My presentation at the June 21-22, 2011 Corporate Social Media Summit conference held in New York City.

1. Using Data to Drive Your Social Media Strategy Christopher N. Baccus AT&T. Executive Director of Digital & Social Media@ATT, @cbaccus

2. We bought some promoted tweets and ran some Facebook ads. What are our fans/followers talking about? Are we listening, how are we responding? Why are people following us on Twitter or Liking us on Facebook? Deep Dive into your analytics

3. How to solve for ROI

4. The Return on Engagement Crowd

5. Determine What Motivates People to Engage with Your Brand Evaluate against Post Impressions: Click-Through-Rates “Likes” per Post Video Views Retweets Mentions

6. Randomness .35% CTR .12% ER Events .18% CTR .11% ER Categorize Your Results by Type Sponsorships .22% CTR .13% ER Sweepstakes .11% CTR .09% ER Product .55% CTR .38% ER Services .49% CTR .28% ER Commercials .35% CTR .12% ER Philanthropy .14% CTR .07% ER Sustainability .15% CTR .06% ER

7. Find Ways to Benchmark Success Look to industry rankings in 3rd Party Research Spend some time evaluating your competitors’ social presence Source: “Most Interesting Brands in Social Media.” Socialbakers. May 16, 2011.

10. Prevent Fan Page and Twitter Account Proliferation Existing community reach Messaging cadence Media to support growth Resources to respond