driving measurable results with the science of engagement - tarah feinberg - icrossing
DESCRIPTION
"Driving Measurable Results with the Science of Engagement" as presented by Tarah Feinberg, Head of Live Media Studio, iCrossing, and Ben Elowitz, CEO of Wetpaint, at the WOMMA Summit in Las Vegas on November 18, 2011.TRANSCRIPT
DRIVING MEASURABLE RESULTS WITH THE SCIENCE OF ENGAGEMENT
Tarah Feinberg Head of Live Media Studio
@TarahFO | [email protected]
The question is!
CAN SOCIAL MEDIA DRIVE REAL BUSINESS VALUE FOR MARKETERS?
Yes.
BUT LET’S ACKNOWLEDGE SOME OF THE CHALLENGES!
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DISINTERMEDIATION
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DISINTERMEDIATION
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CONTENT OVERLOAD, EVERYDAY!
• 4 billion pieces of content shared on Facebook
• 3 billion searches
• 2 billion video views on YouTube • 70 million tweets
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WE’RE NOT SURE HOW (WHAT) TO MEASURE
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LACK OF FORMAL, MEASURABLE ENGAGEMENT BEST PRACTICES
But what about the opportunities?
UNLOCK THE POWER OF SOCIAL MEDIA TO DRIVE RESULTS
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What if social media could!
• Drive traffic
• Increase reach / create social inventory
• Increase conversions
• Drive audience development and insights
• Provide CRM • Fuel new content ideas and products
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The path forward
GOVERNANCE, INSIGHTS, STRATEGY & TRAINING
EDITORIAL PROGRAMMING & ENGAGEMENT BEST PRACTICES
MEASUREMENT & PERFORMANCE ANALYSIS FOUNDATION
FOR SUCCESS!
EXECUTION & OPTIMIZATION!
BUSINESS VALUE!
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Social media success starts with the right foundation
BUILDING A FOUNDATION WITH
GOVERNANCE, STRATEGY & TRAINING
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GOVERNANCE
The Playbook!
• Rules of engagement • Best practices • Moderation • Escalation • Localization • Permissioning • Scalability
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AGILE STRATEGY
Gather insights
Prioritize strategic opportunities
Develop editorial & engagement plan
Produce content
Publish & Propagate
Evaluate performance
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TRAINING
Beyond the basics, does your social media manager know how to! • Optimize for EdgeRank • Utilize analytics to drive engagement decisions • Build, Engage, Influence and Amplify an audience or
audience segments • Maximize visibility and traffic through key practices
like day-parting • Conduct influencer outreach for audience extension
and link building
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There is a better way to execute (and optimize)
DATA AND INSIGHTS-DRIVEN
CONTENT STRATEGY & ENGAGEMENT BEST PRACTIECS
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EDITORIAL PROGRAMMING AUDIENCE SEGMENT
SEARCH & SOCIAL INFORMED THEMES
AUDIENCE TECHNOGRAPHICS & CHANNELS
TOP
ICS
FORMATS
RATIONALE
AWARENESS CONSIDERATION
PREFERENCE ACTION
ADVOCACY
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AUDIENCE MANAGEMENT
Processes and practices for!
• Real-time research • Analysis • Planning • Publishing • Propagating • Engaging • Reporting
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AUDIENCE MANAGEMENT BEST PRACTICES
# Daily Active Fans
Reach = Friends of Fans (Impressions)
• Balanced Diet • EdgeRank
optimization • A/B testing • Day-parting • Engagement
primetime • Audience
segmentation
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TALENT + TECHNOLOGY
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BIG BOX RETAILER AS PUBLISHER?
• FB Audience: Females 25-34 in metropolitan areas: Dallas, New York, Seattle, Chicago, Los Angeles, San Francisco; 70% college educated; 72% married
• FB “verified circ”: 200,000 daily active Fans (readers & active participants)
• FB Total reach: 6 million monthly post impressions • Sellable inventory on FB: Wall posts/takeovers,
Live events, polls, Q&A’s, sponsored videos
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Unlocking business value: don’t count your social media metrics
MEASUREMENT & ANALYSIS
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WHAT ARE THE RIGHT METRICS?
• Fans • Likes • Re-tweets • Comments • Shares • Views • Referral traffic (segmented by post? By audience?)
Are these good metrics?
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DEVELOP MEASUREMENT STRATEGY
Internal KPI’s (Content Process)
AMOUNT PRODUCED
PUBLISHED & PROPAGATED
KPI’s TRAFFIC REACH
Short-term Long-term
Leading Indicators (Metric Categories)
AWARENESS ACTION ADVOCACY
OPTIMAL EFFICIENCY
EXTENSION
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TEST, LEARN, ITERATE
• Define tests to assess the validity of social media metrics against your KPI’s (should you care about number of Fans or just % active fans? Do certain social metrics impact other channels more than others?)
• Refine social media executions based on testing
• Formalize best practices out of performance findings
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Case Study
SOUNDS GREAT, DOES IT WORK?
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BILLBOARD.COM
SITUATION • Goals: increase traffic & time
spent on-site • Facebook & Twitter #14 and 24
referrers
RESULTS • Doubled traffic in 4 months all
through earned, organic social media traffic
• Social visitors spent 4.2X time on site as search referrals
• Facebook & Twitter became the #2 and 4 top referrers
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$120M in deposits driven from
visible search and social synergy - Financial Services Provider
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48 million earned media--
branded content-- impressions generated from just 140,000 daily active fans
- Big Box Retailer
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4.2 million new unique website
visitors earned from distributing and sharing content with new audiences through
community development and outreach - Major Entertainment Brand
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23% higher order value from customers engaged with branded
content across social channels– and 30% higher click-through on paid media
- Apparel Retailer
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KEY TAKE-AWAYS
• Set a foundation for success with governance, strategy and training
• Take a data-driven approach to execution; utilize insights
for content development and publishing, cultivate performance-driving best practices for engagement
• Develop a measurement strategy, test learn and repeat
The Art & Science of Engagement
Ben Elowitz Wetpaint CEO Digital Media Blog: http://digitalquarters.net Twitter: @elowitz
Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved.
Wetpaint Entertainment Completely Social
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Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved.
Perpetual Viral Loop
3
Wetpaint Dynamic Playbook
Newsfeed
Fans Website
Capture
Activate Engage
Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved.
The Most Social Media Property
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Percen
t of Visits from Facebook + Tw
itter 14.3%
13.7% 13.2%
12.4%
8.8% 8.6% 8.6% 7.9% 7.7%
6.7% 6.3% 6.1% 5.9%
5.3% 5.0% 4.8% 4.6% 4.6% 4.4% 4.4% 4.4% 4.4% 4.2% 4.2% 4.1% 3.9%
0%
4%
8%
12%
16%
Source: comScore, Compete.com, Wetpaint analysis (August 2011)
Wetpaint is on its way to being #1.
Next 25 publishers average 1.5%
Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved.
The 6 Major Keys To Success
(so far)
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Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved.
1) Determine What It Takes To Win
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Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved.
2) Segment Your Audience
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Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved.
3) Create A Social Laboratory
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Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved.
4) Create Content Your Audience Loves
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Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved.
4) Create Content Your Audience Loves
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Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved.
5) Test & Measure Everything
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Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved.
5) Test & Measure Everything
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Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved.
6) Institutionalize It
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Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved.
Ben Elowitz Tarah Feinberg Wetpaint iCrossing Twitter: @elowitz Twitter: @TarahFO Blog: Digital Quarters.net Blog: www.Tarah.info
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