final presentaiton broadridge
Post on 19-Jan-2017
183 Views
Preview:
TRANSCRIPT
Best Practices Analysis for Inbound Marketing
Michelle Aclander Digital Marketing Intern Summer 2015
August 5, 2015
2© 2014 |
Overview:
• Introduction – Campaigns (May 2015 – July 2015)
• Definition of Key Social Terms
• Current Social Posting Practices
• Analysis
• Best Practices
• Recommendations
3© 2014 |
Posting Guidelines
4© 2014 |
Definition of Key Social Terms
• The number of interactions plus the number of clicks and followers acquired, divided by the number of impressions
• The number of times each update is shown to LinkedIn members
• The number of clicks on the content, company name, company logo.
• Total number of times a user interacts with a Tweet
Engagement
• Times a User followed you directly from the Tweet
Impressions
• Clicks on URL or Card in the Tweet Clicks
LinkedIn Twitter
Interactions• The number of clicks on the
content, company name, company logo.
Sources: https://help.linkedin.com/app/answers/detail/a_id/8261/~/company-update-reportinghttps://support.twitter.com/articles/20171990
5© 2014 |
Analytics May – July Day of the Week
Monday Tuesday Wednesday Thursday Friday Saturday 0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
Sum of Impressions
Sum of clicks
Sum of interactions
Sum of engagement
Impressions
Clicks
Interactions
Engagement
* Sunday Info not available
Twitter Engagement RateEngagement Impressions
6© 2014 |
Twitter Analytics: May – July Time / Day of the Week
Early
AM
Late
AM
Mid
Day
Mid
PM
Late
PM
Early
AM
Late
AM
Mid
Day
Mid
PM
Late
PM
Early
AM
Late
AM
Mid
Day
Mid
PM
Late
PM
Early
AM
Late
AM
Mid
Day
Mid
PM
Late
PM
Early
AM
Late
AM
Mid
Day
Mid
PM
Late
PM
Early
AM
Late
AM
Mid
Day
Mid
PM
Late
PM
Early
AM
Late
AM
Mid
Day
Mid
PM
Late
PM
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Sum of Impressions
Sum of Engagement
Sum of Engagement Rate
Sum of Clicks
Engagement
Engagement Rate
Clicks
Early AM – 2:00am-9:00amLate AM – 9:00am-11:30amMid Day – 11:30am-1:00pmMid PM – 1:00pm – 3:00pm Late PM – 3:00pm – 5:00pm
Impressions
7© 2014 |
Campaign Source with highest rate of Conversions to Leads
Linked
In
Hedge
week Bizo
TabbFo
rum
Bob's Guide
Deman
dbase
Linked
In Paid
Twitter SEM
Linked
In P1
Paid
Faceb
ook
Linked
in Orga
nic
Organic
Faceb
ook Paid
0
10
20
30
40
50
60
70
80
90
100
110
120
130
140
150
160
170 164
119
108
85
29 29 2824
11 8 5 4 4 2 2
Campaign Source
# of Conversions
8© 2014 |
Twitter – Best Post Trends >2% Engagement
• New Broadridge Acquisition Product Acquisition
• “Learn more about”• “Read about”
Learn More
• “View Graphic”• “View Research”
Graphic / Link
9© 2014 |
Twitter – Worst Post Trends <.03% Engagement
• At ____ Event Event
• “Download”Need Action
• No “So what” • Is this important to customers? Information
10© 2014 |
LinkedIn – Best Post Trends >4% Engagement
• “View” “Find Out” “Read”Prompt to Investigate
• Explanation of what the post relates to
• Short and concise
Short and Sweet
• Rich Daly Post CEO
Highlight
11© 2014 |
LinkedIn – Worst Posts Trends <2% Engagement
• Run on of information • No “So What” • Is this important to customers?
Long Posts
• A lot of % comparisons Numbers
• Prompting followers to Subscribe Subscription
Ghost
12© 2014 |
Recommendations:
• Utilize Sources with highest conversion rates • Twitter Posts:
– Monday – Thursday • Monday: Early AM • Tuesday: Mid Day / Mid PM • Wednesday: Mid PM • Thursday: Late AM
– Best Posts: Product Acquisition, Learn More, Graphics
• LinkedIn Post:– Monday – Wednesday – Best Posts: Promote to Investigate, Short and Sweet, CEO Highlight
• Further Research
13© 2014 |
Listening Tools Overview
–Understanding Conversations • Broadridge Reputation and Brand Image • Client conversation• Competitor conversation
–Identifying Influencers
–Filter out the noise
–Understanding Sentiments
14© 2014 |
Listening Tool – Decision Process
$1700/month
Social engagement and monitoring
cloud service25 owned channels250,000 messages
$1400/month
Data storage of 2 years
Dedicated Account Manager
$1000/month
2 Social Accounts 20,000 monthly
mentions
Heartbeat $16,000 a year
MAP $25,000 a year
Difference in search capabilities
15© 2014 |
Thank you
top related