Paddy Power and Adobe talk Social Media!
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Paddy Power and Adobe talk Social Media!

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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 ...

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.

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    Paddy Power and Adobe talk Social Media! Paddy Power and Adobe talk Social Media! Presentation Transcript

    • Paddy Power and Adobe talk Social Media! Johnny Devitt | Social and Display Manager© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • Changing the world through digital experiences© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
    • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
    • 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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
    • 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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
    • There is lots of “Fluff ” in social media Marketing Week #Future of Digital Cut through the fluff to find performance© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
    • At Paddy Power we have learned a lot in a short period of time. Marketing Week #Future of Digital How have we done that? ≠© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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? Facebook is not Search!© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
    • 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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
    • 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”© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
    • 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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
    • 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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
    • 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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
    • Marketing Week #Future of DigitalFacebook can help if you listen Connect Engage Influence Integrate© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
    • 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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
    • Marketing Week #Future of Digital One more sponsored story© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
    • Marketing Week© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17