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Ama draft - may 8th - marshall sponder closing keynote - delivered

  2. 2. Key focus Areas • Use Analytics to better understand the use of Paid, Owned, Earned, Converged and Programmatic Media. • How to better leverage Google+ and who is succeeding at this (and why). • Using Analytics to understand what online content is likely to be more shareable (and viral).
  3. 3. Teach: Rutgers University: http://www.masongross.rutgers.edu/content/marshall Baruch College : http://www.baruch.cuny.edu/directory/detail.jsp?oid=204506620 FIT: https://epay.fitnyc.edu/C20737_ustores/web/product_detail.jsp?PRODUCTID=3706&SINGLESTORE=true Write: CMSWire: http://www.cmswire.com/author/marshall-sponder/ ClickZ: http://www.clickz.com/author/profile/2854/marshall-sponder Blog: http://webmetricsguru.com/ Book: http://www.amazon.com/Social-Media-Analytics- Effective- Interpreting/dp/0071824499/ref=reader_auth_dp About Me:
  4. 4. Which companies are successful with Paid Vs. Earned vs. Owned Media is hard to conclusively answer. But we can determine overall percentages of spend, when information is available.
  5. 5. F1000 Earned and Owned Media spend is growing while Paid Media is contracting. http://www.hugeinc.com/ideas/report/brands-as-publishers (pretty much everyone is now a publisher)
  6. 6. F1000 Converged Media professionals are more specialized in their focus Source: LinkedIn Query
  7. 7. Which business sectors are focusing the most attention to Converged Media and the learnings that come from it?
  8. 8. Which business sectors are focusing the most attention to Converged Media and the learnings that come from it? Source: LinkedIn Query covering 12889 accounts (with duplications)
  9. 9. Focusing on Converged Media makes sense because Customer Journey is non-linear Ibm.com
  10. 10. DEVICES MATTER TOO! Source: comScore Device Essentials, Monday 21st January 2013
  11. 11. Defining Owned, Paid and Earned Media along with the opportunity to Converge http://thenextmedia.co/converged- media-is-imperative-to-your- content-strategy/
  12. 12. Deploying Owned, Paid and Earned Media into Converged Media http://www.titan-seo.com/NewsArticles/trifecta.html
  13. 13. All About Earned Media http://www.viralgains.com/2014/02/earned-media-breakdown/
  14. 14. Earned Media builds trust for Brands like nothing else. https://intelligence.busine ssinsider.com/earned- media-on-social-beyond- the-hype-2013-7
  15. 15. Ellen’s Selfie was purported to be worth 1 Billion dollars of “earned media” to Samsung, an Academy Awards 2014 Sponsor. http://www.odwyerpr.com/sto ry/public/2220/2014-04- 09/samsung-won-1b-earned- media-from-ellens-selfie.html
  16. 16. What Earned Media Goals do Marketers value the most? https://intelligence.busines sinsider.com/earned-media- on-social-beyond-the-hype- 2013-7
  17. 17. All About Owned Media https://digitalfireflymarketing.com/what-owned-media
  18. 18. Owned Media http://www.nohaagency.com/social-pipes/
  19. 19. Michael Kors Digital Campaign Taps Instagram, Twitter “What is in Your Kors” http://allfacebook. com/whats-in-your- kors_b120225
  20. 20. The value to a company of its “owned” media channels cannot be overstated. ..the Public Broadcasting System (PBS) noted that when the organization wanted to announce news, it simply posted the story to its Facebook, LinkedIn and Pintere st pages, and its Twitter andInstagram feeds, plus one or two others. This approach is in stark contrast to an organization’s long-held reliance on journalists to interpret then share the story with their media outlet’s respective readers, viewers and visitors. http://www.forbes.com/sites/peterhimler/2014/04/20/the-pain-pleasure-of-branded-social-media/
  21. 21. All about Paid Media
  22. 22. Paid Media is increasingly the main way Brands extend their reach, esp. in Social Media https://intelligence.businessi nsider.com/facebook- exchange-deconstructing- social-medias-first-ad- exchange-2013-11
  23. 23. Paid media should be used strategically during the lifecycle of your Social campaign Source: http://www.imediaconnection.com/content/29345.asp
  24. 24. Paid Media provides complete control of message and placement (for a price) http://badads2012.blogspot.co m/2012_11_01_archive.html
  25. 25. Programmatic is the future of Paid Advertising
  26. 26. Retargeting and Programmatic are dominating online advertising and are its future https://intelligence.busin essinsider.com/facebook- exchange-deconstructing- social-medias-first-ad- exchange-2013-11
  27. 27. Programmatic Creative is needed to fully leverage Programmatic trading platforms with non-standard remnant publisher inventory, paired with advanced targeting capabilities http://www.adready.com/site/case-studies/
  28. 28. Programmatic is seen as a possible the future for many online marketing professionals Source: John Matthews | Managing Principal & Founder l Comscient Group, Inc.
  29. 29. Madison Avenue is becoming more like Wall Street http://venturebeat.com/2014/04/20/why-madison-avenue-is-becoming-more-like-wall-street/
  30. 30. Walmart's New Cost-Cutting Target: The Ad World Media Veteran Monahan Wants Giant Retailer To Cut Waste for Suppliers Too "Media planning today is beyond human comprehension," Mr. Monahan said. "There are so many choices on where you can put your precious investment. It's a software problem." http://adage.com/article/special-report-digital-conference/walmart-s-cost-cutting-target-advertising- world/292436/
  31. 31. Working towards creating the world’s first Programmatic Training Program at Baruch College in partnership with Industry Leaders this fall http://zicklin.baruch.cuny.e du/programs/undergrad/in dex_html/degrees/mktg.ht ml/digital-mrketing.html
  32. 32. Working towards creating the world’s first Programmatic Training Program at Baruch College in partnership with Industry Leaders this fall http://zicklin.baruch.cuny.e du/programs/graduate/mb a/majors/index_html/mark eting.html
  33. 33. Frameworks Matter
  34. 34. Frameworks help to build Attribution Models in Analytics http://themorningsocial.com/2013/12/26/social-media-unlocking-business-performance/
  35. 35. Using Analytics to find the right media mix of Earned, Owned and Paid Medias. http://www.therain man.in/Cross_Medi a_Attribution.html
  36. 36. Pros and Cons of Google+ http://www.resourcenation.com/blog/the-pros-cons-of-google-for-small- businesses/38317/
  37. 37. Google+ is a great place to build Business Presence (via Business Pages and Influencer Strategy) because many businesses have so far ignored it. http://www.best-infographics.com/google- for-business-infographic/
  38. 38. Google+ is also integrated with the rest of Google’s services and APIs, including Google Search and Google Analytics. http://www.best-infographics.com/google- for-business-infographic/
  39. 39. Google+ is also a great place for the Arts and Sports, but many Artists and Arts organizations don’t fully leverage it yet (or are aware of its capabilities). https://plus.google.com/+googleplus/ posts/UREbXipzSct
  40. 40. Google Analytics publishes Google Stats from the website associated with the Google+ Business Page http://searchenginewatch.com/article/2330146/Google-Pages-Dashboards-Now-Link-to-Google-Analytics
  41. 41. You can get excellent analytics on the viral spread of your Google+ content with Google Ripples along with Google Analytics. In many cases this web intelligence is superior to what is offered elsewhere, in other social media channels.
  42. 42. The New York Times called Google+ a Ghost Town http://blogs.forrester.com/nate_elliott/14-03-31-why_every_marketer_should_use_google_plus
  43. 43. But Forester Research thinks every Marketer should be on Google+ http://www.forrester.com/Th e+Case+For+Google+Plus/fu lltext/-/E- RES113003?intcmp=blog:forr link
  44. 44. Sneak Peek
  45. 45. Leveraging Viral Data in Social Media Analytics
  46. 46. 35% of adults who post videos online (11% of all adult internet users) hope to see their video go viral. - Pew Report - Pew Internet http://www.reelseo.com/online-video-uploads-double-years-35-hope-viral-report/
  47. 47. Emotions are at the root of Viral Marketing - we do not share what we are not feeling strongly about"
  48. 48. VIDEOS WHICH PROVOKE A STRONG POSITIVE RESPONSE ARE 30% MORE LIKELY TO BE SHARED Positive High Arousal Low Arousal Hilarity Amusement Inspiration Calmness Astonishment Surprise Exhilaration Happiness Negative High Arousal Low Arousal Disgust Discomfort Sadness Boredom Shock Irritation Anger Frustration Shock or anger can drive shares but they are a risky bet Source: Karen Nelson-Field - Viral Marketing, The Science of Sharing, Table 3-2, page 24
  49. 49. SUCCESS HAPPENS FAST Source: Viral Video Chart 200 most shared branded videos of 2012 Days Following Launch Social Diffusion Curve Day 2: The Viral Peak •10% of the shares occur on day 2 •25% of shares occur in the first 3 days •50% of shares occur in the first 3 weeks
  50. 50. Facegroup » Twitter Video Virality - Chris Hadfield Understanding how social media spreads has become a major interest as well as the subject of a new course @RutgersU
  51. 51. Two reasons why people share and spread the word - psychological and Social motivations
  52. 52. Unruly Psychological Responses Note: The classification system above is similar but not identical to what Karen Nelson- Field uses in her research on Viral Marketing and in her book on Social Sharing
  53. 53. Besides emotions, people of have reasons for sharing content online, what Unruly calls “Social Motivations”.
  54. 54. Telekinetic Coffee Shop Surprise #1 on Unruly Viral Video Chart as of 10/13/13 http://viralvideochart.unrulymedia.com/youtube?id=VlOxlSOr3_M The video was shared 1:21 times it was viewed
  55. 55. Emotive Tracking for VIRAL Campaigns using NetBase
  56. 56. Explanation of the Brand Passion Index - Will Content Spread?
  57. 57. Scoring Strong Passion for a SPECIFIC EMOTION
  58. 58. Scoring EMOTIONS and PASSION/INTENSITY can be adapted to Social Campaign tracking
  59. 59. Encoding Emotions Opens up intriguing possibilities ...
  60. 60. Online Videos analyzed for Passion /Intensity/ Sentiment Unruly – Viral Video Chart 9/30 – Top Social Videos
  61. 61. Text Analytics identifies the main actor and action most of the time
  62. 62. Launching Soon
  63. 63. Thank You! Marshall Sponder CEO, WebMetricsGuru INC www.webmetricsguru.com Baruch College, Rutgers University, FIT @WebMetricsGuru Email Me: now.seo@gmail.com Facebook.com - SocialMediaForTheArts