Visual Hypercuration InfiniGraph Capabilities 2013 The Content Hub

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Visual Hypercuratio™ is like an Owned Media Buzzfeed for brands. Content Hubs bring together InfiniGraph's Hypercuration™ with dynamic real-time visual content display on your ecom or blog site …

Visual Hypercuratio™ is like an Owned Media Buzzfeed for brands. Content Hubs bring together InfiniGraph's Hypercuration™ with dynamic real-time visual content display on your ecom or blog site going from boring to exciting. Visual Hypercuration™ gives your consumers a reason to share at the same time unique high quality editorial on the same page is the juice Google requires to rank high. Now you have something to keep the customer coming back for more.

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  • InfiniGraph solves a problem for marketers enveloped in massive amounts of data by enabling them to identify what is truly relevant to their customers.We simplify trend identification, enable the production of higher quality content, and empower brands to create better engagement.InfiniGraph is like the Comscore / Nielsen for engagement performance and competitive intelligence
  • Companies are fighting for attention and fighting blind.   Massive explosion of data as more consumer engage on content over many networks. Brands need to know what’s working what’s relevant and be shown what’s trending.  They need to know more than ever what’s effective.  What their target audience is finding relevant and more importantly  what’s driving the consumer to act on what content that turns into sales.
  • InfiniGraph has invested over 3 years of data organization/collection on >250K brands categorized into Industry segments.  Scoring trillions of posts over many content types give brands the suitable information to comprehend what is driving engagement. This is critical as historic data is not available unless already discovered. Brands need this level of data to extract the right insights InfiniGraph provides. The social graph ischaotic with massive unstructured data. Thus, brands must have content scoring and analytics to measure what is working in their industry NOT JUST THEMSELVES (what happens on your brands pages).Before starting to develop a content strategy, the first step is for brand’s to know their target audience’s relevant collective interests and needs. Insights are automatically generated along with content curation to provide a brand ongoing intelligence for any possible marketing initiatives. The organized data creates highly strategic as well as tactical data ongoing.
  • Using data and content trend to delivery a rich visual experience that consumer will engage on create a new data set. Most brands are in an industry where a great deal of relevant content is being created. Any industry can be set up for internal content discovery and collaboration. For external customer access is ideal for retailers or brands that have many products. Deploying a branded content hub has many advantages. Increase engagement on own media More discovery of reverent content. Integrate with landing and exit pages for eCom to extend consumer share.
  • Place content where the customers are at. Owned media is important to brands and driving discovery as well as content amplification increases engagement. Example of trending content on ecom purchase pages or company blog page.
  • Content trends in a target segment is extremely valuable.  This content has the most engagement and therefore optimal for curation needs.    Any publishing platform can link with InfiniGraph RSS feed (API) to display the trend scores in their feed and have direct access to filtered content. All brands on the right have trending content.   Hypercuration enables on-demand custom creation of any target list such as top influencers, key brands and direct competitors. Every day some content relevant to your target audience composition trends high.  You need to know about it and have strategy to harness the theme or do direct curation of that content to share.    
  • InfiniGraph Trending and Affinity Interface “Brand Fingerprint” All brands have this!•       All Brands have these elements, Trending Content, Brand Affinity (what consumers are engagement with outside the brand), Influencers and Affinity Trending Content (content the consumers are engagement with on other channels)•       NOTE filters enables content and brand managers to see what trending on other brands “COMPETITIVE INTELLIGENCE” •       All client trends are scored with InfiniGraph’s proprietary Trend Score algorithm.The results? Higher return on:•       Content Insights.•      Strategies on what is effective…Content Creation, Publishing and Distribution.Better Engagement through Better Content.
  • Example of InfiniGraph main brand dashboard used for visualizing engagement by content type over the INDUSTRY.   Benchmark what’s working and what the brand is creating. It’s easy to determine where consumer are engaging and on what.  Identify ongoing who in the industry is driving the most action on content. This is not a social mention or keyword .  InfiniGraph is looking at all content within the industry and applying Trend Scores on each content item to surface what content is achieving engagement and why. The main UI has 18 graphs with various data attribution extracted from each brand analysis and collectively aggregated.  
  • When content trends in a target segment is extremely valuable.  This content has the most engagement and therefore optimal for curation needs.    Any publishing platform can link with InfiniGraph RSS feed (API) displaying trend score in the feed and have direct access to filtered content. All brands on right have trending content.   Hypercuration enables on demand custom creation of target list such as top influencers, key brands and direct competitors. Every day some content relevant to your target audience composition trends high.  You need to know about it and have a plan of action to harness the theme or do direct curation of that content to share with your following.     
  • InfiniGraph Increase Brand Engagement•       Our technology crunches big data to analyze how your engagement ranks against your competitors.•       We analyze the interactions by content type and theme.•       We provide you the intelligence to drive best-in-class interaction strategies.The results? Higher return on:•       Content Engagement Initiatives.•       Creative Content Spend.Content Creation, Publishing and Distribution.Better Engagement through Better Content.
  • The ability to detect what brands network produces higher engagement on types of content is a must have in the age of data driving marketing. Here we look at the network structure and compare a successful brand network to a competitive brand.
  • Everyone has a genius moment you’re just not having them every day.  But around us there are continuous genius moments happening all the time.   InfiniGraph taps that genius
  • Key Benefits:CRM Consumer personasBrand preferencesInfluencers - AdvocatesExpand to social brandsContentTrends – Know what worksCompetitive insightsTypes per marketGlobal segmentationDigitalMedia sites most relevantPublication leaders Where to buy and whenInterest targeting dataStrategyKnow what’s trendingOngoing behaviorGlobal reachOn-demand
  • InfiniGraph pricing is structure like a Software as a Service SaaS.   Billing is based on the number of active brands you have in the Industry insights analysis running ongoing.    Each month insights are regenerated and pushed to the brand team.   Most brands configure different insight structure comprising of different brand they are looking to compare or complementary brands that are relevant to the target audience.     Hypercuration and content feed access is a feature and included in the  yearly fee.     Starting package are priced at $25K for up to 30 brands and 3 insight reports,  $49K for 50 brands and 5 insight reports, $99K for 100 brands with 10 insight reports.   InfiniGraph offers enterprise packages starting at $149K including 300 brand and 50 insight reports.All pricing is billed out monthly. Brands that require data insights analysis, editorial calendar direction and consumer persona insights can purchase a consulting package starting at $30K.
  • Chase McMichael, CEOchase.mcmichael@infinigraph.com 650 302 0942@chasemcmichael@infinigraph
  • What is content intelligence – SHIFT from keyword conversation to content interactions. [content creates conversation PLUS interaction, liking, sharing]Content programming is now an integrated view with a specific eye to consumer behavior – Competitive WeaponWe have moved from a Keywordworld to an Interest Graph world. Brands have to leverage consumer actions on content or they are programming BLIND.    The many to many world is finding what’s relevant based on collective actions.   The CMO office is now empowered to drive strategy and measure what’s an effective as well as competitive insight. Brands are now in a must have position of using data to validate their content/marketing direction.
  • InfiniGraph Increase Brand Engagement•       Our technology crunches big data to analyze how your engagement ranks against your competitors.•       We analyze the interactions by content type and theme.•       We provide you the intelligence to drive best-in-class interaction strategies.The results? Higher return on:•       Content Engagement Initiatives.•       Creative Content Spend.Content Creation, Publishing and Distribution.Better Engagement through Better Content.
  • InfiniGraph Increase Brand Engagement•       Our technology crunches big data to analyze how your engagement ranks against your competitors.•       We analyze the interactions by content type and theme.•       We provide you the intelligence to drive best-in-class interaction strategies.The results? Higher return on:•       Content Engagement Initiatives.•       Creative Content Spend.Content Creation, Publishing and Distribution.Better Engagement through Better Content.
  • Social has infiltrated every media used by brands to engage customers.   Scoring content and segmenting by industry enables brands to measure what is effective and where to double down on Paid when Earned media obtains traction in their industry.   Same with Owned on what content is working and what's effective. We’re no longer in a one content type fits all structure.  
  • InfiniGraph support over 30 social media and other publishing platforms.    Content feeds are 100% RSS compliant.
  • Think of where you can insert tending content to create greater discovery on your Owned properties. Leverage your audience to drive higher engagement across channels. All trending content has prior crowd approval and just needs more reach.  Trending content feeds are very versatile not based on a blind feed from twitter but content that has high engagement.  http://blog.infinigraph.com/2011/10/11/be-relevant-or-die-social-display-media-and-trending-content/
  • InfiniGraph provides ongoing access to content filters.  Large scale industry insights enable the creative teams to quickly see what’s already achieving engagement with their target audience.   
  • Affinity scores are calculated by number of content actions and frequency or those type of actions to obtain a relevance rank  i.e. affinity to the brand.   Twitter provides more data reach than Facebook to set up calculations. The more active the brand is the higher the brand activity scores are. Engagement is the key to this affinity score and why it provides an ideal interest graph for targeting ads to media.
  • L’Oreal wanted to understand what content and competitive brands were reaching their customers and driving engagement.  Goal of program was to use data to decide and alter the editorial calendar. http://blog.infinigraph.com/2012/05/29/how-loreal-tracks-the-consumer-path-to-purchase/ How L’Oreal Tracks the Consumer Path to Purchase
  • InfiniGraph makes it easy to track content on an ongoing basis, so brands can make quick changes to their content strategy” - Wendy Hofstetter Manager of Digital, Finish Line... Finish Line obtains insights from 50 brands leveraging their trending content and engagement analysis to drive their own strategy.
  • The Del Grande Dealer Group is a customer of InfiniGraph because of the overwhelming evidence that InfiniGraph is head and shoulders above the rest. If you are looking to take your on line presence to the next level then InfiniGraph is not a "nice to have" it is undoubtedly a "must have". ... DGDG obtains insights from 50 brands leveraging their trending content and engagement analysis to drive their own strategy.
  • “InfiniGraph drove  2000% growth for us but their most powerful capability is identifying fashion trends, they surface what's hot before it happens gave us a competitive advantage” -Troy Allen, Dir of Marketing, Me-AlityHow Meality achieved 2000% fan growth and 3% CTR increase with Big Data Combined with Facebook Ads and Intelligence Content Strategy [Video + Slides]http://blog.infinigraph.com/2013/02/05/how-meality-achieved-2000-fan-growth-and-3-ctr-increase-with-big-data-combined-with-facebook-ads-and-intelligence-content-strategy-video-slides/
  • UPMC needed ongoing content intelligence and what content was working over the medical industry.   Taking into consider medical institutions and foundation along with organizations in the medical field created one of the most comprehensive insights in medical marketing / communications.   See live example here http://smo.infinigraph.com/portal/industry/medical+foundations.htmlMore on the case study herehttp://blog.infinigraph.com/2012/07/20/content-marketing-and-engagement-insights-in-medical/
  • Room 214 has been our longest ongoing partner.   With brands like Mrs Fields, Forever 21, Horizon Organic, TCBY and Thermo Scientific. The underlying theme is answering the vital questions on what content works, consumer preference and behavior.
  • Overall content engagement increase of 398% was produced using data driving marketing and content decision based on industry insights.SeeHow Big Data Increased TCBY’s Social Engagement By 398%http://blog.infinigraph.com/2012/11/09/how-big-data-increased-tcbys-social-engagement-by-398/  Room 214 case study.
  • InfiniGraph latest eBooks Social Engagement Ranking of the Top 15 Cosmetic Brands http://bit.ly/Six_Secrets and A brand Manager’s Guide To Content Marketing in Social Media http://bit.ly/ContentROIManypost on additional benefits InfiniGraph provides.http://blog.infinigraph.com/2013/04/11/how-to-build-a-content-marketing-machine-marketo-summit-2013/http://www.marketo.com/ebooks/contagious-content-what-people-share-on-facebook-and-why-they-share-it/http://blog.infinigraph.com/2012/11/09/how-big-data-increased-tcbys-social-engagement-by-398/http://blog.infinigraph.com/2013/02/05/how-meality-achieved-2000-fan-growth-and-3-ctr-increase-with-big-data-combined-with-facebook-ads-and-intelligence-content-strategy-video-slides/
  • Chase McMichael, CEOchase.mcmichael@infinigraph.com 650 302 0942@chasemcmichael@infinigraph

Transcript

  • 1. Insights – Analysis – Content Engineering 1 Weaponizing B2B & B2C Content Marketing
  • 2. The Problem: Massive consumer data explosion on content actions (mobile, social, wearable & cloud) and brands are struggling to make use of 2
  • 3. 3
  • 4. 4
  • 5. VISUAL CONTENT HUB 5
  • 6. EXAMPLE: ENGAGEMENT REPORT PET FOOD INDUSTRY Access on-demand unbiased engagement performance measurement Brands know: • where they are • what’s getting engagement • how to increase engagement • what type of content is working • based on data See what content drove engagement Leverage trends to drive real-time marketing 6
  • 7. Brand Engagement Fingerprint Brand Affinity Filter Content What are consumers into? Trending Content Feed Content Anywhere 7
  • 8. INDUSTRY TRENDING CONTENT ANALYSIS 8 Ongoing and historic trending content. Compare content from others brands based on InfiniGraph Trend Scoring. Fast, Easy and Plugs into any publishing platform
  • 9. HYPERCURATION™- TAKE ACTION Hypercuration™ over many lists Enables brands to keep their finger on pulse of an industry 9
  • 10. BLOGS ARE YOUR CONTENT HUB • Blogs are owned media • Blogs are a form of social media • Blogs support search optimization • Visual Content Trends Advanced discovery ZONE Turn key deployment…. 10
  • 11. CONTENT MARKETING FLOW = DATA 11
  • 12. RETAIL PRODUCT TRENDING - ACTION 1000’s of products – what product(s) are driving engagement? Correlate online engagement with store sales. Crowdsourcing at it best “ Your brands are social” Collective Content Engagement Retail leverages trends already started • Increase discovery • Drive more sales • Amplify trend • Viral engagement 12
  • 13. Content Engineering THE SCIENCE OF ENGAGEMENT 13
  • 14. WHERE WE’RE GOING – PATTERN PREDICTION 14
  • 15. 15
  • 16. KEY BENEFITS CRM Content Digital Strategy Consumer personas Trends – Know what works Media sites most relevant Know what’s trending Publication leaders Ongoing behavior Brand preferences Competitive insights Influencers Advocates Types per market Where to buy and Global reach when Expand to social brands Global segmentation 16 Interest targeting data On-demand
  • 17. 2013 PRICING PACKAGES 30 Brands 3 Insights Reports 50 Brands 5 Insights Reports Enterprise 300 brands 50 Insights Reports $1500/month $49K Yearly $149K Yearly $5K $30K $50-$120K Data insights Data Append API Access Content Hub Data Analysis & Set Data Analysis & Set up Services Package up Services Package Training Training Content Hub Content Hub 17
  • 18. 18
  • 19. 19
  • 20. SEO to Content Engineering • What is your Content Engineering plan? • Do you know what your customers engage on? • Do you know what content is most effective in your industry? 20
  • 21. Content Engineering What is Content Engineering? • Understanding and constructing content that reaches the right audience with the right relevance to maximize spend and effectiveness. How? • Leverage large amounts of data to reduce decision time, theme prediction, trends and overall content direction The results? Higher return on: • Content Engagement Initiatives 21 • Creative Content Spend
  • 22. 22
  • 23. SUPPORTS OVER 30+ SOCIAL MEDIA PLATFORMS Turnkey access to relevant content 23 100% coverage providing intelligent trending content via RSS
  • 24. TRENDING CONTENT - APPS “Its Trending” Controlled trending content feeds dynamically and real time into visual display website apps or ad units. 24
  • 25. CONTENT THEMES Visual reoccurring themes over many brands enables guidance on creative. Watch what trends Multi visuals in image post performed higher on average than single items in image. 25 Filtered content provides quick access to what visuals are achieving engagement and patterns.
  • 26. CONSUMER BRAND AFFINITY Affinity scores are calculated by number of content actions and frequency to obtain a relevance rank i.e. affinity to the brand. Twitter provides more data reach than Facebook to set up calculations. The more the brand has activity and cross brand activity the scores are higher. Engagement is key to this affinity score why its provide an ideal interest graph for targeting ads to media. 26 Interest based on content interaction. What brands (sites) your audience finds most relevant. Interest Graph based on engagement.
  • 27. 27
  • 28. “ Finish Line Intelligent Insights InfiniGraph makes it easy to track content on an ongoing basis, so brands can make quick changes to their content strategy” Wendy Hofstetter Manager of Digital Finish Line 28
  • 29. “ Del Grande Dealer Group DGDG is a customer of InfiniGraph because of the overwhelming evidence that InfiniGraph is head and shoulders above the rest. If you are looking to take your on line presence to the next level then InfiniGraph is not a "nice to have" it is undoubtedly a "must have” Demetrios "Tiki" Tsakiris Director: Social Media DGDG 29
  • 30. “ Me-Ality Results Overview InfiniGraph drove 2000% growth for us but their most powerful capability is identifying fashion trends, they surface what's hot before it happens gave us a competitive advantage ” Troy Allen Dir of Marketing Me-Ality 30
  • 31. 31
  • 32. 32
  • 33. 33
  • 34. CONTENT MARKETING - INBOUND http://bit.ly/ContentROI 34 http://bit.ly/7_Strategies http://bit.ly/Whats_Engagement
  • 35. 35