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 & SCIENCEVOICECONTENTEARNEDENGAGEMENTIDEASINFLUENCEVIRALITYDISTRIBUTIONPAIDAMPLIFICATIONSCALEPURCHASES...
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 UNPUBLISHED PAGE POSTS (DARK POS...
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 UNPUBLISHED PAGE POSTS PAID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 UNPUBLISHED PAGE POSTS PAID2.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 UNPUBLISHED PAGE POSTS PAID2.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 UNPUBLISHED PAGE POSTS PAID2.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/POL...
squared ©2013 19RIGHT PEOPLE1. UNPUBLISHED PAGE POSTS PAID2. HYPER-TARGETING SUB-TRIBES3. CUSTOM AUDIENCES4. DATALOGIX/POL...
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 MED...
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 H...
squared ©2013THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY15MINUTES1ST SHARE 2ND SHAREENTERPAID 100K IMPRESSIONS (IMP)1 H...
squared ©2013THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY15MINUTES1ST SHARE 2ND SHAREENTERPAID 100K IMPRESSIONS (IMP)1 H...
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...
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 ...
Thanks!@christuff@22squared#socialfresh
Upcoming SlideShare
Loading in...5
×

Social Fresh EAST 2013: Chris Tuff

3,178

Published on

Published in: News & Politics, Technology
0 Comments
7 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
3,178
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
21
Comments
0
Likes
7
Embeds 0
No embeds

No notes for slide

Social Fresh EAST 2013: Chris Tuff

  1. 1. Breaking through the clutter:Using content, analytics andpaid to achieve ROIsquared@christuff@22squared#socialfresh
  2. 2. squared ©2013 2TECHNOLOGY ADOPTION CURVES
  3. 3. squared ©2013 3PRE-ROLL VIDEO TVFOLLOWING
  4. 4. squared ©2013 4MOBILE BANNERS ONLINE BANNERSFOLLOWING
  5. 5. squared ©2013 5FACEBOOK EMAIL MARKETINGFOLLOWING
  6. 6. squared ©2013 6
  7. 7. squared ©2013 7CONTENT MARKETING IS THE SH*#!
  8. 8. squared ©2013 8BRAND CONSUMER“CONTENT BRANDS CARE ABOUT”CONTENT “MONEYBAGS”THE REALITY:“CONTENT PEOPLE CARE ABOUT”
  9. 9. squared ©2013A QUICK STORY...9
  10. 10. squared ©2013A QUICK STORY...9
  11. 11. squared ©2013A QUICK STORY...9
  12. 12. squared ©2013 10
  13. 13. squared ©2013 10
  14. 14. squared ©2013 11#REALLIFE
  15. 15. squared ©2013 12#REALLIFE
  16. 16. squared ©2013 13STRIKING A CHORDKAREN PAUL GRAMPS
  17. 17. squared ©2013 14
  18. 18. squared ©2013 15
  19. 19. squared ©2013 15
  20. 20. squared ©2013 16ART & SCIENCEVOICECONTENTEARNEDENGAGEMENTIDEASINFLUENCEVIRALITYDISTRIBUTIONPAIDAMPLIFICATIONSCALEPURCHASESOCIAL SUCCESS IS A MIX OF:
  21. 21. squared ©2013 17RIGHTCONTENT
  22. 22. squared ©2013 17RIGHTPEOPLE+RIGHTCONTENT
  23. 23. squared ©2013 17RIGHTPEOPLE+RIGHTCONTENTRIGHTTIME+
  24. 24. squared ©2013 18RIGHT CONTENT
  25. 25. squared ©2013 18RIGHT CONTENT1. SEGMENTED CONTENT STRATEGY
  26. 26. squared ©2013 18RIGHT CONTENT1. SEGMENTED CONTENT STRATEGY2. SOCIAL LISTENING/REPORTING
  27. 27. squared ©2013 18RIGHT CONTENT1. SEGMENTED CONTENT STRATEGY2. SOCIAL LISTENING/REPORTING3. UNPUBLISHED PAGE POSTS (DARK POSTS)
  28. 28. squared ©2013 19RIGHT PEOPLE
  29. 29. squared ©2013 19RIGHT PEOPLE1. UNPUBLISHED PAGE POSTS PAID
  30. 30. squared ©2013 19RIGHT PEOPLE1. UNPUBLISHED PAGE POSTS PAID2. HYPER-TARGETING SUB-TRIBES
  31. 31. squared ©2013 19RIGHT PEOPLE1. UNPUBLISHED PAGE POSTS PAID2. HYPER-TARGETING SUB-TRIBES3. CUSTOM AUDIENCES
  32. 32. squared ©2013 19RIGHT PEOPLE1. UNPUBLISHED PAGE POSTS PAID2. HYPER-TARGETING SUB-TRIBES3. CUSTOM AUDIENCES4. DATALOGIX/POLK RETARGETING
  33. 33. squared ©2013 19RIGHT PEOPLE1. UNPUBLISHED PAGE POSTS PAID2. HYPER-TARGETING SUB-TRIBES3. CUSTOM AUDIENCES4. DATALOGIX/POLK RETARGETING5. FACEBOOK EXCHANGE
  34. 34. squared ©2013 20RIGHT TIME
  35. 35. squared ©2013 20RIGHT TIME1. ESTABLISHING “IF THIS THEN THAT” (IFTTT)
  36. 36. squared ©2013 20RIGHT TIME1. ESTABLISHING “IF THIS THEN THAT” (IFTTT)2. USING DATA TO DETERMINE SWEET TIMES
  37. 37. squared ©2013 20RIGHT TIME1. ESTABLISHING “IF THIS THEN THAT” (IFTTT)2. USING DATA TO DETERMINE SWEET TIMES3. SLOTTING MEDIA TO FOLLOW DEVICE USE
  38. 38. squared ©2013 21
  39. 39. squared ©2013 21ITERATE
  40. 40. squared ©2013 22
  41. 41. squared ©2013THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY22
  42. 42. squared ©2013THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY15MINUTES1ST SHARE 2ND SHAREENTERPAID 100K IMPRESSIONS (IMP)22
  43. 43. squared ©2013THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY15MINUTES1ST SHARE 2ND SHAREENTERPAID 100K IMPRESSIONS (IMP)1 HOUR1ST SHARE 2ND SHAREENTERPAID 2M IMP22
  44. 44. 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
  45. 45. 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
  46. 46. squared ©2013 23
  47. 47. squared ©2013 23ENGAGEMENT ROI
  48. 48. squared ©2013 24ROI MPRESSIONS
  49. 49. squared ©2012 25
  50. 50. 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
  51. 51. squared ©2013 27ROINVESTMENTS
  52. 52. squared ©2013 28
  53. 53. squared ©2013 28
  54. 54. squared ©2013 281. ABILITY TO DEFINE EXACT ROI
  55. 55. squared ©2013 281. ABILITY TO DEFINE EXACT ROI2. RETARGETING
  56. 56. squared ©2013 281. ABILITY TO DEFINE EXACT ROI2. RETARGETING3. VALUE OF A FAN
  57. 57. squared ©2013 29APILOCAL STORE CIRCULARLOCAL DEALS AT SCALE
  58. 58. squared ©2013 302011201220132013MOONTOAST/POINTROLL
  59. 59. squared ©2013 30SPONSORED STORIESCONTENT MARKETINGLIKE TABSOCIAL IMPRESSIONS FACEBOOK EXCHANGEDATALOGIX RETARGETINGCUSTOM AUDIENCESFACEBOOK OFFERSAWARENESSCONVERSION/ROIADVOCACY/LOYALTYENGAGEMENT2011201220132013MOONTOAST/POINTROLL
  60. 60. Thanks!@christuff@22squared#socialfresh
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×