Last week we had the pleasure of learning from Joe Nolan, director of social media at StubHub, during our bi-monthly #MetricsChat conversation. It was a lively conversation with some great questions and even better answers. Joe covered multiple areas of marketing, from acquisition measurement to important social media analytics to top business goals.
If you weren’t able to join (or lurk) during the hour, you’re in luck! Here are the top highlights from our chat with Joe.
- Q1. @eileenrene: What are the most important KPIs (Key Performance Indicators) for acquisition measurement?
- A1. @josephjnolan: CPA (cost per acquisition) and AOV (average order value) are primary performance KPIs.
- Q2. @suruchisharma23: How does one address the problems of unreliable, incomplete & often conflicting information on social?
- A2. @josephjnolan: Great Q. We try to use the primary data source then compare against existing trusted info to validate.
- Q3. @DRayG86: What was the biggest mistake when you first started managing social media for business?
- A3. @josephjnolan: Acting too quickly is common. Social has lots of moving pieces. Use as much info as possible in decision making.
- Q4. @eileenrene: Ppl always talk about brands “having a personality” on social. What’s a good balance? Where do u draw the line?
- A4. @josephjnolan: Give users what they want when it’s appropriate for your biz. Be expected – users follow you for a reason.
- Q5. @viralheat: We got one for ya, @josephjnolan. What’s your 3-step rule for diffusing a social media crisis?
- A5. @josephjnolan: 3 T’s. Time, tech & talent. All necessary to perform well in times of social crisis. By time, I also mean speed.
- Q6. @EBG1080: What are your thoughts on utilizing user generated content as part of your marketing or amplification strategy?
- A6. @josephjnolan: Highly efficient, effective and relevant marketing strategy, but not as simple as it sounds.
- Q7. @TEK: For FB ads – are they useful for brand building? Or should those be used primarily to promote event or download?
- A7. @josephjnolan: You can use the same intent engine for engagement…1 click campaign objective “engagement” & watch CTR soar!
It was an eventful hour picking Joe’s brain and we can certainly say that we came away with some valuable information. For those of you who still want to connect with Joe, feel free to tweet him @josephjnolan – he has a wealth of knowledge that can help you strategize and solidify your social marketing efforts.
#MetricsChat will be back next Thursday the 16th with an all new guest host. Stay tuned for the update! And as always, if you’re interested in hosting #MetricsChat, please email marketing@viralheat.com with the subject line #MetricsChat.
