sprout building brands on social networks feb 4th 2010
TRANSCRIPT
AGENDA
8:30 - 8:45 Welcome & Breakfast
8:45 - 9:05 Optimizing App ROI on Social Networks – Roland Smart, Sprout
9:05 - 9:30 Case Study Presentation: Dogbook- Alexandre Roche, Facebook
9:30 - 10:10 Delivering Value With Social Media - Deborah Schultz, Altimeter
10:10 -10:20 Break
10:20 - 10:35 The Evolution of Display Ads – Carnet Williams, Sprout
10-35: 10:50 Technorati and the Next Generation of Display Ads – Jennifer McLean, Technorati
10:50 - 11:15 Case Study Presentation: MySpace/Toyota Rock The Space - Kaz Brecher, Schematic
11:15 - 12:00 Building Brands on Social Networks Panel Discussion
12:00 - 1:00 Lunch
Twitter Hash Tag: #SproutEvent
BUILDING BRANDS ON SOCIAL NETWORKS
http://sproutinc.com
IMPROVING THE WAY BRANDS CONNECT WITH
CONSUMERS ONLINE BY DELIVERING PERSONALLY
RELEVANT CONTENT THAT DRIVES ENGAGEMENT
Display Ads
Engagement Apps
Fan Pages
WHO WE WORK WITH
HOW SPROUT FITS IN
WHY ARE WE HERE TODAY
Social networks are evolving rapidly, so we’re here to:
1. Make sense of the complex landscape of social media.
2. Share best practices, case studies and market trends.
3. Inspire you to imagine what’s possible for your brand.
4. Get a dialogue started about how to better leverage social networks.
WHAT’S HAPPENING RIGHT NOW?
A shift from: growth to engagement
WE READ THE WRITING ON THE WALL
Senior marketers prioritize apps, but may be missing the value of integration.
GETTING THE MOST VALUE FROM APPS
Display Ads Engagement Apps
Fan Pages
?
Integrated Approach = Greater ROI
THE INTEGRATED ENGAGEMENT ENGINE
FAN PAGES
IDENTIFY: FAN PAGES
Coupons / deals
Twitter feed
Contests
Video feeds
Relationship Management
Community moderation
Delivering value
Plus, promoteyour engagement applications!}
THE IMPORTANCE OF IN STREAM MESSAGING
Key Takeaway
Greater fan page interaction leads to greater in-stream presence
Cost Savings
In stream messages can be as, if not more, effective than many online display ads.
Fan pages and publishing work together
HOW MANY FAN PAGES DO I NEED?
Consider your fan page strategy because you may have to live with it
34,480 fans
387,152 fans
21,432 fans
3,168,610 fans
FROM FAN PAGES TO ENGAGEMENT APP
THE ENGAGEMENT APPLICATION
THE ENGAGEMENT APPLICATION
DO’s
Start with the value
Define goals
Include content strategy up front
Include UX up front
Viral Ready
Aim for the activity stream
DON’Ts
Contests with network actions
Moderation... in moderation
Make it too complex
Avoid in arduous pre-rolls
Avoid barriers to entry
METRICS & REPORTING
Google AnalyticsFan PagesIn Steam MessagesApplicationsDisplay Ads
DARTDisplay Ads
Unique Visitors: The number of visitors your campaign receives.
Visits: The number of visits your campaign receives.
Page Views: Page Views is the total number of page impressions rendered.
Time in Campaign: Total time, video plays, on particular pages, etc.
Actions: The number of times users completed an action (click, watch, etc)
Posts To Wall: The number of users who posted and shared to a wall.
Shares from Stream: Number of times a message is shared from a fan’s stream
Total # of referrals: The number of links out of the experience to a landing page.
SOME OF WHAT YOU’LL WANT TO TRACK
Disney Website
xxx,xxx Clicks
Grab an Alien
xxx,xxx Clicks
Get Tickets
xxx,xxxClicks
VISUALIZE YOUR DATA
xxx,x
xx
xxx,x
xx
xxx,x
xx
xxx,x
xx
xxx,x
xx
Entries
Get Started
Pick Alien
Publish
Complete
xx
%
Grab an
Alien
xx%
Gift (self &
friend)
xx%
Post to
Wall
xx%
Grab Again
(xx,xxxEvents)
xx%
CREATE ENGAGEMENT FUNNELS
3 PREDICATIONS FOR 2010
Branded Content:
Greater integration of user-generated
content in the Activity Stream
Value:
New rules will reward value
Social Graph Data:
Innovation in behavioral targeting
Innovation integrating social graph data into content
Increased connectivity
THANKS!
Created with the Afro Samurai Engagement App
Roland SmartMarketing Samurai - [email protected]