Creating and sharing amazing content is one of the most important things you can do on social media. Great content will drive additional social media shares, which can lead to a boost in your social following and a lift in the amount of conversations you have with current and potential customers. One question stands in the way of you and untold shares and engagement: do you have any idea what kind of content actually resonates with your audience? Join Sprout Social’s resident social media experts and best friends as they teach you to dig into your own social media analytics to figure out what you should be sharing across your social profiles. This deck will teach you: - How to pull your social media analytics with Sprout Social - How to examine the data to find key social media trends - What kind of content resonates with your audience - Which hashtags to utilize to increase your reach - Whatever you’d like during our Q&A

1. A WEBINAR PRESENTED BY
Using Social Media
Analytics to Create
Better Content

2. Presenters
Keenan Schneider Michael Patterson
Product Education Manager Digital Marketing Specialist
USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
@SproutGKeenan @MPatterson22

3. Best Friends
USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT

4. Overview
Choosing Your Goals and KPIs
•
How to Pull Your Unique Social Analytics
•
How to Structure Your Social Media Data
•
How to Make Sense of the Information
•
Questions
USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT

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Click here to see the on-demand
webinar recording!

6. USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
1. Choose Your Social Goals and KPIs

7. USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
Why do you use social?
• Customer Service
• Website Traffic
• Lead Generation
• Branding & Awareness
• Customer Retention
• Thought Leadership

8. USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
What KPIs help reach
your goals?
• Clicks
• Reach
• Shares
• Replies
• Likes & Favorites
• Follower Count

9. USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
Social for
Customer Service
• Social media is an important channel
for providing customer service.
• Social messages to brands up 53.18%
• Messages requiring response up 28%
• Recommended KPI - Replies

10. USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
Social for Website
Traffic
• Social media is a good way to drive free
traffic to your site.
• Website traffic is part of a solid marketing
funnel.
• KPI - Clicks

11. USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
Social for Lead
Generation
• Driving traffic to your site with the
intention of collecting lead info.
• Different in that you’re using specific
message copy and landing pages.
• Recommended KPI - Clicks

12. USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
Social for Branding
and Awareness
• Closer to the top of the funnel.
• Creating awareness of your product so
users are more likely to consider you.
• Recommended KPIs - Reach, Likes

13. USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
Social for Thought
Leadership
• Establishing yourself as a thought-leader
in your specific niche.
• Helps build credibility in your space.
• Recommended KPIs - Follower Count,
Replies, Likes

14. USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
Social for
Customer Loyalty
• Generally cheaper to keep an existing
client than find a new one.
• Maintain engagement with customers to
boost lifetime value.
• Recommended KPIs - Replies, Clicks

15. USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
2. Pull Your Raw Social Data

16. Using Twitter’s Analytics

17. Pulling Twitter’s Analytics

18. Using Facebook Insights

19. Pulling Facebook Insights

20. Pulling Social Media Analytics with Sprout Social
sproutsocial.com/pricing

21. Pulling Social Media Analytics with Sprout Social

22. Pulling Social Media Analytics with Sprout Social

23. &PRESENTATION TITLE
Click here to learn all about Sprout
Social’s reporting features.

24. USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
3. Structure Your Social Data

25. Your Raw Data

26. Insert Formula for Day of Week

27. Insert Formula for Hour of Day

28. Fill in and Create “Pivot Table”

29. Build Your Pivot Table

30. Build Your Pivot Table

31. Your Data Should be Set

32. USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
4. Study Your Social Data

33. Links
Links to articles or blog
posts created by your
company or an adjacent
source.
Study What Post Types Perform Well
Photos
According to Twitter,
photos receive an average
35% boost in Retweets.
Videos
The same study shows
videos receive an average
of 28% boost in Retweets.
Text-Based Posts
Your run-of-the-mill social
media statuses comprised
of only text.
Offers
Any sort of contest or
giveaway offering your
followers a chance to win.
Gifs
More networks are
creating functionality to
share gifs in your feed.
Quotes
Inspirational quotes from
famous figures or those
that you work with.
Hashtags
Whether they’re trending
hashtags or hashtags
you’ve created in-house.
USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT

34. Mentions & Replies
Messages mentioning
others or directed right to
those who have messaged
you.
Figure Out What Content Performs Well
Company Updates
Updates from your
company, whether that’s a
new feature or press
release.
Blog Posts
Articles that you’ve written
or that you’ve found on
relevant sites.
eBooks & Webinars
Content that invites your
users to download your
latest eBooks or webinars.
USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT

35. What Day of the Week Works Well?
Change your Pivot Table Builder to replicate this.

36. What Day of the Week Works Well?
Create chart in the “Insert” tab.

37. What Hour of the Day Works Well?
Change your Pivot Table Builder to replicate this.

38. What Hour of the Day Works Well?
Create chart in the “Insert” tab.

39. Study What Topics & Hashtags Work

40. USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
Use the Data to Inform
Your Content Strategy
• Use more of the post types that work
well with your audience.
• Create content that resonates with
your unique following.
• Utilize hashtags and topics you know
work well.
• Schedule messages for the days and
times they’ll resonate best.

41. USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
5. Start Building a Content Calendar

42. HOW SOCIAL ANALYTICS TO CREATE BETTER CONTENT

43. HOW TO CREATE A SOCIAL CONTENT CALENDAR

44. &PRESENTATION TITLE
Click here to learn all about Sprout
Social’s publishing features.

45. Thank you!
Keenan Schneider Michael Patterson
Product Education Manager Digital Marketing Specialist
HOW TO CREATE A SOCIAL CONTENT CALENDAR

46. USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
A few quick polls.

47. Sign-Up for a free 30-day Trial
sproutsocial.com
Questions?