This workshop teaches how to develop "purposeful engagement" - story-based marketing that mashes up content marketing & data analytics to design social content for the results you have in mind.

1. Begin at the End: Content
Planning for Insights
@Mark Williams & @DoricePiraino1
#BeginAtEnd

2. Meeting Overview
● Real word 2013 insights & observations on Facebook
● Draft plans for successful marketing implementation
● Idea lists
Outcomes
● Making Social Media Fun by helping Prove & Improve Process & Strategy
● Act as change agents & encourage you to ask questions
● Help you communicate to the management team in languages they
understand
Objectives
● Presentation
● Interactive discussion/brainstorm exercises
Process
● Meeting Leader: Mark Time Keeper: Dawn
● Presenters: Mark Williams and Dorice Piraino
● Ideas & Perspectives: Everyone
Roles:
Everyone
Participates

3. About @MarkWilliams
• Creative Director, Social Strategy &
Content Programming at LiveWorld
• 15 years in social media
• 15 years actor, director, producer
• Backpacker to 6 continents
• facebook.com/mark.williams2
• mark@liveworld.com
Client history:
• Kraft Foods, HBO, MINI,
QVC, Sprint, TJX, NBA, and…
• #1 Retailer in the world
• #1 CPG
• #1 Travel & Financial Services
• #1 and #2 Pharmaceutical

4. About Dorice Piraino
• Analyst for Social Strategy &
Content Programming at LiveWorld
• Accidental techy turned data nerd
• Degrees in English & Programming
• Camped on Maui for three weeks
Client History:
• Walmart, Oracle,
Chapstick, Blue Shield,
Pfizer, EQ Stables,
Cars.com, Dealix, Women’s
Initiative, and more.
• ROI calculations on the
Social Return on
Investment in the Micro-
Enterprise Industry

5. Why Are You Here?

6. Special Offers!
• 1-1 email consulting with @MarkWilliams for
1 week after this workshop
• We will have follow-up free webinar 1 month
from now – email mark@liveworld.com for
an invitation

7. Rules of Engagement
1. This is YOUR workshop – let us know what you need
1. Dawn is the timekeeper. The timekeeper rules.
2. FriendNDA – please don’t tweet out brands in bad examples,
but do amplify good ones.
1. Please participate – ask questions!
2. #2 trumps #4. If we go too far astray on questions, Dawn will
pull us back & parking lot (remember the special offers!)

8. CURRENT STATE OF SOCIAL

9. Me! Me! Me!

10. Specious Connections to Current Events

11. Use a Cute Critter!

12. Let’s Play A Game!

14. Which leads us to this:

15. Crawl, Walk, Run – Pick Your Pace
• Crawl – Beginning social media programs
• Walk – Intermediate
• Run – Advanced

16. Social Content Planning: Crawl
• What program initiative are we supporting?
• How are we going to support it?
• Who do we deliver reports to?

17. Basic Activity Metrics or Vanity Metrics
Crawl

18. Social Content Planning: Walk
• Who wants in the content calendar?
• Where do we get all the content we need?
• What metrics do we need to show our success?

19. Metrics Aligned Around Your Business Goal
Walk

20. Social Content Planning: Run
• How do I juggle competition for space in the
content calendar?
• Which content is highest performing?
• What is my ROI?

21. Metrics informing you on your performance.
Run

22. Social = Real Marketing ROI
● Acquisition: $1–$100/head
● Loyalty & Engagement: Reducing customer churn by 5% can
increase profits by 25% (Leading on the Edge of Chaos, 2012 )
● Brand Awareness: On average, social customers tell 42 people
about a good customer experience (American Express, 2012 )
● Purchase
 Community participants spend 54% more (HBR, 2008)
 Visitors to branded community site 2x more likely to buy (vs. page on
destination social network (Momentum, 2007)
● Word of Mouth Impact on Sales (Cisco, 2009)
 1% increase in good word of mouth = $16M extra sales
 1% reduction in bad word of mouth = $49M extra sales
● Support: 5x-10x more cost effective vs. phone

23. • Why Will People Participate With Your Story?
• What Value Do You Provide?
• How Do Your Customers Provide Value For You?
• What do you LEARN from your customers?
Social Media Enlightenment

24. The ONE Thing Dorice Wants You To Remember
Analyze to proveor improve

25. One Thing Mark Wants You To Remember
Engagewith a purpose

26. Data Analysis Process: Measuring Connection & Relationships,
Not Activities

27. A Short Case Study

29. SENTIMENT TOPIC
Positive On Topic ?
Positive Off Topic ?
Negative On Topic ?
Negative Off Topic ?
Audience Participation!

30. How is my audience reacting? Do they follow my lead?
Who am I reaching? Who is talking with me?

31. Positive
Negative
User Generated Content Negative Feedback Actions
Sentiment Balance Rejection Reasons

32. 3232
Know Your Audience: Assess the Dialogue
Frequency & Duration
• How OFTEN are fans dialoguing?
• How LONG are they interacting?
• Can fans be re-engaged after they fall off the radar?
Response cadence:
• How QUICKLY do they interact with me?
• Is there a PATTERN to their activity behavior?

33. Run
1.06
1.08
1.10
1.12
1.14
1.16
1.18
1.20
Aug
11
Oct
11
Dec
11
Feb
12
Apr
12
June
12
Aug
12
Oct
12
Dec
12
Feb
13
Apr
12
June
13
Aug
13
Oct
13
Jan
14
Industry Mean N
Std.
Deviation
Financial 1.1357 932 .66363
Personal Care /
Cosmetics
1.0945 4471 .17560
OTC/Pharma 1.1124 2608 .27710
Household 1.1165 8883 .18743
Retail 1.2443 930 .26242
Animal Health 1.1992 945 .37186
Total 1.1221 18769 .26097The number of TIMES each
unique individual interacts with
the brand has dipped from 2013.
Stories/PTAT
Interaction Per Author

34. Insight Exercise: Conclusion #1
1
#Fans
Participation Frequency
1 Time 2 Times 3 Times 4 Times 5 Times 6 Times
75% of fans talk for the day of
the post and don’t comment
thereafter.
14% talk two times
5% are brand influencers

35. Insight Excerise: Conclusion #2
1
#Fans
Participation Duration
1 Day 2-50 Days 50-100 Days 100-200 Days
On average, 85% comment one day.
Of the 15% who are actively
talking, they are your main audience.

36. What’s Going On?
75% of fans talk one time
85% comment only one day

37. • 1% of these fans create 5% of my Facebook
user content
• 33% are positive and 42% are negative
• 60% remain on topic
• The average life cycle of this fan is 2 weeks
• They contribute an average of 24 posts
Building loyalty & a brand defense with your
influencers: know who they are!

38. Consider reaching out
strategies when your
advocate falls off the radar.
Karla Total Category
User Content 2181
Music 207 32%
Grocery 65 10%
Children 37 6%
Brand
Reputation 281 44%
Pets 98 15%
Total Tagged
Content 639
Encouraging Loyalty Through Connection:
What are their behavior patterns?

39. Insights should be actionable

40. Social Content
Rules

41. • ToExpressThemselves
• ToConnectWithorMakeFriends
• ToGainAttentionorStatus
• ToGetInformation
Why Do People Participate In Social Networks?

42. Why People Become Fans of Brands
Source: Syncapse

43. Why Brands Participate in Social
• Product announcements
• Sales/special events
• Customer Service
• Branding
• We’re supposed to be here
We want you to do something for us.

44. See The Disconnect?
Why People Participate Why Brands Participate
• Express Themselves
• Connect/Make Friends
• Gain Status or Attention
• Get Information
• Incentives
• We’re Supposed To
• Branding
• Customer Service
• Product Announcement
• Sales & Special Events

45. A Virtuous Content Cycle
• Give something of value to the audience
• Ask for something trivial in return
• Give something of value to the audience
• Ask for something trivial in return
• Give something of value to the audience.
• Notice the pattern – GIVE

46. The ONE Key to Your Social Success
Social is about ME
(and how I see myself)
It’s not about YOU
(the brand)

47. 4747
What to Give in Social
Entertain. Inspire. Inform.
http://www.youtube.com/watch?v=IJNR2EpS0jw

48. What Do You Want in YOUR Newsfeed?

49. Move from Messaging to Story-based social marketing

50. Two Ridiculously Easy Ways
To Improve Your Brand Story NOW
• Change Your Focus: It’s About The Customer, Not You
• Post Stories, not messages

51. A Really Short Guide to Storytelling
• Hero – customer (who is transformed)
• Goal – what transformation do they seek?
• Obstacle – what keeps them from getting it
• Mentor – the brand, guides the hero
• Moral – let the customer know what they got

52. Products As Stories
Vs.

53. Story or Not a Story?

54. Story or Not a Story?

55. The ONE THING To Remember
The customer is the hero of your story

56. CONTENT PLANNING FOR INSIGHTS
How

57. Fans Love To Give Opinions
– Even when they’re not prompted!
40%37% 17%
1%
1%
1%
1% 1%
1%

58. Customer Support
Market Learning
● Understand what
consumers think and
what actions to take
● Drives product marketing
and development
Social Marketing
Sales & Marketing
● Cost effective marketing
● Increased sales via word of mouth
● Loyalty & relationship marketing
Service & Support
● More customer satisfaction
● Lower support costs

59. 59
1. What type of dialogue do I expect?
2. What’s the topic of the conversation?
3. How would I expect a fan to respond?
4. How should I respond?
5. Do my moderators have all of the
information they need to respond in a
timely, accurate manner?
Content Planning Tip: Anticipate the dialogue

60. 60

61. Content Planning Tip: Multiple choice
61
Why it works:
Multiple choice takes less brain
work, encourages more
response, and gives a chance to
educate
Why it is challenging: How do
you get at the answers?

62. 62
Content Planning Tip: Ask directed, focused questions

63. All Questions are NOT created equal!
Creating varying amounts of
space for an answer:
• Yes/No: quick responses.
• Fixed answer: Limited choice list.
• Open-ended: Creates space
The manner of the question is critical
Be careful asking ‘Why’. In most cases, this question can be reworded.

64. Engage With A Purpose
We call this…

65. A SHORT PRODUCT STORY FOR
INSIGHTS

66. Status Update #1
He thinks it's time to let go of the past. She thinks this
works just fine. Who do you think is going to win this one?

67. Grilling isn't just for summer, or for burgers and hot
dogs. Here are a few of our favorite grilling recipes
for fine dining. http://someurl.com
Go ahead and brag a little - what's the best thing
you make on a grill?
Status Update #2

68. Status Update #3
VS.
She thinks a pink grill is just the thing. He wants stainless. We're
giving away a $50 off coupon at http://someurl.com. If you could
have any color in a BBQ, what would you choose?

69. Status Update #4
Who grills in the winter?
Send us a photo of you
grilling in the winter and
we'll pin you to our
Pinterest page!
http://somepinteresturl.c
om
What do you think - is
this crazy or what?

70. Status Update #5
60,000 BTU's, 5 burners and a cast-iron griddle…and a little
something for her too. Get the full story here: http://someurl.com
Best of all - get a $55 off coupon here!

71. ANALYTICS PROCESS - WORKBOOK

72. Insights Process
1. Define
2. Strategize
3. Analyze
4. Investigate
5. Conclude
6. Action

73. Business
Insights
About
Products
About
Support
About my
Brand
Marketing
Efforts
Social Insights
Content
Success
Brand
Advocates
Topics
of
Interest
Who am I
Reaching
Engagement
Details
Influencers
Advocacy
Level
Sites
Interests
Advocac
y level
Sites
Interests
Competitive
Insights
Improvements
and Ideas
Strategies
Marketing
Efforts
PR Insights
Executive
Branding
Hot Topics
/Crisis
Campaign
Success Levels
Topics
of
Interest
A/B testing &
Refinement
Cultural
Insights
Employee
Concerns
Define: What do you want to know?

74. Strategize: Go in with a plan.
74
Does the data show a
decrease in organic reach?
Is Organic
Reach
really
declining?
Is engagement
declining too?
What are the
seasonal trends?
Does paid advertising
figure into this change?
Has the content
mix, media
type, frequency or
timing changed?
Has the content itself
changed? (Subjects or
success levels)
Are we losing fans?
Are we seeing similar
decrease on other pages?

76. Don’t go into your data blind.
If you go into the
data blind, you may
end up frustrated.
Realize social media
data is like a puzzle.
Be prepared with the
questions you want to
answer or assumption
that you have.

78. Actionable insights involve taking observations from
your data and making suggestions based on a series
of relationships between the data points.
It’s how these observations tie together that
reveals the story.
Investigations often reveal a series of observations
that can move you in many different directions.
Why do these observations matter?
“So What? Why should I care?”

79. FACEBOOK SCORING ALGORITHM

80. Content Value
Content Value: What value did these
actions have to the brand? A weighted
score that combines several metrics to
measure the positive effect for the brand
relative to a piece of content
Engagement Success
Engagement Success How many people
did you engage with a piece of content. A
weighted score that combines several
metrics to measure how successful the
content is at engaging fans.
Ripple Effect
Ripple Effect: How far did it
ripple beyond them? How many people
did they bring into the discussion? How
many additional people were reached for
each person who engaged with a piece of
content?

81. Content Value
LiveWorldScoringAlgorithm.xlsx is available under slide share.
Content Value Points
Likes 2
Shares 20
Comments 5
Video 2
Unlike Page -250
Hide All Posts -200
Hide Post -2
Link 2
Report Spam -20
X Button -2
Engagement Success Points
Other Clicks 0.5-1
Photo Clicks 0.5 -1
Engagement Success
Ripple Effect
Engagement Ratio:
Engaged Users/Total Reach
Ripple Effect:
Total Reach/Engaged Users

82. Lightning Round – Bring Us Your Challenges

83. Thank you for coming!!
Dorice Piraino
@DoricePiraino1
dorice@liveworld.com
Mark Williams
@MarkWilliams
mark@liveworld.com
Slides and Workbook are at: slidesha.re/1n6kDbW