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How to maximize engagement in social channels

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Presented as part of ad:tech uni Sydney, November 2011
Engineering for social sharing
The competition for attention
What are social objects
How insights help to deliver optimized content
The role of third party content
How influencers can help maximize engagement
Real time versus past tense tracking
Advanced - what is Facebook's edge rank algorithm?

Published in: Technology, Education, Business
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How to maximize engagement in social channels

  1. 1. 1023 November 2010, Sydney Tiphereth Gloria Social Media Strategist, GPYR Sydney http://twitter.com/tiphereth http://www.digitaltip.com.au http://www.gpyr.com.au/blog/www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  2. 2. 23 November 2010, Sydney How to maximize engagement in social channelswww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  3. 3. Agenda23 November 2010, Sydney 1. Engineering for social sharing 2. The competition for attention 3. The basics - what every digital site should have 4. What are social objects 5. How insights help to deliver optimized contentwww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  4. 4. Agenda23 November 2010, Sydney 6. The power of the extended network 7. The role of third party content 8. How influencers can help maximize engagement 9. Real time versus past tense tracking 10. Advanced - from Facebooks edge rank algorithm to G+ Pageswww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  5. 5. The basics23 November 2010, Sydney • Link your digital channels online • Advertising/marketing material should lead to at least one of your digital destinations • What are your social objectives linked to? • How are you measuring those? • How are you reporting back?www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  6. 6. 23 November 2010, Sydney SOCIAL = PEOPLE NOT PLATFORMSwww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  7. 7. 23 November 2010, Sydney ENGINEERING FOR SOCIAL SHARINGwww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  8. 8. The competition for attention23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  9. 9. 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  10. 10. What do social media participants expect?23 November 2010, Sydney • The following report supports Facebook’s claim via an independent global study • Study prepared for World Federation of Advertisers • Not about an arbitrary $ figure for media/ sales value • All about how to build brand and optimise fan pages • Survey of 24 fan pages from large companies • Categories included confectionery, alcoholic and non- alcoholic drinks, personal care and telecommunications • US, UK, Australia, France, Germany and Sweden plus some globalwww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  11. 11. 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  12. 12. 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  13. 13. 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  14. 14. 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  15. 15. Examples of brand as facilitator23 November 2010, Sydney • You have 2 options as a brand: • use other people’s content (third party content) as social objects • build/construct/converse using existing brand strategic direction (create your own social objects)www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  16. 16. 23 November 2010, Sydney Example 3rd party: Virgin uses yourFacebook content tostart a conversation about Virgin’s first timeswww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  17. 17. 23 November 2010, Sydney Example 3rd party: Virgin uses yourFacebook content tostart a conversation about Virgin’s first timeswww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  18. 18. 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  19. 19. What are social objects?23 November 2010, Sydney • A reason for people to have a conversation • The interesting thing about the Social Object is the not the object itself, but the conversations that happen around them. • Best place to “see” social objects in action: – Twitter hashtags [text memes] – Tumblr [visual memes] – Facebook [visual memes since latest changes] – Buzzfeed – Meme generator siteswww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  20. 20. 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  21. 21. 23 November 2010, Sydney YOUR CONTENT COULD GO ANYWHEREwww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  22. 22. 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  23. 23. 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  24. 24. 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  25. 25. 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  26. 26. The role of third party content23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  27. 27. 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  28. 28. Gay marriage23 November 2010, Sydney18,000 Likes,about 2,400 comments,almost 14,000 shares and1,000 new followerswww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  29. 29. Why?23 November 2010, Sydney • Facebook algorithm change – big images in the feed + images get into top stories • Meme generator sites - http://memegenerator.net/ • Occupy wall streetwww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  30. 30. 23 November 2010, Sydney How insights help to deliver optimized contentwww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  31. 31. Example channel analysis for Brand Mentions23 November 2010, Sydney Twitter – much less than the rest ofForums are the industrymost important channel forbrand mentionswww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  32. 32. Twitter @mentions23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  33. 33. Facebook:Talking about this23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  34. 34. How we Reached People (Reach and Frequency)23 November 2010, Sydney The number of unique people who saw a story about this Page published by a friend from 1 Oct to 31 Oct. These stories include: liking our Page, posting to the Page wall, liking, commenting on or sharing one of the Page posts, and taking other actions related to to the page that their friends could see.Each point represents the unique people reached in the 7-day period ending with that day.www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  35. 35. The percentage of people Most viral posts whove created a story from your Page post out of the total number of unique people who have seen it23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  36. 36. 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  37. 37. The power of the extended network23 November 2010, Sydney • Freemium versus paid (only some pay for a version with more features) • Gifting economy – reputation (bloggers operate in this space)www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  38. 38. 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  39. 39. 23 November 2010, Sydney How influencers can help maximize engagement Honda Jazz & Old Spicewww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  40. 40. 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  41. 41. 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  42. 42. Real time versus past tense tracking23 November 2010, Sydney • Real time = Twitter • Past tense = everything else • Social monitoring tools – Radian6 – Alterian SM2 – Buzznumbers – PeopleBrowsr – Facebook Insights (+ 3rd party ad ons e.g. Socialbakers, Wildfire)www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  43. 43. #QantasLuxury23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  44. 44. 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  45. 45. All the trending topics related to #QantasLuxury23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  46. 46. 23 November 2010, Sydney Advanced Facebooks edge rank algorithmwww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  47. 47. Edgerank algorithm23 November 2010, Sydney • Affinity – Affinity is a score based on the proximity or how “friendly” you are with someone. • Edge Weight – Edge Weight is a basic formula which decides that certain pieces of content are more likely to appear in news feeds than others. • Recency – The final element of the EdgeRank is related to recency, which is actually known as time decay.www.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  48. 48. Photos are the most popular on Facebook23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  49. 49. If you ask for likes you get them23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  50. 50. 23 November 2010, Sydneywww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  51. 51. the experiment23 November 2010, Sydney • http://memegenerator.net / • http://www.buzzfeed.com/ • Try Tumblr, Instagram or another visual social platform you don’t normally usewww.ad-tech.com/uni @adtechANZ #atuni ad:tech university
  52. 52. 23 November 2010, Sydney Thank you ANY QUESTIONS?www.ad-tech.com/uni @adtechANZ #atuni ad:tech university

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