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Breaking through the clutter: Using content, analytics and paid to achieve ROIsquared

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The competition for consumer attention between brands is at an all-time high, and social media platforms get more complicated everyday, making it a daunting task for brands and small businesses to understand what it takes to drive awareness, engagement and sales. To achieve true ROI via platforms like Facebook, Twitter, Instagram and Pinterest, you need art and science. 22squared's Chris Tuff will simplify the newest platform technologies and offerings, discuss the nuances of the new marketing analytics, and provide 10 strategies for brands to create compelling content that spans multiple platforms and leverages paid to reach the right audiences, move product and drive true ROI.

- Chris Tuff, SVP, Director of Earned & Emerging Media, 22squared
- @christuff
- @22squared
- #socialfresh
- http://socialfreshconference.com

Published in: Technology, Business
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Breaking through the clutter: Using content, analytics and paid to achieve ROIsquared

  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 7
  8. 8. squared ©2013 8
  9. 9. squared ©2013 9CONTENT MARKETING IS THE SH*#!
  10. 10. squared ©2013 10BRAND CONSUMER“CONTENT BRANDS CARE ABOUT”CONTENT “MONEYBAGS”THE REALITY:“CONTENT PEOPLE CARE ABOUT”
  11. 11. squared ©2013A QUICK STORY...11
  12. 12. squared ©2013 12
  13. 13. squared ©2013 13#REALLIFE
  14. 14. squared ©2013 14#REALLIFE
  15. 15. squared ©2013 15STRIKING A CHORDKAREN PAUL GRAMPS
  16. 16. squared ©2013 16
  17. 17. squared ©2013 17ART & SCIENCEVOICECONTENTEARNEDENGAGEMENTIDEASINFLUENCEVIRALITYDISTRIBUTIONPAIDAMPLIFICATIONSCALEPURCHASESOCIAL SUCCESS IS A MIX OF:
  18. 18. squared ©2013 18RIGHTPEOPLE+RIGHTCONTENTRIGHTTIME+
  19. 19. squared ©2013 19RIGHT CONTENT1. SEGMENTED CONTENT STRATEGY2. SOCIAL LISTENING/REPORTING3. UNPUBLISHED PAGE POSTS (DARK POSTS)
  20. 20. squared ©2013 20RIGHT PEOPLE1. UNPUBLISHED PAGE POSTS PAID2. HYPER-TARGETING SUB-TRIBES3. CUSTOM AUDIENCES4. DATALOGIX/POLK RETARGETING5. FACEBOOK EXCHANGE
  21. 21. squared ©2013 21RIGHT TIME1. ESTABLISHING “IF THIS THEN THAT” (IFTTT)2. USING DATA TO DETERMINE SWEET TIMES3. SLOTTING MEDIA TO FOLLOW DEVICE USE
  22. 22. squared ©2013 22ITERATE
  23. 23. squared ©2013THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY15MINUTES1ST SHARE 2ND SHAREENTERPAID100K IMPRESSIONS (IMP)1 HOUR1ST SHARE 2ND SHAREENTERPAID2M IMP1ST SHARE 2ND SHAREENTERPAID50K IMP2 DAYS1ST SHARE 2ND SHAREENTERPAID10K IMP9 DAYS23
  24. 24. squared ©2013 24ENGAGEMENT ROI
  25. 25. squared ©2013 25ROIMPRESSIONS
  26. 26. squared ©2012 26
  27. 27. squared ©2012 27• 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
  28. 28. squared ©2013 28ROINVESTMENTS
  29. 29. squared ©2013 291. ABILITY TO DEFINE EXACT ROI2. RETARGETING3. VALUE OF A FAN
  30. 30. squared ©2013 30APILOCAL STORE CIRCULARLOCAL DEALS AT SCALE
  31. 31. squared ©2013 31SPONSORED STORIESCONTENT MARKETINGLIKE TABSOCIAL IMPRESSIONS FACEBOOK EXCHANGEDATALOGIX RETARGETINGCUSTOM AUDIENCESFACEBOOK OFFERSAWARENESSCONVERSION/ROIADVOCACY/LOYALTYENGAGEMENT2011201220132013MOONTOAST/POINTROLL
  32. 32. Thanks!@christuff@22squared#socialfresh

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