social media monitoring roi metrics forum

Chase McMichael CEO @chasemcmichael @infinigraph

some contentis more interesting than other content.

Content insights involves a staggering amount of data:

3.5 billion pieces of content are shared each week between 800 million Facebook users.

How do you make since of all this data?

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We’re drinking from the social media fire hose.

What is Social Media Monitoring?

Reactive

Social Media Monitoring is:Analyzing, understanding and responding to conversations

about brands, products, reputations and end-users opinions in the Social Web

Cutting through the noise

Your customers are talking just not about you and not on the keywords

you’re listening on

TOOLS

If a status update reaches a social network but no one sees it, does it

exist?

Beyond Listening: Reinventing

Social Media Keyword Monitoring

People VS. Keywords

The Social Graph is EXPANDING

"Its not about who you're connected to today, its about who you're NOT connected to today...Research your

influencers"

The Key conversations are not around your brand

What is Social Intelligence?

Pro Active

Social Intelligence is:Deriving relevance from consumer actions around content interaction and others who have in common connections through the Social

Graph

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Professional Grade Intelligence

Marketing Intelligence Interface

http://smo.infinigraph.com/portal

Life is not about being liked its about being effective

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Trends

• What are trends?

• All brands have some sort of fan interaction on their content.

• Clusters of brands in an industry have more.

• Monitoring brand content traction based on audience behavior across both the brand and the industry represents the trends in content preference.

What’s relevant?

You have genius moments, just not every day. But there are continuous genius moments happening all the time.

InfiniGraph taps that genius.

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InfiniGraph finds what’s trending

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All Brands Have Trending content

Consumer acting on content provides better measurement to what’s relevant

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Engagement Provides Insight

• Which of American Express’ content is the most engaging with its fans?

Interactions such as clicks, reposts, and comments are measured and compiled into a composite “Trend Score” which gives brands a snapshot of what’s working best.

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Your social audience

• Is thousands, millions of people.

• They also interact with other brands.

• And with other brands’ content.

• That’s right: They like, comment, share, and retweet this content all day and all night.

• The insights we can learn from these actions from our groundbreaking product will drastically change your approach to content marketing and social media.

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Consumer Action On Brand Content

• What’s most important to the X Games engaged audience based on behavior?

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Discovery of Hidden Opportunities

• Discover the unexpected and hidden partner opportunities within a brand’s audience.

Potential spokesperson?

New sponsorship?

Cross Promotion?

COMPETITIVE BRAND INTELLIGENCE

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Competitive Brand Intelligence – Digital Insights

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What do you learn?

Recommended Action Steps:Sundays and Wednesdays are the best days to introduce new video. All other days are good for reintroducing the best performing videos with a new spin.

Different Content Trends

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Recommended Frequency By Content Type

• Insight: Link content goes to commerce sites and/or blogs/media/publications. Whereas, status updates are more consumer engagement inducing. Photos and videos perform the highest.

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

Total post allocation over four week period:

Recommendation:Repost content used for heavy traffic days to fill out days and time slots with less traffic. A total of 200 posts across content types will get Client X to the industry average.

Does It Work?

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Military.com

• We got Military.com 41% more likes on their posts

What we did:Monitor the military branches and surfaced trends

Our Results:41% increase in likes43% increase in comments "InfiniGraph knows what content is most

relevant and how to act on trends. We're seeing 41% improvement in content engagement.”

Joanna Campione - New Media Marketing Manager, Monster Inc. (Military.com)

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Golden Spoon

• We got Golden Spoon some great results:• Clickthrough rate: 6%

• Liked page fan: 51%

• Conversion to buy: 18%*

• Same store sales: up 13.7% during promotional period.

• Coupon redemption rate was reported to be approximately 18% with each e-mail promotion.

• New Facebook likes up 162%

• Monthly active users rose 105%.

• Post feedbacks were boosted 612%

• Post views increased 249%.

“We’re running promos on slow days Mondays and Tuesdays on Facebook and sales are equivalent to what they are on a weekend.”

Gary Brewer – Digital Eye (Agency) CEO

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Complex Media

• We helped grow Complex Media: • What we did:

• Created the first Competitive Brand Intelligence forOver 12 men publications

• Find out what Complex.com readers did on social networks and what type of content they liked to read and share.

Our Results:

Traffic to the Complex website by 30%

Twitter increased by 25%

Facebook increased by 30%

“InfiniGraph increased Complex page views by 30% and its Facebook following by 30%.”

Aleksey Baksheyev, Director of Technology of Complex Media, Inc.,

TAKE AWAY

• Crowd sourced content interaction provides greater relevance

• The right content drives the greatest interaction “Own your content space”

• Social Activation can be achieved at scale if consumers are engaged

Twitter @chasemcmichael @infinigraphchase.mcmichael@infingraph.com

www.infinigraph.comblog.infinigraph.com

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