Social Media Strategy

Targeted activity with attributed conversion value to grow your audience effectively

According to the 2015 CMO Survey from Duke, 45% of chief marketing officers have been unable to show the impact of social media on their companies' performance. Although heavyweight companies, particularly those in ecommerce and retail, are now fully aware of the importance of social media as a channel, this doesn't always translate into an effective, quantifiable search marketing strategy.

+121% Social Revenue 1st 6 Months

QueryClick's social strategy for a major UK retailer delivered an increase of 121% in attributed social revenue in the first six months, using SwiftLink data insights to map audience tendancy to link to target keyphrase sets.

At QueryClick, our social media strategies are driven by tangible, measurable results that go further than the vanity metrics often used within the industry. Our in-house tool, Corvidae, allows true business value measurement and strategic targeting within an attribute multi-channel customer engagement view. We understand that even if two million users have seen your latest post, it's not performing optimally until actions have directly resulted from it. This is why we base our campaigns around the only metric that should matter: attributed, revenue-driving engagement.

+52% YoY Incremental Cross-Channel Revenue

By targeting key iPhone launch dates using Halo reports, Search Console insights, and Search Query reports, QueryClick delivered a boost of 52% YoY incremental revenue on launch.

A Data-Led Approach to Social Media

Your website is one of your most valuable assets, which is why our social media strategy is driven by website performance and, ultimately, sales. Corvidae allows us to quantify social's role in initial and continued engagement with high-lifetime-value customer cohorts, helping to truly evaluate its contribution to the marketing mix.

As advocates of the value of improving the user search journey, we believe that you should make every element of your brand's online presence as powerful as possible. As one of the most common locations for users to connect with your business, social media plays a pivotal role in this journey. We draw cohort insights from Corvidae which enables us to prospect previously undervalued social audiences. Positive engagement on social media accounts, when generated and leveraged correctly, leads to more traffic for your ecommerce website and consequently to a higher conversion rate.

+99% increase in Organic generic traffic YoY

Hunter Boots benefitted from a 99% incremental increase in generic Organic traffic year on year during their first 12 months of working with QueryClick, representing over 85% of new customers to the business from digital channels - principally Paid, Organic & Social that year.

Our strategy for increasing positive engagement across our clients' social media channels is built around three key stages:

Social Media Auditing

The first step to a robust social media strategy is knowing where your strengths lie and in the identification of potential weaknesses. To achieve this, we leverage data from a variety of sources – including True Social Metrics and Google Analytics – to conduct a thorough audit of your activity in the past year, and to provide you with an accurate snapshot of the current state of play across all your active social platforms. Avinash Kaushik's See-Think-Do-Care business framework is a key part of our social media auditing process, and is also at the core of our wider integrated marketing strategy.

We establish and address the potential issues while also conducting competitor analysis. This process allows us to target any opportunities identified during the audit by proposing a strategy that comes complete with target audience, tone of voice, and other key recommendations for all social communications, including guidance for your customer service team.

Integrating Social Media & Search Marketing

Once we have outlined the actions required to optimise your social media accounts, we support you with the management of your social media profiles. To ensure that our integrated approach to search marketing has the maximum impact, we align your social media campaigns with our content and inbound marketing strategies.

Our ethos of constant inter-departmental communication enables us to deliver a holistic strategy that is built to deliver measurable results against your primary KPIs, from day-to-day activities to large-scale creative projects.

+210% Social Revenue

A single social media campaign using light-touch creative around an integrated outreach plan built on data from SwiftLink resulted in 17k social shares in the first week an increase of 2,700% on original KPI targets which resulted in a 210% YoY lift in social revenue that month.

Social Reporting

Measuring success is key to improvement and as a social media service, we continually strive to drive better results. We provide our clients with a monthly report on social media performance, as well as a unique benchmark report that details exactly how you compare to your principal market competitors.

Data-led Social Framework & Insights

With a strong focus on innovation, we regularly develop new tools to unearth unique insights we can share with our clients. Our social media initiatives are founded in data from our in-house tools, like SwiftLink, which enables the targeting of social projects to direct SEO improvements by keyphrase and the pre-qualification of their effectiveness. This allows us to minimise risk, efficiently utilise client resources, and take the guesswork out of posting activity.

Multi-Channel Approach for Creative Campaigns

We collaborate closely with our content and inbound marketing teams to leverage social media for all creative projects. By aligning and integrating our content and inbound marketing departments with the power of effective social media marketing, the campaigns we propose have the best possible chance of success.

-12% Cost of Sale saving £1.1 million p.a.

QueryClick's integrated Paid and Organic strategy identified an opportunity to move customer targeting for a major UK High Street retailer to earlier in the customer conversion journey leveraging Programmatic advertising in tandem with complimentary messages on Paid search and Social channels.

This use of holistic 'See Think Do Care' customer conversion trageting allowed us to save £1.1 million per year and reduce cost of sale by 12%, building generic growth by 169%, ultimately driving £35.3 million in the UK in cross channel revenues.

Social Media Training

If there is a knowledge gap within your in-house team when it comes to social media, our specialists are on hand to share their expertise and enhance your team's activity to develop a target-led philosophy to campaign strategy. From developing best practice guidelines to helping your staff identify and understand issues through the use of tools and data, QueryClick provide a wealth of social media training to benefit your online marketing team.

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21 June 2018

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