How to learn from the data of your social media marketing?

How To Learn From the Data Behind Your Social Media Marketing by Eric Boggs, Argyle Social Media

Join the CEO of Argyle Social and discover how to maximize your social exposure and ROI by unlocking the insights in your data.

Conversions?

• Social Media Marketing = Marketing
• Marketing = Driven by Outcomes
• Social Media “should” be driven by conversions. 

Four Social Media Insights

1. RSS Automation Works – Doesn’t matter if you manually publish content or if you let the RSS feed take it over. 
2. Scheduled Posts Generate Clicks, but Not Conversions – There’s a timeliness premium. Real-posts work better for revenues. Scheduled posts drive traffic and Timeliness drives conversions (revenues).
3. Hashtag Stuffing Doesn’t Work – Don’t target content to hashtags. Target timeliness.
4. Curating Drives Click… Creating Drives Conversions – Over-curating is ineffective. Over-promoing isn’t as ineffective as you might think. 

Two types of marketing channels

Two Types of Conversion Tracking

BRAND LESSONS: Hilton Worldwide, Authentic Social Engagement Through Empowered Employees by Vanessa Sain-Dieguez, Hilton Worldwide

Learn how Hilton Worldwide is empowering employee advocates to engage in social media and create authentic one to one relationships with potential and existing guests alike through its twitter handle Hilton Suggests. Vanessa will discuss how this program came to be and the success they have seen from authentic engagement.

Vanessa Sain-Dieguez works for Hilton and is their Social Media guru. Hilton trains its employees to use social media to take care of their customers. Recommends a “how-to” guides for organizations to use for their employees for social media. Hilton did a comprehensive study on using social media with their guests and one of the interesting notes is that customers don’t just expect businesses to “listen”, but they expect them to “act”. 

Hilton has empowered their employees to advocate their services to their guests with their extensive market knowledge online. They aren’t afraid to jump into a conversation. Most people are fine with it. They are obviously doing a good job of using advanced search and having keyword trackers set-up. Very impressive!

Definitely an eye opening presentation by Vanessa. Really showed a lot of ways to be part of the conversation in other areas besides hotels. A lot of examples of how Hilton recommends restaurants. No doubt people that were helped through social media will stay at Hilton brand hotels in the future.  

 Considering doing a Social Engagement program?

1. Get your attorney involved! 
2. Recruit the right people.
3. Training is very important. Know the tools and use best practices. Ongoing trainings. New trends. 
4. Motivation – How to keep your employees motivated? Know your employees and what motivates them.
5. Daily Management

Jeanne Hopkins from HubSpot had a great introduction. It’s all about leads at HubSpot. 45K Leads last month. Wow!

It’s time to Rethink Marketing! Inbound Marketing is a fundamental shift in how we relate to potential customers. Jeanne says “Stop Pushing”. People are on the “do not call list”, they skip ads on TV, they unsubscribe, etc.  ”Start Attracting” leads through relevant, useful, easy-to-find content. 

Stop forcing and start responding to how people make decisions. Adapt to their interests and timelines. Inbound marketing you pull, earned, own, attract and asset. Hubspot blogged 6 months before they started company. They are still receiving leads from blog posts 6 years ago. You don’t want to be “the ad”. You want to be the “content” around the ad. Publish everything! 55% more website visitors for companies that blog. 

Tips for Content

• Talk about the industry, not yourself
• Use lots of different media

Christopher Penn is starting things off on Advanced Email + Social Integration. Social Media isn’t in a vacuum by itself. You need to integrate Social Media with everything else you are doing. Size of your audience matters.

There’s 6 things to do in Social Media.

1. Liking – People need to like you or your business to succeed in business.
2. Reciprocity
3) Social Proof
4) Consistency
5) Authority – Be the authority in your industry or network.
6) Scarcity

Christopher Penn communicates with people on a daily basis by sending people to a landing page with the option of joining more social networks and signing up for his newsletter.

When you are sending out email newsletters show consistency by re-inforcing the email went out by social channels.

Improve your social connections by giving things away. If people “do” what you want them to “do” REWARD them.

Facebook’s API is very possible. Make it very easy for people to sign-up for things and you get wonderful and accurate date straight from their Facebook profile. Makes it very easy for user to sign-up as well. You will need to do some coding, but if you have that available it’s a great idea.

Quick Case Study

Christopher wrote a book and it was going to be sold on Amazon. They have a algorythm the ranks books based on social activity. He connected with his influencial followers (using Klout score) when his book was released. Because of the social activity his book jumped up to #7 on Amazon’s list in marketing.

Christopher moved into talking about the new Multi-Funnel that Google Analytics uses. (I wrote on this a few week back. See http://www.klikmarketing.com/2011/08/26/multi-channel-funnels-in-google-analytics/)

Good and informative information! Reminder I lived blog so there could be a few spelling mistakes.