Julie Leary, Digital Stratey, Whole Whale Twitter Handle: @juweeweewee The social media landscape changes every 6 months and the smart phone is only accelerating this change. Don’t blindly follow the latest social media fads and gurus to guide your social media strategy. Fortunately there is a ton of engagement data around what people are doing on your site (Google Analytics) and social platforms/profiles (Facebook Insights). Learn to look at your organization’s own data to see what is driving real value. If your organization can gather, analyze and act on its data it will be ready to jump on the next trend in a way that drives real impact

1. Be Your Own Social Media
Guru
Using Engagement Data

2. $#!+ Gurus Say
“Buy my book!”
“Use this tool!”
“I have Klout!”
“I made a thing go viral!”
“You’re missing out. Hire me.”

3. $#!+ Gurus Say
“Buy my book!”
“Use this tool!”
“I have Klout!”
“I made a thing go viral!”
“You’re missing out. Hire me.”

4. ?
Gather Data
Ask Questions
AnalyzeInsights
Learn
& Act

5. Choosing Digital Goals
On-Platform Off-Platform

6. Choosing Digital Goals
On-Platform
● Impressions
● Audience Growth
● Interaction
● Vanity Metrics
Off-Platform

7. Choosing Digital Goals
On-Platform
● Impressions
● Audience Growth
● Interaction
● Vanity Metrics
Off-Platform
● Quality site traffic
● Conversions
● Press/word of
mouth/other

8. Choosing Digital Goals
On-Platform
● Impressions
● Audience Growth
● Interaction
● Vanity Metrics
Off-Platform
● Quality site traffic
● Conversions
● Press/word of
mouth/other

9. Do Vanity Metrics matter?
Vanity Metrics -
metrics that look nice
but don’t help you
make decisions
Let’s vote!

10. Do Vanity Metrics matter?
Yeah!
● Brand awareness
● Social proofing
● Drive web traffic
● Make boss happy,
get a raise

11. Do Vanity Metrics matter?
Yeah!
● Brand awareness
● Social proofing
● Drive web traffic
● Make boss happy,
get a raise
Nope. What matters
are:
● Social engagement
● Conversions
● ...Impact!

12. Bots don’t write poetry (or donate)

13. ...but that social proofing tho

14. Game time
On the count of three, everyone
raise the same hand.

15. Game time
On the count of three,
everyone raise your left hand.

16. Game time
On the count of three, either
raise your left hand
or
stand up

17. Game time
On the count of three, either
stand up
or
do a push-up

18. Anchoring
The common human
tendency to rely too
heavily on the first piece
of information offered
(the "anchor") when
making decisions.

19. What makes a great message?

20. What makes a great message?

21. Minimum Viable Product

22. Minimum Viable Product POST
?
Gather Data
Ask
Questions
AnalyzeInsights
Learn
& Act

23. What to ask
● When should I post?
● Am I posting too much?
● Who am I talking to?
● What should I post about?
● What gets people talking?

24. When to post?

25. When to post?

26. Am I posting too much?

27. Am I posting too much?
whoops.

28. Who am I talking to?

29. Who am I talking to?

30. What should I post about?

31. What gets people talking?

32. Beyond native analytics
Hootsuite
SocialReport
SumAll
FollowerWonk
TweetPsych
Google Trends
WhatTheTrend
MentionMapp
SimplyMeasured
SocialMentioned
KeyHole.co

33. Minimum Viable Product POST
?
Gather Data
Ask
Questions
AnalyzeInsights
Learn
& Act

34. Choosing Digital Goals
On-Platform
● Impressions
● Audience Growth
● Interaction
● Vanity Metrics
Off-Platform
● Quality site traffic
● Conversions
● Press/word of
mouth/other

35. Moving from awareness to action

36. Which is more valuable?
How
many?

37. Which is more valuable?
How
good?

38. Which is more valuable?
How
good?
...but really how good?

39. Mobile vs. Desktop

40. Assisted Conversions

41. Assisted Conversions

42. Create a feedback loop

43. Create a feedback loop
AllGoodText.com

44. Lose the gurus
YOU THE DATA
SOCIAL
MEDIA GURU
+ =

45. More Questions?
@WholeWhale
LetsTalk@WholeWhale.com