InfiniGraph – The Blog

The onslaught of data is upon us and marketers are struggling to harness this amazing opportunity.  KONY 2012 is the world’s fastest shared video ever (over 40MM in 3 days). It came from the advocacy group Invisible Children and promises major social change. The rise of the socially-empowered society is here.

This may be the year that content marketing explodes, so we must take a hard look at the data behind it. We must understand the what, why and how of content marketing. Competitive intelligence here will be as important as already established competitive intelligence of traditional media.  As competition heats up, marketers cannot afford play games with their content marketing efforts. This requires an understanding of audience preferences on what content to post, in what format and when. There’s a staggering amount of valuable insight to be learned just by looking at a brand’s audience and their behavior.  

In our previous post: 3 Ways to Transform Social Analytics into Actionable Intelligence, we address the key data sources marketers should be utilizing to achieve greater campaign efficiency. While brands have looked at competitive intelligence for traditional media for decades, they’re currently myopic in terms of how they’re looking at their social and content marketing performance. For brands to be more competitive, they need to have an understanding of what the benchmark of success across their industry is and what trends are behind the data. Strategic planning requires a deeper level of insight over simply looking at your own following and trying to increase engagement and fan growth via trial and error.  Facebook analytics is great; however, it’s just a fraction of the true potential audience out there.  When you’re using the population of fans of 25 brands in the same industry, this larger sample size leads to true insights about how fans engage in the category.

Content has a half-life on Twitter of less than two hours, whereas Facebook is slightly longer; but due to Facebook’s Edge Rank, post visibility is attenuated to your followers.   (see Relevancy Meets Passion: 5 Ways To Increase Post Relevance) One of the most valuable insights is how a brand ranks by what TYPE of content is being created and the level of engagement that they are obtaining.  You must look beyond your own brand, and yes “the grass is greener on the other side” in this equation.   

You have genius moments, just not every day.
But the “crowd” has continuous genius moments all the time.
InfiniGraph helps you leverage that genius

Post engagement is one proven way to determine relevance.  Here we have top couture brands revealing it’s not how much you post but what you post about that matter. We can see that Chanel is killing it with engagement on very low post volume.  

No longer is the brand a set of campaigns when the customers flow from one competitor to another and brand loyalty is more difficult than ever.  Consumers have the POWER with one click to broadcast their actions globally. How does a brand continuously keep up with 3.5 Billion pieces of content shared per week by millions of users? Your audience can tell you a great deal about your brand just by monitoring what they do across social media. It’s a living, breathing organism, a constant feedback loop, and the biggest focus group you can ever assemble- a focus group that doesn’t know you’re watching it, and doesn’t throw off the results by trying to please the researchers. In other words, this is the best focus group you’ve never had.

Discovering what’s trending across many similar brands allows you to ride wave at its peak and makes you the smartest person in the room. All brands suffer from “post engagement atrophy”: a few posts get traction and all others fall off rapidly.  Understanding your audience’s content preferences requires looking across many brands simultaneously. What you think the consumer likes vs. what they really resonate around can be vastly different.   This is why brands must keep on top of what’s trending within their industry or suffer. We come from an industry accustomed to having creative and strategic people spend months understanding their target market and more months crafting the perfect message. The shift in how consumers want to be communicated with means that we must understand them immediately and react in real time. This is a challenge for content marketing because we obviously can’t just keep guessing at what the audience likes. We need to let them tell us.

Content performance is critical. We found that the different industries, different days of the week, and type of content all affect the level of audience response.  The take away is that optimizing based on just your brand intelligence is not good enough.

We’re seeing daily a shift happening on how consumers interact with content is a way that wasn’t expected.  Depending on the industries, content engagement patterns are vastly different.     We did comparisons on outdoor apparel to high fashion couture and found different content types achieve greater engagement on different days and times.   A key take away is your content calendar must be tuned to the audience overall and not based just what your own internal analytics is telling you.    

What type of content drives the greatest level of engagement for your industry?  Content performance varies month over month and looking over many brands provides better insights.

The 5 Ways Social Behavior is Marketing Nirvana:
1.    Looking at how your audience interacts with content
Collective content interaction provides a high degree of measurement to determine what audience preferences are.   A great deal of information must be parsed to capture the trends.  You must look beyond your own brand to understand what makes your consumers engage.  
2.    Understand industry benchmarks
Knowing what brands are driving the greatest interaction per post provides a clear point to monitor what type of content is creating the most action is a clear indication to what should be budgeted. Content curation is a low cost path to amplifying site engagement if you can’t create the all of your own content yourself. Furthermore, by increasing consistent engagement, your post visibility increases. For every 1 brand post around your product or sales a minimum of 3 to 5 related to topics each week is recommended.
3.    Create plans for different content types
The most valuable insight ongoing is where a brand ranks by the type of content being created and the frequency of this engagement.  Different content types have higher engagement on different days and times.  Knowing your audience’s consumption habits and altering the content calendar based on how the industry performs is a way to make huge gains in performance, even without increasing your content budget.
4.    Crowdsource your genius moments
The new Facebook Timeline is not going to make people come back to a Facebook page. Facebook marketing success is about quality of content and the ability to induce consumer’s engagement.   Keeping an eye on those top performers and what they are doing is your best bet to crowd source those genius movements.      Remember the majority of people have not seen the majority of content.
5.    The collective intelligence of the industry audience
Competitive Brand Intelligence    -    Brands require insight not over a few millions of people but 10’s of millions because the majority of followers are not active with just one brand. Looking at your own social presence is not enough.   Using the collective behavior around many brands within your industry generates insight to drive critical decisions for every campaign.

Using logic as a guide to consumer interaction is a big deal. First off, take the guess work out of the why and what.   Let’s face it, there are many ways to interpret this data and it should be noted that statistical averages are the best way to determine an optimal type of content and fundamental drivers for your content calendars.    Leveraging collective crowd interaction yields a higher degree of certainty to what makes the audience tick.   Brand that are stuck in the ME ME ME world suffer because the audience wants to have content that is share worthy. Brands need to get over themselves; the days of them controlling the conversation is OVER.

Recently, the figure being tosed around at the Facebook Marketing Conference (fMC) was brands has an average 16% engagement on posts, however,, where we see more like sub 1-5% post engagement.     Consumers who are active on brand posts have an overall nature to share content from other sites. Those brands doing Curation are more aggressive because what’s going on with Facebook Edge Rank.      

How successful are brands at content marketing?

As we stated the majority of people don’t see the majority of content.  This really important fact plagues every content marker who ask the question “how do we increase more engagement?”.   What was the largest share you have seen? 100? 10,000? 100,000? Interactions out of what a billion people socially connected? That only a sub fraction that said it was good content.    However, knowing a similar audience indicated quality is a great example of what others would possibly find valuable too. Furthermore, even the leaders in content marketing can be doing much, much better through optimization. Right now they are simply leading a turtle race.

Content discovery is now a critical part to maintain a competitive advantage.  Content marketing has proven to be an effective tool in increasing sales for brands, while establishing them as the thought leaders in their industry. Those brands doubling down like Burberry — willing to spend serious cash on digital marketing because they believe that by using the medium creatively it can attract future customers will continue to dominating the voice of their industry.      

Marketers are making a smart, pivotal move to social content and this requires more content intelligence. You’re hard pressed to see a TV commercial where there’s not a Facebook URL and now Twitter tags being used too.   Directing consumers to a more integrative experience that in turn drives share behavior leveraging the full force of a fans social graph.     And when all else fails, just use cat pictures.    What strategies are you using to tap your audience’s passion points?

Not connected with us? Our Pinterest, @InfiniGraph,  Facebook page and Google+ Page welcomes you.  Yes, please LIKE it if you’re into great content intelligence, digital strategies and increasing conversions.

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Brands are  in search of what drives their consumers passion, engagement currency, share triggering and how content will convert those customers into brand advocates.    Content marketing, storytelling and creating a social context for consumer interaction will be a major focus of 2012, because people are attracted to, and interact around content.    There is a great deal of buzz regarding curation and the amazing growth seen by Pinterest, but without intelligence it’s just another mashup without measurable insights.     The ability to measure engagement, act on it and adjust in real time will only position those brands with a competitive advantage over their lumbering counterparts.   Brands need to know what’s happening, why it’s happening and what’s trending around their brands to achieve greater sustainable engagement.  

Here is a view of such intelligence looking over top industry players and their engagement ratios.

1. Frictionless Sharing
Frictionless sharing is when friends broadcast their activities passively without taking a required action like hitting a “like” button. Examples include a user listening to a song on Spotify and having that song displayed in their Facebook feed automatically. Similarly, pinning content on Pinterest has this type of frictionless sharing. 

Facebook’s Open Graph enables third party publishers to broadcast consumer interactions with their content, which magnifies discovery of this content among their friends. This creates a ripple effect, as seen when we witness content repeatedly shared, even among unrelated parties. With frictionless sharing, this new type of application integrates directly with the content they are interacting with and provides marketers with actionable insights. No longer does a consumer have to click “share” or put something in their feed; it just happens based on the consumers’ actions, creating a “data eruption.”

Collecting and analyzing content interaction lets an advertiser know exactly what their audience is into.  Understand you audience behavior enables intelligent planning content, knowing what type of content obtains highest traction and what content should be used in social ads.   Keep it simple stupid if content does well in other places with a similar audience its highly likely will do well for yours.   A recent AllFacebook  post “How To Get 41% More Likes On Your Facebook Posts“  addresses key strategies to extract context and act on them to increase great engagement.  Another important blog post came from Search Engine Watch: “How Advanced Marketers Will Use Facebook in 2012”  It discusses using consumer interaction to find the right social keywords for Facebook ad targeting.  

The growth of frictionless actions broadcasting means you must leverage social data more intelligently to maximize your consumers connections.   

2. SEO and your social channels
In our previous post “Social Smack Down 5 Ways Google+ is 2012″  we suggest it’s no surprise that social media is altering search results- and that the way brands approach SEO must change.  The more marketers integrate their content marketing across channels, the greater the sum of their content grows in relevance, which increases your overall SEO impact.   Beyond engagement, brands must use search indexing to gain a competitive advantage on search engines. Using these industry trends will not only make your brand a thought leader but also keep your audience engaged and coming back for more.

A good volume of content, as we see from Burberry and H&M, ranks them higher on search since they are also posting on Google+.   Brands are embracing Google+ for the sole reason to get Google to rank their content higher, which is a great strategy and now with Pinterest this will only become more prevasive   Remember, specific keywords should be used in your posts because your feeds are being indexed by Google too. If you monitor content trends within your industry, you get insight into what’s working the best for your target audience. This allows discovering content from other brands and take action on what content is doing well. The majority of good content is not necessarily seen by the majority so take advantage of this fact.  

Here we have Burton Snowboards trending content revealing the actional insights or what’s working best.

3.  Curation with Intelligence
No one is a content genius all the time; but there’s at least one piece of genius online content produced everyday. To get genius results more consistently, marketers must know what content works best with their audience (by measuring it); and how often and when to post. There is a rich pool of competitive intelligence to draw from because competitors and publishers produce industry content you can watch and repost (which we call “content curation”). The challenges of finding, organizing and sharing content online is greatly reduced by watching and comparing trends as they happen.

Make it happen
Brands have a responsibility to their customer to be thought leaders, and those that engage and cross promote will become the voice of their industry. Using InfiniGraph’s tools, marketers can take the next step from being simply a content marketer to being a specialized content marketer in 2012.

Our Twitter @InfiniGraph,  Facebook page and Google+ Page welcomes you.  Yes, please LIKE it if you’re into great content intelligence strategies and increasing conversions.

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By the end of the first week of 2012, the Google+ hype machine is in full swing; with 9+ posts of the good the bad and the ugly. The facts are telling, Google+ showed solid growth in Q4, initial branded page adoptions are happening, integration of +1 within in ads, linking YouTube to Google+  as well as  Google+ showing high in search results there is no question the social smack down is in full motion. 

The below image shows the leading brands and their smart mover advantage; Note these numbers are nothing to their Facebook counter part but they have linked with some of the top influencers via Google+.

For brands and marketing professionals who are taking a serious look at their entire media ecosystem, achieving greater results and measurable returns is appealing, while  more pressure to simplify the process of integrating their paid, earned and owned media around social.

If you’re thinking “Oh No” not another social site” you’re not alone.  In our recent blog post  5 ways to drive Engagement, Likes are so Last Year  we address the opportunity to drive more engagement with the content that matters and how Hypercuration™ keeps you relevant. A media war is brewing, and many brands will  capitalize in the wake of the carnage. The time is now, to begin to include Google + into your overall Social strategy with your Facebook and Twitter activities.

Below is Hitwise Google+ active user growth.

The gambling has begun, and if the consumer shift continues to Google+ and they successfully execute their new feature releases into their other platforms it will be full steam ahead for Google.  The Integration of Paid, Earned, Owned and Social media is now more evident than ever. It is truly becoming a Social Ménage à Trois in Paid, Earned and Owned Media. The brands that want to be the voice of their industry will have to be even more agile as consumes demand more.   The challenge is how to embrace these social changes.

The Google+ button is being put on every content item and in ads.

On the Google Display Network (GDN), the +1 button will be added to images, animated GIF’s, Flash, Display Ad Builder ads and select mobile inventory. You can also choose to include the +1 button on your DoubleClick Rich Media ads, which can run on or off the GDN.

Data, Data, and more Data
Data is the big play for Google. They are in the position to be the most integrated application set, with an enormous war chest of very popular applications. Yes, Facebook is big but most brands have less than a 1% engagement rate. Increasing reach , and achieving greater lift are imperative for Brands in 2012. By developing a Google+ integration strategy and working on SEO objectives will help brands meet their goal of increased reach and greater lift.

The above image show where the money is in media, however, the amount of intelligence from social is a big factor to drive decisions in other media spending.

By developing a strategy for all of your social data will be the biggest key for a Brand to achieve success in 2012. Google closing in on becoming the most integrated social network in the world, and this is Google’s best weapon in the war against Facebook.

5 Ways Google+ is relevant to brands in 2012

1. Like it or not Google+ is affecting search so embrace it: add +1 to your web site, blog and content. Google is indexing everything that is +1 publicly. You really have nothing to lose and all to gain because if you look at your organic traffic from Google will continue to play a major factor.
2. Google lets you import your contacts (email) and link them with your Google+ page as well as you can segment those contents into Google+ circles making it easy to target posts and other relevant information to a sent to key individuals or groups. You can’t do this in Facebook for brand pages.
3. Display ads with +1 “SocialAds” are just smart, while Facebook has worked hard to force ad networks not to use Facebook in ads Google is and presents an opportunity for media planning to content selection.
4. Hangouts on Google+ are very powerful and a large portion of influencers are on Google+, impressive growth; high engagement and a strong customer service angle – watch for forward thinking companies. 
5. Social ROI is getting closers with a cohesive overall Social strategy on Google + since they include so many other Google platform add-ons.

Facebook anti position on integrated social share in ads is a major mistake in our eyes. While a brands’ core strategy of creating content and messaging fans in their own news feeds and optimization will not change. Facebook has removed the restriction preventing non-fans from interacting with Pages, and there is no question paid media will be in greater need for driving higher engagement.  will still be required to continue growing engagement over just followers.

Takeaway
Gone are the days of making easy followers on Facebook and Twitter. Facebook, Twitter and now Google+ engagement requires continuous optimization and traditional media planning is just not working in the age of Agile Marketing.
  
Digital integration and the speed of delivery will change a marketers approach to every level in the organization must think of the social implications. Old school marketing and silo strategies are not conducive to the real time consumer media consumption behavior. The insights obtained from social media is making real-time marketing an imperative.
  
As Google plans for Internet dominance building a strong inbound marketing and Google+ content cross-pollination strategy is a must have. The analysis of these social touch points   and the collection of data is just as important. Leveraging content interaction will always be the best way to measure consumer behavior and intent and  re-purpose this data will improve product development, increase sales efficiency, and create a more agile and responsive marketing strategy.

Be sure to check out InfiniGraph’s Google+ Page.

@chasemcmichael

@InfiniGraph

Our Facebook page and Google+ Page welcomes you.  Yes, please LIKE it if you’re into great content curation strategies and increasing conversions.

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Brands are stuck in many ways with Facebook, Twitter, and Google+ due to the nature of the news feed. Social Feeds have begun to look like the stock ticker display that scrolls in Times Square… You look away for a millisecond and you miss so many relevant items that you start to lose count.

If your customers and followers are not on at that moment, you just missed a massive number of people that you could have potentially engaged with. A more sophisticated approach is required to maximize your content marketing ROI. You must go beyond timing content and general post optimization. While necessary, these are small factors needed to reach social mass.

“The Numbers do not lie”, we always say. What is your social engagement in comparison to your followers? In our previous post “Be Relevant or Die” we highlighted the fact that brands must enhance their engagement strategy to increase content marketing traction. With the recent chaotic changes over at Facebook, and the filtering of posts made by 3rd party API’s, Facebook is now back peddling off filtering. In return most of you have seen your feeds interaction start to rise, or the number of posts showing up in real-time increasing. Regardless, most brand news feeds are still at sub 1% engagement levels, pointing out the cold reality that even the best content is not seen by the masses or target audience. The challenges are real and the competition to capture the consumer’s ability to share content is never more palpable than now. Unleashing the potential of your content is not easy, however, going beyond the news feed is our primary focus in 5 ways to drive engagement. 

Recently, eMarketing reported CMO’s are focusing on the nexus of social data, engagement, and user intelligence to drive greater relevance. Noted in the post is the emphasis placed on social media strategy, customer analytics, and data management.

These largely reflect the marketing aspects CMO’s felt they had the most room to improve; Over half the respondents indicated social media as a key engagement channel for customers and which almost 3/4 felt unprepared to leverage the large amounts of data that continue to flood the online marketing space.

Problem: Massive data, low response rate when content trends, and lack of action to encapsulate greater engagement.
 
The need to be more relevant and induce people to not only interact but also share has raised the bar again to getting your post action in the coveted news feed (friend’s / followers conversation stream). The on-going debate about which social network will create greater value can make one’s head spin. Twitter is about clicks and more authority, where as Facebook is more about engagement. Now Google+ is touting they have more engagement. PHEW!!!  For a brand marketer they are being measured on how many units are sold or traffic being generated that results in direct client conversion. The “how” is somewhat irrelevant. The elusive Social ROI behind social is not simple since there are so many factors happening in a single promotion. But one fact remains, the metrics (numbers) on your own brand feed. You’re not alone. The tsunami of content is one cause of post engagement atrophy.  Quality of followers and quality content is an amazing combination and must be fostered. In another recent post “Relevancy meets passion…” we postulate that the best indicator is crowd approved action based on their intent, but how do you reach scale with your content once you know it’s good?   

1. Trending Content
Content that starts to trend on your brand is gold. The immediate reaction and how to cross-pollinate this information via other channels will be covered below. Some posts are better than others and the ones that are most relevant are ripe for content recycling on active days and times.  This powerful approach not only scales with engagement but it will increase your organic reach if done correctly. On average this approach provides more than 30% amplified engagement rate and some we see as high as 100+%. Most brands will “post and forget” while others have a hard time putting previous content back out thinking they are spamming.  Content half-life is short for Facebook and Twitter. The majority of your followers never saw the post to start with.  Worried about losing followers?  Focus on engagement measurement, and tap into the recent addition to Facebook statistics, which can validate even more reasons why engagement is critical to your strategy.

2. Facebook Sponsored Stories
Sponsored stories are one way to enhance post engagement on trending content items. It’s been proven that showing friends who liked the post, or what they engaged with, prompts the friends of friends to engage as well. The price is going up on sponsored stories. The average costs are in the range of $0.32 to $0.85 a click (CPC). Using Precise Interests (keywords) is a proven way to drive greater targeting and is a must if you desire a greater level of engagement. Avoid zombie clicks. For a brand, who cares how many clicks you get? It’s how many converted that’s the real measurement. For more on this topic see Maximizing Facebook Ad Buy.

3. Promoted Tweets and Target Timelines
Using trending content items in a Promoted tweet to followers costs $0.50 CPE (cost per engagement) such as click, re-tweet, favorite and reply. You can go broader with Target Timelines; “Users with similar interests will see your Tweets in their timelines.”  However, you can’t control who sees your tweet nor the quality or the click statistics. We have found that targeting using keywords yields higher conversion, as in registrations, over just obtaining clicks. Relevance plays a key role in twitter as well as timing. Promoted tweets are powerful but you’re limited to your own Twitter community. A lower cost approach is targeting on keywords to increase your relevance. Using keywords based on the consumers who interact with other relevant content displays intent for a target industry or brand. This approach allows you to have lower bid amounts and more targeted control of your audience. Several people have talked about success with twitter promoted products and we agree with this strategy. We’ll discuss it in more detail in our next update.

4. Social Ads – Agile Marketing
This is a very exciting approach to display media where real-time content meets rich media.  Agile marketing with Hypercuration™ is real and allows marketers to be more responsive.  Using display media to target consumers and redirecting them back to say Facebook is a proven way to gain traction while further increasing organic reach. Creating greater relevancy in those ads based on media consumption is the crux of agile marketing. Being responsive, and leveraging trends in display ads, further amplifies relevance while enabling real-time content changes that prompts greater ad engagement. This is a radical change from the static rich media you’ve seen. If you know what media is being consumed you are able to target specific publications based on their social behaviors which will increase your relevance even further. Depending on the cost per thousand (CPC) network charges we have obtained $0.12 – $0.35 per engagement for highly targeted audiences.    Flite/InfiniGraph Webinar on intelligence SocialAds with Hypercuration™

5. Blog Groups / Ad Networks
The Paid media meets Earned media approach is a great way to increase engagement. Many brands have embraced it (SocialMoms, MomCentral, BlogFrog, and GlamMedia) and many more established blog networks are using it for producing original content as part of a central call to action.

At the same time, these premium networks run display media that is often linked to the content marketing campaigns across the network’s relevant audience. These sites have trending content that can be leveraged as a collective source to enhance and expand their brand posts with the above methodology.

Conclusion
Scaling social engagement is highly achievable with good content. Taking advantage of trends as they happen, being responsive while utilizing agile marketing, and optimizing on consumer behavior’s all work in complete harmony to achieve measurable Social ROI. Driving greater engagement is now possible with intelligent Social Ads that leverage behavior based, precise interests and keywords. Both Facebook and Twitter are amazing engagement platforms, coupled with Hypercuration™, to give any marketer the competitive advantage of knowing what to target on and when the content is right.

@chasemcmichael

@InfiniGraph

Our Facebook page welcomes you.  Yes, please LIKE it if you’re into great content curation strategies and increasing conversions.

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Facebook’s recent change to the News Feed has put greater pressure on Brands to feed more relevant content than ever before. Due to Facebook’s distribution algorithm, Edge Rank, which is based on engagement; the majority of pages reach less than 1% of their fan base.  Big Problem!  In our recent post Social Ménage à Trois in Paid, Earned and Owned Media we addressed the fact that social is making a major impact in the way media is being integrated. Now page owners have access to a very powerful insight that makes it easier to optimize on engagement, which means they’ll have to publish even more relevant content, but this is still not enough. Beyond the editorial calendar, content curation is a critical part of any content marketing strategy.

NBC Universal uses paid media to drive traffic back to their content and Facebook page. These trending content units are seeing between 0.5 CTR to 1+% CTR.

Content that’s very relevant and trends for a brand’s target audience is a green light to cross feed and the brands that GET IT will dominate. The brands that can’t get their trending content act together will suffer as their post impressions decrease and engagement falters because the overall Edge Rank is low compared to the brands that master engagement.

Lexus post on Steve Jobs off Mashable and Horizon Organic post on Power Breakfast off      Parent.com.

Major brands such as Lexus, Mercedes Benz, Red Bull and Burberry are now leading based on how they organize where and how they distribute content over social-media channels.  As brands harness intelligent content marketing, the ability to keep their audience engaged and the melding of branded media within display, brands are steadily becoming publishers, like it or not. Content intelligence / curation is a key factor in understanding what content is resonating in, and around, your community and no longer can brands just post and pray for engagement.    

   Comscore’s recent study shows how serious brands are using paid media to drive engagement on Facebook.  Marketers Spending Big on ‘Social Ads’ That Drive Traffic to Facebook

A shift in content marketing is now making its way to display advertising from a direct-response form of advertising to branding media. The major challenge is how brands can expand beyond their social channels currently showing more linear growth.  A recent quote by Bob Lord CEO of Razorfish is telling; “Go get me a million fans on my Facebook page’ to “Oh my God, I have a fanbase, and how do I keep them interested and engaged with content?’ An editorial calendar is a blueprint that’s an expression of the brand’s social voice,”

Focusing On Engagement
Facebook has made it easy to pull as a single number “People talking about this page”  for any fan page on Facebook.  Both the amount of engagement and number of fans is now available even from your competitors. 

The “talking about” number comes from of all types of engagement such as interacting with posts, consumption (plays, views, comments, hovering over objects and expanding details ) and custom app actions. Facebook is clearly focusing more on fan engagement and going past fan acquisition. Marketing teams optimizing their social campaigns must focus on content relevance; this has huge implications because it now puts the focus on engagement. This is great news for consumers because it pushes brands to focus on content quality that the audience, based on behavior, is saying is relevant.
   
Scaling Engagement
The need to expand content interaction beyond just Facebook and Twitter is more important than ever. Content discovery in a cacophony of continuous bombardment will be more of a challenge, and brands must increase their content engagement if they are going to drive more Organic and Viral interaction.

To fulfill this challenge InfiniGraph became a premier partner on the FliteHub launch . 

Flite provides the cloud advertising platform where InfiniGraph is the intelligence around relevant content curation and management. The combination brings brand advertisers closer to real-time marketing and scale to reach target audiences for more social action points.

Brands are still focused on Clicks and Conversion even though that conflicts with true engagement and makes it hard to justify spend. As ROI expands beyond the Cost Per Fan (CPF) to Cost Per Engagement (CPE) marketers will demand more accountability on what all these engagements are doing to drive sales.  Facebook has made it easier to create connections between people and content by lowering the barrier from affinity to action. Brands with budgets will need to be decisive on what spend will drive the most engagement and content discovery with proper curation. It is becoming a major factor in content marketing planning. How are you driving more engagement and what other channels are working?

Join InfiniGraph at Social Media Marketing & Monitoring New York 2011 Oct 12th presenting NBC Universal case study,    PivotCon Oct 17-18th,   Socialize West Oct 21-22nd Guest Speaker on Real Time Marketing  and OMMASocial Oct 27th panel.

@chasemcmichael

@InfiniGraph

Our Facebook page welcomes you.  Yes, please LIKE it if you’re into great content curation strategies and increasing conversions.

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