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Using Social Media Analytics to Create Better Content

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

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Using Social Media Analytics to Create Better Content

  1. 1. A WEBINAR PRESENTED BY Using Social Media Analytics to Create Better Content
  2. 2. Presenters Keenan Schneider Michael Patterson Product Education Manager Digital Marketing Specialist USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT @SproutGKeenan @MPatterson22
  3. 3. Best Friends USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
  4. 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
  5. 5. &PRESENTATION TITLE Click here to see the on-demand webinar recording!
  6. 6. USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT 1. Choose Your Social Goals and KPIs
  7. 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. 8. USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT What KPIs help reach your goals? • Clicks • Reach • Shares • Replies • Likes & Favorites • Follower Count
  9. 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. 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. 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. 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. 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. 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. 15. USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT 2. Pull Your Raw Social Data
  16. 16. Using Twitter’s Analytics
  17. 17. Pulling Twitter’s Analytics
  18. 18. Using Facebook Insights
  19. 19. Pulling Facebook Insights
  20. 20. Pulling Social Media Analytics with Sprout Social sproutsocial.com/pricing
  21. 21. Pulling Social Media Analytics with Sprout Social
  22. 22. Pulling Social Media Analytics with Sprout Social
  23. 23. &PRESENTATION TITLE Click here to learn all about Sprout Social’s reporting features.
  24. 24. USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT 3. Structure Your Social Data
  25. 25. Your Raw Data
  26. 26. Insert Formula for Day of Week
  27. 27. Insert Formula for Hour of Day
  28. 28. Fill in and Create “Pivot Table”
  29. 29. Build Your Pivot Table
  30. 30. Build Your Pivot Table
  31. 31. Your Data Should be Set
  32. 32. USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT 4. Study Your Social Data
  33. 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. 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. 35. What Day of the Week Works Well? Change your Pivot Table Builder to replicate this.
  36. 36. What Day of the Week Works Well? Create chart in the “Insert” tab.
  37. 37. What Hour of the Day Works Well? Change your Pivot Table Builder to replicate this.
  38. 38. What Hour of the Day Works Well? Create chart in the “Insert” tab.
  39. 39. Study What Topics & Hashtags Work
  40. 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. 41. USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT 5. Start Building a Content Calendar
  42. 42. HOW SOCIAL ANALYTICS TO CREATE BETTER CONTENT
  43. 43. HOW TO CREATE A SOCIAL CONTENT CALENDAR
  44. 44. &PRESENTATION TITLE Click here to learn all about Sprout Social’s publishing features.
  45. 45. Thank you! Keenan Schneider Michael Patterson Product Education Manager Digital Marketing Specialist HOW TO CREATE A SOCIAL CONTENT CALENDAR
  46. 46. USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT A few quick polls.
  47. 47. Sign-Up for a free 30-day Trial sproutsocial.com Questions?

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