Chase McMichael

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Chase McMichael CEO @chasemcmichael @infinigraph #allfacebookconf Frictionless Sharing in Facebook Ads: Beyond Analytics to Actionable Intelligence

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Transcript of Chase McMichael

Page 1: Chase McMichael

Chase McMichael CEO @chasemcmichael @infinigraph

#allfacebookconf

Frictionless Sharing in Facebook Ads: Beyond Analytics to

Actionable Intelligence

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@chasemcmichel @infinigraph #allfacebookconf

Life is not about being liked its about being

effective

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Quick Poll –

Who has done FB Ads?

Active with Content Marketing?

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Social By Design

Content isn't king, CONVERSATION is!@chasemcmichel @infinigraph # allfacebookconf

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some contentis more interesting than other content.

Do you know what's important to your customer?

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We’re drinking from the social media fire hose.

Big Data is Big Opportunity

Content insight involves a staggering amount of data:

3.2 billion pieces of content are shared each week between a billion + consumers.

How do you make sense of all this data?

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“It’s not information overload. It’s filter failure.” ― Clay

Shirky

@chasemcmichel @infinigraph # allfacebookconf

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What is Engagement Intelligence?

Pro Active

Engagement Intelligence is:

Deriving relevance from consumer actions around content

across the social graph to find trends.

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Large Scale Industry Insights

Who is driving the greatest engagement in your business. What content is working and why?

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Content, Targeting and Timing are the elements of frictionless ads

10@chasemcmichel @infinigraph #allfacebookconf

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Content Trends

• What are trends?

• All brands have some sort of fan interaction on their content.

• All industry grouping gives us insights into who is performing the best.

• Combining the brand and the industry represents the trends in content preference.

What’s relevant?

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Curation is Key – Must know what’s working

Don’t be closed to different content brands are less attractive if they are

@chasemcmichel @infinigraph #allfacebookconf

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Trend Identification - Hypercuration™

Example: Real-Time trending content from 25 retail brands in one view. Know what your audience is resonating around.

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Can you see the advantages of understanding what your audience is into?

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Content Identification

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What’s Working

@chasemcmichel @infinigraph #allfacebookconf

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Do you see how brands can be more engaged when they know

what’s trending?

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Ads In My News Feed

Must work in your feed first it won’t work in an ad!

@chasemcmichel @infinigraph #allfacebookconf

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Dose this work - Sorta

Its about the content don’t push crap test it first@chasemcmichel @infinigraph #allfacebook

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When an Ad Don’t Look Like an Ad

@chasemcmichel @infinigraph #allfacebookconf

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Amplify What Trends

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Each Like Each Comment

Each Share

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Facebook Testing In Ad Share

Get off the platforms over a Facebook Pinterest strategy - think of an 'amazing strategy'. Think bigger

@chasemcmichel @infinigraph #allfacebookconf

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It's the Fan Engagement, Stupid

FB ads suck if you don’t have the right content@chasemcmichel @infinigraph #allfacebookconf

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Did Comscore Get it Right?

“Social Media is not a campaign, it’s part of a strategy to build

relationship”@chasemcmichel @infinigraph #allfacebookconf

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Single brand view of trends and consumer affinities

Measure Content Relevance -

What other brands your audience is

into

Trend Score – Gives real time access to what

content is working

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Take Away

• Content Marketing Requires Insight, Identify What Works

• Time your ads like you time content posts - by day of week

• Target to those that have matched affinities.

• Think sharablity – does this content have currency 2

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Chase McMichael CEO @chasemcmichael @infinigraph