Now, even though nowadays, Facebook or other social media platforms are creating on e commerce things so that they can integrate the buyer users into their The platform itself will continue let them buy via. So that is why also you need to be there on social media so that you can use leverage their your presence and their presence on the platform to be able to sell your products and services. So to understand the social media strategy is normally working on three key performance indicators. You may want to try to reach, engage, return on investment and retention. And so these are the four KPIs where the social media strategies are alluding to. So let's talk about them in one by one.

So let's see reach so when we read when we say reach, where are the KPIs or reach, So first, we count the follower numbers so follower on our page. And another thing we look into is our the impression rate and also the mention and then another last one is the share of Weiss food. We look into all these four key factors to measure their reach for our each campaign. So your content marketing need to have a KPI to increase the number of followers, number of impressions, number of mentions number of share of the voice shares. So, basically, you want to create some content which will increase your followers, why they will why somebody will follow you, if you are providing them the informational content that they are looking for. impressions will increase only if you follow the Facebook guidelines and you have less connects more pictures, more videos that are going to get more impressions and especially if you're targeting your audience carefully, because Facebook has a very wide demographics, if you are targeting your your campaign towards something which are not interested in your demographics, you may not get enough impressions.

So that is very, very important. The more followers you have Avoid questions you will get more shares you get more efficiency. So there is what are the KPIs for reaching awareness? So another one we look into is engagement. So what kinds of engagement we look into it so again we look at the lights number of numbers are light. So is it is an indication that your viewers appreciate your content, so many likes means your content has an engagement with your views.

Another one is we looking to the comments, then a lot of comments mean you can see then you can see there is the right engagement with your content and your target audience. And another one we come in shape. So share is a demonstration that your audience cares enough about your content to let others know about it. So if your content is interesting one and then then your viewer going to share with their friends and their connection. Another one is rating and review is a demonstration of strong engagement and option. So you can see the racing rating Forster five, two, and you can see the reviews then your page is a good business page, you can see that and you can see the engagement.

Another one is inbound website names. It is an indication that your content, it's interesting enough to click through to your site. So on the Facebook page, also, you can put your direct website link so you can comment on that engagement. Yeah, basically all the campaigns need to have some kind of KPIs. You want to include the lights, you want to increase the comments because people's will may like only the content article basis, but the more highly engagement is direct engagement. These comments THE PEOPLE All comments want to share your opinions.

So these might be your potential customers. Sharing is also another way to say that people are caring about your content and they want that content to be shared among their own other connections, their friends, and they want others to know about it. So, if you have higher number of this means you are having a successful content strategy. reading your reviews is also a very important aspect and always need to try to create links to your inbound website on all the content so that if people like the context, they may want to click and want to know more about your company more about your particular website. So the idea is to generate as much as visitors to your website or to your content as you can, so that you can contain the leaves. Then the what is the meaning of return on investment because some of these campaigns you can run and anyways all the content will be have to pay a fee you may have to get hired by agencies.

So, the contents may come at a price. So, what is the return on your investment? So, what is the return on your direct sales, your lead conversions your supports cost per consumer lifetime value. So, direct sales means how much is able to generate from your your campaigns whatever you are able to generate from your particular content, lead conversions. Sometimes companies use social media to support their their customer to provide them the services are provided the questions and answers but to do that they have hired the people's what is the support cost per customer how much customers are using these social media and what is their lifetime value. lifetime value is normally calculated by the potential benefits from that particular customer throughout their life throughout their buying journey, minus the cost of sorting these services.

So all other KPIs include retention and loyalty means how much review they are leaving on your page, how many times your issues are resolved, what our time to resolution customer satisfaction. And if people are talking highly about you recommending your content covering your face, means you have achieved your KPIs. We all have different forms of performance indicator targeting to Versa retention, and loyalty. They visit your KPIs every six to 12 months so that you are always updated in the latest trends in the market. And always conduct a social media audit. So why do we need to do the social media audit because it's really hard for you to develop or adjust a social media strategy that aligns to specific actionable business objectives and goals as we discussed.

So we always have to look back at our business goals and marketing goals, then we audit our social media campaigns and we measure alignment with those goals. And also, by doing social media audit, we can discover the trends we can use to create or modify our campaigns. Yeah, so whether we can we can trace or we create new campaign we use new strategy. So we can know when we only do our social media audit. And we will receive some value even insight into how our customers sentiments and perception on our brand. And also by doing social media already, it will provide executive in our team a look into what is or what is not working for us, then we can manage and we can justify the spending on the social medias.

So if we overspend Then that can be is useless and we re strategize and repost social media which is very important because you may learn in a lot of efforts, a lot of time a lot of resources to create these contents. If we are not doing the audit, then we may be losing money. The longer term social media is all it is very, very important. So how we do the audit by listening social listening is we track, analyze and respond to the conversations around the crowd across the internet. So it's not only about Facebook or LinkedIn, it's all about all ways where your customers can reach you. They may be talking about you, if you're not listening to it, you may be losing a lot of consumers.

So meaning of social listening is with you your comments and mentions, follow the conversations about your brand, watch the hashtags and keep a track of influencers, customers and prospects. So whatever they are Talking about you whatever they are mentioning about you need to be able to review those feedback so that you can understand what what are the perception of people is that they are. There are some free listening tools that are available on the internet, which are Google Alerts, hashtag phi. So you should mention back there that there are different free social listening tools that you can use and also create social listening to listening to speech on that face when watch or other. You have to use your own research to buy if you if you propose to buy any of this, we don't suffer. We don't organize any of these.

And they are community management tools, which I use like so. Spread fast, Sprout Social so that you can you can use them to automate your social media complaints or at one place, you can use all your media followers or contents or comments so you can answer them from one platform via different different platforms. So not only social listening, we also need to do the social monitoring. So is a method of looking for matching of your brand, your product, hashtags, employees, competitors and customers. So you have to look into everything's and you have to monitor those. And also you have to look into the engagement, the social engagement, so is having conversation with individuals about your industry brand products and services.

So as mentioned in earlier, we have to look at all the likes, shares, review rates, and everything we need to monitor and then we have to look into it. So They some of the tools on the Facebook we can use to monitors the engagement and our ROI and everything's on over there. And also they are some of the application which we can use to do more effective and fast monitoring for the your social media campaigns. For example, this espresso is a piece of way, but you can use for to monitor your campaigns and your engagement in everything's inside. We don't know otherwise, you can. You can use it at your own risk.

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