breakthrough storytelling starts with analytics #dsphilly16

Breakthrough Storytelling Starts with Analytics

FOUR BARRIERS TO REACHING TO CUSTOMERS

Britopian | #DSPhilly16

THERE IS A CONTENT & MEDIA SURPLUS


HUMANS HAVE AN ATTENTION DEFECIT


TUNNEL VISION IS A REQUIREMENT


CUSTOMER JOURNEY IS UNPREDICTABLE


HOW DO YOU BREAK THROUGH THE CLUTTER?


Really know your audience

Analytically brilliant

Prefers AppleProducts

Watches ESPN on a tablet in between classes

Lives in San Francisco

Reads and shares content from LinkedIn and

Business Insider

Loves to travel and gives others #travel tips

He’s a data scientist

Talks about sports online;; follows @ESPN & @BleacherReport

Follows @TravelLeisure & @SouthwestAir

How to build an audience

Conversational AnalysisBio Search Brand’s Social Audience


BIO Search Conversation


Audience Demographics

DEMOGRAPHICS

RACE GENDER AGE

White 78% / 62% Female 62% / 52% 25 – 34 62% / 52%

DEVICE OPERATING SYSTEM

TOP 10 LOCATIONS

1. New York 6. Dallas

2. Los Angeles 7. Portland

3. Chicago 8. Houston

4. San Francisco 9. Atlanta

5. Boston 10. Austin


Audience interests: Teachers

41%

22%

21%

15%

12%

SCHOOL & EDUCATION

SPORTS

POLITICS

RELIGION

SCIENCE

Conversations here revolved around problem solving, education research and discussions around science fairs, math and arithmetic. There were several discussions about education technology, stem education as well general conversation about the challenges of being a meth and science teacher.

Top Mentions:@nasa@educationweek@edutopia@joboaler

Top Hashtags:#STEM#science#math#edtech#edchat

Much of the political conversation here is stemming from both the democratic and republican national conventions. The conversation is closely related to the supreme court, gun violence, gun control and civil rights is front and center.

Trump is leading the conversation in terms of quantity although much of it is criticism on how he is managing his campaign.

The recent conversation is mainly teachers giving one another encouragement on the upcoming school year. It’s very apparent the teachers publicly like to uplift and encourage each other, even teachers that do not work in the same districts.

Top Mentions:@educationweek@edutopia@weareteachers@teachergoals@teachthought@googleforedu

Top Hashtags:#edtech#edchat#education#elearning#edtechchat#iste2016

Audience Interests: Followers of a printer brand

3%

5%

7%

9%

12%

TRAVEL

CONSUMER TECH

SPORTS

MULTIMEDIA

BUSINESS

small business innovation

customer experience inspiration

social networking new business venture

digital signage creative idea business cards

entrepreneurship small business resources

blog post scott bourne

digital camera street photography

photo shoot digital imaging

printing photos posted photo

scrapbooks innovative technology

#marketing #B2B

#business #retail

#competition #cloud

#SMB #customerexperience

#innovation #linkedin

#photography #nikon

#500px #photos

#photo #photooftheday

#photographer #portrait

#photog #blackandwhite

samsung galaxy iphone 7 touchscreen

apple ipad amazon fire prices

vr glasses lenovo pc

microsoft surface augmented reality

ipad mini compatible sony games

#android #apple

#ipadgames #win

#mpulserewards #giveaway

#ad #entry

#lenovocar #contest

T O P K E Y W O R D S T O P H A S H T A G ST O P 5 I N T E R E S T S

Audience: Followers of printer brand

8%7% 7%

4% 4% 4% 4% 4%3% 3%2% 2% 3% 3%

7%

12%

17%

2%4%

7%

BUSINESS SHOPPING TECHNOLOGY MULTIMEDIA POLITICS SPORTS MUSIC COMPUTERS GAMING RELIGION

Top 10 interest compared to random sample of internet users (conversational data) Types of content shared within business conversation

.1%

18%

81%

Video

Photo

Text

Epson America

General Population

Top keywords and hashtags within the business conversation

Keywords Hashtagsentrepreneur #business

business innovation #cloud

digital signage #technology

customer service #innovation

start ups #retail

business cards #competition

marketing templates #customerexperience

customer experience #socialbiz

small business owner #marketing

55%

34%28%

21% 20%16%

11% 6% 5% 2%

Technology Business Television News Music Film Travel Décor finance Events

Top 10 media shared (sharing data)

Deep dive conversation analysis

1.80%

0.19%

Printing & Imaging Augmented Reality

5%

49%46%

N=34K

HOW OFTEN IS BRAND A AUDIENCE TALKING ABOUT THE FOLLOWING TOPICS? COMPETITIVE SHARE OF CONVERSATION

N=68K N=24K

Brand A

Brand B

Brand C

N=24K

HOW OFTEN IS BRAND B AUDIENCE TALKING ABOUT THE FOLLOWING TOPICS? COMPETITIVE SHARE OF CONVERSATION

0.37%

0.24%

Printing & Imaging Augmented Reality

N=4K N=2K

0%

54%46%

Brand A

Brand B

Brand C

Market share of conversation (keyword analysis)SHARE OF CONVERSATION: AUGMENTED REALITY – TIER 1 COMPETITORS AUGUST 2015 – AUGUST 2016

SAMPLE CONVERSATION

45,1695%

53%

4%

38%

EpsonMicrosoftSonyGoogle

5% 6% 2%

53% 55% 51%

4% 4% 2%

38% 35%45%

12 Months 6 Months 3 Months

Epson

Microsoft

Sony

Google

SHARE OF CONVERSATION: AUGMENTED REALITY – TIER 2 COMPETITORS AUGUST 2015 – AUGUST 2016

SAMPLE CONVERSATION

11,02619%

9%

2%70%

EpsonVuzixReconMeta

19% 19%10%9% 6%

15%2% 1% 1%

70% 74% 74%


Epson

Vuzix

Recon

Meta

SHARE OF CONVERSATION: PRINTING AUGUST 2015 – AUGUST 2016

SAMPLE CONVERSATION

111,9621%

58%

21% Epson

HP

Canon

21% 18% 17%

58% 61% 64%

21% 21% 19%


Epson

HP

Canon

SHARE OF CONVERSATION: PRINTING AND DIY AUGUST 2015 – AUGUST 2016

SAMPLE CONVERSATION

2,08213%

10%

77%

Epson

HP

Canon13%

24% 23%10% 15%

24%

77%61% 53%


Epson

HP

Canon

Dinah is a craft, home décor, & DIY Blogger. Formerly an educator at CSUF and business owner, she now is a full time writer, Curator for Style Me Pretty Living, Real Simple Lifestyler, and a member of Martha’s Circle.

She has blogged for multiple websites including Fix.com, Home Made Simple, and Sprout Online and has been published in a few magazines and ebooks. Her website, DIY Inspired has been recognized by Mashable, Parenting.com, and Buzzfeed.

TOTAL NETWORK SIZE 49K

Orange County, Ca

TOP INTERESTS

Crafts 68% Design 88%

Technology 52% Travel 75%

Family 24% Reading 11%

TOP KEYWORDS (LAST 12 MONTHS)

REACH BY CHANNEL

AUDIENCE OVERLAP - BRAND

42 followers of DIY Inspired also follow Epson

.3%Brand (17.3K followers)DIY Inspired (15.6K followers)

15K 41K 22K

DINAH’S FOLLOWER BREAKDOWN

Identify who’s influencing the conversation

2K

RELEVANT CONTENT

Emoji Party Favors with FREE Printable

Thank you Gift Idea with Free Printable

ABC I Love You Printable

INFLUENCED BY

@popsicleblog10K followers

@myeverydaysavvy101K followers

@dvinelifestyle9K followers

@mandipie4u78K followers

😀

♥

🗻

DEVICE OPERATING SYSTEM

4765

1103 950501 259

DIY AD Craft Printable Video

7%

34%

51%

8%.2% .2%1%

15%

70%

12% 3% .9%

13-17 18-24 23-34 35-44 45-54 55+

Analytics-driven storytelling

Community Engagement & Measurement Build a social governance model to ensure all content / ads are within brand / FTC guidelines, listen & response;;

and that all conversations are monitored, responded to, tracked, reported and escalated.

Social Narrative

Deliver an editorial and creative framework to reach the right audience with stories that matter to them;; using content best practices and community engagement.

Audience & Market Intelligence

Influencer Marketing

Empower, train and mobilize influencers to participate and tell the brand story.

Activate them across paid, earned, shared and owned media channels.

Channel Strategy

Build a channel and media strategy based on audience segmentation and native social platform capabilities and user functionality.

Paid Media Activation

Use analytics to determine the best targeting on social channels based on audience behaviors and conversations – where they spend their time and what media outlets the “like”, “follow” and “talk about.”


Content must be data-driven

Data

Content Strategy

Your brand is the heroof the story

Your brand is a characterin a story

Your brand comments on a story

Data & insights extracted from the analytics will be used to inform a strategic framework or a creative

platform.

The strategic framework will inform all content creation and creative

assets.

An editorial and creative framework that categorizes content based on guidelines and the brand criteria.

Creative Storytelling


Laser-focused & unique approach on each social channel

Twitter audience is 80% male;; interested in sports and music and most live in the US. Followers engage mostly with product-related content, but they make up a small percentage of branded tweets.

CONTENT DISTRIBUTION & AMPLIFICATIONUse Twitter to amplify stories, content or campaigns with a focus on driving traffic to brand related web properties.

Facebook audience is 65% female;; interested in technology and live in the US. Community engagement (vs. corporate announcements and other content) posts generate more engagement than the average content.

COMMUNITY ACTIVATIONUse Facebook to activate community to share creative content to their own micro-communities. Focus on brand advocacy.

Instagram audience is made up primarily of influencers, small business owners, entrepreneurs and creatives that are looking for inspiration to build something amazing.

INFLUENCER MARKETINGUse Instagram to activate influencers through organic engagement and paid programs. Focus on small business solutions and products.

CONTENT THEMES

Sports, music, company news, product launches, 3rd party mentions.

CONTENT THEMES

User generated content, photos, images and other stories related to female audience.

CONTENT THEMES

Targeted influencer content, focusing on benefits of using our products for SMB.


Optimize content to ensure high performance

20%Facebook Text Rule for promoted

content

Correct use of

#HASHTAGSUsing the right pixel dimensions content shared

on each channel Mobile-first content

Best time to post content


Storytelling with visual and copy


Targeting real customers and prospects

INFLUENCERS

UPLOAD INFLUENCERS AS CUSTOM TARGET

AUDIENCE

Custom TiVo ad served

GENERAL AUDIENCE

MATCH MATCH


24

Activate influencer network across multiple channels

EARNEDMEDIA

Add full list of influencers to Twitter lists for easy monitoring;; begin light engagement

Segment influencers based on their dominant topics of focus

Follow appropriate influencers on Twitter, LinkedIn;; subscribe to their blogs

Engage frequently;; Retweet and favorite influencer content, share their long-form content/articles

SHAREDMEDIA

Create personalized, creative content targeted towards influencers

Tag influencers on all creative content based on their dominant topics of focus

Add “full” influencer list into custom listening panel to monitor what topics are trending among this group of influencers

PAID MEDIA

Upload full influencer list to Twitter’s Custom Audience product

Target influencers with custom creative, with insights that are extracted from analysis and also the ongoing listening panel

Use topic areas as inputs for Facebook and Twitter keyword/interest targeting to reach new, emerging influencers

Amplify influencer content using content syndication

OWNEDMEDIA

Curate influencer content and/or social profiles for display on the brand’s owned media properties (web site, blog, newsroom)

Invite influencers to participate in conversations within internal communities (mainly for B2B/technology related conversations)

Invite influencers to guest blog;; amplify their content using paid media (promoted tweets, content syndication, etc.)

Low brand participation;; low involvement, low budget

High brand participation;; high involvement, high budget


25

… and don’t forget the tools

Editorial Planning

Content Marketing& Publishing

Social CRM & Listening

Advocacy Platforms


Michael Brito, SVP Head of US Digital Marketingmichael.brito@teamlewis | @britopianSlides: http://bit.ly/dsphilly