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Mumbrella360: Social Media Tactics From The Dark Side

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Deepend
Deepend

This document provides an overview of social media tactics used by the digital agency Deepend. It discusses how Deepend analyzes audience insights using tools like Hunch and FollowerWonk to understand the demographics and interests of followers. It also presents a case study of how Deepend used these insights to engage different audience segments for Ferrero's Facebook page, leading to increased growth, engagement, and referral traffic.

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1. SOCIAL MEDIA TACTICS FROM THE DARK SIDE What marketers can learn from digital agenciesWhat marketers can learn from digital agencies. Mumbrella360: Wednesday 5th June 2013 Emily Knox @Deepend Social Media Strategist
2.DOCUMENT OUTLINE DOCUMENTDOCUMENT OUTLINEOUTLINE. 1. About Deepend 2. Agencies, Clients & Social Media 3. Audience Insights i. Hunch – audience insights ii. FollowerWonk – audience insightso o e o aud e ce s g ts 4. Using the Force – Ferrero Case Study
3.SOCIAL MEDIA.ABOUT DEEPEND 0101. ABOUTABOUT DEEPEND
4.ABOUT DEEPEND About Deepend Deepend – a full service digital agency: • Design & development • StrategyStrategy • Mobile • Moving image • Social media 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 0202. AGENCIESAGENCIES, & SOCIAL
6.AGENCIES, CLIENTS & SOCIAL MEDIA Agencies, Clients & Social Media Although Deepend partners with many clients in planning and managing their social media presences, there are some clients who prefer to manage their profiles in-house. These clients tend to: • Have in-house resources to manage social channels; B b tt l d t th i i l di fil th th• 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.g This presentation provides methods I use to improve my clients’ social media presences which are: F d ’t i tl i l it i l ti• 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 0303. AUDIENCEAUDIENCE INSIGHTS
8.AUDIENCE INSIGHTS Hunch Twitter Followers – Qualitative Follower Information What: • Hunch’s mission is to build a ‘Taste Graph’ of the entire web, using algorithmic machine learning to connect people with their ffi i i f hi b k & d d idaffinities 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. • 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/
9.AUDIENCE INSIGHTS Hunch Twitter Followers – Qualitative Follower Information Insights – @Deepend example: • Tech-savvy, heavy social media users • Concerned with appearance spend money on fashionConcerned with appearance, spend money on fashion • Middle class: • Health conscious • Managers I t ti l• 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+ Followersy
10.AUDIENCE INSIGHTS FollowerWonk – Analyse Your Twitter Followers 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?y • Which ones are influential? How: f followerwonk.com • 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.location, Twitter activity, and more.
11.AUDIENCE INSIGHTS FollowerWonk – Analyse Your Twitter Followers Insights – @monamuseum: • Followers most active 9pm-11pm  Don’t stop tweeting when 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 M t f ll i T & AU E t• 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 AUwell as AU • Most followers are arts professionals  Is there a wider audience you can target who are interested in art?Pros:  Try using Twiangulate.com’s Keyword tool to find more followers by Bio keywords • Great overall demographic & psychographic snapshot of Twitter followers – both your own & competitors • Option to also analyse those you follow Cons:Cons: • Doesn’t tell you who is most engaged with your Twitter profile
12.SOCIAL MEDIA.CASE STUDIES 0404. USING THEUSING THE FORCE
13.CASE STUDIES Ferrero – Engaging the Right Chocolate Lovers 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 )• 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 )Facebook Av.) • DRIVE TRAFFIC to the ecommerce site • Target: 10% referrals from Facebook
14.CASE STUDIES Ferrero – Engaging the Right Chocolate Lovers 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 and FollowerWonk to analyse Twitter followers of the 4 media brands. 2 psychographic groups Young, Rich & Flashy emerged: 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 Followers2. Caring Homemakers: Woman s Day & MyInvites Followers – F35-55, lower middle class, Mums, homemakers, not tech savvy, religious/spiritual, moral, scrapbooking Caring Homemakers
15.CASE STUDIES Ferrero – Engaging the Right Chocolate Lovers What we did: • Content: • Created content themes aimed at 2 psychographic groups Young, Rich & Flashy Caring Homemakers 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 l i ift & i l ilove 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 PrimarySpiritual/Superstitious, Positive Thinkers, Primary Grocery Buyers, Creative Gifters, Home Cooks
16.CASE STUDIES Ferrero – Engaging the Right Chocolate Lovers Results: • GROW the Facebook Page • Economically (CPA < 1/3 Facebook Av )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 ith f• 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 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 Facebook is responsible for ~20% referral traffic to FerreroBoutique.com.au
17.THANK YOU THANKTHANK YOUYOU. For further information, please contact us at the following details: Emily Knox Social Media Strategist emily@deepend.com.au 61 2 8917 7900+61 2 8917 7900 @Deepend

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Mumbrella360: Social Media Tactics From The Dark Side

  • 1. 1. SOCIAL MEDIA TACTICS FROM THE DARK SIDE What marketers can learn from digital agenciesWhat marketers can learn from digital agencies. Mumbrella360: Wednesday 5th June 2013 Emily Knox @Deepend Social Media Strategist
  • 2. 2.DOCUMENT OUTLINE DOCUMENTDOCUMENT OUTLINEOUTLINE. 1. About Deepend 2. Agencies, Clients & Social Media 3. Audience Insights i. Hunch – audience insights ii. FollowerWonk – audience insightso o e o aud e ce s g ts 4. Using the Force – Ferrero Case Study
  • 4. 4.ABOUT DEEPEND About Deepend Deepend – a full service digital agency: • Design & development • StrategyStrategy • Mobile • Moving image • Social media Our clients: • Our social media team represents a wide range of clients from within: • FMCG • Tourism • Entertainment • Beauty
  • 5. 5.SOCIAL MEDIA.ARTS, AGENCIES, & SOCIAL MEDIA 0202. AGENCIESAGENCIES, & SOCIAL
  • 6. 6.AGENCIES, CLIENTS & SOCIAL MEDIA Agencies, Clients & Social Media Although Deepend partners with many clients in planning and managing their social media presences, there are some clients who prefer to manage their profiles in-house. These clients tend to: • Have in-house resources to manage social channels; B b tt l d t th i i l di fil th th• 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.g This presentation provides methods I use to improve my clients’ social media presences which are: F d ’t i tl i l it i l ti• 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.
  • 8. 8.AUDIENCE INSIGHTS Hunch Twitter Followers – Qualitative Follower Information What: • Hunch’s mission is to build a ‘Taste Graph’ of the entire web, using algorithmic machine learning to connect people with their ffi i i f hi b k & d d idaffinities 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. • 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/
  • 9. 9.AUDIENCE INSIGHTS Hunch Twitter Followers – Qualitative Follower Information Insights – @Deepend example: • Tech-savvy, heavy social media users • Concerned with appearance spend money on fashionConcerned with appearance, spend money on fashion • Middle class: • Health conscious • Managers I t ti l• 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+ Followersy
  • 10. 10.AUDIENCE INSIGHTS FollowerWonk – Analyse Your Twitter Followers 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?y • Which ones are influential? How: f followerwonk.com • 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.location, Twitter activity, and more.
  • 11. 11.AUDIENCE INSIGHTS FollowerWonk – Analyse Your Twitter Followers Insights – @monamuseum: • Followers most active 9pm-11pm  Don’t stop tweeting when 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 M t f ll i T & AU E t• 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 AUwell as AU • Most followers are arts professionals  Is there a wider audience you can target who are interested in art?Pros:  Try using Twiangulate.com’s Keyword tool to find more followers by Bio keywords • Great overall demographic & psychographic snapshot of Twitter followers – both your own & competitors • Option to also analyse those you follow Cons:Cons: • Doesn’t tell you who is most engaged with your Twitter profile
  • 13. 13.CASE STUDIES Ferrero – Engaging the Right Chocolate Lovers 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 )• 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 )Facebook Av.) • DRIVE TRAFFIC to the ecommerce site • Target: 10% referrals from Facebook
  • 14. 14.CASE STUDIES Ferrero – Engaging the Right Chocolate Lovers 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 and FollowerWonk to analyse Twitter followers of the 4 media brands. 2 psychographic groups Young, Rich & Flashy emerged: 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 Followers2. Caring Homemakers: Woman s Day & MyInvites Followers – F35-55, lower middle class, Mums, homemakers, not tech savvy, religious/spiritual, moral, scrapbooking Caring Homemakers
  • 15. 15.CASE STUDIES Ferrero – Engaging the Right Chocolate Lovers What we did: • Content: • Created content themes aimed at 2 psychographic groups Young, Rich & Flashy Caring Homemakers 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 l i ift & i l ilove 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 PrimarySpiritual/Superstitious, Positive Thinkers, Primary Grocery Buyers, Creative Gifters, Home Cooks
  • 16. 16.CASE STUDIES Ferrero – Engaging the Right Chocolate Lovers Results: • GROW the Facebook Page • Economically (CPA < 1/3 Facebook Av )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 ith f• 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 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 Facebook is responsible for ~20% referral traffic to FerreroBoutique.com.au
  • 17. 17.THANK YOU THANKTHANK YOUYOU. For further information, please contact us at the following details: Emily Knox Social Media Strategist emily@deepend.com.au 61 2 8917 7900+61 2 8917 7900 @Deepend