EdgeRank

Secret 3: Excerpt from “The Social Engagement Rankings of the Top 15 Cosmetic Brands”

March 2, 2014 By Dr. Natalie Leave a Comment

Secret #3: Winning Brands Know What’s Working & What’s Not

What’s the point of creating and posting content?

It should be to drive business results. Content is what creates engagement and engagement is what drives business results. Here’s typical marketing metrics brands use to drive business results:

Increase positive sentiment

Increase share of voice

Increase awareness, interest, consideration, intent

Increase lead conversions rates and sales

Loyalty, Brand Advocacy and Referrals

So if you want to get a return on your investment for your digital and social media initiatives you need a way to measure your engagement results. That way you can hit your business objectives and goals as well as get buy-in from executives stakeholders for budgets. But if engagement is low, then the business results are going to be lower. So it’s important to know what else can hinder high engagement capabilities.

Why aren’t typical social media listening & monitoring tools aren’t enough to help you drive higher engagement?

If you are using social media listening and monitoring tools that are keyword based, i.e., post- 2009 you are missing data that provides your social media engagement ranking compared to your cosmetic industry competitors.

Why should your customers’ interests drive your engagement strategy?

The only thing that can tell you how your brand ranks compared to your competitors is interest graph data. Interest graph data looks at what is important to your customers. Without it brands and their agencies are essentially creating content without knowing:

What appeals to their target audience?

What makes a great post and,

How they stack-up against their competitors?

How does interest graph data work?

It is like one big, highly accurate, ongoing focus group. It measures the collective cosmetic industry audience’s interests and their interactions. This type of information is key because it’s based on the context of cosmetic consumer’s collective actions with content that is interesting to them, i.e., their “interest graph.”

Stay tuned as I delve more into secret #3!

Dr. Natalie’s Executive Success Acceleration Firm™
Executive Business Strategy Advisor & Social Customer Experience Industry Authority & Consultant

The Doctor Knows Social Media ROI & Our Business Strategies Rx Get Results!
Our Motto? Be Awesome by: Learning, Sharing & Growing!

What we do: We work with companies to deliver increased revenue and decreased costs:

Executive Leadership Guidance on Strategy and Business Use of Social Media
Social Media / Business Benchmark Assessments – Tell you what you got/ what you might consider
Social Media ROI – set-up measurement capabilities and dashboards
Workshops on Business Strategy: Customer Experience, PR, Marketing, Customer Service & Internal Employee Advocacy
Instructor MEMES Summer Institutes at UCLA Anderson & UCLA Extension
Customer Experience / Social Customer Service Excellence Benchmarking Assessments & Advisory
Software Company Visualized-ROI, Persona-based Solution Selling w/ Targeted USP & Messaging / ebooks, White Papers, Webinars…
Social Media Training, Organizational Change, Motivation and Goal Setting

My book: Like My Stuff: How To Monetize Your Facebook Fans

Follow Me Here:
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Filed Under: Dr. Natalie's Blog Tagged With: brands, cosmetic, EdgeRank, Facebook, marketing, PR, social engagement, social media, solution selling, Twitter, white paper

Excerpt from “The Social Engagement Rankings of the Top 15 Cosmetic Brands”

February 23, 2014 By Dr. Natalie Leave a Comment

Why did Facebook develop EdgeRank?

Are you one of those brands spending hundreds of thousands or millions of dollars on creating content for social media interactions? Facebook themselves admits the average brand page only reaches 16-17% of its fans. Data from PageLever shows that for brands with millions of fans, even less of their fans see the content. They estimate the content only reaches ~3% of their fans. Why is this so? It’s because of an algorithm, EdgeRank, that calculates what posts to filter out.

When Facebook allowed brands to have pages, brands began posting a lot of content. Facebook users felt there was too much content coming at them, almost so much that it felt like spam. As a result, Facebook created a filter that determines who sees particular posts. There are three parts to the filter.

The first part of the equation, affinity, takes into consideration how much time you spend interacting with certain friends, groups and pages. If you are spending a lot of time interacting with them, then your affinity will be stronger. The next piece of the puzzle is about weight. Weight is essentially the level of interaction a piece of content gets. For example how many likes and comments. And the last piece to the puzzle is time. Over time, a post’s relevance decays making it less important, pushing it down the feed.

What are the three big problems around content and engagement?

1. Creating great content so fans will want to interact with it

2. Creating a lot of that great content

3. Promoting the content

The truth is most brands don’t have the budget to create enough great content to be effective at engaging their customers. What makes matters worse, in addition to a content creation budget, you also need a promotion budget. And the cost to promote content can become prohibitive.

How much does it cost a brand to send a Sponsored Posts or Stories?

One sponsored story from Facebook costs $200

• Let’s say the brand posts 2 times per day

• $200 x 2 = $400/day

• 7 days/wk x $400/day = $2,800/wk

• 4 wks/mo x $2,800/wk = $11,200/mo

• 12 mo/yrs x $11,200 = $134,400/yr

• $134,400/ yr just to get your content seen!

And that doesn’t include the cost of the:

• Creative

• Content production

• Content delivery systems (like Buddymedia)

• Community managers

How Do I get EdgeRank to work in my favor and rise above my competitors in the cosmetic industry?

• EdgeRank gives greater exposure (reach) to posts that are more engaging

• Boring posts decrease your reach and thus your bottom line

• The solution is to create more interesting posts

What makes a better post in the cosmetic industry?

Here are some hints. It’s the ability to:

Benchmark engagement performance vs. your competitors in the cosmetic industry

Surface the best content and content types to engage your target audiences in the cosmetic industry

Determine how frequently to post

Calculate the best days of the week and hours in the day to post compared to cosmetic industry competitors

Know when to post the right type of content to get the highest engagement in the cosmetic industry

Dr. Natalie’s Executive Success Acceleration Firm™
Executive Business Strategy Advisor & Social Customer Experience Industry Authority & Consultant

Executive Leadership Guidance on Strategy and Business Use of Social Media
Social Media / Business Benchmark Assessments – Tell you what you got/ what you might consider
Social Media ROI – set-up measurement capabilities and dashboards
Workshops on Business Strategy: Customer Experience, PR, Marketing, Customer Service & Internal Employee Advocacy
Instructor MEMES Summer Institutes at UCLA Anderson & UCLA Extension
Customer Experience / Social Customer Service Excellence Benchmarking Assessments & Advisory
Software Company Visualized-ROI, Persona-based Solution Selling w/ Targeted USP & Messaging / ebooks, White Papers, Webinars…
Social Media Training, Organizational Change, Motivation and Goal Setting

My book: Like My Stuff: How To Monetize Your Facebook Fans

Follow Me Here:
Twitter: @drnatalie
LinkedIn: DrNataliePetouhoff
G+ : Google Plus posts
Facebook: DrNatalie Petouhoff

Filed Under: Social PR, Marketing and Advertising Tagged With: brands, Business, content, Dr. Natalie Petouhoff, EdgeRank, Facebook, marketing, PR, social media, Twitter, white paper

The Brand Managers Guide to Mastering Content Management in Social Media Channels

September 8, 2013 By Dr. Natalie Leave a Comment

Content Management is a new buzz word. I think most brands didn’t realize that when they went down the path of social media, that they would end up becoming content creators and publishers. The fact is that there are 3.5B pieces of content shared per week. That’s essentially what is causing the big data explosion. People are sharing everything – posts, status updates, links, pictures, videos, etc… And with all that content, it makes it very difficult for a brand to stand out… In fact, with Facebook’s EdgeRank algorithm, nearly 80% of a brand’s content is not seen on a fan’s newsfeed. What that means is that brands are spending a lot of money on content that’s not seen and that means lower engagement.

Why is engagement so important? In the old marketing funnel, it was very clear. Drive awareness to get as many people as possible into the marketing funnel. Brands spent / spend millions of dollars on getting the attention of millions of people with the idea that the more people at the top of the funnel could translate into more sales. The marketing funnel steps were: awareness, interest, consideration and purchase. Most Marketers didn’t take into consideration the idea that customer service should actually be part of the marketing funnel. Why? Customer Service is where customers reach back to the company after they have been interacting with a company’s products or services. And with customers being able to talk to each other online, those customer to customer conversations are driving referrals and advocacy, which directly influence sales — far more that the top of the funnel stages.

To get more referrals and advocacy, of course you need to have good products and services. If you don’t, complaints about that will surface in social media channels. Assuming that your products and services are up to meeting the brand’s promise about what a customer can expect, then the next step in referrals and advocacy are good word of mouth – online and offline. People trust people like themselves – even if they don’t know them personally more than a brand’s advertising.

So this report helps brand managers understand how to decide what content is important to drive engagement.

To get a copy of the report, Click on the report:

Filed Under: Big Data, Dr. Natalie's Blog, Marketing Software, Social Analytics Tagged With: @drnatalie, advovacy, brand managers, content, content management, content managers, EdgeRank, engagement, Facebook, interest graph data, Mastering Content Management, newsfeeds, referrals, social media

KEYNOTE: Obtain a Higher ROI On PR & Marketing Initiatives : Competitive Engagement Reports

December 25, 2012 By Dr. Natalie 1 Comment

Did you know that there are over 3.5 billion pieces of content shared each week? This Keynote Presentation is about the transformation of brands- from static icons to social, digital experiences. Its’ about how companies need to reconsider their strategic and tactical approach to not only traditional marketing but also how to address the need for social media as part of the mix. This speech reveals a 6 steps process to follow to obtain a higher social media ROI. The Competitive Engagement reports provide strategic intelligence and tactical planning guidance; applying the insights, brands see at minimum a 30 percent increase in engagement. TCBY saw more than a 300 percent increase.

Strategy Intelligence:
Am I effectively deploying my marketing spend?
Is my engagement better or worse than my competitors?
Is my content marketing a competitive differentiator?
Do I know how to use real-time data to make these decisions?
Are my expenditures being wasted or are they highly effective, compared to competitors?

Tactical Intelligence:
Am I creating enough of the right type of content?
Am I releasing content on the right days and times of a day; the right channels?
What can I learn about my competitors and improve my engagement?

And did you know 85-97 percent of your fans don’t see your Facebook posts? That’s due to Facebook’s EdgeRank. Data from PageLever shows brands with millions of fans are only reach 3 percent of their fans. One way to combat EdgeRank is creating better posts. EdgeRank gives greater exposure (reach) to posts that are more engaging. Boring posts decrease your reach and thus your bottom line. The solution is more interesting posts. But the question is, “What makes a better post?” Without the right data, you can’t possibly know and are flying blind. What would your CFO think about that?

For more info on the Vertical Industry Engagement Performance Reports:
http://www.smo.infinigraph.com/

Learn. Share. Grow!
@DrNatalie L. Petouhoff

For more info on my work:
Ebook:Social Media ROI

Social Media ROI YouTube Videos:
Video 1: Building the Business Case for Social Media
Video 2: How to Measure the ROI of Social Media
Video 3: How Social Media Benefits the Whole Company

Book on Monetizing Facebook: Like My Stuff: How To Monetize Your Facebook Fans

Let’s Connect here:
Twitter: @drnatalie
LinkedIn: DrNataliePetouhoff
G+ : Google Plus posts

Filed Under: Dr. Natalie's Blog Tagged With: EdgeRank, engagement, Facebook, Google, LinkedIn, OMMA, PR, ROI, ROI of social media, SCRM, social media, Social network, strategic intelligence, tactical planning, Twitter, youtube

Webinar: How To Increase Your Social Media Enagement and ROI

October 31, 2012 By Dr. Natalie Leave a Comment

Did you know 84-97% of your fans aren’t seeing your Facebook posts? Yep, that’s due to EdgeRank. Facebook admits that the average page only reaches 16-17% of its fans. And data from PageLever shows that pages with millions of fans reach as few as 3% of their fans- that is especially true for large brands who typically have large budgets for social media and Facebook.

If you are interested in not wasting money your Facebook as well as your Twitter interactions — either the budget you are spending on content, the salaries of your community managers, etc… then you need a way to understand what your engagement on social networks is, especially compared to your competitors. New specific vertical industry reports provide exactly that type of data.

The industry reports provide a comparison of the top 10 brands within a vertical market. The reports look at the comparative engagement on Facebook and Twitter. What brands learn is who has the highest engagement on Facebook and Twitter. It looks at what type of content has the highest interactions per channel. In addition, the report looks at what days do customers interact more with the various types of content.

The value to clients is that they get a good view of what where they stand compared to their customers, what type of content they should be focusing on and when to publish / republish the content to get the largest engagement. It allows companies to gain higher engagement scores and beat the fact that the marketing funnel is essentially collapsed because few people see the brand’s content.

This webinar will help you avoid wasting millions of dollars spent on social media. We’ll cover:

* How what you don’t know about Facebook engagement can kill your brand’s engagement performance
* How some companies are wasting millions of dollars on content marketing. Is that you?
* How some brand’s are using vertical Industry Reports to compare their engagement to competitors & transform their engagement and content strategy.

You’ll hear from Jason Cormier from Room214, myself and Brian Carter from InfiniGraph
—
Learn. Share. Grow!
@DrNatalie L. Petouhoff

For more info on my work:
Ebook:Social Media ROI

Social Media ROI YouTube Videos:
Video 1: Building the Business Case for Social Media
Video 2: How to Measure the ROI of Social Media

Video 3: How Social Media Benefits the Whole Company

Book on Monetizing Facebook: Like My Stuff: How To Monetize Your Facebook Fans

Let’s Connect here:
Twitter: @drnatalie
LinkedIn: DrNataliePetouhoff
G+ : Google Plus posts