Content Conference - January 2015

Content Conference

January 14, 2015

Philippines

Fourth

Topics for Discussion

Analytics for Facebook and Twitter-Hannah Analytics for Pinterest, Instagram and LinkedIn-Reg Analytics for Google+, Blogspot, and Youtube-AC

Analytics in Social Media, Market Research and Program Implementation ROI, ROE and/or Program Measurement

Analytics for Facebook and TwitterHANNAH

Analytics for Pinterest, Instagram and LinkedInREG

Analytics for Google+, Blogspot, and YoutubeAC

Analytics for Social Media

No right or wrong listening tool to use, but more accessible (aka, free or paid), more accurate, more comprehensive, easier to understand

July 2014: Use and purpose evaluating customer loyalty and/or conversion thru interaction

“listening” or measuring feedback of customers of products and services

measuring if what you’re doing is working

comparison of marketing efforts with competition

Analytics for Social Media Summary (according to Avinash Kaushik’s “The Complete *Digital

Analytics Ecosystem – www.kaushik.net )

Key Performance Indicator (KPI). A KPI is a metric that helps you understand how you are doing against your objectives.

*In this respect, ”Digital Analytics” include activities on website and mobile apps

(through owned platforms), social presence (rented platforms), impact online of offline activity/ies and/or marketing campaigns,

and offline impact of business online activity.

Analytics for Social Media Summary (accdg to Avinash Kaushik’s “The Complete *Digital Analytics

Ecosystem – www.kaushik.net )

Dimension, an attribute of the Visitor to your website. (e.g., demographics, countries, referring sites, number of visits, devices, etc.)

Analytics for Social Media Custom reports (vs Standard Reports)

Talk and interact with customers in order to understand the questions, complaints and reactions that need answers and/or clarifications.

Vs: coming up with whatever campaign material you can in hopes of hitting something right (article to read: “Content Marketing vs. Stuff Marketing”)

From: Avinash Kaushik’s “The Complete *Digital Analytics Ecosystem – www.kaushik.net


Advanced segmentation Looking from a whole aggregate data group,

and putting them in smaller, micro-clusters:

Acquisition, Behavior and Outcomes

Visitor segmentation, cohort analysis, sequence segments



Identify the business priorities From the decision-makers

Instead of just getting data and finding the interesting ideas from the data, in order to know the track of the company


Analytics for Social Media Enumerate and research for the

competitive reality From the decision-makers

Research about the competitors you know and don’t know about

Find who’s paying and getting organic returns

Compare and contrast their campaigns and performance with yours (Competitive intelligence analysis), so you know if your business priorities are informed, KPIs are better, identify dimensions you have identified and have not yet considered


Analytics for Social Media Find new business opportunities

Doesn’t happen everyday, but provides a new landscape, new direction when it comes to digital

Influence on analysis

Instead of waiting for it, look for it to form a strategic plan of action for it



10/90 Rule “If you have $100 to invest in making smart

decisions with data, invest $10 in the tool and consulting required for implementation and invest $90 in Analysts/Big Brains.”

Human factor still plays a role in identifying the implications of the data. Tools are just that and may provide information, but nothing of the interpretation provided by smart people.



Data pukes Unavoidable massive information that

you may put into reports and actually help with nothing.

Warning: When clients/decision-makers ask you for more reports no matter how much pukes you put in.

Good sign: When people ask for more relevant, important data pukes.


Analytics for Social Media Custom Data Pukes

A combination of relevant and useful information, and interesting but not-really-important set of data

Eventually, teams will figure out they don’t need some of the data they’re looking for, and just ask analysts which ones are related to the specific teams


Analytics for Social Media Insights, Actions and Business

Impact Insights (I): findings from data that allow

causal relations(y and z)

Actions (A): Steps needed, recommended concrete tasks to achieve marketing and/or company goals. (e.g., "Triple the investment in Paid Search for this list of keywords.“ It is one of the Analyst’s main tasks, though not if the job is only to write a report.

Business Impact (BI): quantifying the estimates/foresight of what may happen should the company take the said A. (e.g., "Tripling the investment in Paid Search for this list of keywords will increase revenue by $893k per week.“)From: Avinash Kaushik’s “The Complete *Digital Analytics Ecosystem –

www.kaushik.net


Phase One: Lay the foundation Data capture

Allows for the identification of priorities, goals, and quality of data



Phase Two: Data Reporting Identify and choose which data you

need for effective data and analysis investments



Phase Three: Data Analysis Causal factors

Interacting with specific groups in the company to identify specific actions for the business


Analytics and Market Research

July 2014: measure awareness of customers of the product/s ROE (Return on Engagement) gives you an idea of the brand’s strength

most useful for small business, start-ups, community and/or local businesses (being part of the Consumer Engagement Loop)

Bigger awareness (even in small communities) = stronger loyalty (quality products and service)

More importantly, when something is widely used in the community, there’s a stronger feeling of recommending the product to others (especially for products personally used, more likely to share with people closer to you like friends and family)

More content writers prefer measuring their success with ROE compared to ROI, because that’s like saying you have an allotted value/budget for every content piece you come up with (remember the webinar that mentioned “TOFU” and “BOFU”?)

For many writers, allotting a particular value to kinds/types of content is already failing in your content marketing goal even before you have started the campaign (that’s applying a cookie-cutter method, in that you’re generalizing the kind of audience you have in a box; your real audience and their interests can’t be placed in a box)

ROI, ROE and Program Measurement

Analytics and Market ResearchROI, ROE and Program

Measurement ROI is looked at as a continuation of the “push” marketing process that ends after the “click” of the customer is done

Consumer Engagement Loop: a continuous process that continuously draws in loyalists and evangelists to your product, not just actions that end with a click

ROE recommends integration of content programs and real-time distribution for precise delivery (measured through in-view impressions, in-view time, interaction time, hover rate, etc)From: “For content marketers, an alternative to the CTR” in Pulsepoint

http://i2.wp.com/digiday.com/wp-content/uploads/2014/08/Digiday-BCS_Consumer-Engagement-Graphic.jpg


Followers of ROE as a measure of content marketing success ask these questions to justify measurement in lieu of ROI: How do you measure current activities? Example, you tweet something, and

someone follows you, visits your website and subscribes to your newsletter. They download the links, like white papers and ebooks, that you come up with and email in the next two months, and only decide to call you then. To which do you tie/credit the lead you got: the tweet, the newsletter, or the email?

ROI doesn’t help with the building of the network. You have immediate customers you can call, immediate contacts you constantly stay in touch with, and their contacts they have their immediate relations to. But 70% of your contacts are not prospects, and possible customers may only comprise of 3% of that possible network.

“ROI is a false metric.” You’ll only be measuring activities with equivalent dollars, most likely ignoring all the other efforts contributing to the acquisition of the lead and/or sale. If they do not fit in your funnel, do you automatically discount them?


From: “Social Media Engagements: Measuring the ROE vs the ROI” in thevarguy.com


What will you be measuring in the first place? marketing objective? In what way are you intending to use your content? Content for TOFU, MOFU

and BOFU are used and evaluated differently from each other

TOFU content: grow your audience and create engagement, invite audience and spend time on pages/website, and increase organic traffic and act on it (CTAs)

Measure content through your platform analytics: which ones are getting people to talk to each other, which ones are asking questions, which ones are getting Likes, RTs, Private Message inquiries

MOFU and BOFU content: educate customers on how product/service can help them in their everyday problems, challenges and difficulties; and open opportunities and sales

Are your newsletters and/or links being opened? How many posts led to inquiries with sales, and how many of those pushed through with actual sales and how many didn’t? How many customers did your post/s create?

Time allotted (how many hours/minutes per piece of content)“Ripples”: Other byproducts of the content you come up with (e.g., invites to talks,

guest blogs/posting/articles, network, interviews, other projects)



ROI (Return on Investment) for content gives you an idea of how and where you should invest

your money (marketing budget, improvement of products, research, packaging and design, etc)

the percentage of improvement (compared to previous performance, competition)

comparison of targeted audience vs real and/or “accidental” audience (per social media platform)


Graph from article “Measuring the return and ROI of content marketing” - iScoop

http://fusionmex.i-scoop.eu/wp-content/uploads/sites/4/2014/04/Content-with-the-best-ROI-Copypress-via-eMarketer.gif


ROI for content is broken down to metrics and KPIs


TOFU MOFU BOFU

Different stages into achieving your marketing goals = Different metrics

Table from article “Measuring the return and ROI of content marketing” - iScoop

http://fusionmex.i-scoop.eu/wp-content/uploads/sites/4/2014/04/Content-marketing-metrics-and-KPIs-adapted-from-the-Content-Grid-click-for-full-version.gif


Many of your content may lead you to have high returns in KPIs and metrics, but remember: are they responding according to your marketing goals?

You can group the content marketing KPIs and metrics into 5 groups (by Mediaforta): Content consumption metrics : Why are you writing/creating other forms of content? Are your

efforts enough for your target audience? Is what you’re doing being read/viewed? Page views (Google Analytics)

Video views (most video hosting pages have this)

Document views (Slideshare, Scribd, Prezi)

Downloads (form automation software/s to create the documents, like ebooks and white papers)

Content sharing metrics: capacity for organic shareability (“new link building” through adding a social and personal dimension)

Likes, Shares, Tweets, RTs (doesn’t bring you info on revenue, but tells you how relevant and shareable your content is. There’s also SWYN or Share With Your Network, and other channels like email Forwards)

Inbound Links (other websites linking your page/site to theirs, like account embeds, pins, content curation, etc.)



Lead generation metrics: important for businesses, especially with B2B. Attract, engage, invite and nurture them into leads, leading to catering to them as customers

Contact forms (form metrics, Google Analytics)

Subscriptions / registrations (newsletter subscribers, demo sign-ups. Identify and sort through leads that are prospects and real ones)

RSS subscribers (Feedburner)

Blog comments and social (track conversation starters for community-building purposes and interaction, but can also turn into leads)

Impact on Sales metrics: with online channels, it’s easier to track which of your multi-channel efforts worked for conversation and sales, monitor sales journey and find patterns among your leads/buyers, and gauge impact on branding and branding on sales.

Content marketing ROI: What C-level executives are interested in – proving that content marketing is worth its money.

Step 1: Calculate in-house and outsourced investment costs. Include detailed breakdowns like hosting of your blog/page, content writing, needed resources, time spent on workflow, creation of infographics, production of videos, content marketing software, integration, strategy, timesheets of people who worked inside the company for materials, etc.



Step 2: Calculate returns. In the simplest of terms, create an average.

Count how many clients you got per month from the page/blog, and how much they spent for your products/services.

Establish an average profit margin, (average in most companies is 20%). Subtract the investment from the page/blog from the profit margin, which gives you the profit for the month. Divide the profit from the investment, and you get the percentage ROI of the page/blog.

This is too general and straightforward. For a full content marketing program that entails more than one platform, it takes a much more complicated process. But starting somewhere in terms of measurement in order to prove that your efforts bring you returns is important.

Industry benchmarks may vary according to your target audience and behaviors, culture, organization, geography, etc.

(Content marketing metrics sample from Pardot)



Competitive Analysis: What are your competitors doing? Allows you to make sure you’re up-to-date, on-trend on opportunities, strategies, challenges and analytics or

your customers, your marketing campaigns and your business as a whole

A part of the social analytics strategy, critical to “understand, optimize and streamline” your marketing processes, social or otherwise

Done with conversation and audience analysis


From “What are your competitors doing on social” in Simply Measured

http://cdn.simplymeasured.com/wp-content/uploads/2015/01/Screenshot-2015-01-13-08.36.47.png


ROE and ROI combined to find and determine their needs Example : Heschel Supply Co. (since 2009)

Issue : before social media, concerns were handled by only one customer service rep through phone or email

Problem : great product, but low sentiment due to lagging response

Social media objective : improve customer support with a bigger team, respond to every question – even those not talking about their business

Social Media Team: @HSC_Support Twitter answers questions and manages responses posted, proactive search for hashtags and keywords like #Herschel and #HerschelSupply

“Creating that bond while problem solving results in happy customers who return in the future.” = Increased customer service satisfaction by 20% (Hootsuite)


From: Hootsuite’s Interview with Herschel’s Social Media Manager, Allison Butula


Positive customer service satisfaction and interactions lead to personal testimonials on social media from Herschel’s young demographic

Satisfied customers from stores = shoutouts on Facebook and Twitter (optional: + repeat customers)

Sometimes considered more important than a repeat sale

Analytics: 60% increase in positive brand sentiment since Facebook (2011) and Twitter (2013)

On-brand, uniquely curated content = great following, quality followers, increased brand sentiment from industry influencers and fans

Different social media networks have different audiences:

Pinterest: females

Instagram: photographers

Twitter: interested in product releases and stories featured


From: Hootsuite’s Interview with Herschel’s Social Media Manager, Allison Butula

Recommended Reading

Content Marketing vs Stuff Marketing: Do You Really Know What You’re Doing? By Andrew Moravick

Content Playbook by Content Marketing Institute (CMI), Oracle Eloqua and Brightcove

Content Conference - January 2015

Data & Analytics

digital analytics ecosystem

avinash kaushiks

linkedinreg analytics

youtubeac analytics

twitterhannah analytics

digital influence

business priorities

content marketing