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Optimizing Social Media: Making Real-Time Decisions on Real-Time Data
@chasemcmichael @infinigraph
SOCIAL OPTIMIZATION
• Landing page
• Keyword
• Feed
• Content
• Engagement
• Social Ad Targeting
• Social Display Media
FOCUS TODAY ON CONTENT OPTIMIZATIONFacebook is all about >>>>>>>>>>>>>>>>>>>>RELEAVANCE and ENGAGEMENT
THE SOCIAL MEDIA MANAGER TODAY
OVERLOADED with content, tools and management
Not simple to optimize
REAL TIME CONTENT MARKETING OPPORTUNITY
• Optimization against trends dives engagement / reach
• Leverage key SOCIAL brands with amazing content
• Intelligent curation enables access to the top Brand Trending Content
Why is my content not getting more attention?
THINGS ARE CHANGING
GOT INTELLIGENCE?
THE SOCIAL MEDIA CONUNDRUM
• ROI for social media is tough to value.
• Growing Facebook and Twitter audiences cost time and $$.
INTELLIGENT CURATION NOWSourcing trending content based on the brands audience interaction
CONTENT OPTIMIZATION – MAKE EVERY POST COUNT
• Identify trending content
• “Repost the good stuff”
• Determine what audience is most into
• Leverage intelligence to drive better engagement
OPTIMIZATION DELTA AND REPOSTING
“Thanks to InfiniGraph, Complex Media’s Network flagship site Complex.com received 30% more traffic” Aleksey Baksheyev Director of Technology Complex Media, Inc.
ABOUT THEGRIO.COM• TheGrio.com - First video-centric news
community focused on serving African-Americans
• Social Reach - 372,547 FB & Twitter Followers
SOCIAL TRENDING CONTENT IN ADS = SCALE
Real-time filtered trending content; in ads, apps, website and FB landing pages - content marketing at scale.
Social Mass
INTELLIGENCE CONTENT SCALING
Content Intelligence
Ad Networks
Brand Web Site
Facebook page
House Ads
Mobile
In Apps
3rd party or Partner siteCuration
Cloud Ad/App delivery
IT WORKSIndustry standard banner
CTR ~ .03% - .06%
CURATED SOCIAL CONTENT
.45% CTR
68% of people are more likely to remember an ad with social context. - Nielsen
300x250
CHALLENGES
• Paid, Earned and Owned Media has to work together
• "Brands as Publishers“
• Can’t just rely on onechannel
There's 3 types of people who'll read your content: Igniters (1%), Sharers (9%), and Watchers (90%)
A SOLUTION - CURATING SOCIAL CONTENT
"InfiniGraph paves that path to calculable Social ROI ...... Ads with social trending content jumped from .05% to 2.5% CTR! " Dan Woolsey - Director of Business Operation, NBC Universal
SOLUTION
• Source highly relevant content based on consumer behavior and intent
• Increase engagement on your Facebook and Twitter around relevant content
• Know what's resonating in your community and where
There's 3 types of people who'll read your content: Igniters (1%), Sharers (9%), and Watchers (90%)
USE CASES FOR TRENDING CONTENT
• Trending content is portable to apps too
Both Facebook and Twitter together streaming within app – Content Discover in real time
MELDING PAID WITH OWNED AND EARNED MEDIA
• Use social media as a barometer to what's relevant – optimize on what trends
• Expose content to target audience in an interactive format
• Create discovery in many places drives interaction
There’s no silver bullet in content marketing.
BENEFITS
• Content is always changing
• Visually Dynamic
• Social shares build-in
• Consumers see 3 to 5 on average
• Simple!
SOME TAKE AWAY
• Paid media can drive target traffic to your social presence
• If done well, content marketing results in great success across a brand's paid, owned, & earned media
• Content marketing isn't about taking away from your other marketing efforts. Use content to fuel your other existing channels
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