using social media to drive business decisions
DESCRIPTION
Summary of key social media goals, objectives, and how the unstructured data can help influence business decisionsTRANSCRIPT
ANALYZING SOCIAL MEDIA DATA FOR BUSINESS PERFORMANCE
#KBRSOCIAL
@KatieBRobertsFebruary 6, 2014
Social Media Landscape
Social Media Data Analysis
Identify the objective of analyzing social data: Optimize social media performance within
the community Optimization of social media ads performance Optimize content outside of community
(website, landing pages, media) Use data to make business decisions Integrate with big data systems to amplify
profile data of customer
Social Media {Goals}
Social MediaFacebook
Google+
YouTube
Strategi
c Goal
s
Community Growth ● ● ●Engagement ● ● ● ● ●Customer Retention ● ● ●Brand Awareness ● ● ● ● ●Lead Gen ● ● ● ● ●Referrals ● ● ●Conversion / Remarketing
● ● ● ●
B2B / Partnerships ● ● ● ● ●Market Research ● ●
Social Media KPIs
Community Health Content Performance Community Feedback Inbound Traffic Leads, Conversion, & Retention Business Decisions
Optimization Within CommunityIt’s time to look beyond Fans, Engagement, Reach
How healthy is the community? Engagement, reach, community growth
Analyze post-specific performance against objectives Help to identify content performance Optimal time(s) of day to post per day Clicks / inbound traffic performance Leads & conversions
Evaluate responsive audience Leverage targeting to ensure posts are delivering to most engaged audience
Affinity Scoring What other brands are your community members engaged with? What common interests are shared?
Tools: Social Media Analytics, SMMS platforms
Optimization of Social Media Ads
Facebook & Twitter Custom AudiencesUtilize prospect contact lists to match agaist social accounts
Conversion Pixels Which ads are performing Clusters performance Inbound traffic conversion
FBXchange {Facebook}
Optimize Outside of Community
Website Performanc
e• Inbound
Traffic• Time
spent on Page
• Top performing content
• Referer Sites
• Next Page Traffic
Content Perfromanc
e• A/B test
content• Content
variance testing
On-Page Conversion
• Leads• Reinquirie
s
Web Profile Optimizatio
n• PURLs
performance
• CMS Profile updates
Optimize via Link Tagging
Adding link tagging to social media posts will help understand inbound traffic performance by content type, source, etc.
Social Data for Business DecisionsAnalysis is the filter, not the source of
business decisions Sentiment Analysis [Listening] Competitive Analysis Opinion Mining [Insights] Remarketing performance Verify Product decisions
SoMarkWhoWonTheWeek.com
Questions
Have questions? Tweet me @KatieBRoberts //
#KBRSocial Facebook /Katie.B.Roberts Linkedin /KatieBRoberts
