Using Data to Drive Your Social Media Strategy
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Using Data to Drive Your Social Media Strategy Christopher N. Baccus AT&T. Executive Director of Digital & Social Media @ATT, @cbaccus
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13-Sep-2014 -
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My presentation at the June 21-22, 2011 Corporate Social Media Summit conference held in New York City.
Transcript of Using Data to Drive Your Social Media Strategy
Using Data to Drive Your Social Media Strategy
Christopher N. BaccusAT&T. Executive Director of Digital & Social Media@ATT, @cbaccus
Deep Dive into your analytics
Why are people following us on Twitter
or Liking us on Facebook?
What are our fans/followers talking about? Are we listening, how are we
responding?
We bought some promoted tweets
and ran some Facebook ads.
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How to solve for ROI
The Return on Engagement Crowd
Determine What Motivates People to Engage with Your Brand
Evaluate against Post Impressions:
Click-Through-Rates
“Likes” per Post
Video Views
Retweets
Mentions
Randomness.35% CTR.12% ER
Sponsorships.22% CTR.13% ER
Sweepstakes.11% CTR.09% ER
Events.18% CTR.11% ER
Services.49% CTR.28% ER
Commercials.35% CTR.12% ER
Product.55% CTR.38% ER
Philanthropy.14% CTR.07% ER
Sustainability.15% CTR.06% ER
Categorize Your Results by Type
Find Ways to Benchmark Success
Look to industry rankings in 3rd Party Research
Spend some time evaluating your competitors’ social presence
Source: “Most Interesting Brands in Social Media.” Socialbakers. May 16, 2011.
Learn How People Use the Site You’re On
Organic vs Media Driven Views: Understand How People Engage on a
Social Property
You optimize on your website, optimize on social sites too
Dig Into Your Anti-Data
Why are people hiding from your content?
Why are they un-following or un-liking
Look at post frequency and content type
Prevent Fan Page and Twitter Account Proliferation
Existing community reachMessaging cadenceMedia to support growthResources to respond
