Social Intelligence Drives Improved Content Interaction – InfiniGraph Case Study

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Client: Complex Media
The Complex Media Network delivers every element of life that young, stylish men need to maintain their position at the top of the style food chain. The 47-publisher network provides consumers with an ultra authentic and relevant deep dive into their core passion points – fashion, music, sneakers, style, gaming, sports, art and entertainment.

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Objectives
Complex asked InfiniGraph to increase traffic to their site by expanding their social media presence on Facebook and Twitter and increasing interactions to drive traffic back to Complex.com

Tasks included determining what content is most relevant to its audience across social graph; what other brands they’re interacting around; what content is being shared; the content distribution path; and auto-feeding Facebook and Twitter to increase click through and consumer engagement.

  • Discovery - Find out what Complex.com readers did on social networks and what type of content they liked to read and share. Leverage that research information to drive great quality traffic to publisher sites.
  • Activation – Find and engage influencers connected with Complex and increase overall content sharing to increase reach.
  • Content Optimization – Determine what content is trending the most based on social interaction for republishing

Results

  • Traffic to the Complex website increased by 30%
  • Twitter followers by increased 25%
  • Facebook Fans increased by 30%

Below is an example of how Complex’ audience interacts with other brands and publishers, something we call the “Affinity Map.”

1.    Brand / Product / Services consumer interact with the most (Affinity Map)

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Complex used the InfiniGraph control panel to gain social intelligence in order to boost content interaction:

2.    Trending content based on a brand’s affinity drives greater social interaction and activation.

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Consumers rely on friends and business associates to determine relevant content to share. This discovery process is propelled by social connections and influence. When Complex content trends, it affords the opportunity to expose its published content to a wider audience while improving social interaction.

For Aleksey Baksheyev, Director of Technology of Complex Media, Inc., the results were self-evident: “InfiniGraph increased Complex page views by 30% and its Facebook following by 30%.” The New York-based company used InfiniGraph’s insights to expand its content distribution through the network driving overall click volume and social interaction.

InfiniGraph’s contributions were welcome because Complex’ staff was unable to keep up with 24/7 content and posting demands. InfiniGraph provided a clear way of managing this content stream, including measuring what was truly relevant to cross-post and repost.

Another welcome change was InfiniGraph’s simplified interface for tracking clicks, viewing well-performing content and gaining insights into the social graph. The InfiniGraph control panel allows content publishers to easily manage content feeds from many sources, with simple visuals that reveal trending brands around a company’s social presence, while providing the transparent ability to curate overlapping Facebook and Twitter presences.

Post was picked up by ClickZ Tuning Your Content: Social Media for Content Publishers

CONTACT US TO SEE MORE EXAMPLES OF USE (VIA WEBEX)  ( sales@infinigraph.com )
Social Intelligence Drives Improved Content Interaction – InfiniGraph Case Study (PDF)