1.
How to Build a Data-driven
Social Media Marketing Strategy
JOEI CHAN

2.
@Kissmetrics
#Kisswebinar
@thuelmadsen

3.
Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft driver in SF, which is also how he ended up as
a Kissmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him hiking
in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Joei is a content marketer at Mention, where she turns
dry and boring concepts into slightly more tolerable blog
posts, videos, and gifs. On the weekends, she’s usually
busy looking for the next brunch place and filming
footage for her vlogs. Connect with her on Twitter for all
things marketing, cultural stereotypes, or food.
JOEI CHAN
Content Marketing Manager, Mention
@joeei

4.
@Mention
#Kisswebinar
@joeei

5.
1 Challenges of social media marketing
2 Importance of data in social media marketing
5 Strategies to improve your social media marketing goals
TABLE OF CONTENTS
#Kisswebinar
3 Defining your goals and choosing the right metrics
4 Tools, tools, tools

6.
WATCH WEBINAR RECORDING NOW

7.
What’s your current
social media strategy like?

8.
Only 20% of CMOs can
quantitatively show the impact of social
media on their business.
—The CMO Survey

9.
“It’s too complicated!”

10.
“I don’t have time!”

11.
IF YOU’RE NOT TRACKING SOCIAL MEDIA, YOU RISK…
#Kisswebinar
If you’re not tracking your social media efforts, you…
- Wasting more time
- Wasting more money
- Losing tons of opportunities
- Hurting your brand image

12.
BENEFITS OF DATA-DRIVEN SOCIAL MEDIA MARKETING
#Kisswebinar
If you’re not tracking your social media efforts, you…
- Identify the right personas/audience
- Find the right platforms
- Improve social campaigns - effectiveness & reach
- Benchmark against the competition
- Improve and prove social ROI

13.
If you don’t know which
metrics matter before you
start measuring, you’ll get lost
in a mountain of data.
“

14.
Define your goals

15.
DEFINE YOUR SOCIAL MEDIA MARKETING GOALS
#Kisswebinar
If you’re not tracking your social media efforts, you…
- Increase social media presence? -> Followers count
- Drive traffic? -> social media traffic
- Improve brand image? -> brand sentiment
- Brand reach and awareness? -> social media mentions, reach,
top influencers
- Revenue? -> conversions

16.
Match your metrics to your goals

17.
GOAL: INCREASE BRAND REACH
#Kisswebinar
If you’re not tracking your social media efforts, you…
- Social media followers

18.
GOAL: INCREASE BRAND REACH
#Kisswebinar
If you’re not tracking your social media efforts, you…
- Top influencers/ brand advocates

19.
GOAL: INCREASE BRAND REACH
#Kisswebinar
If you’re not tracking your social media efforts, you…
- Share of voice against competitors

20.
GOAL: IMPROVE BRAND IMAGE
#Kisswebinar
If you’re not tracking your social media efforts, you…
- Brand sentiment

21.
GOAL: INCREASE TRAFFIC FROM SOCIAL
#Kisswebinar
If you’re not tracking your social media efforts, you…
- Social traffic

22.
GOAL: INCREASE TRAFFIC FROM SOCIAL
#Kisswebinar
If you’re not tracking your social media efforts, you…
- Popular pages from social

23.
GOAL: INCREASE CONVERSIONS
#Kisswebinar
- Conversions from social

24.
Market to people, not numbers.

25.
GOAL: IMPROVE BUYER PERSONA & TARGETING
#Kisswebinar
If you’re not tracking your social media efforts, you…
- Demographics of your social audience
- Where your audience are physically?
- What platforms are your audience using?
- What are their interests? Behavior? “Digital body language”?

26.
Choose some cool tools

27.
GOOGLE ANALYTICS
#Kisswebinar

28.
MENTION
#Kisswebinar

29.
KISSMETRICS
#Kisswebinar

30.
BITLY
#Kisswebinar

31.
HOOTSUITE
#Kisswebinar

32.
Use data to improve your social media
marketing

33.
IMPROVING YOUR SOCIAL MEDIA MARKETING EFFORTS
#Kisswebinar
If you’re not tracking your social media efforts, you…
Increase brand reach:
- Work with influencers
- Co-marketing partnerships
- Guestblogging

34.
IMPROVING YOUR SOCIAL MEDIA MARKETING EFFORTS
#Kisswebinar
If you’re not tracking your social media efforts, you…
Increase social presence and engagement:
- Post often and regularly / choose “best times”
- Engage with your community
- Giveaways and contests
- Leverage user-generated content

35.
IMPROVING YOUR SOCIAL MEDIA MARKETING EFFORTS
#Kisswebinar
If you’re not tracking your social media efforts, you…
Boost traffic and conversions:
- Redesign social images
- Tweak call-to-actions
- Use paid advertising
- Improve audience targeting

36.
Track. Measure. Improve.

37.
TWEET OF THE DAY
You can’t improve what you don’t
measure. #DatadrivenSMM
@NEILPATEL
@Kissmetrics @Joeei #Kisswebinar #DatadrivenSMM

38.
LEARN MORE NOW
Discover how Kissmetrics can help you optimize your marketing

39.
JOEI CHAN
Content Marketing Manager, Mention
@joeei
joei@mention.com
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?