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Social media, with its nebulous, random activity, also gives marketers a lot of real-time intelligence about where their market – or potential market – is, and what they are talking about. This has led to the new specialty of social media optimization, which leverages all this data so that marketers can make the most of social media. This session will look at methods for optimizing – from posting when a target market is most responsive to technologies that target potential fans or followers.
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Analyze · Automate · Activate
CASE STUDYCASE STUDYCASE STUDYCASE STUDY
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