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GREAT
     SOCIAL MARKETING
         IS ABOUT
       GREAT DATA:
THE STATE OF CONTENT AND ENGAGEMENT
            Dr. Natalie L. Petouhoff
                  @drnatalie
           DoctorNatalie@gmail.com
SOME BACKGROUND ON ME…


  OUR RADIO SHOW



                               Example Software Company Interviewed:
                                            TWYXT.com




www.TheSocialNetworkShow.com
Broadcasting in 82 countries
WEBINARS ON CONTENT
     MARKETING
Example: Dr. Natalie’s Social Media ROI Webinar Results
                                @




   2000 Registrations   800 Attendees
WRITE ROI THOUGHT LEADERSHIP
EBOOKS, CASE STUDIES, WHITE PAPERS…
WRITE / CO-AUTHOR BOOKS
Great marketing is about great data
THERE’S A
NEW WAVE
OF BRAND
BUILDING
BRANDS
    are…
  SOCIAL
EXPERIENCES
BRANDS
    are…
  Digital
EXPERIENCES
TAKE FOR INSTANCE…
GEORGE TAKEI’S FACEBOOK PAGE
LET’S TAKE A LOOK
AT ONE PHOTO…
Video Map of How Viral Photos Spread
                       One Piece of Content Shared


• Each visualization starts
  from George*
• As each branch grows, re-
  shares split off onto their
  own arcs
• Some re-shares spawns a
  new generation of shares
• The two colors are gender
• Shares originate from news
  feed
• July to September 2012




*Source: Stamen https://vimeo.com/50730773   http://www.facebookstories.com/stories/2200/data-visualization-photo-sharing-explosions
>3.5 BILLION PIECES OF CONTENT
       ARE SHARED / WEEK




 How can we make sense of all this?
PEOPLE ARE ACTING ON CONTENT
MARKETERS ARE IN
in
SOCIAL CURRENCY
BUT IS IT POSSIBLE To
            CALCULATE
        SOCIAL MEDIA ROI
Skeptics think social media is too “fluffy” to
adequately measure return on investment (ROI)

          Would you calculate the ROI of a phone?
          Would you calculate the ROI of your mom?
          Would you calculate ROI of your pants?



                                                 18
THERE IS AN
       ROI OF
    ANYTHING
THAT PROVIDES
  And there is an ROI
       VALUE
 of your mom, a phone
         and wearing pants



http://www.flowtown.com/blog/what-is-the-roi-of-your-mom   19
WHAT’S THE GOAL OF
POSTING SO MUCH CONTENT?
• Typical Marketing Metrics
   • Increase positive sentiment
   • Increase share of voice
   • Increase awareness, interest, consideration, intent
   • Increase lead conversions rates and sales
   • Loyalty, Brand Advocacy and Referrals
PEOPLE ARE SHARING MORE THAN EVER

BUT WHAT DO BUSINESSES NEED TO DO?
NEED A STRATEGY FOR
             DIGITAL/ SOCIAL MEDIA INITIATIVES

      UCLA Anderson Course Social Media Success
                  Step 7: Iterate and Pivot
                                      Step 6: Aligning Politics
Step 3: Finding Your                  & the Organization
Audience

Step 2: Creating a                    Step 5: Designing
Measurement Practice                  Galvanizing Interactions

Step 1: Gathering The                 Step 4: Creating
Right Insights                        Engaging Content

@drnatalie                                                  22
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
                                                      23
SOCIAL MEDIA BRAND ASSESSMENTS
We help you determine where you are compared
    to best practices & your competitors…



               You get…
               •   An objective assessment
               •   Recommendations
               •   Short & long term strategic
               •   Short & long term tactical plan
Social Brand Assessment Discovery Areas
7 Steps to FastTrack Social Media Initiatives
Step 1: Monitoring & Benchmarking
Step 2: Business Goals & Measurement
Step 3: Audience Identification & Engagement
Step 4: Create Content for Business Results
Step 5: Design Interactions for Business Results
Step 6: Create Organizational Synergy & Training
Step 7: Iterate and Pivot




                                                   25
Social Brand Capability Calculator
   What’s your brand score?

                                                    OPTIMIZE = 500



                                           INTEGRATE = 400


                             ENGAGE =300
 LISTEN = 100   LEARN= 200
With your score,
Your brand is ready to go to the next
level…
Social Media Assessments place you and your
brand in a leadership position…
         • Clear answers and strong guidance
         • A distinctive voice
         • A competitive advantage




                                               5
Winning Brands Master Content Marketing


 What are the three big problems around content and
 engagement?

 1. Creating great content so fans will want to interact with it

 2. Creating a lot of that great content

 3. Promoting the content so it’s seen
Challenges with Content Marketing


 • The truth is most brands don’t have the budget to create
   enough great content to be effective at engaging their
   customers

 • What makes matters worse, in addition to a content
   creation budget, you also need a promotion budget

 • And the cost to promote content – can be prohibitive
EdgeRank Dilutes Content Marketing Effectiveness




           Content only reaches ~3% of your fans
How much does a Sponsored Posts or Story Cost?

 One sponsored story from Facebook costs $200
   • Let’s say the brand posts 2 times day
   • $200 x 2 = $400/day
   • 7 days/wk x $400/day = $2,800/wk
   • 4 wks/mo x $2,800/wk = $11,200/mo
   • 12 mo/yrs x $11,200 = $134,400/yr
   • $134,400/ yr just to get your content seen!

     And that doesn’t include the cost of the:
          •   Creative
          •   Content production
          •   Content delivery systems (like Buddymedia)
          •   Community managers….
Winning Brands Beat EdgeRank




  • EdgeRank gives greater exposure (reach) to posts that are
  more engaging

  • Boring posts decrease your reach and thus your bottom line

  • The solution is to create more interesting posts
What makes a better post?



 You need the data to analyze your content and your
 competitors:
 • Benchmark engagement performance vs. your competitors
 • Surface the best content and content types to engage your
   target audiences
 • Find and leverage trending content in the your industry
 • Create a clear curation strategy and leverage trending content
   in your industry
Competitive Intelligence has Evolved

   • Was keyword-based monitoring and listening
   • Now an Interest Graph World
      • Based on context of consumers collective actions
TO MAKE SOUND BUSINESS DECISIONS

Need insight into consumer actions
  • What drives the most engagement / interaction
     • What type of content
     • Where they are interacting
     • When they are interacting
Isn't it worth
knowing what
is relevant to
      your
  audience?
NEW SPECIALTY OF SOCIAL MEDIA OPTIMIZATION:
INDUSTRY REPORTS
• Leverages social media B.I.G. data
• Provides a
   • Competitive analysis
   • Brand engagement
• Allows marketers to evaluate content
      • Best type of content
      • When to post
      • Where to post
BUSINESS DATA SETS ARE TOO BIG TO
CAPTURE AND ANALYZE MANUALLY
• Why is big data such a big deal?
• Our customers are
  liking, commenting, sharing, tweeting, pluss-ing and re-
  pinning

            “B.I.G. Data is the next frontier for
         innovation, competition and productivity.”
                                        --McKinsey
THERE’S A LOT OF THIS SOCIAL DATA…

• Customers are telling us, through that big data
   • Exactly which photos and videos and blog posts have the
     biggest impact on them
• But it’s not organized!!!!
NEW SPECIALTY OF SOCIAL MEDIA OPTIMIZATION:
INDUSTRY REPORTS
• Leverages social media B.I.G. data
• Provides a:
   • Competitive analysis
   • Brand engagement
• Allows marketers to evaluate content
      • Best type of content
      • When to post
      • Where to post
Brands in This Industry Report


•   American Eagle       •   Old Navy
•   Outfitters           •   Polyvore
•   BeBe                 •   Refinery29
•   Gap                  •   ShopBop
•   H&M                  •   Urban Outfitters
•   Hollister Co         •   Wet Seal
BRAND COMPARISON OF
VOLUME OF CONTENT POSTED




                  How to Use This Data:
                  • Compare volume of posts
                    compared to competitors
                  • Make better decisions
                    about content
                     – Creating and
                     – Posting
PERFORMANCE VS. CONTENT TYPE
               PHOTOS ARE SHARED THE MOST


                                  How to Use This Data:
                                  • Evaluate type of content
                                    gets most interactions
                                  • Make better choices on
                                    the type of content to
     Photos
Interactions / Post                         Note:
                                    create How is this comparison different
      Status                                     than the previous slide?

      Link                                       What’s the difference between
                                                 engagement
      Video                                      and interactions?

     Offer
POST VOLUME


 Posts
   Facebook Posts



                     Refinery29
                    most FB posts
POST VOLUME



Posts
  Tweets




              Refinery29
              most Tweets
ENGAGEMENT
EFFECTIVENESS
Engagement
    Facebook




                    bebe
                most Facebook
                 engagement
TOP CONTENT ON
  FACEBOOK

    BASED ON
-- ENGAGEMENT--
ENGAGEMENT
EFFECTIVENESS
Engagement
    Twitter

                ABERCROME
                    most
                   Twitter
                 engagement
TOP CONTENT ON
    TWITTER

    BASED ON
-- ENGAGEMENT--
TOP COSMETIC
  BRANDS:
TOP BRANDS: ENGAGEMENT
TOP BRANDS: ENGAGEMENT



          CoverGirl



           Olay
TOP BRANDS: ENGAGEMENT




           Olay
TO LEARN MORE ABOUT THE TOP BRANDS CONTENT




                     Olay
HIT PUBLISH                                    You are taken directly to the
                                                    brand’s trending content list




                                             Olay

Key take-a-ways:
• Evaluate the brand’s
  content, interactions, likes, comments
• Use this information to help inform your
  content strategy and tactics
LIST OF "COVERGIRL" TWITTER INFLUENCERS
                                Use this data as part of
                                your Tactical Planning


                Key take-a-ways:
                • Do you know who your brand’s top influencers are?
                • Have you engaged those influencers?
                • How does your influencer list compare to this list for
                       Olay
                  CoverGirl?
                • Have you engaged all these Twitter influencers?
                • What are your key social indicators?
                • How do they compare to other brands?
                • Use this content when creating your Twitter Strategy
                  and Tactical plans
LIST OF BRANDS SHARED BY "COVERGIRL" FANS
           Use this data as part of your Affinity Strategy Planning


                                                            Study:
                                                            • Burberry
                                                            • Walmart
                                                            • CoverGirl


                                        Olay             Key take-a-ways:
                                                         • Do you know the type of content
                                                           your affinity brands post?
                                                         • Have you looked at the content
                                                           your affinity brands post?
                                                         • Use this information to inform
                                                           your:
                                                              • Overall content creation
                                                                 distribution plan
                                                              • Partnership planning
LIST OF BRANDS SHARED BY "COVERGIRL" FANS
           Use this data as part of your Affinity Strategy Planning


                                                            Study:
                                                            • Burberry
                                                            • Walmart
                                                            • CoverGirl


                                        Olay             Key take-a-ways:
                                                         • Do you know the type of content
                                                           your affinity brands post?
                                                         • Have you looked at the content
                                                           your affinity brands post?
                                                         • Use this information to inform
                                                           your:
                                                              • Overall content creation
                                                                 distribution plan
                                                              • Partnership planning
LIST OF BRANDS SHARED BY "COVERGIRL" FANS
           Use this data as part of your Affinity Strategy Planning



                                                            Study what:
                                                            • Burberry
                                                            • Walmart
                                                            • CoverGirl

                                        Olay

                                                           To know:
                                                           • What their fans find fascinating
                                                           • These brands represent
                                                              opportunities for:
                                                                • Cross promotion
                                                                • Consideration for ad
                                                                    placement
REAL-TIME INTELLIGENCE ABOUT
CUSTOMERS, COMPETITORS AND ENGAGEMENT




                       My new content
                            and
                       engagement plan
REAL-TIME INTELLIGENCE ABOUT
CUSTOMERS, COMPETITORS AND ENGAGEMENT




    Decisions about
     what content
        to create
     & when to post
A STRATEGIC CONTENT
MARKETING CALENDAR
 Type     Mon          Tues          Wed        Thurs       Fri        Sat        Sun

          optional     10            optional   optional    20         15
 Status                                                                           trending
                                                                                  posts
          optional     25            optional   optional    40         30

          optional     optional      optional   12          optional
 Link                                                                  trending   trending
                                                                       posts      posts
          optional     optional      optional   20          optional
                           Post allocations over a 4-week period
                       7             14                     repost     14
 Photo                                                                            trending
                                                                                  posts
                       15            20                     repost     20

                                     8          repost      repost     trending   6
 Video
                                     8          repost      repost     trending   6



                     By studying and altering content programming,
                            engagement increases by >30%
REAL-TIME INTELLIGENCE ABOUT CUSTOMERS,
 COMPETITORS AND ENGAGEMENT


• Customer Engagement
  • How engaged customers are (engagement
    effectiveness)
  • What customers are talking about

• Ad Optimization Data
  • Use Long Tail Interest Graph to discover
    audience interests for better targeting
http://smo.infinigraph.com
THANK YOU
          GREAT
    SOCIAL MARKETING
        IS ABOUT
GREAT DATA ABOUT CONTENT

            Dr. Natalie L. Petouhoff
                  @drnatalie
 SEND AN EMAIL IF YOU WANT THE FREE
       Competitive Industry REPORT
         DoctorNatalie@gmail.com
Put ENGAGEMENT REPORT in the subject line

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Great marketing is about great data

  • 1. GREAT SOCIAL MARKETING IS ABOUT GREAT DATA: THE STATE OF CONTENT AND ENGAGEMENT Dr. Natalie L. Petouhoff @drnatalie DoctorNatalie@gmail.com
  • 2. SOME BACKGROUND ON ME… OUR RADIO SHOW Example Software Company Interviewed: TWYXT.com www.TheSocialNetworkShow.com Broadcasting in 82 countries
  • 4. Example: Dr. Natalie’s Social Media ROI Webinar Results @ 2000 Registrations 800 Attendees
  • 5. WRITE ROI THOUGHT LEADERSHIP EBOOKS, CASE STUDIES, WHITE PAPERS…
  • 8. THERE’S A NEW WAVE OF BRAND BUILDING
  • 9. BRANDS are… SOCIAL EXPERIENCES
  • 10. BRANDS are… Digital EXPERIENCES
  • 11. TAKE FOR INSTANCE… GEORGE TAKEI’S FACEBOOK PAGE
  • 12. LET’S TAKE A LOOK AT ONE PHOTO…
  • 13. Video Map of How Viral Photos Spread One Piece of Content Shared • Each visualization starts from George* • As each branch grows, re- shares split off onto their own arcs • Some re-shares spawns a new generation of shares • The two colors are gender • Shares originate from news feed • July to September 2012 *Source: Stamen https://vimeo.com/50730773 http://www.facebookstories.com/stories/2200/data-visualization-photo-sharing-explosions
  • 14. >3.5 BILLION PIECES OF CONTENT ARE SHARED / WEEK How can we make sense of all this?
  • 15. PEOPLE ARE ACTING ON CONTENT
  • 18. BUT IS IT POSSIBLE To CALCULATE SOCIAL MEDIA ROI Skeptics think social media is too “fluffy” to adequately measure return on investment (ROI) Would you calculate the ROI of a phone? Would you calculate the ROI of your mom? Would you calculate ROI of your pants? 18
  • 19. THERE IS AN ROI OF ANYTHING THAT PROVIDES And there is an ROI VALUE of your mom, a phone and wearing pants http://www.flowtown.com/blog/what-is-the-roi-of-your-mom 19
  • 20. WHAT’S THE GOAL OF POSTING SO MUCH CONTENT? • Typical Marketing Metrics • Increase positive sentiment • Increase share of voice • Increase awareness, interest, consideration, intent • Increase lead conversions rates and sales • Loyalty, Brand Advocacy and Referrals
  • 21. PEOPLE ARE SHARING MORE THAN EVER BUT WHAT DO BUSINESSES NEED TO DO?
  • 22. NEED A STRATEGY FOR DIGITAL/ SOCIAL MEDIA INITIATIVES UCLA Anderson Course Social Media Success Step 7: Iterate and Pivot Step 6: Aligning Politics Step 3: Finding Your & the Organization Audience Step 2: Creating a Step 5: Designing Measurement Practice Galvanizing Interactions Step 1: Gathering The Step 4: Creating Right Insights Engaging Content @drnatalie 22
  • 23. 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 23
  • 24. SOCIAL MEDIA BRAND ASSESSMENTS We help you determine where you are compared to best practices & your competitors… You get… • An objective assessment • Recommendations • Short & long term strategic • Short & long term tactical plan
  • 25. Social Brand Assessment Discovery Areas 7 Steps to FastTrack Social Media Initiatives Step 1: Monitoring & Benchmarking Step 2: Business Goals & Measurement Step 3: Audience Identification & Engagement Step 4: Create Content for Business Results Step 5: Design Interactions for Business Results Step 6: Create Organizational Synergy & Training Step 7: Iterate and Pivot 25
  • 26. Social Brand Capability Calculator What’s your brand score? OPTIMIZE = 500 INTEGRATE = 400 ENGAGE =300 LISTEN = 100 LEARN= 200
  • 27. With your score, Your brand is ready to go to the next level…
  • 28. Social Media Assessments place you and your brand in a leadership position… • Clear answers and strong guidance • A distinctive voice • A competitive advantage 5
  • 29. Winning Brands Master Content Marketing What are the three big problems around content and engagement? 1. Creating great content so fans will want to interact with it 2. Creating a lot of that great content 3. Promoting the content so it’s seen
  • 30. Challenges with Content Marketing • The truth is most brands don’t have the budget to create enough great content to be effective at engaging their customers • What makes matters worse, in addition to a content creation budget, you also need a promotion budget • And the cost to promote content – can be prohibitive
  • 31. EdgeRank Dilutes Content Marketing Effectiveness Content only reaches ~3% of your fans
  • 32. How much does a Sponsored Posts or Story Cost? One sponsored story from Facebook costs $200 • Let’s say the brand posts 2 times day • $200 x 2 = $400/day • 7 days/wk x $400/day = $2,800/wk • 4 wks/mo x $2,800/wk = $11,200/mo • 12 mo/yrs x $11,200 = $134,400/yr • $134,400/ yr just to get your content seen! And that doesn’t include the cost of the: • Creative • Content production • Content delivery systems (like Buddymedia) • Community managers….
  • 33. Winning Brands Beat EdgeRank • EdgeRank gives greater exposure (reach) to posts that are more engaging • Boring posts decrease your reach and thus your bottom line • The solution is to create more interesting posts
  • 34. What makes a better post? You need the data to analyze your content and your competitors: • Benchmark engagement performance vs. your competitors • Surface the best content and content types to engage your target audiences • Find and leverage trending content in the your industry • Create a clear curation strategy and leverage trending content in your industry
  • 35. Competitive Intelligence has Evolved • Was keyword-based monitoring and listening • Now an Interest Graph World • Based on context of consumers collective actions
  • 36. TO MAKE SOUND BUSINESS DECISIONS Need insight into consumer actions • What drives the most engagement / interaction • What type of content • Where they are interacting • When they are interacting
  • 37. Isn't it worth knowing what is relevant to your audience?
  • 38. NEW SPECIALTY OF SOCIAL MEDIA OPTIMIZATION: INDUSTRY REPORTS • Leverages social media B.I.G. data • Provides a • Competitive analysis • Brand engagement • Allows marketers to evaluate content • Best type of content • When to post • Where to post
  • 39. BUSINESS DATA SETS ARE TOO BIG TO CAPTURE AND ANALYZE MANUALLY • Why is big data such a big deal? • Our customers are liking, commenting, sharing, tweeting, pluss-ing and re- pinning “B.I.G. Data is the next frontier for innovation, competition and productivity.” --McKinsey
  • 40. THERE’S A LOT OF THIS SOCIAL DATA… • Customers are telling us, through that big data • Exactly which photos and videos and blog posts have the biggest impact on them • But it’s not organized!!!!
  • 41. NEW SPECIALTY OF SOCIAL MEDIA OPTIMIZATION: INDUSTRY REPORTS • Leverages social media B.I.G. data • Provides a: • Competitive analysis • Brand engagement • Allows marketers to evaluate content • Best type of content • When to post • Where to post
  • 42. Brands in This Industry Report • American Eagle • Old Navy • Outfitters • Polyvore • BeBe • Refinery29 • Gap • ShopBop • H&M • Urban Outfitters • Hollister Co • Wet Seal
  • 43. BRAND COMPARISON OF VOLUME OF CONTENT POSTED How to Use This Data: • Compare volume of posts compared to competitors • Make better decisions about content – Creating and – Posting
  • 44. PERFORMANCE VS. CONTENT TYPE PHOTOS ARE SHARED THE MOST How to Use This Data: • Evaluate type of content gets most interactions • Make better choices on the type of content to Photos Interactions / Post Note: create How is this comparison different Status than the previous slide? Link What’s the difference between engagement Video and interactions? Offer
  • 45. POST VOLUME Posts Facebook Posts Refinery29 most FB posts
  • 46. POST VOLUME Posts Tweets Refinery29 most Tweets
  • 47. ENGAGEMENT EFFECTIVENESS Engagement Facebook bebe most Facebook engagement
  • 48. TOP CONTENT ON FACEBOOK BASED ON -- ENGAGEMENT--
  • 49. ENGAGEMENT EFFECTIVENESS Engagement Twitter ABERCROME most Twitter engagement
  • 50. TOP CONTENT ON TWITTER BASED ON -- ENGAGEMENT--
  • 51. TOP COSMETIC BRANDS:
  • 53. TOP BRANDS: ENGAGEMENT CoverGirl Olay
  • 55. TO LEARN MORE ABOUT THE TOP BRANDS CONTENT Olay
  • 56. HIT PUBLISH You are taken directly to the brand’s trending content list Olay Key take-a-ways: • Evaluate the brand’s content, interactions, likes, comments • Use this information to help inform your content strategy and tactics
  • 57. LIST OF "COVERGIRL" TWITTER INFLUENCERS Use this data as part of your Tactical Planning Key take-a-ways: • Do you know who your brand’s top influencers are? • Have you engaged those influencers? • How does your influencer list compare to this list for Olay CoverGirl? • Have you engaged all these Twitter influencers? • What are your key social indicators? • How do they compare to other brands? • Use this content when creating your Twitter Strategy and Tactical plans
  • 58. LIST OF BRANDS SHARED BY "COVERGIRL" FANS Use this data as part of your Affinity Strategy Planning Study: • Burberry • Walmart • CoverGirl Olay Key take-a-ways: • Do you know the type of content your affinity brands post? • Have you looked at the content your affinity brands post? • Use this information to inform your: • Overall content creation distribution plan • Partnership planning
  • 59. LIST OF BRANDS SHARED BY "COVERGIRL" FANS Use this data as part of your Affinity Strategy Planning Study: • Burberry • Walmart • CoverGirl Olay Key take-a-ways: • Do you know the type of content your affinity brands post? • Have you looked at the content your affinity brands post? • Use this information to inform your: • Overall content creation distribution plan • Partnership planning
  • 60. LIST OF BRANDS SHARED BY "COVERGIRL" FANS Use this data as part of your Affinity Strategy Planning Study what: • Burberry • Walmart • CoverGirl Olay To know: • What their fans find fascinating • These brands represent opportunities for: • Cross promotion • Consideration for ad placement
  • 61. REAL-TIME INTELLIGENCE ABOUT CUSTOMERS, COMPETITORS AND ENGAGEMENT My new content and engagement plan
  • 62. REAL-TIME INTELLIGENCE ABOUT CUSTOMERS, COMPETITORS AND ENGAGEMENT Decisions about what content to create & when to post
  • 63. A STRATEGIC CONTENT MARKETING CALENDAR Type Mon Tues Wed Thurs Fri Sat Sun optional 10 optional optional 20 15 Status trending posts optional 25 optional optional 40 30 optional optional optional 12 optional Link trending trending posts posts optional optional optional 20 optional Post allocations over a 4-week period 7 14 repost 14 Photo trending posts 15 20 repost 20 8 repost repost trending 6 Video 8 repost repost trending 6 By studying and altering content programming, engagement increases by >30%
  • 64. REAL-TIME INTELLIGENCE ABOUT CUSTOMERS, COMPETITORS AND ENGAGEMENT • Customer Engagement • How engaged customers are (engagement effectiveness) • What customers are talking about • Ad Optimization Data • Use Long Tail Interest Graph to discover audience interests for better targeting
  • 66. THANK YOU GREAT SOCIAL MARKETING IS ABOUT GREAT DATA ABOUT CONTENT Dr. Natalie L. Petouhoff @drnatalie SEND AN EMAIL IF YOU WANT THE FREE Competitive Industry REPORT DoctorNatalie@gmail.com Put ENGAGEMENT REPORT in the subject line

Hinweis der Redaktion

  1. That’s because it’s only going to get more digital. The pace isn’t slowing down—it’s accelerating.Here’s one example how: More video has been uploaded to YouTube in the last 2 months than if ABC, NBC and CBS had been airing new content 24/7/365 since 1948; the date, by the way, when ABC first started beaming its signal into American households.But wait. That’s just the way many think about digital today—in terms of the “desktop.” What’s just around the corner is yet another sea change: the Web that’s not dominated by mobile. Reports now estimate that “mobile will take over the Web as soon as 2014”—in just 4 years. When they predict it will be 2x the size of the desktop Internet. How? The continued adoption of 3G and smart phones is a big reason. So is the unquenchable demand for the iPhone, iTouch, iTunes, and now iPad ecosystem of digital consumer content.
  2. Each visualization is made up of a series of branches, starting from George. As each branch grows, re-shares split off onto their own arcs.Sometimes, these re-shares spawn a new generation of re-shares, and sometimes they explode in short-lived bursts of activity.The two different colors show gender, and each successive generation becomes lighter as time goes by. And the curves are just for snazz.http://www.facebookstories.com/stories/2200/data-visualization-photo-sharing-explosions
  3. You might have heard that social media ROI can’t be calculated, but you can track things. Or that the ROI of social media is that you will be in business in 5 years, Or why would you calculate the ROI of social media, would you calculate the value of putting your pants on in the morning or of your mom. People who tend to say this are the early adopters and innovators and I think because they inherently get that there is value to social media…And while some of these statements might make you chuckle and others might seem like they are true, they don’t really help you in a business meeting with peers and executives who want real business answers. So how do you speak intelligently about a field where people are comparing the ROI of wearing pants to the ROI of social media?This and more are part of the challenges of this topic
  4. And the truth is… there IS ROI to anything that provides value…Meaning that because your mom provides value to your life, there is an ROIbecause there are benefits to having a phone and wearing your pants… there is an ROI…I love this infographic… its kinda poking fun at this whole conversation and I really appreciate that…Math with humor is more fun!
  5. This is a pie chart showing the total post volume for all brands across the entire report period.
  6. Shows the overall interactions by content type.
  7. This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
  8. This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
  9. This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
  10. This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
  11. This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
  12. This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
  13. This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
  14. This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
  15. This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
  16. This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
  17. This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
  18. This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
  19. This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
  20. This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
  21. This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.
  22. This is a combo chart that shows number of social posts and effectiveness of engagement this allows you to compare brand against brand. Note: you can toggle graph elements using the legend at the bottom of the graph.