How TCBY Got 398% More Engagement With Data-Based Content Marketing
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How TCBY Got 398% More Engagement With Data-Based Content Marketing

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Our Nov 7 2012 webinar. Jason Cormier of Room 214 presented How We Boosted TCBY Engagement by 398%. Natalie Petouhoff presented Brand Engagement and Content Performance. Brian Carter presented......

Our Nov 7 2012 webinar. Jason Cormier of Room 214 presented How We Boosted TCBY Engagement by 398%. Natalie Petouhoff presented Brand Engagement and Content Performance. Brian Carter presented Answers to Frequent Questions About Content Marketing. How big data empowers better performance, and how critical interaction is to Social Media ROI.

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  • Welcome to the webinar- we’re all really excited to share some valuable and actionable information with you today. And I guarantee you this is the cutting edge of social media marketing. If you absorb this webinar today and take action on it, you’re going to be a couple years ahead of most of your competition. We’ll start with Jason Cormier of Room 214 and how they boosted engagement for TCBY by 398% - then Dr. Natalie Petouhoff will take us through the strategic level of Brand Engagement & Content Performance. Finally, I’ll answer some of the most frequent questions we get at InfiniGraph about Content Marketing. We’ll also have time at the end for your questions, so feel free to enter them during the webinar itself. Let’s get started. Jason, it’s all yours.
  • @jasoncormier jcormier@room214.com
  • Before Social Media:Brands Strategies were defined by theirLogo, font & color paletteStatic emblemsWebsites were Online BrochuresAnd they used these to Push key messages
  • Social media is driving a new wave of brand buildling
  • Brands are social experiences
  • And brands are digital experiences
  • With >3.5 Billion pieces of content are Shared / WeekHow can Marketer’s make sense of all this?
  • Key Question:How am I transitioning from a static brand to a dynamic brand?Strategic QuestionsAm I effectively deploying my marketing spend?What are my competitors doing?Is my engagement better or worse than my competitors?What can I learn from my competitors?Is my content marketing a competitive differentiator?Do I know how to use real-time data to make these decisions?Are my expenditures being wasted or are they highly effective, compared to competitors?Tactical QuestionsAm I creating enough of the right type of content?Am I releasing content on the right days and times of a day?What channels does my content perform better on
  • So if Marketers are in the business of making emotional connections in a constantly evolving ecosystem
  • And there is VALUE in SOCIAL INTERACTIONS
  • The Value in posting so much contentor that social currency isWhich we typically measure by Increase positive sentimentIncrease share of voice Increase awareness, interest, consideration, intentIncrease lead conversions rates & salesLoyalty, brand advocacy & referrals
  • To make the transition from Static Message Push to Dynamic Brand ConversationMarketer’s need data to get answers for these strategic and tactical questions we looked at earlier…
  • If you were hear in room with me and I asked any of you this question- I know that you would say- yes, it is worth knowing what is relevant to my audience
  • What you need is competitive intelligence dataIt has evolvedWas keyword-based monitoring & listeningNow it’s Interest Graph-basedBased on context of consumers collective actionsMarketer’s are flying blind without interest graph data
  • Marketer’s are flying blind without interest graph dataBut you don’t have to
  • New Industry reports provide this data Instant data at marketer’s finger tips to evaluate & compare to competitors:Change / improve strategyDrive Tactical outcomesBrand EngagementContentBest type of content to createWhen to post the content: better editorial calendaring Optimal channels to post inAd Targeting Optimization
  • The benefit of using the New Industry reports:Did I mention they are free?Clients typically see a >30% increase engagement and content performance by studying and applying the insights:These reportsIlluminate trendsUncover content-oriented tacticsEnsure that content marketing campaigns Have more emotional impact with consumers Achieve higher degrees of engagementAnd note- as Jason showed us earlier, TCBY saw a 398% increaseThis data allows Marketer’s to make better and the right decisions
  • And that data is especially important for marketer’s using facebook as part of their marketing funnelFacebook’s edgerank essentially collapses the marketing funnelHow?edgerank is really a filterthe average Fan page only reaches 16-17% of its fans. PageLever data shows pages with millions of fansreach as few as 3% of their fans
  • You don’t have to be a rocket scientistto understand…That the Bottom-line is…If you are using Facebook for MarketingEdgeRank filters content—So most of your fans never see your contentMaking the affective number of people in your marketing funnel much smaller
  • So what you need is data to make Strategic: decisionsLike creating real-time intelligence about customers, competitors and engagementCreate aNew and the right content and engagement plan
  • And you’ll have Tactical intelligence to Know what content -- to post When
  • And be able to create a strategic Content Marketing Calendar for optimal engagement andbusiness resultsWhat this represents is what type of content to postYou’ll see those blue boxes that say repostBrian is going to show us more about Edgerank and why your content is not getting seen and that you will need to repost and this data tells you when the best time to repost is – so you get the most engagement
  • Am I effectively deploying my marketing spend?For a TV buy who get Nielsen data. For social media, where is your data?In the first box, what other brands are your fans interacting with, and in the second, who are some key Twitter influencers.
  • What is the industry doing? CBIAm I doing it better than my competitors? CBI
  • Are my expenditures being wasted or are they highly effective compared to competitors.You won’t have competitors’ conversion data so you can only compare reach and engagement. Click data is only publicly availablefor those who use bit.ly.
  • Only 1% of your fans ever go back to your actual page or timeline, and only 16% of fans see the average page’s posts.
  • That means 83% of your fans, or more, don’t see your posts. This is the most common limit on Facebook ROI.
  • Here’s how the funnel goes normally- from awareness and fans to reach to engagement to conversions. Naturally, the numbers get smaller as we get toward the goal.
  • Here’s how the bottom of the funnel collapses if you don’t get reach at the top. If you have a million fans, why are there only a few hundred people interacting with your posts?
  • Whoever is getting the most interactions is probably also getting the most reach and awareness. And the one with the most interactions is also getting the most sales and leads. We know you can have all kinds of problems with websites and backends but if you fix those, and if your interactions come from posts that are relevant to your product, interactions should be a good indicator of your financial health. Even with brands that aren’t selling in social media, a good social media program should reflect the passion of your customers- e.g. even if Coca Cola isn’t using Facebook to sell more Coke, we should see people’s love of Coke in the engagement on their Facebook page.
  • Now look specifically at what kind of social media posts are getting the biggest results.
  • Everything you learn about the best content types and best days to post leads you to create a data-driven content calendar that will get you the greatest possible social media engagement for your brand.
  • We know that everyone is busy and a learning curve can become an impasse. Our tools are some of the easiest to learn and we devote some of our best and brightest social media strategies to training and brainstorming with our clients- we’ll help you set-up and interpret your competitive data and even help formulate social strategy and content marketing plans.

Transcript

  • 1. WEBINAR AGENDAIntroduction How We Boosted TCBY Engagement By 398% Jason Cormier, Room214 @jasoncormier Brand Engagement & Content Performance Natalie Petouhoff, Ph.D., Lecturer at UCLA Author of Like My Stuff @drnatalie Frequent Questions About Content Marketing Brian Carter, Author of The Like Economy VP Customer Success, InfiniGraph @briancarterAdditional Q&A
  • 2. Jason CormierCo-founder,Room 214TCBY CASE STUDY
  • 3. Contents• The Digital Path to Success (Big Picture)• TCBY Case Study• How TCBY achieved 398% Increase in Brand Engagement @jasoncormier | jcormier@room214.com
  • 4. The Digital Path to Success ModelA repeatable process for optimization on: – Research, analysis and strategy – Content planning, creation and curation – Segmentation, activation and acquisition – Campaign creation and community management @jasoncormier | jcormier@room214.com
  • 5. 3 Steps to Research that Informs Strategy STEP 3: SHAPE CONTENT STRATEGY FROM ANALYSIS - Brainstorming with consideration of how new data identifies opportunities aligned with goals and objectives. Begin considering content assets to support ideas and actions to follow7
  • 6. Case Study - TCBYRoom 214 & InfiniGraph
  • 7. Jason
  • 8. Content Planning, Creation & Curation @jasoncormier | jcormier@room214.com
  • 9. Interests Lead To Relevant Content Sources • Extracting long tail interests provides insights on what consumers are into • Sources indicate relevant content • What trends verifies what works • Social targeting is based on interests directly linked to brand preferences @jasoncormier | jcormier@room214.com
  • 10. Industry Performance by Hour (Aggregated)Insight: Taking it one step further and looking at time of day, Fro-yo fans are morelikely engage with their favorite brands around lunch hour, and then again in theevenings, before and during dinner time.* Times in Central Standard Time, CST @jasoncormier | jcormier@room214.com
  • 11. Overall Increase In Brand EngagementResults achieved by:• Defining content strategy• Altering content calendar• Overall content optimization @jasoncormier | jcormier@room214.com
  • 12. Take-aways:• Content strategy is driven based on crowd interactions• Understand what content works facilitates validation• Consumer Interests is best for targeting in social• Content calendar must leverage industry data• Curation lifts overall post engagement Paid, Earned and Owned Media planning and execution requires Content Intelligence. @jasoncormier | jcormier@room214.com
  • 13. Natalie Petouhoff, Ph.D. Lecturer at UCLA Author of Like My StuffBrand Engagement & Content Performance
  • 14. Before Social Media:Brands Strategies were defined by their • Logo, font & color palette • Static emblems • Websites were online brochures • Push key messages@drnatalie
  • 15. SOCIAL MEDIAis driving aNEW WAVE OF BRAND BUILDING
  • 16. BRANDS are… SOCIALEXPERIENCES
  • 17. BRANDS are… DigitalEXPERIENCES
  • 18. Those Social Digital Experiences are made up of People Interacting With Content@drnatalie
  • 19. With >3.5 Billion pieces of content are Shared / Week How can Marketer’s make sense of all this?@drnatalie
  • 20. Key Question: How am I transitioning from a static brand to a dynamic brand?– Strategic Questions– Am I effectively deploying my marketing spend? • What are my competitors doing? • Is my engagement better or worse than my competitors? • What can I learn from my competitors? • Is my content marketing a competitive differentiator?– Do I know how to use real-time data to make these decisions?– Are my expenditures being wasted or are they highly effective, compared to competitors?–Tactical Questions • Am I creating enough of the right type of content? • Am I releasing content on the right days and times of a day? • What channels does my content perform better on?
  • 21. Need a Strategy for Digital Marketing UCLA Anderson Course Social Media Success Step 6: Aligning PoliticsStep 3: Finding Your & the OrganizationAudienceStep 2: Creating a Step 5: DesigningMeasurement Practice Galvanizing InteractionsStep 1: Gathering The Step 4: CreatingRight Insights Engaging Content@drnatalie 26
  • 22. MARKETERS ARE IN emotional
  • 23. The value of posting so much content or that “social currency” is…– Increase positive sentiment– Increase share of voice– Increase awareness, interest, consideratio n, intent– Increase lead conversions rates & sales– Loyalty, brand advocacy & referrals@drnatalie
  • 24. To make the transition from Static Message Push to Dynamic Brand ConversationMarketer’s need data to get answers for these… – Strategic Questions – Am I effectively deploying my marketing spend? • What are my competitors doing? • Is my engagement better or worse than my competitors? • What can I learn from my competitors? • Is my content marketing a competitive differentiator? – Do I know how to use real-time data to make these decisions? – Are my expenditures being wasted or are they highly effective, compared to competitors? – Tactical Questions • Am I creating enough of the right type of content? • Am I releasing content on the right days and times of a day? • What channels does my content perform better on?
  • 25. Isnt it worth knowing what is relevant to your audience?@drnatalie
  • 26. What you need is competitive intelligence data – It has evolved – Was keyword-based monitoring & listening – Now it’s Interest Graph-based • Based on context of consumers collective actions @drnatalie
  • 27. Marketer’s are flying blind without this interest graph data But they don’t have to…@drnatalie
  • 28. New Industry Reports provide…Instant data at finger tips to evaluate &compare to competitors:• Change / improve strategy• Drive tactical outcomes – Brand Engagement – Content – Best type of content to create – When to post the content: better editorial calendaring – Optimal channels to post in – Ad Targeting Optimization
  • 29. Benefit of using the New Industry Reports: >30% increase engagement & content performance By studying and applying the insights: • Illuminate trends • Uncover content-oriented tactics • Ensure content marketing campaigns • Emotional impact with TCBY saw a consumers 398% increase • Achieve higher engagement Allows Marketer’s to make better and the right decisions
  • 30. For marketer’s using Facebook as part of their marketing funnel Facebook’s EdgeRank Formula Facebook’s Edgerank Causes Funnel Collapse How? • Edgerank is a filter • Average Fan page only reaches 16-17% of fans • PageLever data: Pages with millions of fans reach <3% of their fanshttp://mysocialmediamatters.com/wp-content/uploads/2012/06/facebook-edgerank.jpg
  • 31. You don’t have to be a rocket scientist to understand… The Bottom-line… • If you are using Facebook for Marketing • EdgeRank filters content— • So most of your fans never see your content • Making the affective number of people in your marketing funnel much smallerhttp://beyondbridges.net/wp-content/uploads/2012/10/EDGERANK.png
  • 32. Strategic:real-time intelligence about customers, competitors and engagement Create a new content and engagement plan
  • 33. Tactical:Know what content -- to post when Make better decisions about what content to create & when to post
  • 34. Strategic and Tactical: Content Marketing Calendar for optimal engagement and business resultsType Mon Tues Wed Thurs Fri Sat Sun optional 10 optional optional 20 15Status trending posts optional 25 optional optional 40 30 optional optional optional 12 optionalLink trending trending posts posts optional optional optional 20 optional Post allocations over a 4-week period 7 14 repost 14Photo trending posts 15 20 repost 20 8 repost repost trending 6Video 8 repost repost trending 6
  • 35. Brian Carter Author of The Like Economy, Facebook Marketing and LinkedIn For BusinessFrequent Questions About Budgeting, Planning, Competitors & Real-Time Data
  • 36. Decision-Making Data Am I effectively deploying my marketing spend?TV Advertising: Nielsen Social Media: InfiniGraph @briancarter | brian.carter@infinigraph.com
  • 37. Industry Insight• What is the industry doing?• Am I getting better results than my competitors? @briancarter | brian.carter@infinigraph.com
  • 38. Competitive FocusAre your expenditures being wasted or are they highly effective compared to your competitors? You You Competitor # of Fans # of FansReach & Awareness Reach & Awareness Engagement Engagement Clicks to Clicks to Website Website Conversions Conversions @briancarter | brian.carter@infinigraph.com
  • 39. @briancarter | brian.carter@infinigraph.com
  • 40. • 1%• What parts of FB are worth it?
  • 41. Facebook FunnelHow much of my social media converts? 1,000,000 fans 120,000 reach per post Visible to 12% of fans 600 interactions or web visitors per 0.5% post Interact 60 leads 10% per post become leads
  • 42. Funnel Collapse Syndrome Why do you think engagement is so critical to bottom-line revenue?1,000,000 fans 1,000,000 fans Visible to Visible to 30,000 120,000 reach per post 12% of 3% of reach per fans fans post 600 150 interactions interactions or 0.5% or web visitors web visitors Interact per post per post 60 leads 10% per post become 15 leads leads per post
  • 43. Competitive FocusHow do we use social media indicators to judge competitiveness? You You Competitor Reach & Awareness Reach & Awareness Engagement Engagement Clicks to Website Clicks to Website Conversions Conversions
  • 44. Things that make you go, hmmm• EdgeRank gives greater exposure (reach) to more engaging and interesting posts – Boring posts decrease your reach and hurt your bottom line• SM is supposed to drive people through your marketing funnel – If nothing is getting through your funnel, all your effort is wasted – Promoted posts will cost you $60,000 a week• The solution is more interesting posts
  • 45. What’s Working?Use InfiniGraph’shypercuration todiscover which contentin your niche is workingthe best. Are you doingsimilar things or whatcan you learn from thetop performers?
  • 46. Create Content Calendar
  • 47. Real-Time Data How do we keep up in an ever-changing social media landscape?• Update your reports monthly• Look at hypercuration of competitors daily• Watch for new ideas, new trends and new competition
  • 48. Wrap-Up & Takeaways• Register• Search for your brand• Request a Competitive Brand Intelligence• Look at the free Industry Reports• Onboarding process, easy, fast
  • 49. QUESTIONS?
  • 50. UPCOMING WEBINARS• Creating More Likeable Content• Which Brands Are Stealing Your Fans?• The Performance Focused Content Calendar