In today’s ever-evolving digital marketing landscape, successful marketers need more than just social media data; they need tools that help turn data into actionable consumer insights that inform decisions and drive results at every stage of the marketing process. In this webinar, hear from George Kamide, Senior Manager of Social Media & Content at Merkle, Digimind client and leading performance marketing agency. He’ll discuss how he works with top Financial Services and Media clients, using Digimind’s social intelligence tool to: -- Create an integrated social listening strategy that drives results -- Inform a responsive content strategy for a quickly changing industry -- Influence media planning and content promotion strategies -- Drive triple digit growth in site visits from social

1. Unlocking Social Insights to
Drive Results
with

2. SPEAKER
George Kamide
Senior Manager, Social Media and Content

3. TURN INSIGHTS INTO ACTIONS
@digimindci

4. OUR VISION
Insight-driven decisions will
redefine a brand’s competitiveness
“Insights-driven companies will grow at
least 8 times faster than global GDP”

5. Real-time Authentic Customer-
centric
By 2018, 2.44 billion people will be using social networks

6. Aggregate
Analyze
Act
OUR A3 APPROACH
Helps Reach the Full Potential of Social Web

7. CAMPAIGN EXECUTION
STRATEGIC PLANNING
ANALYSIS
Digimind Social Vision: Transform data into actionable
insights at each stage of the marketing process
Campaigns
Competitors
Market
Segmentation
Marketing Mix
Messaging
Reach
Amplify
Convert

8. THEY RELY
ON

9. 9
Who We Are
Our Work
Data-Driven, Technology-Enabled Performance Marketing
Our Services
Strategy | Analytics | Technology | Data | Creative | Media | Loyalty
Our Value
Acquiring, Retaining & Maximizing The Value Of Your Most Profitable
Customers
Our Differentiation
Our heritage in data, technology and analytics gives us the ability to gain
unique insights that when combined with our strength in performance
media, fuels our ability to develop and execute addressable experiences
that drive customer engagement, loyalty and shareholder value.
Our Passion
Helping the best brands in the world create competitive advantage
through people-based marketing.

10. 10
At Merkle, we’re energized by answering one question:
How can we make content more rewarding for the audience?
We’re obsessed with getting the answer right.
@colbybrownphotography

11. 11
Audience-First Approach to Social Media
Social
Listening
Social
Audit
Audience
Matching
Audience
Affinities

12. 12
CHALLENGES
AUDIENCE
OBJECTIVES
Site Traffic via Social
Increased Engagement
B2B
Financial advisors
Institutional Investors
Crowded Field
Rapid Change
Silent Audience
Case: Global Asset Manager

13. 13
Solution: Responsive Content Strategy
Influencer Conversation
Past Performance
Market Topics
Site Analytics
Monitoring custom sources
Ongoing measurement and benchmarking
Analysis of volume, trends, and sub-topics
Internal site search and user behavior

14. 14
Influencer Conversation
Past Performance
Market Topics
Site Analytics
• What’s Happening
• Topic volume and trends
• Content shaping the conversation
• Who’s saying what
• What users are searching for on site
• What To Do About It
• Categorized and prioritized content topics
• How to Promote Content
• Content types
• Creative & messaging tactics
Social Listening Report
Solution: Responsive Content Strategy

15. 15
Results: Responsive Content Strategy
+780%
Twitter referral traffic
+404%
LinkedIn referral traffic
+123%
Site sessions via social
+126%
New users to site
• Increased social media referral traffic to site
• Refined messaging tactics to drive click-through
• Re-aligned social audiences to more relevant
users, driving new people to site
• Shared insights with Paid Social team to
optimize supporting media with insight-led
campaign restructuring

16. 16
Service Integration: Applying Social Listening Insights to Paid Media
Copy Testing
Rhetorical question syntax,
using “Why” and “How”
First month results:
Restructuring Targeting Criteria
Moving from “industry-based”
to “content-based” targeting
First month results:
YoY Performance
82%
ER
Increase
46%
CPE
Decrease
57%
ER
Increase
58%
CTR
Increase
32%
ER
Increase
68%
CTR
Increase

17. 17
Bonus Track: Earned Media and Audience Behavior Insights
• Despite site traffic and paid media
success, on Twitter, direct engagement
remained problematic
• Raw data pointed to downward trend, but
that was inconsistent with other metrics
• Earned Media had increased 50% despite
lower volume of Owned Media
0.00%
0.05%
0.10%
0.15%
0.20%
0.25%
Jan-15
Feb-15
Mar-15
Apr-15
May-15
Jun-15
Jul-15
Aug-15
Sep-15
Oct-15
Nov-15
Dec-15
Jan-16
Feb-16
Mar-16
Apr-16
May-16
Jun-16
Jul-16
Aug-16
Sep-16
Oct-16
Nov-16
Dec-16
Twitter Engagement Rate (%)
50%
Earned
Media
Increase
3%
Owned
Media
Decrease

18. 18
Bonus Track: Earned Media and Audience Behavior Insights
• Further research revealed a behavioral trend favoring manual Retweets among financial professionals
• Before social listening: 15 manual RTs
• After implementation: 2,916 manual RTs
Lesson: Know thy audience, and don’t be afraid to re-define success metrics.

19. 19
CHALLENGES
AUDIENCE
OBJECTIVES
Scalable Targeting
Cost Efficiency
Cord-cutters
Cord-nevers
Existing subscribers
New Shows
Broad Categories
Highly-Competitive Market
Case: Global Asset Manager

20. 20
Organic social data uncovers audience affinities which allows us to produce an advanced testing taxonomy
Under
Armour
Drew
Brees
DraftKings
Solution: Mine Social Audiences for Affinities

21. 21
Merkle drove the best performance in Paid Social that our client had ever seen.
As result we were awarded additional scope including programmatic video.
Methodology Resulted in Perfect Relevancy Scores for Facebook ads

22. 22
Takeaways
• Audience first, content second
• Social Listening is more than monitoring
• Evolve from “keeping score” to “making runs”
• Invest the time to build out processes
• Involve all stakeholders: social, media, creative, CMO
• Keep parameters focused, it’s easy to fall down rabbit holes
• Fail fast: test everything
• Try your best to break your tools

23. Thank you.