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Eric Ludwig

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Eric Ludwig

  1. 1. Supercharging your Brand on FacebookEric Ludwig@thesemninja Confidential and Restricted. Rosetta Stone Ltd. 2012
  2. 2. How We See Ourselves2 Confidential and Restricted. Rosetta Stone Ltd. 2012
  3. 3. How Your CEO or Client Sees You3 Confidential and Restricted. Rosetta Stone Ltd. 2012
  4. 4. Maybe We are a Little Crazy (Cyber Monday 2012)4 Confidential and Restricted. Rosetta Stone Ltd. 2012
  5. 5. Social as Foundation of Integrated Marketing VisionDefine the outcomes, then focus resources on driving these behaviors. Desired Outcomes Channel/Primary Purpose1. Brand Awareness/Max Search/PPC Brand (6) Share of Voice Search/PPC Non-Brand (2)2. Email Lead3. Product Demo Email (6, 7, 4)4. Content Dissemination5. Increase Net Promotion Social (1, 2, 3, 4, 5, 6, 7)6. Sale Display (1, 2, 3)7. Loyalty (Renewal, Reorder) Affiliate (6)8. Permission to expand Partner (6, 1, 2) into new product lines Offline--TV, Print, Kiosk, Retail (1, 2, 3) Energize community to pull all others closer to high value outcomes. Confidential and Restricted. Rosetta Stone Ltd. 2012
  6. 6. “Measure what is measurable, and makemeasurable what is not so.” -Galileo1)Act without perfect information2)Trust the experts. Know which programsto use and which to avoid3)Don’t let the internal fights over Socialownership derail your program The 1919 photo negative from Eddington of a solar eclipse, confirming Einstein’s theory. Confidential and Restricted. Rosetta Stone Ltd. 2012
  7. 7. Unlocking ROI—The Early Days LOOK FOR THE WOBBLES1)More ViewThrough conversions. (3X to 5X ontop of direct ROI)2)Higher Search clicks and conversion rate(especially in Brand campaigns). (.3 to 1.0 ROI)3)Direct ROM better than all your other Displaymedia. (Direct ROI .25 to 1.0)4)Increased lead collection and downstreamconversions through CRM (.30 to 1.0 ROI)5)Offline sales increases. Nurture this in your HOW KEPLER DETECTS PLANETSads, posts and apps. (.1 to .5 ROI) (affect on stars they orbit) Confidential and Restricted. Rosetta Stone Ltd. 2012
  8. 8. Success Can Be Intoxicating8 Confidential and Restricted. Rosetta Stone Ltd. 2012
  9. 9. Build a Team of In-house Experts…and support the team with world-class support• Quality is the organizing principle, starting with our people• Find intuitives, empaths• Imagination is the key to building Mass• The curation of content and writing skills must be strong• Testing and analysis expertise a must• Find experienced people (or teach them necessary skills) that match your business needs: Direct Response, Brand Building, etc. Confidential and Restricted. Rosetta Stone Ltd. 2012
  10. 10. The Standard Conversion Funnel is Boring You hold a living, breathing Vortex in your hands. Confidential and Restricted. Rosetta Stone Ltd. 2012
  11. 11. Your Facebook Efforts Map to the Conversion FunnelMass: Develop Awareness andInterestEngagement: Unlock Desire(Quality and Timing is Everything!)Money Flow: Use FB Offers,FB Custom Audiences & FB Exchange Confidential and Restricted. Rosetta Stone Ltd. 2012
  12. 12. Your Facebook Fan Base is Not One AudienceEvery Fan cluster is on theirown time. This affects:-Engagement (avg “Active” status)-Your ability to influence theirparticipation in your Share Graph-Your rising and falling EdgeRank (andits impact on SEO)-Your ability to create Money Flow fromyour Fans Confidential and Restricted. Rosetta Stone Ltd. 2012
  13. 13. Edge is Everything13 Confidential and Restricted. Rosetta Stone Ltd. 2012
  14. 14. So Every Action Must be Deliberate…and have proper $$Value assigned to it Fan Ads Feed (Sponsored Impressions Stories) Sponsored Posts Fan Ads (Targeted) Likes Shares Engagement Apps Drive to Site Response to Content Comments New Objects Page Posts & (FB “Want”) Update Demo Free Trial Promo Apps Offer Drive to Sale Drive to Sale (.com assets) (FB Offers, Exchange) Confidential and Restricted. Rosetta Stone Ltd. 2012
  15. 15. Evaluate Direct and Indirect Attribution Run full Media Mix modeling and find correlation from Facebook everywhere: -In-store sales -Call center sales -Web sales -Traffic -Lead collection -Brand Awareness & NPS Invest in time teaching your analysis team the new math. Confidential and Restricted. Rosetta Stone Ltd. 2012
  16. 16. Unleash the EnergyFacebook’s new AdTech can transform Direct Attribution overnight.ROAS for us is now comparable to Brand Search! Confidential and Restricted. Rosetta Stone Ltd. 2012
  17. 17. No More Wobbles17 Confidential and Restricted. Rosetta Stone Ltd. 2012
  18. 18. The War is On and the Battlefield is Set-Whatever your investment level istoday it’s probably too small-Remain agile and react to Socialchanges (SEOers should be used tothis)-Prepare for Facebook Search and aproduct that competes with AdSense-Integrate Facebook and your Socialprogram into everything you do Confidential and Restricted. Rosetta Stone Ltd. 2012
  19. 19. Thank You and Good Luck! @thesemninja Confidential and Restricted. Rosetta Stone Ltd. 2012

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