Social Media ROI

Social Media Marketing ROI

Introduction

Today I decided to change it up a little bit. For better or for worse I caved and tried the ever-popular Remedy Cafe. However, I am still sitting here with an ice-cold pint of Yellowhead Lager. Yes, that’s correct this café sells beer. So, sit back relax and enjoy the tantalising overview I am about to give you of Carlos Gil’s Social Media Marketing ROI.

Social Media KPI’s and Tools for Measurement

Witch ever type of social media you are using whether it be Twitter, Instagram (my personal favourite), Facebook or LinkedIn the main issues you want to focus on are the four C’s. These are content which is what you post. Community which are the users who regularly consume your content. Consistency which is how often you post or appear in users’ newsfeeds. Finally, conversion which is the actions users take when they engage with your brand or click conversion or shares. No matter what you always want to keep yourself relevant. When it comes to KPI’s or key platform indicators those include impressions which is what people think about you. Engagement which are the likes, comments and shares that your post receives. Views actually watching the content and clicks actually clicking on said content. ROI (return on investment) tools include the flowing: Sprout Social, Agruposte, Buzzsumo, Keyhole, NetBase, Brand24, Tubebuild and RivalIQ. All of these give you complete business analytics of your company and tell you how you stack up against your competition. Always stay up to date and make informed decisions with your business.

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Decoding Social Media Analytics – What does this mean?

All of the before mentioned social media outlets Twitter, Instagram, Facebook and LinkedIn have built in tools to analyze data. My company Molson uses all these platforms. And we can see who views our ads, when they view them and how many times. It is a great tool to reach your target audience. You always want to make sure your posts are short and to the point as usually the prospect will lose interest after 30 seconds. Most stories only have lifespan of 24 hours anyway. In my opinion the best outlet for this is easily Facebook (insert blog URL). Not only can you choose how long you want your advertisement to run for you can chose how much you want to spend and who you would like it to reach. Remember folk’s ROI comes down to clicks, likes and shares!

Driving Measurable ROI on each Channel

To drive measurable ROI you want to use keywords. These are words that are the main theme or idea of your business or company. For example, for my company we use Beer, Canadian, Lager, and Party. Look these things up on LinkedIn or Facebook and tell me Molson does not come. I dare you! For LinkedIn it is obviously you want quality over quantity of posts. Whereas, if you are focusing on Instagram you may want to post more often to gain the attention of your followers. However, no matter what format you chose you always want to build repour with your followers. Interact with them through posts. Treat this like a business meeting and do not go for a close right away. Do not forget to preheat the oven before you stick in the turkey. If I walked in to a liquor store and said are you going to buy this beer or what before even asking the store owner how they are or what their needs are success is highly unlikely. I truly enjoy how the measurable ROI translates so well to the liquor industry.

Bonus Strategies for Maximizing ROI

In this section Gil tells us to keep posts short. Make sure they have a beginning, middle and end. Make the post eye catching. Make sure you post often and tag your location. Moreover, he talks about how you can drive website visits with the built in YouTube feature. Furthermore, you can use Bitly or Google Campaign to max your views. Always make sure you know who you are trying to target and can peak their interests. Plan and then attack!

Conclusion

My beer is now finished. I am leaving Remedy. Honestly, it was not for me. I prefer to sit at home with my Bud Light and my Vanilla Bean candle. I will use many of the things I learned from this video with my position at Molson. On Monday I am going to suggest we at Molson start a YouTube channel to not only get to know the staff but make fun and interactive content for people to enjoy. Moreover, I feel every liquor rep could have a personal twitter to interact with potential prospects or anyone who is looking for more information about about Molson. We could also post games and contests to our facebook page. During this Covid-19 crisis we could can water and send it to those in need as we did during the fires of Fort McMurray and Tweet, Facebook and Instagram and YouTube about it. I hope you enjoyed this overview of Social Media Marketing ROI by Carlos Gil. See you in the next one.