SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014

Ask, measure, learn

LUTZ FINGERLINKEDIN

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Ask Measure Learn

@LutzFinger

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Promise of Social Media

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ASK the right Questions. MEASURE the right data – even if

it is not Big data. Take Actions and LEARN from them.

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One Framework?

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? Products

Market Research

Customer Care

Marketing

PR

Sales

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Products

Market Research

Customer Care

Marketing

PR

Sales

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Aja Dior M.

omgg, my aunt tiffany who work for whitney houston just found whitney houston dead in the tub. such ashamed & sad :(

Ask

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AP news

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10

Reach ≠ Influence

50% is Homophily

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Audience Marketing

What interests your Audience?

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• Other News • Trending Content • Sentiment • Emotionality • Time • Weather • Promotion Pressure • Reader Demographics • …

Content Marketing

Sou

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: Fis

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Source: Fisheye Analytics

• Other News • Trending Content • Sentiment • Emotionality • Time • Weather • Promotion Pressure • Reader Demographics • …

Content Marketing

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• Other News

• Trending Content • Sentiment • Emotionality • Time • Weather • Promotion Pressure • Reader Demographics • …

Content Marketing

Sou

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: Bet

a La

bs

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• Other News • Trending Content • Sentiment • Emotionality

• Time • Weather • Promotion Pressure • Reader Demographics • …

Content Marketing

Awe

Anger

Sadness

Anxiety

Sou

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: Jo

nah

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et. a

l. –

likel

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to

get

on

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• Other News • Trending Content

• Sentiment • Emotionality • Time • Weather • Promotion Pressure • Reader Demographics • …

Content Marketing

Source: LinkedIn

Top 4 Topics Koka’s Followers Engage With (Sept 29 – Oct 12)

Personal Brand First Step Cold Call

Social Selling Success

Others

Alec Baldwin

Movie: Glen Garry Glen Ross

Content Amplification

Deceptive Pricing Practice

Ob

vio

us

No

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s

Koka Sexton

Followers

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Content Marketing

There is no Truth Only

Algorithms

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Magic Formula

Reach

Frequency Engagement

X X =

Content

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Engagement is not all equal.

Sou

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Up

wo

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Th

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Word of Caution

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