Driving Measurable Results with the Science of Engagement - Tarah Feinberg - iCrossing

DRIVING MEASURABLE RESULTS
WITH THE SCIENCE OF ENGAGEMENT
Tarah Feinberg
Head of Live Media Studio
@TarahFO | tarah.feinberg@icrossing.com

The question is!
CAN SOCIAL MEDIA DRIVE REAL BUSINESS VALUE FOR
MARKETERS?

Yes.
BUT LET’S ACKNOWLEDGE SOME OF THE CHALLENGES!

DISINTERMEDIATION

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4

DISINTERMEDIATION


CONTENT OVERLOAD, EVERYDAY!

•  4 billion pieces of content shared on Facebook

•  3 billion searches

•  2 billion video views on YouTube

•  70 million tweets


WE’RE NOT SURE HOW (WHAT) TO MEASURE


LACK OF FORMAL, MEASURABLE
ENGAGEMENT BEST PRACTICES


But what about the
opportunities?
UNLOCK THE POWER OF SOCIAL MEDIA TO DRIVE RESULTS

What if social media could!

•  Drive traffic

•  Increase reach / create social inventory

•  Increase conversions

•  Drive audience development and insights

•  Provide CRM

•  Fuel new content ideas and products


The path forward

BUSINESS
VALUE!
EXECUTION &
OPTIMIZATION! MEASUREMENT &
PERFORMANCE
FOUNDATION ANALYSIS
FOR SUCCESS! EDITORIAL
PROGRAMMING &
ENGAGEMENT
GOVERNANCE, BEST PRACTICES
INSIGHTS,
STRATEGY &
TRAINING


Social media success starts with
the right foundation
BUILDING A FOUNDATION WITH
GOVERNANCE, STRATEGY & TRAINING


GOVERNANCE

The Playbook!

•  Rules of engagement
•  Best practices
•  Moderation
•  Escalation
•  Localization
•  Permissioning
•  Scalability


AGILE STRATEGY

Gather insights

Evaluate Prioritize strategic
performance opportunities

Publish & Develop editorial &
Propagate engagement plan

Produce content


TRAINING
Beyond the basics, does your social media manager know
how to!

•  Optimize for EdgeRank
•  Utilize analytics to drive engagement decisions
•  Build, Engage, Influence and Amplify an audience or
audience segments
•  Maximize visibility and traffic through key practices
like day-parting
•  Conduct influencer outreach for audience extension
and link building


There is a better way to execute
(and optimize)
DATA AND INSIGHTS-DRIVEN
CONTENT STRATEGY & ENGAGEMENT BEST PRACTIECS


EDITORIAL PROGRAMMING
AUDIENCE
SEGMENT
SEARCH & SOCIAL
INFORMED THEMES

AUDIENCE TECHNOGRAPHICS & CHANNELS

FORMATS
TOPICS

AWARENESS
CONSIDERATION
RATIONALE PREFERENCE
ACTION
ADVOCACY


AUDIENCE
MANAGEMENT

Processes and practices for!

•  Real-time research
•  Analysis
•  Planning
•  Publishing
•  Propagating
•  Engaging
•  Reporting


AUDIENCE MANAGEMENT BEST PRACTICES

•  Balanced Diet
•  EdgeRank
Reach = Friends of Fans
optimization (Impressions)
•  A/B testing
•  Day-parting
•  Engagement
primetime # Daily
Active Fans
•  Audience
segmentation


TALENT + TECHNOLOGY


BIG BOX RETAILER AS PUBLISHER?

•  FB Audience: Females 25-34 in metropolitan areas:
Dallas, New York, Seattle, Chicago, Los Angeles,
San Francisco; 70% college educated; 72% married

•  FB “verified circ”: 200,000 daily active Fans
(readers & active participants)

•  FB Total reach: 6 million monthly post impressions

•  Sellable inventory on FB: Wall posts/takeovers,
Live events, polls, Q&A’s, sponsored videos


Unlocking business value: don’t
count your social media metrics
MEASUREMENT & ANALYSIS


WHAT ARE THE RIGHT METRICS?

•  Fans
•  Likes
•  Re-tweets
•  Comments
Are these good
•  Shares
metrics?
•  Views
•  Referral traffic (segmented by post? By audience?)


DEVELOP MEASUREMENT STRATEGY

KPI’s
REACH TRAFFIC EXTENSION

Leading Indicators AWARENESS ACTION ADVOCACY
(Metric Categories)

AMOUNT PUBLISHED & OPTIMAL
PRODUCED PROPAGATED EFFICIENCY
Internal KPI’s
(Content Process)
Short-term Long-term


TEST, LEARN, ITERATE

•  Define tests to assess the validity of social media metrics
against your KPI’s (should you care about number of Fans or
just % active fans? Do certain social metrics impact other
channels more than others?)

•  Refine social media executions based on testing

•  Formalize best practices out of performance findings


Case Study
SOUNDS GREAT, DOES IT WORK?


BILLBOARD.COM

SITUATION
•  Goals: increase traffic & time
spent on-site
•  Facebook & Twitter #14 and 24
referrers

RESULTS
•  Doubled traffic in 4 months all
through earned, organic
social media traffic
•  Social visitors spent 4.2X time
on site as search referrals
•  Facebook & Twitter became
the #2 and 4 top referrers


$120M in deposits driven from
visible search and social synergy
- Financial Services Provider


48 million earned media--
branded content-- impressions generated
from just 140,000 daily active fans
- Big Box Retailer


4.2 million new unique website
visitors earned from distributing and sharing
content with new audiences through
community development and outreach
- Major Entertainment Brand


23% higher order value
from customers engaged with branded
content across social channels– and 30%
higher click-through on paid media
- Apparel Retailer


KEY TAKE-AWAYS

•  Set a foundation for success with governance, strategy
and training

•  Take a data-driven approach to execution; utilize insights
for content development and publishing, cultivate
performance-driving best practices for engagement

•  Develop a measurement strategy, test learn and repeat


THANK YOU!

Tarah Feinberg
Head of Live Media Studio
@TarahFO | tarah.feinberg@icrossing.com

The Art & Science of Engagement

Ben Elowitz
Wetpaint CEO

Digital Media Blog: http://digitalquarters.net
Twitter: @elowitz

Wetpaint Entertainment Completely Social

Ben Elowitz | Wetpaint CEO | Twitter: @elowitz | Blog: Digital Quarters (digitalquarters.net)
©2011 Wetpaint confidential and proprietary. All rights reserved.

2

Perpetual Viral Loop

Newsfeed

Engage Activate

Wetpaint
Dynamic
Playbook

Fans Website

Capture
3

The Most Social Media Property
Wetpaint is on its way to being #1.

16%
Percent of Visits from Facebook + Twitter

14.3%
13.7%
13.2%
12.4%
12%

8.8% 8.6% 8.6%
7.9% 7.7%
8% 6.7%
6.3% 6.1%
5.9%
5.3% 5.0%
4.8% 4.6% 4.6% 4.4%
4.4% 4.4% 4.4% 4.2% 4.2% 4.1%
3.9%
4% Next 25
publishers
average
1.5%
0%

Source: comScore, Compete.com, Wetpaint analysis (August 2011)


4

The
6 Major Keys
To Success
(so far)


5

1) Determine What It Takes To Win


6

2) Segment Your Audience


7

3) Create A Social Laboratory


8

4) Create Content Your Audience Loves


9

4) Create Content Your Audience Loves


10

5) Test & Measure Everything


11

5) Test & Measure Everything


12

6) Institutionalize It


13

Ben Elowitz Tarah Feinberg
Wetpaint iCrossing
Twitter: @elowitz Twitter: @TarahFO
Blog: Digital Quarters.net Blog: www.Tarah.info


14

Driving Measurable Results with the Science of Engagement - Tarah Feinberg - iCrossing

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (20)

Similar to Driving Measurable Results with the Science of Engagement - Tarah Feinberg - iCrossing

Similar to Driving Measurable Results with the Science of Engagement - Tarah Feinberg - iCrossing (20)

More from iCrossing

More from iCrossing (20)

Recently uploaded

Recently uploaded (20)

Driving Measurable Results with the Science of Engagement - Tarah Feinberg - iCrossing