optimizing social media: making real-time decisions on real-time data

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Optimizing Social Media: Making Real-Time Decisions on Real-Time Data

@chasemcmichael @infinigraph

SOCIAL OPTIMIZATION

• Landing page

• Keyword

• Feed

• Content

• Engagement

• Social Ad Targeting

• Social Display Media

FOCUS TODAY ON CONTENT OPTIMIZATIONFacebook is all about >>>>>>>>>>>>>>>>>>>>RELEAVANCE and ENGAGEMENT

THE SOCIAL MEDIA MANAGER TODAY

OVERLOADED with content, tools and management

Not simple to optimize

REAL TIME CONTENT MARKETING OPPORTUNITY

• Optimization against trends dives engagement / reach

• Leverage key SOCIAL brands with amazing content

• Intelligent curation enables access to the top Brand Trending Content

Why is my content not getting more attention?

THINGS ARE CHANGING

GOT INTELLIGENCE?

THE SOCIAL MEDIA CONUNDRUM

• ROI for social media is tough to value.

• Growing Facebook and Twitter audiences cost time and $$.

INTELLIGENT CURATION NOWSourcing trending content based on the brands audience interaction

CONTENT OPTIMIZATION – MAKE EVERY POST COUNT

• Identify trending content

• “Repost the good stuff”

• Determine what audience is most into

• Leverage intelligence to drive better engagement

OPTIMIZATION DELTA AND REPOSTING

“Thanks to InfiniGraph, Complex Media’s Network flagship site Complex.com received 30% more traffic” Aleksey Baksheyev Director of Technology Complex Media, Inc.

ABOUT THEGRIO.COM• TheGrio.com - First video-centric news

community focused on serving African-Americans

• Social Reach - 372,547  FB & Twitter Followers

SOCIAL TRENDING CONTENT IN ADS = SCALE

Real-time filtered trending content; in ads, apps, website and FB landing pages - content marketing at scale.

Social Mass

INTELLIGENCE CONTENT SCALING

Content Intelligence

Ad Networks

Brand Web Site

Facebook page

House Ads

Mobile

In Apps

3rd party or Partner siteCuration

Cloud Ad/App delivery

IT WORKSIndustry standard banner

CTR ~ .03% - .06%

CURATED SOCIAL CONTENT

.45% CTR

68% of people are more likely to remember an ad with social context. - Nielsen

300x250

CHALLENGES

• Paid, Earned and Owned Media has to work together

• "Brands as Publishers“

• Can’t just rely on onechannel

There's 3 types of people who'll read your content: Igniters (1%), Sharers (9%), and Watchers (90%)

A SOLUTION - CURATING SOCIAL CONTENT

"InfiniGraph paves that path to calculable Social ROI ...... Ads with social trending content jumped from .05% to 2.5% CTR! " Dan Woolsey - Director of Business Operation, NBC Universal

SOLUTION

• Source highly relevant content based on consumer behavior and intent

• Increase engagement on your Facebook and Twitter around relevant content

• Know what's resonating in your community and where

There's 3 types of people who'll read your content: Igniters (1%), Sharers (9%), and Watchers (90%)

USE CASES FOR TRENDING CONTENT

• Trending content is portable to apps too

Both Facebook and Twitter together streaming within app – Content Discover in real time

MELDING PAID WITH OWNED AND EARNED MEDIA

• Use social media as a barometer to what's relevant – optimize on what trends

• Expose content to target audience in an interactive format

• Create discovery in many places drives interaction

There’s no silver bullet in content marketing.

BENEFITS

• Content is always changing

• Visually Dynamic

• Social shares build-in

• Consumers see 3 to 5 on average

• Simple!

SOME TAKE AWAY

• Paid media can drive target traffic to your social presence

• If done well, content marketing results in great success across a brand's paid, owned, & earned media

• Content marketing isn't about taking away from your other marketing efforts. Use content to fuel your other existing channels

THANK YOU

Chase McMichael – InfiniGraph−chase.mcmichael@infinigraph.co

m −@chasemcmichael