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Great marketing is about great data
This document discusses the importance of data in social media marketing. It notes that top companies are looking to take their social media initiatives to the next level by benchmarking their performance, creating strategies and tracking progress. It promotes social media brand assessments that analyze areas like content, engagement, and organizational synergy to provide recommendations. Finally, it advertises a free competitive industry report that provides engagement data and content insights about brands to help optimize marketing strategies.
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Great marketing is about great data
- 1. GREAT SOCIAL MARKETING IS ABOUT GREAT DATA: THE STATE OF CONTENT AND ENGAGEMENT Dr. Natalie L. Petouhoff @drnatalie DoctorNatalie@gmail.com
- 2. SOME BACKGROUND ONME… OUR RADIO SHOW Example Software Company Interviewed: TWYXT.com www.TheSocialNetworkShow.com Broadcasting in 82 countries
- 3. WEBINARS ON CONTENT MARKETING
- 4. Example: Dr. Natalie’sSocial Media ROI Webinar Results @ 2000 Registrations 800 Attendees
- 5. WRITE ROI THOUGHTLEADERSHIP EBOOKS, CASE STUDIES, WHITE PAPERS…
- 6. WRITE / CO-AUTHORBOOKS
- 8. THERE’S A NEW WAVE OFBRAND BUILDING
- 9. BRANDS are… SOCIAL EXPERIENCES
- 10. BRANDS are… Digital EXPERIENCES
- 11. TAKE FOR INSTANCE… GEORGETAKEI’S FACEBOOK PAGE
- 12. LET’S TAKE ALOOK AT ONE PHOTO…
- 13. Video Map ofHow 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
- 14. >3.5 BILLION PIECESOF CONTENT ARE SHARED / WEEK How can we make sense of all this?
- 15. PEOPLE ARE ACTINGON CONTENT
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- 18. BUT IS ITPOSSIBLE To CALCULATE SOCIAL MEDIA ROI Skeptics think social media is too “fluffy” to adequately 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? 18
- 19. THERE IS AN ROI OF ANYTHING THAT PROVIDES And there is an ROI VALUE of your mom, a phone and wearing pants http://www.flowtown.com/blog/what-is-the-roi-of-your-mom 19
- 20. WHAT’S THE GOALOF POSTING 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
- 21. PEOPLE ARE SHARINGMORE THAN EVER BUT WHAT DO BUSINESSES NEED TO DO?
- 22. NEED A STRATEGYFOR DIGITAL/ SOCIAL MEDIA INITIATIVES UCLA Anderson Course Social Media Success Step 7: Iterate and Pivot Step 6: Aligning Politics Step 3: Finding Your & the Organization Audience Step 2: Creating a Step 5: Designing Measurement Practice Galvanizing Interactions Step 1: Gathering The Step 4: Creating Right Insights Engaging Content @drnatalie 22
- 23. Top companies arewondering how to take their social 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 23
- 24. SOCIAL MEDIA BRANDASSESSMENTS We help you determine where you are compared to best practices & your competitors… You get… • An objective assessment • Recommendations • Short & long term strategic • Short & long term tactical plan
- 25. Social Brand AssessmentDiscovery Areas 7 Steps to FastTrack Social Media Initiatives Step 1: Monitoring & Benchmarking Step 2: Business Goals & Measurement Step 3: Audience Identification & Engagement Step 4: Create Content for Business Results Step 5: Design Interactions for Business Results Step 6: Create Organizational Synergy & Training Step 7: Iterate and Pivot 25
- 26. Social Brand CapabilityCalculator What’s your brand score? OPTIMIZE = 500 INTEGRATE = 400 ENGAGE =300 LISTEN = 100 LEARN= 200
- 27. With your score, Yourbrand is ready to go to the next level…
- 28. Social Media Assessmentsplace you and your brand in a leadership position… • Clear answers and strong guidance • A distinctive voice • A competitive advantage 5
- 29. Winning Brands MasterContent Marketing What are the three big problems around content and engagement? 1. Creating great content so fans will want to interact with it 2. Creating a lot of that great content 3. Promoting the content so it’s seen
- 30. Challenges with ContentMarketing • The truth is most brands don’t have the budget to create enough great content to be effective at engaging their customers • What makes matters worse, in addition to a content creation budget, you also need a promotion budget • And the cost to promote content – can be prohibitive
- 31. EdgeRank Dilutes ContentMarketing Effectiveness Content only reaches ~3% of your fans
- 32. How much doesa Sponsored Posts or Story Cost? One sponsored story from Facebook costs $200 • Let’s say the brand posts 2 times day • $200 x 2 = $400/day • 7 days/wk x $400/day = $2,800/wk • 4 wks/mo x $2,800/wk = $11,200/mo • 12 mo/yrs x $11,200 = $134,400/yr • $134,400/ yr just to get your content seen! And that doesn’t include the cost of the: • Creative • Content production • Content delivery systems (like Buddymedia) • Community managers….
- 33. Winning Brands BeatEdgeRank • EdgeRank gives greater exposure (reach) to posts that are more engaging • Boring posts decrease your reach and thus your bottom line • The solution is to create more interesting posts
- 34. What makes abetter post? You need the data to analyze your content and your competitors: • Benchmark engagement performance vs. your competitors • Surface the best content and content types to engage your target audiences • Find and leverage trending content in the your industry • Create a clear curation strategy and leverage trending content in your industry
- 35. Competitive Intelligence hasEvolved • Was keyword-based monitoring and listening • Now an Interest Graph World • Based on context of consumers collective actions
- 36. TO MAKE SOUNDBUSINESS DECISIONS Need insight into consumer actions • What drives the most engagement / interaction • What type of content • Where they are interacting • When they are interacting
- 37. Isn't it worth knowingwhat is relevant to your audience?
- 38. NEW SPECIALTY OFSOCIAL MEDIA OPTIMIZATION: INDUSTRY REPORTS • Leverages social media B.I.G. data • Provides a • Competitive analysis • Brand engagement • Allows marketers to evaluate content • Best type of content • When to post • Where to post
- 39. BUSINESS DATA SETSARE TOO BIG TO CAPTURE AND ANALYZE MANUALLY • Why is big data such a big deal? • Our customers are liking, commenting, sharing, tweeting, pluss-ing and re- pinning “B.I.G. Data is the next frontier for innovation, competition and productivity.” --McKinsey
- 40. THERE’S A LOTOF THIS SOCIAL DATA… • Customers are telling us, through that big data • Exactly which photos and videos and blog posts have the biggest impact on them • But it’s not organized!!!!
- 41. NEW SPECIALTY OFSOCIAL MEDIA OPTIMIZATION: INDUSTRY REPORTS • Leverages social media B.I.G. data • Provides a: • Competitive analysis • Brand engagement • Allows marketers to evaluate content • Best type of content • When to post • Where to post
- 42. Brands in ThisIndustry Report • American Eagle • Old Navy • Outfitters • Polyvore • BeBe • Refinery29 • Gap • ShopBop • H&M • Urban Outfitters • Hollister Co • Wet Seal
- 43. BRAND COMPARISON OF VOLUMEOF CONTENT POSTED How to Use This Data: • Compare volume of posts compared to competitors • Make better decisions about content – Creating and – Posting
- 44. PERFORMANCE VS. CONTENTTYPE PHOTOS ARE SHARED THE MOST How to Use This Data: • Evaluate type of content gets most interactions • Make better choices on the type of content to Photos Interactions / Post Note: create How is this comparison different Status than the previous slide? Link What’s the difference between engagement Video and interactions? Offer
- 45. POST VOLUME Posts Facebook Posts Refinery29 most FB posts
- 46. POST VOLUME Posts Tweets Refinery29 most Tweets
- 47. ENGAGEMENT EFFECTIVENESS Engagement Facebook bebe most Facebook engagement
- 48. TOP CONTENT ON FACEBOOK BASED ON -- ENGAGEMENT--
- 49. ENGAGEMENT EFFECTIVENESS Engagement Twitter ABERCROME most Twitter engagement
- 50. TOP CONTENT ON TWITTER BASED ON -- ENGAGEMENT--
- 51. TOP COSMETIC BRANDS:
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- 53. TOP BRANDS: ENGAGEMENT CoverGirl Olay
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- 55. TO LEARN MOREABOUT THE TOP BRANDS CONTENT Olay
- 56. HIT PUBLISH You are taken directly to the brand’s trending content list Olay Key take-a-ways: • Evaluate the brand’s content, interactions, likes, comments • Use this information to help inform your content strategy and tactics
- 57. LIST OF "COVERGIRL"TWITTER INFLUENCERS Use this data as part of your Tactical Planning Key take-a-ways: • Do you know who your brand’s top influencers are? • Have you engaged those influencers? • How does your influencer list compare to this list for Olay CoverGirl? • Have you engaged all these Twitter influencers? • What are your key social indicators? • How do they compare to other brands? • Use this content when creating your Twitter Strategy and Tactical plans
- 58. LIST OF BRANDSSHARED BY "COVERGIRL" FANS Use this data as part of your Affinity Strategy Planning Study: • Burberry • Walmart • CoverGirl Olay Key take-a-ways: • Do you know the type of content your affinity brands post? • Have you looked at the content your affinity brands post? • Use this information to inform your: • Overall content creation distribution plan • Partnership planning
- 59. LIST OF BRANDSSHARED BY "COVERGIRL" FANS Use this data as part of your Affinity Strategy Planning Study: • Burberry • Walmart • CoverGirl Olay Key take-a-ways: • Do you know the type of content your affinity brands post? • Have you looked at the content your affinity brands post? • Use this information to inform your: • Overall content creation distribution plan • Partnership planning
- 60. LIST OF BRANDSSHARED BY "COVERGIRL" FANS Use this data as part of your Affinity Strategy Planning Study what: • Burberry • Walmart • CoverGirl Olay To know: • What their fans find fascinating • These brands represent opportunities for: • Cross promotion • Consideration for ad placement
- 61. REAL-TIME INTELLIGENCE ABOUT CUSTOMERS,COMPETITORS AND ENGAGEMENT My new content and engagement plan
- 62. REAL-TIME INTELLIGENCE ABOUT CUSTOMERS,COMPETITORS AND ENGAGEMENT Decisions about what content to create & when to post
- 63. A STRATEGIC CONTENT MARKETINGCALENDAR 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%
- 64. REAL-TIME INTELLIGENCE ABOUTCUSTOMERS, 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
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- 66. THANK YOU GREAT SOCIAL MARKETING IS ABOUT GREAT DATA ABOUT CONTENT Dr. Natalie L. Petouhoff @drnatalie SEND AN EMAIL IF YOU WANT THE FREE Competitive Industry REPORT DoctorNatalie@gmail.com Put ENGAGEMENT REPORT in the subject line
Editor's Notes
- #8 That’s because it’s only going to get more digital. The pace isn’t slowing down—it’s accelerating.Here’s one example how: More video has been uploaded to YouTube in the last 2 months than if ABC, NBC and CBS had been airing new content 24/7/365 since 1948; the date, by the way, when ABC first started beaming its signal into American households.But wait. That’s just the way many think about digital today—in terms of the “desktop.” What’s just around the corner is yet another sea change: the Web that’s not dominated by mobile. Reports now estimate that “mobile will take over the Web as soon as 2014”—in just 4 years. When they predict it will be 2x the size of the desktop Internet. How? The continued adoption of 3G and smart phones is a big reason. So is the unquenchable demand for the iPhone, iTouch, iTunes, and now iPad ecosystem of digital consumer content.
- #14Â Each visualization is made up of a series of branches, starting from George. As each branch grows, re-shares split off onto their own arcs.Sometimes, these re-shares spawn a new generation of re-shares, and sometimes they explode in short-lived bursts of activity.The two different colors show gender, and each successive generation becomes lighter as time goes by. And the curves are just for snazz.http://www.facebookstories.com/stories/2200/data-visualization-photo-sharing-explosions
- #19 You might have heard that social media ROI can’t be calculated, but you can track things. Or that the ROI of social media is that you will be in business in 5 years, Or why would you calculate the ROI of social media, would you calculate the value of putting your pants on in the morning or of your mom. People who tend to say this are the early adopters and innovators and I think because they inherently get that there is value to social media…And while some of these statements might make you chuckle and others might seem like they are true, they don’t really help you in a business meeting with peers and executives who want real business answers. So how do you speak intelligently about a field where people are comparing the ROI of wearing pants to the ROI of social media?This and more are part of the challenges of this topic
- #20 And the truth is… there IS ROI to anything that provides value…Meaning that because your mom provides value to your life, there is an ROIbecause there are benefits to having a phone and wearing your pants… there is an ROI…I love this infographic… its kinda poking fun at this whole conversation and I really appreciate that…Math with humor is more fun!
- #44Â This is a pie chart showing the total post volume for all brands across the entire report period.
- #45Â Shows the overall interactions by content type.
- #46Â This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
- #47Â This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
- #48Â This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
- #49Â This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
- #50Â This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
- #51Â This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
- #52Â This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
- #53Â This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
- #54Â This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
- #55Â This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
- #56Â This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
- #57Â This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
- #58Â This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
- #59Â This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
- #60Â This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
- #61Â This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.