The document discusses how to use big data to improve content marketing efforts. It presents an example of how to solve the problem of determining the best formats for content on different social media channels. The method involves defining the problem, identifying known and unknown factors, selecting appropriate tools from different big data categories, testing hypotheses to resolve conflicting data, drawing insights, and deriving best practices. The overall process shows how mapping content marketing activities to big data sources can provide insights to optimize content creation and distribution across channels.
16. External
Internal
Structured
Unstructured
Define
BIG
DATA
Data
Type
Data
Source
Financials
Inventory
Census Data
Real
Estate
Records
Credit
History
Travel
History
Web
Feeds
Text
Documents
Web
profiles
Sensor
Data
Credit
history
Real
Estate
History
Census
Data
Travel
History
Financials
Inventory
Web
Feeds
Text
Documents
Sensor
Data
25. • Current
long
form
content
and
videos
don’t
get
much
pick-‐up
from
social
media
channels
• History
of
content
downloads
on
several
social
media
channels
• Target
Audience:
IT
managers
• Social
Media
Channels:
TwiZer,
IT
Media
Sites,
LinkedIn,
Intel
IT
Community
KNOWNS
Which
FORMATS
of
content
work
for
specific
social
media
channels?
26. • Ideal
format
op;ons
for
social
media
channels?
• Which
keywords
resonate
with
IT
managers?
• Social
media
reach
UNKNOWNS
27. Step
3:
Choose
appropriate
TOOLS
from
different
quadrants
28.
$
Quant.
Research:
On-line Survey
Targeted IT
Managers
Sprinklr, Twitter,
LinkedIn
Sysomos, Omniture
Interview our
Customers
EXAMPLES
of
tools
chosen
from
mul;ple
quadrants
30.
$
IT managers prefer
long form content
Short form content
performs better
on social media
channels
Not interested in
receiving info.
Via social media
channels
Examples
of
CONFLICTING
DATA
from
mul;ple
quadrants
31.
Conflic;ng
DATA?
Step
4:
TEST
your
hypothesis
and
op;mize
32. Step
5:
Drawn
Assump;ve
Insights
• Exis;ng
content
needs
to
be
shortened
and
CUSTOMIZED
for
different
social
media
channels
• Channel
SPECIFIC
copy
is
essen;al
• Videos/visuals/images
draw
engagement
33. Derived
BEST
PracGces
• Op;mize
social
media
post
frequency
• Funnel
social
content
development
and
distribu;on
through
a
single
source
• Host
weekly
social
media
editorial
mee;ng
34. So,
Which
FORMATS
of
content
work
for
specific
social
media
channels?
35. It
depends…
Blogs
&
Discussions
White
Paper
Infographics
Graphs
Images
Data
Snacks
PowerPoint
Video
&
Audio
Review
ExisGng
Content
Customize
content
format
(short
form
and
digesGble)
Customize
copy
wriGng
for
social
media
channels
Facebook
LinkedIn
TwiZer
Community
Slideshare
YouTube
&
More
36. Community
Trends
–
July
2012–July
2013
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
IT Peer Network
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
Healthcare
nPage Views nVisits nUnique Visitors
Focus on TRENDING, not one point at a time.
Analyze PEAKS and VALLEYS; EBB and FLOW.