The Content Selfie: What to Serve Your Customers to Make Them Want You
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The Content Selfie: What to Serve Your Customers to Make Them Want You
- 1. The content selfie How you look from the eyes of the customer! Presented By tangerine lab and @tangerinelab
- 2. selfie Syllabification: sel·fie Pronunciation: /ˈselfē tangerine lab NOUN (plural selfies) INFORMAL A photograph that one has taken of oneself
- 3. Verizon Wireless’s Objectives From The Digital Content Selfie (AKA Scorecards)? tangerine lab
- 4. Identify the content considered best (most beautiful) by their customers tangerine lab
- 5. Examine What Made The Best Content Best Beauty Secrets tangerine lab
- 6. Continue To Create Impactful Content Replicate Beauty tangerine lab
- 7. 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 - Team A Quarter over Quarter # 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 RT, @s, Likes, etc. But are you meeting your goals?
- 8. 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 attention than others. •Is that what you intended? •How do the content relate to your priorities in the period/area/etc.? •Page views growing. •What was the amount of time spent on the page (bounce rate)? •When was the high traffic time? •Where did they come from? •This is reactive. Popular content doesn’t necessarily advance business objectives. Team A Performance Scorecard The Old Selfie – Analysis & Insights
- 9. 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 tangerine lab
- 10. 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
- 11. How Do You Find The Best Content? Who Finds Which Content Most Effective? What Makes Them The Best? tangerine lab
- 12. tangerine lab MOBILE PROFESSIONALS SOCIAL CONNECTORS MOBIRATI
- 13. Introducing The New Content Selfie AKA Content Performance Score (CPS) tangerine lab
- 14. The Content Performance Score (CPS) •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
- 15. tangerine lab MOBILE PROFESSIONALS SOCIAL CONNECTORS MOBIRATI 3571 3151 1428 -6% +27% +17% HQ AREA
- 16. •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 Best Content Meets Or Exceeds These Goals Sample Metrics Used In CPS tangerine lab
- 17. Sample Attributes Contributing To Performance •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 tangerine lab
- 18. How Do You Use CPS?
- 19. Content Met Or Exceeded All CPS Component Goals Rank Story CPS Content Creator Team Awareness Engagement Conversion Sentiment 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
- 20. TOP 5 CONTENT WITH HIGHEST CPS This Month Have not necessarily met or exceeded their CPS Component goals. Rank Story CPS Content Creator Team Awareness Engagement Conversion Sentiment 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
- 21. 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 Multicultural 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 Practit’nr Twitter WSJ.com Opera Mini iOS7 ipad Mobirati Story 2 Empower Optimistic Paid Search N/A Chrome Jelly Bean Samsung galaxy nexus Connector Story 3 Transform Confident Practit’nr Twitter CIO.com Safari Window 7 Desktop Media Story 4 Purposeful Optimistic Organic Search WSJ.com Safari OSX Macbook Mobile Pro Story 5 Empower Optimistic @VZWNews Good.com Safari iOS7 iphone Connector/Media
- 22. tangerine lab Hard news 20% Hopeline 40% VZ Cloud 20% Vz Messages 20% Story type Infographic 12% photo 37% video 38% Brand 13% Visual elements Mon 16% Tue 33% Wed 17% Thu 0% Fri 17% Sat 17% Launch day Content Twitter 40% Paid search 20% Organic search 20% VZW News 20% Dominant referral channel Attributes Of Content That Met All CPS Goals
- 23. •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 What Do You Need To Take The Best Content Selfie? tangerine lab
- 24. •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 tangerine lab What Do You Need To Take The Best Content Selfie?
- 25. tangerine lab Washington DC Website: www.tangerinelab.com Twitter: @tangerinelab