#smi12: make your brand a social sensation with paid, owned and earned media
Post on 17-Oct-2014
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Luca Benini, the European MD of Buddy Media spoke at Social Media Influence 2012, detailing how brands can utilize the power of like to build visibility and community.TRANSCRIPT
Making Your Brandʼs Content a Social Sensation with Paid, Owned and Earned Media"Luca Benini"
Managing Director, Europe"
@lucaben1n1"
In the next 30 minutes…!
" Your Content and the new Facebook ad model!
" Igniting the virtuous cycle!
" Achieve scale!
What is the value of a Fan?!Well, I can tell you the cost of a Fan…!
YOUR CONTENT AND THE NEW FACEBOOK AD MODEL !
© 2012 Buddy Media Inc. Proprietary and Confiden9al
FIRST, THE STATS…!
ON AVERAGE, CONTENT POSTED TO FACEBOOK PAGES REACH 16% OF FANS!
WITH SOCIALLY AWARE ADS, BRANDS CAN REACH 200X THE NUMBER OF FANS!
© 2012 Buddy Media Inc. Proprietary and Confidential "
New reality!
© 2012 Buddy Media Inc. Proprietary and Confidential "
New ad products!
© 2012 Buddy Media Inc. Proprietary and Confidential "
Ignite a virtuous cycle.Drive real business results.!
Build fan base!
Publish content to fan base!!
See content that best performs!
Generate more organic stories!
Amplify content that performs via paid ads!
Build fan base!
Publish content to fan base!!
See content that best performs!
Generate more organic stories!
Amplify content that performs via paid ads!
Build fan base!
Publish content to fan base!!
See content that best performs!
Generate more organic stories!
Amplify content that performs via paid ads!
Real Business ROI Results:!• Brand Equity • Lifetime Value
• Sales
Step 1: Build your fan base!
© 2012 Buddy Media Inc. Proprietary and Confidential "
© 2012 Buddy Media Inc. Proprietary and Confidential "
© 2012 Buddy Media Inc. Proprietary and Confidential "
© 2012 Buddy Media Inc. Proprietary and Confidential "
© 2012 Buddy Media Inc. Proprietary and Confidential "
© 2012 Buddy Media Inc. Proprietary and Confiden9al
© 2012 Buddy Media Inc. Proprietary and Confiden9al
© 2012 Buddy Media Inc. Proprietary and Confidential "
Step 2: Identify best stories!
Step 3: Amplify with ads!
© 2012 Buddy Media Inc. Proprietary and Confidential "
Content = advertising!
© 2012 Buddy Media Inc. Proprietary and Confidential "
The old method!" Brand has one million fans!" 16% (160,000) of fans see a post!" 5% engage, leaving you with
8,000 engagements!" These engagements are
amplified via Facebook ads to reach Friends of Fans!
" Ultimately reach 1.04 million people!
The new method!" Brand has one million fans!" Up to 75% of fans (750,000) see a
Post with Reach Generator!" 5% engage (37,500
engagements)!" These engagements are
amplified via social ad software!" Ultimately reach 4.875 million
people via Friends of Fans!
Ads are good, stories are better!!
" Your best stories!" With the best Social Context!" Delivered at Scale!
ACHIEVE SCALECROSS-PLATFORMSYNDICATION PRIORITIZATION !
© 2012 Buddy Media Inc. Proprietary and Confiden9al
© 2012 Buddy Media Inc. Proprietary and Confidential "
Starwood, 9 Brands, 1000+ pages
L’Oreal, 5000 salon pages
“Social media has transformed the way we leverage brand awareness and loyalty to drive growth.” -Kelly Solomon, VP Interactive, Active Cosmetics Division, L’Oreal
Empower and organize teams …!
leveragetechnology…!
optimize results and repeat.!
Brands aim high!!Paid + Owned +
Earned + Syndication!
Paid + Owned + Earned!
Owned + Earned!
Owned!
© 2012 Buddy Media Inc. Proprietary and Confidential "
COMMUNITY!
WORD OF
MOUTH!
SCALE!
BRAND!
© 2012 Buddy Media Inc. Proprietary and Confiden9al
Key takeaways !
" Prepare for success at Scale!" People, process, platforms and technology!
!" Inform and Direct your Social
Strategy with Data!
" Make your Brandʼs Content a Social Media Sensation!
© 2012 Buddy Media Inc. Proprietary and Confiden9al
THANK YOU!!!
!!!!!!!
buddymedia.com facebook.com/buddymedia @BuddyMedia @lucaben1n1 linkedin.com/company/buddy-‐media youtube.com/BuddyMedia
Luca Benini Managing Director, Europe [email protected] @lucaben1n1