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.
#BeginAtEnd: Content Planning For Insights - Liveworld #SXSW2014
Begin at the End: Content
Planning for Insights
@Mark Williams & @DoricePiraino1
● Real word 2013 insights & observations on Facebook
● Draft plans for successful marketing implementation
● Idea lists
● 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
● Interactive discussion/brainstorm exercises
● Meeting Leader: Mark Time Keeper: Dawn
● Presenters: Mark Williams and Dorice Piraino
● Ideas & Perspectives: Everyone
• Creative Director, Social Strategy &
Content Programming at LiveWorld
• 15 years in social media
• 15 years actor, director, producer
• Backpacker to 6 continents
• Kraft Foods, HBO, MINI,
QVC, Sprint, TJX, NBA, and…
• #1 Retailer in the world
• #1 CPG
• #1 Travel & Financial Services
• #1 and #2 Pharmaceutical
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
• 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-
• 1-1 email consulting with @MarkWilliams for
1 week after this workshop
• We will have follow-up free webinar 1 month
from now – email email@example.com for
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!)
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 deliver reports to?
Basic Activity Metrics or Vanity Metrics
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?
Metrics Aligned Around Your Business Goal
Social Content Planning: Run
• How do I juggle competition for space in the
• Which content is highest performing?
• What is my ROI?
Metrics informing you on your performance.
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 )
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
• 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
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,
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?
• How QUICKLY do they interact with me?
• Is there a PATTERN to their activity behavior?
Industry Mean N
Financial 1.1357 932 .66363
Personal Care /
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.
Interaction Per Author
Insight Exercise: Conclusion #1
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
14% talk two times
5% are brand influencers
Insight Excerise: Conclusion #2
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.
What’s Going On?
75% of fans talk one time
85% comment only one day
• 1% of these fans create 5% of my Facebook
• 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!
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%
Reputation 281 44%
Pets 98 15%
Encouraging Loyalty Through Connection:
What are their behavior patterns?
Why Do People Participate In Social Networks?
Why People Become Fans of Brands
Why Brands Participate in Social
• Product announcements
• Sales/special events
• Customer Service
• We’re supposed to be here
We want you to do something for us.
See The Disconnect?
Why People Participate Why Brands Participate
• Express Themselves
• Connect/Make Friends
• Gain Status or Attention
• Get Information
• We’re Supposed To
• Customer Service
• Product Announcement
• Sales & Special Events
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
The ONE Key to Your Social Success
Social is about ME
(and how I see myself)
It’s not about YOU
What to Give in Social
Entertain. Inspire. Inform.
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 Stories, not messages
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
Fans Love To Give Opinions
– Even when they’re not prompted!
● Understand what
consumers think and
what actions to take
● Drives product marketing
Sales & Marketing
● Cost effective marketing
● Increased sales via word of mouth
● Loyalty & relationship marketing
Service & Support
● More customer satisfaction
● Lower support costs
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
Content Planning Tip: Multiple choice
Why it works:
Multiple choice takes less brain
work, encourages more
response, and gives a chance to
Why it is challenging: How do
you get at the answers?
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.
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?
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
Status Update #3
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?
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
What do you think - is
this crazy or what?
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!
Who am I
A/B testing &
Define: What do you want to know?
Strategize: Go in with a plan.
Does the data show a
decrease in organic reach?
What are the
Does paid advertising
figure into this change?
Has the content
type, frequency or
Has the content itself
changed? (Subjects or
Are we losing fans?
Are we seeing similar
decrease on other pages?
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.
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?”
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 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: 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
LiveWorldScoringAlgorithm.xlsx is available under slide share.
Content Value Points
Unlike Page -250
Hide All Posts -200
Hide Post -2
Report Spam -20
X Button -2
Engagement Success Points
Other Clicks 0.5-1
Photo Clicks 0.5 -1
Engaged Users/Total Reach
Total Reach/Engaged Users