Using Data To Develop a Social Strategy

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Planning Your Social Editorial Calendar:

Using Data to Develop a Social Strategy

Using Data to Develop a Social Strategy

Presenter: Aviel GinzburgTwitter: @aviel

- Co-Founder and C3PO at Simply Measured (Chief Product Officer and Sci-Fi Fan)- Passionate about building things that make life easier- Huge Taylor Swift Fan

3 © 2013 Simply Measured, Inc

Overview:

1. Reporting vs. Predicting2. Research Phase3. Planning Phase4. Analyzing & Adjusting5. Measuring & Reporting


1. Report…Don’t Predict

Predictive AnalyticsPredictive Analytics can tell you what kind of content is going to perform “okay”, but it can’t tell you what will perform great, and it can’t tell you what will perform terrible.

ReportingReporting is data, perspective, and a brain. Not a machine telling you what works and what doesn’t.Reporting allows you to be adaptive to trends, which is a crucial mindset when managing a social calendar.


2. Research Phase: Audience Analysis

Identify Your Audience Who are you targeting?Before you can develop and create a calendar, you HAVE to understand your ideal customer or content consumer. Who are you trying to reach, in order to hit your social program goals?

Locate Your Audience Which networks are they on?Your social calendar will be fundamentally based on the networks your audience is on. Is your ideal customer more likely to engage on Facebook? Twitter? Instagram? Other?

© 2013 Simply Measured, Inc

2. Research Phase: Time & Cadence

Example B2B and Financial Companies aren’t active on Instagram. Who is?

Why? They understand that they have a visual product, and build their calendar around the networks that amplify that component of their marketing strategy.

Know where and when your audience is active.

Source: learn.simplymeasured.com/Instagram-study


2. Research Phase: Audience Analysis

Develop Themes Based on Interests & EventsWhat is your audience already talking about? What do they want to learn about? Plan your calendar around the topics and events they care about, and develop a unique and novel perspective.


Example

4. Research Phase: Capitalize on Events

Source: http://simplymeasured.com/blog/category/events

SXSWIn 2013, what we discovered by doing some keyword analysis, is that people were much less invested in the conversations about panels and sessions than they were about the parties.

Does this mean that you should ignore the event? No! But you should frame your content with this in mind.

Measure past event volumes and topics to inform your strategy and create a tailored calandar.



Day and Time Parting When is your audience active?• What time of day is your audience most likely to engage with you?• Which day of the week is your audience active? B2B customers are more active during work hours, while some B2C companies see better results on weekends.

Content Performance When are you posting too much?• How many social posts does it take each day for your audience to keep you top of mind?• How much content can you share before your audience gets annoyed?



Example B2B Facebook Page: Found their best time to post content was in the last 15 minutes of every hour.

Why? Their B2B audience was constantly in meetings that were about to end…they were bored.

Know where and when your audience is active.


3. Planning Phase: Creating Buckets

Don’t Ignore Your Research!Start with an annual calendar with events and one central theme for each month. Your social content calendar should directly align with your other marketing initiatives, releases, events and sales.

Monthly Theme

Weekly Plan

Daily Social Content

Tweets Posts Links


3. Planning Phase: Filling the Buckets

Example: At Simply Measured, we publish one study on a different topic each month, and develop our entire content, paid, and social strategy around that topic.

Source: http://simplymeasured.com/blog/category/studies

Instagram Study Supporting Content Blog Content

Your Social calendar should be completely integrated with overall campaigns.


4. Analyze & Adjust

Which Content is Performing Well?Analyze your posts and content. Which ones are driving traffic to your site and engagement on that social network.

Adjust your approach and calendar to double down on successful components. Your social calendar cannot be set in stone.


3. Analyze and Adjust

Source: http://simplymeasured.com/blog/category/studies

Post LengthOn Facebook, the top 100 brands in the world saw a steady decrease in engagement when posts had 100 or more characters in them. This decrease become more apparent in posts with 250+ characters.

Post TypeOf these same brands, engagement on photos absolutely crushed engagement on any other type of post. These brands have done their homework because 74% of their total posts are photos.

Learn what works with your audience and double down.


5. Measure and Report on EVERYTHING

Source: http://simplymeasured.com/sample-reports

Connect

@simplymeasuredwww.simplymeasured.com/blog

@aviel

Using Data To Develop a Social Strategy

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