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Breakthrough Storytelling Starts with Analytics
FOUR BARRIERS TO REACHING TO CUSTOMERS
Britopian | #DSPhilly16
THERE IS A CONTENT & MEDIA SURPLUS
Britopian | #DSPhilly16
HUMANS HAVE AN ATTENTION DEFECIT
Britopian | #DSPhilly16
TUNNEL VISION IS A REQUIREMENT
Britopian | #DSPhilly16
CUSTOMER JOURNEY IS UNPREDICTABLE
Britopian | #DSPhilly16
HOW DO YOU BREAK THROUGH THE CLUTTER?
Britopian | #DSPhilly16
Really know your audience
Analytically brilliant
Prefers AppleProducts
Watches ESPN on a tablet in between classes
Lives in San Francisco
Reads and shares content from LinkedIn and
Business Insider
Loves to travel and gives others #travel tips
He’s a data scientist
Talks about sports online;; follows @ESPN & @BleacherReport
Follows @TravelLeisure & @SouthwestAir
How to build an audience
Conversational AnalysisBio Search Brand’s Social Audience
Britopian | #DSPhilly16
BIO Search Conversation
Britopian | #DSPhilly16
Audience Demographics
DEMOGRAPHICS
RACE GENDER AGE
White 78% / 62% Female 62% / 52% 25 – 34 62% / 52%
DEVICE OPERATING SYSTEM
TOP 10 LOCATIONS
1. New York 6. Dallas
2. Los Angeles 7. Portland
3. Chicago 8. Houston
4. San Francisco 9. Atlanta
5. Boston 10. Austin
Britopian | #DSPhilly16
Audience interests: Teachers
41%
22%
21%
15%
12%
SCHOOL & EDUCATION
SPORTS
POLITICS
RELIGION
SCIENCE
Conversations here revolved around problem solving, education research and discussions around science fairs, math and arithmetic. There were several discussions about education technology, stem education as well general conversation about the challenges of being a meth and science teacher.
Top Mentions:@nasa@educationweek@edutopia@joboaler
Top Hashtags:#STEM#science#math#edtech#edchat
Much of the political conversation here is stemming from both the democratic and republican national conventions. The conversation is closely related to the supreme court, gun violence, gun control and civil rights is front and center.
Trump is leading the conversation in terms of quantity although much of it is criticism on how he is managing his campaign.
The recent conversation is mainly teachers giving one another encouragement on the upcoming school year. It’s very apparent the teachers publicly like to uplift and encourage each other, even teachers that do not work in the same districts.
Top Mentions:@educationweek@edutopia@weareteachers@teachergoals@teachthought@googleforedu
Top Hashtags:#edtech#edchat#education#elearning#edtechchat#iste2016
Audience Interests: Followers of a printer brand
3%
5%
7%
9%
12%
TRAVEL
CONSUMER TECH
SPORTS
MULTIMEDIA
BUSINESS
small business innovation
customer experience inspiration
social networking new business venture
digital signage creative idea business cards
entrepreneurship small business resources
blog post scott bourne
digital camera street photography
photo shoot digital imaging
printing photos posted photo
scrapbooks innovative technology
#marketing #B2B
#business #retail
#competition #cloud
#SMB #customerexperience
#innovation #linkedin
#photography #nikon
#500px #photos
#photo #photooftheday
#photographer #portrait
#photog #blackandwhite
samsung galaxy iphone 7 touchscreen
apple ipad amazon fire prices
vr glasses lenovo pc
microsoft surface augmented reality
ipad mini compatible sony games
#android #apple
#ipadgames #win
#mpulserewards #giveaway
#ad #entry
#lenovocar #contest
T O P K E Y W O R D S T O P H A S H T A G ST O P 5 I N T E R E S T S
Audience: Followers of printer brand
8%7% 7%
4% 4% 4% 4% 4%3% 3%2% 2% 3% 3%
7%
12%
17%
2%4%
7%
BUSINESS SHOPPING TECHNOLOGY MULTIMEDIA POLITICS SPORTS MUSIC COMPUTERS GAMING RELIGION
Top 10 interest compared to random sample of internet users (conversational data) Types of content shared within business conversation
.1%
18%
81%
Video
Photo
Text
Epson America
General Population
Top keywords and hashtags within the business conversation
Keywords Hashtagsentrepreneur #business
business innovation #cloud
digital signage #technology
customer service #innovation
start ups #retail
business cards #competition
marketing templates #customerexperience
customer experience #socialbiz
small business owner #marketing
55%
34%28%
21% 20%16%
11% 6% 5% 2%
Technology Business Television News Music Film Travel Décor finance Events
Top 10 media shared (sharing data)
Deep dive conversation analysis
1.80%
0.19%
Printing & Imaging Augmented Reality
5%
49%46%
N=34K
HOW OFTEN IS BRAND A AUDIENCE TALKING ABOUT THE FOLLOWING TOPICS? COMPETITIVE SHARE OF CONVERSATION
N=68K N=24K
Brand A
Brand B
Brand C
N=24K
HOW OFTEN IS BRAND B AUDIENCE TALKING ABOUT THE FOLLOWING TOPICS? COMPETITIVE SHARE OF CONVERSATION
0.37%
0.24%
Printing & Imaging Augmented Reality
N=4K N=2K
0%
54%46%
Brand A
Brand B
Brand C
Market share of conversation (keyword analysis)SHARE OF CONVERSATION: AUGMENTED REALITY – TIER 1 COMPETITORS AUGUST 2015 – AUGUST 2016
SAMPLE CONVERSATION
45,1695%
53%
4%
38%
EpsonMicrosoftSonyGoogle
5% 6% 2%
53% 55% 51%
4% 4% 2%
38% 35%45%
12 Months 6 Months 3 Months
Epson
Microsoft
Sony
SHARE OF CONVERSATION: AUGMENTED REALITY – TIER 2 COMPETITORS AUGUST 2015 – AUGUST 2016
SAMPLE CONVERSATION
11,02619%
9%
2%70%
EpsonVuzixReconMeta
19% 19%10%9% 6%
15%2% 1% 1%
70% 74% 74%
12 Months 6 Months 3 Months
Epson
Vuzix
Recon
Meta
SHARE OF CONVERSATION: PRINTING AUGUST 2015 – AUGUST 2016
SAMPLE CONVERSATION
111,9621%
58%
21% Epson
HP
Canon
21% 18% 17%
58% 61% 64%
21% 21% 19%
12 Months 6 Months 3 Months
Epson
HP
Canon
SHARE OF CONVERSATION: PRINTING AND DIY AUGUST 2015 – AUGUST 2016
SAMPLE CONVERSATION
2,08213%
10%
77%
Epson
HP
Canon13%
24% 23%10% 15%
24%
77%61% 53%
12 Months 6 Months 3 Months
Epson
HP
Canon
Dinah is a craft, home décor, & DIY Blogger. Formerly an educator at CSUF and business owner, she now is a full time writer, Curator for Style Me Pretty Living, Real Simple Lifestyler, and a member of Martha’s Circle.
She has blogged for multiple websites including Fix.com, Home Made Simple, and Sprout Online and has been published in a few magazines and ebooks. Her website, DIY Inspired has been recognized by Mashable, Parenting.com, and Buzzfeed.
TOTAL NETWORK SIZE 49K
Orange County, Ca
TOP INTERESTS
Crafts 68% Design 88%
Technology 52% Travel 75%
Family 24% Reading 11%
TOP KEYWORDS (LAST 12 MONTHS)
REACH BY CHANNEL
AUDIENCE OVERLAP - BRAND
42 followers of DIY Inspired also follow Epson
.3%Brand (17.3K followers)DIY Inspired (15.6K followers)
15K 41K 22K
DINAH’S FOLLOWER BREAKDOWN
Identify who’s influencing the conversation
2K
RELEVANT CONTENT
Emoji Party Favors with FREE Printable
Thank you Gift Idea with Free Printable
ABC I Love You Printable
INFLUENCED BY
@popsicleblog10K followers
@myeverydaysavvy101K followers
@dvinelifestyle9K followers
@mandipie4u78K followers
😀
♥
🗻
DEVICE OPERATING SYSTEM
4765
1103 950501 259
DIY AD Craft Printable Video
7%
34%
51%
8%.2% .2%1%
15%
70%
12% 3% .9%
13-17 18-24 23-34 35-44 45-54 55+
Analytics-driven storytelling
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.
Social Narrative
Deliver an editorial and creative framework to reach the right audience with stories that matter to them;; using content best practices and community engagement.
Audience & Market Intelligence
Influencer Marketing
Empower, train and mobilize influencers to participate and tell the brand story.
Activate them across paid, earned, shared and owned media channels.
Channel Strategy
Build a channel and media strategy based on audience segmentation and native social platform capabilities and user functionality.
Paid Media Activation
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.”
Britopian | #DSPhilly16
Content must be data-driven
Data
Content Strategy
Your brand is the heroof the story
Your brand is a characterin a story
Your 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.
Creative Storytelling
Britopian | #DSPhilly16
Laser-focused & unique approach on each social channel
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 a small percentage of branded tweets.
CONTENT DISTRIBUTION & AMPLIFICATIONUse Twitter to amplify stories, content or campaigns with a focus on driving traffic to brand related web properties.
Facebook audience is 65% female;; interested in technology and live in the US. Community engagement (vs. corporate announcements and other content) posts generate more engagement than the average content.
COMMUNITY ACTIVATIONUse Facebook to activate community to share creative content to their own micro-communities. Focus on brand advocacy.
Instagram audience is made up primarily of influencers, small business owners, entrepreneurs and creatives that are looking for inspiration to build something amazing.
INFLUENCER MARKETINGUse Instagram to activate influencers through organic engagement and paid programs. Focus on small business solutions and products.
CONTENT THEMES
Sports, music, company news, product launches, 3rd party mentions.
CONTENT THEMES
User generated content, photos, images and other stories related to female audience.
CONTENT THEMES
Targeted influencer content, focusing on benefits of using our products for SMB.
Britopian | #DSPhilly16
Optimize content to ensure high performance
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
Britopian | #DSPhilly16
Storytelling with visual and copy
Britopian | #DSPhilly16
Targeting real customers and prospects
INFLUENCERS
UPLOAD INFLUENCERS AS CUSTOM TARGET
AUDIENCE
Custom TiVo ad served
GENERAL AUDIENCE
MATCH MATCH
Britopian | #DSPhilly16
24
Activate influencer network across multiple channels
EARNEDMEDIA
Add full list of influencers to Twitter lists for easy monitoring;; begin light engagement
Segment influencers based on their dominant topics of focus
Follow appropriate influencers on Twitter, LinkedIn;; subscribe to their blogs
Engage frequently;; Retweet and favorite influencer content, share their long-form content/articles
SHAREDMEDIA
Create personalized, creative content targeted towards influencers
Tag influencers on all creative content based on their dominant topics of focus
Add “full” influencer list into custom listening panel to monitor what topics are trending among this group of influencers
PAID MEDIA
Upload full influencer list to Twitter’s Custom Audience product
Target influencers with custom creative, with insights that are extracted from analysis and also the ongoing listening panel
Use topic areas as inputs for Facebook and Twitter keyword/interest targeting to reach new, emerging influencers
Amplify influencer content using content syndication
OWNEDMEDIA
Curate influencer content and/or social profiles for display on the brand’s owned media properties (web site, blog, newsroom)
Invite influencers to participate in conversations within internal communities (mainly for B2B/technology related conversations)
Invite influencers to guest blog;; amplify their content using paid media (promoted tweets, content syndication, etc.)
Low brand participation;; low involvement, low budget
High brand participation;; high involvement, high budget
Britopian | #DSPhilly16
25
… and don’t forget the tools
Editorial Planning
Content Marketing& Publishing
Social CRM & Listening
Advocacy Platforms
Britopian | #DSPhilly16
Michael Brito, SVP Head of US Digital Marketingmichael.brito@teamlewis | @britopianSlides: http://bit.ly/dsphilly