Alison Bolen, Editor, blogs and social content at SAS Institute, will walk you through SAS’s strongest performing content types and explain how they measure success. Content Marketing Strategies Conference - May 2012.
http://ContentMarketingNow.com @contentmktgnow
While attending BAI Retail Delivery for Banking, Waynette attended SunTrust Bank’s presentation discussing its use of Facebook to support customers. While most banks still shy away from social media in fear that customers will divulge sensitive account information online, SunTrust developed ground-breaking processes to protect its customers and meet their customers where they prefer to spend their time – online. Larry Adriansen, SAS Account Executive for SunTrust, recognized the value of the story to SAS’ other financial services institutions and banked on his great relationship with SunTrust. He authorized the immediate publish of the blog post. SunTrust Bank’s Bianca Buckridee, Social Media Engagement Manager, commented on the blog and connected with Waynette on Twitter. This gave Larry Adriansen the lead he’d needed to talk about SAS Social Media Analytics at SunTrust Bank. He knew they were in the “dabbling” stages, but he wanted to be there first with information about tools for when they needed them.
Are these your only options? Overly simple or overly complex? No! Most of us are somewhere in the middle. You have to plan in the middle area – and always remember to tell a story.
Let’s play name that data source! Here we have data from Facebook, Feedburner, Google Analytics, SAS Social Media Analytics, dlvr.it, KDPaine – and more.It’s overwhelming, and none of it is connected. This is not an ideal world for measurement. Definitely not usable for ROI.
Don’t advocate to manipulate data based on the story you want to tell. Identify what is relevant …. Doesn’t mean to
These are my stories …First, you have to
For SAS-related news, blogs.sas.com have become the most popular source of information
Spike in May 2010 unusual smart spam
Goal to observe, analyze and benchmark social media tactics as compared to other tacticsLooked at Webcast series through summer and fall of 2011. Topics included Analytical data prep 101, Forecasting 101, data mining 101, etc”
Social drives click thrus – but conversions are not as strong for social
If we can figure out the formula, make it repeatable and standard, we can have success.Using SAS BI Server and Enterprise Guide. Marketing Automation.
What we learned
Comparative average for sas.com is usually well below 2 min
Our Blitz has been promoted heavily in social media. These slides show the impact we’re making in social media outlets, including online publications and blogs. This does not capture Twitter activity; however, it is safe to assume that much of our blog and web coverage comes from links we promote on Twitter.December:SAP Coverage from SAP to Resell NetBaseSaaS-based Social Media Analytics App and When HANA meets HadoopOracle coverage all part of SAP write ups.SAS coverage Four Vendor Views on Big Data and Big Data Analytics Part 2- SAS and 9.3 release.January: Oracle and SAP coverage included Oracle prices its SAP HANA rival Exalytics, signaling imminent releaseOracle coverageOracle Exalytics In-Memory Machine launchedSAS coverage is from NRF and revenue annctMarch:SAP coverage from event announcements and personnel changes, and product anncts: SAP announce EPM solution powered by SAP HANA platformSAS coverage from VA announcement and some residual analyst coverageSAS was nearly 23% in this area, until March 29: Gartner Magic Quadrant: SAP again a leader in CPM software. This increased their percentage at the end of the month, which shrank ours a little.December: SAP – 70%Oracle – 20%IBM – 0%Microsoft – 3.33%January:SAP: 58.75%Oracle: 30%IBM: 1.25%February:SAP: 53.57%Oracle: 25%IBM: 3.57%Microsoft: 5.95%March:SAP: 47.44%Oracle: 32.05%
Notes:Traditional media is non-social media. Traditional publication coverage. This is a great slide because it shows that our traditional coverage has greatly increased, even though the crux of our blitz has been social media based. Traditional media responds to social media conversations and vice versa. One begets the other. Publications are becoming more and more digital and real-time, and the fact that our coverage in traditional outlets is spiking as a result of our social media work is impressive. Of course, we have also been pitching our key journalists and top-tier publications with interview opportunities, byline placements, and more – so that has definitely moved the needle.January:Much of SAP and Oracle coverage in January was a result of “Oracle Reveals Pricing for Its SAP HANA Rival Exalytics, Signaling Imminent Release”“Oracle updates TimeTen in-memory database, aims at SAP HANA”SAP 2011 earnings announcementSAS coverage was of our HP Retail releases at NRF and revenue announcement.February:SAP coverage was focused on announcement: “SAP Unveils HANA in-Memory Database Offerings for SMBs”Oracle coverage was focused on comparison b/w SAP’s new product and OracleSAS coverage resulted from NRF high-performance announcements, Wharton Grid announcement, and Hadoop teaser articlesMarch:SAP coverage was focused on SAP Ports HANA in-Memory Database to Its Financial Planning App (ipad), and annct of a Germany conferenceOracle coverage was focused on revenue, but also speculation:Analysts Worry that Something's Amiss at OracleIBM: IBM's Holey Optochip Uses Light to Transmit Data; IBM Inks Blue Gene Supercomputer Deals With Rice and Rutgers Universities)SAS coverage: HPA, new microsite, analyst conference and VA teasers: SAS promises pervasive BI with new toolDecember: SAP – 75.76%Oracle – 18.18%IBM – 3.03%January:SAP: 50%Oracle: 37.21%IBM: 4.65%February:SAP: 48%Oracle: 38.67%IBM: 1.33%March:SAP: 45.71%Oracle: 27.14%IBM: 2.86%