MediaPost's Social Media Insider Summit '14 - Snackable Take Home Lessons

1. !
MediaPost’s
Social Media Insider Summit ‘14
Snackable Take Home Lessons
!
!
!
Authored by Michoel Ogince

2. MY OFFICE FOR FIVE DAYS…
CAPTIVA ISLAND, FL
!
Confidential: Do not distribute
All images and content are for proof only
BIG FUEL FROM CONTENT TO COMMERCETM
2

3. LESSON #1 THE NEWSROOM
!
WHAT EXACTLY IS THE NEWSROOM?
!
•
It’s a process not a room.
•
Technology, audience insights, strategy, content creation,
publishing, measurement.
•
Layered with RTM, no - not (only) real-time marketing.
right-time marketing.
•
Leverage quantitative and qualitative data to inspire
content creation.
!
!
!
Confidential: Do not distribute
All images and content are for proof only
BIG FUEL FROM CONTENT TO COMMERCETM
3

4. LESSON #1 THE NEWSROOM
THE SIX USE CASES OF RTM
!
Text
!
Altimeter, Dec ‘13
!
Confidential: Do not distribute
All images and content are for proof only
!
BIG FUEL FROM CONTENT TO COMMERCETM
4

5. LESSON #1 THE NEWSROOM
MORE ON RTM
Confidential: Do not distribute
All images and content are for proof only
BIG FUEL FROM CONTENT TO COMMERCETM
5

6. LESSON #1 THE NEWSROOM
MORE ON RTM
Confidential: Do not distribute
All images and content are for proof only
BIG FUEL FROM CONTENT TO COMMERCETM
6

7. LESSON #2 MODEL STRATEGY ON SOCIAL DNA
VISA’S #GOINSIX CAMPAIGN
Confidential: Do not distribute
All images and content are for proof only
BIG FUEL FROM CONTENT TO COMMERCETM
7

8. LESSON #2 MODEL STRATEGY ON SOCIAL DNA
!
VISA’S #GOINSIX CAMPAIGN
!
•
Using data to predict how people will ‘say’ in social.
•
Six words, six photos, six seconds.
•
That’s all you need to tell a story.
!
!
Confidential: Do not distribute
All images and content are for proof only
BIG FUEL FROM CONTENT TO COMMERCETM
8

9. LESSON #2 MODEL STRATEGY ON SOCIAL DNA
!
VISA’S #GOINSIX CAMPAIGN
!
•
From products to passions, deals to inspiration, and
tools for living to life worth living.
•
Consumers were invited to share how they #GoInSix.
•
Influencers co-create #GoInSix stories of their own.
!
330MM earned impressions & 37,046 storied
engagements per post. 6x the earned impressions and
more than 10x the storied engagements per post than
industry standards.
!
Confidential: Do not distribute
All images and content are for proof only
!
BIG FUEL FROM CONTENT TO COMMERCETM
9

10. LESSON #3 SOCIAL DATA
!
WHAT ARE WE GOING TO MEASURE NEXT?
!
•
Sentiment: accuracy 60% - 65%, long way to go.
•
Beyond +ve, -ve and neutral to emotions.
•
Emotional sentiment will be able to inform content strategy.
!
!
!
Text
Confidential: Do not distribute
All images and content are for proof only
BIG FUEL FROM CONTENT TO COMMERCETM
10

11. LESSON #3 SOCIAL DATA
!
WHAT ARE WE GOING TO MEASURE NEXT?
!
•
Social media security, risk management & governance
metrics.
•
Conversion metrics: true dollar-value ROI of social media.
•
Fragmented and difficult process.
•
Nomi, Estimote among others are building the future.
!
!
Confidential: Do not distribute
All images and content are for proof only
Text
BIG FUEL FROM CONTENT TO COMMERCETM
11

12. LESSON #3 SOCIAL DATA
!
WHAT ARE WE GOING TO MEASURE NEXT?
!
•
Smart home, smart car, smart you.
•
All layered with social media technology.
•
AND data.
!
Text
Confidential: Do not distribute
All images and content are for proof only
BIG FUEL FROM CONTENT TO COMMERCETM
12

13. LESSON #4 IWEARYOURSHIRT.COM
BE BOLD, TAKE RISKS, NEVER GIVE UP
Text
Confidential: Do not distribute
All images and content are for proof only
BIG FUEL FROM CONTENT TO COMMERCETM
13

14. !
LESSON #4 IWEARYOURSHIRT.COM
!BE BOLD, TAKE RISKS, NEVER GIVE UP
•
Jason Sadler, Jacksonville, FL.
•
Jason pitched to wear your company shirt for a day
(human billboard).
•
On January 1 ‘09, the price = $1. The price increased by
$1 for every day after January 1 = $66,795.
•
In 2010 doubled the prices!
•
In 2012, Sadler auctioned off the rights to change his
last name to whatever company bid the highest.
Headsets.com won, paying $45,000 to change his
name to Jason HeadsetsDotCom.
Confidential: Do not distribute
All images and content are for proof only
BIG FUEL FROM CONTENT TO COMMERCETM
14

15. !
LESSON #5 PAID, OWNED AND EARNED
MAKING THEM WORK TOGETHER
!
•
Organizational structure needed improve communication
b/w POE teams.
•
The customer experience across channels needs to blend.
•
Challenge: In paid - search, social & display there are
different budgets & buyers.
•
C-level wants aggregation, however on the
practitioner level there are different budgets,
platforms, data & operatives.
!
!
!
Confidential: Do not distribute
All images and content are for proof only
BIG FUEL FROM CONTENT TO COMMERCETM
15

16. THANK YOU
Confidential: Do not distribute
All images and content are for proof only
BIG FUEL FROM CONTENT TO COMMERCETM
16

17. Thank You!
!
Michoel Ogince
Director, Platform & Product Strategy
michoelo@bigfuel.com
@Twabbi