the dangers of disjointed social: social media masterclass

The Dangers of

Disjointed SocialSocial Media Masterclass

#DisjointedDangers

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Agenda

Introduction

2017 State of [Disjointed] Social

Social TrifectaTM

Winning Formula

#DisjointedDangers

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Intro to Panelists

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Tracx is the most powerful social and analytics

engine in the marketplace.

Publish

Paid Social | Predictive Scheduling

Multi-Channel Posting

Approval Workflows

Content Calendar & Library

Engage

Influencer Management

Inline Engagement

Social Streams | Direct Messaging

Assignment Queues

Analyze

Owned, Earned & Paid Metrics

Competitive Benchmarking

Content Performance

Multi-lingual Sentiment

Geospatial Insights

Listen

Deep Data Collection

Full Conversation Threads

Logo & Image Listening

Campaign Tracking

Unlimited Queries

Introduction State of Social Social Trifecta Winning Formula

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Tracx works with social leaders across industries.Founded in 2009 | Offices in DC, NY, Tel Aviv, London | Trusted by over 400 Brands


2017 State of

Social


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Live PollWhat is causing your social media strategy to feel disjointed?

• Internal teams not aligned (or, outdated legacy structure)

• Speed of social evolution -- networks constantly changing

• Difficult to track social data (owned, earned and paid)

• Lack of in-house social expertise (analytics & social talent)

• Our social strategy is well unified; we’re all good

• Not sure

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Social: Then & Now

Then:• FREE

• Novelty

• Points just for showing up

• Brands play by their own rules

• Siloed

Now:• PAID

• Mission-critical

• Competitive

• Brands play by ecosystem’s rules

• Integrated


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The Social Economy in Turmoil

50% OF Content Gets ZERO

Social Shares

(<0.1% Gets +1000 Shares!)


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Failing Organic Reach

of marketers agree that paid social

media is more effective than organic.60%


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The 3-Headed Dragon of Disjointedness (DND)

#DisjointedDangers

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1. Disjointed Departments25% of CMOs report organizational silos among their greatest challenges

to social media success.

Customer Care

Product InnovationHR & RecruitingBrand Marketing

SalesConsumer Insights

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2. Disjointed Network (Focal Points)

Social Media

Network

% Companies

Using Network

1 Facebook 96%

2 Twitter 71%

3 YouTube 61%

4 LinkedIn 60%

5 Instagram 55%

6 Google + 47%

7 Pinterest 34%

8 Reddit 7%

9 Tumblr 14%

10 Flickr 12%

Where Companies AreSocial Media

Network

Avg. Unique

Monthly Users

1 Facebook 1.87 billion

2 YouTube 1 billion

3 Instagram 600 million

4 Tumblr 550 million

5 Twitter 317 million

6 Sina Weibo 297 million

7 Pinterest 150 million

8 LinkedIn 106 million

9 VKontakte 90 million

10 Reddit 85 million

Where Consumers Are


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3. Disjointed Data: OEP

Owned Earned Paid


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Connecting the Data DotsAre Your Efforts Getting the Credit They Deserve?

• KPI Alignment

• Benchmarks & Targets

• Track at the Post, Campaign AND O.E.P. (owned, earned, paid) level

• Tracking Tags & Naming Conventions

• Attribution

• Web Analytics

• Social Data Flow

• Normalized Engagement Metrics

• Customer Journey

• Customer Lifetime Value

theromb / 123RF Stock Photo">copyright: <a href='https://www.123rf.com/profile_theromb'>theromb / 123RF Stock Photo</a>

theromb / 123RF Stock Photo">copyright: <a href='https://www.123rf.com/profile_theromb'>theromb / 123RF Stock Photo</a>

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#DisjointedDangersThe 3-headed dragon creates less than stellar results…

#LowerROI

#SiloVision

#MissedMoments

#LessEfficient

#DataGaps

#StrategyFallsShort

#InflatedSpend

#OffTarget

#BlindEye

so47 / 123RF Stock Photo">copyright: <a href='https://www.123rf.com/profile_so47'>so47 / 123RF Stock Photo</a>

so47 / 123RF Stock Photo">copyright: <a href='https://www.123rf.com/profile_so47'>so47 / 123RF Stock Photo</a>

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You need a NEW secret weapon!


The Social

TrifectaOwned, Earned,

and Paid Social Media


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What is “owned” social media?

• Owned is what people say TO you.

(Owned media is any channel your brand controls.)

Examples

● Website

● Packaging

● Blog

● Branded social

accounts /

pages


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What is “earned” social media?


• Earned is what people say ABOUT you.

(“in the wild”)

Examples

● PR

● Word of mouth

● Online reviews

● “Viral” content

● Social posts

without company

mentions


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What is “paid” social media?


• Earned is what people say ABOUT you.

• Paid is what brands pay for people to see in a

certain channel.

Examples

● TV

● Display

● Paid search

● Boosted posts

● Social ad

campaigns


Finding the

Winning FormulaThe Social TrifectaTM in Action


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Social Trifecta Optimizing at the intersections of Owned, Earned & Paid

Paid

EarnedOwned

Curate content for: trending topics, brand

reputation, new channels & insights

Better campaigns &

influencer marketing;

Generate awareness &

demand

Boosted Posts;

Paid ROI

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Find new channels & insights

Instagram

Facebook

Twitter

News

Flickr

Youtube

Tumblr

Earned Media

68%

17%

9%

2% 1%

Facebook

Instagram

Twitter

Owned Media

10%

3%

87%

Assess owned & earned across all networks to reveal fav consumer sites (earned influencing owned)

Activity Breakdown (Posts & Interactions)


Retail example

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Uncover trending topics & influencersRetailer finds owned/paid opportunities from earned; & can quantify value

Earned social content

reveals new

engagement and

campaign

opportunities:

customers talking about

coupons, home décor,

and asking for offers.

Owned social content

reveals limited opportunities

for engaging with the audience.


Retail example

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Find best networks for industry content

Use earned analysis to see which

topics perform best on each network

• Fashion posts perform poorly on FB,

therefore…

• Decrease fashion related-content on

owned FB pages, and increase on IG

eCommerce example

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Create marketing campaigns using UGC Turn earned into owned = Listen before investing to improve ROI


eCommerce example

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Track brand reputationConduct competitive analysis using owned and earned algorithm

CPG example

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Leveraging the Trifecta

L'Oréal Dinner in Paris

Earned Paid

Paid

Owned

Earned

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Increase Paid ROI with owned ”auditions”Amplify owned with smarter boosting (compliments of Larry Kim)


1. Post lots of stuff (organically)

to Twitter

2. Post top stuff from Twitter, to

LinkedIn, Facebook, etc.

3. Pay to promote the Unicorns via

social ads!

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Seize brand building opportunities Deep listening on earned turns a stolen kit kat bar into a PR event

eCommerce example

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Segregating owned & earned data to improve engagementImprove PR, reputation management and content quality through analysis

B2B example

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Generate awareness & demandUsing earned listening to create pitch-perfect messaging

• 25th Anniversary of Discovery, 25 days at Sea

– Crafted social narrative using facts, trivia, passenger stories and expedition content – 1st HD images & video

– Global social listening & sentiment analysis led to message creation

– Built audience with Facebook Ads targeting Titanic interest groups/pages

– Leveraged Owned & Partner social channels for content distribution

– Drove to immersive website that also had ecommerce, newsletter signup and “advanced notice” of upcoming exhibitions

– Leveraged analytics to summarize campaign engagement, quantify ROI, monetize audience (via sponsorship), optimize campaign creative/spend/targeting

Exhibition & Tourism

https://www.firstborn.com/work/200/expedition-titanic

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Social Trifecta Optimizing at the intersections of Owned, Earned & Paid

Paid

EarnedOwned

Curate content for: trending topics, brand

reputation, new channels & insights

Better campaigns &

influencer marketing;

Generate awareness &

demand

Boosted Posts;

Paid ROI

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Leading businesses are upgrading to Tracx to elevate their social media game.

Here’s how we help them:

Tracx’s Key Differentiators

1

A Fully Integrated Solution

2

Broadest & Deepest Coverage

3

The Only Comprehensive Analysis of The Social Trifecta™

(Owned, Earned, Paid)

4 High-Touch Strategic Consulting Services


Thanks for

listening!


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Ready to muscle up your social?

Tracx is the only truly unified solution, pulling all of your

owned, earned and paid social efforts into one easy-to-use

platform.

• 14 major social networks covered

• 300+ million news, blogs, forums, review sites

• 43 unique languages

• 2-3x more coverage

• Strategic consulting services

• And much more!

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