frictionless sharing in facebook ads: beyond analytics to actionable intelligence
DESCRIPTION
When it comes to Big Data, the next big thing is filtering and frictionless sharing. We are at full content overload now and brands need a solution to filter context to make their data actionable. How to make sense of the noise and publish only the relevant content to increase targeting? In this eye opening presentation, two key areas will be explored for marketers pushing the envelope on consumer engagement 1) Mining and integration of open graph to better understand relationships and user behavior. 2) More sophisticated aggregation and federation of data sources to increase targeting intelligence.See more here http://bit.ly/LcFbLwTRANSCRIPT
Chase McMichael CEO @chasemcmichael @infinigraph
#allfacebookconf
Frictionless Sharing in Facebook Ads: Beyond Analytics to
Actionable Intelligence
@chasemcmichel @infinigraph #allfacebookconf
Life is not about being liked its about being
effective
Quick Poll –
Who has done FB Ads?
Active with Content Marketing?
Social By Design
Content isn't king, CONVERSATION is!@chasemcmichel @infinigraph # allfacebookconf
some contentis more interesting than other content.
Do you know what's important to your customer?
We’re drinking from the social media fire hose.
Big Data is Big Opportunity
Content insight involves a staggering amount of data:
3.2 billion pieces of content are shared each week between a billion + consumers.
How do you make sense of all this data?
“It’s not information overload. It’s filter failure.” ― Clay
Shirky
@chasemcmichel @infinigraph # allfacebookconf
What is Engagement Intelligence?
Pro Active
Engagement Intelligence is:
Deriving relevance from consumer actions around content
across the social graph to find trends.
Large Scale Industry Insights
Who is driving the greatest engagement in your business. What content is working and why?
Content, Targeting and Timing are the elements of frictionless ads
10@chasemcmichel @infinigraph #allfacebookconf
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Content Trends
• What are trends?
• All brands have some sort of fan interaction on their content.
• All industry grouping gives us insights into who is performing the best.
• Combining the brand and the industry represents the trends in content preference.
What’s relevant?
Curation is Key – Must know what’s working
Don’t be closed to different content brands are less attractive if they are
@chasemcmichel @infinigraph #allfacebookconf
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Trend Identification - Hypercuration™
Example: Real-Time trending content from 25 retail brands in one view. Know what your audience is resonating around.
Can you see the advantages of understanding what your audience is into?
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Content Identification
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What’s Working
@chasemcmichel @infinigraph #allfacebookconf
Do you see how brands can be more engaged when they know
what’s trending?
Ads In My News Feed
Must work in your feed first it won’t work in an ad!
@chasemcmichel @infinigraph #allfacebookconf
Dose this work - Sorta
Its about the content don’t push crap test it first@chasemcmichel @infinigraph #allfacebook
When an Ad Don’t Look Like an Ad
@chasemcmichel @infinigraph #allfacebookconf
Amplify What Trends
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Each Like Each Comment
Each Share
Facebook Testing In Ad Share
Get off the platforms over a Facebook Pinterest strategy - think of an 'amazing strategy'. Think bigger
@chasemcmichel @infinigraph #allfacebookconf
It's the Fan Engagement, Stupid
FB ads suck if you don’t have the right content@chasemcmichel @infinigraph #allfacebookconf
Did Comscore Get it Right?
“Social Media is not a campaign, it’s part of a strategy to build
relationship”@chasemcmichel @infinigraph #allfacebookconf
Single brand view of trends and consumer affinities
Measure Content Relevance -
What other brands your audience is
into
Trend Score – Gives real time access to what
content is working
Take Away
• Content Marketing Requires Insight, Identify What Works
• Time your ads like you time content posts - by day of week
• Target to those that have matched affinities.
• Think sharablity – does this content have currency 2
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Chase McMichael CEO @chasemcmichael @infinigraph