Best Practices Analysis for Inbound Marketing

Michelle Aclander Digital Marketing Intern Summer 2015

August 5, 2015

2© 2014 |

Overview:

• Introduction – Campaigns (May 2015 – July 2015)

• Definition of Key Social Terms

• Current Social Posting Practices

• Analysis

• Best Practices

• Recommendations

3© 2014 |

Posting Guidelines

4© 2014 |

Definition of Key Social Terms

• The number of interactions plus the number of clicks and followers acquired, divided by the number of impressions

• The number of times each update is shown to LinkedIn members

• The number of clicks on the content, company name, company logo.

• Total number of times a user interacts with a Tweet

Engagement

• Times a User followed you directly from the Tweet

Impressions

• Clicks on URL or Card in the Tweet Clicks

LinkedIn Twitter

Interactions• The number of clicks on the

content, company name, company logo.

Sources: https://help.linkedin.com/app/answers/detail/a_id/8261/~/company-update-reportinghttps://support.twitter.com/articles/20171990

5© 2014 |

Analytics May – July Day of the Week

Monday Tuesday Wednesday Thursday Friday Saturday 0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

Sum of Impressions

Sum of clicks

Sum of interactions

Sum of engagement

Impressions

Clicks

Interactions

Engagement

* Sunday Info not available

LinkedIn

Twitter Engagement RateEngagement Impressions

6© 2014 |

Twitter Analytics: May – July Time / Day of the Week

Early

AM

Late

AM

Mid

Day

Mid

PM

Late

PM

Early

AM

Late

AM

Mid

Day

Mid

PM

Late

PM

Early

AM

Late

AM

Mid

Day

Mid

PM

Late

PM

Early

AM

Late

AM

Mid

Day

Mid

PM

Late

PM

Early

AM

Late

AM

Mid

Day

Mid

PM

Late

PM

Early

AM

Late

AM

Mid

Day

Mid

PM

Late

PM

Early

AM

Late

AM

Mid

Day

Mid

PM

Late

PM

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

Sum of Impressions

Sum of Engagement

Sum of Engagement Rate

Sum of Clicks

Engagement

Engagement Rate

Clicks

Early AM – 2:00am-9:00amLate AM – 9:00am-11:30amMid Day – 11:30am-1:00pmMid PM – 1:00pm – 3:00pm Late PM – 3:00pm – 5:00pm

Impressions

7© 2014 |

Campaign Source with highest rate of Conversions to Leads

Linked

In

Hedge

week Bizo

TabbFo

rum

Bob's Guide

Deman

dbase

Linked

In Paid

Twitter SEM

Linked

In P1

Twitter

Paid

Faceb

ook

Linked

in Orga

nic

Twitter

Organic

Faceb

ook Paid

0

10

20

30

40

50

60

70

80

90

100

110

120

130

140

150

160

170 164

119

108

85

29 29 2824

11 8 5 4 4 2 2

Campaign Source

# of Conversions

8© 2014 |

Twitter – Best Post Trends >2% Engagement

• New Broadridge Acquisition Product Acquisition

• “Learn more about”• “Read about”

Learn More

• “View Graphic”• “View Research”

Graphic / Link

9© 2014 |

Twitter – Worst Post Trends <.03% Engagement

• At ____ Event Event

• “Download”Need Action

• No “So what” • Is this important to customers? Information

10© 2014 |

LinkedIn – Best Post Trends >4% Engagement

• “View” “Find Out” “Read”Prompt to Investigate

• Explanation of what the post relates to

• Short and concise

Short and Sweet

• Rich Daly Post CEO

Highlight

11© 2014 |

LinkedIn – Worst Posts Trends <2% Engagement

• Run on of information • No “So What” • Is this important to customers?

Long Posts

• A lot of % comparisons Numbers

• Prompting followers to Subscribe Subscription

Ghost

12© 2014 |

Recommendations:

• Utilize Sources with highest conversion rates • Twitter Posts:

– Monday – Thursday • Monday: Early AM • Tuesday: Mid Day / Mid PM • Wednesday: Mid PM • Thursday: Late AM

– Best Posts: Product Acquisition, Learn More, Graphics

• LinkedIn Post:– Monday – Wednesday – Best Posts: Promote to Investigate, Short and Sweet, CEO Highlight

• Further Research

13© 2014 |

Listening Tools Overview

–Understanding Conversations • Broadridge Reputation and Brand Image • Client conversation• Competitor conversation

–Identifying Influencers

–Filter out the noise

–Understanding Sentiments

14© 2014 |

Listening Tool – Decision Process

$1700/month

Social engagement and monitoring

cloud service25 owned channels250,000 messages

$1400/month

Data storage of 2 years

Dedicated Account Manager

$1000/month

2 Social Accounts 20,000 monthly

mentions

Heartbeat $16,000 a year

MAP $25,000 a year

Difference in search capabilities

15© 2014 |

Thank you