Utilising social media analytics to drive more targeted marketing

Utilising social media analytics to drive more

targeted marketing

Jamie Riddell & Jim Haysom

BirdSong

SAScon

2 December 2014

Join the conversation @jamieriddell @jimhaysom #SAScon

BirdSong is the world’s leading pay as you go social analytics tool. We

support thousands of users with on demand insights for Twitter,

Facebook & Instagram.

Jim Haysom is a digital marketing consultant and has previously worked

for brands such as Auto Trader, eBay, Ministry of Sound and Shopzilla.

Jim has experience across social media, search marketing, display

advertising and strategic partnerships.

About Us


We believe that success with social media starts with the right content, to the

right audience at the right time.

These foundations can help improve social’s potential for customer

engagement and marketing.

Analytics can help us identify benchmarks, trends and opportunities that can

be harnessed for greater success.

Our View


1. Metrics for Success

2. Followers & Fans - Creating an Audience

3. Engagement

4. Presence & Timing

5. Branding

6. Customer Care

6 key points for consideration


The ultimate measure of success will be dictated by the brand or car dealer.

These could be:● Enquiries, Test Drives and Sales.

Softer Metrics will influence these results including:

1. Metrics for Success

● Fans / Followers

● Talking About

● Engagement Rate

● Post Reach

● Likes

● Shares

● Comments

● Check-ins

These softer metrics can be the basis for industry analysis, benchmarking

and more.


The number of followers or fans is not a standalone metric of success.

It can however point to a potential audience that can be harnessed for

engagement and clicks.

2. Followers & Fans - Creating an audience


UK Auto Brands - Top 10 pages by Fan Count

See the full list at www.birdsonganalytics.com/auto

www.birdsonganalytics.com/auto


Major Auto Dealers - Top 10 pages by Fan Count


http://www.birdsonganalytics.com/auto


Can we learn anything from these fan tables?

● The total number of fans or followers is not truly insightful without context

● Fan size can be influenced by advertising, organic growth and offline

signposting

● How does the fan base grow over time?

● Is there a difference between recent fans vs legacy fans?

● Does fan size reflect the ‘in-market’ opportunity or market share?

● Churn; does this reflect consumer behaviour or content you are posting?

● What is your net audience following across all social channels?

● For all social channels, we need to analyse ‘who’ is following us or liking

us


Biography analysis helps us understand their interestsFirst name analysis helps us

identify gender

How your audience defines themselves


Biography analysis helps us understand their interestsFirst name analysis helps us

identify gender

How your audience defines themselves


According to

recent Auto

Trader research;

1 in 5 car buyers

are willing to

travel anywhere in

the UK to view a

car. The average

is 60 miles.

Yes @EasternBMW (Edinburgh) No

Location - Are they in your catchment?


By understanding the

relationship of followers and

brands, we can start to identify

elements of loyalty or interest.

Follower overlap for @LancasterJaguar @RybrookJaguar @hafoxjaguar @RidgewayJaguar

@WatfordJaguar

Can we define loyalty from follower patterns?


Are the followers for Lancaster

Jaguar more receptive for rival

competitor messages?

Should we worry about ‘roving’ followers?


Not every fan or follower will be a customer.

Take time to analyse your customer and prospect database to identify social

profiles.

Ask your customers for their social profiles.

Segment your customer database with the new insights.

Audience vs. Customers


Lapsed profile

Dealing with lapsed accounts

Current profile


85199 857

@ridgewayskoda

284 followersCurrent profile

@JewsonSkoda

942 followersLapsed profile Are customers still

engaging with this account,

e.g. complaints?

What’s the social referral

traffic impact to website?

What’s the equity of your

follower base?

What’s my closure and

comms plan?

Understand who the

most valuable and

influential profiles

are that you want to

migrate across to

current profile.

Create and execute

a migration plan of

followers to current

profile.

Audience overlap for Ridgeway Group


Harness existing assets for fan encouragement.

The total number of followers fans is not truly insightful without context.

Fan size can be influenced by advertising, organic growth and offline

signposting.

Growing an audience


Are your social signposts easy to find, e.g. pages, placement and up-to-date?

Have you implemented tracking to capture audience segments and outbound

engagement to better understand profile follower conversion?

Social profile links on website and email marketing


Is social referral traffic set up in your analytics?

What’s the behaviour of a social media visitor on and off your website?

Is social retargeting tracking set up for remarketing?

@VinesBMW Twitter profile Website homepage

Tracking inbound traffic and user behaviour


Leverage insights

from offline

behaviour,

consumer

demographics and

social

engagement.

Who is checking

in, clicking on links

or sharing their

experience?

Signposting in the physical environment

Swarm Check-in Facebook Check-in SMS & QR Code


Encourage social

participation

within the retail

environment.

• Customer areas

• Point of sale

• Windows

• Decals

• Business cards

• Stationary

Signposting in the physical environment

Customer Service Showroom windows Decals on cars


Signposting alone is not sufficient.

Like email, you need to provide

reasons for someone to follow you.

Why should I find you on Facebook?


3. Engagement

Building a larger audience is only

of value if you can measure the

results and success.

Social media engagement should

not be a passive experience.

Your audience will simply stand

up and walk away if they are not

receiving value.

Image credit: TimeOut.com


Your best content is useless if you share it at the wrong time, in the wrong

format or to the wrong audience.

Understanding what has worked and failed in the past, will empower you to

make better decisions in the moment and for the future.

It’s good to understand your competitors’ activity to identify new opportunities

and gaps you can fill.

Implement social interaction tracking with GA, use social platform analytics

and various third party tools that can provide you meaningful insights.

Use analytics to get a competitive advantage


Two reasons are stated for decreasing organic reach on Facebook:

1. Increased competition of other news sources Facebook could show you

at any one time.

1. Improved algorithm to bubble up quality content.

Addressing these issues does not have to be an immediate rush to paid

promotions

How engagement can help reach


What does good content

look like?

• Focus on business and

marketing objectives

• Analyse types of content

and timings

• Consider average reach

per post and not just

engagement rate

• Have a CRM mentality and

use Custom Audiences

• Implement Conversion

pixels

Facebook Insights


With Twitter Analytics you can look

deeper into the performance of any

of your recent tweets.

Twitter Analytics


View your tweet timeline and the

key metrics:

• Impressions

• Engagements

• Engagement rate

Understanding your tweet performance


Understand your tweet

engagement in the first 24

hours across key metrics:

• Embed media clicks

• Detail expands

• RTs & Favourites

• User profile clicks

• Hashtag & link clicks

• Replies

The first few hours are critical for reach


Download your tweet activity to interrogate the data, discover trends and

performance activity.

Example @jimhaysom tweet activity

Export tweet data to analyse in detail


Facebook Engagement Rates

Engagement Rates can be a useful benchmark to identify the success of a

page.

It is a soft metric that can highlight areas of strength or improvement for

further investigation.

Engagement Rates change regularly based on the latest fan count and page

activity.


The most Engaging UK Auto Brands

The average engagement rate

for UK Auto brands is 1.68%.

17 brands are below average

for engagement.




UK Auto dealers by Engagement Rate


Any guesses why the engagement rate is so high?



What can we learn from Engaging Brands?


Sharing is caring. Or is it because you asked.

The most popular FB updates from Eastern BMW - ranked by shares


Likes, Shares & Comments

‘Total Talking About’ is measured against all forms of user action in relation

to the page & posts.

These include Likes, Comments, Shares and Check-ins.

Should we attribute the same value to a like, comment or share?


When is the best time to post?

Is it when you’ve had the most success so far?

Is it when your audience is active on Facebook or visiting your website?

Or should it match your dealership footfall?

4. Presence & Timing


Hourly Facebook activity Hourly website activity

Source: BirdSong Source: Perrys Motors

Does Facebook activity match website activity?


Daily Facebook activity Daily Showroom footfall

Source: BirdSong Source: Eastern Western Motor Group

Dealership footfall to Eastern BMW


Hourly Facebook activity Hourly Showroom footfall

Source: BirdSong

Source: Eastern Western Motor Group

Dealership footfall to Eastern BMW


How your brand is presented will contribute to your performance in converting a

lapsed, existing or future customer into becoming a social follower or fan.

6. Branding


Are you making it easy for consumers to find, recognise and trust you?

Profile naming conventions and claiming vanity URLs


Consistency of marketing creative builds familiarity, but optimise your

creative for each social platform.

Don’t cut and paste existing creative


Your audience has made the effort to seek you out on social media. Make

first impressions count.

Make sure your profile set-up is complete


Make sure all your profiles are not forgotten and reflect a professional image.

Consistency is imperative across your social portfolio


What do you want your audience to do?

Read tweets, follow you, watch video, visit website?

Don’t confuse your audience


Branding in the timeline

Remember, not everyone will regularly visit your page.

They will consume your content in the timeline so make sure your brand is

recognisable.


‘On Brand’

Here is a great example of ‘on brand’ content - can you name the brand?


‘Off Brand’

Here is an interesting example that we’d call off brand - can you recognise

the brand?


How should customers raise their issues? Main account or search for a

dedicated Customer Service account?

Analytics can help us understand how your customers want to engage, when

and how, and what’s their expectations around your response.

It can also identify who are these complainers? Do you have a single view of

this customer, and what’s their social influence, size of social network,

frequency of activity?

6. Customer Care


Mobile search Mobile searchComposing a tweet Composing a tweet

“Evans Halshaw” “Arnold Clark”

Are customer service accounts easy to find?


How & When do people engage?


How do brands respond?


Are the tweets supportive?


Do they answer the query or pass it on?


Never before has so much analysis been available to the industry.

Choose your data points carefully.

Don’t be afraid to challenge the data.

You still need work to convert analytics to insights.

Closing Thoughts


Get this presentation at

www.birdsonganalytics.com

Analyse any brand on Twitter, Facebook

and Instagram.

Simply pay as you go.

Thank you

http://www.birdsonganalytics.com


@jamieriddell @jimhaysom

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Utilising social media analytics to drive more targeted marketing