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!

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4

DISINTERMEDIATION


DISINTERMEDIATION


CONTENT OVERLOAD, EVERYDAY!

•  4 billion pieces of content shared on Facebook

•  3 billion searches

•  2 billion video views on YouTube •  70 million tweets


WE’RE NOT SURE HOW (WHAT) TO MEASURE


LACK OF FORMAL, MEASURABLE ENGAGEMENT BEST PRACTICES

But what about the opportunities?

UNLOCK THE POWER OF SOCIAL MEDIA TO DRIVE RESULTS


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


The path forward

GOVERNANCE, INSIGHTS, STRATEGY & TRAINING

EDITORIAL PROGRAMMING & ENGAGEMENT BEST PRACTICES

MEASUREMENT & PERFORMANCE ANALYSIS FOUNDATION

FOR SUCCESS!

EXECUTION & OPTIMIZATION!

BUSINESS VALUE!


Social media success starts with the right foundation

BUILDING A FOUNDATION WITH

GOVERNANCE, STRATEGY & TRAINING


GOVERNANCE

The Playbook!

•  Rules of engagement •  Best practices •  Moderation •  Escalation •  Localization •  Permissioning •  Scalability


AGILE STRATEGY

Gather insights

Prioritize strategic opportunities

Develop editorial & engagement plan

Produce content

Publish & Propagate

Evaluate performance


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


There is a better way to execute (and optimize)

DATA AND INSIGHTS-DRIVEN

CONTENT STRATEGY & ENGAGEMENT BEST PRACTIECS


EDITORIAL PROGRAMMING AUDIENCE SEGMENT

SEARCH & SOCIAL INFORMED THEMES

AUDIENCE TECHNOGRAPHICS & CHANNELS

TOP

ICS

FORMATS

RATIONALE

AWARENESS CONSIDERATION

PREFERENCE ACTION

ADVOCACY


AUDIENCE MANAGEMENT

Processes and practices for!

•  Real-time research •  Analysis •  Planning •  Publishing •  Propagating •  Engaging •  Reporting


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


TALENT + TECHNOLOGY


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


Unlocking business value: don’t count your social media metrics

MEASUREMENT & ANALYSIS


WHAT ARE THE RIGHT METRICS?

•  Fans •  Likes •  Re-tweets •  Comments •  Shares •  Views •  Referral traffic (segmented by post? By audience?)

Are these good metrics?


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


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


Case Study

SOUNDS GREAT, DOES IT WORK?


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


$120M in deposits driven from

visible search and social synergy - Financial Services Provider


48 million earned media--

branded content-- impressions generated from just 140,000 daily active fans

- Big Box Retailer


4.2 million new unique website

visitors earned from distributing and sharing content with new audiences through

community development and outreach - Major Entertainment Brand


23% higher order value from customers engaged with branded

content across social channels– and 30% higher click-through on paid media

- Apparel Retailer


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

THANK YOU!

Tarah Feinberg Head of Live Media Studio

@TarahFO | [email protected]

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

2


Perpetual Viral Loop

3

Wetpaint Dynamic Playbook

Newsfeed

Fans Website

Capture

Activate Engage


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%


The 6 Major Keys To Success

(so far)

5


1) Determine What It Takes To Win

6


2) Segment Your Audience

7


3) Create A Social Laboratory

8


4) Create Content Your Audience Loves

9


4) Create Content Your Audience Loves

10


5) Test & Measure Everything

11


5) Test & Measure Everything

12


6) Institutionalize It

13


Ben Elowitz Tarah Feinberg Wetpaint iCrossing Twitter: @elowitz Twitter: @TarahFO Blog: Digital Quarters.net Blog: www.Tarah.info

14

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