Analytics boost social marketing efforts

Acting quickly on the correct data helps engage more customers.

By Sandra Gittlen, Computerworld |  Business Intelligence

PCH engages its audience through Facebook, Twitter, Pinterest, YouTube, Google+ and other popular platforms. The company has already amassed more than 1 million fans across its multiple Facebook pages.

"Technology is continuing to be strategic in capturing more and more data to be fed into our data warehouse to better identify customer segments and build better user engagement experiences that traverse all our properties and programs," says Deborah Holland, executive vice president at Publishers Clearing House.

"Our goal is to have a large-scale, highly engaged audience," says Deborah Holland, an executive vice president at PCH. Holland and her team assess the success of social marketing via Salesforce.com's Salesforce Marketing Cloud (formerly Buddy Media) analytics software. Users can analyze comments, tweets and other types of posts based on pre-determined filters and tags, along with popular metrics such as Facebook likes and fans and Twitter followers.

Although PCH's social media reporting tools don't interface with other enterprise systems currently, if a social platform user registers or opts into the PCH email program, then he or she is tracked as having come from the social channel.

PCH relies on the resulting data to target content and respond to customer demand. Analytics recently revealed that consumers enjoy in-depth profiles of winners as well as behind-the-scenes glimpses with employees, so PCH beefed up that type of content.

All social media budget expenses are manually integrated with the enterprise-wide budget management system, providing a comprehensive view of total company budget reporting. Social media engagement analytics are gathered using channel-specific software such as Facebook Insights, Salesforce.com and WordPress. Managers receive a weekly comprehensive report on high-level engagement and volume, while executives receive a manually prepared monthly report that includes social media volumes and engagement levels.

Holland credits corporate structure for the amplified view of social media. Head of promotions for all of PCH, Holland has been able to seamlessly blend social marketing into every aspect of operations.

"We have four people on our social media team and they are networked to other key people throughout the organization, including designers and writers who develop content for all channels," she says. PCH, she adds, has created a fluid network of employees who help out and know that social media is part of their job.


Originally published on Computerworld |  Click here to read the original story.
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