How to Build a Data-driven Social Media Marketing Strategy

JOEI CHAN

@Kissmetrics

#Kisswebinar

@thuelmadsen

Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to

automate everything around him, you can find him hiking in the Sierras.

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen

Joei is a content marketer at Mention, where she turns dry and boring concepts into slightly more tolerable blog posts, videos, and gifs. On the weekends, she’s usually

busy looking for the next brunch place and filming footage for her vlogs. Connect with her on Twitter for all

things marketing, cultural stereotypes, or food.

JOEI CHAN Content Marketing Manager, Mention

@joeei

@Mention

#Kisswebinar

@joeei

1 Challenges of social media marketing

2 Importance of data in social media marketing

5 Strategies to improve your social media marketing goals

TABLE OF CONTENTS

#Kisswebinar

3 Defining your goals and choosing the right metrics

4 Tools, tools, tools

WATCH WEBINAR RECORDING NOW

What’s your current social media strategy like?

Only 20% of CMOs can quantitatively show the impact of social

media on their business. —The CMO Survey

“It’s too complicated!”

“I don’t have time!”

IF YOU’RE NOT TRACKING SOCIAL MEDIA, YOU RISK…

#Kisswebinar

If you’re not tracking your social media efforts, you…

- Wasting more time

- Wasting more money

- Losing tons of opportunities

- Hurting your brand image

BENEFITS OF DATA-DRIVEN SOCIAL MEDIA MARKETING

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If you’re not tracking your social media efforts, you…

- Identify the right personas/audience

- Find the right platforms

- Improve social campaigns - effectiveness & reach

- Benchmark against the competition

- Improve and prove social ROI

If you don’t know which metrics matter before you

start measuring, you’ll get lost in a mountain of data.

“

Define your goals

DEFINE YOUR SOCIAL MEDIA MARKETING GOALS

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If you’re not tracking your social media efforts, you…

- Increase social media presence? -> Followers count - Drive traffic? -> social media traffic - Improve brand image? -> brand sentiment - Brand reach and awareness? -> social media mentions, reach,

top influencers - Revenue? -> conversions

Match your metrics to your goals

GOAL: INCREASE BRAND REACH

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If you’re not tracking your social media efforts, you…

- Social media followers

GOAL: INCREASE BRAND REACH

#Kisswebinar

If you’re not tracking your social media efforts, you…

- Top influencers/ brand advocates

GOAL: INCREASE BRAND REACH

#Kisswebinar

If you’re not tracking your social media efforts, you…

- Share of voice against competitors

GOAL: IMPROVE BRAND IMAGE

#Kisswebinar

If you’re not tracking your social media efforts, you…

- Brand sentiment

GOAL: INCREASE TRAFFIC FROM SOCIAL

#Kisswebinar

If you’re not tracking your social media efforts, you…

- Social traffic

GOAL: INCREASE TRAFFIC FROM SOCIAL

#Kisswebinar

If you’re not tracking your social media efforts, you…

- Popular pages from social

GOAL: INCREASE CONVERSIONS

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- Conversions from social

Market to people, not numbers.

GOAL: IMPROVE BUYER PERSONA & TARGETING

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If you’re not tracking your social media efforts, you…- Demographics of your social audience - Where your audience are physically? - What platforms are your audience using? - What are their interests? Behavior? “Digital body language”?

Choose some cool tools

GOOGLE ANALYTICS

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MENTION

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KISSMETRICS

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BITLY

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HOOTSUITE

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Use data to improve your social media marketing

IMPROVING YOUR SOCIAL MEDIA MARKETING EFFORTS

#Kisswebinar

If you’re not tracking your social media efforts, you…

Increase brand reach:

- Work with influencers - Co-marketing partnerships - Guestblogging

IMPROVING YOUR SOCIAL MEDIA MARKETING EFFORTS

#Kisswebinar

If you’re not tracking your social media efforts, you…Increase social presence and engagement:

- Post often and regularly / choose “best times” - Engage with your community - Giveaways and contests - Leverage user-generated content

IMPROVING YOUR SOCIAL MEDIA MARKETING EFFORTS

#Kisswebinar

If you’re not tracking your social media efforts, you…Boost traffic and conversions:

- Redesign social images - Tweak call-to-actions - Use paid advertising - Improve audience targeting

Track. Measure. Improve.

TWEET OF THE DAY

You can’t improve what you don’t measure. #DatadrivenSMM

@NEILPATEL

@Kissmetrics @Joeei #Kisswebinar #DatadrivenSMM

LEARN MORE NOW

Discover how Kissmetrics can help you optimize your marketing

JOEI CHAN Content Marketing Manager, Mention

@joeei joei@mention.com

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen tmadsen@kissmetrics.com

Questions?