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.
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.
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