infinigraph nbc presentation smm11

Analyze · Automate · Activate

CASE STUDYCASE STUDYCASE STUDYCASE STUDY

Why is my content not getting more attention?

THINGS ARE CHANGING

ABOUT THEGRIO.COM• TheGrio.com - First video-centric news

community focused on serving African-Americans

• Social Reach - 372,547  FB & Twitter Followers

MY SOCIAL MEDIA CONUNDRUM

• ROI for social media is tough to value.

• Growing Facebook and Twitter audiences cost time and $$.

A SOLUTION - CURATING SOCIAL CONTENT

IT WORKSIndustry standard banner

CTR ~ .03% - .06%

CURATED SOCIAL CONTENT

.45% CTR

68% of people are more likely to remember an ad with social context. - Nielsen

300x250

CHALLENGES

• Paid, Earned and Owned Media has to work together

• "Brands as Publishers“

• Can’t just rely on onechannel

BIG BRAND USE PAID MEDIA TO FACEBOOK

SOLUTION

• Source highly relevant content based on consumer behavior and intent

• Increase engagement on your Facebook and Twitter around relevant content

• Know what's resonating in your community and where

There's 3 types of people who'll read your content: Igniters (1%), Sharers (9%), and Watchers (90%)

SOCIAL TRENDING CONTENT IN ADS

Real-time filtered trending content; in ads, apps, website and FB landing pages - content marketing at scale.

RESULTS

• Unit ran on TheGrio – 2% CTR “Highly Relevant”

• Unit ran on iOne network – With Trending content 0.5% CTR average Without average is 0.05%

10X greater interaction

MELDING PAID WITH OWNED AND EARNED MEDIA

• Use social media as a barometer to what's relevant

• Expose content to target audience in an interactive format

• Create discovery in many places drives interaction

There’s no silver bullet in content marketing.

GOT INTELLIGENCE?

USE CASES FOR TRENDING CONTENT

• Trending content is portable to apps too

Both Facebook and Twitter together streaming within app

HOW IT WORKS

Social Mass

INTELLIGENCE CONTENT SCALING

Content Intelligence

Ad Networks

Brand Web Site

Facebook page

House Ads

Mobile

In Apps

3rd party or Partner siteCuration

Cloud Ad/App delivery

BENEFITS

• Content is always changing

• Visually Dynamic

• Social shares build-in

• Consumers see 3 to 5 on average

• Simple!

SOME TAKE AWAY

• Paid media can drive target traffic to your social presence

• If done well, content marketing results in great success across a brand's paid, owned, & earned media

• Content marketing isn't about taking away from your other marketing efforts. Use content to fuel your other existing channels

THANK YOU

• Dan Wolsey - TheGrio−dan.woolsey@nbcuni.com

• Chase McMichael – InfiniGraph−chase.mcmichael@infinigraph.co

m −@chasemcmichael