Engage Dubai 2015: Mazher Abidi, Initiative

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Using Data to Bust Everyday Social Media Myths presented at Engage Dubai 2015 by Mazher Abidi, Initiative

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Engage Dubai 2015: Mazher Abidi, Initiative

  1. 1. Using data to bust social media myths Mazher Abidi Engage Dubai 22.10.2015
  2. 2. 1. Data must be connected with business outcomes 2. Not creating data for data’s sake – create smart data 3. Don’t keep data in silos 4. Show management a quantifiable value of social 5. Understand the background of each social metric 6. Make a business case for social activity 6 RULES OF #DATADRIVEN MARKETERS
  3. 3. “More brands are putting out more content whilst simultaneously complaining about the clutter” Thomas Van Shaik, Adidas, 2015
  4. 4. As well as content, the volume of data is also increasing
  5. 5. This is harming our ability to measure effectively Data Content (Data we use) x (Content it’s being applied to)
  6. 6. Myth 1: The myth of our content “Social audiences would rather see less direct product related content”
  7. 7. Research into audience motivations says otherwise 41% 41% of MENA social audiences follow a brand to find out more about products & services Wave 8 Study, MENA audiences “Why do you follow a brand” 59% Networking Competitions Supporting causes Filling time Freebies Recommendations
  8. 8. Research into audience motivations says otherwise 73% respond best to information that is entertaining, unexpected or funny73% Wave 8 Study, MENA audiences “What brand content would you find most engaging?” 27% Inspiring About People Make connections
  9. 9. Myth 2: The myth of posting “We should post our content at a specific time (when most of our users are online)”
  10. 10. The data behind this myth 95% of Facebook users view their default news feed using ‘Top Stories’ The half life of a tweet is between 16-24 minutes, Facebook study, reported by Amy Porterfield Wisemetrics, SearchEngineLand, bit.ly
  11. 11. Myth 3: The ‘correct’ use of paid targeting Promote all of your content? Or none of your content? Or a mix of your content? If so, what mix?
  12. 12. Using data to answer this myth Know your best content Converse when your fans are online Promote at times to maximise reach
  13. 13. Myth 4: The Reach Myth “Organic reach is really low, so paid media will help us reach all our fans”
  14. 14. The data behind this myth All your fans Your active fans The users you actually reach organically The reach % we think we get The reach % we actually get How do we get this figure???
  15. 15. Find the data you need! The last tab of your Facebook data export WILL give you a figure for your online fans! Or measure actions taken against reach. How good is your content???
  16. 16. Myth 5: The measurement of video “How many views did we get?”
  17. 17. Use data to go beyond the view into retention
  18. 18. Myth 6: The standard reporting framework
  19. 19. Remember this… Use data Use better data Use better data & more often
  20. 20. 1. Data must be connected with business outcomes 2. Not creating data for data’s sake – create smart data 3. Don’t keep data in silos 4. Show management a quantifiable value of social 5. Understand the background of each social metric 6. Make a business case for social activity 6 RULES OF #DATADRIVEN MARKETERS

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