LiveWorld Webinar: Begin at the End Date: May 2014 Presenters: Mark Williams, Creative Director, Social Strategy and Content Programming Dorice Piraino, Business Analyst Hashtag: #BeginAtEnd Objective: * More effective social marketing program * Introduce Prove & Improve Process & Strategy * Act as Change agents Takeaways: 1.) Social marketing is a conversation, not a monologue 2.) Use data to prove or improve 3.) Know what you want to know - engage with a purpose #BeginAtEnd

1. May 20, 2014 www.liveworld.comConfidential
Begin at the End
Content Planning for Insights

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Meeting Overview
● Real word 2013 insights & observations on Facebook
● Draft plans for successful marketing implementation
● Idea lists
Outcomes
● More effective social marketing program
● Introduce Prove & Improve Process & Strategy
● Act as change agents
Objectives
● Meeting Leader: Mark, with Gregg behind the scenes
● Presenters: Mark Williams and Dorice Piraino
● Ideas & Perspectives: Everyone
Roles:
Everyone
Participates

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What to Remember Today
1. Social marketing is a conversation, not a monologue
2. Use data to prove or improve
3. Know what you want to know – engage with a purpose

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Rules of Engagement
1. This is YOUR workshop – let us know what you need
1. FriendNDA – please don‟t tweet bad examples, but do
amplify good ones.
1. Please participate – ask questions!

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About Mark Williams
• Creative Director, Social Strategy &
Content Programming
• 15 years social media
• 15 years actor, director, producer
• Backpacker to 6 continents
• facebook.com/mark.williams2
• mark@liveworld.com
• @markwilliams on Twitter
Client history includes:
• Kraft Foods, HBO, MINI,
QVC, Sprint, TJX, NBA,
and…
• #1 retailer in the world
• #1 CPG
• #1 Travel & Financial
Services
• #1 and #2 Pharmaceutical

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About Dorice Piraino
• Senior Analyst at LiveWorld
• Accidental techy turned data nerd
• Degrees in English & programming
• Camped on Maui for three weeks
• facebook.com/dorice.piraino
10+ Years Data Analyst:
• LiveWorld clients, Oracle,
various non profits.
• Main contributor for award-
winning Social Return on
Investment in the Micro-
Enterprise Industry in 2005.

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Audience Question #1
Do you spend most of your time…
● Creating content
● Analyzing data
● Managing the program

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Audience Question #2
What is your current measurement focus?
1. Improving engagement
2. Proving value of program (ROI)
3. Gaining customer & business insights
4. All of the above

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Audience Question #3
Do you currently:
1. Read all fan comments
2. Read some fan comments
3. Tag fan comments

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CURRENT STATE OF SOCIAL

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Me! Me! Me!

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Questionable Current Event Connections

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Use a Cute Critter!

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Let’s Play A Game!

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Why Do We Create Content Like This?
● Game Facebook Algorithm
● Gain Reach
● Garner Engagement

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Facebook’s Response

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What Are Your Business Objectives?
● Acquisition: $1–$100/head
● Loyalty & Engagement: Reducing customer churn by 5% can
increase profits by 25% (Leading on the Edge of Chaos, 2012 )
● Brand Awareness: On average, social customers tell 42 people
about a good customer experience (American Express, 2012 )
● Purchase
 Community participants spend 54% more (HBR, 2008)
 Visitors to branded community site 2x more likely to buy (vs. page on
destination social network (Momentum, 2007)
● Word of Mouth Impact on Sales (Cisco, 2009)
 1% increase in good word of mouth = $16M extra sales
 1% reduction in bad word of mouth = $49M extra sales
● Support: 5x-10x more cost effective vs. phone (Apple, 1990‟s)
Content Strategies for Marketing ROI

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Audience Feedback
Do you see room for improvement in your content strategy?
● Yes
● No

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State of Social
Measurement

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• Crawl – Beginning social media programs
• Walk – Intermediate
• Run – Advanced
Crawl, Walk, Run

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● What program initiative are we supporting?
● How are we going to support it?
● Who do we deliver reports to?
Social Content Planning: Crawl

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Basic Activity Metrics or Vanity Metrics
Crawl

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Social Content Planning: Walk
● Who wants in the content calendar?
● Where do we get all the content we need?
● What metrics do we need to show our success?

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Metrics Aligned Around Your Business Goal
Walk

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Social Content Planning: Run
● How do I juggle competition for space in the content
calendar?
● Which content is highest performing?
● What is my ROI?

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Metrics informing you on your performance.
Run
Scoring Algorithms
PredictiveBehavioralModels
Industry Benchmarks

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A Short Case Study

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Bridging Listening & Engagement
Listening Analytics
Engagement
Analytics
Hi Brand! How can
I help?

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Audience Question #4
How would you classify your social marketing program?
• Crawl
• Walk
• Run

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Social Marketing
Content Strategy
A Short Primer

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• To Express Themselves
• To Share With or Make Friends
• To Gain Attention or Status
• To Get Special Information & Deals
• Entertainment
Why People Participate In Social
“To Give and to Get”

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Why People Become Fans of Brands
= Identity
= Information
= Attention
= Share
Why People Become Fans of Brands

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Why Brands Participate in Social
• Look at our product
• Buy something
• Pay attention to our brand
• Customer service
• We‟re supposed to
“Do something for us”

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Aligning With Our Customers
Why People Participate Why Brands Participate
• Express Themselves
• Share/Make Friends
• Gain Status or Attention
• Get Information
• Incentives
• We‟re Supposed To
• Branding
• Customer Service
• Product Announcement
• Sales & Special Events

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Social Content Strategy for Insights
● Give something of value to your audience
● Ask for something trivial in return
● Give something of value to your audience
● Ask for something trivial in return
● Give something of value to the audience
● Notice a pattern here?

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What’s Valuable in Social?
Entertain. Inspire. Inform.
http://www.youtube.com/watch?v=IJNR2EpS0jw

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Remember this!
All content should pass thru these three filters:
• What business goal am I supporting?
• Why does my audience want to see this?
• What am I learning from this post?
Always Engage With A Purpose

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Beyond Activity
Metrics
Observations and Insights

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Actionable insights involve taking observations
from your data and making suggestions based
on a series of relationships between the data
points.
It‟s how these observations tie together that
reveals the story.
Investigations often reveal a series of
observations that can move you in many different
directions.
Why do these observations matter?
“So What? Why should I care?”

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Don‟t go into your data blind.
If you go into the
data blind, you may
end up frustrated.
Realize social
media data is like
a puzzle.
Be prepared with the
questions you want
to answer or
assumption that you
have.

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Engagement Analytics: Storytelling
through Reporting
Does the data show a decline
in engagement?
Is
engagement
really
declining?
Are there
seasonal trends
causing this dip?
Did the brand publish
fewer posts?
Are fewer people
seeing your
content?
Has the content itself
changed? (Subjects or
success levels)
Are we losing fans?
How are fans’
feeling?
Are we seeing similar
decrease on other pages?

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Data Analysis Process: Measuring Connection &
Relationships, Not Just Activities

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How is my audience
reacting?
Do they follow my lead?
Who am I reaching? Who is talking with me?

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Positive
Negative
User Generated Content Negative Feedback Actions
Sentiment Balance Rejection Reasons

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Frequency & Duration
• How OFTEN are fans dialoguing?
• How LONG are they interacting?
• Can fans be re-engaged after they fall off the radar?
Response cadence:
• How QUICKLY do they interact with me?
• Is there a PATTERN to their activity behavior?
Community Author Participation

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1.06
1.08
1.10
1.12
1.14
1.16
1.18
1.20
Aug 11Oct 11Dec 11Feb 12Apr 12June 12Aug 12Oct 12Dec 12Feb 13Apr 12June 13Aug 13Oct 13Jan 14
Industry Mean N
Std.
Deviation
Financial 1.1357 932 .66363
Personal Care /
Cosmetics
1.0945 4471 .17560
OTC/Pharma 1.1124 2608 .27710
Household 1.1165 8883 .18743
Retail 1.2443 930 .26242
Animal Health 1.1992 945 .37186
Total 1.1221 18769 .26097
The number of TIMES each
unique individual interacts with
the brand has dipped from
2013. Stories/PTAT
Interaction Per Author
Industry benchmarks

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1
#Fans
Participation Duration
1 Day 2-50 Days 50-100 Days 100-200 Days
On average, 85% comment one
day.
Of the 15% who are actively
talking, they are your main
audience.
How often and how long they talk

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Consider reaching out
strategies when your
advocate falls off the
radar.
Angela Total Category
User Content 2329
Music 190 26%
Grocery 74 10%
Children 64 9%
Brand
Reputation 327 44%
Pets 88 12%
Total Tagged
Content 743
Encouraging Loyalty Through Connection

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Resonance
1
Reach
Engagement
Meat
Fresh Food
Produce
DryDeli
Snacks Beverages
Candy
Frozen
#OrganicFresh
Dairy
Bread

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The series of observations tell a story
• Sentiment & Sentiment Balance
• Topicality: Off/On Topic
• Demographics: Reach Versus Engagement
• User Generated Content Volume
• Rejection Rate & Negative Feedback Rate
• Interaction per Author
• Frequency & Duration of author comments
• Engaging topics fans are interested in

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Audience Feedback
Is now a good time to take questions, or should we show
you how to start to tie all of this together?
● Questions, please!
● Show us more!

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Content Planning for
Insights
A Few Simple Steps

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• What type of dialogue do I
expect?
• What‟s the topic of the
conversation?
• How would I expect a fan to
respond?
• How should I respond?
• Do moderators have all of the
information they need?
Content planning tip: troll your posts

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Crowdsourcing Can Be Useful But…

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Asking for insights: multiple choice
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Why it works:
Multiple choice takes less brain
work, encourages more
response, and gives a chance
to educate
Why it is challenging: How
do you get at the answers?

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Ask direct, focused questions

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Creating varying amounts of space for an
answer:
• Yes/No: quick responses.
• Fixed answer: limited choice list.
• Open-ended: creates space
The manner of the question is critical
Be careful asking „Why‟. In most cases, this question can be reworded.
All Questions are NOT created equal!

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3 Things You Can Start Doing TODAY
1. Ask for Engagement
2. Ask for something that you want to know
3. Tag your content & comments

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A SHORT SOCIAL PRODUCT
STORY
How To:

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Status Update #1
She thinks it's time to let go of the past. He thinks this
works just fine. Who do you think is going to win this one?

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Grilling isn't just for summer, or for burgers and
hot dogs. Here are a few of our favorite grilling
recipes for fine dining. http://someurl.com
Go ahead and brag a little - what's the best
thing you make on a grill?
Status Update #2

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Status Update #3
VS.
She thinks a pink grill is just the thing. He wants stainless.
We're giving away a $50 off coupon at http://someurl.com. If
you could have any color in a BBQ, what would you choose?

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Status Update #4
Who grills in the
winter? Send us a
photo of you grilling in
the winter and we'll pin
you to our Pinterest
page!
http://somepinteresturl.
com
What do you think - is
this crazy or what?

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Status Update #5
60,000 BTU's, 5 burners and a cast-iron griddle…and a little
something for her too. Get the full story here:
http://someurl.com
Best of all - get a $50 off coupon here!

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Audience Questions
• If we don‟t get to answer all of your questions today, please
feel free to email mark@liveworld.com and I‟ll follow up
with you.
• We may also take some of your questions and use them
as topics for future blog pieces too.

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Facebook Scoring
Algorithm

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Spreadsheets are your friend!
Editorial Categories
Product Categories
Brand Categories
● Brand reputation
● Charitable campaigns
● Employees
● Vendors & Suppliers
● Crowdsourcing
● Sentiment
● Stores
● Customer Service
● Brand Wins
● Product – 30%
● Category – 40%
● Social – 30%
● Current product lines
● Features
● Future features & products
● Interesting uses of products
Tagging Content

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Content Value
Content Value: What value did
these actions have to the brand? A
weighted score that combines several
metrics to measure the positive
effect for the brand relative to a piece
of content
Engagement Success
Engagement Success How many
people did you engage with a piece of
content. A weighted score that
combines several metrics to measure
how successful the content is
at engaging fans.

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Scoring Algorithms aligned with
business goals

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What to Remember Today
1. Social marketing is a conversation, not a monologue
2. Use data to prove or improve
3. Know what you want to know – engage with a purpose

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Audience Feedback
Are you thinking about your social marketing program a little
differently now because of this webinar?
● Yes
● No

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Thank you for joining!!
Dorice Piraino
@DoricePiraino1
dorice@liveworld.com
Mark Williams
@MarkWilliams
mark@liveworld.com
Slides and workbook are at: slidesha.re/1n6kDbW