Brands Are Drowning in B.I.G. Data: How to Reach for the Life Ring and Get a Social Media ROI

Dr. Natalie L. Petouhoff
@drnatalie
TAMING B.I.G. DATA TO:
X
• Reduce Your Content Costs
• Increase your Brand’s Engagement
• Drive More Customers Through Marketing Funnel

THERE’S
A NEW
WAVE
OF
BRAND
BUILDING

4
Logos are static
They don’t talk
They don’t have conversations
They don’t engage
@drnatalie

5
Brands…
NOW must become
Social
EXPERIENCES
@drnatalie

6

Because Marketers are in…

Which means you have to figure out
how to make your brand
A Digital EXPERIENCE

TAKE FOR INSTANCE THE “ENGAGEMENT” ON
GEORGE TAKEI’S FACEBOOK PAGE
>3M Talking About This
@drnatalie

LET’S LOOK
AT ONE OF THE
PHOTOS HE
SHARED…
179,224 Likes
313,953 Shares

Here’s a Video Map of Engagement:
How 1 Piece of Content Gets Shared
*Source: Stamen https://vimeo.com/50730773
•  Starts from George
•  People share it
•  Shares spawn new
shares
http://www.facebookstories.com/stories/2200/data-visualization-photo-sharing-explosions
The two colors are gender
July to September 2012

ENGAGEMENT
IS ESSENTIALLY PEOPLE SHARING CONTENT
All that sharing is
what’s causing the
BIG DATA
Explosion!!!
@drnatalie
Where content is: status updates, links, photos, videos, etc…

SO WITH 3.5B PIECES
OF CONTENT SHARED / WEEK
How can marketers make
sense of all this B.I.G. DATA?

Many people have turned to keyword-based
social media monitoring and listening
to know what their customers are saying
And that’s necessary
and good to do but….

MARKETERS NEED TO
KNOW WHAT DRIVES ENGAGEMENT
Engagement determines business
success by increasing:
•  Positive sentiment
•  Share of voice
•  Awareness, interest, consideration,
intent
•  Lead conversions rates sales
•  Loyalty, advocacy referrals…

The first two phases were driven by the:
1. Innovators
2. Early Adopters
WHAT’S SHIFTING THE NEED FOR
SOCIAL MEDIA ROI?
We’re in the “third wave” of social media.
16
They don’t need a
business case to adopt
something NEW

5
•  They are driving the questions about social media ROI
•  They want proof before they’ll get on board for larger
social media budgets
17
But the early majority are pragmatists…

$OLUTION:
MEASURE ENGAGEMENT
KNOW FOR SURE
IF THE CONTENT IS
DRIVING MARKETING
$UCCESS

To measure compare engagement
requires something new…
Based on customer’s collective:
• Actions
• Interests
• Needs
• Wants
• Dreams
• Behaviors….
That’s where interest graph data comes into play
That’s how you gain am emotional connect

•  Most brands didn’t realize they were going to
become content creators and publishers
•  They don’t have the budget to create enough
great content to be effective at engaging their
customers
•  And the cost to promote content – can be
prohibitive
The challenges and the truth is…

Step
1:
Gather
Insights

Step
4:
Create

Engaging
Content

Step
3:
Find
Your

Audience

Step
5:
Design
S:cky

Engagement

Step
6:
Stop
the
Poli:cs;

Gain
Org
Alignment

Step
2:
Create
a

Measurement
Program

NEED A STRATEGY FOR
RETURN ON INVESTMENT
21

7
Steps
To
Fast
Track
Success

Step
7:
Iterate
and
Pivot

Based
on
the

UCLA
Course

SOCIAL MEDIA BRAND ASSESSMENTS
•  An objective assessment
•  Recommendations
•  Short long term strategic
•  Short long term tactical plan
We help you determine where you are compared
to best practices your competitors…
Social

Media

Brand

Report
You get…
Top
Brand

With
your
score,

Your
brand
is
ready
to
go
to
the
next
level…

24
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

Social
Media
Assessments
place
you
and
your
brand

in
a
leadership
posi:on…

5

•  Clear
answers
and
strong
guidance

•  A
dis:nc:ve
voice

•  A
compe::ve
advantage

Newest
Report….
With
Answers

How
To…

LET’S HAVE A
LOOK AT THE
INTEREST
GRAPH DATA
TOP 15
COSMETIC
BRANDS
WHO DO YOU
THINK RANKS
HIGHEST IN
ENGAGEMENT?

1. Knowing what format of content to create
2. Knowing where their engagement stacks up compared to
their competitors
3. Knowing what channel to post on
4. Knowing when to promote the content so it’s seen
5. Knowing what type of fans to engage with
6. Creating a lot of that great content
7. Saving money on content creation by curating highly
trending content
8. Creating an editorial calendar for posting/ reposting content
9. Making smart choices on ad buys marketing partnerships
To Increase Engagement
Winning Brands Master…

Photos
Video
TYPE OF CONTENT MOST SHARED IN
COSMETIC INDUSTRY: PHOTOS
OfferWhat type of content is your brand creating the most of?
Is that the best choice?

Elf has
the
highest
number
of posts

But
Elf has
the lowest
engagement
Highest engagement:
• COVERGIRL
• Olay

These are
posting
more on
Twitter
than
Facebook…
Facebook
Twitter

But most of
the
engagement
is on
Facebook…
Facebook
Twitter

WHEN’S RIGHT TIME TO SHARE CONTENT?
PHOTOS ON WEDNESDAYS
For the highest engagement

LIST OF COVERGIRL TWITTER INFLUENCERS
Olay
COVERGIRL CAN
• Know who their top influencers are
• Engage with those influencers

Photos
Video
FANS OF AFFINITY BRANDS INCREASE
THE LIST OF THE BEST FANS
Offer
How do you find
who to follow interact
with
to drive the best engagement?

2. Knowing where their engagement stacks up compared to
their competitors
3. Knowing what channel to post on
4. Knowing when to promote the content so it’s seen
5. Knowing what type of fans to engage with
6. Creating a lot of that great content
7. Saving money on content creation by curating highly
trending content’
8. Creating an editorial calendar for posting/ reposting content
9. Making smart choices on ad buys marketing partnerships
To Increase Engagement
Winning Brands Master…

Olay
You are taken directly to the
brand’s trending content
Elf could:
• Evaluate the brand’s content,
interactions, likes, comments
• Use this information to help inform
the content strategy and tactics
Let’s say you are Elf Cosmetics…
You could become the Margaret Mead
And dig in and study OPC –
Other People’s Content
HIT PUBLISH

Olay
Study Affinity Brand
Top Trending Content
•  Burberry
•  Walmart
Top Trending Content
of Brands shared by
COVERGIRL FANS
COVERGIRL can use this info for:
•  Study what their fans engage with

Olay
• Find the top trending content
• Add it to your content to your content
management system- BuddyMedia…
• Reduce your content creation budget

CREATE A STRATEGIC
CONTENT CALENDAR

Type Mon Tues Wed Thurs Fri Sat Sun
Status
optional 10 optional optional 20 15
trending
posts
optional 25 optional optional 40 30
Link
optional optional optional 12 optional
trending
posts
trending
posts
optional optional optional 20 optional
Photo
7 14 repost 14
trending
posts
15 20 repost 20
Video
8 repost repost trending 6
8 repost repost trending 6
Optimized Posting Schedule For Best Engagement
You now know the best
content type, days
times to post…
Results in
30%
engagement

Olay
Affinity Brand
Strategy Planning
•  Fashionista.com
•  Walmart
•  Marie Claire
•  Styledotcom
•  Burberry
•  Who What Wear
•  Burberry
•  Nickelodeon
COVERGIRL can use this info for:
•  Cross promotion
•  Consideration for ad placement
Brands shared by
COVERGIRL FANS

TODAY WE COVERED
HOW TO MAKE THE BEST DECISIONS
ABOUT INCREASING ENGAGEMENT
THE EFFECTIVENESS OF YOUR
SOCIAL MEDIA MARKETING SPEND
Your homework is to master:
2.  Knowing where their engagement stacks up compared to their competitors
3.  Knowing what channel to post on
4.  Knowing when to promote the content so it’s seen
5.  Knowing what type of fans to engage with
6.  Creating a lot of that great content
7.  Saving money on content creation by curating highly trending content
8.  Creating an editorial calendar for posting/ reposting content
9.  Making smart choices on ad buys marketing partnerships

SIMPLE WAY TO USE BIG DATA…
TO COMPARE YOUR ENGAGEMENT
TO YOUR COMPETITORS…
AND
MAKE BETTER SOCIAL MEDIA
MARKETING DECISIONS…
AND GET ROIX

Go here to get your brand’s report: http://smo.infinigraph.com

To
download
the
report…
hp://bit.ly/ZJ1qiM

@drnatalie
www.drnatalienews.com
GREAT
SOCIAL ENGAGEMENT
IS ABOUT
KNOWING WHAT
DRIVES ENGAGEMENT
THANK YOU
Want to learn how to do this?
Take my course at UCLA:
Online: http://bit.ly/10BUwcE
In person in LA: http://bit.ly/16s3Qac

Brands Are Drowning in B.I.G. Data: How to Reach for the Life Ring and Get a Social Media ROI

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Mehr von Reggie Aspelund

Mehr von Reggie Aspelund (17)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Brands Are Drowning in B.I.G. Data: How to Reach for the Life Ring and Get a Social Media ROI