DIGITAL MARKETING AND SOCIAL MEDIA COMMUNICATION FOR THE NSS EPALE CY TEAM AND STAKEHOLDERS

Transcription

1 DIGITAL MARKETING AND SOCIAL MEDIA COMMUNICATION FOR THE NSS EPALE CY TEAM AND STAKEHOLDERS 6 και 7 Ιουνίου, 8:00 π.μ.-15:00 μ.μ. Παιδαγωγικό Ινστιτούτο Κύπρου, Αίθουσα Π206 THE SEMINAR WAS HELD DURING THE IMPLEMENTATION OF THE EPALE PROGRAMME ELECTRONIC PLATFORM FOR ADULT LEARNING IN EUROPE

2 INTRODUCTION 2 INTERNET MARKETING STEPS LEAVE IMPRESSIONS GET CLICKS WEBSITE GET CUSTOM ERS GET LEADS

3 WHAT HAPPENS IN THE DIGITAL WORLD IN 60 SECONDS 3

4 SOCIAL MEDIA - BENEFITS BENEFITS BY USING SOCIAL MEDIA Build your presence Interact with customers and your community Networking and spreading news Advertising Raise awareness Influence desire Generate leads

5 SOCIAL MEDIA 5

6 SOCIAL MEDIA 6 FACEBOOK KEY FACTS Worldwide, there are over 2.20 billion monthly active Facebook users for Q In Europe, over 307 million people are on Facebook. 1 billion people on average log onto Facebook daily and are considered daily active users (Facebook DAU) for March 2018, which represents a 13 percent increase year over year Highest traffic occurs mid-week between 1 to 3 pm. On Thursdays and Fridays, engagement is 18% higher.

7 FACEBOOK USAGE AMONG KEY DEMOGRAPHICS 7

8 SOCIAL MEDIA 8 5 REASONS WHY YOU SHOULD USE FACEBOOK PAGES 1. Brand Awareness 2. Customer communication & Support 3. Referrals & Reviews 4. Web Traffic 5. SEO

9 SOCIAL MEDIA 9 BUILD A FACEBOOK PAGE Convinced? Let s build your own facebook page!

10 SOCIAL MEDIA 10 PHOTO ELEMENTS DIMENSIONS Profile photo: 180 x 180px Cover photo: 828 x 315 px Shared link thumbnails: 450 x 235 px News feed link photo : 1200 x 628 px

11 SOCIAL MEDIA 11 FACEBOOK PAGE POST TYPES

12 SOCIAL MEDIA 12 PHOTO POST TYPES

13 SOCIAL MEDIA 13 TYPES OF ENGAGEMENT What types of engagement do you know? Which one is the best and why?

14 SOCIAL MEDIA 14 HASHTAGS hash tag: A word or phrase preceded by a hash mark (#), used within a message to identify a keyword or topic of interest and facilitate a search for it. Hashtag Basics Rules If you re using hashtags for their intended purpose (categorization and discovery), don t string too many words together with a single hashtag. On most networks, if you use a hashtag on a public account, anyone who does a search for that hashtag can find your post. Don t #spam #with #hashtags. Avoid over-tagging a single post or adding them to every word. Use hashtags only on Tweets relevant to the topic. Trying to get attention by using a mismatch between the content of your Tweet and hashtag use won t do you any favors if people are annoyed.

15 SOCIAL MEDIA 15 HASHTAGS HOW TO USE HASHTAGS (DO!) DO CATER HASHTAGS TO THE SOCIAL NETWORK YOU RE USING DO COME UP WITH RELEVANT, UNBRANDED HASHTAGS DO BE SPECIFIC WHEN USING HASHTAGS CREATE YOUR OWN HASHTAG! Tools to find and manage your hashtags 1. Hashtagify.me 2. RiteTag 3. Tagboard HOW NOT TO USE HASHTAGS (DON T.) DON T GO TOO LONG OR TOO C DON T HAVE MORE HASHTAGS WORDS DON T HASHTAG EVERYTHING

16 SOCIAL MEDIA 16 INSIGHTS

17 SOCIAL MEDIA 17 FACEBOOK GROUPS A Facebook Group is a place for group communication and for people to share their common interests and express their opinion. They let people come together around a common cause, issue or activity to organize, express objectives, discuss issues, post photos and share related content. KEY FACTS More than 100 million Facebook users belong to groups Any Facebook user can make a Group Some Groups let anyone join but others might be private Some Groups are secret and can't be searched for, in which case a qualifying Group member has to invite you Leaving a Group will not notify the other members Only the creator of the group and anyone they make an admin has the power to invite someone to a Group You can create events, upload pictures/video and share files within a Group

18 SOCIAL MEDIA 18 FACEBOOK GROUPS POST TYPES

19 SOCIAL MEDIA - INSTAGRAM 19

20 SOCIAL MEDIA 20 INSTAGRAM KEY FACTS Instagram has about 400 million active daily users 48.8 percent of brands are on Instagram 50 percent of people on Instagram follow at least one brand In 2017, top brands are posting 4.9 times per week on Instagram The best times to post on Instagram are: Sunday: 5pm Monday: 7pm and 10pm, Tuesday: 3am and 10pm, Wednesday: 5pm, Thursday: 7am and 11pm,Friday: 1am and 8pm, Saturday: 12am and 2am

21 INSTAGRAM USAGE AMONG KEY DEMOGRAPHICS 21

22 INSTAGRAM POST 22

23 SOCIAL MEDIA - TWITTER 23

24 SOCIAL MEDIA 24 TWITTER KEY FACTS Worldwide, there are over 330 million monthly active users 280 characters per tweet Twitter has increased their year over year Daily Active Users (DAU) by 12 percent yearover-year Advertising cost-per-engagement (year over year) for Twitter has decreased by 54 percent for Q According to emarketer nearly 66 percent of the businesses who have 100 or more employees have a Twitter account and expect it to rise into 2018 Tweets with hashtags had 2 times more engagement than those without, and 55% more Retweets.

25 TWITTER USAGE AMONG KEY DEMOGRAPHICS 25

26 TWITTER PHOTO POST characters limit photo logo?

27 SOCIAL MEDIA 27 TWITTER PROFILE It s time to create your twitter account! Don t forget your Profile photo dimensions: 400 x 400px Header photo dimensions: 1500 x 500px Channel description Tip: 1. Add to your description hashtags! 2. Choose your brand colours for your profile!

28 INTRODUCING TWITTER LISTS 28 A List is a curated group of Twitter accounts. You can create your own Lists or subscribe to Lists created by others. Viewing a List timeline will show you a stream of Tweets from only the accounts on that List. Extra information List limitations: up to 1,000 list per account & up to 5,000 users per list You can add people to them without actually following them. It is a powerful and discreet tool for the market monitoring of your competitors. When you add someone to a private list they won t be notified that they have been added to such list More than anything, having lists saves you time. CHECK OUT IFTTT FOR CUSTOMISED LIST AND TRIGGERED ACTIONS

29 YOUTUBE 29

30 30 YOUTUBE KEY FACTS The very first YouTube video was uploaded on 23 April The total number of people who use YouTube 1,300,000,000. YouTube gets over 30 million visitors per day Female users are 38% and male users are 62%. Approximately 20% of the people who start your video will leave after the first 10 seconds. Create a damn good intro.

31 31 YOUTUBE CHANNEL Let s create your youtube channel! What we will need? A gmail account. Small description A profile picture with dimensions: 800 x 800px A cover image/artwork with dimensions: 2560 x 1440 To create a custom URL for your channel, your account needs to: Have 100 or more subscribers Be at least 30 days old Have an uploaded photo as channel icon Have uploaded channel art

32 SOCIAL MEDIA 32 FACEBOOK ADS Here's some info about Facebook Ads: Ads can appear in News Feed on desktop, News Feed on mobile, and in the right column of Facebook on desktop. Ad content is sometimes paired with news about social actions that your friends have taken, like liking a Page. Facebook doesn't sell your info to advertisers. Facebook actively enforces policies that help protect your experience with third-party apps and ad networks.

33 SOCIAL MEDIA 33 FACEBOOK ADS Are you aware of the 20% rule?

34 SOCIAL MEDIA 34 FACEBOOK AD EXAMPLE

35 SOCIAL MEDIA 35 FACEBOOK AD EXAMPLE

36 SOCIAL MEDIA 36 FACEBOOK AD EXAMPLE

37 SOCIAL MEDIA 37 INSTAGRAM AD EXAMPLE

38 SOCIAL MEDIA 38 FACEBOOK ADS - CUSTOM AUDIENCES Ads manager gives you the opportunity to target specific audiences according their online behaviour

39 GOOGLE ADWORDS 39

40 4 0 WHAT IS GOOGLE ADWORDS AdWords is an online advertising tool that helps businesses connect with their customers. You create your online ad, tell AdWords who you want to reach, and AdWords brings your ads to them. That s basically it. HOW IT WORKS People use keywords (or search terms) to search for specific products and services If the keywords you ve chosen match what people search for, your paid ad appears next to or above organic Google search results When people click on your ad, they ll go to your website to learn more or buy

41 41 BENEFITS Measurable With Google AdWords, every single aspect of your marketing campaign is measurable Cost effective You only pay when someone clicks on your ad (i.e. you pay per click) and you determine exactly how much you want to spend Maximum relevance Every single time a search term or keyword is put into Google s search engine, an ad auction takes place. This ad auction determines the order of how the most relevant ads will be organized on the search results page. Highly Targeted Language, time, interests, placements are some of the major target Remarketing Retargeting involves showing paid ads to users based on their past web activity on your site.

42 42 STRUCTURING YOUR CAMPAIGN Organize your account into separate campaigns, with each campaign focusing on a single business goal such as driving traffic to website

43 43 AD TYPES Text - words only Maintain ads quickly and easily. Reach customers when they search on Google. Use Ad extensions to provide additional details and contact information that can make your text ads more relevant to customers. Responsive - words and images Responsive ads automatically adjust their size, appearance, and format to fit available ad spaces. They can transform into text or image ads. Display/Image - Static or interactive graphics Showcase your product or service in a visual way. Reach customers on websites that partner with Google. Video - Video ads that show online Deliver a rich and engaging experience to customers. Reach customers on websites that partner with Google.

44 44 KEYWORD SELECTION GUIDE Think like a customer RESEARCH FOR NEW KEYWORDS Use Google Keyword Planner Review your search terms

45 Search Engine Optimisation 45

46 Search Engine Optimization 46 WHAT IS SEO? Search engine optimization (SEO) is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. Here's how it works: Google (or any search engine you're using) has a crawler that goes out and gathers information about all the content they can find on the Internet. The crawlers bring all those 1s and 0s back to the search engine to build an index. That index is then fed through an algorithm that tries to match all that data with your query.

47 Search Engine Optimization 47

48 Search Engine Optimization 48 ON-SITE SEO On-site SEO (also known as on-page SEO) is the practice of optimizing elements on a website in order to rank higher and earn more relevant traffic from search engines. On-site SEO refers to optimizing both the content and HTML source code of a page. On-page ranking factors can have a big impact on your page's ability to rank if optimized properly. The biggest on-page factors that affect search engine rankings are: Content of Page, Title, Image alt text, Url An ideal web page should do all of the following: Be hyper-relevant to a specific topic (usually a product or single object) Include keywords in page title Include keywords in URL Include keywords in H1 Include keywords in meta description Provide unique and original content about a given subject

49 Search Engine Optimization 49 OFF-SITE SEO What is off-site SEO? "Off-site SEO" (also called "off-page SEO") refers to actions taken outside of your own website to impact your rankings within search engine results pages (SERPs). This is accomplished by other reputable places on the Internet (pages, sites, people, etc.) linking to or promoting your website, and effectively "vouching" for the quality of your content.

50 Search Engine Optimization 50 BACKLINKS What are backlinks? Backlinks, also called "inbound links" or "incoming links," are created when one website links to another. The link to an external website is called a backlink. Why are backlinks important? Backlinks are especially valuable for SEO because they represent a "vote of confidence" from one site to another.

51 Google Analytics 51

52 Google Analytics 52 WHAT IS GOOGLE ANALYTICS? Google Analytics gives you the digital analytics tools you need to analyze data from all touchpoints in one place, for a deeper understanding of the customer experience. You can then share the insights that matter with your whole organization. GOOGLE ANALYTICS KEY FACTS Build a complete picture. Understand your site and app users to better evaluate the performance of your content, products, and more. Get insight only Google can give you. Access Google s proprietary audience data and machine learning capabilities to help get the most out of your data. Connect your digital analytics to results. Google Analytics is built to work with Google s media and publisher products so you can use your digital analytics insights to drive real impact. Make your digital analytics data work for you. Process and share massive amounts of data quickly with an easy-to-use interface combined with shareable reports.

53 Google Analytics OF THE MOST IMPORTANT GOOGLE ANALYTICS METRICS TO TRACK NEW OR UNIQUE VISITOR CONVERSION SOURCES FOR INCOMING TRAFFIC INTERACTIONS PER VISIT (PAGES/SESSIONS) RETURN VISITOR CONVERSION VALUE PER VISIT BOUNCE RATE SITE SPEED EXIT PAGES PAGE VIEWS AVERAGE SESSION DURATION

54 THANK YOU FOR LISTENING!