Using Social Media Analytics to Create Better Content

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A WEBINAR PRESENTED BY Using Social Media Analytics to Create Better Content

Transcript of Using Social Media Analytics to Create Better Content

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A WEBINAR PRESENTED BY

Using Social Media Analytics to Create Better Content

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Presenters

Keenan Schneider Michael PattersonProduct Education Manager Digital Marketing Specialist

USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT

@SproutGKeenan @MPatterson22

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Best Friends

USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT

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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

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&PRESENTATION TITLE

Click here to see the on-demand webinar recording!

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USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT

1. Choose Your Social Goals and KPIs

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USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT

Why do you use social?

• Customer Service

• Website Traffic

• Lead Generation

• Branding & Awareness

• Customer Retention

• Thought Leadership

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USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT

What KPIs help reach your goals?

• Clicks

• Reach

• Shares

• Replies

• Likes & Favorites

• Follower Count

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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

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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

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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

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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

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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

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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

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USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT

2. Pull Your Raw Social Data

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Using Twitter’s Analytics

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Pulling Twitter’s Analytics

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Using Facebook Insights

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Pulling Facebook Insights

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Pulling Social Media Analytics with Sprout Social

sproutsocial.com/pricing

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Pulling Social Media Analytics with Sprout Social

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Pulling Social Media Analytics with Sprout Social

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&PRESENTATION TITLE

Click here to learn all about Sprout Social’s reporting features.

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USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT

3. Structure Your Social Data

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Your Raw Data

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Insert Formula for Day of Week

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Insert Formula for Hour of Day

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Fill in and Create “Pivot Table”

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Build Your Pivot Table

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Build Your Pivot Table

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Your Data Should be Set

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USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT

4. Study Your Social Data

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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.

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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

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What Day of the Week Works Well?

Change your Pivot Table Builder to replicate this.

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What Day of the Week Works Well?

Create chart in the “Insert” tab.

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What Hour of the Day Works Well?

Change your Pivot Table Builder to replicate this.

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What Hour of the Day Works Well?

Create chart in the “Insert” tab.

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Study What Topics & Hashtags Work

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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.

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USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT

5. Start Building a Content Calendar

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HOW SOCIAL ANALYTICS TO CREATE BETTER CONTENT

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HOW TO CREATE A SOCIAL CONTENT CALENDAR

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&PRESENTATION TITLE

Click here to learn all about Sprout Social’s publishing features.

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Thank you!

Keenan Schneider Michael PattersonProduct Education Manager Digital Marketing Specialist

HOW TO CREATE A SOCIAL CONTENT CALENDAR

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USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT

A few quick polls.

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Sign-Up for a free 30-day Trial sproutsocial.com

Questions?