Denny's Tyler Fonda presents Cats and Babies at Percolate's #SPEAKEASY #CMAD event

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To create content, community managers and all social publishers need to optimize through experimentation: the risk is simply too low not to (no one will view the content). Gotham was able to experiment with content creation for its client, Denny’s, by creating memes around cats and babies. Here, and on other campaigns, Gotham has successfully used memes as trojan horses for getting into people’s facebook feeds.

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Denny's Tyler Fonda presents Cats and Babies at Percolate's #SPEAKEASY #CMAD event

  1. 1. Cats and Babies a content strategy for our social media age Tyler Fonda Strategy Director | Gotham, Inc. @tylerfondaTuesday, January 29, 13
  2. 2. We believe that social media is something to care desperately about. Doing it right requires experimentation, honesty and a healthy distrust of “Best Practices.” Our conviction that we can create our own best practices allows us to create social experiences that consumers love.Tuesday, January 29, 13
  3. 3. Tuesday, January 29, 13
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  5. 5. meme noun a cultural item that is transmitted by repetition in a manner analogous to the biological transmission of genes. Origin: 1976;  < Gk mīmeîsthai  to imitate, copy; coined by R. Dawkins, Brit. biologistTuesday, January 29, 13
  6. 6. memes are the currency of socialTuesday, January 29, 13
  7. 7. it starts with pattern recognitionTuesday, January 29, 13
  8. 8. then we made our case to Denny’s • 300,000 fans in 2011 was not enough • We weren’t growing faster than our competition • We would only fall farther and farther behind • Shifting attention would only make social more importantTuesday, January 29, 13
  9. 9. Some rights reserved by ilmungoTuesday, January 29, 13
  10. 10. so we went from thisTuesday, January 29, 13
  11. 11. to thisTuesday, January 29, 13
  12. 12. before and after 15 600000 11.25 450000 7.5 300000 3.75 150000 0 0 Top Virality Post % Facebook Likes 400000 10000 300000 7500 200000 5000 100000 2500 0 0 Highest Post Reach Average Weekly Growth 2011 2012Tuesday, January 29, 13
  13. 13. • The Newsfeed is all that mattersTuesday, January 29, 13
  14. 14. it came down to understanding Edgerank by ArenamontanusTuesday, January 29, 13
  15. 15. affinity • How “friendly” you are with a user • The closer you are, the more you appear in the newsfeed edge weight • Highest weight: Photos, videos, and links • More likes on a post increases its edge weight recency • Time decay • Newer items appear more often than older itemsTuesday, January 29, 13
  16. 16. in simple terms In order to increase your Edgerank, you have to make people WANT to like, comment, click, and share your posts. Sharing is the most valuable activity you can do on Facebook. The most effective way to get shares and engagement is to have compelling content AND lots of it.Tuesday, January 29, 13
  17. 17. Tuesday, January 29, 13
  18. 18. Brands are responses to the world around us. We weren’t satisfied talking, because it wasn’t responsive. So we became a curator to SHOW the world what our brand is built on. In Denny’s case it is easy conversation.Tuesday, January 29, 13
  19. 19. to thisTuesday, January 29, 13
  20. 20. We optimize through experimentation. We dont know exactly what works till we try. However because every post is tagged by content type once we find types and times that work we are able to maximize our Edgerank.Tuesday, January 29, 13
  21. 21. memes became our trojan horseTuesday, January 29, 13
  22. 22. Facebook believes those who saw Denny’s content before, will like what they see next. So our brand messages got huge boosts in reach.Tuesday, January 29, 13
  23. 23. let’s compare The top 5 brands on Facebook have between a 0.5 - 2% PTAT rate. PTAT is the key to unlocking success on Facebook. 0.9% 1.9% 1.8% 1.2% 0.8%Tuesday, January 29, 13
  24. 24. denny’s had a 15% PTAT rate* * Averaged this rate from March 2012-August 2012Tuesday, January 29, 13
  25. 25. When they share, your reach skyrockets. When your reach expands, you acquire more likes. It’s all a part of a cycle, and we’ve figured out how to utilize it.Tuesday, January 29, 13
  26. 26. Tuesday, January 29, 13
  27. 27. or so we thought Towards the end of the 3rd quarter Facebook changed its algorithm and with the launch of Graph Search I think I know why it changed.Tuesday, January 29, 13
  28. 28. eliminate facebook dependency “I’m against sponsored posts being the primary, if not the only way to reach most of the people my companies have built a connection with on FB.” -Mark CubanTuesday, January 29, 13
  29. 29. Tuesday, January 29, 13
  30. 30. we’re becoming creators By taking what we learned in 2012 about our customer and how we think we understand how content percolates through the social web.Tuesday, January 29, 13
  31. 31. tumblr is our epicenterTuesday, January 29, 13
  32. 32. in conclusion We are attempting to build a long term social platform at Denny’s that does not rely solely upon media spend to maintain interest. Memes are how we transmit our brand values across networks and to potential customers. They are the perfect vehicle if used properly.Tuesday, January 29, 13
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  34. 34. thanks http://youmeandmyapi.com tyler.fonda@gothaminc.comTuesday, January 29, 13

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