Adobe Talks Social: Acer Integrated Social Campaign
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Adobe Talks Social: Acer Integrated Social Campaign

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Global computing leader Acer decided to put the marketing power of social media to the test by creating an integrated marketing campaign. Hear from Jamie Mulligan, social media consultant at Adobe......

Global computing leader Acer decided to put the marketing power of social media to the test by creating an integrated marketing campaign. Hear from Jamie Mulligan, social media consultant at Adobe (formerly Efficient Frontier) about how the company integrated targeted paid media via social ad buys; owned media with Acer-issued press releases and Web site cross-linking, e-mail campaigns, and other activities; and earned media through word of mouth. Learn how Acer manages its Facebook ads, including placements, performance monitoring, and spend optimization.

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  • 1. Acer-A-Day Giveaway! Jamie Mulligan | Social Consultant© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 2. Changing the world through digital experiences© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
  • 3. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
  • 4. Facebook End-to-End Facebook Solution Adobe is the first and only Facebook Preferred Marketing Developer that officially supports all four Facebook marketing APIs.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
  • 5. The Performance Difference Challenges: • Drive aggressive Facebook fan growth • Deliver ongoing engagement opportunities • Generate increased awareness of the Aspire S3 Ultrabook© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
  • 6. The Performance Difference Solutions: Use Adobe Social tools to: • Develop the Acer-a-Day Giveaway app on Facebook • Capture insights into campaigns affinity, audience demographics, and visitor engagement • Purchase, manage and optimize social ads© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
  • 7. Likes and Interest data© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
  • 8. Ads & Apps: The Data opportunity  Likes & Interests Recommended for Acer based on the data collected from their Sweepstakes app significantly outperformed intuitively generated ones. Mr. Coffee Cost Per Like: Acer Campaign Oneida Initial Segments vs. App Segments Alamo Rent A Car SEALY MATTRESS $2.50 Cost Per Like Visa Prepaid $2.00 $1.50 Visa Signature $1.00 Gameloft $0.50 Chase Freedom $- Week 1Week 2Week 3Week 4Week 5Week 6Week 7Week 8 Cost Likes Cost/Like CTR Campaigns (EF • 2.3X higher CTR recommended targeting) $ 1,544 2,620 $ 0.59 0.098% Other Campaigns $ 4,028 3,651 $ 1.03 0.043% • 43% lower cost/like© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
  • 9. Specific targeting Facebook: Cost Per Like by Target 80% 70% 60% Conversion Rate 50% Germany Geeks US Geeks 40% UK Tech 2 UK - Tech Germany Gamers 30% #REF! FR-Geeks UK.Gamers Friends France Geeks UK 1 UK Geeks UK.Gamers 20% FR 1 DE-Broad 10% US - Broad France- Broad 0% 0.00% 0.01% 0.02% 0.03% 0.04% 0.05% 0.06% 0.07% CTR CPL: $.8-$1.7 CPL: $1.7-$2.6 CPL: $2.6-$3.4 CPL: $4.3-$5.1 CPL: $4.3-$5.1 CPL: $5.1-$6. CPL: $6.-$6.8 CPL: $6.8-$7.7 11% Linear (11%) Broad targeting gets you volume, specific targeting can get you efficiency.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
  • 10. Optimize Ad Creative Image 1 Image 2© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 11. Shelf life of Facebook ads 0.09% CTR: Pauley ad 0.08% 0.07% 0.06% 0.05% 0.04% Pauley 0.03% CTR of Facebook ads 0.02% drop in about 2 weeks. 0.01% 0.00% Apr 11, Apr 12, Apr 13, Apr 14, Apr 15, Apr 16, Apr 17, Apr 18, Apr 19, Apr 20, Apr 21, Apr 22, Apr 23, Apr 24, Apr 25, 2011 2011 2011 2011 2011 2011 2011 2011 2011 2011 2011 2011 2011 2011 2011 • CTRs of Facebook ads drop in 2 weeks • Change creative regularly to avoid creative fatigue© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
  • 12. The Performance Difference Results: • Increased U.S. Facebook Fan Base by ten times • Doubled Global Facebook fan presence • Helped increase overall social impressions by 4,400% • Drove 71% of new fans through paid media • Achieved over 1.2 million unique visits to the page • Attained 700,000 unique visitors to the app with a 27% share rate© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
  • 13. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.