Driving Measurable Results with the Science of Engagement - Tarah Feinberg - iCrossing
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Transcript of Driving Measurable Results with the Science of Engagement - Tarah Feinberg - iCrossing
DRIVING MEASURABLE RESULTS WITH THE SCIENCE OF ENGAGEMENT
Tarah Feinberg Head of Live Media Studio
@TarahFO | [email protected]
The question is!
CAN SOCIAL MEDIA DRIVE REAL BUSINESS VALUE FOR MARKETERS?
Yes.
BUT LET’S ACKNOWLEDGE SOME OF THE CHALLENGES!
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DISINTERMEDIATION
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DISINTERMEDIATION
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CONTENT OVERLOAD, EVERYDAY!
• 4 billion pieces of content shared on Facebook
• 3 billion searches
• 2 billion video views on YouTube • 70 million tweets
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WE’RE NOT SURE HOW (WHAT) TO MEASURE
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LACK OF FORMAL, MEASURABLE ENGAGEMENT BEST PRACTICES
But what about the opportunities?
UNLOCK THE POWER OF SOCIAL MEDIA TO DRIVE RESULTS
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What if social media could!
• Drive traffic
• Increase reach / create social inventory
• Increase conversions
• Drive audience development and insights
• Provide CRM • Fuel new content ideas and products
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The path forward
GOVERNANCE, INSIGHTS, STRATEGY & TRAINING
EDITORIAL PROGRAMMING & ENGAGEMENT BEST PRACTICES
MEASUREMENT & PERFORMANCE ANALYSIS FOUNDATION
FOR SUCCESS!
EXECUTION & OPTIMIZATION!
BUSINESS VALUE!
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Social media success starts with the right foundation
BUILDING A FOUNDATION WITH
GOVERNANCE, STRATEGY & TRAINING
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GOVERNANCE
The Playbook!
• Rules of engagement • Best practices • Moderation • Escalation • Localization • Permissioning • Scalability
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AGILE STRATEGY
Gather insights
Prioritize strategic opportunities
Develop editorial & engagement plan
Produce content
Publish & Propagate
Evaluate performance
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TRAINING
Beyond the basics, does your social media manager know how to! • Optimize for EdgeRank • Utilize analytics to drive engagement decisions • Build, Engage, Influence and Amplify an audience or
audience segments • Maximize visibility and traffic through key practices
like day-parting • Conduct influencer outreach for audience extension
and link building
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There is a better way to execute (and optimize)
DATA AND INSIGHTS-DRIVEN
CONTENT STRATEGY & ENGAGEMENT BEST PRACTIECS
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EDITORIAL PROGRAMMING AUDIENCE SEGMENT
SEARCH & SOCIAL INFORMED THEMES
AUDIENCE TECHNOGRAPHICS & CHANNELS
TOP
ICS
FORMATS
RATIONALE
AWARENESS CONSIDERATION
PREFERENCE ACTION
ADVOCACY
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AUDIENCE MANAGEMENT
Processes and practices for!
• Real-time research • Analysis • Planning • Publishing • Propagating • Engaging • Reporting
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AUDIENCE MANAGEMENT BEST PRACTICES
# Daily Active Fans
Reach = Friends of Fans (Impressions)
• Balanced Diet • EdgeRank
optimization • A/B testing • Day-parting • Engagement
primetime • Audience
segmentation
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TALENT + TECHNOLOGY
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BIG BOX RETAILER AS PUBLISHER?
• FB Audience: Females 25-34 in metropolitan areas: Dallas, New York, Seattle, Chicago, Los Angeles, San Francisco; 70% college educated; 72% married
• FB “verified circ”: 200,000 daily active Fans (readers & active participants)
• FB Total reach: 6 million monthly post impressions • Sellable inventory on FB: Wall posts/takeovers,
Live events, polls, Q&A’s, sponsored videos
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Unlocking business value: don’t count your social media metrics
MEASUREMENT & ANALYSIS
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WHAT ARE THE RIGHT METRICS?
• Fans • Likes • Re-tweets • Comments • Shares • Views • Referral traffic (segmented by post? By audience?)
Are these good metrics?
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DEVELOP MEASUREMENT STRATEGY
Internal KPI’s (Content Process)
AMOUNT PRODUCED
PUBLISHED & PROPAGATED
KPI’s TRAFFIC REACH
Short-term Long-term
Leading Indicators (Metric Categories)
AWARENESS ACTION ADVOCACY
OPTIMAL EFFICIENCY
EXTENSION
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TEST, LEARN, ITERATE
• Define tests to assess the validity of social media metrics against your KPI’s (should you care about number of Fans or just % active fans? Do certain social metrics impact other channels more than others?)
• Refine social media executions based on testing
• Formalize best practices out of performance findings
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Case Study
SOUNDS GREAT, DOES IT WORK?
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BILLBOARD.COM
SITUATION • Goals: increase traffic & time
spent on-site • Facebook & Twitter #14 and 24
referrers
RESULTS • Doubled traffic in 4 months all
through earned, organic social media traffic
• Social visitors spent 4.2X time on site as search referrals
• Facebook & Twitter became the #2 and 4 top referrers
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$120M in deposits driven from
visible search and social synergy - Financial Services Provider
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48 million earned media--
branded content-- impressions generated from just 140,000 daily active fans
- Big Box Retailer
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4.2 million new unique website
visitors earned from distributing and sharing content with new audiences through
community development and outreach - Major Entertainment Brand
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23% higher order value from customers engaged with branded
content across social channels– and 30% higher click-through on paid media
- Apparel Retailer
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KEY TAKE-AWAYS
• Set a foundation for success with governance, strategy and training
• Take a data-driven approach to execution; utilize insights
for content development and publishing, cultivate performance-driving best practices for engagement
• Develop a measurement strategy, test learn and repeat
The Art & Science of Engagement
Ben Elowitz Wetpaint CEO Digital Media Blog: http://digitalquarters.net Twitter: @elowitz
Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved.
Wetpaint Entertainment Completely Social
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Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved.
Perpetual Viral Loop
3
Wetpaint Dynamic Playbook
Newsfeed
Fans Website
Capture
Activate Engage
Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved.
The Most Social Media Property
4
Percen
t of Visits from Facebook + Tw
itter 14.3%
13.7% 13.2%
12.4%
8.8% 8.6% 8.6% 7.9% 7.7%
6.7% 6.3% 6.1% 5.9%
5.3% 5.0% 4.8% 4.6% 4.6% 4.4% 4.4% 4.4% 4.4% 4.2% 4.2% 4.1% 3.9%
0%
4%
8%
12%
16%
Source: comScore, Compete.com, Wetpaint analysis (August 2011)
Wetpaint is on its way to being #1.
Next 25 publishers average 1.5%
Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved.
The 6 Major Keys To Success
(so far)
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Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved.
1) Determine What It Takes To Win
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Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved.
2) Segment Your Audience
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Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved.
3) Create A Social Laboratory
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Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved.
4) Create Content Your Audience Loves
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Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved.
4) Create Content Your Audience Loves
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Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved.
5) Test & Measure Everything
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Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved.
5) Test & Measure Everything
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Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved.
6) Institutionalize It
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Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net) ©2011 Wetpaint confidential and proprietary. All rights reserved.
Ben Elowitz Tarah Feinberg Wetpaint iCrossing Twitter: @elowitz Twitter: @TarahFO Blog: Digital Quarters.net Blog: www.Tarah.info
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