Data Driven Social Media Marketing - Kieran S-Lawler, Hallam
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An analysis of social media split testing and how it can benefit your paid social campaigns. So many marketers stop at implementation, and although the initial research and a strong strategy is important, stopping at this point won’t allow you to make the most of your budget and achieve great results. During the optimisation stage you’ll find that data is key to getting the best from your social media campaigns, it allows you to utilise your best performing platforms, adjust your ads, and ultimately move your campaign in a stronger direction.
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Data Driven Social Media Marketing - Kieran S-Lawler, Hallam
- 1. Kieran S-Lawler SENIOR SOCIAL MEDIA STRATEGIST HALLAM LONDON, UK ~ SEPTEMBER 4 - 5, 2019 DIGIMARCONUK.CO.UK | #DigiMarConUK DIGIMARCONIRELAND.IE | #DigiMarConIreland Data Driven Social Media Marketing KEYNOTE
- 2. Quick agenda... 1. Defining your perfect personas 2. Social media split testing - how it can help you 3. How we track movement and change 4. Utilising social media for product development 5. Some useful tools and tips
- 3. But before we get into that… #DigiMarConUK - @DigiMarCon 3
- 4. “Get on the Facebook lad”
- 5. 5
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- 9. How many social media sites are there in the world today?
- 11. Based on the research I have carried out, I estimate that there are well over 500 social media platforms in the world today.
- 12. Defining your perfect personas
- 13. Defining your perfect persona 1. Who is your target audience 2. Which social media channels are they using 3. How will you target these users on this platform
- 14. 1 4 83% of UK adults have a presence on social media
- 15. Where is your target market hanging out online? 15
- 18. Facebook 2.3 billion monthly users Ages 25-54 Relationships and events Limited reach Target job titles
- 19. Twitter 321 million monthly users Ages 18-29 News, trends and conversations 280 characters or less Target competitor followers
- 20. LinkedIn 250 million monthly users Ages 30-49 Professional network and education Limited interactions Target business size
- 21. Instagram 1 billion monthly users Ages 18-29 Relationships and conversations Image heavy Can split test with Facebook
- 22. 2 2 🥳 👨🏫 👩🏫
- 23. Social media split testing - how it can help you
- 24. The most successful campaigns are built around one primary goal. 24
- 25. 2 5 Ideation Before you start the ideation process, define: - Target market - Social channels to use - The primary aim of the campaign These 3 pillars will form your ideation process. What have your audience been talking about?
- 26. Understand your target audience’s pains and provide them with the answers! 26
- 27. 2 7
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- 29. The typical model 1. Research 2. Strategy 3. Implementation
- 30. The typical model 1. Research 2. Strategy 3. Implementation 4. Optimisation
- 31. 3 1 Don’t stop at the launch Many marketers will stop when the campaign is launched. This is where it really gets fun… To get the greatest results for your campaign, and to maximise your budget optimisation is key.
- 32. You can split test many things ● Creatives ● Copy ● Audiences ● Platforms ● CTA’s ● Ad type ● Ad placement
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- 38. 3 8 Timing It’s not going to happen over night. Let the campaign run a little to gain deeper insights from the data. How long your learning phase is, will fundamentally depend on the length of your campaign.
- 39. Don’t do it all at once Don’t confuse yourself with too many tests going on at once. Decide which one you’ll do this month and plan which one you’re going to do next month.
- 40. 4 0 Turn your ads off early
- 41. 4 1 Keep learning... Once you have identified a winner, ensure to continually develop this over time. It won’t be the winner forever.
- 42. How we track movement and change
- 43. Brand awareness
- 44. Using social media for product development
- 45. Competitions Polls Conversations Trends Competitor research Listen to your customers
- 46. Over 90% of people talking about your brand online don’t follow you... 46
- 47. Tracking mentions Are you tracking mentions? Use keyword tracking to listen to what’s happening on social media.
- 48. Trending now... Upcycled materials and waste Environmental issues Veganism Summer Brexit
- 49. Useful tools & tips
- 51. Kieran’s top tips Don’t be discouraged Use insights to understand your audience Choose where you spend time carefully Try split testing Optimise your campaigns based on the data Ask your followers questions Follow and engage with influencers in your sector Stay up to date with the help of useful tools
- 53. Kieran S-Lawler @kieranslawler Could I ask a favour?
- 54. Thank you...