tying content to conversions - social media strategies summit...docusign fast facts docusign...
TRANSCRIPT
TyingContenttoConversions
GlobalSocialStrategy&OperationsApril28,2017
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@caitlinangeloff
TodayWe’llCover
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• Identifyingobjectives
• Organizingsocialmetrics
• Settingrealisticgoals
• Instrumentingfortracking/measurement
• Streamliningreporting
Email-or- Tweetw/Questions
@caitlinangeloff
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caitlin.angeloff@
#SMSsummit
DocuSignFastFacts
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§ 100millionDocuSignusersworldwide
§ 130Knewuniqueusersjoinourserviceeveryday
§ 84%oftransactionsarecompletedwithin1day
§ 58%ofalltransactionsthroughDocuSignAPI
§ Morethan30Kdevelopersandboxes
§ Averagecustomervalueof$36.44perdocument
§ 1,900+employeesandgrowingfast
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(Paid)PromoteContent&Conversations
• SocialMediaAdvertising• PaidSponsorshipofInfluencer(s),Bloggers&BrandAmbassadors
SocialMediaListening&BrandMonitoring+SocialCSSTriage&Routing
(Earned)AmplifyNews&Micro-Moments
• LeveragePublic&MediaRelationsEfforts• Trendjack Opportunistic/Talkable Moments• LayerinSocialforLiveEvents
• Coordinate&CurateBrandedContentCross-Functionally• ProduceCustom(Visual)ContentthatisSocialByDesign
@DocuSignGlobalSocialMediaMarketingOverview
(Shared)Connect&EngagewithTarget
Audiences
• SocialMediaListening&Analysis• SocialMediaPublishing• SocialMediaEngagement,CSS&Cmty.Mngmt.• SocialMediaMeasurement&Reporting
(Owned)Identify&CustomizeBranded
Content
SmartSocialMarketersDon’tJustClickPublish
Listening,planning,creativedevelopment/production,&publishingareonlypartofthesocialmediamarketingprocess.
Tobuildanexceptionalglobalsocialmediaprogram,youmustputmeasurement first.
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IDENTIFYINGOBJECTIVES
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HaveYouHadaConversationLikeThis?
Boss=Canweprovethevaluesocialmediadelivers?
SMM=YES!
Boss=How?
SMM=What’sourbusinessobjective(s)?WhatdoestheC-Suitecareabout?
Boss=Deliveringqualifiedleads!!
SMM=Whataboutothermicro-conversionsforothertouchpoints?
Boss=Whatotherkindofconversionisthereotherthanaqualifiedlead?
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First,ThinkInTermsofObjectives
THEWHAT
CreateAwareness
GenerateDemand
DriveConversion
DelightCustomers
InspireEvangelismDOCUSIGNCONFIDENTIAL
Next,ThinkInTermsofDesiredOutcomes
THEHOW
CreateAwareness=ExposeTargetAudience
GenerateDemand=Engage TargetAudience
DriveConversion=SecureTargetAudience
DelightCustomers=Re-engage TargetAudience
InspireEvangelism=Activate TargetAudience
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Lastly,InstrumenttoMeasure
THEWHY
CreateAwareness= ShareofVoice/ShareofConversation
GenerateDemand=#ofWebsiteReferrals/SocialActions
DriveConversion=Leads, Signups,Downloads,Trials
DelightCustomers=Sentiment /Satisfaction
InspireEvangelism=Positive WOM,NPS, Referrals
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ORGANIZINGMETRICS
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Organize&PrioritizeYourSocialMediaKPI’s
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Awareness
Consideration
Trial
Purchase
Loyalty
Advocacy
• EngagementRate• Socialactions(clicks,RT’s,shares,etc.)• CostPerEngagement(CPE)• CSSCostDeflection
• Reach• CostPerImpression(CPM)• CostPerVideoView(CPVV)
• ShareofVoice• Sentiment• ShareofConversation
• SocialReferrals• #ofBlogViews• CostPerClick(CPC)• InfluencerActivity• PositiveWOM
SETTINGREALISTICGOALS
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It’sAllAboutTheBase(line)
Bysocialmediachannel,haveafirmgraspon:
Averagereach
Averageengagement
Frequencysaturation
Optimaltimeofday
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GoalSettingExercise
• SayyourprimaryKPIisShareofVoice(SOV)
• Andyouknowyourbrandgets10Kmentionsonaveragepermonth
• Andyouknowtheconversationlandscapevolumeforyourtopic(s)is30Kpermonth
• Andyourbosssays“Iwanttosee5xthementions”
• Whatisyouranswer?
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INSTRUMENTINGFORTRACKING&MEASUREMENT
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WhoWoreItBest?
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LotsofTrackingOptions
NativePlatformData&Insights
SocialMediaRelationship
ManagementTool
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Stayinginthe
HotTub?
JumpingOvertothePool?
DetermineYourDefacto Measurement
Bit.ly
UTM
GA
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BreakingDowntheSilos
Formanycompanies,theteammanagingapaidsocialmediacampaignisoftenseparatefromtheonerunningcommunitymanagement.
Thebiggestopportunityforgreaterresultsistocollaborateandshareinsightsacrossbothorganicandpaidsocialmedia.
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DoubleDownOnTopPerformingContent
Onceyouknowcontentisrelevant,backitwithpaidsocial.Developyourownformulaforwhentodoubledownwithyourfinitesocialmediadollars.
ThemostmissedopportunityofB2Bsocialmediaisnotpayingtoreachtheaudiencesyourcontentisprioritizedforinatimelymanner.
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STREAMLINEREPORTING
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KnowYourAudiencesWhenReporting
Don’tblindthemwithdata!
Knowwhatthepersonyou’resendingthereportstocaresabout.
Caterthereporttowhatmattersmosttothem.
GetusedtomakingLOTSoftypesofreports.
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DevelopaDashboard:SOVExample
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InClosing
• Socialmediaispartartandpartscience.
• Figuringoutwhatcontentisrelevanttoyouraudiencesiskey.
• Testingandlearningistheonlywaytogo.
• Thedatadoesn’tlie!DOCUSIGNCONFIDENTIAL
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