!

MediaPost’s
Social Media Insider Summit ‘14
Snackable Take Home Lessons
!
!
!
Authored by Michoel Ogince
MY OFFICE FOR FIVE DAYS…
CAPTIVA ISLAND, FL
!

Confidential: Do not distribute 

All images and content are for proof only
...
LESSON #1 THE NEWSROOM
!
WHAT EXACTLY IS THE NEWSROOM?

!

•

It’s a process not a room.

•

Technology, audience insights...
LESSON #1 THE NEWSROOM
THE SIX USE CASES OF RTM

!

Text

!
Altimeter, Dec ‘13

!
Confidential: Do not distribute 

All ima...
LESSON #1 THE NEWSROOM
MORE ON RTM

Confidential: Do not distribute 

All images and content are for proof only

BIG FUEL F...
LESSON #1 THE NEWSROOM
MORE ON RTM

Confidential: Do not distribute 

All images and content are for proof only

BIG FUEL F...
LESSON #2 MODEL STRATEGY ON SOCIAL DNA
VISA’S #GOINSIX CAMPAIGN

Confidential: Do not distribute 

All images and content a...
LESSON #2 MODEL STRATEGY ON SOCIAL DNA
!
VISA’S #GOINSIX CAMPAIGN
!

•

Using data to predict how people will ‘say’ in soc...
LESSON #2 MODEL STRATEGY ON SOCIAL DNA
!
VISA’S #GOINSIX CAMPAIGN
!

•

From products to passions, deals to inspiration, a...
LESSON #3 SOCIAL DATA
!
WHAT ARE WE GOING TO MEASURE NEXT?
!

•

Sentiment: accuracy 60% - 65%, long way to go.

•

Beyond...
LESSON #3 SOCIAL DATA
!
WHAT ARE WE GOING TO MEASURE NEXT?
!

•

Social media security, risk management & governance
metri...
LESSON #3 SOCIAL DATA
!
WHAT ARE WE GOING TO MEASURE NEXT?
!

•

Smart home, smart car, smart you.

•

All layered with so...
LESSON #4 IWEARYOURSHIRT.COM
BE BOLD, TAKE RISKS, NEVER GIVE UP

Text

Confidential: Do not distribute 

All images and con...
!

LESSON #4 IWEARYOURSHIRT.COM
!BE BOLD, TAKE RISKS, NEVER GIVE UP

•

Jason Sadler, Jacksonville, FL.

•

Jason pitched ...
!
LESSON #5 PAID, OWNED AND EARNED
MAKING THEM WORK TOGETHER
!

•

Organizational structure needed improve communication
b...
THANK YOU

Confidential: Do not distribute 

All images and content are for proof only

BIG FUEL FROM CONTENT TO COMMERCETM...
Thank You!
!

Michoel Ogince
Director, Platform & Product Strategy
michoelo@bigfuel.com
@Twabbi
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MediaPost's Social Media Insider Summit '14 - Snackable Take Home Lessons

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MediaPost's Social Media Insider Summit '14 - Snackable Take Home Lessons

  1. 1. ! MediaPost’s Social Media Insider Summit ‘14 Snackable Take Home Lessons ! ! ! Authored by Michoel Ogince
  2. 2. MY OFFICE FOR FIVE DAYS… CAPTIVA ISLAND, FL ! Confidential: Do not distribute 
 All images and content are for proof only BIG FUEL FROM CONTENT TO COMMERCETM 2
  3. 3. LESSON #1 THE NEWSROOM ! WHAT EXACTLY IS THE NEWSROOM? ! • It’s a process not a room. • Technology, audience insights, strategy, content creation, publishing, measurement. • Layered with RTM, no - not (only) real-time marketing. right-time marketing. • Leverage quantitative and qualitative data to inspire content creation. ! ! ! Confidential: Do not distribute 
 All images and content are for proof only BIG FUEL FROM CONTENT TO COMMERCETM 3
  4. 4. LESSON #1 THE NEWSROOM THE SIX USE CASES OF RTM ! Text ! Altimeter, Dec ‘13 ! Confidential: Do not distribute 
 All images and content are for proof only ! BIG FUEL FROM CONTENT TO COMMERCETM 4
  5. 5. LESSON #1 THE NEWSROOM MORE ON RTM Confidential: Do not distribute 
 All images and content are for proof only BIG FUEL FROM CONTENT TO COMMERCETM 5
  6. 6. LESSON #1 THE NEWSROOM MORE ON RTM Confidential: Do not distribute 
 All images and content are for proof only BIG FUEL FROM CONTENT TO COMMERCETM 6
  7. 7. LESSON #2 MODEL STRATEGY ON SOCIAL DNA VISA’S #GOINSIX CAMPAIGN Confidential: Do not distribute 
 All images and content are for proof only BIG FUEL FROM CONTENT TO COMMERCETM 7
  8. 8. LESSON #2 MODEL STRATEGY ON SOCIAL DNA ! VISA’S #GOINSIX CAMPAIGN ! • Using data to predict how people will ‘say’ in social. • Six words, six photos, six seconds. • That’s all you need to tell a story. ! ! Confidential: Do not distribute 
 All images and content are for proof only BIG FUEL FROM CONTENT TO COMMERCETM 8
  9. 9. LESSON #2 MODEL STRATEGY ON SOCIAL DNA ! VISA’S #GOINSIX CAMPAIGN ! • From products to passions, deals to inspiration, and tools for living to life worth living. • Consumers were invited to share how they #GoInSix. • Influencers co-create #GoInSix stories of their own. ! 330MM earned impressions & 37,046 storied engagements per post. 6x the earned impressions and more than 10x the storied engagements per post than industry standards. ! Confidential: Do not distribute 
 All images and content are for proof only ! BIG FUEL FROM CONTENT TO COMMERCETM 9
  10. 10. LESSON #3 SOCIAL DATA ! WHAT ARE WE GOING TO MEASURE NEXT? ! • Sentiment: accuracy 60% - 65%, long way to go. • Beyond +ve, -ve and neutral to emotions. • Emotional sentiment will be able to inform content strategy. ! ! ! Text Confidential: Do not distribute 
 All images and content are for proof only BIG FUEL FROM CONTENT TO COMMERCETM 10
  11. 11. LESSON #3 SOCIAL DATA ! WHAT ARE WE GOING TO MEASURE NEXT? ! • Social media security, risk management & governance metrics. • Conversion metrics: true dollar-value ROI of social media. • Fragmented and difficult process. • Nomi, Estimote among others are building the future. ! ! Confidential: Do not distribute 
 All images and content are for proof only Text BIG FUEL FROM CONTENT TO COMMERCETM 11
  12. 12. LESSON #3 SOCIAL DATA ! WHAT ARE WE GOING TO MEASURE NEXT? ! • Smart home, smart car, smart you. • All layered with social media technology. • AND data. ! Text Confidential: Do not distribute 
 All images and content are for proof only BIG FUEL FROM CONTENT TO COMMERCETM 12
  13. 13. LESSON #4 IWEARYOURSHIRT.COM BE BOLD, TAKE RISKS, NEVER GIVE UP Text Confidential: Do not distribute 
 All images and content are for proof only BIG FUEL FROM CONTENT TO COMMERCETM 13
  14. 14. ! LESSON #4 IWEARYOURSHIRT.COM !BE BOLD, TAKE RISKS, NEVER GIVE UP • Jason Sadler, Jacksonville, FL. • Jason pitched to wear your company shirt for a day (human billboard). • On January 1 ‘09, the price = $1. The price increased by $1 for every day after January 1 = $66,795. • In 2010 doubled the prices! • In 2012, Sadler auctioned off the rights to change his last name to whatever company bid the highest. Headsets.com won, paying $45,000 to change his name to Jason HeadsetsDotCom. Confidential: Do not distribute 
 All images and content are for proof only BIG FUEL FROM CONTENT TO COMMERCETM 14
  15. 15. ! LESSON #5 PAID, OWNED AND EARNED MAKING THEM WORK TOGETHER ! • Organizational structure needed improve communication b/w POE teams. • The customer experience across channels needs to blend. • Challenge: In paid - search, social & display there are different budgets & buyers. • C-level wants aggregation, however on the practitioner level there are different budgets, platforms, data & operatives. ! ! ! Confidential: Do not distribute 
 All images and content are for proof only BIG FUEL FROM CONTENT TO COMMERCETM 15
  16. 16. THANK YOU Confidential: Do not distribute 
 All images and content are for proof only BIG FUEL FROM CONTENT TO COMMERCETM 16
  17. 17. Thank You! ! Michoel Ogince Director, Platform & Product Strategy michoelo@bigfuel.com @Twabbi
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