the new socialisms financial services and social media pov
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- 1. Financial Services and Social Media
US Director Financial Services
August 26, 2010
- 2. POV OverviewThe New Social-isms and Financial Services
Best Practices in other industries
- 4. Social Marketing Objectives & Terminology
Top Marketing Tactics for 2010:
Rich media display
The key take-away is the high and long-lasting impact of earned media but advertisers cant buy earned media; it has to be earned through user engagement and connections between users and brands.
Nielsen, April 2010
- 5. Social Marketing On Facebook
Advertisers perceive Facebook offering as
a comprehensive social marketing solution
- 6. OwnedMedia
Brands seek to drive engagement with their page, creating a community of fans who opt in for future communications
- 7. Self-serve
Generate fans & earned media through user engagement
Broadcast user engagement to friends
Re-engage fan community with brand communications
- 8. Country
Friends of Fans
Age = 24-45
Interests & Likes
Dallas, TX USA
Targeting friends of fans creates personal endorsements in paid media
- 9. Home Page Ad
Home Page Ad w/ Social Context
Source: Nielsen Brand Lift
Facebook ad performance for key brand metrics increases
when social context is included in the ad
- 10. Are you sure?
Creative is about 70% to 80% of the effectiveness of advertising.
Facebook is all I need for my brand advertising campaigns.
Facebook ads limit creative options. The small format, tiny images, and peripheral placement on the page just dont provide advertisers the flexible and impactful creative palette they need for true brand advertising. MSA offers large, integrated, rich creative formats that enable you to make emotional connections with your target customers and bring your brand to life.
We know that only 1/25 people who spend time looking at or interacting with rich media ads actually click on them. But higher dwell scores make ads more engaging and:
Are three times more efficient at driving brand search
Drive 69% more traffic to brand sites
Increase user engagement at brand sites -- more page views, more time spent with that brand
Jon Gibs, VP Media Analytics, Nielsen
- 11. Are you sure?
Facebook paid media is all my brand needs to drive engagement with my Facebook page.
Your customers are everywhere, not just on Facebook. You need to connect with them wherever they are living their digital livesand through the screens that they prefer.
Consumers exposed to paid media on multiple screens are significantly more likely to connect with your brand through a social network. In a recent campaign that combined online, mobile, Xbox, and Massive, consumers exposed to TOMs shoes ads on four screens were 8 times as likely to engage with TOMs on Facebook, Twitter, and MySpace.
# of Screens
- 12. Are you sure?
Facebook has better targeting.
The key here is to differentiate targeting capabilities from targeting attributes (data). Is Facebooks data better? Well, yes. Is their targeting better no!
Microsoft also has fantastic data (e.g. WLID) but also has the experience and insight into making the most of it! A few key points of differentiation:
Facebook is predominantly a profile targeting advertising model
MSFT has insight driven targeting (such as BT, CDT, CPGOE and also does profile)
Facebooks targeted reach is only on Facebook
MSFT targeting extends to the entire Microsoft Media Network
SupportRobust targeting drives significant performance lifts. For example, a top auto manufacturer saw a 298%lift in CTR, a top CPG client saw a 195%lift in CTR, and a top wireless provider saw a 257% lift in CTR.
- 13. PaidMedia
- 720M Global UUs
- 14. Brand, Performance, Search, Social
- 15. Large, Rich Creative Formats
- 16. Custom Integration Opportunities
- 17. Profile, Category, Behavioral, Custom, Re-messaging
- 18. Multiple Advertiser Objectives
- 480M Global UUs
- 19. Social Ads
- 20. Rigid, Small Ad Formats
- 21. Peripheral Ad Placements
- 22. Profile, Social, Category
- 23. Drives Engagement w/FB Page
Global UU Source: MMR
We Are Two Complementary Publishers With Different Ad Solutions
- 24. Research
blog on the
Women & Co
of the Future
Bank of America
and Wells Fargo
of the Future
Where Ive been
Examples of Social Network Usage
- 25. Metrics to measure Social Media
- 26. Follow
- 27. Innovation with Social Media and Financial Services
- 28. In the wake of financial turmoil,MIT engineers and Wall Street analystsgot together to create Trefis Financial Tools built with Experts, company employees and Investors
- 29. Trefis is a meaningful financial community structured around TREnds, Forecasts and Insights related to some of the most popular stocks in the US.
- 30. Looks to future not past
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