Infinigraph NBC presentation SMM11

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Case Study: NBC Uses Trending Content to Increase Engagement …

Case Study: NBC Uses Trending Content to Increase Engagement
Dan Woolsey (NBC News) and Chase McMichael (Infinigraph)

We all know that consumer behaviour is the best barometer to what's relevant. Actions equal intent, right? In this insightful session well hear how NBCUniversal used social intelligence on trending content to drive more engagement on Facebook, Twitter and on adverts. Their smart approach to content optimisation led to direct, measurable ROI.

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  • InfiniGraph enables real time intelligence to drive higher CTR on content as well as the use of that content within ads across the social graph.

Transcript

  • 1. Analyze · Automate · Activate CASE STUDY
  • 2. THINGS ARE CHANGING Why is my content not getting more attention?
  • 3. ABOUT THEGRIO.COM
    • TheGrio.com - First video-centric news community focused on serving African-Americans
    • Social Reach - 372,547   FB & Twitter Followers
  • 4. MY SOCIAL MEDIA CONUNDRUM
    • ROI for social media is tough to value.
    • Growing Facebook and Twitter audiences cost time and $$ .
  • 5. A SOLUTION - CURATING SOCIAL CONTENT
  • 6. IT WORKS
    • Industry standard banner
    • CTR ~ .03% - .06%
    • CURATED SOCIAL CONTENT
    • .45% CTR
    68% of people are more likely to remember an ad with social context. - Nielsen 300x250
  • 7. CHALLENGES
    • Paid, Earned and Owned Media has to work together
    • "Brands as Publishers“
    • Can’t just rely on one channel
  • 8. BIG BRAND USE PAID MEDIA TO FACEBOOK
  • 9. SOLUTION
    • Source highly relevant content based on consumer behavior and intent
    • Increase engagement on your Facebook and Twitter around relevant content
    • Know what's resonating in your community and where
    There's 3 types of people who'll read your content: Igniters (1%), Sharers (9%), and Watchers (90%)
  • 10. SOCIAL TRENDING CONTENT IN ADS Real-time filtered trending content; in ads, apps, website and FB landing pages - content marketing at scale.
  • 11. RESULTS
    • Unit ran on TheGrio – 2% CTR “Highly Relevant”
    • Unit ran on iOne network – With Trending content 0.5% CTR average Without average is 0.05% 10X greater interaction
  • 12. MELDING PAID WITH OWNED AND EARNED MEDIA
    • Use social media as a barometer to what's relevant
    • Expose content to target audience in an interactive format
    • Create discovery in many places drives interaction
    There’s no silver bullet in content marketing.
  • 13. GOT INTELLIGENCE?
  • 14. USE CASES FOR TRENDING CONTENT
    • Trending content is portable to apps too
    Both Facebook and Twitter together streaming within app
  • 15. HOW IT WORKS
  • 16. INTELLIGENCE CONTENT SCALING Social Mass Content Intelligence Ad Networks Brand Web Site Facebook page House Ads Mobile In Apps 3 rd party or Partner site Curation Cloud Ad/App delivery
  • 17. BENEFITS
    • Content is always changing
    • Visually Dynamic
    • Social shares build-in
    • Consumers see 3 to 5 on average
    • Simple!
  • 18. SOME TAKE AWAY
    • Paid media can drive target traffic to your social presence
    • If done well, content marketing results in great success across a brand's paid, owned, & earned media
    • Content marketing isn't about taking away from your other marketing efforts. Use content to fuel your other existing channels
  • 19. THANK YOU
    • Dan Wolsey - TheGrio
      • [email_address]
    • Chase McMichael – InfiniGraph
      • chase.mcmichael@infinigraph.com
      • @chasemcmichael