Podcasts

In this episode of the 4 AM Report, we’re staying up with Andrew Jenkins, principal at Volterra Digital and social media management guru. Tune in as we talk about why and how data is a dream come true for marketers and why ignoring it is such a nightmare.

We ALL use data

Regardless of what industry you’re in, we all use data. Let’s say you’re a miner and you need to drill a hole somewhere. You can’t just pick any spot to drill, you need to evaluate the area for the right spot and appeal to investors to justify why you should drill a hole in this specific spot. No matter what you do, our decisions are data-driven and CANNOT be ignored!

Don’t miss out on potential opportunities (or disasters) for your company – look at your data!

Don’t get lost in translation

Today, collecting data is easier than ever. We all know that when it comes to data, using Google Analytics, and monitoring Facebook impressions and engagement are great ways to collect it. The hard part is presenting and explaining it. What is the “so what?”

Andrew suggests placing a summary in the beginning of your presentation – whether it’s a PowerPoint deck or a report, you need to explain to them why your data matters. Ask yourself, “what is noteworthy about this chart?” and how it can affect their business and stakeholders. This way, your audience gets the information they need upfront and can deep-dive into it at their own pace.

Let’s be honest, no one likes or is interested in getting a huge package with thousands of excel spreadsheets. Get to the point and provide an insight – your audience will appreciate this and will be more likely to listen to your ideas.

The three tiers of metrics

Before you look into your metrics, think about what you’re trying to accomplish with your business in the first place. Ask yourself, “Where do I see my digital marketing efforts playing a role?” You need to first strategize how your social media efforts can support your business objectives and can meet the needs of your audience.

When you identify the needs and how you can meet them, you can start with your baseline. The first tier of metrics is Vanity Metrics. This includes every like and share on Facebook and Instagram, every retweet on Twitter and how many followers you have. Andrew urges you to have a base community and to continually grow it. 

The next tier is engagement, where the growth happens. You can track its growth and the performance of your efforts to see whether or not the content you’re sharing is resonating well with your audience by looking at your metrics and reviewing what has been shared.

Finally, the last tier is evaluating what has happened and its relationship to your business objectives. Did your audience sign up for your email list or make a donation? Have you gained more visitors to your website? Once you have this information, you need to translate it into something that your audience can understand. Andrew suggests using charts and maps along with important insights and suggestions for the future.

Regardless of what you do, data is key to your business. Be sure to put extra effort into how you collect your data and how you interpret it for others. Don’t do anymore guesswork – look at the numbers. You’ll be more certain of your decisions and you’ll get a good night’s sleep.

  

About Andrew

Andrew Jenkins has provided social media strategy and social selling services to numerous mid to large enterprises such as CIBC, Royal Bank of Canada, BMO Nesbitt Burns, National Bank, Sirius XM Canada, the Globe and Mail, World Vision Canada, and the Aga Khan Foundation. He has spent the last twenty years working in Information and Communication Technology (ICT) spanning social media, wireless, and e-business. He holds a BA in Economics from Laurentian University, a BFA in Film Production from York University, and an MBA from the Rotman School of Management at the University of Toronto. He also taught entrepreneurship at OCAD University and currently teaches Digital Strategy at the University of Toronto’s School of Continuing Studies. Andrew speaks internationally about the social and digital landscape. His entrepreneurial efforts have been featured in the Toronto Star and by LinkedIn Canada as one of their success stories.

Still can’t sleep?

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In our second episode we chat with Laurie Weir, President and Founder of Next PR.

She’s been having some sleepless nights over an existential crisis it seems a lot of veteran PR pros are having – what exactly is PR in 2019.

On this week’s 4 am Report, Laurie wants to challenge the traditional way a lot of marketing departments still view their PR and media relations efforts. And she calls out the antiquated approach many marketing departments still follow when it comes to campaign planning:

“I continually see budgets that are literally itemized line-by-line. Advertising: this much money money. PR: this much money. How do you know which channel you’re going to be activating on and how much money each of these disciplines require…when you’re just briefing the team?”

So give it a listen and see if you agree that it’s time marketing departments get more proactive and invite PR to have a seat at the decision-making table. They’re going to be able to give the right input at the start to ensure PR success at the time of deployment.

As Laurie points out, ideas are agnostic and can come from anywhere. 

Let us know if you agree with Laurie.

About Laurie:

Laurie Weir, President and Founder of Next PR in Toronto, has led communications and marketing programs for some of the most well-known consumer brands in Canada during her 16-year career.

With an expertise in communications strategy, media relations, influencer marketing, social media and event management, her work has expanded the food and beverage, CPG, foodservice, retail, luxury auto, non-profit and Crown corporation sectors.

Laurie holds an Honours BSc. degree in Psychology from the University of Toronto and spent two years studying at the University of British Columbia.

Laurie is the recipient of several PR and social media campaign awards including the IABC Gold Quill Award of Excellence, IABC Gold Quill Award of Merit, IABC Ovation Excellence Award, IABC Silver Leaf, and CASSIES.

In her spare time, you can catch Laurie on a spin bike, managing home renovations, traveling or sipping an Americano in the city’s east end.

Welcome to the 4 am Report, a collaborative approach to sometimes finding solutions to what keeps marketers up at night. In this episode, we welcome you to tune in every Thursday morning as we discuss what’s keeping us up at night. This micro podcast is quick and features other fellow marketers who can’t sleep either.

Don’t miss our first REAL episode next Thursday at 4 am (we love themes) for our conversation with Laurie Weir, president and founder of Next PR.

Also, Casper if you’re listening – we’re still open to sponsorship.

 

Still can’t sleep?

We would also love to know what’s keeping you up at night! Email us your problems at team@cp.digital – your issue might be featured in our next episode!

Any of these problems *speak* to you? Check in to hear about more things that haunt us or to keep an eye out for any of your problems. We might find a solution for you (or at least share your pain too!) We have more episodes with great tips, jokes and conversations – don’t miss it!