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How to Build a Data-driven 
 Social Media Marketing Strategy JOEI CHAN
@Kissmetrics #Kisswebinar @thuelmadsen
Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft dr...
@Mention #Kisswebinar @joeei
1 Challenges of social media marketing 2 Importance of data in social media marketing 5 Strategies to improve your social ...
WATCH WEBINAR RECORDING NOW
What’s your current 
 social media strategy like?
Only 20% of CMOs can quantitatively show the impact of social media on their business. —The CMO Survey
“It’s too complicated!”
“I don’t have time!”
IF YOU’RE NOT TRACKING SOCIAL MEDIA, YOU RISK… #Kisswebinar If you’re not tracking your social media efforts, you… - Wasti...
BENEFITS OF DATA-DRIVEN SOCIAL MEDIA MARKETING #Kisswebinar If you’re not tracking your social media efforts, you… - Ident...
If you don’t know which metrics matter before you start measuring, you’ll get lost in a mountain of data. “
Define your goals
DEFINE YOUR SOCIAL MEDIA MARKETING GOALS #Kisswebinar If you’re not tracking your social media efforts, you… - Increase so...
Match your metrics to your goals
GOAL: INCREASE BRAND REACH #Kisswebinar If you’re not tracking your social media efforts, you… - Social media followers
GOAL: INCREASE BRAND REACH #Kisswebinar If you’re not tracking your social media efforts, you… - Top influencers/ brand ad...
GOAL: INCREASE BRAND REACH #Kisswebinar If you’re not tracking your social media efforts, you… - Share of voice against co...
GOAL: IMPROVE BRAND IMAGE #Kisswebinar If you’re not tracking your social media efforts, you… - Brand sentiment
GOAL: INCREASE TRAFFIC FROM SOCIAL #Kisswebinar If you’re not tracking your social media efforts, you… - Social traffic
GOAL: INCREASE TRAFFIC FROM SOCIAL #Kisswebinar If you’re not tracking your social media efforts, you… - Popular pages fro...
GOAL: INCREASE CONVERSIONS #Kisswebinar - Conversions from social
Market to people, not numbers.
GOAL: IMPROVE BUYER PERSONA & TARGETING #Kisswebinar If you’re not tracking your social media efforts, you… - Demographics...
Choose some cool tools
GOOGLE ANALYTICS #Kisswebinar
MENTION #Kisswebinar
KISSMETRICS #Kisswebinar
BITLY #Kisswebinar
HOOTSUITE #Kisswebinar
Use data to improve your social media marketing
IMPROVING YOUR SOCIAL MEDIA MARKETING EFFORTS #Kisswebinar If you’re not tracking your social media efforts, you… Increase...
IMPROVING YOUR SOCIAL MEDIA MARKETING EFFORTS #Kisswebinar If you’re not tracking your social media efforts, you… Increase...
IMPROVING YOUR SOCIAL MEDIA MARKETING EFFORTS #Kisswebinar If you’re not tracking your social media efforts, you… Boost tr...
Track. Measure. Improve.
TWEET OF THE DAY You can’t improve what you don’t measure. #DatadrivenSMM @NEILPATEL @Kissmetrics @Joeei #Kisswebinar #Dat...
LEARN MORE NOW Discover how Kissmetrics can help you optimize your marketing
JOEI CHAN Content Marketing Manager, Mention @joeei joei@mention.com THUE MADSEN Marketing Operations Manager, Kissmetrics...
How to Build a Data-driven Social Media Marketing Strategy
How to Build a Data-driven Social Media Marketing Strategy
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How to Build a Data-driven Social Media Marketing Strategy

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Brands are spending more and more budget on social media marketing, but evaluating social ROI and performance can be tricky. What’s working well and what’s not, and what’s worth spending more time and money on? In most cases, these questions go unanswered, and it’s tough to know where to begin to improve your social media marketing strategy.

Whether you need to report and prove your social media ROI or want to have better control over your social strategy, you need to be tracking the right KPIs so you can report, analyze, and improve.

And this is exactly what this webinar will help you with.

In this webinar, you'll learn:

Benefits of tracking social media data and key metrics
How to choose the best metrics that suit your goals
How to track and analyze them
The best tools to do this with
Specific strategies to improve on the metrics you’re tracking

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How to Build a Data-driven Social Media Marketing Strategy

  1. 1. How to Build a Data-driven 
 Social Media Marketing Strategy JOEI CHAN
  2. 2. @Kissmetrics #Kisswebinar @thuelmadsen
  3. 3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Joei is a content marketer at Mention, where she turns dry and boring concepts into slightly more tolerable blog posts, videos, and gifs. On the weekends, she’s usually busy looking for the next brunch place and filming footage for her vlogs. Connect with her on Twitter for all things marketing, cultural stereotypes, or food. JOEI CHAN Content Marketing Manager, Mention @joeei
  4. 4. @Mention #Kisswebinar @joeei
  5. 5. 1 Challenges of social media marketing 2 Importance of data in social media marketing 5 Strategies to improve your social media marketing goals TABLE OF CONTENTS #Kisswebinar 3 Defining your goals and choosing the right metrics 4 Tools, tools, tools
  6. 6. WATCH WEBINAR RECORDING NOW
  7. 7. What’s your current 
 social media strategy like?
  8. 8. Only 20% of CMOs can quantitatively show the impact of social media on their business. —The CMO Survey
  9. 9. “It’s too complicated!”
  10. 10. “I don’t have time!”
  11. 11. IF YOU’RE NOT TRACKING SOCIAL MEDIA, YOU RISK… #Kisswebinar If you’re not tracking your social media efforts, you… - Wasting more time 
 - Wasting more money
 - Losing tons of opportunities - Hurting your brand image
  12. 12. BENEFITS OF DATA-DRIVEN SOCIAL MEDIA MARKETING #Kisswebinar If you’re not tracking your social media efforts, you… - Identify the right personas/audience
 - Find the right platforms
 - Improve social campaigns - effectiveness & reach 
 - Benchmark against the competition 
 - Improve and prove social ROI
  13. 13. If you don’t know which metrics matter before you start measuring, you’ll get lost in a mountain of data. “
  14. 14. Define your goals
  15. 15. DEFINE YOUR SOCIAL MEDIA MARKETING GOALS #Kisswebinar If you’re not tracking your social media efforts, you… - Increase social media presence? -> Followers count - Drive traffic? -> social media traffic - Improve brand image? -> brand sentiment - Brand reach and awareness? -> social media mentions, reach, top influencers - Revenue? -> conversions
  16. 16. Match your metrics to your goals
  17. 17. GOAL: INCREASE BRAND REACH #Kisswebinar If you’re not tracking your social media efforts, you… - Social media followers
  18. 18. GOAL: INCREASE BRAND REACH #Kisswebinar If you’re not tracking your social media efforts, you… - Top influencers/ brand advocates
  19. 19. GOAL: INCREASE BRAND REACH #Kisswebinar If you’re not tracking your social media efforts, you… - Share of voice against competitors
  20. 20. GOAL: IMPROVE BRAND IMAGE #Kisswebinar If you’re not tracking your social media efforts, you… - Brand sentiment
  21. 21. GOAL: INCREASE TRAFFIC FROM SOCIAL #Kisswebinar If you’re not tracking your social media efforts, you… - Social traffic
  22. 22. GOAL: INCREASE TRAFFIC FROM SOCIAL #Kisswebinar If you’re not tracking your social media efforts, you… - Popular pages from social
  23. 23. GOAL: INCREASE CONVERSIONS #Kisswebinar - Conversions from social
  24. 24. Market to people, not numbers.
  25. 25. GOAL: IMPROVE BUYER PERSONA & TARGETING #Kisswebinar If you’re not tracking your social media efforts, you… - Demographics of your social audience - Where your audience are physically? - What platforms are your audience using? - What are their interests? Behavior? “Digital body language”?
  26. 26. Choose some cool tools
  27. 27. GOOGLE ANALYTICS #Kisswebinar
  28. 28. MENTION #Kisswebinar
  29. 29. KISSMETRICS #Kisswebinar
  30. 30. BITLY #Kisswebinar
  31. 31. HOOTSUITE #Kisswebinar
  32. 32. Use data to improve your social media marketing
  33. 33. IMPROVING YOUR SOCIAL MEDIA MARKETING EFFORTS #Kisswebinar If you’re not tracking your social media efforts, you… Increase brand reach: - Work with influencers - Co-marketing partnerships - Guestblogging
  34. 34. IMPROVING YOUR SOCIAL MEDIA MARKETING EFFORTS #Kisswebinar If you’re not tracking your social media efforts, you… Increase social presence and engagement: - Post often and regularly / choose “best times” - Engage with your community - Giveaways and contests - Leverage user-generated content
  35. 35. IMPROVING YOUR SOCIAL MEDIA MARKETING EFFORTS #Kisswebinar If you’re not tracking your social media efforts, you… Boost traffic and conversions: 
 - Redesign social images - Tweak call-to-actions - Use paid advertising - Improve audience targeting
  36. 36. Track. Measure. Improve.
  37. 37. TWEET OF THE DAY You can’t improve what you don’t measure. #DatadrivenSMM @NEILPATEL @Kissmetrics @Joeei #Kisswebinar #DatadrivenSMM
  38. 38. LEARN MORE NOW Discover how Kissmetrics can help you optimize your marketing
  39. 39. JOEI CHAN Content Marketing Manager, Mention @joeei joei@mention.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?

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