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

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How Social Engagement Metrics Inform Your Content Marketing Development Strategy Geoff Colon - @djgeoffe January 23, 2015

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Your Audience Desires a Meal You are the Chef Data are the Ingredients The 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…

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When We Think of Social and Content Now… We think too much 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

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How We Should Think Beginning Today… Think of performance data, distribution, content, 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

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The Ingredients and Recipe… Web Analytics: Google, Omniture, Union Social Analytics: Facebook, Twitter, 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

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Getting Started Think of the User Experience for your first test. From the 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

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Directions - Step 1: Everything starts with links and #tags. All content 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…

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Directions - Step 1.5: There are four types of Goals. Each type is used to measure different kinds of content and actions.

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Directions - Step 2: Link CTRs and #tags help create segments. From 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.

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Directions - Step 3: Segment your audience. Set goals and syndicate. Deliver content. Let’s see what a Tweet would look like in terms of results based on the goals you have defined.

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Directions - Step 4: What drivers on social are pushing your content? 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)

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Directions - Step 5: Collect data off your site. Measure, integrate with onsite data…

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Serve & Refine: How did the content perform in terms of: Online referrals? Conversion 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.

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Questions, Connection, Recipes: Geoffrey Colon Twitter: @djgeoffe LinkedIn: Linkedin.com/in/geoffreycolon SlideShare: Slideshare.net/geoffreycolon Instagram: Instagram.com/djgeoffe Blog: FuturistLab.Tumblr.com Podcast: Spreaker.com/show/disruptive-fm

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