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Secret 3: Excerpt from “The Social Engagement Rankings of the Top 15 Cosmetic Brands”
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 moni¬toring 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 con¬tent 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 indus¬try 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.”
Check back as I delve more into secret #3!