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Using Data To Develop a Social Strategy


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Last week at the SMX Social Media Marketing Expo in Las Vegas, our CPO Aviel Ginzburg presented on the thought process that goes into our social media marketing calendar, and how it ties in with our other marketing initiatives. From Twitter to Facebook, and everything in between, Aviel broke down the different ways you can use data to make social scheduling decisions.

Published in: Technology, Business

Using Data To Develop a Social Strategy

  1. 1. Planning Your Social Editorial Calendar: Using Data to Develop a Social Strategy #SMX #SMXsocial13 #22B
  2. 2. Using Data to Develop a Social Strategy Presenter: Aviel Ginzburg Twitter: @aviel - Co-Founder and C3PO at Simply Measured (Chief Product Officer and Sci-Fi Fan) - Passionate about building things that make life easier - Huge Taylor Swift Fan
  3. 3. Overview: 1. Reporting vs. Predicting 2. Research Phase 3. Planning Phase 4. Analyzing & Adjusting 5. Measuring & Reporting 3 © 2013 Simply Measured, Inc
  4. 4. 1. Report…Don’t Predict Predictive Analytics Predictive Analytics can tell you what kind of content is going to perform “okay”, but it can’t tell you what will perform great, and it can’t tell you what will perform terrible. Reporting Reporting is data, perspective, and a brain. Not a machine telling you what works and what doesn’t. Reporting allows you to be adaptive to trends, which is a crucial mindset when managing a social calendar. 4 © 2013 Simply Measured, Inc
  5. 5. 2. Research Phase: Audience Analysis Identify Your Audience Locate Your Audience Who are you targeting? Which networks are they on? Before you can develop and create a calendar, you HAVE to understand your ideal customer or content consumer. Who are you trying to reach, in order to hit your social program goals? Your social calendar will be fundamentally based on the networks your audience is on. Is your ideal customer more likely to engage on Facebook? Twitter? Instagram? Other? 5 © 2013 Simply Measured, Inc
  6. 6. 2. Research Phase: Time & Cadence Example B2B and Financial Companies aren’t active on Instagram. Who is? Why? They understand that they have a visual product, and build their calendar around the networks that amplify that component of their marketing strategy. Know where and when your audience is active. Source: © 2013 Simply Measured, Inc
  7. 7. 2. Research Phase: Audience Analysis Develop Themes Based on Interests & Events What is your audience already talking about? What do they want to learn about? Plan your calendar around the topics and events they care about, and develop a unique and novel perspective. 7 © 2013 Simply Measured, Inc
  8. 8. 4. Research Phase: Capitalize on Events Example SXSW In 2013, what we discovered by doing some keyword analysis, is that people were much less invested in the conversations about panels and sessions than they were about the parties. Does this mean that you should ignore the event? No! But you should frame your content with this in mind. Measure past event volumes and topics to inform your strategy and create a tailored calandar. Source: © 2013 Simply Measured, Inc
  9. 9. 2. Research Phase: Time & Cadence Day and Time Parting Content Performance When is your audience active? When are you posting too much? • What time of day is your audience most likely to engage with you? • Which day of the week is your audience active? B2B customers are more active during work hours, while some B2C companies see better results on weekends. • How many social posts does it take each day for your audience to keep you top of mind? • How much content can you share before your audience gets annoyed? 9 © 2013 Simply Measured, Inc
  10. 10. 2. Research Phase: Time & Cadence Example B2B Facebook Page: Found their best time to post content was in the last 15 minutes of every hour. Why? Their B2B audience was constantly in meetings that were about to end…they were bored. Know where and when your audience is active. 10 © 2013 Simply Measured, Inc
  11. 11. 3. Planning Phase: Creating Buckets Don’t Ignore Your Research! Start with an annual calendar with events and one central theme for each month. Your social content calendar should directly align with your other marketing initiatives, releases, events and sales. Monthly Theme Weekly Plan Daily Social Content Tweets Posts Links 11 © 2013 Simply Measured, Inc
  12. 12. 3. Planning Phase: Filling the Buckets Example: At Simply Measured, we publish one study on a different topic each month, and develop our entire content, paid, and social strategy around that topic. Instagram Study Supporting Content Blog Content Your Social calendar should be completely integrated with overall campaigns. Source: © 2013 Simply Measured, Inc
  13. 13. 4. Analyze & Adjust Which Content is Performing Well? Analyze your posts and content. Which ones are driving traffic to your site and engagement on that social network. Adjust your approach and calendar to double down on successful components. Your social calendar cannot be set in stone. 13 © 2013 Simply Measured, Inc
  14. 14. 3. Analyze and Adjust Post Length On Facebook, the top 100 brands in the world saw a steady decrease in engagement when posts had 100 or more characters in them. This decrease become more apparent in posts with 250+ characters. Post Type Of these same brands, engagement on photos absolutely crushed engagement on any other type of post. These brands have done their homework because 74% of their total posts are photos. Learn what works with your audience and double down. Source: © 2013 Simply Measured, Inc
  15. 15. 5. Measure and Report on EVERYTHING Source: © 2013 Simply Measured, Inc
  16. 16. Connect @simplymeasured @aviel