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Transcript of 4.14.15
#SMTLive
Join the Conversa8on…
Follow along and share your thoughts on
Twi3er at #SMTLive
Submit your ques<ons in the GoToWebinar control panel
#SMTLive
Our Speakers
Paul Dunay is an award-‐winning B2B marke<ng expert with more than 20 years’ success in genera<ng demand and crea<ng buzz for leading technology, consumer products, financial services and professional services organiza<ons. Paul is the author of five “Dummies” books including Facebook Adver-sing for Dummies (Wiley 2010), and Facebook Marke-ng for Dummies 3rd Edi<on (Wiley 2012). @PaulDunay
Joel Windels is currently marke<ng manager for EMEA at Brandwatch, where he leads a team of world class content, customer and digital marketers and has helped the company grow by over 100% for six straight years. Before working at Brandwatch, Joel's background was in community management, working with games publishers like EA, Disney and Sony. @linkyeah
Jessica Williams is global innova<on marke<ng and analy<cs leader at Visa. Jessica is focused on digital and social ac<va<on and measurement across brand, b2b and corporate marke<ng. Jessica designs and executes innova<ve digital and social marke<ng programs in order to enhance brand equity, achieve revenue ini<a<ves, increase market share, differen<ate products, and drive robust marke<ng, communica<ons, and business strategy. @mediametricsgal
Jennifer Mar8n is the Senior Social Media Strategist for Sony Electronics. Her focus is to generate awareness of the brand, products and campaigns by developing, managing, and execu<ng online and social media marke<ng strategies. She was the first person hired at Sony to spearheaded the Sony Electronics’ social media strategy and launched the brand’s presence on top social networking sites like Facebook, YouTube and Twi3er, as well as crea<ng the Sony Blog -‐ communi<es that now reach millions. @Jennifer_AM
Stop Drowning in Digital Data:
Joel Windels | [email protected] | +44 (0)1273 234 290 | @LinkYeah
Social listening for campaign measurement
Brandwatch /About us
© 2015 Brandwatch | brandwatch.com 6
SaaS Enterprise Social Media Monitoring & Analysis
1000+ Brands in 15 Markets | Supporting Clients in 27 Languages
Why measure?
© 2015 Brandwatch | brandwatch.com 7
• Define clear objectives
• Focuses the entire organization on what is (and isn’t) important
• Agreed and transparent results can be used to justify associated budgets
What should you measure?
© 2015 Brandwatch | brandwatch.com 8
• Outputs: What you created
• Outtakes: How people reacted
• Outcomes: How people behaved differently as a result
Don’t focus on ‘vogue’ or ‘vanity’
metrics
What should you measure?
© 2015 Brandwatch | brandwatch.com 9
It’s far more insightful to track conversation about a campaign
in relation to a brand, rather than just the campaign or the brand.
Measure takeaways
© 2015 Brandwatch | brandwatch.com 15
• Metrics that match your objectives:
• sales (intent to purchase, GA data)
• visibility (brand mentions within target demographic)
• upsells & loyalty (influencer/ambassador)
• better reputation (sentiment)
• changing perceptions (topic & theme analysis)
#SMTLive
KNOW YOUR AUDIENCE Who are you creating content for? Where do the conversations happen? What do they want from a brand? Do they want to interact with a Brand? If So, how do they want to interact with a Brand?
Questions to Ask It’s about joining the conversation in the RIGHT way.
PURPOSE Why create content/campaign? Is this content relevant to the community?
DEFINE What elements define content from you vs competition? Are they elements relevant to your audience?
#SMTLive
Community
Measure
Shares + Likes + Comments
Impressions/ Followers
= Engagement Rate
Cross Any Platform
Algorithm Changes
Focuses in on Key Data
Direct Comparisons of Content Types
Adjust Content Based on Data
Themes in Content
#SMTLive
Campaign
Impressions KPI: Buzz & Awareness
KPI: Conversion & Engagement
KPI: Revenue
KPI: Engagement
Video Views PR Coverage
“I’m Switching to…”
Engagement Rates Engagement Rates
Rating/Review
$$
Customer Journey
Different Data for Different Goals
Discussion Monitoring
#SMTLive
Not always about the reach
Influencers
DISCUSSION vs IMPRESSIONS
Are they discussion starters?
Will they have dialogue?
Do they genuinely like your brand?
Do they spark the conversation you’re looking to have?
#SMTLive
Discussion vs Impressions
Map Goals Back to Area of Focus in the Customer Journey
Community = Engagement Rate
Social Listening
Join the Conversation The Right Way
22
“NOE TWO” PARISIAN STREET ARTIST, RIO DE JANIERO 2013
SOCIAL Intelligence
Marke<ng STRATEGY &
Jessica Williams Visa
@mediametricsgal
SOCIAL INTELLIGENCE
used in strategy planning, MSF’s and crea<ve briefs to hone in on marke<ng objec<ve and audience
used to op<mize during execu<on and evaluate post campaign.
CREATIVE BRIEF EXECUTION STRATEGY PLANNING EVALUATION
• Social intelligence can provide data at every stage of the marketing process
THE SOCIAL INTELLIGNCE PROGRESSION
Low Cost Data Collection
Quick Analysis
Real Time Data Flow
Unsolicited Data
Global Less Vendor Dependence for Research
Sampled at Point of Experience
• The Value of Social Data for Marketing Intelligence
THE SOCIAL DATA ADVANTAGE
Visa Confiden<al @mediametricsgal
Small/Mid-‐Size Business Owners
MAKING IT HAPPEN – CASE STUDY
Visa Payments Conversation Blueprint
• Understand topics that matter most to small business owners to help better inform SMB marketing strategy and planning.
• Identify pain and passion points for small business owners, to uncover the current perception of Visa and competitors, and understand how business owners use and share content online.
PROJECT OBJECTIVE
800+ Queries
Iden<fied more than 10,000 business owners in 15 different industries. The owners were segmented by age, loca<on, business industry, age of business, and size of business.
Custom Search Database
Upload the conversa<ons the business owners are having on Twi]er & Forums to a searchable database, totaling 1M total conversa8ons
Conversa8on Analysis
Analyze the conversa<ons from the custom panel to surface trends and key themes.
Influencer Research
The panel is queried to iden<fy where the SMB owners are gegng content.
Iden8fy audience (SMBs)
What types of content are these business owners most drawn to?
What are the key themes?
2
1
3
4 Who are the individuals who influence panel members?
METHODOLOGY : AT A GLANCE
4738 21.8%
2314 10.7%
5310 24.5%
8053 37.1%
1305 6.0%
Sharing Exper<se Legal and Financial Info Opera<ons Poli<cal Environment Travel and Time Management
Sharing Exper<se
Legal and Financial
Company Opera<ons
Poli<cal and Regulatory Issues
Time Management and Personal
Topics Include:
Sharing Exper8se:
• Sharing business advice
• Networking
• Social adver<sement
• Business associa<ons
• Ques<ons for other business owners
• Sharing own experience
Legal and Financial:
• Funding a business
• Licensing a business
• Loans and SMB grants
• Debt
• Banking
• Legal advice
Company Opera8ons:
• Marke<ng advice
• Payments op<ons
• Growing the business
• Reducing cost
• Hiring employees
• Running the business efficiently
Poli8cal and Regulatory Issues:
• Taxes
• Regula<ons
• Overall economy
• Healthcare/ACA
• Business climate
Time Management and Personal:
• Busy schedule
• Time management
• Travel
• Vaca<on
• Stress and personal pain points
• Top Business-Related Topics in the SMB Panel
QUERYING THE PANEL
47% 36% 29%
Posts that link to an external site Posts that men<on another user Original post
47% 50% 54% 60%
52%
30% 36%
31%
39%
31% 35% 36%
29% 34%
24%
8%
27%
41%
Overall Sharing Exper<se Legal and Financial Company Opera<ons Poli<cal and Regulatory Time Management and Personal
Posts that link to an external site Posts that men<on another users Original posts
Percentages across topics
• How do business owners in the panel share content?
QUERYING THE PANEL
Consistent engagement rate of over 1.00% -‐ 2x higher than
LinkedIn benchmarks
50X the number of shares/post on LinkedIn – increasing reach
exponen<ally
Earned 20K new business owner followers on LinkedIn – decreasing spend needed to
reach this audience
50X the number of qualified clicks to Visa.com – increasing
conversion
• New content strategy drove significant results
RESULTS
#SMTLive
Our Speakers
Paul Dunay is an award-‐winning B2B marke<ng expert with more than 20 years’ success in genera<ng demand and crea<ng buzz for leading technology, consumer products, financial services and professional services organiza<ons. Paul is the author of five “Dummies” books including Facebook Adver-sing for Dummies (Wiley 2010), and Facebook Marke-ng for Dummies 3rd Edi<on (Wiley 2012). @PaulDunay
Joel Windels is currently marke<ng manager for EMEA at Brandwatch, where he leads a team of world class content, customer and digital marketers and has helped the company grow by over 100% for six straight years. Before working at Brandwatch, Joel's background was in community management, working with games publishers like EA, Disney and Sony. @linkyeah
Jessica Williams is global innova<on marke<ng and analy<cs leader at Visa. Jessica is focused on digital and social ac<va<on and measurement across brand, b2b and corporate marke<ng. Jessica designs and executes innova<ve digital and social marke<ng programs in order to enhance brand equity, achieve revenue ini<a<ves, increase market share, differen<ate products, and drive robust marke<ng, communica<ons, and business strategy. @mediametricsgal
Jennifer Mar8n is the Senior Social Media Strategist for Sony Electronics. Her focus is to generate awareness of the brand, products and campaigns by developing, managing, and execu<ng online and social media marke<ng strategies. She was the first person hired at Sony to spearheaded the Sony Electronics’ social media strategy and launched the brand’s presence on top social networking sites like Facebook, YouTube and Twi3er, as well as crea<ng the Sony Blog -‐ communi<es that now reach millions. @Jennifer_AM
#SMTLive
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