Using social analytics effectively to prove social roi

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Using social analytics effectively to prove social roi

  1. 1. MOONTOAST, INC. Webinar Using Social Analytics Effectively to Prove Social ROI August 14, 2013 Presenter Shaun White, Director Product shaun@moontoast.com @swhite517
  2. 2. Who is Moontoast? ……Innovative Social Rich Media Ad Platform  2013 Facebook PMD Innovation Award Winner for Social Rich Media  Strategic partner exclusively focused on Social Interactive Advertising and recognized by AdWeek, TechCrunch, Mashable, AllFacebook, an d others  Dedicated Managed Services for the creation, execution, and analysis of every unit  Responsive Ad Technology to provide the best user experience  Ecosystem of Partners for email, data, targeting, technology, commerce, & ad buying  Social Rich Media Expertise with big brands  Demonstrated record of first-to-market innovations in social
  3. 3. What Moontoast Believes – Social Rich Media Ads Drive ROI We believe that social ads need to be branded, interactive experiences that deliver rich engagement for the top brands and agencies to drive social ROI. “
  4. 4. Social Rich Media Aligns With Macro Economics Explosive growth Social, Mobile, Video Value cost is advantageous in digital advertising versus TV at scale Interactive advertising supports the entire path-to-purchase to maximize ROI Innovation with interactive advertising is creating unique opportunities in social to leverage the news feed (e.g. location- based services, OpenGraph stories)
  5. 5. Social Rich Media Ads Target Audiences Along Consumer Journey Awareness Lead Generation Preference Shopping Experience Endorsement Interactive and transactional rich media experiences which engage social consumers throughout the entire path-to-purchase journey within the social context.
  6. 6. Moontoast’s Social Rich Media Platform Activation Hub Ad builder to create, manage and analyze your ads and campaigns. Interactive Rich Media Ads Moontoast’s interactive ads can be distributed at scale on major social channels like Facebook and Twitter, across multiple device types responsively. Social Analytics Measure and optimize campaign and ad performance versus benchmarks.
  7. 7. MOONTOAST, INC. Social Analytics
  8. 8. Social analytics addresses key market problem “I run social campaigns but I can’t measure ROI effectively.” “I am/want advertising in social media platforms but need data to help determine what I should be doing where and when?!” “I have a budget for social advertising but need help optimizing my spend.” 1 2 3 Social Advertisers are concerned with the preparation and placement of ads. This includes research, media selection and purchase
  9. 9. • Similar to any Marketing strategy you must: – Have executive buy-in to utilize social analytics. – Identify the business questions you want answered through social. – Focus your social analytics strategy on answering these business questions. – Develop goals, KPIs and success criteria for your campaigns. Before you begin
  10. 10. • Understand what your consumers are doing with your brand: – Learning more information about your brand. – Endorsing your product to their friends and family. – Providing feedback on your product through likes and comments. – Transacting either through purchase or providing more information about themselves in exchange for an offer. How do you define your KPIs
  11. 11. • Then formulate your strategy. – What tools are you going to use to track? – What are you going to track? – How long will you track? How do you define your KPIs
  12. 12. • Here at Moontoast we have seen the following KPIs work, we refer to them as DITE: – Discovery – Interaction – Transaction – Endorsement Moontoast KPIs
  13. 13. DITE Explained DISCOVERY INTERACTION TRANSACTION ENDORSEMENT User clicks on the post from the newsfeed. If the user decides to participate in the contest, they fill-out the form. Once the form is complete, the user would press the “ENTER NOW” button to submit. After the submission, the user is asked to shared this app with friends and family.
  14. 14. DITE Explained DISCOVERY INTERACTION TRANSACTION ENDORSEMENT Which takes them to a branded experience, with a video and form to receive updates. If the user decides to participate in the contest, they fill-out the form. Once the form is complete, the user would press the “ENTER NOW” button to submit. After the submission, the user is asked to shared this app with friends and family.
  15. 15. DITE Explained DISCOVERY INTERACTION TRANSACTION ENDORSEMENT User clicks on the post from a newsfeed. If the user decides to participate in the contest, they fill-out the form. Once the form is complete, the user would press the “ENTER NOW” button to submit. After the submission, the user is asked to shared this app with friends and family.
  16. 16. DITE Explained DISCOVERY INTERACTION TRANSACTION ENDORSEMENT User clicks on the post from a newsfeed. If the user decides to participate in the contest, they fill-out the form. Once the form is complete, the user would press the “ENTER NOW” button to submit. After the submission, the user is asked to shared this app with friends and family.
  17. 17. DITE Explained DISCOVERY INTERACTION TRANSACTION ENDORSEMENT User clicks on the post from a newsfeed. If the user decides to participate in the contest, they fill-out the form. Once the form is complete, the user would press the “ENTER NOW” button to submit. After the submission, the user is asked to shared this app with friends and family.
  18. 18. DITE Explained DISCOVERY INTERACTION TRANSACTION ENDORSEMENT User clicks on the post from a newsfeed. If the user decides to participate in the contest, they fill-out the form. Once the form is complete, the user would press the “ENTER NOW” button to submit. After the submission, the user is asked to shared this app with friends and family.
  19. 19. DITE Explained DISCOVERY INTERACTION TRANSACTION ENDORSEMENT User clicks on the post from a newsfeed. If the user decides to participate in the contest, they fill-out the form. Once the form is complete, the user would press the “ENTER NOW” button to submit. After the submission, the user is asked to share this app with friends and family.
  20. 20. DITE Explained DISCOVERY INTERACTION TRANSACTION ENDORSEMENT User clicks on the post from a newsfeed. If the user decides to participate in the contest, they fill-out the form. Once the form is complete, the user would press the “ENTER NOW” button to submit. After the submission, the user is asked to share this app with friends and family.
  21. 21. • Facebook Page Insights provide metrics such as the following to inform how your page post is performing: – Impressions: Number of times a post from your page is displayed – Reach: Number of impressions of a page post this – Virality: Number of people who have created a story from your post as percentage of the number of people who have seen it – People Talking About This: (PTAT) Number of people taking action against your post Facebook Analytics
  22. 22. • Twitter ads dashboard provide metrics to inform how your ad campaign is performing, such as: – Mentions: How many times your handle was mentioned – Follows: Number of follows and unfollows over a period of time – Recent Activity: Your recent tweets; allows the user to drill down to see the tweets with the most engagement – Clicks: Number of clicks of any links you share – Followers: Your growth in followers over time, the gender and location of your followers, the topics they are interested Twitter Analytics
  23. 23. Moontoast Unique value proposition Key attributes of the product:  Measuring Performance – real-time campaign data  Benchmarking – against the industry and across a single advertiser  Market Testing Platform – cumulative intelligence agent for social advertising  Prioritizing for impact – help planning and placement process  Ecosystem – providing best-in-class platform integration from/to external social advertising and data partners Moontoast’s Analytics Platform helps digital advertisers understand, measure and optimize their social advertising ROI.
  24. 24. Q&A August 14, 2013 Presenter Shaun White, Director Product shaun@moontoast.com @swhite517

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