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GREAT     SOCIAL MARKETING         IS ABOUT       GREAT DATA:THE STATE OF CONTENT AND ENGAGEMENT            Dr. Natalie L....
THERE’S ANEW WAVEOF BRANDBUILDING
BRANDS    are…  SOCIALEXPERIENCES
BRANDS    are…  DigitalEXPERIENCES
TAKE FOR INSTANCE…GEORGE TAKEI’S FACEBOOK PAGE
LET’S TAKE A LOOKAT ONE PHOTO…
Video Map of How Viral Photos Spread                       One Piece of Content Shared• Each visualization starts  from Ge...
>3.5 BILLION PIECES OF CONTENT       ARE SHARED / WEEK How can we make sense of all this?
PEOPLE ARE ACTING ON CONTENT
MARKETERS ARE IN
inSOCIAL CURRENCY
BUT IS CALCULATINGSOCIAL MEDIA ROIEVEN POSSIBLE?Skeptics think social media is too “fluffy” toadequately measure return on...
THERE CAN BE    AN ROI OF    ANYTHINGTHAT PROVIDES  And there is an ROI       VALUE of your mom, a phone         and weari...
WHAT’S THE GOAL OFPOSTING SO MUCH CONTENT?• Typical Marketing Metrics   • Increase positive sentiment   • Increase share o...
PEOPLE ARE SHARING MORE THAN EVERBUT WHAT DO MARKETERS NEED?
NEED A STRATEGY FOR DIGITAL MARKETING   UCLA Anderson          Social Media   Course:                  Success            ...
Competitive Intelligence has Evolved   • Was keyword-based monitoring and listening   • Now an Interest Graph World      •...
TO MAKE SOUND BUSINESS DECISIONSNeed insight into consumer actions  • What drives the most engagement / interaction     • ...
Isnt it worthknowing whatis relevant to      your  audience?
NEW SPECIALTY OF SOCIAL MEDIA OPTIMIZATION:INDUSTRY REPORTS• Leverages social media data• Provides a   • Competitive analy...
Brands in This Industry Report•   American Eagle       •   Old Navy•   Outfitters           •   Polyvore•   BeBe          ...
BRAND COMPARISON OFVOLUME OF CONTENT POSTED                  How to Use This Data:                  • Compare the volume o...
PERFORMANCE VS. CONTENT TYPE               PHOTOS ARE SHARED THE MOST                                  How to Use This Dat...
POST VOLUME Posts   Facebook Posts                     Refinery29                    most FB posts
POST VOLUMEPosts  Tweets              Refinery29              most Tweets
ENGAGEMENTEFFECTIVENESSEngagement    Facebook                    bebe                most Facebook                 engagem...
TOP CONTENT ON  FACEBOOK    BASED ON-- ENGAGEMENT--
ENGAGEMENTEFFECTIVENESSEngagement    Twitter                ABERCROME                    most                   Twitter   ...
TOP CONTENT ON    TWITTER    BASED ON-- ENGAGEMENT--
REAL-TIME INTELLIGENCE ABOUT CUSTOMERS,COMPETITORS AND ENGAGEMENT                         My new content                  ...
REAL-TIME INTELLIGENCE ABOUT CUSTOMERS,COMPETITORS AND ENGAGEMENT    Decisions about     what content        to create    ...
A STRATEGIC CONTENTMARKETING CALENDAR Type     Mon          Tues          Wed        Thurs       Fri        Sat        Sun...
REAL-TIME INTELLIGENCE ABOUT CUSTOMERS, COMPETITORS AND ENGAGEMENT• Customer Engagement  • How engaged customers are (enga...
http://smo.infinigraph.com
THANK YOU      GREATSOCIAL MARKETING    IS ABOUT  GREAT DATA:  Dr. Natalie L. Petouhoff        @drnatalie
Omma social 0900 natalie petouhoff
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Omma social 0900 natalie petouhoff

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Omma social 0900 natalie petouhoff

  1. 1. GREAT SOCIAL MARKETING IS ABOUT GREAT DATA:THE STATE OF CONTENT AND ENGAGEMENT Dr. Natalie L. Petouhoff @drnatalie
  2. 2. THERE’S ANEW WAVEOF BRANDBUILDING
  3. 3. BRANDS are… SOCIALEXPERIENCES
  4. 4. BRANDS are… DigitalEXPERIENCES
  5. 5. TAKE FOR INSTANCE…GEORGE TAKEI’S FACEBOOK PAGE
  6. 6. LET’S TAKE A LOOKAT ONE PHOTO…
  7. 7. Video Map of How Viral Photos Spread One Piece of Content Shared• Each visualization starts from George*• As each branch grows, re- shares split off onto their own arcs• Some re-shares spawns a new generation of shares• The two colors are gender• Shares originate from news feed• July to September 2012*Source: Stamen https://vimeo.com/50730773 http://www.facebookstories.com/stories/2200/data-visualization-photo-sharing-explosions
  8. 8. >3.5 BILLION PIECES OF CONTENT ARE SHARED / WEEK How can we make sense of all this?
  9. 9. PEOPLE ARE ACTING ON CONTENT
  10. 10. MARKETERS ARE IN
  11. 11. inSOCIAL CURRENCY
  12. 12. BUT IS CALCULATINGSOCIAL MEDIA ROIEVEN POSSIBLE?Skeptics think social media is too “fluffy” toadequately measure return on investment (ROI) Would you calculate the ROI of a phone? Would you calculate the ROI of your mom? Would you calculate ROI of your pants? 13
  13. 13. THERE CAN BE AN ROI OF ANYTHINGTHAT PROVIDES And there is an ROI VALUE of your mom, a phone and wearing pantshttp://www.flowtown.com/blog/what-is-the-roi-of-your-mom 14
  14. 14. WHAT’S THE GOAL OFPOSTING SO MUCH CONTENT?• Typical Marketing Metrics • Increase positive sentiment • Increase share of voice • Increase awareness, interest, consideration, intent • Increase lead conversions rates and sales • Loyalty, Brand Advocacy and Referrals
  15. 15. PEOPLE ARE SHARING MORE THAN EVERBUT WHAT DO MARKETERS NEED?
  16. 16. NEED A STRATEGY FOR DIGITAL MARKETING UCLA Anderson Social Media Course: Success Step 6: OrganizationalStep 3: Audience AlignmentStep 2: Measurement Step 5: InteractionStep 1: Monitor & Step 4: ContentListening 17
  17. 17. Competitive Intelligence has Evolved • Was keyword-based monitoring and listening • Now an Interest Graph World • Based on context of consumers collective actions
  18. 18. TO MAKE SOUND BUSINESS DECISIONSNeed insight into consumer actions • What drives the most engagement / interaction • What type of content • Where they are interacting • When they are interacting
  19. 19. Isnt it worthknowing whatis relevant to your audience?
  20. 20. NEW SPECIALTY OF SOCIAL MEDIA OPTIMIZATION:INDUSTRY REPORTS• Leverages social media data• Provides a • Competitive analysis • Brand engagement• Allows marketers to evaluate content • Best type of content • When to post • Where to post
  21. 21. Brands in This Industry Report• American Eagle • Old Navy• Outfitters • Polyvore• BeBe • Refinery29• Gap • ShopBop• H&M • Urban Outfitters• Hollister Co • Wet Seal
  22. 22. BRAND COMPARISON OFVOLUME OF CONTENT POSTED How to Use This Data: • Compare the volume of content your brand posts compared to your competitors • Make better decisions about how much content to create and post
  23. 23. PERFORMANCE VS. CONTENT TYPE PHOTOS ARE SHARED THE MOST How to Use This Data: • Evaluate the type of content that gets the most interactions • Make better choices on the PhotosInteractions / Post type of content to create Note: How is this comparison different Status than the previous slide? Link What’s the difference between engagement Video and interactions? Offer
  24. 24. POST VOLUME Posts Facebook Posts Refinery29 most FB posts
  25. 25. POST VOLUMEPosts Tweets Refinery29 most Tweets
  26. 26. ENGAGEMENTEFFECTIVENESSEngagement Facebook bebe most Facebook engagement
  27. 27. TOP CONTENT ON FACEBOOK BASED ON-- ENGAGEMENT--
  28. 28. ENGAGEMENTEFFECTIVENESSEngagement Twitter ABERCROME most Twitter engagement
  29. 29. TOP CONTENT ON TWITTER BASED ON-- ENGAGEMENT--
  30. 30. REAL-TIME INTELLIGENCE ABOUT CUSTOMERS,COMPETITORS AND ENGAGEMENT My new content and engagement plan
  31. 31. REAL-TIME INTELLIGENCE ABOUT CUSTOMERS,COMPETITORS AND ENGAGEMENT Decisions about what content to create & when to post
  32. 32. A STRATEGIC CONTENTMARKETING CALENDAR Type Mon Tues Wed Thurs Fri Sat Sun optional 10 optional optional 20 15 Status trending posts optional 25 optional optional 40 30 optional optional optional 12 optional Link trending trending posts posts optional optional optional 20 optional Post allocations over a 4-week period 7 14 repost 14 Photo trending posts 15 20 repost 20 8 repost repost trending 6 Video 8 repost repost trending 6 By studying and altering content programming, engagement increases by >30%
  33. 33. REAL-TIME INTELLIGENCE ABOUT CUSTOMERS, COMPETITORS AND ENGAGEMENT• Customer Engagement • How engaged customers are (engagement effectiveness) • What customers are talking about• Ad Optimization Data • Use Long Tail Interest Graph to discover audience interests for better targeting
  34. 34. http://smo.infinigraph.com
  35. 35. THANK YOU GREATSOCIAL MARKETING IS ABOUT GREAT DATA: Dr. Natalie L. Petouhoff @drnatalie

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