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How to Be Your Own Social Media Guru: Using Engagement Data

Julie Leary, Digital Stratey, Whole Whale
Twitter Handle: @juweeweewee

The social media landscape changes every 6 months and the smart phone is only accelerating this change. Don’t blindly follow the latest social media fads and gurus to guide your social media strategy. Fortunately there is a ton of engagement data around what people are doing on your site (Google Analytics) and social platforms/profiles (Facebook Insights). Learn to look at your organization’s own data to see what is driving real value. If your organization can gather, analyze and act on its data it will be ready to jump on the next trend in a way that drives real impact

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How to Be Your Own Social Media Guru: Using Engagement Data

  1. 1. Be Your Own Social Media Guru Using Engagement Data
  2. 2. $#!+ Gurus Say “Buy my book!” “Use this tool!” “I have Klout!” “I made a thing go viral!” “You’re missing out. Hire me.”
  3. 3. $#!+ Gurus Say “Buy my book!” “Use this tool!” “I have Klout!” “I made a thing go viral!” “You’re missing out. Hire me.”
  4. 4. ? Gather Data Ask Questions AnalyzeInsights Learn & Act
  5. 5. Choosing Digital Goals On-Platform Off-Platform
  6. 6. Choosing Digital Goals On-Platform ● Impressions ● Audience Growth ● Interaction ● Vanity Metrics Off-Platform
  7. 7. Choosing Digital Goals On-Platform ● Impressions ● Audience Growth ● Interaction ● Vanity Metrics Off-Platform ● Quality site traffic ● Conversions ● Press/word of mouth/other
  8. 8. Choosing Digital Goals On-Platform ● Impressions ● Audience Growth ● Interaction ● Vanity Metrics Off-Platform ● Quality site traffic ● Conversions ● Press/word of mouth/other
  9. 9. Do Vanity Metrics matter? Vanity Metrics - metrics that look nice but don’t help you make decisions Let’s vote!
  10. 10. Do Vanity Metrics matter? Yeah! ● Brand awareness ● Social proofing ● Drive web traffic ● Make boss happy, get a raise
  11. 11. Do Vanity Metrics matter? Yeah! ● Brand awareness ● Social proofing ● Drive web traffic ● Make boss happy, get a raise Nope. What matters are: ● Social engagement ● Conversions ● ...Impact!
  12. 12. Bots don’t write poetry (or donate)
  13. 13. ...but that social proofing tho
  14. 14. Game time On the count of three, everyone raise the same hand.
  15. 15. Game time On the count of three, everyone raise your left hand.
  16. 16. Game time On the count of three, either raise your left hand or stand up
  17. 17. Game time On the count of three, either stand up or do a push-up
  18. 18. Anchoring The common human tendency to rely too heavily on the first piece of information offered (the "anchor") when making decisions.
  19. 19. What makes a great message?
  20. 20. What makes a great message?
  21. 21. Minimum Viable Product
  22. 22. Minimum Viable Product POST ? Gather Data Ask Questions AnalyzeInsights Learn & Act
  23. 23. What to ask ● When should I post? ● Am I posting too much? ● Who am I talking to? ● What should I post about? ● What gets people talking?
  24. 24. When to post?
  25. 25. When to post?
  26. 26. Am I posting too much?
  27. 27. Am I posting too much? whoops.
  28. 28. Who am I talking to?
  29. 29. Who am I talking to?
  30. 30. What should I post about?
  31. 31. What gets people talking?
  32. 32. Beyond native analytics Hootsuite SocialReport SumAll FollowerWonk TweetPsych Google Trends WhatTheTrend MentionMapp SimplyMeasured SocialMentioned KeyHole.co
  33. 33. Minimum Viable Product POST ? Gather Data Ask Questions AnalyzeInsights Learn & Act
  34. 34. Choosing Digital Goals On-Platform ● Impressions ● Audience Growth ● Interaction ● Vanity Metrics Off-Platform ● Quality site traffic ● Conversions ● Press/word of mouth/other
  35. 35. Moving from awareness to action
  36. 36. Which is more valuable? How many?
  37. 37. Which is more valuable? How good?
  38. 38. Which is more valuable? How good? ...but really how good?
  39. 39. Mobile vs. Desktop
  40. 40. Assisted Conversions
  41. 41. Assisted Conversions
  42. 42. Create a feedback loop
  43. 43. Create a feedback loop AllGoodText.com
  44. 44. Lose the gurus YOU THE DATA SOCIAL MEDIA GURU + =
  45. 45. More Questions? @WholeWhale LetsTalk@WholeWhale.com

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