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How TCBY Got 398% More Engagement With Data-Based Content Marketing

Our Nov 7 2012 webinar. Jason Cormier of Room 214 presented How We Boosted TCBY Engagement by 398%. Natalie Petouhoff presented Brand Engagement and Content Performance. Brian Carter presented Answers to Frequent Questions About Content Marketing. How big data empowers better performance, and how critical interaction is to Social Media ROI.

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How TCBY Got 398% More Engagement With Data-Based Content Marketing

  1. 1. WEBINAR AGENDAIntroduction How We Boosted TCBY Engagement By 398% Jason Cormier, Room214 @jasoncormier Brand Engagement & Content Performance Natalie Petouhoff, Ph.D., Lecturer at UCLA Author of Like My Stuff @drnatalie Frequent Questions About Content Marketing Brian Carter, Author of The Like Economy VP Customer Success, InfiniGraph @briancarterAdditional Q&A
  2. 2. Jason CormierCo-founder,Room 214TCBY CASE STUDY
  3. 3. Contents• The Digital Path to Success (Big Picture)• TCBY Case Study• How TCBY achieved 398% Increase in Brand Engagement @jasoncormier | jcormier@room214.com
  4. 4. The Digital Path to Success ModelA repeatable process for optimization on: – Research, analysis and strategy – Content planning, creation and curation – Segmentation, activation and acquisition – Campaign creation and community management @jasoncormier | jcormier@room214.com
  5. 5. 3 Steps to Research that Informs Strategy STEP 3: SHAPE CONTENT STRATEGY FROM ANALYSIS - Brainstorming with consideration of how new data identifies opportunities aligned with goals and objectives. Begin considering content assets to support ideas and actions to follow7
  6. 6. Case Study - TCBYRoom 214 & InfiniGraph
  7. 7. Jason
  8. 8. Content Planning, Creation & Curation @jasoncormier | jcormier@room214.com
  9. 9. Interests Lead To Relevant Content Sources • Extracting long tail interests provides insights on what consumers are into • Sources indicate relevant content • What trends verifies what works • Social targeting is based on interests directly linked to brand preferences @jasoncormier | jcormier@room214.com
  10. 10. Industry Performance by Hour (Aggregated)Insight: Taking it one step further and looking at time of day, Fro-yo fans are morelikely engage with their favorite brands around lunch hour, and then again in theevenings, before and during dinner time.* Times in Central Standard Time, CST @jasoncormier | jcormier@room214.com
  11. 11. Overall Increase In Brand EngagementResults achieved by:• Defining content strategy• Altering content calendar• Overall content optimization @jasoncormier | jcormier@room214.com
  12. 12. Take-aways:• Content strategy is driven based on crowd interactions• Understand what content works facilitates validation• Consumer Interests is best for targeting in social• Content calendar must leverage industry data• Curation lifts overall post engagement Paid, Earned and Owned Media planning and execution requires Content Intelligence. @jasoncormier | jcormier@room214.com
  13. 13. Natalie Petouhoff, Ph.D. Lecturer at UCLA Author of Like My StuffBrand Engagement & Content Performance
  14. 14. Before Social Media:Brands Strategies were defined by their • Logo, font & color palette • Static emblems • Websites were online brochures • Push key messages@drnatalie
  15. 15. SOCIAL MEDIAis driving aNEW WAVE OF BRAND BUILDING
  16. 16. BRANDS are… SOCIALEXPERIENCES
  17. 17. BRANDS are… DigitalEXPERIENCES
  18. 18. Those Social Digital Experiences are made up of People Interacting With Content@drnatalie
  19. 19. With >3.5 Billion pieces of content are Shared / Week How can Marketer’s make sense of all this?@drnatalie
  20. 20. Key Question: How am I transitioning from a static brand to a dynamic brand?– Strategic Questions– Am I effectively deploying my marketing spend? • What are my competitors doing? • Is my engagement better or worse than my competitors? • What can I learn from my competitors? • Is my content marketing a competitive differentiator?– Do I know how to use real-time data to make these decisions?– Are my expenditures being wasted or are they highly effective, compared to competitors?–Tactical Questions • Am I creating enough of the right type of content? • Am I releasing content on the right days and times of a day? • What channels does my content perform better on?
  21. 21. Need a Strategy for Digital Marketing UCLA Anderson Course Social Media Success 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 26
  22. 22. MARKETERS ARE IN emotional
  23. 23. The value of posting so much content or that “social currency” is…– Increase positive sentiment– Increase share of voice– Increase awareness, interest, consideratio n, intent– Increase lead conversions rates & sales– Loyalty, brand advocacy & referrals@drnatalie
  24. 24. To make the transition from Static Message Push to Dynamic Brand ConversationMarketer’s need data to get answers for these… – Strategic Questions – Am I effectively deploying my marketing spend? • What are my competitors doing? • Is my engagement better or worse than my competitors? • What can I learn from my competitors? • Is my content marketing a competitive differentiator? – Do I know how to use real-time data to make these decisions? – Are my expenditures being wasted or are they highly effective, compared to competitors? – Tactical Questions • Am I creating enough of the right type of content? • Am I releasing content on the right days and times of a day? • What channels does my content perform better on?
  25. 25. Isnt it worth knowing what is relevant to your audience?@drnatalie
  26. 26. What you need is competitive intelligence data – It has evolved – Was keyword-based monitoring & listening – Now it’s Interest Graph-based • Based on context of consumers collective actions @drnatalie
  27. 27. Marketer’s are flying blind without this interest graph data But they don’t have to…@drnatalie
  28. 28. New Industry Reports provide…Instant data at finger tips to evaluate &compare to competitors:• Change / improve strategy• Drive tactical outcomes – Brand Engagement – Content – Best type of content to create – When to post the content: better editorial calendaring – Optimal channels to post in – Ad Targeting Optimization
  29. 29. Benefit of using the New Industry Reports: >30% increase engagement & content performance By studying and applying the insights: • Illuminate trends • Uncover content-oriented tactics • Ensure content marketing campaigns • Emotional impact with TCBY saw a consumers 398% increase • Achieve higher engagement Allows Marketer’s to make better and the right decisions
  30. 30. For marketer’s using Facebook as part of their marketing funnel Facebook’s EdgeRank Formula Facebook’s Edgerank Causes Funnel Collapse How? • Edgerank is a filter • Average Fan page only reaches 16-17% of fans • PageLever data: Pages with millions of fans reach <3% of their fanshttp://mysocialmediamatters.com/wp-content/uploads/2012/06/facebook-edgerank.jpg
  31. 31. You don’t have to be a rocket scientist to understand… The Bottom-line… • If you are using Facebook for Marketing • EdgeRank filters content— • So most of your fans never see your content • Making the affective number of people in your marketing funnel much smallerhttp://beyondbridges.net/wp-content/uploads/2012/10/EDGERANK.png
  32. 32. Strategic:real-time intelligence about customers, competitors and engagement Create a new content and engagement plan
  33. 33. Tactical:Know what content -- to post when Make better decisions about what content to create & when to post
  34. 34. Strategic and Tactical: Content Marketing Calendar for optimal engagement and business resultsType Mon Tues Wed Thurs Fri Sat Sun optional 10 optional optional 20 15Status trending posts optional 25 optional optional 40 30 optional optional optional 12 optionalLink trending trending posts posts optional optional optional 20 optional Post allocations over a 4-week period 7 14 repost 14Photo trending posts 15 20 repost 20 8 repost repost trending 6Video 8 repost repost trending 6
  35. 35. Brian Carter Author of The Like Economy, Facebook Marketing and LinkedIn For BusinessFrequent Questions About Budgeting, Planning, Competitors & Real-Time Data
  36. 36. Decision-Making Data Am I effectively deploying my marketing spend?TV Advertising: Nielsen Social Media: InfiniGraph @briancarter | brian.carter@infinigraph.com
  37. 37. Industry Insight• What is the industry doing?• Am I getting better results than my competitors? @briancarter | brian.carter@infinigraph.com
  38. 38. Competitive FocusAre your expenditures being wasted or are they highly effective compared to your competitors? You You Competitor # of Fans # of FansReach & Awareness Reach & Awareness Engagement Engagement Clicks to Clicks to Website Website Conversions Conversions @briancarter | brian.carter@infinigraph.com
  39. 39. @briancarter | brian.carter@infinigraph.com
  40. 40. • 1%• What parts of FB are worth it?
  41. 41. Facebook FunnelHow much of my social media converts? 1,000,000 fans 120,000 reach per post Visible to 12% of fans 600 interactions or web visitors per 0.5% post Interact 60 leads 10% per post become leads
  42. 42. Funnel Collapse Syndrome Why do you think engagement is so critical to bottom-line revenue?1,000,000 fans 1,000,000 fans Visible to Visible to 30,000 120,000 reach per post 12% of 3% of reach per fans fans post 600 150 interactions interactions or 0.5% or web visitors web visitors Interact per post per post 60 leads 10% per post become 15 leads leads per post
  43. 43. Competitive FocusHow do we use social media indicators to judge competitiveness? You You Competitor Reach & Awareness Reach & Awareness Engagement Engagement Clicks to Website Clicks to Website Conversions Conversions
  44. 44. Things that make you go, hmmm• EdgeRank gives greater exposure (reach) to more engaging and interesting posts – Boring posts decrease your reach and hurt your bottom line• SM is supposed to drive people through your marketing funnel – If nothing is getting through your funnel, all your effort is wasted – Promoted posts will cost you $60,000 a week• The solution is more interesting posts
  45. 45. What’s Working?Use InfiniGraph’shypercuration todiscover which contentin your niche is workingthe best. Are you doingsimilar things or whatcan you learn from thetop performers?
  46. 46. Create Content Calendar
  47. 47. Real-Time Data How do we keep up in an ever-changing social media landscape?• Update your reports monthly• Look at hypercuration of competitors daily• Watch for new ideas, new trends and new competition
  48. 48. Wrap-Up & Takeaways• Register• Search for your brand• Request a Competitive Brand Intelligence• Look at the free Industry Reports• Onboarding process, easy, fast
  49. 49. QUESTIONS?
  50. 50. UPCOMING WEBINARS• Creating More Likeable Content• Which Brands Are Stealing Your Fans?• The Performance Focused Content Calendar

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Our Nov 7 2012 webinar. Jason Cormier of Room 214 presented How We Boosted TCBY Engagement by 398%. Natalie Petouhoff presented Brand Engagement and Content Performance. Brian Carter presented Answers to Frequent Questions About Content Marketing. How big data empowers better performance, and how critical interaction is to Social Media ROI.

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