Key learning: · Sentiment detection, analysis and ROI · What should you measure: impressions, clicks, followers, circles, likes, or all of the above? · Which metrics matter most? What’s in the pipeline? · Successfully communicating social media ROI · Monitoring social media conversation effectively – minimising risk · Learn from successful Fortune 500 company case studies in measuring bottom line impact · How to optimize your content and product for social media and sharing http://www.ibrc.com.au/event/social-media-monitoring-and-roi-metrics-forum-2012-march_97

1. Chase McMichael CEO
@chasemcmichael @infinigraph

2. some content
is more interesting than other content.

3. Content insights involves a staggering amount of data:
3.5 billion pieces of content are shared each week
between 800 million Facebook users.
How do you make since of all this data?

4. We’re drinking from the social media fire hose.
8
5

5. What is Social Media
Monitoring?
Reactive
Social Media Monitoring is:
Analyzing, understanding and
responding to conversations about
brands, products, reputations and end-
users opinions in the Social Web

6. Your customers are talking just not about you
and not on the keywords you’re listening on
Cutting through the noise

7. TOOLS

8. Beyond Listening:
Reinventing
Social Media Keyword
Monitoring
If a status update reaches a social network
but no one sees it, does it exist?

9. The Social Graph is EXPANDING
"Its not about who you're connected to
today, its about who you're NOT connected
to today...Research your influencers"
The Key conversations are not around your
brand
People VS. Keywords

10. What is Social Intelligence?
Pro Active
Social Intelligence is:
Deriving relevance from consumer
actions around content interaction and
others who have in common connections
through the Social Graph

11. Professional Grade Intelligence
11

12. Marketing Intelligence
Interface
http://smo.infinigraph.com/portal

13. Life is not about being liked
its about being effective

14. Trends
• What are trends?
• All brands have some sort of fan
interaction on their content.
• Clusters of brands in an industry
have more.
• Monitoring brand content traction
based on audience behavior What’s
across both the brand and the
industry represents the trends in relevant?
content preference.
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5

15. You have genius moments, just not every day.
But there are continuous genius moments happening all the time.
InfiniGraph taps that genius.

16. InfiniGraph finds what’s trending
9

17. All Brands Have Trending content
Consumer acting on content provides better measurement to what’s relevant
17

18. Engagement Provides Insight
• Which of American Express’ content is the most engaging with its fans?
Interactions such as
clicks, reposts, and
comments are measured
and compiled into a
composite “Trend Score”
which gives brands a
snapshot of what’s
working best.
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19. Your social audience
• Is thousands, millions of people.
• They also interact with other brands.
• And with other brands’ content.
• That’s right: They like, comment, share, and retweet this
content all day and all night.
• The insights we can learn from these actions from our
groundbreaking product will drastically change your
approach to content marketing and social media.
8
5

20. Consumer Action On Brand Content
• What’s most important to the X Games engaged audience based on behavior?
20

21. Discovery of Hidden Opportunities
• Discover the unexpected and hidden partner opportunities within a brand’s audience.
Potential spokesperson?
New sponsorship?
Cross Promotion?
21

22. COMPETITIVE BRAND INTELLIGENCE

23. Competitive Brand Intelligence – Digital Insights
23

24. What do you learn?
Recommended Action Steps:
Sundays and Wednesdays are the best days to introduce new
video. All other days are good for reintroducing the best
performing videos with a new spin.
24

25. Different Content Trends
25

26. Recommended Frequency By Content Type
Total post allocation over four week period:
Type Mon Tues Wed Thurs Fri Sat Sun
optional 10 optional optional 20 15
trending
Status
posts
optional 25 optional optional 40 30
optional optional optional 12 optional
trending trending
Link
posts posts
optional optional optional 20 optional
7 14 repost 14
trending
Photo
posts
15 20 repost 20
8 repost repost trending 6
Video
8 repost repost trending 6
• Insight: Recommendation:
Link content goes to commerce sites and/or Repost content used for heavy traffic days to fill out days
blogs/media/publications. Whereas, status updates are and time slots with less traffic. A total of 200 posts across
more consumer engagement inducing. Photos and content types will get Client X to the industry average.
videos perform the highest.
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27. Does It Work?

28. Military.com
• We got Military.com
41% more likes on
their posts
What we did:
Monitor the military branches and
surfaced trends
Our Results:
41% increase in likes
43% increase in comments
"InfiniGraph knows what content is most relevant
and how to act on trends. We're seeing 41%
improvement in content engagement.”
Joanna Campione - New Media Marketing Manager, Monster
Inc. (Military.com)
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29. Golden Spoon
• We got Golden Spoon some great results:
• Clickthrough rate: 6%
• Liked page fan: 51%
• Conversion to buy: 18%*
• Same store sales: up 13.7% during
promotional period.
• Coupon redemption rate was reported to be
approximately 18% with each e-mail promotion.
• New Facebook likes up 162%
• Monthly active users rose 105%.
“We’re running promos on slow days Mondays
• Post feedbacks were boosted 612% and Tuesdays on Facebook and sales are
equivalent to what they are on a weekend.”
• Post views increased 249%. Gary Brewer – Digital Eye (Agency) CEO
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30. Complex Media
• We helped grow Complex Media:
• What we did:
• Created the first Competitive Brand Intelligence for
Over 12 men publications
• Find out what Complex.com readers did on social
networks and what type of content they liked to
read and share.
Our Results:
Traffic to the Complex website by 30%
Twitter increased by 25%
“InfiniGraph increased Complex page views by
Facebook increased by 30% 30% and its Facebook following by 30%.”
Aleksey Baksheyev, Director of Technology of
Complex Media, Inc.,
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31. TAKE AWAY
• Crowd sourced content interaction
provides greater relevance
• The right content drives the greatest
interaction “Own your content space”
• Social Activation can be achieved at
scale if consumers are engaged

32. Twitter @chasemcmichael @infinigraph
chase.mcmichael@infingraph.com
www.infinigraph.com
blog.infinigraph.com
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