7 infographics show how to develop a social media strategy 0

Posted on October 12, 2015 by Rob Petersen



social media strategy

If your business uses social media, did you jump into it or do you have a strategy? Here’s what the facts say:

  • 92% of marketing believe social media is important to their business (Social Media Examiner)
  • 64% don’t know if their Facebook outreach is working (Social Media Examiner)
  • Only 42% are able to measure social media activities (Social Media Examiner)

While the majority believe social media has a place in the marketing mix, many don’t appear to have a plan.

So this doesn’t happen to you, here are 7 infographics, to account for all different kinds of businesses, that explain how to develop a social media strategy. One should certainly be relevant to your business.

  • KEY SOCIAL MEDIA STRATEGY QUESTIONS: If brand positioning is a critical component of your social media strategy and you like to articulate it with key questions in direct, straightforward language, here are the key questions to be answered to develop your social media strategy.

Social Media Strategy Key Questions

  • STAGES OF THE SOCIAL MEDIA SALES FUNNEL: If the purpose of your social media effort is to connect in ways that show a measurable bottom-line result, then this infographic explains the sales funnel in four stages for you from its widest to narrowest diameters.

Social Media Strategy Sales Funnel

  • SOCIAL MEDIA FOR BUSINESS: If you think social media is more relevant for B2C than B2B businesses, then here is list of Do’s and Don’t for B2B companies.

Social Media Strategy for Business

  • SOCIAL MEDIA ON A SHOESTRING: If you’re going into to social media because your business doesn’t have the money to be pursuing paid media, this infographic provides best practices and plenty of encouragement to help you get there.

Social Media Strategy on a Shoestring

  • SOCIAL MEDIA STRATEGY FOR THE ORGANIZATION: If you believe social media shouldn’t be relegated to an individual or even a department; rather, it should draw from every area of the company. And this cross-functional group should listen, target and learn together, this is the social media strategy from your organization.

Social Media Strategy for Organizations

  • SOCIAL MEDIA STRATEGY FOR NON PROFITS: Social media principles may but the same for all business sectors, but nonprofits definitely behave differently than for profit businesses. Here is how to develop a social media strategy for nonprofits

Social Media Strategy for Nonprofits

  • SOCIAL MEDIA STRATEGY PRIMER: If you’re thinking about which social networks to get into for your social media strategy, then here is a guide with all the key information you need to know.

Social Media Strategy Primer

Do these infographics help determine if your company has a social media strategy? Did any seem particularly relevant for your business? Does your business need help to develop a social media strategy?

15 powerful facts to guide your social media strategy 0

Posted on August 17, 2015 by Rob Petersen



social media strategy #1

Guest post from Nora Flint at TruConversion.

If you think you’re going to hit the social media jackpot just by setting up a Facebook page and creating a Snapchat account, you’re fantasizing.

The landscape has evolved; there’s way too much noise, and users are tired of constant self-promotion.

The good news is, the social media platforms are bigger than ever before. That means, there’s much more you can potentially achieve in terms of reach and brand awareness.

Some brands are doing amazing things in social media. They’re the ones who get it right. So while social media got huge, the rules to succeed changed. Showing up is just not enough.

To help you develop the right social media strategy, we looked in some of the most recent statistics and here’s what we learned.

1. Weekend Posts Generate a Far Better Engagement on Facebook

Sounds obvious, right? Well, the surprising thing is that only 18% of all Facebook posts are shared over the weekend, according to TrackMaven.

The website analyzed over 1.5 million Facebook posts from 6000 brands and the results shown that weekend posts generate 25% higher engagement.

2. Facebook Engagement Levels Vary by Industry

Here’s an interesting data. Interaction levels vary by industry as it all comes down to the type of content people like to talk about.

Depending on what kind of industry you’re in, you may find it harder or easier to create and engaging content, according to SocialBakers.

social media strategy #2

3. Facebook Posts With Hashtags Get 60% More Interaction

When we say ‘hashtags’ people automatically think of Twitter or Instagram. It’s a feature that Facebook introduced just recently (in June 2013), so people don’t expect to see them as much as they do when they’re on Twitter.

The same study from TrackMaven revealed that posts with hashtags see 60% more interaction on average.

To get the most out of hashtags on Facebook, you should use them strategically and link your posts to trending topics and relevant discussions.

4. Video Dominates Otherwise Low Organic Reach on Facebook

Social media analytics company SocialBakers analyzed over 670,000 posts by 4,445 brands and found that native video content has the best organic reach of all types of content on Facebook.

social media strategy #3

However, the data from Ogilvy show that you can only expect to reach about 6% of your followers on Facebook. That’s a major decline compared to 50% reach a year before the study was conducted.

In other words, it makes sense to pay Facebook to boost your content through advertising if you want to reach someone. Obviously, this has a lot to do with the fact that Facebook, now a public company, has to show profits to its shareholders.

5. Youtube Has the Highest Engagement and Lowest Bounce Rate

Speaking of engagement, here are some interesting stats. Shareaholic analyzed over 250 million unique visits coming from social media sites, and it concluded that YouTube drives the best traffic.

social media strategy #4



The traffic coming from YouTube shows the highest engagement and lowest bounce rate. A great example of integrating YouTube into your social media strategy is the #AskGaryVee show.

6. Instagram has the Highest Conversion Rate from Browser to Shopper

Engagement is a great metric. However, no level of engagement can beat the paying customer. At the end of the day, business with no customers is not really a business.

A 2014 study conducted by Olapic found that Instagram is not only the fastest growing social network, it’s also a leader converting your audience to paying customers.

And while Instagram is smaller than Facebook there are 2 more reasons why you should invest in your Instagram strategy.

social media strategy #5

The first one is the cross-posting feature. Once a user shares something related to your brand it can also reach all other networks of that user. The second is more simple; everyone understands pictures, no matter what language they speak.

7. Pinterest Converts Too, But it Takes Time

The first important thing to note about Pinterest is that it’s traffic is low engagement and high bounce rate.

The second thing is, it doesn’t work for every business. Your Pinterest strategy should to be aligned with it’s demographics (predominantly 24-35 y/o women) and the type of content that does well on Pinterest (fitness, travel, design, food, etc.).

The good news is, Pinterest converts pretty well. According to a study by Piqora, one pin is worth 78 cents in sales and the traffic from Pinterest is 10% more likely to convert than the one from Facebook.

But it doesn’t happen instantly. On average 50% of orders happen 2.5 months after the pinning.

8. Facebook Drives the Most Referrals

While data on Facebook reach isn’t too encouraging (unless you pay), it turns out that the users are more likely to click on the links in your post on Facebook than any other platform.

According to a study by Shareaholic Facebook is the top referral platform among all social media sites.

social media strategy #6

That’s an important information if you’re currently running a referral campaign. If you’re not, you should because referrals are the top way to bring down your customer acquisition costs. And as it turns out, Facebook can help.

9. Instagram Has the Highest Percentage of Viral Content

At the time when Facebook posts struggle to reach 6% of your own fans, Instagram is all about good news.

social media strategy #7

According to TrackMaven Instagram has the highest percentage of content going viral. Not only it outperforms all other social networks, it blows them away with 49% of photos and 60% of videos reaching 250+ interactions.

10. Your Top Promoters Have the Fewest Followers on Twitter

Focus on the super-users, the popular advice goes. Well, it turns out it may not be most viable strategy after all.

A social monitoring app Mention analyzed over 1 billion brand mentions on Twitter and on average 91% of those mentions came from users with less than 500 followers.

social media strategy #8

11. Content on LinkedIn Boast The Highest Level of Trust

And what about LinkedIn? It turns out it’s great for B2B. But that’s hardly surprising. What is surprising, however, is that the content published on LinkedIn can be quite effective.

According to a recent user study, LinkedIn users do not only value its content, they also actively seek it as a valuable source of industry news and professional advice. Especially men under 35.

As it turns out, LinkedIn can play a big role in your social media and content marketing strategy.

12. Twitter Users Expect a Quick Response

Twitter can be a great customer support channel. Among the companies using Twitter for customer service are the big brands like Tesco, Nike or Amazon.

It can also be a huge mistake if you don’t pay enough attention to it. According to Lithium study, 65% of Twitter users expect a response in less than 2 hours.

social media strategy #9

And not only that, 60% will take unpleasant actions to express their dissatisfaction if you don’t. In most cases these actions will include publicly shaming the brand on social media or spreading dissatisfaction in another way.

However, if you do respond quickly, you can expect to get a reward. For example, 34% are likely to buy from you, and 43% are likely to encourage friends and family to do so as well.

13. Seniors Are The Fastest-Growing Demographic on Facebook

More than 50% of U.S. adults over 65 are now using Facebook, according to Statista. Additionally, 63% of U.S. adults over 50-64 are also using it.

This makes Seniors 5x more likely to use Facebook than Twitter, where they represent just 12%.

social media strategy #10

Millennials age 18-24 represent the most users on SnapChat, Vine, and Tumblr. In general, the 25-34 age group is the most dominant on Facebook, Google+, Twitter, Instagram, and Pinterest. LinkedIn stands out with 35-44 year-olds leading the way.

social media strategy #11

Source: Social Media Week

According to BI Intelligence, YouTube reaches more adults aged 18 to 34 than any single cable TV network.

14. Social Media has Greatest Impact on the Middle of the Conversion Funnel

According to AOL research, social media interaction usually happens in the middle of the conversion funnel.

social media #12


This is basically the point at which your sales pitch happens. In other words, your strategy should be built around creating trust within potential customers and showing you can provide value to them.

The chart above also reflects that YouTube and Facebook are best for introducing new products to the market. They also show a greater impact on conversion than the other social media networks. Note that Instagram is excluded.

15. Email Totally Beats Social Media With an ROI of 4,300%

What has an email to do with social media? Well, it has a huge ROI. Much higher than any social media network.

According to a survey of the owners of e-commerce sites conducted by Custora, following chart is an overview of where these sites got their customers.

social media #13

The clear winners are organic search, CPC, and email. This statistic only confirms that social media marketing does belong to the middle of the funnel.

What’s even more surprising is that marketing performance of email is getting better and better. Who would have thought after hearing media declare email dead on multiple occasions?

There’s also another metric which email completely dominates. Namely the customer lifetime value (CLV). It turns out email marketing crushes social media by a huge margin.

social media strategy #14

What does it mean for your social media strategy?

It means you should definitely investing in email marketing and combine the two strategies together.

For example, use email marketing to stimulate social media referrals and sharing and likewise, use social media to grow your newsletter.


  • Weekend posts generate 25% higher engagement on Facebook.
  • Interaction levels vary by industry.
  • Use hashtags for better engagement on Facebook.
  • Native video content has the best organic reach of all types of content on Facebook.
  • YouTube traffic is the best in terms of engagement and lower bounce rates.
  • Instagram has the highest conversion rate from browser to shopper
  • Pinterest converts too, but it takes time.
  • Facebook is great for the referral campaigns.
  • Instagram is a clear winner in viral marketing.
  • Your top promoters have less than 500 followers on Twitter.
  • Content on LinkedIn comes with the highest level of credibility.
  • Twitter users are impatient, they expect an immediate reply.
  • Facebook is your social network if you’re selling to seniors.
  • Social media have the greatest impact on the middle of your conversion funnel.
  • Email is the clear winner in ROI.

So what do you think? Which of these statistics has the greatest potential to impact your marketing strategy? Why? Let us know of your views in the comments section below.

Many thanks to Nora and TruConversion for such a comprehensive post. TruConversion helps you turn your abandoned website visitors into leads and future, meaningful sales.Start your conversions with TruConversion today

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10 inspiring brands with a strategy for social media 2

Posted on June 21, 2015 by Rob Petersen



strategy for social media

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” – Seth Godin

To create a brand, a business usually follows the steps of creating a mission statement, core values, competitive differentiation, brand benefits, product messaging, logo, product and/or design, identifying mark, selling idea and the business strategy and measurement plan to achieve the desired results.

How many brands take these tangible and intangible benefits to their social media sites?

Here are 10 inspiring brands with a strategy for social media.

  1. CITROEN: Uses trust as a strategy for sales by letting its Facebook fans design its forthcoming C1 Connexion. It’s the world’s first crowd-sourced car.  Over 24,000 different versions of the final car are submitted. 15,000 extra fans join up. The strategy leads to the sales of 500 cars.
  2. CLEVELAND CLINIC: In a regulated industry generally far behind the content marketing curve, the hospital delivers posts that help people deal with chronic diseases, overcome depression, and the battle to live a healthier life. And all of the content is written by physicians who practice there. No wonder a regional hospital has more than 1.2 million Facebook Likes.
  3. COCA-COLA: Has a mission statement, on their website: 1) To refresh the world – in mind, body and spirit, 2) To inspire moments of optimism – through our brands and actions and 3) To create value and make a difference everywhere we engage. Coca-Cola shares around the globe stories in social media that naturally highlight and unify its mission and values. Its YouTube channel isn’t divided up into smaller sub-channels by country, region or product line, for example. Instead, it features video stories from all over the world in one place.
  4. GENERAL ELECTRIC: Lives up to its “Imagination at Work” slogan. GE’s social media content is dedicated to scientific and technological innovation. They encourage engagement attracting their target with a mission statement that states: “We love science, technology, innovation, and hearing from you! So, say hello.” GE’s Facebook Page has 1,300,000+ Likes. GE utilizes multiple social networks for each of its business categories, such as GE Capital, Aviation, Healthcare, Industrial Solutions, Transportation, and Mining. Aviation is  the most popular division, with over 86K followers on Twitter alone. It gathers its community with the hashtag #avgeek.
  5. HUBSPOT: Practices what they preach about the value of content marketing by giving it away. But contest takes many form and Hubspot gets that visual content get  94% more total views and is now 40% more likely to be shared on social networks. They frequently give away packs of stock photos and have even created 60 customizable templates to help folks with no design expertise create dynamic social imagery.
  6. INTUIT: Has been voted as one of Fortune’s “100 Best Companies to Work For.” Intuit uses social media to showcase the people that make up the company while offering lifestyle tips and advice for potential job seekers. Intuit is one of the rare B2B brands using Pinterest with great success.
  7. MAERSK: a leading shipping company with a fleet of 580 container vessels, explains its social media evolution on its website. Maersk states there that it finally got going with social media in 2011. Up until that point, it had been in “a listening phase,” trying to digest what social media is about and decide whether or not it makes sense for a B2B company. Maersk states that is main goal with social media is to “get closer to our customers.” Its Facebook page has over 1,100,000 million Likes.
  8. RED BULL: Gets huge per-post engagement from Instagram. Yet according to an analysis by SimplyMeasured, the company made fewer posts to Instagram than any of its other social networks, averaging just 0.6 posts per day. Red Bull’s Instagram story is proof that it doesn’t matter how much content you publish. It matters what that content is. Red Bull highlights people doing extraordinary things in extraordinary places. This content appeals to risk takers, recreational athletes, and all viewers who are stirred by the Red Bull vision of life.
  9. T-MOBILE: In an attempt to steal away customers from it’s competitors, T-Mobile offers to pay the contract cancellation fees of any person who “broke up” with their existing cell phone service and switched to T-Mobile. They launched an ‘Un-Valentines Day’ with a Facebook App that let people create a custom break up letter to their carrier and print it out or share it on their social networks.
  10. TURBO TAX: offers users a variety of ways to engage, including through Facebook, Twitter, Pinterest, and YouTube. As you might imagine, because the company deals with the most dreaded of things (taxes), a handful of disgruntled customers use the company’s social media to vent their dissatisfaction. nstead of ignoring the negative vibes, TurboTax addresses every concern. In doing so, its credibility skyrockets, because the fact is, we’re all going to be disappointed now and then. When we are, we want to know someone cares.

Do these stories inspire your brand with a strategy for social media?

10 lessons on Walmart’s social media strategy for any business 0

Posted on August 10, 2014 by Rob Petersen



walmart-wins-marriageWalmart is the world’s largest public corporation, biggest private employer and largest retailer. It is still a family-owned business.

Walmart also has a big social media presence. Walmart has:

Why? What does Walmart know that the rest of us can learn?

Here are 10 lessons on Walmart’s social media strategy for every business.

  • START WITH A GOAL: Walmart’s goal for social media is to ensure that customers and potential customers understand that the discount store has the lowest prices in the industry and that Walmart’s mission is to help them save money so they can live better lives. That’s according to Chad Mitchell, Senior Director of Digital Communication. Because the company is often a target for controversial press, a second objective is to use social media to protect, defend and enhance Walmart’s reputation.
  • TRAIN EMPLOYEES: The company trains it’s employees on its mission. They encourage storytelling. to solidify Walmart’s brand and the values its founder established more than 50 years ago.
  • ESTABLISH GUIDELINES: There are guidelines on engagement, location-based promotions for associates and “Walmart Moms” who post or publish.
  • HAVE A PURPOSE FOR EACH SOCIAL NETWORK: Walmart’s role for Twitter is to ask very basic questions of its users: “What’s happening?” By having a number of Twitter accounts, Walmart aims to provide information on Walmart’s major activities and initiatives – from sustainability to diversity, from healthier foods to charitable giving. Walmart uses Facebook to communicate specific values that are occurring every day at both the national level and in each of its 3,500-plus stores.
  • SEGMENT BY AUDIENCE INTERESTS: The company has Twitter handles with @WalmartHub being the “parent” handle that only Re-tweets the best performing content from the other handles, The other accounts feature the following topics:
  • USE SOCIAL MEDIA NATIONALLY AND LOCALLY: On Facebook, Walmart ambitious My Local Walmart program establishes individual Facebook fan pages for its 3,500-plus stores, It also involves a Facebook App that stores can use to communicate sales, specials and other updates with fans in their local area. But, local stores haven’t been using their pages that effectively. There is learning and improvements Walmart has to make as does any business that use social media so broadly.
  • MAKE YOUR BLOG A COMMUNITY AND KEEP IT REAL:  “Walmart Moms” started in the late 2000’s, They’ve always been real moms who are bloggers. Their role is simply to represent the voice of all moms; to tell and help others understand the daily challenge and triumphs of Moms. Participation in “Walmart Moms” is voluntary.
  • ENGAGE FREQUENTLY: On any given day, Walmart posts on Facebook between two and five updates, including weekends, and most achieve an impressive number of responses from its Fans. Most of its posts achieve tens of thousands of Likes and hundreds of comments, with pictures of pets and children proving to be particularly popular. Walmart adds about 9,000,000 new Likes every 6 months.
  • LISTEN TO THE DATA: WalmartLabs uses such spikes in social network chatter to predict demand for out-of-the-ordinary products, In 2011, their team correctly anticipated heightened customer interest in cake-pop makers based on social media conversations on Facebook and Twitter. A few months later, it noticed growing interest in electric juicers, linked in part to the popularity of the juice-crazy documentary Fat, Sick and Nearly Dead. The team sends these data to Walmart’s buyers, who then use it to make their purchasing decisions.

Your business is not likely to be the scale of Walmart but these lessons should give ideas on areas you should be thinking about. Are there lessons from Walmart’s social media strategy that apply to your business? Which ones are the most relevant?

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