Embed Size (px)
DESCRIPTION
Social media has provided marketeers and companies around the globe with many benefits, but at the same time many challenges; especially within content creation and marketing to your target market. Nikolaj Boserup, Consultant at BABY, will present the importance of adopting a social first mindset. Maria Balle, Digital team leader at Trollbeads, will present how they work with content globally.
Citation preview
!Welcome to the Webinar
How to utilize the social interest graph to maximize your performance?
!
Nikolaj Boserup Consultant
BABY
Vera Verkooijen Partner Coordinator
Komfo
Maria Balle Digital marketing manager
Trollbeads
Laura Forné Elkow Customer Relations Manager
Komfo
We start at 10 am (CET). Until then, enjoy the music and introduce yourself in the chat.
The hashtag for the webinar is #komfowebinar.
Today’s speakers and Komfo representatives:
#komfowebinar!
ABOUT KOMFO We are all about Social Media Marketing at scale. • Headquartered in Copenhagen, Denmark, but present globally.
• Owned by the four founders and the global software company Sitecore.
• Powerful team of 60+ social media marketing specialists ready to guide you to success.
• 100+ strong partnerships with leading social networks, agencies and software providers.
• 400+ enterprise clients and market leader in the Nordics.
How to utilize the social interest graph
to maximize your performance
My name is Nikolaj!
I live and work in Copenhagen…
I know all of these people…
I’m interested in social media among other stuff…
I like to travel -and tell about it…
I follow succesful local agencies… And listens to Danish music…
I like fiction and action movies…
My name is Maria!
I live and work in Copenhagen…
I know all of these people…
I’m interested in social media among other stuff…
I like going out…
I follow successful local agencies… Just play me something…
I might watch to many series…
• BABY social first
• Why think "Social First”
• What is the social interest graph and why is it important?
• How you can utilize the graph information to improve campaign performance
• Best practice: Trollbeads case example
• Trollbeads key results
AGENDA
Our mission: We turn audiences into ambassadors and make our clients the most
talked about in their category.
Strong stories spreads and connects.
!
(and gives the audience a story to
share.)
Think like a big brand
Act like a small one
Why think "Social First"
CONTENT & MEDIA SURPLUS
ATTENTION DEFFIC IT
TUNNEL V IS ION
UNPREDICTABLE BEHAVIOR
EVERYONE IS INFLUENTIAL
Audience Brand
THE SOLUTION
NARRATIVE DEVELOPMENT
Analysis & brainstorm
Social Narrative
A story that breaks through the clutter, is relevant to a specific audience and delivers brand value.
Brand positioning Social GraphCustomer segmentation data
Brand perceptions Search behaviorHistorical content performance
Key inputs
What is the social interest graph and why is it important?
Traditionally marketeers has been driven by demographic segmentation
EMNE / OMRÅDE
Live in Copenhagen
Work in advertising
In a relationship
Age 28 / 30
Female
$ Medium
EMNE / OMRÅDE
Lives in Århus
Works with music
Single
Age 21
Male
Lives in Copenhagen
Works in IT
Married
Age 40
Male
$ Low $High
Grew up in England Real estate owner
Works with music
Married for the second time with two children
Born 1948
Male
$ Successful in business Very wealthy
So how does the graph help?
WHAT IS THE SOCIAL INTEREST GRAPH?
Social graph connections are based on shared
personal connections (i.e. friendships).
Interest Graph connections are based on shared
interest, regardless of personal connections.
Term first used in 2007 by Facebook CEO Mark Zuckerberg The digital map of your personal identity
What you likeWho you know
EMNE / OMRÅDE My social graph
WHERE DOES THE DATE COME FROM?The obvious
My behavior Facebook connect
Applications Spotify
Social plugins
WHAT COULD THE DATA LOOK LIKE?
Yoga Running Fitness Spinning
Facebook users Audience affinity
Vietnamese Italian cuisine
Organic food Ballet RestaurentsHome
appliances TheatreSustainabilityCharityEnviroment
PASSIONS POINTS
Yoga Running Fitness Spinning
Facebook users Audience affinity
Vietnamese Italian cuisine
Organic food Ballet RestaurentsHome
appliances TheatreSustainabilityCharityEnviroment
Health Foodie Eco Going out
How you can utilize the graph information to improve campaign performance?
Any individual or group that may be interested in your organization’s news and events is eligible for inclusion in your social graph.
INTEREST SEGMENTATION WITH RE-MARKETINGFO
CU
S O
N S
ALES
INC
REA
SES
First point of contact via interests (inclusion in social graph)
Exposure of people within the social interest graph
Exposure of people within the social interest graph with product related massage
BRANDING CONTENT
IN-MARKET CONTENT
PRODUCT OR E-COMMERCE
MEDIA PERFORMANCE & ANALYSE — KEND DIN MÅLGRUPPE
FASHION
IMPRESSIONS SEGMENTING
SPORT FACEBOOK TARGET GROUP
MUSIC
GASTRONOMI
ART & DESIGN
TARGETING (INCLUDING / EXCLUDING)
LOOK-A-LIKE AUDIENCE
Hygiene
Search Engine Optimized:Title: “Volvo Trucks - Increased safety on slippery roads with
Volvo Trucks' Stretch Brake ”
130.000+ viewsProduct
Hero
Insight- & product- driven viral video: Truckers like 90s action movies
Precision steering (Volvo Dynamic Steering) allows the stunt
70+ million viewsBranding
Best practice: Trollbeads case example
MOTIVATION
Based on online testing and supported by the Trollbeads brand book, we have identified the social media personas for our fans and potential fans in
Each segment has been split into two personas, to include both the younger and the older members of these segments and thereby ensure relevant
Trollbeads Case example
BRANDING CONTENT
IN-MARKET CONTENT
PRODUCT OR E-COMMERCE
BRANDING CONTENT
IN-MARKET CONTENT
PRODUCT OR E-COMMERCE
Step 1
Step 2
Step 3
BRANDING CONTENT
IN-MARKET CONTENT
PRODUCT OR E-COMMERCE
FOC
US
ON
SA
LES IN
CR
EAS
ES
Trollbeads Case example
Target group* Reach Engaged users
*We used look-a-like audiences to maximize the target group
1
E D I TO R I A L F R A M E WO R KReaching a new audience on Facebook
A TOOL WITH MULTIPLE FUNCTIONS
Trollbeads !voice
Target group personas
Editorial !framework
Etc.
1 9
Gender Woman
Profession Artist, writer, anthropologist
Hobby Blogs about anything beautiful and meaningful
Style Bohemian chique
In a social setting Very lovable, Trollbeads is slightly eccentric with many stories to tell from her interesting life, and is the go-to person for any advice. She has a high sense of aesthetics.
What drives herThough Trollbeads enjoys success, when it all comes down to it, the most important thing for Trollbeads is to inspire unique creativity, friendship and joy.
Social habitsTrollbeads is pleasant to be around, and a great host who welcomes anyone into her home. She is intelligent and
knowledgeable, and whilst people often look up to her, she never gives them reason to envy her. A friend to be proud of.
Our voice
QuirkyArtistic
Passionate
FriendlyPioneering
Positive
Involving
Do’s & Don’ts
Do ‘Here are 10 great ways to make your hair summer ready!’Don’t ‘This is the top ten items you have to own, to be trendy this summer!’
Do ‘This beautiful quote really made me think. I think you will enjoy it too’Don’t ‘This is so true.’
Do ‘It’s that time of year, where you should treat someone you love. We think any of these three heart beads are perfect for a loving reminder, what do you think? Don’t ‘Like heart beads? Buy them here.’
1 9
Gender Woman
Profession Artist, writer, anthropologist
Hobby Blogs about anything beautiful and meaningful
Style Bohemian chique
In a social setting Very lovable, Trollbeads is slightly eccentric with many stories to tell from her interesting life, and is the go-to person for any advice. She has a high sense of aesthetics.
What drives herThough Trollbeads enjoys success, when it all comes down to it, the most important thing for Trollbeads is to inspire unique creativity, friendship and joy.
Social habitsTrollbeads is pleasant to be around, and a great host who welcomes anyone into her home. She is intelligent and
knowledgeable, and whilst people often look up to her, she never gives them reason to envy her. A friend to be proud of.
Our voice
QuirkyArtistic
Passionate
FriendlyPioneering
Positive
Involving
Do’s & Don’ts
Do ‘Here are 10 great ways to make your hair summer ready!’Don’t ‘This is the top ten items you have to own, to be trendy this summer!’
Do ‘This beautiful quote really made me think. I think you will enjoy it too’Don’t ‘This is so true.’
Do ‘It’s that time of year, where you should treat someone you love. We think any of these three heart beads are perfect for a loving reminder, what do you think? Don’t ‘Like heart beads? Buy them here.’
TARGET GROUP PASSIONS
STYLE ACTIVITY
CULTURE HOME
VOICE
Key results
OUTPUT
3
IntroductionRESULTS
New fans Engaged users Reach
140.000 328.000 4.500.000
Trollbeads Case example - Results
RESULTS
Cost per page like
Graph audiences
Interest audiences
Graph audiences
Interest audiences
Cost per Engagement
Graph audiences
Interest audiences
Cost per Impression
Graph audiences
Interest audiences
Engagement rate
100
57
100 100
100
720
62
105
Trollbeads Case example - Results
RESULTS
