This document outlines strategies for building a data-driven social media marketing strategy. It discusses defining goals and metrics, choosing tools to track performance, and using data to improve efforts. The key points are: set goals like reach, traffic, or conversions that align metrics like followers, shares, links clicked; select analytics tools like Google Analytics, Mention, and Kissmetrics to measure metrics; then analyze data to enhance strategies through influencer marketing, user generated content, or paid ads.
3. Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft driver in SF, which is also how he ended up as
a Kissmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him hiking
in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Joei is a content marketer at Mention, where she turns
dry and boring concepts into slightly more tolerable blog
posts, videos, and gifs. On the weekends, she’s usually
busy looking for the next brunch place and filming
footage for her vlogs. Connect with her on Twitter for all
things marketing, cultural stereotypes, or food.
JOEI CHAN
Content Marketing Manager, Mention
@joeei
5. 1 Challenges of social media marketing
2 Importance of data in social media marketing
5 Strategies to improve your social media marketing goals
TABLE OF CONTENTS
#Kisswebinar
3 Defining your goals and choosing the right metrics
4 Tools, tools, tools
12. IF YOU’RE NOT TRACKING SOCIAL MEDIA, YOU RISK…
#Kisswebinar
If you’re not tracking your social media efforts, you…
- Wasting more time
- Wasting more money
- Losing tons of opportunities
- Hurting your brand image
13. BENEFITS OF DATA-DRIVEN SOCIAL MEDIA MARKETING
#Kisswebinar
If you’re not tracking your social media efforts, you…
- Identify the right personas/audience
- Find the right platforms
- Improve social campaigns - effectiveness & reach
- Benchmark against the competition
- Improve and prove social ROI
14. If you don’t know which
metrics matter before you
start measuring, you’ll get lost
in a mountain of data.
“
16. DEFINE YOUR SOCIAL MEDIA MARKETING GOALS
#Kisswebinar
If you’re not tracking your social media efforts, you…
- Increase social media presence? -> Followers count
- Drive traffic? -> social media traffic
- Improve brand image? -> brand sentiment
- Brand reach and awareness? -> social media mentions, reach,
top influencers
- Revenue? -> conversions
26. GOAL: IMPROVE BUYER PERSONA & TARGETING
#Kisswebinar
If you’re not tracking your social media efforts, you…
- Demographics of your social audience
- Where your audience are physically?
- What platforms are your audience using?
- What are their interests? Behavior? “Digital body language”?
33. Use data to improve your social media
marketing
34. IMPROVING YOUR SOCIAL MEDIA MARKETING EFFORTS
#Kisswebinar
If you’re not tracking your social media efforts, you…
Increase brand reach:
- Work with influencers
- Co-marketing partnerships
- Guestblogging
35.
36. IMPROVING YOUR SOCIAL MEDIA MARKETING EFFORTS
#Kisswebinar
If you’re not tracking your social media efforts, you…
Increase social presence and engagement:
- Post often and regularly / choose “best times”
- Engage with your community
- Giveaways and contests
- Leverage user-generated content
37. IMPROVING YOUR SOCIAL MEDIA MARKETING EFFORTS
#Kisswebinar
If you’re not tracking your social media efforts, you…
Boost traffic and conversions:
- Redesign social images
- Tweak call-to-actions
- Use paid advertising
- Improve audience targeting