breaking through the clutter: using content, analytics and paid to achieve roisquared
Post on 19-Sep-2014
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DESCRIPTION
The competition for consumer attention between brands is at an all-time high, and social media platforms get more complicated everyday, making it a daunting task for brands and small businesses to understand what it takes to drive awareness, engagement and sales. To achieve true ROI via platforms like Facebook, Twitter, Instagram and Pinterest, you need art and science. 22squared's Chris Tuff will simplify the newest platform technologies and offerings, discuss the nuances of the new marketing analytics, and provide 10 strategies for brands to create compelling content that spans multiple platforms and leverages paid to reach the right audiences, move product and drive true ROI. - Chris Tuff, SVP, Director of Earned & Emerging Media, 22squared - @christuff - @22squared - #socialfresh - http://socialfreshconference.comTRANSCRIPT
Breaking through the clutter: Using content, analytics and paid to achieve ROIsquared
@christu!@22squared#socialfresh
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TECHNOLOGY ADOPTION CURVES
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PRE-ROLL VIDEO TV
FOLLOWING
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MOBILE BANNERS ONLINE BANNERS
FOLLOWING
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FACEBOOK EMAIL MARKETING
FOLLOWING
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CONTENT MARKETING IS THE SH*#!
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BRAND CONSUMER“CONTENT BRANDS CARE ABOUT”
CONTENT “MONEYBAGS”
THE REALITY:
“CONTENT PEOPLE CARE ABOUT”
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A QUICK STORY...
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#REALLIFE
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#REALLIFE
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STRIKING A CHORD
KAREN PAUL GRAMPS
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ART & SCIENCEVOICE
CONTENT
EARNED
ENGAGEMENT
IDEAS
INFLUENCE
VIRALITY
DISTRIBUTION
PAID
AMPLIFICATION
SCALE
PURCHASE
SOCIAL SUCCESS IS A MIX OF:
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RIGHT PEOPLE+RIGHT
CONTENTRIGHT TIME+
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RIGHT CONTENT
1. SEGMENTED CONTENT STRATEGY 2. SOCIAL LISTENING/REPORTING
3. UNPUBLISHED PAGE POSTS (DARK POSTS)
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RIGHT PEOPLE
1. UNPUBLISHED PAGE POSTS PAID 2. HYPER-TARGETING SUB-TRIBES
3. CUSTOM AUDIENCES4. DATALOGIX/POLK RETARGETING
5. FACEBOOK EXCHANGE
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RIGHT TIME
1. ESTABLISHING “IF THIS THEN THAT” (IFTTT)2. USING DATA TO DETERMINE SWEET TIMES
3. SLOTTING MEDIA TO FOLLOW DEVICE USE
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ITERATE
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THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY
15MINUTES
1ST SHARE 2ND SHARE
ENTERPAID 100K IMPRESSIONS (IMP)
1 HOUR
1ST SHARE 2ND SHARE
ENTERPAID 2M IMP
1ST SHARE 2ND SHARE
ENTERPAID 50K IMP2 DAYS
1ST SHARE 2ND SHARE
ENTERPAID 10K IMP9 DAYS
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ENGAGEMENT ROI
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ROIMPRESSIONS
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• Tracking since March 2009• Very strong agreement with Rasmussen (r = 0.91) and Gallup (r = 0.90)• Higher agreement with both than between Gallup and Rasmussen (r = 0.84) Facebook margin of error +/- 2% or smaller | Gallup margin of error +/- 3% | Rasmussen margin of error +/- 4%
Do you approve or disapprove of the job that Barack Obama is doing as president?
THEY ARE ALSO ACCURATE
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ROINVESTMENTS
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1. ABILITY TO DEFINE EXACT ROI2. RETARGETING
3. VALUE OF A FAN
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API
LOCAL STORE CIRCULAR
LOCAL DEALS AT SCALE
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SPONSORED STORIES
CONTENT MARKETING
LIKE TAB
SOCIAL IMPRESSIONS FACEBOOK EXCHANGE
DATALOGIX RETARGETING
CUSTOM AUDIENCES
FACEBOOK OFFERS
AWARENESS
CONVERSION/ROI
ADVOCACY/LOYALTY
ENGAGEMENT2011
2012
2013
2013
MOONTOAST/POINTROLL
Thanks!@christu!
@22squared#socialfresh