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Agenda
Introduction
2017 State of [Disjointed] Social
Social TrifectaTM
Winning Formula
#DisjointedDangers
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Tracx is the most powerful social and analytics
engine in the marketplace.
Publish
Paid Social | Predictive Scheduling
Multi-Channel Posting
Approval Workflows
Content Calendar & Library
Engage
Influencer Management
Inline Engagement
Social Streams | Direct Messaging
Assignment Queues
Analyze
Owned, Earned & Paid Metrics
Competitive Benchmarking
Content Performance
Multi-lingual Sentiment
Geospatial Insights
Listen
Deep Data Collection
Full Conversation Threads
Logo & Image Listening
Campaign Tracking
Unlimited Queries
Introduction State of Social Social Trifecta Winning Formula
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Tracx works with social leaders across industries.Founded in 2009 | Offices in DC, NY, Tel Aviv, London | Trusted by over 400 Brands
Introduction State of Social Social Trifecta Winning Formula
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Live PollWhat is causing your social media strategy to feel disjointed?
• Internal teams not aligned (or, outdated legacy structure)
• Speed of social evolution -- networks constantly changing
• Difficult to track social data (owned, earned and paid)
• Lack of in-house social expertise (analytics & social talent)
• Our social strategy is well unified; we’re all good
• Not sure
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Social: Then & Now
Then:• FREE
• Novelty
• Points just for showing up
• Brands play by their own rules
• Siloed
Now:• PAID
• Mission-critical
• Competitive
• Brands play by ecosystem’s rules
• Integrated
Introduction State of Social Social Trifecta Winning Formula
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The Social Economy in Turmoil
50% OF Content Gets ZERO
Social Shares
(<0.1% Gets +1000 Shares!)
Introduction State of Social Social Trifecta Winning Formula
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Failing Organic Reach
of marketers agree that paid social
media is more effective than organic.60%
Introduction State of Social Social Trifecta Winning Formula
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1. Disjointed Departments25% of CMOs report organizational silos among their greatest challenges
to social media success.
Customer Care
Product InnovationHR & RecruitingBrand Marketing
SalesConsumer Insights
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2. Disjointed Network (Focal Points)
Social Media
Network
% Companies
Using Network
1 Facebook 96%
2 Twitter 71%
3 YouTube 61%
4 LinkedIn 60%
5 Instagram 55%
6 Google + 47%
7 Pinterest 34%
8 Reddit 7%
9 Tumblr 14%
10 Flickr 12%
Where Companies AreSocial Media
Network
Avg. Unique
Monthly Users
1 Facebook 1.87 billion
2 YouTube 1 billion
3 Instagram 600 million
4 Tumblr 550 million
5 Twitter 317 million
6 Sina Weibo 297 million
7 Pinterest 150 million
8 LinkedIn 106 million
9 VKontakte 90 million
10 Reddit 85 million
Where Consumers Are
Introduction State of Social Social Trifecta Winning Formula
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3. Disjointed Data: OEP
Owned Earned Paid
Introduction State of Social Social Trifecta Winning Formula
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Connecting the Data DotsAre Your Efforts Getting the Credit They Deserve?
• KPI Alignment
• Benchmarks & Targets
• Track at the Post, Campaign AND O.E.P. (owned, earned, paid) level
• Tracking Tags & Naming Conventions
• Attribution
• Web Analytics
• Social Data Flow
• Normalized Engagement Metrics
• Customer Journey
• Customer Lifetime Value
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#DisjointedDangersThe 3-headed dragon creates less than stellar results…
#LowerROI
#SiloVision
#MissedMoments
#LessEfficient
#DataGaps
#StrategyFallsShort
#InflatedSpend
#OffTarget
#BlindEye
The Social
TrifectaOwned, Earned,
and Paid Social Media
Introduction State of Social Social Trifecta Winning Formula
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What is “owned” social media?
• Owned is what people say TO you.
(Owned media is any channel your brand controls.)
Examples
● Website
● Packaging
● Blog
● Branded social
accounts /
pages
Introduction State of Social Social Trifecta Winning Formula
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What is “earned” social media?
• Owned is what people say TO you.
• Earned is what people say ABOUT you.
(“in the wild”)
Examples
● PR
● Word of mouth
● Online reviews
● “Viral” content
● Social posts
without company
mentions
Introduction State of Social Social Trifecta Winning Formula
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What is “paid” social media?
• Owned is what people say TO you.
• Earned is what people say ABOUT you.
• Paid is what brands pay for people to see in a
certain channel.
Examples
● TV
● Display
● Paid search
● Boosted posts
● Social ad
campaigns
Introduction State of Social Social Trifecta Winning Formula
Finding the
Winning FormulaThe Social TrifectaTM in Action
Introduction State of Social Social Trifecta Winning Formula
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Social Trifecta Optimizing at the intersections of Owned, Earned & Paid
Paid
EarnedOwned
Curate content for: trending topics, brand
reputation, new channels & insights
Better campaigns &
influencer marketing;
Generate awareness &
demand
Boosted Posts;
Paid ROI
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Find new channels & insights
News
Flickr
Youtube
Tumblr
Earned Media
68%
17%
9%
2% 1%
Owned Media
10%
3%
87%
Assess owned & earned across all networks to reveal fav consumer sites (earned influencing owned)
Activity Breakdown (Posts & Interactions)
Introduction State of Social Social Trifecta Winning Formula
Retail example
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Uncover trending topics & influencersRetailer finds owned/paid opportunities from earned; & can quantify value
Earned social content
reveals new
engagement and
campaign
opportunities:
customers talking about
coupons, home décor,
and asking for offers.
Owned social content
reveals limited opportunities
for engaging with the audience.
Introduction State of Social Social Trifecta Winning Formula
Retail example
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Find best networks for industry content
Use earned analysis to see which
topics perform best on each network
• Fashion posts perform poorly on FB,
therefore…
• Decrease fashion related-content on
owned FB pages, and increase on IG
eCommerce example
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Create marketing campaigns using UGC Turn earned into owned = Listen before investing to improve ROI
Introduction State of Social Social Trifecta Winning Formula
eCommerce example
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Increase Paid ROI with owned ”auditions”Amplify owned with smarter boosting (compliments of Larry Kim)
Introduction State of Social Social Trifecta Winning Formula
1. Post lots of stuff (organically)
to Twitter
2. Post top stuff from Twitter, to
LinkedIn, Facebook, etc.
3. Pay to promote the Unicorns via
social ads!
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Seize brand building opportunities Deep listening on earned turns a stolen kit kat bar into a PR event
eCommerce example
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Segregating owned & earned data to improve engagementImprove PR, reputation management and content quality through analysis
B2B example
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Generate awareness & demandUsing earned listening to create pitch-perfect messaging
• 25th Anniversary of Discovery, 25 days at Sea
– Crafted social narrative using facts, trivia, passenger stories and expedition content – 1st HD images & video
– Global social listening & sentiment analysis led to message creation
– Built audience with Facebook Ads targeting Titanic interest groups/pages
– Leveraged Owned & Partner social channels for content distribution
– Drove to immersive website that also had ecommerce, newsletter signup and “advanced notice” of upcoming exhibitions
– Leveraged analytics to summarize campaign engagement, quantify ROI, monetize audience (via sponsorship), optimize campaign creative/spend/targeting
Exhibition & Tourism
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Social Trifecta Optimizing at the intersections of Owned, Earned & Paid
Paid
EarnedOwned
Curate content for: trending topics, brand
reputation, new channels & insights
Better campaigns &
influencer marketing;
Generate awareness &
demand
Boosted Posts;
Paid ROI
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Leading businesses are upgrading to Tracx to elevate their social media game.
Here’s how we help them:
Tracx’s Key Differentiators
1
A Fully Integrated Solution
2
Broadest & Deepest Coverage
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The Only Comprehensive Analysis of The Social Trifecta™
(Owned, Earned, Paid)
4 High-Touch Strategic Consulting Services
Introduction State of Social Social Trifecta Winning Formula
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Ready to muscle up your social?
Tracx is the only truly unified solution, pulling all of your
owned, earned and paid social efforts into one easy-to-use
platform.
• 14 major social networks covered
• 300+ million news, blogs, forums, review sites
• 43 unique languages
• 2-3x more coverage
• Strategic consulting services
• And much more!
SEE A DEMO