WOMMA Summit: Driving Measurable Results with the Science of Engagement

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As audience behaviors become less consistent and more fragmented, technological and social innovations present new opportunities to create deeper connections with people through real-time dialogue and …

As audience behaviors become less consistent and more fragmented, technological and social innovations present new opportunities to create deeper connections with people through real-time dialogue and content. Explore the craft and science behind social engagement through the use of technology and engagement best practices. Through case studies and conversation, learn how to use technology and word of mouth engagement to drive results that matter, tied to real business objectives.

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  • 1. DRIVING MEASURABLE RESULTSWITH THE SCIENCE OF ENGAGEMENT Tarah Feinberg Head of Live Media Studio @TarahFO | tarah.feinberg@icrossing.com
  • 2. The question is…CAN SOCIAL MEDIA DRIVE REAL BUSINESS VALUE FOR MARKETERS?
  • 3. Yes.BUT LET’S ACKNOWLEDGE SOME OF THE CHALLENGES…
  • 4. DISINTERMEDIATIONCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4
  • 5. DISINTERMEDIATIONCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 5
  • 6. 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
  • 7. WE’RE NOT SURE HOW (WHAT) TO MEASURECOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 7
  • 8. LACK OF FORMAL, MEASURABLE ENGAGEMENT BEST PRACTICESCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 8
  • 9. But what about the opportunities?UNLOCK THE POWER OF SOCIAL MEDIA TO DRIVE RESULTS
  • 10. 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
  • 11. 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
  • 12. Social media success starts with the right foundation BUILDING A FOUNDATION WITH GOVERNANCE, STRATEGY & TRAININGCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 12
  • 13. GOVERNANCE The Playbook… •  Rules of engagement •  Best practices •  Moderation •  Escalation •  Localization •  Permissioning •  ScalabilityCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 13
  • 14. AGILE STRATEGY Gather insights Evaluate Prioritize strategic performance opportunities Publish & Develop editorial & Propagate engagement plan Produce contentCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 14
  • 15. 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
  • 16. There is a better way to execute (and optimize) DATA AND INSIGHTS-DRIVEN CONTENT STRATEGY & ENGAGEMENT BEST PRACTIECSCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16
  • 17. EDITORIAL PROGRAMMING AUDIENCE SEGMENT SEARCH & SOCIAL INFORMED THEMES AUDIENCE TECHNOGRAPHICS & CHANNELS FORMATS TOPICS AWARENESS CONSIDERATION RATIONALE PREFERENCE ACTION ADVOCACYCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 17
  • 18. AUDIENCE MANAGEMENT Processes and practices for… •  Real-time research •  Analysis •  Planning •  Publishing •  Propagating •  Engaging •  ReportingCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18
  • 19. 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
  • 20. TALENT + TECHNOLOGYCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20
  • 21. 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
  • 22. Unlocking business value: don’t count your social media metrics MEASUREMENT & ANALYSISCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 22
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. Case Study SOUNDS GREAT, DOES IT WORK?COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 26
  • 27. 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
  • 28. $120M in deposits driven from visible search and social synergy - Financial Services ProviderCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 28
  • 29. 48 million earned media-- branded content-- impressions generated from just 140,000 daily active fans - Big Box RetailerCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 29
  • 30. 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
  • 31. 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
  • 32. 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
  • 33. THANK YOU! Tarah Feinberg Head of Live Media Studio@TarahFO | tarah.feinberg@icrossing.com