Ask, measure, learn, presented by Lutz Finger
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Transcript of Ask, measure, learn, presented by Lutz Finger
SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014
Ask, measure, learn
LUTZ FINGERLINKEDIN
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utz
Fin
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m
Ask Measure Learn
@LutzFinger
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utz
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Promise of Social Media
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utz
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ASK the right Questions. MEASURE the right data – even if
it is not Big data. Take Actions and LEARN from them.
?
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utz
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One Framework?
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utz
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? Products
Market Research
Customer Care
Marketing
PR
Sales
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utz
Fin
ger.
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Products
Market Research
Customer Care
Marketing
PR
Sales
L
utz
Fin
ger.
co
m
Aja Dior M.
omgg, my aunt tiffany who work for whitney houston just found whitney houston dead in the tub. such ashamed & sad :(
Ask
– M
easu
re –
Lea
rn &
Co
urt
esy
of
Gila
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ota
n
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AP news
Ask
– M
easu
re –
Lea
rn &
Co
urt
esy
of
Gila
d L
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utz
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10
Reach ≠ Influence
50% is Homophily
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utz
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Audience Marketing
What interests your Audience?
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utz
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• Other News • Trending Content • Sentiment • Emotionality • Time • Weather • Promotion Pressure • Reader Demographics • …
Content Marketing
Sou
rce
: Fis
hey
e A
nal
ytic
s
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utz
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Source: Fisheye Analytics
• Other News • Trending Content • Sentiment • Emotionality • Time • Weather • Promotion Pressure • Reader Demographics • …
Content Marketing
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utz
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• Other News
• Trending Content • Sentiment • Emotionality • Time • Weather • Promotion Pressure • Reader Demographics • …
Content Marketing
Sou
rce
: Bet
a La
bs
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utz
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ger.
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• Other News • Trending Content • Sentiment • Emotionality
• Time • Weather • Promotion Pressure • Reader Demographics • …
Content Marketing
Awe
Anger
Sadness
Anxiety
Sou
rce
: Jo
nah
Ber
ger
et. a
l. –
likel
iho
od
to
get
on
to N
Y N
ewsl
ette
r
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utz
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• Other News • Trending Content
• Sentiment • Emotionality • Time • Weather • Promotion Pressure • Reader Demographics • …
Content Marketing
Source: LinkedIn
Top 4 Topics Koka’s Followers Engage With (Sept 29 – Oct 12)
Personal Brand First Step Cold Call
Social Selling Success
Others
Alec Baldwin
Movie: Glen Garry Glen Ross
Content Amplification
Deceptive Pricing Practice
Ob
vio
us
No
t-o
bvi
ou
s
Koka Sexton
Followers
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utz
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ger.
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Content Marketing
There is no Truth Only
Algorithms
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utz
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ger.
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Magic Formula
Reach
Frequency Engagement
X X =
Content
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utz
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Engagement is not all equal.
Sou
rce:
Up
wo
rth
y &
Th
e V
erge
Word of Caution
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utz
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Learn More: j.mp/SocialMediaOrg
CODE: AUTHD
Free Stuff j.mp/lutzfree
Learn more about past andupcoming events
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SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014