How to maximize engagement in social channels
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How to maximize engagement in social channels

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Presented as part of ad:tech uni Sydney, November 2011 ...

Presented as part of ad:tech uni Sydney, November 2011
Engineering for social sharing
The competition for attention
What are social objects
How insights help to deliver optimized content
The role of third party content
How influencers can help maximize engagement
Real time versus past tense tracking
Advanced - what is Facebook's edge rank algorithm?

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  • Its about behaviour. Social being the new mainstream means everyone has become a content sharerPhotocredit: http://www.flickr.com/photos/guiguibu91/2889883615/
  • Social Networks form around Social Objects, not the other way around.Influencers act as facillitators Brands can act as facillitatorsPhoto credit: http://www.flickr.com/photos/portland_mike/6140660504/sizes/l/in/photostream/.jpg
  • It’s not just about your competitors anymore – you’re competing with every single post, tweet, status update and paid adhttp://www.allfacebook.com/facebook-ticker-sponsored-stories-2011-11
  • http://www.slideshare.net/MillwardBrown/value-of-a-fan
  • http://www.slideshare.net/MillwardBrown/value-of-a-fan
  • http://www.slideshare.net/MillwardBrown/value-of-a-fan
  • The days of setting up a Facebook Page and automatically getting fans is overIn 2011, brands who are either engaging in Facebook need to consider differentiators for community, variety, fun, interactionhttp://www.slideshare.net/MillwardBrown/value-of-a-fan
  • From David Armano on FlickrPhoto credit: http://www.flickr.com//photos/7855449@N02/2781278148/.gif
  • 2 options for
  • Disruptor brands do really well at harnessing the power of social objectse.g. Virgin First Timeshttps://www.facebook.com/virgin?sk=app_183196278426346
  • https://www.facebook.com/virgin?sk=app_183196278426346
  • https://www.facebook.com/virgin?sk=app_183196278426346
  • http://gapingvoid.com/2007/10/24/more-thoughts-on-social-objects/Example 1. You and your friend, Joe like to go bowling every Tuesday. The bowling is the Social Object. Example 2. You and your friend, Lee are huge Star Wars fans. Even though you never plan to do so, you two tend to geek out about Darth Vader and X-Wing fighters every time you meet. Star Wars is the Social Object. Example 3. Apple release iPhone 4GS. You line up to buy it and then you take photos of it to share whith your friends. People It’s the social object. Example 4. You’ve been married for less than a year, and already your first child is born. In the last year, you and your spouse have acquired three beautiful new Social Objects: The marriage, the firstborn, and your own new family. It’s what life’s all about
  • http://www.tumblr.com/explore
  • How easy is it to share your content? Seems like an obvious question, but sending people a word document press release is not the most sharable. When you’re trying to get to influencers, make sure you make your message and content easy for them to pass it along. The best buzzword of the last couple of months: Frictionless Sharing.Photo credit: http://www.flickr.com/photos/jurvetson/882193732/sizes/l/in/photostream/
  • I shared a graphic of social posting within Facebook. I tracked what happened to it over the few weeks that followed
  • A few hours after I shared it, 4 other friends shared it straight away
  • Within a few hours, their friends had also started sharing it.
  • 3 weeks later, it had reached 656 shares. This content was set a spublic so it was visible and sharable by many
  • The only clue as to where the content came from was on the graphic itself. I did a search for Breaking Copy to find the original post.http://www.breakingcopy.com/social-media-flowchart-status
  • Once the graphic had gone round the friend nework, it turned up being shared by a couple of brand pages
  • On a normal day, the Facebook page for NYC Pride, the organization that puts on gay and lesbian pride events in New York, gets about 10 new fans. A typical NYC Pride wall post gets fewer than 50 comments, and very few posts get any “reshares” (that’s when a Facebook user decides to broadcast one of NYC Pride’s posts to his full network). But on Monday, a world-changing news story forever altered NYC Pride’s social media presence: Kim Kardashian got divorced. A short time later, Chris Frederick, managing director of Heritage of Pride (NYC Pride’s parent group), spotted an image on Facebook that summed up the gay rights message in Kardashian’s divorce, he posted it on the page.By Thursday morning, the post had received nearly 18,000 Likes, about 2,400 comments, and—most significantly—almost 14,000 shares. According to All Facebook, a site that keeps track of Facebook fan pages, NYC Pride saw a huge spike in Facebook fans—over the course of two days, it earned 1,000 new followers. Frederick told me that he doesn’t know who created the image—he doesn’t remember which of his friends posted it—but that it proved more effective than anything else the group has ever posted.Source:http://www.slate.com/articles/technology/technology/2011/11/facebook_images_why_your_feed_is_crammed_with_visual_gags.single.html#pagebreak_anchor_2
  • http://www.slate.com/articles/technology/technology/2011/11/facebook_images_why_your_feed_is_crammed_with_visual_gags.single.html#pagebreak_anchor_2
  • Scren captures are from Alterian SM2 http://www.alterian.com/socialmedia/
  • The number of unique people who saw a story about this Page published by a friend from 1 Oct to 31 Oct. These stories include: liking our Page, posting to the Page wall, liking, commenting on or sharing one of the Page posts, and taking other actions related to to the page that their friends could see.Each point represents the unique people reached in the 7-day period ending with that day.
  • http://statigr.am/home.php
  • http://www.ohmygodwhathappened.com/index.html
  • http://www.youtube.com/watch?v=Z5dIzY7yvRAhttp://www.latfh.com/post/880155399/dear-honda-you-owe-us-a-million-dollars
  • http://www.youtube.com/watch?v=ive3vXv-XRkOld Spice went ballistic after it aired on the Superbowl spot more than 18 months ago. But the campaign that put Old Spice into a different viral league, "Responses," broke speed records online. It flew passed 35 million views in one week. After that, the campaign ran hot for about six months, charging through 500,000-plus views each week. Today, the campaign brings home about 200,000 views per week. It spiked to 400,000 views with Old Spice's new Fabio campaign, a phenomenon called viral reactivation, but fell back to 200,000 weekly views afterwards. At this rate, "Responses" will hit 100 million views in about two years.
  • http://trendsmap.com/local/au/sydney
  • http://trendsmap.com/local/au/sydney
  • http://trendsmap.com/local/au/sydney
  • Affinity =You’ve probably seen this in action. Spy on an ex-boyfriend or girlfriend, snoop on their profile and suddenly they’re in your news feed all the timeEdge Weight = Photos are more important than someone “liking” a business profile, etc.The three types of content which are widely understood to have the highest Edge Weight are Videos, Photos, and Links. Knowing that these are have the heaviest weighting should alter the way you communicate using Facebook. You should try and incorporate objects with high weight scores into any announcements that you want to reach as many of your followers as possible .Recency = For example, regardless of how much the EdgeRank is based on Affinity and Weight, if it’s old news it becomes less likely to appear. This is different to Twitter which relies only on chronological order.http://econsultancy.com/us/blog/7885-edgerank-the-most-important-algorithm-you-ve-never-heard-of
  • http://www.emarketer.com/Article.aspx?id=1008677&ecid=a6506033675d47f881651943c21c5ed4&R=1008677Companies on Facebook and other social sites are always trying to determine what to post to get fans engaged. While each brand is different, and its fans will respond to different things, there are some common threads that companies can keep in mind when planning social media posts and status updates.Digital marketing agency Web Liquid analyzed 16 brands and more than 1,500 brand posts from March to May 2011 to see which Facebook posts saw the most engagement, such as comments and “likes.
  • http://www.emarketer.com/Article.aspx?id=1008677&ecid=a6506033675d47f881651943c21c5ed4&R=1008677Within the text of a post, companies can encourage action by asking fans to “like” or comment on the post. Momentus Media found that Facebook status updates that contained the word “like” saw a 0.38% engagement rate and those that said “comment” saw a 0.14% engagement rate. Text updates without “like” or “comment” saw 0.11% engagement.
  • http://www.d3.do/labs/circleoftrust/index.phpThe problems with G+?Geeks and tech peopleCompany pages are basic and can’t run competitions or engagement piecesNo internal analyticsSo you’re Reliant on

How to maximize engagement in social channels How to maximize engagement in social channels Presentation Transcript

  • 1023 November 2010, Sydney Tiphereth Gloria Social Media Strategist, GPYR Sydney http://twitter.com/tiphereth http://www.digitaltip.com.au http://www.gpyr.com.au/blog/www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydney How to maximize engagement in social channelswww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • Agenda23 November 2010, Sydney 1. Engineering for social sharing 2. The competition for attention 3. The basics - what every digital site should have 4. What are social objects 5. How insights help to deliver optimized contentwww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • Agenda23 November 2010, Sydney 6. The power of the extended network 7. The role of third party content 8. How influencers can help maximize engagement 9. Real time versus past tense tracking 10. Advanced - from Facebooks edge rank algorithm to G+ Pageswww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • The basics23 November 2010, Sydney • Link your digital channels online • Advertising/marketing material should lead to at least one of your digital destinations • What are your social objectives linked to? • How are you measuring those? • How are you reporting back?www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydney SOCIAL = PEOPLE NOT PLATFORMSwww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydney ENGINEERING FOR SOCIAL SHARINGwww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • The competition for attention23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • What do social media participants expect?23 November 2010, Sydney • The following report supports Facebook’s claim via an independent global study • Study prepared for World Federation of Advertisers • Not about an arbitrary $ figure for media/ sales value • All about how to build brand and optimise fan pages • Survey of 24 fan pages from large companies • Categories included confectionery, alcoholic and non- alcoholic drinks, personal care and telecommunications • US, UK, Australia, France, Germany and Sweden plus some globalwww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • Examples of brand as facilitator23 November 2010, Sydney • You have 2 options as a brand: • use other people’s content (third party content) as social objects • build/construct/converse using existing brand strategic direction (create your own social objects)www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydney Example 3rd party: Virgin uses yourFacebook content tostart a conversation about Virgin’s first timeswww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydney Example 3rd party: Virgin uses yourFacebook content tostart a conversation about Virgin’s first timeswww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • What are social objects?23 November 2010, Sydney • A reason for people to have a conversation • The interesting thing about the Social Object is the not the object itself, but the conversations that happen around them. • Best place to “see” social objects in action: – Twitter hashtags [text memes] – Tumblr [visual memes] – Facebook [visual memes since latest changes] – Buzzfeed – Meme generator siteswww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydney YOUR CONTENT COULD GO ANYWHEREwww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • The role of third party content23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • Gay marriage23 November 2010, Sydney18,000 Likes,about 2,400 comments,almost 14,000 shares and1,000 new followerswww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • Why?23 November 2010, Sydney • Facebook algorithm change – big images in the feed + images get into top stories • Meme generator sites - http://memegenerator.net/ • Occupy wall streetwww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydney How insights help to deliver optimized contentwww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • Example channel analysis for Brand Mentions23 November 2010, Sydney Twitter – much less than the rest ofForums are the industrymost important channel forbrand mentionswww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • Twitter @mentions23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • Facebook:Talking about this23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • How we Reached People (Reach and Frequency)23 November 2010, Sydney The number of unique people who saw a story about this Page published by a friend from 1 Oct to 31 Oct. These stories include: liking our Page, posting to the Page wall, liking, commenting on or sharing one of the Page posts, and taking other actions related to to the page that their friends could see.Each point represents the unique people reached in the 7-day period ending with that day.www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • The percentage of people Most viral posts whove created a story from your Page post out of the total number of unique people who have seen it23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • The power of the extended network23 November 2010, Sydney • Freemium versus paid (only some pay for a version with more features) • Gifting economy – reputation (bloggers operate in this space)www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydney How influencers can help maximize engagement Honda Jazz & Old Spicewww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • Real time versus past tense tracking23 November 2010, Sydney • Real time = Twitter • Past tense = everything else • Social monitoring tools – Radian6 – Alterian SM2 – Buzznumbers – PeopleBrowsr – Facebook Insights (+ 3rd party ad ons e.g. Socialbakers, Wildfire)www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • #QantasLuxury23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • All the trending topics related to #QantasLuxury23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydney Advanced Facebooks edge rank algorithmwww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • Edgerank algorithm23 November 2010, Sydney • Affinity – Affinity is a score based on the proximity or how “friendly” you are with someone. • Edge Weight – Edge Weight is a basic formula which decides that certain pieces of content are more likely to appear in news feeds than others. • Recency – The final element of the EdgeRank is related to recency, which is actually known as time decay.www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • Photos are the most popular on Facebook23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • If you ask for likes you get them23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • the experiment23 November 2010, Sydney • http://memegenerator.net / • http://www.buzzfeed.com/ • Try Tumblr, Instagram or another visual social platform you don’t normally usewww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  • 23 November 2010, Sydney Thank you ANY QUESTIONS?www.ad-tech.com/uni @adtechANZ #atuni ad:tech university