How social is your advertising?
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A presentation delivered during the 3rd Social Networking Conference, 22 April 2010 at Hotel Intercontinental, Philippines

A presentation delivered during the 3rd Social Networking Conference, 22 April 2010 at Hotel Intercontinental, Philippines

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  • Topic given to me was Social Media Advertising: Measuring Effectiveness. However, I decided to disrupt the the topic by reintroducing a slightly similar one to what I think would be more useful as food for thought amongst those who are here today. How Social Is Your Advertising? – I will talk about a different kind of advertising. One that is not in the realm of our trusty, old school friends – banner ads. I will talk about an advertising that engages people in a conversation, in an advocacy, in a proposition. I will also talk about how we have attempted to make social media advertising – advertising and marketing in a social web – work for us at Globe where effectiveness is best measured against the objectives and role of social media in the ever changing marketing mix.
  • But let me start with an introduction. I am Pao Pena and this is my presence in the social web. It’s by far the most active social media property I have in my web portfolio. I have my own dotCom, which I wiped out to zero and yes, it’s still largely not updated. But My Facebook allows me to talk to my friends – intimately: one is to one, maybe one to a few good people and also massively: myself to many (2000+ friends). One controversial status update or relationship change quickly engages hundreds if not thousands of friends. I changed status from Single to In a Relationship and in a span of 3 or 4 hours, 73 friends have “liked” it and there have been 52 comments already posted on the thread by the time I wOke up. That’s the kind of conversation that Pao Pena, as a person, has in a social web. The future of advertising in a social web lies in its ability of brands to become like us, to become like humans.
  • I will not talk about advertising on Facebook, YouTube, or other social media channels per se because I think that should just be incidental to what and how your social media strategy should be. Making advertising social is more than just splashing the space with banners – which can now be “liked” or even removed from your page. So let’s park that for now.
  • This form of advertising is dated because it undermines the power of social media to spark and host conversations. It’s like putting your TV commercial or worse your poster on social networks to simply “advertise”
  •    
  • When we say advertising, we tend to think of communications in a broadcast model. It’s us, the brand, talking to an audience. It’s a classic formula, it worked before so why shouldn’t it work now? The model of communicating to and conversing with an audience has changed much as the way people communicate with each other has changed. Interpersonal communications have changed from single mode of to a multimodal way of communicating with each other. We are now empowered to broadcast to a base of 2,000 friends and spark conversation. And just the same way, we are deluged to receive 2,000 conversations a day coming from our own friends base. It’s very different from how brands advertised above the line. In its purest form, above the line advertising broadcasts a selling proposition, an advertising message which does not directly engage the audience into a two-way conversation. It only talks, not listens. It tells you about the brand, but it does not co-create with you. However, statistics show though that TV is still good especially here in the Philippines where it is still a major source of information and influence over consumer choice. The pressure is on us marketeers to identify the specific role of social media in a mix that perfectly coexists with TV, radio, print, outdoor and other forms of mainstream communications.
  • Kiosks in Glorietta
  • The social web is today’s media revolution. The ability of one to connect to a few, one to many, and intimate one to one, and the usually confusing but equally interesting few and many to one. This is the same power that is afforded to brands. Now the brand can engage users, one to one, one to a few and one to many and vice versa back to the brand, one to brand, many to brand, and few to brand, in a multimodal conversation. Different topics, different media spaces, different contexts, different content.
  • In the most traditional sense, brands were used to advertising in a broadcasting context. We were trained in school to use media vehicles that sell our proposition. In a broadcasting context, we engage users with creativity that sells. And that works. And it still does. But the communication is one way.
  • Today, thanks to social media, brands are now empowered to facilitate conversations around the propositions it sells leveraging on influencers and his network of friends so that selling is done in the proper context the brand fits in. Thus advertising – or communicating – today in a social web takes in a different role in the marketing mix. We not only sell, but we share meanings of our proposition with our audiences. Social Media today plays an important role in the marketing mix.
  • We need to take advantage of the many different technology-mediated roles of the consumer in making our advertising social. To take advantage of the way consumers interact today, we must go beyond advertising in a broadcasting context. The social web allows us to engineer our brand communications to become facilitators. Try to avoid using social media as a way of broadcasting messages. The social web, much as we are as its users, enable brands to engage users in a conversation, in a dialogue. Brands and its consumers exchange meanings and co-create the advertising that was once impossible in a broadcasting sense. Allow users to form the brand with you. Badly executed social media campaigns use transliterate ATL advertising to social media thus the splattering of CPM banners even on Facebook even like those you see today from presidential candidates. Take a step back and you will see that their advertising on social networks like Facebook acts as if they were leaflets handed out in markets. You will also see that rarely or never do their advertisements on Facebook cause conversations, not even after the click.
  •     “” “”   Publishing – Video teasers were uploaded on Multiply and Youtube. Articles were also published on different “agnostic” blogs and Globe Tattoo blog. Broadcast – Twitter, Plurk, and Friendster were heavily utilized to broadcast teasers (pre-lauch) and program info (post-launch) Engagement – Facebook was the busiest of all channels with 4438 becoming the theme of the entire pre-launch week --- posting teaser questions, featuring video teasers uploaded on Youtube and Multiply, and highlighting blog posts about 4438. A promo contest was also launched to make it more viral (Participants were asked to tag their friends on their entries.) Post-launch, Facebook also became a center for 4438-related inquiries with admins responding to concerns in real-time.
  •     
  • In an activation and digital marketing-led campaign where ATL efforts on radio and some TV followed, it was imperative to be very sharp with what social media must contribute. Activation was used to spark on-the-ground interest around 4438 while social media was used to build conversations, share meanings around what was at first obscure to the public.
  • Having a clear role of social media in the marketing mix allows you to measure effectiveness of the space, of the channel based on its projected specific contribution to the initiative. It allows you to contextualise the investment of time and budget against other channels used in any given campaign. 4438 Campaign is a hallmark case in Globe that shows the power of crowdsourcing shared meanings of a certain proposition and at the same time bringing it to a level of snowballing virulence that other channels in the mix definitely can’t do.
  •  
  • Talk about the people who got habituated to using #BangonPinoy even in nonrelated tweets only to hit the 400K pesos target I will eat now. #bangonpinoy Going to school now. #bangonpinoy guys!
  • With thanks to our partners Philippine Blog Awards Inc and RockEd.
  • Talk about the population
  • The Klout Score measures the following 1. Amplification Ability - the likelihood that your message will generate retweets or spark a conversation. The ability to create content that compels others to respond. Are you broadcasting or participating in conversation? Do a lot of people retweet you or is it always the same few followers? Are you tweeting too little or too much for your audience? Are your tweets effective in generating new followers, retweets and replies? 2. True Reach - the size of your engaged audience. Are your tweets interesting and informative enough to build an audience? How far has your content been spread across Twitter? Are your follows often reciprocated? 3. Network Score - a measurement of how influential the people who retweet, @ mention, list and follow you. Network Score looks at the Klout score of each person who interacts with you to determine: How influential are the people who @ message you? How influential are the people who retweet you? How influential are the people who follow you? How influential are the people who list you? How influential are the people who follow the lists you are on?

How social is your advertising? Presentation Transcript

  • 1. How social is your advertising?
 (and making it effective.) Pao Pena 22 April 2010 3rd Social Networking Conference
  • 2. Social media advertising IT’S QUITE A MOUTHFUL.
  • 3. Social network advertising is a term used to describe a form of Online advertising the focuses on social networking sites. One of the major benefits of advertising on a social networking site (facebook, myspace, friendster, bebo, orkut…and many others) is that advertisers can take advantage of the users demographic information and target their ads appropriately.
  • 4. So in the next 20 or so minutes… •  Social media advertising and the temptation to broadcast •  Case 1: Modeling effectiveness founded on the specific role of social media in the marketing mix •  Case 2: Immediacy and urgency in social media: its critical role in delivering effectiveness •  Case 3: Operationalising social media in your business is a competitive advantage
  • 5. So in the next 20 or so minutes… •  Social media advertising and the temptation to broadcast •  Case 1: Modeling effectiveness founded on the specific role of social media in the marketing mix •  Case 2: Immediacy and urgency in social media: its critical role in delivering effectiveness •  Case 3: Operationalising social media in your business is a competitive advantage
  • 6. And when we say advertising we’re tempted to broadcast… just like in the past. print radio broadcast digital
  • 7. david armano
  • 8. david armano
  • 9. david armano
  • 10. david armano
  • 11. SOCIAL MEDIA ADVERTISING IS ABOUT CONVERSATIONS AND CONSTANT 
 CO-CREATION WITH A BRAND’S PUBLICS.
  • 12. So in the next 20 or so minutes… •  Social media advertising and the temptation to broadcast •  Case 1: Modeling effectiveness founded on the specific role of social media in the marketing mix •  Case 2: Immediacy and urgency in social media: its critical role in delivering effectiveness •  Case 3: Operationalising social media in your business is a competitive advantage
  • 13. 4438
 THE CHALLENGE PRE-LAUNCH •  Spark curiosity around 4438 by engaging Facebook users in conversations around the novelty of “4 4 3 8” to spawn other conversations in personal web spaces (≥75 blogs, ≥100 microblogs) by April 4.
  • 14. 4438
 THE SOLUTION: PRE-LAUNCH
  • 15. Positive (28) 4438 on Blogs Positive posts are about: There are a total of 101 PRE-LAUNCH blog posts on 4438: •  Blogger’s excitement •  Positive: 97 •  Wild guesses on what it could be •  Negative: 4 •  Press Releases from the Social Media Team (4438 Reasons Why You Will Be Happy on April 4) •  The 4438 Sightings Promo Raffle on Facebook Negative (4) Negative posts are about: •  Them having not received the text from 4438 •  No information on the website
  • 16. 4438 on Microblogs There are 183 microblogs on 4438. (as of April 6, 2010) Positive: 153 posts Negative: 30 posts

  • 17. 4438 on Facebook 4438 on Globe Telecom Fanpage •  There are 35 4438-related content posted generating more than 500 likes & more than 1200 comments. •  Number of posts by users is over 150, mostly speculations prior to launch and inquiries after the launch. •  Fan count increase from 25,763 to 28,393 . Up by almost 3,000 in 1.5 weeks of 4438 promotion. •  4438 Facebook-only promo received 149 entries in less than a week.
  • 18. 4438 on Facebook 4438 Event Page (Something BIG will happen on April 4) •  More than 2,500 messages posted by users on the wall.
  • 19. HAVING A CLEAR ROLE OF SOCIAL MEDIA IN THE MARKETING MIX ALLOWS YOU TO MEASURE EFFECTIVENESS OF THE SPACE.
  • 20. So in the next 20 or so minutes… •  Social media advertising and the temptation to broadcast •  Case 1: Modeling effectiveness founded on the specific role of social media in the marketing mix •  Case 2: Immediacy and urgency in social media: its critical role in delivering effectiveness •  Case 3: Operationalising social media in your business is a competitive advantage
  • 21. Bangon Pinoy 
 www.tattoo.globe.com.ph/bangon_pinoy
  • 22. September 26, 2009 Typhoon Ondoy dumped 1 month’s worth of rain within 6 hours, submerging 80% of Metro Manila.
  • 23. The following week, Typhoon Pepeng wreaks havoc in Northern Luzon, making a record three landfalls in four days.
  • 24. Digital was at the heart of Filipinos’ response to Ondoy and Pepeng. While Globe Telecom was busy helping communities on the ground, we knew we had to do something digital where the support for the calamity victims has found a groundswell.
  • 25. So we launched the #BangonPinoy Twitter campaign, in partnership with the Philippine Blog Awards.
  • 26. For every #BangonPinoy Tweet, we committed P30 donation to help affected communities recover. Our target was to reach P400,000.00 in 3 weeks in time for the Bangon Pinoy farm re-building in a GK community.
  • 27. Without ATL awareness, bloggers spread the word about #BangonPinoy.
  • 28. And for one week, #BangonPinoy made it to the Top 10 trending topics in the Philippines.
  • 29. P409,320 in donation 15,000+ tweets 3 weeks
  • 30. As of November, Globe has provided relief packages to 17,000 families in Marikina, Rizal, Muntinlupa, Laguna, and Pangasinan. It has donated Php3 million to various foundations for the victims of the floods. The fund collected by the #BangonPinoy campaign is now being managed by the Philippine Blog Awards in partnership with RockEd in helping affected communities in Marikina recover.
  • 31. All photos are from www.ondoyphotos.com
  • 32. So in the next 20 or so minutes… •  Social media advertising and the temptation to broadcast •  Case 1: Modeling effectiveness founded on the specific role of social media in the marketing mix •  Case 2: Immediacy and urgency in social media: its critical role in delivering effectiveness •  Case 3: Operationalising social media in your business is a competitive advantage
  • 33. Population Comparison 6995 6987 followers followers 4276 1735 following following
  • 34. Population Comparison UNDERSTANDING “FOLLOWERS” Brand Cares has 8 users more than Talk2Globe. HOWEVER: 6995 6987 followers followers •  Brand Cares was launched several months before 4276 1735 following following Talk2GLOBE •  Brand Cares is growing by an average rough estimate of 100 added followers per week •  Talk2GLOBE is growing almost THRICE faster at 250 added followers per week (average).
  • 35. KLOUT Score Klout is a Twitter tool (The Klout Score is a numerical that measures representation of the size and influence on topics strength of a person's sphere of across the social web influence on Twitter. The scores to find the people the range from 1-100 with higher world listens to. scores representing a wider and stronger sphere of influence. Amplification ability True reach Network score
  • 36. KLOUT Score
  • 37. Klout’s Neighborhood Comparison Graph (The more engaged you are, the more you move to the upper right corner of the graph. (Brand Cares is a CONNECTOR. (Talk2GLOBE is a PERSONA.
  • 38. OPERATIONALISING SOCIAL MEDIA IN YOUR BUSINESS PROVIDES YOUR BRAND AN OWNABLE COMPETITIVE ADVANTAGE – INFLUENCE.
  • 39. Today we talked about… •  Social media advertising and the temptation to broadcast •  Modeling effectiveness founded on the specific role of social media in the marketing mix •  Immediacy and urgency in social media: its critical role in delivering effectiveness •  Operationalising social media in your business is a competitive advantage