New Forms of Measurement: ROI in Social Media Advertising

1. ROI in Social Media Advertising

2. A short introduction to our
social media agency
• UK’s first Social Media Agency
• Ability to carry out comprehensive social media monitoring and sentiment
analysis, using our own unique optimisation tracking tools
• Experience of working with a diverse mix of global clients, to leverage the
marketing power of social media networking in multiple languages
• Mediate between brands and consumers by creating engaging and results
driven social media programmes across a range of sectors
• A founding member of the DMA Social Media Council

3. Why we like SMA
Tops 3 benefits of Social media Advertising
1. Drives ROI
Still a highly cost effective channel that is proving time and again it offers great value
2. Great companion for social media campaigns
Plays a valuable supporting role for conversational brand ambassador campaigns.
3. Uniquely targeted
Ability to find and target specific audiences

4. Types of Social Media
Advertising
Media type Channel examples Cost Benefits
Paid social media Facebook ad Media spend and • Scalability
advertising network, time • Timeliness
sponsored • Complimentary
conversation, messaging
promoted tweets
Earned social Brand Time • Trustworthy
media ambassadors in • Viral potential
forums, Q&As • Incredible
conversion rates
Brand owned Facebook group, Time • Full control of
media web site, mobile messaging
app • Longer term
approach to
buying process

5. Social Media Investment

6. Trends in spending
SAS/ Marketing Week March 2010

7. Breakdown by platform
SAS / Marketing Week March2010

8. Social Media ad spend

9. Social Media ad spend

10. How Social Media advertising
Drives ROI

11. Decision Making Process
Royal Caribbean
Objective
Raise awareness and
drive interest in the
Royal Caribbean and
their Celebrity Cruises.
Approach
Target women in their
40s and 50s who
illustrate an interest in
European culture and
premium European
travelling.

12. Lead Generation
Hertfordshire
Constabulary
Objective
Improve the number of
applications for the
Police’s Special
Constables.
Approach
Drive applications by
targeting prospective
candidates within social
media spaces

13. Decision making process
TweetForce
Objective
Support customer
service propositions
Approach
Engage with Twitter
audience about
product support and
post product
purchasing and
recycling issues.

14. Principles
• Still use best practise approach to ad propositions

15. Principles
• Still use best practise approach to ad propositions
• A / B testing highly recommended

16. Principles
• Still use best practise approach to ad propositions
• A / B testing highly recommended
• Utilise the unique insights from click data.

17. Principles
• Still use best practise approach to ad propositions
• A / B testing highly recommended
• Utilise the unique insights from click data
• Connect with analytics to calculate ROI

18. Principles
• Still use best practise approach to ad propositions
• A / B testing highly recommended
• Utilise the unique insights from click data.
• Connect with analytics to calculate ROI
• Daily monitoring at beginning of a campaign for
lowest CPC

19. Principles
• Still use best practise approach to ad propositions
• A / B testing highly recommended
• Utilise the unique insights from click data.
• Connect with analytics to calculate ROI
• Daily monitoring at beginning of a campaign for
lowest CPC
• Find balance of overly targeted and broad profiling at
especially at beginning of campaign

20. Q&A
agency2.co.uk jobs@agency2.co.uk
0207 775 5608