There are 3.5B pieces of content shared per week. That's a lot of content. And if you are a brand, you probably didn't sign up to become a publisher. But guess what? For your engagement with your fans to be even remotely engaging -- you need content. This keynote is about how to use B.I.G. data to understand your engagement ranking as well as your content strategy for the future. These details are critical to avoid wasting your content budget, much less waste your content management distribution system costs... and don't forget the cost of creative.... To get a Return on Investment on your content here's a taste of what's in this presentation and what you as a CMO or Digital Marketer or Creative Director need to know about engagement and the having the ability to compare your engagement and content plays in your success to reach your marketing goals. Here's what we explore... • Where does your engagement stack against your competitors. • What type of content best engages your audience and fans -is it photos, videos, status updates, offers, coupons? • Then you need to actually study the content you are posting and the content that your competitors are posting. Being a bit of a Margaret Mead... you'll be able to detect the type of content that will elicit positive response • What's the best time of day to post your content? • What content could you curate from non-competitors- from content that has already been highly engaged with fans similar to your fans? If you try to do this by hand, meaning trying to examine each piece of your competitors content, you'd probably go blind, crazy or at least loose your If the purpose of all this "content" we are creating is to gain engagement. And the purpose of "engagement" is to acquire more customers and increase their customer lifetime value, then you can get a ROI for your content strategy. So how do you approach your content strategy? Do you use a platform to do this type of analysis or are you guessing / experimenting with what works? Clients that I have seen use this tool end up with at least 30% increase in engagement . And even some, like TCBY increased their engagement by 300%. When I see these types of things... they fall into that category of "things" that make you hhhhhmmmm.... Ok- I admit it - I am a data geek - I think it rocks, but I think this report will help convert you into to being a bit of a data geek yourself... Love to hear your thoughts! @drnatalie www.drnatalienews.com

1. Dr. Natalie L. Petouhoff @drnatalie
TAMING B.I.G. DATA TO:
X
• Reduce Your Content Costs
• Increase your Brand’s Engagement
• Drive More Customers Through Marketing Funnel

2. 2
You want to
Increase Revenue & Decrease Costs, Right?

3. But the amount of
information on social media
– can feel like an
insurmountable blur
@drnatalie

4. Feel behind?

6. THERE’S
A NEW
WAVE
OF
BRAND
BUILDING

7. 7
Logos are static
They don’t talk
They don’t have conversations
They don’t engage
@drnatalie

8. 8
Brands…
NOW must become
Social
EXPERIENCES
@drnatalie

9. 9
Because Marketers are in…

10. Which means you have to figure out
how to make your brand
A Digital EXPERIENCE

11. TAKE FOR INSTANCE THE “ENGAGEMENT” ON
GEORGE TAKEI’S FACEBOOK PAGE
>3M Talking About This
@drnatalie

12. LET’S LOOK
AT ONE OF THE
PHOTOS HE
SHARED…
179,224 Likes
313,953 Shares

13. Here’s a Video Map of Engagement:
How 1 Piece of Content Gets Shared
*Source: Stamen https://vimeo.com/50730773
• Starts from George
• People share it
• Shares spawn new
shares
http://www.facebookstories.com/stories/2200/data-visualization-photo-sharing-explosions
The two colors are gender
July to September 2012

14. ENGAGEMENT
IS ESSENTIALLY PEOPLE SHARING CONTENT
All that sharing is
what’s causing the
BIG DATA
Explosion!!!
@drnatalie
Where content is: status updates, links, photos, videos, etc…

15. SO WITH 3.5B PIECES
OF CONTENT SHARED / WEEK
How can marketers make
sense of all this B.I.G. DATA?

16. in
SOCIAL DIGITIAL
INTERACTIONS…

17. Many people have turned to keyword-based
social media monitoring and listening
to know what their customers are saying
And that’s necessary
and good to do but….

18. MARKETERS NEED TO
KNOW WHAT DRIVES ENGAGEMENT
Engagement determines business
success by increasing:
• Positive sentiment
• Share of voice
• Awareness, interest, consideration,
intent
• Lead conversions rates sales
• Loyalty, advocacy referrals…

19. The first two phases were driven by the:
1. Innovators
2. Early Adopters
WHAT’S SHIFTING THE NEED FOR
SOCIAL MEDIA ROI?
We’re in the “third wave” of social media.
19
They don’t need a
business case to adopt
something NEW

20. 5
• They are driving the questions about social media ROI
• They want proof before they’ll get on board for larger
social media budgets
20
But the early majority are pragmatists…

21. $OLUTION:
MEASURE ENGAGEMENT
KNOW FOR SURE
IF THE CONTENT IS
DRIVING MARKETING
$UCCESS

22. To measure compare engagement
requires something new…
Based on customer’s collective:
• Actions
• Interests
• Needs
• Wants
• Dreams
• Behaviors….
That’s where interest graph data comes into play
That’s how you gain an
emotional connection

23. • Most brands didn’t realize they were going to
become content creators and publishers
• They don’t have the budget to create enough
great content to be effective at engaging their
customers
• And the cost to promote content – can be
prohibitive
The challenges and the truth is…

24. Step
1:
Gather
Insights
Step
4:
Create
Engaging
Content
Step
3:
Find
Your
Audience
Step
5:
Design
S:cky
Engagement
Step
6:
Stop
the
Poli:cs;
Gain
Org
Alignment
Step
2:
Create
a
Measurement
Program
NEED A STRATEGY FOR
RETURN ON INVESTMENT
24
7
Steps
To
Fast
Track
Success
Step
7:
Iterate
and
Pivot
Based
on
the
UCLA
Course

25. SOCIAL MEDIA BRAND ASSESSMENTS
• An objective assessment
• Recommendations
• Short long term strategic
• Short long term tactical plan
We help you determine where you are compared
to best practices your competitors…
Social
Media
Brand
Report
You get…
Top
Brand

26. With
your
score,
Your
brand
is
ready
to
go
to
the
next
level…

27. 27
Top companies are wondering how to take their
social media initiatives to the next level…
• Do more of the right things
• Put structure around what is unstructured
• Benchmark “As Is”
• Create a strategy and plan
• Track the progress
• Gather the right metrics
• Create and sustain world-class social media brand

28. Social
Media
Assessments
place
you
and
your
brand
in
a
leadership
posi:on…
5
• Clear
answers
and
strong
guidance
• A
dis:nc:ve
voice
• A
compe::ve
advantage

29. Newest
Report….
With
Answers
How
To…

30. LET’S HAVE A
LOOK AT THE
INTEREST
GRAPH DATA
TOP 15
COSMETIC
BRANDS
WHO DO YOU
THINK RANKS
HIGHEST IN
ENGAGEMENT?

31. 1. Knowing what format of content to create
2. Knowing where their engagement stacks up compared to
their competitors
3. Knowing what channel to post on
4. Knowing when to promote the content so it’s seen
5. Knowing what type of fans to engage with
6. Creating a lot of that great content
7. Saving money on content creation by curating highly
trending content
8. Creating an editorial calendar for posting/ reposting content
9. Making smart choices on ad buys marketing partnerships
To Increase Engagement
Winning Brands Master…

32. Photos
Video
TYPE OF CONTENT MOST SHARED IN
COSMETIC INDUSTRY: PHOTOS
OfferWhat type of content is your brand creating the most of?
Is that the best choice?

33. 1. Knowing what format of content to create
2. Knowing where their engagement stacks up compared to
their competitors
3. Knowing what channel to post on
4. Knowing when to promote the content so it’s seen
5. Knowing what type of fans to engage with
6. Creating a lot of that great content
7. Saving money on content creation by curating highly
trending content
8. Creating an editorial calendar for posting/ reposting content
9. Making smart choices on ad buys marketing partnerships
To Increase Engagement
Winning Brands Master…

34. Elf has
the
highest
number
of posts

35. But
Elf has
the lowest
engagement
Highest engagement:
• COVERGIRL
• Olay

36. 1. Knowing what format of content to create
2. Knowing where their engagement stacks up compared to
their competitors
3. Knowing what channel to post on
4. Knowing when to promote the content so it’s seen
5. Knowing what type of fans to engage with
6. Creating a lot of that great content
7. Saving money on content creation by curating highly
trending content
8. Creating an editorial calendar for posting/ reposting content
9. Making smart choices on ad buys marketing partnerships
To Increase Engagement
Winning Brands Master…

37. These are
posting
more on
Twitter
than
Facebook…
Facebook
Twitter

38. But most of
the
engagement
is on
Facebook…
Facebook
Twitter

39. 1. Knowing what format of content to create
2. Knowing where their engagement stacks up compared to
their competitors
3. Knowing what channel to post on
4. Knowing when to promote the content so it’s seen
5. Knowing what type of fans to engage with
6. Creating a lot of that great content
7. Saving money on content creation by curating highly
trending content
8. Creating an editorial calendar for posting/ reposting content
9. Making smart choices on ad buys marketing partnerships
To Increase Engagement
Winning Brands Master…

40. WHEN’S RIGHT TIME TO SHARE CONTENT?
PHOTOS ON WEDNESDAYS
For the highest engagement

41. 1. Knowing what format of content to create
2. Knowing where their engagement stacks up compared to
their competitors
3. Knowing what channel to post on
4. Knowing when to promote the content so it’s seen
5. Knowing what type of fans to engage with
6. Creating a lot of that great content
7. Saving money on content creation by curating highly
trending content
8. Creating an editorial calendar for posting/ reposting content
9. Making smart choices on ad buys marketing partnerships
To Increase Engagement
Winning Brands Master…

42. LIST OF COVERGIRL TWITTER INFLUENCERS
Olay
COVERGIRL CAN
• Know who their top influencers are
• Engage with those influencers

43. Photos
Video
FANS OF AFFINITY BRANDS INCREASE THE
LIST OF THE BEST FANS FOR YOUR BRAND
Offer
How do you find
who to follow interact
with
to drive the best engagement?

44. 1. Knowing what format of content to create
2. Knowing where their engagement stacks up compared to
their competitors
3. Knowing what channel to post on
4. Knowing when to promote the content so it’s seen
5. Knowing what type of fans to engage with
6. Creating a lot of that great content
7. Saving money on content creation by curating highly
trending content’
8. Creating an editorial calendar for posting/ reposting content
9. Making smart choices on ad buys marketing partnerships
To Increase Engagement
Winning Brands Master…

45. Olay
You are taken directly to the
brand’s trending content
Elf could:
• Evaluate the brand’s content,
interactions, likes, comments
• Use this information to help inform
the content strategy and tactics
Let’s say you are Elf Cosmetics…
You could become the Margaret Mead
And dig in and study OPC –
Other People’s Content
HIT PUBLISH

46. Olay
Study Affinity Brand
Top Trending Content
• Burberry
• Walmart
Top Trending Content
of Brands shared by
COVERGIRL FANS
COVERGIRL can use this info for:
• Study what their fans engage with

47. 1. Knowing what format of content to create
2. Knowing where their engagement stacks up compared to
their competitors
3. Knowing what channel to post on
4. Knowing when to promote the content so it’s seen
5. Knowing what type of fans to engage with
6. Creating a lot of that great content
7. Saving money on content creation by curating highly
trending content
8. Creating an editorial calendar for posting/ reposting content
9. Making smart choices on ad buys marketing partnerships
To Increase Engagement
Winning Brands Master…

48. Olay
• Find the top trending content
• Add it to your content to your content
management system- BuddyMedia…
• Reduce your content creation budget

49. 1. Knowing what format of content to create
2. Knowing where their engagement stacks up compared to
their competitors
3. Knowing what channel to post on
4. Knowing when to promote the content so it’s seen
5. Knowing what type of fans to engage with
6. Creating a lot of that great content
7. Saving money on content creation by curating highly
trending content
8. Creating an editorial calendar for posting/ reposting content
9. Making smart choices on ad buys marketing partnerships
To Increase Engagement
Winning Brands Master…

50. CREATE A STRATEGIC
CONTENT CALENDAR
Type Mon Tues Wed Thurs Fri Sat Sun
Status
optional 10 optional optional 20 15
trending
posts
optional 25 optional optional 40 30
Link
optional optional optional 12 optional
trending
posts
trending
posts
optional optional optional 20 optional
Photo
7 14 repost 14
trending
posts
15 20 repost 20
Video
8 repost repost trending 6
8 repost repost trending 6
Optimized Posting Schedule For Best Engagement
You now know the best
content type, days
times to post…
Results in
30%
engagement

51. 1. Knowing what format of content to create
2. Knowing where their engagement stacks up compared to
their competitors
3. Knowing what channel to post on
4. Knowing when to promote the content so it’s seen
5. Knowing what type of fans to engage with
6. Creating a lot of that great content
7. Saving money on content creation by curating highly
trending content
8. Creating an editorial calendar for posting/ reposting content
9. Making smart choices on ad buys marketing partnerships
To Increase Engagement
Winning Brands Master…

52. Olay
Affinity Brand
Strategy Planning
• Fashionista.com
• Walmart
• Marie Claire
• Styledotcom
• Who What Wear
• Burberry
• Nickelodeon
COVERGIRL can use this info for:
• Cross promotion
• Consideration for ad placement
Brands shared by
COVERGIRL FANS

53. TODAY WE COVERED
HOW TO MAKE THE BEST DECISIONS
ABOUT INCREASING ENGAGEMENT
THE EFFECTIVENESS OF YOUR
SOCIAL MEDIA MARKETING SPEND
Your homework is to master:
1. Knowing what format of content to create
2. Knowing where their engagement stacks up compared to their competitors
3. Knowing what channel to post on
4. Knowing when to promote the content so it’s seen
5. Knowing what type of fans to engage with
6. Creating a lot of that great content
7. Saving money on content creation by curating highly trending content
8. Creating an editorial calendar for posting/ reposting content
9. Making smart choices on ad buys marketing partnerships

54. A SIMPLE WAY TO USE BIG DATA…
TO COMPARE YOUR ENGAGEMENT
TO YOUR COMPETITORS…
AND
MAKE BETTER SOCIAL MEDIA
MARKETING DECISIONS…
AND GET ROIX

55. Go here to get your brand’s report: http://smo.infinigraph.com

56. To
download
the
report…
hp://bit.ly/ZJ1qiM

57. @drnatalie
www.drnatalienews.com
GREAT
SOCIAL ENGAGEMENT
IS ABOUT
KNOWING WHAT
DRIVES ENGAGEMENT
THANK YOU
Want to learn how to do this?
Take my course at UCLA:
Online: http://bit.ly/10BUwcE
In person in LA: http://bit.ly/16s3Qac