Facebook alone has 845 Million users, very significant reach and comparable to TV, but it is coupled with interactivity. You can now have a dialogue with customers and build a story around your brand with social. Almost 4 billion pieces of content shared each week
With social you can target at a much more granular level, and reach people based on their actions,behaviors and social conversations.
Social is the world’s largest, free focus group. As a marketer, you now have access to real-time data about your audience and their affinities.
1. Be Relevant – tune in to what kind of content engages your audience and make sure you are aligned with what they watch, visit and chat about. Be specific and make sure you include a call to action in your creative!2. Be Authentic and own your voice – make sure your fan page and ads are in alignment.3. Don’t focus on CTR. With social as your real-time focus group, you can now gain deeper insights into consumer behavior, sentiment and engagement to get more mileage out of your ad campaigns, going way beyond analyzing just who clicks.4. Earned media for social is just as important as paid, so understand how to leverage your audience and friends of fans to amplify your marketing message is key. Social takes word of mouth marketing to the next level!
1310 omma social sponsored lunch compass labs
OMMA Social How to Get the Most Out of Your Social Media Strategy May 15, 2012@compasslabs
Manhattan Marketing EnsemblePrivately held full serviceadvertising, marketing &branding agency. For 22years MME has helpedclients exceed their goalsvia integratedmarketing, traditional andonline campaigns. 8
Febreze Carpet Care CleansUp on FacebookObjective: Launch a Facebook campaign to increase awareness, trial andpurchase of all Febreze Carpet Care productsStrategy: Leverage Compass Labs IQ (CLIQ) platform to target audiencesbased on actions and behaviors 1 Maximize Dance Video Contest Registrations 2 Maximize Dance Video Submissions 3 Fan Acquisition 9
Superior Results Delivered» Average Like Rate far exceeded the industry average at 105% • 374% increase in “likes” and post comments on the Febreze fan page» Strong Average CTR at .18% vs. industry average of .07%» 298% overall increase in the number of Febreze Carpet Care fans 10
Actionable InsightsCLIQ’s Unique Solution: Socialintelligence insights algorithm » Majority of social chatter from Females who also talk about babies » Interests of potential fans – Organic Food, Fitness, Daily Deals » Favorite TV shows – Passion for food related reality TV shows (Iron Chef, Anthony Bourdain, The Next Food Network Star) » Favorite Websites – Yelp, Groupon, Fox News, Huffington Post 11