Welcome to the first post of ‘The Social Business School’: The Social CMO – Dave Kerpen!
Dave Kerpen is the CEO of Likeable Local, the first social automation tool for small businesses. Dave is also the cofounder and former CEO of Likeable Media, an award winning social media and word-of-mouth marketing firm. Dave is the most read LinkedIn influencer of all time with over 20 million page views, ahead of Bill Gates, Jack Welch and President Obama.
Shilpi: How do you use data to improve your marketing?
Dave: Every marketing campaign is measured against SMART metrics. Social media and digital marketing makes it easy to track and analyze the data.
Shilpi: How do you uncover meaningful social data?
Dave: You have to find the data that makes sense for your marketing campaign. If you’re driving an awareness campaign, page views and clicks are great metrics to measure. If you’re running an e-commerce site, page views mean nothing. Before you launch a marketing campaign, determine your metrics first.
Shilpi: How are you using social data?
Dave: Likeable Local uses social data for our own marketing efforts and on behalf of all of our small business customers. Looks, Likes, and Leads are three data points we track for our customers to determine levels of success.
Shilpi: With so much conversation online, it’s hard to know what we should be paying attention to. How do you prioritize?
Dave: Don’t get bogged down with all of the data available. There are hundreds of metrics you can analyze, but 95 of those metrics mean nothing to your campaign. Pick the few data points to track and track them meticulously. Choose the metrics that matter.
Shilpi: How do you find the niche communities within your social audience?
Dave: Social media makes it easy to target on interest, age, gender, or online behavior. Facebook currently has the most complex targeting capabilities but, Twitter and LinkedIn are not far behind.
Shilpi: How do you identify your most engaged audience?
Dave: Ask questions and then listen. Just listen to the people, customers, and fans talking about you or your industry.
Shilpi: How do you find the Influencers in your social communities?
Dave: Read relevant blogs in your industry. Find out who is talking about which trends and how often. Within an hour of reading and research, you’ll be able to find at least 5 influencers.
Shilpi: What tools do you use to identify your top performing content?
Dave: At Likeable Local we use our own software to measure success of content.
Shilpi: What tools, platform, workflow do you use to spot the trends?
Dave: At Likeable we use the listening part of our tool to track trends.
Shilpi: How do you see social media marketing evolving over the next 5 years?
Dave: Social media will become increasingly more mobile and more visual- ie Slideshare and Instagram. It’s going to be a great ride!
How are you using social data in your marketing today?