1. GREAT SOCIAL MARKETING IS ABOUT GREAT DATA:THE STATE OF CONTENT AND ENGAGEMENTDr. Natalie L. Petouhoff@drnatalie

2. THERES ANEW WAVEOF BRANDBUILDING 3. BRANDSareSOCIALEXPERIENCES 4. BRANDSareDigitalEXPERIENCES 5. TAKE FOR INSTANCEGEORGE TAKEIS FACEBOOK PAGE 6. LETS TAKE A LOOKAT ONE PHOTO 7. Video Map of How Viral Photos Spread One Piece of Content Shared Each visualization startsfrom George* As each branch grows, re-shares split off onto theirown arcs Some re-shares spawns anew generation of shares The two colors are gender Shares originate from newsfeed July to September 2012*Source: Stamen https://vimeo.com/50730773 http://www.facebookstories.com/stories/2200/data-visualization-photo-sharing-explosions 8. >3.5 BILLION PIECES OF CONTENT ARE SHARED / WEEK How can we make sense of all this? 9. PEOPLE ARE ACTING ON CONTENT 10. MARKETERS ARE IN 11. inSOCIAL CURRENCY 12. BUT IS CALCULATINGSOCIAL MEDIA ROIEVEN POSSIBLE?Skeptics think social media is too fluffy toadequately measure return on investment (ROI)Would you calculate the ROI of a phone?Would you calculate the ROI of your mom?Would you calculate ROI of your pants? 13 13. THERE CAN BEAN ROI OFANYTHINGTHAT PROVIDESAnd there is an ROI VALUE of your mom, a phone and wearing pantshttp://www.flowtown.com/blog/what-is-the-roi-of-your-mom 14 14. WHATS THE GOAL OFPOSTING SO MUCH CONTENT? Typical Marketing Metrics Increase positive sentiment Increase share of voice Increase awareness, interest, consideration, intent Increase lead conversions rates and sales Loyalty, Brand Advocacy and Referrals 15. PEOPLE ARE SHARING MORE THAN EVERBUT WHAT DO MARKETERS NEED? 16. NEED A STRATEGY FOR DIGITAL MARKETING UCLA AndersonSocial Media Course:Success Step 6: OrganizationalStep 3: Audience AlignmentStep 2: MeasurementStep 5: InteractionStep 1: Monitor &Step 4: ContentListening 17 17. Competitive Intelligence has Evolved Was keyword-based monitoring and listening Now an Interest Graph World Based on context of consumers collective actions 18. TO MAKE SOUND BUSINESS DECISIONSNeed insight into consumer actions What drives the most engagement / interaction What type of content Where they are interacting When they are interacting 19. Isnt it worthknowing whatis relevant toyouraudience? 20. NEW SPECIALTY OF SOCIAL MEDIA OPTIMIZATION:INDUSTRY REPORTS Leverages social media data Provides a Competitive analysis Brand engagement Allows marketers to evaluate content Best type of content When to post Where to post 21. Brands in This Industry Report American Eagle Old Navy Outfitters Polyvore BeBe Refinery29 Gap ShopBop H&M Urban Outfitters Hollister Co Wet Seal 22. BRAND COMPARISON OFVOLUME OF CONTENT POSTEDHow to Use This Data: Compare the volume ofcontent your brand postscompared to yourcompetitors Make better decisionsabout how much contentto create and post 23. PERFORMANCE VS. CONTENT TYPE PHOTOS ARE SHARED THE MOSTHow to Use This Data: Evaluate the type of contentthat gets the mostinteractions Make better choices on the PhotosInteractions / Post type of content to createNote: How is this comparison differentStatus than the previous slide?Link Whats the difference between engagementVideoand interactions? Offer 24. POST VOLUME Posts Facebook Posts Refinery29most FB posts 25. POST VOLUMEPostsTweetsRefinery29most Tweets 26. ENGAGEMENTEFFECTIVENESSEngagementFacebookbebemost Facebook engagement 27. TOP CONTENT ONFACEBOOKBASED ON-- ENGAGEMENT-- 28. ENGAGEMENTEFFECTIVENESSEngagementTwitterABERCROMEmost Twitter engagement 29. TOP CONTENT ONTWITTERBASED ON-- ENGAGEMENT-- 30. REAL-TIME INTELLIGENCE ABOUT CUSTOMERS,COMPETITORS AND ENGAGEMENT My new contentand engagement plan 31. REAL-TIME INTELLIGENCE ABOUT CUSTOMERS,COMPETITORS AND ENGAGEMENTDecisions about what contentto create & when to post 32. A STRATEGIC CONTENTMARKETING CALENDAR Type MonTuesWedThurs FriSatSunoptional 10optional optional20 15 Status trendingpostsoptional 25optional optional40 30optional optionaloptional 12optional Linktrending trending postspostsoptional optionaloptional 20optional Post allocations over a 4-week period 7 14 repost 14 Phototrendingposts 1520 repost 20 8repostrepost trending 6 Video 8repostrepost trending 6 By studying and altering content programming,engagement increases by >30% 33. REAL-TIME INTELLIGENCE ABOUT CUSTOMERS, COMPETITORS AND ENGAGEMENT Customer Engagement How engaged customers are (engagementeffectiveness) What customers are talking about Ad Optimization Data Use Long Tail Interest Graph to discoveraudience interests for better targeting 34. http://smo.infinigraph.com 35. THANK YOUGREATSOCIAL MARKETINGIS ABOUTGREAT DATA:Dr. Natalie L. Petouhoff@drnatalie