liveworld webinar: begin at the end, social media content planning for insights

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LiveWorld Webinar: Begin at the End Date: May 2014 Presenters: Mark Williams, Creative Director, Social Strategy and Content Programming Dorice Piraino, Business Analyst Hashtag: #BeginAtEnd Objective: * More effective social marketing program * Introduce Prove & Improve Process & Strategy * Act as Change agents Takeaways: 1.) Social marketing is a conversation, not a monologue 2.) Use data to prove or improve 3.) Know what you want to know - engage with a purpose #BeginAtEnd


  • 1. May 20, 2014 www.liveworld.comConfidential Begin at the End Content Planning for Insights

2. 2Confidential Meeting Overview Real word 2013 insights & observations on Facebook Draft plans for successful marketing implementation Idea lists Outcomes More effective social marketing program Introduce Prove & Improve Process & Strategy Act as change agents Objectives Meeting Leader: Mark, with Gregg behind the scenes Presenters: Mark Williams and Dorice Piraino Ideas & Perspectives: Everyone Roles: Everyone Participates 3. 3Confidential What to Remember Today 1. Social marketing is a conversation, not a monologue 2. Use data to prove or improve 3. Know what you want to know engage with a purpose 4. 4Confidential Rules of Engagement 1. This is YOUR workshop let us know what you need 1. FriendNDA please dont tweet bad examples, but do amplify good ones. 1. Please participate ask questions! 5. 5Confidential About Mark Williams Creative Director, Social Strategy & Content Programming 15 years social media 15 years actor, director, producer Backpacker to 6 continents [email protected] @markwilliams on Twitter Client history includes: Kraft Foods, HBO, MINI, QVC, Sprint, TJX, NBA, and #1 retailer in the world #1 CPG #1 Travel & Financial Services #1 and #2 Pharmaceutical 6. 6Confidential About Dorice Piraino Senior Analyst at LiveWorld Accidental techy turned data nerd Degrees in English & programming Camped on Maui for three weeks 10+ Years Data Analyst: LiveWorld clients, Oracle, various non profits. Main contributor for award- winning Social Return on Investment in the Micro- Enterprise Industry in 2005. 7. 7Confidential Audience Question #1 Do you spend most of your time Creating content Analyzing data Managing the program 8. 8Confidential Audience Question #2 What is your current measurement focus? 1. Improving engagement 2. Proving value of program (ROI) 3. Gaining customer & business insights 4. All of the above 9. 9Confidential Audience Question #3 Do you currently: 1. Read all fan comments 2. Read some fan comments 3. Tag fan comments 10. 10Confidential CURRENT STATE OF SOCIAL 11. 11Confidential Me! Me! Me! 12. 12Confidential Questionable Current Event Connections 13. 13Confidential Use a Cute Critter! 14. 14Confidential Lets Play A Game! 15. 15Confidential 16. 16Confidential Why Do We Create Content Like This? Game Facebook Algorithm Gain Reach Garner Engagement 17. 17Confidential Facebooks Response 18. 18Confidential What Are Your Business Objectives? Acquisition: $1$100/head Loyalty & Engagement: Reducing customer churn by 5% can increase profits by 25% (Leading on the Edge of Chaos, 2012 ) Brand Awareness: On average, social customers tell 42 people about a good customer experience (American Express, 2012 ) Purchase Community participants spend 54% more (HBR, 2008) Visitors to branded community site 2x more likely to buy (vs. page on destination social network (Momentum, 2007) Word of Mouth Impact on Sales (Cisco, 2009) 1% increase in good word of mouth = $16M extra sales 1% reduction in bad word of mouth = $49M extra sales Support: 5x-10x more cost effective vs. phone (Apple, 1990s) Content Strategies for Marketing ROI 19. 19Confidential Audience Feedback Do you see room for improvement in your content strategy? Yes No 20. www.liveworld.comConfidential State of Social Measurement 21. 21Confidential Crawl Beginning social media programs Walk Intermediate Run Advanced Crawl, Walk, Run 22. 22Confidential What program initiative are we supporting? How are we going to support it? Who do we deliver reports to? Social Content Planning: Crawl 23. 23Confidential Basic Activity Metrics or Vanity Metrics Crawl 24. 24Confidential Social Content Planning: Walk Who wants in the content calendar? Where do we get all the content we need? What metrics do we need to show our success? 25. 25Confidential Metrics Aligned Around Your Business Goal Walk 26. 26Confidential Social Content Planning: Run How do I juggle competition for space in the content calendar? Which content is highest performing? What is my ROI? 27. 27Confidential Metrics informing you on your performance. Run Scoring Algorithms PredictiveBehavioralModels Industry Benchmarks 28. 28Confidential A Short Case Study 29. 29Confidential Bridging Listening & Engagement Listening Analytics Engagement Analytics Hi Brand! How can I help? 30. 30Confidential Audience Question #4 How would you classify your social marketing program? Crawl Walk Run 31. www.liveworld.comConfidential Social Marketing Content Strategy A Short Primer 32. 32Confidential To Express Themselves To Share With or Make Friends To Gain Attention or Status To Get Special Information & Deals Entertainment Why People Participate In Social To Give and to Get 33. 33Confidential Why People Become Fans of Brands = Identity = Information = Attention = Share Why People Become Fans of Brands 34. 34Confidential Why Brands Participate in Social Look at our product Buy something Pay attention to our brand Customer service Were supposed to Do something for us 35. 35Confidential Aligning With Our Customers Why People Participate Why Brands Participate Express Themselves Share/Make Friends Gain Status or Attention Get Information Incentives Were Supposed To Branding Customer Service Product Announcement Sales & Special Events 36. 36Confidential Social Content Strategy for Insights Give something of value to your audience Ask for something trivial in return Give something of value to your audience Ask for something trivial in return Give something of value to the audience Notice a pattern here? 37. 37Confidential 3737 Whats Valuable in Social? Entertain. Inspire. Inform. 38. 38Confidential Remember this! All content should pass thru these three filters: What business goal am I supporting? Why does my audience want to see this? What am I learning from this post? Always Engage With A Purpose 39. www.liveworld.comConfidential Beyond Activity Metrics Observations and Insights 40. 40Confidential 41. 41Confidential Actionable insights involve taking observations from your data and making suggestions based on a series of relationships between the data points. Its how these observations tie together that reveals the story. Investigations often reveal a series of observations that can move you in many different directions. Why do these observations matter? So What? Why should I care? 42. 42Confidential Dont go into your data blind. If you go into the data blind, you may end up frustrated. Realize social media data is like a puzzle. Be prepared with the questions you want to answer or assumption that you have. 43. 43Confidential Engagement Analytics: Storytelling through Reporting Does the data show a decline in engagement? Is engagement really declining? Are there seasonal trends causing this dip? Did the brand publish fewer posts? Are fewer people seeing your content? Has the content itself changed? (Subjects or success levels) Are we losing fans? How are fans feeling? Are we seeing similar decrease on other pages? 44. 44Confidential Data Analysis Process: Measuring Connection & Relationships, Not Just Activities 45. 45Confidential How is my audience reacting? Do they follow my lead? Who am I reaching? Who is talking with me? 46. 46Confidential Positive Negative User Generated Content Negative Feedback Actions Sentiment Balance Rejection Reasons 47. 47Confidential 4747 Frequency & Duration How OFTEN are fans dialoguing? How LONG are they interacting? Can fans be re-engaged after they fall off the radar? Response cadence: How QUICKLY do they interact with me? Is there a PATTERN to their activity behavior? Community Author Participation 48. 48Confidential 1.06 1.08 1.10 1.12 1.14 1.16 1.18 1.20 Aug 11Oct 11Dec 11Feb 12Apr 12June 12Aug 12Oct 12Dec 12Feb 13Apr 12June 13Aug 13Oct 13Jan 14 Industry Mean N Std. Deviation Financial 1.1357 932 .66363 Personal Care / Cosmetics 1.0945 4471 .17560 OTC/Pharma 1.1124 2608 .27710 Household 1.1165 8883 .18743 Retail 1.2443 930 .26242 Animal Health 1.1992 945 .37186 Total 1.1221 18769 .26097 The number of TIMES each unique individual interacts with the brand has dipped from 2013. Stories/PTAT Interaction Per Author Industry benchmarks 49. 49Confidential 1 #Fans Participation Duration 1 Day 2-50 Days 50-100 Days 100-200 Days On average, 85% comment one day. Of the 15% who are actively talking, they are your main audience. How often and how long they talk 50. 50Confidential Consider reaching out strategies when your advocate falls off the radar. Angela Total Category User Content 2329 Music 190 26% Grocery 74 10% Children 64 9% Brand Reputation 327 44% Pets 88 12% Total Tagged Content 743 Encouraging Loyalty Through Connection 51. 51Confidential Resonance 1 Reach Engagement Meat Fresh Food Produce DryDeli Snacks Beverages Candy Frozen #OrganicFresh Dairy Bread 52. 52Confidential The series of observations tell a story Sentiment & Sentiment Balance Topicality: Off/On Topic Demographics: Reach Versus Engagement User Generated Content Volume Rejection Rate & Negative Feedback Rate Interaction per Author Frequency & Duration of author comments Engaging topics fans are interested in 53. 53Confidential Audience Feedback Is now a good time to take questions, or should we show you how to start to tie all of this together? Questions, please! Show us more! 54. www.liveworld.comConfidential Content Planning for Insights A Few Simple Steps 55. 55Confidential What type of dialogue do I expect? Whats the topic of the conversation? How would I expect a fan to respond? How should I respond? Do moderators have all of the information they need? Content planning tip: troll your posts 56. 56Confidential 56 Crowdsourcing Can Be Useful But 57. 57Confidential Asking for insights: multiple choice 57 Why it works: Multiple choice takes less brain work, encourages more response, and gives a chance to educate Why it is challenging: How do you get at the answers? 58. 58Confidential 58 Ask direct, focused questions 59. 59Confidential Creating varying amounts of space for an answer: Yes/No: quick responses. Fixed answer: limited choice list. Open-ended: creates space The manner of the question is critical Be careful asking Why. In most cases, this question can be reworded. All Questions are NOT created equal! 60. 60Confidential 3 Things You Can Start Doing TODAY 1. Ask for Engagement 2. Ask for something that you want to know 3. Tag your content & comments 61. 61Confidential A SHORT SOCIAL PRODUCT STORY How To: 62. 62Confidential Status Update #1 She thinks it's time to let go of the past. He thinks this works just fine. Who do you think is going to win this one? 63. 63Confidential Grilling isn't just for summer, or for burgers and hot dogs. Here are a few of our favorite grilling recipes for fine dining. Go ahead and brag a little - what's the best thing you make on a grill? Status Update #2 64. 64Confidential Status Update #3 VS. She thinks a pink grill is just the thing. He wants stainless. We're giving away a $50 off coupon at If you could have any color in a BBQ, what would you choose? 65. 65Confidential Status Update #4 Who grills in the winter? Send us a photo of you grilling in the winter and we'll pin you to our Pinterest page! http://somepinteresturl. com What do you think - is this crazy or what? 66. 66Confidential Status Update #5 60,000 BTU's, 5 burners and a cast-iron griddleand a little something for her too. Get the full story here: Best of all - get a $50 off coupon here! 67. 67Confidential Audience Questions If we dont get to answer all of your questions today, please feel free to email [email protected] and Ill follow up with you. We may also take some of your questions and use them as topics for future blog pieces too. 68. www.liveworld.comConfidential Facebook Scoring Algorithm 69. 69Confidential Spreadsheets are your friend! Editorial Categories Product Categories Brand Categories Brand reputation Charitable campaigns Employees Vendors & Suppliers Crowdsourcing Sentiment Stores Customer Service Brand Wins Product 30% Category 40% Social 30% Current product lines Features Future features & products Interesting uses of products Tagging Content 70. 70Confidential Content Value Content Value: What value did these actions have to the brand? A weighted score that combines several metrics to measure the positive effect for the brand relative to a piece of content Engagement Success Engagement Success How many people did you engage with a piece of content. A weighted score that combines several metrics to measure how successful the content is at engaging fans. 71. 71Confidential Scoring Algorithms aligned with business goals 72. 72Confidential What to Remember Today 1. Social marketing is a conversation, not a monologue 2. Use data to prove or improve 3. Know what you want to know engage with a purpose 73. 73Confidential Audience Feedback Are you thinking about your social marketing program a little differently now because of this webinar? Yes No 74. 74Confidential Thank you for joining!! Dorice Piraino @DoricePiraino1 [email protected] Mark Williams @MarkWilliams [email protected] Slides and workbook are at: