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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
 

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 ...

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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     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 Presentation Transcript

    • 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
    • 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 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
    • ENGAGEMENT IS ESSENTIALLY PEOPLE SHARING CONTENT All that sharing iswhat’s causing theBIG DATAExplosion!!!@drnatalieWhere content is: status updates, links, photos, videos, etc…
    • 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 that’s necessaryand good to do but….
    • 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…
    • 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
    • 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…
    • $OLUTION:MEASURE ENGAGEMENTKNOW FOR SUREIF THE CONTENT ISDRIVING MARKETING$UCCESS
    • To measure & compare engagementrequires something new…Based on customer’s collective:• Actions• Interests• Needs• Wants• Dreams• Behaviors….That’s where interest graph data comes into playThat’s how you gain am emotional connect
    • •  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…
    • 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  
    • 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
    • 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• 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
    • 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  
    • 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. 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…
    • PhotosVideoTYPE OF CONTENT MOST SHARED INCOSMETIC INDUSTRY: PHOTOSOfferWhat type of content is your brand creating the most of?Is that the best choice?
    • 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…
    • 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. 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…
    • 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. 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…
    • 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. 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…
    • 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 drive the best engagement?
    • 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…
    • 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
    • OlayStudy Affinity BrandTop Trending Content•  Burberry•  WalmartTop Trending Contentof Brands shared byCOVERGIRL FANSCOVERGIRL can use this info for:•  Study what their fans engage with
    • 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…
    • Olay• Find the top trending content• Add it to your content to your contentmanagement system- BuddyMedia…• Reduce your content creation budget
    • 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…
    • 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 in>30%engagement
    • 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…
    • 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
    • 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
    • SIMPLE WAY TO USE BIG DATA…TO COMPARE YOUR ENGAGEMENTTO YOUR COMPETITORS…ANDMAKE BETTER SOCIAL MEDIAMARKETING DECISIONS…AND GET ROIX
    • Go here to get your brand’s report: http://smo.infinigraph.com
    • To  download  the  report…  h>p://bit.ly/ZJ1qiM
    • @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