Difference between revisions of "How to Use Data Informed Campaigns"
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Latest revision as of 17:47, 5 May 2015
Notes
Data Driven Campaigns
In order to be informed, must review old data and determine what is important to use going forward
Social Media monitoring has two pieces: monitoring aggregate data vs individual data
On Aggregate Social Media Data:
- From Matt/Upwell: The primary tool we use is Radian 6 (social data scraping tool)
- Surveys the feeds based on your words - sentiment analysis and it doesn't understand sarcasm
- Issues:
- It's expensive
- Sentiment analysis mostly shows neutral (doesn't understand sarcasm)
- It's designed for brand monitoring
- Doesn't hook up to a Salesforce contact database
- For some reason it doesn't follow the attachment in tracking
- The individual data - Influencer analysis is not great
- Still building in profiles for those people - doing that manually
Example:
- Upwell uses data about how Shark Week 2009, 2010 data to create content around 2012 - tell organizations, lead with the message to engage with them the way they know how
We don't always own it - we send them directly to the content that we don't own
Email:
- Email list - average lifespan of a subscriber is 1 year
- What works - unfortunately, the things that work are emotionally exhausting like frequency and scare tactics
- Can test ratio of give to ask ratio on emails as well
Tools for tracking Social Media Sharing:
- Topsy - share within 30 days (sign posts that pointed at this page) - free with pro version
- Shared Count (free) - tracks Facebook links - add URL that ends in forward slash - see how many shares
- Sproutsocial -- $50/month social media monitoring - helps determine timing based on your list and how often they click
Processes:
- What topic is this on, who is the target, how long will we spend - examine for correlations
- i.e. it seems like 2 weeks is too long between analyzing ~ run 10-30 campaigns at once in a week
- Current goal: Volume of conversations online - amplify or extend current things going on online
- How do you set up AB testing on your influence
- Figure out the statistically normal level of conversation level and then how you influenced it
- If you can measure your effect on the spike, you may be able to journalists to give you the story ahead of time
Tell them how to talk about you:
- In emails, tell people how to share your content
- Upwell example: we were trying to share a report that had a generic title so everyone who shared it who came up with their own title
- When we're tracking we find how often it is shared, it is much easier to follow with a distinct phrase
- It is also much likely to trend
- This takes copywriting to another level
- Use a distinct/memorable turn of phrase
Tools we wish we had:
- Many people use list parsing - with custom drip campaign with each part of campaign.
- It would be great to have a campaign tracking code for each campaign - workflow tool
- Tools to see trends across the whole internet:
- Similar to Google Trends
- Something like Votizen - see friends have similar political views and whether or not they've voted
- Looking for developer tools that might integrate
- Salsa is experimenting with syncing all data to a MySQL database daily to look at changes over time because that format is simpler and more integrate-able
- Filling in gap of time component
- i.e. Generic data analysis tools like Creative IO
New campaign trend - tap into positive emotion
- Thank you campaigns i.e. JC Penney, UPS taking a stand
- Joycott technique - Carrot - bidding businesses for social change
- Build community by rewarding positive feedback loop
Measuring interesting data/best practice:
- Really make sure you're not throwing away data - keep refining the questions you're asking - track people who have left
- Clicks per open vs what percentage of your list clicks - measure quality
- How does online influence offline