Social ROI: The Quest of Creating Business Value Through Social Data Takes a Step Up

Today is the launch of a new interesting product ‘Social Marketing Automation Suite’ from Awareness Inc., focused on helping marketers transform social data into a measurable ROI. More about that further below.

It’s undeniable that a large part of the global focus amongst companies right now is on data and ROI when it comes to social media. Part of this project is to figure out how we can collect social data on a profile/person level and estimate to what we can use this knowledge.

Influence Measurement Tools

Klout has probably been in the centre of this discussion, the service trying to determine a person’s influence by scoring different attributes around a person’s profile. More and more companies are starting to use the Klout score from for instance a job recruitment perspective.

The discussion around the value of the Klout score is diverse. In the 20.05 and 20.07 issues of Wired (US edition), you can sense that people do not agree on its value. Phil Szomszor brings a valid point by stating: “The Twitter account for Big Ben in London tweets a ‘bong’ every day on the hour. It’s automated but it has a Klout score of 72 and is influential about the topic ‘drugs’.”

Competitors to Klout are now seeing the light of day. Just in this recent week, I noticed  two new services providing data on social media influence:

Mashable.com: Which US Olympians Have the Most Social Media Influence with data provided by the company PeopleBrowsr and using their Kred influence measurement tool.

VentureBeat.com: Top 30 tech investors on Twitter, ranked by influence with data provided by PeekAnalytics and using their PeekYou social influence measurement tool.

With a focus on creating strategic business value by collecting data on “people” from sales leads, employee candidates, subject matter influencers, brand ambassadors, I believe the above mentioned services still have a long way to go.

The New Product from Awareness

Last week, I had a chance to sit down in Boston with Mike Lewis, VP of Sales & Marketing from Awareness to discuss the new product.

The Awareness Social Marketing Hub allows marketers to easily prospect, capture, target and convert leads. Awareness has placed three components at the core of the solution with capabilities unique in the social marketing field:

– Social Prospecting: Easily identify new prospects outside of your brand’s established audience.

– Automated Social Profile Database: Develop an accurate picture of your brand’s existing audience as well as targeted prospects on the social web. Profiles are populated in real time with all available demographic information coupled with the user’s social activity to create deep profile intelligence.

– Social Scoring: Analyze and apply weighted scores to social profiles in your database to easily build your own segmentation logic to meet specific business goals. Scorecards can identify prospects for targeted messaging via the Hub or integrated into CRM, marketing automation and email management systems.

Pushing the Space

Putting social data into context and providing companies to create their own segmentation logic to meet business goals is for me some of the most exciting features. It will provide a way of not just looking at profiles as possible sales leads, but will also allow a company to focus the data intelligence on various business objectives from sales, employee recruitment, branding, communication, R&D, brand ambassadors and the list goes on.

I believe that the product will set a new standard and push the space into more of a ROI qualifying direction. My first impression was that the product would be most suited for a BtB company. However, having gained insights on how MBL (Major Baseball League) is going to use the tool, I’m keeping an open mind on possibilities for how a BtC company can create value through using the product.

If you have further interest in the new product, it’s right now possible to sign up for a webinar on the 14th of August with Mike Lewis on Social Scoring, The Missing Link to Social Marketing ROI.

About Awareness Inc.

One of the leading tools in the very crowded “Social Media Management tool” space. The core focus/position for Awareness has been how the tool through management of a company’s social channels works from a sales funnel perspective.

 

 

 

Clickbait: Information overload! How can brands cut-through all the noise?

Screen Shot 2016-04-12 at 10.11.34You won’t believe the hidden message in this blog post! Or rather – there isn’t one, I just wanted you to click through and read this. But bear with me – I’m about to suggest something incredibly controversial – a never-heard-before admission by a social agency!*

As much as clickbait is the emotional catnip of our online experience and can drive consistent traffic for publishers like The Daily Mail and Huff Post who churn out multiple stories each day, it’s still hugely annoying to discover you’ve been duped by an over-excited headline promising to give you all the feels. For brands, adopting the same practice can negatively affect perception and ultimately – sales. So how can brands cut through all the sensational copy and deliver successful results without falling prey to creating clickbait themselves? How do they beat them rather than join them?

 

Platform crackdown

In the early days of social, Facebook optimised content based on engagement, meaning that if users clicked on a piece of content, it received a higher ranking in newsfeeds. In 2014 Facebook took steps to try and crack down on those gaming this ranking using clickbait, and in February this year it introduced an update based not just on what users engaged with in their feed, but what they wanted to see. Facebook’s advice is that Pages should avoid encouraging people to take action (such as encouraging lots of clicks), because this will likely only cause temporary spikes in metrics that might then be rebalanced by feed’s ranking over time – meaning the latest ranking favours content that users naturally engage with rather than content that users click on through coercion.

 

Last month Instagram followed suit and announced it would alter user’s feeds to optimise the content users “care about the most”, and Twitter has also adopted a similar change (although users can opt-out and revert back to the chronological feed). The changes will hopefully make it harder for clickbaiters to game feeds with meaningless content, but the real aim for the platforms hosting is to surface more engaging content more frequently so users return often and stay longer.

 

The same goes for brands on social. If the content they produce is consistently engaging, then users will interact more frequently, leading others to discover it through preferred ranking. Ultimately, these new newsfeed algorithms exist to generate more meaningful engagement, driving not just clicks, but conversations via comments, and shares.

 

Learn and adapt

Meaningful engagement begins with relevant content that creates value for the user and the brand. While an insight-driven content strategy is key to delivering this, brands should also adapt stories and messages based on the emotional needs and behavior of their audience. This is more than just a case of ‘test and learn’ or refining what has already been done. Brands must also evolve their approach in line with new behaviors, platforms, competitors and rankings or risk being left behind by those who do.

 

A good example of a brand that does this well is Buzzfeed, who’s CEO recently shared their new strategic thinking, revealing how their objective has changed from getting users to click through to their main site to view stories, to allowing content to be consumed directly on other platforms. The new direction was prompted by analysing which content generated clicks and discovering that users prefer to consume some types of content within the platform they are already on. The company also found a discernable difference between user interactions with the same content on different platforms, demonstrating how content demand and consumption vary across sites. What spreads like wildfire on Facebook might fail miserably elsewhere.

 

Relevance is key

For brands looking to use social content to drive click-through to their site, it’s important to balance the goal of the company (clicks to eyeballs, or conversions to sales, for example) with the desire and behavior of users on different sites, and monitor response over time. Relevance is key to interaction, and brands that think like publishers will know that relevance is an ever-changing chameleon. While users are bombarded with meaningless clickbait, there is ample opportunity for brands to channel the social zeitgeist by delivering valuable content that meets audience needs in the format, time and platform that suits them. If they get this right, they won’t need clickbait.

 

At Mindjumpers we help companies and brands to think as publishers and provide end-to-end social media management across multiple markets, encompassing full social strategy, planned and reactive content creation, analysis and reporting.

 

If you’d like to find out more please get in touch.

 

*Don’t be naughty and scroll to the last paragraph – I’ve hidden the controversial part somewhere to optimize your dwell time in finding it!