Using Social Media Analytics to Create Better Content
-
Upload
sprout-social -
Category
Social Media
-
view
766 -
download
0
Transcript of Using Social Media Analytics to Create Better Content
![Page 1: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/1.jpg)
A WEBINAR PRESENTED BY
Using Social Media Analytics to Create Better Content
![Page 2: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/2.jpg)
Presenters
Keenan Schneider Michael PattersonProduct Education Manager Digital Marketing Specialist
USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
@SproutGKeenan @MPatterson22
![Page 3: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/3.jpg)
Best Friends
USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
![Page 4: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/4.jpg)
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
![Page 5: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/5.jpg)
&PRESENTATION TITLE
Click here to see the on-demand webinar recording!
![Page 6: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/6.jpg)
USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
1. Choose Your Social Goals and KPIs
![Page 7: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/7.jpg)
USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
Why do you use social?
• Customer Service
• Website Traffic
• Lead Generation
• Branding & Awareness
• Customer Retention
• Thought Leadership
![Page 8: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/8.jpg)
USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
What KPIs help reach your goals?
• Clicks
• Reach
• Shares
• Replies
• Likes & Favorites
• Follower Count
![Page 9: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/9.jpg)
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
![Page 10: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/10.jpg)
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
![Page 11: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/11.jpg)
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
![Page 12: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/12.jpg)
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
![Page 13: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/13.jpg)
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
![Page 14: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/14.jpg)
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
![Page 15: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/15.jpg)
USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
2. Pull Your Raw Social Data
![Page 16: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/16.jpg)
Using Twitter’s Analytics
![Page 17: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/17.jpg)
Pulling Twitter’s Analytics
![Page 18: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/18.jpg)
Using Facebook Insights
![Page 19: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/19.jpg)
Pulling Facebook Insights
![Page 20: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/20.jpg)
Pulling Social Media Analytics with Sprout Social
sproutsocial.com/pricing
![Page 21: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/21.jpg)
Pulling Social Media Analytics with Sprout Social
![Page 22: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/22.jpg)
Pulling Social Media Analytics with Sprout Social
![Page 23: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/23.jpg)
&PRESENTATION TITLE
Click here to learn all about Sprout Social’s reporting features.
![Page 24: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/24.jpg)
USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
3. Structure Your Social Data
![Page 25: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/25.jpg)
Your Raw Data
![Page 26: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/26.jpg)
Insert Formula for Day of Week
![Page 27: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/27.jpg)
Insert Formula for Hour of Day
![Page 28: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/28.jpg)
Fill in and Create “Pivot Table”
![Page 29: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/29.jpg)
Build Your Pivot Table
![Page 30: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/30.jpg)
Build Your Pivot Table
![Page 31: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/31.jpg)
Your Data Should be Set
![Page 32: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/32.jpg)
USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
4. Study Your Social Data
![Page 33: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/33.jpg)
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
![Page 34: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/34.jpg)
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
![Page 35: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/35.jpg)
What Day of the Week Works Well?
Change your Pivot Table Builder to replicate this.
![Page 36: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/36.jpg)
What Day of the Week Works Well?
Create chart in the “Insert” tab.
![Page 37: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/37.jpg)
What Hour of the Day Works Well?
Change your Pivot Table Builder to replicate this.
![Page 38: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/38.jpg)
What Hour of the Day Works Well?
Create chart in the “Insert” tab.
![Page 39: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/39.jpg)
Study What Topics & Hashtags Work
![Page 40: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/40.jpg)
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.
![Page 41: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/41.jpg)
USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
5. Start Building a Content Calendar
![Page 42: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/42.jpg)
HOW SOCIAL ANALYTICS TO CREATE BETTER CONTENT
![Page 43: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/43.jpg)
HOW TO CREATE A SOCIAL CONTENT CALENDAR
![Page 44: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/44.jpg)
&PRESENTATION TITLE
Click here to learn all about Sprout Social’s publishing features.
![Page 45: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/45.jpg)
Thank you!
Keenan Schneider Michael PattersonProduct Education Manager Digital Marketing Specialist
HOW TO CREATE A SOCIAL CONTENT CALENDAR
![Page 46: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/46.jpg)
USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
A few quick polls.
![Page 47: Using Social Media Analytics to Create Better Content](https://reader031.fdocuments.net/reader031/viewer/2022030305/5871c6911a28ab55058b8247/html5/thumbnails/47.jpg)
Sign-Up for a free 30-day Trial sproutsocial.com
Questions?