Good Example of a Marketing Metrics Dashboard

Below is the transcript of a Webinar hosted by InetSoft on the topic of Dashboards for Marketing Departments. The presenter is Mark Flaherty, CMO at InetSoft.

Here are some good examples of marketing dashboards that present a lot of information in an easy to access manner. I'm going to open a live version of this. We all are working with Facebook these days measuring performance or trying to, anyway. Here's a dashboard that we have that measures our Facebook post performance. What was the total post reach on certain days?

So we have obviously a couple of spikes here. We launched a product on March 31st. That got a lot of reach, a lot of viral reach. As you can see there are some other spikes here, but here's a spike here on April 25th that I am kind of curious about. We had some good total reach there. We had some good virality on it.

If I click on this this is an example of a story, that's telling me "hey what happened, what is the story, what is the drama here?" I can instantly see that by clicking here, I see two things that tell me the lifetime of a post. Ah, it was congratulations to our CEO, Luke Liang, on being nominated for an award.

Well yeah, I could see why that gets people excited. We also had one of our trainers do something during a training class in Kirkland, and she did a great job, and we had some activity in Scottsdale. So this is telling me we had a good date there for Facebook.

Measuring Virality of Social Media Posts

In terms of virality, here you can see from both the length of the bar chart and the deep color that those events are actually creating some good virality. So, Luke's news about being nominated for CEO, we had a good lifetime post, the number of consumers and some good activity here from Dave. In fact Luke's went a lot further and actually had a lot more virality for us.

So it's interesting to figure out what drives interest with Facebook, how we're getting it, what's the story of Facebook, what is the story of getting your Facebook posts to be active. I can move quickly to see what's happening, and I can do this for virtually any point on this graph.

So here's another point on the graph. Here in June I saw some stuff here about our customer conference. Okay, in June we were having a customer conference in Europe so I can see there was a lot of great activity there as well. So you can see I can just interact with this. I can uncover an interesting point, and discover the story behind that point very easily and very quickly. So that's a fun thing about storytelling and data. We as marketers are natural storytellers. So to be able to bring that to data and bring data to light in that way is a great thing that will make your sharing of metrics and sharing of dashboards with your executive team, that much stronger.

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What Are Ways to Increase Social Media Post Virality?

Increasing the virality of social media posts is a blend of science and art. Here's a comprehensive guide with various strategies:

1. Compelling Content: Content is king. Ensure your posts are engaging, informative, entertaining, or emotional. Use attention-grabbing headlines, captivating visuals, and multimedia elements like videos and GIFs.

2. Know Your Audience: Understand your target audience's preferences, interests, and behaviors. Tailor your content to resonate with them. Conduct audience research, analyze demographics, and use insights from social media analytics.

3. Timing: Timing is crucial for maximizing reach and engagement. Post when your audience is most active, which can vary based on demographics, location, and platform. Experiment with different posting times to find the optimal schedule.

4. Consistency: Maintain a consistent posting schedule to keep your audience engaged and build anticipation. Regularly sharing valuable content helps establish credibility and keeps your brand top-of-mind.

5. Utilize Visuals: Visual content tends to perform better than text-only posts. Use high-quality images, infographics, and videos to capture attention and convey your message effectively. Experiment with different visual formats to see what resonates best with your audience.

6. Hashtags: Incorporate relevant hashtags into your posts to increase discoverability and reach a broader audience. Research trending hashtags and use a mix of popular and niche tags to expand your reach while targeting specific communities.

7. Engagement: Actively engage with your audience by responding to comments, messages, and mentions promptly. Encourage discussions, ask questions, and foster a sense of community. User-generated content and testimonials can also boost engagement and authenticity.

8. Collaborations and Influencers: Partner with influencers, industry experts, or complementary brands to reach new audiences and lend credibility to your content. Collaborative campaigns and shoutouts can amplify your message and increase virality.

9. Contests and Giveaways: Organize contests, challenges, or giveaways to incentivize engagement and reward your followers. Encourage participants to share your content with their networks to increase visibility and virality.

10. Shareable Content: Create content that is inherently shareable and sparks conversations. This could include memes, inspirational quotes, behind-the-scenes glimpses, user-generated content, or interactive polls and quizzes.

11. Optimize for Each Platform: Tailor your content and messaging to each social media platform's unique features and audience preferences. What works on Instagram may not perform as well on Twitter or LinkedIn.

12. Paid Promotion: Invest in paid social media advertising to boost your posts' visibility and reach. Target your ads based on demographics, interests, and behaviors to ensure they reach the right audience.

13. Stay Relevant and Trendy: Keep an eye on current events, trends, and pop culture references. Incorporate relevant topics into your content to stay timely and capitalize on viral moments.

14. Experiment and Analyze: Don't be afraid to experiment with different types of content, posting strategies, and optimization techniques. Regularly analyze your social media metrics to identify what's working and adjust your approach accordingly.