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Great marketing is about great data

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Dr. Natalie Petouhoff presentation Great marketing is about great data -

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Great marketing is about great data

  1. 1. GREAT SOCIAL MARKETING IS ABOUT GREAT DATA:THE STATE OF CONTENT AND ENGAGEMENT Dr. Natalie L. Petouhoff @drnatalie DoctorNatalie@gmail.com
  2. 2. SOME BACKGROUND ON ME… OUR RADIO SHOW Example Software Company Interviewed: TWYXT.comwww.TheSocialNetworkShow.comBroadcasting in 82 countries
  3. 3. WEBINARS ON CONTENT MARKETING
  4. 4. Example: Dr. Natalie’s Social Media ROI Webinar Results @ 2000 Registrations 800 Attendees
  5. 5. WRITE ROI THOUGHT LEADERSHIPEBOOKS, CASE STUDIES, WHITE PAPERS…
  6. 6. WRITE / CO-AUTHOR BOOKS
  7. 7. THERE’S ANEW WAVEOF BRANDBUILDING
  8. 8. BRANDS are… SOCIALEXPERIENCES
  9. 9. BRANDS are… DigitalEXPERIENCES
  10. 10. TAKE FOR INSTANCE…GEORGE TAKEI’S FACEBOOK PAGE
  11. 11. LET’S TAKE A LOOKAT ONE PHOTO…
  12. 12. Video Map of How Viral Photos Spread One Piece of Content Shared• Each visualization starts from George*• As each branch grows, re- shares split off onto their own arcs• Some re-shares spawns a new generation of shares• The two colors are gender• Shares originate from news feed• July to September 2012*Source: Stamen https://vimeo.com/50730773 http://www.facebookstories.com/stories/2200/data-visualization-photo-sharing-explosions
  13. 13. >3.5 BILLION PIECES OF CONTENT ARE SHARED / WEEK How can we make sense of all this?
  14. 14. PEOPLE ARE ACTING ON CONTENT
  15. 15. MARKETERS ARE IN
  16. 16. inSOCIAL CURRENCY
  17. 17. BUT IS IT POSSIBLE To CALCULATE SOCIAL MEDIA ROISkeptics think social media is too “fluffy” toadequately measure return on investment (ROI) Would you calculate the ROI of a phone? Would you calculate the ROI of your mom? Would you calculate ROI of your pants? 18
  18. 18. THERE IS AN ROI OF ANYTHINGTHAT PROVIDES And there is an ROI VALUE of your mom, a phone and wearing pantshttp://www.flowtown.com/blog/what-is-the-roi-of-your-mom 19
  19. 19. WHAT’S THE GOAL OFPOSTING SO MUCH CONTENT?• Typical Marketing Metrics • Increase positive sentiment • Increase share of voice • Increase awareness, interest, consideration, intent • Increase lead conversions rates and sales • Loyalty, Brand Advocacy and Referrals
  20. 20. PEOPLE ARE SHARING MORE THAN EVERBUT WHAT DO BUSINESSES NEED TO DO?
  21. 21. NEED A STRATEGY FOR DIGITAL/ SOCIAL MEDIA INITIATIVES UCLA Anderson Course Social Media Success Step 7: Iterate and Pivot Step 6: Aligning PoliticsStep 3: Finding Your & the OrganizationAudienceStep 2: Creating a Step 5: DesigningMeasurement Practice Galvanizing InteractionsStep 1: Gathering The Step 4: CreatingRight Insights Engaging Content@drnatalie 22
  22. 22. Top companies are wondering how to take their social media initiatives to the next level…• Do more of the right things• Put structure around what is unstructured• Benchmark “As Is”• Create a strategy and plan• Track the progress• Gather the right metrics• Create and sustain world-class social media brand 23
  23. 23. SOCIAL MEDIA BRAND ASSESSMENTSWe help you determine where you are compared to best practices & your competitors… You get… • An objective assessment • Recommendations • Short & long term strategic • Short & long term tactical plan
  24. 24. Social Brand Assessment Discovery Areas7 Steps to FastTrack Social Media InitiativesStep 1: Monitoring & BenchmarkingStep 2: Business Goals & MeasurementStep 3: Audience Identification & EngagementStep 4: Create Content for Business ResultsStep 5: Design Interactions for Business ResultsStep 6: Create Organizational Synergy & TrainingStep 7: Iterate and Pivot 25
  25. 25. Social Brand Capability Calculator What’s your brand score? OPTIMIZE = 500 INTEGRATE = 400 ENGAGE =300 LISTEN = 100 LEARN= 200
  26. 26. With your score,Your brand is ready to go to the nextlevel…
  27. 27. Social Media Assessments place you and yourbrand in a leadership position… • Clear answers and strong guidance • A distinctive voice • A competitive advantage 5
  28. 28. Winning Brands Master Content Marketing What are the three big problems around content and engagement? 1. Creating great content so fans will want to interact with it 2. Creating a lot of that great content 3. Promoting the content so it’s seen
  29. 29. Challenges with Content Marketing • The truth is most brands don’t have the budget to create enough great content to be effective at engaging their customers • What makes matters worse, in addition to a content creation budget, you also need a promotion budget • And the cost to promote content – can be prohibitive
  30. 30. EdgeRank Dilutes Content Marketing Effectiveness Content only reaches ~3% of your fans
  31. 31. How much does a Sponsored Posts or Story Cost? One sponsored story from Facebook costs $200 • Let’s say the brand posts 2 times day • $200 x 2 = $400/day • 7 days/wk x $400/day = $2,800/wk • 4 wks/mo x $2,800/wk = $11,200/mo • 12 mo/yrs x $11,200 = $134,400/yr • $134,400/ yr just to get your content seen! And that doesn’t include the cost of the: • Creative • Content production • Content delivery systems (like Buddymedia) • Community managers….
  32. 32. Winning Brands Beat EdgeRank • EdgeRank gives greater exposure (reach) to posts that are more engaging • Boring posts decrease your reach and thus your bottom line • The solution is to create more interesting posts
  33. 33. What makes a better post? You need the data to analyze your content and your competitors: • Benchmark engagement performance vs. your competitors • Surface the best content and content types to engage your target audiences • Find and leverage trending content in the your industry • Create a clear curation strategy and leverage trending content in your industry
  34. 34. Competitive Intelligence has Evolved • Was keyword-based monitoring and listening • Now an Interest Graph World • Based on context of consumers collective actions
  35. 35. TO MAKE SOUND BUSINESS DECISIONSNeed insight into consumer actions • What drives the most engagement / interaction • What type of content • Where they are interacting • When they are interacting
  36. 36. Isnt it worthknowing whatis relevant to your audience?
  37. 37. NEW SPECIALTY OF SOCIAL MEDIA OPTIMIZATION:INDUSTRY REPORTS• Leverages social media B.I.G. data• Provides a • Competitive analysis • Brand engagement• Allows marketers to evaluate content • Best type of content • When to post • Where to post
  38. 38. BUSINESS DATA SETS ARE TOO BIG TOCAPTURE AND ANALYZE MANUALLY• Why is big data such a big deal?• Our customers are liking, commenting, sharing, tweeting, pluss-ing and re- pinning “B.I.G. Data is the next frontier for innovation, competition and productivity.” --McKinsey
  39. 39. THERE’S A LOT OF THIS SOCIAL DATA…• Customers are telling us, through that big data • Exactly which photos and videos and blog posts have the biggest impact on them• But it’s not organized!!!!
  40. 40. NEW SPECIALTY OF SOCIAL MEDIA OPTIMIZATION:INDUSTRY REPORTS• Leverages social media B.I.G. data• Provides a: • Competitive analysis • Brand engagement• Allows marketers to evaluate content • Best type of content • When to post • Where to post
  41. 41. Brands in This Industry Report• American Eagle • Old Navy• Outfitters • Polyvore• BeBe • Refinery29• Gap • ShopBop• H&M • Urban Outfitters• Hollister Co • Wet Seal
  42. 42. BRAND COMPARISON OFVOLUME OF CONTENT POSTED How to Use This Data: • Compare volume of posts compared to competitors • Make better decisions about content – Creating and – Posting
  43. 43. PERFORMANCE VS. CONTENT TYPE PHOTOS ARE SHARED THE MOST How to Use This Data: • Evaluate type of content gets most interactions • Make better choices on the type of content to PhotosInteractions / Post Note: create How is this comparison different Status than the previous slide? Link What’s the difference between engagement Video and interactions? Offer
  44. 44. POST VOLUME Posts Facebook Posts Refinery29 most FB posts
  45. 45. POST VOLUMEPosts Tweets Refinery29 most Tweets
  46. 46. ENGAGEMENTEFFECTIVENESSEngagement Facebook bebe most Facebook engagement
  47. 47. TOP CONTENT ON FACEBOOK BASED ON-- ENGAGEMENT--
  48. 48. ENGAGEMENTEFFECTIVENESSEngagement Twitter ABERCROME most Twitter engagement
  49. 49. TOP CONTENT ON TWITTER BASED ON-- ENGAGEMENT--
  50. 50. TOP COSMETIC BRANDS:
  51. 51. TOP BRANDS: ENGAGEMENT
  52. 52. TOP BRANDS: ENGAGEMENT CoverGirl Olay
  53. 53. TOP BRANDS: ENGAGEMENT Olay
  54. 54. TO LEARN MORE ABOUT THE TOP BRANDS CONTENT Olay
  55. 55. HIT PUBLISH You are taken directly to the brand’s trending content list OlayKey take-a-ways:• Evaluate the brand’s content, interactions, likes, comments• Use this information to help inform your content strategy and tactics
  56. 56. LIST OF "COVERGIRL" TWITTER INFLUENCERS Use this data as part of your Tactical Planning Key take-a-ways: • Do you know who your brand’s top influencers are? • Have you engaged those influencers? • How does your influencer list compare to this list for Olay CoverGirl? • Have you engaged all these Twitter influencers? • What are your key social indicators? • How do they compare to other brands? • Use this content when creating your Twitter Strategy and Tactical plans
  57. 57. LIST OF BRANDS SHARED BY "COVERGIRL" FANS Use this data as part of your Affinity Strategy Planning Study: • Burberry • Walmart • CoverGirl Olay Key take-a-ways: • Do you know the type of content your affinity brands post? • Have you looked at the content your affinity brands post? • Use this information to inform your: • Overall content creation distribution plan • Partnership planning
  58. 58. LIST OF BRANDS SHARED BY "COVERGIRL" FANS Use this data as part of your Affinity Strategy Planning Study: • Burberry • Walmart • CoverGirl Olay Key take-a-ways: • Do you know the type of content your affinity brands post? • Have you looked at the content your affinity brands post? • Use this information to inform your: • Overall content creation distribution plan • Partnership planning
  59. 59. LIST OF BRANDS SHARED BY "COVERGIRL" FANS Use this data as part of your Affinity Strategy Planning Study what: • Burberry • Walmart • CoverGirl Olay To know: • What their fans find fascinating • These brands represent opportunities for: • Cross promotion • Consideration for ad placement
  60. 60. REAL-TIME INTELLIGENCE ABOUTCUSTOMERS, COMPETITORS AND ENGAGEMENT My new content and engagement plan
  61. 61. REAL-TIME INTELLIGENCE ABOUTCUSTOMERS, COMPETITORS AND ENGAGEMENT Decisions about what content to create & when to post
  62. 62. A STRATEGIC CONTENTMARKETING CALENDAR Type Mon Tues Wed Thurs Fri Sat Sun optional 10 optional optional 20 15 Status trending posts optional 25 optional optional 40 30 optional optional optional 12 optional Link trending trending posts posts optional optional optional 20 optional Post allocations over a 4-week period 7 14 repost 14 Photo trending posts 15 20 repost 20 8 repost repost trending 6 Video 8 repost repost trending 6 By studying and altering content programming, engagement increases by >30%
  63. 63. REAL-TIME INTELLIGENCE ABOUT CUSTOMERS, COMPETITORS AND ENGAGEMENT• Customer Engagement • How engaged customers are (engagement effectiveness) • What customers are talking about• Ad Optimization Data • Use Long Tail Interest Graph to discover audience interests for better targeting
  64. 64. http://smo.infinigraph.com
  65. 65. THANK YOU GREAT SOCIAL MARKETING IS ABOUTGREAT DATA ABOUT CONTENT Dr. Natalie L. Petouhoff @drnatalie SEND AN EMAIL IF YOU WANT THE FREE Competitive Industry REPORT DoctorNatalie@gmail.comPut ENGAGEMENT REPORT in the subject line

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