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Social Media Campaigns with Ads, Apps and Analytics<br />Conrad Bennett<br />Senior Director, Technical Services – EMEA<br...
Agenda<br />Why Social?<br />What’s so great about Facebook?<br />The Social Challenge<br />Ads, Apps & Analytics<br />Que...
<ul><li>Most popular online activity - 48% growth over last year1
Time spent = 3x email1
71.2% of U.S. Internet users are on Facebook2</li></ul>1- Neilson, 2009<br />2- E-marketer, 2011 <br />Social Is The #1 On...
Facebook: 25% of Internet Users<br />
Facebook Dominates Time Online<br />
Mobile is Growing Exponentially<br />
Facebook: #1 Referrer for News <br />vs<br />01/2009<br />01/2010<br />07/2009<br />Upstream visits to news and media from...
GoogleTrends: “Social Media”<br />Worldwide<br />Germany<br />
October 2010<br />15.7<br />MILLION<br />- - - - - - - - -<br />DAILY GROWTH RATE:<br />85k<br />9.9<br />MILLION<br />- -...
March 2011<br />In the 5 months since Engage London<br />15.7<br />MILLION<br />- - - - - - - - -<br />DAILY GROWTH RATE:<...
Fans are the best users<br />More than one-third of people who ‘Like’ brand pages say they would buy the products more oft...
“Customers show their loyalty in different ways. Buying a product says one thing, customers tattooing their bodies with ou...
Social Is Demand Generation<br />
The Social Approach<br />
Facebook Advertising Spend Expected to Double<br />Social network advertising to account for 10.8% of online market<br />A...
Custom apps cost $30-100K+<br />Constantly shifting platforms and rules<br />Delivery on an engineering timeline rather th...
Marketers want “social media”, but most are not confident about how to proceed, or how to prove the success of their curre...
Webtrends bridges this gap with strategic consulting to provide clients with a cohesive strategy of ads, apps & analytics<...
Webtrends Apps<br />Deliver fully branded campaigns on Facebook, websites and mobile<br />Engage your audience on Social a...
Discover who engages, shares, buys<br />and Who is Alike<br />Track behaviourand demographics<br />Across<br />Social & Mo...
Full service offering with Strategic consulting,<br />Ad management and Application configuration<br />Webtrends Social Me...
End-to-end performance marketing optimisation<br />Broad, integrated reach across global search networks, Google display a...
One tool for social and mobile App creation<br />Completely customisable for fully-branded campaign Apps<br />Easily refre...
Understand Facebook ROI<br />Measure everything that happens inside Facebook<br />Track apps, custom tabs, Flash and ad co...
Full service offering with Strategic consulting,<br />Ad management and Application configuration<br />Webtrends Social Me...
Graph View<br />Facebook Ads Conversion Funnels<br />
Facebook Ads Conversion Funnels<br />TableView<br />
Select Ads, Select Apps, Pick Actions<br />Facebook Ads Conversion Funnels<br />
Customer Success Story: Marmite/Unilever<br />34<br />
Customer Success Story: Cineworld<br />35<br />
Facebook Analytics Customers<br />
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Social-Media-Kampagnen Ads, Apps und Analytics - Conrad Bennett

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  • Social is the single biggest thing people are doing on the internet.
  • 2 billion users of the internet.Facebook has 500M of those users.Almost a third of them are using mobile devices.
  • March 2007 = 17MNovember 2008 = 140MJuly 2009 = 250MOctober 2010 = 500MNow?
  • Social is booming, no two ways about it.
  • It’s also worth pointing out that a large proportion of that traffic is mobile.Mobile is increasingly the first (and in some cases only) method of connecting to social media platforms.
  • I don’t really need to tell you about the rise of social media, I’m sure. But the data certainly supports the hype, as you can see from these charts. The rise is even more pronounced in Germany (same in most European countries).
  • This slide was first shown at our Engage conference in London in October.It shows some of the top brands worldwide and across Europe.
  • This shows the changes in the past 5 months.The increases are pretty remarkable.
  • Nothing special about this – a brand (Vitamin Water) with a Facebook page?
  • Except for the fact that this is the web presence, this is all they have.The start of something new, or the end of life as we know it?
  • ‘Likers’ consume over 5x more pages from Facebook that non-likers.Likers have 2.4x times more friends (310 v 130). These are the people you want to reach.Likers are also more likely to buy. Harley Davidson example.
  • It’s like the old quote about Harley Davidson tattoos – but a bit less extreme.
  • Social does not compete with search, it is complimentary.Search is generally about demand fulfillment, it tends to be very sales-oriented.Social is much more about the brand, and about creating the intent.
  • Search marketing tends to be driven by keywords and phrases derived from the products, services or offerings of the advertiser. A user searches for a phrase, and this is ultimately likely to drive them to the website with the intention of completing their objective.Social is much more about taking a step back and generating brand awareness and interest, in a softer way. We’re talking about people’s interests and how they might overlap with your brand and products, rather than a hard sell.
  • A few years ago I used to talk about online budgets lagging behind traditional media, and how the gap was closing.Now, it is social ad budgets which are lagging - but that is not going to be the case for long. As soon as marketers work out how best to use their budgets in social, it will start to catch up.Social advertising is going to increase by 30% to over $4.6 billion in 2011 - Facebook is expected to be about 41% of that.
  • So why isn’t everyone out there frantically developing Apps?Having branded social and mobile marketing experiences is no longer optional.But there are many challenges - varying costs, changing platforms, inconsistent analytics and limited resources.
  • The challenge: Marketers want social but are confused as to where to start.How do I drive traffic to my fan page?How do I increase engagement?How do I launch cost-effective social campaigns?How do I reach a global market?How do I measure success?On top of that, social and mobile delivery is erratic, costly and at times very difficult to measure.
  • Don’t Panic!
  • Webtrends helps to bridge that gap with a complete social marketing solution for professional marketers.You invest time and money developing a social strategy - you need to know if it is performing well.
  • Quickly see how people use your fully-branded apps with built-in reporting and dashboards.Plus you have the option to tie in more robust analytics with Webtrends Analytics.
  • Webtrends offers only platform for end-to-end management of Facebook initiatives. • Drive traffic to the content through Webtrends Ads for Facebook• Increase Engagement by creating and publishing compelling content, contests and offers through Webtrends Apps• Measure success of it all through Webtrends AnalyticsEven better, with Webtrends Social Media Accelerators we offer full service offering with consulting, ad management, app creation and configuration and analytics to help marketers quickly define and execute on Facebook marketing strategy.
  • Webtrends offers only platform for end-to-end management of Facebook initiatives. • Drive traffic to the content through Webtrends Ads for Facebook• Increase Engagement by creating and publishing compelling content, contests and offers through Webtrends Apps• Measure success of it all through Webtrends AnalyticsEven better, with Webtrends Social Media Accelerators we offer full service offering with consulting, ad management, app creation and configuration and analytics to help marketers quickly define and execute on Facebook marketing strategy.
  • On March 22 we released new capabilities allowing Webtrends Apps users to create Facebook Ads conversion funnels.These conversion funnels or campaigns will be included as a tab within Webtrends Apps.Each campaign contains an ads/apps/actions conversion funnel within a chart bar.
  • Users can click on the table view link and get the campaign data within a table as well.
  • When a user clicks on the “Add Campaign” button they go to the campaign creation workflow.   Select Ads: Once they are Facebook Connected they click on the “Pick Ads” button and a dialog window is opened which shows all of the Ads available for the users Facebook account. They select the ads they want to track and the graph gets enabled.   Select Apps: After that the user will want to select the app from the drop-down menu of all the apps from the Webtrends Apps account that have been published on Facebook.  Pick Actions:  Action choices in the drop-down menu are listed based on the App that was selected.For instance for a Sweepstakes app we could have Submit – Success, Submit- Failure, Facebook Share, Twitter Share, Call to Action.   Lastly, the user can go back in and edit the campaign so they can select more ads, change apps, and change a preselected action.
  • Marmite were one of the first brands in the UK to launch a Facebook-only campaign, where their posters and other media pointed straight to Facebook (I talked about this last year).
  • Very important as a learning exercise for Cineworld – since their visitors are primarily interested in the films, rather than the Cineworld brand.
  • Analytics at the speed and depth of your business. Collect more, explore deeper and gain customer insights like never before. Measure everything: No boundaries – measures everything that’s important to your business. Scale with your business: Automatically handles unexpected traffic spikes.Know what’s happening right now: Real-time data provides immediate feedback on campaigns.Analytics anywhere: Remotely monitor campaigns and check to ensure conversions are on track from anywhere.
  • Transcript of "Social-Media-Kampagnen Ads, Apps und Analytics - Conrad Bennett"

    1. 1.
    2. 2. Social Media Campaigns with Ads, Apps and Analytics<br />Conrad Bennett<br />Senior Director, Technical Services – EMEA<br />conrad.bennett@webtrends.com<br />@toomanygurus<br />
    3. 3. Agenda<br />Why Social?<br />What’s so great about Facebook?<br />The Social Challenge<br />Ads, Apps & Analytics<br />Questions<br />
    4. 4. <ul><li>Most popular online activity - 48% growth over last year1
    5. 5. Time spent = 3x email1
    6. 6. 71.2% of U.S. Internet users are on Facebook2</li></ul>1- Neilson, 2009<br />2- E-marketer, 2011 <br />Social Is The #1 Online Activity<br />
    7. 7. Facebook: 25% of Internet Users<br />
    8. 8.
    9. 9. Facebook Dominates Time Online<br />
    10. 10. Mobile is Growing Exponentially<br />
    11. 11. Facebook: #1 Referrer for News <br />vs<br />01/2009<br />01/2010<br />07/2009<br />Upstream visits to news and media from Google News and Facebook from Hitwise<br />
    12. 12. GoogleTrends: “Social Media”<br />Worldwide<br />Germany<br />
    13. 13. October 2010<br />15.7<br />MILLION<br />- - - - - - - - -<br />DAILY GROWTH RATE:<br />85k<br />9.9<br />MILLION<br />- - - - - - - - -<br />DAILY GROWTH RATE:<br />70k<br />4.3<br />MILLION<br />- - - - - - - - -<br />DAILY GROWTH RATE:<br />19k<br />2.6<br />MILLION<br />- - - - - - - - -<br />DAILY GROWTH RATE:<br />31k<br />1.9<br />MILLION<br />- - - - - - - - -<br />DAILY GROWTH RATE:<br />15k<br />1.2<br />MILLION<br />- - - - - - - - -<br />DAILY GROWTH RATE:<br />10k<br />0.6<br />MILLION<br />- - - - - - - - -<br />DAILY GROWTH RATE:<br />800<br />0.4<br />MILLION<br />- - - - - - - - -<br />DAILY GROWTH RATE:<br />700<br />0.2<br />MILLION<br />- - - - - - - - -<br />DAILY GROWTH RATE:<br />800<br />
    14. 14. March 2011<br />In the 5 months since Engage London<br />15.7<br />MILLION<br />- - - - - - - - -<br />DAILY GROWTH RATE:<br />85k<br />9.9<br />MILLION<br />- - - - - - - - -<br />DAILY GROWTH RATE:<br />70k<br />4.3<br />MILLION<br />- - - - - - - - -<br />DAILY GROWTH RATE:<br />19k<br />2.6<br />MILLION<br />- - - - - - - - -<br />DAILY GROWTH RATE:<br />31k<br />1.9<br />MILLION<br />- - - - - - - - -<br />DAILY GROWTH RATE:<br />15k<br />1.2<br />MILLION<br />- - - - - - - - -<br />DAILY GROWTH RATE:<br />10k<br />20.2<br />MILLION<br /><ul><li> - - - - - - - </li></ul>+29%<br />16.2<br />MILLION<br /><ul><li> - - - - - - -</li></ul>+64%<br />8.7<br />MILLION<br /><ul><li>- - - - - - -</li></ul>+89%<br />4.8<br />MILLION<br /><ul><li> - - - - - - -</li></ul>+85%<br />4.6<br />MILLION<br /><ul><li> - - - - - - -</li></ul>+142%<br />3.2<br />MILLION<br /><ul><li> - - - - - - -</li></ul>+167%<br />
    15. 15.
    16. 16.
    17. 17. Fans are the best users<br />More than one-third of people who ‘Like’ brand pages say they would buy the products more often<br />Facebook & Adweek<br />
    18. 18. “Customers show their loyalty in different ways. Buying a product says one thing, customers tattooing their bodies with our Bar and Shield says quite another. What greater evidence is there of the strength of our brand than a customer who wears our name like a badge of honor? Now that’s a passionate commitment.”<br />Harley Davidson 1997 Annual Report<br />
    19. 19. Social Is Demand Generation<br />
    20. 20. The Social Approach<br />
    21. 21. Facebook Advertising Spend Expected to Double<br />Social network advertising to account for 10.8% of online market<br />Ad spend on Facebook will exceed $4 billion worldwide - more than double last years figure<br />
    22. 22. Custom apps cost $30-100K+<br />Constantly shifting platforms and rules<br />Delivery on an engineering timeline rather than a marketing timeline<br />Incomplete and inconsistent analytics<br />Difficult to measure ROI<br />Delivery is Erratic & Costly<br />New tools and expertise are needed<br />Create, execute, and optimise your Social Marketing strategy <br />
    23. 23. Marketers want “social media”, but most are not confident about how to proceed, or how to prove the success of their current efforts<br />The “Social Challenge”<br />
    24. 24.
    25. 25. Webtrends bridges this gap with strategic consulting to provide clients with a cohesive strategy of ads, apps & analytics<br />The Solution<br />ads, apps, analytics<br />Delivery of Plan<br />Knowledge<br />
    26. 26. Webtrends Apps<br />Deliver fully branded campaigns on Facebook, websites and mobile<br />Engage your audience on Social and Mobile<br />Tiny campaign investment, huge win<br />Maintain consistent branding and voice<br />How do I make my content social?<br />How can I drive engagement and earned media?<br />How do I enable conversions in social?<br />
    27. 27. Discover who engages, shares, buys<br />and Who is Alike<br />Track behaviourand demographics<br />Across<br />Social & Mobile<br />+<br />=<br />Deep Analytics Across Channels<br />
    28. 28. Full service offering with Strategic consulting,<br />Ad management and Application configuration<br />Webtrends Social Media Accelerators<br />Analytics and optimisation included, allowing for rapid execution and testing of concepts<br />Drive <br />Traffic<br />Increase Engagement<br />Measure Success<br />The Combined Solution<br />
    29. 29. End-to-end performance marketing optimisation<br />Broad, integrated reach across global search networks, Google display and Facebook<br />Sophisticated algorithms, integrated analytics, and expert optimization services<br />Multiple language, currency, and multi-byte support enables global marketing from a single platform<br />Webtrends Ads<br />Drive Traffic<br />How do I maximize return on ad spend?<br />How do I easily reach a global market?<br />How do I improve and optimise against conversion metrics?<br />
    30. 30. One tool for social and mobile App creation<br />Completely customisable for fully-branded campaign Apps<br />Easily refresh creative in a CMS-style interface<br />Deploy as native Facebook, iPhone, iPad, iPod Touch, Android, and Nokia Apps<br />Add Apps to your main site or as a microsite<br />Webtrends Apps<br />Increase Engagement<br />How do I engage customers through social and mobile?<br />How can I launch cost effective social campaigns?<br />How do I maintain consistent branding and voice across channels?<br />
    31. 31. Understand Facebook ROI<br />Measure everything that happens inside Facebook<br />Track apps, custom tabs, Flash and ad conversions<br />Results in context with other digital channels<br />Webtrends Facebook Analytics<br />Measure Success<br />How can I find out if Facebook pays off?<br />How do I overcome the challenges of Facebook measurement?<br />What really is the value of a “Like” on Facebook?<br />
    32. 32. Full service offering with Strategic consulting,<br />Ad management and Application configuration<br />Webtrends Social Media Accelerators<br />Analytics and optimisation included, allowing for rapid execution and testing of concepts<br />Drive <br />Traffic<br />Increase Engagement<br />Measure Success<br />The Combined Solution<br />
    33. 33. Graph View<br />Facebook Ads Conversion Funnels<br />
    34. 34. Facebook Ads Conversion Funnels<br />TableView<br />
    35. 35. Select Ads, Select Apps, Pick Actions<br />Facebook Ads Conversion Funnels<br />
    36. 36. Customer Success Story: Marmite/Unilever<br />34<br />
    37. 37. Customer Success Story: Cineworld<br />35<br />
    38. 38. Facebook Analytics Customers<br />
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