Begin at the End: Content
Planning for Insights
@Mark Williams & @DoricePiraino1
#BeginAtEnd
Meeting Overview
● Real word 2013 insights & observations on Facebook
● Draft plans for successful marketing implementatio...
About @MarkWilliams
• Creative Director, Social Strategy &
Content Programming at LiveWorld
• 15 years in social media
• 1...
About Dorice Piraino
• Analyst for Social Strategy &
Content Programming at LiveWorld
• Accidental techy turned data nerd
...
Why Are You Here?
Special Offers!
• 1-1 email consulting with @MarkWilliams for
1 week after this workshop
• We will have follow-up free web...
Rules of Engagement
1. This is YOUR workshop – let us know what you need
1. Dawn is the timekeeper. The timekeeper rules.
...
CURRENT STATE OF SOCIAL
Me! Me! Me!
Specious Connections to Current Events
Use a Cute Critter!
Let’s Play A Game!
Which leads us to this:
Crawl, Walk, Run – Pick Your Pace
• Crawl – Beginning social media programs
• Walk – Intermediate
• Run – Advanced
Social Content Planning: Crawl
• What program initiative are we supporting?
• How are we going to support it?
• Who do we ...
Basic Activity Metrics or Vanity Metrics
Crawl
Social Content Planning: Walk
• Who wants in the content calendar?
• Where do we get all the content we need?
• What metri...
Metrics Aligned Around Your Business Goal
Walk
Social Content Planning: Run
• How do I juggle competition for space in the
content calendar?
• Which content is highest p...
Metrics informing you on your performance.
Run
Social = Real Marketing ROI
● Acquisition: $1–$100/head
● Loyalty & Engagement: Reducing customer churn by 5% can
increase...
• Why Will People Participate With Your Story?
• What Value Do You Provide?
• How Do Your Customers Provide Value For You?...
The ONE Thing Dorice Wants You To Remember
Analyze to proveor improve
One Thing Mark Wants You To Remember
Engagewith a purpose
Data Analysis Process: Measuring Connection & Relationships,
Not Activities
A Short Case Study
SENTIMENT TOPIC
Positive On Topic ?
Positive Off Topic ?
Negative On Topic ?
Negative Off Topic ?
Audience Participation!
How is my audience reacting? Do they follow my lead?
Who am I reaching? Who is talking with me?
Positive
Negative
User Generated Content Negative Feedback Actions
Sentiment Balance Rejection Reasons
3232
Know Your Audience: Assess the Dialogue
Frequency & Duration
• How OFTEN are fans dialoguing?
• How LONG are they int...
Run
1.06
1.08
1.10
1.12
1.14
1.16
1.18
1.20
Aug
11
Oct
11
Dec
11
Feb
12
Apr
12
June
12
Aug
12
Oct
12
Dec
12
Feb
13
Apr
12
...
Insight Exercise: Conclusion #1
1
#Fans
Participation Frequency
1 Time 2 Times 3 Times 4 Times 5 Times 6 Times
75% of fans...
Insight Excerise: Conclusion #2
1
#Fans
Participation Duration
1 Day 2-50 Days 50-100 Days 100-200 Days
On average, 85% co...
What’s Going On?
75% of fans talk one time
85% comment only one day
• 1% of these fans create 5% of my Facebook
user content
• 33% are positive and 42% are negative
• 60% remain on topic
• T...
Consider reaching out
strategies when your
advocate falls off the radar.
Karla Total Category
User Content 2181
Music 207 ...
Insights should be actionable
Social Content
Rules
• ToExpressThemselves
• ToConnectWithorMakeFriends
• ToGainAttentionorStatus
• ToGetInformation
Why Do People Participate ...
Why People Become Fans of Brands
Source: Syncapse
Why Brands Participate in Social
• Product announcements
• Sales/special events
• Customer Service
• Branding
• We’re supp...
See The Disconnect?
Why People Participate Why Brands Participate
• Express Themselves
• Connect/Make Friends
• Gain Statu...
A Virtuous Content Cycle
• Give something of value to the audience
• Ask for something trivial in return
• Give something ...
The ONE Key to Your Social Success
Social is about ME
(and how I see myself)
It’s not about YOU
(the brand)
4747
What to Give in Social
Entertain. Inspire. Inform.
http://www.youtube.com/watch?v=IJNR2EpS0jw
What Do You Want in YOUR Newsfeed?
Move from Messaging to Story-based social marketing
Two Ridiculously Easy Ways
To Improve Your Brand Story NOW
• Change Your Focus: It’s About The Customer, Not You
• Post St...
A Really Short Guide to Storytelling
• Hero – customer (who is transformed)
• Goal – what transformation do they seek?
• O...
Products As Stories
Vs.
Story or Not a Story?
Story or Not a Story?
The ONE THING To Remember
The customer is the hero of your story
CONTENT PLANNING FOR INSIGHTS
How
Fans Love To Give Opinions
– Even when they’re not prompted!
40%37% 17%
1%
1%
1%
1% 1%
1%
Customer Support
Market Learning
● Understand what
consumers think and
what actions to take
● Drives product marketing
and...
59
1. What type of dialogue do I expect?
2. What’s the topic of the conversation?
3. How would I expect a fan to respond?
...
60
Content Planning Tip: Multiple choice
61
Why it works:
Multiple choice takes less brain
work, encourages more
response, an...
62
Content Planning Tip: Ask directed, focused questions
All Questions are NOT created equal!
Creating varying amounts of
space for an answer:
• Yes/No: quick responses.
• Fixed a...
Engage With A Purpose
We call this…
A SHORT PRODUCT STORY FOR
INSIGHTS
Status Update #1
He thinks it's time to let go of the past. She thinks this
works just fine. Who do you think is going to ...
Grilling isn't just for summer, or for burgers and hot
dogs. Here are a few of our favorite grilling recipes
for fine dini...
Status Update #3
VS.
She thinks a pink grill is just the thing. He wants stainless. We're
giving away a $50 off coupon at ...
Status Update #4
Who grills in the winter?
Send us a photo of you
grilling in the winter and
we'll pin you to our
Pinteres...
Status Update #5
60,000 BTU's, 5 burners and a cast-iron griddle…and a little
something for her too. Get the full story he...
ANALYTICS PROCESS - WORKBOOK
Insights Process
1. Define
2. Strategize
3. Analyze
4. Investigate
5. Conclude
6. Action
Business
Insights
About
Products
About
Support
About my
Brand
Marketing
Efforts
Social Insights
Content
Success
Brand
Advo...
Strategize: Go in with a plan.
74
Does the data show a
decrease in organic reach?
Is Organic
Reach
really
declining?
Is en...
Don’t go into your data blind.
If you go into the
data blind, you may
end up frustrated.
Realize social media
data is like...
Actionable insights involve taking observations from
your data and making suggestions based on a series
of relationships b...
FACEBOOK SCORING ALGORITHM
Content Value
Content Value: What value did these
actions have to the brand? A weighted
score that combines several metric...
Content Value
LiveWorldScoringAlgorithm.xlsx is available under slide share.
Content Value Points
Likes 2
Shares 20
Commen...
Lightning Round – Bring Us Your Challenges
Thank you for coming!!
Dorice Piraino
@DoricePiraino1
dorice@liveworld.com
Mark Williams
@MarkWilliams
mark@liveworld.com
...
#BeginAtEnd: Content Planning For Insights - Liveworld #SXSW2014
#BeginAtEnd: Content Planning For Insights - Liveworld #SXSW2014
#BeginAtEnd: Content Planning For Insights - Liveworld #SXSW2014
#BeginAtEnd: Content Planning For Insights - Liveworld #SXSW2014
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#BeginAtEnd: Content Planning For Insights - Liveworld #SXSW2014

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This workshop teaches how to develop "purposeful engagement" - story-based marketing that mashes up content marketing & data analytics to design social content for the results you have in mind.

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  • Raise your hand if you…Think your company/brand is getting it wrongThink you’re doing some things well, others not Are totally rocking itAre a Content person? Analytics? Both?Agency or brand? Small, medium, big social programs? <1MM, 1 -10MM, >10MMIntermediate level? Advanced? Beginner?Sports fan? (which sport)Married or single?Sing karaoke?Have been drunk any time in the past week?Earn more than 100K per year?
  • Looking at the elements of basic engagement. Focused more around activity. Seeing raw numbers. No tie ins between the data points. Content centered. Raw numbers centered.
  • Intermediate metrics: Targeted around business goals and objectives. Quantative versus quality of comments and discovery. Using data to get insights.
  • Content driven insight. Longer-term business strategy. Health of the community. Ratios; Percentiles; Trends
  • Bottoms up approach -> starting with data and finding insightsTop down approach-> starting with goals and seeing if achieving goals.
  • Brainstorm with the audience on why they think it’s important that they know their audience. BODY LANGUAGE In a conversation at a party, you can gauge the body language of a person. But in social media, you can’t. The body language IS the data. 42% Of users use multiple social channels; however Facebook still remains the #1 platform of choice, so much of this presentation will use FB data.
  • 2.5 MinutesBRAINSTORM HERE-> Word cloud/ Length of comments/etcNotes: 60% of your audience is under the age of 34. Slight difference between who you are REACHING and who is ENGAGING. This says that if you’re at a party of ten people, 1 of them is upset, 3 are ecstatic and the rest are normal. ¼ of the party is off doing its own thing while ¾ of them are there with you.
  • Why is it important that we know or ask these questions? (Ask the audience) What’s the importance of dialogue on social?What else would you ask? Ideas of why-> Fan Disinterest: Fans don’t engageFan Submission: Dialogue exchanges are not long monologues by brand and a short brief response from the fan. “Yes. No”. (Parent/child)Fan Fatigue…Pesky Aunt Maura who never had kids who calls you ALL of the time….you don’t want to be her. Fan Empowerment: Feel they can openly dialogue about issues and partake in the conversation. Feel comfortable and a sense of belonging to the conversation. (Would you stay in a conversation circle if every time you talked, you got ignored?)
  • Erik Peterson:  "Media and Content Sites this is close to or below 1.00;  Customer Support this is 1.00;  Retail between 2.0-3.0;  Marketing >10.0” Some top retail brands are seeing 2.67 rates. You want to see these rates increase. Good KPIs drive actions. Create Expectations. What are your expectations online?  
  • Talking Point: Of the 70 brands analyzed from various sectors: 75% comment once and then never again. (Min=57%; Max=89%)14% comment twice; 4% three times; 2% four times and 5% are the brand advocates/detractors.(Twice: Min 6%; Max=32%)Why do we need to know this? Need to hook the audience in with captivating content. Paid=money and getting in front of people is the first step in the relationship. So you paid to get into their life, what’s your bait to keep the dialogue flowing? Growing the base group of people who frequently talk to your brand=building loyalty and community.
  • The number of fans who interact with the brands for a longer period of time means this seems more like a community for which they belong. On average, 85% of fans talk with the brand for one day only.(Min=17%;Max:99%)Stronger, healthier communities show longer interactions with some brands having 26% of their audience interacting after 300 days! Other high performers: 21% between 200-300; 19% at 100-200 days.
  • Why is it important to know about your brand ambassadors and your brand detractors? Hot topic periods-> brand ambassadors=defenders are like your bouncers. They’ll put their boxing gloves on. It’s important that a brand have a set of loyal fans. Picture it: You’re a teenager whose parents tell you not to go swimming at high tide. Do you listen? Of course not, but if you’re at the beach and a friend of yours or another surfer tells you it’s not wise, do you take heed more readily? Of course. How many created influencer programs before social media? How many know who they are? Manage FB Twitter presence. Top contributors. … Activist program; influencer program… separate responses for each group. WHY DO I NEED TO KNOW THIS!!?Sentiment (micro part of a post): Negative indicates opportunity or dissatisfactionPassion Level:  Interaction Per Author on thread -- Frequency: How often do people come back on this thread. Influencer involvement (VIP/MVP) - Did this post reach your advocates & receive endorsements? User:  Measure the value of brand interaction for the fanGaining the fans attention/interestProviding some value to the fan (Shares/Authority) Knowledge sharingVIP/MVP:  Brand advocates – Getting endorsements from your advocates.Customer or peer support:  Creating a cooperative environment.  (Get more information out of clients;  Content Creation of fan's recipes, etc); Product recommendations & Feedback (relate to the # of tagged by moderation)  Maybe a future addition.
  • Angela’s talking with the brand extends over a large period of time.Talking Point Slide: An outline of the advocate if you want to expand on Angela who is followed by 51 and friends with over 700 peopleLooking at Angela, a brand influencer: Angela’s engagement drops significantly.She stayed positive.She stops talking with you as frequently as she had in the past.What do you do? <Brainstorm>
  • Who’s involvedMarketing, PR, Customer Support, Call Center, Product, Legal, ComplianceCustomersTarget audiences, general public, influencers, advocates, resellers, partnersWhat - People/building relationshipsBuild deeper one on one conversations (Marketing)Retain customers, acquire prospects (Marketing, Sales)Address issues, provide support (Sales, Customer Support)Share brand values, thought leadership (PR, Marketing)Protect brand identity/reputation (Marketing, Legal, Compliance)
  • HIRE DEVILS ADVOCATE. ANTICIPATE ALL SCENARIOUS.
  • DEPENDS ON GOAL: MARKET RESEARCH OR FUN. FUN THEN FUNNEL.
  • BIG GROUP TO SMALL GROUP; ACTION WILL ENSUE. FIGURE OUT HOW PEOPLE WILL MESS IT UP. Do not use “A”. Best to Use Numbers or Z
  • TAKE MAYBELLINE REGIONALLY? Now, was the overall response more green because of the image? Or was the image green because Maybelline knew the market?CLOROX: EVEN THROUGH STANDARD=LESS SCENTED & SPLASHLESS MORE NEGATIVE
  • OPEN ENDED IS MOST EFFECTIVE WHEN YOU ENGAGE WITHIN THE CONVERSATION=> DIALOGUE
  • DMAIC-Six Sigma Define/Measure/Analyze/IMPROVE & CONTROL
  • THE BIGGEST FAILURE POINT IN ANALYSIS IS NOT ASKING THE RIGHT QUESTIONS. QUESTIONS: WHAT YOU GET OUT OF SOCIAL CAN ANSWER ANY OF THESE QUESTIONS. THE KEY IS TO GET DEFINE THE QUESTION BEFORE YOU DIVE INTO THE DATA.
  • FIGURE OUT QUESTION.FACTORS THAT CAN IMPACT THAT ANSWER. FIRST STEP: MAKE SURE YOUR HYPOTHESIS IS RIGHT. FINALLY: DON’T GO FOR A SHALLOW ANSWER. SECONDARY OR TERCIARY VARIABLES MAY BE AT PLAY.
  • Cracked Foundation; Stuck windows; bowed walls; drywall cracks…
  • #BeginAtEnd: Content Planning For Insights - Liveworld #SXSW2014

    1. 1. Begin at the End: Content Planning for Insights @Mark Williams & @DoricePiraino1 #BeginAtEnd
    2. 2. Meeting Overview ● Real word 2013 insights & observations on Facebook ● Draft plans for successful marketing implementation ● Idea lists Outcomes ● Making Social Media Fun by helping Prove & Improve Process & Strategy ● Act as change agents & encourage you to ask questions ● Help you communicate to the management team in languages they understand Objectives ● Presentation ● Interactive discussion/brainstorm exercises Process ● Meeting Leader: Mark Time Keeper: Dawn ● Presenters: Mark Williams and Dorice Piraino ● Ideas & Perspectives: Everyone Roles: Everyone Participates
    3. 3. About @MarkWilliams • Creative Director, Social Strategy & Content Programming at LiveWorld • 15 years in social media • 15 years actor, director, producer • Backpacker to 6 continents • facebook.com/mark.williams2 • mark@liveworld.com Client history: • Kraft Foods, HBO, MINI, QVC, Sprint, TJX, NBA, and… • #1 Retailer in the world • #1 CPG • #1 Travel & Financial Services • #1 and #2 Pharmaceutical
    4. 4. About Dorice Piraino • Analyst for Social Strategy & Content Programming at LiveWorld • Accidental techy turned data nerd • Degrees in English & Programming • Camped on Maui for three weeks Client History: • Walmart, Oracle, Chapstick, Blue Shield, Pfizer, EQ Stables, Cars.com, Dealix, Women’s Initiative, and more. • ROI calculations on the Social Return on Investment in the Micro- Enterprise Industry
    5. 5. Why Are You Here?
    6. 6. Special Offers! • 1-1 email consulting with @MarkWilliams for 1 week after this workshop • We will have follow-up free webinar 1 month from now – email mark@liveworld.com for an invitation
    7. 7. Rules of Engagement 1. This is YOUR workshop – let us know what you need 1. Dawn is the timekeeper. The timekeeper rules. 2. FriendNDA – please don’t tweet out brands in bad examples, but do amplify good ones. 1. Please participate – ask questions! 2. #2 trumps #4. If we go too far astray on questions, Dawn will pull us back & parking lot (remember the special offers!)
    8. 8. CURRENT STATE OF SOCIAL
    9. 9. Me! Me! Me!
    10. 10. Specious Connections to Current Events
    11. 11. Use a Cute Critter!
    12. 12. Let’s Play A Game!
    13. 13. Which leads us to this:
    14. 14. Crawl, Walk, Run – Pick Your Pace • Crawl – Beginning social media programs • Walk – Intermediate • Run – Advanced
    15. 15. Social Content Planning: Crawl • What program initiative are we supporting? • How are we going to support it? • Who do we deliver reports to?
    16. 16. Basic Activity Metrics or Vanity Metrics Crawl
    17. 17. Social Content Planning: Walk • Who wants in the content calendar? • Where do we get all the content we need? • What metrics do we need to show our success?
    18. 18. Metrics Aligned Around Your Business Goal Walk
    19. 19. Social Content Planning: Run • How do I juggle competition for space in the content calendar? • Which content is highest performing? • What is my ROI?
    20. 20. Metrics informing you on your performance. Run
    21. 21. Social = Real Marketing ROI ● Acquisition: $1–$100/head ● Loyalty & Engagement: Reducing customer churn by 5% can increase profits by 25% (Leading on the Edge of Chaos, 2012 ) ● Brand Awareness: On average, social customers tell 42 people about a good customer experience (American Express, 2012 ) ● Purchase  Community participants spend 54% more (HBR, 2008)  Visitors to branded community site 2x more likely to buy (vs. page on destination social network (Momentum, 2007) ● Word of Mouth Impact on Sales (Cisco, 2009)  1% increase in good word of mouth = $16M extra sales  1% reduction in bad word of mouth = $49M extra sales ● Support: 5x-10x more cost effective vs. phone
    22. 22. • Why Will People Participate With Your Story? • What Value Do You Provide? • How Do Your Customers Provide Value For You? • What do you LEARN from your customers? Social Media Enlightenment
    23. 23. The ONE Thing Dorice Wants You To Remember Analyze to proveor improve
    24. 24. One Thing Mark Wants You To Remember Engagewith a purpose
    25. 25. Data Analysis Process: Measuring Connection & Relationships, Not Activities
    26. 26. A Short Case Study
    27. 27. SENTIMENT TOPIC Positive On Topic ? Positive Off Topic ? Negative On Topic ? Negative Off Topic ? Audience Participation!
    28. 28. How is my audience reacting? Do they follow my lead? Who am I reaching? Who is talking with me?
    29. 29. Positive Negative User Generated Content Negative Feedback Actions Sentiment Balance Rejection Reasons
    30. 30. 3232 Know Your Audience: Assess the Dialogue Frequency & Duration • How OFTEN are fans dialoguing? • How LONG are they interacting? • Can fans be re-engaged after they fall off the radar? Response cadence: • How QUICKLY do they interact with me? • Is there a PATTERN to their activity behavior?
    31. 31. Run 1.06 1.08 1.10 1.12 1.14 1.16 1.18 1.20 Aug 11 Oct 11 Dec 11 Feb 12 Apr 12 June 12 Aug 12 Oct 12 Dec 12 Feb 13 Apr 12 June 13 Aug 13 Oct 13 Jan 14 Industry Mean N Std. Deviation Financial 1.1357 932 .66363 Personal Care / Cosmetics 1.0945 4471 .17560 OTC/Pharma 1.1124 2608 .27710 Household 1.1165 8883 .18743 Retail 1.2443 930 .26242 Animal Health 1.1992 945 .37186 Total 1.1221 18769 .26097The number of TIMES each unique individual interacts with the brand has dipped from 2013. Stories/PTAT Interaction Per Author
    32. 32. Insight Exercise: Conclusion #1 1 #Fans Participation Frequency 1 Time 2 Times 3 Times 4 Times 5 Times 6 Times 75% of fans talk for the day of the post and don’t comment thereafter. 14% talk two times 5% are brand influencers
    33. 33. Insight Excerise: Conclusion #2 1 #Fans Participation Duration 1 Day 2-50 Days 50-100 Days 100-200 Days On average, 85% comment one day. Of the 15% who are actively talking, they are your main audience.
    34. 34. What’s Going On? 75% of fans talk one time 85% comment only one day
    35. 35. • 1% of these fans create 5% of my Facebook user content • 33% are positive and 42% are negative • 60% remain on topic • The average life cycle of this fan is 2 weeks • They contribute an average of 24 posts Building loyalty & a brand defense with your influencers: know who they are!
    36. 36. Consider reaching out strategies when your advocate falls off the radar. Karla Total Category User Content 2181 Music 207 32% Grocery 65 10% Children 37 6% Brand Reputation 281 44% Pets 98 15% Total Tagged Content 639 Encouraging Loyalty Through Connection: What are their behavior patterns?
    37. 37. Insights should be actionable
    38. 38. Social Content Rules
    39. 39. • ToExpressThemselves • ToConnectWithorMakeFriends • ToGainAttentionorStatus • ToGetInformation Why Do People Participate In Social Networks?
    40. 40. Why People Become Fans of Brands Source: Syncapse
    41. 41. Why Brands Participate in Social • Product announcements • Sales/special events • Customer Service • Branding • We’re supposed to be here We want you to do something for us.
    42. 42. See The Disconnect? Why People Participate Why Brands Participate • Express Themselves • Connect/Make Friends • Gain Status or Attention • Get Information • Incentives • We’re Supposed To • Branding • Customer Service • Product Announcement • Sales & Special Events
    43. 43. A Virtuous Content Cycle • Give something of value to the audience • Ask for something trivial in return • Give something of value to the audience • Ask for something trivial in return • Give something of value to the audience. • Notice the pattern – GIVE
    44. 44. The ONE Key to Your Social Success Social is about ME (and how I see myself) It’s not about YOU (the brand)
    45. 45. 4747 What to Give in Social Entertain. Inspire. Inform. http://www.youtube.com/watch?v=IJNR2EpS0jw
    46. 46. What Do You Want in YOUR Newsfeed?
    47. 47. Move from Messaging to Story-based social marketing
    48. 48. Two Ridiculously Easy Ways To Improve Your Brand Story NOW • Change Your Focus: It’s About The Customer, Not You • Post Stories, not messages
    49. 49. A Really Short Guide to Storytelling • Hero – customer (who is transformed) • Goal – what transformation do they seek? • Obstacle – what keeps them from getting it • Mentor – the brand, guides the hero • Moral – let the customer know what they got
    50. 50. Products As Stories Vs.
    51. 51. Story or Not a Story?
    52. 52. Story or Not a Story?
    53. 53. The ONE THING To Remember The customer is the hero of your story
    54. 54. CONTENT PLANNING FOR INSIGHTS How
    55. 55. Fans Love To Give Opinions – Even when they’re not prompted! 40%37% 17% 1% 1% 1% 1% 1% 1%
    56. 56. Customer Support Market Learning ● Understand what consumers think and what actions to take ● Drives product marketing and development Social Marketing Sales & Marketing ● Cost effective marketing ● Increased sales via word of mouth ● Loyalty & relationship marketing Service & Support ● More customer satisfaction ● Lower support costs
    57. 57. 59 1. What type of dialogue do I expect? 2. What’s the topic of the conversation? 3. How would I expect a fan to respond? 4. How should I respond? 5. Do my moderators have all of the information they need to respond in a timely, accurate manner? Content Planning Tip: Anticipate the dialogue
    58. 58. 60
    59. 59. Content Planning Tip: Multiple choice 61 Why it works: Multiple choice takes less brain work, encourages more response, and gives a chance to educate Why it is challenging: How do you get at the answers?
    60. 60. 62 Content Planning Tip: Ask directed, focused questions
    61. 61. All Questions are NOT created equal! Creating varying amounts of space for an answer: • Yes/No: quick responses. • Fixed answer: Limited choice list. • Open-ended: Creates space The manner of the question is critical Be careful asking ‘Why’. In most cases, this question can be reworded.
    62. 62. Engage With A Purpose We call this…
    63. 63. A SHORT PRODUCT STORY FOR INSIGHTS
    64. 64. Status Update #1 He thinks it's time to let go of the past. She thinks this works just fine. Who do you think is going to win this one?
    65. 65. Grilling isn't just for summer, or for burgers and hot dogs. Here are a few of our favorite grilling recipes for fine dining. http://someurl.com Go ahead and brag a little - what's the best thing you make on a grill? Status Update #2
    66. 66. Status Update #3 VS. She thinks a pink grill is just the thing. He wants stainless. We're giving away a $50 off coupon at http://someurl.com. If you could have any color in a BBQ, what would you choose?
    67. 67. Status Update #4 Who grills in the winter? Send us a photo of you grilling in the winter and we'll pin you to our Pinterest page! http://somepinteresturl.c om What do you think - is this crazy or what?
    68. 68. Status Update #5 60,000 BTU's, 5 burners and a cast-iron griddle…and a little something for her too. Get the full story here: http://someurl.com Best of all - get a $55 off coupon here!
    69. 69. ANALYTICS PROCESS - WORKBOOK
    70. 70. Insights Process 1. Define 2. Strategize 3. Analyze 4. Investigate 5. Conclude 6. Action
    71. 71. Business Insights About Products About Support About my Brand Marketing Efforts Social Insights Content Success Brand Advocates Topics of Interest Who am I Reaching Engagement Details Influencers Advocacy Level Sites Interests Advocac y level Sites Interests Competitive Insights Improvements and Ideas Strategies Marketing Efforts PR Insights Executive Branding Hot Topics /Crisis Campaign Success Levels Topics of Interest A/B testing & Refinement Cultural Insights Employee Concerns Define: What do you want to know?
    72. 72. Strategize: Go in with a plan. 74 Does the data show a decrease in organic reach? Is Organic Reach really declining? Is engagement declining too? What are the seasonal trends? Does paid advertising figure into this change? Has the content mix, media type, frequency or timing changed? Has the content itself changed? (Subjects or success levels) Are we losing fans? Are we seeing similar decrease on other pages?
    73. 73. Don’t go into your data blind. If you go into the data blind, you may end up frustrated. Realize social media data is like a puzzle. Be prepared with the questions you want to answer or assumption that you have.
    74. 74. Actionable insights involve taking observations from your data and making suggestions based on a series of relationships between the data points. It’s how these observations tie together that reveals the story. Investigations often reveal a series of observations that can move you in many different directions. Why do these observations matter? “So What? Why should I care?”
    75. 75. FACEBOOK SCORING ALGORITHM
    76. 76. Content Value Content Value: What value did these actions have to the brand? A weighted score that combines several metrics to measure the positive effect for the brand relative to a piece of content Engagement Success Engagement Success How many people did you engage with a piece of content. A weighted score that combines several metrics to measure how successful the content is at engaging fans. Ripple Effect Ripple Effect: How far did it ripple beyond them? How many people did they bring into the discussion? How many additional people were reached for each person who engaged with a piece of content?
    77. 77. Content Value LiveWorldScoringAlgorithm.xlsx is available under slide share. Content Value Points Likes 2 Shares 20 Comments 5 Video 2 Unlike Page -250 Hide All Posts -200 Hide Post -2 Link 2 Report Spam -20 X Button -2 Engagement Success Points Other Clicks 0.5-1 Photo Clicks 0.5 -1 Engagement Success Ripple Effect Engagement Ratio: Engaged Users/Total Reach Ripple Effect: Total Reach/Engaged Users
    78. 78. Lightning Round – Bring Us Your Challenges
    79. 79. Thank you for coming!! Dorice Piraino @DoricePiraino1 dorice@liveworld.com Mark Williams @MarkWilliams mark@liveworld.com Slides and Workbook are at: slidesha.re/1n6kDbW

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