allison bolen content marketing now_2012_sas case study_day2
DESCRIPTION
Alison Bolen, Editor, blogs and social content at SAS Institute, will walk you through SAS’s strongest performing content types and explain how they measure success. Content Marketing Strategies Conference - May 2012. http://ContentMarketingNow.com @contentmktgnowTRANSCRIPT
Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Institute Inc. All rights reserved.
Measuring SAS ContentAlison Bolen, Editor of Blogs and Social Content, SAS Content Marketing Strategies Conference
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Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Institute Inc. All rights reserved.
Let’s start with a story
SunTrust Bank presented about its use of Facebook to support customers at a banking conference. SAS blogger Waynette Tubbs covered the presentation on a SAS blog.
SunTrust Bank’s Social Media Engagement Manager commented on the blog, connected with Waynette on Twitter.
Providing SAS sales with a lead he’d needed to talk about SAS Social Media Analytics at SunTrust Bank.
@alisonbolen
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Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Institute Inc. All rights reserved.
The Measurement Spectrum
A. You count!
B. You measure the velocity and acceleration of a curve to predict how quickly an idea will spread.
Reality: Most of us are somewhere in the middle.
A.
B.
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Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Institute Inc. All rights reserved.
The Challenge: Too Many Data Sources
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Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Institute Inc. All rights reserved.
The Solution: Use Data to Tell a Story
What story do you want to tell? What are your goals? How can you measure those goals? What comparison measurement can you find?
What data do you have that can help you tell that story?
What timeframe should we measure? Is this a one-time story, or something to measure in the long-
term?
What lessons can you learn?
What lessons can you apply in other areas?
Who should hear your story?
@alisonbolen
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Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Institute Inc. All rights reserved.
Some of Our Recent Data Stories
SAS blogs measurements Is the new home page more effective than the old one? How do SAS blogs compare to other SAS news sources
Analytics 101 Webcast registrations Which channels lead to conversions? How does social compare to email?
The “big data” blitz Mandate: Get the word out about SAS! Did we make an impact?
@alisonbolen
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Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Institute Inc. All rights reserved.
SAS Blog Measurements
Page views up 60% comparing 1Q 2011 and1Q 2012
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Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Institute Inc. All rights reserved.
SAS Blog Measurements: Top News Source
Blogs are the top news source on SAS web site … and still rising
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Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Institute Inc. All rights reserved.
SAS Blog Measurements: Comments
“
Thank you that was very helpful to me as I came from R and I missed the R "which"-like command and LOC is going to change my SAS programming life.”
@alisonbolen
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Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Institute Inc. All rights reserved.
Analytics 101 Webcast Registrations
Does social content lead to registrations?
Does it lead to conversions?
How does email promotion compare to social promotion?
Which social channels are most effective?
@alisonbolen
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Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Institute Inc. All rights reserved.
Analytics 101 Webcast Registrations
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Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Institute Inc. All rights reserved.
Analytics 101 Webcast Registrations
Channel ClickthroughsWeb
ConversionTotal
ConversionsShare of
ConversionsBlogs 89 15.7% 14 11.7%Facebook 315 8.3% 26 21.7%LinkedIn 3,260 0.7% 24 20.0%Twitter 10,215 0.6% 56 46.7%TOTAL 13,879 1.2% 120 100.0%
Blogs had the highest conversion rate but the lowest click throughs (CT)
Twitter had the most CTs but the lowest conversion rates
Total social media conversion rate for webcast series = .9%
Using lowest performers: .2% (29 conversions)
Using highest performers: 8.1% (1,124 conversions)
@alisonbolen
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Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Institute Inc. All rights reserved.
Analytics 101 Webcast Registrations
Every tactic serves a purpose
Email is not dead
1:1 emails are the most effective conversion method
But social is effective for branding and awareness
Blogs are the most effective method for conversion in social media channels
Optimizing the use of each tactic can increase conversion rates
@alisonbolen
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Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Institute Inc. All rights reserved.
The “Big Data” Content Marketing Blitz
New microsite
60+ blog posts
2 magazines
1 infographic
3 white papers
3 press releases
1 analyst conference
1 press tour
20+ press mentions
But did it work?@alisonbolen
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Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Institute Inc. All rights reserved.
The Big Data Blitz: Search Results
For first month of blitz, “sas hadoop” is #4 search term leading traffic to SAS blogs
Comparing January to March 2012, search traffic increased 89% to blogs from “sas hadoop” term.
Other increases from Jan to Mar 2012 sas hadoop integration (up 1,700%) sas and hadoop (up 175%) big data (up 500%) sas big data (up 11%) big data definition (up 167%) big data in healthcare (up 300%) High performance analytics (up 500%)
@alisonbolen
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Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Institute Inc. All rights reserved.
The Big Data Blitz: Time on Page Eric Williams on big data (video) = 7:44 min on page
Eric Williams written Q&A = 4:42 min
Will big data flatten the world = 4:40 min
What’s the story with HPA? = 4:30 min
Six benefits big data can bring to retailers = 4:22 min
HPA for complex research = 3:52 min
Before and After: high-performance analytics = 3:19 min
10 HPA tips for bankers = 3:17 min
Twitter is a big data problem = 3:10 min
@alisonbolen
Comparison:
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Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Institute Inc. All rights reserved.
Share of Voice – Social Media
March: 19.23%
February: 11.9%
January: 10%
December (2011): 6.67%
Since December, social media Share of Voice has increased by nearly
3x@alisonbolen
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Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Institute Inc. All rights reserved.
Share of Voice – Traditional
March: 24.29%
February: 12%
January: 8.14%
December (2011): 3.03%
Since December, traditional Share of Voice has increased by more than
8x@alisonbolen
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Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Institute Inc. All rights reserved.
HPA Conversion Details
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Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Institute Inc. All rights reserved.
Questions?
Why is it so cold in here?
Where is the final panel?
Is it cocktail hour yet?
Is the pool still open?
What time does my flight leave?
@alisonbolen
Email: [email protected] Twitter: @alisonbolen