You’ll learn how to understand what your audience is really engaging with and make smarter and faster decisions about content and creative. The presentation also features applied Facebook topic data insights to a real life case study on Luxury brands, retail – fashion and apparel. To watch the on-demand version of the webinar visit Commetric resources: https://goo.gl/u1hDIj

2. How social data can help plan content marketingPANEL 1:
PANEL 2: Introducing Facebook topic data
PANEL 3: Case study: Luxury brands, retail - fashion and apparel: Louis Vuitton

3. PANEL 1
Adam Lewis
Head of Social and Content
Bright Blue Day
PANEL 2
Jay Krall
Director of Product
Management
DataSift
PANEL 3
Sarah Curnow
Director of Insights
Commetric

6. CONTENT SWEET-SPOT
• Inspire
• Help / Inform
• Entertain
BUILD AFFINITY
BUILD FOLLOWING
BUILD TRUST
=

7. Who is
ACTUALLY
engaging with
your content?
What is your
desired
audience
talking about?
Does video /
photo / text
work best?
Where are
your audience
hanging out?
Are there
individuals
driving the
conversation?

8. CREATIVE
A
We loved
this one
7
CTR 1.9%
CPC £0.25
CREATIVE
B
8
2.77%
£0.19
*Same audience
Our customers
love this more!
FACEBOOK
RELEVANCE
SCORE

9. - Dwell time
- Bounce rate
- Pages per session
- Volume
- CTR
- Shares
- Comments
- Conversations
- Authority
- CPC
- Relevance
- CTR

10. Twitter Analytics
Facebook Insights
LinkedIn Insights
Facebook
Topic Data
Audience Insight Content Types Content Topics Content Source Influencers

12. SOCIAL AND MOBILE DRIVE
GROWTH OF HUMAN-CREATED DATA
BIG BARRIERS TO EXTRACTING
VALUE FROM DATA
Unstructured text analysis
Beyond Big Data scale
Privacy-By-Design

14. SME BUSINESSES
WITH ACTIVE
FACEBOOK PAGES
50M+
Source: Facebook Q1 2016 Earnings Report (1) Facebook, Messenger, Instagram.
3M+
$5.2B Q116
AD REVENUES
GROWING 57% YoY
ACTIVE ADVERTISERSDAILY ACTIVE USERS
1.09Bn
PEOPLE SPEND
46 MINS/DAY
ON FACEBOOK

15. Without Facebook topic data you only get a glimpse of what is possible!

16. 16
DATASIFT + FACEBOOK Partnership
ENGAGEMENT ACROSS FACEBOOK
FACEBOOK TOPIC DATA

17. Comparison of volumes of engagement relating to
an automotive brand across 7-day period.
FACEBOOK PAGES
~1,000
Posts and Engagement on
your own Facebook Pages
TOPIC DATA
~70,000
Brand-related
Posts and Engagement
across all of Facebook Content that goes viral on Facebook
about your brand.
What is driving brand recommendation,
purchase, advocacy or churn.
Topic data expands your insights.
The audience that is engaging with
your brand across Facebook.
Audience reaction to multi-channel
marketing campaigns.

18. WITHOUT FACEBOOK TOPIC DATA + FACEBOOK TOPIC DATA
Analysis across public social data sources
Example: Analysis of automotive brand
6x
Analysis includes Twitter, Tumblr, blogs, forums.

19. Self-declared demographics that other
networks don’t (and can’t) provide give
deep insights into audience opinion and
allow comparisons
Not only is the total number of
people more representative of
society, but usage is more evenly
spread across all demographic
groups.
Sharing with friends and family,
not just for self-promotion. Posts
are more authentic and insights
more representative of public
opinion.
Audiences can be defined,
understood and explored
Significant representation in all
demographic groups
Authentic representation of
audience opinion

21. New approach to provide privacy-first insights:
Facebook is not a public social network.
User identity is removed from posts and engagement data
processing.
Text and meta data from anonymized posts are indexed within
Facebook’s infrastructure for analysis.
Developers query data collected in real-time to perform
analysis. Data is aggregated at query time to provide aggregate
results.
Privacy controls ensure results only provided if audience size
thresholds are met.

22. Facebook topic data contains a sample of
Super Public posts providing:
• Easy iteration of filters
• Data/insight verification
• Discovery of new memes and relevant terms
• Create training sets for classifiers and machine
learning algorithms
Super Public posts are defined as:
1. Published by people who have a “Follow” setting
enabled in their profile
2. and Story is posted with privacy setting set as public
3. and Post is not on the timeline of another person.
40 years of BMW 3 Series. #Classic

24. Summary of market analyst views on LV business
STRENGTHS:
• Brand heritage
• Diversified product portfolio
• Multiple markets & geographies
WEAKNESSES:
• Weak brand recall for clothing
lines
OPPORTUNITIES:
• Growth in demand for luxury
products in BRICS / Latin America
• Appeal younger buyer profiles
THREATS:
• Counterfeit products
• Narrow core buyer profile

25. Manage
counterfeit
threat
Engage
younger
consumers
Build
awareness of
clothing lines

26. Real time analytics tracking millions of relevant conversations by thousands of
consumers

27. Comparatively few videos being posted

28. LV is a visual brand; videos are driving engagement
ENGAGING CONTENT FORMATS
(amplification rates):
Video: 286x
Link: 15x
Photo: 14x
Post: 10x
Reshare: 6x
RESHARED CONTENT FORMATS
(interaction rates):
Video: 25,400
Photo: 13,800
Post: 12,300
Links: 4,200
Reshare: 200

29. Established marketing
initiatives, such as the the LV
foundation which promotes art
& culture, as well as fashion
events

30. The LV Foundation – art, architecture, exhibitions, recitals - attracts an older demographic

31. Selena Gomez is trending at the moment
26 200
Unique Authors
30 100
Interactions
28%
72%

32. Product mindshare is still dominated by accessories

33. Potential risk with use of fur and mentions of PETA (People for the Ethical Treatment of Animals)

34. League of Fakes – LV is second, a persistent risk
League of
Fakes
No of
interactions
Brand buzz
ranking
Brand 1 44 300 1
Louis Vuitton 13 000 4
Brand 3 2 000 4
Brand 4 10 900 5
Brand 5 2 200 11

35. Louisvuitton.com

36. INITIATION
Backstage and secret insights from the
luxury world
• nowfashion.com: female, 18-24,
25-34
• instyle.com: female, 25-34
INSPIRATION
Atmosphere and creative ideas for
oneself
• elleuk.com: female, 18-24
• mtv.com: female, 18-24
• outside.com: male, 35-44
IMITATION
Product/brand recommendations to
construct identities
• michelleromo.com: female, 18-24
• hypebeast.com: male, 18-24
INFORMATION
Gain knowledge about the luxury world
• businessoffashion.com: 35-44
• dazeddigital.com: 25-34

37. LV has had success
at attracting
younger consumers,
while retaining its
core, older buyers
Watches and Bags
dominate the
conversation. Any
strategies to
promote Clothing
should consider this.
Video is the most
engaging media type;
opportunity to be
used for promoting
clothing and
educating customers
to fight
counterfeiting.
News & Gossip sites
are key conversation
drivers.
How do we replicate
and build upon their
content?
Fashion bloggers
are under utilized.
The impact of
Selena Gomez
clearly shows the
power of young
influencers.

38. Adam Lewis
@adamlewis10
adam.lewis@brightblueday.com
Jay Krall
@jaykrall
jay.krall@datasift.com
Sarah Curnow
@commetric
sarah.curnow@commetric.com