Allison bolen content marketing now_2012_sas case study_day2

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Alison Bolen, Editor, blogs and social content at SAS Institute, will walk you through SAS’s strongest performing content types and explain how they measure success. Content Marketing Strategies …

Alison Bolen, Editor, blogs and social content at SAS Institute, will walk you through SAS’s strongest performing content types and explain how they measure success. Content Marketing Strategies Conference - May 2012.
http://ContentMarketingNow.com @contentmktgnow

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  • While attending BAI Retail Delivery for Banking, Waynette attended SunTrust Bank’s presentation discussing its use of Facebook to support customers. While most banks still shy away from social media in fear that customers will divulge sensitive account information online, SunTrust developed ground-breaking processes to protect its customers and meet their customers where they prefer to spend their time – online. Larry Adriansen, SAS Account Executive for SunTrust, recognized the value of the story to SAS’ other financial services institutions and banked on his great relationship with SunTrust. He authorized the immediate publish of the blog post. SunTrust Bank’s Bianca Buckridee, Social Media Engagement Manager, commented on the blog and connected with Waynette on Twitter. This gave Larry Adriansen the lead he’d needed to talk about SAS Social Media Analytics at SunTrust Bank. He knew they were in the “dabbling” stages, but he wanted to be there first with information about tools for when they needed them.
  • Are these your only options? Overly simple or overly complex? No! Most of us are somewhere in the middle. You have to plan in the middle area – and always remember to tell a story.
  • Let’s play name that data source! Here we have data from Facebook, Feedburner, Google Analytics, SAS Social Media Analytics, dlvr.it, KDPaine – and more.It’s overwhelming, and none of it is connected. This is not an ideal world for measurement. Definitely not usable for ROI.
  • Don’t advocate to manipulate data based on the story you want to tell. Identify what is relevant …. Doesn’t mean to
  • These are my stories …First, you have to
  • For SAS-related news, blogs.sas.com have become the most popular source of information
  • Spike in May 2010 unusual smart spam
  • Goal to observe, analyze and benchmark social media tactics as compared to other tacticsLooked at Webcast series through summer and fall of 2011. Topics included Analytical data prep 101, Forecasting 101, data mining 101, etc”
  • Social drives click thrus – but conversions are not as strong for social
  • If we can figure out the formula, make it repeatable and standard, we can have success.Using SAS BI Server and Enterprise Guide. Marketing Automation.
  • What we learned
  • Comparative average for sas.com is usually well below 2 min
  • Our Blitz has been promoted heavily in social media. These slides show the impact we’re making in social media outlets, including online publications and blogs. This does not capture Twitter activity; however, it is safe to assume that much of our blog and web coverage comes from links we promote on Twitter.December:SAP Coverage from SAP to Resell NetBaseSaaS-based Social Media Analytics App and When HANA meets HadoopOracle coverage all part of SAP write ups.SAS coverage Four Vendor Views on Big Data and Big Data Analytics Part 2- SAS and 9.3 release.January: Oracle and SAP coverage included Oracle prices its SAP HANA rival Exalytics, signaling imminent releaseOracle coverageOracle Exalytics In-Memory Machine launchedSAS coverage is from NRF and revenue annctMarch:SAP coverage from event announcements and personnel changes, and product anncts: SAP announce EPM solution powered by SAP HANA platformSAS coverage from VA announcement and some residual analyst coverageSAS was nearly 23% in this area, until March 29: Gartner Magic Quadrant: SAP again a leader in CPM software. This increased their percentage at the end of the month, which shrank ours a little.December: SAP – 70%Oracle – 20%IBM – 0%Microsoft – 3.33%January:SAP: 58.75%Oracle: 30%IBM: 1.25%February:SAP: 53.57%Oracle: 25%IBM: 3.57%Microsoft: 5.95%March:SAP: 47.44%Oracle: 32.05%
  • Notes:Traditional media is non-social media. Traditional publication coverage. This is a great slide because it shows that our traditional coverage has greatly increased, even though the crux of our blitz has been social media based. Traditional media responds to social media conversations and vice versa. One begets the other. Publications are becoming more and more digital and real-time, and the fact that our coverage in traditional outlets is spiking as a result of our social media work is impressive. Of course, we have also been pitching our key journalists and top-tier publications with interview opportunities, byline placements, and more – so that has definitely moved the needle.January:Much of SAP and Oracle coverage in January was a result of “Oracle Reveals Pricing for Its SAP HANA Rival Exalytics, Signaling Imminent Release”“Oracle updates TimeTen in-memory database, aims at SAP HANA”SAP 2011 earnings announcementSAS coverage was of our HP Retail releases at NRF and revenue announcement.February:SAP coverage was focused on announcement: “SAP Unveils HANA in-Memory Database Offerings for SMBs”Oracle coverage was focused on comparison b/w SAP’s new product and OracleSAS coverage resulted from NRF high-performance announcements, Wharton Grid announcement, and Hadoop teaser articlesMarch:SAP coverage was focused on SAP Ports HANA in-Memory Database to Its Financial Planning App (ipad), and annct of a Germany conferenceOracle coverage was focused on revenue, but also speculation:Analysts Worry that Something's Amiss at OracleIBM: IBM's Holey Optochip Uses Light to Transmit Data; IBM Inks Blue Gene Supercomputer Deals With Rice and Rutgers Universities)SAS coverage: HPA, new microsite, analyst conference and VA teasers: SAS promises pervasive BI with new toolDecember: SAP – 75.76%Oracle – 18.18%IBM – 3.03%January:SAP: 50%Oracle: 37.21%IBM: 4.65%February:SAP: 48%Oracle: 38.67%IBM: 1.33%March:SAP: 45.71%Oracle: 27.14%IBM: 2.86%

Transcript

  • 1. Measuring SAS ContentAlison Bolen, Editor of Blogs and Social Content, SASContent Marketing Strategies Conference Company Confidential - For Internal Use Only Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 2. Let’s start with a story SunTrust Bank presented about its use of Facebook to support customers at a banking conference. SAS blogger Waynette Tubbs covered the presentation on a SAS blog. SunTrust Bank’s Social Media Engagement Manager commented on the blog, connected with Waynette on Twitter. Providing SAS sales with a lead he’d needed to talk about SAS Social Media Analytics at SunTrust Bank. 2@alisonbolen Company Confidential - For Internal Use Only Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 3. The Measurement Spectrum A. You count! A. B. You measure the velocity and acceleration of a curve to predict how quickly an idea will B. spread. Reality: Most of us are somewhere in the middle. 3@alisonbolen Company Confidential - For Internal Use Only Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 4. The Challenge: Too Many Data Sources 4@alisonbolen Company Confidential - For Internal Use Only Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 5. The Solution: Use Data to Tell a Story  What story do you want to tell?  What are your goals?  How can you measure those goals?  What comparison measurement can you find?  What data do you have that can help you tell that story?  What timeframe should we measure?  Is this a one-time story, or something to measure in the long- term?  What lessons can you learn?  What lessons can you apply in other areas?  Who should hear your story? 5@alisonbolen Company Confidential - For Internal Use Only Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 6. Some of Our Recent Data Stories  SAS blogs measurements  Is the new home page more effective than the old one?  How do SAS blogs compare to other SAS news sources  Analytics 101 Webcast registrations  Which channels lead to conversions?  How does social compare to email?  The “big data” blitz  Mandate: Get the word out about SAS!  Did we make an impact? 6@alisonbolen Company Confidential - For Internal Use Only Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 7. SAS Blog Measurements Page views up 60% comparing 1Q 2011 and1Q 2012 7@alisonbolen Company Confidential - For Internal Use Only Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 8. SAS Blog Measurements: Top News Source Blogs are the top news source on SAS web site … and still rising 8@alisonbolen Company Confidential - For Internal Use Only Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 9. SAS Blog Measurements: Comments “Thank you that was very helpful to me as I came from R and I missed the R "which"-like command and LOC is going to change my SAS programming life.” 9@alisonbolen Company Confidential - For Internal Use Only Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 10. Analytics 101 Webcast Registrations  Does social content lead to registrations?  Does it lead to conversions?  How does email promotion compare to social promotion?  Which social channels are most effective? 10@alisonbolen Company Confidential - For Internal Use Only Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 11. Analytics 101 Webcast Registrations 11@alisonbolen Company Confidential - For Internal Use Only Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 12. Analytics 101 Webcast Registrations Web Total Share of Blogs had the highest conversion rate but Channel Clickthroughs Conversion Conversions ConversionsBlogs 89 15.7% 14 11.7% the lowest click throughs (CT)Facebook 315 8.3% 26 21.7%LinkedIn 3,260 0.7% 24 20.0% Twitter had the most CTs but the lowestTwitter 10,215 0.6% 56 46.7%TOTAL 13,879 1.2% 120 100.0% conversion rates Total social media conversion rate for webcast series = .9% Using lowest performers: .2% (29 conversions) Using highest performers: 8.1% (1,124 conversions) 12@alisonbolen Company Confidential - For Internal Use Only Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 13. Analytics 101 Webcast Registrations  Every tactic serves a purpose  Email is not dead  1:1 emails are the most effective conversion method  But social is effective for branding and awareness  Blogs are the most effective method for conversion in social media channels  Optimizing the use of each tactic can increase conversion rates 13@alisonbolen Company Confidential - For Internal Use Only Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 14. The “Big Data” Content Marketing Blitz  New microsite  60+ blog posts  2 magazines  1 infographic  3 white papers  3 press releases  1 analyst conference  1 press tour  20+ press mentions But did it work? 14@alisonbolen Company Confidential - For Internal Use Only Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 15. The Big Data Blitz: Search Results  For first month of blitz, “sas hadoop” is #4 search term leading traffic to SAS blogs  Comparing January to March 2012, search traffic increased 89% to blogs from “sas hadoop” term.  Other increases from Jan to Mar 2012  sas hadoop integration (up 1,700%)  sas and hadoop (up 175%)  big data (up 500%)  sas big data (up 11%)  big data definition (up 167%)  big data in healthcare (up 300%)  High performance analytics (up 500%) 15@alisonbolen Company Confidential - For Internal Use Only Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 16. The Big Data Blitz: Time on Page  Eric Williams on big data (video) = 7:44 min on page  Eric Williams written Q&A = 4:42 min  Will big data flatten the world = 4:40 min  What’s the story with HPA? = 4:30 min  Six benefits big data can bring to retailers = 4:22 min  HPA for complex research = 3:52 min  Before and After: high-performance analytics = 3:19 min  10 HPA tips for bankers = 3:17 min  Twitter is a big data problem = 3:10 min Comparison: 16@alisonbolen Company Confidential - For Internal Use Only Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 17. Share of Voice – Social Media  March: 19.23%  February: 11.9%  January: 10%  December (2011): 6.67% Since December, social media Share of Voice has increased by nearly 3x 17@alisonbolen Company Confidential - For Internal Use Only Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 18. Share of Voice – Traditional  March: 24.29%  February: 12%  January: 8.14%  December (2011): 3.03% Since December, traditional Share of Voice has increased by more than 8x 18@alisonbolen Company Confidential - For Internal Use Only Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 19. HPA Conversion Details 19@alisonbolen Company Confidential - For Internal Use Only Copyright © 2012, SAS Institute Inc. All rights reserved.
  • 20. Questions?  Why is it so cold in here?  Where is the final panel?  Is it cocktail hour yet?  Is the pool still open?  What time does my flight leave? Email: alison.bolen@sas.com Twitter: @alisonbolen 20@alisonbolen Company Confidential - For Internal Use Only Copyright © 2012, SAS Institute Inc. All rights reserved.