Dr. Natalie L. Petouhoff @drnatalieTAMING B.I.G. DATA TO:X• Reduce Your Content Costs• Increase your Brand’s Engagement• D...
2You want toIncrease Revenue & Decrease Costs, Right?
But the amount ofinformation on social media– can feel like aninsurmountable blur@drnatalie
Feel behind?
THERE’SA NEWWAVEOFBRANDBUILDING
7Logos are staticThey don’t talkThey don’t have conversationsThey don’t engage@drnatalie
8Brands…NOW must becomeSocialEXPERIENCES@drnatalie
9	  Because Marketers are in…
Which means you have to figure outhow to make your brandA Digital EXPERIENCE
TAKE FOR INSTANCE THE “ENGAGEMENT” ONGEORGE TAKEI’S FACEBOOK PAGE>3M Talking About This@drnatalie
LET’S LOOKAT ONE OF THEPHOTOS HESHARED…179,224 Likes313,953 Shares
Here’s a Video Map of Engagement:How 1 Piece of Content Gets Shared*Source: Stamen https://vimeo.com/50730773•  Starts fro...
ENGAGEMENT IS ESSENTIALLY PEOPLE SHARING CONTENT 	All that sharing iswhat’s causing theBIG DATAExplosion!!!@drnatalieWhere...
SO WITH 3.5B PIECESOF CONTENT SHARED / WEEKHow can marketers makesense of all this B.I.G. DATA?
inSOCIAL  DIGITIALINTERACTIONS…
Many people have turned to keyword-basedsocial media monitoring and listeningto know what their customers are sayingAnd th...
MARKETERS NEED TOKNOW WHAT DRIVES ENGAGEMENTEngagement determines businesssuccess by increasing:•  Positive sentiment•  Sh...
The first two phases were driven by the:1. Innovators2. Early AdoptersWHAT’S SHIFTING THE NEED FORSOCIAL MEDIA ROI?We’re i...
5•  They are driving the questions about social media ROI•  They want proof before they’ll get on board for largersocial m...
$OLUTION:MEASURE ENGAGEMENTKNOW FOR SUREIF THE CONTENT ISDRIVING MARKETING$UCCESS
To measure  compare engagementrequires something new…Based on customer’s collective:• Actions• Interests• Needs• Wants• Dr...
•  Most brands didn’t realize they were going tobecome content creators and publishers•  They don’t have the budget to cre...
Step	  1:	  Gather	  Insights	  Step	  4:	  Create	  Engaging	  Content	  Step	  3:	  Find	  Your	  Audience	  	  Step	  5...
SOCIAL MEDIA BRAND ASSESSMENTS•  An objective assessment•  Recommendations•  Short  long term strategic•  Short  long term...
With	  your	  score,	  	  Your	  brand	  is	  ready	  to	  go	  to	  the	  next	  level…	  
27Top companies are wondering how to take theirsocial media initiatives to the next level…• Do more of the right things• P...
Social	  Media	  Assessments	  place	  you	  and	  your	  brand	  in	  a	  leadership	  posi:on…	  5	  	  	  	  •  Clear	 ...
Newest	  Report….	  With	  Answers	  	  How	  To…
LET’S HAVE ALOOK AT THEINTERESTGRAPH DATATOP 15COSMETICBRANDSWHO DO YOUTHINK RANKSHIGHEST INENGAGEMENT?
1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Know...
PhotosVideoTYPE OF CONTENT MOST SHARED INCOSMETIC INDUSTRY: PHOTOSOfferWhat type of content is your brand creating the mos...
1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Know...
Elf hasthehighestnumberof posts
ButElf hasthe lowestengagementHighest engagement:• COVERGIRL• Olay
1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Know...
These arepostingmore onTwitterthanFacebook…FacebookTwitter
But most oftheengagementis onFacebook…FacebookTwitter
1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Know...
WHEN’S RIGHT TIME TO SHARE CONTENT?PHOTOS ON WEDNESDAYSFor the highest engagement
1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Know...
LIST OF COVERGIRL TWITTER INFLUENCERSOlayCOVERGIRL CAN• Know who their top influencers are• Engage with those influencers
PhotosVideoFANS OF AFFINITY BRANDS INCREASE THELIST OF THE BEST FANS FOR YOUR BRANDOfferHow do you findwho to follow  inte...
1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Know...
OlayYou are taken directly to thebrand’s trending contentElf could:• Evaluate the brand’s content,interactions, likes, com...
OlayStudy Affinity BrandTop Trending Content•  Burberry•  WalmartTop Trending Contentof Brands shared byCOVERGIRL FANSCOVE...
1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Know...
Olay• Find the top trending content• Add it to your content to your contentmanagement system- BuddyMedia…• Reduce your con...
1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Know...
CREATE A STRATEGICCONTENT CALENDAR	Type Mon Tues Wed Thurs Fri Sat SunStatusoptional 10 optional optional 20 15trendingpos...
1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Know...
OlayAffinity BrandStrategy Planning•  Fashionista.com•  Walmart•  Marie Claire•  Styledotcom•  Who What Wear•  Burberry•  ...
TODAY WE COVEREDHOW TO MAKE THE BEST DECISIONSABOUT INCREASING ENGAGEMENT THE EFFECTIVENESS OF YOURSOCIAL MEDIA  MARKETING...
A SIMPLE WAY TO USE BIG DATA…TO COMPARE YOUR ENGAGEMENTTO YOUR COMPETITORS…ANDMAKE BETTER SOCIAL MEDIAMARKETING DECISIONS…...
Go here to get your brand’s report: http://smo.infinigraph.com
To	  download	  the	  report…	  hp://bit.ly/ZJ1qiM
@drnataliewww.drnatalienews.comGREATSOCIAL ENGAGEMENTIS ABOUTKNOWING WHATDRIVES ENGAGEMENTTHANK YOUWant to learn how to do...
Keynote: AMA Conference- Taming Big Data - Top 15 Cosmetic Brands - A study of Engagement Ranking Compared to Competitors ...
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Keynote: AMA Conference- Taming Big Data - Top 15 Cosmetic Brands - A study of Engagement Ranking Compared to Competitors by @Drnatalie

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There are 3.5B pieces of content shared per week. That's a lot of content. And if you are a brand, you probably didn't sign up to become a publisher. But guess what? For your engagement with your fans to be even remotely engaging -- you need content.

This keynote is about how to use B.I.G. data to understand your engagement ranking as well as your content strategy for the future. These details are critical to avoid wasting your content budget, much less waste your content management distribution system costs... and don't forget the cost of creative....

To get a Return on Investment on your content here's a taste of what's in this presentation and what you as a CMO or Digital Marketer or Creative Director need to know about engagement and the having the ability to compare your engagement and content plays in your success to reach your marketing goals.

Here's what we explore...
• Where does your engagement stack against your competitors.
• What type of content best engages your audience and fans -is it photos, videos, status updates, offers, coupons?
• Then you need to actually study the content you are posting and the content that your competitors are posting. Being a bit of a Margaret Mead... you'll be able to detect the type of content that will elicit positive response
• What's the best time of day to post your content?
• What content could you curate from non-competitors- from content that has already been highly engaged with fans similar to your fans?

If you try to do this by hand, meaning trying to examine each piece of your competitors content, you'd probably go blind, crazy or at least loose your

If the purpose of all this "content" we are creating is to gain engagement. And the purpose of "engagement" is to acquire more customers and increase their customer lifetime value, then you can get a ROI for your content strategy.

So how do you approach your content strategy? Do you use a platform to do this type of analysis or are you guessing / experimenting with what works? Clients that I have seen use this tool end up with at least 30% increase in engagement . And even some, like TCBY increased their engagement by 300%. When I see these types of things... they fall into that category of "things" that make you hhhhhmmmm....


Ok- I admit it - I am a data geek - I think it rocks, but I think this report will help convert you into to being a bit of a data geek yourself... Love to hear your thoughts!

@drnatalie
www.drnatalienews.com

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Keynote: AMA Conference- Taming Big Data - Top 15 Cosmetic Brands - A study of Engagement Ranking Compared to Competitors by @Drnatalie

  1. 1. Dr. Natalie L. Petouhoff @drnatalieTAMING B.I.G. DATA TO:X• Reduce Your Content Costs• Increase your Brand’s Engagement• Drive More Customers Through Marketing Funnel
  2. 2. 2You want toIncrease Revenue & Decrease Costs, Right?
  3. 3. But the amount ofinformation on social media– can feel like aninsurmountable blur@drnatalie
  4. 4. Feel behind?
  5. 5. THERE’SA NEWWAVEOFBRANDBUILDING
  6. 6. 7Logos are staticThey don’t talkThey don’t have conversationsThey don’t engage@drnatalie
  7. 7. 8Brands…NOW must becomeSocialEXPERIENCES@drnatalie
  8. 8. 9  Because Marketers are in…
  9. 9. Which means you have to figure outhow to make your brandA Digital EXPERIENCE
  10. 10. TAKE FOR INSTANCE THE “ENGAGEMENT” ONGEORGE TAKEI’S FACEBOOK PAGE>3M Talking About This@drnatalie
  11. 11. LET’S LOOKAT ONE OF THEPHOTOS HESHARED…179,224 Likes313,953 Shares
  12. 12. Here’s a Video Map of Engagement:How 1 Piece of Content Gets Shared*Source: Stamen https://vimeo.com/50730773•  Starts from George•  People share it•  Shares spawn newshareshttp://www.facebookstories.com/stories/2200/data-visualization-photo-sharing-explosionsThe two colors are genderJuly to September 2012
  13. 13. ENGAGEMENT IS ESSENTIALLY PEOPLE SHARING CONTENT All that sharing iswhat’s causing theBIG DATAExplosion!!!@drnatalieWhere content is: status updates, links, photos, videos, etc…
  14. 14. SO WITH 3.5B PIECESOF CONTENT SHARED / WEEKHow can marketers makesense of all this B.I.G. DATA?
  15. 15. inSOCIAL DIGITIALINTERACTIONS…
  16. 16. Many people have turned to keyword-basedsocial media monitoring and listeningto know what their customers are sayingAnd that’s necessaryand good to do but….
  17. 17. MARKETERS NEED TOKNOW WHAT DRIVES ENGAGEMENTEngagement determines businesssuccess by increasing:•  Positive sentiment•  Share of voice•  Awareness, interest, consideration,intent•  Lead conversions rates sales•  Loyalty, advocacy referrals…
  18. 18. The first two phases were driven by the:1. Innovators2. Early AdoptersWHAT’S SHIFTING THE NEED FORSOCIAL MEDIA ROI?We’re in the “third wave” of social media.19They don’t need abusiness case to adoptsomething NEW
  19. 19. 5•  They are driving the questions about social media ROI•  They want proof before they’ll get on board for largersocial media budgets20But the early majority are pragmatists…
  20. 20. $OLUTION:MEASURE ENGAGEMENTKNOW FOR SUREIF THE CONTENT ISDRIVING MARKETING$UCCESS
  21. 21. To measure compare engagementrequires something new…Based on customer’s collective:• Actions• Interests• Needs• Wants• Dreams• Behaviors….That’s where interest graph data comes into playThat’s how you gain anemotional connection
  22. 22. •  Most brands didn’t realize they were going tobecome content creators and publishers•  They don’t have the budget to create enoughgreat content to be effective at engaging theircustomers•  And the cost to promote content – can beprohibitiveThe challenges and the truth is…
  23. 23. Step  1:  Gather  Insights  Step  4:  Create  Engaging  Content  Step  3:  Find  Your  Audience    Step  5:  Design  S:cky  Engagement  Step  6:  Stop  the  Poli:cs;  Gain  Org  Alignment  Step  2:  Create  a  Measurement  Program  NEED A STRATEGY FORRETURN ON INVESTMENT24  7  Steps  To  Fast  Track  Success    Step  7:  Iterate  and  Pivot  Based  on  the    UCLA  Course  
  24. 24. SOCIAL MEDIA BRAND ASSESSMENTS•  An objective assessment•  Recommendations•  Short long term strategic•  Short long term tactical planWe help you determine where you are comparedto best practices your competitors…Social  Media  Brand  Report   You get…TopBrand
  25. 25. With  your  score,    Your  brand  is  ready  to  go  to  the  next  level…  
  26. 26. 27Top companies are wondering how to take theirsocial 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
  27. 27. Social  Media  Assessments  place  you  and  your  brand  in  a  leadership  posi:on…  5        •  Clear  answers  and  strong  guidance  •  A  dis:nc:ve  voice  •  A  compe::ve  advantage  
  28. 28. Newest  Report….  With  Answers    How  To…
  29. 29. LET’S HAVE ALOOK AT THEINTERESTGRAPH DATATOP 15COSMETICBRANDSWHO DO YOUTHINK RANKSHIGHEST INENGAGEMENT?
  30. 30. 1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Knowing what channel to post on4. Knowing when to promote the content so it’s seen5. Knowing what type of fans to engage with6. Creating a lot of that great content7. Saving money on content creation by curating highlytrending content8. Creating an editorial calendar for posting/ reposting content9. Making smart choices on ad buys marketing partnershipsTo Increase EngagementWinning Brands Master…
  31. 31. PhotosVideoTYPE OF CONTENT MOST SHARED INCOSMETIC INDUSTRY: PHOTOSOfferWhat type of content is your brand creating the most of?Is that the best choice?
  32. 32. 1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Knowing what channel to post on4. Knowing when to promote the content so it’s seen5. Knowing what type of fans to engage with6. Creating a lot of that great content7. Saving money on content creation by curating highlytrending content8. Creating an editorial calendar for posting/ reposting content9. Making smart choices on ad buys marketing partnershipsTo Increase EngagementWinning Brands Master…
  33. 33. Elf hasthehighestnumberof posts
  34. 34. ButElf hasthe lowestengagementHighest engagement:• COVERGIRL• Olay
  35. 35. 1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Knowing what channel to post on4. Knowing when to promote the content so it’s seen5. Knowing what type of fans to engage with6. Creating a lot of that great content7. Saving money on content creation by curating highlytrending content8. Creating an editorial calendar for posting/ reposting content9. Making smart choices on ad buys marketing partnershipsTo Increase EngagementWinning Brands Master…
  36. 36. These arepostingmore onTwitterthanFacebook…FacebookTwitter
  37. 37. But most oftheengagementis onFacebook…FacebookTwitter
  38. 38. 1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Knowing what channel to post on4. Knowing when to promote the content so it’s seen5. Knowing what type of fans to engage with6. Creating a lot of that great content7. Saving money on content creation by curating highlytrending content8. Creating an editorial calendar for posting/ reposting content9. Making smart choices on ad buys marketing partnershipsTo Increase EngagementWinning Brands Master…
  39. 39. WHEN’S RIGHT TIME TO SHARE CONTENT?PHOTOS ON WEDNESDAYSFor the highest engagement
  40. 40. 1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Knowing what channel to post on4. Knowing when to promote the content so it’s seen5. Knowing what type of fans to engage with6. Creating a lot of that great content7. Saving money on content creation by curating highlytrending content8. Creating an editorial calendar for posting/ reposting content9. Making smart choices on ad buys marketing partnershipsTo Increase EngagementWinning Brands Master…
  41. 41. LIST OF COVERGIRL TWITTER INFLUENCERSOlayCOVERGIRL CAN• Know who their top influencers are• Engage with those influencers
  42. 42. PhotosVideoFANS OF AFFINITY BRANDS INCREASE THELIST OF THE BEST FANS FOR YOUR BRANDOfferHow do you findwho to follow interactwithto drive the best engagement?
  43. 43. 1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Knowing what channel to post on4. Knowing when to promote the content so it’s seen5. Knowing what type of fans to engage with6. Creating a lot of that great content7. Saving money on content creation by curating highlytrending content’8. Creating an editorial calendar for posting/ reposting content9. Making smart choices on ad buys marketing partnershipsTo Increase EngagementWinning Brands Master…
  44. 44. OlayYou are taken directly to thebrand’s trending contentElf could:• Evaluate the brand’s content,interactions, likes, comments• Use this information to help informthe content strategy and tacticsLet’s say you are Elf Cosmetics…You could become the Margaret MeadAnd dig in and study OPC –Other People’s ContentHIT PUBLISH
  45. 45. OlayStudy Affinity BrandTop Trending Content•  Burberry•  WalmartTop Trending Contentof Brands shared byCOVERGIRL FANSCOVERGIRL can use this info for:•  Study what their fans engage with
  46. 46. 1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Knowing what channel to post on4. Knowing when to promote the content so it’s seen5. Knowing what type of fans to engage with6. Creating a lot of that great content7. Saving money on content creation by curating highlytrending content8. Creating an editorial calendar for posting/ reposting content9. Making smart choices on ad buys marketing partnershipsTo Increase EngagementWinning Brands Master…
  47. 47. Olay• Find the top trending content• Add it to your content to your contentmanagement system- BuddyMedia…• Reduce your content creation budget
  48. 48. 1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Knowing what channel to post on4. Knowing when to promote the content so it’s seen5. Knowing what type of fans to engage with6. Creating a lot of that great content7. Saving money on content creation by curating highlytrending content8. Creating an editorial calendar for posting/ reposting content9. Making smart choices on ad buys marketing partnershipsTo Increase EngagementWinning Brands Master…
  49. 49. CREATE A STRATEGICCONTENT CALENDAR Type Mon Tues Wed Thurs Fri Sat SunStatusoptional 10 optional optional 20 15trendingpostsoptional 25 optional optional 40 30Linkoptional optional optional 12 optionaltrendingpoststrendingpostsoptional optional optional 20 optionalPhoto7 14 repost 14trendingposts15 20 repost 20Video8 repost repost trending 68 repost repost trending 6Optimized Posting Schedule For Best EngagementYou now know the bestcontent type, days times to post…Results in30%engagement
  50. 50. 1. Knowing what format of content to create2. Knowing where their engagement stacks up compared totheir competitors3. Knowing what channel to post on4. Knowing when to promote the content so it’s seen5. Knowing what type of fans to engage with6. Creating a lot of that great content7. Saving money on content creation by curating highlytrending content8. Creating an editorial calendar for posting/ reposting content9. Making smart choices on ad buys marketing partnershipsTo Increase EngagementWinning Brands Master…
  51. 51. OlayAffinity BrandStrategy Planning•  Fashionista.com•  Walmart•  Marie Claire•  Styledotcom•  Who What Wear•  Burberry•  NickelodeonCOVERGIRL can use this info for:•  Cross promotion•  Consideration for ad placementBrands shared byCOVERGIRL FANS
  52. 52. TODAY WE COVEREDHOW TO MAKE THE BEST DECISIONSABOUT INCREASING ENGAGEMENT THE EFFECTIVENESS OF YOURSOCIAL MEDIA MARKETING SPENDYour homework is to master:1. Knowing what format of content to create2.  Knowing where their engagement stacks up compared to their competitors3.  Knowing what channel to post on4.  Knowing when to promote the content so it’s seen5.  Knowing what type of fans to engage with6.  Creating a lot of that great content7.  Saving money on content creation by curating highly trending content8.  Creating an editorial calendar for posting/ reposting content9.  Making smart choices on ad buys marketing partnerships
  53. 53. A SIMPLE WAY TO USE BIG DATA…TO COMPARE YOUR ENGAGEMENTTO YOUR COMPETITORS…ANDMAKE BETTER SOCIAL MEDIAMARKETING DECISIONS…AND GET ROIX
  54. 54. Go here to get your brand’s report: http://smo.infinigraph.com
  55. 55. To  download  the  report…  hp://bit.ly/ZJ1qiM
  56. 56. @drnataliewww.drnatalienews.comGREATSOCIAL ENGAGEMENTIS ABOUTKNOWING WHATDRIVES ENGAGEMENTTHANK YOUWant to learn how to do this?Take my course at UCLA:Online: http://bit.ly/10BUwcEIn person in LA: http://bit.ly/16s3Qac

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