Using Social Media Analytics to Create Better Content

transcript

A WEBINAR PRESENTED BY

Presenters

Keenan Schneider Michael PattersonProduct Education Manager Digital Marketing Specialist

USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT

@SproutGKeenan @MPatterson22

Best Friends

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

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1. Choose Your Social Goals and KPIs

Why do you use social?

• Customer Service

• Website Traffic

• Lead Generation

• Branding & Awareness

• Customer Retention

• Thought Leadership

What KPIs help reach your goals?

• Clicks

• Reach

• Shares

• Replies

• Likes & Favorites

• Follower Count

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

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

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

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

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

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

2. Pull Your Raw Social Data

Using Twitter’s Analytics

Pulling Twitter’s Analytics

Using Facebook Insights

Pulling Facebook Insights

Pulling Social Media Analytics with Sprout Social

sproutsocial.com/pricing

Pulling Social Media Analytics with Sprout Social

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

3. Structure Your Social Data

Your Raw Data

Insert Formula for Day of Week

Insert Formula for Hour of Day

Fill in and Create “Pivot Table”

Build Your Pivot Table

Your Data Should be Set

4. Study Your Social Data

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.

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.

Mentions & Replies

Messages mentioning

others or directed right to

those who have messaged

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.

What Day of the Week Works Well?

Change your Pivot Table Builder to replicate this.

What Day of the Week Works Well?

Create chart in the “Insert” tab.

What Hour of the Day Works Well?

Change your Pivot Table Builder to replicate this.

What Hour of the Day Works Well?

Create chart in the “Insert” tab.

Study What Topics & Hashtags Work

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.

5. Start Building a Content Calendar

HOW SOCIAL ANALYTICS TO CREATE BETTER CONTENT

HOW TO CREATE A SOCIAL CONTENT CALENDAR

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

Thank you!

Keenan Schneider Michael PattersonProduct Education Manager Digital Marketing Specialist

HOW TO CREATE A SOCIAL CONTENT CALENDAR

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Questions?