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Unlocking Social Insights to
Drive Resultswith
SPEAKER
George KamideSenior Manager, Social Media and Content
TURN INSIGHTS INTO ACTIONS
@digimindci
OUR VISION
Insight-driven decisions will
redefine a brand’s competitiveness
“Insights-driven companies will grow at
least 8 times faster than global GDP”
Real-time Authentic Customer-
centric
By 2018, 2.44 billion people will be using social networks
Aggregate
Analyze
Act
OUR A3 APPROACH
Helps Reach the Full Potential of Social Web
CAMPAIGN EXECUTION
STRATEGIC PLANNING
ANALYSIS
Digimind Social Vision: Transform data into actionable
insights at each stage of the marketing process
Campaigns
Competitors
Market
Segmentation
Marketing Mix
Messaging
Reach
Amplify
Convert
THEY RELY
ON
9
Who We Are
Our Work
Data-Driven, Technology-Enabled Performance Marketing
Our Services
Strategy | Analytics | Technology | Data | Creative | Media | Loyalty
Our Value
Acquiring, Retaining & Maximizing The Value Of Your Most Profitable Customers
Our Differentiation
Our heritage in data, technology and analytics gives us the ability to gain unique insights that when combined with our strength in performance media, fuels our ability to develop and execute addressable experiences that drive customer engagement, loyalty and shareholder value.
Our Passion
Helping the best brands in the world create competitive advantage through people-based marketing.
10
At Merkle, we’re energized by answering one question: How can we make content more rewarding for the audience?
We’re obsessed with getting the answer right.
@colbybrownphotography
11
Audience-First Approach to Social Media
Social Listening
Social Audit
Audience Matching
Audience Affinities
12
CHALLENGES
AUDIENCE
OBJECTIVESSite Traffic via Social
Increased Engagement
B2B
Financial advisors
Institutional Investors
Crowded Field
Rapid Change
Silent Audience
Case: Global Asset Manager
13
Solution: Responsive Content Strategy
Influencer Conversation
Past Performance
Market Topics
Site Analytics
Monitoring custom sources
Ongoing measurement and benchmarking
Analysis of volume, trends, and sub-topics
Internal site search and user behavior
14
Influencer Conversation
Past Performance
Market Topics
Site Analytics
• What’s Happening
• Topic volume and trends
• Content shaping the conversation
• Who’s saying what
• What users are searching for on site
• What To Do About It
• Categorized and prioritized content topics
• How to Promote Content
• Content types
• Creative & messaging tactics
Social Listening Report
Solution: Responsive Content Strategy
15
Results: Responsive Content Strategy
+780% Twitter referral traffic
+404% LinkedIn referral traffic
+123% Site sessions via social
+126% New users to site
• Increased social media referral traffic to site
• Refined messaging tactics to drive click-through
• Re-aligned social audiences to more relevant users, driving new people to site
• Shared insights with Paid Social team to optimize supporting media with insight-led campaign restructuring
16
Service Integration: Applying Social Listening Insights to Paid Media
Copy Testing
Rhetorical question syntax, using “Why” and “How”
First month results:
Restructuring Targeting Criteria
Moving from “industry-based” to “content-based” targeting
First month results:
YoY Performance
82%ER
Increase
46% CPE
Decrease
57%ER
Increase
58%CTR
Increase
32%ER
Increase
68%CTR
Increase
17
Bonus Track: Earned Media and Audience Behavior Insights
• Despite site traffic and paid media success, on Twitter, direct engagement remained problematic
• Raw data pointed to downward trend, but that was inconsistent with other metrics
• Earned Media had increased 50% despite lower volume of Owned Media
0.00%
0.05%
0.10%
0.15%
0.20%
0.25%
Jan
-15
Feb
-15
Mar
-15
Ap
r-1
5
May
-15
Jun
-15
Jul-
15
Au
g-1
5
Sep
-15
Oct
-15
No
v-1
5
Dec
-15
Jan
-16
Feb
-16
Mar
-16
Ap
r-1
6
May
-16
Jun
-16
Jul-
16
Au
g-1
6
Sep
-16
Oct
-16
No
v-1
6
Dec
-16
Twitter Engagement Rate (%)
50%Earned Media
Increase
3% Owned Media
Decrease
18
Bonus Track: Earned Media and Audience Behavior Insights
• Further research revealed a behavioral trend favoring manual Retweets among financial professionals
• Before social listening: 15 manual RTs
• After implementation: 2,916 manual RTs
Lesson: Know thy audience, and don’t be afraid to re-define success metrics.
19
CHALLENGES
AUDIENCE
OBJECTIVESScalable Targeting
Cost Efficiency
Cord-cutters
Cord-nevers
Existing subscribers
New Shows
Broad Categories
Highly-Competitive Market
Case: Global Asset Manager
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Organic social data uncovers audience affinities which allows us to produce an advanced testing taxonomy
UnderArmour
DrewBrees
DraftKings
Solution: Mine Social Audiences for Affinities
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Merkle drove the best performance in Paid Social that our client had ever seen. As result we were awarded additional scope including programmatic video.
Methodology Resulted in Perfect Relevancy Scores for Facebook ads
22
Takeaways
• Audience first, content second
• Social Listening is more than monitoring
• Evolve from “keeping score” to “making runs”
• Invest the time to build out processes
• Involve all stakeholders: social, media, creative, CMO
• Keep parameters focused, it’s easy to fall down rabbit holes
• Fail fast: test everything
• Try your best to break your tools
Thank you.