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Case Study: NBC Uses Trending Content to Increase EngagementDan Woolsey (NBC News) and Chase McMichael (Infinigraph)We all know that consumer behaviour is the best barometer to what's relevant. Actions equal intent, right? In this insightful session well hear how NBCUniversal used social intelligence on trending content to drive more engagement on Facebook, Twitter and on adverts. Their smart approach to content optimisation led to direct, measurable ROI.
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Analyze · Automate · Activate
CASE STUDYCASE STUDYCASE STUDYCASE STUDY
Why is my content not getting more attention?
THINGS ARE CHANGING
ABOUT THEGRIO.COM• TheGrio.com - First video-centric news
community focused on serving African-Americans
• Social Reach - 372,547 FB & Twitter Followers
MY SOCIAL MEDIA CONUNDRUM
• ROI for social media is tough to value.
• Growing Facebook and Twitter audiences cost time and $$.
A SOLUTION - CURATING SOCIAL CONTENT
IT WORKSIndustry standard banner
CTR ~ .03% - .06%
CURATED SOCIAL CONTENT
.45% CTR
68% of people are more likely to remember an ad with social context. - Nielsen
300x250
CHALLENGES
• Paid, Earned and Owned Media has to work together
• "Brands as Publishers“
• Can’t just rely on onechannel
BIG BRAND USE PAID MEDIA TO FACEBOOK
SOLUTION
• Source highly relevant content based on consumer behavior and intent
• Increase engagement on your Facebook and Twitter around relevant content
• Know what's resonating in your community and where
There's 3 types of people who'll read your content: Igniters (1%), Sharers (9%), and Watchers (90%)
SOCIAL TRENDING CONTENT IN ADS
Real-time filtered trending content; in ads, apps, website and FB landing pages - content marketing at scale.
RESULTS
• Unit ran on TheGrio – 2% CTR “Highly Relevant”
• Unit ran on iOne network – With Trending content 0.5% CTR average Without average is 0.05%
10X greater interaction
MELDING PAID WITH OWNED AND EARNED MEDIA
• Use social media as a barometer to what's relevant
• Expose content to target audience in an interactive format
• Create discovery in many places drives interaction
There’s no silver bullet in content marketing.
GOT INTELLIGENCE?
USE CASES FOR TRENDING CONTENT
• Trending content is portable to apps too
Both Facebook and Twitter together streaming within app
HOW IT WORKS
Social Mass
INTELLIGENCE CONTENT SCALING
Content Intelligence
Ad Networks
Brand Web Site
Facebook page
House Ads
Mobile
In Apps
3rd party or Partner siteCuration
Cloud Ad/App delivery
BENEFITS
• Content is always changing
• Visually Dynamic
• Social shares build-in
• Consumers see 3 to 5 on average
• Simple!
SOME TAKE AWAY
• Paid media can drive target traffic to your social presence
• If done well, content marketing results in great success across a brand's paid, owned, & earned media
• Content marketing isn't about taking away from your other marketing efforts. Use content to fuel your other existing channels
THANK YOU
• Dan Wolsey - TheGrio−[email protected]
• Chase McMichael – InfiniGraph−[email protected]
m −@chasemcmichael
