Published on March 9, 2014
Content Planning For Insights Workbook Presented by Mark Williams & Dorice Piraino SXSW March 8, 2014
Document Title Confidential | March 8, 2014 LiveWorld WORKBOOK TABLE OF CONTENTS WORKBOOK TABLE OF CONTENTS ................................................................... 2 WORKSHEET 1 CONTENT PLANNING FOR INSIGHTS OVERVIEW .................. 3 WORKSHEET 2: DEVELOPING BUSINESS STRATEGY & OBJECTIVES...……4 WORKSHEET 3: PROFILING TARGET CUSTOMERS ......................................... 5 WORKSHEET 4: CONTENT PROGRAMMING - SOCIAL STORYTELLING ..................................................................... ERROR! BOOKMARK NOT DEFINED. WORKSHEET 5: INSIGHTS PLANNING FRAMEWORK ....................................... 8 WORKSHEET 6:DERIVING INSIGHTS TIPS ......................................................... 9 WORKSHEET 7: SOCIAL CHANNELS AS GENRES .......................................... 10 WORKSHEET 8: SCORING FACEBOOK CONTENT. ..………………………...13 Page 2
Document Title Confidential | March 8, 2014 LiveWorld Worksheet 1: Content Planning For Insights Overview 1. Title of Campaign _________________________ 2. What Are We Trying to Accomplish? List 1-3 Business Goals. a. ______________________________ b. ______________________________ 3. What are the measureable Business OBJECTIVES? (i.e.: increase engagement by x%, sales by Y%, brand reputation by n%, etc.) a. ______________________________ b. ______________________________ c. ______________________________ 3. What are the KEY Metrics To Tell Whether We Have Achieved Our Objectives? (i.e.: engaged users, sentiment, topicality, response per author) a. ______________________________ b. ______________________________ c. ______________________________ 4.What Do We Want To Learn From This Campaign? a. ______________________________ b. ______________________________ 5. How Long Will The Campaign Last? (in days) ________ 6. How Many Pieces of Content Will We Need? _________ 7. Who Is Our Targeted Audience? ___________________ Page 3
Document Title Confidential | March 8, 2014 LiveWorld Worksheet 2: Developing Strategy & Business Objectives Developing SMART Goals & Objectives: (Specific, Measurable, Attainable, Relevant, & Time-bound) A good KPI results in some action being taken as a result of its success. 1. What are your strategic objectives? (Pick no more than 2 - rank each by % of priority) ! Brand Awareness ____________ ! Transaction (sales, registrations, promo codes, etc.) ____________ ! Engagement (customer feedback, ideation):__________ ! Education (downloads, product info): _____________ ! Re-branding (re-brand, alternative uses of product): _______________ 2. What is your business goal? (General statement of what should happen) 1. ____________________________________ 2. ____________________________________ Example goal: Increase profit in the southwest region by increasing market visibility Goal #1: Increase profit to the southwest region by 10%. Goal #2: Increase market awareness of Sanguine boot line. Goal #3: Increase brand affinity and loyalty. ! What is your objective? (Objectives differ from goals in that they are specific measurable outcomes with a specified period of time.) 1. _____________________________________ 2. _____________________________________ Sample: Increase click thru rate to website by 15% from our Facebook page. Sample: Expand our listening program on Twitter to get a 10% lift in brand wins. Page 4
Document Title Confidential | March 8, 2014 LiveWorld Worksheet 3: Profiling Your Target Customer This checklist helps draw a character sketch of people your brand will interact with in social channels. Fill out one form for each persona, and bucket your fans into profile groups. Some profile groups might be: " Brand Ambassadors " Brand Advocates " Typical Fan " Brand Detractors " Customer Service " Purchasing deciles (8,9,10’s = high spend customers; 1,2,3 = low spend) Character Profile: Typical defining personality characteristics of my __________________ are: (describe them as if you were introducing them to a friend) This group is characterized by: 1. Age/Gender ____ % Female ____ % Male ____ % 18-24____ % 24-33 ____ % 34-44____ % 45 – 54____ % 55 – 64____% 65+ 2. Geographic region _____ % Northeast ____ % South ____ % Midwest ____ %Southwest ____ %West 3. Social Engagement ____ % of the audience ____ % of the engagement ____ Sentiment: % Positive Sentiment ____% Negative Sentiment ____ Sentiment Balance (Positive – Negative) ____ Post rejection % 4. Average number of engagements per month: (circle one) a) 0-1 b) 1-3 c) 3-5 d) 6-10 d) 11 -15 f) 16+ Page 5
Document Title Confidential | March 8, 2014 LiveWorld 5. Average length of conversations: (words per post) (circle one) a) less than 5 b) between 6-10 c) between 7-15 d) more than 15 6. What are the common characteristics among this group? (Ex. Include Move On Members, Anonymous, Mommy Blogger, Soccer Mom, Green Peace, etc.) 7. What common keyword themes will this group will use in conversation? (Ex.GMOs, gestation crates, global warming, musical artists, country, gun advocates, etc.) 8. What time of day are they likely to interact? 9. What are their frustrations when it comes to your brand? 10. What are their concerns when considering your products or services? 11. Why do they buy your products or services? 12. How often do they buy your products or services? a) rarely b) infrequently c) occasionally d) regularly e) they are my best customers 13. Who do they influence when it comes to your products or services? a) no one b) close friends/family c) work peers d) industry peers e) national media 14. What type of content do they tend to interact with? a) text/articles b) photos c) videos d) peer reviews e) other user comments f) ads 15. Do they have a preferred category of topics they engage with? (i.e.: music, movies, automotive, food, recipes, etc.) Page 6
Document Title Confidential | March 8, 2014 LiveWorld Worksheet 4: Creating Content - Social Storytelling 1. Who is the hero of your story? (customer persona) 2. What is their goal – what do they want? 3. What obstacle or challenges do they face in obtaining their goal? 4. How does your brand play a role in mentoring – what do you do to help the customer? 5. What is the moral of the story? 6. What customer social need does your story fulfill? (Express, Connect, Attention, Status, Information) 7. Which tactic will you use to motivate engagement? (Inspire, Entertain, Inform) 8. What problem does your brand solve for your customers? (Character objectives) Am I special? Am I Good or Bad? Am I Beautiful? Smart? Safe? In control of Life? 9. Which social channel(s) will you use to tell and amplify your story – and why? (Facebook, Twitter, Pinterest, Instagram, etc.) 10. How does the story end? Page 7
Document Title Confidential | March 8, 2014 LiveWorld Worksheet 5: Insights Planning Framework Your social media program will be far more valuable to both you and your customers if you develop your content to discover actionable insights inherent in conversations that will drive your business objectives. 1. How do you access your data? Select all that apply: ___ Read through user-generated content ___ Rely on quantitative data ___ Use word cloud to identify top themes ___ Rely on automated or manual tagging of content ___ Other:_____________________ 2. How do you plan on tallying? Tools? Database queries? Spreadsheets? Manual count? 3. What happens with the data? To whom (by name) do you report your findings? 4. Who (by name) is empowered to act on the insights you uncover? _____________ Marketing ________________ Product Development _____________ Customer Support ______________________ Legal 5. What do you want to know? Write 3 questions that will help provide you insights to support your social marketing campaign. a. ____________________________________________________________ b. ____________________________________________________________ c. _____________________________________________________________ 6. Write 3 questions that will provide you insights to support another aspect of your business. (Ex. customer service, product marketing, operations, brand perception, etc.) a. ____________________________________________________________ b. ____________________________________________________________ c. _____________________________________________________________ Page 8
Document Title Confidential | March 8, 2014 LiveWorld Worksheet 6: Asking Questions to Derive Insights - Tips Since “Expressing Oneself” is a primary motivator for people to participate in social channels, asking your audience directly for an opinion is the best (and easiest) way to gain insights. Different words create varying amounts of space for an answer and provide differing depth of insights: 1. Yes/No – the most limiting, but useful. Use when: • Seeking a quick response • Need agreement for a business or product decision • Choosing a winner in a contest • Need to limit discussion or options 2. Fixed answer – choose one of the following. Slightly less limited. Use when: • Choosing a winner from a discrete array of options (2-10) • Reducing a field of qualified entrants, i.e.: contests (top x advance to next round) • Ranking a list of selections • Guiding the responses to set of choices you want them to make CAUTION: We advise against using “a, b, c or d” choices, as these can be challenging to query when determining the results. 3. Open-ended questions create more space for thoughtful replies – though the rest of the question is critical. These include How, What, When or Where. Use when: • Seeking input for features, products or service enhancements • Soliciting feedback on service delivery • If you think qualitative feedback would be more beneficial than quantitative data. Be careful asking ‘Why’. In many cases, this question invites off-topic replies that may be useful, but tangential to the issue you are seeking insights around. This question can often be reworded to a more focused How, What, When or Where query. Page 9
Document Title Confidential | March 8, 2014 LiveWorld Worksheet 7: Deriving Insights Approach Map 1. Define: 2. Strategize: 3. Investigate: 4. Conclude: 5. Recommend: Ask relevant, business-driven questions Create an Approach Map Explore the data & Define new questions Draw conclusions Create supported recommendations Page 10
Document Title Confidential | March 8, 2014 LiveWorld Step-by-Step Details Step 1: Ask relevant, business-driven questions: Focus your question on Why, What, How. Step 2: Create an approach map. • The first exploration should test if the hypothesis is correct. • Brainstorm what potentially can be justifying the business insight. What do you want to explore? Fill in as many spokes as you can. Just because you derive some results from one spike in the map, you may just find that there are secondary or tertiary variables at play. • Involve other stakeholders. Don’t work in a silo. Demonstrate your investigation and ask others if they have insights. Sometimes external vehicles will be at play. This qualitative data is essential. Step 3: Explore the data in context against other data points. Page 11
Document Title Confidential | March 8, 2014 LiveWorld • Numbers need context. How does this data compare to the previous reporting period, the last month, the last six months, last year? • Use data visualizations to help you find insights. • Some useful methods (of the many): Standard Deviation: identifies variance. The smaller, the better. If the standard deviation much larger than the mean, it implies a data set that is unpredictable. Median: This average resists outliers. Mean: A mathematical average. Correlation Coefficients: With market mixed models, the Pearson Correlation can be used to identify relationships between two data points to determine cause & effect. Step 4: Define new questions: Manage rabbit holes and knowing when to stop. • Draft New Approach Map for investigations that are significant. • Focus: Will this inquiry have a significant influence on my current goals & objectives? If yes, continue. If not, set for later exploration. Set time limits!! Step 5: Drawing conclusions Do not work in silos. Analyst have much different ways of thinking that the content strategist. Brainstorm the findings with the greater team. Step 6: Creating supported recommendations through inference & deduction. o Make actionable recommendations. Move from, “Reach declined by 20% because your media type changed.” to “Reach declined by 20%, and therefore you should post 40% photos, 20% videos and 20% text posts.” o Moving from observations to recommendations means making inferences. o Part of your recommendation may be to do A/B testing. Page 12
Document Title Confidential | March 8, 2014 LiveWorld Worksheet 8: Scoring Facebook Content We have developed our own algorithm relating different performance metrics on Facebook to deliver a qualitative assessment of post performance. You can plug your data into our spreadsheet to score your content and identify areas for improvement or you can adjust the formula to suit your own needs. Email Mark Williams for the link to slide share: firstname.lastname@example.org we have weighted different aspects of post performance according to these relative values. You would read this as “likes are worth 2 points per like, but an “unlike page” is worth a negative 250 points per person who took that action, etc.” When all of these factors are considered and calculated, the result is an unbiased and fairly objective look at the relative value of content. We hope you find this algorithm useful. Content Value Multiplier Effect Likes 2 Shares 20 Comments 5 Video 2 Unlike Page -250 Hide All Posts -200 Hide Post -2 Link 2 Report Spam -20 X Button -2 Page 13
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