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Social Fresh EAST 2013: Chris Tuff
 

Social Fresh EAST 2013: Chris Tuff

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    Social Fresh EAST 2013: Chris Tuff Social Fresh EAST 2013: Chris Tuff Presentation Transcript

    • Breaking through the clutter:Using content, analytics andpaid to achieve ROIsquared@christuff@22squared#socialfresh
    • squared ©2013 2TECHNOLOGY ADOPTION CURVES
    • squared ©2013 3PRE-ROLL VIDEO TVFOLLOWING
    • squared ©2013 4MOBILE BANNERS ONLINE BANNERSFOLLOWING
    • squared ©2013 5FACEBOOK EMAIL MARKETINGFOLLOWING
    • squared ©2013 6
    • squared ©2013 7CONTENT MARKETING IS THE SH*#!
    • squared ©2013 8BRAND CONSUMER“CONTENT BRANDS CARE ABOUT”CONTENT “MONEYBAGS”THE REALITY:“CONTENT PEOPLE CARE ABOUT”
    • squared ©2013A QUICK STORY...9
    • squared ©2013A QUICK STORY...9
    • squared ©2013A QUICK STORY...9
    • squared ©2013 10
    • squared ©2013 10
    • squared ©2013 11#REALLIFE
    • squared ©2013 12#REALLIFE
    • squared ©2013 13STRIKING A CHORDKAREN PAUL GRAMPS
    • squared ©2013 14
    • squared ©2013 15
    • squared ©2013 15
    • squared ©2013 16ART & SCIENCEVOICECONTENTEARNEDENGAGEMENTIDEASINFLUENCEVIRALITYDISTRIBUTIONPAIDAMPLIFICATIONSCALEPURCHASESOCIAL SUCCESS IS A MIX OF:
    • squared ©2013 17RIGHTCONTENT
    • squared ©2013 17RIGHTPEOPLE+RIGHTCONTENT
    • squared ©2013 17RIGHTPEOPLE+RIGHTCONTENTRIGHTTIME+
    • squared ©2013 18RIGHT CONTENT
    • squared ©2013 18RIGHT CONTENT1. SEGMENTED CONTENT STRATEGY
    • squared ©2013 18RIGHT CONTENT1. SEGMENTED CONTENT STRATEGY2. SOCIAL LISTENING/REPORTING
    • squared ©2013 18RIGHT CONTENT1. SEGMENTED CONTENT STRATEGY2. SOCIAL LISTENING/REPORTING3. UNPUBLISHED PAGE POSTS (DARK POSTS)
    • squared ©2013 19RIGHT PEOPLE
    • squared ©2013 19RIGHT PEOPLE1. UNPUBLISHED PAGE POSTS PAID
    • squared ©2013 19RIGHT PEOPLE1. UNPUBLISHED PAGE POSTS PAID2. HYPER-TARGETING SUB-TRIBES
    • squared ©2013 19RIGHT PEOPLE1. UNPUBLISHED PAGE POSTS PAID2. HYPER-TARGETING SUB-TRIBES3. CUSTOM AUDIENCES
    • squared ©2013 19RIGHT PEOPLE1. UNPUBLISHED PAGE POSTS PAID2. HYPER-TARGETING SUB-TRIBES3. CUSTOM AUDIENCES4. DATALOGIX/POLK RETARGETING
    • squared ©2013 19RIGHT PEOPLE1. UNPUBLISHED PAGE POSTS PAID2. HYPER-TARGETING SUB-TRIBES3. CUSTOM AUDIENCES4. DATALOGIX/POLK RETARGETING5. FACEBOOK EXCHANGE
    • squared ©2013 20RIGHT TIME
    • squared ©2013 20RIGHT TIME1. ESTABLISHING “IF THIS THEN THAT” (IFTTT)
    • squared ©2013 20RIGHT TIME1. ESTABLISHING “IF THIS THEN THAT” (IFTTT)2. USING DATA TO DETERMINE SWEET TIMES
    • squared ©2013 20RIGHT TIME1. ESTABLISHING “IF THIS THEN THAT” (IFTTT)2. USING DATA TO DETERMINE SWEET TIMES3. SLOTTING MEDIA TO FOLLOW DEVICE USE
    • squared ©2013 21
    • squared ©2013 21ITERATE
    • squared ©2013 22
    • squared ©2013THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY22
    • squared ©2013THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY15MINUTES1ST SHARE 2ND SHAREENTERPAID 100K IMPRESSIONS (IMP)22
    • squared ©2013THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY15MINUTES1ST SHARE 2ND SHAREENTERPAID 100K IMPRESSIONS (IMP)1 HOUR1ST SHARE 2ND SHAREENTERPAID 2M IMP22
    • squared ©2013THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY15MINUTES1ST SHARE 2ND SHAREENTERPAID 100K IMPRESSIONS (IMP)1 HOUR1ST SHARE 2ND SHAREENTERPAID 2M IMP1ST SHARE 2ND SHAREENTERPAID 50K IMP2 DAYS22
    • squared ©2013THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY15MINUTES1ST SHARE 2ND SHAREENTERPAID 100K IMPRESSIONS (IMP)1 HOUR1ST SHARE 2ND SHAREENTERPAID 2M IMP1ST SHARE 2ND SHAREENTERPAID 50K IMP2 DAYS1ST SHARE 2ND SHAREENTERPAID 10K IMP9 DAYS22
    • squared ©2013 23
    • squared ©2013 23ENGAGEMENT ROI
    • squared ©2013 24ROI MPRESSIONS
    • squared ©2012 25
    • squared ©2012 26• Tracking since March 2009• Very strong agreement with Rasmussen (r = 0.91) and Gallup (r = 0.90)• Higher agreement with both than between Gallup and Rasmussen (r = 0.84) Facebook margin of error +/- 2% or smaller | Gallup margin of error +/- 3% | Rasmussen margin of error +/- 4%Do  you  approve  or  disapprove  of  the  job  that  Barack  Obama  is  doing  as  president?THEY ARE ALSO ACCURATE
    • squared ©2013 27ROINVESTMENTS
    • squared ©2013 28
    • squared ©2013 28
    • squared ©2013 281. ABILITY TO DEFINE EXACT ROI
    • squared ©2013 281. ABILITY TO DEFINE EXACT ROI2. RETARGETING
    • squared ©2013 281. ABILITY TO DEFINE EXACT ROI2. RETARGETING3. VALUE OF A FAN
    • squared ©2013 29APILOCAL STORE CIRCULARLOCAL DEALS AT SCALE
    • squared ©2013 302011201220132013MOONTOAST/POINTROLL
    • squared ©2013 30SPONSORED STORIESCONTENT MARKETINGLIKE TABSOCIAL IMPRESSIONS FACEBOOK EXCHANGEDATALOGIX RETARGETINGCUSTOM AUDIENCESFACEBOOK OFFERSAWARENESSCONVERSION/ROIADVOCACY/LOYALTYENGAGEMENT2011201220132013MOONTOAST/POINTROLL
    • Thanks!@christuff@22squared#socialfresh