Break-through Storytelling Starts With Analytics

Michael BritoHead of Social Marketingmbrito@w2ogroup.com@Britopian

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It’s critical to first understand the digital ecosystem

1% CREATE Content

InfluencersIndividuals who drive ideas that fuel conversations and are sharing with

current/potential customers.

Focus content and relationships here.

9% SHARE & REPACKAGE

9

AdvocatesIndividuals who carry a trend, and where

top influencers source ideas.

Important to surround with paid & earned media.

90% LISTEN & LEARN

90

EnthusiastsConsumers who read, search and consume trends online every day.

Important to listen, educate, share and provide unique experiences.

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barriers to reach your audience online4

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there is a content & media surplus

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there is an attention deficit

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tunnel vision is a requirement

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the customer journey is unpredictable

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So how do you break through the clutter?

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You break through the clutter with precision

Community Engagement & Measurement Build a social governance model to ensure all content / ads are within brand / FTC guidelines, listen & response;

and that all conversations are monitored, responded to, tracked, reported and escalated.

Narrative Development

Deliver an editorial and creative framework to reach the right audience using content best practices and community engagement.

Analytics

Participatory Storytelling

Empower, train and mobilize brand advocates (employees/customers) to participate and tell the brand story.

Channel Strategy

Build a channel and media strategy based on audience segmentation and native social platform capabilities and user functionality.

Paid Social

Use analytics to determine the best targeting on social channels based on audience behaviors and conversations – where they spend their time and what media outlets the “like”, “follow” and “talk about.”

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Audience architecture; it always and I mean always starts with the data

1% CREATE Content 9% SHARE & REPACKAGE 90% LISTEN & LEARN

1Influencer Analytics

A ranked list of the top 50 people who are driving the conversation about a given topic, industry or brand.

This is the digital 1%. They move the market when they

speak, write, record.

SocialGraphics

Group an audience by analyzing at what they follow,

share and discuss; and segment them by interest and

passions.

Examples include ITDMS, Physicians, Millennials,

Affluent Consumers.

Conversation Analysis

Study the market conversation (news, social media, forums, blogs) to

better understand the broad conversation about an

industry.

Find the “winnable truth” that your brand can own.

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Data

Determine “winnable moment” and creative positioning

The brand is the heroof the story

The brand is a characterin a story

The brand comments on a story

Data & insights extracted from the analytics will be used to

inform a strategic framework or a creative platform.

The strategic framework will inform all content creation and

creative assets.

An editorial and creative framework that categorizes

content based on guidelines and the brand criteria.

Content & Creative Categories

Align editorial structure and/or creative position with the insights

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Facebook audience is 65% female; interested in technology and live in the US. Community engagement (vs. corporate announcements and other content) posts generate X % more engagement than the average content, but account for only X% of posts.

YouTube audience is 70% male; interested in extreme sports and most live in the US. Thirty-second videos generate 15 times the engagement and impressions, but 75% of branded videos are longer than 1 minute.

Twitter audience is 80% male; interested in sports and music and most live in the US. Followers engage mostly with product-related content, but they make up only X% of branded tweets. Corporate news garners little engagement but make up 85% of branded tweets.

Ensuring that you are using the right channels to reach audiences

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20%Facebook Text Rule for

promoted content

Correct use of

#HASHTAGSUsing the right pixel dimensions content

shared on each channel Mobile-first content

Best time to post content

Optimizing content for each network utilizing social channel best practices

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Ensuring the combination of post copy and image or video tell a compelling story; one completes the other

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SOCIALGRAPHICS (the 9%)

Data-driven; paid

targetingMATCH MATCH

PAID SOCIAL TARGETING INPUTS

CUSTOM AD SERVED

Custom Audience Targeting& Re-Targeting

TOP INFLUENCERS (the 1%) UPLOAD INFLUENCERS TO

&

AS CUSTOM TARGET AUDIENCE

Target the right content, at the right time, in the right channel and to the right customer

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Editorial Planning

Content Marketing & Publishing

Social CRM & Listening

Advocacy Platforms

This is a “social tools” conference so here are some of my favorites

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Thank you! Michael BritoHead of Social Marketingmbrito@w2ogroup.com@Britopian