Gubaidulina Maria
Everything a business needs the Internet for is sales.
For sales, the business adapts all the tools available to it on the network. At first it was contextual advertising and SEO, then media advertising and special projects on visited portals. Now there is SMM.
However, unlike previous tools, the result of SMM cannot be calculated only in impressions or clicks. The value of work on reputation management and promotion in social media usually complex. And although it improves sales performance, and sometimes is their source, nevertheless, the dependence on sales is not direct, as in the context (clicks lead to calls), but with some intermediate result. This is the main difficulty in building a competent and effective SMM.
expectations
The expectations of clients who come to us for SMM are very different. It can be:
Loyal customers.
Sales from new sources.
Upselling to current customers.
Increase in the average check.
Repeat sales.
Good reputation (including for the recruitment department).
Retention of potential customers.
Reality
However, often their appeal is caused by some problem. Here are the most common ones:
1. Impact on public opinion turns into a wave of indignation and revelations (black PR).
A striking example of such a situation is the Utkonos campaign, when one day top bloggers wrote similar posts that they used the services of the store and were very satisfied. Naturally, such activity was immediately noticed, it caused a wave of indignation and ridicule, the name "Duckbill" even became a household name in the advertising environment, as an example of an unsuccessful RK.
We also heard about clients who offer to massively flood the network's forums with discussions and comments recommending their products in a month. In such situations, you need to imagine what a product can give people that will make them all go online at once and write a positive review about it. Almost nothing. This is a very dangerous job for the client's reputation.
2. Budgets don't justify themselves.
For example, the client insists that he wants to be present at all in social networks. He creates, maintains and promotes accounts in 4 networks, invests, but does not see a return that can compensate for such costs. It is important to understand here that SMM is not a direct sales channel. These are tools that can improve sales, but do not create them in direct proportion. Therefore, the budget for them can be a certain percentage of advertising expenses, and the client must understand well what he will get in the end.
3. It seems to work, but we don't know what it gives.
If the client has not formulated for himself why he needs SMM, and has not agreed with the contractor on the criteria for the effectiveness of his work, then he will definitely come to the question: “What does working in networks give me, why do I pay for it?”. Work is effective when you get what you expect from it.
Step one
First you need to understand whether your company needs SMM, your business specifics. Yes, despite the fact that almost any audience can be found on the Internet, not all business areas are equal conditions to the interests of the audience.
Here is a list of those to whom Registratura.ru primarily recommends SMM:
Famous brands.
Products related to sports, health, beauty (manufacturers or large dealers).
Goods related to children (manufacturers or large dealers).
Expensive goods where the reputation of the seller is important (cars, travel).
Large online stores.
Internet-shops selling chips.
step two
Once you have determined that SMM is useful to you, make sure that you have all the conditions in order to make the work effective.
- conversion site. SMM will either create traffic or improve its quality. In both cases, your site must be ready to turn this traffic into sales. The site should have feedback forms, the ability to buy or make a calculation, see prices or order back call. Check how many opportunities you have on the site to go directly to the client. If only 1 or 2, then before spending money on SMM, spend it on a conversion audit and redesign. You will get the effect immediately on sales.
- Analytics system. To be able to see the results of campaigns and analyze them, you need a statistics system (Google Analytics is the simplest). It is important not only to connect it, but also to set up Goals, as well as Ecommerce, if you are an online store. Goals show what percentage of the audience on the site met the conditions you set. For example, viewed more than 3 pages, stayed on the site for more than 3 minutes, clicked on feedback, ordered a call, put the goods in the basket, paid for the order, made a calculation, etc. You determine the goals yourself. Just do not spray, it will confuse you in the analysis. The optimal number of targets is 3.
- A clearly defined Goal. It's still too early to talk about KPI, you just have to decide what your company personally needs in the first place from SMM: solving reputation problems, gathering a loyal audience, brand support, or something else. If you want to order SMM, because many are doing it now, then first order an audit of the current situation (most companies do it for free) in order to understand if you have problems with communication with your customers, and if so, how to solve them.
- Budget. Decide for yourself how much budget you are willing to spend on SMM. Remember that if you appeared on social media, then leaving it will already be noticeable and ugly. We conclude a contract immediately for six months with an extension, and the first months the audience is only swinging and there is little benefit from it. What is the budget for PR? We generally recommend spending no more than 25% of advertising costs on selling tools (context, SEO, etc.). Of course, this is not a universal rule, for example, brands can spend a much larger percentage on PR. But it can be used as a guide for a business that is looking for its customers online.
Step Three
Now that we know in general what we want and how much we are willing to spend on it, we need to choose a platform for work. To work everywhere means to dissipate efforts and budget and reduce the effect at times on each specific site. Here are some tips on how to choose the most promising place for promotion:
- Analyze your audience, its main characteristics, interests, indirect signs by which it can be found, habits, features.
- Compare it with the general data known about the social media network. VKontakte, for example, has its own page where it publishes audience statistics: http://vk.com/about The same data can be found on other sites.
- Selection of the primary pool of sites based on the Goal. Remember what goal you set for yourself. If, for example, you want to level the negative, then you need to choose sites with negative if you want to get feedback from target audience, choose popular thematic portals and groups.
- Statistical check. See where people come to your site naturally from, look at the quality of the traffic. If you choose between two networks, and people are already coming to your site from one, choose it, they already know about you and are interested in you.
- Analysis of competitors. In which networks are your competitors most active? They have more active groups, more members, more write about them. If they invest in some kind of network, if there is activity there, then the network suits you.
Step Four
After we have made our choice on the site or sites, we need to decide on the tools of work. To begin with, it is not necessary to immediately invest the entire budget in promotion. Yes, we spent a lot of time choosing her. But we can save even more if we test it and see if it meets our expectations.
To do this, we measure the current indicators of attendance and traffic quality in statistics. We're doing a test. The test is a low-budget placement on the web. For example, you can place a survey or post in a popular group on a related topic, launch targeted advertising, or “sow” information about interesting promotion on the site. The options depend on the expected results (likes, clicks, comments).
After the test, we analyze the results and decide whether we continue to work on this site (whether we are satisfied with this result), and what tools we will use.
Step five
It is at this moment that the logical finale of our decision will be the choice of specific performance indicators (KPIs), by which we will determine the success of our work towards the Goal.
What should be the KPIs:
1. They must be measured in numbers.
2. There must be specific independent tools or techniques that will give us these numbers. These can be: site statistics, site statistics, independent statistics collection programs, search engine results, search query statistics. Empirical knowledge does not count.
3. They must be consistent with our Purpose.
We must remember that SMM has a tactical and a strategic effect. Tactical we measure in KPI. Strategic is determined by the goal.
Here are some examples of such KPIs and methods for their accounting and analysis.
reputationalmanagement
KPI:
The percentage of positive reviews in the TOP-20 search results for key queries is more than 70%.
On 20 popular portals of similar subjects, there is a constant discussion of the product and the client, recommendations and consultations are given, on each site there is at least 1 link to the site.
At least 15% of search results for key queries are third-party information with a client's recommendation.
Accounting and analysis:
Site statistics (growth of those who repeatedly returned to the site, increase in natural traffic and its quality, clicks on links),
Search results (percentage of third-party positive information about the client, the percentage of positive and negative on the forums)
Account management insocial media
Target:
Growth in sales due to a new audience from networks.
Growth average cost check (additional sale).
Growth of active participants.
Feedback growth.
Growth of transitions from the group.
Improving the quality of traffic.
Accounting and analysis:
Site statistics (growth of clicks from the network, the appearance of those who returned from the account, a slow improvement in the quality of traffic),
Site statistics (increase in audience activity, increase in likes, views, participants in contests and surveys, increase in comments and natural reviews).
Promotion insocial media
Target:
Growth in sales through new sources.
Selling price reduction.
KPI(depending on the tool and statistics capabilities):
Coverage of the target audience (social networks, blogs, portals).
Number of impressions, transitions, entered.
Number of active on the first visit to the group.
Number of conversions.
The cost of an impression, a click, an incoming.
The cost of a sale or conversion to a goal.
Accounting and analysis:
Site statistics (number of clicks, quality of traffic, number of conversions by goals or e-commerce, cost per sale or conversion per goal).
Site statistics (reach, clicks, cost per impression, click, joiner).
Account statistics (number of new members, audience activity during the first visit).
For all these indicators, it is necessary to look and analyze the dynamics from month to month. You can set planned KPIs so that you have something to strive for and what to focus on. But in this case, it is necessary to take into account the starting situation and the possibilities of PR tools when working in a “do no harm” environment. For example, 70% of search results, if desired, can be done in a week. But such a tactic will most likely have the opposite effect (indignation of the members of the forum) and will require many times more funds and efforts from you to correct the consequences.
When you work in SMM, always remember your ultimate goal and KPI, constantly adjust your actions in accordance with them.
SMM will be profitable when our expectations meet real achievements within budget.
In addition, plan your SMM activity with an eye on the complex of your Internet promotion. Use SMM to support other online marketing methods.
- How to develop an SMM campaign that will sell a product/service?
- What social networks to choose?
- What should be the posts?
- How to analyze efficiency?
All this is in our case today - we will consider each item in theory and practice.
Theory
8 Steps to Create the Right SMM Campaign
- Goals
As a rule, 10 out of 15 people who receive an invitation join the group.
- Barter groups
Groups with one target audience and geography of work were selected - online stores for the sale women's clothing with approximately the same number of subscribers. On the agreed dates, posts were exchanged in groups.
- Placing paid posts
In the city groups of Kostroma and St. Petersburg (those cities that the Yarko company focuses on), reposts of the competitive post from our group were made.
- Holding a competition
Thanks to the Golden June contest, the winner of which was chosen by the largest number of reposts, the group doubled in size - the growth of subscribers amounted to about 1200 people.
It should be noted that after the competition, the exit of participants was minimal. Next, a campaign was launched to maintain interest among users. The collected number of subscribers has been maintained to this day, which indicates interesting content for users.
- Targeted advertising VKontakte
Payment method - for transitions.
Target audience: 18-42, the cities of Kostroma and St. Petersburg.
During advertising campaign We also set up ads for different age groups: 18-24, 25-33, 34-42. At the same time, each segment has its own title for the ad. Those appeals that work for an 18-year-old girl will not interest a 40-year-old woman.
The greatest response was from the audience aged 18-33. Ads with the highest CTR:
Ads changed every 3 days - as soon as the CTR fell, and the increase in cost per click did not work.
results
On the this moment there are more than 2150 people in the group.
The greatest coverage was observed during the competition. At the end of August, there is a slight decline - our SMM specialist went on vacation. Despite the planned publications, it is important permanent job with the audience, provoking communication. Now you probably understand the importance of the SMM system work.
At the moment, we have not spent a dime on promotion on Facebook.
It should be noted that in this social network, compared to the rest, it is more difficult to “rock” the audience. Activity in jewelry-themed groups is observed only with the number of subscribers 1000+. But we managed to reach the target audience and establish contact.
That's why the only way attracting subscribers to the group - manually sending out invitations (similar to Vkontakte) and sending requests to friends.
Requests are sent to a hot audience: active users corresponding to the portrait of the target audience, in groups of partner manufacturers. And they work better than invitation messages.
Reposts are also made to the consultant's page, where users actively interact with the content.
Results: At the moment, 164 people have subscribed to the page.
The increase in the number of comments in July was due to the competition, one of the conditions of which was to leave your serial number in the comments under the post. Comparing the figures for June and August, the number of comments has doubled.
General results for 3 months of work:
Subscribers: In contact with +1150 followers, Facebook +167 , Instagram +430 .
Want also? Place an order for our services
The main problem of any novice SMM specialist is that there are no clients. That is, there are many companies on the market that are even willing to pay, but usually a person still enters into a stupor and cannot decide to offer their services. After all, it is important not to harm here, and yet you cannot show the existing cases of work. What to do and how to learn how to make money in SMM with complete zero and good results?
1. Find a customer in the service industry who needs orders. Hire those who do hair, makeup, waxing, eyelash extensions or eyebrow tinting. You can find novice masters who, like you, urgently need clients. You will not take payment for your work (at first). It is important for you to gain the trust of a person, to show your effectiveness. As soon as the first orders go, it will become inconvenient for the master himself not to pay. It is advisable not to take clients from Moscow or the region. There are a few tricks to progress here. Firstly, the masters who work in Moscow charge the highest checks for their services. It may be psychologically difficult for you to promote such specialists. Secondly, it’s easier to move in the regions, sometimes you won’t find a service at an affordable price for the whole city during the day with fire.
take clients in the regions
2. Do not take on several projects, do case by case and always finish what you started. The problem with many professionals is that they take a few cases and then just drop them. You must understand that working on any project will require you to be resourceful. It is impossible to make a project, but at the same time apply template promotion methods. Any training in SMM consists of cases and demonstrations of opportunities technical systems. This is all that the teachers in the courses can give you. When it comes to real projects, you yourself have to turn your head and work, work very hard.
get the job done
3. How to make paid clients from free clients? Only a foolish person will refuse to work with you if you are really good at your job and bring clients. Even if the master to whom you deliver leads does not start a conversation about payment, you can remind him of this. By the way, you need to create accounts yourself to track the number of sales that happened thanks to you. In this case, you save a case that can be shown potential clients to close them to sell your SMM services.
You can work for free only for the first month. Consider this a start, and therefore spare no time and effort, because the quality of the portfolio will determine how much money you can really earn in a couple of months after starting your work as an SMM manager.
Services in the field of SMM are not only promotion of Instagram. There are always new social media platforms that you can explore as well. Every month, social networks introduce about a dozen changes. Therefore, the profession of a specialist in the field of SMM will become more and more in demand.
The Summit program includes the world's best examples of brand promotion in new media, integration of all communication channels, digital, social and mobile technologies in marketing and advertising. You are waiting for presentations of leading brands, debates with opinion leaders, master classes of leading experts, an exhibition digital technologies, entertainment and platforms.
In the meantime, we present you the brightest cases of last year's Digital Branding conference - Best Cases 2017.
The amount of content on social networks increases over time, but the time users spend on it does not. In the increasing flow of information, it is becoming more and more difficult for users to find what they are really interested in, since most of the time is spent on weeding out the excess.
Yakov Ionychev and Ivan Danyushkin from the Deasign agency told how they managed to help the official Subway Russia community not to lose users.
Problem
Solution
Yakov Ionychev, creative director of Deasign, said that immediately after the introduction of algorithmic tapes, the company's customers were offered first of all reduce the number of posts. Many took the situation skeptically.
However, working with the Subway brand has shown that more is not always better.
It was decided to spend the rest of the promotion budget on other activities on the network. For example, the #brightevents contest was launched, interesting topic that it lasted almost a month and consisted not of one post, but of several publications.
Bloggers from the regions were involved in promoting the contest. The average number of their subscribers is about 15-30 thousand people. Each of them was asked to write several posts demonstrating how Subway fits into the concept summer holiday. Subscribers quite loyally accepted advertising publications.