Your SlideShare is downloading. ×
Building Brands on Social Networks
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Building Brands on Social Networks

1,908
views

Published on

Published in: Technology, Business

0 Comments
12 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,908
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
12
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • WelcomeSocial Media WeekSponsors Thank You
  • Help brand engage at various points in the engagement cycleAds, Fan Pages, Publishing, AppsWe work with BRANDS and AGENCIESI’ll talk about Fan Pages, Publishing & AppsCarnet will talk about ads
  • Sharing what we’ve learned with these companies.We’re a Facebook preferred developerPartners whose platforms are essential to the growth of social media
  • Technology perspectiveClose relationship with social platformsconsolidation in the eco-system
  • Maturity of the early adopters leads to greater expectationsGood news: this is possible with increased portability of social graph data through APIs Facebook Connect
  • The most effective tool, but also under utilized.Related Research“The most common marketing tactic used on Facebook was attempting to drive traffic to corporate materials through status updates, followed by friending customers. But the most effective tactic for consumer-oriented companies was creating a Facebook application, which was done by less than one-quarter of total respondents
  • To understand how to integrate your efforts you have to understand the relationship between ads (on and off social networks), fan pages, engagement apps and micro-sites.
  • It is possible to optimize display ads based on performance metrics and eventually to find ways to incorporate social graph data.
  • Best PracticesMake fan pages the default tabIncorporate social hooksDeliver on a clear value proposition
  • Best PracticesInclude links to appsFocus on interactive contentHighlight user generated contentRegularize schedule to set expectationsAnd, don’t over-saturate the stream!
  • Best PracticesAnticipate broad use Cross promote/messagePlace redirects to apps within page tabs
  • Clear valueBuild fan base
  • Not every campaign will go viral, but every campaign should be viral readyThe activity stream offers72% of content that is published to friends’ steam gets interacted with!
  • Transcript

    • 1. Building brands on social networks
      A Half-Day Summit by Sprout
      http://sproutinc.com
    • 2. improving the way brands connect with consumers online by delivering personally relevant content that drives engagement
      Display Ads
      Fan Pages
      Engagement Apps
    • 3. Who we work with
    • 4. How Sprout fits in
    • 5. Why are we here today
      Social networks are evolving rapidly, so we’re here to:
      1. Make sense of the complex landscape of social media.
      2. Share best practices, case studies and market trends.
      3. Inspire you to imagine what’s possible for your brand.
      4. Get a dialogue started about how to better leverage social networks.
    • 6. What’s happening Right now?
      A shift from: growth to engagement
    • 7. We read the writing on the wall
      Senior marketers prioritize apps, but may be missing the value of integration.
    • 8. Getting the most value from apps
      Integrated Approach = Greater ROI
      Fan Pages
      ?
      Display Ads
      Engagement Apps
    • 9. The integrated engagement engine
    • 10. Fan Pages
    • 11. IDENTIFY: Fan pages
      Relationship Management
      Community moderation
      Delivering value
      }
      Coupons / deals
      Twitter feed
      Contests
      Video feeds
      Plus, promote
      your engagement
      applications!
    • 12. The importance of in stream messaging
      Fan pages and publishing work together
      Key Takeaway
      Greater fan page interaction leads to greater in-stream presence
      Cost Savings
      In stream messages can be as, if not more, effective than many online display ads.
    • 13. How many fan pages do I need?
      Consider your fan page strategy because you may have to live with it
      387,152 fans
      3,168,610 fans
      34,480 fans
      21,432 fans
    • 14. From Fan Pages to Engagement App
    • 15. The Engagement application
    • 16. The Engagement application
      DO’s
      Start with the value
      Define goals
      Include content strategy up front
      Include UX up front
      Viral Ready
      Aim for the activity stream
      DON’Ts
      Contests with network actions
      Moderation... in moderation
      Make it too complex
      Avoid in arduous pre-rolls
      Avoid barriers to entry
    • 17. Metrics & reporting
      Google Analytics
      Fan Pages
      In Steam Messages
      Applications
      Display Ads
      DART
      Display Ads
    • 18. Unique Visitors: The number of visitors your campaign receives.
      Visits: The number of visits your campaign receives.
      Page Views: Page Views is the total number of page impressions rendered.
      Time in Campaign: Total time, video plays, on particular pages, etc.
      Actions: The number of times users completed an action (click, watch, etc)
      Posts To Wall: The number of users who posted and shared to a wall.
      Shares from Stream: Number of times a message is shared from a fan’s stream
      Total # of referrals: The number of links out of the experience to a landing page.
      Some of what you’ll want to track
    • 19. Disney Website
      xxx,xxx Clicks
      Grab an Alien
      xxx,xxx Clicks
      Get Tickets
      xxx,xxxClicks
      Visualize you data
    • 20. Entries
      Grab Again (xx,xxxEvents)
      xx%
      Get Started
      Pick Alien
      xxx,x
      xx
      Publish
      xx %
      xxx,x
      xx
      Complete
      Grab an Alien
      xx%
      xxx,x
      xx
      Gift (self & friend)
      xx%
      xxx,x
      xx
      Post to Wall
      xx%
      xxx,x
      xx
      Create Engagement funnels
    • 21. 3 Predications for 2010
      Branded Content:
      Greater integration of user-generated
      content in the Activity Stream
      Value:
      New rules will reward value
      Social Graph Data:
      Innovation in behavioral targeting
      Innovation integrating social graph data into content
      Increased connectivity
    • 22. Thanks!
      Roland Smart
      Marketing Samurai - Sprout
      roland@sproutinc.com
      Created with the Afro Samurai Engagement App

    ×