csmsf key takeaways
DESCRIPTION
Key takeaways from the Corporate Social Media Summit San Francisco, September 2014TRANSCRIPT
Key Takeaways: Smarter Social Marketing
@evanjames11
Evan James, Head of North American Marketing
Just 3 Key Takeaways
1. From Insight to Action: Data-driven decision making
2. The Return on Engagement (ROE): No matter the fluctuations in organic reach, content is still key
3. Socially Native: Integrating social into every aspect of your business
Social KPI Reporting Is Key
Local Competitor
Local Competitor Local Competitor
Own Metrics + Competitive Set
Measurement Framework
Own Metrics &Competitive Metrics
(Likes, Interactions, Engagement)
Customer Care
Platform Metrics Online Metrics
Advertising Metrics, Facebook, Twitter, Google+, etc.
Conversion from Social
Buzz Monitoring, Listening
Higher Reach
Higher Engagement
Higher Click-Rate, Conversion Rate, Visits …
ROEROI = Engagement First Strategy
ROI
Return on Engagement
So How Do You Increase Engagement?
Constantly measure content performance
Humanize your brand
Get creative
Respond to customer questions
3rd Socially Native
Setting UpListeningBasic reportsContentSome ads
Early Stage1st 2nd Socially Devoted
Social care
Even Better Content
Properly engaging with fans
Deeper Analytics incl. competitive
Integrating into business
All employees involved in social
Measurement set to match business objectives
77 % Companies 10 - 20 % Companies 3 % Companies
The Future of Social Media For Business
Smarter Social MarketingSocialbakers provides marketers with comparative insights which
enables them to optimize their social content, care and advertising.
Thank you!
Evan James, Head of North American Marketing
@evanjames11