The content selfie How you look from the eyes of the customer!

Presented By

tangerine lab and

@tangerinelab

selfie Syllabification: sel·fie Pronunciation: /ˈselfē

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NOUN (plural selfies)

INFORMAL A photograph that one has taken of oneself

Verizon Wireless’s

Objectives From The Digital Content Selfie

(AKA Scorecards)?

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Identify the content considered best

(most beautiful) by their customers

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Examine What Made The Best Content Best

Beauty Secrets

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Continue To Create Impactful Content

Replicate Beauty

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Q1 Q2 Q3 QoQ

(Q2-Q3) Q4

QoQ (Q3-Q4)

AUDIENCE

Twitter followers 5,313 5,778 6,922 +20% 6,408 -7%

News Center page views 122,009 90,399 128,618 +42% 74,960 -42%

DN&B unique monthly visitors 151,545,152 63,990,929 146,339,562 +129% 135,423,982 -7%

ENGAGEMENT

Twitter retweets 285 374 832 +122% 695 -16%

Twitter replies 79 298 742 +149% 381 -49%

News Center tweets 2,621 3,246 2,735 -16% 1,747 -36%

News Center likes 2,216 2,612 7,642 +193% 1,877 -75%

News Center shares 957 856 204 -76% 198 -3%

YouTube likes TBD TBD TBD - TBD -

YouTube shares TBD TBD TBD - TBD -

REACH

Twitter 307,445 350,489 878,561 +151% 606,323 -31%

News Center 90,111,181 58,183,615 88,705,267 +52% 24,392,568 -73%

YouTube TBD TBD TBD - TBD -

Team A

Quarter over Quarter

# OF POSTS

Twitter 357 832 1,345 +62% 1,328 -1%

News Center 114 117 114 -3% 55 -52%

DN&B top 30 coverage 310 533 486 -8% 383 -21%

Lifestyle Conversation N/A N/A 9 - 3 -66%

The Old Selfie

Quarterly: Is this timely for action?

Vanity metrics: Growing audience. But who are they?

Vanity metrics: Growing RT, @s, Likes, etc. But are you meeting your goals?

Analysis

• Twitter Reach peaked in October due to high levels of

engagement from tweets about Domestic Violence

Awareness month. In November posts relating to the

opening of the Destination Store and Selena Gomez’s

visit received the most Engagement. In December, tweets

regarding the 3rd anniversary of Verizon’s LTE network

generated the most Retweets.

• News Center reach peaked in November due to the high

number of page views from the article “Ellipsis 7 Tablet

Available Nov. 7 Exclusively from Verizon Wireless.”

The most engaging article of the quarter was “Celebrities

Urge the Public to Contribute to Typhoon Relief

Efforts.”

• DN&B monthly visitors peaked in November due to

coverage from high profile outlets such as Cnet and PC

Mag covering news of the Destination Store, iconic

releases, and phone reviews. In October, news of

Verizon’s same day delivery service was mentioned in the

NY Times.

Team Insights

• To increase Twitter Reach, continue to post mentions of

Verizon’s philanthropic efforts.

• To increase DN&B monthly visitors, engage with

influencers on Twitter to increase interest in Verizon’s

latest news and events.

**DN&B = Digital News and Blogs

**Top 30 influencers as identified by Individual Practitioners

• Some content received more attention than others.

• Is that what you intended? • How do the content relate to

your priorities in the period/area/etc.?

• Page views growing. • What was the amount of time

spent on the page (bounce rate)?

• When was the high traffic time? • Where did they come from?

• This is reactive. Popular content doesn’t necessarily advance business objectives.

Team A Performance Scorecard

The Old Selfie – Analysis & Insights

Characteristics Of ANY Effective Content

• Awareness: Noticed by target audience • Mobile professionals

• Mobirati

• Social connectors

• Local/national media and influencers

• Other evolving segments

• Engaged with & consumed as intended

• Conversion: Achieves desired business

outcomes

• Sentiment: Neutral to positive

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The Challenge

• Even the most interesting content may still not

achieve the 4 performance objectives of:

• Awareness

• Engagement and Consumption

• Conversion

• Sentiment

• Many factors influence the performance

against objectives

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How Do You Find The Best

Content?

Who Finds Which Content

Most Effective?

What Makes Them The

Best?

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MOBILE PROFESSIONALS SOCIAL CONNECTORS MOBIRATI

Introducing The New Content Selfie

AKA

Content Performance Score (CPS)

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The Content Performance Score (CPS)

• A single score

• Simple weighted algorithm that measures &

ranks each content against its stated objectives

• Identifies the top performing content

• Leads to examination of the attributes that

influenced performance

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MOBILE PROFESSIONALS SOCIAL CONNECTORS MOBIRATI

3571 3151

1428

-6%

+27%

+17%

HQ

AREA

• Awareness • Target Audience Reach

• New vs. Existing Visitor Rate

• Engagement/Consumption – Vanity metrics & then some • Tweets, RTs, Comments, @ Mentions

• Click-Through to News Center, Bounce Rate, Time on the Page

• Total Page Views, Length of total visit

• Repeat visitors

• Conversion • Digital or physical door swings

• Positive media coverage

• Sentiment • Positive, Negative, Neutral

Best Content Meets Or Exceeds These Goals

Sample Metrics Used In CPS

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Sample Attributes Contributing To Performance

• Distribution time

• Distribution frequency

• Visual elements

• Visual details (e.g., child, couple, product)

• Business priority supported

• Brand pillar supported

• Key words in the subject line

• Story type (e.g., hard news, testimonial)

• Brand voice

• Referral platform (e.g. Twitter, YouTube, search)

• Responsive design

• Geography

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How Do You Use CPS?

Content Met Or Exceeded All CPS Component Goals

Rank Story CPS Content Creator

Team Awareness Engagement Conversion Sentiment

1 Story 1

16331 Lewis HQ 5785 942 9604 +1

2 Story 2

15729 Smith Area 1 406 1797 13526 +1

3 Story 3

14827 James Area2 1003 924 12900 +1

4 Story 4

13846 Smith Area 3 12 1447 12387 +1

5 Story 5

12983 Jones Area 4 27 742 12214 +1

TOP 5 CONTENT WITH HIGHEST CPS This Month Have not necessarily met or exceeded their CPS Component goals.

Rank Story CPS Content Creator

Team Awareness Engagement Conversion Sentiment

1 Story 1

16331 Lewis HQ 5785 942 9604 +1

2 Story 2

15729 Smith Area 1 406 1797 13526 +1

3 Story 3

14827 James Area2 1003 924 12900 +1

4 Story 4

13846 Smith Area 3 12 1447 12387 +1

5 Story 5

12983 Jones Area 4 27 742 12214 +1

Attributes Of Content That Met All CPS Goals

Story CPS Content Creator Team Launch Time Launch Day Launch Freq

Visual elements

Story Channel Story Type

Story 1 16331 Lewis HQ AM F 2 Brand central/Vz

Pages

Network Hard news

Story 2 15729 Smith Area 1 AM M & W 4 Infogaphic Dom Violence Hopeline

Story 3 14827 James Area2 PM T 2 Photo Thought leadership VZ Cloud

Story 4 13846 Smith Area 3 AM & PM Sa & Su 4 Video Multicultural VZ messages

Story 5 12983 Jones Area 4 AM T 2 Photo Dom Violence Hopeline

Story Brand Pillar Brand Voice Dominant Referral Channel

Dominant backlink

Dominant browser Dominant OS

Dominant device

Primary target Audience

Story 1 Innovate Confident Practit’nr Twitter

WSJ.com Opera Mini iOS7 ipad Mobirati

Story 2 Empower Optimistic Paid Search N/A Chrome Jelly Bean Samsung galaxy nexus

Connector

Story 3 Transform Confident Practit’nr Twitter

CIO.com Safari Window 7 Desktop Media

Story 4 Purposeful Optimistic Organic Search

WSJ.com Safari OSX Macbook Mobile Pro

Story 5 Empower Optimistic @VZWNews Good.com Safari iOS7 iphone Connector/Media

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Hard news 20%

Hopeline 40% VZ Cloud

20%

Vz Messages

20%

Story type Infographic

12%

photo 37%

video 38%

Brand 13%

Visual elements

Mon 16%

Tue 33%

Wed 17%

Thu 0%

Fri 17%

Sat 17%

Launch day

Content Twitter

40%

Paid search 20%

Organic search

20%

VZW News 20%

Dominant referral channel

Attributes Of Content That Met All CPS Goals

• Some level of automation • Establish degree of automation

• Dynamic feedback – relates to timeliness

• Your current capabilities

• Benchmarking • Domain of variables to be included in CPS & weights

• Performance goals & process to set & maintain

• Definition of conversion for each content

• Access to sentiment metrics

What Do You Need To Take The

Best Content Selfie?

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• Target Audience Analytics • Social analytics tools (e.g., DataSift, Demographics Pro)

• Web analytics tools (e.g., GA , Site Catalyst)

• Story Metadata & Tagging • Metadata environment

• Ongoing processes to maintain

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What Do You Need To Take The

Best Content Selfie?

tangerine lab Washington DC

Website: www.tangerinelab.com

Twitter: @tangerinelab