great social marketing is about great data:the state of content and engagement
Post on 19-Jan-2015
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Dr. Natalie L. Petouhoff
@drnatalie
GREAT SOCIAL MARKETING
IS ABOUT GREAT DATA:
THE STATE OF CONTENT AND ENGAGEMENT
THERE’S A NEW WAVE OF BRAND BUILDING
BRANDS are…
SOCIAL EXPERIENCE
S
BRANDS are…
DigitalEXPERIENCES
TAKE FOR INSTANCE…GEORGE TAKEI’S FACEBOOK PAGE
LET’S TAKE A LOOKAT ONE PHOTO…
Video Map of How Viral Photos SpreadOne Piece of Content Shared
*Source: Stamen https://vimeo.com/50730773
• Each visualization starts from George*
• As each branch grows, re-shares split off onto their own arcs
• Some re-shares spawns a new generation of shares
• The two colors are gender• Shares originate from news
feed• July to September 2012
http://www.facebookstories.com/stories/2200/data-visualization-photo-sharing-explosions
>3.5 BILLION PIECES OF CONTENT ARE SHARED / WEEK
How can we make sense of all this?
PEOPLE ARE ACTING ON CONTENT
MARKETERS ARE IN
There is VALUE in SOCIAL
CURRENCY
BUT IS CALCULATING SOCIAL MEDIA ROI EVEN POSSIBLE?
Would you calculate the ROI of a phone? Would you calculate the ROI of your mom? Would you calculate ROI of your pants?
Skeptics think social media is too “fluffy” to adequately measure return on investment (ROI)
13
And there is an ROI of your mom, a phone
and wearing pants
http://www.flowtown.com/blog/what-is-the-roi-of-your-mom
THERE CAN BE AN ROI OF ANYTHING
THAT PROVIDES VALUE
14
WHAT’S THE GOAL OF POSTING SO MUCH CONTENT?
• Typical Marketing Metrics
• Increase positive sentiment
• Increase share of voice
• Increase awareness, interest, consideration, intent
• Increase lead conversions rates and sales
• Loyalty, Brand Advocacy and Referrals
PEOPLE ARE SHARING MORE THAN EVER
BUT WHAT DO MARKETERS NEED?
UCLA Anderson Course:
Step 1: Monitor & Listening
Step 4: Content
Step 3: Audience
Step 5: Interaction
Step 6: Organizational Alignment
Step 2: Measurement
17
NEED A STRATEGY FOR DIGITAL MARKETING
Social Media Success
• Was keyword-based monitoring and listening
• Now an Interest Graph World
• Based on context of consumers collective actions
Competitive Intelligence has Evolved
TO MAKE SOUND BUSINESS DECISIONS
Need insight into consumer actions• What drives the most engagement / interaction
• What type of content
• Where they are interacting
• When they are interacting
Isn't it worth knowing what is relevant to
your audience?
NEW SPECIALTY OF SOCIAL MEDIA OPTIMIZATION:INDUSTRY REPORTS
• Leverages social media data
• Provides a
• Competitive analysis
• Brand engagement
• Allows marketers to evaluate content
• Best type of content
• When to post
• Where to post
Brands in This Industry Report
• American Eagle• Outfitters• BeBe• Gap• H&M• Hollister Co
• Old Navy • Polyvore• Refinery29• ShopBop• Urban Outfitters• Wet Seal
BRAND COMPARISON OF VOLUME OF CONTENT POSTED
How to Use This Data:• Compare the volume of
content your brand posts compared to your competitors
• Make better decisions about how much content to create and post
Interactions / Post Note:How is this comparison differentthan the previous slide?
What’s the difference between engagementand interactions?
Link
Photos
Video
PERFORMANCE VS. CONTENT TYPEPHOTOS ARE SHARED THE MOST
Status
Offer
How to Use This Data:• Evaluate the type of
content that gets the most interactions
• Make better choices on the type of content to create
Posts
POST VOLUME
Facebook Posts
Refinery29 most FB posts
Posts
POST VOLUME
Tweets
Refinery29most Tweets
ENGAGEMENT EFFECTIVENESS
bebemost Facebook
engagement
Engagement
TOP CONTENT ON FACEBOOK
BASED ON -- ENGAGEMENT--
ENGAGEMENT EFFECTIVENESS
Engagement
ABERCROMEmost Twitter
engagement
TOP CONTENT ON TWITTER
BASED ON -- ENGAGEMENT--
REAL-TIME INTELLIGENCE ABOUT CUSTOMERS, COMPETITORS AND ENGAGEMENT
My new content and
engagement plan
REAL-TIME INTELLIGENCE ABOUT CUSTOMERS, COMPETITORS AND ENGAGEMENT
Decisions about what content
to create& when to post
A STRATEGIC CONTENT MARKETING CALENDAR
Type Mon Tues Wed Thurs Fri Sat Sun
Statusoptional 10 optional optional 20 15
trendingposts
optional 25 optional optional 40 30
Linkoptional optional optional 12 optional
trending posts
trendingposts
optional optional optional 20 optional
Photo7 14 repost 14
trendingposts
15 20 repost 20
Video8 repost repost trending 6
8 repost repost trending 6
Post allocations over a 4-week period
By studying and altering content programming, engagement increases by >30%
• Customer Engagement
• How engaged customers are (engagement effectiveness)
• What customers are talking about
• Ad Optimization Data
• Use Long Tail Interest Graph to discover audience interests for better targeting
REAL-TIME INTELLIGENCE ABOUT CUSTOMERS, COMPETITORS AND ENGAGEMENT
http://smo.infinigraph.com
Dr. Natalie L. Petouhoff
@drnatalie
GREAT SOCIAL MARKETING
IS ABOUT GREAT DATA:
THANK YOU
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