Social Media Marketing Campaigns & Data Use
Social Media Marketing Campaigns & Data UseBy Katie-Louise
Collier (Marketing Director)
Qualifications & experience8 yrs+ experience in Marketing
for various sectors NFP, Public & PrivateSuccessfully running 2
(now 3) businesses of my ownDouble Distinction - National Diploma
in Business Management & MarketingBsc (hons) Psychology
Distinction CAM Diploma in Digital MarketingHootsuite expert in
Social Media MarketingQualified member of CIM requiring CPDUdemy
qualification in web development
http://www.completepackagemarketing.co.uk/
Opened April 2016
What we doSEO - search-engine optimisationWeb development and
designReports and planning toolsDesign work and
brandingEventsProduct developmentMarket researchContent &
copywritingSocial media marketing & PR (public
relations)Campaign management & events
If you want to know more, please add us on Facebook
Social media marketing & data collection/use
My Secondary Business
Katie-Louises Creative Cakes
Opened April 2013
Closed temporarily November 2014-November 2016
Celebration Cakes
Run solely on Facebook
6+customers per week
Voted top 3 bakeries inAylesbury Vale
Featured in magazines & cake making websites
Please check FB to Browse portfolio properly
What kinds of data could I collect?
Likes, shares & commentsReviewsDemographics and geographical
information from postcode dataEngagement Reach/exposurePost
performance
What kinds of data could I collect?
Competition/special offer popularityPersonal information (BE
CAREFUL!)Customer feedback
What kinds of data could I collect?
Twitter handles, reactions, retweets, followersPinterest pins,
likes, shares to other social mediaGoogle+ & LinkedIn
Connections & reactionsCreation of own social media app
endless!
How to collect dataFacebook Insights demographics, geographical
info, interests, likes, shares, comments, engagement, performance,
etc.
How to collect dataGoogle Analytics cookie use so that you can
identify how leads got to your online presence and where they
clicked/visited/went next as well as everything that FB analytics
offers
How to collect dataMessages from customers sales funnel &
feedback
How to collect dataSocial Crawlytics competitors influencers,
high-performing posts & shared content
How to collect dataBuzzsumo own high-performing content and
influencers
How to collect dataBottlenose Sonar Solo looks at/for trending
content
How to collect dataHashtagify looks at popular hashtags around a
particular themeAnalytics tools for Instagram, Twitter, Pinterest,
etc., are endless and based on preference.
How did I use that data?Inform/improve customer
serviceInform/improve productsGain knowledge of how customers felt
about the company and products-Impression managementIdentify any
trendsKeep an eye on competitors and gain advantageIdentify
KPIsOpen a dialogue with customers (one way and two way)Improve my
social media page posts & competitionsIdentify how/where to
attract leads from selling pagesIdentified influencers & built
relationships with themImproved sales funnelIdentifying gaps in
market based on social media posts
What did I have to be careful of?INTRUSION! Gaining personal
information from people you dont know, is intrusive in all
circumstancesData protection lawsGaining
consent/permissionAcceptable use of data
Could not force people to disclose dataHad to inform people that
I was going to use their data for marketing and get their
permission to do soHad to promise that I wasnt selling their data
to third partiesHad to promise I would store and delete their data
responsibly
Famous Marketing Campaigns that used data
Dove Real Beauty Campaign
Billboards, online surveys, panels and paid researchThe press
attention from mass media meant that they 30x their revenue from
the previous year
Nike Make Everything Social Campaign
Nike+ is their own social mediaMarket research found that
running was a lonely sport and runners find motivation difficult
Nike Fuel band can virtually train with athletes, share times and
goals online with community, synch maps and share maps on social
media including FB
Attracted wider public and they now have continuous access to
data to improve products
Thank you for listeningAny questions?
