DRIVING MEASURABLE RESULTSWITH THE SCIENCE OF ENGAGEMENT                                Tarah Feinberg                    ...
The question is!CAN SOCIAL MEDIA DRIVE REAL BUSINESS VALUE FOR                                   MARKETERS?
Yes.BUT LET’S ACKNOWLEDGE SOME OF THE CHALLENGES!
DISINTERMEDIATIONCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   4
DISINTERMEDIATIONCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   5
CONTENT OVERLOAD, EVERYDAY!    •  4 billion pieces of content shared on Facebook    •  3 billion searches    •  2 billion ...
WE’RE NOT SURE HOW (WHAT) TO MEASURECOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   7
LACK OF FORMAL, MEASURABLE ENGAGEMENT BEST PRACTICESCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   8
But what about the                   opportunities?UNLOCK THE POWER OF SOCIAL MEDIA TO DRIVE RESULTS
What if social media could!    •  Drive traffic    •  Increase reach / create social inventory    •  Increase conversions ...
The path forward                                                                        BUSINESS                          ...
Social media success starts with                the right foundation                                          BUILDING A F...
GOVERNANCE    The Playbook!    •      Rules of engagement    •      Best practices    •      Moderation    •      Escalati...
AGILE STRATEGY                                                      Gather insights                                       ...
TRAINING    Beyond the basics, does your social media manager know    how to!    •  Optimize for EdgeRank    •  Utilize an...
There is a better way to execute                  (and optimize)                             DATA AND INSIGHTS-DRIVEN     ...
EDITORIAL PROGRAMMING                     AUDIENCE                     SEGMENT                  SEARCH & SOCIAL           ...
AUDIENCE MANAGEMENT      Processes and practices for!      •      Real-time research      •      Analysis      •      Plan...
AUDIENCE MANAGEMENT BEST PRACTICES      •  Balanced Diet      •  EdgeRank                                                 ...
TALENT + TECHNOLOGYCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   20
BIG BOX RETAILER AS PUBLISHER?    •  FB Audience: Females 25-34 in metropolitan areas:       Dallas, New York, Seattle, Ch...
Unlocking business value: don’t           count your social media metrics                                                 ...
WHAT ARE THE RIGHT METRICS?            •       Fans            •       Likes            •       Re-tweets            •    ...
DEVELOP MEASUREMENT STRATEGY           KPI’s                                                     REACH    TRAFFIC      EXT...
TEST, LEARN, ITERATE    •  Define tests to assess the validity of social media metrics       against your KPI’s (should yo...
Case Study                                           SOUNDS GREAT, DOES IT WORK?COPYRIGHT ICROSSING / PROPRIETARY AND CONF...
BILLBOARD.COM    SITUATION    •      Goals: increase traffic & time           spent on-site    •      Facebook & Twitter #...
$120M in deposits driven from                        visible search and social synergy                                    ...
48 million earned media--        branded content-- impressions generated           from just 140,000 daily active fans    ...
4.2 million new unique website   visitors earned from distributing and sharing        content with new audiences through  ...
23% higher order value        from customers engaged with branded       content across social channels– and 30%           ...
KEY TAKE-AWAYS    •  Set a foundation for success with governance, strategy       and training    •  Take a data-driven ap...
THANK YOU!                          Tarah Feinberg               Head of Live Media Studio@TarahFO | tarah.feinberg@icross...
The Art & Science of Engagement  Ben  Elowitz  Wetpaint  CEO    Digital  Media  Blog:    http://digitalquarters.net  Twitt...
Wetpaint  Entertainment     Completely  Social  Ben  Elowitz    |    Wetpaint  CEO      |    Twitter:    @elowitz    |    ...
Perpetual  Viral  Loop                                                                                                    ...
The  Most  Social  Media  Property  Wetpaint  is  on  its  way  to  being  #1.                                            ...
The                                          6  Major  Keys                                           To  Success         ...
1)  Determine  What  It  Takes  To  Win  Ben  Elowitz    |    Wetpaint  CEO      |    Twitter:    @elowitz    |    Blog:  ...
2)  Segment  Your  Audience  Ben  Elowitz    |    Wetpaint  CEO      |    Twitter:    @elowitz    |    Blog:    Digital  Q...
3)  Create  A  Social  Laboratory  Ben  Elowitz    |    Wetpaint  CEO      |    Twitter:    @elowitz    |    Blog:    Digi...
4)  Create  Content  Your  Audience  Loves  Ben  Elowitz    |    Wetpaint  CEO      |    Twitter:    @elowitz    |    Blog...
4)  Create  Content  Your  Audience  Loves  Ben  Elowitz    |    Wetpaint  CEO      |    Twitter:    @elowitz    |    Blog...
5)  Test  &  Measure  Everything  Ben  Elowitz    |    Wetpaint  CEO      |    Twitter:    @elowitz    |    Blog:    Digit...
5)  Test  &  Measure  Everything  Ben  Elowitz    |    Wetpaint  CEO      |    Twitter:    @elowitz    |    Blog:    Digit...
6)  Institutionalize  It  Ben  Elowitz    |    Wetpaint  CEO      |    Twitter:    @elowitz    |    Blog:    Digital  Quar...
                    Ben  Elowitz                                                                                     Tarah...
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Driving Measurable Results with the Science of Engagement - Tarah Feinberg - iCrossing

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"Driving Measurable Results with the Science of Engagement" as presented by Tarah Feinberg, Head of Live Media Studio, iCrossing, and Ben Elowitz, CEO of Wetpaint, at the WOMMA Summit in Las Vegas on November 18, 2011.

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Driving Measurable Results with the Science of Engagement - Tarah Feinberg - iCrossing

  1. 1. DRIVING MEASURABLE RESULTSWITH THE SCIENCE OF ENGAGEMENT Tarah Feinberg Head of Live Media Studio @TarahFO | tarah.feinberg@icrossing.com
  2. 2. The question is!CAN SOCIAL MEDIA DRIVE REAL BUSINESS VALUE FOR MARKETERS?
  3. 3. Yes.BUT LET’S ACKNOWLEDGE SOME OF THE CHALLENGES!
  4. 4. DISINTERMEDIATIONCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4
  5. 5. DISINTERMEDIATIONCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 5
  6. 6. CONTENT OVERLOAD, EVERYDAY! •  4 billion pieces of content shared on Facebook •  3 billion searches •  2 billion video views on YouTube •  70 million tweetsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6
  7. 7. WE’RE NOT SURE HOW (WHAT) TO MEASURECOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 7
  8. 8. LACK OF FORMAL, MEASURABLE ENGAGEMENT BEST PRACTICESCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 8
  9. 9. But what about the opportunities?UNLOCK THE POWER OF SOCIAL MEDIA TO DRIVE RESULTS
  10. 10. What if social media could! •  Drive traffic •  Increase reach / create social inventory •  Increase conversions •  Drive audience development and insights •  Provide CRM •  Fuel new content ideas and productsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10
  11. 11. The path forward BUSINESS VALUE! EXECUTION & OPTIMIZATION! MEASUREMENT & PERFORMANCE FOUNDATION ANALYSIS FOR SUCCESS! EDITORIAL PROGRAMMING & ENGAGEMENT GOVERNANCE, BEST PRACTICES INSIGHTS, STRATEGY & TRAININGCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11
  12. 12. Social media success starts with the right foundation BUILDING A FOUNDATION WITH GOVERNANCE, STRATEGY & TRAININGCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 12
  13. 13. GOVERNANCE The Playbook! •  Rules of engagement •  Best practices •  Moderation •  Escalation •  Localization •  Permissioning •  ScalabilityCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 13
  14. 14. AGILE STRATEGY Gather insights Evaluate Prioritize strategic performance opportunities Publish & Develop editorial & Propagate engagement plan Produce contentCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 14
  15. 15. TRAINING Beyond the basics, does your social media manager know how to! •  Optimize for EdgeRank •  Utilize analytics to drive engagement decisions •  Build, Engage, Influence and Amplify an audience or audience segments •  Maximize visibility and traffic through key practices like day-parting •  Conduct influencer outreach for audience extension and link buildingCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 15
  16. 16. There is a better way to execute (and optimize) DATA AND INSIGHTS-DRIVEN CONTENT STRATEGY & ENGAGEMENT BEST PRACTIECSCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16
  17. 17. EDITORIAL PROGRAMMING AUDIENCE SEGMENT SEARCH & SOCIAL INFORMED THEMES AUDIENCE TECHNOGRAPHICS & CHANNELS FORMATS TOPICS AWARENESS CONSIDERATION RATIONALE PREFERENCE ACTION ADVOCACYCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 17
  18. 18. AUDIENCE MANAGEMENT Processes and practices for! •  Real-time research •  Analysis •  Planning •  Publishing •  Propagating •  Engaging •  ReportingCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18
  19. 19. AUDIENCE MANAGEMENT BEST PRACTICES •  Balanced Diet •  EdgeRank Reach = Friends of Fans optimization (Impressions) •  A/B testing •  Day-parting •  Engagement primetime # Daily Active Fans •  Audience segmentationCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 19
  20. 20. TALENT + TECHNOLOGYCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20
  21. 21. BIG BOX RETAILER AS PUBLISHER? •  FB Audience: Females 25-34 in metropolitan areas: Dallas, New York, Seattle, Chicago, Los Angeles, San Francisco; 70% college educated; 72% married •  FB “verified circ”: 200,000 daily active Fans (readers & active participants) •  FB Total reach: 6 million monthly post impressions •  Sellable inventory on FB: Wall posts/takeovers, Live events, polls, Q&A’s, sponsored videosCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 21
  22. 22. Unlocking business value: don’t count your social media metrics MEASUREMENT & ANALYSISCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 22
  23. 23. WHAT ARE THE RIGHT METRICS? •  Fans •  Likes •  Re-tweets •  Comments Are these good •  Shares metrics? •  Views •  Referral traffic (segmented by post? By audience?)COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 23
  24. 24. DEVELOP MEASUREMENT STRATEGY KPI’s REACH TRAFFIC EXTENSION Leading Indicators AWARENESS ACTION ADVOCACY (Metric Categories) AMOUNT PUBLISHED & OPTIMAL PRODUCED PROPAGATED EFFICIENCY Internal KPI’s (Content Process) Short-term Long-termCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24
  25. 25. TEST, LEARN, ITERATE •  Define tests to assess the validity of social media metrics against your KPI’s (should you care about number of Fans or just % active fans? Do certain social metrics impact other channels more than others?) •  Refine social media executions based on testing •  Formalize best practices out of performance findingsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 25
  26. 26. Case Study SOUNDS GREAT, DOES IT WORK?COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 26
  27. 27. BILLBOARD.COM SITUATION •  Goals: increase traffic & time spent on-site •  Facebook & Twitter #14 and 24 referrers RESULTS •  Doubled traffic in 4 months all through earned, organic social media traffic •  Social visitors spent 4.2X time on site as search referrals •  Facebook & Twitter became the #2 and 4 top referrersCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 27
  28. 28. $120M in deposits driven from visible search and social synergy - Financial Services ProviderCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 28
  29. 29. 48 million earned media-- branded content-- impressions generated from just 140,000 daily active fans - Big Box RetailerCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 29
  30. 30. 4.2 million new unique website visitors earned from distributing and sharing content with new audiences through community development and outreach - Major Entertainment BrandCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 30
  31. 31. 23% higher order value from customers engaged with branded content across social channels– and 30% higher click-through on paid media - Apparel RetailerCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 31
  32. 32. KEY TAKE-AWAYS •  Set a foundation for success with governance, strategy and training •  Take a data-driven approach to execution; utilize insights for content development and publishing, cultivate performance-driving best practices for engagement •  Develop a measurement strategy, test learn and repeatCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 32
  33. 33. THANK YOU! Tarah Feinberg Head of Live Media Studio@TarahFO | tarah.feinberg@icrossing.com
  34. 34. The Art & Science of Engagement  Ben  Elowitz  Wetpaint  CEO    Digital  Media  Blog:    http://digitalquarters.net  Twitter:    @elowitz  
  35. 35. Wetpaint  Entertainment    Completely  Social  Ben  Elowitz    |    Wetpaint  CEO      |    Twitter:    @elowitz    |    Blog:    Digital  Quarters  (digitalquarters.net)  ©2011  Wetpaint  confidential  and  proprietary.  All  rights  reserved.    2  
  36. 36. Perpetual  Viral  Loop     Newsfeed   Engage   Activate   Wetpaint   Dynamic   Playbook   Fans   Website   Capture  Ben  Elowitz    |    Wetpaint  CEO      |    Twitter:    @elowitz    |    Blog:    Digital  Quarters  (digitalquarters.net)  ©2011  Wetpaint  confidential  and  proprietary.  All  rights  reserved.  3    
  37. 37. The  Most  Social  Media  Property  Wetpaint  is  on  its  way  to  being  #1.       16% Percent  of  Visits  from  Facebook  +  Twitter   14.3%   13.7%   13.2%   12.4%   12% 8.8%   8.6%   8.6%   7.9%   7.7%   8% 6.7%   6.3%   6.1%   5.9%   5.3%   5.0%   4.8%   4.6%   4.6%   4.4%   4.4%   4.4%   4.4%   4.2%   4.2%   4.1%   3.9%   4% Next  25   publishers   average   1.5%   0% Source:  comScore,  Compete.com,  Wetpaint  analysis  (August  2011)  Ben  Elowitz    |    Wetpaint  CEO      |    Twitter:    @elowitz    |    Blog:    Digital  Quarters  (digitalquarters.net)  ©2011  Wetpaint  confidential  and  proprietary.  All  rights  reserved.    4  
  38. 38. The     6  Major  Keys     To  Success   (so  far)  Ben  Elowitz    |    Wetpaint  CEO      |    Twitter:    @elowitz    |    Blog:    Digital  Quarters  (digitalquarters.net)  ©2011  Wetpaint  confidential  and  proprietary.  All  rights  reserved.    5  
  39. 39. 1)  Determine  What  It  Takes  To  Win  Ben  Elowitz    |    Wetpaint  CEO      |    Twitter:    @elowitz    |    Blog:    Digital  Quarters  (digitalquarters.net)  ©2011  Wetpaint  confidential  and  proprietary.  All  rights  reserved.    6  
  40. 40. 2)  Segment  Your  Audience  Ben  Elowitz    |    Wetpaint  CEO      |    Twitter:    @elowitz    |    Blog:    Digital  Quarters  (digitalquarters.net)  ©2011  Wetpaint  confidential  and  proprietary.  All  rights  reserved.    7  
  41. 41. 3)  Create  A  Social  Laboratory  Ben  Elowitz    |    Wetpaint  CEO      |    Twitter:    @elowitz    |    Blog:    Digital  Quarters  (digitalquarters.net)  ©2011  Wetpaint  confidential  and  proprietary.  All  rights  reserved.    8  
  42. 42. 4)  Create  Content  Your  Audience  Loves  Ben  Elowitz    |    Wetpaint  CEO      |    Twitter:    @elowitz    |    Blog:    Digital  Quarters  (digitalquarters.net)  ©2011  Wetpaint  confidential  and  proprietary.  All  rights  reserved.    9  
  43. 43. 4)  Create  Content  Your  Audience  Loves  Ben  Elowitz    |    Wetpaint  CEO      |    Twitter:    @elowitz    |    Blog:    Digital  Quarters  (digitalquarters.net)  ©2011  Wetpaint  confidential  and  proprietary.  All  rights  reserved.    10  
  44. 44. 5)  Test  &  Measure  Everything  Ben  Elowitz    |    Wetpaint  CEO      |    Twitter:    @elowitz    |    Blog:    Digital  Quarters  (digitalquarters.net)  ©2011  Wetpaint  confidential  and  proprietary.  All  rights  reserved.    11  
  45. 45. 5)  Test  &  Measure  Everything  Ben  Elowitz    |    Wetpaint  CEO      |    Twitter:    @elowitz    |    Blog:    Digital  Quarters  (digitalquarters.net)  ©2011  Wetpaint  confidential  and  proprietary.  All  rights  reserved.    12  
  46. 46. 6)  Institutionalize  It  Ben  Elowitz    |    Wetpaint  CEO      |    Twitter:    @elowitz    |    Blog:    Digital  Quarters  (digitalquarters.net)  ©2011  Wetpaint  confidential  and  proprietary.  All  rights  reserved.    13  
  47. 47.       Ben  Elowitz               Tarah  Feinberg   Wetpaint               iCrossing   Twitter:  @elowitz           Twitter:    @TarahFO   Blog:  Digital  Quarters.net         Blog:    www.Tarah.info    Ben  Elowitz    |    Wetpaint  CEO      |    Twitter:    @elowitz    |    Blog:    Digital  Quarters  (digitalquarters.net)  ©2011  Wetpaint  confidential  and  proprietary.  All  rights  reserved.    14  
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