The document provides research data and analysis on Facebook post components and their influence on engagement rates. The research analyzed 474 posts from four major IT companies in Poland over three months. It was found that posts containing images of products, especially images showing products in context or "living a life", received higher engagement rates than those only showing products. Text components like questions, emoticons, and links also correlated with higher engagement. The conclusions can be used by social media managers to improve Facebook content creation.
Markitors aggregates the top social media audit tools to evaluate your social media marketing performance. Here is a social media audit example. For more information and to learn what tools we use in our audits, please visit: http://markitors.com/social-media-audit/
How to Perform a Social Media Audit Before 2019Falcon.io
With 2019 looming it's never too late to conduct a social media audit. We'll walk you through the how-tos of effectively reviewing your social presence and past performance. You'll learn:
How to conduct a social media audit
Tips on competitor benchmarking
Defining your 2019 goals
Facebook has made considerable changes recently to its platform that affects how brands and consumers use the social network in May/June 2013. The introduction of Verified Pages and hashtags, the phasing out of Sponsored Stories and introduction of new Insights are important developments to understand in the scope of brands’ overall digital and social strategies.
Moreover, Instagram, the photo-sharing app owned by Facebook, has introduced video functionality. This POV contains an overview of the latest developments and considerations for brands and marketers.
With more than 140 million users in the US, Facebook has become a powerful marketing and communication platform. Unfortunately for marketers who want to understand the impact of their Facebook presence, Facebook is not easy to measure. Using Facebook Insights (the built-in analytics tool) is complicated by poor documentation, unclear definitions, inconsistent naming and frequent updates. However, savvy marketers are able to leverage Facebook Insights to extract useful insights and make actionable recommendations.
Social Media Brand Audit Report for Ralph Lauren by VOZIQVOZIQ
Brand Audit Report from VOZIQ with comprehensive assessment of overall brand, products and services to identify improvement opportunities. VOZIQ (http://voziq.com) provides social media analytics solutions & services to protect brands, improve marketing & PR effectiveness, generate sales leads & maximize your social media ROI.
Markitors aggregates the top social media audit tools to evaluate your social media marketing performance. Here is a social media audit example. For more information and to learn what tools we use in our audits, please visit: http://markitors.com/social-media-audit/
How to Perform a Social Media Audit Before 2019Falcon.io
With 2019 looming it's never too late to conduct a social media audit. We'll walk you through the how-tos of effectively reviewing your social presence and past performance. You'll learn:
How to conduct a social media audit
Tips on competitor benchmarking
Defining your 2019 goals
Facebook has made considerable changes recently to its platform that affects how brands and consumers use the social network in May/June 2013. The introduction of Verified Pages and hashtags, the phasing out of Sponsored Stories and introduction of new Insights are important developments to understand in the scope of brands’ overall digital and social strategies.
Moreover, Instagram, the photo-sharing app owned by Facebook, has introduced video functionality. This POV contains an overview of the latest developments and considerations for brands and marketers.
With more than 140 million users in the US, Facebook has become a powerful marketing and communication platform. Unfortunately for marketers who want to understand the impact of their Facebook presence, Facebook is not easy to measure. Using Facebook Insights (the built-in analytics tool) is complicated by poor documentation, unclear definitions, inconsistent naming and frequent updates. However, savvy marketers are able to leverage Facebook Insights to extract useful insights and make actionable recommendations.
Social Media Brand Audit Report for Ralph Lauren by VOZIQVOZIQ
Brand Audit Report from VOZIQ with comprehensive assessment of overall brand, products and services to identify improvement opportunities. VOZIQ (http://voziq.com) provides social media analytics solutions & services to protect brands, improve marketing & PR effectiveness, generate sales leads & maximize your social media ROI.
The Facebook vs Instagram contest has been thundering along for years, as they both strive to be the frontrunner.
https://www.socialchamp.io/blog/instagram-vs-facebook/#instagram-vs-facebook-quick-view
You want to build a compelling Facebook fan page with consistent engagement, but how do you understand what it is that your fans are consuming, engaging with and sharing? Facebook Insights can provide the answers but the terminology is confusing (and sometimes changes!) and the sheer number of metrics can be overwhelming for marketers / community managers.
This presentation forms the basis of the eGenie Facebook Insights Training course and cuts through the clutter, explaining everything in simple terms so that you can really understand which metrics are appropriate when. The course can be tailored to meet your specific requirements, but aims to cover the following areas:
- Understand how to set clear, measurable goals
- Understanding the metrics that are available within Insights
- Learning about who sees your posts, how this is affected by EdgeRank and how this knowledge can enable you to post most effectively
- Learning what the numbers really mean and what action is appropriate in different situations
- Discovering how you can use the power of Facebook Insights to influence your marketing strategy because you understand what is working and what isn't
For more information on how eGenie can help, contact us now!
Facebook and Instagram for InfluencersBlitzMetrics
Facebook gives you the opportunity to directly communicate with audiences, with complete control over your message. With a global community of more than 2 billion people on Facebook, you can reach existing and new audiences with a flexible set of publishing tools to share your stories in text, photos, videos, and more.
There’s a ton of data that Facebook Insights delivers which can be overwhelming when reporting on a pages success. This presentation focuses on some of the most important metrics, reviews community sentiment analysis, and provides you with a basic dashboard reporting layout.
Hello all, I have tried to collate the basics of social media content strategy that can be applied in any situation. Use them and let me know if they helped you in any way. I am more than happy to take any feedback about how to improve the content if you have any sugegstions.
Facebook Page Insights - Glossary Terms / Glossário de TermosPaulo Os Vilarinho
This glossary provides definitions for the metrics
contained in Page Insights. It is organized by tab, and
ends with an explanation of the export terms.
Esse glossário contem o significado das métricas dos relatórios de nível de página do Facebook.
Social Media Trends to Put Into Practice in 2019Falcon.io
Is your marketing strategy ready for 2019? Stay ahead of the curve by learning about the biggest marketing trends that will change the way marketers think about chatbots, social e-commerce and video next year. During the webinar, you'll learn about:
The social media trends to watch in 2019
The changes to expect from major social networks
The way brands are already leveraging these trends
Presented at Henry Stewart New York Digital Asset Management Conference 2015. See how top brands are transforming their marketing through personalized, real-time, data-driven communications that reach customers at exactly the right moments. Using the latest technologies to create a Content Marketing Hub, GoPro, BMW, top retailers have optimized their content marketing supply chains to curate and deliver real-time, high-impact content based on individual customer behaviors. They’ve seen big gains in brand recognition, customer loyalty, and sales — and your company can, too. Use your DAM to build relationships that win markets, not just another campaign! Learn how you can:
- Build a cutting-edge content acquisition platform for owned, gained, and real-time media — just like marketing wunderkind GoPro.
- Create a content marketing exchange that simplifies the production and delivery of personalized brand communications — just like luxury brand leader BMW.
The Facebook vs Instagram contest has been thundering along for years, as they both strive to be the frontrunner.
https://www.socialchamp.io/blog/instagram-vs-facebook/#instagram-vs-facebook-quick-view
You want to build a compelling Facebook fan page with consistent engagement, but how do you understand what it is that your fans are consuming, engaging with and sharing? Facebook Insights can provide the answers but the terminology is confusing (and sometimes changes!) and the sheer number of metrics can be overwhelming for marketers / community managers.
This presentation forms the basis of the eGenie Facebook Insights Training course and cuts through the clutter, explaining everything in simple terms so that you can really understand which metrics are appropriate when. The course can be tailored to meet your specific requirements, but aims to cover the following areas:
- Understand how to set clear, measurable goals
- Understanding the metrics that are available within Insights
- Learning about who sees your posts, how this is affected by EdgeRank and how this knowledge can enable you to post most effectively
- Learning what the numbers really mean and what action is appropriate in different situations
- Discovering how you can use the power of Facebook Insights to influence your marketing strategy because you understand what is working and what isn't
For more information on how eGenie can help, contact us now!
Facebook and Instagram for InfluencersBlitzMetrics
Facebook gives you the opportunity to directly communicate with audiences, with complete control over your message. With a global community of more than 2 billion people on Facebook, you can reach existing and new audiences with a flexible set of publishing tools to share your stories in text, photos, videos, and more.
There’s a ton of data that Facebook Insights delivers which can be overwhelming when reporting on a pages success. This presentation focuses on some of the most important metrics, reviews community sentiment analysis, and provides you with a basic dashboard reporting layout.
Hello all, I have tried to collate the basics of social media content strategy that can be applied in any situation. Use them and let me know if they helped you in any way. I am more than happy to take any feedback about how to improve the content if you have any sugegstions.
Facebook Page Insights - Glossary Terms / Glossário de TermosPaulo Os Vilarinho
This glossary provides definitions for the metrics
contained in Page Insights. It is organized by tab, and
ends with an explanation of the export terms.
Esse glossário contem o significado das métricas dos relatórios de nível de página do Facebook.
Social Media Trends to Put Into Practice in 2019Falcon.io
Is your marketing strategy ready for 2019? Stay ahead of the curve by learning about the biggest marketing trends that will change the way marketers think about chatbots, social e-commerce and video next year. During the webinar, you'll learn about:
The social media trends to watch in 2019
The changes to expect from major social networks
The way brands are already leveraging these trends
Presented at Henry Stewart New York Digital Asset Management Conference 2015. See how top brands are transforming their marketing through personalized, real-time, data-driven communications that reach customers at exactly the right moments. Using the latest technologies to create a Content Marketing Hub, GoPro, BMW, top retailers have optimized their content marketing supply chains to curate and deliver real-time, high-impact content based on individual customer behaviors. They’ve seen big gains in brand recognition, customer loyalty, and sales — and your company can, too. Use your DAM to build relationships that win markets, not just another campaign! Learn how you can:
- Build a cutting-edge content acquisition platform for owned, gained, and real-time media — just like marketing wunderkind GoPro.
- Create a content marketing exchange that simplifies the production and delivery of personalized brand communications — just like luxury brand leader BMW.
How to Create Unforgettable Facebook ContentPost Planner
Post Planner's Rebekah Radice and Diana Adams share their insider tips on how to make your Facebook content memorable.
View the webinar replay here: https://www.youtube.com/watch?v=qfix2gog0MI
Post Planner: www.postplanner.com
Social Media & Facebook Bootcamp March 2014 - Creating Facebook Content & Fac...Natalie Alaimo
Social Media & Facebook Bootcamp March 2014 - Creating Facebook Content & Facebook Apps (plus online marketing strategy)
The reason most business owner aren't getting results online is because they don't have a strategic plan for their online marketing and social media.
In this presentation we cover the 6 steps to creating a rocking online marketing plan plus a Facebook Content Strategy and Specific Facebook Apps
The Cinema Content Creation Cloud (C4) is a standard communication framework to improve interoperability between software and services for film and television production in the cloud.
Bare Bones Content Strategy: How to Create a Sustainable Governance PlanRick Allen
As content professionals, we strive for clear, concise communication on the web. We cut clutter, hone our message, and plan for purposeful content.
Just like our content should be straightforward, so should our plan for making content happen. “Simple” is understandable and manageable. “Complex” is confusing and time-consuming. We need to take the right steps, not every step. We need to use the right tools, not every tool.
Ongoing content strategy requires cultural support for governance with buy-in from the top and bottom of our org chart. This means creating a content plan people understand, with straightforward tools and training people can use in their everyday work. Content strategy is complex. It’s our job to simplify it.
How to Develop a Visual Content Marketing StrategyCMG
Jason Miles, author of “Instagram Power”, shares How to Develop a Visual Content Marketing strategy for brands to deepen engagement with their customers and reach new ones. View this ReadyPulse webinar to learn how to utilize each social network, and what you will gain from leveraging the power of user generated content in your marketing.
Watch Presentation: http://vimeo.com/100519811
Download Transcript: http://ww2.readypulse.com/wp-content/uploads/2014/07/ReadyPulse-Webinar-How-To-Develop-a-Visual-Content-Marketing-Strategy-Transcript.docx
How to use blogging more effectively as a content marketing tool. Includes brand examples and advice on topic targeting, hub and spoke promotion, repurposing and co-creating with influencers. Produced by TopRank Online Marketing.
Instagram Strategy for Brands.
This slideshare will help you think step-by-step strategically.
Brandmentalist.com
Brandmentalist.Quora.com
Tweet @Brandmentalist
Are you looking to get caught up to the 21st Century way to communicate? If so, then this bootcamp is JUST for you! Bring all of your technology and learn to like, tweet, and Link to the most important people in your personal and professional circles!
It's everywhere you turn - Facebook, LinkedIn, Twitter, Instagram - and now your company (and, more importantly, your KIDS) are speaking that language. Come join us to learn what is meant by likes, snaps or re-tweets and arm yourself with the latest lingo and tips of the trade.
Learn the basics on building your personal and professional brand so that you can effectively market yourself and your projects to your clients.
Facebook Zero: Considering Life After the Demise of Organic ReachOgilvy Consulting
Organic reach of the content brands publish in Facebook is destined to hit zero. It’s only a matter of time. With the impending end of organic reach, what are the consequences for marketers and others who use Facebook to connect with their communities? How can brands and corporates get the most from Facebook in the future? Is Facebook still a driver of “earned” conversation and word of mouth? Or is it just a straightforward paid channel? How should communities approach content and engagement going forward?
The power of like: how brands reach and influence fans through SMMAlfonso Gadea
Se puede conseguir rentabilidad de los fans de Facebook teniendo en cuenta su perfil y aprovechando a sus amigos. Incluso se puede medir.
http://www.alfonsogadea.es
La compañía ComScure en colaboración con Facebook ha elaborado el informe "The power of Like" un estudio dónde analiza el alcance e influencia del contenido de los perfiles de las marcas presentes en Facebook. (inglés)
1. Understanding the Social Media Brand Impression.
2. Facebook Fan & Friend of Fans Segments and Impressions.
3.The Brand Fan and Social Marketing.
4.Reaching Consumers at Scale with Branded Content.
5.Social Media Audience Analysis.
6.Facebook as a Global Marketing Channel for Brands.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
3. Research Data
The research is based on publicly available data which were collected from Facebook company
fan pages of four major IT companies in Poland from a period of three months (April,
1 to June, 30 2013). The components within each post were analyzed and classified as well as
engagement rate was calculated individually per each post testing each component’s influence
on engagement rate. 474 posts in total were analyzed.
The conclusions of this research do not limit only to the IT sector. Though it is possible that
analysis of Facebook content from a different industry or country can produce slightly different
results.
Nevertheless checklists created as a result of this analysis are universal and can be used
by Social
Media Marketing Managers and Facebook Administrators for
Facebook Content Creation for any industry and in any country.
5. Facebook Today
Facebook is the world’s biggest
social media platform and an
industry leader with 1.11 billion
monthly active users worldwide as
of March 2013 .
6. Era of Social Media Marketing
“A brand is no longer what we tell
the consumer it is – it is what
consumers tell each other it is.”
Scott Cook
Co-Founder of Intuit
7. Facebook as an advertising medium
From an advertising point of view Facebook is a unified platform which represents a
combination of TV (videos), Radio (voice for ex. music from Spotify) and printed media
options (text and image posts).
8. Facebook Content Must Be …
Relevant to fans
Sharable
Likable
Commentable
Clickable
Memorable
Aligned with company’s marketing goals and activities
…PLANNED!
10. People
People use Facebook for both personal and practical reasons: from browsing through their
friends’ vacation photos to commenting on an article about features of a new iPhone.
Conversations are created as a course of people’s interaction with a brand or with each other.
For marketers those conversations contain a wealth of information on consumer insights and
market in general.
Social searching and social browsing
Information exchange with others about brands
Belong to a group of people who share same interest
Keep in touch with friends
Express themselves
Share and create content Stay up to date with brand ‘s promotional campaigns
Researching products to buy Learn more about products
11. Social Media Conversations
Interesting Fact:
At Samsung there are 4,000
conversations every day. In
contrast, Dell monitors 25,000
conversations daily and keeps
tabs on online chatter with a
Social Media Listening
Command Centre that
operates out of Austin, Texas.
A similar centre is now in the
pipeline for Samsung.
12. Brands and Companies
For companies Facebook is a place where
they can not only market their products,
Marketing
but also sell products by linking their posts
directly to their online store.
Customer
Service
BRAND
Sales
Brand is fans’ new “friend” with whom they
can talk to whenever they have a problem or
a question, a sort of Customer Service
Dept. : a place to file complaints, ask
questions about a product etc.
R&D
Both negative and positive conversations
contain data for further analysis from a
point of view of future product / service
modifications and innovations: Research
&Development.
13. Social Media Center
Interesting Fact:
In 2012 Samsung set up a social
media centre, with one community
manager and one account manager
per country, and two social media
directors and an analytics team per
regional headquarters. It was
supported by an outsourced headcount
of 200 on the agency side.
That same year, Samsung was named
as one of the top 10 top global
companies with the most online
mentions.
15. Why Engagement Rate is important?
Engagement Rate is a measurement
individual post. The higher the better.
of popularity of a
company fan page or an
On a daily basis Facebook on average shows in your News Feed only 20% of all posts
published by a user’s friends and “liked” fan pages. Explained in laymen’s terms, Facebook
looks at several criteria at the same time: your activity with this person / fan page posts
(your likes, shares, comments etc.) and history of your engagement.
Only posts of friends and fan pages that you actively interacted for quite some time will
fall into these 20 %. Since most of people view their content in the News Feed, if
content fails to attract fan’s attention, it will most likely be hidden in preference of a more
relevant content.
16. Engagement Rate Formula
Each post’s popularity can be measured or its Engagement Rate (ER) calculated using
available data from Facebook itself. It expresses how engaged fans were with the post: a
total sum of their likes, comments and shares per post divided by a total amount of fans on
a given day. Formula below has several versions, but more or less is an industry’s standard.
ER =
Likes + Comments + Shares
Total fans on a given day
18. Facebook Post: Text & Image
Facebook Posts is comprised of
text
and image components. Image
can be either a photo or an image from
the preview generated from a video or
other link.
93% of posts have additional
textual description to an image or a
link. For companies texts give an
opportunity to say more about products,
its features etc.
a traditional
advertising message just in a social
It is a form of
media setting.
19. Facebook Post Type
Facebook started as a site where college
students voted on photos. Not surprisingly,
years after visual
elements are present
in 96% of posts. Only 4 % of all
posts are plain text posts without an
image accompanying it.
Most popular is a photo image, with 9 %
of photo albums. Links to articles and other
pages which also contain an image
preview stand for 4 %.
In 2012 Facebook was second
place
after YouTube to watch videos, but
videos are only 9% of all posts.
21. Text Syntax: Questions
Textual part of a post carries additional
information for the image it
accompanies. As in a real life conversation,
a dialogue is comprised of questions and
answers.
Texts which contain questions (20% of
all posts) showed to generate
more
comments, because they show that a
brand is interested in fans’ opinion/
response by starting a
conversation.
two-way
22. Text Components: Emoticons
Emoticons were invented to mimic a real
life facial expression in texts. Brands
sometimes are afraid to use them in their
posts (only
28 % of all posts).
Fans expect “human conversation”
with a brand.
Emoticons add emotional element to the
conversation. Posts containing emoticons
have higher Engagement Rates per
posts than posts without emoticons.
.
23. Text:Facebook Features
Facebook has several additional features which enhance post text with extra functionality or
information:
Hashtags are a new tool for marketers, but truth is that most of brand fans still don’t know
how to use them. Only 3% of posts contained hashtags.
Additional Links are usually links to company’s own pages, partner’s web pages, articles on
other websites, videos, and tags to other social media platforms (Pintrest, Twitter, Instagram etc.).
Tags are “links” to other pages of partners, companies or people on Facebook (32% of
posts) .
Check-in is an option to indicate a place for an event or location . Companies seldom use
them (1% of posts).
24. Text: Additional Links
28% of posts have additional links.
52% of those are links to other company
related pages (Official webpage, Facebook
page etc.). The rest are links to other URLs:
partners’ Facebook pages or webpage,
articles or videos on YouTube or Vimeo
(mainly) .
Since texts have to be short, links are a good
way to give more information to
those interested and not bore those who are
happy with just a few lines of text.
25. Text: Own Company Pages Links
Now almost every company has a wide array of own media to start with: Internet websites,
applications, social media accounts etc. with each of them having different functionality and
certain limitations.
While planning an advertising campaign, it is a social media manager’s job to wisely use features
of each of them in order to enhance campaign’s message.
26. Texts: Other Businesses Tags
55% of all posts
mention partners or
other businesses who
have Facebook pages. It
is a shop, a newspaper
or a famous person. But
only 32% of them
use tags to their
Facebook pages.
Not in all cases Facebook allows you to use this feature, but brands which use it increase
Facebook reach dramatically by making posts visible for both fan groups.
their
28. Image
Though fans “liked” a company or
a brand to see more of its
products, it turns out that they
Image
want a
product “to live a
life”.
Does not
contain
product
Contains
product
Only product
Not only
product
Images which show a product in a
context or surrounded by other
objects, people, backgrounds have
higher Engagement Rates
than those which just show a
product against white background.
29. Image Contains Product
67% of posts contain images of products (both only product(s) and product
in the context).
30. Image Contains Product
Posts which contain
images of products have
higher fans’ Engagement Rate almost by
30%.
Fans like to see products in posts by company.
Facebook has recently become one of the first places
for product launches. For companies it gives
immediate view of market reaction.
31. Image Contains Only Product
Additional Text provides options for further
description of the image and enhancement of posts
with extra information.
80% of posts show product “living a life”: practical application,
solution to
an existing problem, against different background and with other objects .
32. Image Contains Only Product
Fans engage almost 3 times more with images
which show a product “living a life”.
Images which show a product in a context or
surrounded by other objects, people, backgrounds
have higher Engagement Rates than those
which just show a product against white background.
34. Content Planning: Post Focus
4%
Post Focus is a central theme of an individual
post. Same as in traditional advertising, most
of Facebook posts are focused on marketing of
4%2%
a product and its features(45%). Second
8%
category are contests (21%) because social
media gives an opportunity to moderate them
45%
16%
21%
almost in real time making it interesting for
fans to participate.
Product
Contest
Unrelated
Company News
Events Sponshorship
Sales (promotion, shop)
Social Resposibility
35. Content Planning: Post Focus ER
Social nature of Facebook predetermines which
types of posts will be more popular than the
others. Posts with a focus on products and their
features have the highest
engagement
rate with the audience because this is why fans
became fans in the first place.
Though fans like to be informed, they still like to
be entertained. Second most engaging content is
“unrelated” category or posts which have
jokes or funny images usually related to the
industry in general but do not feature neither
company nor its products or services.
36. Content Planning: Post Type
Social media managers can choose from
wide variety of Facebook features while
creating content.
Photos are absolute
winners representing 74% of all posts.
Videos and Photo albums rank
second with 9% each. Links usually also
contain photos as part of the article/ other
website preview stand for 4 %.
stand for 4% of all posts.
Text posts
37. Content Planning: Post Type
Photos have significantly higher Engagement Rate compared
to other post types. Texts and videos have almost the same.
Interesting Fact:
Though Facebook was second place for watching online
videos, fans engagement is still quite low.
This can be explained by Facebook usage patterns.
Facebook’s prime time is from 9 to 11 and this is the time
when people are at work. Videos require sound and it is
not possible for most of people to view them at work.
38. Affective Component in advertising
Advertising messages can roughly be described as functional (features and application
of the product) or experiential (appeals to your feelings, emotions about the product). Social
Media platforms are places where people mainly entertain and the same is expected from the
content. Even features of the product have to be shown in an adventurous way. This created a new
type of advertising messages functional-experiential..
Functional
Experiential
39. Affective Component
Each company chooses its own tone of voice and way
to promote its products. Some of the choices
marketers have to make are influenced by the
industry’s standard, some by company’s
marketing strategy goals.
Different industries will have different types of
affective components prevailing in their social media
content.
40. Affective Component
Marketer’s dilemma: How to
communicate technical features of a new
memory card and make it fun and engaging
for it fans?
The answer is not easy. Fans obviously
prefer to be entertained rather than lectured.
Social media marketers just have to plan that
some content will be in the “FYI” category
meaning that it has to be seen by fans (for ex.
company news) but it will not generate high
engagement.
42. Content Planning Checklist
Content Planning Checklist in social media is nothing more but a revised version of regular
advertising campaign planning checklist. Marketers have to keep the right proportion of
everything and learn what is relevant and interesting for their target audience.
Combination of several types of content to express the same idea helps bring dimensions to the
advertising campaign. Fans appreciate this constant innovation and an element of surprise.
Social media gives feedback in real time on successes and failures for marketers to adjust
accordingly.
Focus
Content
Product / Social Responsibility / Company News / Sales / Sponsoring / Contest / Unrelated
Type
Photo / Photo Album / Video / Text / Link
Tone of voice
Functional / Experiential / Functional-experiential
43. Content Creation Checklist
From planning to execution. After the alignment comes a stage of actual planning of
posts publishing which involves decisions on how to use all Facebook features and advertising
content to their fullest potential.
Same idea can be expressed in a variety of ways using words, images, video etc.
Advertising message’s idea can be further enhanced using loads of available Facebook features
which had previously been discussed.
The Content Creation Checklist structures this decision making process and helps align
content and Facebook features with the marketing objectives.