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7 SOCIAL MEDIA TACTICS FROM THE DARK SIDEWhat arts marketers can learn from big brands.

SAMAG: Monday 26th November 2012

Emily KnoxEmily KnoxEmily KnoxEmily Knox@DeependSocial Media Strategist

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DOCUMENT DOCUMENT DOCUMENT DOCUMENT OUTLINE.OUTLINE.OUTLINE.OUTLINE.

DOCUMENT OUTLINE

1. About Deepend2. Arts, Agencies, & Social Media 3. Audience Insights

i. Facebook Ad Tool – random affinitiesii. Hunch – audience insightsiii. FollowerWonk – audience insights

4. Content Insightsi. Facebook Insights – analysing past contentii. Facebook Insights – competitor analysis

5. Conversation Inspiration i. Topsy & Bottlenose – mining the conversationii. Pinterest & WeHeartIt – visual inspiration

6. Using the Force – Ferrero Case Study

3.SOCIAL MEDIA.ABOUT DEEPEND

01.01.01.01.ABOUTABOUTABOUTABOUTDEEPENDDEEPENDDEEPENDDEEPEND

4.

Deepend – a full service digital agency:

• Design & development

• Strategy

• Mobile

• Moving image

• Social media

About Deepend

ABOUT DEEPEND

Our clients:

• Our social media team represents a wide range of clients from

within:

• FMCG

• Tourism

• Entertainment

• Beauty

5.SOCIAL MEDIA.ARTS, AGENCIES, & SOCIAL MEDIA

02.02.02.02.ARTS, ARTS, ARTS, ARTS, AGENCIES, AGENCIES, AGENCIES, AGENCIES, & SOCIAL & SOCIAL & SOCIAL & SOCIAL

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Although Deepend has a long record of partnering with

arts organisations, we do not represent any in social

media...

Arts organisations tend to:

• Have in-house resources to manage social channels;

Be better placed to run their own social media profiles rather than

Arts, Agencies & Social Media

ARTS, AGENCIES, & SOCIAL MEDIA

• Be better placed to run their own social media profiles rather than

hand to an agency;

• Not always have access to costly social monitoring software;

• Be time poor – not have full-time staff dedicated only to social

media marketing.

This presentation provides 7 methods I use to improve

my clients’ social media presences which are:

• Free – don’t require costly social monitoring or analytics

subscriptions.

• Simple – don’t require the use of complex tools.

• Quick – and can be done on an ad hoc basis.

7.SOCIAL MEDIA.AUDIENCE INSIGHTS

03.03.03.03.AUDIENCE AUDIENCE AUDIENCE AUDIENCE INSIGHTSINSIGHTSINSIGHTSINSIGHTS

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What:

• Hunch’s mission is to build a ‘Taste Graph’ of the entire web,

using algorithmic machine learning to connect people with their

affinities eg. fashion, books & gadgets and provide smart, taste-

driven recommendations.

• One of the ‘Goodies’ available on Hunch.com is the Twitter

Follower Stats tool which provides info from the taste graph of

the Followers of any Twitter profile with over 1k Followers.

Hunch Twitter Followers – Qualitative Follower Information

AUDIENCE INSIGHTS

• Use Twitter Follower Stats to gain insights into your own fans

and those of your competitors and peers.

How:

• Go to Hunch.com/Twitter-Followers/ and type in a @UserName

and hit ‘Analyze’

hunch.com/twitter-followers/

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Insights – @Deepend example:

• Tech-savvy, heavy social media users

• Concerned with appearance, spend money on fashion

• Middle class:

• Health conscious

• Managers

International

Hunch Twitter Followers – Qualitative Follower Information

AUDIENCE INSIGHTS

• International

• Australian/English

• Live in metro areas

Pros:

• Gain insights into Followers’ tastes, lifestyles and values that go

beyond what they declare in their bio, and beyond their

conversations about the brand.

Cons:

• Relies on integrity of Hunch data

• Only assesses fans of a brand who use Twitter

• Data only available for accounts with 1K+ Followers

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What:

• Followerwonk is a (mostly) free tool that helps you explore and

grow your social graph.

• Examine your Twitter followers:

• Who are they?

• Where are they?

• When are they most active?

FollowerWonk – Analyse Your Twitter Followers

AUDIENCE INSIGHTS

• When are they most active?

• Which ones are influential?

How:

• Visit followerwonk.com and select the ‘Analyse Followers’ tab

• Enter the @UserName of the account you’d like to analyse, and

select ‘analyze their followers’

• Insights include psychographic segments: including gender,

location, Twitter activity, and more.

followerwonk.com

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Insights – @monamuseum:

• Followers most active 9pm-11pm

� Don’t stop tweeting when

you leave the office!

� Use a tool such as Buffer or

Hootsuite to schedule tweets

at the most active times

Most followers in Tas & AU Eastern

FollowerWonk – Analyse Your Twitter Followers

AUDIENCE INSIGHTS

• Most followers in Tas & AU Eastern

seaboard, but they are also

peppered around the world

� Remember to tweet in tune

with UK & US timezones as

well as AU

• Most followers are arts professionals

� Is there a wider audience

you can target who are

interested in art?

� Try using Twiangulate.com’s

Keyword tool to find more

followers by Bio keywords

Pros:

• Great overall demographic & psychographic snapshot of Twitter followers – both your

own & competitors

• Option to also analyse those you follow

Cons:

• Doesn’t tell you who is most engaged with your Twitter profile

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What:

• Facebook’s self service Advertising tool can also provide

insights into Facebook users’ taste graphs

How:

• Go to your brand’s Facebook page

• Click ‘Build Audience’

Facebook Ad Targeting Tool – Find Random Affinities

AUDIENCE INSIGHTS

• Click ‘Build Audience’

• Select ‘Create An Advert’

• Scroll down to ‘Precise Interests’ and type in a term that is

pertinent to your brand; eg.

• Your company name

• A general related interest eg. ‘theatre’ or ‘orchestra’

• Keywords associated with an upcoming performance eg.

‘Shakespeare’

• Facebook generates a list of Suggested Likes and Interests

which are common among people who are interested in your

search term

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Insights – Shakespeare

example:

• The obvious: Romeo &

Juliet, Hamlet, Globe Theatre

• The puzzling: the Japanese

city of Tsu, the Mon

language, African Union

• The interesting: John Donne,

Facebook Ad Targeting Tool – Find Random Affinities

AUDIENCE INSIGHTS

• The interesting: John Donne,

Edgar Allan Poe, Oscar

Wilde, Charles Dickens, Tate

Modern

� Topics: these can be

thought starters for

future content

� Brands: check their

social profiles to

glean possible

content ideasPros:

• Insights into random user affinities can inform social media content, and possibly even

future performance content. (Not to mention Facebook Ad campaign target groups.)

Cons:

• Often only obvious suggestions eg. ‘Sydney Theatre Company’ suggests ‘Griffin Theatre’

• Limitations of AI – can’t tell if ‘Hamlet’ is a play or a prefecture

14.SOCIAL MEDIA.CONTENT INSIGHTS

04.04.04.04.CONTENTCONTENTCONTENTCONTENTINSIGHTSINSIGHTSINSIGHTSINSIGHTS

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What:

• Facebook’s native analytics for Pages.

• Useful for more than tracking fan numbers – start using previous

content to inform and optimise your future posts.

How:

Export your ‘Post level data’ for the last quarter.

Facebook Page Insights – What’s Your Best Content?

CONTENT INSIGHTS

• Export your ‘Post level data’ for the last quarter.

• Sort posts by Engagement rather than simply Reach, Likes or

Shares.

• Take top 10-20 and note the:

• Post type eg (Photo, Album, Status, Link)

• Content or theme of the post (eg. question,

promotion/competition, behind-the-scenes),

• Time of day

• Day of week

• Repeat quarterly (or monthly) to get a feel for what and when to

post for the best engagement.

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Facebook Page Insights – What’s Your Best Content?

CONTENT INSIGHTS

Insights – Ferrero examples:

• Fans respond best to Photo posts

� Invest more in original

image content

� Overall engagement rose

33%

• They’re most likely to engage

before work and late

Engagement

Engagement % =

Post Talking About This____________________

Post Reach

before work and late

afternoon/COB/evening

� Most likely office workers

accessing before & after

work

� Make sure 8am-9am posts

& post-5pm posts are

mobile device friendly for

commuters

• They’re most active mid-week

(Tue-Thur)

� Post less on weekends

when engagement levels

are low

Facebook Insights Post Level Export

Pros:

• Great for giving direction on what content has really worked

Cons:

• Only works for content and times that you’ve already posted;

For this analysis to be useful, you should ensure a diversity of

posting content and times.

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What:

• Limited analytics for your competitors’ or like brands’ Facebook

Pages.

• Useful for getting the DL on who follows your competitors and

what their best content has been.

How:

Facebook Page Insights – Competitor Vital Signs

CONTENT INSIGHTS

• Click on the Likes tab of any Facebook Page

• See data on:

• People Talking About This

• How engaged fans are

• Divide by total fans to get a %

• Total Likes

• Most Popular Week

• Go to that week on their Timeline & find the post

or posts that did the best that week to find that

page’s most popular recent post

• Most Popular Age Group

• Most Popular City

facebook.com/WarnerMusicAU/likes

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Insights – Warner Music example:

• Most popular week was 3 June

• Most popular post (most Likes, Comments) during this week was

a Photo of a Kylie Minogue performance.

• Takeouts:

� Photos do well

� Fan-exclusive content? Sneak peek at a live

Facebook Page Insights – Competitor Vital Signs

CONTENT INSIGHTS

� Fan-exclusive content? Sneak peek at a live

performance

� Celebrity

� Kylie love

Most Popular Week – 3 JuneMost Popular Post - Kylie

Pros:

• Sneaky insight into who your competitors/similar brands are

speaking to and what their best content is.

Cons:

• Very limited data.

• Take note of who their audience is and if it aligns with your own

before according too much weight to content insights.

19.SOCIAL MEDIA.CONVERSATION INSPIRATION

05.05.05.05.CONVERSATIONCONVERSATIONCONVERSATIONCONVERSATIONINSPIRATIONINSPIRATIONINSPIRATIONINSPIRATION

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Get an overview of how people are talking about topics

relevant to your brand, and insight into what content is

the most shared.

Topsy.com:

• Keyword search for the public social web, in real time or over

time.

Topsy & Bottlenose – Mining the Conversation

CONVERSATION INSPIRATION

time.

• Identify key thoughts, opinions and content.

• Dynamically reveal related ideas and unexpected insights.

• Searching on ‘orchestra’ revealed a recent study into classical

music listening habits

Bottlenose.com:

• Live streaming view of conversation around a keyword.

• It gives you insights and analytics into what’s behind the trends

and who is influencing the conversation.

• Searching on ‘orchestra’ uncovered an article about an improv

orchestra in Scotland.

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Use Google Image Search in

combination with the curation of

visual social networks to provide an

image inspiration stream around any

keyword.

Pinterest.com:

Google Image, Pinterest, & WeHeartIt – Visual Inspiration

CONVERSATION INSPIRATION

Pinterest.com:

• Search ‘site:pinterest.com orchestra’ in

Google and then click ‘Images’ to see a

feed of Pins tagged ‘orchestra’

Weheartit.com:

• Search ‘site:weheartit.com orchestra’ in

Google and then click ‘Images’ to see a

feed of Pins tagged ‘orchestra’

22.SOCIAL MEDIA.CASE STUDIES

06.06.06.06.USING THE USING THE USING THE USING THE FORCEFORCEFORCEFORCE

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Challenge:

• Everyone loves chocolate, but how do we use Facebook to

engage those most likely to purchase at the online store?

Objectives:

• GROW the Facebook Page

• Economically (CPA < 1/3 Facebook Av.)

Ferrero – Engaging the Right Chocolate Lovers

CASE STUDIES

• Economically (CPA < 1/3 Facebook Av.)

• With users most likely to buy

• ENGAGE with fans

• At a category leading level (Engagement Rate > 2 x

Facebook Av.)

• DRIVE TRAFFIC to the ecommerce site

• Target: 10% referrals from Facebook

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What we knew:

• The top conversion rates from Xmas campaign banner ads came

from 4 sites: 2threads, Nuffnang, MyInvites, Woman’s Day.

What we found:

• Used the Hunch Twitter Follower tool to analyse Twitter followers

of the 4 media brands. 2 psychographic groups emerged:

Ferrero – Engaging the Right Chocolate Lovers

CASE STUDIES

Young, Rich & Flashy

1. Young, Rich & Flashy: 2threads & Nuffnung – F18-34,

urban, educated, large disposable income, fashion

interest, OTT, tech savvy, blog readers

2. Caring Homemakers: Woman’s Day & MyInvites

Followers – F35-55, lower middle class, Mums,

homemakers, not tech savvy, religious/spiritual, moral,

scrapbooking

Caring Homemakers

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What we did:

• Content:

• Created content themes aimed at 2 psychographic

groups, which alienated neither.

• YR&F – images with Tumblr sensibility appeal to fashion

set, entertaining/lifestyle content with wow factor

• CH – maternal nurturing, ‘cute’ imagery, demonstration

of love via gifts & special occasions

Ferrero – Engaging the Right Chocolate Lovers

CASE STUDIES

Young, Rich & Flashy Caring Homemakers

of love via gifts & special occasions

• Facebook Ads:

• Different creative tailored to 2 psychographic profiles.

• Psychographic sub-targets created & tested:

• YR&F (F18-34) Fashion, Tech/Social Media,

Beauty, Nightclubs & Parties, Entertaining &

Decorating

• CH targets (F35-55) Emotional,

Spiritual/Superstitious, Positive Thinkers,

Primary Grocery Buyers, Creative Gifters, Home

Cooks

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Results:

• GROW the Facebook Page

• Economically (CPA < 1/3 Facebook Av.)

• With users most likely to buy

� Average CPA ~$0.25 (1/8 industry average ~$2.00)

� Grew fan-base by 114k in 12 months

ENGAGE with fans

Ferrero – Engaging the Right Chocolate Lovers

CASE STUDIES

• ENGAGE with fans

• At a category leading level (Engagement Rate > 2 x

Facebook Av.)

� Engagement Rate ~3-4 times industry average

� Consistently placed in top 20 AU Pages by Engagement Rate (outside of high-engagement campaign periods)

• DRIVE TRAFFIC to the ecommerce site

• Target: 10% referrals from Facebook

� Facebook is responsible for ~20% referral traffic to FerreroBoutique.com.au

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THANKTHANKTHANKTHANKYOU.YOU.YOU.YOU.

For further information, please contact For further information, please contact For further information, please contact For further information, please contact us at the following details:us at the following details:us at the following details:us at the following details:

THANK YOU

Emily Emily Emily Emily KnoxKnoxKnoxKnoxSocial Media Strategistemily@deepend.com.au+61 2 8917 7900@Deepend