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MediaPost’s

Social Media Insider Summit ‘14

Snackable Take Home Lessons

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!Authored by Michoel Ogince

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MY OFFICE FOR FIVE DAYS…CAPTIVA ISLAND, FL!

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LESSON #1 THE NEWSROOMWHAT EXACTLY IS THE NEWSROOM?!

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• 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.

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LESSON #1 THE NEWSROOMTHE SIX USE CASES OF RTM

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!Altimeter, Dec ‘13

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LESSON #1 THE NEWSROOMMORE ON RTM

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LESSON #1 THE NEWSROOMMORE ON RTM

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LESSON #2 MODEL STRATEGY ON SOCIAL DNAVISA’S #GOINSIX CAMPAIGN

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LESSON #2 MODEL STRATEGY ON SOCIAL DNAVISA’S #GOINSIX CAMPAIGN!

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• 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.

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LESSON #2 MODEL STRATEGY ON SOCIAL DNAVISA’S #GOINSIX CAMPAIGN!

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• 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.

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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.

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LESSON #3 SOCIAL DATAWHAT ARE WE GOING TO MEASURE NEXT?

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• Sentiment: accuracy 60% - 65%, long way to go.

• Beyond +ve, -ve and neutral to emotions.

• Emotional sentiment will be able to inform content strategy.

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LESSON #3 SOCIAL DATAWHAT ARE WE GOING TO MEASURE NEXT?

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• 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.

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LESSON #3 SOCIAL DATAWHAT ARE WE GOING TO MEASURE NEXT?

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• Smart home, smart car, smart you.

• All layered with social media technology.

• AND data.

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LESSON #4 IWEARYOURSHIRT.COMBE BOLD, TAKE RISKS, NEVER GIVE UP

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LESSON #4 IWEARYOURSHIRT.COMBE BOLD, TAKE RISKS, NEVER GIVE UP

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• 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.

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LESSON #5 PAID, OWNED AND EARNEDMAKING THEM WORK TOGETHER

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• 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.

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THANK YOU

Thank You!

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Michoel Ogince

Director, Platform & Product Strategy

michoelo@bigfuel.com

@Twabbi