13. 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
14. >3.5 BILLION PIECES OF CONTENT
ARE SHARED / WEEK
How can we make sense of all this?
18. BUT IS IT POSSIBLE 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 GOAL OF
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
22. NEED A STRATEGY FOR
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 are wondering 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 BRAND ASSESSMENTS
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 Assessment Discovery 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
28. Social Media Assessments place you and your
brand in a leadership position…
• Clear answers and strong guidance
• A distinctive voice
• A competitive advantage
5
29. Winning Brands Master Content 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 Content Marketing
• 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
32. How much does a 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 Beat EdgeRank
• 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 a better 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 has Evolved
• Was keyword-based monitoring and listening
• Now an Interest Graph World
• Based on context of consumers collective actions
36. TO MAKE SOUND BUSINESS DECISIONS
Need insight into consumer actions
• What drives the most engagement / interaction
• What type of content
• Where they are interacting
• When they are interacting
38. NEW SPECIALTY OF SOCIAL 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 SETS ARE 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 LOT OF 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 OF SOCIAL 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 This Industry Report
• American Eagle • Old Navy
• Outfitters • Polyvore
• BeBe • Refinery29
• Gap • ShopBop
• H&M • Urban Outfitters
• Hollister Co • Wet Seal
43. BRAND COMPARISON OF
VOLUME OF 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. CONTENT TYPE
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
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 BRANDS SHARED 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 BRANDS SHARED 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 BRANDS SHARED 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
63. A STRATEGIC CONTENT
MARKETING 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%
64. 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
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
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.
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
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
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!
This is a pie chart showing the total post volume for all brands across the entire report period.
Shows the overall interactions by content type.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.