Infinigraph NBC presentation SMM11

Analyze · Automate · Activate CASE STUDY

THINGS ARE CHANGING Why is my content not getting more attention?

ABOUT THEGRIO.COM
TheGrio.com - First video-centric news community focused on serving African-Americans
Social Reach - 372,547 FB & Twitter Followers

MY SOCIAL MEDIA CONUNDRUM
ROI for social media is tough to value.
Growing Facebook and Twitter audiences cost time and $$ .

A SOLUTION - CURATING SOCIAL CONTENT

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

CHALLENGES
Paid, Earned and Owned Media has to work together
"Brands as Publishers“
Can’t just rely on one channel

BIG BRAND USE PAID MEDIA TO FACEBOOK

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%)

SOCIAL TRENDING CONTENT IN ADS Real-time filtered trending content; in ads, apps, website and FB landing pages - content marketing at scale.

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

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.

GOT INTELLIGENCE?

USE CASES FOR TRENDING CONTENT
Trending content is portable to apps too
Both Facebook and Twitter together streaming within app

HOW IT WORKS

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

BENEFITS
Content is always changing
Visually Dynamic
Social shares build-in
Consumers see 3 to 5 on average
Simple!

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

THANK YOU
Dan Wolsey - TheGrio
[email_address]
Chase McMichael – InfiniGraph
chase.mcmichael@infinigraph.com
@chasemcmichael

Infinigraph NBC presentation SMM11

by Infini Graph

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Infinigraph NBC presentation SMM11 Presentation Transcript

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