Joel Davis: agency:2 social media advertising presentation 20/9/10

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New Forms of Measurement: ROI in Social Media Advertising

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Joel Davis: agency:2 social media advertising presentation 20/9/10

  1. 1. ROI in Social Media Advertising
  2. 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. 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. 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. 5. Social Media Investment
  6. 6. Trends in spending SAS/ Marketing Week March 2010
  7. 7. Breakdown by platform SAS / Marketing Week March2010
  8. 8. Social Media ad spend
  9. 9. Social Media ad spend
  10. 10. How Social Media advertising Drives ROI
  11. 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. 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. 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. 14. Principles • Still use best practise approach to ad propositions
  15. 15. Principles • Still use best practise approach to ad propositions • A / B testing highly recommended
  16. 16. Principles • Still use best practise approach to ad propositions • A / B testing highly recommended • Utilise the unique insights from click data.
  17. 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. 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. 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. 20. Q&A agency2.co.uk jobs@agency2.co.uk 0207 775 5608

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