how to create brand buzz using social audience data and smart segmentation

How to Create Brand Buzz Using Social Audience Data and Smart Segmentation

August 14th, 2013

@rio_seo / @womma / #socialtargeting


2

Ben Straley

VP of Social Technologies at Rio SEO

17 years digital marketing experience

8 years word of mouth marketing and social media marketing experience

Based in Seattle, Washington

Find Me Online

linkedin.com/in/bstraley twitter.com/bstraley


3

Goals for Webinar

Learn How To:

Collect and Manage Valuable First and Third-Party Data

Create Rich Profiles of Your Influencers and the People They Influence (aka Your Social Audience)

Scale Up with Large “Social Look-alike” Segments

Activate Your Social Audience


Our TechnologyDiscovery, Engagement, and ROI From Search and Social

-----------------------------------------------------------------------------------------------------------------

SOCIAL

SEARCH LOCAL

4


Leader in Discovery Marketing

” No question [Rio SEO] is the best fit for discovery marketers who want to optimize their content across multiple discovery platforms, not just search engines.”

The Forrester Wave™: SEO Platforms, Q4 20125


Every 60 Seconds…

510,000+ New Comments

98,000+ New Tweets

20,000+ New Posts

600+ New Videos

3,400+ New Pictures

694,000+ New Search Queries

168,000,000+ New Emails

6


The Social Question

7


8

Where The Journey Begins

Source: Forrester Research, Inc. “Mix Art and Science for Marketing Success”, 2012

Discover / Explore / Buy / Engage


Social Discovery

Source: http://gigaom.com/2012/10/12/dark-social-why-measuring-user-engagement-is-even-harder-than-you-think/

Majority of social traffic and engagement comes from “dark social”.

9


10

The Discovery and Engagement Loop

Discovery

Engagement

When people engage, they share with friends which leads to more reach and discovery…


And Social’s Not All!

Source: Social Media, Backlinks and Classic SEO: U.S. and UK SEO Ranking Factors 2012, SearchMetricshttp://blog.searchmetrics.com/us/2013/06/07/us-and-uk-seo-ranking-factors-2012/

Social Signals Drive Search Rankings

11


Three Factors Drive Engagement

Consumer

ContextContent

Most Likely to Capture Attention and Drive Engagement

Key Attributes

WHO is the user?

WHAT captures their attention and elicits engagement?

WHERE do they engage and share?

12


13

Engaging Your Target?


14

Targeting Plan vs. Actual Reach

V.

Target Persona

Actual Persona


15

How to Reach Your Intended Audience

Analyze Audience

Define Target Persona(s)

Create Relevant Content

Drive Engagement

Analyze

Define Target Personas

Correlate Relevant Content

Drive Engagement


16

First-Party Data

The Data You Collect Directly from Site Visitors and Customers.


First-Party Social Insights

Discover the content that fuels sharing and gets amplified through word-of-mouth

Identify the sites and communities where influencers and advocates are most engaged

See the awareness, traffic, and engagement lift generated by paid media tactics

Optimize performance for greater engagement and lift and measure ROI

17

https://app.meteorsolutions.com/tracker/807/overview/?dr=2011,05,01-2011,05,31


18

The 1% Rule

1% of Your Audience Can Drive 20% or More of All Visits Through Sharing

These Visits 2-4x More Likely to Engage and Convert1%


First-Party Social Segmentation

Ad Impressions

Visitors

Searchers

Content Sharers and Social

Visitors

Happy Customers

Advocates (aka “Net

Promoters”)

Good: Visitors

Better: Searchers

Best: Loyal Advocates (1-5% of Your Audience)

19


20

Expanded Insights with Third-Party Data

Demographi

cs

Psychographics

Behavioral

Social

Third-Party Data


21

Creating Detailed Audience Profiles

• Web Analytics• CRM• E-Commerce• Email

First-Party Data

• Demographic• Psychographic• Behavioral• Social

Third-Party Data

Data Management Platform (DMP)

1. Connects Third-Party Data to First-Party Data

2. Creates and Maintains Audience Segments for

Outbound Marketing

Brand Influencers +Social Look-alikes


22

Influencers + People Who Follow Them

Attributes Details

Gender 60% Female

Age 20-29 y.o.

Location 80% Urban / Sub-urban

Income $80,000+

Shares Content About

PhotographyConsumer Electronics

Parenting

Spends Time on Sites Like

Social NetworksCasual GamesPhoto sharing

Reach Potential

1.1M

Attributes Details

Gender 65% Female

Age 30-39 y.o.

Location 80% Urban / Sub-urban

Income $100,000+

Category Interests

ParentingHealth and Wellness

Shopping

Media Interests Social NetworksCasual GamesEntertainment

Reach Potential

2.5M

Your Brand’s Influencers: Followers…


23

Give Your Influencers What They Want

More Relevant, Useful Content

Status = The First, The Best, The Only

Rewards for Referring Friends and Followers


24

How & Where to Activate Your Influencers

On-Site and In-App Deepen Influencer

Engagement With Social Referral Rewards

Refer 5 Friends Gamification

Points, Levels, Badges ,Content Unlocks

Social Retargeting Reach Your Influencers

Across The Web With Targeted Rich-Media and

Display Email Native Advertising

---------------------------------------------


Lift from Activation

5-Jan7-Jan9-Jan

11-Jan

13-Jan

15-Jan

17-Jan

19-Jan

21-Jan

23-Jan

25-Jan

27-Jan

29-Jan

31-Jan2-Feb4-Feb6-Feb8-Feb

10-Feb

12-Feb

14-Feb

16-Feb

18-Feb

20-Feb

22-Feb

24-Feb

26-Feb

28-Feb

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

%Influencers

Before ACTIVATE After ACTIVATE

Up to 7x More Efficient Cost per Acquisition

25


26

Get Scale with Social Look-alikes

Social Look-alikes

• 5.5M

• 5% growth

Social Visitors

• 1,240,000

• 15% growth m/m

Influencers

• 105,000

• 10% growth m/m

Social Remarketing and Look-alike Targeting>6.5M Uniques>30M Impressions

EXAMPLE


Putting It All Together…

More Social Traffic

More Influencers

Incremental Annual Recurring Revenue

30%

14%

-----------------------------------------------------

-----------------------------------------------------

$5M Identify & Connect with influencers and the communities with which they engage

Create & Promote shareable content to drive word of mouth and enable discovery

Engage target audience with compelling content consistently and repeatedly

Optimize content and advertising to increase sharing and reach

Major Online Retailer Generating Millions in Incremental Revenue

27


28

Summary and Take-Aways

Track Your Content and Identify Your Influencers

Connect Your First-Party Influencer Data to Third-Party Audience Data

Create Influencer Profiles Based on Actual Demographic, Psychographic, Behavioral, and Social Attributes

Get Their Attention with Relevant Content and Rewarding Experiences

Activate Influencers and Look-alikes With Social Retargeting


29

Questions and Download

Ben [email protected]

Rio [email protected]

Download our latest whitepaper

SEO + Social: The Most Effective Advertising Mix

http://rioseo.co/seo-social-whitepaper

how to create brand buzz using social audience data and smart segmentation

Technology

question rio seo

seo platforms

classic seo

socialtargeting influencers

social audience data

social question

social lookalikes

socialtargeting leader