USING SOCIAL MEDIA ANALYTICS TO MAKE BETTER MARKETING DECISIONS.@ALYSMURFEY#SMCKC

THANKS FOR HAVING ME!

@ALYSMURFEY #SMCKC

ABOUT ME

Alyssa MurfeySocial Media Strategist emfluence

TWEET ALONG

#smckc

@smckc

@alysmurfey

@emfluence

@grunauerkc

amurfey@emfluence.com

@ALYSMURFEY #SMCKC

“GUIDED CREATIVITY”The happy medium between “postin’ what ya feel like” and the “45 day tweet.”

@ALYSMURFEY #SMCKC

USING TWITTER TO TEST SUBJECT LINES

Keep in mind that time of day / day of the week will factor into your results.

You can attempt to trim down your variables by deploying the tweets that you’re testing at the same day of week and / or time of day.

@ALYSMURFEY #SMCKC

USING PINTEREST TO TEST IMAGES AND PRODUCTSLet the visual content that is performing well on your social media channels guide your decisions on your other channels.

If a certain product is being pinned significantly on Pinterest, have it be the product feature in your email, etc.!

@ALYSMURFEY #SMCKC

FACEBOOK POST CLICKS = EMAIL OPEN BEHAVIOR

POST CLICKS =Total clicks on a post not including comments, likes or shares.

Not the same as link clicks!

The reaction to click and learn / see more very much mimics email open behavior.

@ALYSMURFEY #SMCKC

FACEBOOK POST CLICKS = EMAIL OPEN BEHAVIOR

@ALYSMURFEY #SMCKC

TWITTER LEAD GEN CARDS FOR PPC / GENERAL FORM TESTING

Search advertising in 2013 brought in $18.4 billion, up from $16.9 billion in 2012.

Last year, search represented 46 percent of total digital ad revenue.

-IABApril 2014

@ALYSMURFEY #SMCKC

TWITTER LEAD GEN CARDS FOR PPC / GENERAL FORM TESTING

Test your form –

• Call-to-action

• Sub messaging

• Submit button

• Image

• Response page, etc.

…FOR FREE!(though promoting the tweet the card is assigned to always helps…and you’ll get better tracking if you set up a campaign.)

@ALYSMURFEY #SMCKC

USING GOOGLE ANALYTICS SOCIAL DATA

Use Google Analytics to identify your most ideal visitors and see if these demographics match up with demographic information from your other networks.

This information can be used to make better content marketing decisions!

@ALYSMURFEY #SMCKC

USING GOOGLE ANALYTICS SOCIAL DATA

@ALYSMURFEY #SMCKC

USING GOOGLE ANALYTICS SOCIAL DATA

See which networks drive the most valuable traffic

@ALYSMURFEY #SMCKC

USING GOOGLE ANALYTICS SOCIAL DATA

See how social visitors move through and interact with your site.

@ALYSMURFEY #SMCKC

USING GOOGLE ANALYTICS SOCIAL DATA

@ALYSMURFEY #SMCKC

USING GOOGLE ANALYTICS SOCIAL DATA

Can start to ask…• Which social networks drive my most

valuable visitors?• Are they engaging with the content they

are being driven to? • Are they engaging with other pieces of

content from there? • Are we sending people to the best parts of

our site for a conversion?

@ALYSMURFEY #SMCKC

USING GOOGLE ANALYTICS SOCIAL DATA

@ALYSMURFEY #SMCKC

CUSTOMER PROFILES

Use customer profiles to connect your “hard” goals and data to more personal and “soft” social media examples.

@ALYSMURFEY #SMCKC

CUSTOMER PROFILES

Creating a customer profile (work with the sales team and customer service on this!) –

• Create a description of one of your ideal buyers.

• Identify their needs and what their ultimate goals are.

• Figure out where they are.

• Which social networks do they interact with? What blogs do they follow? What influencers do they admire?

• Create themes and messaging that target them and track for success.

@ALYSMURFEY #SMCKC

THEMES

@ALYSMURFEY #SMCKC

THEMES

Research from blog.klout.com

@ALYSMURFEY #SMCKC

THEMES

Research from blog.klout.com

Testing audience engagement of themes

across channels is important!

@ALYSMURFEY #SMCKC

REPORTING: BRINGING IT ALL TOGETHER

Visual summary of data

Customer profile story

Related company data

Summary of value (tied to marketing goals)

Related industry stat, too?

Cherry on top!

@ALYSMURFEY #SMCKC

VISUAL SUMMARY OF DATA

Total engagement was higher this month than the previous month by nearly 50% due to increased likes, comments and shares. We attribute this to focusing on faster response time and a customer service approach that integrates the customer service team and allows social team to resolve the majority of customer issues fluidly.

@ALYSMURFEY #SMCKC

CUSTOMER PROFILE STORY

The more we engage and help customers, the more they are willing to share their positive stories with us.

This not only helps with our company goal of improved customer service, but increased brand engagement also leads to increased brand awareness. Win/win!

@ALYSMURFEY #SMCKC

RELATE BACK TO COMPANY DATA / SUMMARY

From the call center report, we saw that there were 20 fewer customer complaint calls this past month and 15% less since the beginning of the year.

Being at the frontlines on social media to intercept angry customers and help with their concerns has cut down on call complaints volume and allowed the call center to better service customers – which is one of our company goals for 2014.

67% of 23,000 consumers in a J.D. Power and Associates study had used a company's social media site for servicing; and87% of consumers in the J.D. Power and Associates study said their online social interaction with the company positively impacted the likelihood that they'll purchase from the brand, and that the responsiveness of the service representatives were a key of that satisfaction. (2013)

@ALYSMURFEY #SMCKC

@ALYSMURFEY #SMCKC

THANK YOU! (THAT’S ALL I GOT)

@ALYSMURFEY #SMCKC

Alyssa MurfeySocial Media Strategist amurfey@emfluence.com

#smckc

@smckc

@alysmurfey

@emfluence

@grunauerkc