Businesses are now using paid media in social to complement earned media efforts to create visibility, drive scale and maintain momentum. This session is for social media strategists and digital marketers across all industries. Learn about Paddy Power’s approach to paid social, what goals they set and how social fits into their marketing mix. Also hear how they use Adobe’s Social Media Solution to help them evolve.

1. Paddy Power and Adobe talk Social Media!
Johnny Devitt | Social and Display Manager
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2. Changing the world
through digital experiences
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3. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3

4. Being social by design for Paddy Power Online Marketing. Marketing Week
#Future of Digital
Ultimate Page Post Sponsored Stories
#Future of Digital
#Future of Digital
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5. Marketing Week
#Future of Digital
Agenda & Takeaways
Agenda
• The Paddy Power Approach To Paid Social
• Goals we set
• Where Social first in our mix
• Approach that helped us evolve
• What we have learned from Facebook
Takeaways
Goals that we found worthwhile pursuing
How to cut through fluff and get performance
Do listen to Facebook
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6. There is lots of “Fluff ” in social media Marketing Week
#Future of Digital
Cut through the fluff to find performance
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7. At Paddy Power we have learned a lot in a short period of time. Marketing Week
#Future of Digital
How have we done that?
≠
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8. At Paddy Power we have learned a lot in a short period of time. Marketing Week
#Future of Digital
How have we done that? Facebook is not Search!
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9. We have a clear approach to our Facebook marketing, it’s a social doctrine Marketing Week
#Future of Digital
rather than a social strategy
We have clear goals
We see Facebook as a
partner, we leverage We are not afraid to fail
their strategy
We stay on top of the We have support from
product and expect experts & that we have
change to make it work
We know the right
We accept that being person at the right time
social is about engaging will convert
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10. Goals worth perusing…. Marketing Week
#Future of Digital
Because we set these goals we have answers for all
How to get
the best
out of owned
media
What Social Get paid media What is a like
Context worth
working “At Scale”
means for for the
the business “Sustainably” & business
“Economically”
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11. We think we understood where social fits in our marketing mix. Marketing Week
#Future of Digital
We built out our strategy around that
Register
Search for
Conversion
Affiliates for Intent & Interest
Social for engagement & listening
Display for awareness & suggestion
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12. Marketing Week
#Future of Digital
Facebook say “be social by design” what does that mean for Paddy Power?
Get into the Listen to
conversation what our
our Audience is Audience is
in saying
Take insight
from the
conversation
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13. To be able to get the best out Facebook you know it well…. Marketing Week
#Future of Digital
What have been the key drivers that have assisted us to evolve our activity
Page
Track It
Management
• Read the weekly • Keep an eye on FB • Adapt
Update trends responsibilities
• Have a tool for • Know the seasonal • Premium • Cooperation is key
• Expect and plan your page Impressions
for change variations
management • ASU clicks
• Track changes
• Track activity • Owned Media
Facebook What Changes • If it moves track it
Updates CPCs Org Change
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14. Marketing Week
#Future of Digital
Facebook can help if you listen
Connect
Engage
Influence
Integrate
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15. Understanding Social Media, its about friends but also… Marketing Week
#Future of Digital
If you don’t understand or accept this don’t get into Facebook
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16. Marketing Week
#Future of Digital
One more sponsored story
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17. Marketing Week
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