Our Nov 7 2012 webinar. Jason Cormier of Room 214 presented How We Boosted TCBY Engagement by 398%. Natalie Petouhoff presented Brand Engagement and Content Performance. Brian Carter presented Answers to Frequent Questions About Content Marketing. How big data empowers better performance, and how critical interaction is to Social Media ROI.
How TCBY Got 398% More Engagement With Data-Based Content Marketing
1. WEBINAR AGENDA
Introduction
How We Boosted TCBY Engagement By 398%
Jason Cormier, Room214
@jasoncormier
Brand Engagement & Content Performance
Natalie Petouhoff, Ph.D., Lecturer at UCLA
Author of Like My Stuff
@drnatalie
Frequent Questions About Content Marketing
Brian Carter, Author of The Like Economy
VP Customer Success, InfiniGraph
@briancarter
Additional Q&A
3. Contents
• The Digital Path to Success
(Big Picture)
• TCBY Case Study
• How TCBY achieved 398%
Increase in Brand Engagement
@jasoncormier | jcormier@room214.com
4. The Digital Path to Success Model
A repeatable process for optimization on:
– Research, analysis and strategy
– Content planning, creation and curation
– Segmentation, activation and acquisition
– Campaign creation and community management
@jasoncormier | jcormier@room214.com
5.
6.
7. 3 Steps to Research that Informs
Strategy
STEP 3: SHAPE CONTENT STRATEGY FROM ANALYSIS
- Brainstorming with consideration of how new data identifies
opportunities aligned with goals and objectives. Begin considering
content assets to support ideas and actions to follow
7
13. Interests Lead To Relevant Content Sources
• Extracting long tail
interests provides insights
on what consumers are
into
• Sources indicate relevant
content
• What trends verifies what
works
• Social targeting is based
on interests directly linked
to brand preferences
@jasoncormier | jcormier@room214.com
14. Industry Performance by Hour (Aggregated)
Insight: Taking it one step further and looking at time of day, Fro-yo fans are more
likely engage with their favorite brands around lunch hour, and then again in the
evenings, before and during dinner time.
* Times in Central Standard Time, CST
@jasoncormier | jcormier@room214.com
17. Take-aways:
• Content strategy is driven based
on crowd interactions
• Understand what content works
facilitates validation
• Consumer Interests is best for
targeting in social
• Content calendar must leverage
industry data
• Curation lifts overall post
engagement
Paid, Earned and Owned Media planning and execution
requires Content Intelligence.
@jasoncormier | jcormier@room214.com
18. Natalie Petouhoff, Ph.D.
Lecturer at UCLA
Author of Like My Stuff
Brand Engagement & Content Performance
19. Before Social Media:
Brands Strategies were defined by their
• Logo, font & color palette
• Static emblems
• Websites were online brochures
• Push key messages
@drnatalie
23. Those Social Digital Experiences
are made up of
People Interacting With Content
@drnatalie
24. With >3.5 Billion pieces of content
are Shared / Week
How can Marketer’s make sense of all this?
@drnatalie
25. Key Question:
How am I transitioning from a
static brand to a dynamic brand?
– Strategic Questions
– Am I effectively deploying my marketing spend?
• What are my competitors doing?
• Is my engagement better or worse than my competitors?
• What can I learn from my competitors?
• Is my content marketing a competitive differentiator?
– Do I know how to use real-time data to make these decisions?
– Are my expenditures being wasted or are they highly effective,
compared to competitors?
–Tactical Questions
• Am I creating enough of the right type of content?
• Am I releasing content on the right days and times of a day?
• What channels does my content perform better on?
26. Need a Strategy for Digital Marketing
UCLA Anderson Course Social Media Success
Step 6: Aligning Politics
Step 3: Finding Your & the Organization
Audience
Step 2: Creating a Step 5: Designing
Measurement Practice Galvanizing Interactions
Step 1: Gathering The Step 4: Creating
Right Insights Engaging Content
@drnatalie 26
29. The value of posting so much content
or that “social currency” is…
– Increase positive sentiment
– Increase share of voice
– Increase
awareness, interest, consideratio
n, intent
– Increase lead conversions rates
& sales
– Loyalty, brand advocacy &
referrals
@drnatalie
30. To make the transition from
Static Message Push
to
Dynamic Brand Conversation
Marketer’s need data to get answers for these…
– Strategic Questions
– Am I effectively deploying my marketing spend?
• What are my competitors doing?
• Is my engagement better or worse than my competitors?
• What can I learn from my competitors?
• Is my content marketing a competitive differentiator?
– Do I know how to use real-time data to make these decisions?
– Are my expenditures being wasted or are they highly effective, compared to
competitors?
– Tactical Questions
• Am I creating enough of the right type of content?
• Am I releasing content on the right days and times of a day?
• What channels does my content perform better on?
31. Isn't it worth
knowing what is
relevant to your
audience?
@drnatalie
32. What you need is competitive intelligence data
– It has evolved
– Was keyword-based monitoring & listening
– Now it’s Interest Graph-based
• Based on context of consumers collective actions
@drnatalie
33. Marketer’s are
flying blind
without this
interest graph data
But they don’t have to…
@drnatalie
34. New Industry Reports
provide…
Instant data at finger tips to evaluate &
compare to competitors:
• Change / improve strategy
• Drive tactical outcomes
– Brand Engagement
– Content
– Best type of content to create
– When to post the content:
better editorial calendaring
– Optimal channels to post in
– Ad Targeting Optimization
35. Benefit of using the New Industry Reports:
>30% increase engagement & content performance
By studying and applying the insights:
• Illuminate trends
• Uncover content-oriented
tactics
• Ensure content marketing
campaigns
• Emotional impact with
TCBY saw a consumers
398% increase • Achieve higher
engagement
Allows Marketer’s to make better and the right decisions
36. For marketer’s using Facebook
as part of their marketing funnel
Facebook’s EdgeRank Formula
Facebook’s
Edgerank Causes
Funnel Collapse
How?
• Edgerank is a filter
• Average Fan page only reaches
16-17% of fans
• PageLever data: Pages with
millions of fans reach <3% of
their fans
http://mysocialmediamatters.com/wp-content/uploads/2012/06/facebook-edgerank.jpg
37. You don’t have to be a rocket scientist
to understand…
The Bottom-line…
• If you are using Facebook for
Marketing
• EdgeRank filters content—
• So most of your fans never see
your content
• Making the affective number of
people in your marketing
funnel much smaller
http://beyondbridges.net/wp-content/uploads/2012/10/EDGERANK.png
39. Tactical:
Know what content -- to post when
Make better
decisions about
what content
to create
& when to post
40. Strategic and Tactical:
Content Marketing Calendar
for optimal engagement and
business results
Type Mon Tues Wed Thurs Fri Sat Sun
optional 10 optional optional 20 15
Status trending
posts
optional 25 optional optional 40 30
optional optional optional 12 optional
Link trending trending
posts posts
optional optional optional 20 optional
Post allocations over a 4-week period
7 14 repost 14
Photo trending
posts
15 20 repost 20
8 repost repost trending 6
Video
8 repost repost trending 6
41. Brian Carter
Author of The Like Economy, Facebook
Marketing and LinkedIn For Business
Frequent Questions About Budgeting, Planning,
Competitors & Real-Time Data
42. Decision-Making Data
Am I effectively deploying my marketing spend?
TV Advertising: Nielsen Social Media: InfiniGraph
@briancarter | brian.carter@infinigraph.com
43. Industry Insight
• What is the
industry doing?
• Am I getting
better results
than my
competitors?
@briancarter | brian.carter@infinigraph.com
44. Competitive Focus
Are your expenditures being wasted or are they highly effective
compared to your competitors?
You You Competitor
# of Fans # of Fans
Reach & Awareness Reach & Awareness
Engagement Engagement
Clicks to Clicks to
Website Website
Conversions Conversions
@briancarter | brian.carter@infinigraph.com
47. Facebook Funnel
How much of my social media converts?
1,000,000 fans
120,000 reach per post Visible to
12% of
fans
600 interactions or
web visitors per 0.5%
post Interact
60 leads
10%
per post
become
leads
48. Funnel Collapse Syndrome
Why do you think engagement is so critical to bottom-line revenue?
1,000,000 fans 1,000,000 fans
Visible to Visible to 30,000
120,000 reach per post 12% of 3% of reach per
fans fans post
600 150 interactions
interactions or 0.5% or web visitors
web visitors Interact per post
per post
60 leads 10%
per post
become 15 leads
leads per post
49. Competitive Focus
How do we use social media indicators to judge competitiveness?
You You Competitor
Reach & Awareness Reach & Awareness
Engagement Engagement
Clicks to Website Clicks to Website
Conversions Conversions
50. Things that make you go, hmmm
• EdgeRank gives greater exposure (reach) to more
engaging and interesting posts
– Boring posts decrease your reach and hurt your
bottom line
• SM is supposed to drive people through your
marketing funnel
– If nothing is getting through your funnel, all your
effort is wasted
– Promoted posts will cost you $60,000 a week
• The solution is more interesting posts
53. Real-Time Data
How do we keep up in an ever-changing social media landscape?
• Update your reports
monthly
• Look at hypercuration
of competitors daily
• Watch for new
ideas, new trends and
new competition
54. Wrap-Up & Takeaways
• Register
• Search for your
brand
• Request a
Competitive
Brand
Intelligence
• Look at the free
Industry
Reports
• Onboarding
process, easy,
fast
56. UPCOMING WEBINARS
• Creating More Likeable Content
• Which Brands Are Stealing Your Fans?
• The Performance Focused Content Calendar
Editor's Notes
Welcome to the webinar- we’re all really excited to share some valuable and actionable information with you today. And I guarantee you this is the cutting edge of social media marketing. If you absorb this webinar today and take action on it, you’re going to be a couple years ahead of most of your competition. We’ll start with Jason Cormier of Room 214 and how they boosted engagement for TCBY by 398% - then Dr. Natalie Petouhoff will take us through the strategic level of Brand Engagement & Content Performance. Finally, I’ll answer some of the most frequent questions we get at InfiniGraph about Content Marketing. We’ll also have time at the end for your questions, so feel free to enter them during the webinar itself. Let’s get started. Jason, it’s all yours.
@jasoncormier jcormier@room214.com
Before Social Media:Brands Strategies were defined by theirLogo, font & color paletteStatic emblemsWebsites were Online BrochuresAnd they used these to Push key messages
Social media is driving a new wave of brand buildling
Brands are social experiences
And brands are digital experiences
With >3.5 Billion pieces of content are Shared / WeekHow can Marketer’s make sense of all this?
Key Question:How am I transitioning from a static brand to a dynamic brand?Strategic QuestionsAm I effectively deploying my marketing spend?What are my competitors doing?Is my engagement better or worse than my competitors?What can I learn from my competitors?Is my content marketing a competitive differentiator?Do I know how to use real-time data to make these decisions?Are my expenditures being wasted or are they highly effective, compared to competitors?Tactical QuestionsAm I creating enough of the right type of content?Am I releasing content on the right days and times of a day?What channels does my content perform better on
So if Marketers are in the business of making emotional connections in a constantly evolving ecosystem
And there is VALUE in SOCIAL INTERACTIONS
The Value in posting so much contentor that social currency isWhich we typically measure by Increase positive sentimentIncrease share of voice Increase awareness, interest, consideration, intentIncrease lead conversions rates & salesLoyalty, brand advocacy & referrals
To make the transition from Static Message Push to Dynamic Brand ConversationMarketer’s need data to get answers for these strategic and tactical questions we looked at earlier…
If you were hear in room with me and I asked any of you this question- I know that you would say- yes, it is worth knowing what is relevant to my audience
What you need is competitive intelligence dataIt has evolvedWas keyword-based monitoring & listeningNow it’s Interest Graph-basedBased on context of consumers collective actionsMarketer’s are flying blind without interest graph data
Marketer’s are flying blind without interest graph dataBut you don’t have to
New Industry reports provide this data Instant data at marketer’s finger tips to evaluate & compare to competitors:Change / improve strategyDrive Tactical outcomesBrand EngagementContentBest type of content to createWhen to post the content: better editorial calendaring Optimal channels to post inAd Targeting Optimization
The benefit of using the New Industry reports:Did I mention they are free?Clients typically see a >30% increase engagement and content performance by studying and applying the insights:These reportsIlluminate trendsUncover content-oriented tacticsEnsure that content marketing campaigns Have more emotional impact with consumers Achieve higher degrees of engagementAnd note- as Jason showed us earlier, TCBY saw a 398% increaseThis data allows Marketer’s to make better and the right decisions
And that data is especially important for marketer’s using facebook as part of their marketing funnelFacebook’s edgerank essentially collapses the marketing funnelHow?edgerank is really a filterthe average Fan page only reaches 16-17% of its fans. PageLever data shows pages with millions of fansreach as few as 3% of their fans
You don’t have to be a rocket scientistto understand…That the Bottom-line is…If you are using Facebook for MarketingEdgeRank filters content—So most of your fans never see your contentMaking the affective number of people in your marketing funnel much smaller
So what you need is data to make Strategic: decisionsLike creating real-time intelligence about customers, competitors and engagementCreate aNew and the right content and engagement plan
And you’ll have Tactical intelligence to Know what content -- to post When
And be able to create a strategic Content Marketing Calendar for optimal engagement andbusiness resultsWhat this represents is what type of content to postYou’ll see those blue boxes that say repostBrian is going to show us more about Edgerank and why your content is not getting seen and that you will need to repost and this data tells you when the best time to repost is – so you get the most engagement
Am I effectively deploying my marketing spend?For a TV buy who get Nielsen data. For social media, where is your data?In the first box, what other brands are your fans interacting with, and in the second, who are some key Twitter influencers.
What is the industry doing? CBIAm I doing it better than my competitors? CBI
Are my expenditures being wasted or are they highly effective compared to competitors.You won’t have competitors’ conversion data so you can only compare reach and engagement. Click data is only publicly availablefor those who use bit.ly.
Only 1% of your fans ever go back to your actual page or timeline, and only 16% of fans see the average page’s posts.
That means 83% of your fans, or more, don’t see your posts. This is the most common limit on Facebook ROI.
Here’s how the funnel goes normally- from awareness and fans to reach to engagement to conversions. Naturally, the numbers get smaller as we get toward the goal.
Here’s how the bottom of the funnel collapses if you don’t get reach at the top. If you have a million fans, why are there only a few hundred people interacting with your posts?
Whoever is getting the most interactions is probably also getting the most reach and awareness. And the one with the most interactions is also getting the most sales and leads. We know you can have all kinds of problems with websites and backends but if you fix those, and if your interactions come from posts that are relevant to your product, interactions should be a good indicator of your financial health. Even with brands that aren’t selling in social media, a good social media program should reflect the passion of your customers- e.g. even if Coca Cola isn’t using Facebook to sell more Coke, we should see people’s love of Coke in the engagement on their Facebook page.
Now look specifically at what kind of social media posts are getting the biggest results.
Everything you learn about the best content types and best days to post leads you to create a data-driven content calendar that will get you the greatest possible social media engagement for your brand.
We know that everyone is busy and a learning curve can become an impasse. Our tools are some of the easiest to learn and we devote some of our best and brightest social media strategies to training and brainstorming with our clients- we’ll help you set-up and interpret your competitive data and even help formulate social strategy and content marketing plans.