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The Secret Brain Science of Content OptimisationSocial SolutionsContentsSocial SolutionsIntroduction 1Data, Data Everywhere 2Chapter 1: The Changing Marketing ScienceThe Changing Marketing Science 5 Not All Content is Created Equal 6Moving From Function to Relationships 7I kid you not. Propaganda 9Chapter 1 Summary 12Chapter 2: The Science of Attention Grabbing ContentThe Science of Attention Grabbing Content 13The Brains Purpose 14Past Experiences 18How Brands are Constructed in the Brain 19The Three Brains and Decision-Making 21Content Fluency 23Think Visual 24Prime for Emotion and Imagination 27Give The Executive Brain Just Enough 29Attention 30Chapter 2 Summary 34Chapter 3: Datas Role in Content CreationDatas Role in Content Creation 36The Brand Focus Fallacy 38The Kitchen Sink Analysis 41The Confirmation Bias Delusion 42Let Data Lead You In the Right Way 43Chapter 3 Summary 45Social SolutionsContentsChapter 4: Three Strategies for Content Optimisation InsightsThree Strategies for Content Optimisation Insights 47Purchase Drivers 48Barriers to Purchase 52Decision-Making Heuristics 57Linking the Questions Back to Science 60Chapter 4 Summary 62Chapter 5: Get Content Optimisation Insights with Meltwater SocialGet Content Optimisation Insights with Meltwater Social64The Science Behind the Analysis 65Getting Started with Social Data Analysis 67Purchase Drivers 68Decision-Making Heuristics 71Chapter 5 Summary 74Chapter 6: Applying Optimisation Insights in Your ContentApplying Optimisation Insights in Your Content 76Optimising Content for the Brain 76Dont Forget to Think Content Fluency 80Conclusion 81Footnotes 82Appendix 1 84Disclaimer 851Social SolutionsIntroductionHelloIm Dr Jillian Ney. The UKs first Dr. of Social Media and Digital Behavioural Scientist.My work specialised in using social data to find out how people make decisions and use this insight to optimise content, conversions and products. Im also the founder of The Social Intelligence Lab, the first content site and community 100% dedicated to helping professionals get more value from their social data. Im very excited to be working with Meltwater on this guide to optimising your content with fast analysis strategies to get behavioural insights from social data.So, lets get startedData, Data EverywhereTheres a whole lot of social data out there. Youve seen that stats like 3.3 million Facebook posts, 66,000 Instagram posts, and 450,000 tweets send per minute(1). Thats a whole lot of insights on your customers waiting to be found or is it?Mela and Moorman in their HBR article outlined how too much data can lead to too few insights(2). The irony is the more data fields collected, the less they overlap, creating “holes” in the data. Now think about how people express themselves online, its a big unstructured, noisy mess. So, lets be honest. How easy to you find it to use social data to generate insights for content creation?When I visit companies, I always hear about the social listening tech that sits in the corner like an unwanted present. People are a little scared to go back and unwrap it again because theyve not had much success in getting what they wanted when trying it out for the first time - and, they simply dont have the time to figure it all out.2Data, Data EverywhereSocial SolutionsIts frustrating. They know theres more value in the data but sometimes they just cant get to it. Weve been taught to get all the data that we can. This is great for online reputation management where more data is well, more. But, when it comes to insights for content creation more data can lead to less insights, and whole lot of people proclaiming that this social data analysis thing is too complicated. So, over the last 10 years Ive been developing simple ways we can get to the behavioural insights we need to optimise content that speaks to our customers non-conscious and primes purchase.Seems a little far fetched? Dont worry. Ill take you through the science and how to get the insights using the Meltwater Social platform. By the end of this eBook, youll have three new fast data analysis approaches that can help you optimise your content for how your customer think.The rest of the guide is structured in six parts, the science of marketing and attention grabbing content; datas role in content creation and three fast strategies to analyse social data; tips on using Meltwater Social to get the needed behavioural insight; and how to apply the insights in your content. 3Data, Data EverywhereSocial SolutionsThe Changing Marketing ScienceChapter 1The Changing Marketing ScienceHuman life and culture has always been about interaction between human beings. As humans, were hardwired to connect and interact. Today, these interactions have scaled up with the help of technology. So much so that the internet and digital technologies have changed how we behave and communicate more than any other technology in the last 100 years.Our lives are becoming increasingly digital and social media has grown as an important brand channel to connect and interact with consumers. Ultimately, placing pressure on you to continually generate new and exciting content that speaks to your customers, strengthens your relationship with them and, drives profitable customer action. Theres lots of research out there to demonstrate that content and social media marketing has a positive effect on brand equity and drives sales. With 72% of marketers finding that content marketing increases engagement and leads(3), and that content marketing gets three times more leads than paid search advertising(4), its not surprising that content marketing and social media is rising as an important engagement channel to interact with customers. Chapter 1: The Changing Marketing ScienceSocial Solutions56But, not all content is created Knowing that content matters isnt enough. Youre still missing a system to ensure that your content ideas attract the right kind of attention from the right kind of people. In fact, research from Zazzle Media reveals that 60% of professionals find it hard to produce content consistently(5) - maybe that is you?Well, youre in luck. The rest of this eBook is designed to help you optimise your content ideas and even come up with new content ideas from analysing social data that speaks to your ideal customers mind to create a thumb stoppable moment.Heres how it worksChapter 1: The Changing Marketing ScienceSocial Solutions7Moving From Function to RelationshipsI remember sitting down with a marketing team from a very large company. The marketing team was driven by the product folks and you can probably guess that they wanted to make sure that consumers knew about all the features their products had. This completely guided how the brand communicated, content was about features and utility, and had the hard, hard sell.It wasnt a great situation to be in. The posts were all function, features and utility with a buy me now attitude. And, they wondered why they werent getting any return for their efforts.I had to break the bad news that the science of marketing had moved on. It was difficult because we were largely dealing with a product team who had lovingly worked on creating each of these features. Theyre priority was making sure that everyone knew the benefit of that functionality. After-all, its the functionality that sells products?!But, marketing has moved on and it was my job to demonstrate that sell, sell, sell isnt as effective as building brands around relationships.Chapter 1: The Changing Marketing ScienceSocial Solutions
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