How To Use Data To Develop A Strong Social Strategy

Speaker: Richard Wong, VP Marketing at #paid has years of experience both as a brand marketer and in client services. In this session, discussed the types of data that social marketers can collect and how they can incorporate that data into social media marketing strategies.

Description: Social engagement with consumers has become a must-have in the world of Marketing. As it’s grown, its effectiveness has become much more quantifiable.

Session Takeaways:

• Finding social data points isn’t hard. But what is the value of a retweet, a like, a view, a Haha or a Wow?

It’s easy to lose yourself in data, so Richard suggests everyone to take a step back and ask:

What type of data are you searching for exactly?

Social makes content humanistic. It’s about how to have an actual conversation. The data your looking at can shape your audience and in turn shape the content you produce. It’s a combination of qualitative and quantitative data – not one or the other. Commenting and sharing are powerful engagements versus more passive touch points.

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Twitter @richadtwong

• How do you as a brand really connect with your audience?

It’s clear that influencer strategies have entered the mainstream marketing conversation. Before leaping into the influencer marketing space, consider first who the right influencers are for your brand. Male or female, age and location is the absolute first filters to sort out. Then measure by Good, Great or Excellent to determine the value and how much to spend with that influencer – i.e. Know your CPE (cost per engagement).

Good CPE < $1
Great CPE < $0.70
Excellent CPE < $0.50

Whether you’re an enterprise or community organization, you want to access an influencer based on quality engagement and not just reach. Fake followers are a real issue and not indicative of valuable data.

When looking for an influencer, having a base metric of (for example) 5000 followers and 2% engagement might be a good place to get started.

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Are you using branded posts and sponsored content?

When considering how to tie a brand to an influencer, Richard pointed the Dx3 audience to this resource, Working With Influencers Made Easy.

• What are the stories behind your customers?

Remember that at the end of the day the consumers are still people. “You’re a brand” as Richard insisted throughout his presentation, “you must personify yourself and your message.” If you’re an enterprise or a startup, measuring brand lift is possible if you have a sizeable volume of data. So activate your content strategy and creators to celebrate and nourish your audience.

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