One of the main reasons that I am glad that they aren’t around anymore is that no one, including me, connected with this project ever asked the question: What do you want this site to do for you? Of course now I ask the question as a matter of routine.

What I am noticing now that time has passed, business owners are doing the same thing with social media. ” We need a social media presence” and that’s the end of the sentence, and I suspect, the end of the thought process. That’s unfortunate, because with social media, you’re playing with fire.

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Brand Love

So how does a company build a community around their brand? There are a few steps, and not all of them are simple.

Define your brand as a persona: What does your brand like? Dislike? Stand for? Stand against? What is the ethos of your brand? What is your brand promise? Your brand story? And what kind of car would it drive? Some of these questions sound silly, but you’ll need to look at your brand as an individual actor amongst a group of actors in the social media ecosystem.

Once you have defined your brand as a persona, then develop a list of keywords that have a connection to your brand. This is a good time to break out that mind-mapping app and gather people who know your brand and whose judgement you trust. The more diverse the group the better.

Now that you have found your brand’s persona, who are the people that would gravitate towards the products and services that represent your brand at it’s best? What do they like? Dislike? Stand for? Once you have identified that audience, then come up with the keywords that connect to that audience.

See how those keywords mesh. When you combine those lists, you may come up with new keywords. Make that your master list.

Now, if you haven’t already, set up your social media touch points; Facebook and Twitter at a minimum. Once those are set up, make sure that all of your other touch points mention your social media presence. Current customers can be a great way to build your fan base.

Okay. So everything is set up to go after new fans. Four steps:

Invite: Through your social media and other channels, invite your target audience to join your fan page or follow you on Twitter. You can find these people by searching the Twitterverse or Facebook using your previously developed keywords and see who comes up. Engage them honestly in your authentic brand voice and ask them to check you out. Some will, some won’t. The trick is to keep at it.

Incentivize: Integral to the invite process is to create an incentive for them to like your brand or follow you. This incentive needs to align with the values of your brand and the values of your audience. If your brand is aligned against an environmentally-conscious group, perhaps a $1.00 contribution to reduce their carbon footprint for every like might get them to sign up.

Impress: Show your audience how authentic your brand is and gain credibility with this group and their trust. Give examples of when you’re putting your money where your mouth is, or show real world examples of how your product is helping people just like them.

Interact: Here is where many businesses drop the ball. Once you have initiated a conversation with your audience, you must continue to communicate with them and respond to them as if you are in a real conversation (because you are). You must also remember that your brand is just one of the people speaking in this many-to-many communications model. Of those that actually try your product or service, make sure that they are blown away. If you do create an impression on (hopefully delight) a customer, invite them (again) to make their thoughts known on your social media page, regardless of their experience. They will feel heard. Through this process, you will create brand advocates who will make the job of getting new sign-ups easier.

Remember those keywords? When you make a post, any post, make sure that at least one of those keywords are included in every post or tweet. Make good use of the hash-tag (#) in Twitter AND Facebook. This will make it easier for others to find you. Over time, your brand will become associated with those keywords and in the minds of your new, growing, vibrant fan base.

Mind map of social media strategy for Celebrations on Market

I’d love to hear any thoughts you may have on the subject and any details about your experience creating/maintaining your social media strategy.

So let me give you a little more background: The user is presented with a Facebook ad that directs them to a landing page within the site. It is not a dedicated landing page per se, it is a page within the site that is germane to the ask in the ad. The user is instructed to read an excerpt from the author’s latest book. When a user clicks on the excerpt link, then we consider that a conversion goal achieved.

Landing Page for Facebook ads

This is a landing page screenshot for Cal’s Facebook ad campaign. In an effort to boost conversion rates, I added the badge on the first read. So far the numbers have gotten a small boost, running at about 11 15% since implementation. Actual landing page.

Conversion rates have been running from 0% on some days to over 20% on others, coming in at around 11 15% on most days. The research that I have done has indicated that I might be in the right range, although this is not quite a sales pitch nor is it an opt in. What I have noticed is that users are exploring the rest of the site which is good for brand engagement.

Email marketing opt-ins are coming in steadily at 1 per day, so a nice little audience is building which will make future marketing efforts that much easier.

More to come!

The smaller the audience, the more specific and compelling the marketing message can be. The practice of delivering messages to very small audiences is called microtargeting.

As a marketer that serves small businesses, I rely on Facebook’s ability to make microtargeting easier. I am currently working on a second round of Facebook ads for my client, author Cal Smith. With some research, we were able to microtarget based on similar authors.

Originally, we lumped all of those people together and delivered a fairly generic message. The ads performed fairly well, around .028% CTR. But the cost per click began to rise steadily and conversions are very low. So once that campaign ran its course, we looked at new ways to reach that market.

We broke the larger group into smaller groups, groups that centered on one author, not all of them. We selected the three authors that are most similar in style to Cal and created targeted messages that let the reader know why they were seeing that message.

So far, the ads are performing splendidly. CPC is extremely low and the CTR is close to .16%! I’m sure that it will level off, but so far, Cal and I are pleased.

Check back for updates!

So both of these ads are running and are targeted to the same group of people: those that are 30 years old and above, who are not already fans of M19 MEDIA and live within 25 miles of Wilmington, DE. That comes out to about 186,000 people. I am reaching about a tenth of those people, but that is okay. I am only working with a $50 budget for the entire campaign, which was what my budget app recommended. I want to keep the reach small.

Facebook has added a Social Reach category, and it tells you the number of people that are friends of current fans. Your fan base can be leveraged to boost your click through rate (CTR) without having to do anything!

So up until two days ago, the icon was winning hands down in all categories, posting a healthy .039% CTR, kicking a** in impressions and social connections. Now the image is having a late surge with a mind-boggling .057% CTR (that number will certainly decline). There is still some time left in the campaign, and after tweaking the amount per click that I am bidding we’ll see how the numbers will pan out. Stay tuned!

UPDATE:

The campaign is winding down. With only $10 left in the lifetime budget, there’s little that can happen now to drastically change the statistics. The icon is the winner! Posting a healthy .020% CTR, it beat the image hands down. The image achieved a respectable .014% CTR.

While this is no means an exhaustive study, it does mean that mixing up your creative is the best way to maintain viewer interest and determine which approach is resonating with your audience. Test, test and then test again until you get your desired results.