1. Two weird tricks to never be invited back.(or, How journalists need to use social media in 2015)

2. 1. Do what MuzzFeed does._()_/2: Embrace the comment section.( 3. Jon Cowperthwait:Hello! University of Chicago-trained political scientist (go Maroons!) turned filmmaker turned agency flack doing social media strategy, and disillusioned with thesnake-oil peddlers of social media analytics turned founding team member of awe.sm: quantitative analytics that focuseson Social ROI. 4. If a retailer knew you didnt spend that much money, but your sharing broughtpeople who did, youd still be a VIP. Able to track: Jon made this tweet, which brought this customer, who spent$X so send Jon emails an hour earlier; hell use the time to tweet. 5. If a (purely hypothetical) content publisher knew This article, promoted on social media, doesnt just get clicks, but clicks who turn into visitors who read more articles and those articles are more likely to be shared, driving more traffic Then they could automatically promote it (its a gateway drug!) 6. 1: Do what MuzzFeed does._()_/2: Embrace the comment section.( 3: Talk about analytics.( ) 7. Social is marketing.(So: its a means to an end, not inherently valuable.) Important conversations (e.g., Ferguson) will still happen, but these are theminority most of social is promotion. 8. Social is maSrokceiatl iisn mga.rketingPaid Owned In traditional marketing comms,! # Autumn!Moxxandra McLain@misstillytillyI couldnt decide between green andpink, so I bought both! I LOVE thisyears colors. ac.me/xyz1234 via@acmefashionToday onlySAVE 30%:Whats yourcardigan story?! 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If you invest time, headcount, budget for paid amplification there sure asheck had better be a return on that investment. And good news: there is! 11. 1: Do what MuzzFeed does.(And its not what you think.)_()_/ 12. Refresher: the marketing funnelVisitsPageviewsCommentsShares$ Basic funnel math: I mail 1000 sales letters; 100people inquire back; 10 schedule a meeting; 1person buys. For simplicity, assume it has to be funnel shaped(people dont materialize to purchase withoutbeing marketed to). The less each layer shrinks as you go down, thebetter youre doing. 13. SharesTrafficWebsites have funnels tooVisitsPageviewsCommentsClickbaiteveryone assumes this is all thatMuzzFeed concentrates on 14. SharesTrafficThe funnelVisitsPageviewsCommentsClickbaitEngagementAmplificationLongform contentUnpaid evangelistseveryone assumes this is all thatMuzzFeed concentrates onbut here is where stuff getsinteresting. 15. Aside: a primer on drugs Low barrier to entry Not intimidating Low barrier to exit High barrier to entry Holy crap its crack High barrier to exit 16. Content is like this, too cheap gateway drugs vs. crack== 17. Do your gateway drugs work?Traffic VisitsPageviewsCommentsSharesClickbaitEngagementAmplificationLongform content ??? 18. How to be a content pusher Which varieties are popular? content analysis What school should I sell outside? channel analysis Who buys? per-post analysis Who becomes an addict? conversion tracking 19. Content analysis! ! !| ! For a given story across everywhere that its been promoted/amplified whatis its total performance? 20. Channel analysis How do different socialnetworks stack up not just atwho puts more into the top ofthe funnel, but at movingpeople down to the heavierstuff too? i.e., not just where do I getclicks, but where do I getengaged readers? 21. Per-post analysis For each post i.e., a tweet, or a pin, or a Facebook share what did I get? This requires tracking each of them individually. 22. Conversion trackingConversion trackingsocial sharing address-bar sharingaddress-bar sharingsubscription / engagement Whatever the goal sharing?, pageviews?,subscriptions? howmuch happens Per social post? Per piece of content? Whatever the goal sharing?,pageviews?, subscriptions? how muchhappens Per social post? Per piece of content?share-button sharingcommenting 23. Autumn nights. Pumpkin soup, crunchy leaves, and a cardiAutumn nights. Pumpkin soup, crunchy leaves, and a cardigan sweaDo you have a can-do attitude, a smile that could light up Shea StadDo you have a can-do attitude, a smile that could light up Shea Stadium, and Do you have a can-do attitude, a smile that could light up Shea Stad Do you know, in one source of truth, everything that happens with, from, and afteryour social efforts? (You totally should) 24. _()_/LOLWUT 25. How to do what MuzzFeed does(because you can) Content analysis: Site analytics. Site analytics. Site analytics. Site analytics!The data already exists within your company; ask your digital editor foraccess to it. Channel analysis: Social networks data e.g., Twitters ad dash, FacebookInsights are free. Theyre also built into tools like Hootsuite. Per-post analysis: Track every individual post using tracking links frome.g., Bitly (also free). Conversion-tracking: Have code on-site to measure activity. Startups likeMixpanel make this easiercheaper than before but this is still the mostpoliticallytechnically challenging task on this list. 26. channel analysiscontent analysisconversion tracking! ! !|#followers repliesfavoritesretweets$conversionsclicks pageviewsimpressionsper-post analysis You can MacGuyver this together from disparate free (/cheap) sources 27. 'followerschannel analysiscontent analysisconversion tracking!retweetsfavorites#repliesimpressionsclicks|pageviews$Owned Media Tracking Performance Links Conversion Tracking(child sharesDownstream ReshareTrackingconversionsper-post analysis or pay money (to, e.g., my former employer) to get it aggregated. 28. S, se puede! 29. 2: Embrace the comment section.(Sorry.)( 30. Comments bring additional traffic and engagementSharesTrafficEngagementAmplificationVisitsPageviews+1%time on siteComments +15%comments+1%pageviews+26%commentsIts data from a company that powerscomment sections on websites soobviously theyre biased 31. in ways you can measureSharesTrafficEngagementAmplificationVisitsPageviews visits time on site pageviewsComments comments sharing?? but a) it makes sense, and b) using MuzzFeed-styleintegrated analytics you can actually measure thisdirectly (and you should). 32. http://acmefashion.com/home#xyz1234abcdThere are scads of ways to share off a sitehttp://acmefashion.c!om/home?awesm=ac.me_xyz1234acmefashionacmefashionAutumn! Clothes you canwear in the fall.Shop now!Juniors Petites Men!30% off selected itemsacmefashionShare LinkShare This LinkWrite somethingThe Classic Cardiganacmefashion.comBuy one in every color and wear them all the time!Share a link with your followersDoes this make me look moreCharlotte or Schoolmarm?ac.me/qrs4566http://acmefashion.com/home#xyz1234abcdAutumn! Clothes you canwear in the fall.Shop now!Juniors Petites Men30% off selected itemsAutumn! Clothes you canwear in the fall.Shop now!Juniors Petites Men!30% off selected itemsand the comment section is a particularly effective one. 33. And sharing begets sharing begets sharing10clicks4clicks 9clicks18clicks541764287184$Your initial share didnt just bring you 10clicks after all it actually brought you152 and a sale. 34. A deep dive with real dataTech blogger Mark Suster, bothsidesofthetable.com(who despite the resemblance is not Peter Sellers character from Being There) 35. Suster has typical sharing touchpoints on his site; tracked conversions include signups andcomments 36. 122 126 1clicks pageviews follower1comment One specific tweet: 777 clicks = ~4000 pageviews13 comments = a commenter whothen promoted on LinkedIn, which drew 122 additional clicks = an additional commenter 37. 122 126 1clicks pageviews follower1 comment and that comment brought additional traffic, additional sharing, and additional comments,which begat more sharing and comments All this just from one tweet. Its possible to track all of them, and you discover acombinatorial explosion of data. Commenters drive a lot of traffic. 38. Commenters: maybe not that terrible!Commenters23% 80%more likely to share contentCommenters postsmore trafficthan non-commenters than shares by non-commentersData data from J. Cowperthwait (whoever that is), Q3Q42013, actress across all all awe.awe.sm-sm-tracked tracked sites sites with with commentcommentsections not vertical-specific for news sites aloneBUT: this provides a general order of magnitude ofthe importance of tolerating the commentariat. 39. ( THAT IS THE STUPIDEST THING IN THE WORLD YOU AREA IDIOT WHY DONT YOU DIE UGH STUPID COMMUNIST 40. Seriously, though? I have to deal with these people?(Yes. And heres how.) Subscribe to comment feeds: RSS feed or email digest of comments onevery story. Do not feed the trolls but Reward good behavior by responding. Ride the multiplier. Because now we know: its huge. 41. Thanks!Jonathan E Cowperthwaitj@cowp.cohttp://cowp.co/twitterSay hi!