Dr. Natalie L. Petouhoff@drnatalieTAMING B.I.G. DATA TO:X• Reduce Your Content Costs• Increase your Brand’s Engagement• Dr...
THERE’SA NEWWAVEOFBRANDBUILDING
4Logos are staticThey don’t talkThey don’t have conversationsThey don’t engage@drnatalie
5Brands…NOW must becomeSocialEXPERIENCES@drnatalie
6	  Because Marketers are in…
Which means you have to figure outhow to make your brandA Digital EXPERIENCE
TAKE FOR INSTANCE THE “ENGAGEMENT” ONGEORGE TAKEI’S FACEBOOK PAGE>3M Talking About This@drnatalie
LET’S LOOKAT ONE OF THEPHOTOS HESHARED…179,224 Likes313,953 Shares
Here’s a Video Map of Engagement:How 1 Piece of Content Gets Shared*Source: Stamen https://vimeo.com/50730773•  Starts fro...
ENGAGEMENT IS ESSENTIALLY PEOPLE SHARING CONTENT All that sharing iswhat’s causing theBIG DATAExplosion!!!@drnatalieWhere ...
SO WITH 3.5B PIECESOF CONTENT SHARED / WEEKHow can marketers makesense of all this B.I.G. DATA?
Many people have turned to keyword-basedsocial media monitoring and listeningto know what their customers are sayingAnd th...
MARKETERS NEED TOKNOW WHAT DRIVES ENGAGEMENTEngagement determines businesssuccess by increasing:•  Positive sentiment•  Sh...
The first two phases were driven by the:1. Innovators2. Early AdoptersWHAT’S SHIFTING THE NEED FORSOCIAL MEDIA ROI?We’re i...
5•  They are driving the questions about social media ROI•  They want proof before they’ll get on board for largersocial m...
$OLUTION:MEASURE ENGAGEMENTKNOW FOR SUREIF THE CONTENT ISDRIVING MARKETING$UCCESS
To measure  compare engagementrequires something new…Based on customer’s collective:• Actions• Interests• Needs• Wants• Dr...
•  Most brands didn’t realize they were going tobecome content creators and publishers•  They don’t have the budget to cre...
Step	  1:	  Gather	  Insights	  Step	  4:	  Create	  Engaging	  Content	  Step	  3:	  Find	  Your	  Audience	  Step	  5:	 ...
SOCIAL MEDIA BRAND ASSESSMENTS•  An objective assessment•  Recommendations•  Short  long term strategic•  Short  long term...
With	  your	  score,	  	  Your	  brand	  is	  ready	  to	  go	  to	  the	  next	  level…	  
24Top companies are wondering how to take theirsocial media initiatives to the next level…• Do more of the right things• P...
Social	  Media	  Assessments	  place	  you	  and	  your	  brand	  in	  a	  leadership	  posi:on…	  5	  •  Clear	  answers	...
Newest	  Report….	  With	  Answers	  	  How	  To…
LET’S HAVE ALOOK AT THEINTERESTGRAPH DATATOP 15COSMETICBRANDSWHO DO YOUTHINK RANKSHIGHEST INENGAGEMENT?
1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Know...
PhotosVideoTYPE OF CONTENT MOST SHARED INCOSMETIC INDUSTRY: PHOTOSOfferWhat type of content is your brand creating the mos...
1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Know...
Elf hasthehighestnumberof posts
ButElf hasthe lowestengagementHighest engagement:• COVERGIRL• Olay
1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Know...
These arepostingmore onTwitterthanFacebook…FacebookTwitter
But most oftheengagementis onFacebook…FacebookTwitter
1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Know...
WHEN’S RIGHT TIME TO SHARE CONTENT?PHOTOS ON WEDNESDAYSFor the highest engagement
1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Know...
LIST OF COVERGIRL TWITTER INFLUENCERSOlayCOVERGIRL CAN• Know who their top influencers are• Engage with those influencers
PhotosVideoFANS OF AFFINITY BRANDS INCREASETHE LIST OF THE BEST FANSOfferHow do you findwho to follow  interactwithto driv...
1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Know...
OlayYou are taken directly to thebrand’s trending contentElf could:• Evaluate the brand’s content,interactions, likes, com...
OlayStudy Affinity BrandTop Trending Content•  Burberry•  WalmartTop Trending Contentof Brands shared byCOVERGIRL FANSCOVE...
1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Know...
Olay• Find the top trending content• Add it to your content to your contentmanagement system- BuddyMedia…• Reduce your con...
1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Know...
CREATE A STRATEGICCONTENT CALENDAR	Type Mon Tues Wed Thurs Fri Sat SunStatusoptional 10 optional optional 20 15trendingpos...
1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Know...
OlayAffinity BrandStrategy Planning•  Fashionista.com•  Walmart•  Marie Claire•  Styledotcom•  Burberry•  Who What Wear•  ...
TODAY WE COVEREDHOW TO MAKE THE BEST DECISIONSABOUT INCREASING ENGAGEMENT THE EFFECTIVENESS OF YOURSOCIAL MEDIA  MARKETING...
SIMPLE WAY TO USE BIG DATA…TO COMPARE YOUR ENGAGEMENTTO YOUR COMPETITORS…ANDMAKE BETTER SOCIAL MEDIAMARKETING DECISIONS…AN...
Go here to get your brand’s report: http://smo.infinigraph.com
To	  download	  the	  report…	  hp://bit.ly/ZJ1qiM
@drnataliewww.drnatalienews.comGREATSOCIAL ENGAGEMENTIS ABOUTKNOWING WHATDRIVES ENGAGEMENTTHANK YOUWant to learn how to do...
 Brands Are Drowning in B.I.G. Data: How to Reach for the Life Ring and Get a Social Media ROI
 Brands Are Drowning in B.I.G. Data: How to Reach for the Life Ring and Get a Social Media ROI
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Brands Are Drowning in B.I.G. Data: How to Reach for the Life Ring and Get a Social Media ROI

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Brands and agencies often use typical social monitoring/listening tools to analyze social media. While this type of analysis is important, it doesn’t provide brands with a competitive understanding of how well their engagement, content and interactions with customers stack up against other top brands. As marketers become publishers, they need to move beyond social listening tools and start using competitive industry ranking reports that provide insight into their rivals’ engagement performance. This talk focuses on how to stop drowning in B.I.G. data, make the best use of the thousands to millions of dollars spent on engaging audiences in social media and get a social media ROI.

http://mnama.org/conference_2013/keynotes#KN1

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Transcript of " Brands Are Drowning in B.I.G. Data: How to Reach for the Life Ring and Get a Social Media ROI"

  1. 1. Dr. Natalie L. Petouhoff@drnatalieTAMING B.I.G. DATA TO:X• Reduce Your Content Costs• Increase your Brand’s Engagement• Drive More Customers Through Marketing Funnel
  2. 2. THERE’SA NEWWAVEOFBRANDBUILDING
  3. 3. 4Logos are staticThey don’t talkThey don’t have conversationsThey don’t engage@drnatalie
  4. 4. 5Brands…NOW must becomeSocialEXPERIENCES@drnatalie
  5. 5. 6  Because Marketers are in…
  6. 6. Which means you have to figure outhow to make your brandA Digital EXPERIENCE
  7. 7. TAKE FOR INSTANCE THE “ENGAGEMENT” ONGEORGE TAKEI’S FACEBOOK PAGE>3M Talking About This@drnatalie
  8. 8. LET’S LOOKAT ONE OF THEPHOTOS HESHARED…179,224 Likes313,953 Shares
  9. 9. Here’s a Video Map of Engagement:How 1 Piece of Content Gets Shared*Source: Stamen https://vimeo.com/50730773•  Starts from George•  People share it•  Shares spawn newshareshttp://www.facebookstories.com/stories/2200/data-visualization-photo-sharing-explosionsThe two colors are genderJuly to September 2012
  10. 10. ENGAGEMENT IS ESSENTIALLY PEOPLE SHARING CONTENT All that sharing iswhat’s causing theBIG DATAExplosion!!!@drnatalieWhere content is: status updates, links, photos, videos, etc…
  11. 11. SO WITH 3.5B PIECESOF CONTENT SHARED / WEEKHow can marketers makesense of all this B.I.G. DATA?
  12. 12. Many people have turned to keyword-basedsocial media monitoring and listeningto know what their customers are sayingAnd that’s necessaryand good to do but….
  13. 13. MARKETERS NEED TOKNOW WHAT DRIVES ENGAGEMENTEngagement determines businesssuccess by increasing:•  Positive sentiment•  Share of voice•  Awareness, interest, consideration,intent•  Lead conversions rates sales•  Loyalty, advocacy referrals…
  14. 14. The first two phases were driven by the:1. Innovators2. Early AdoptersWHAT’S SHIFTING THE NEED FORSOCIAL MEDIA ROI?We’re in the “third wave” of social media.16They don’t need abusiness case to adoptsomething NEW
  15. 15. 5•  They are driving the questions about social media ROI•  They want proof before they’ll get on board for largersocial media budgets17But the early majority are pragmatists…
  16. 16. $OLUTION:MEASURE ENGAGEMENTKNOW FOR SUREIF THE CONTENT ISDRIVING MARKETING$UCCESS
  17. 17. To measure compare engagementrequires something new…Based on customer’s collective:• Actions• Interests• Needs• Wants• Dreams• Behaviors….That’s where interest graph data comes into playThat’s how you gain am emotional connect
  18. 18. •  Most brands didn’t realize they were going tobecome content creators and publishers•  They don’t have the budget to create enoughgreat content to be effective at engaging theircustomers•  And the cost to promote content – can beprohibitiveThe challenges and the truth is…
  19. 19. Step  1:  Gather  Insights  Step  4:  Create  Engaging  Content  Step  3:  Find  Your  Audience  Step  5:  Design  S:cky  Engagement  Step  6:  Stop  the  Poli:cs;  Gain  Org  Alignment  Step  2:  Create  a  Measurement  Program  NEED A STRATEGY FORRETURN ON INVESTMENT21  7  Steps  To  Fast  Track  Success    Step  7:  Iterate  and  Pivot  Based  on  the    UCLA  Course  
  20. 20. SOCIAL MEDIA BRAND ASSESSMENTS•  An objective assessment•  Recommendations•  Short long term strategic•  Short long term tactical planWe help you determine where you are comparedto best practices your competitors…Social  Media  Brand  Report   You get…TopBrand
  21. 21. With  your  score,    Your  brand  is  ready  to  go  to  the  next  level…  
  22. 22. 24Top companies are wondering how to take theirsocial media initiatives to the next level…• Do more of the right things• Put structure around what is unstructured• Benchmark “As Is”• Create a strategy and plan• Track the progress• Gather the right metrics• Create and sustain world-class social media brand
  23. 23. Social  Media  Assessments  place  you  and  your  brand  in  a  leadership  posi:on…  5  •  Clear  answers  and  strong  guidance  •  A  dis:nc:ve  voice  •  A  compe::ve  advantage  
  24. 24. Newest  Report….  With  Answers    How  To…
  25. 25. LET’S HAVE ALOOK AT THEINTERESTGRAPH DATATOP 15COSMETICBRANDSWHO DO YOUTHINK RANKSHIGHEST INENGAGEMENT?
  26. 26. 1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Knowing what channel to post on4. Knowing when to promote the content so it’s seen5. Knowing what type of fans to engage with6. Creating a lot of that great content7. Saving money on content creation by curating highlytrending content8. Creating an editorial calendar for posting/ reposting content9. Making smart choices on ad buys marketing partnershipsTo Increase EngagementWinning Brands Master…
  27. 27. PhotosVideoTYPE OF CONTENT MOST SHARED INCOSMETIC INDUSTRY: PHOTOSOfferWhat type of content is your brand creating the most of?Is that the best choice?
  28. 28. 1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Knowing what channel to post on4. Knowing when to promote the content so it’s seen5. Knowing what type of fans to engage with6. Creating a lot of that great content7. Saving money on content creation by curating highlytrending content8. Creating an editorial calendar for posting/ reposting content9. Making smart choices on ad buys marketing partnershipsTo Increase EngagementWinning Brands Master…
  29. 29. Elf hasthehighestnumberof posts
  30. 30. ButElf hasthe lowestengagementHighest engagement:• COVERGIRL• Olay
  31. 31. 1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Knowing what channel to post on4. Knowing when to promote the content so it’s seen5. Knowing what type of fans to engage with6. Creating a lot of that great content7. Saving money on content creation by curating highlytrending content8. Creating an editorial calendar for posting/ reposting content9. Making smart choices on ad buys marketing partnershipsTo Increase EngagementWinning Brands Master…
  32. 32. These arepostingmore onTwitterthanFacebook…FacebookTwitter
  33. 33. But most oftheengagementis onFacebook…FacebookTwitter
  34. 34. 1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Knowing what channel to post on4. Knowing when to promote the content so it’s seen5. Knowing what type of fans to engage with6. Creating a lot of that great content7. Saving money on content creation by curating highlytrending content8. Creating an editorial calendar for posting/ reposting content9. Making smart choices on ad buys marketing partnershipsTo Increase EngagementWinning Brands Master…
  35. 35. WHEN’S RIGHT TIME TO SHARE CONTENT?PHOTOS ON WEDNESDAYSFor the highest engagement
  36. 36. 1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Knowing what channel to post on4. Knowing when to promote the content so it’s seen5. Knowing what type of fans to engage with6. Creating a lot of that great content7. Saving money on content creation by curating highlytrending content8. Creating an editorial calendar for posting/ reposting content9. Making smart choices on ad buys marketing partnershipsTo Increase EngagementWinning Brands Master…
  37. 37. LIST OF COVERGIRL TWITTER INFLUENCERSOlayCOVERGIRL CAN• Know who their top influencers are• Engage with those influencers
  38. 38. PhotosVideoFANS OF AFFINITY BRANDS INCREASETHE LIST OF THE BEST FANSOfferHow do you findwho to follow interactwithto drive the best engagement?
  39. 39. 1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Knowing what channel to post on4. Knowing when to promote the content so it’s seen5. Knowing what type of fans to engage with6. Creating a lot of that great content7. Saving money on content creation by curating highlytrending content’8. Creating an editorial calendar for posting/ reposting content9. Making smart choices on ad buys marketing partnershipsTo Increase EngagementWinning Brands Master…
  40. 40. OlayYou are taken directly to thebrand’s trending contentElf could:• Evaluate the brand’s content,interactions, likes, comments• Use this information to help informthe content strategy and tacticsLet’s say you are Elf Cosmetics…You could become the Margaret MeadAnd dig in and study OPC –Other People’s ContentHIT PUBLISH
  41. 41. OlayStudy Affinity BrandTop Trending Content•  Burberry•  WalmartTop Trending Contentof Brands shared byCOVERGIRL FANSCOVERGIRL can use this info for:•  Study what their fans engage with
  42. 42. 1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Knowing what channel to post on4. Knowing when to promote the content so it’s seen5. Knowing what type of fans to engage with6. Creating a lot of that great content7. Saving money on content creation by curating highlytrending content8. Creating an editorial calendar for posting/ reposting content9. Making smart choices on ad buys marketing partnershipsTo Increase EngagementWinning Brands Master…
  43. 43. Olay• Find the top trending content• Add it to your content to your contentmanagement system- BuddyMedia…• Reduce your content creation budget
  44. 44. 1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Knowing what channel to post on4. Knowing when to promote the content so it’s seen5. Knowing what type of fans to engage with6. Creating a lot of that great content7. Saving money on content creation by curating highlytrending content8. Creating an editorial calendar for posting/ reposting content9. Making smart choices on ad buys marketing partnershipsTo Increase EngagementWinning Brands Master…
  45. 45. CREATE A STRATEGICCONTENT CALENDAR Type Mon Tues Wed Thurs Fri Sat SunStatusoptional 10 optional optional 20 15trendingpostsoptional 25 optional optional 40 30Linkoptional optional optional 12 optionaltrendingpoststrendingpostsoptional optional optional 20 optionalPhoto7 14 repost 14trendingposts15 20 repost 20Video8 repost repost trending 68 repost repost trending 6Optimized Posting Schedule For Best EngagementYou now know the bestcontent type, days times to post…Results in30%engagement
  46. 46. 1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Knowing what channel to post on4. Knowing when to promote the content so it’s seen5. Knowing what type of fans to engage with6. Creating a lot of that great content7. Saving money on content creation by curating highlytrending content8. Creating an editorial calendar for posting/ reposting content9. Making smart choices on ad buys marketing partnershipsTo Increase EngagementWinning Brands Master…
  47. 47. OlayAffinity BrandStrategy Planning•  Fashionista.com•  Walmart•  Marie Claire•  Styledotcom•  Burberry•  Who What Wear•  Burberry•  NickelodeonCOVERGIRL can use this info for:•  Cross promotion•  Consideration for ad placementBrands shared byCOVERGIRL FANS
  48. 48. TODAY WE COVEREDHOW TO MAKE THE BEST DECISIONSABOUT INCREASING ENGAGEMENT THE EFFECTIVENESS OF YOURSOCIAL MEDIA MARKETING SPENDYour homework is to master:1. Knowing what format of content to create2.  Knowing where their engagement stacks up compared to their competitors3.  Knowing what channel to post on4.  Knowing when to promote the content so it’s seen5.  Knowing what type of fans to engage with6.  Creating a lot of that great content7.  Saving money on content creation by curating highly trending content8.  Creating an editorial calendar for posting/ reposting content9.  Making smart choices on ad buys marketing partnerships
  49. 49. SIMPLE WAY TO USE BIG DATA…TO COMPARE YOUR ENGAGEMENTTO YOUR COMPETITORS…ANDMAKE BETTER SOCIAL MEDIAMARKETING DECISIONS…AND GET ROIX
  50. 50. Go here to get your brand’s report: http://smo.infinigraph.com
  51. 51. To  download  the  report…  hp://bit.ly/ZJ1qiM
  52. 52. @drnataliewww.drnatalienews.comGREATSOCIAL ENGAGEMENTIS ABOUTKNOWING WHATDRIVES ENGAGEMENTTHANK YOUWant to learn how to do this?Take my course at UCLA:Online: http://bit.ly/10BUwcEIn person in LA: http://bit.ly/16s3Qac

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