Dr. Natalie L. Petouhoff

@drnatalie

GREAT SOCIAL MARKETING

IS ABOUT GREAT DATA:

THE STATE OF CONTENT AND ENGAGEMENT

THERE’S A NEW WAVE OF BRAND BUILDING

BRANDS are…

SOCIAL EXPERIENCE

S

BRANDS are…

DigitalEXPERIENCES

TAKE FOR INSTANCE…GEORGE TAKEI’S FACEBOOK PAGE

LET’S TAKE A LOOKAT ONE PHOTO…

Video Map of How Viral Photos SpreadOne Piece of Content Shared

*Source: Stamen https://vimeo.com/50730773

• Each visualization starts from George*

• As each branch grows, re-shares split off onto their own arcs

• Some re-shares spawns a new generation of shares

• The two colors are gender• Shares originate from news

feed• July to September 2012

http://www.facebookstories.com/stories/2200/data-visualization-photo-sharing-explosions

>3.5 BILLION PIECES OF CONTENT ARE SHARED / WEEK

How can we make sense of all this?

PEOPLE ARE ACTING ON CONTENT

MARKETERS ARE IN

There is VALUE in SOCIAL

CURRENCY

BUT IS CALCULATING SOCIAL MEDIA ROI EVEN POSSIBLE?

Would you calculate the ROI of a phone? Would you calculate the ROI of your mom? Would you calculate ROI of your pants?

Skeptics think social media is too “fluffy” to adequately measure return on investment (ROI)

13

And there is an ROI of your mom, a phone

and wearing pants

http://www.flowtown.com/blog/what-is-the-roi-of-your-mom

THERE CAN BE AN ROI OF ANYTHING

THAT PROVIDES VALUE

14

WHAT’S THE GOAL OF POSTING SO MUCH CONTENT?

• Typical Marketing Metrics

• Increase positive sentiment

• Increase share of voice

• Increase awareness, interest, consideration, intent

• Increase lead conversions rates and sales

• Loyalty, Brand Advocacy and Referrals

PEOPLE ARE SHARING MORE THAN EVER

BUT WHAT DO MARKETERS NEED?

UCLA Anderson Course:

Step 1: Monitor & Listening

Step 4: Content

Step 3: Audience

Step 5: Interaction

Step 6: Organizational Alignment

Step 2: Measurement

17

NEED A STRATEGY FOR DIGITAL MARKETING

Social Media Success

• Was keyword-based monitoring and listening

• Now an Interest Graph World

• Based on context of consumers collective actions

Competitive Intelligence has Evolved

TO MAKE SOUND BUSINESS DECISIONS

Need insight into consumer actions• What drives the most engagement / interaction

• What type of content

• Where they are interacting

• When they are interacting

Isn't it worth knowing what is relevant to

your audience?

NEW SPECIALTY OF SOCIAL MEDIA OPTIMIZATION:INDUSTRY REPORTS

• Leverages social media data

• Provides a

• Competitive analysis

• Brand engagement

• Allows marketers to evaluate content

• Best type of content

• When to post

• Where to post

Brands in This Industry Report

• American Eagle• Outfitters• BeBe• Gap• H&M• Hollister Co

• Old Navy • Polyvore• Refinery29• ShopBop• Urban Outfitters• Wet Seal

BRAND COMPARISON OF VOLUME OF CONTENT POSTED

How to Use This Data:• Compare the volume of

content your brand posts compared to your competitors

• Make better decisions about how much content to create and post

Interactions / Post Note:How is this comparison differentthan the previous slide?

What’s the difference between engagementand interactions?

Link

Photos

Video

PERFORMANCE VS. CONTENT TYPEPHOTOS ARE SHARED THE MOST

Status

Offer

How to Use This Data:• Evaluate the type of

content that gets the most interactions

• Make better choices on the type of content to create

Posts

POST VOLUME

Facebook Posts

Refinery29 most FB posts

Posts

POST VOLUME

Tweets

Refinery29most Tweets

ENGAGEMENT EFFECTIVENESS

bebemost Facebook

engagement

Facebook

Engagement

TOP CONTENT ON FACEBOOK

BASED ON -- ENGAGEMENT--

ENGAGEMENT EFFECTIVENESS

Twitter

Engagement

ABERCROMEmost Twitter

engagement

TOP CONTENT ON TWITTER

BASED ON -- ENGAGEMENT--

REAL-TIME INTELLIGENCE ABOUT CUSTOMERS, COMPETITORS AND ENGAGEMENT

My new content and

engagement plan

REAL-TIME INTELLIGENCE ABOUT CUSTOMERS, COMPETITORS AND ENGAGEMENT

Decisions about what content

to create& when to post

A STRATEGIC CONTENT MARKETING CALENDAR

Type Mon Tues Wed Thurs Fri Sat Sun

Statusoptional 10 optional optional 20 15

trendingposts

optional 25 optional optional 40 30

Linkoptional optional optional 12 optional

trending posts

trendingposts

optional optional optional 20 optional

Photo7 14 repost 14

trendingposts

15 20 repost 20

Video8 repost repost trending 6

8 repost repost trending 6

Post allocations over a 4-week period

By studying and altering content programming, engagement increases by >30%

• Customer Engagement

• How engaged customers are (engagement effectiveness)

• What customers are talking about

• Ad Optimization Data

• Use Long Tail Interest Graph to discover audience interests for better targeting

REAL-TIME INTELLIGENCE ABOUT CUSTOMERS, COMPETITORS AND ENGAGEMENT

http://smo.infinigraph.com

Dr. Natalie L. Petouhoff

@drnatalie

GREAT SOCIAL MARKETING

IS ABOUT GREAT DATA:

THANK YOU