SOCIAL MEDIA INSIGHTS

May, 2019

By Shana Bull

Hello! My name is Shana

I am a digital storyteller and marketing

educator for hospitably marketers in the

wine, food, and travel industry

Lover of rosé wine, cheese boards, and

adventures with my family

Marketer for 15+ years

Find me at @sharayray

Why bother with analytics?

1 Data allows us to make better, smarter

decisions2 Saves you time

3 Explore follower demographics and

behavior 4 Know what’s working so you can

SELL!

Via IBM:

"80% of all corporate data is so-

called dark data, meaning it's not

analyzed. In marketing, that figure

spikes to 88%."

https://content.myemma.com/blog/the-future-of-marketing-3-things-overwhelmed-marketers-can-do-to-embrace-the-experience-economy

LESSON 1: CLEAR NON-SOCIAL MEDIA KPIs

Selling wine

● Wine club: Loyalty? Trends? Which events get

the most traction? Which member promos are

most successful?

● Online: Which ads / email marketing promos

work best? Do you A/B test ads?

● Tasting room: New or returning customers?

How did they hear about you? Average sales

amount?

Audience demographics

● Find the audience trends in the

demographics across all channels.

● This info can help marketing campaigns

and social media ads in the future.

Action item #1

● Get 2 large poster boards and write

down your KPIs & target audience details

for everyone at your business to see.

● Discuss ways to connect with your

audience through your 3 main channels

of selling wine.

LESSON 2: ANALYZING SOCIAL MEDIA DEMOGRAPHICS

Social target audience

● Top locations

● Age

● Gender

Other pages they like (on Facebook)

● Facebook allows you to dive even deeper into analytics: facebook.com/ads/audience-

insights/interests

LESSON 3: WHAT WORKS

Action item #2

● Take a look at your own insights on

Instagram / Facebook.

● Are there trends? Write them down!

● Use the platform, or something like

Iconosquare / Sprout Social / Hootsuite /

Buffer / CoSchedule.

LESSON 4: WHAT DOESN’T WORK

Action item #3

● Take a look at the content that

performed the worst (depending on your

goals) and find 3 ways you can edit the

same piece of content to do better the

next time you share.

LESSON 5: LOOKING AT YOUR WEBSITE

Google analytics

● What pages get the most viewers?

● Does it measure up with people buying

wine? (i.e., is the wine you sell the most

online also your most visited page?)

● Create content based on what is working

on your website.

LESSON 6: INFLUNCERS….

Part of a larger plan

● At its core, you are able to get your brand

in front of a larger community than your

own.

● If you have no goal for influencer

marketing, you are throwing rocks into a

pond.

● A great way to build your own community -

IF their audience mirrors your own.

LESSON 7: TAKING ACTION

THANK YOU!

@sharayray