TapInfluence/Ad Tech "The Promise and Delivery of Social Advertising"
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This document summarizes the promise of social advertising and how brands can leverage interest-based influencers and communities to start conversations. It notes that within 5 years, more marketing spending will go towards social, mobile, and video than search. The key points are that banner ads are not social advertising; the interest graph is more relevant than the social graph; sponsored content alone is not enough - the goal is to get sharing; and companies should treat bloggers as publishers to create owned content and stories. It provides examples from ABC News, Allstate, Horizon Dairy, and Intuit that generated millions of impressions through blogger partnerships.
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TapInfluence/Ad Tech "The Promise and Delivery of Social Advertising"
- 1. The promise and delivery of social advertising Rustin Banks CEO TapInfluence (formerly BlogFrog)
- 2. I’ve built communities for 15 years From Dial-up Bulletin Boards To 65,000 Women Bloggers (reaching 10 Million) Now building communities and conversations for the worlds top brands…
- 3. Social crosses all marketing spends • In 5 years, marketers will spend more on social, mobile, and video than search Mobile Video Social Technology Solution Technology Solution Need a New Solution Social advertising is the new search engine marketing Source: Forrester 2011 interactive marketing forecast
- 4. Banner advertising on a social site is NOT social advertising Quit trying to be a distraction Get into the conversation Simple test: “Is my message in the widest column on the page?”
- 5. The interest graph is more relevant to brands than the social graph Social Graph Interest Graph High Technology Family School Tennis Friends from Colorado Work Boulder Friends Entrepreneurship Blogs and topic based social websites get the same # of visitors each month as Facebook
- 6. Leverage “Interest Graph Bloggers” Turn your marketing message into an conversation then team with bloggers to start that conversation on their blogs AND Facebook, and Twitter
- 7. Sponsored content is not enough Must get friends/readers to SHARE your message Jenny of SouthernSavers.com 500,000 = Reach of a friends popular reality TV show 50M friends = 20% of US friends population
- 8. “Halo Effect” of social advertising
- 9. Bonus: Bloggers can create your “owned” content Brands need to become publishers Every companies blog should at least be partially written by popular bloggers You don’t need an earned media strategy, you need a content strategy from savings.com From Pete Spande
- 10. Case Study: ABC News & UNF Content created by 65 top bloggers reaching 4 million 800 other bloggers joined in just two weeks 16 Million impressions across blogs, FB, Twitter in 2 months Over 15,000 signups in first few weeks
- 11. Case Study: Allstate Story contest seeded by 40 top bloggers reaching 3M 4.2 Million impressions across blogs, FB, Twitter Over 11,000 votes in just 4 weeks 3 week turnaround and ~$20k
- 12. Case Study: Horizon Dairy Brand community led by top mom bloggers Thousands of conversations each month DHA Push received 7M impressions on blogs, FB, Twitter 3,000 members in first two months
- 13. Case Study: Intuit Intuit’s “Love a Local Business” campaign turned into a conversation Conversation seeded by 73 top bloggers reaching 3M 14 Million impressions across blogs, FB, Twitter in 2 months! ~2000 nominations 5 pages of Intuit branded search results for “Love Local Business”
- 14. Thank you! Rustin Banks CEO TapInfluence (formerly BlogFrog) http://tapinfluence.com rustin@tapinfluence.com @rustinb
Editor's Notes
- A few fun pictures showing the types of communities I’ve builtBBS, Compuserve, prodigy, AOL, then satellites then blogsGoal is to establish personal credibility as someone who knows what they’re talking aboutPlace brand logos here?
- Start with some mind blowing stats that show the power or quick rise of social advertisingGoal: establish BlogFrog as an industry and topic level expertTalk about mobile, social, videoMobile & Video are just new delivery mechanisms for the same type of adsSocial requires an entirely different ecosystem (how do you buy conversation inventory the same way you buy display inventory?
- Need to transition here to paying influencers to be your “message ambassadors”. Add another slide? Show that the goal is to get you in the content, as opposed to in the sidebar, integrated into the experienceTV Parrallel: product placement vs commercialOr, talk about generating an emotional response online, what TV does bestNeed to get into the CONTENT WELL – integrated into the experience people are having on these sites
- Engaging social media influencers is the best type of social avertsiing2. Create shareable content3. Team up with others who have This feeds one and the cycle continuesThey can even create the “shareable” content for you!
- Two approaches:need to get your message published by millions of people who influence a few (eg. Viral video)OR get your message published by a few people who influence millionsShow how some bloggers have larger audiences than reality TV shows and magazine circulationsIf you look at most “viral” campaigns, they still start with the firstOR get your message published by a few people who influence millionsShow how some bloggers have larger audiences than reality TV shows and magazine circulationsIf you look at most “viral” campaigns, they still start with the firstHere you can talk about getting them to share with their interest graph
- Or Oprah EffectIt’s not just about the reach (or impressions), it’s about the affinity that transfers with that reach(tie in the interest based)
- Partner with bloggers to create the content