social media insights - sonoma county · and social media ads in the future. action item #1 get 2...
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SOCIAL MEDIA INSIGHTS
May, 2019
By Shana Bull
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Hello! My name is Shana
I am a digital storyteller and marketing
educator for hospitably marketers in the
wine, food, and travel industry
Lover of rosé wine, cheese boards, and
adventures with my family
Marketer for 15+ years
Find me at @sharayray
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Why bother with analytics?
1 Data allows us to make better, smarter
decisions2 Saves you time
3 Explore follower demographics and
behavior 4 Know what’s working so you can
SELL!
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Via IBM:
"80% of all corporate data is so-
called dark data, meaning it's not
analyzed. In marketing, that figure
spikes to 88%."
https://content.myemma.com/blog/the-future-of-marketing-3-things-overwhelmed-marketers-can-do-to-embrace-the-experience-economy
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LESSON 1: CLEAR NON-SOCIAL MEDIA KPIs
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Selling wine
● Wine club: Loyalty? Trends? Which events get
the most traction? Which member promos are
most successful?
● Online: Which ads / email marketing promos
work best? Do you A/B test ads?
● Tasting room: New or returning customers?
How did they hear about you? Average sales
amount?
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Audience demographics
● Find the audience trends in the
demographics across all channels.
● This info can help marketing campaigns
and social media ads in the future.
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Action item #1
● Get 2 large poster boards and write
down your KPIs & target audience details
for everyone at your business to see.
● Discuss ways to connect with your
audience through your 3 main channels
of selling wine.
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LESSON 2: ANALYZING SOCIAL MEDIA DEMOGRAPHICS
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Social target audience
● Top locations
● Age
● Gender
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Other pages they like (on Facebook)
● Facebook allows you to dive even deeper into analytics: facebook.com/ads/audience-
insights/interests
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LESSON 3: WHAT WORKS
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Action item #2
● Take a look at your own insights on
Instagram / Facebook.
● Are there trends? Write them down!
● Use the platform, or something like
Iconosquare / Sprout Social / Hootsuite /
Buffer / CoSchedule.
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LESSON 4: WHAT DOESN’T WORK
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Action item #3
● Take a look at the content that
performed the worst (depending on your
goals) and find 3 ways you can edit the
same piece of content to do better the
next time you share.
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LESSON 5: LOOKING AT YOUR WEBSITE
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Google analytics
● What pages get the most viewers?
● Does it measure up with people buying
wine? (i.e., is the wine you sell the most
online also your most visited page?)
● Create content based on what is working
on your website.
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LESSON 6: INFLUNCERS….
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Part of a larger plan
● At its core, you are able to get your brand
in front of a larger community than your
own.
● If you have no goal for influencer
marketing, you are throwing rocks into a
pond.
● A great way to build your own community -
IF their audience mirrors your own.
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LESSON 7: TAKING ACTION
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THANK YOU!
@sharayray