how to use social data for better content marketing
TRANSCRIPT
How social data can help plan content marketing PANEL 1:
PANEL 2: Introducing Facebook topic data
PANEL 3: Case study: Luxury brands, retail - fashion and apparel: Louis Vuitton
PANEL 1
Adam Lewis
Head of Social and Content
Bright Blue Day
PANEL 2
Jay Krall
Director of Product Management
DataSift
PANEL 3
Sarah Curnow
Director of Insights
Commetric
CONTENT SWEET-SPOT
• Inspire
• Help / Inform
• Entertain
BUILD AFFINITY
BUILD FOLLOWING
BUILD TRUST =
Who is ACTUALLY
engaging with your content?
What is your desired
audience talking about?
Does video / photo / text work best?
Where are your audience hanging out?
Are there individuals driving the
conversation?
CREATIVE
A
We loved this one
7
CTR 1.9%
CPC £0.25
CREATIVE
B
8
2.77%
£0.19
*Same audience
Our customers love this more!
FACEBOOK RELEVANCE
SCORE
- Dwell time - Bounce rate
- Pages per session
- Volume - CTR
- Shares - Comments
- Conversations - Authority
- CPC - Relevance
- CTR
Twitter Analytics
Facebook Insights
LinkedIn Insights
Facebook Topic Data
Audience Insight Content Types Content Topics Content Source Influencers
SOCIAL AND MOBILE DRIVE GROWTH OF HUMAN-CREATED DATA
BIG BARRIERS TO EXTRACTING VALUE FROM DATA
Unstructured text analysis
Beyond Big Data scale
Privacy-By-Design
SME BUSINESSES
WITH ACTIVE FACEBOOK PAGES
50M+
Source: Facebook Q1 2016 Earnings Report (1) Facebook, Messenger, Instagram.
3M+
$5.2B Q116 AD REVENUES
GROWING 57% YoY
ACTIVE ADVERTISERS DAILY ACTIVE USERS
1.09Bn
PEOPLE SPEND 46 MINS/DAY
ON FACEBOOK
Without Facebook topic data you only get a glimpse of what is possible!
16
DATASIFT + FACEBOOK Partnership ENGAGEMENT ACROSS FACEBOOK
FACEBOOK TOPIC DATA
Comparison of volumes of engagement relating to an automotive brand across 7-day period.
FACEBOOK PAGES
~1,000 Posts and Engagement on
your own Facebook Pages
TOPIC DATA
~70,000 Brand-related
Posts and Engagement
across all of Facebook Content that goes viral on Facebook about your brand.
What is driving brand recommendation, purchase, advocacy or churn.
Topic data expands your insights.
The audience that is engaging with your brand across Facebook.
Audience reaction to multi-channel marketing campaigns.
WITHOUT FACEBOOK TOPIC DATA + FACEBOOK TOPIC DATA
Analysis across public social data sources
Example: Analysis of automotive brand
6x
Analysis includes Twitter, Tumblr, blogs, forums.
Self-declared demographics that other
networks don’t (and can’t) provide give
deep insights into audience opinion and
allow comparisons
Not only is the total number of
people more representative of
society, but usage is more evenly
spread across all demographic
groups.
Sharing with friends and family,
not just for self-promotion. Posts
are more authentic and insights
more representative of public
opinion.
Audiences can be defined,
understood and explored
Significant representation in all
demographic groups
Authentic representation of
audience opinion
New approach to provide privacy-first insights:
Facebook is not a public social network.
User identity is removed from posts and engagement data processing. Text and meta data from anonymized posts are indexed within Facebook’s infrastructure for analysis. Developers query data collected in real-time to perform analysis. Data is aggregated at query time to provide aggregate results. Privacy controls ensure results only provided if audience size thresholds are met.
Facebook topic data contains a sample of Super Public posts providing: • Easy iteration of filters • Data/insight verification • Discovery of new memes and relevant terms • Create training sets for classifiers and machine
learning algorithms
Super Public posts are defined as:
1. Published by people who have a “Follow” setting enabled in their profile
2. and Story is posted with privacy setting set as public 3. and Post is not on the timeline of another person.
40 years of BMW 3 Series. #Classic
Summary of market analyst views on LV business
STRENGTHS:
• Brand heritage
• Diversified product portfolio
• Multiple markets & geographies
WEAKNESSES:
• Weak brand recall for clothing
lines
OPPORTUNITIES:
• Growth in demand for luxury
products in BRICS / Latin America
• Appeal younger buyer profiles
THREATS:
• Counterfeit products
• Narrow core buyer profile
Manage counterfeit
threat
Engage younger
consumers
Build awareness of clothing lines
Real time analytics tracking millions of relevant conversations by thousands of
consumers
Comparatively few videos being posted
LV is a visual brand; videos are driving engagement
ENGAGING CONTENT FORMATS
(amplification rates):
Video: 286x
Link: 15x
Photo: 14x
Post: 10x
Reshare: 6x
RESHARED CONTENT FORMATS
(interaction rates):
Video: 25,400
Photo: 13,800
Post: 12,300
Links: 4,200
Reshare: 200
Established marketing
initiatives, such as the the LV
foundation which promotes art
& culture, as well as fashion
events
The LV Foundation – art, architecture, exhibitions, recitals - attracts an older demographic
Selena Gomez is trending at the moment
26 200 Unique Authors
30 100 Interactions
28%
72%
Product mindshare is still dominated by accessories
Potential risk with use of fur and mentions of PETA (People for the Ethical Treatment of Animals)
League of Fakes – LV is second, a persistent risk
League of Fakes
No of interactions
Brand buzz ranking
Brand 1 44 300 1
Louis Vuitton 13 000 4
Brand 3 2 000 4
Brand 4 10 900 5
Brand 5 2 200 11
Louisvuitton.com
INITIATION Backstage and secret insights from the
luxury world
• nowfashion.com: female, 18-24,
25-34
• instyle.com: female, 25-34
INSPIRATION Atmosphere and creative ideas for
oneself
• elleuk.com: female, 18-24
• mtv.com: female, 18-24
• outside.com: male, 35-44
IMITATION Product/brand recommendations to
construct identities
• michelleromo.com: female, 18-24
• hypebeast.com: male, 18-24
INFORMATION Gain knowledge about the luxury world
• businessoffashion.com: 35-44
• dazeddigital.com: 25-34
LV has had success at attracting
younger consumers, while retaining its core, older buyers
Watches and Bags dominate the
conversation. Any strategies to
promote Clothing should consider this.
Video is the most engaging media type;
opportunity to be used for promoting
clothing and educating customers
to fight counterfeiting.
News & Gossip sites are key conversation
drivers. How do we replicate and build upon their
content?
Fashion bloggers are under utilized.
The impact of Selena Gomez
clearly shows the power of young
influencers.
Adam Lewis
@adamlewis10
Jay Krall
@jaykrall
Sarah Curnow
@commetric
