Great Social Marketing Is About Great Data: The state of content and engagement
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OMMA Social: Data Oct 24th LA Dr. Natalie Petouhoff presents Great Social Marketing Is About Great Data: The state of content and engagement
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Great Social Marketing Is About Great Data: The state of content and engagement
- 1. GREAT SOCIAL MARKETING IS ABOUT GREAT DATA: THE STATE OF CONTENT AND ENGAGEMENT Dr. Natalie L. Petouhoff @drnatalie
- 3. THERE’S A NEW WAVE OF BRAND BUILDING
- 4. BRANDS are… SOCIAL EXPERIENCES
- 5. BRANDS are… Digital EXPERIENCES
- 6. TAKE FOR INSTANCE… GEORGE TAKEI’S FACEBOOK PAGE
- 7. LET’S TAKE A LOOK AT ONE PHOTO…
- 8. Video Map of How Viral Photos Spread One Piece of Content Shared • Each visualization starts from George* • As each branch grows, re- shares split off onto their own arcs • Some re-shares spawns a new generation of shares • The two colors are gender • Shares originate from news feed • July to September 2012 *Source: Stamen https://vimeo.com/50730773 http://www.facebookstories.com/stories/2200/data-visualization-photo-sharing-explosions
- 9. >3.5 BILLION PIECES OF CONTENT ARE SHARED / WEEK How can we make sense of all this?
- 10. PEOPLE ARE ACTING ON CONTENT
- 11. MARKETERS ARE IN
- 13. BUT IS CALCULATING SOCIAL MEDIA ROI EVEN POSSIBLE? Skeptics think social media is too “fluffy” to adequately measure return on investment (ROI) Would you calculate the ROI of a phone? Would you calculate the ROI of your mom? Would you calculate ROI of your pants? 13
- 14. THERE CAN BE AN ROI OF ANYTHING THAT PROVIDES And there is an ROI VALUE of your mom, a phone and wearing pants http://www.flowtown.com/blog/what-is-the-roi-of-your-mom 14
- 15. WHAT’S THE GOAL OF POSTING SO MUCH CONTENT? • Typical Marketing Metrics • Increase positive sentiment • Increase share of voice • Increase awareness, interest, consideration, intent • Increase lead conversions rates and sales • Loyalty, Brand Advocacy and Referrals
- 16. PEOPLE ARE SHARING MORE THAN EVER BUT WHAT DO MARKETERS NEED?
- 17. NEED A STRATEGY FOR DIGITAL MARKETING UCLA Anderson Social Media Course: Success Step 6: Organizational Step 3: Audience Alignment Step 2: Measurement Step 5: Interaction Step 1: Monitor & Step 4: Content Listening 17
- 18. Competitive Intelligence has Evolved • Was keyword-based monitoring and listening • Now an Interest Graph World • Based on context of consumers collective actions
- 19. TO MAKE SOUND BUSINESS DECISIONS Need insight into consumer actions • What drives the most engagement / interaction • What type of content • Where they are interacting • When they are interacting
- 20. Isn't it worth knowing what is relevant to your audience?
- 21. NEW SPECIALTY OF SOCIAL MEDIA OPTIMIZATION: INDUSTRY REPORTS • Leverages social media data • Provides a • Competitive analysis • Brand engagement • Allows marketers to evaluate content • Best type of content • When to post • Where to post
- 22. Brands in This Industry Report • American Eagle • Old Navy • Outfitters • Polyvore • BeBe • Refinery29 • Gap • ShopBop • H&M • Urban Outfitters • Hollister Co • Wet Seal
- 23. BRAND COMPARISON OF VOLUME OF CONTENT POSTED How to Use This Data: • Compare the volume of content your brand posts compared to your competitors • Make better decisions about how much content to create and post
- 24. PERFORMANCE VS. CONTENT TYPE PHOTOS ARE SHARED THE MOST How to Use This Data: • Evaluate the type of content that gets the most interactions • Make better choices on the Photos Interactions / Post type of content to create Note: How is this comparison different Status than the previous slide? Link What’s the difference between engagement Video and interactions? Offer
- 25. POST VOLUME Posts Facebook Posts Refinery29 most FB posts
- 26. POST VOLUME Posts Tweets Refinery29 most Tweets
- 27. ENGAGEMENT EFFECTIVENESS Engagement Facebook bebe most Facebook engagement
- 28. TOP CONTENT ON FACEBOOK BASED ON -- ENGAGEMENT--
- 29. ENGAGEMENT EFFECTIVENESS Engagement Twitter ABERCROME most Twitter engagement
- 30. TOP CONTENT ON TWITTER BASED ON -- ENGAGEMENT--
- 31. REAL-TIME INTELLIGENCE ABOUT CUSTOMERS, COMPETITORS AND ENGAGEMENT My new content and engagement plan
- 32. REAL-TIME INTELLIGENCE ABOUT CUSTOMERS, COMPETITORS AND ENGAGEMENT Decisions about what content to create & when to post
- 33. A STRATEGIC CONTENT MARKETING CALENDAR Type Mon Tues Wed Thurs Fri Sat Sun optional 10 optional optional 20 15 Status trending posts optional 25 optional optional 40 30 optional optional optional 12 optional Link trending trending posts posts optional optional optional 20 optional Post allocations over a 4-week period 7 14 repost 14 Photo trending posts 15 20 repost 20 8 repost repost trending 6 Video 8 repost repost trending 6 By studying and altering content programming, engagement increases by >30%
- 34. REAL-TIME INTELLIGENCE ABOUT CUSTOMERS, COMPETITORS AND ENGAGEMENT • Customer Engagement • How engaged customers are (engagement effectiveness) • What customers are talking about • Ad Optimization Data • Use Long Tail Interest Graph to discover audience interests for better targeting
- 36. THANK YOU GREAT SOCIAL MARKETING IS ABOUT GREAT DATA: Dr. Natalie L. Petouhoff @drnatalie
Notas del editor
- That’s because it’s only going to get more digital. The pace isn’t slowing down—it’s accelerating.Here’s one example how: More video has been uploaded to YouTube in the last 2 months than if ABC, NBC and CBS had been airing new content 24/7/365 since 1948; the date, by the way, when ABC first started beaming its signal into American households.But wait. That’s just the way many think about digital today—in terms of the “desktop.” What’s just around the corner is yet another sea change: the Web that’s not dominated by mobile. Reports now estimate that “mobile will take over the Web as soon as 2014”—in just 4 years. When they predict it will be 2x the size of the desktop Internet. How? The continued adoption of 3G and smart phones is a big reason. So is the unquenchable demand for the iPhone, iTouch, iTunes, and now iPad ecosystem of digital consumer content.
- Each visualization is made up of a series of branches, starting from George. As each branch grows, re-shares split off onto their own arcs.Sometimes, these re-shares spawn a new generation of re-shares, and sometimes they explode in short-lived bursts of activity.The two different colors show gender, and each successive generation becomes lighter as time goes by. And the curves are just for snazz.http://www.facebookstories.com/stories/2200/data-visualization-photo-sharing-explosions
- You might have heard that social media ROI can’t be calculated, but you can track things. Or that the ROI of social media is that you will be in business in 5 years, Or why would you calculate the ROI of social media, would you calculate the value of putting your pants on in the morning or of your mom. People who tend to say this are the early adopters and innovators and I think because they inherently get that there is value to social media…And while some of these statements might make you chuckle and others might seem like they are true, they don’t really help you in a business meeting with peers and executives who want real business answers. So how do you speak intelligently about a field where people are comparing the ROI of wearing pants to the ROI of social media?This and more are part of the challenges of this topic
- And the truth is… there IS ROI to anything that provides value…Meaning that because your mom provides value to your life, there is an ROIbecause there are benefits to having a phone and wearing your pants… there is an ROI…I love this infographic… its kinda poking fun at this whole conversation and I really appreciate that…Math with humor is more fun!
- This is a pie chart showing the total post volume for all brands across the entire report period.
- Shows the overall interactions by content type.
- This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
- This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
- This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
- This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
- This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
- This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.