Summary of key social media goals, objectives, and how the unstructured data can help influence business decisions

1. ANALYZING SOCIAL MEDIA
DATA FOR BUSINESS
PERFORMANCE
#KBRSOCIAL
@KatieBRoberts
February 6, 2014

2. Social Media Landscape

3. Social Media Data Analysis
Identify the objective of analyzing social data:
 Optimize
social media performance within the
community
 Optimization of social media ads performance
 Optimize content outside of community
(website, landing pages, media)
 Use
data to make business decisions
 Integrate with big data systems to amplify profile data
of customer

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Customer Retention
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B2B / Partnerships
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Market Research
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YouTube
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Engagement
Strategic Goals
Community Growth
Google+
Linkedin
Twitter
Social Media
Facebook
Social Media {Goals}
Brand Awareness
Lead Gen
Referrals
Conversion / Remarketing
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5. Social Media KPIs
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Community Health
Content Performance
Community Feedback
Inbound Traffic
Leads, Conversion, & Retention
Business Decisions

6. Optimization Within Community
It’s time to look beyond Fans, Engagement, Reach
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How healthy is the community?
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Analyze post-specific performance against objectives
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Leverage targeting to ensure posts are delivering to most engaged audience
Affinity Scoring
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Help to identify content performance
Optimal time(s) of day to post per day
Clicks / inbound traffic performance
Leads & conversions
Evaluate responsive audience
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Engagement, reach, community growth
What other brands are your community members engaged with?
What common interests are shared?
Tools: Social Media Analytics, SMMS platforms

7. Optimization of Social Media Ads
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Facebook & Twitter Custom Audiences
Utilize prospect contact lists to match agaist social
accounts
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Conversion Pixels
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Which ads are performing
Clusters performance
Inbound traffic conversion

8. FBXchange {Facebook}

9. Optimize Outside of Community
Website
Performance
• Inbound
Traffic
• Time spent on
Page
• Top
performing
content
• Referer Sites
• Next Page
Traffic
Content
Perfromance
• A/B test
content
• Content
variance
testing
On-Page
Conversion
• Leads
• Reinquiries
Web Profile
Optimization
• PURLs
performance
• CMS Profile
updates

10. Optimize via Link Tagging
Adding link tagging to
social media posts will
help understand
inbound traffic
performance by content
type, source, etc.

11. Social Data for Business Decisions
Analysis is the filter, not the source of business
decisions
 Sentiment Analysis [Listening]
 Competitive Analysis
 Opinion Mining [Insights]
 Remarketing performance
 Verify Product decisions

12. SoMark
WhoWonTheWeek.com

13. Questions
Have questions?
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Tweet me @KatieBRoberts // #KBRSocial
Facebook /Katie.B.Roberts
Linkedin /KatieBRoberts

14. Socially Savvy?
Send resume to:
Katie.Roberts@WaldenU.edu