Published on March 8, 2014
Begin at the End: Content Planning for Insights @Mark Williams & @DoricePiraino1 #BeginAtEnd
Mee;ng Overview ● Making Social Media Fun by helping Prove & Improve Process & Strategy Objec>ves ● Act as change agents & encourage you to ask ques>ons ● Help you communicate to the management team in languages they understand Outcomes ● Real word 2013 insights & observa>ons on Facebook ● DraC plans for successful marke>ng implementa>on ● Idea lists Process Roles: Everyone Par>cipates ● Presenta>on ● Interac>ve discussion/brainstorm exercises ● Mee>ng Leader: Mark Williams; Time Keeper: Dawn Lacallade ● Presenters: Mark Williams and Dorice Piraino ● Ideas & Perspec>ves: Everyone
About @MarkWilliams • Crea;ve Director, Social Strategy & Content Programming • 15 years social media • 15 years actor, director, producer • Backpacker to 6 con;nents • facebook.com/mark.williams2 • email@example.com Client history includes: • KraN Foods, HBO, MINI, QVC, Sprint, TJX, NBA, and… • #1 retailer in the world • #1 CPG • #1 Travel & Financial Services • #1 and #2 Pharmaceu;cal
About Dorice Piraino • Analyst for the Social Strategy & Content Programming team at LiveWorld • Accidental techy turned data nerd • Degrees in English & programming • Camped on Maui for three weeks Ten Years+ Analysis Experience: • Walmart, Oracle, Chaps;ck, Blue Shield, Pﬁzer, EQ Stables, Cars.com, Dealix, AnewAmerica, Jedi, Renaissance Center, Women’s Ini;a;ve, and more. • Main contributor for ROI calcula;ons on the Social Return on Investment in the micro-‐enterprise industry in 2005.
Why Are You Here?
Special Oﬀers! • 1-‐1 email consul;ng with me for 1 week aNer this workshop. • We will have follow-‐up free webinar 1 month from now – email for an invita;on
Rules of Engagement 1. This is YOUR workshop – let us know what you need 2. Dawn is the ;mekeeper. The ;mekeeper rules. 3. FriendNDA – please don’t tweet bad examples, but do amplify good ones. 4. Please par;cipate – ask ques;ons! 5. #2 trumps #4. If we go too far astray on ques;ons, Dawn will pull us back & parking lot (remember the special oﬀers!)
CURRENT STATE OF SOCIAL
Me! Me! Me!
Specious Connec;ons to Current Events
Use a Cute Crimer!
Let’s Play A Game!
Crawl, Walk, Run – Pick Your Pace • Crawl – Beginning social media programs • Walk – Intermediate • Run – Advanced
Social Content Planning: Crawl • What program ini;a;ve are we suppor;ng? • How are we going to support it? • Who do we deliver reports to?
Crawl Basic Ac(vity Metrics or Vanity Metrics
Social Content Planning: Walk • Who wants in the content calendar? • Where do we get all the content we need? • What metrics do we need to show our success?
Walk Around Your Business Goal Metrics Aligned
Social Content Planning: Run • How do I juggle compe;;on for space in the content calendar? • Which content is highest performing? • What is my ROI?
Run you on your performance. Metrics informing
Marke;ng ROI ● Acquisition: $1–$100/head ● Loyalty & Engagement: Reducing customer churn by 5% can increase profits by 25% (Leading on the Edge of Chaos, 2012 ) ● Brand Awareness: On average, social customers tell 42 people about a good customer experience (American Express, 2012 ) ● Purchase § Community participants spend 54% more (HBR, 2008) § Visitors to branded community site 2x more likely to buy (vs. page on destination social network (Momentum, 2007) ● Word of Mouth Impact on Sales (Cisco, 2009) § 1% increase in good word of mouth = $16M extra sales § 1% reduction in bad word of mouth = $49M extra sales ● Support: 5x-10x more cost effective vs. phone
Social Media Enlightenment • Why Will People Par;cipate With Your Story? • What Value Do You Provide? • How Do Your Customers Provide Value For You? • What do you LEARN from your customers?
The ONE Thing Dorice Wants You To Remember Analyze to prove or improve
One Thing Mark Wants You To Remember Engage with a purpose
Data Analysis Process: Measuring Connec(on & Rela(onships, Not Ac>vi>es
A Short Case Study
SENTIMENT TOPIC Posi;ve Posi;ve Nega;ve On Topic Oﬀ Topic On Topic ? ? ? Nega;ve Oﬀ Topic ?
How is my audience reac>ng? Who am I reaching? Do they follow my lead? Who is talking with me?
Nega;ve Feedback Ac;ons User Generated Content Sen;ment Balance Rejec;on Reasons Posi;ve Nega;ve
Know Your Audience: Assess the Dialogue Frequency & Dura>on • How OFTEN are fans dialoguing? • How LONG are they interac;ng? • Can fans be re-‐engaged aNer they fall oﬀ the radar? Response cadence: • How QUICKLY do they interact with me? • Is there a PATTERN to their ac;vity behavior? 32 32
Run Industry 1.1357 932 Std. Deviation .66363 Personal Care / Cosmetics 1.0945 4471 .17560 OTC/Pharma 1.1124 2608 .27710 Household The number of TIMES each unique individual interacts with the brand has dipped from 2013. Stories/PTAT N Financial 1.1165 8883 .18743 Retail 1.2443 930 .26242 Animal Health Interac>on Per Author Mean 1.1992 945 .37186 Total 1.1221 18769 .26097 1.20 1.18 1.16 1.14 1.12 1.10 1.08 1.06 Aug Oct Dec Feb Apr June Aug Oct Dec Feb Apr June Aug Oct Jan 11 11 11 12 12 12 12 12 12 13 12 13 13 13 14
# Fans Insight Exercise: Conclusion #1 1 75% of fans talk for the day of the post and don’t comment thereaNer. 14% talk two ;mes 5% are brand inﬂuencers 1 Time 2 Times 3 Times 4 Times 5 Times 6 Times Participation Frequency
Insight Exercise: Conclusion #2 # Fans On average, 85% comment one day. Of the 15% who are ac;vely talking, they are your main audience. 1 1 Day 2-‐50 Days 50-‐100 Days 100-‐200 Days Participation Duration
What’s Going On? 75% of fans talk one ;me. 85% comment only one day.
Building loyalty & a brand defense with your inﬂuencers: First step-‐ Know who they are! • 1% of these fans create 5% of my Facebook user content • 33% are posi;ve and 42% are nega;ve. • 60% remain on topic. • The average life cycle of this fan is 2 weeks. • They contribute an average of 24 posts.
Encouraging Loyalty Through Connec>on: What are their behavior paeerns? Angela Consider reaching out strategies when your advocate falls oﬀ the radar. User Content Music Grocery Children Brand Reputa;on Pets Total Tagged Content Total Category 2329 190 74 64 26% 10% 9% 327 88 44% 12% 743
Insights should be ac;onable.
Social Content Rules
Why Do People Par>cipate In Social Networks? • To Express Themselves • To Connect With or Make Friends • To Gain Aeen>on or Status • To Get Informa>on
Why People Become Fans of Brands Source: Syncapse
Why Brands Par;cipate in Social We want you to do something for us. • • • • • Product announcements Sales/special events Customer Service Branding We’re supposed to
See The Disconnect? Why People Par>cipate Why Brands Par>cipate • Express Themselves • We’re Supposed To • Connect/Make Friends • Gain Status or Amen;on • Get Informa;on • Branding • Incen;ves • Sales & Special Events • Customer Service • Product Announcement
A Virtuous Content Cycle • Give something of value to the audience • Ask for something trivial in return • Give something of value to the audience • Ask for something trivial in return • Give something of value to the audience. • No;ce the pamern – GIVE.
The ONE Key to Your Social Success Social is about ME (and how I see myself) It’s not about YOU (the brand)
What to Give in Social Entertain. Inspire. Inform. hmp://www.youtube.com/watch?v=IJNR2EpS0jw 47 47
What Do You Want in YOUR Newsfeed?
Move from Messaging to Story-‐based social marke;ng
Two Ridiculously Easy Ways To Improve Your Brand Story NOW • Change Your Focus: It’s About The Customer, Not You • Post Stories, not messages.
A Really Short Guide to Storytelling • • • • • Hero – customer (who is transformed) Goal – what transforma;on do they seek? Obstacle – what keeps them from gewng it Mentor – the brand, guides the hero Moral – let the customer know what they got
Products As Stories
Story or Not a Story?
Story or Not a Story?
The ONE THING To Remember The customer is the hero of your story
How CONTENT PLANNING FOR INSIGHTS
Fans Love To Give Opinions – Even when they’re not prompted! 1% 1% 1% 1% 1% 1% 37% 17% 40%
Market Learning Social Marke>ng ● Understand what consumers think and what ac>ons to take ● Drives product marke>ng and development Customer Support Sales & Marke>ng ● Cost eﬀec>ve marke>ng ● Increased sales via word of mouth ● Loyalty & rela>onship marke>ng Service & Support ● More customer sa>sfac>on ● Lower support costs
Content Planning Tip: An>cipate the dialogue 1. 2. 3. 4. 5. 59 What type of dialogue do I expect? What’s the topic of the conversa;on? How would I expect a fan to respond? How should I respond? Do my moderators have all of the informa;on they need to respond in a ;mely, accurate manner?
Content Planning Tip: Mul;ple choice Why it works: Multiple choice takes less brain work, encourages more response, and gives a chance to educate Why it is challenging: How do you get at the answers? 61
Content Planning Tip: Ask directed, focused ques;ons 62
All Ques>ons are NOT created equal! Crea;ng varying amounts of space for an answer: • Yes/No: quick responses. • Fixed answer: Limited choice list. • Open-‐ended: Creates space The manner of the ques9on is cri9cal Be careful asking ‘Why’. In most cases, this ques;on can be reworded.
We call this… Engage With A Purpose
A SHORT PRODUCT STORY FOR INSIGHTS
Status Update #1 He thinks it's ;me to let go of the past. She thinks this works just ﬁne. Who do you think is going to win this one?
Status Update #2 Grilling isn't just for summer, or for burgers and hot dogs. Here are a few of our favorite grilling recipes for ﬁne dining. hmp://someurl.com Go ahead and brag a limle -‐ what's the best thing you make on a grill?
Status Update #3 VS. She thinks a pink grill is just the thing. He wants stainless. We're giving away a $50 oﬀ coupon at hmp://someurl.com. If you could have any color in a BBQ, what would you choose?
Status Update #4 Who grills in the winter? Send us a photo of you grilling in the winter and we'll pin you to our Pinterest page! hmp:// somepinteresturl.com What do you think -‐ is this crazy or what?
Status Update #5 60,000 BTU's, 5 burners and a cast-‐iron griddle…and a limle something for her too. Get the full story here: hmp://someurl.com Best of all -‐ get a $55 oﬀ coupon here!
ANALYTICS PROCESS -‐ WORKBOOK
Insights Process 1. Deﬁne 2. Strategize 3. Analyze 4. Inves;gate 5. Conclude 6. Ac;on
Deﬁne: What do you want to know? Marke;ng Eﬀorts Sites Business Insights About my Brand PR Insights Hot Topics / Crisis Brand Advocates Content Success About Support About Products Execu;ve Branding Compe;;ve Insights Marke;ng Eﬀorts Campaign Success Levels Topics Interests Advocacy of Level Social Insights Interest Engagement Details Who am I Inﬂuencers Sites Reaching Strategies A/B tes;ng & Reﬁnement Interests Advocac y level Cultural Insights Improvements and Ideas Employee Concerns Topics of Interest
Strategize: Go in with a plan. Does the data show a decrease in organic reach? Is engagement declining too? Are we seeing similar decrease on other pages? Are we losing fans? Has the content itself changed? (Subjects or success levels) Is Organic Reach really declining? What are the seasonal trends? Does paid adver;sing ﬁgure into this change? Has the content mix, media type, frequency or ;ming changed? 74
Don’t go into your data blind. Be prepared with the ques;ons you want to answer or assump;on that you have. Realize social media data is like a puzzle. If you go into the data blind, you may end up frustrated.
Why do these observa;ons mamer? “So What? Why should I care?” Inves;ga;ons oNen reveal a series of observa;ons that can move you in many diﬀerent direc;ons. It’s how these observa;ons ;e together that reveals the story. Ac>onable insights involve taking observa;ons from your data and making sugges;ons based on a series of rela;onships between the data points.
Content Value Content Value: What value did these ac;ons have to the brand? A weighted score that combines several metrics to measure the posi9ve eﬀect for the brand rela;ve to a piece of content Engagement Success Ripple Eﬀect Engagement Success How many people did you engage with a piece of content. A weighted score that combines several metrics to measure how successful the content is at engaging fans. Ripple Eﬀect: How far did it ripple beyond them? How many people did they bring into the discussion? How many addi;onal people were reached for each person who engaged with a piece of content?
Content Value Content Value Likes Shares Comments Video Unlike Page Hide All Posts Hide Post Link Report Spam X Bumon Engagement Success Points 2 20 5 2 -‐250 -‐200 -‐2 2 -‐20 -‐2 Engagement Success Points Other Clicks 0.5-‐1 Photo Clicks 0.5 -‐1 Ripple Eﬀect Engagement Ra;o: Engaged Users/Total Reach Ripple Eﬀect: Total Reach/Engaged Users LiveWorldScoringAlgorithm.xlsx is available under slide share.
Lightning Round – Bring Us Your Ques;ons!! If you would like an invite to the webinar-‐ tweet us at @Liveworld or #BeginAtEnd or FB/liveworld
Thank you for coming!! Remember to put the slide share URL here Mark Williams @MarkWilliams firstname.lastname@example.org Dorice Piraino @DoricePiraino1 email@example.com
“The boDom line is that your Page strategy should s9ll stay the same: produce high quality content and op9mize for engagement and reach.” – Facebook for Business Blog Case Study: Facebook’s organic reach decreasing 83
First: Deﬁne the Business Context you will be Evalua;ng Business Problem: General perception is that Facebook’s algorithm change means a 60% decline in Organic Reach. Is that the case? Business Decision: How much does this change our Facebook spend?
What should we consider to determine if the Organic Reach is declining?
Approach Map Does the data show a decrease in organic reach? Is engagement declining too? Are we seeing similar decrease on other pages? Are we losing fans? Has the content itself changed? (Subjects or success levels) Is Organic Reach really declining? What are the seasonal trends? Does paid adver;sing ﬁgure into this change? Has the content mix, media type, frequency or ;ming changed? 86
Does the data show a decrease in organic reach? 1. 2. 3. 1. 2. Approach Don’t assume the hypothesis is right. Test it. Compare this to last month, 6 Mos. Average and YOY. Compare it to as much historic data as you have to see seasonal trends. Displaying Results Display data in colors with trend arrows to non-‐data folks for easier diges;on and presenta;on. Less is some;mes more
Does the data show a decrease in organic reach? Data Reach is down -‐75% in January. Reach declines historically each January: -‐49% from Dec11 to Jan12 -‐26% from Dec12 to Jan13 Answer • Yes there has been a decrease. • Is this a seasonal decrease. Is there more to it?
Does the data show a decrease in engagement too? Data Engagement is down -‐73% in January but only 37% in February with a 136% increase from January to February. Engagement declines historically each January: -‐81% from Dec11 to Jan12 -‐45% from Dec12 to Jan13 Answer • Yes there has been a decrease in engagement. • What happened in October?
New Ques>on: Why is engagement so low in October but organic reach so high? What does the data show? Are more non-‐ fans engaging? What was happening in the world? What happened in October? Were there fewer new fan adds? Did something go viral? Did shares increase? Has the content itself changed? Does paid adver;sing ﬁgure into this change? Has the content mix or media type changed? Answer • Engagement and reach drops signiﬁcantly in October because: • Signiﬁcant reduc;on in paid campaigns à in Decrease in the # of new fans • Video went viral • Gamiﬁca;on post
How does paid adver>sing ﬁgure into this change? Secondary Ques>ons Why are less fans engaging on paid campaigns? Are paid campaigns targe;ng more non-‐fans? Is paid gewng less organic reach? Answer • Fans are seeing your content less frequently for paid than they had last year. • Organic LiN last year was on average 25% whereas the organic liN is sta;c since December – held at 7%. • This means fans are gewng less exposure to your brand.
Has the content mix, media type, frequency or >ming changed? Answer • Yes, content changed. • Dis;nct increase in the product posts. Decrease in use of photographs. • Increase in use of videos. 3% 53%
Are we losing fans? Approach • Compared fan loss by MoM, YoY, by type and by demographic group. Answer • Some change in fan loss by various demographic groups, but overall fans were steady. Are we seeing similar decrease in other pages? Approach • Looked at similar research for mul;ple pages ranging in size, target audience, business category, etc. Answer • The data was widely varied by page in part based on target audience, size and other factors during the ;me window. • Saw decrease between 10%-‐40%
Gathering Answers Consistent decreases across the board, but large range (10-‐40%) Everyone Else? Not a factor Fans? Content Subjects Yes, content changes to lower reach content types and subjects. Yes, 60% decrease in Reach for this client. Yes, but at a far smaller rate (20%) Decrease? Engagement? Is Organic Reach really declining? August/Oct/Nov Seasonal? highs with January lows Paid? Content Mix Yes, but signiﬁcantly smaller “wake” So what is the conclusion? 94
Thank you for coming!! Remember to put the slide share URL here Mark Williams @MarkWilliams firstname.lastname@example.org Dorice Piraino @DoricePiraino1 email@example.com
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