AMA Nashville: Social Media Strategy Presentation by Carrie Barrett

Carrie BarrettCarrie Elizabeth Consulting

ANALYTICS

Social Media Baseline

1. What are my current metrics?

2. What are my current goals for social media?

3. What are my current KPIs?

What is my current State of the Union?

1. Look at GA or website analytics tool:

– Social Media Referrals

– Conversions and Social Media Conversions

2. Social Media Channel Metrics

– Leverage tools like Hootsuite or Sprout Social to gain further channel-specific insights

Social Media Referrals

Overall Conversions

Social Media Conversions

Social Media Channel Insights

Analytics + Insights = GOALS

Create your goals and Key Performance Indicators (KPIs) by:

– Understanding the data

– Organizing the data

– Acting on the data

AUDIENCE INSIGHTS

General Social Media Usage

Website User Demographics

Social Media User Demographics

Social Media User Demographics

Social Media User Demographics

Social Media User Demographics

CONTENT BUCKETS

We have a handle on our analytics… ✓

We know who our audience is, and who we’d like for them to be… ✓

Now, we chat content…

Available Buckets

PR / CUSTOMER

SERVICE

MARKETING / EVENTS

COMPETITORS

Public Relations

• What campaigns are they running?

• What outreach is currently taking place?

• What charity or goodwill campaigns are coming up?

• What media lists can we leverage for social campaigns?

Customer Service

• What are top FAQs?

• How can we articulate these into content pieces?

• What are top successes and challenges our customers face?

Marketing

• What does the overall editorial calendar look like?

• What are the over-arching marketing team goals?

• What resources are available to me?

Events

• What events are on our team radar?

• What sponsorships or partnerships does that include?

• How is social incorporated into the event briefs and contracts?

Competitors

• How is our competition leveraging social media?

• What themes/topics do they cover?

• What does their SWOT analysis look like?

• What does OUR SWOT analysis look like?

CONTENT MANAGEMENT

CONTENT MANAGEMENT

Schedule / Categorize

Monitor

Engage

INDUSTRY ALIGNMENT

How do you consume media and stay relevant?

• Industry Publications

• Social Media (personally)

• Google Alerts with keywords

• RSS feed

• Follow Thought Leaders

• Join industry groups…

REPORTING

Thank you! Stay in touch:

[email protected] or @MsCarrieEliz