How to Use Data Informed Campaigns

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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


  • 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 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


  • 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