WEBINAR DECK: Gut Check Your Social Media Performance

GUT CHECK YOUR PERFORMANCE Tactics and Tips

Housekeeping• Listening/voice options• Questions and chat room• #GutCheckPlus• Recorded webinar• Post-webinar survey

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Speakers

Colin ZalewskiProduct Marketing Manager

David NguyenDirector of Digital Engagement

& Communications

Kevin ShivelyHead of Marketing Communications

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Today’s Agenda

Gut Checking Your Own Performance: 7 steps you can put into action today

How Get Schooled Gut Checks Its Performance:

Learn from one of FastCompany’s most innovative companies

Q&A#GutCheckPlus

What Is a Gut Check?

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GUT CHECK YOUR PERFORMANCE

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Step 1: What’s Your Growth? • Big picture, year-over-year • Which growth matters?

• Choose your metrics wisely• Conversation to conversions

• What would be an educated forecast?

• What do you need to change to get there?

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Step 2: What’s Your Progress? • How many days are left in your campaign or quarter? • Are your forecasts turning out to be right? Why or why not? • Do you have all the tools you need to track consistently and accurately? • What changes do you have to make?

• Live Video• More ad spend • Co-marketing opportunities • Influencer programs• Etc.

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Step 3: What’s Your Role?

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Conversion

Intent

Consideration

Awareness

Socia

l

Display Search

Email

Impr

essio

nsEn

gage

ment

Click

s

Impressions

Viewability

CPM

Impression ShareAvg. PositionCPC Open Rate

Forwards

CTR

Your WebsiteVisits

ConversionRevenue

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Social Serves Its Own Purpose

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Step 4: Do You Know Your Audience?

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PersonasWho is your target audience?

What needs do they have?

BehaviorWhat do they talk about?

What do they share?

CompetitorsWho else influences them?

What can you learn?

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Step 5: Are You Share-Focused?• Analyze your audience by listening to and watching what

they share.• Inspire sharing through audience-centric campaigns.

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Target Differently (And Don’t Repurpose)

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Shareable Content Is EVERYTHING

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• Motivation • Struggles • Humor• Trends

What’s Shareable?

How Do We Measure It?• Reach • Users Engaged • Sentiment

Step 6: What About This Influencer Thing?

1. Find your most engaged, followed, and active users 2. Start listening3. Analyze competitor profiles

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1. Broaden reach 2. Increase resonance3. Boost relevance

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Invest in Big and Small

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Step 7: Are You Being Creative Enough? Start ListeningThemes can expose purchase intent and preferences for product “flavors”Keywords can tell you which terms people are associating with your brand or industry Sentiment Analysis can tell you whetherthe commentary around your brand or chosen topic is skewing positive or negative right now

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Step 7: Are You Being Creative Enough? Put Together an Insights Doc: This is where you compile all insights you’ve learned about your customer and your brand perception in the marketplace.

Book a Meeting: Get more brains in the room. Book a meeting with your marketing team to go over your results and brainstorm future campaign ideas based on these ideas.

Turn Brainstorms into Action: What are you going to do with these insights from eavesdropping on your audience? Challenge yourself to build a whole campaign around these findings, and keep track of results compared to past campaigns.

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Let Measurement Dictate Your Next Move

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THANK YOU!