Great marketing is about great data

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Dr. Natalie Petouhoff presentation Great marketing is about great data -

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  • 1. GREAT SOCIAL MARKETING IS ABOUT GREAT DATA:THE STATE OF CONTENT AND ENGAGEMENTDr. Natalie L. Petouhoff@drnatalie DoctorNatalie@gmail.com

2. SOME BACKGROUND ON MEOUR RADIO SHOW Example Software Company Interviewed:TWYXT.comwww.TheSocialNetworkShow.comBroadcasting in 82 countries 3. WEBINARS ON CONTENT MARKETING 4. Example: Dr. Natalies Social Media ROI Webinar Results@ 2000 Registrations 800 Attendees 5. WRITE ROI THOUGHT LEADERSHIPEBOOKS, CASE STUDIES, WHITE PAPERS 6. WRITE / CO-AUTHOR BOOKS 7. THERES ANEW WAVEOF BRANDBUILDING 8. BRANDSareSOCIALEXPERIENCES 9. BRANDSareDigitalEXPERIENCES 10. TAKE FOR INSTANCEGEORGE TAKEIS FACEBOOK PAGE 11. LETS TAKE A LOOKAT ONE PHOTO 12. Video Map of How Viral Photos Spread One Piece of Content Shared Each visualization startsfrom George* As each branch grows, re-shares split off onto theirown arcs Some re-shares spawns anew generation of shares The two colors are gender Shares originate from newsfeed July to September 2012*Source: Stamen https://vimeo.com/50730773 http://www.facebookstories.com/stories/2200/data-visualization-photo-sharing-explosions 13. >3.5 BILLION PIECES OF CONTENT ARE SHARED / WEEK How can we make sense of all this? 14. PEOPLE ARE ACTING ON CONTENT 15. MARKETERS ARE IN 16. inSOCIAL CURRENCY 17. BUT IS IT POSSIBLE ToCALCULATESOCIAL MEDIA ROISkeptics think social media is too fluffy toadequately measure return on investment (ROI)Would you calculate the ROI of a phone?Would you calculate the ROI of your mom?Would you calculate ROI of your pants? 18 18. THERE IS AN ROI OFANYTHINGTHAT PROVIDESAnd there is an ROI VALUE of your mom, a phone and wearing pantshttp://www.flowtown.com/blog/what-is-the-roi-of-your-mom 19 19. WHATS THE GOAL OFPOSTING 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 20. PEOPLE ARE SHARING MORE THAN EVERBUT WHAT DO BUSINESSES NEED TO DO? 21. NEED A STRATEGY FOR DIGITAL/ SOCIAL MEDIA INITIATIVESUCLA Anderson Course Social Media SuccessStep 7: Iterate and PivotStep 6: Aligning PoliticsStep 3: Finding Your& the OrganizationAudienceStep 2: Creating aStep 5: DesigningMeasurement PracticeGalvanizing InteractionsStep 1: Gathering The Step 4: CreatingRight InsightsEngaging Content@drnatalie22 22. Top companies are wondering how to take their social media initiatives to the next level Do more of the right things Put structure around what is unstructured Benchmark As Is Create a strategy and plan Track the progress Gather the right metrics Create and sustain world-class social media brand23 23. SOCIAL MEDIA BRAND ASSESSMENTSWe help you determine where you are comparedto best practices & your competitors You get An objective assessment Recommendations Short & long term strategic Short & long term tactical plan 24. Social Brand Assessment Discovery Areas7 Steps to FastTrack Social Media InitiativesStep 1: Monitoring & BenchmarkingStep 2: Business Goals & MeasurementStep 3: Audience Identification & EngagementStep 4: Create Content for Business ResultsStep 5: Design Interactions for Business ResultsStep 6: Create Organizational Synergy & TrainingStep 7: Iterate and Pivot 25 25. Social Brand Capability Calculator Whats your brand score?OPTIMIZE = 500 INTEGRATE = 400 ENGAGE =300 LISTEN = 100 LEARN= 200 26. With your score,Your brand is ready to go to the nextlevel 27. Social Media Assessments place you and yourbrand in a leadership position Clear answers and strong guidance A distinctive voice A competitive advantage 5 28. Winning Brands Master Content Marketing What are the three big problems around content and engagement? 1. Creating great content so fans will want to interact with it 2. Creating a lot of that great content 3. Promoting the content so its seen 29. Challenges with Content Marketing The truth is most brands dont have the budget to create enough great content to be effective at engaging their customers What makes matters worse, in addition to a content creation budget, you also need a promotion budget And the cost to promote content can be prohibitive 30. EdgeRank Dilutes Content Marketing Effectiveness Content only reaches ~3% of your fans 31. How much does a Sponsored Posts or Story Cost? One sponsored story from Facebook costs $200 Lets say the brand posts 2 times day $200 x 2 = $400/day 7 days/wk x $400/day = $2,800/wk 4 wks/mo x $2,800/wk = $11,200/mo 12 mo/yrs x $11,200 = $134,400/yr $134,400/ yr just to get your content seen! And that doesnt include the cost of the: Creative Content production Content delivery systems (like Buddymedia) Community managers. 32. Winning Brands Beat EdgeRank EdgeRank gives greater exposure (reach) to posts that aremore engaging Boring posts decrease your reach and thus your bottom line The solution is to create more interesting posts 33. What makes a better post? You need the data to analyze your content and your competitors: Benchmark engagement performance vs. your competitors Surface the best content and content types to engage your target audiences Find and leverage trending content in the your industry Create a clear curation strategy and leverage trending content in your industry 34. Competitive Intelligence has Evolved Was keyword-based monitoring and listening Now an Interest Graph World Based on context of consumers collective actions 35. TO MAKE SOUND BUSINESS DECISIONSNeed insight into consumer actions What drives the most engagement / interaction What type of content Where they are interacting When they are interacting 36. Isnt it worthknowing whatis relevant toyouraudience? 37. NEW SPECIALTY OF SOCIAL MEDIA OPTIMIZATION:INDUSTRY REPORTS Leverages social media B.I.G. data Provides a Competitive analysis Brand engagement Allows marketers to evaluate content Best type of content When to post Where to post 38. BUSINESS DATA SETS ARE TOO BIG TOCAPTURE AND ANALYZE MANUALLY Why is big data such a big deal? Our customers areliking, commenting, sharing, tweeting, pluss-ing and re-pinningB.I.G. Data is the next frontier for innovation, competition and productivity.--McKinsey 39. THERES A LOT OF THIS SOCIAL DATA Customers are telling us, through that big data Exactly which photos and videos and blog posts have the biggest impact on them But its not organized!!!! 40. NEW SPECIALTY OF SOCIAL MEDIA OPTIMIZATION:INDUSTRY REPORTS Leverages social media B.I.G. data Provides a: Competitive analysis Brand engagement Allows marketers to evaluate content Best type of content When to post Where to post 41. Brands in This Industry Report American Eagle Old Navy Outfitters Polyvore BeBe Refinery29 Gap ShopBop H&M Urban Outfitters Hollister Co Wet Seal 42. BRAND COMPARISON OFVOLUME OF CONTENT POSTEDHow to Use This Data: Compare volume of postscompared to competitors Make better decisionsabout content Creating and Posting 43. PERFORMANCE VS. CONTENT TYPE PHOTOS ARE SHARED THE MOSTHow to Use This Data: Evaluate type of contentgets most interactions Make better choices onthe type of content to PhotosInteractions / Post Note:create How is this comparison differentStatus than the previous slide?Link Whats the difference between engagementVideoand interactions? Offer 44. POST VOLUME Posts Facebook Posts Refinery29most FB posts 45. POST VOLUMEPostsTweetsRefinery29most Tweets 46. ENGAGEMENTEFFECTIVENESSEngagementFacebookbebemost Facebook engagement 47. TOP CONTENT ONFACEBOOKBASED ON-- ENGAGEMENT-- 48. ENGAGEMENTEFFECTIVENESSEngagementTwitterABERCROMEmost Twitter engagement 49. TOP CONTENT ONTWITTERBASED ON-- ENGAGEMENT-- 50. TOP COSMETICBRANDS: 51. TOP BRANDS: ENGAGEMENT 52. TOP BRANDS: ENGAGEMENTCoverGirl Olay 53. TOP BRANDS: ENGAGEMENT Olay 54. TO LEARN MORE ABOUT THE TOP BRANDS CONTENT Olay 55. HIT PUBLISHYou are taken directly to thebrands trending content list OlayKey take-a-ways: Evaluate the brandscontent, interactions, likes, comments Use this information to help inform yourcontent strategy and tactics 56. LIST OF "COVERGIRL" TWITTER INFLUENCERSUse this data as part ofyour Tactical PlanningKey take-a-ways: Do you know who your brands top influencers are? Have you engaged those influencers? How does your influencer list compare to this list for OlayCoverGirl? Have you engaged all these Twitter influencers? What are your key social indicators? How do they compare to other brands? Use this content when creating your Twitter Strategyand Tactical plans 57. LIST OF BRANDS SHARED BY "COVERGIRL" FANS Use this data as part of your Affinity Strategy PlanningStudy: Burberry Walmart CoverGirlOlay Key take-a-ways: Do you know the type of content your affinity brands post? Have you looked at the content your affinity brands post? Use this information to inform your: Overall content creation distribution plan Partnership planning 58. LIST OF BRANDS SHARED BY "COVERGIRL" FANS Use this data as part of your Affinity Strategy PlanningStudy: Burberry Walmart CoverGirlOlay Key take-a-ways: Do you know the type of content your affinity brands post? Have you looked at the content your affinity brands post? Use this information to inform your: Overall content creation distribution plan Partnership planning 59. LIST OF BRANDS SHARED BY "COVERGIRL" FANS Use this data as part of your Affinity Strategy PlanningStudy what: Burberry Walmart CoverGirlOlay To know: What their fans find fascinating These brands representopportunities for: Cross promotion Consideration for adplacement 60. REAL-TIME INTELLIGENCE ABOUTCUSTOMERS, COMPETITORS AND ENGAGEMENT My new contentand engagement plan 61. REAL-TIME INTELLIGENCE ABOUTCUSTOMERS, COMPETITORS AND ENGAGEMENTDecisions about what contentto create & when to post 62. A STRATEGIC CONTENTMAR