Unlocking Social Insights to Drive Results: A Case Study with Merkle
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In today’s ever-evolving digital marketing landscape, successful marketers need more than just social media data; they need tools that help turn data into actionable consumer insights that inform decisions and drive results at every stage of the marketing process. In this webinar, hear from George Kamide, Senior Manager of Social Media & Content at Merkle, Digimind client and leading performance marketing agency. He’ll discuss how he works with top Financial Services and Media clients, using Digimind’s social intelligence tool to: -- Create an integrated social listening strategy that drives results -- Inform a responsive content strategy for a quickly changing industry -- Influence media planning and content promotion strategies -- Drive triple digit growth in site visits from social
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Unlocking Social Insights to Drive Results: A Case Study with Merkle
- 1. Unlocking Social Insights to Drive Results with
- 2. SPEAKER George Kamide Senior Manager, Social Media and Content
- 3. TURN INSIGHTS INTO ACTIONS @digimindci
- 4. OUR VISION Insight-driven decisions will redefine a brand’s competitiveness “Insights-driven companies will grow at least 8 times faster than global GDP”
- 5. Real-time Authentic Customer- centric By 2018, 2.44 billion people will be using social networks
- 6. Aggregate Analyze Act OUR A3 APPROACH Helps Reach the Full Potential of Social Web
- 7. CAMPAIGN EXECUTION STRATEGIC PLANNING ANALYSIS Digimind Social Vision: Transform data into actionable insights at each stage of the marketing process Campaigns Competitors Market Segmentation Marketing Mix Messaging Reach Amplify Convert
- 8. THEY RELY ON
- 9. 9 Who We Are Our Work Data-Driven, Technology-Enabled Performance Marketing Our Services Strategy | Analytics | Technology | Data | Creative | Media | Loyalty Our Value Acquiring, Retaining & Maximizing The Value Of Your Most Profitable Customers Our Differentiation Our heritage in data, technology and analytics gives us the ability to gain unique insights that when combined with our strength in performance media, fuels our ability to develop and execute addressable experiences that drive customer engagement, loyalty and shareholder value. Our Passion Helping the best brands in the world create competitive advantage through people-based marketing.
- 10. 10 At Merkle, we’re energized by answering one question: How can we make content more rewarding for the audience? We’re obsessed with getting the answer right. @colbybrownphotography
- 11. 11 Audience-First Approach to Social Media Social Listening Social Audit Audience Matching Audience Affinities
- 12. 12 CHALLENGES AUDIENCE OBJECTIVES Site Traffic via Social Increased Engagement B2B Financial advisors Institutional Investors Crowded Field Rapid Change Silent Audience Case: Global Asset Manager
- 13. 13 Solution: Responsive Content Strategy Influencer Conversation Past Performance Market Topics Site Analytics Monitoring custom sources Ongoing measurement and benchmarking Analysis of volume, trends, and sub-topics Internal site search and user behavior
- 14. 14 Influencer Conversation Past Performance Market Topics Site Analytics • What’s Happening • Topic volume and trends • Content shaping the conversation • Who’s saying what • What users are searching for on site • What To Do About It • Categorized and prioritized content topics • How to Promote Content • Content types • Creative & messaging tactics Social Listening Report Solution: Responsive Content Strategy
- 15. 15 Results: Responsive Content Strategy +780% Twitter referral traffic +404% LinkedIn referral traffic +123% Site sessions via social +126% New users to site • Increased social media referral traffic to site • Refined messaging tactics to drive click-through • Re-aligned social audiences to more relevant users, driving new people to site • Shared insights with Paid Social team to optimize supporting media with insight-led campaign restructuring
- 16. 16 Service Integration: Applying Social Listening Insights to Paid Media Copy Testing Rhetorical question syntax, using “Why” and “How” First month results: Restructuring Targeting Criteria Moving from “industry-based” to “content-based” targeting First month results: YoY Performance 82% ER Increase 46% CPE Decrease 57% ER Increase 58% CTR Increase 32% ER Increase 68% CTR Increase
- 17. 17 Bonus Track: Earned Media and Audience Behavior Insights • Despite site traffic and paid media success, on Twitter, direct engagement remained problematic • Raw data pointed to downward trend, but that was inconsistent with other metrics • Earned Media had increased 50% despite lower volume of Owned Media 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Twitter Engagement Rate (%) 50% Earned Media Increase 3% Owned Media Decrease
- 18. 18 Bonus Track: Earned Media and Audience Behavior Insights • Further research revealed a behavioral trend favoring manual Retweets among financial professionals • Before social listening: 15 manual RTs • After implementation: 2,916 manual RTs Lesson: Know thy audience, and don’t be afraid to re-define success metrics.
- 19. 19 CHALLENGES AUDIENCE OBJECTIVES Scalable Targeting Cost Efficiency Cord-cutters Cord-nevers Existing subscribers New Shows Broad Categories Highly-Competitive Market Case: Global Asset Manager
- 20. 20 Organic social data uncovers audience affinities which allows us to produce an advanced testing taxonomy Under Armour Drew Brees DraftKings Solution: Mine Social Audiences for Affinities
- 21. 21 Merkle drove the best performance in Paid Social that our client had ever seen. As result we were awarded additional scope including programmatic video. Methodology Resulted in Perfect Relevancy Scores for Facebook ads
- 22. 22 Takeaways • Audience first, content second • Social Listening is more than monitoring • Evolve from “keeping score” to “making runs” • Invest the time to build out processes • Involve all stakeholders: social, media, creative, CMO • Keep parameters focused, it’s easy to fall down rabbit holes • Fail fast: test everything • Try your best to break your tools
- 23. Thank you.