Effective digital engagement is essential to the health of your brand. The Digital Opportunity Analysis offered by RooneyPartners creates the foundation for a successful activation strategy. Our analytics-based approach to defining the digital opportunity enables you to better understand your current and potential audiences in social media, analyzes the conversations relevant to your brand, benchmarks your organization against competitors, and provides a path for optimizing your search engine performance. The Digital Opportunity Analysis delivers proof of concept for organizations seeking to activate or optimize a social media strategy, delivers the blueprint for a more effective digital content strategy, and identifies social media amplification and engagement activities that can drive reach, engagement, and conversion of key audiences.

1. STRATEGIC MEDIA RELATIONS | SOCIAL MEDIA +
SEO STRATEGY | CONTENT STRATEGY
OPPORTUNITY
DIGITAL
ANALYSIS

2. Effective digital engagement is
essential to the health of your brand.

3. → Nearly 1 in 4 online adults in the United
States uses Twitter.
→ 62% of all American adults use
Facebook.
→ 1 out of every 3 professionals on the
planet is on LinkedIn.
Your customers and prospects are online
Sources: Facebook, LinkedIn, YouTube, Twitter, Instagram, Pinterest
380M
320M
400M 100M
1.49B
1B
Monthly Active Users Worldwide

4. They want to engage with you
Sources: Boston Consulting Group, ExactTarget, Simply Measured
→ Facebook engagement for Interbrand
100 companies rose 43.5% year over
year in Q1 2015.
→ Twitter audiences grew 38% in Q4
2014 and per-post engagement rose
85% year-over-year.
→ 96% of consumers trust brands that
use custom content to inform or help
meet a need.
→ 80% of business decision makers
prefer to get information in a series of
articles rather than advertisements.

5. → 94% of journalists use social media
on a daily basis.
→ 67% of journalists spend up to two
hours per day on social media, up from
38% in 2012.
Journalists use social media and search engines every day
→ 83.7% of journalists consult Google
when researching an organization.
Sources: Cision, Business Wire

6. → 25% of US journalists use social
media to make new contacts.
→ 28% of US journalists read blogs.
They need information, sources, and compelling content
→ 44% repost content on
microblogging sites like Twitter.
→ 55% of journalists read posts of
people they follow.
Sources: Cision, Business Wire

7. → 80% of institutional investors use
social media in their regular work flow.
→ 40% of global institutional investors
expect to increase their use of social
media in 2016.
Institutional investors are turning to social media
Source: Greenwich Associates

8. → 49% of institutional investors say
that information from social media
influenced their perspective on an
industry issue or topic.
→ 48% say information from social
media prompted them to do further
research.
They are researching industries, companies, and
investment ideas
→ 31% say information from social
media influenced an investment
recommendation or decision.
Source: Greenwich Associates

9. The opportunity is substantial.

10. But easily missed
“The majority of content published
on the internet is simply ignored
when it comes to shares and links.”
Total shares across all networks
Number
of
articles
[Median] [Mean]
Source: “Content, Shares and Links: What we learnt from 1 million
posts,” Buzzsumo & Moz, by Steve Rayson. September 2015.

11. What’s your strategy?

12. Is it working?

13. At RooneyPartners,
we believe in
performance-driven
social media + SEO strategy.

14. Grounded in meaningful, data-driven insights
Audience
Analysis
Conversations
Analysis
SEO
Analysis
Competitive
Benchmarking
Optimal
Digital
Activation
Strategy
+ + + =

15. Our Digital Opportunity Analysis creates
the foundation for a successful strategy.

16. Understand your current and potential audiences
→ Demographic and interest profiling of existing
social media audiences
→ Community detection and “tribe analysis” of
prospective audiences across the social web
→ Global audience sizing on major social
networks
→ Influencer identification
→ Comparative audience engagement analysis

17. → Topic and conversation analysis on Facebook,
Twitter, Instagram, Pinterest
→ Network analysis of Twitter retweet and mention
relationships
→ Topic-based influencer detection
→ LinkedIn centers of influence
→ Influential media, bloggers, brands, celebrities
Analyze the conversations relevant to your brand

18. → Geolocation of engaged users
→ Detection of influential accounts
→ Quantitative and qualitative analysis of
conversation themes, hashtags, keywords
→ Comparative analysis of social media brand
mentions and brand sharing activity
→ Tracking analysis of peak mentions versus
competitors
Benchmark your brand to uncover the conversation drivers in your industry

19. → Analysis of the top keywords that send
traffic to your brand’s web properties —
and those of your peers and competitors
→ Assessment of keyword and content
opportunities relevant to your brand
→ Site auditing and review of technical SEO
issues that may be penalizing your content
and curbing your search engine authority
→ Backlink analyses to inform link acquisition
strategies
Optimize your search engine performance
92% of all traffic
from an average
Google search is
generated from
sites listed on the
first page 75% of clicks from
Google search are
generated by the top
five organic results
Source: Chitika

20. → Proof of concept for organizations seeking to launch a social media strategy
→ “Quick wins” that can boost social media performance for organizations that are running
programs and campaigns
→ Blueprint for optimizing social media activities that drive reach, engagement, and
conversion of key audiences
→ Foundation for a more effective digital content strategy
Identify the optimal social media + SEO activation strategy

21. ● Highly focused, boutique communications
consultancy founded in 2003
● Partner accountability and high-touch service for
every client
● Experienced team of senior PR practitioners,
content strategists, and social media specialists
● Unparalleled relationships with top-tier editors and
journalists
● Collaborative and enduring client relationships
● Consistent ability to drive meaningful results for our
clients
About RooneyPartners

22. 424 Madison Ave. 7th Floor New York, NY 10017
212.886.1690
@RooneyPartners www.rooneyco.com
Len Costa | Partner
lcosta@rooneyco.com
Contact

23. STRATEGIC MEDIA RELATIONS | SOCIAL MEDIA +
SEO STRATEGY | CONTENT STRATEGY
OPPORTUNITY
DIGITAL
ANALYSIS