Sprout Building Brands On Social Networks Feb 4th 2010

Building brands on social networks
A Half-Day Summit by Sprout
http://sproutinc.com

improving the way brands connect with consumers online by delivering personally relevant content that drives engagement
Display Ads
Fan Pages
Engagement Apps

Who we work with

How Sprout fits in

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.

What’s happening Right now?
A shift from: growth to engagement

We read the writing on the wall
Senior marketers prioritize apps, but may be missing the value of integration.

Getting the most value from apps
Integrated Approach = Greater ROI
Fan Pages
?
Display Ads
Engagement Apps

The integrated engagement engine

Fan Pages

IDENTIFY: Fan pages
Relationship Management
Community moderation
Delivering value
}
Coupons / deals
Twitter feed
Contests
Video feeds
Plus, promote
your engagement
applications!

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.

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

From Fan Pages to Engagement App

The Engagement application

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

Metrics & reporting
Google Analytics
Fan Pages
In Steam Messages
Applications
Display Ads
DART
Display Ads

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

Disney Website
xxx,xxx Clicks
Grab an Alien
xxx,xxx Clicks
Get Tickets
xxx,xxxClicks
Visualize your data

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

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

Thanks!
Roland Smart
Marketing Samurai - Sprout
roland@sproutinc.com
Created with the Afro Samurai Engagement App

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Sprout Building Brands On Social Networks Feb 4th 2010

by Joey Mucha on Feb 04, 2010

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Sprout Building Brands On Social Networks Feb 4th 2010 Webinar Transcript