Content Marketing Quality is King SEO is Queen for Google and Facebook

You have only roughly eight seconds, the average human attention span, to grab someone’s focus. What do you have to offer in eight seconds that is worth someone’s time and attention?

We have come a long way from magazine, TV, and radio advertisements. Commercials can be skipped, magazine advertisements flipped, and internet ads can easily be sifted through in seconds. But what exactly entices people to surf daily, weekly, monthly, and yearly through top sites such as Google, Facebook, Youtube, Wikipedia, and Yahoo? 

Image: Kathleen Deggelman

Quality content. The biggest being, of course, viral content, leading to the recent push of content marketing, “a technique of creating and distributing relevant and valuable content to attract, acquire, engage a clearly defined and understood target audience with the objective of driving profitable customer action.” With today’s huge emphasis on social networking, the usage of back-links and keywords from SEO will not guarantee the same widespread audiences and broad successes, which content marketing is able to now attain. Google, Facebook, and Twitter are prime examples.

The greater demand for high-quality content from Google after the Penguin updates prompted a question of uncertainty about the role SEO would play in the face of content marketing. 

Is SEO still relevant in the face of content marketing?

This debate of Google’s intentions can be found in greater detail in three fascinating articles by Jonathan PigginsKen Krogue, and Sujan Patel. These authors all discuss similar issues but have diverging viewpoints regarding the potential possibilities of the relationship existing between SEO and content marketing.

In response to these three articles, SEO will not be extinct from marketing practices anytime soon due to job-role adaptability, however, it will stand as the underlining to content marketing. In today’s market, the filler content and pointless links originating from SEO will no longer be welcomed by either Google or the public. However, Patel’s ideas of using keywords as links to social media materials such as blogs, videos, and etc. are applicable in supporting content marketing without seeming spam-like. Thus, SEO’s future role will evolve into research support-orientated by simply tracking words or phrases that are frequently used by the online community.

To the right, is a Infographic that depicts the changes of marketing then and now. See the reversal of roles of SEO and Content Marketing. 

Content marketing, on the other hand, should carry the primary role by using compelling advertisements and social media engagement to specifically address and keep to the particular needs of the public. Only quality content has the ability to make the audience stop, read, think, and convert as stressed in the title. The major goal of any marketer is to make their target consumers think differently. This requires intellectual and investment-worthy content. Keep the focus of your content broad, but adjust accordingly toward buyer personas. The type of content Google is ultimately searching for and will reward. Many other companies seem to have the same train of thought; according to Roper Public Affairsnearly 80% of companies prefer information to be written in a series of quality articles rather than quick advertisements.

Yet, some may ask: “How can the objectivity of algorithms (from Google) actually account for the subjectivity of quality content?”

Sharing and general web engagement should be used as the ultimate measure for content quality.

How will you do this? Great advice is to “Leverage Your Owned Media and Create a Perpetual Promotion Machine”  from A Brand Manager’s Guide To Content In Social Marketing Social Media. The guide emphasizes to use your already obtained audiences by posting content pieces toward these social channels. Using this strategy, see the results of InfiniGraph’s eBook’s online engagement statistics. This particular eBook was clicked on for a total of 2451 times. Around half of these clicks was all accounted for by Facebook with 691 total likes, 66 shares, and 38 comments. These great figures resulted in roughly 1000 registrations representing a close 50% conversion rate.

Remember, quality content doesn’t stay relevant forever. Buy targeted ads, publish quality posts, engage them with questions and polls, and write specific keywords inside your website content to obtain more traffic. Setting up campaigns to promote latest posts to a broader audience is critical for maintaining a growing stream of engagement over a consistent period of time. Reiterate your content’s values and benefits to motivate your customers into sales. These actions can be gauged through the monsters of social networking: Google+, Twitter, LinkedIn, and Facebook.

What do you have to offer in eight seconds that is worth someone’s time and attention?

As times and technologies change, the idea of quality is constantly evolving. So how can you determine what the audience wants quality-wise within a specific industry? You need a content-intelligent company that can accurately deduce what and when content is currently the most trendy, posted, shared, and tweeted by your target audience. This is a service, that content-intelligent companies such as InfiniGraph, offer for any industry ranging from automotive to fashion.

Above, the graph on the left depicts a graph measuring the average engagement of each brand within social media. Take a look at which brands are most successful in engaging their audience. The image on the right shows H&M’s trending content with a trending score of how well it is currently doing in terms of engagement. This feature is available to all the brands shown on the line graph.

The graphs above depict the features that InfiniGraph is able to provide for marketers who understand the crucial importance content marketing plays today by using external data as proxy. Here, large sets of data from  major social networking sites are translated in a form utilizable by any marketer for the benefit of their company. These vital tools can answer the crucial WHO, WHAT, and WHEN questions of your choice industry and audience. Brands need a strong keyword base monitoring approach to capture social mentions and what additional keywords they should be inserting into their content. Furthermore, research what content they are engaging with outside of social mentions, which are two key distinctions in order to gauge a greater share of voice.

Your goal should always be to gain a overall greater share of voice!

Have access to the best resources in develop content strategy on what is winning! That is the key to creating quality content specifically for target consumers at the right time and place. This process essentially solves the ultimate question: what do YOU have to offer in eight seconds that is worth someone’s time and attention?

By seeing and utilizing the data gathered, you can judge for yourself what content is currently sought out by the public and what content would entice a broad online audience. In this age of modern technology, your company must offer suitable high-quality content that the public requires to make them stop, read, think … and convert!

What data and industry assets would assist you in differentiating your services compared to that of your competitors as well as help you?

To get more exciting information regarding today’s content marketing performance insights, check out these other free eBooks that we offer! Get all this info immediately by just registering!

Be sure to check out our NEWEST release of “What’s Engagement: How Data Driven Marketers Are Crushing Content Marketing” for all of today’s top Content Marketing insights!

A MUST Download! And…

Download our latest eBooks A Brand Manager’s Guide To Content Marketing In Social Media: 20 Areas of Excellence To Ensure ROI Get this free 72-page ebook written by Brian Carter and 25 other thought leaders today.


Exclusive Insights into The Top Automotive Companies With the Best Social Media Engagement

Be the first to access  Dr. Natalie Petouhoff presentation and comprehensive industry insights presented at the Automotive Social Media Summit 2013.   Social media engagement is one of the top metrics most marketers are measured on. In truth, what engagement comes down to is people sharing things- posts, pictures, comments, status updates, videos, links, offers…  That’s why content and storytelling matters so much in social media marketing.

Story-telling driven content is what drives customers through the marketing funnel in an authentic, genuine way– while humanizing the brand and building a strong bond and relationship your customers. It educates buyers without overwhelming them with blunt (buy our stuff) ads. It energizes your campaigns with content that compels people to share it because it’s relevant to them. That sharing increases your share of voice and the number of people in your marketing funnel.

Because The TLS Auto Summit Conference is such a special gathering of the top people in automotive, I wanted to make available my exclusive research on the automotive industry brand engagement insights.

Exclusive Insights into The Top Automotive Companies With the Best Social Media Engagement

Exclusive Insights into The Top Automotive Companies With the Best Social Media Engagement

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With 3.5B pieces of content shared per week, that’s a lot of sharing. And for most marketers, it’s overwhelming to figure out this content “game:”

  • What creative content works best?
  • What are your competitors doing that you are not?
  • How can you find fans that you have in common with affiliate brands to increase your fan base– fans you can’t find any other way?
  • What’s the best social channel to put your content on, i.e., where are your fans & your competitors posting / engaging the most?
  • Who’s got the largest share of voice? Higher post volume does not always equal engagement
  • If you are going to place an ad, which affiliate brand should you partner with (i.e., which affiliate brands have the same fan base as yours?)
  • And how can you save money on creative content by finding the top content that’s trending with your target audience and be able to automatically add it to your editorial content management system…?

To get some insight into these and other questions, please register and download exclusive access to the automotive industry insights – whether you represent a luxury brand domestic car brands, imports… I hope you enjoy the research and look forward to your thoughts and questions.

Be sure to download our latest  eBooks A Brand Manager’s Guide To Content Marketing In Social Media: 20 Areas of Excellence To Ensure ROI Get this free 72-page ebook written by Brian Carter and 25 other thought leaders today.   And ….

7 Social Marketing & Sales Strategies Executives Must Know in 2013

“7 Social Media Marketing & Sales Strategies Executives Must Know in 2013″
Get this critical new 16-page report written by Brian Carter, Dr. Natalie Petouhoff and Chase McMichael today. Enter your contact info to begin the download.

7 Social Media Marketing & Sales Strategies Executives Must Know in 2013

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The rules of the game have changed. And they keep changing annually. Are you up to date on what an executive needs to know about social media marketing and sales? Read about these seven simple but powerful insights that are critical to achieving your corporate goals in the age of social media.
Enter your info above and download it today!

The Brand Manager’s Guide To Social Content Marketing

“A Brand Manager’s Guide To Content Marketing In Social Media: 20 Areas of Excellence To Ensure ROI” Get this free 72-page ebook written by Brian Carter and 25 other thought leaders today. Enter your contact info to begin the download.

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Includes pearls of wisdom from social media and content marketing thought leaders Chris Brogan, Jason Falls & Nichole Kelly (Social Media Explorer), Jason Miller (Marketo), Dr. Natalie, Amy Vernon, Esteban Contreras (Social State), Michael Stelzner (Social Media Examiner), Maria Pergolino, Kami Watson Huyse, Chase McMichael, Marcus Nelson (Addvocate & SalesForce), Scott Baradell, Adam Kleinberg, Krishna De, Wendy Hofstetter (Finish Line), Maddie Grant (Social Fish), Julie Pippert, Maggie Leifer McGary, Jennifer Stauss Windrum, Shelley Demott Kramer, Bryan Kramer (PureMatter), Douglas Karr, Jason Cormier & James Clark (Room 214). Enter your info above and download it today!


Which Social Media Posts In Your Niche Are Getting The Most Traffic?

That’s a great question. Lots of the right kind of traffic can mean more leads and sales for your company (and social media [gasp] ROI).

If you could see and sort all your brand’s posts, and all your competitors posts, and discover which got the most traffic, and which the least, then you’d know what kind of posts get more traffic and which get less. Can you find that out in 30 seconds? You can if you use InfiniGraph.

Here are some of the strongest posts in the CRM industry from November 2012:


Whether you’re curating posts or conducting niche/industry intelligence, we show you the hottest posts over the last 30 days and you can choose to sort them by clicks.

Find out today which posts in your industry are bringing in the most traffic!

Be sure to register for our 8 ways brands use content engagement to drive strategy

Webinar 8 Ways brands use content engagement to drive strategy - 12/20 1PST



Why The 36 Rules of Social Media Will Rock Your World

We keep our eye out for the most popular, shareable content on Facebook, and when it’s relevant, we share it with our fans. The 36 Rules of Social Media, which Fast Company crowdsourced back in September, proved to be one of our most popular posts ever.

23,797 people saw our post, which was preceded by the injunction: Find out who’s winning in social media in your nicheAnd 23,797 people isn’t a lot (539,000 people saw our most popular post ever), but 1,471 of them with it, producing 179 likes, 137 shares, 343 clicks on our link, and a bunch of new leads.

Fast Company's 36 Eules of Social Media

If you do Facebook lead gen, we recommend curating and sharing hot posts like this and explaining how they’re relevant to your offerings.

InfiniGraph makes hypercuration like that easy, and it compatible with 40 social media publishing platforms. Coming very soon- get our custom hypercurated RSS feeds  prioritized in order of most to least engaging posts and tweets. Who wouldn’t want automated posts that are already proven to be highly engaging?

4 Ways To Ignite Viral Content on Facebook and Twitter

Right now, on Facebook, personalities and companies have an opportunity to outperform even the biggest companies in social media. In this article, I’m going to tell you why that’s so, and give you a step-by-step plan for becoming a loud and persuasive voice in your business niche.
Before you finish this article, be sure to sign up for our November 7th webinar to learn more about this topic and how to get better Facebook results!


Stop Being A Fan Counter And Become A Thought Leader

It doesn’t matter how many fans you have if they aren’t seeing your posts. And you want more than visibility- you want influence. You want to be able to lead your fans to fulfill their needs and dreams by taking advantage of your products and services.

Here’s a summary of the step-by-step process for becoming the strongest voice in your niche on Facebook, even if you aren’t a big name brand.

  1. First, get fans who are actually customers and prospects.
  2. Find and share content that’s proven to get responses from people like your fans.
  3. Learn from your audience’s responses (or lack thereof)- what do they like and share most?
  4. Create content that’s more likeable and shareable, making sure it also contains messages that persuade people to buy from you.
  5. Use sponsored story ads to make sure your content reaches as many fans and other potential prospects as possible. Then repeat.

#1: How David Beats Goliath On Facebook George Takei reaches way more people on a daily basis than Comedy Central. Remember him? Sulu from Star Trek? Well he’s experienced a resurgence of fame in the last decade, and is one of the funniest people on Facebook. He reaches about 100x as many people as Comedy Central (we can only guess at reach, but we know he gets 100 times as many likes and comments and 60 times as many shares as Comedy Central).

George Takei gets about 160 times as much interaction per post as Comedy Central And with less than 3 million fans, Takei also beats Coca Cola and its 58 million fans: he gets about 55,000 likes per post, while Coca Cola gets 19,000.

Coca-Cola has 18 times as many fans but George Takei gets almost triple the number of interactions. 

No, they’re not in the same niche, but they are fighting for placement in people’s newsfeeds, so they’re competitors from an attention standpoint. And now he’s using his powerful platform to promote his new show. That means personalities can powerfully promote their arts, their products, or their services. You don’t need to have Coca-Cola’s 4 billion dollar marketing budget if your content is compelling.

Take a look at the following chart from InfiniGraph. Are you surprised that some of the biggest brands are losing to some of the smaller ones in engagement? How is Christian Dior so much more effective than Coca-Cola and McDonald’s?

Some of the most engaged with social publishers are not the brands with tens of millions of fans. Chances are that your competitors aren’t as big as Coca-Cola. You just need fans and hot content. Hot content is the posts that get shared way more than others. Highly shared content grows you even more fans.

An easy way to see what your most viral content is is to just log in to Klout. Klout shows you your most influential moments in the last 90 days. This only works for Facebook profiles and Twitter accounts, not for Facebook pages. As you can see below, my most influential post was a play on words caption I did about a MacBook. Klout shows you some of your most influential recent posts. These are hotter and more shareable posts. You might want to pay to push them further on Facebook.

If you’re a smaller operation like Takei, your advantage is agility- you can switch strategies and become an effective publisher within the next several months, while it may take big brands years to adapt to the new social publishing paradigm. I believe that executive teams at many of these big brands aren’t aware how poorly they’re doing with visibility and engagement- or they would have figured our how to do a better job.

Tips: Find out who your competitors are, and compare how many likes, comments and shares their posts get compared to yours. Note which of their posts are doing the best, and which are the worst. Learn from their successes and mistakes, and let that inspire your future posts. But also, go beyond your competitors to find standout content in all categories. Bring this into your niche, and suddenly you’re an innovator compared to your competitors.

#2: Get Beyond The 2009 Social Media Paradigm Social media content marketing is very new. Most companies are just realizing the opportunity here and seeing the obstacles. Unfortunately many social media experts still view social media through the Twitter lens. Social conversation without content (Twitter tweets and replies) is no longer king, if it ever was.

Content is king, because Facebook is bigger and more active than Twitter, and Facebook is about sharing and discussing content. Content (photos, videos, whitepapers, ebooks, etc.) creates conversations, so you need to start looking at what content works and doesn’t.

Three content pieces from B2B companies are creating conversation (comments) on Facebook

If you’re in B2C, are you using a lot of images to inspire and entertain your fans? If you’re in B2B, are you finding out what kinds of whitepapers and ebooks your fans share?

Tips: Here’s how to think in order to win in the new content marketing paradigm… what content can you post that will stimulate discussions and shares? Are there questions you can ask? Fill-in-the blank posts? Polls? Think like a great speaker whose content creates ripples of conversation rather than a therapy group facilitator who just wants people to talk. People will remember that your brand introduced them to great content, and this will benefit your brand more over time than random conversation. Map out your customers’ problems and the series of revelations or insights or improvements they need to make- what process are you helping them go through? What peak moment does your product or service create? Then create content relevant to each step in that process.

#3: Learn Who Your Real Competitors Are & Beat Them Years ago when I began doing SEO for clients, one of the first things we discovered was that their competitors in Google rankings weren’t who they expected. In fact, often there were several companies beating them who they’d never heard of. They had to revise who they thought was in their competitive set. That’s because so many companies are slow to get the right data for online marketing, and slow to realize how each online marketing channel is different.

One kind of data we can get from InfiniGraph is which other brands your fans interact with in social media. This can surface both competitors and strategic partners. For example, Home Depot’s social media fans also interact with Home & Garden TV, Best Buy, and ToysRUs. The upper right of InfiniGraph’s brand dashboard shows other brands shared by The Home Depot.

The Facebook data tells us they have the same customers. Most of these companies aren’t selling the same products as The Home Depot, so they could partner strategically. By offering a Best Buy coupon to incentivize customers to buy more home improvement supplies, Home Depot can expect customers to be interested and to respond better than they would to other copromoters.

Tips: Who are your fans interacting with and how can you partner with those brands? Search for your brand with InfiniGraph, and find out. If your brand hasn’t been mapped, you can request it. Once it has, you’ll see the brands your fans also interact with in the upper right. Now think about whether or not you can create a strategic partnership with that brand. Also, go to each of these brand’s Facebook pages and see what kinds of posts create the most and least interaction. Apply those insights to your own posts.

#4: Solve Funnel Collapse Syndrome With Hot Content

About 67% of B2C companies and 41% of B2B companies acquire customers via Facebook (from HubSpot’s free ebook “How To Attract Customers With Facebook”). But one of the biggest problems they have with social media ROI is most of their fans and followers aren’t even seeing their posts.

If you post boring content and hardly anyone interacts, then Facebook stops showing your posts to those fans- that’s EdgeRank. Not being visible to your fans completes a vicious cycle wherein you get less and less interaction. The average page doesn’t reach 84% of its fans when it posts, and pages with more than 1 million fans don’t reach 97% of their fans. I call this Funnel Collapse Syndrome, and most Facebook Pages have it.

Below is an example (from my Facebook Success Summit 2012 talk) of two very different EdgeRank situations, and their effect on the rest of the sales funnel. See how being less visible to fans dramatically lowers your results and revenues? Pages with equal fan counts but different visibility have dramatically different ROI potential.

The visibility part of the sales funnel is our biggest problem in Facebook Marketing, and the most accessible solution is to create or curate super-shareable content. Even B2B companies, like Marketo, are experimenting with humorous photo-based posts. B2B companies are known for being 5-10 years behind B2C companies in marketing tactics, but in this case, at least one B2B company is ahead of many B2C companies.

Associations can take a lesson from the American Heart Association. B2B folks should follow Marketo’s example. Christian Dior is one of the most interactive B2C brands on Facebook (according to InfiniGraph, it gets 150% more interaction than Coca Cola). Dior showcases the best in fashion and design as well as when celebrities get involved with fashion.

Tips: There are three ways to fix an EdgeRank visibility problem or funnel collapse syndrome.

  • One is to do a better job of posting, so that Facebook shows your posts to more of your fans. Over time you can re-awaken a portion of your fans. But bear in mind that part of EdgeRank is time decay. You may not be able to reach a majority of your fans if they are several years old and haven’t interacted with you in all that time.
  • The second solution is to use sponsored stories ads- you pay to show your posts to your own fans. Humbling.
  • Or third, cut and run. In some cases it’s actually cheaper to start a new page and use ads to get fans for that page than to pay to reanimate your old fans.

Conclusion I’ve seen a number of shifts in online marketing, and each of them has presented an incredible opportunity for the companies that jumped on them early. This is the latest, and if you have the agility and ability to turn the insights in this article into action, you’ll thank yourself for it later. Becoming an excellent, attention grabbing content marketer whose Facebook posts get massively shared is a learning curve, but a doable one. If you’d rather be a leader at this than play catch up later, get started today.

The Digital Path to Social Media Success

Guest post by Jason Cormier of Room 214. Room 214 is an agency that uses InfiniGraph insights for their clients and new business pitches.


How social media is being integrated with the whole of digital marketing is one of the greatest momentums we’re now witnessing as marketers.

A great example of this can be seen in Jermiah Owyang’s presentation with Larry Drebes, unveiling recent research that demonstrates the desire and importance of marketers making their websites and social networks work together harmoniously.

Some of these concepts are still in their infancy, so we can all appreciate how Owyang openly refers to “new practices” instead of “best practices.” With this in mind, I’m sharing a model I hope will prove helpful to your own approach to social/digital marketing.

Don’t sweat being unable read the small type in the infographic above, as the core elements to each (zoomed in) section are outlined within the body of this post.

1. Business Intelligence


This part of the path encompasses internal and external data collection that should be leveraged to guide your strategy and shape your ideas.

Practically, this begins with a combination of consumer research, web analytics, and social media monitoring/research. The goal is to interpret the data to uncover what’s working and what’s trending. This is where you can begin to identify opportunities backed by more than just your good ideas.

We consider the “brand filter” as a means of keeping ideas true to the DNA or character of your brand – and this may also include considerations with respect to your resources, history, and customer expectations.

2. Content Creation and Curation


Content is kin_. Sorry, that’s me trying to add a little more interest to a statement overly used but completely true. You know the drill.

There’s some natural redundancy here, but this approach to content for digital marketing comes in four flavors:

  1. Useful Content: You’ll want to consider and plan for content that is:
    • Easy for people to share.
    • Data-driven.
    • Can extend to multiple networks and platforms (YouTube, Facebook, Twitter, mobile, etc.).
    • Always links to the brand’s position and conviction statements.
  2. Content Types: This addresses what the content does and where it comes from:
    • Building trust: Reviews, testimonials, case studies, personal insights, social proofs.
    • Education: Survey data, presentations, infographics, video scribes, FAQs, white papers, how-to’s.
    • Conversion: Promotional offerings, sales and advertising copy.
    • Other People’s Content: User-generated content (UGC), community discussions, republished, shared.
  3. Short-Term vs. Long-Term: This addresses intentionality and shelf life:
    • Brand / Conviction Focused: “Evergreen” content that can be repurposed.
    • Supporting Themes: Content with the propensity to attract broad audiences.
    • Campaign Focused: Content used to drive specific interactions.
  4. “Psychological Sharing Motivations”: This addresses what inspires people to share:
    • Emotion: The feeling the content has created.
    • Information: Content that is new and/or highly interesting.
    • Self Expression: Content that exemplifies our personality to friends.

3. Activation and Acquisition


This part of the path addresses the digital extension of offline efforts as well as online assets and methodologies to initiate measurable action.

Again, there is natural overlap – but whether your company is seeking to develop short-term marketing campaigns or over-arching customer relationship management (CRM) efforts, the objective is to get the following elements working together:

  • PR: Integration of media and influencer relations that drive awareness.
  • Email: Messaging, segmentation, and lead nurturing.
  • Paid Media: Digital, print, and broadcast.
  • Partnerships: Leveraging the established presence and work of others.
  • Owned Media: Brand pages, mobile, web, social applications, and private communities.
  • Search Visibility: Organic and social search optimization.

4. Engagement


This area of the path is what should ultimately feed back into your business intelligence. As Coca-Cola’s marketing team has taught us, “expressions trump impressions.”

The reality with social: this is often where companies mistakenly focus first. They’ll see some application eye candy on Facebook, lay some cash out for their own branded version of it, then start backing in supporting content and considerations around what might be more relevant as the magic campaign launch date approaches.

Final Thoughts

Like any model, it’s easy to identify what’s missing. I can think of many other elements that could be relevant – while also acknowledging potential points of confusion with respect to platforms, descriptions, the linear order of execution, etc.

Have at it friends! Would love to get your take, or suggestions on how this model could be more useful.

How Advanced Marketers Used Facebook in 2012

Guest post by Jason Cormier of Room 214. Room 214 is an agency that uses InfiniGraph insights for their clients and new business pitches.

As digital marketers, we’re frequently reminded magic formulas don’t really exist. Still, our experimentation and experiences often lead to insights about “what’s next.”

What Happened in 2011

For most brands, perhaps the most predominant focus with Facebook marketing in 2011 was growing the fan base. We saw a variety of custom Facebook applications (tabs) paired with Facebook ad buys – where requiring a Like (the becoming of a fan for that page) was the first or even final call to action.

As a result, some of the most common questions emerging were:

  • What’s the value of a Facebook fan?
  • How many Facebook fans should we have?
  • Now that we have these fans, what should we do with them?
  • What can we be doing with Facebook outside of Facebook?

And honestly, many have even asked, “why are we doing this again?”

It’s The Data, Stupid

If you’re saying, “oh no, not another discussion on analytics or the latest changes in Facebook Insights,” fear not. This discussion goes beyond tracking simple key performance indicators (KPIs) within some marketing dashboard that spits out monthly reporting with +/- percentages.

On the contrary, it goes straight to the core of how companies can use a new breed of tools leveraging Facebook data to dramatically improve advertising results, content creation and overall business strategies. For the sake of brevity, we’ll take a quick look at two tools in particular: CalmSea and InfiniGraph.


CalmSea is a technology platform that enables you to create a conversion-based offer that can be accessed via a website, email, tweet, mobile device or Facebook page. As an example, let’s consider a coupon.

Normally, the basic data you would expect to collect with an online coupon might consist of clicks, shares and redemptions. Of course, you may also collect some demographics – or even additional data, depending on form-related entries required of the user in order to get the coupon.

The trick with CalmSea lies within an extra click that prompts your Facebook authorization in exchange for access to the coupon (or other offer). This authorization includes access to 3-4 of your Facebook permissions, which provides the CalmSea platform with multiple data points specific to your social graph (likes, interests, demographics, friends, etc.).

All of this activity can take place on any web page, including your ability to share the coupon with others on Facebook without actually ever going to your Facebook page.

When I spoke to Vivek Subramanian, VP of Products for CalmSea, he said they are seeing upwards of a 70 percent acceptance rate on the permissions authorization for branded apps (which could include coupons, sweepstakes, private sales, group buys and more).

The Power of The Data

CalmSea takes the Facebook user interactions and news feeds around the given offer – then combines that data with purchase/conversion analytics (could be Google Analytics) to aggregate and display insights on segments of users/customers with the highest levels of:

  • Engagement
  • Profitability
  • Influence

This kind of data goes beyond Facebook Insights, in that it enables you to build predictive models based on distinct attributes that best describe current and potential customers with respect to the three items listed above.


In the figure above, you can get a slight feel for CalmSea’s dashboard, which demonstrates, among other items, the ability to view social insights compared to purchase data insights on users who have authorized the offer.

Depending on your role in the company (media buyer, content creator, channel partner/affiliate manager, etc.) this kind of data ideally improves how and where you spend your time and money.

The initial offer you develop with a platform like CalmSea will likely have a consistent conversion rate with similar offers you may have conducted in the past. It’s the offers that follow, leveraging the data collected from your first use of the platform, that stand to produce significantly improved results.


The InfiniGraph platform aggregates Facebook and Twitter data for the purpose of identifying relevant (real-time) affinities, content and interests that are trending around a particular brand, product or industry. There are two key considerations with respect to how this platform’s output produces actionable value:

  • Improved performance on your Facebook ads: Gives you insights to new interests/keywords you should be targeting as part of your selection process within Facebook’s ad platform.
  • Insights to assist with content creation and curation:Gives you a clear picture and delivery mechanism for content that is trending via a content “Trend Score” that algorithmically combines likes, comments, clicks, retweets, and shares.

InfiniGraph’s approach to identifying content that’s trending on Facebook, in particular, provides a level opportunity that is certainly missed by many brands wishing to dive deeper into content strategy (check out the Digital Path to Social Media Success to view the four kinds of content you could be addressing).

To describe how this works, imagine a series of Facebook status updates that are posted about subject matter relevant to your fans (on your Facebook page or another Facebook page your fans follow).


In the sample from InfiGraph above, you can see the dates these status updates were posted, in addition to the enormous amounts of engagement they received. Here’s the problem: Think of how many fans of this page would also be interested in this content, but simply didn’t see it. Now think of how quickly those status updates will slide down the page and disappear.

As Chase McMichael, President of InfiniGraph, told me, “Humans can’t keep up with trending content, nor can they see how content trends across multiple Facebook pages containing fans with similar interest.”

McMichael alludes to “crowdsourcing” of the human voice around collective interests and actions. Not only can this aid in the repurposing of content otherwise lost, but as McMichael so eloquently puts it: “you can know where to double-down from a media buying perspective. Who needs comScore when you have a resource that is guiding you where to advertise based on what a large audience is in essence telling you?”


Although the summaries on these platforms don’t do them justice, my hope is you’ll be inspired to dig deeper regarding the possibilities they offer. It will be interesting to see how Facebook will continue enabling access to data, but I think it’s a safe prediction that advanced marketers will leverage it to the hilt.

“Data will become the new soil in which our ideas will grow, and data whisperers will become the new messiahs.” – Jonathan Mildenhall, VP of Global Advertising Strategy at Coca-Cola