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Unit 4: Social Media Interaction and Analytics

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UK Arts Administration

on 16 July 2018

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Transcript of Unit 4: Social Media Interaction and Analytics

Unit 4: Social Media Interaction and Analytics
2. Social Media Analytics
3. Social Media Strategy
Social Media Strategy Template
1. Social Media Interaction
What Is Social Media Engagement
https://sproutsocial.com/insights/what-is-social-media-engagement/
Social Media Effectiveness for Public Engagement: An Example of Small Nonprofits
https://nonprofitquarterly.org/2018/01/26/social-media-effectiveness-for-public-engagement-an-example-of-small-nonprofits/
{community engagement}
How To Turn Social Media Followers Into Donors
https://www.classy.org/blog/how-to-turn-social-media-followers-donors/
{conversions}
Lead Conversion with Social Media
https://blog.kissmetrics.com/lead-conversion-with-social-media/
PROMOTE YOUR CAMPAIGN
Which Social Media Metrics Should Nonprofits Keep Track Of?
http://nonprofithub.org/nonprofit-technology/which-social-media-metrics-should-nonprofits-keep-track-of/
How to Track Social Media on Four Social Networks
https://www.socialmediaexaminer.com/how-to-track-social-media-metrics-on-four-social-networks/
26 Free Social Media Analytics Tools
https://blog.bufferapp.com/social-media-analytics-tools#native-social-media-analytics
{third-party tools}
MEASURING
ROI
https://www.socialmediaexaminer.com/5-tools-to-measure-social-media-roi/
5 Tools to Measure Social Media ROI
ROI
HOW TO TRACK
https://vtldesign.com/digital-marketing/social-media/how-to-track-social-media-roi-using-google-analytics/
How To Track Social Media ROI Using Google Analytics
Create, Edit, and Share Goals
{Google Analytics}
https://support.google.com/analytics/answer/1032415?hl=en&utm_content=buffer63e56&utm_source=buffer&utm_medium=twitter&utm_campaign=Buffer
OUTLINE
SOCIAL MEDIA PLAN
SOCIAL MEDIA PLAN
WITH ANALYTICS
facts
figures
concepts
REVIEW
https://docs.google.com/document/d/1Whk4KuGSXO9Mu-Cc3Q1atI85p5ZhvzJcD5y471Iq5dI/edit?usp=sharing
Section I.
The Organization and Strategy Overview
The EVENT
*real or fictitious event
S.M.A.R.T. goals
Who is your target audience?
How will you measure success?
Section II.

Communication Platforms and Methods of Engagement
one social-media channel
one topic
3
BUILD
Social Media
Posts
Hamilton
post
post
post
CUSTOMER
LIFECYCLE
The Definitive Guide to Social Media Marketing
https://drive.google.com/drive/folders/0B9wK7RORTU6tcS1XMWlNci14dWM
Adobe Spark
https://spark.adobe.com
post's text
Adobe Spark post, page, or video
In strategy document, include:
Stage 1:
Your first social media post will bring awareness to people who may not know anything about your chosen arts organization.

Stage 2:
The second form of engagement should be an interaction.

Stage 3:
The third, and last, form of engagement should be a call-to-action, which will hopefully lead to a ‘conversion.’
The scheduled posts....
in advance of the event.
Section III.
Campaigns
How it will happen
How it will happen
How it will happen
How it will happen
EVENT
name
date
topic
call-to-action
Describe frequency of posts in greater detail.
messaging schedule
Section IV.
Results & Targets
channel
conversion (or sale)
{logical conversion path}
target audience
channel
promotion post
audience clicks
then what?
2 tickets
$XXX.XX
CHECKOUT
Billboard
Magazine
Newspaper
Email
Social media
ESTIMATED CONVERSIONS
50
25
15
35
??
Next Steps
combine and organize
writing your final social-media-strategy proposal
page 18
26 Free Social Media Analytics Tools
https://blog.bufferapp.com/social-media-analytics-tools#native-social-media-analytics
Full transcript