A presentation by social media specialist Lilach Bullock to the Smart Insights Annual Online Marketing Summit

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#DigitalPriorities Digital Marketing Priorities 2018 brought to you by
How to improve your social media results
using your analytics
Lilach Bullock - Speaker, Content
Marketing and Social Media Specialist

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What you will learn from this webinar
• The importance of measuring your social media results
• The challenges of measuring social media ROI
• How to set proper social media goals
• Vanity metrics v. Actionable metrics
• How to understand your audience
• How to interpret your content’s success
• Competitive research
• a/b testing
• And useful tools!

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AN INTRODUCTION TO SOCIAL MEDIA ANALYTICS…
I know how tedious it can be!
60% of marketers find ’measuring ROI’ as their top social media challenge
Monitor your results on a constant basis

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The importance of social media analytics
Measuring social media success:
• Your most valuable social media tool,
right under your nose
• Better understanding of your audience
• Instant feedback
• Learn what works/what doesn’t
Measuring social media ROI:
• Social media is an investment
• Are you heading in the right direction?
• Are you making the most of your
resources?

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The challenges of measuring your social media success
• Most paid marketing is easy to measure
• Organic social media success is more difficult to measure
• Some goals are difficult to quantify

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Setting your social media goals
Why set goals? What types of goals can I set?
• To give you direction
• Focus on what matters
• Align with business goals
• Increase traffic
• Increase brand awareness
• Drive more conversions & make more
sales
• Find more qualified leads
• Increase loyalty & build a community of
brand advocates
• Manage your public image & your
customer service
• Gain social media influence

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How to set SMART goals like a pro
• Be SPECIFIC – what exactly do you want
to achieve?
• Goals need to be MEASURABLE – what
are your KPIs?
• Goals need to be ATTAINABLE – can you
realistically reach your goal?
• Is your goal RELEVANT to your overall
business goals?
• What is your goal deadline? All goals need
to be TIME BOUND

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Vanity metrics v. Actionable metrics
Vanity metrics Actionable metrics
• Make you feel good about yourself…but
do they actually help?
• Number of followers
• Number of likes
• Metrics that allow you to take action
• Actionable metrics: traffic, conversions,
leads generated, number of clicks
• Focus on actionable metrics first

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Understand your audience
• Use your channels’ built-in analytics for audience insights
• Social media knows everything about you…
• What are their interests?
• What are their occupations?
• How can you use this information?

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Understand your audience
• Big use of iOS devices
• How can I use this to my advantage?
• How can I adjust my content strategy?

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Understand your audience
• This audience loves sports
• More sports-related content
• More sports-related engagement

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When is your audience online?
• What days?
• What times?
• Post when YOUR audience is active

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Understand your content
• Content makes the real difference in success
• Analyze your competitors
• What makes a post successful for YOU?
• What were your initial goals?

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Understand your content
• What is your best & worst content?
• What are the similarities between them?
• Always keep your goals in mind

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Analyzing your competitors
• Learn from your competitors & similar accounts
• Useful tools: Social Insider, Kompyte, Twitonomy, RivalIQ
• Learn about their audience, their interests & behaviour
• What are their best/worst performing content?

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Test everything
• A/B testing:
 Posting times
 Call to action
 Tone of voice
 Hashtags
 Content
 Length
• Only test one thing at a time!

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How to use Google Analytics to measure your social media
success
• Use for social media traffic &
conversions
• Acquisition-> All Traffic -> Channels ->
Social
• Don’t forget about traffic quality

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How to use Google Analytics to measure your social media
success
• Set goals in Google Analytics to track
conversions from social media
• Evaluate your social media ROI
• Admin -> View -> Goals

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Useful tools
For tracking your social media analytics & success

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Useful tools: Agorapulse
• Social media management tool
• Track brand awareness
• Publishing & Engagement
• Audience insights: influencers &
ambassadors
• CRM tool: organize followers
• Best content
• Team management analytics

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Useful tools: Quintly
• Professional social media analytics
• In-depth analytics for: Twitter, YouTube,
Google+, LinkedIn, Instagram& blogs
• Customize your dashboard
• Competitive benchmarking
• Track customer care

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Useful tools: Social Insider
• Competitive research for Facebook and
Instagram
• Check your own analytics
• Comparison reports
• Check best/worst content
• Paid media

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Useful tools: Hashtagify
• Discover hashtags & top influencers
• Track Twitter & Instagram hashtags
• Track hashtag campaigns
• Detailed reporting for hashtag campaigns

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Useful tools: Brandwatch
• Web monitoring & analytics
• Track consumer feedback
• Track current trends
• Monitor mentions
• Actionable metrics

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Useful tools: Brand24
• Web monitoring & analytics
• In-depth analytics
• Professional monitoring
• Customer service
• Competitive benchmarking

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Useful tools: SoTrender
• Social media analytics
• Twitter, Facebook, Instagram, YouTube
• Engagement, Content insights, Audience
insights, Customer service
• Keep track of admin duties
• Automatic reporting
• Recommendations

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Useful tools: Meltwater
• Monitoring & analytics
• Track your online brand awareness
• Track media coverage
• Comparisons on share of voice
• Sentiment analysis
• Measure PR ROI

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What we’ve learned: key insights
• Why social media analytics are so
important
• How to optimize your social media
marketing using analytics
• How to set SMART goals
• How to understand your audience
better
• What to look for when measuring your
content’s success
• The importance of competitive research
• How to a/b test social media
• How to leverage Google Analytics
• Useful analytics tools

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Thank you for listening!
Any questions?