social media the power and value of unmarketing
TRANSCRIPT
© Qais Consulting, 2011. Confidential. All rights reserved
Social Media
The Power and Value of Unmarketing
November 2011
According To Wikipedia
"a group of Internet-based applications that
build on the ideological and technological
foundations of Web 2.0, and that allow the
creation and exchange of user-generated
content."
Social Media is…
According To Wikipedia
"a group of Internet-based applications that
build on the ideological and technological
foundations of Web 2.0, and that allow the
creation and exchange of user-generated
content."
(YAWN)
Social Media is…
Get rid of the idea
that you can have
a cheap strategy
and that your
content will
somehow “go
viral” all by itself
Each day, more video content is uploaded
onto the internet than the entire output of
Hollywood from the beginning of time
Stat Attack!
• The most amazing thing about those stats?
• I made them all up
• Actually – they are pretty close to the truth
Stat Attack!
• The most amazing thing about those stats?
• I made them all up
• Actually – they are pretty close to the truth
We get it - Social Media is huge,
enormous, gigantic....
Stat Attack!
• The most amazing thing about those stats?
• I made them all up
• Actually – they are pretty close to the truth
There isn‟t really an adequate adjective
to describe it in its fullness
For a lot of companies it looks a bit like this
Need content
Refer to Marketing
Talk to global
Actually, make that
PR
Execs & Managers
Where‟s The
Budget?
What should we
do?
What‟s it for anyway?
Still Need Content
Going In Circles
Who‟s responsible
for this anyway?
OK, let‟s just go
with what we have
For a lot of companies it looks a bit like this
Need content
Refer to Marketing
Talk to global
Actually, make that
PR
Execs & Managers
Where‟s The
Budget?
What should we
do?
What‟s it for anyway?
Still Need Content
Going In Circles
Who‟s responsible
for this anyway?
OK, let‟s just go
with what we have
A headache.
What are our
priorities? Who is our
target
audience?
What info do we have that would
be useful/of interest?
What are our
priorities? Who is our
target
audience?
What info do we have that would
be useful/of interest?
Sometimes the most basic
questions are the most important
ESSENTIAL
INGREDIENTS FOR
A STRONG SOCIAL
MEDIA PRESENCE
Content
Optimisation
Audience
Acquisition
Platform
Optimisation
39
ESSENTIAL
INGREDIENTS FOR
A STRONG SOCIAL
MEDIA PRESENCE
Content
Optimisation
Audience
Acquisition
Platform
Optimisation
Experience helps
Some factors are consistent
Platform Optimisation Example: SEO
Pages‟ info
section:
It‟s usually full
of boring text
that most
people never
read
Content Optimisation Example: NFO
• EdgeRank is Facebook‟s algorithm that determines when and how a post is shown in a users Newsfeed
• Using Newsfeed Optimisation, or NFO, we change the way we post content in order to raise impressions and levels of engagement
Some Features of Newsfeed Optimisation
• Keep posts social – less of the corporate brochure-speak
• Optimise post types (images, videos, polls, fill in the blank etc.) and timings
• Focus more on trivia and miscellaneous items to build an affinity
• Ask more questions, Invite passionate debate, use humour
• Tip the balance in favour of sharing instead of self-promotion
• Recognise your fans‟ awesomeness
The
REA Model
Reach Market Share/ Brand Awareness
Getting users to your site KPIs
Unique Users Visits Pageviews
Newsletter Signups Search Market Share Facebook Fans Twitter Followers YouTube Subscribers Earned Impressions
- Newsfeed Impressions - Re-tweet Impressions Organic Uplift Paid Impressions
Reach Frequency Unique Audience Delivered eGRPs
The REA
Model
Engagement Building brand equity Getting users to spend time
with you KPIs
Time Spent on Site Page views Per User Page views Per Visit Bounce Rate
Repeat Visits Conversation Rate - Comment Amplification Rate - Shares & Re-tweets Applause Rate - Likes & +1’s
Social Media Interaction Rate - People Talking About This Subscriber/ Fan/ Follower Signup Rate
Rich Media Engagement Rate Rich Media Time Spent Ad Click Thru Rate
Activation Building Value/ Lead Generation Turning fans into participants
KPIs Activation Conversion Rate Participant Value
Participation Value Post-Activation Engagement Rate Participant Virality
Re-activation Rate Inferred Economic Value Customer Lifetime Value
The REA
Model
Analytics & Optimisation Monthly analysis, fix identification, multivariate testing, optimisation implementations
Maintenance Housekeeping, change requests, Implement remedial fixes
Activation Building Value
Engagement Building brand equity
Reach Building Market Share
The REA Model
Paid Display, PPC,
Affiliates
Owned Websites
Social Channels
Earned Social WoM
SEO
Analytics & Optimisation Monthly analysis, fix identification, multivariate testing, optimisation implementations
Maintenance Housekeeping, change requests, Implement remedial fixes
Activation Building Value
Engagement Building brand equity
Reach Building Market Share
The REA Model
Paid Display, PPC,
Affiliates
Owned Websites
Social Channels
Earned Social WoM
SEO
Now we have
an activation strategy
Benchmarking
Total Audience Total Sample Size Comments Likes Engagement (Comments + Likes) Total Impressions
Avg Impressions Per Post (Total Impressions divided by Sample Size)
Total Impressions rate (Avg Impressions divided by Total Audience)
Engagement rate by impressions (Engagement divided by avg impressions)
Total Engagement Rate (Engagement divided by total fan numbers)
Reach
Engagement
Modeling Variables
Reach
Engagement
Modeling Variables
Benchmarking
Total Audience Total Sample Size Comments Likes Engagement (Comments + Likes) Total Impressions
Avg Impressions Per Post (Total Impressions divided by Sample Size)
Total Impressions rate (Avg Impressions divided by Total Audience)
Engagement rate by impressions (Engagement divided by avg impressions)
Total Engagement Rate (Engagement divided by total fan numbers)
Now we have a
benchmarking model
Team Contributions
Old Ideas
New Ideas
November 2011
Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 2 3 4 5 6
NFO Content Featured Destination Photo Gallery
Featured Destination Poll Video Content
Photo Gallery NFO Content
Featured Destination Promotions
Poll NFO Content
USE
CONTENT
CALENDARS
KEEP UP WITH
TECH AND
SOCIAL MEDIA
NEWS
The Future?
Book Website
Read The Cluetrain
Manifesto
84
Follow me on Twitter!
@dmelius, we can
discuss it there
Thank You
Qais Consulting
1A Stanley Street
Singapore 068720
www.qaisconsulting.com