Social media platforms are wonderful tools for creating communities of people who are both interested and engaged in your message.
Done properly, it allows businesses to connect with their customers on a personal level, meshing modern day technologies and the charm of olden days personalized service.
Each social platform (Facebook, Twitter, LinkedIn, Pinterest, etc…) has it’s own language… it’s own culture, and in some cases sub-cultures, and it is important to look closely at them to decipher exactly how these tools will work to your advantage.
Marketers will continue to obsess over data. But, hey, they need to. Big, small, first-party, third-party, integrated, high-quality or low. As the quantity and velocity of data continue to swell this year, marketers will seek strategies and technologies to transform that information, to use a cliché, into actionable insight. Data is a marketer’s biggest asset. Getting to the right data, transforming it to insight, and acting on it will be priority one.
Mobile revs up. Nowhere is the customer relationship more intimate than when it’s in the palm of a consumer’s hand. You’ve all seen the stats; for example, according to Arbitron and Edison Research, 82% of mobile phone users keep their devices within reach or close by at all times. Most marketers want their brands to be at customers’ fingertips to deepen engagement and trigger sales, and this year those marketers will ramp up their mobile effort to achieve that. This includes improving email integration, increasing mobile opt-ins, and harnessing geo-location (which, by the way, isn’t just for retailers—savvy marketers in other industries know it).
Email performance will increase—among brands that optimize for mobile, improve their personalization (messaging and timing), and use email as the workhorse that leads their multichannel marketing efforts).
Sales and marketing still won’t get along in most organizations. I’ve been writing about marketing and sales collaboration—or the lack thereof—since the mid-1980s, and I can tell you that little about it has changed.
Until marketing and sales have a set of shared goals, senior leaders’ appeals for collaboration will go unheeded. It comes down to the adage, reward desired behaviors. Sure, marketing and sales each need their own objectives—after all, they perform different functions. But ultimately, their primary shared goal is to generate revenue.
Chief marketers and their sales counterparts who want change in 2014 need to set shared variable compensation targets for such items as number of leads that meet a specific criteria, closed deals, and customer retention.
All marketing becomes direct. Direct marketing is all about using data to target the right customers at the right time and getting them to take action, and then using the data from that action (or inaction) to inform future campaigns. In 2014 and onward marketers increasingly will “think direct” for all of their marketing efforts, including branding.
A growing number of marketers will use data to inform everything from creative to customer engagement strategies. Art and science will become inextricably linked. No longer will there be Mad Men or Math Men; all marketers will move toward being Mad Math Men.
Social Media Audit, is an important perspective prior to designing any new social media strategy.
Its time to give up some time, look into the past, evaluate what you did, check what worked and wasn't performing and concentrate on understanding what was done well (and therefore can be repeated) and what wasn't done well and therefore has to be corrected.
There are many tools (in some cases free as well) that will help you to do that and here are some of our tips to make your social media analysis and evaluation.
1. Google analytics
Google analytics allows you to do comparison reporting so you can compare your activity on a daily, weekly, monthly and yearly basis. As such, some patterns can be releaved and comparison analysis can be done. See this post on Google analytics training
2. Analyze Your Best Posts in 2013
Evaluate which of your posts shared most on social media. These may not be the posts that got you the most traffic, you will have to check Google analytics for this. But it will show you what was popular.
Always remember that content which is shared out on social media it drives traffic back to your site more better.
A useful tool to perform this analysis is Social Crawlytics. All you need to do is enter your website address and the rest are done by themselves.
3. Which posts got the most traffic
As well as figuring out which posts got the most shares you should check to see which got the most traffic. Such info, will give you ideas on where to concentrate and "invest" more in in 2014.
4. Analyze your Facebook account Performance
The Agorapulse Barometer is a free tool that compares the performance of your page against other pages that also ran the barometer.
5. Twitter Analysis
Do an analysis of your Twitter accountThere’s a couple of reports you can run. You could start off with Simply Measured free twitter report. This will give you a good overview report of your account to start working with. Some tips here:
Evaluate your most influential followers.
View ranking of the top influencers that are following you
Is your audience very active?
Another useful tools is Twtrland. This will give you an overview of your profile, for example, you can view:
6. Review your Pinterest performance
Tailwind provides a free trial which you can use to review your #Pinterest account. You can see insights like:
8. Check out Instagram
If you’re reading any of the trend posts for 2014 you’ll see Instagram on a lot of the reports. Instagram is growing rapidly and don’t be surprised if it doubles in size over the next year.
Statigram provides a useful analytics on your Instagram account like:
8. Monitor performance on Google +
#Google+ is an important platform and will continue to increase in importance. Evaluate to see:
Conclusion: As mentioned above, a very good knowledge on what you did so far is needed prior to setting up your social media presence in 2014.