using social media to drive business decisions

ANALYZING SOCIAL MEDIA DATA FOR BUSINESS PERFORMANCE

#KBRSOCIAL

@KatieBRobertsFebruary 6, 2014

Social Media Landscape

Social Media Data Analysis

Identify the objective of analyzing social data: Optimize social media performance within

the community Optimization of social media ads performance Optimize content outside of community

(website, landing pages, media) Use data to make business decisions Integrate with big data systems to amplify

profile data of customer

Social Media {Goals}

Social MediaFacebook

Twitter

Linkedin

Google+

YouTube

Strategi

c Goal

s

Community Growth ● ● ●Engagement ● ● ● ● ●Customer Retention ● ● ●Brand Awareness ● ● ● ● ●Lead Gen ● ● ● ● ●Referrals ● ● ●Conversion / Remarketing

● ● ● ●

B2B / Partnerships ● ● ● ● ●Market Research ● ●

Social Media KPIs

Community Health Content Performance Community Feedback Inbound Traffic Leads, Conversion, & Retention Business Decisions

Optimization Within CommunityIt’s time to look beyond Fans, Engagement, Reach

How healthy is the community? Engagement, reach, community growth

Analyze post-specific performance against objectives Help to identify content performance Optimal time(s) of day to post per day Clicks / inbound traffic performance Leads & conversions

Evaluate responsive audience Leverage targeting to ensure posts are delivering to most engaged audience

Affinity Scoring What other brands are your community members engaged with? What common interests are shared?

Tools: Social Media Analytics, SMMS platforms

Optimization of Social Media Ads

Facebook & Twitter Custom AudiencesUtilize prospect contact lists to match agaist social accounts

Conversion Pixels Which ads are performing Clusters performance Inbound traffic conversion

FBXchange {Facebook}

Optimize Outside of Community

Website Performanc

e• Inbound

Traffic• Time

spent on Page

• Top performing content

• Referer Sites

• Next Page Traffic

Content Perfromanc

e• A/B test

content• Content

variance testing

On-Page Conversion

• Leads• Reinquirie

s

Web Profile Optimizatio

n• PURLs

performance

• CMS Profile updates

Optimize via Link Tagging

Adding link tagging to social media posts will help understand inbound traffic performance by content type, source, etc.

Social Data for Business DecisionsAnalysis is the filter, not the source of

business decisions Sentiment Analysis [Listening] Competitive Analysis Opinion Mining [Insights] Remarketing performance Verify Product decisions

SoMarkWhoWonTheWeek.com

Questions

Have questions? Tweet me @KatieBRoberts //

#KBRSocial Facebook /Katie.B.Roberts Linkedin /KatieBRoberts

Socially Savvy?

Send resume to: Katie.Roberts@WaldenU.edu