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

DRIVING MEASURABLE RESULTSWITH THE SCIENCE OF ENGAGEMENT Tarah Feinberg Head of Live Media Studio @TarahFO | tarah.feinberg@icrossing.com

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 video views on YouTube •  70 million tweetsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6

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 •  Drive audience development and insights •  Provide CRM •  Fuel new content ideas and productsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10

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

Social media success starts with the right foundation BUILDING A FOUNDATION WITH GOVERNANCE, STRATEGY & TRAININGCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 12

GOVERNANCE The Playbook! •  Rules of engagement •  Best practices •  Moderation •  Escalation •  Localization •  Permissioning •  ScalabilityCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 13

AGILE STRATEGY Gather insights Evaluate Prioritize strategic performance opportunities Publish & Develop editorial & Propagate engagement plan Produce contentCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 14

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

There is a better way to execute (and optimize) DATA AND INSIGHTS-DRIVEN CONTENT STRATEGY & ENGAGEMENT BEST PRACTIECSCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16

EDITORIAL PROGRAMMING AUDIENCE SEGMENT SEARCH & SOCIAL INFORMED THEMES AUDIENCE TECHNOGRAPHICS & CHANNELS FORMATS TOPICS AWARENESS CONSIDERATION RATIONALE PREFERENCE ACTION ADVOCACYCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 17

AUDIENCE MANAGEMENT Processes and practices for! •  Real-time research •  Analysis •  Planning •  Publishing •  Propagating •  Engaging •  ReportingCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18

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

TALENT + TECHNOLOGYCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20

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

Unlocking business value: don’t count your social media metrics MEASUREMENT & ANALYSISCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 22

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

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

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

Case Study SOUNDS GREAT, DOES IT WORK?COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 26

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

$120M in deposits driven from visible search and social synergy - Financial Services ProviderCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 28

48 million earned media-- branded content-- impressions generated from just 140,000 daily active fans - Big Box RetailerCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 29

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

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

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

THANK YOU! Tarah Feinberg Head of Live Media Studio@TarahFO | tarah.feinberg@icrossing.com

The Art & Science of Engagement Ben Elowitz Wetpaint CEO Digital Media Blog: http://digitalquarters.net Twitter: @elowitz

Wetpaint Entertainment Completely Social Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved. 2

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

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

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

by iCrossing on Nov 18, 2011

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