The TL;DR June 11, 2019
This week we’ll dive into LinkedIn’s new research and insights series, Facebook chatbot analytics, and Instagram stats your business needs to know.
LinkedIn Announces New Ad Research and Insights Series
In its continuing conquest to be the top social network for marketers, LinkedIn has announced two tools aimed at helping marketers learn what ads work on the platform. Find out the details below and read more here.
- The two series are the monthly “LinkedIn Ad Review” and the weekly “Research and Insights Program”.
- LinkedIn Ad Review:
- This series highlights a recent brand or campaign that has performed well on the platform and offers insights to brands about why it was successful.
- It examines how the spotlighted ad’s headline, copy, and visual work together to convey the message.
- For the first month, LinkedIn offered some general tips:
- Get Specific: Tailor your content to the audiences that want and need it the most.
- Make It Human: Relatable, human elements help users see themselves in the story.
- Don’t Overthink: It doesn’t have to be complicated. If you’d click, your audience likely would too.
- Research and Insights Program:
- This program focuses on sharing how and why people buy, as well as who those buyers are on LinkedIn.
- Short and to the point, this series features little graphics related to key stats. Some stats released this week:
- 87% of sellers said thought leadership increased trust in an organization.
- 68% of investors used social media to research asset management firms.
- These weekly updates can be found on LinkedIn’s Marketing Solutions page.
The Ultimate Guide to Facebook Messenger Chatbot Analytics
Facebook has a LOT of metrics, so how do you know which ones are the most valuable for your brand? The guide below will give you a head start. You can read the full article here.
- Total Contacts: This one’s pretty straightforward – keep an eye on how many people are communicating with your bot and try to keep that number going up. If you notice a drop, take note of any changes that may have happened around that time.
- New Contacts: Correlate your contact increase with when you run campaigns aimed at growing your numbers. This is a great way to see if those are working.
- Conversions: Conversations mean nothing if they aren’t converting. Keep an eye on how many leads fill out forms and offer up their information.
- Sessions: Check out the total number of conversations your bot is having. Hopefully, that number stays healthy, and check for increases around times when you’re offering promos or new products.
- Chat Blast Opens and Responses: If you’re making use of chat blasts, make sure you see which ones perform and which ones don’t. This will help you know which ones to do in the future.
- Unsubscribe Rate by Drip Campaign Dialogue: This metric tells you how many people unsubscribe right after you contact them in your drip campaign. If you notice certain points tend to drive users away, you may want to reconsider having them.
- Block Rate: While occasional blocks and spam reports are normal, if you begin to notice a high percentage on this metric you may need to reconsider how often you reach out to followers or what you’re saying to them.
- Facebook Messages Ads Conversations Started: This message lets you know how many people engage with you after you send them a Messenger ad. You should keep an eye on this metric to see if your campaigns are sustainable and reaching the right audience.