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Social Silobuster: Digital Marketers

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People are social, marketers are social > 800 million Source: http://www.facebook.com, http://www.twitter.com > 100 million
Social is active
Time spent turns into opportunity Source: http://blog.nielsen.com/nielsenwire/social/ Billions of minutes (May 2011) Activities / Minute X
Activity will become the new currency
They are wealthy, educated, families
They are hard-to-reach
They are a distribution channel (and mobile)
Brands have a new way to connect Be social Fan page + Blog + Twitter Be around activity on platform Facebook ads + Twitter + Media Be in the activity ?
Positives and negatives of your existing tools FAN PAGE: + – • Post in the newsfeed • Collects remarketing list • Customer feedback loop • Need to drive fans (real fans) ADS: + – • Highly targeted (age, sex, location, interests) • Ads don ’t perform • CTR = 0.05? • Not engaging
You probably have the page and twitter
A new page is coming to support activity TIMELINE: Photos Stories Apps ACTIVITY Source: http://mashable.com/
Some other examples Source: http://mashable.com/
Promotion is a huge component CRM Ads +
Ad opportunities are changing based on focus Attention!
Unlock this audience through normalized activities TARGET ACTIVITIES Audience
New, rich ad formats delivered on actions Option to brand activities for deeper engagement Performing activities launches Activity Ads Ads are styled & positioned on the page to enhance user experience
These new ad formats perform better Source: appssavvy Social Activity Index, March 2011 appssavvy Social Activity Index: Equivalent Display Impressions (EDI) Paid Search Social Activity Rich Media Display Medium Industry Benchmark appssavvy Activity Ads 5.5% Engagement Rate Display 0.1% Click Through Rate Rich Media 2.9% Interaction Rate
Ads are similar to microsites (clear calls-to-action)
Activity ads yield earned media through connections
AMEX using activity
AMEX using activity
AMEX using activity
A Case Study: Activity for FInancial Services Clickthrough Rate 63x benchmarks Conversion Rate 4x benchmarks Source: adtivity platform Q3 2011, MediaMind via eMarketer Total Access
Ultimately, activity is the future of social Active presence Active ad delivery Active users + +
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Social Silobuster: Digital Marketers

  • 1.  
  • 2. People are social, marketers are social > 800 million Source: http://www.facebook.com, http://www.twitter.com > 100 million
  • 3. Social is active
  • 4. Time spent turns into opportunity Source: http://blog.nielsen.com/nielsenwire/social/ Billions of minutes (May 2011) Activities / Minute X
  • 5. Activity will become the new currency
  • 6. They are wealthy, educated, families
  • 8. They are a distribution channel (and mobile)
  • 9. Brands have a new way to connect Be social Fan page + Blog + Twitter Be around activity on platform Facebook ads + Twitter + Media Be in the activity ?
  • 10. Positives and negatives of your existing tools FAN PAGE: + – • Post in the newsfeed • Collects remarketing list • Customer feedback loop • Need to drive fans (real fans) ADS: + – • Highly targeted (age, sex, location, interests) • Ads don ’t perform • CTR = 0.05? • Not engaging
  • 11. You probably have the page and twitter
  • 12. A new page is coming to support activity TIMELINE: Photos Stories Apps ACTIVITY Source: http://mashable.com/
  • 13. Some other examples Source: http://mashable.com/
  • 14. Promotion is a huge component CRM Ads +
  • 15. Ad opportunities are changing based on focus Attention!
  • 16. Unlock this audience through normalized activities TARGET ACTIVITIES Audience
  • 17. New, rich ad formats delivered on actions Option to brand activities for deeper engagement Performing activities launches Activity Ads Ads are styled & positioned on the page to enhance user experience
  • 18. These new ad formats perform better Source: appssavvy Social Activity Index, March 2011 appssavvy Social Activity Index: Equivalent Display Impressions (EDI) Paid Search Social Activity Rich Media Display Medium Industry Benchmark appssavvy Activity Ads 5.5% Engagement Rate Display 0.1% Click Through Rate Rich Media 2.9% Interaction Rate
  • 19. Ads are similar to microsites (clear calls-to-action)
  • 20. Activity ads yield earned media through connections
  • 24. A Case Study: Activity for FInancial Services Clickthrough Rate 63x benchmarks Conversion Rate 4x benchmarks Source: adtivity platform Q3 2011, MediaMind via eMarketer Total Access
  • 25. Ultimately, activity is the future of social Active presence Active ad delivery Active users + +
  • 26.