Allison bolen content marketing now_2012_sas case study_day2

Measuring SAS Content
Alison Bolen, Editor of Blogs and Social Content, SAS
Content Marketing Strategies Conference

Company Confidential - For Internal Use Only
Copyright © 2012, SAS Institute Inc. All rights reserved.

Let’s start with a story

SunTrust Bank presented about its
use of Facebook to support
customers at a banking conference.
SAS blogger Waynette Tubbs
covered the presentation on a SAS
blog.

SunTrust Bank’s Social Media
Engagement Manager commented on the
blog, connected with Waynette on Twitter.

Providing SAS sales with a lead he’d
needed to talk about SAS Social
Media Analytics at SunTrust Bank.
2

@alisonbolen Company Confidential - For Internal Use Only

The Measurement Spectrum
A. You count!
A.
B. You measure the
velocity and
acceleration of a
curve to predict how
quickly an idea will
B.
spread.

Reality: Most
of us are
somewhere in
the middle.

3


The Challenge: Too Many Data Sources

4


The Solution: Use Data to Tell a Story
 What story do you want to tell?
 What are your goals?
 How can you measure those goals?
 What comparison measurement can you find?
 What data do you have that can help you tell that story?
 What timeframe should we measure?
 Is this a one-time story, or something to measure in the long-
term?
 What lessons can you learn?
 What lessons can you apply in other areas?
 Who should hear your story?

5


Some of Our Recent Data Stories
 SAS blogs measurements
 Is the new home page more effective than the old one?
 How do SAS blogs compare to other SAS news sources
 Analytics 101 Webcast registrations
 Which channels lead to conversions?
 How does social compare to email?
 The “big data” blitz
 Mandate: Get the word out about SAS!
 Did we make an impact?

6


SAS Blog Measurements
Page views up 60%
comparing 1Q 2011
and1Q 2012

7


SAS Blog Measurements: Top News Source

Blogs are the top news source on SAS web site …
and still rising

8


SAS Blog Measurements: Comments

“Thank you that was very helpful to me as I came from R
and I missed the R "which"-like command and LOC is going
to change my SAS programming life.”
9


Analytics 101 Webcast Registrations
 Does social
content lead to
registrations?
 Does it lead to
conversions?
 How does email
promotion
compare to social
promotion?
 Which social
channels are
most effective?

10



11



Web Total Share of Blogs had the highest conversion rate but
Channel Clickthroughs Conversion Conversions Conversions
Blogs 89 15.7% 14 11.7%
the lowest click throughs (CT)
Facebook 315 8.3% 26 21.7%
LinkedIn 3,260 0.7% 24 20.0% Twitter had the most CTs but the lowest
Twitter 10,215 0.6% 56 46.7%
TOTAL 13,879 1.2% 120 100.0% conversion rates

Total social media conversion rate
for webcast series = .9%
Using lowest performers: .2% (29
conversions)
Using highest performers: 8.1%
(1,124 conversions)

12



 Every tactic serves a purpose
 Email is not dead
 1:1 emails are the most effective conversion method
 But social is effective for branding and awareness
 Blogs are the most effective method for conversion in
social media channels
 Optimizing the use of each tactic can increase
conversion rates

13


The “Big Data” Content Marketing Blitz
 New microsite
 60+ blog posts
 2 magazines
 1 infographic
 3 white papers
 3 press releases
 1 analyst conference
 1 press tour
 20+ press mentions

But did it work? 14


The Big Data Blitz: Search Results
 For first month of blitz, “sas hadoop” is #4 search term
leading traffic to SAS blogs
 Comparing January to March 2012, search traffic
increased 89% to blogs from “sas hadoop” term.
 Other increases from Jan to Mar 2012
 sas hadoop integration (up 1,700%)
 sas and hadoop (up 175%)
 big data (up 500%)
 sas big data (up 11%)
 big data definition (up 167%)
 big data in healthcare (up 300%)
 High performance analytics (up 500%)

15


The Big Data Blitz: Time on Page
 Eric Williams on big data (video) = 7:44 min on page
 Eric Williams written Q&A = 4:42 min
 Will big data flatten the world = 4:40 min
 What’s the story with HPA? = 4:30 min
 Six benefits big data can bring to retailers = 4:22 min
 HPA for complex research = 3:52 min
 Before and After: high-performance analytics = 3:19 min
 10 HPA tips for bankers = 3:17 min
 Twitter is a big data problem = 3:10 min
Comparison:
16


Share of Voice – Social Media

 March: 19.23%
 February: 11.9%
 January: 10%
 December (2011): 6.67%

Since December, social
media Share of Voice
has increased by nearly

3x 17


Share of Voice – Traditional

 March: 24.29%
 February: 12%
 January: 8.14%
 December (2011): 3.03%
Since December,
traditional Share of
Voice has increased by
more than

8x 18


HPA Conversion Details

19


Questions?

 Why is it so cold in here?
 Where is the final panel?
 Is it cocktail hour yet?
 Is the pool still open?
 What time does my flight leave?

Email: alison.bolen@sas.com Twitter: @alisonbolen 20


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