Mumbrella360: Social Media Tactics From The Dark Side
1.SOCIAL MEDIA TACTICS FROM THE DARK SIDEWhat marketers can learn from digital agenciesWhat marketers can learn from digital agencies.Mumbrella360: Wednesday 5th June 2013Emily Knox@DeependSocial Media Strategist
2.DOCUMENT OUTLINEDOCUMENTDOCUMENTOUTLINEOUTLINE.1. About Deepend2. Agencies, Clients & Social Media3. Audience Insightsi. Hunch – audience insightsii. FollowerWonk – audience insightso o e o aud e ce s g ts4. Using the Force – Ferrero Case Study
4.ABOUT DEEPENDAbout DeependDeepend – a full service digital agency:• Design & development• StrategyStrategy• Mobile• Moving image• Social mediaOur clients:• Our social media team represents a wide range of clients fromwithin:• FMCG• Tourism• Entertainment• Beauty
5.SOCIAL MEDIA.ARTS, AGENCIES, & SOCIAL MEDIA0202.AGENCIESAGENCIES,& SOCIAL
6.AGENCIES, CLIENTS & SOCIAL MEDIAAgencies, Clients & Social MediaAlthough Deepend partners with many clients in planningand managing their social media presences, there are someclients who prefer to manage their profiles in-house.These clients tend to:• Have in-house resources to manage social channels;B b tt l d t th i i l di fil th th• Be better placed to run their own social media profiles rather thanhand to an agency;• Not always have access to costly social monitoring software;• Be time poor – not have full-time staff dedicated only to socialmedia marketing.gThis presentation provides methods I use to improve myclients’ social media presences which are:F d ’t i tl i l it i l ti• Free – don’t require costly social monitoring or analyticssubscriptions.• Simple – don’t require the use of complex tools.• Quick – and can be done on an ad hoc basis.
8.AUDIENCE INSIGHTSHunch Twitter Followers – Qualitative Follower InformationWhat:• Hunch’s mission is to build a ‘Taste Graph’ of the entire web,using algorithmic machine learning to connect people with theirffi i i f hi b k & d d idaffinities eg. fashion, books & gadgets and provide smart, taste-driven recommendations.• One of the ‘Goodies’ available on Hunch.com is the TwitterFollower Stats tool which provides info from the taste graph of theFollowers of any Twitter profile with over 1k Followers.• Use Twitter Follower Stats to gain insights into your own fans andthose of your competitors and peers.How:• Go to Hunch.com/Twitter-Followers/ and type in a @UserName andhit ‘Analyze’hunch.com/twitter-followers/
9.AUDIENCE INSIGHTSHunch Twitter Followers – Qualitative Follower InformationInsights – @Deepend example:• Tech-savvy, heavy social media users• Concerned with appearance spend money on fashionConcerned with appearance, spend money on fashion• Middle class:• Health conscious• ManagersI t ti l• International• Australian/English• Live in metro areasPros:• Gain insights into Followers’ tastes, lifestyles and values that gobeyond what they declare in their bio, and beyond theirconversations about the brand.Cons:• Relies on integrity of Hunch data• Only assesses fans of a brand who use Twitter• Data only available for accounts with 1K+ Followersy
10.AUDIENCE INSIGHTSFollowerWonk – Analyse Your Twitter FollowersWhat:• Followerwonk is a (mostly) free tool that helps you explore andgrow your social graph.• Examine your Twitter followers:• Who are they?• Where are they?• When are they most active?y• Which ones are influential?How:ffollowerwonk.com• Visit followerwonk.com and select the ‘Analyse Followers’ tab• Enter the @UserName of the account you’d like to analyse, andselect ‘analyze their followers’• Insights include psychographic segments: including gender,location, Twitter activity, and more.location, Twitter activity, and more.
11.AUDIENCE INSIGHTSFollowerWonk – Analyse Your Twitter FollowersInsights – @monamuseum:• Followers most active 9pm-11pm Don’t stop tweeting when Don t stop tweeting whenyou leave the office! Use a tool such as Buffer orHootsuite to schedule tweetsat the most active timesM t f ll i T & AU E t• Most followers in Tas & AU Easternseaboard, but they are also pepperedaround the world Remember to tweet in tunewith UK & US timezones aswell as AUwell as AU• Most followers are arts professionals Is there a wider audience youcan target who are interestedin art?Pros: Try using Twiangulate.com’sKeyword tool to find morefollowers by Bio keywords• Great overall demographic & psychographic snapshot of Twitter followers – both yourown & competitors• Option to also analyse those you followCons:Cons:• Doesn’t tell you who is most engaged with your Twitter profile
13.CASE STUDIESFerrero – Engaging the Right Chocolate LoversChallenge:• Everyone loves chocolate, but how do we use Facebook to engagethose most likely to purchase at the online store?Objectives:• GROW the Facebook PageEconomically (CPA < 1/3 Facebook Av )• Economically (CPA < 1/3 Facebook Av.)• With users most likely to buy• ENGAGE with fans• At a category leading level (Engagement Rate > 2 xFacebook Av )Facebook Av.)• DRIVE TRAFFIC to the ecommerce site• Target: 10% referrals from Facebook
14.CASE STUDIESFerrero – Engaging the Right Chocolate LoversWhat we knew:• The top conversion rates from Xmas campaign banner ads camefrom 4 sites: 2threads, Nuffnang, MyInvites, Woman’s Day.What we found:• Used the Hunch Twitter Follower tool and FollowerWonk to analyseTwitter followers of the 4 media brands. 2 psychographic groupsYoung, Rich& Flashyemerged:1. Young, Rich & Flashy: 2threads & Nuffnung – F18-34,urban, educated, large disposable income, fashion interest,OTT, tech savvy, blog readers2 Caring Homemakers: Woman’s Day & MyInvites Followers2. Caring Homemakers: Woman s Day & MyInvites Followers– F35-55, lower middle class, Mums, homemakers, nottech savvy, religious/spiritual, moral, scrapbookingCaringHomemakers
15.CASE STUDIESFerrero – Engaging the Right Chocolate LoversWhat we did:• Content:• Created content themes aimed at 2 psychographic groupsYoung, Rich & Flashy Caring HomemakersCreated content themes aimed at 2 psychographic groups,which alienated neither.• YR&F – images with Tumblr sensibility appeal to fashionset, entertaining/lifestyle content with wow factor• CH – maternal nurturing, ‘cute’ imagery, demonstration ofl i ift & i l ilove via gifts & special occasions• Facebook Ads:• Different creative tailored to 2 psychographic profiles.• Psychographic sub-targets created & tested:• YR&F (F18-34) Fashion, Tech/Social Media, Beauty,Nightclubs & Parties, Entertaining & Decorating• CH targets (F35-55) Emotional,Spiritual/Superstitious Positive Thinkers PrimarySpiritual/Superstitious, Positive Thinkers, PrimaryGrocery Buyers, Creative Gifters, Home Cooks
16.CASE STUDIESFerrero – Engaging the Right Chocolate LoversResults:• GROW the Facebook Page• Economically (CPA < 1/3 Facebook Av )Economically (CPA < 1/3 Facebook Av.)• With users most likely to buy Average CPA ~$0.25 (1/8 industry average ~$2.00) Grew fan-base by 114k in 12 monthsENGAGE ith f• ENGAGE with fans• At a category leading level (Engagement Rate > 2 xFacebook Av.) Engagement Rate ~3-4 times industry averageConsistently placed in top 20 AU Pages by Engagement Consistently placed in top 20 AU Pages by EngagementRate (outside of high-engagement campaign periods)• DRIVE TRAFFIC to the ecommerce site• Target: 10% referrals from Facebook Facebook is responsible for ~20% referral traffic to Facebook is responsible for ~20% referral traffic toFerreroBoutique.com.au
17.THANK YOUTHANKTHANKYOUYOU. For further information, please contactus at the following details:Emily KnoxSocial Media Strategistemily@deepend.com.au61 2 8917 7900+61 2 8917 7900@Deepend