using data to drive your social media strategy
Post on 13-Sep-2014
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My presentation at the June 21-22, 2011 Corporate Social Media Summit conference held in New York City.TRANSCRIPT
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Using Data to Drive Your Social Media Strategy
Christopher N. BaccusAT&T. Executive Director of Digital & Social Media@ATT, @cbaccus
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Deep Dive into your analytics
Why are people following us on Twitter
or Liking us on Facebook?
What are our fans/followers talking about? Are we listening, how are we
responding?
We bought some promoted tweets
and ran some Facebook ads.
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How to solve for ROI
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The Return on Engagement Crowd
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Determine What Motivates People to Engage with Your Brand
Evaluate against Post Impressions:
Click-Through-Rates
“Likes” per Post
Video Views
Retweets
Mentions
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Randomness.35% CTR.12% ER
Sponsorships.22% CTR.13% ER
Sweepstakes.11% CTR.09% ER
Events.18% CTR.11% ER
Services.49% CTR.28% ER
Commercials.35% CTR.12% ER
Product.55% CTR.38% ER
Philanthropy.14% CTR.07% ER
Sustainability.15% CTR.06% ER
Categorize Your Results by Type
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Find Ways to Benchmark Success
Look to industry rankings in 3rd Party Research
Spend some time evaluating your competitors’ social presence
Source: “Most Interesting Brands in Social Media.” Socialbakers. May 16, 2011.
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Learn How People Use the Site You’re On
Organic vs Media Driven Views: Understand How People Engage on a
Social Property
You optimize on your website, optimize on social sites too
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Dig Into Your Anti-Data
Why are people hiding from your content?
Why are they un-following or un-liking
Look at post frequency and content type
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Prevent Fan Page and Twitter Account Proliferation
Existing community reachMessaging cadenceMedia to support growthResources to respond