Actionable

Insights

How data defines social strategy at

iCrossing

Sabeen H. Ahmad
Assoc. Director, Social Strategy
Highlights
• Brands should utilize cross-departmental
data to define social media strategies
and tactics
• Goals in social...
About iCrossing
A DIGITAL AGENCY INSIDE A

CONTENT EMPIRE
iCrossing is a subsidiary of
Hearst Corporation
If it’s

DIGITAL do it
we

STRATEGY &
PLANNING

PROGRAM DESIGN

market research
analytics
planning
strategy

media plannin...
Our approach to
social
Successful social programs
require a range of skill sets

STRATEG
Y

SEARCH

CREATIVE

MARKET
RESEARCH

ANALYTIC
S
And social is no longer just
“earned” media
Community
Community
Management
Management

Content &
Content &
Creative
Creati...
Our approach to
Content and
Measurement
SOPHISTICATION OF GOALS

2013
2012
2011
Build user base, as a larger
community provides more
friends to connect with, whil...
This used to drive engagement:
And it worked!
Facebook Engagement 2012
Samsung USA

LG Electronics USA

Sony

Whirlpool USA

0.16
0.14
0.12
0.10
0.08
0.0...
But then Facebook changed its algorithm
Making it harder to engage audiences

Facebook Engagement 2012
Samsung USA

LG Electronics USA

Sony

Whirlpool USA

0.16
...
The half-life of Social Media Posts is Short

7.4
3.2

2.8

16
And Facebook started penalizing
“low quality” content
“Pages producing some low quality,
meme content can expect to see a
...
So it’s important to define relevant KPI’s

When Reach decreases,
Engagements decline…

Engagement
Engagements
=
Score
# F...
Measurement continues to evolve

FB
+Likes
Comments
+Shares / Total
ENGAGEMENT =
Fans
SCORE
FB REACH
+
+
=
Comments
Likes ...
Tool: 5 Questions to Ask yourself about
your content

1. Does this content help the brand achieve its
goals?
2. Is the con...
Consumers are used to brands sounding like
they’re reading a script… so surprise them
Coca-Cola and
Coca-Cola and
AT&T bot...
Other data points need to be considered
1.
2.
3.
4.
5.
6.
7.
8.

Total fans/followers
Engagement Rate – Likes vs. Unlikes
...
Data + Insights = …

Optimization
Thank you

Sabeen H. Ahmad
Assoc. Director, Social Strategy
Engage NYC 2013: Sabeen Ahmad, iCrossing
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Engage NYC 2013: Sabeen Ahmad, iCrossing

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Sabeen is Associate Director, Social Strategy at iCrossing, where she works with Fortune 100 clients from a variety of disciplines, including but not limited to, financial services, telecommunications, home electronics and appliances, as well as travel and lifestyle.

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Engage NYC 2013: Sabeen Ahmad, iCrossing

  1. 1. Actionable Insights How data defines social strategy at iCrossing Sabeen H. Ahmad Assoc. Director, Social Strategy
  2. 2. Highlights • Brands should utilize cross-departmental data to define social media strategies and tactics • Goals in social have become more sophisticated • What makes branded content interesting and shareable? • Data lends to greater insights and allows for optimization of social content and
  3. 3. About iCrossing
  4. 4. A DIGITAL AGENCY INSIDE A CONTENT EMPIRE iCrossing is a subsidiary of Hearst Corporation
  5. 5. If it’s DIGITAL do it we STRATEGY & PLANNING PROGRAM DESIGN market research analytics planning strategy media planning creative content creation community management CHANNEL IMPLEMENTATION digital media SEO social mobile / tablet web development CONNECTED MARKETING PLATFORM bid management (TECHNOLOGY) (Ares™) / SEO management (Apollo™) / data management platform (Core Audience)
  6. 6. Our approach to social
  7. 7. Successful social programs require a range of skill sets STRATEG Y SEARCH CREATIVE MARKET RESEARCH ANALYTIC S
  8. 8. And social is no longer just “earned” media Community Community Management Management Content & Content & Creative Creative Media Media (SEO & Paid) (SEO & Paid)
  9. 9. Our approach to Content and Measurement
  10. 10. SOPHISTICATION OF GOALS 2013 2012 2011 Build user base, as a larger community provides more friends to connect with, while building an advertising audience Optimize user experience, to insure member’s loyalty, by aggressively leveraging algorithms to serve content users are most likely to engage with Optimize content for engagement and more frequent posts, to nurture relationships with fans and satisfy Facebook algorithms Collect page likes, as a critical mass of fans is required before larger content efforts are worthwhile TIME Drive revenue, as a public company FB faces more pressure to extract advertising dollars from brands and makes platform changes to help do so Align closer to business objectives by like building brand advocacy and making content more brand and product relevant
  11. 11. This used to drive engagement:
  12. 12. And it worked! Facebook Engagement 2012 Samsung USA LG Electronics USA Sony Whirlpool USA 0.16 0.14 0.12 0.10 0.08 0.06 0.04 2012-Sep 2012-Aug 2012-Jul 2012-Jun 2012-May 2012-Apr 2012-Mar 2012-Feb 0.00 2012-Jan 0.02
  13. 13. But then Facebook changed its algorithm
  14. 14. Making it harder to engage audiences Facebook Engagement 2012 Samsung USA LG Electronics USA Sony Whirlpool USA 0.16 0.14 0.12 0.10 0.08 0.06 0.04 2012-Dec 2012-Nov 2012-Oct 2012-Sep 2012-Aug 2012-Jul 2012-Jun 2012-May 2012-Apr 2012-Mar 2012-Feb 0.00 2012-Jan 0.02
  15. 15. The half-life of Social Media Posts is Short 7.4 3.2 2.8 16
  16. 16. And Facebook started penalizing “low quality” content “Pages producing some low quality, meme content can expect to see a slight decrease. Pages that are exclusively posting low quality, meme content might see a bigger drop. The magnitude of the change will be greatest for Pages creating high quality content. Generally, these Pages should see increased distribution.”
  17. 17. So it’s important to define relevant KPI’s When Reach decreases, Engagements decline… Engagement Engagements = Score # Fans This leads to a lower Engagement score …but the number of Fans remains constant The Facebook algorithm punishes low Engagement Scores by lowering reach Reach = % of your fans Reached by a Post The higher the Reach of a post, the easier it is for that post to generate Engagements (Comments, Likes, Shares) A large unengaged base becomes a drag on a brand’s engagement score, which has negative impacts to the “reach” achieved for brand Facebook posts
  18. 18. Measurement continues to evolve FB +Likes Comments +Shares / Total ENGAGEMENT = Fans SCORE FB REACH + + = Comments Likes Shares / Reach of ENGAGEMENT that Post Both are calculated by post, then all posts averaged to calculate a monthly score ENGAGEMENT SCORE •Continues to be an important measure for how effectively we are engaging our entire fan base •Can be benchmarked against competitors REACH ENGAGEMENT SCORE •Measures the usefulness of our content among those fans reached, with little influence from paid activity
  19. 19. Tool: 5 Questions to Ask yourself about your content 1. Does this content help the brand achieve its goals? 2. Is the content relevant to your audience? 3. Is the voice unique to the brand? 4. Is the content valuable or entertaining 5. Would you personally share this content?
  20. 20. Consumers are used to brands sounding like they’re reading a script… so surprise them Coca-Cola and Coca-Cola and AT&T both AT&T both integrate products integrate products in interesting ways in interesting ways Current Events: Current Events: BMW authentically BMW authentically capitalizes on the capitalizes on the Royal Baby Royal Baby conversation conversation
  21. 21. Other data points need to be considered 1. 2. 3. 4. 5. 6. 7. 8. Total fans/followers Engagement Rate – Likes vs. Unlikes Post Sentiment Day-parting: frequency, time of day Response Rates – are you a ‘socially devoted’ brand? Daily impressions Evaluation of themes/topics/formats Additional metrics relevant to your brand’s goals
  22. 22. Data + Insights = … Optimization
  23. 23. Thank you Sabeen H. Ahmad Assoc. Director, Social Strategy

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