Brand Content,(Sponsored) Stories andCommunity ManagementA 12-Step Checklist to Jumpstart Your Social Program(srsly?)
Mathias Beke   Michiel NoensPOE Manager    Digital Expert
first step /know your social media landscape
first step / know your social media landscape
first step / know your social media landscape  • 78% REACH                                                 • 12% REACH  • ...
first step / know your social media landscapeSource : Facebook Internal Data, Oct 2011
first step / know your social media landscapeSource : ComScore Consumption Data for Europe, Oct 2011
second step /understand the opportunities social networks represent              jump on them when you have the chance
second step / understand the opportunities social networks represent         50%         of social network users         a...
third step /stop, look and listen               Your brand is what your customers say it is
Third step / stop, look and listen Evaluate your social media presence, find out what your brand stands for      Whos ta...
Got social vibrancy?> Move forward if people love your brand, see whats already out there, build on it
If not, dont give upGot social vibrancy?too easily!> Move forward if discover love your brand, see whats already out there...
fourth step /define your goals          Successful social program start          with clear objectives
fourth step / define your goals                                               Key roles and their So Me objectives        ...
fourth step / define your goals                                                    Listening       Learning from what     ...
fourth step / define your goals                                                      Talking       Two-way       conversat...
fourth step / define your goals                                                   Energizing       Helping your       best...
fourth step / define your goals                                                  Supporting       Enabling       your cust...
fourth step / define your goals                                                  Embracing       Involving       customers...
fifth step /create a plan that starts small but has room to grow
fifth step / create a plan that starts small but has room to grow Define your channel set up Figure out who’s speaking a...
sixth step /build a reputation system and results dashboard                   according to defined goals
sixth step / build a reputation system and results dashboard Measure:    Brand impact    Cross-channel interaction metr...
seventh step /use great care in selecting your technology and partners
seventh step / use great care in selecting your technology and partnersYou don’t want to #fail
eighth step /create a presence that encourages interaction                       Do not shout
eighth step / create a presence that encourages interaction What is the value exchange? What does the consumer get in exc...
ninth step /drive success through POE approach               P                       O                   EADVERTISING IN M...
ninth step / drive success through POE approach Integrate social plugin in your website with earned mentions Integrate w...
ninth step / drive success through POE approach Facebook Advertising Space Unit (ASU) formats:       Like ads       Spo...
ninth step / drive success through POE approach                          Facebook Standard Ads
ninth step / drive success through POE approach                                                          Facebook Standard...
ninth step / drive success through POE approach                                    Facebook Like Ads34
ninth step / drive success through POE approach                                                             Facebook Like ...
ninth step / drive success through POE approach                             The Power of Friends
ninth step / drive success through POE approach                                Sponsored Stories
ninth step / drive success through POE approach                                                                  Sponsored...
ninth step / drive success through POE approach                                   Page Post Ads
ninth step / drive success through POE approach                                                                      Page ...
ninth step / drive success through POE approach                                             Poll Ads41
ninth step / drive success through POE approach                                                                       Poll...
ninth step / drive success through POE approach                                            Event Ads43
ninth step / drive success through POE approach                                                                       Even...
ninth step / drive success through POE approach                                              General Ads Optimization Stra...
ninth step / drive success through POE approach                                                             Targeting over...
ninth step / drive success through POE approach                                                                      Multi...
ninth step / drive success through POE approach                                         Compare CTRs, CPCs and conversions...
ninth step / drive success through POE approach         Refresh your creative (every 10-12 days)
tenth step /reach out to your most active customers
tenth step / reach out to your most active customers Identify and empower your advocates, arming them with the appropriat...
eleventh step /      monitor, engage and answer evenings and weekends tooSource : Volkswagen Belgium
eleventh step / monitor, engage and answer evenings and weekends too Dont constantly defend your brand   its impossible t...
twelfth step /plan for the next step and for the long term          Fuel longevity          Dont think in terms of one-off...
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  • Now that you understand the benefits of optimizing your ad campaign, let’s talk about what your optimization strategy should be. As an advertiser, it’s important to identify your goals and more specifically, the goal of your ad campaign. Is it to drive the user to purchase a product online? Or are you more interested in getting a user to subscribe to a newsletter? Is your goal to build Brand awareness? Or maybe you want to acquire new connections on your Facebook Page. Whatever your goal is, you will want to focus on making sure that your advert is targeted to the most relevant and appropriate audience. Our tips and best practices for using facebook’s ad tools and features will help you achieve your advertising goals. During the next few slides, we’ll be reviewing facebook’s targeting options, suggestions for getting your audience’s attention, and the importance of a relevant destination or landing page .  I deleted all of this detail and just put in a “summary” sentence instead. Feel free to veto it! (+)
  • For this advertiser, creative B not only resulted in the highest CTR but it also had the lowest average CPC (+). After seeing this data, the advertiser was able to make a thoughtful decision and pause the other 2 ads, ultimately reserving his daily budget for only the highest performing ad. As a result this advertiser lowered his cost per acquisition (+). (+)
  • Brand Content, (Sponsored) Stories and Community Management

    1. 1. Brand Content,(Sponsored) Stories andCommunity ManagementA 12-Step Checklist to Jumpstart Your Social Program(srsly?)
    2. 2. Mathias Beke Michiel NoensPOE Manager Digital Expert
    3. 3. first step /know your social media landscape
    4. 4. first step / know your social media landscape
    5. 5. first step / know your social media landscape • 78% REACH • 12% REACH • 4,7 MILLION USERS (ComScore) – 4,4 MILLION (Facebook) • 0,7 MILLION USERS (ComScore) • 67% REACH • 10% REACH • 4 MILLION USERS (ComScore) • 0,6 MILLION USERS (ComScore) – 0,3 MILLION (estimate) • 12% REACH • 12,5% REACH • 0,7 MILLION USERS (ComScore) • 0,7 MILLION USERS (ComScore) - 1,1 MILLION (LinkedIn)Source : ComScore December 2011
    6. 6. first step / know your social media landscapeSource : Facebook Internal Data, Oct 2011
    7. 7. first step / know your social media landscapeSource : ComScore Consumption Data for Europe, Oct 2011
    8. 8. second step /understand the opportunities social networks represent jump on them when you have the chance
    9. 9. second step / understand the opportunities social networks represent 50% of social network users are connected to brands Awareness, reach 44% is asking to take part in co-creation of products & advertising Product development 42% had a conversation with a brand Engagement, experience via social media 36% posted content about a brand on social networks Advocacy, recommendationSource : InSites Consulting October - 2011
    10. 10. third step /stop, look and listen Your brand is what your customers say it is
    11. 11. Third step / stop, look and listen Evaluate your social media presence, find out what your brand stands for  Whos talking about your brand, your company, your category?  Where are they? What are they saying?  What are your customers ready for? How will your customers engage? What are they already doing? There are lots of tools out there to measure this. From free to apparently expensive, from noisy results to humanly qualified analysis, we can recommend you an adapted tool according to your goal
    12. 12. Got social vibrancy?> Move forward if people love your brand, see whats already out there, build on it
    13. 13. If not, dont give upGot social vibrancy?too easily!> Move forward if discover love your brand, see whats already out there, build on it> challenge yourself to people if there are conversations to be added> You dont have to be social to be social, no matter what category you are in, you can you create a message that will drive people to socialize around it 13
    14. 14. fourth step /define your goals Successful social program start with clear objectives
    15. 15. fourth step / define your goals Key roles and their So Me objectives Roles Social program objectives Research Listening Marketing Talking Sales Energizing Support Supporting Development EmbracingSource : Forrester Research
    16. 16. fourth step / define your goals Listening Learning from what your customers are sayingSource : Forrester Research
    17. 17. fourth step / define your goals Talking Two-way conversation, not just shoutingSource : Forrester Research
    18. 18. fourth step / define your goals Energizing Helping your best customers to recruit othersSource : Forrester Research
    19. 19. fourth step / define your goals Supporting Enabling your customers to support each otherSource : Forrester Research
    20. 20. fourth step / define your goals Embracing Involving customers in your product developmentSource : Forrester Research
    21. 21. fifth step /create a plan that starts small but has room to grow
    22. 22. fifth step / create a plan that starts small but has room to grow Define your channel set up Figure out who’s speaking and what the tone of voice is Make sure it stays consistent Prefer quality to quantity Clearly define your success criteria upfront
    23. 23. sixth step /build a reputation system and results dashboard according to defined goals
    24. 24. sixth step / build a reputation system and results dashboard Measure:  Brand impact  Cross-channel interaction metrics  Traffic  Conversion  Money saved on customer service  Customer satisfaction and loyalty  Sales
    25. 25. seventh step /use great care in selecting your technology and partners
    26. 26. seventh step / use great care in selecting your technology and partnersYou don’t want to #fail
    27. 27. eighth step /create a presence that encourages interaction Do not shout
    28. 28. eighth step / create a presence that encourages interaction What is the value exchange? What does the consumer get in exchange for its interactions with your brand or campaign? What will you put on your fan page? How will you respond to wall postings? What interactive elements will you provide so people can interact? Are you not hammering?
    29. 29. ninth step /drive success through POE approach P O EADVERTISING IN MEDIA (TV, OPINION OF FRIENDS & WEB SITES,INTERNET, RADIO, OUTDOOR, FAMILY, WORD-OF-MOUTH, POINT OF SALES.PRESS) SOCIAL NETWORKS MAILINGS, E-MAILINGS, OPINION OF SURFERS (BLOGS, FORUMS)
    30. 30. ninth step / drive success through POE approach Integrate social plugin in your website with earned mentions Integrate website in your fanpage Drive traffic from paid media to your fanpage/website Use community to extend the reach of your messages Social + Advertising = Facebook Premium Ads P O E
    31. 31. ninth step / drive success through POE approach Facebook Advertising Space Unit (ASU) formats:  Like ads  Sponsored stories  Page post ads  Poll ads  Event ads
    32. 32. ninth step / drive success through POE approach Facebook Standard Ads
    33. 33. ninth step / drive success through POE approach Facebook Standard AdsStandard Ads can link to sites outside of Facebook, giving you the option to driveconversions to other sites
    34. 34. ninth step / drive success through POE approach Facebook Like Ads34
    35. 35. ninth step / drive success through POE approach Facebook Like AdsLike Ads drive engagement by letting people see which of their friends have alreadyliked your business
    36. 36. ninth step / drive success through POE approach The Power of Friends
    37. 37. ninth step / drive success through POE approach Sponsored Stories
    38. 38. ninth step / drive success through POE approach Sponsored StoriesPeople are naturally interested in things their friends care aboutWith Sponsored Stories, you can increase the visibility of these powerful interactions 38
    39. 39. ninth step / drive success through POE approach Page Post Ads
    40. 40. ninth step / drive success through POE approach Page Post AdsAnything you post on your fanpage can be turned into a Page Post Ad:status updates, videos, photos, questions, links, and events
    41. 41. ninth step / drive success through POE approach Poll Ads41
    42. 42. ninth step / drive success through POE approach Poll AdsPoll Ads encourage interaction with your brand by asking a question and lettingpeople instantly see the results 42
    43. 43. ninth step / drive success through POE approach Event Ads43
    44. 44. ninth step / drive success through POE approach Event Ads Invite people to RSVP to an event and let them spread the word on your behalf.44
    45. 45. ninth step / drive success through POE approach General Ads Optimization Strategy Driving Traffic (Direct Response & Brand Awareness) Targeting Unique Simplicity (Keep it simple) Call To Action Destination Page Advertising & Platform Side Destination Side
    46. 46. ninth step / drive success through POE approach Targeting overviewSegment & HypertargetLeverage Targeting Options: Demo and Target by: Country, state, province or Geo city targeting Target by: Gender, age, birthday, relationship status, language Workplace and Education targeting Target by: Workplace, education, preferred language Likes and Interests Target by: Favorite TV shows, movies, targeting books, music, hobbies, religion, political views
    47. 47. ninth step / drive success through POE approach Multi-TestingTest multiple creatives and compare results .
    48. 48. ninth step / drive success through POE approach Compare CTRs, CPCs and conversions Can significantly increase CTR and lower CPCCompare CTR + CPC and analyze the impact of creative changeson your ad performances and on your conversions.*CTR is Click Through rate*CPC is Cost Per Click
    49. 49. ninth step / drive success through POE approach Refresh your creative (every 10-12 days)
    50. 50. tenth step /reach out to your most active customers
    51. 51. tenth step / reach out to your most active customers Identify and empower your advocates, arming them with the appropriate tools to effectively talk about your brands
    52. 52. eleventh step / monitor, engage and answer evenings and weekends tooSource : Volkswagen Belgium
    53. 53. eleventh step / monitor, engage and answer evenings and weekends too Dont constantly defend your brand its impossible to respond to every single comment, but truly address the issues an empower a community that will rise to your defense
    54. 54. twelfth step /plan for the next step and for the long term Fuel longevity Dont think in terms of one-off campaigns but how you can fuel an ongoing social presence

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