The Value of Social Data: Focus on the Insights

Blog   /   Social
December 4, 2014

Social media analytics are integral to proving ROI, and companies are doing their best to gather data wherever, and whenever, possible. But all the numbers in the world won’t make a difference if they aren’t interpreted correctly, or if they remain locked in the Marketing department.

There is great opportunity to use social data in overall business decisions, but first, you need to focus on the insights that data provides.

Learn how three different organizations—Hootsuite, Ryerson University, and the WWF (formerly known as the Worldwide Fund for Nature)—use the data derived from their social media efforts to inform their individual business goals in our new on-demand webinar: From Data to Direction: How to Convert Social Media Data into Actionable Insights.

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Paul Dunay leads the discussion as the three guest speakers share their tips, tricks, and success stories.

Watch the webinar now to discover their proven strategies and use cases, plus learn:

  • How to use social data for social selling, competitive intelligence (how your product stands up against competition), and measuring performance
  • How to differentiate between social data and social listening—and what tools you should be using to get the most value from each
  • How a single Tweet had a tremendous impact on one organization, and changed the way the digital team uses Hootsuite to listen to conversations

Cross-departmental insights

Hootsuite’s Ben Cockerell describes how Marketing departments can forge ties across other departments by democratizing and sharing social data knowledge and insights, effectively positioning themselves as thought leaders in the organization. He describes specific use cases and suggestions for optimizing key social metrics, and gives his thoughts on the differences between social data and social listening tools.

Creative recruitment tactics

Kareem Rahaman gives a first-hand account of Ryerson University’s forward-thinking approach to recruiting prospective students through a “Tagging Tweets” campaign. The university’s challenges around engaging its audience are unique—with so many methods and channels to reach this young, plugged-in community, Rahaman is always looking for ways to optimize the process. By careful data collection, he can now analyze the results.

Connecting with charitable organizations

The WWF, along with its Earth Hour sub-brand, is a powerful brand with a sizable digital footprint. But as David Drodge, WWF’s head of digital, explains, it’s not just a matter of getting attention, it’s learning who is responding for what—and how to use that information for future campaigns.

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About the speakers:

Ben Cockerell is the Product Marketing Manager for Hootsuite Analytics. With a diverse background and positions that focused on creative strategy, content creation, and inbound marketing, Ben aims to combine human creativity and the power of data analytics into unique and insightful marketing strategies.

David Drodge started his digital career almost 20 years ago starting an online agency. He joined Sony Europe launching its first regional website,  then ventured into global roles in travel e-commmerce, digital B2B, and now WWF International as head of digital. Over the last 2 years, he’s lead the International WWF accounts and the WWF network to 15M social followers.

Kareem Rahaman is a marketing specialist with a long history of digital communication consulting. He currently works at Ryerson University in the Undergraduate Admission and Registrar’s Office as the Senior Digital Communications Officer where he uses digital media to recruit and convert prospective students to full time Ryerson students as well as helping deliver exceptional service through online channels to current students.In 2013, Kareem founded Splash Effect, a full service digital marketing agency with a strong focus on helping higher education institutions and startups engage their target markets.

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services, and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012).