This document summarizes key points from the #SMSSummit conference on using data in social media. It discusses how various companies and organizations, including Nationwide, New York University, the Why I Social podcast, the eduWeb Digital Summit, Rackspace, and CLYW yoyos use social media data to inform strategies, measure performance, and improve engagement. The document emphasizes that while data provides insights, authentic storytelling and creativity are also needed to build advocates.

1. NOW WHAT?
YOU HAVE DATA…
#SMSSummit (SF)
9/28/2016

2. #SMSSummit
@CBarrows @WhyISocial
WHO AM I?

3. SOME DATA ABOUT ME
I’VE WORKED IN SOCIAL MEDIA AND DIGITAL MARKETING FOR 8 YEARS
I’VE BEEN THE HOST OF THE WHY I SOCIAL PODCAST FOR (NEARLY) 2 YEARS
I’VE KNOWN MY WIFE FOR 12 YEARS AS OF THIS PAST SEPTEMBER
But I’d love to learn a bit about you too!
I RAN A SMALL BUSINESS FOR FOR 7 YEARS (ON THE SIDE)
#SMSSummit

4. SO LET’S TALKDATA
WE ALL HAVE
#SMSSummit

5. WE ALL HAVE DATA
#SMSSummit

6. DATA FOR THE (SAKE OF) DATA?
#SMSSummit
How’s our social media doing?
How many followers do we have?
Hey, did that content do well?

7. #SMSSummit
DEFINE THE VALUE OF DATA (IN SOCIAL MEDIA)

8. DEFINE THE VALUE OF DATA (IN SOCIAL MEDIA)
#SMSSummit
Data…
‣ Provides justification of social media’s value
‣ Informs strategic insight for forward-thinking decision-making
‣ Allows us to adjust social strategy in a changing space or for an
evolving audience.
‣ Provides Feedback on overall performance
‣ Serves as proof of success (or failure)

9. DATA IN-ACTIONPhoto by Justien Zele (Flickr)

10. NATIONWIDE AND #BATMAN88
#SMSSummit

11. NATIONWIDE AND #BATMAN88
Nationwide ran a UGC campaign targeted at all devices for NASCAR fans of Dale Earnhardt Jr. join team
Batman during the Batman vs. Superman film release by placing Batman’s mask over their face.
This campaign asked for fans to share a photo on social, their name and email.
How Nationwide and Zoomph used data
‣ To connect social media handles to better understand their customers
‣ Using this data, they intended to better serve relevant data to them moving forward.
#SMSSummit

12. NATIONWIDE AND #BATMAN88 - RESULTS
#SMSSummit
11,300 submissions
38,600 new visitors
By marrying this data they’re able to:
‣ listen to active customers
‣ segment them based off plans
‣ get better understanding of each audience segment

13. AND BY THE WAY…
#SMSSummit
Success of this campaign
led to additional UGC-
focused campaigns

14. #MYDALESTORY
#SMSSummit

15. #CONGRATAGRADNYU
#SMSSummit

16. #CONGRATAGRADNYUis a campaign that began in 2013 to celebrate the successes of the students at New York University on the
most important day in their collegiate career.
The program was designed to promote COMMUNITY and CELEBRATION
How #congratagradNYU uses data from campaign
‣ Measure growth year over year to determine if improved marketing has made an impact
‣ To look for a growth in IMPRESSIONS and UNIQUE USERS
‣ To gain feedback to determine required changes for next year’s campaign
‣ Where were spikes taking place in use? How much time did it take to hit peak engagement?
‣ NEW IN 2016: To determine who is ACTIVELY using the #congratagradNYU hashtag
‣ We wanted to know WHO were the most active participants and if we were seeing the
engagement we hoped from the graduates and their friends.
#SMSSummit

17. #CONGRATAGRADNYU UNIQUE USERS
#SMSSummit

18. #CONGRATAGRADNYU IMPRESSIONS
#SMSSummit

19. #CONGRATAGRADNYU TIME OF ENGAGEMENT
Data Source: Zoomph
#SMSSummit

20. THE WHY I SOCIAL PODCAST
#SMSSummit

21. #SMSSummit
THE WHY I SOCIAL PODCAST
is a podcast that features candid conversations with folks doing social media - from average joe to CEO. The
podcast was created in 2013 and has evolved into a side business through sponsorship from influencer
marketing company, Zoomph. It currently represents approximately one-fifth of my income.
How Why I Social Uses Data
‣ To determine growth opportunities
‣ To evaluate episode success on a week by week basis
‣ To determine ideal content for future episodes
‣ To gain feedback for to help improve current value of podcast to audience
‣ Who is sharing the links I’m tweeting (w/ focus on episodes and blog posts)

22. #SMSSummit
EXAMPLES OF DATA USAGE
After reaching an average of 3,000+ downloads per month - the podcast was suddenly
seeing a major decrease in listens. I didn’t know why. It was at this time I conducted a
content audit and discovered the following.
‣ After averaging over 300 tweets per month in the past year, I had been tweeting less than 200x per month
over the period of evaluation.
‣ I had relied on iTunes links, instead of utilizing the Libsyn links my service provided.
‣ iTunes links were not Facebook or Twitter friendly and did not allow for listeners to take a listen in that
moment - thus losing some major listener acquisition opportunities.
‣ Upon changing to “playable links” - listenership began to increase again and recently resumed the
3,000 average per month
‣ I expect this number to go up - and have set forth goals accordingly - based on the addition
of a new sub-podcast (#FiveFavorites)

23. #SMSSummit
SOCIAL DROVE SEARCH
This month I saw a surge in downloads of an old episode…
I was able to trace it back to this tweet

24. #SMSSummit
INFLUENCE TO DRIVE NEW CONTENT

25. EDU WEB DIGITAL SUMMIT
#SMSSummit

26. EDU WEB DIGITAL SUMMIT
#SMSSummit
is a decade-old higher education based conference that most recently took place in Denver. We
believe that as a community we can push the boundaries of higher education and revolutionize our
digital space. The conference is focused on bringing higher education professionals together to
showcase how to make it work, delivering real examples and proven practices back to our institutions.
How eduWeb Digital Summit Uses Data
‣ To determine year-to-year changes that will enhance the conference for attendees (and vendors)
‣ To evaluate future topics of interest and speaker ratings
‣ To evaluate most effective content to drive additional registrations

27. KEY CHANGES MADE FOR 2016
#SMSSummit
After evaluating over three years of feedback forms from 2013 through 2015, co-
chairpersons Joel Renner and I made the following changes.
‣ Added a social board to increase social
media engagement
‣ After a lack of social engagement in 2015
(less than 2,000 tweets), we wanted to
better activate attendees.

28. KEY CHANGES MADE FOR 2016
#SMSSummit
After evaluating over three years of feedback forms from 2013 through 2015, co-
chairpersons Joel Renner and I made the following changes.
‣ Eliminated multiple hashtags per track to center
on one hashtag (#eduweb16) for entire
conference
‣ By focusing people on one hashtag, we
believed we would see at least 2x the
engagement

29. KEY CHANGES MADE FOR 2016
#SMSSummit
After evaluating over three years of feedback forms from 2013 through 2015, co-
chairpersons Joel Renner and I made the following changes.
‣ Changed presentation sessions from ONE
HOUR to FORTY-FIVE minutes
‣ Data from feedback forms showed that
attendees felt sessions were too long and
didn’t offer enough break time.

30. EMPLOYEE ADVOCACY AT RACKSPACE
#SMSSummit

31. EMPLOYEE ADVOCACY AT RACKSPACE
Elizabeth Jurewiz Introduced training for employees at Rackspace so employees could better understand
the value of social at Rackspace. This simple interest in providing better education to employees turned into
an opportunity to create an employee advocacy program.
Jurewiz shared her story on the Linked Human Podcast.
How SO AND SO uses Data at RACK SPACE
‣ How many people are attending employee training classes
‣ How quickly is the program growing
‣ What is the effectiveness of the program?
#SMSSummit

32. EMPLOYEE ADVOCACY AT RACKSPACE
How Did Rackspace Collect Data
#SMSSummit
‣ Initially focused on attendance
‣ Do we have the same amount coming back for the second course
‣ Began bench marking at start of program
‣ Acknowledges that she wishes they started with this prior to program
‣ Collects data via self-reporting/surveys every 30, 60, and 90 days
‣ Train(ed) employees to include reference to Rackspace (authentically) when sharing appropriate
content
‣ Do not require use of hashtag or handle in tweets, but find most use - which they are able
to track

33. EMPLOYEE ADVOCACY AT RACKSPACE
‣ Do we have the same amount coming back for the second course
‣ Measuring the Social Selling Index (SSI) of employees participating
‣ Tracking manually
‣ UK Team was recognized by Linkedin as a top team in Social Selling (via SSI)
‣ Macro Level
‣ Employee network amplification
‣ How are they getting this data from LI? Ask!
‣ Now working on getting aggregate data
‣ Will be getting an employee advocacy tool
#SMSSummit
Measuring Success

34. CLYW #SMSSummit

35. #SMSSummit

36. #SMSSummit
How CLYW Uses Data
‣ To find ways to differentiate from their competitors
‣ To enhance engagement opportunities across social platforms
‣ To better drive social sales of product and improve traffic to website
“We were always neck and neck with YoYo Factory.
It wasn’t until we started looking at data that we
were finally able to pull away from all of our
competitors.” - Chris Mikulin

37. #SMSSummit
RESULTS OF DATA ANALYSIS

38. #SMSSummit
RESULTS OF DATA ANALYSIS

39. CLYW
#SMSSummit
Examples of Success
‣ Shortly after (in April 2015) saw 25% of web site sales come from social media referrals
‣ Had 2x more engagement on social media than their closest competitor
‣ Found social referrals sharing more than 2 minutes on the webpage
‣ Sold $10,000 in sales (via social) when selling their “Fools Gold” return top
After acknowledging the need to be more engaging on social (on Instagram and Twitter) due to completion
based data - CLYW saw tremendous success.

40. ONE LAST THING…
#SMSSummit

41. “ALL THE DATA IN THE WORLD CAN HELP YOU
IMPROVE YOUR COMPANY, BUT IT’S THE STORY,
EXPERIENCE, CREATIVITY AND AUTHENTICITY
THAT CAN TURN A FAN INTO AN AMBASSADOR”
- CHRIS MIKULIN
#SMSSummit