Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Analytics, Influence, Tools & Jerks
Sara Dunaj, Princess Cruises Social Media Lead
@saradunaj | @sweetsandsara
KPI Development & Measurement
2
ANALYTICS
Measurement Strategy 101
3
Objective KPIs Target
KPI Mapping
4
Objective KPIs
Raise product/brand
awareness
Video views, brand lift, new leads/email acquisition,
impressio...
 Website pixel
 Affiliate links,
RewardStyle,
Curalate
 Limitations
Conversions: Headache or Holy Grail?
5
Use analytics to refine your strategy.
6
• Focus on your impact on the bottom line:
 Web purchases driven by social media, influencer or
affiliate marketing
 Web...
Context: Progress to Annual Goal
8
Context: Competitive Benchmarking
9
Time for a deep dive into
Facebook & Twitter analytics…
10
…. Because My Favorite Price Is Free
1
TOOLS
 Full-service platforms: Sprinklr, Spredfast,
Adobe Social, Simply Measured, etc.
 On the cheap: Sprout Social, HootSuit...
 Sprout Social, HootSuite, Buffer – social
management
 Tailwind – Pinterest & Instagram scheduling
 Iconosquare – Insta...
Building Ethical, Impactful Campaigns
1
LEVERAGING
INFLUENCE
15
What your
target
audience
wants to see
What you
want your
target
audience to
see
Why Influencers?
16
Fill funnel
with new
leads
Develop
content
from new
perspective
Leverage
authenticity
Share
messages
t...
17
“It’s OK to just sit and be with someone…
Sometimes you can sit on a balcony and stare at
the sea and just look at your...
18
• Select influencers who have (or would have) authentic
passion for your product/brand
• Let influencers collaborate – res...
• Brand lift studies
• Clicks to website
• Social engagements
• Video views
• Social reach & blog UVM
Measuring Influencer...
Social Customer Care in a Harsh World
2
EMPOWERED
CONSUMERS
• Follow the “rule of 3”
• Be prompt, personal and respectful
• Be consistent across customer care channels
(phone, in-per...
23
Upcoming SlideShare
Loading in …5
×

Guest Speaker Sara Dunaj Presentation (re. Analytics & Influencers) - Fall 2017

0 views

Published on

.

Published in: Education
  • Be the first to comment

  • Be the first to like this

Guest Speaker Sara Dunaj Presentation (re. Analytics & Influencers) - Fall 2017

  1. 1. Analytics, Influence, Tools & Jerks Sara Dunaj, Princess Cruises Social Media Lead @saradunaj | @sweetsandsara
  2. 2. KPI Development & Measurement 2 ANALYTICS
  3. 3. Measurement Strategy 101 3 Objective KPIs Target
  4. 4. KPI Mapping 4 Objective KPIs Raise product/brand awareness Video views, brand lift, new leads/email acquisition, impressions, reach, cost-per-view, cost-per-lead Drive purchases Web conversions Increase word-of-mouth Comments, shares, UGC volume, volume of conversation (listening data) Drive web traffic Web visits (UTM/Adobe CID) Increase brand preference Brand lift, competitive benchmarking, likes
  5. 5.  Website pixel  Affiliate links, RewardStyle, Curalate  Limitations Conversions: Headache or Holy Grail? 5
  6. 6. Use analytics to refine your strategy. 6
  7. 7. • Focus on your impact on the bottom line:  Web purchases driven by social media, influencer or affiliate marketing  Web traffic  New leads and email acquisition  Brand lift • Context is key! Analytics for the C-Suite 7
  8. 8. Context: Progress to Annual Goal 8
  9. 9. Context: Competitive Benchmarking 9
  10. 10. Time for a deep dive into Facebook & Twitter analytics… 10
  11. 11. …. Because My Favorite Price Is Free 1 TOOLS
  12. 12.  Full-service platforms: Sprinklr, Spredfast, Adobe Social, Simply Measured, etc.  On the cheap: Sprout Social, HootSuite, Tailwind, Buffer, Iconosquare, native analytics  UGC: CrowdRiff, Curalate, Pixlee Analytics Toolkit 12
  13. 13.  Sprout Social, HootSuite, Buffer – social management  Tailwind – Pinterest & Instagram scheduling  Iconosquare – Instagram analytics  Native analytics  Pixlr, A Color Story, Snapseed – creative development Social, Not $ocial 13
  14. 14. Building Ethical, Impactful Campaigns 1 LEVERAGING INFLUENCE
  15. 15. 15 What your target audience wants to see What you want your target audience to see
  16. 16. Why Influencers? 16 Fill funnel with new leads Develop content from new perspective Leverage authenticity Share messages that the brand cannot
  17. 17. 17 “It’s OK to just sit and be with someone… Sometimes you can sit on a balcony and stare at the sea and just look at your husband. In the moment I did that I remembered every single reason I fell in love with him and a few more that popped up. I noticed how at peace he looked when he looked out on the open water. I saw the general joy and glee on his face when “The Love Boat” theme music played at noon or when we departed a port. I noticed that he looked at me with this look of complete love. All of those things were said in silence. The absolute best kind of silence.”
  18. 18. 18
  19. 19. • Select influencers who have (or would have) authentic passion for your product/brand • Let influencers collaborate – result can be more than the sum of its parts • When in doubt, put it in the contract! • DISCLOSE Tips for Influencer Collaborations 19
  20. 20. • Brand lift studies • Clicks to website • Social engagements • Video views • Social reach & blog UVM Measuring Influencer Campaigns 20
  21. 21. Social Customer Care in a Harsh World 2 EMPOWERED CONSUMERS
  22. 22. • Follow the “rule of 3” • Be prompt, personal and respectful • Be consistent across customer care channels (phone, in-person, email, social) • Accept that you can’t make everyone happy Managing Challenging Conversations 22
  23. 23. 23

×