COMPLEX MEDIA: BRINGING SOCIAL STATS TO EVERY DEPARTMENT
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1 COMPLEX MEDIA: BRINGING SOCIAL STATS TO EVERY DEPARTMENT
2 TABLE OF CONTENTS Introduction The Social Media Team The Ad Sales Team The Content Team The Dev Team Social Strategy Tips
3 INTRODUCTION There are industries and brands in which marketing efforts move especially fast through the warp-speed social media landscape. Complex Media of New York City, a group of daily news and lifestyle websites targeted at 20-something men, is one such example. A foundational way that this media group keeps their social media programs thriving is by measuring them. Complex shares in-context social data with nearly every department in its company, from ad sales to engineering. How does Complex structure its measurement programs? Which stats does each department seek? Simply Measured spoke with Carmen Villafañe, Social Media Director at Complex Media, to find out how she s turned social media metrics into companywide essentials for greater revenue and growth. The following is a description of each team, their social data asks, and how Carmen goes about getting teams relevant information using Simply Measured. When I started at Complex, the first thing I did was track everything. I didn t know where we were, if we were driving traffic to the site at all, if people cared about this kind of Tweet versus that kind of Tweet. Carmen Villafañe, Social Media Director at Complex Media 3
4 MEET CARMEN VILLAFAÑE Carmen Villafañe, Social Media Director at Complex Media I m Cuban-Salvadoran-American from Miami, danced ballet for many years which probably explains my perfectionist streak and have been known to thank people with baked goods. I love a good Twitter war and fiercely believe that if it can t be said with a meme, it shouldn t be said at all. My favorite websites right now are Greatist.com, FirstWeFeast.com, and The Science of Us blog on NYMag.com. I think Taylor Swift is America s best export. Sue me. You can see it on your feed for five minutes, but if you don t have the numbers to back it up, you re not going to make a very informed decision. Carmen Villafañe 4
5 COMPLEX MEDIA Complex Media is the world s largest and most influential collection of websites targeted at 20-something males, reaching over 60 million music, style, sports, and gaming enthusiasts monthly. Complex Media engages with its audience through a uniquely credible, authentic viewpoint, further amplified by unparalleled social influence. Complex Media Network s 19 Twitter Accounts Complex Flagship Complex Style Complex Sneakers Complex Art and Design Complex City Guide Complex Tech Complex Rides Complex Music Complex Pop Culture Complex Sports Complex News Complex Video Games First We Feast Sneaker Report Do Androids Dance Four Pins Pigeons and Planes Triangle Offense Green Label 5
6 THE SOCIAL MEDIA TEAM How do we know what s going on with our 19 Complex Media Network Twitter accounts? Report remedy: Multiple Twitter Channel Analysis It s super helpful to have everything in one place. I use these numbers to report to people above me and within my department. I share this with our content team, content director, and ad sales team, too. I use this report to think about what s working well and what I want to do differently in the future on a broad-view level. You re only as good as your numbers. 6
7 THE SOCIAL MEDIA TEAM What are Funny or Die, College Humor, and HuffPo doing? How do we market our video content on social to run laps around our competition? Report remedy: Twitter Competitive Analysis Video is a huge priority right now. Generally, we send around 12 Tweets a day for one particular program. In a month, that s a lot of Tweets. We re looking at those Tweets to determine success and guide future content by analyzing audience engagement and sentiment, side-by-side with what our competitors are doing. We also want to make sure the talent we ve booked all sourced from Twitter, by the way is promoting our episodes. I used to go back and look at the day that the video went live on the site. I d search the Tweets in the Excel sheet manually. I didn t know that on Simply Measured you could regenerate the report using just selected data. My eyes have seen the glory! 7
8 THE SOCIAL MEDIA TEAM How do we grow our Instagram presence? Report remedy: Instagram Account Report If I had to describe our Instagram account, I d say it s the pulse of what s happening. It s where we mix our followers unique POV with our own. As far as reporting goes, we just got to a size where we re seeing trends. For video, Instagram reporting has been indispensable. We started training our audience to consume video on the platform and if you compare our earlier efforts to more recent ones, we ve seen much higher engagement and been able to create some buzz around some of our serial programming. So much so that a promo cutter was hired and a large part of his job is to create Instagram video! Sometimes it s as simple as changing the words a little bit. Maybe you re writing too short. Maybe you re writing too long. Maybe you re not talking about things that are relevant. 8
9 THE AD SALES TEAM How are our hashtag campaigns doing on Twitter? What do we show our clients to get them excited? Report remedy: Twitter Activity Report Numbers from the Twitter Activity Report are going directly to the ad sales team and informing clients. That s a moneymaker, for sure. A lot of times, they sell through with social as an added value, and they re constantly keeping an eye on hashtags for things like that. Those numbers are crucial to get back to the client. Ad Sales is working with Dr. Pepper on a big campaign where we re publishing a fleet of in-studio videos with different artists. There s a hashtag, #oneofakindmusic, and they re tracking that like crazy. 9
10 THE CONTENT TEAM social media? How is our Complex TV programming faring on Report remedy: Facebook Page Insights Report + Twitter Account Report You can tell if an episode was a hit or not right away. We can look at sentiment, look at the mentions and see what people are saying about that particular episode. Every brand s concept of ideal fan sentiment is a little bit different. We don t necessarily hate it when our fans get all antsy and fired up. That s not necessarily a bad thing for us, because it shows they re engaging. I generally will customize reports to feature just video content to give them an idea for how people are reacting. 10
11 THE CONTENT TEAM I m a content editor. Why does my Complex channel need a regular Facebook posting cadence? Report remedy: Multiple Facebook Channel Analysis We showed our editors the Multi Facebook Channel Analysis. They were so impressed by the ability to look at all the different Facebook pages next to each other. It brings some healthy intercompany competition. You don t want the guy sitting next to you having his page blowin up when yours isn t at all. They were very receptive. A lot of them wanted me send them screenshots after the meeting to take a closer look at how they stacked up against the rest of the guys in the house. 11
12 THE DEV TEAM How can we use Twitter data to get audience feedback and develop projects effectively? Report remedy: Twitter Account Report We are in the process of launching a new UK site. Dev really appreciates the geographic function in this report. I ve been asked to pull how much of our audience is coming from the UK on Twitter. The devs want to know which kind of apps are being used and which phones people are Tweeting from. I also like to share performance data on the amazing digital covers that the dev team creates because it really is validating to see people say things like, Complex killed it with this one! 12
13 SOCIAL STRATEGY TIPS Source from Twitter. We give our followers shine. If they say something funny, we Retweet them, give them their moment in the sun, and use their images on the site. Run your Twitter feed by what your followers are talking about. Use their interests to introduce followers to something relevant and new. Give your social media presence its own voice. Our social presence is an extension of what s on the site, but it has its own voice, as well. It s not stale. We re not trying to be Complex. We re trying to be ourselves, within Complex. Create influencers internally. I d love for our staffers to become household names, associated with the brand. I want to make sure they re taking advantage of their popularity on social. Don t be afraid to experiment. We re willing to take risks and roll with them if it doesn t work, it doesn t work. We go back. We switch it up again. Be first. Our writers and editors have their fingers on the pulse of what s going on, so my job is very easy it s already there. It s all on the site. You re only as good as your numbers. Use Simply Measured and Google Analytics to see how you re doing. 13
14 ABOUT SIMPLY MEASURED Simply Measured is a fast-growing team of data geeks dedicated to making the world of analytics and reporting a better, more beautiful place. Our goal is to put the tools to understand business data in the hands of business users. We think reporting should be simple, beautiful, and accessible for everyone not just data scientists. Our software streamlines the process from data to deliverables and eliminates the countless hours spent on everyday reporting tasks. We do this by putting cloud data sources at your fingertips, providing a marketplace of best practice reports, and generating beautiful deliverables on the web, in Excel, and in PowerPoint with a couple of clicks. Want to try Simply Measured? REQUEST A FREE 14 DAY TRIAL Copyright Simply Measured, Inc. All Rights Reserved.
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