Engage EMEA 2010 - Ads, Apps & Analytics
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Transcript

  • 1.
  • 2. Ads, apps & analytics
    Justin Kistner, Sr. Mgr. of Social
  • 3. The same old sales funnel
    Media
  • 4. 3 tribes of social media marketing
  • 5. 3 tribes of social media marketing
    Our focus
  • 6. Facebook campaigns 101
  • 7. Classic online marketing spend
    Where is the money spent today?
    Search/ads, email, & website command 83% of budget
    Acquisition
    Conversion
    Subscription
  • 8. Social media marketing spend
    Acquisition
    Conversion
    Subscription
    Social media marketing is an evolution of classic online marketing. Based on the same equation.
  • 9. Social media marketing spend
    Acquisition
    Conversion
    Subscription
    Social media marketing is an evolution of classic online marketing. Based on the same equation.
    Measuring the return on your
    marketing spend still uses these metrics
  • 10. But, campaigns work a little differently
  • 11. Facebook is a destination site
    http://blog.nielsen.com/nielsenwire/online_mobile/facebook-users-average-7-hrs-a-month-in-january-as-digital-universe-expands/
  • 12. Start by building a fan base
    How
    • Contact your existing customers
    • 13. Advertise
  • Start by building a fan base
    How
    • Contact your existing customers
    • 14. Advertise
    Ads Secret
    • Targeting likes is better than interests
    • 15. Pictures are the secret to good ads
  • Use ads to retarget your fans
    How
    • Use like targeting to reach only your fans
  • Use ads to retarget your fans
    How
    • Use like targeting to reach only your fans
    App Secret
    • Calls to action for engagement work better than conversion
    • 16. Drive traffic inside Facebook
  • Fans share their engagement
    How
    • Offer fans the ability to invite, like, or share
  • Fans share their engagement
    How
    • Offer fans the ability to invite, like, or share
    Earned Media Secret
    • Users share to make statements about their identity
  • Earned media repeats the cycle
    How
    • Activity is shared in the news feed
    • 17. Average user has 130 friends
  • Earned media repeats the cycle
    How
    • Activity is shared in the news feed
    • 18. Average user has 130 friends
    Campaign Secret
    • More than 3 wall posts a week is consider too much
    • 19. Content ages every 10-14 days
  • Be good at these
    Successful social media marketing
  • 20. Successful social media marketing
    Ads
    • Targeting and optimization at scale
  • Successful social media marketing
    Ads
    • Targeting and optimization at scale
    Apps
    • Fresh content and testing
  • Successful social media marketing
    Ads
    • Targeting and optimization at scale
    Apps
    • Fresh content and testing
    Earned media
    • Identity
  • Successful social media marketing
    Measure & Improve
    Ads
    • Targeting and optimization at scale
    Apps
    • Fresh content and testing
    Earned media
    • Identity
  • Example campaigns
  • 21. Contests
  • 22. Special offers
  • 23. Exclusive content
  • 24. Engagement
  • 25. Earn media
  • 26. Ecommerce
  • 27. B2B
  • 28. Takeaways
    Method: Keep it in Facebook
    Tools: Ads, apps, and analytics
    Goals: Engagement & Earned Media
  • 29. Questions?