How to maximize engagement in social channels

www.ad-tech.com/uni @adtechANZ #atuni ad:tech university

23 November 2010, Sydney

Tiphereth Gloria Social Media Strategist, GPYR Sydney

http://twitter.com/tipherethhttp://www.digitaltip.com.au

http://www.gpyr.com.au/blog/


http://twitter.com/tiphereth

http://www.digitaltip.com.au/

http://www.gpyr.com.au/blog/



How to maximize engagement in social channels



Agenda

1. Engineering for social sharing2. The competition for attention3. The basics - what every digital site should have4. What are social objects5. How insights help to deliver optimized content



Agenda

6. The power of the extended network 7. The role of third party content8. How influencers can help maximize engagement9. Real time versus past tense tracking10. Advanced - from Facebook's edge rank algorithm to G+

Pages



The basics

• Link your digital channels online• Advertising/marketing material

should lead to at least one of your digital destinations

• What are your social objectives linked to?

• How are you measuring those?• How are you reporting back?



SOCIAL = PEOPLE NOT PLATFORMS



ENGINEERING FOR SOCIAL SHARING



The competition for attention





What do social media participants expect?

• The following report supports Facebook’s claim via an independent global study

• Study prepared for World Federation of Advertisers• Not about an arbitrary $ figure for media/ sales value• All about how to build brand and optimise fan pages• Survey of 24 fan pages from large companies• Categories included confectionery, alcoholic and non-

alcoholic drinks, personal care and telecommunications• US, UK, Australia, France, Germany and Sweden plus some

global











Examples of brand as facilitator

• You have 2 options as a brand: • use other people’s content (third party content) as social

objects• build/construct/converse using existing brand strategic

direction (create your own social objects)



Example 3rd party: Virgin uses your

Facebook content to start a conversation about Virgin’s first

times



Example 3rd party: Virgin uses your

Facebook content to start a conversation about Virgin’s first

times





What are social objects?

• A reason for people to have a conversation• The interesting thing about the Social Object is the not

the object itself, but the conversations that happen around them.

• Best place to “see” social objects in action: – Twitter hashtags [text memes]– Tumblr [visual memes]– Facebook [visual memes since latest changes]– Buzzfeed– Meme generator sites





YOUR CONTENT COULD GO ANYWHERE











The role of third party content





Gay marriage

18,000 Likes, about 2,400 comments, almost 14,000 shares and1,000 new followers



Why?

• Facebook algorithm change – big images in the feed + images get into top stories

• Meme generator sites - http://memegenerator.net/• Occupy wall street



How insights help to deliver optimized content



Example channel analysis for Brand Mentions

Forums are the most important

channel for brand mentions

Twitter – much less than the rest of industry



Twitter @mentions


23 November 2010, SydneyFacebook:Talking about this



How we Reached People (Reach and Frequency)

The number of unique people who saw a story about this Page published by a friend from 1 Oct to 31 Oct. These stories include: liking our Page, posting to the Page wall, liking, commenting on or sharing one of the Page posts, and taking other actions related to to the page that their friends could see.Each point represents the unique people reached in the 7-day period ending with that day.



Most viral postsThe percentage of people who've created a story from your Page post out of the total number of unique people who have seen it





The power of the extended network

• Freemium versus paid (only some pay for a version with more features)

• Gifting economy – reputation (bloggers operate in this space)





How influencers can help maximize engagement

Honda Jazz & Old Spice







Real time versus past tense tracking

• Real time = Twitter• Past tense = everything else

• Social monitoring tools– Radian6– Alterian SM2– Buzznumbers– PeopleBrowsr– Facebook Insights (+ 3rd party ad ons e.g. Socialbakers, Wildfire)



#QantasLuxury





All the trending topics related to #QantasLuxury



Advanced

Facebook's edge rank algorithm



Edgerank algorithm

• Affinity– Affinity is a score based on the proximity or how “friendly” you

are with someone.

• Edge Weight– Edge Weight is a basic formula which decides that certain pieces

of content are more likely to appear in news feeds than others.

• Recency– The final element of the EdgeRank is related to recency, which is

actually known as time decay.



Photos are the most popular on Facebook



If you ask for likes you get them





the experiment

• http://memegenerator.net/

• http://www.buzzfeed.com/

• Try Tumblr, Instagram or another visual social platform you don’t normally use

http://memegenerator.net/



http://www.buzzfeed.com/

http://www.buzzfeed.com/



ANY QUESTIONS?Thank you

Technology

How to maximize engagement in social channels