1. 1. Begin at the End: Content Planning for Insights @Mark Williams & @DoricePiraino1 #BeginAtEnd
2. 2. Meeting Overview Real word 2013 insights & observations on Facebook Draft plans for successful marketing implementation Idea lists Outcomes Making Social Media Fun by helping Prove & Improve Process & Strategy Act as change agents & encourage you to ask questions Help you communicate to the management team in languages they understand Objectives Presentation Interactive discussion/brainstorm exercises Process Meeting Leader: Mark Time Keeper: Dawn Presenters: Mark Williams and Dorice Piraino Ideas & Perspectives: Everyone Roles: Everyone Participates
3. 3. About @MarkWilliams Creative Director, Social Strategy & Content Programming at LiveWorld 15 years in social media 15 years actor, director, producer Backpacker to 6 continents facebook.com/mark.williams2 mark@liveworld.com Client history: Kraft Foods, HBO, MINI, QVC, Sprint, TJX, NBA, and #1 Retailer in the world #1 CPG #1 Travel & Financial Services #1 and #2 Pharmaceutical
4. 4. About Dorice Piraino Analyst for Social Strategy & Content Programming at LiveWorld Accidental techy turned data nerd Degrees in English & Programming Camped on Maui for three weeks Client History: Walmart, Oracle, Chapstick, Blue Shield, Pfizer, EQ Stables, Cars.com, Dealix, Womens Initiative, and more. ROI calculations on the Social Return on Investment in the Micro- Enterprise Industry
5. 5. Why Are You Here?
6. 6. Special Offers! 1-1 email consulting with @MarkWilliams for 1 week after this workshop We will have follow-up free webinar 1 month from now email mark@liveworld.com for an invitation
7. 7. Rules of Engagement 1. This is YOUR workshop let us know what you need 1. Dawn is the timekeeper. The timekeeper rules. 2. FriendNDA please dont tweet out brands in bad examples, but do amplify good ones. 1. Please participate ask questions! 2. #2 trumps #4. If we go too far astray on questions, Dawn will pull us back & parking lot (remember the special offers!)
8. 8. CURRENT STATE OF SOCIAL
9. 9. Me! Me! Me!
10. 10. Specious Connections to Current Events
11. 11. Use a Cute Critter!
12. 12. Lets Play A Game!
13. 13. Which leads us to this:
14. 14. Crawl, Walk, Run Pick Your Pace Crawl Beginning social media programs Walk Intermediate Run Advanced
15. 15. Social Content Planning: Crawl What program initiative are we supporting? How are we going to support it? Who do we deliver reports to?
16. 16. Basic Activity Metrics or Vanity Metrics Crawl
17. 17. 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?
18. 18. Metrics Aligned Around Your Business Goal Walk
19. 19. Social Content Planning: Run How do I juggle competition for space in the content calendar? Which content is highest performing? What is my ROI?
20. 20. Metrics informing you on your performance. Run
21. 21. Social = Real Marketing ROI 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
22. 22. Why Will People Participate With Your Story? What Value Do You Provide? How Do Your Customers Provide Value For You? What do you LEARN from your customers? Social Media Enlightenment
23. 23. The ONE Thing Dorice Wants You To Remember Analyze to proveor improve
24. 24. One Thing Mark Wants You To Remember Engagewith a purpose
25. 25. Data Analysis Process: Measuring Connection & Relationships, Not Activities
26. 26. A Short Case Study
27. 27. SENTIMENT TOPIC Positive On Topic ? Positive Off Topic ? Negative On Topic ? Negative Off Topic ? Audience Participation!
28. 28. How is my audience reacting? Do they follow my lead? Who am I reaching? Who is talking with me?
29. 29. Positive Negative User Generated Content Negative Feedback Actions Sentiment Balance Rejection Reasons
30. 30. 3232 Know Your Audience: Assess the Dialogue 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?
31. 31. Run 1.06 1.08 1.10 1.12 1.14 1.16 1.18 1.20 Aug 11 Oct 11 Dec 11 Feb 12 Apr 12 June 12 Aug 12 Oct 12 Dec 12 Feb 13 Apr 12 June 13 Aug 13 Oct 13 Jan 14 Industry Mean N Std. 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 .26097The number of TIMES each unique individual interacts with the brand has dipped from 2013. Stories/PTAT Interaction Per Author
32. 32. Insight Exercise: Conclusion #1 1 #Fans Participation Frequency 1 Time 2 Times 3 Times 4 Times 5 Times 6 Times 75% of fans talk for the day of the post and dont comment thereafter. 14% talk two times 5% are brand influencers
33. 33. Insight Excerise: Conclusion #2 1 #Fans 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.
34. 34. Whats Going On? 75% of fans talk one time 85% comment only one day
35. 35. 1% of these fans create 5% of my Facebook user content 33% are positive and 42% are negative 60% remain on topic The average life cycle of this fan is 2 weeks They contribute an average of 24 posts Building loyalty & a brand defense with your influencers: know who they are!
36. 36. Consider reaching out strategies when your advocate falls off the radar. Karla Total Category User Content 2181 Music 207 32% Grocery 65 10% Children 37 6% Brand Reputation 281 44% Pets 98 15% Total Tagged Content 639 Encouraging Loyalty Through Connection: What are their behavior patterns?
37. 37. Insights should be actionable
38. 38. Social Content Rules
39. 39. ToExpressThemselves ToConnectWithorMakeFriends ToGainAttentionorStatus ToGetInformation Why Do People Participate In Social Networks?
40. 40. Why People Become Fans of Brands Source: Syncapse
41. 41. Why Brands Participate in Social Product announcements Sales/special events Customer Service Branding Were supposed to be here We want you to do something for us.
42. 42. See The Disconnect? Why People Participate Why Brands Participate Express Themselves Connect/Make Friends Gain Status or Attention Get Information Incentives Were Supposed To Branding Customer Service Product Announcement Sales & Special Events
43. 43. A Virtuous Content Cycle Give something of value to the audience Ask for something trivial in return Give something of value to the audience Ask for something trivial in return Give something of value to the audience. Notice the pattern GIVE
44. 44. The ONE Key to Your Social Success Social is about ME (and how I see myself) Its not about YOU (the brand)
45. 45. 4747 What to Give in Social Entertain. Inspire. Inform. http://www.youtube.com/watch?v=IJNR2EpS0jw
46. 46. What Do You Want in YOUR Newsfeed?
47. 47. Move from Messaging to Story-based social marketing
48. 48. Two Ridiculously Easy Ways To Improve Your Brand Story NOW Change Your Focus: Its About The Customer, Not You Post Stories, not messages
49. 49. A Really Short Guide to Storytelling Hero customer (who is transformed) Goal what transformation do they seek? Obstacle what keeps them from getting it Mentor the brand, guides the hero Moral let the customer know what they got
50. 50. Products As Stories Vs.
51. 51. Story or Not a Story?
52. 52. Story or Not a Story?
53. 53. The ONE THING To Remember The customer is the hero of your story
54. 54. CONTENT PLANNING FOR INSIGHTS How
55. 55. Fans Love To Give Opinions Even when theyre not prompted! 40%37% 17% 1% 1% 1% 1% 1% 1%
56. 56. Customer Support Market Learning Understand what consumers think and what actions to take Drives product marketing and development Social Marketing Sales & Marketing Cost effective marketing Increased sales via word of mouth Loyalty & relationship marketing Service & Support More customer satisfaction Lower support costs
57. 57. 59 1. What type of dialogue do I expect? 2. Whats the topic of the conversation? 3. How would I expect a fan to respond? 4. How should I respond? 5. Do my moderators have all of the information they need to respond in a timely, accurate manner? Content Planning Tip: Anticipate the dialogue
58. 58. 60
59. 59. Content Planning Tip: Multiple choice 61 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?
60. 60. 62 Content Planning Tip: Ask directed, focused questions
61. 61. All Questions are NOT created equal! 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.
62. 62. Engage With A Purpose We call this
63. 63. A SHORT PRODUCT STORY FOR INSIGHTS
64. 64. Status Update #1 He thinks it's time to let go of the past. She thinks this works just fine. Who do you think is going to win this one?
65. 65. 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
66. 66. 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?
67. 67. 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.c om What do you think - is this crazy or what?
68. 68. Status Update #5 60,000 BTU's, 5 burners and a cast-iron griddleand a little something for her too. Get the full story here: http://someurl.com Best of all - get a $55 off coupon here!
69. 69. ANALYTICS PROCESS - WORKBOOK
70. 70. Insights Process 1. Define 2. Strategize 3. Analyze 4. Investigate 5. Conclude 6. Action
71. 71. Business Insights About Products About Support About my Brand Marketing Efforts Social Insights Content Success Brand Advocates Topics of Interest Who am I Reaching Engagement Details Influencers Advocacy Level Sites Interests Advocac y level Sites Interests Competitive Insights Improvements and Ideas Strategies Marketing Efforts PR Insights Executive Branding Hot Topics /Crisis Campaign Success Levels Topics of Interest A/B testing & Refinement Cultural Insights Employee Concerns Define: What do you want to know?
72. 72. Strategize: Go in with a plan. 74 Does the data show a decrease in organic reach? Is Organic Reach really declining? Is engagement declining too? What are the seasonal trends? Does paid advertising figure into this change? Has the content mix, media type, frequency or timing changed? Has the content itself changed? (Subjects or success levels) Are we losing fans? Are we seeing similar decrease on other pages?
73. 73. Dont 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.
74. 74. Actionable insights involve taking observations from your data and making suggestions based on a series of relationships between the data points. Its 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?
75. 75. FACEBOOK SCORING ALGORITHM
76. 76. 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. Ripple Effect Ripple Effect: How far did it ripple beyond them? How many people did they bring into the discussion? How many additional people were reached for each person who engaged with a piece of content?
77. 77. Content Value LiveWorldScoringAlgorithm.xlsx is available under slide share. Content Value Points Likes 2 Shares 20 Comments 5 Video 2 Unlike Page -250 Hide All Posts -200 Hide Post -2 Link 2 Report Spam -20 X Button -2 Engagement Success Points Other Clicks 0.5-1 Photo Clicks 0.5 -1 Engagement Success Ripple Effect Engagement Ratio: Engaged Users/Total Reach Ripple Effect: Total Reach/Engaged Users
78. 78. Lightning Round Bring Us Your Challenges
79. 79. Thank you for coming!! Dorice Piraino @DoricePiraino1 dorice@liveworld.com Mark Williams @MarkWilliams mark@liveworld.com Slides and Workbook are at: slidesha.re/1n6kDbW