Happy Pi Day! Greetings from adult spring break. Two full days to go here at South By Southwest Interactive. Part of me never wants to leave … the other part loves sleep. I’ve learned a ton thus far and hope that you have gleaned some lessons from our lives blogs as well.
Making Metrics Sexy: Find ROI in the (Excel) Sheets
Erin Dwyer – Senior Vice President Global Ecom & Social at Haven Beauty
Meg Owen – Senior Digital Analyst at Edelman
Measuring social media is not impossible … it’s just complicated.
You have to know who the audience is that you’re reporting to. It varies based on who you have to present your data to.
Social & Digital Team:
- Not necessarily justifying what you’re doing—it’s about celebrating it.
- Show highlights, give a qualitative recap.
- Let your team know what worked and why, so they can apply that to content moving forward.
- Four categories for ROI: Awareness, Preference, Purchase, Advocacy.
- Growth Patterns
- Content Strategy
- Competitive Analysis
- Engagement vs. Traffic vs. Revenue
- Campaign Spotlights
- Platform Analysis
- Paid Review
Internal PR or Marketing Team
- Know what you can do for them. How can you help them.
- Top 3 Posts/Content Performers
- Key Metrics
- Social News
- 3 Things To Know
Integrated Marketing Report
- Key Insights & Data To Team
- How You Helped
- How Social Is Helping
- Show Key Wins
Senior Management / Your Boss
- Awareness as a KPI … but be able to answer the “so what?” questions
- Show you’re hitting the direct audience you want
- Business KPIs
- Social KPIs
5 Key Points
- Speak to your audience and their needs
- Sometimes less is more
- Vanity can only get you so far
- Try new things, get creative
- Be Social with social … don’t hide in the closet
Sucking Less When Presenting Creative
Michael Griffith – VP of UX & Executive Creative Director at Bottle Rocket
Before The Presentation
- Don’t be dogmatic
- Building the relationship
- Name the comps: not just option 1 or option 2. Tells what the emphasis of the creative is all about
- Apples to apples: make sure all examples have all the same content
- Remove all friction: not create any distractions
- At least two options, but no more than four
- Never provide a sneak preview: you need to talk your way through the comps
- Home field advantage: present in person (whenever possible), minimize distractions and prepare the room—everything is a brand experience
During The Presentation
- Bridge your work: remind them how you got where you got
- Show the creative in context: if it’s for mobile, show on phone
- Build story, not drama
- Provide options, but make a recommendation
- Focus and guide the client
- Ignore mistakes … but never ignore big mistakes
- End with a visual summary
- Make the decision simple
- End the meeting early
After The Presentation
- Soliciting feedback: they want to be heard, so listen
- Alight the team: debrief and give your team feedback on how it went or coach people in the moment
- Never resurrect old creative
Beyond the Listicle: The Science of Virality
Abigail Posner – Head of Strategic Planning at Google
Devin Gaffen – PHD Student at Northeastern University
Jessica Novak – Content Strategy Director at Zoe Media Group
Sean Wojcik – Research Scientist at Upworthy
Virality: you want more people viewing something in the next generation than is in the current generation.
Going viral in media: clickability x shareability x spread
Content that is viral is something that gets you at your core. You want to put something into it and evolve it. Example: when Davie Bowie died and you put the signature lightening bolt on your profile picture, dog, etc.
- Synaptic Play
- Energy Exchange
- Fascination with the Familiar
“The Dress” went viral, because the person who posted it to Twitter first was a fan of the band Paramore. A unique thing about that is that the band’s fans tend to friend one another on social media and they have a worldwide fanbase. So, usually there’s a local/geographic component that can limit sharing, but in this case it had a greater momentum than what can generally be expected.
6 of the top 7 top publishers on YouTube in February were about food.
Upworthy has moved away from clickbait style content, because they wanted to avoid the negative feelings that not delivering on the promise of a headline, tweet or Facebook post offers.
Emotions like happiness are positive, but they’re also more activating. Makes content more shareable.
How can you keep something negative from going viral? Use the same energy that would make it spread and turn it into a positive? Laugh it off, change the story that’s being told.
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