Ian Karnell – President of Buzzhoney talks with Murray Newlands about The Future of Engagement and how they analyze competitors to develop a strong content marketing strategy.
Murray Newlands: Hello I’m Murray Newlands welcome to another episode of “The Future of Engagement”. I’m here with Ian President of Buzzhoney, Ian what do you guys do?
Ian Karnell: Buzzyhoney is an interest graph marketing firm based in Pittsburgh Pennsylvania,
Murray Newlands: And, how do you work with brands and content strategies to really drive ROI
Ian Karnell: Recently we completed an engagement. Which is a large healthcare network based in Pittsburgh PA, so they have many different hospitals within their healthcare network. They reached out to us to engage us on a strategy to help them understand competitively how they were leveraging content to drive engagement with their customers’ vs. their competitors. They were simply looking can they optimize that engagement through identifying better content sources that are trending and potentially uncover opportunities to curate content that’s meaningful to their customers
Murray Newlands: And, what tools were you using to do this?
Ian Karnell: InfiniGraph, I mean InfiniGraph was the only tool to do this, we looked a couple of different tool sets and none of them gave us the breadth and depth of insights we needed very quickly and relatively inexpensive for the value we got back in return. These are priceless insights and there was really no other channel that we would get that type of data to be able to get that type of insights.
- Brands that have high post volume don’t always engage the most. Its about quality and timing.
Murray Newlands: And what was the insight you found?
Watch the 7min video for more details.
Ah-Ha Moments:
- Buzzhoney monitored competitors’ pages to find out what drove engagement with the use of social media monitoring. It’s an advantage to check out pages of others in your field. You can find out what works and what doesn’t for engaging users. Look at the number of comments and “likes.” Once you know what is appealing to customers, you can decide what to post on your page. This way, your content will be what people want and respond to.
- There are many ways you can keep users engaged on your page. One way is to have a call to action. Content posts that have calls to action tend to engage users more than fan pages. Calls to action can state, “Click here” for a coupon or link to a related website. They can also say, “Suggest us to a friend,” to engage beyond page visitors. This can assist in expanding your network and reaching more fans. Having an engaging feature such as a call to action can increase your fan page’s popularity.
- Measuring the level of people’s engagement with content can benefit how you use social media. Karnell and his team used a content marketing and competitive intelligence tool called InfiniGraph, which assisted them in finding the most engaging posts that their audience liked. You spend less time going through each competitor’s page and analyzing it by having a program that collects information for you. Once users are on your page, keep them engaged and coming back for more. Investing in tool such as InfiniGraph can give you solid results on social data that you can use to your advantage. You can take a lead on competitors and get more responses on your social sites. Watch the video above and get insightful tips from the way Karnell and Buzzhoney handled a client’s request.
Also, see example Competitive Brand Intelligence http://bit.ly/ContentSmart here.
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