The Data Geek's Guide to Social Media Marketing (SIC 2013)

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Presentation from Seattle Interactive Conference 2013, October 2013.
The social landscape is getting more diverse with more channels to build your presence, and more brands jumping in the game. For marketers, knowing which networks warrant investment is no small feat. This is data geek's perspective on how leading brands are using social media across 8 major social channels. Using hard data to highlight trends and benchmarks for each social network as well as the commonalities or differences relevant for marketers.

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  • As there are more channels…. More ways to use those channels … and becoming more important.
  • Initially Mighty Wings was being pushed on Facebook and Twitter through paid ads under the #MightyWings. The Mighty Wings campaign builds off of the TV ads starring Joe Flacco and Colin Kaepernick, quarterbacks from the Super Bowl XLVII game. The ad has 8 other short 30 second spots interviewing potential suspects for “Who stole the Mighty Wings?”The McDonald’s Twitter has changed to one of the suspects, The Groundskeeper, who interacts on Twitter with other linked Twitter accounts of other suspects from the TV spots. The two star quarterbacks have also been tweeting about the Mighty Wings. The campaign is extremely successful. The characters in the videos are talking to one another on different social media sites. The cheerleader on Facebook, Groundskeeper on Twitter, etc.  The “Who Has the Mighty Wings?” campaign is similar to another famous food ad, “Where’s the beef?” which was used by Wendy’s in the 1980s.
  • NEW Starbucks program….. Tweet a Coffee. Can buy your friend a cup of coffee via Twitter once you register.Deeply integrating social media with their business. Making it easier to buy their product via social.
  • Same story.As an Amex cardholder you get benefits from engaging in Social. Redeem offers via Tweeting hashtags.Drives more usage of the card and ideally more people wanting to be Amex members.
  • Facebook hashtags instantly took hold with top brandsThis is something we see time and time again… leaders capitalize on the new features and opportunities.You can’t be first on Facebook anymore… but you can be first with the new features and find creative ways to leverage for your brand.
  • Lululemon … Instagram video…Same story… we saw leaders flock to IG Video and Vine. Now of course measuring this over-time is key to see if it drives results, but that’s the point of experimental… being nimble each to jump on the trends and then decide how to bring into that consistency.
  • The Data Geek's Guide to Social Media Marketing (SIC 2013)

    1. 1. #sicDataGeek A Data Geek's Guide to Marketing on Facebook, Twitter, Instagram, Tumblr, LinkedIn, Google+, YouTube, and Pinterest Adam Schoenfeld CEO, Simply Measured @schoeny sic:// 2013
    2. 2. 2 © 2013 Simply Measured, Inc
    3. 3. Perk of My Job = Tons of Data 3 © 2013 Simply Measured, Inc
    4. 4. Studies of The Interbrand 100 slideshare.com/simplymeasured 4 © 2013 Simply Measured, Inc
    5. 5. We All Know That Social Media is Kind of Big 5 © 2013 Simply Measured, Inc
    6. 6. Brands Have Clearly Arrived Interbrand 100 Social Media Adoption Brand Accounts Active Brand Accounts 120% 100% 98% 94% 98% 94% 99% % of Interbrand 100 85% 87% 80% 80% 71% 74% 73% 65% 55% 60% 40% 52% 31% 21% 20% 0% 6 © 2013 Simply Measured, Inc
    7. 7. But, It’s Still Relatively Early For Marketers 7 © 2013 Simply Measured, Inc
    8. 8. Increasingly Complicated and Messy There are at least 8-10 “major” social networks. New features and advertising products every quarter. The average big brand has 178 profiles. 8 © 2013 Simply Measured, Inc
    9. 9. What Works For Leading Brands in Social Media?
    10. 10. We’ve Seen Common Threads in The Data… 1. 2. 3. 4. 5. 6. 7. Consistency Dedicated / Around the Clock Visual Know The Networks Integrated Experimental Data-Driven 10 © 2013 Simply Measured, Inc
    11. 11. Consistency 11 © 2013 Simply Measured, Inc
    12. 12. Audi On Instagram Photos Posted Videos Posted 3 Engagement 70.0K 60.0K 2 50.0K 40.0K 30.0K 1 20.0K Engagement Posts 2 1 10.0K 0 0 12 © 2013 Simply Measured, Inc
    13. 13. Toyota’s Audience Growth Audience Growth Over Time Facebook Twitter Google+ YouTube Instagram 4.0K Audience Gained/Lost 3.5K 3.0K 2.5K 2.0K 1.5K 1.0K 500 0 -500 13 © 2013 Simply Measured, Inc
    14. 14. Dedicated / Around The Clock 14 © 2013 Simply Measured, Inc
    15. 15. Consumers Are There Around The Clock Customer Service Demand By Time of Day Customer Service Tweets 16.0K 14.0K 12.0K 10.0K 8.0K 6.0K 4.0K 2.0K 0 15 © 2013 Simply Measured, Inc
    16. 16. Leading Brands Build Programs To Respond 16 © 2013 Simply Measured, Inc
    17. 17. @MicrosoftHelps Around The Clock Twitter Account Activity By Hour 600 Mentions Your Replies Mentions & Replies 500 400 300 200 100 0 Mentions & Replies Twitter Account Activity By Day 1.6K 1.4K 1.2K 1.0K 800 600 400 200 0 Mentions Your Replies 17 © 2013 Simply Measured, Inc
    18. 18. Visual 18 © 2013 Simply Measured, Inc
    19. 19. Consumers Creating Visual Content 19 © 2013 Simply Measured, Inc
    20. 20. Visual Content on Facebook 20 © 2013 Simply Measured, Inc
    21. 21. Visual Content on Tumblr 21 © 2013 Simply Measured, Inc
    22. 22. Visual Content Taking Over 22 © 2013 Simply Measured, Inc
    23. 23. They Know The Networks 23 © 2013 Simply Measured, Inc
    24. 24. Recognizing The Mode of Engagement Varies Tweet Distribution by Platform Web Mobile Top Twitter Clients Other Twitter for iPhone 16.5K web 9,975 Twitter Web Client 7,585 Twitter for iPad Twitter for BlackBerry® 34% 1,123 HootSuite 18% 1,358 1,007 TweetDeck 847 Tweet Button Tweetbot for iOS 406 RoundTeam 376 dlvr.it 300 Mobile Web (M2) 294 TweetCaster for Android 256 Tumblr 24 437 twitterfeed 48% 459 236 © 2013 Simply Measured, Inc
    25. 25. Tumblr and Content Lifecycle/Longevity 25 © 2013 Simply Measured, Inc
    26. 26. Pinterest As a Community Interbrand Social Media Adoption Brand Accounts Active Brand Accounts 120% 100% 98% 94% 98% 94% 99% % of Interbrand 100 85% 87% 80% 80% 71% 74% 73% 65% 55% 60% 40% 52% 31% 21% 20% 0% 26 © 2013 Simply Measured, Inc
    27. 27. Pinterest For Your Site 27 © 2013 Simply Measured, Inc
    28. 28. LinkedIn: More Than Just a Job Board Top Brands LinkedIn Activity 100% % of Interbrand 100 Brands 90% 88% 78% 80% 70% 55% 60% 50% 40% 40% 30% 19% 20% 10% 0% Brands with Company Accounts 28 Brands that posted a job Brands that posted an update Share 1+ update per week Share 5+ updates per week © 2013 Simply Measured, Inc
    29. 29. Packaging and Timing for The Audience 29 © 2013 Simply Measured, Inc
    30. 30. Integrated 30 © 2013 Simply Measured, Inc
    31. 31. Coordinated & Integrated: McDonald’s 31 © 2013 Simply Measured, Inc
    32. 32. Coordinated & Integrated: Starbucks 32 © 2013 Simply Measured, Inc
    33. 33. Coordinated & Integrated: Amex As it gets more complex, this gets harder and arguably more important 33 © 2013 Simply Measured, Inc
    34. 34. Experimental 34 © 2013 Simply Measured, Inc
    35. 35. Experimenting with New Features Percentage of Brand Posts Containing Hashtags 30% 26% % of Brand Posts with Hashtags 26% 25% 23% 20% 20% 16% 11% 10% 5% 14% 14% 15% 19% 19% 18% 15% 19% 16% 13% 12% 11% 16-Jun 18-Jun 8% 3% 0% 12-Jun 14-Jun 20-Jun 35 22-Jun 24-Jun 26-Jun 28-Jun 30-Jun © 2013 Simply Measured, Inc
    36. 36. Experimenting with New Content Types 36 © 2013 Simply Measured, Inc
    37. 37. Experimenting With Community Percentage of Engagement Compared to Brand Average Brands that don't allow user posts Brands that allow user posts 160% 134% 140% 120% 100% 107% 104% 91% 104% 90% 83% 86% 80% 60% 40% 20% 0% Average Engagement Average Shares Average Likes 37 Average Comments © 2013 Simply Measured, Inc
    38. 38. Data-Driven • Optimizing Content & Tactics • Measuring Against Competitors and Industry Leaders • Learning from Results Across Channels • Learning from Results Across Profiles, Campaigns, Programs 38 © 2013 Simply Measured, Inc
    39. 39. The End
    40. 40. Questions? @schoeny adam@simplymeasured.com

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