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agency:2 - ROI in social media advertising

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This agency:2 presentation looks into how social media provides businesses with measurable results – allowing them to spend less and invest smarter. …

This agency:2 presentation looks into how social media provides businesses with measurable results – allowing them to spend less and invest smarter.

Calculating ROI must be at the heart of all social media activity. Through worked examples we will show how we leverage social media and hard metrics to produce defined measurements that accurately determine the success of your campaign.

Published in: Business

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Transcript

  • 1. ROI in Social Media Advertising
  • 2. A short introduction to our social media agency
    • UK’s first Social Media Agency
    • 3. Ability to carry out comprehensive social media monitoring and sentiment analysis, using our own unique optimisation tracking tools
    • 4. Experience of working with a diverse mix of global clients, to leverage the marketing power of social media networking in multiple languages
    • 5. Mediate between brands and consumers by creating engaging and results driven social media programmes across a range of sectors
    • 6. Founding members of the DMA Social Media Council
  • Why we like SMA
    Tops 3 benefits of Social media Advertising
    Drives ROI
    Still a highly cost effective channel that is proving time and again it offers great value
    Great companion for social media campaigns
    Plays a valuable supporting role for conversational brand ambassador campaigns.
    Uniquely targeted
    Ability to find and target specific audiences
  • 7. Types of Social Media Advertising
  • 8. Social Media Investment
  • 9. Trends in spending
    SAS/ Marketing Week March 2010
  • 10. Breakdown by platform
    SAS / Marketing Week March2010
  • 11. Social Media ad spend
  • 12. Social Media ad spend
  • 13. How Social Media advertising Drives ROI
  • 14. Consumer Buying Cycle
  • 15. Decision Making Process
    Royal Caribbean
    Objective
    Raise awareness and drive interest in the Royal Caribbean and their Celebrity Cruises.
    Approach
    Target women in their 40s and 50s who illustrate an interest in European culture and premium European travelling.
  • 16. Royal Caribbean Cruises & the Celebrity Eclipse
    • The campaign brought over 10,000 incremental visitors to the website during the campaign period
    • 17. Social media adverting effectively supported our overall social media programme to target the audience with compelling content.
    • 18. Leads from the campaign directly lead to an increase in conversions by 100% month on month
  • Lead Generation
    Hertfordshire Constabulary
    Objective
    Improve the number of applications for the Police’s Special Constables.
     
    Approach
    Drive applications by targeting prospective candidates within social media spaces
  • 19. Hertfordshire Constabulary
    Results
    • The cost per application was reduced from £420 to just under £80
    • 20. Applications increased by over 248%
  • Decision making process
    TweetForce
    Objective
    Support customer service propositions
     
    Approach
    Engage with Twitter audience about product support and post product purchasing and recycling issues.
  • 21. Best buy customer support
    • Provided over 20,000 answers
    • 22. 2,300 employees signed up to answer questions
    • 23. Unique customer service & sales advisor proposition
  • Principles
    • Still use best practice approach to ad propositions
  • Principles
    • Still use best practise approach to ad propositions
    • 24. A / B testing highly recommended
  • Principles
    • Still use best practise approach to ad propositions
    • 25. A / B testing highly recommended
    • 26. Utilise the unique insights from click data
  • Principles
    • Still use best practise approach to ad propositions
    • 27. A / B testing highly recommended
    • 28. Utilise the unique insights from click data
    • 29. Connect with analytics to calculate ROI
  • Principles
    • Still use best practise approach to ad propositions
    • 30. A / B testing highly recommended
    • 31. Utilise the unique insights from click data
    • 32. Connect with analytics to calculate ROI
    • 33. Daily monitoring at beginning of a campaign for lowest CPC
  • Principles
    • Still use best practise approach to ad propositions
    • 34. A / B testing highly recommended
    • 35. Utilise the unique insights from click data
    • 36. Connect with analytics to calculate ROI
    • 37. Daily monitoring at beginning of a campaign for lowest CPC
    • 38. Find balance of overly targeted and broad profiling at especially at beginning of campaign
  • 3-7 Herbal HillLondonEC1R 5EJ0207 775 5608www.agency2.co.uk@agency2