How TCBY Got 398% More Engagement With Data-Based Content Marketing

WEBINAR AGENDAIntroduction

How We Boosted TCBY Engagement By 398%Jason Cormier, Room214 @jasoncormier

Brand Engagement & Content PerformanceNatalie Petouhoff, Ph.D., Lecturer at UCLAAuthor of Like My Stuff@drnatalie

Frequent Questions About Content MarketingBrian Carter, Author of The Like EconomyVP Customer Success, InfiniGraph@briancarter

Additional Q&A

Jason CormierCo-founder, Room 214

TCBY CASE STUDY

• The Digital Path to Success (Big Picture)

• TCBY Case Study• How TCBY achieved 398%

Increase in Brand Engagement

Contents

@jasoncormier | [email protected]

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


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

Case Study - TCBY Room 214 & InfiniGraph

Jason

Content Planning, Creation & Curation


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


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


Overall Increase In Brand Engagement

Results achieved by: • Defining content strategy • Altering content calendar • Overall content optimization


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.


Natalie Petouhoff, Ph.D.Lecturer at UCLAAuthor of Like My Stuff

Brand Engagement & Content Performance

Before Social Media:Brands Strategies were defined by their

• Logo, font & color palette• Static emblems• Websites were online brochures

• Push key messages

@drnatalie

SOCIAL MEDIA is driving a NEW WAVE OFBRAND BUILDING

BRANDS are…

SOCIAL EXPERIENCE

S

BRANDS are…

DigitalEXPERIENCES

Those Social Digital Experiences are made up of

People Interacting With Content

@drnatalie

With >3.5 Billion pieces of content are Shared / Week

How can Marketer’s make sense of all this?

@drnatalie

Key Question:

– 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?

How am I transitioning from a static brand to a dynamic brand?

Step 1: Gathering The Right Insights

Step 4: Creating Engaging Content

Step 3: Finding Your Audience

Step 5: Designing Galvanizing Interactions

Step 6: Aligning Politics & the Organization

Step 2: Creating a Measurement Practice

26

Need a Strategy for Digital Marketing

UCLA Anderson Course Social Media Success

@drnatalie

MARKETERS ARE IN emotional

And there is VALUE in SOCIAL

INTERACTIONS

The value of posting so much contentor that “social currency” is…

– Increase positive sentiment– Increase share of voice – Increase awareness, interest,

consideration, intent– Increase lead conversions rates

& sales– Loyalty, brand advocacy &

referrals

@drnatalie

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?

Isn't it worth knowing what is relevant to your

audience?

@drnatalie

– It has evolved– Was keyword-based monitoring & listening– Now it’s Interest Graph-based

• Based on context of consumers collective actions

What you need is competitive intelligence data

@drnatalie

Marketer’s are flying blind without this

interest graph data

@drnatalie

But they don’t have to…

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

Benefit of using the New Industry Reports:

>30% increase engagement & content performance By studying and applying the insights:

Allows Marketer’s to make better and the right decisions

• Illuminate trends• Uncover content-oriented

tactics• Ensure content marketing

campaigns • Emotional impact with

consumers • Achieve higher

engagement

TCBY saw a 398% increase

free

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

For marketer’s using Facebook

as part of their marketing funnel

http://mysocialmediamatters.com/wp-content/uploads/2012/06/facebook-edgerank.jpg

Facebook’s EdgeRank Formula

You don’t have to be a rocket scientistto 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

Strategic:real-time intelligence about customers,

competitors and engagement

Create a new content

and engagement

plan

Tactical:Know what content -- to post when

Make better decisions about

what content to create

& when to post

Type Mon Tues Wed Thurs Fri Sat Sun

Statusoptional 10 optional optional 20 15

trendingposts

optional 25 optional optional 40 30

Linkoptional optional optional 12 optional

trending posts

trendingposts

optional optional optional 20 optional

Photo7 14 repost 14

trendingposts

15 20 repost 20

Video8 repost repost trending 6

8 repost repost trending 6

Post allocations over a 4-week period

Strategic and Tactical:Content Marketing Calendar for optimal engagement and

business results

Brian CarterAuthor of The Like Economy, Facebook Marketing and LinkedIn For Business

Frequent Questions About Budgeting, Planning, Competitors & Real-Time Data

Decision-Making Data

TV Advertising: Nielsen Social Media: InfiniGraph

Am I effectively deploying my marketing spend?

@briancarter | [email protected]

Industry Insight

• What is the industry doing?

• Am I getting better results than my competitors?


Competitive Focus

You

# of Fans

Reach & Awareness

Engagement

Clicks to Website

Conversions

You Competitor

# of Fans

Reach & Awareness

Engagement

Clicks to Website

ConversionsAre your expenditures being wasted or are they highly effective

compared to your competitors?


Less than

1%of fans

Where You Reach Facebook Fans

Average

16% of fans


• 1%• What parts of FB are worth it?

Facebook Funnel

1,000,000 fans

120,000 reach per post

600 interactions or web visitors per

post

60 leads per post

0.5% Interact

10% become

leads

Visible to 12% of

fans

How much of my social media converts?

Funnel Collapse Syndrome

1,000,000 fans

120,000 reach per post

600 interactions or

web visitors per post

60 leads per post

1,000,000 fans

30,000 reach per

post

0.5% Interact

10% become

leads

Visible to 3% of fans

Visible to 12% of

fans

150 interactions or web visitors

per post

15 leads per post

Why do you think engagement is so critical to bottom-line revenue?

Competitive Focus

You

Reach & Awareness

Engagement

Clicks to Website

Conversions

You Competitor

Reach & Awareness

Engagement

Clicks to Website

ConversionsHow do we use social media indicators to judge competitiveness?

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

What’s Working?

Use InfiniGraph’s hypercuration to discover which content in your niche is working the best. Are you doing similar things or what can you learn from the top performers?

Create Content Calendar

Real-Time Data

• Update your reports monthly

• Look at hypercuration of competitors daily

• Watch for new ideas, new trends and new competition

How do we keep up in an ever-changing social media landscape?

Wrap-Up & Takeaways

• Register• Search for your

brand• Request a

Competitive Brand Intelligence

• Look at the free Industry Reports

• Onboarding process, easy, fast

QUESTIONS?

UPCOMING WEBINARS

• Creating More Likeable Content

• Which Brands Are Stealing Your Fans?

• The Performance Focused Content Calendar