How the New Facebook Post Lifecycle  is Delivering ROI for Brands - Kenshoo Social and Shoutlet Webinar
 

How the New Facebook Post Lifecycle is Delivering ROI for Brands - Kenshoo Social and Shoutlet Webinar

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Presentation from the March 21st webinar hosted by Kenshoo Social and Shoutlet exploring the convergence of paid, owned, and earned social media and how to take advantage of this new landscape on ...

Presentation from the March 21st webinar hosted by Kenshoo Social and Shoutlet exploring the convergence of paid, owned, and earned social media and how to take advantage of this new landscape on Facebook.

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How the New Facebook Post Lifecycle  is Delivering ROI for Brands - Kenshoo Social and Shoutlet Webinar How the New Facebook Post Lifecycle is Delivering ROI for Brands - Kenshoo Social and Shoutlet Webinar Presentation Transcript

  • Welcome to Today’s Webinar How the New Facebook Post Lifecycle is Delivering ROI for BrandsPresented by:Blake Samic Todd HerroldDirector of Product Management Senior Director, Product MarketingShoutlet Kenshoo SocialTweet with us during this presentation #fblifecycle 1
  • Your Hosts Blake Samic Director of Product Management Shoutlet @BlakeSamic Todd Herrold Senior Director, Product Marketing Kenshoo Social @ToddHerrold 2
  • What We Do: Shoutlet Shoutlet is the industry’s most comprehensive Enterprise Social Marketing Platform to publish, engage, and measure custom social marketing campaigns 3
  • What We Do: Kenshoo The mission of Kenshoo Social is to activate and illuminate the value of social media with breakthrough technology that drives results. Through Kenshoo Social, marketers can developintegrated social media campaigns to achieve brand building and performance marketing goals. 4
  • Connect With Us For today’s webinar, tweet with #fblifecycle @KenshooSocial @Shoutlet facebook.com/KenshooSocial facebook.com/shoutlet youtube.com/KenshooSocial youtube.com/shoutlet gplus.to/KenshooSocial gplus.to/shoutlet linkedin.com/company/Kenshoo linkedin.com/company/shoutlet 5
  • What You’ll Learn Today Today we’ll cover: • The difference between paid, earned and owned media and how they work together • How to take advantage of the new content lifecycle, including optimization tips and best practices for boosting ROI • A sneak peek at the Shoutlet-Kenshoo ROI Tracking Solution 6
  • Introducing the New Landscape From silos… …to symbiosis 7
  • What’s the Definition of Owned Media? Owned Media: Assets and objects created and managed within Facebook by your organization. Facebook provides free of charge Pages & posts Applications Place Pages Events 8
  • What’s the Definition of Paid Media? Paid Media: Ads that can be purchased on Facebook, including ads and sponsored stories that display on the homepage, news feed and right sidebar 9
  • Real-World Examples: Paid Media Facebook Page Post Ad Right Hand Side Domain Ad Mobile Newsfeed Ad Facebook Sponsored Story Source: Facebook Ads & Sponsored Stories product guides 10
  • Real-World Results: Paid Media High Click-Through Rate Correlates to Low Cost-per-Click on Facebook Ads Page Post Ad Sponsored Domain Ad Object Ad Story Source: Social Media Insights Part 1 – Metrics That Matter | © 2012, Kenshoo, Inc. and Resolution MediaMore bang for your buck: Page Post Ads and Sponsored Stories yield higher CTR and lower CPC 11
  • What’s the Definition of Earned Media?Earned Media: Incremental exposure that a brand “earns” through viral engagementand interactions users have with the brand’s owned and paid content Likes Comments Shares Check-ins Leading brands extend their monthly reach by 50-200% through earned media exposure of fans to friends of fans Source: ComScore and Facebook’s 2012 Power of the Like Report 12
  • Bringing It All Together • It’s a fluid environment: Content can go from owned to earned to paid • Brands can combine their approaches to reach more people with relevant content • It all adds up to a new pathway to ROI Balance owned, earned and paid assets to amplify your brand and generate activity on and off Facebook Source: Social Media Insights Metrics That Matter | © 2012, Kenshoo, Inc. and Resolution Media 13
  • How to take advantage of the new Facebook Post Lifecycle 14
  • Step One: Optimize Your Owned Media CALL TO ACTION CONTENT FORMAT TIMING TARGETIN G 15
  • Format MattersWill your post be a photo, a link, a video?Which format will get the most engagement?(Right now, that’s photos)How will your post display as a Page Post Ad? Photos on Facebook Generate 53% More Likes Than the Average Post Source: http://shout.lt/gMdj 16
  • Choose Your Timing Wisely When should the post be published to be seen by the most of my community? How often should I post? Best timing is different for every audience • Experiment with different times & days • Enlist a social media measurement tool to help you analyze best posting times 17
  • Share a Call to Action What do you want people to do? Don’t be afraid to ask for action But, be creative! (Asking people to like each post can come across insincere) 18
  • Keep Your Eye on the TargetUse targeting optionsto get right messageto the right audienceBut use it wisely, not everypost should be targeted.Monitor engagementby segment.Consider targetedsponsored stories, too 19
  • Keep Your Eye on the Target 20
  • Step Two: Monitor, Measure, AmplifyPost: Create great contentMonitor: Facebook Insights is a great first stepAmplify: Use the data to make informed decisionsabout what to put money behind 21
  • Step Two: Monitor, Measure, AmplifyFive ways to amplify engagement through sponsored stories Sponsor a story when someone likes your page When someone claims an offer or checks in at your location, create a sponsored story to share with their friends Did someone like or share something on your website? Sponsor it Have an app? Sponsor a story to show usage Did someone share a link to your product? Sponsor it 22
  • Step Three: Track performance .Don’t be this: Advanced tracking tools can show you the results of your Facebook posts 23
  • A sneak peek at theShoutlet-Kenshoo Social Attribution Solution 24
  • Shoutlet and Kenshoo Social’s Solution The Shoutlet and Kenshoo Social solution uses automatic link tagging to allow brands to measure the sales and revenue generated by each social post 25
  • Shoutlet and Kenshoo Social’s SolutionKenshoo Social tracks owned media customer interactions alongside other clicks andimpressions from paid media channels, including Google, Bing, Facebook Ads, etcWhen a sale is made, Kenshoo algorithms attribute revenue across all knowninteractions in the customer journey enabling holistic, cross channel optimization 11/12 FB Ad Impression 11/15 Bing Click 11/17 Page Post Click 11/19 FB Ad Click 11/23 Page Post Click 11/26 Google Click 11/26 FBX Click 11/26 Conversion 26
  • Shoutlet and Kenshoo Social’s SolutionCase StudyMajor Online Retailers Integrate Owned and Paid to Boost Holiday Sales Using Shoutlet and Kenshoo Social’s social attribution solution, several major retailers were able for the first time to measure sales and revenue attributable to their owned media page post activity. The results? • Tens of millions of high quality, organic website visits • Up to 40% of page posts generated revenue • Average conversion rate (CVR) of 1.75% • Average order values (AOV) on par with paid media campaigns • Up to 5 times revenue lift and 30 times ROI with paid ad amplification 27
  • Let’s Recap The landscape is changing: Paid, earned and owned can work together Optimize your content, format, timing, call to action and targeting Monitor and measure to determine where to put money Analyze results with a sophisticated tracking solution 28
  • Win a Free T-shirt! What’s your biggest takeaway from today’s webinar? Tweet your answer with #Shoutlet or #KenshooSocial. We’ll select a few random tweets to win free Shoutlet and Kenshoo Social t-shirts! 29
  • Q&A 30
  • Connect With Shoutlet and Kenshoo Social To request a demonstration of To request a demonstration of Shoutlet, email sales@shoutlet.com Kenshoo Social, email info@kenshoo.com or go to Shoutlet.com. or go to KenshooSocial.com. Follow us on Facebook for industry updates and product news Facebook.com/shoutlet Facebook.com/kenshoosocial 31
  • #DriveResults 32