1. CCPGlobal.com Facebook.com/TheCMTO 10740 Nall Ave, Suite 310, Overland Park, KS 66211 913.948.7400
How to Operationalize Social
Advertising and Measure its
Contribution to Success
Presented by Chris Pulley
VP of Digital - CCP Global, Inc.
2. Who is Chris Pulley?
Chris Pulley serves as the Vice President of Digital at CCP Global, Inc. Chris
leads his teams in helping clients and partners to attract relevant prospects and
communicate with their customers through best-in-class web analytics, SaaS
marketing technologies, smart social strategies, and common sense solutions.
• VP of Digital – CCP Global
• Facebook Ad Fanatic
• Husband
• Father
• Coach
• 35+ Year KC Royals Fan
@ChrisPulley
11. “Half the money I spend on
advertising is wasted; the trouble
is I don’t know which half.”
- John Wanamaker, father of modern advertising
and a pioneer in marketing.
@ChrisPulley
14. But how do you accomplish this?
Understand the game
Engage the players
Operationalize the pieces
Track the scores
Refine, Reiterate and
Remarket
@ChrisPulley
15. Audience, Engagement, Conversion
Audience:
During this stage the focus is on growing your audience across all
platforms. Start with your key influencers and expand to find your
most profitable segments.
Engagement:
Get to know one another and amplify your content to your fans
and people like them. They get to know your brand, see that you
care and you are able to share your message and vision.
Conversion:
Target your strongest fans here: the people who have laughed
with your videos, visited your website, and have interacted with
you. Having them fill out a quote, enter an email, or engage with
an offer is a suggestion from someone they trust.
@ChrisPulley
16. 1
2
3
4
The Viral
Cycle
Goals:
To be successful across any social campaign you need
to set specific, measureable, attainable, realistic and
timely goalsthat show your visionand path.
Amplify:
You’ve identified your biggest fan club
members and found the content they
love. Now it’s time to throw gasoline
on the fire. Promote your content to
the right people wherever they exist in
the social space.
Targeting:
Once you know your voice and content you can find
the people that matter. Once you have identified
your top segments you can deliver content just to
those audiences.
Content:
Your success stories, interesting news,
relevant information, and values
become the core of your content. This
will grow your brand and strengthen the
bond with your customers. You should
be posting at least once daily to get the
most out of social.
@ChrisPulley
17. Have you mapped out your funnel
into audience, engagement, and
conversion segments to see where the
opportunities are?
Have you identified your most
engaging and profitable segments?
Can you identify who your top fans
are as opposed to who your noisiest
fans are?
TARGETING
@ChrisPulley
18. Do you have retargeting and conversion pixels set
across all properties that you own or have a presence
on?
Are you using marketing automation to set specific
sequences of content and offer delivery based on your
customer funnel segmentation?
Are you uniting your marketing channels so that you
can reach customers and soon to be customers
wherever they are whatever the latest channels may
be?
AMPLIFICATION
@ChrisPulley
19. CPM
Cost per
thousand
impressions
CPC
Cost per click
CPL
Cost per lead
-Email Marketing
- Email Sent
- Updates
- Offers
- Checkins
- Customer Loyalty
- Counts
- Lifestage
- Email
- Fans
- Friends of fans
- Purchases
- Enrollments
- Leads
CPE
Cost per
engagement
Measuring Social ROI
Social ROI should be measured
throughout the funnel,
connecting all activities by the
customer together, and tracking
each action to the end
conversion.
By assembling these social and
digital touch points, you can
find optimizations for increasing
social throughout the "viral
cycle".
@ChrisPulley
23. Women aged 50+ who liked “American Doll”
proved to an ideal correlation for a children’s
specialty furniture manufacturer.
@ChrisPulley
Affinity Correlation:
24. The heart of amazing Facebook performance
is speaking to your fans and your custom
audiences—web and email retargeting.
“Targeting and Re-Marketing.”
25. The real ROI of your
social advertising efforts,
paid or organic, spills over
into word of mouth and
brand power that is not
directly measurable at
the user level in the
immediate timeframe.
Real ROI
@ChrisPulley
26. Social advertising is really just an extension of word of
mouth marketing—amplifying what fans say about you.
This carries more cred than whatever you can say in an ad.
@ChrisPulley
27. • Nobody is just an email marketer anymore.
• Nobody is just a search marketer anymore.
• Nobody is just a social media marketer anymore.
• We're all experience and conversion experts.
@ChrisPulley
29. • We connect the plumbing to
deliver content to our
audiences.
• We leverage our vertical-
specific expertise to drive
content and relationships.
Omnichannel Journey
@ChrisPulley
30. Learn the connections between channels or
be a single-channel dinosaur.
@ChrisPulley
31. Social media marketing, SEO, content
marketing, PR, word of mouth marketing,
and inbound marketing are really different
words for the same set of techniques—
getting amazing content
distributed in the most trustworthy
of places via whatever channels.
@ChrisPulley
32.
33. Want to learn more? Grab our guides:
http://ccpglobal.com/dmss
@ChrisPulley
If we already have access to their insights pull in real data to update this slide.
Make sure you add pictures that are relevant to each stage in the funnel.
You will want to remove any labels that aren’t relevant to the Disney Parks. The ones we have listed here are just examples of what could be used.
