Optimizing Social Media: Making Real-Time Decisions on Real-Time Data


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Social media, with its nebulous, random activity, also gives marketers a lot of real-time intelligence about where their market – or potential market – is, and what they are talking about. This has led to the new specialty of social media optimization, which leverages all this data so that marketers can make the most of social media. This session will look at methods for optimizing – from posting when a target market is most responsive to technologies that target potential fans or followers.

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Optimizing Social Media: Making Real-Time Decisions on Real-Time Data

  1. 1. Analyze · Automate · Activate Optimizing Social Media: Making Real-Time Decisions on Real-Time Data @chasemcmichael @infinigraph CASE STUDY
  2. 2. SOCIAL OPTIMIZATION <ul><li>Landing page </li></ul><ul><li>Keyword </li></ul><ul><li>Feed </li></ul><ul><li>Content </li></ul><ul><li>Engagement </li></ul><ul><li>Social Ad Targeting </li></ul><ul><li>Social Display Media </li></ul>
  3. 3. FOCUS TODAY ON CONTENT OPTIMIZATION Facebook is all about >>>>>>>>>>>>>>>>>>>> RELEAVANCE and ENGAGEMENT
  4. 4. THE SOCIAL MEDIA MANAGER TODAY OVERLOADED with content, tools and management Not simple to optimize
  5. 5. REAL TIME CONTENT MARKETING OPPORTUNITY <ul><li>Optimization against trends dives engagement / reach </li></ul><ul><li>Leverage key SOCIAL brands with amazing content </li></ul><ul><li>Intelligent curation enables access to the top Brand Trending Content </li></ul>
  6. 6. THINGS ARE CHANGING Why is my content not getting more attention?
  8. 8. THE SOCIAL MEDIA CONUNDRUM <ul><li>ROI for social media is tough to value. </li></ul><ul><li>Growing Facebook and Twitter audiences cost time and $$ . </li></ul>
  9. 9. INTELLIGENT CURATION NOW Sourcing trending content based on the brands audience interaction
  10. 10. CONTENT OPTIMIZATION – MAKE EVERY POST COUNT <ul><li>Identify trending content </li></ul><ul><li>“ Repost the good stuff” </li></ul><ul><li>Determine what audience is most into </li></ul><ul><li>Leverage intelligence to drive better engagement </li></ul>
  11. 11. OPTIMIZATION DELTA AND REPOSTING “ Thanks to InfiniGraph, Complex Media’s Network flagship site Complex.com received 30% more traffic” Aleksey Baksheyev Director of Technology Complex Media, Inc.
  12. 12. ABOUT THEGRIO.COM <ul><li>TheGrio.com - First video-centric news community focused on serving African-Americans </li></ul><ul><li>Social Reach - 372,547   FB & Twitter Followers </li></ul>
  13. 13. SOCIAL TRENDING CONTENT IN ADS = SCALE Real-time filtered trending content; in ads, apps, website and FB landing pages - content marketing at scale.
  14. 14. INTELLIGENCE CONTENT SCALING Social Mass Content Intelligence Ad Networks Brand Web Site Facebook page House Ads Mobile In Apps 3 rd party or Partner site Curation Cloud Ad/App delivery
  15. 15. IT WORKS <ul><li>Industry standard banner </li></ul><ul><li> CTR ~ .03% - .06% </li></ul><ul><li>CURATED SOCIAL CONTENT </li></ul><ul><li>.45% CTR </li></ul>68% of people are more likely to remember an ad with social context. - Nielsen 300x250
  16. 16. CHALLENGES <ul><li>Paid, Earned and Owned Media has to work together </li></ul><ul><li>&quot;Brands as Publishers“ </li></ul><ul><li>Can’t just rely on one channel </li></ul>There's 3 types of people who'll read your content: Igniters (1%), Sharers (9%), and Watchers (90%)
  17. 17. A SOLUTION - CURATING SOCIAL CONTENT &quot;InfiniGraph paves that path to calculable Social ROI ...... Ads with social trending content jumped from .05% to 2.5% CTR! &quot; Dan Woolsey - Director of Business Operation, NBC Universal
  18. 18. SOLUTION <ul><li>Source highly relevant content based on consumer behavior and intent </li></ul><ul><li>Increase engagement on your Facebook and Twitter around relevant content </li></ul><ul><li>Know what's resonating in your community and where </li></ul>There's 3 types of people who'll read your content: Igniters (1%), Sharers (9%), and Watchers (90%)
  19. 19. USE CASES FOR TRENDING CONTENT <ul><li>Trending content is portable to apps too </li></ul>Both Facebook and Twitter together streaming within app – Content Discover in real time
  20. 20. MELDING PAID WITH OWNED AND EARNED MEDIA <ul><li>Use social media as a barometer to what's relevant – optimize on what trends </li></ul><ul><li>Expose content to target audience in an interactive format </li></ul><ul><li>Create discovery in many places drives interaction </li></ul>There’s no silver bullet in content marketing.
  21. 21. BENEFITS <ul><li>Content is always changing </li></ul><ul><li>Visually Dynamic </li></ul><ul><li>Social shares build-in </li></ul><ul><li>Consumers see 3 to 5 on average </li></ul><ul><li>Simple! </li></ul>
  22. 22. SOME TAKE AWAY <ul><li>Paid media can drive target traffic to your social presence </li></ul><ul><li>If done well, content marketing results in great success across a brand's paid, owned, & earned media </li></ul><ul><li>Content marketing isn't about taking away from your other marketing efforts. Use content to fuel your other existing channels </li></ul>
  23. 23. THANK YOU <ul><li>Chase McMichael – InfiniGraph </li></ul><ul><ul><li>chase.mcmichael@infinigraph.com </li></ul></ul><ul><ul><li>@chasemcmichael </li></ul></ul>