How we use 24SevenSocial in 24SevenSocial’s marketing

The most avid 24SevenSocial users are probably ourselves – 24SevenSocial. We see this as an essential part of the ongoing quality control of our products. It’s a great way to drive innovation within our own product range. But most of all, they’re awesome products that help us get great results. Here’s how we use our own tools when marketing 24SevenSocial to the world.

Note: The work flow is more circular than linear. Meaning: there’s not really a clearly defined Step 1. But for the sake of readability, here it goes:

1)   Publisher

We use 24SevenSocial Publisher to publish posts on our Facebook page, and to schedule posts, and to tag them with campaign name for better statistics. Perhaps the biggest advantages from posting natively in Facebook are the “send draft for review”-feature that’s great when we want feedback or just a Go/No Go on our posts; the easy duplication of posts – into as big of a split test as we want for any given campaign; and of course the user interface – with a clear overview of who’s created which post, and good stats on each post. We also sort post stats by tag, so that it’s easy to isolate posts relating to our blog, or to – say – Christmas. We also use Publisher to publish posts that will never appear on our Facebook page, but instead will be used in ads. These are also called Unpublished posts, “hidden posts” or “dark posts”, and it’s a way to avoid spamming you – our fans, while you can split test numerous creatives and posts. Publisher also lets us upload and customize our own images into link posts.

2)   Creator

We set up landing pages with Creator. These are both Facebook tab apps, mobile landing pages (they’re all responsive!), and regular landing pages – if you want to send traffic outside of Facebook. The latter is perfect if you’re running Twitter ads, or banner ads elsewhere. The most common use of these are for Instagram feeds, Facebook contests to engage fans, image and video galleries, surveys, and much more. We use it most for signup forms, and use the A/B split test feature to test versions. All in all a really cheap and efficient way to create campaign pages without getting in line to have stuff built by our already busy programmers.

3)   fb.st

Our own link shortening service. What’s a link shortener? What’s a URL shortener? In our experience the fb.st link looks like just a short version of “Facebook” which makes people more prone to click. All 24SevenSocial landing page URLs are shortened with this, and you can shorten all your other links as well. This is really a great tool for click tracking, and you’ll see when people clicked, the amount of clicks, and where the clicks come from. Really easy to use, and really helpful. I personally love using it for click stats in tweets.

4) Audiencer

With Audiencer, you can set your Facebook Custom Audiences to update automatically as you get new data from your landing pages.

One of my favorites. Take all the incoming contact info (phone numbers and email addresses) from the landing pages and contests you’ve set up with Creator (See 2) Creator above). Granted that the people who submitted their info OK’d that you use their contact info for marketing and/or further communication, you’ll use Audiencer to auto-send all this contact info back into the Facebook Ads Tools. There you’ll build custom and lookalike audiences. Why is this useful? Avoid advertising to people who already participated in your contest and target more accurately as you build lookalike audiences based on the people who’ve participated. Chances are an interesting target audience will emerge, which can mean a huge difference in your ads’ accuracy. This may take some brain power from you, but you’ll come out on the other side super excited and with with some really neat results.

5) Monitor and Insights

We need to keep track of results as we go, and we want to stay in the loop on what our competitors and companies that inspire us do. Simple statistics that show engagement rate, fan growth, lets you monitor other Facebook Pages, and much more. Easy to use, and understandable statistics. See an example.

6) Listen

What do people say about us on Facebook, Twitter, YouTube, Instagram, in blogs and forums? Useful to know, both to be able to act upon feedback, and to learn how people feel about the things we do. You’ll want to know that too. It’s also useful as it helps us understand what conversations are taking place about the topics relevant to us. What features are people asking for. What are they complaining about with other software products. Running a campaign? Put the campaign name/slogan/hashtag into Listen and watch the campaign unfold, in stead of waiting for a report a couple of weeks down the road. Crucial info for any business.

7) Inbox

Big news just around the corner.

8) Ads

And stay tuned for this one. More to come:)

Think any of this could be a good fit for your organization? We’d love to give you a demo, so click here to reach out!