TyingContenttoConversions

GlobalSocialStrategy&OperationsApril28,2017

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@caitlinangeloff

TodayWe’llCover

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• Identifyingobjectives

• Organizingsocialmetrics

• Settingrealisticgoals

• Instrumentingfortracking/measurement

• Streamliningreporting

Email-or- Tweetw/Questions

@caitlinangeloff

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caitlin.angeloff@

#SMSsummit

DocuSignFastFacts

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§ 100millionDocuSignusersworldwide

§ 130Knewuniqueusersjoinourserviceeveryday

§ 84%oftransactionsarecompletedwithin1day

§ 58%ofalltransactionsthroughDocuSignAPI

§ Morethan30Kdevelopersandboxes

§ Averagecustomervalueof$36.44perdocument

§ 1,900+employeesandgrowingfast

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(Paid)PromoteContent&Conversations

• SocialMediaAdvertising• PaidSponsorshipofInfluencer(s),Bloggers&BrandAmbassadors

SocialMediaListening&BrandMonitoring+SocialCSSTriage&Routing

(Earned)AmplifyNews&Micro-Moments

• LeveragePublic&MediaRelationsEfforts• Trendjack Opportunistic/Talkable Moments• LayerinSocialforLiveEvents

• Coordinate&CurateBrandedContentCross-Functionally• ProduceCustom(Visual)ContentthatisSocialByDesign

@DocuSignGlobalSocialMediaMarketingOverview

(Shared)Connect&EngagewithTarget

Audiences

• SocialMediaListening&Analysis• SocialMediaPublishing• SocialMediaEngagement,CSS&Cmty.Mngmt.• SocialMediaMeasurement&Reporting

(Owned)Identify&CustomizeBranded

Content

SmartSocialMarketersDon’tJustClickPublish

Listening,planning,creativedevelopment/production,&publishingareonlypartofthesocialmediamarketingprocess.

Tobuildanexceptionalglobalsocialmediaprogram,youmustputmeasurement first.

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IDENTIFYINGOBJECTIVES

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HaveYouHadaConversationLikeThis?

Boss=Canweprovethevaluesocialmediadelivers?

SMM=YES!

Boss=How?

SMM=What’sourbusinessobjective(s)?WhatdoestheC-Suitecareabout?

Boss=Deliveringqualifiedleads!!

SMM=Whataboutothermicro-conversionsforothertouchpoints?

Boss=Whatotherkindofconversionisthereotherthanaqualifiedlead?

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First,ThinkInTermsofObjectives

THEWHAT

CreateAwareness

GenerateDemand

DriveConversion

DelightCustomers

InspireEvangelismDOCUSIGNCONFIDENTIAL

Next,ThinkInTermsofDesiredOutcomes

THEHOW

CreateAwareness=ExposeTargetAudience

GenerateDemand=Engage TargetAudience

DriveConversion=SecureTargetAudience

DelightCustomers=Re-engage TargetAudience

InspireEvangelism=Activate TargetAudience

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Lastly,InstrumenttoMeasure

THEWHY

CreateAwareness= ShareofVoice/ShareofConversation

GenerateDemand=#ofWebsiteReferrals/SocialActions

DriveConversion=Leads, Signups,Downloads,Trials

DelightCustomers=Sentiment /Satisfaction

InspireEvangelism=Positive WOM,NPS, Referrals

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ORGANIZINGMETRICS

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Organize&PrioritizeYourSocialMediaKPI’s

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Awareness

Consideration

Trial

Purchase

Loyalty

Advocacy

• EngagementRate• Socialactions(clicks,RT’s,shares,etc.)• CostPerEngagement(CPE)• CSSCostDeflection

• Reach• CostPerImpression(CPM)• CostPerVideoView(CPVV)

• ShareofVoice• Sentiment• ShareofConversation

• SocialReferrals• #ofBlogViews• CostPerClick(CPC)• InfluencerActivity• PositiveWOM

SETTINGREALISTICGOALS

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It’sAllAboutTheBase(line)

Bysocialmediachannel,haveafirmgraspon:

Averagereach

Averageengagement

Frequencysaturation

Optimaltimeofday

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GoalSettingExercise

• SayyourprimaryKPIisShareofVoice(SOV)

• Andyouknowyourbrandgets10Kmentionsonaveragepermonth

• Andyouknowtheconversationlandscapevolumeforyourtopic(s)is30Kpermonth

• Andyourbosssays“Iwanttosee5xthementions”

• Whatisyouranswer?

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INSTRUMENTINGFORTRACKING&MEASUREMENT

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WhoWoreItBest?

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LotsofTrackingOptions

NativePlatformData&Insights

SocialMediaRelationship

ManagementTool

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Stayinginthe

HotTub?

JumpingOvertothePool?

DetermineYourDefacto Measurement

Bit.ly

UTM

GA

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BreakingDowntheSilos

Formanycompanies,theteammanagingapaidsocialmediacampaignisoftenseparatefromtheonerunningcommunitymanagement.

Thebiggestopportunityforgreaterresultsistocollaborateandshareinsightsacrossbothorganicandpaidsocialmedia.

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DoubleDownOnTopPerformingContent

Onceyouknowcontentisrelevant,backitwithpaidsocial.Developyourownformulaforwhentodoubledownwithyourfinitesocialmediadollars.

ThemostmissedopportunityofB2Bsocialmediaisnotpayingtoreachtheaudiencesyourcontentisprioritizedforinatimelymanner.

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STREAMLINEREPORTING

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KnowYourAudiencesWhenReporting

Don’tblindthemwithdata!

Knowwhatthepersonyou’resendingthereportstocaresabout.

Caterthereporttowhatmattersmosttothem.

GetusedtomakingLOTSoftypesofreports.

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DevelopaDashboard:SOVExample

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InClosing

• Socialmediaispartartandpartscience.

• Figuringoutwhatcontentisrelevanttoyouraudiencesiskey.

• Testingandlearningistheonlywaytogo.

• Thedatadoesn’tlie!DOCUSIGNCONFIDENTIAL

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