Using Data to Drive Your Social Media Strategy<br />Christopher N. Baccus<br />AT&T. Executive Director of Digital & Socia...
We bought some promoted tweets and ran some Facebook ads.<br />What are our fans/followers talking about? Are we listening...
How to solve for ROI<br />
The Return on Engagement Crowd<br />
Determine What Motivates People to Engage with Your Brand<br />Evaluate against Post Impressions:<br />Click-Through-Rates...
Randomness<br />.35% CTR<br />.12% ER<br />Events<br />.18% CTR<br />.11% ER<br />Categorize Your Results by Type<br />Spo...
Find Ways to Benchmark Success<br />Look to industry rankings in 3rd Party Research<br />Spend some time evaluating your c...
Learn How People Use the Site You’re On<br />Organic vs Media Driven Views:<br /><ul><li>Understand How People Engage on a...
You optimize on your website, optimize on social sites too</li></li></ul><li>Why are people hiding from your content?<br /...
Prevent Fan Page and Twitter Account Proliferation<br />Existing community reach<br />Messaging cadence<br />Media to supp...
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Using Data to Drive Your Social Media Strategy

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My presentation at the June 21-22, 2011 Corporate Social Media Summit conference held in New York City.

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Using Data to Drive Your Social Media Strategy

  1. 1. Using Data to Drive Your Social Media Strategy<br />Christopher N. Baccus<br />AT&T. Executive Director of Digital & Social Media@ATT, @cbaccus<br />
  2. 2. We bought some promoted tweets and ran some Facebook ads.<br />What are our fans/followers talking about? Are we listening, how are we responding?<br />Why are people following us on Twitter or Liking us on Facebook?<br />Deep Dive into your analytics<br />
  3. 3. How to solve for ROI<br />
  4. 4. The Return on Engagement Crowd<br />
  5. 5. Determine What Motivates People to Engage with Your Brand<br />Evaluate against Post Impressions:<br />Click-Through-Rates<br />“Likes” per Post<br />Video Views<br />Retweets<br />Mentions<br />
  6. 6. Randomness<br />.35% CTR<br />.12% ER<br />Events<br />.18% CTR<br />.11% ER<br />Categorize Your Results by Type<br />Sponsorships<br />.22% CTR<br />.13% ER<br />Sweepstakes<br />.11% CTR<br />.09% ER<br />Product<br />.55% CTR<br />.38% ER<br />Services<br />.49% CTR<br />.28% ER<br />Commercials<br />.35% CTR<br />.12% ER<br />Philanthropy<br />.14% CTR<br />.07% ER<br />Sustainability<br />.15% CTR<br />.06% ER<br />
  7. 7. Find Ways to Benchmark Success<br />Look to industry rankings in 3rd Party Research<br />Spend some time evaluating your competitors’ social presence<br />Source: “Most Interesting Brands in Social Media.” Socialbakers. May 16, 2011. <br />
  8. 8. Learn How People Use the Site You’re On<br />Organic vs Media Driven Views:<br /><ul><li>Understand How People Engage on a Social Property
  9. 9. You optimize on your website, optimize on social sites too</li></li></ul><li>Why are people hiding from your content?<br />Why are they un-following or un-liking<br />Look at post frequency and content type<br />Dig Into Your Anti-Data<br />
  10. 10. Prevent Fan Page and Twitter Account Proliferation<br />Existing community reach<br />Messaging cadence<br />Media to support growth<br />Resources to respond<br />

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