How Social Engagement Metrics Inform Your Content Marketing Development Strategy Geoff Colon - @djgeoffe презентация

- @djgeoffe

January 23, 2015

Meal is the Content
You Provide the Audience Satisfaction (Solution)

Data are the ingredients to make a meal to help satisfy your desired audience so they tell others in their interest influence the need to eat at your establishment…

of the individual ingredients

We think of the preparation rather than the presentation, evaluation and refinement

We measure the incorrect KPIs and wonder why we don’t close a reservation or book returning customers

UX all as a final dish

Distribution and Evaluation work together

KPIs to really watch:

Link CTR (where, who, what)
Audience (Unique Visitors)
Content Engagement
New vs. Returning Visitors
Bounce Rate
Page Views
Social Media Engagement Rates
Keyword Research from Search

LinkedIn, Tumblr, Spredfast, Sprinklr, Hootsuite, Marketo, Salesforce

Social Listening: Microsoft Social Listening, Visible, Radian 6, Sysomos

Content: PowerPoints, Infographics, Video, Blogs, Photos, Podcasts, Livestreams, etc.

Distribution: Social Networks

Homebase Hub: Your Website

audience data you can garner and your desired customer, how do you reach them? Where is your current traffic coming from? What types of content does your desired customer currenthly engage with on social?

Have ingredients baked into content? Let’s get started…

has an URL associated with it even if that URL tag metadata is hidden. # are becoming a better way to archive or tag/label niche data.

Begin using an URL shortener or tracker for your links: bit.ly, ow.ly
Each link aligns with a piece of content or destination
Monitor and track the clicks and from what channels they originate
Create metatags for four goal types…

is used to measure different kinds of content and actions.

the clicks and mentions we can begin to align the data into pods:

Audience
Geolocation
Referral platform

Social plugin APIs should also be used on your page to collect data. Share buttons of content to various platforms can collect data of which content is distributed where by your audience.

content. Let’s see what a Tweet would look like in terms of results based on the goals you have defined.

What content is being engaged with the most? How are people discovering the content? What is driving them to your site? How much reach is it getting in social ecosystems? How are people searching for it? (Bing Keyword Research Tool)

onsite data…

rate?
Visitation?
Engagement rate?
Page Views?
Bounce Rate?

Content with top ratings in each category should be refined and repeated with your next meal. Test the pattern again until you can define the best content performance algorithm.