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Carri Bugbee

Influencer Unicorns: What Three Years of Data Tells Us About Picking Influencers | Mova... - 0 views

      • Many platforms and tools (Buzzsumo, Traackr, LittleBird, Tracx, Klout, etc.) try to identify and quantify influencer metrics such as:

        • Relevance
        • Reach/Audience
        • Quality
        • Engagement
        • Activity
  • when a brand is working with an influencer the perceived potential (“I have 18 million followers!!!”, etc…) of the influencer to create great content and move an audience has surprisingly little to do with how well they perform at attracting an audience to their branded content.
  • We have found the most under-appreciated relationship is the third leg of the triangle: the relationship between the author and the brand, which are driven by both tangible rewards (fairness, upside) and intangible motivations (autonomy, reputation, and mastery).
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  • Lets call this relationship “author alignment”.  When you get it right, you will occasionally get unicorns.
  • we provided our creators with the opportunity to earn royalties of $0.10 to $0.50 for unique visitors they moved to our branded sites over a three month window, with a cap on total performance.
  • Given incentives, the average influencer moved an average of ~500 additional monthly visitors to their content.
  • It became clear that one secret of the unicorns, the most effective and consistent influencers, was creating a kind of promotional permanence.
  • “being huge on Twitter” doesn’t truly equate to influence. The ephemeral nature of social media, and the incentives of the social media platform owners, means that even the biggest social media audience doesn’t  translate into an audience for the content an influencer creates. Promotional permanence is what drives outsized results, which means alignment is critical.
  • intangible incentives such as Autonomy, Reputation, and Mastery are fundamental to creating content that rises above the merely “good enough” for influencers
  • we have found that “unpaid influencer” costs often outpace the costs of the compensated approach due to missed deadlines, recruiting challenges, concessions to author autonomy, and mismatched expectations about the value exchange..
  • once tangible incentives are involved,  intangible incentives tend to be quickly forgotten.  Once a price is established, many marketers ignore intangibles completely, assuming the relationship more closely resembles the paid freelancer.
  • we have found that combining tangible and intangible incentives leads to a result that delivers substantial incremental value (an audience worth $200-$400 per article) over 90% of the time.
Carri Bugbee

Are Hashtags Dead? Do Tweets with Images Get More Followers? Twitter Growth Factors (an... - 0 views

  • Each additional tweet with an image or hashtag corresponds to a 2% increase in new followers.

  • Each additional retweet a user makes is associated with 4% more new followers.

  • I suspect it's because RT'd content is typically better-than-average content.
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  • Engaging with others is associated with 6% more new followers.
  • Weekends are terrible: you can expect 23% fewer new followers.
Carri Bugbee

When It Comes to Social Measurement, Corporate Marketers Can't Get It Together - eMarketer - 0 views

  • more “advanced” metrics had generally seen the most growth. For example, engagement—the top KPI—had jumped 32% in the past two years, while sentiment tracking showed year-over-year growth of 38%.
  • sales conversions and brand ambassadors dropped by 38% and 58%, respectively, between 2012 and 2014. Still, web traffic as well as followers, fans and group size—simple and relatively useless figures—ranked second and third, which Useful Social Media said was “slightly disconcerting.”
Carri Bugbee

Introducing organic Tweet analytics | Twitter Blogs - 1 views

    The revamped Tweet activity dashboard can help you quickly identify which Tweets drive the highest engagement and impressions.

    Pay attention to when you tweet. Note which time of day and day of the week yields the highest engagement and impressions.

    Analyze the frequency of your Tweets. Use your new insights to determine your Tweet cadence.

    Identify what Tweet mechanics work, and which aren't as effective. Keep an eye on elements like different calls to action, the inclusion of rich media and copy length.
Carri Bugbee

Get Ready: Commercial Viral Videos to Take Up Even More of Your Time - eMarketer - 0 views

  • social media-driven campaigns would see the most growth in commercial production in 2014,
  • it makes sense that the commercial production space is shifting its efforts to viral video. Out of the US smartphone users surveyed, 44% said they watched viral videos on their phones, the second most popular digital video type they viewed regularly; 43% of computer users and 37% of tablet users also reported watching viral clips on those devices.
  • The top hurdle to managing rights and royalties for commercials was the need for a system to track them, cited by 32% of respondents. A close 30% were concerned about others using an asset despite not having the rights to it
Carri Bugbee

The True Evolution of Facebook Organic Reach Between 2013 and 2014 - 0 views

  • Reach is not public data, and very few people (likely less than 20 companies across the globe) have the ability to access a significant number of pages’ reach metrics.

    So most (if not all) of what you’ve read on the subject is probably irrelevant, or greatly exaggerated.

  • Among the 142 industries (Facebook page categories) we have in the sample, only 18 are up or steady. But among the 124 categories seeing their organic reach going down, there are still a lot of them reaching more than 15 or 20% of their fans organically for each post.
  • We focused on the Organic Reach metric for posts (the only one that cannot include paid reach) of over 6,000 pages. We then averaged Organic reach by industry and compared the results between the two periods (July 2013 & May 2014)
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  • Overall, there are much more industries going down than up.
  • For example, the “TV Channel” category which saw its Organic reach climb from 15 to 20% between July 2013 and May 2014 has 17 pages in the sample and their average fan count is 372k.  So, it’s easy to tell page size is not creating any bias here!
Carri Bugbee

Researcher: Advertise Your Facebook Post Within 24 Hours or Don't Bother - 0 views

  • If your brand just posted a status on Facebook, don't waste time waiting to amplify it with an ad buy. If you don't do so within 24 hours, you will lose a great deal of the engagement and viral impressions that would have been generated by posting earlier.
  • posts that were sponsored in the first 24 hours received 2.6 times more viral impressions and 2.7 times more viral engagements than older promoted posts.
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