Research begins with social data insights gleaned from tools like Sysomos. This high level aggregate view is summarized and then connected to a classic framework from cognitive psychology to explain observed behaviour.
The validation process assesses the effectiveness of the model developed from the research stage. Using search data a hypothesis is tested and confirmed statistically. This model, once confirmed, is then used to generate strategy.
Strategy is based on a model which allows for consistent messaging across paid, owned and earned media. Generally, the strategy will combine best practices from growth hacking, community management and content marketing.
Measurement is the last phase of implementation. Analytics are tracked for performance and to show a return on investment. Attention to metrics reveal opportune moments for real-time marketing strategies.
Seeing the Humanity in DataSubtitle
When you look at your analytics; do you see statistics or stories? This question forms the foundation of a philosophy which I practice daily. It speaks to the struggle between the logical and irrational, but also the whole of human experience. There are two parts to my Humanity of Data philosophy...
Keywords or Social Insights: Which is the Secret to Great SEO?
Keywords are generally considered the starting point for SEO strategy; this idea is not unusual in any way. We look to the use of repetitive language as a point of judgement to determine meaning. In the beginning of SEO that was enough. What changed? The algorithm behind the search engine became smarter.
Gygax Magazine: When community goes right
Gary Gygax said “I would like the world to remember me as the guy who really enjoyed playing games and sharing his knowledge and his fun pastimes with everybody else.” I wonder what my legacy will be. As I sat down to call Jayson Elliot, the editor-in-chief of Gygax Magazine, my own feelings...
Handling The Algorithm: Social Data Insights You Need To Know
How aware are you of the algorithms that rule your life? I have a vested interest in your answer. I make my living building vibrant online communities from participants on social media platforms that lead to increases in revenue for clients. Algorithms are a perplexing problem in my decision making.