This document discusses how to drive measurable business results through social media engagement. It acknowledges challenges like content overload and lack of clear metrics. However, opportunities exist to increase traffic, reach, conversions and audience insights. The path forward is to build a strong foundation with governance, insights and training. Then take a data-driven approach to content strategy, engagement best practices, and audience management. Formal measurement and testing is also key to unlocking business value and optimizing performance over time. Case studies show how top brands have achieved traffic growth, new customer acquisition and higher orders through applying these principles.

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

2. The question is…
CAN SOCIAL MEDIA DRIVE REAL BUSINESS VALUE FOR
MARKETERS?

3. Yes.
BUT LET’S ACKNOWLEDGE SOME OF THE CHALLENGES…

4. DISINTERMEDIATION
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5. DISINTERMEDIATION
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6. CONTENT OVERLOAD, EVERYDAY…
• 4 billion pieces of content shared on Facebook
• 3 billion searches
• 2 billion video views on YouTube
• 70 million tweets
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7. WE’RE NOT SURE HOW (WHAT) TO MEASURE
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8. LACK OF FORMAL, MEASURABLE
ENGAGEMENT BEST PRACTICES
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9. But what about the
opportunities?
UNLOCK THE POWER OF SOCIAL MEDIA TO DRIVE RESULTS

10. 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
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11. The path forward
BUSINESS
VALUE!
EXECUTION &
OPTIMIZATION! MEASUREMENT &
PERFORMANCE
FOUNDATION ANALYSIS
FOR SUCCESS! EDITORIAL
PROGRAMMING &
ENGAGEMENT
GOVERNANCE, BEST PRACTICES
INSIGHTS,
STRATEGY &
TRAINING
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12. Social media success starts with
the right foundation
BUILDING A FOUNDATION WITH
GOVERNANCE, STRATEGY & TRAINING
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13. GOVERNANCE
The Playbook…
• Rules of engagement
• Best practices
• Moderation
• Escalation
• Localization
• Permissioning
• Scalability
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14. AGILE STRATEGY
Gather insights
Evaluate Prioritize strategic
performance opportunities
Publish & Develop editorial &
Propagate engagement plan
Produce content
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15. 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
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16. There is a better way to execute
(and optimize)
DATA AND INSIGHTS-DRIVEN
CONTENT STRATEGY & ENGAGEMENT BEST PRACTIECS
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17. EDITORIAL PROGRAMMING
AUDIENCE
SEGMENT
SEARCH & SOCIAL
INFORMED THEMES
AUDIENCE TECHNOGRAPHICS & CHANNELS
FORMATS
TOPICS
AWARENESS
CONSIDERATION
RATIONALE PREFERENCE
ACTION
ADVOCACY
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18. AUDIENCE
MANAGEMENT
Processes and practices for…
• Real-time research
• Analysis
• Planning
• Publishing
• Propagating
• Engaging
• Reporting
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19. 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
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20. TALENT + TECHNOLOGY
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21. 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
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22. Unlocking business value: don’t
count your social media metrics
MEASUREMENT & ANALYSIS
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23. WHAT ARE THE RIGHT METRICS?
• Fans
• Likes
• Re-tweets
• Comments
Are these good
• Shares
metrics?
• Views
• Referral traffic (segmented by post? By audience?)
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24. 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
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25. 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
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26. Case Study
SOUNDS GREAT, DOES IT WORK?
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27. 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
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28. $120M in deposits driven from
visible search and social synergy
- Financial Services Provider
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29. 48 million earned media--
branded content-- impressions generated
from just 140,000 daily active fans
- Big Box Retailer
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30. 4.2 million new unique website
visitors earned from distributing and sharing
content with new audiences through
community development and outreach
- Major Entertainment Brand
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31. 23% higher order value
from customers engaged with branded
content across social channels– and 30%
higher click-through on paid media
- Apparel Retailer
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32. 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
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33. THANK YOU!
Tarah Feinberg
Head of Live Media Studio
@TarahFO | tarah.feinberg@icrossing.com