Tangerine Lab introduces some new thinking in measuring the business impacts of digital content.

1. The Content Selfie: What
to Serve Your Customers
to Make Them Want You
#SocialShakeUp
Banafsheh Ghassemi
CEO and Founder
Tangerine Lab
Tuesday September 16, 2014
11:45am

2. tangerine lab
#SocialShakeUp
selfie
Syllabification: sel·fie
Pronunciation: /ˈselfē
NOUN (plural
sel*ies)
INFORMAL
A photograph that one has taken of oneself
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3. Verizon Wireless’s Objectives
The Digital Content Selfie
(AKA Scorecards)?
tangerine lab
#SocialShakeUp
From
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4. Identify the content considered best
(most beautiful) by their customers
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#SocialShakeUp
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5. Examine What Made The Best
Content Best : Beauty Secrets
#SocialShakeUp
@TangerineLab
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6. Continue To Create Impactful
Content: Replicate Beauty
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#SocialShakeUp
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7. Team A
Quarter over Quarter
#SocialShakeUp
Q1
Q2
Q3
QoQ
(Q2-­‐Q3)
Q4
QoQ
(Q3-­‐Q4)
AUDIENCE
Twitter followers 5,313
5,778
6,922
+20% 6,408
-7%
News Center page views 122,009
90,399 128,618
+42% 74,960
-42%
DN&B
unique
monthly
visitors
151,545,152 63,990,929 146,339,562
+129% 135,423,982
-7%
ENGAGEMENT
Twitter retweets 285
374 832
+122% 695
-16%
Twitter replies 79
298 742
+149% 381
-49%
News Center tweets 2,621
3,246 2,735
-16%
1,747
-36%
News Center likes 2,216
2,612 7,642
+193% 1,877
-75%
News Center shares 957
856 204
-76% 198
-3%
YouTube likes TBD
TBD
TBD - TBD -
YouTube shares TBD
TBD
TBD - TBD -
REACH
Twitter 307,445
350,489 878,561 +151% 606,323
-31%
News Center 90,111,181
58,183,615 88,705,267 +52% 24,392,568
-73%
YouTube TBD
TBD
TBD - TBD -
# OF POSTS
Twitter 357 832 1,345 +62%
1,328 -­‐1%
News Center 114 117 114 -3% 55 -52%
DN&B top 30 coverage 310 533 486
-­‐8%
383
-­‐21%
Lifestyle Conversation N/A N/A 9 -­‐
3 -­‐66%
The Old Selfie
Quarterly:
Is this timely for action?
Vanity metrics: Growing
audience.
But who are they?
Vanity metrics: Growing
Shares.
But are they consumed?
Are they supporting
intended business
outcomes?
Vanity metrics:
Growing RT, @s, Likes, etc.
But are you meeting your
goals?

8. The Old Selfie – Analysis & Insights
#SocialShakeUp
Analysis
• Twitter Reach peaked in October due to high levels of
engagement from tweets about
Domestic Violence Awareness month. In November
posts relating to the opening of the Destination Store
and Selena Gomez’s visit received the most
Engagement. In December, tweets regarding the
3rd anniversary of Verizon’s LTE network generated the
most Retweets.
• News Center reach peaked in November due to the high
number of page views from the article “
Ellipsis 7 Tablet Available Nov. 7 Exclusively from
Verizon Wireless.” The most engaging article of the
quarter was “
Celebrities Urge the Public to Contribute to Typhoon
Relief Efforts.”
• DN&B monthly visitors peaked in November due to
coverage from high profile outlets such as Cnet and
PC Mag covering news of the Destination Store, iconic
releases, and phone reviews. In October, news of
Verizon’s same day delivery service was mentioned in the
NY Times.
Team Insights
• To increase Twitter Reach, continue to post mentions of
Verizon’s philanthropic efforts.
• To increase DN&B monthly visitors, engage with
influencers on Twitter to increase interest in Verizon’s
latest news and events.
**DN&B = Digital News and Blogs
**Top 30 influencers as identified by Individual Practitioners
• Some
content
received
more
aDenEon
than
others.
• Is
that
what
you
intended?
• How
do
the
content
relate
to
your
prioriEes
in
the
period/
area/etc.?
• Page
views
growing.
• What
was
the
amount
of
Eme
spent
on
the
page
(bounce
rate)?
• When
was
the
high
traffic
Eme?
• Where
did
they
come
from?
• This
is
reacEve.
Popular
content
doesn’t
necessarily
advance
business
objecEves.

9. #SocialShakeUp
Characteristics Of ANY
Effective Content
• Awareness: Noticed by target audience
• Mobile professionals
• Mobirati
• Social connectors
• Local/national media and influencers
• Other evolving segments
• Engaged with & consumed as intended
• Conversion: Achieves desired business outcomes
• Sentiment: Neutral to positive
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10. #SocialShakeUp
The Challenge
• Even the most interesting content may still not
achieve the 4 performance objectives of:
• Awareness
• Engagement and Consumption
• Conversion
• Sentiment
• Many factors influence the performance
against objectives
tangerine lab
@TangerineLab

11. How Do You Find The Best
Content?
Who Finds Which Content
Most Effective?
What Makes Them The
Best?
tangerine lab
#SocialShakeUp
@TangerineLab

12. MOBILE PROFESSIONALS MOBIRATI SOCIAL CONNECTORS
#SocialShakeUp
MOBIRATI
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13. Introducing The New Content Selfie
Content Performance Score (CPS)TM
tangerine lab
#SocialShakeUp
AKA
@TangerineLab

14. Content Performance Score (CPS)
#SocialShakeUp
• A single score
• Simple weighted algorithm that measures & ranks
each content against its stated objectives
• Identifies the top performing content
• Leads to examination of the attributes that
influenced performance
tangerine lab
@TangerineLab

15. MOBIRATI
MOBILE PROFESSIONALS MOBIRATI SOCIAL CONNECTORS
#SocialShakeUp
3571!
3151!
HQ!
1428!
-6%!
+27%!
+17%!
AREA"
@TangerineLab

16. Best Content Meets Or Exceeds
These Goals
#SocialShakeUp
• Awareness
• Target Audience Reach
• New vs. Existing Visitor Rate
• Engagement/Consumption – Vanity metrics & then some
• Tweets, RTs, Comments, @ Mentions
• Click-Through to News Center, Bounce Rate, Time on the Page
• Total Page Views, Length of total visit
• Repeat visitors
• Conversion
• Digital or physical door swings
• Positive media coverage
• Sentiment
• Positive, Negative, Neutral
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@TangerineLab

17. Sample Attributes
Contributing To Performance
#SocialShakeUp
• Distribution time
• Distribution frequency
• Visual elements
• Visual details (e.g., child, couple, product)
• Business priority supported
• Brand pillar supported
• Key words in the subject line
• Story type (e.g., hard news, testimonial)
• Brand voice
• Referral platform (e.g. Twitter, YouTube, search)
• Responsive design
• Geography
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@TangerineLab

18. How Do You Use CPS?
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#SocialShakeUp
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19. Content Met Or Exceeded All
CPS Component Goals
#SocialShakeUp
Rank
Story
CPS
Content
Creator
Team
Awareness
Engagement
Conversion
SenIment
1
Story
1
16331
Lewis
HQ
5785
942
9604
+1
2
Story
2
15729
Smith
Area
1
406
1797
13526
+1
3
Story
3
14827
James
Area2
1003
924
12900
+1
4
Story
4
13846
Smith
Area
3
12
1447
12387
+1
5
Story
5
12983
Jones
Area
4
27
742
12214
+1
@TangerineLab

20. TOP 5 Content With Highest CPS
This Month Have not necessarily met CPS component goals
#SocialShakeUp
Rank
Story
CPS
Content
Creator
Team
Awareness
Engagement
Conversion
SenIment
1
Story
1
16331
Lewis
HQ
5785
942
9604
+1
2
Story
2
15729
Smith
Area
1
406
1797
13526
+1
3
Story
3
14827
James
Area2
1003
924
12900
+1
4
Story
4
13846
Smith
Area
3
12
1447
12387
+1
5
Story
5
12983
Jones
Area
4
27
742
12214
+1
@TangerineLab

21. #SocialShakeUp
Attributes Of Content
That Met All CPS Goals
Story
CPS
Content
Creator
Team
Launch
Time
Launch
Day
Launch
Freq
Visual
elements
Story
Channel
Story
Type
Story
1
16331
Lewis
HQ
AM
F
2
Brand
central/Vz
Pages
Network
Hard
news
Story
2
15729
Smith
Area
1
AM
M
&
W
4
Infogaphic
Dom
Violence
Hopeline
Story
3
14827
James
Area2
PM
T
2
Photo
Thought
leadership
VZ
Cloud
Story
4
13846
Smith
Area
3
AM
&
PM
Sa
&
Su
4
Video
MulEcultural
VZ
messages
Story
5
12983
Jones
Area
4
AM
T
2
Photo
Dom
Violence
Hopeline
Story
Brand
Pillar
Brand
Voice
Dominant
Referral
Channel
Dominant
backlink
Dominant
browser
Dominant
OS
Dominant
device
Primary
target
Audience
Story
1
Innovate
Confident
PracEt’nr
TwiDer
WSJ.com
Opera
Mini
iOS7
ipad
MobiraE
Story
2
Empower
OpEmisEc
Paid
Search
N/A
Chrome
Jelly
Bean
Samsung
galaxy
nexus
Connector
Story
3
Transform
Confident
PracEt’nr
TwiDer
CIO.com
Safari
Window
7
Desktop
Media
Story
4
Purposeful
OpEmisEc
Organic
Search
WSJ.com
Safari
OSX
Macbook
Mobile
Pro
Story
5
Empower
OpEmisEc
@VZWNews
Good.com
Safari
iOS7
iphone
Connector/
Media
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22. Attributes Of Content
That Met All CPS Goals
Dominant
referral
channel
#SocialShakeUp
Hard news
20%
Hopeline
40%
Vz
Messages
20%
VZ Cloud
20%
Story
type
Infographic
12%
photo
37%
video
38%
Brand
13%
Visual
elements
Mon
16%
Tue
33%
Fri
17%
Thu
0%
Sat
17%
Wed
17%
Launch
day
Content
TwiMer
40%
Paid search
20%
VZW News
20%
Organic
search
20%
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23. What Do You Need To Take
The Best Content Selfie?
#SocialShakeUp
• Some level of automation
• Establish degree of automation
• Dynamic feedback – relates to timeliness
• Your current capabilities
• Benchmarking
• Domain of variables to be included in CPS & weights
• Performance goals & process to set & maintain
• Definition of conversion for each content
• Access to sentiment metrics
tangerine lab
@TangerineLab

24. What Do You Need To Take
The Best Content Selfie?
#SocialShakeUp
• Target Audience Analytics
• Social analytics tools (e.g., DataSift, Demographics Pro)
• Web analytics tools (e.g., GA , Site Catalyst)
• Story Metadata & Tagging
• Metadata environment
• Ongoing processes to maintain
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25. tangerine lab
Website: www.tangerinelab.com
Twitter: @tangerinelab
#SocialShakeUp
Questions?