How to Build a Data-driven Social Media Marketing Strategy
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Transcript of How to Build a Data-driven Social Media Marketing Strategy
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
#Kisswebinar
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
#Kisswebinar
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
#Kisswebinar
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
#Kisswebinar
- Conversions from social
Market to people, not numbers.
GOAL: IMPROVE BUYER PERSONA & TARGETING
#Kisswebinar
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
#Kisswebinar
MENTION
#Kisswebinar
KISSMETRICS
#Kisswebinar
BITLY
#Kisswebinar
HOOTSUITE
#Kisswebinar
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 [email protected]
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen [email protected]
Questions?