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Track: Social Marketing 
#CNX14 
#CNX14 
Making Audiences the Center of your 
Advertising for Greater Performance 
George Manas, Resolution Media 
Ron Belanger, Social.com
Track: Social Marketing 
#CNX14 
“ there may be customers 
without brands, but no brands 
without customers ”
Track: Social Marketing 
#CNX14 
Goals – Presentation Overview 
1 2 3 
Advertising Trends Why the Customer is 
Important for 
Advertising? 
Customer Stories
Track: Social Marketing 
#CNX14 
Advertising Trends 
1.3 billion Facebook users with 1 billion on mobile 
Overall Social Media expected ad spend growth in 2014 is 27% 
Twitter revenue per visit up 131% & Facebook up 74% in 2013 
86% of Mobile Time Spent is on Mobile Apps 
Social Media app engagement rates is up 203% YoY 
Sources:: IAB, Facebook, eMarketer, Flurry
Track: Social Marketing 
#CNX14 
More than 60% of US adults 
who are online use at least 2 
devices everyday 
Source: Rebecca Lieb, Why Mobile Is Essential For Brand Marketing, August 2014,
Track: Social Marketing 
#CNX14 
Mobile Achieved First Screen 
Source: Rebecca Lieb, Why Mobile Is Essential For Brand Marketing, August 2014, 
On Television 
On Mobile 
Status 
Americans are spending 
5 hours and 46 minutes 
a day on mobile digital 
and media versus 4 
hours and 28 minutes a 
day on TV
Track: Social Marketing 
#CNX14 
Facebook 
Sources: US Mobile Monthly Minutes, 
Comscore July 2013 (Facebook)
Track: Social Marketing 
#CNX14 
Twitter 
Sources: Twitter 
76% 
…of twitter usage is on mobile
Track: Social Marketing 
#CNX14 
LinkedIn 
15m 
mobile profile views daily 
Sources: LinkedIn 
2.5x 
more active users
Track: Social Marketing 
#CNX14 
79% of people have their 
phones on or near them for all 
but up to 2 hours of their waking 
day 
Source: IDC, How Smartphones Keep Us Engaged, Danielle Levitas, 2013
Track: Social Marketing 
#CNX14 
How do you advertise to customers 
who are? 
- more mobile 
- more savvy 
- at different stages of journey
Track: Social Marketing 
#CNX14 
Era of Social & Mobile 
Advertising Evolution 
Web Only 
3rd Party Cookies 
Banner Display Ads 
Mobile & Desktop Disconnect 
New Dominant Digital Platforms 
Social Identity Across Devices 
Digitals Ads Across Funnel 
Native Advertising 
Mobile Apps 
Era of Desktop & Cookies
Track: Social Marketing 
#CNX14 
Evolution of Digital Advertising 
• 1990s: Digital ads were largely banner ads and targeting similar to 
broad based traditional channels like TV or Print 
• 2000s: Dominated by Search Engine Marketing (SEM) and cookie 
based Display banner ads with more relevant ads (limited by 
browser, device and session) 
• 2010s: Emergence of Social Identity & Mobile means most effective 
digital ads are cross device, platform, channel and web/app
Track: Social Marketing 
#CNX14 
Elite 
Advertising 
Teams Using 
Latest Ad 
Technologies 
5B 
Smartphones 
by 2017 
Mobile 
Fortune 
500 
Brands 
Modern Agency 
Social 
Brand 4.5B 
Aggregated 
Users
Track: Social Marketing 
#CNX14 
Do you know 
who your 
customers are? 
Do you know 
where they are in 
their journey? 
Are you driving an 
engagement strategy 
to move them along 
that journey? 
Are you able to 
measure the 
impact on your 
business goals? 
Customer Focused Advertising
Track: Social Marketing 
#CNX14 
Meet Susan 
35 – 45 yo, mother of three 
Outdoor enthusiast 
Planning Colorado hiking trip
Track: Social Marketing 
#CNX14 
Customer Signal
Track: Social Marketing 
#CNX14 
Ad Variation – 1 
✔ Deliver Ad 
Creatives on 
Facebook, Twitter 
& LinkedIn Tailor 
Made To Capture 
Customer 
Information
Track: Social Marketing 
#CNX14 
Ad Variations - 2 
✔ Show relevant 
content based on 
past transaction 
history, interest 
areas and intent 
signals
Track: Social Marketing 
#CNX14 
Customer Success
Track: Social Marketing 
Perfor#mCNaX1n4 ce 
B2B Advertising 
C-Lvl 
& VP, Director Targeting 
50% 
lower CPL 
Reach an 
audience across 
devices for 
enterprise level 
products
Track: Social Marketing 
#CNX14 
Ad Performance 
Lead Form Conv. Rate 
15% 
18x 
Better CTR with 
Sponsored Updates 
Identify highly 
targeted 
audiences to 
drive leads 
and revenue.
Track: Social Marketing 
#CNX14 
Advertising is moving 
further towards a 
social identity and 
mobile focused era 
High performing 
advertising involves 
communicating 
effectively throughout 
a customer journey 
Elite advertisers 
experience superior 
results with 
sophisticated teams, 
technologies and 
strategies 
Summary 
1 2 3
Track: Social Marketing 
#CNX14 
Take the after-session survey! 
Take the Survey in 
the Connections 
2014 Mobile App 
Join the 
Conversation! 
#CNX1 
4 
$50 
Starbucks 
Gift Card
Track: Social Marketing 
#CNX14 
Questions?
Track: Social Marketing 
#CNX14 
CUSTOMER JOURNEY 
SHOWCASE 
MARKETING 
THOUGHT LEADERS 
EMAIL MARKETING PRODUCT STRATEGY 
& ROADMAP 
PERSONAL 
TRANSFORMATION 
& GROWTH 
SOCIAL MARKETING MOBILE & WEB 
MARKETING 
DEVELOPERS HANDS-ON 
TRAINING 
INDUSTRY 
TRENDSETTERS 
CREATIVITY & 
INNOVATION 
SALESFORCE FOR 
MARKETERS 
ROUNDTABLES
Track: Social Marketing 
#CNX14

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#CNX14 - Make Audiences the Center of Your Advertising for Greater Performance

  • 1. Track: Social Marketing #CNX14 #CNX14 Making Audiences the Center of your Advertising for Greater Performance George Manas, Resolution Media Ron Belanger, Social.com
  • 2. Track: Social Marketing #CNX14 “ there may be customers without brands, but no brands without customers ”
  • 3. Track: Social Marketing #CNX14 Goals – Presentation Overview 1 2 3 Advertising Trends Why the Customer is Important for Advertising? Customer Stories
  • 4. Track: Social Marketing #CNX14 Advertising Trends 1.3 billion Facebook users with 1 billion on mobile Overall Social Media expected ad spend growth in 2014 is 27% Twitter revenue per visit up 131% & Facebook up 74% in 2013 86% of Mobile Time Spent is on Mobile Apps Social Media app engagement rates is up 203% YoY Sources:: IAB, Facebook, eMarketer, Flurry
  • 5. Track: Social Marketing #CNX14 More than 60% of US adults who are online use at least 2 devices everyday Source: Rebecca Lieb, Why Mobile Is Essential For Brand Marketing, August 2014,
  • 6. Track: Social Marketing #CNX14 Mobile Achieved First Screen Source: Rebecca Lieb, Why Mobile Is Essential For Brand Marketing, August 2014, On Television On Mobile Status Americans are spending 5 hours and 46 minutes a day on mobile digital and media versus 4 hours and 28 minutes a day on TV
  • 7. Track: Social Marketing #CNX14 Facebook Sources: US Mobile Monthly Minutes, Comscore July 2013 (Facebook)
  • 8. Track: Social Marketing #CNX14 Twitter Sources: Twitter 76% …of twitter usage is on mobile
  • 9. Track: Social Marketing #CNX14 LinkedIn 15m mobile profile views daily Sources: LinkedIn 2.5x more active users
  • 10. Track: Social Marketing #CNX14 79% of people have their phones on or near them for all but up to 2 hours of their waking day Source: IDC, How Smartphones Keep Us Engaged, Danielle Levitas, 2013
  • 11. Track: Social Marketing #CNX14 How do you advertise to customers who are? - more mobile - more savvy - at different stages of journey
  • 12. Track: Social Marketing #CNX14 Era of Social & Mobile Advertising Evolution Web Only 3rd Party Cookies Banner Display Ads Mobile & Desktop Disconnect New Dominant Digital Platforms Social Identity Across Devices Digitals Ads Across Funnel Native Advertising Mobile Apps Era of Desktop & Cookies
  • 13. Track: Social Marketing #CNX14 Evolution of Digital Advertising • 1990s: Digital ads were largely banner ads and targeting similar to broad based traditional channels like TV or Print • 2000s: Dominated by Search Engine Marketing (SEM) and cookie based Display banner ads with more relevant ads (limited by browser, device and session) • 2010s: Emergence of Social Identity & Mobile means most effective digital ads are cross device, platform, channel and web/app
  • 14. Track: Social Marketing #CNX14 Elite Advertising Teams Using Latest Ad Technologies 5B Smartphones by 2017 Mobile Fortune 500 Brands Modern Agency Social Brand 4.5B Aggregated Users
  • 15. Track: Social Marketing #CNX14 Do you know who your customers are? Do you know where they are in their journey? Are you driving an engagement strategy to move them along that journey? Are you able to measure the impact on your business goals? Customer Focused Advertising
  • 16. Track: Social Marketing #CNX14 Meet Susan 35 – 45 yo, mother of three Outdoor enthusiast Planning Colorado hiking trip
  • 17. Track: Social Marketing #CNX14 Customer Signal
  • 18. Track: Social Marketing #CNX14 Ad Variation – 1 ✔ Deliver Ad Creatives on Facebook, Twitter & LinkedIn Tailor Made To Capture Customer Information
  • 19. Track: Social Marketing #CNX14 Ad Variations - 2 ✔ Show relevant content based on past transaction history, interest areas and intent signals
  • 20. Track: Social Marketing #CNX14 Customer Success
  • 21. Track: Social Marketing Perfor#mCNaX1n4 ce B2B Advertising C-Lvl & VP, Director Targeting 50% lower CPL Reach an audience across devices for enterprise level products
  • 22. Track: Social Marketing #CNX14 Ad Performance Lead Form Conv. Rate 15% 18x Better CTR with Sponsored Updates Identify highly targeted audiences to drive leads and revenue.
  • 23. Track: Social Marketing #CNX14 Advertising is moving further towards a social identity and mobile focused era High performing advertising involves communicating effectively throughout a customer journey Elite advertisers experience superior results with sophisticated teams, technologies and strategies Summary 1 2 3
  • 24. Track: Social Marketing #CNX14 Take the after-session survey! Take the Survey in the Connections 2014 Mobile App Join the Conversation! #CNX1 4 $50 Starbucks Gift Card
  • 25. Track: Social Marketing #CNX14 Questions?
  • 26. Track: Social Marketing #CNX14 CUSTOMER JOURNEY SHOWCASE MARKETING THOUGHT LEADERS EMAIL MARKETING PRODUCT STRATEGY & ROADMAP PERSONAL TRANSFORMATION & GROWTH SOCIAL MARKETING MOBILE & WEB MARKETING DEVELOPERS HANDS-ON TRAINING INDUSTRY TRENDSETTERS CREATIVITY & INNOVATION SALESFORCE FOR MARKETERS ROUNDTABLES

Editor's Notes

  1. Presentation We want presentations to outline a complete story arc including Initial goals Iterations/pain points Lessons learned Success Future plans
  2. Talking Points People spend more time with Facebook on mobile than the next 10 biggest mobile properties combined in the US This equates to 1 in every 5 minutes spent with Facebook and Instagram According to Flurry mobile app engagement rates are up 115% YoY and Social app engagement rights are double this overall average YoY which is the largest of any app sub group Key Takeaway - With consumer behavior converging evermore towards mobile and the app, Facebook is the clear leader when it comes to reaching your audience at scale where they are spending most of the their time
  3. Talking Points Twitter with its origins with SMS and 140 characters made a very rapid and natural transition to mobile being the primary method of access of their product and feed and over three quarters of all access is on mobile With trends like almost as many people seeing live tweets in the US about the Oscars as watching the actual event, Twitter presents one of the most unique real-time and live event value propositions to advertisers ever seen According to Flurry mobile app engagement rates are up 115% YoY and Social app engagement rights are double this overall average YoY which is the largest of any app sub group Key Takeaway As Adobe reported Twitter revenue is up 131% YoY so not only is Twitter a way to magnify a message or a brand it also is a great DR channel for advertisers
  4. Talking Points LinkedIn’s mobile audience was only 8% in 2011 but is expected to pass 50% this year About 1.5m job postings are viewed daily on mobile (many via sponsored updates) and 44,000 job applications sent daily from mobile alone LinkedIn’s mobile users are 2.5x more active than their desktop counterparts LinkedIn is a great content platform with 6x more views on content pages than profile pages with well respected thought leaders putting out high quality content According to Flurry mobile app engagement rates are up 115% YoY and Social app engagement rights are double this overall average YoY which is the largest of any app sub group Key Takeaway LinkedIn allows for a unique professional based targeting options which allows both B2B and high consideration and premium B2C brands to reach an audience in a unique setting where they are high engaged to receive your message
  5. Key Takeaway: In order to take advantage of the Internet of Customers opportunity our customers need to take advantage of four technology revolutions Social – 4.5 billion social connections on Facebook, Twitter, etc. Mobile – 5 billion smart phones Connected (products) – 50 billion tractors to toothbrushes Cloud – All of this is made possible by the innovation of the cloud. Talk Track: The Internet of Customers is possible today because changes in technology is enabling us to engage in new ways with customers through social, mobile and connected cloud technologies. With 4.5 billion social users on Facebook, Twiler, YouTube and a host of other networks, companies can reach out to customers and have conversations at massive scale. They can not only solve their problems, but engage with them to market and sell add-on products and replacement products. And the rapid growth of social is fueled by the rise of mobile. With 5 billion smart phones expected to be in the hands of customers by the end of 2017, mobile simply cannot be ignored. And what’s truly astonishing is the number of connected products we’ll see in the near future. Over 50 billion connected devices—from your home and car to everyday items like your toothbrush, connected products are considered the third and most important wave in computing.
  6. Key Take Away: Marketers need to understand their customers to build and optimize personalized customer journeys. ACTION: Conduct discussion around where customer/prospect is in building customer journeys Talk Track I would encourage you to think about four key things. First, how much do you know about your customers? Are you aggregating browsing, subscriber, social and mobile data to get 360 view of your customer? This is the critical first step in optimizing every step of the customer journey. Second, are you able to identify where your customers are in the buying process? Are they simply evaluating or are they are loyal repeat customer? Do you have a strategy for optimizing every point of interaction along this journey? Once you know where they are in the process, map out a strategy to optimize every step of the customer journey And finally, are you able to measure the impact of your communications and messaging? Lets talk about how we can maximize every step of the journey so you can reach your business goals and objectives.
  7. Talk track Meet Susan. She is a 42 year old, mother of three who loves running, hiking, gardening and camping. An outdoor enthusiast, Susan is planning a hiking trip to Colorado but she doesn’t have any good hiking boots.
  8. Talk track: Like many people, she turns to friends and family for advice and posts a message on Twitter or Facebook.
  9. Talk Track: Susan is intrigued by the hiking mobile app and thinks it will be a great way to prepare for her summer trip. She goes to ntoutfitters.com and starts to search Colorado for hiking locations. She finds some cool hiking spots with the rating, distance, elevation, route type and reviews. She decides she would like to download the mobile app and provides her name, email and mobile number. Even better, she is impressed with the experience she has had so she signs up for the Northern Trails newsletter. This is a VERY important step because an anonymous user is now a known contact within the ExactTarget Marketing Cloud, and we can now continue to engage with her on her journey to find, try and eventually buy hiking boots.
  10. Talk Track: That evening, she is checking Facebook and relaxing. She notices an ad in her Facebook profile for the very hiking boots she tried on and loves! Because we have her email address, we are able to market to her on Facebook and continue the journey across multiple channels.
  11. Talking Points Facebook is strong for B2B advertising as well particularly with Custom Audiences, Premium Demographic Targeting, Events & Mobile Success for Dreamforce 2012 evolved into broader lead generation campaign 10% of leads converted to opportunities 24,000+ new fans even though was not intention of any campaign Key Takeaway Identity, rich demographic data, cross device and intelligent technology allows for great scale with B2B Test Details Salesforce.com began testing Facebook to drive demand for events, including Dreamforce, the world’s largest vendor technology conference. Salesforce.com partnered with Facebook and used its own preferred marketing developer (PMD), Social.com, to test several registration-driving tactics. The Facebook campaign proved to be incredibly successful, driving thousands of registrations for Dreamforce 2012. Following that success, salesforce.com began exploring how Facebook could help drive leads for sales. The company knew its customers were on Facebook, and the next step was discovering whether its prospects were also on Facebook and willing to use the platform for professional purposes. Test Salesforce.com began testing smaller budgets to prove efficiency before scaling the campaign. The test Offer featured a free salesforce.com demo, and was targeted to people interested in CRM, Cloud Computing, Small Business, Business Software and Data Management. The Facebook campaign exceeded expectations, driving over 200 leads, with 10% of those leads converting to opportunities. Learn To ensure these results could be replicated, salesforce.com ran a comparable test at similar spend levels and found that Facebook continued to exceed the set goals. In partnership with Facebook, salesforce.com created custom targeting clusters to align with core target audiences, which included Sales, Small Business Owners, C-Level, Enterprise Software, IT Decision Makers, etc. Following the initial success, salesforce.com continued seeking new ways to convert prospects on Facebook while continuing to optimize for scale. Scale After establishing Facebook as a successful lead-generation channel, salesforce.com significantly increased its investment to generate qualified leads at scale. Its strategy consisted of: Running Page post photo ads with links in News Feed that drove to a landing page on salesforce.com Aligning copy, creative, and offers with each target audience, monitoring performance, and optimizing in real time
  12. Talking Points (LinkedIn & B2B) LinkedIn + Salesforce shows the power of LinkedIn as a high powered B2B platform driving significant leads and ROI to a premium solutions provider Sponsored update ad formats on LinkedIn are also more effective than the right hand side display ad formats (as with Facebook) because of its native feed experience and being available in the growing mobile experience which is almost 50% now of LinkedIn’s traffic. Key Takeaway Whether consistently driving leads or sales or doing ad-hoc initiatives for recruitment or events, LinkedIn provides a unique value proposition for B2B or high consideration B2C advertisers to achieve great performance
  13. Takeaways that track to the 3 items on the Goals slide