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Using Social Media to Drive Business Decisions

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Summary of key social media goals, objectives, and how the unstructured data can help influence business decisions

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Using Social Media to Drive Business Decisions

  1. 1. ANALYZING SOCIAL MEDIA DATA FOR BUSINESS PERFORMANCE #KBRSOCIAL @KatieBRoberts February 6, 2014
  2. 2. Social Media Landscape
  3. 3. 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
  4. 4. ● ● ● ● ● Customer Retention ● ● ● ● ● ● B2B / Partnerships ● ● ● ● ● Market Research ● ● YouTube ● Engagement Strategic Goals Community Growth Google+ Linkedin Twitter Social Media Facebook Social Media {Goals} Brand Awareness Lead Gen Referrals Conversion / Remarketing ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●
  5. 5. Social Media KPIs       Community Health Content Performance Community Feedback Inbound Traffic Leads, Conversion, & Retention Business Decisions
  6. 6. Optimization Within Community It’s time to look beyond Fans, Engagement, Reach  How healthy is the community?   Analyze post-specific performance against objectives      Leverage targeting to ensure posts are delivering to most engaged audience Affinity Scoring    Help to identify content performance Optimal time(s) of day to post per day Clicks / inbound traffic performance Leads & conversions Evaluate responsive audience   Engagement, reach, community growth What other brands are your community members engaged with? What common interests are shared? Tools: Social Media Analytics, SMMS platforms
  7. 7. Optimization of Social Media Ads  Facebook & Twitter Custom Audiences Utilize prospect contact lists to match agaist social accounts  Conversion Pixels    Which ads are performing Clusters performance Inbound traffic conversion
  8. 8. FBXchange {Facebook}
  9. 9. Optimize Outside of Community Website Performance • Inbound Traffic • Time spent on Page • Top performing content • Referer Sites • Next Page Traffic Content Perfromance • A/B test content • Content variance testing On-Page Conversion • Leads • Reinquiries Web Profile Optimization • PURLs performance • CMS Profile updates
  10. 10. Optimize via Link Tagging Adding link tagging to social media posts will help understand inbound traffic performance by content type, source, etc.
  11. 11. Social Data for Business Decisions Analysis is the filter, not the source of business decisions  Sentiment Analysis [Listening]  Competitive Analysis  Opinion Mining [Insights]  Remarketing performance  Verify Product decisions
  12. 12. SoMark WhoWonTheWeek.com
  13. 13. Questions Have questions?    Tweet me @KatieBRoberts // #KBRSocial Facebook /Katie.B.Roberts Linkedin /KatieBRoberts
  14. 14. Socially Savvy? Send resume to: Katie.Roberts@WaldenU.edu

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