how social engagement metrics inform your content marketing development strategy
TRANSCRIPT
How Social Engagement Metrics Inform Your
Content Marketing Development Strategy
Geoff Colon - @djgeoffe
January 23, 2015
Microsoft Confidential
Your Audience Desires a Meal
You are the Chef
Data are the Ingredients
The Meal is the Content
You Provide the Audience Satisfaction (Solution)
Data are the ingredients to make a meal to help
satisfy your desired audience so they tell others in
their interest influence the need to eat at your
establishment…
Microsoft Confidential
When We Think of Social and Content Now…
We think too much of the individual ingredients
We think of the preparation rather than the
presentation, evaluation and refinement
We measure the incorrect KPIs and wonder why we
don’t close a reservation or book returning
customers
Microsoft Confidential
How We Should Think Beginning Today…
Think of performance data, distribution, content, UX
all as a final dish
Distribution and Evaluation work together
KPIs to really watch:
Link CTR (where, who, what)
Audience (Unique Visitors)
Content Engagement
New vs. Returning Visitors
Bounce Rate
Page Views
Social Media Engagement Rates
Keyword Research from Search
Microsoft Confidential
The Ingredients and Recipe…
Web Analytics: Google, Omniture, Union
Social Analytics: Facebook, Twitter, LinkedIn, Tumblr,
Spredfast, Sprinklr, Hootsuite, Marketo, Salesforce
Social Listening: Microsoft Social Listening, Visible,
Radian 6, Sysomos
Content: PowerPoints, Infographics, Video, Blogs,
Photos, Podcasts, Livestreams, etc.
Distribution: Social Networks
Homebase Hub: Your Website
Microsoft Confidential
Getting Started
Think of the User Experience for your first test.
From the audience data you can garner and your
desired customer, how do you reach them? Where is
your current traffic coming from? What types of
content does your desired customer currenthly
engage with on social?
Have ingredients baked into content? Let’s get
started…
Microsoft Confidential
Directions - Step 1:
Everything starts with links and #tags. All content
has an URL associated with it even if that URL tag
metadata is hidden. # are becoming a better way to
archive or tag/label niche data.
1. Begin using an URL shortener or tracker for
your links: bit.ly, ow.ly
2. Each link aligns with a piece of content or
destination
3. Monitor and track the clicks and from what
channels they originate
4. Create metatags for four goal types…
Microsoft Confidential
Directions - Step 1.5:
Type Description Example
Destination* A specific location loadsThank you for registering! web
page or app screen
DurationSessions that lasts a specific
amount of time or longer
10 minutes or longer spent on a
support site
Pages/Screens per sessionA user views a specific number of
pages or screens
5 pages or screens have been
loaded
EventAn action defined as an Event is
triggered
Social recommendation, video
play, ad click
There are four types of Goals. Each type is used to measure different kinds of content and actions.
Microsoft Confidential
Directions - Step 2:
Link CTRs and #tags help create segments. From the
clicks and mentions we can begin to align the data
into pods:
1. Audience
2. Geolocation
3. Referral platform
Social plugin APIs should also be used on your page
to collect data. Share buttons of content to various
platforms can collect data of which content is
distributed where by your audience.
Microsoft Confidential
Directions - Step 3:
Segment your audience. Set
goals and syndicate. Deliver
content. Let’s see what a Tweet
would look like in terms of
results based on the goals you
have defined.
Microsoft Confidential
Directions - Step 4:
What drivers on social are
pushing your content? What
content is being engaged with
the most? How are people
discovering the content? What is
driving them to your site? How
much reach is it getting in social
ecosystems? How are people
searching for it? (Bing Keyword
Research Tool)
Microsoft Confidential
Directions - Step 5:
Collect data off your site. Measure, integrate with
onsite data…
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Serve & Refine:
How did the content perform in terms of:
1. Online referrals?
2. Conversion rate?
3. Visitation?
4. Engagement rate?
5. Page Views?
6. Bounce Rate?
Content with top ratings in each category should be
refined and repeated with your next meal. Test the
pattern again until you can define the best content
performance algorithm.
Microsoft Confidential
Questions, Connection, Recipes:
Geoffrey Colon
Twitter: @djgeoffe
LinkedIn: Linkedin.com/in/geoffreycolon
SlideShare: Slideshare.net/geoffreycolon
Instagram: Instagram.com/djgeoffe
Blog: FuturistLab.Tumblr.com
Podcast: Spreaker.com/show/disruptive-fm
