April 8, 2023 www.liveworld.comConfidential

Begin at the EndContent Planning for Insights

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Meeting Overview

● Real word 2013 insights & observations on Facebook● Draft plans for successful marketing implementation● Idea lists

Outcomes

● More effective social marketing program

● Introduce Prove & Improve Process & Strategy

● Act as change agents

Objectives

● Meeting Leader: Mark, with Gregg behind the scenes

● Presenters: Mark Williams and Dorice Piraino

● Ideas & Perspectives: Everyone

Roles: Everyone

Participates

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What to Remember Today

1. Social marketing is a conversation, not a monologue

2. Use data to prove or improve

3. Know what you want to know – engage with a purpose

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Rules of Engagement

1. This is YOUR workshop – let us know what you need

2. FriendNDA – please don’t tweet bad examples, but do amplify good ones.

3. Please participate – ask questions!

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About Mark Williams

• Creative Director, Social Strategy & Content Programming

• 15 years social media

• 15 years actor, director, producer

• Backpacker to 6 continents

• facebook.com/mark.williams2

• mark@liveworld.com

• @markwilliams on Twitter

Client history includes: • Kraft Foods, HBO, MINI,

QVC, Sprint, TJX, NBA, and…

• #1 retailer in the world• #1 CPG• #1 Travel & Financial

Services• #1 and #2 Pharmaceutical

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About Dorice Piraino

• Senior Analyst at LiveWorld

• Accidental techy turned data nerd

• Degrees in English & programming

• Camped on Maui for three weeks

• facebook.com/dorice.piraino

10+ Years Data Analyst:

• LiveWorld clients, Oracle, various non profits.

• Main contributor for award-winning Social Return on Investment in the Micro-Enterprise Industry in 2005.

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Audience Question #1

Do you spend most of your time…

● Creating content

● Analyzing data

● Managing the program

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Audience Question #2

What is your current measurement focus?

1. Improving engagement

2. Proving value of program (ROI)

3. Gaining customer & business insights

4. All of the above

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Audience Question #3

Do you currently:

1. Read all fan comments

2. Read some fan comments

3. Tag fan comments

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CURRENT STATE OF SOCIAL

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Me! Me! Me!

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Questionable Current Event Connections

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Use a Cute Critter!

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Let’s Play A Game!

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Why Do We Create Content Like This?

● Game Facebook Algorithm

● Gain Reach

● Garner Engagement

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Facebook’s Response

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What Are Your Business Objectives?

● Acquisition: $1–$100/head

● Loyalty & Engagement: Reducing customer churn by 5% can increase profits by 25% (Leading on the Edge of Chaos, 2012 )

● Brand Awareness: On average, social customers tell 42 people about a good customer experience (American Express, 2012 )

● Purchase Community participants spend 54% more (HBR, 2008)

Visitors to branded community site 2x more likely to buy (vs. page on destination social network (Momentum, 2007)

● Word of Mouth Impact on Sales (Cisco, 2009)

1% increase in good word of mouth = $16M extra sales 1% reduction in bad word of mouth = $49M extra sales

● Support: 5x-10x more cost effective vs. phone (Apple, 1990’s)

Content Strategies for Marketing ROI

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Audience Feedback

Do you see room for improvement in your content strategy?

● Yes

● No

www.liveworld.comConfidential

State of Social Measurement

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• Crawl – Beginning social media programs

• Walk – Intermediate

• Run – Advanced

Crawl, Walk, Run

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● What program initiative are we supporting?

● How are we going to support it?

● Who do we deliver reports to?

Social Content Planning: Crawl

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Basic Activity Metrics or Vanity MetricsCrawl

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Social Content Planning: Walk

● Who wants in the content calendar?

● Where do we get all the content we need?

● What metrics do we need to show our success?

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Metrics Aligned Around Your Business Goal

Walk

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Social Content Planning: Run

● How do I juggle competition for space in the content calendar?

● Which content is highest performing?

● What is my ROI?

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Metrics informing you on your performance.Run

Scoring Algorithms

Pre

dict

ive

Beh

avio

ral M

odel

s

Industry Benchmarks

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A Short Case Study

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Bridging Listening & Engagement

Listening Analytics

EngagementAnalytics

Hi Brand! How can I help?

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Audience Question #4

How would you classify your social marketing program?

• Crawl

• Walk

• Run

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Social Marketing Content StrategyA Short Primer

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• To Express Themselves

• To Share With or Make Friends

• To Gain Attention or Status

• To Get Special Information & Deals

• Entertainment

Why People Participate In Social

“To Give and to Get”

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Why People Become Fans of Brands

= Identity= Information= Attention= Share

Why People Become Fans of Brands

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Why Brands Participate in Social

• Look at our product• Buy something• Pay attention to our brand• Customer service• We’re supposed to

“Do something for us”

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Aligning With Our Customers

Why People Participate Why Brands Participate

• Express Themselves

• Share/Make Friends

• Gain Status or Attention

• Get Information

• Incentives

• We’re Supposed To

• Branding

• Customer Service

• Product Announcement

• Sales & Special Events

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Social Content Strategy for Insights

● Give something of value to your audience

● Ask for something trivial in return

● Give something of value to your audience

● Ask for something trivial in return

● Give something of value to the audience

● Notice a pattern here?

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What’s Valuable in Social?

Entertain. Inspire. Inform.

http://www.youtube.com/watch?v=IJNR2EpS0jw

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Remember this!

All content should pass thru these three filters:

• What business goal am I supporting?

• Why does my audience want to see this?

• What am I learning from this post?

Always Engage With A Purpose

www.liveworld.comConfidential

Beyond Activity MetricsObservations and Insights

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Actionable insights involve taking observations from your data and making suggestions based on a series of relationships between the data

points.

It’s how these observations tie together that reveals the story.

Investigations often reveal a series of observations that can move you in many different directions.

Why do these observations matter? “So What? Why should I care?”

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Don’t go into your data blind.

If you go into the data blind, you may end up frustrated.

Realize social media data is like

a puzzle.

Be prepared with the questions you want to answer or assumption that you have.

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Engagement Analytics: Storytelling through Reporting

Does the data show a decline in engagement?

Is engagement

really declining?

Are there seasonal trends causing this dip?

Did the brand publish fewer posts?

Are fewer people seeing your

content?

Has the content itself changed? (Subjects or success levels)

Are we losing fans?How are fans’ feeling?

Are we seeing similar decrease on other pages?

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Data Analysis Process: Measuring Connection & Relationships, Not Just Activities

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How is my audience reacting?

Do they follow my lead?

Who am I reaching? Who is talking with me?

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PositiveNegative

User Generated Content Negative Feedback Actions

Sentiment Balance Rejection Reasons

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Frequency & Duration • How OFTEN are fans dialoguing?• How LONG are they interacting?• Can fans be re-engaged after they fall off the radar?

Response cadence: • How QUICKLY do they interact with me? • Is there a PATTERN to their activity behavior?

Community Author Participation

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1.06

1.08

1.10

1.12

1.14

1.16

1.18

1.20

Industry Mean NStd.

Deviation

Financial 1.1357 932 .66363

Personal Care / Cosmetics

1.0945 4471 .17560

OTC/Pharma 1.1124 2608 .27710

Household 1.1165 8883 .18743

Retail 1.2443 930 .26242

Animal Health 1.1992 945 .37186

Total 1.1221 18769 .26097

The number of TIMES each unique individual interacts with

the brand has dipped from 2013. Stories/PTAT

Interaction Per Author

Industry benchmarks

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1

# F

ans

Participation Duration

1 Day 2-50 Days 50-100 Days 100-200 Days

On average, 85% comment one

day. Of the 15% who are actively talking, they are your main

audience.

How often and how long they talk

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Consider reaching out strategies when your advocate falls off the

radar.

Angela Total CategoryUser Content 2329 Music 190 26%Grocery 74 10%Children 64 9%Brand Reputation 327 44%Pets 88 12%Total Tagged Content 743

Encouraging Loyalty Through Connection

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Resonance

1

Rea

ch

Engagement

Meat

Fresh Food

Produce

DryDeli

Snacks Beverages

Candy

Frozen#OrganicFreshDairy

Bread

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The series of observations tell a story

• Sentiment & Sentiment Balance

• Topicality: Off/On Topic

• Demographics: Reach Versus Engagement

• User Generated Content Volume

• Rejection Rate & Negative Feedback Rate

• Interaction per Author

• Frequency & Duration of author comments

• Engaging topics fans are interested in

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Audience Feedback

Is now a good time to take questions, or should we show

you how to start to tie all of this together?

● Questions, please!

● Show us more!

www.liveworld.comConfidential

Content Planning for Insights

A Few Simple Steps

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• What type of dialogue do I expect?

• What’s the topic of the conversation?

• How would I expect a fan to respond?

• How should I respond?

• Do moderators have all of the information they need?

Content planning tip: troll your posts

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Crowdsourcing Can Be Useful But…

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Asking for insights: multiple choice

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Why it works:Multiple choice takes less brain work, encourages more response, and gives a chance to educate

Why it is challenging: How do you get at the answers?

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Ask direct, focused questions

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Creating varying amounts of space for an answer:

• Yes/No: quick responses.

• Fixed answer: limited choice list.

• Open-ended: creates space The manner of the question is critical

Be careful asking ‘Why’. In most cases, this question can be reworded.

All Questions are NOT created equal!

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3 Things You Can Start Doing TODAY

1. Ask for Engagement

2. Ask for something that you want to know

3. Tag your content & comments

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A SHORT SOCIAL PRODUCT STORY

How To:

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Status Update #1

She thinks it's time to let go of the past. He thinks this works just fine. Who do you think is going to win this one?

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Grilling isn't just for summer, or for burgers and hot dogs. Here are a few of our favorite grilling

recipes for fine dining. http://someurl.com

Go ahead and brag a little - what's the best thing you make on a grill?

Status Update #2

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Status Update #3

VS.

She thinks a pink grill is just the thing. He wants stainless. We're giving away a $50 off coupon at http://someurl.com. If you could have any color in a BBQ, what would you choose?

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Status Update #4

Who grills in the winter? Send us a

photo of you grilling in the winter and we'll pin

you to our Pinterest page!

http://somepinteresturl.com

What do you think - is this crazy or what?

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Status Update #5

:-)60,000 BTU's, 5 burners and a cast-iron griddle…and a little

something for her too. Get the full story here: http://someurl.com

Best of all - get a $50 off coupon here!

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Audience Questions

• If we don’t get to answer all of your questions today, please

feel free to email mark@liveworld.com and I’ll follow up

with you.

• We may also take some of your questions and use them

as topics for future blog pieces too.

www.liveworld.comConfidential

Facebook Scoring Algorithm

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Spreadsheets are your friend!

Editorial Categories

Product Categories

Brand Categories

● Brand reputation

● Charitable campaigns

● Employees

● Vendors & Suppliers

● Crowdsourcing

● Sentiment

● Stores

● Customer Service

● Brand Wins

● Product – 30%

● Category – 40%

● Social – 30%

● Current product lines

● Features

● Future features & products

● Interesting uses of products

Tagging Content

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Content Value

Content Value:    What value did these actions have to the brand?  A weighted score that combines several metrics to measure the positive effect for the brand relative to a piece of content

Engagement Success

Engagement Success     How many people did you engage with a piece of content.  A weighted score that combines several metrics to measure how successful the content is at engaging fans.

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Scoring Algorithms aligned with business goals

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What to Remember Today

1. Social marketing is a conversation, not a monologue

2. Use data to prove or improve

3. Know what you want to know – engage with a purpose

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Audience Feedback

Are you thinking about your social marketing program a little

differently now because of this webinar?

● Yes

● No

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Thank you for joining!!

Dorice Piraino@DoricePiraino1

dorice@liveworld.com

Mark Williams@MarkWilliams

mark@liveworld.com

Slides and workbook are at: slidesha.re/1n6kDbW