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Chase McMichael CEO @chasemcmichael @infinigraph
#allfacebookconf
Frictionless Sharing in Facebook Ads: Beyond Analytics to
Actionable Intelligence
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@chasemcmichel @infinigraph #allfacebookconf
Life is not about being liked its about being
effective
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Quick Poll –
Who has done FB Ads?
Active with Content Marketing?
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Social By Design
Content isn't king, CONVERSATION is!@chasemcmichel @infinigraph # allfacebookconf
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some contentis more interesting than other content.
Do you know what's important to your customer?
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We’re drinking from the social media fire hose.
Big Data is Big Opportunity
Content insight involves a staggering amount of data:
3.2 billion pieces of content are shared each week between a billion + consumers.
How do you make sense of all this data?
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“It’s not information overload. It’s filter failure.” ― Clay
Shirky
@chasemcmichel @infinigraph # allfacebookconf
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What is Engagement Intelligence?
Pro Active
Engagement Intelligence is:
Deriving relevance from consumer actions around content
across the social graph to find trends.
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Large Scale Industry Insights
Who is driving the greatest engagement in your business. What content is working and why?
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Content, Targeting and Timing are the elements of frictionless ads
10@chasemcmichel @infinigraph #allfacebookconf
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Content Trends
• What are trends?
• All brands have some sort of fan interaction on their content.
• All industry grouping gives us insights into who is performing the best.
• Combining the brand and the industry represents the trends in content preference.
What’s relevant?
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Curation is Key – Must know what’s working
Don’t be closed to different content brands are less attractive if they are
@chasemcmichel @infinigraph #allfacebookconf
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Trend Identification - Hypercuration™
Example: Real-Time trending content from 25 retail brands in one view. Know what your audience is resonating around.
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Can you see the advantages of understanding what your audience is into?
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Content Identification
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What’s Working
@chasemcmichel @infinigraph #allfacebookconf
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Do you see how brands can be more engaged when they know
what’s trending?
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Ads In My News Feed
Must work in your feed first it won’t work in an ad!
@chasemcmichel @infinigraph #allfacebookconf
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Dose this work - Sorta
Its about the content don’t push crap test it first@chasemcmichel @infinigraph #allfacebook
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When an Ad Don’t Look Like an Ad
@chasemcmichel @infinigraph #allfacebookconf
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Amplify What Trends
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Each Like Each Comment
Each Share
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Facebook Testing In Ad Share
Get off the platforms over a Facebook Pinterest strategy - think of an 'amazing strategy'. Think bigger
@chasemcmichel @infinigraph #allfacebookconf
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It's the Fan Engagement, Stupid
FB ads suck if you don’t have the right content@chasemcmichel @infinigraph #allfacebookconf
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Did Comscore Get it Right?
“Social Media is not a campaign, it’s part of a strategy to build
relationship”@chasemcmichel @infinigraph #allfacebookconf
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Single brand view of trends and consumer affinities
Measure Content Relevance -
What other brands your audience is
into
Trend Score – Gives real time access to what
content is working
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Take Away
• Content Marketing Requires Insight, Identify What Works
• Time your ads like you time content posts - by day of week
• Target to those that have matched affinities.
• Think sharablity – does this content have currency 2
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Chase McMichael CEO @chasemcmichael @infinigraph