How Social Engagement Metrics Inform Your Content Marketing Development Strategy
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Social media to many is simply about broadcasting messages on Facebook, Twitter, LinkedIn and other products and platforms. But what if all that “engagement” actually ladders back to metrics to apply toward business actions to help drive results? In this session, social media metrics scientist, Geoff Colon of Microsoft explains how data from web analytics and social metrics can be analyzed with the proper UX to act as a map for predictive content development that helps drive conversion rate optimization. Don’t continue to make content based on simply 100% right brain thinking. After attending this session you will be able t apply hybrid 50/50 thinking to your content marketing development strategies.
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How Social Engagement Metrics Inform Your Content Marketing Development Strategy
- 1. How Social Engagement Metrics Inform Your Content Marketing Development Strategy Geoff Colon - @djgeoffe January 23, 2015
- 2. Microsoft Confidential Your Audience Desires a Meal You are the Chef Data are the Ingredients The Meal is the Content You Provide the Audience Satisfaction (Solution) Data are the ingredients to make a meal to help satisfy your desired audience so they tell others in their interest influence the need to eat at your establishment…
- 3. Microsoft Confidential When We Think of Social and Content Now… We think too much of the individual ingredients We think of the preparation rather than the presentation, evaluation and refinement We measure the incorrect KPIs and wonder why we don’t close a reservation or book returning customers
- 4. Microsoft Confidential How We Should Think Beginning Today… Think of performance data, distribution, content, UX all as a final dish Distribution and Evaluation work together KPIs to really watch: Link CTR (where, who, what) Audience (Unique Visitors) Content Engagement New vs. Returning Visitors Bounce Rate Page Views Social Media Engagement Rates Keyword Research from Search
- 5. Microsoft Confidential The Ingredients and Recipe… Web Analytics: Google, Omniture, Union Social Analytics: Facebook, Twitter, LinkedIn, Tumblr, Spredfast, Sprinklr, Hootsuite, Marketo, Salesforce Social Listening: Microsoft Social Listening, Visible, Radian 6, Sysomos Content: PowerPoints, Infographics, Video, Blogs, Photos, Podcasts, Livestreams, etc. Distribution: Social Networks Homebase Hub: Your Website
- 6. Microsoft Confidential Getting Started Think of the User Experience for your first test. From the audience data you can garner and your desired customer, how do you reach them? Where is your current traffic coming from? What types of content does your desired customer currenthly engage with on social? Have ingredients baked into content? Let’s get started…
- 7. Microsoft Confidential Directions - Step 1: Everything starts with links and #tags. All content has an URL associated with it even if that URL tag metadata is hidden. # are becoming a better way to archive or tag/label niche data. 1. Begin using an URL shortener or tracker for your links: bit.ly, ow.ly 2. Each link aligns with a piece of content or destination 3. Monitor and track the clicks and from what channels they originate 4. Create metatags for four goal types…
- 8. Microsoft Confidential Directions - Step 1.5: Type Description Example Destination* A specific location loads Thank you for registering! web page or app screen Duration Sessions that lasts a specific amount of time or longer 10 minutes or longer spent on a support site Pages/Screens per session A user views a specific number of pages or screens 5 pages or screens have been loaded Event An action defined as an Event is triggered Social recommendation, video play, ad click There are four types of Goals. Each type is used to measure different kinds of content and actions.
- 9. Microsoft Confidential Directions - Step 2: Link CTRs and #tags help create segments. From the clicks and mentions we can begin to align the data into pods: 1. Audience 2. Geolocation 3. Referral platform Social plugin APIs should also be used on your page to collect data. Share buttons of content to various platforms can collect data of which content is distributed where by your audience.
- 10. Microsoft Confidential Directions - Step 3: Segment your audience. Set goals and syndicate. Deliver content. Let’s see what a Tweet would look like in terms of results based on the goals you have defined.
- 11. Microsoft Confidential Directions - Step 4: What drivers on social are pushing your content? What content is being engaged with the most? How are people discovering the content? What is driving them to your site? How much reach is it getting in social ecosystems? How are people searching for it? (Bing Keyword Research Tool)
- 12. Microsoft Confidential Directions - Step 5: Collect data off your site. Measure, integrate with onsite data…
- 13. Microsoft Confidential Serve & Refine: How did the content perform in terms of: 1. Online referrals? 2. Conversion rate? 3. Visitation? 4. Engagement rate? 5. Page Views? 6. Bounce Rate? Content with top ratings in each category should be refined and repeated with your next meal. Test the pattern again until you can define the best content performance algorithm.
- 14. Microsoft Confidential Questions, Connection, Recipes: Geoffrey Colon Twitter: @djgeoffe LinkedIn: Linkedin.com/in/geoffreycolon SlideShare: Slideshare.net/geoffreycolon Instagram: Instagram.com/djgeoffe Blog: FuturistLab.Tumblr.com Podcast: Spreaker.com/show/disruptive-fm
Notes de l'éditeur
- 09:05 Social media to many is simply about broadcasting messages on Facebook, Twitter, LinkedIn and other products and platforms. But what if all that “engagement” actually ladders back to metrics to apply toward business actions to help drive results? In this session, social media metrics scientist, Geoff Colon of Microsoft explains how data from web analytics and social metrics can be analyzed with the proper UX to act as a map for predictive content development that helps drive conversion rate optimization. Don’t continue to make content based on simply 100% right brain thinking. After attending this session you will be able t apply hybrid 50/50 thinking to your content marketing development strategies.
- 09:05 Social media to many is simply about broadcasting messages on Facebook, Twitter, LinkedIn and other products and platforms. But what if all that “engagement” actually ladders back to metrics to apply toward business actions to help drive results? In this session, social media metrics scientist, Geoff Colon of Microsoft explains how data from web analytics and social metrics can be analyzed with the proper UX to act as a map for predictive content development that helps drive conversion rate optimization. Don’t continue to make content based on simply 100% right brain thinking. After attending this session you will be able t apply hybrid 50/50 thinking to your content marketing development strategies.
- 09:05 Social media to many is simply about broadcasting messages on Facebook, Twitter, LinkedIn and other products and platforms. But what if all that “engagement” actually ladders back to metrics to apply toward business actions to help drive results? In this session, social media metrics scientist, Geoff Colon of Microsoft explains how data from web analytics and social metrics can be analyzed with the proper UX to act as a map for predictive content development that helps drive conversion rate optimization. Don’t continue to make content based on simply 100% right brain thinking. After attending this session you will be able t apply hybrid 50/50 thinking to your content marketing development strategies.
- 09:05 Social media to many is simply about broadcasting messages on Facebook, Twitter, LinkedIn and other products and platforms. But what if all that “engagement” actually ladders back to metrics to apply toward business actions to help drive results? In this session, social media metrics scientist, Geoff Colon of Microsoft explains how data from web analytics and social metrics can be analyzed with the proper UX to act as a map for predictive content development that helps drive conversion rate optimization. Don’t continue to make content based on simply 100% right brain thinking. After attending this session you will be able t apply hybrid 50/50 thinking to your content marketing development strategies.
- 09:05 Social media to many is simply about broadcasting messages on Facebook, Twitter, LinkedIn and other products and platforms. But what if all that “engagement” actually ladders back to metrics to apply toward business actions to help drive results? In this session, social media metrics scientist, Geoff Colon of Microsoft explains how data from web analytics and social metrics can be analyzed with the proper UX to act as a map for predictive content development that helps drive conversion rate optimization. Don’t continue to make content based on simply 100% right brain thinking. After attending this session you will be able t apply hybrid 50/50 thinking to your content marketing development strategies.
- 09:05 Social media to many is simply about broadcasting messages on Facebook, Twitter, LinkedIn and other products and platforms. But what if all that “engagement” actually ladders back to metrics to apply toward business actions to help drive results? In this session, social media metrics scientist, Geoff Colon of Microsoft explains how data from web analytics and social metrics can be analyzed with the proper UX to act as a map for predictive content development that helps drive conversion rate optimization. Don’t continue to make content based on simply 100% right brain thinking. After attending this session you will be able t apply hybrid 50/50 thinking to your content marketing development strategies.
- 09:05 Social media to many is simply about broadcasting messages on Facebook, Twitter, LinkedIn and other products and platforms. But what if all that “engagement” actually ladders back to metrics to apply toward business actions to help drive results? In this session, social media metrics scientist, Geoff Colon of Microsoft explains how data from web analytics and social metrics can be analyzed with the proper UX to act as a map for predictive content development that helps drive conversion rate optimization. Don’t continue to make content based on simply 100% right brain thinking. After attending this session you will be able t apply hybrid 50/50 thinking to your content marketing development strategies.
- 09:05 Social media to many is simply about broadcasting messages on Facebook, Twitter, LinkedIn and other products and platforms. But what if all that “engagement” actually ladders back to metrics to apply toward business actions to help drive results? In this session, social media metrics scientist, Geoff Colon of Microsoft explains how data from web analytics and social metrics can be analyzed with the proper UX to act as a map for predictive content development that helps drive conversion rate optimization. Don’t continue to make content based on simply 100% right brain thinking. After attending this session you will be able t apply hybrid 50/50 thinking to your content marketing development strategies.
- 09:05 Social media to many is simply about broadcasting messages on Facebook, Twitter, LinkedIn and other products and platforms. But what if all that “engagement” actually ladders back to metrics to apply toward business actions to help drive results? In this session, social media metrics scientist, Geoff Colon of Microsoft explains how data from web analytics and social metrics can be analyzed with the proper UX to act as a map for predictive content development that helps drive conversion rate optimization. Don’t continue to make content based on simply 100% right brain thinking. After attending this session you will be able t apply hybrid 50/50 thinking to your content marketing development strategies.
- 09:05 Social media to many is simply about broadcasting messages on Facebook, Twitter, LinkedIn and other products and platforms. But what if all that “engagement” actually ladders back to metrics to apply toward business actions to help drive results? In this session, social media metrics scientist, Geoff Colon of Microsoft explains how data from web analytics and social metrics can be analyzed with the proper UX to act as a map for predictive content development that helps drive conversion rate optimization. Don’t continue to make content based on simply 100% right brain thinking. After attending this session you will be able t apply hybrid 50/50 thinking to your content marketing development strategies.
- 09:05 Social media to many is simply about broadcasting messages on Facebook, Twitter, LinkedIn and other products and platforms. But what if all that “engagement” actually ladders back to metrics to apply toward business actions to help drive results? In this session, social media metrics scientist, Geoff Colon of Microsoft explains how data from web analytics and social metrics can be analyzed with the proper UX to act as a map for predictive content development that helps drive conversion rate optimization. Don’t continue to make content based on simply 100% right brain thinking. After attending this session you will be able t apply hybrid 50/50 thinking to your content marketing development strategies.