A WEBINAR PRESENTED BY
Using Social Media Analytics to Create Better Content
Presenters
Keenan Schneider Michael PattersonProduct Education Manager Digital Marketing Specialist
USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
@SproutGKeenan @MPatterson22
Best Friends
USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
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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USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
1. Choose Your Social Goals and KPIs
USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
Why do you use social?
• Customer Service
• Website Traffic
• Lead Generation
• Branding & Awareness
• Customer Retention
• Thought Leadership
USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
What KPIs help reach your goals?
• Clicks
• Reach
• Shares
• Replies
• Likes & Favorites
• Follower Count
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
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
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
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
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
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
USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
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
Pulling Social Media Analytics with Sprout Social
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Click here to learn all about Sprout Social’s reporting features.
USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
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
Build Your Pivot Table
Your Data Should be Set
USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
4. Study Your Social Data
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
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
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
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.
USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
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
USING SOCIAL ANALYTICS TO CREATE BETTER CONTENT
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