Building Brands on Social Networks


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  • WelcomeSocial Media WeekSponsors Thank You
  • Help brand engage at various points in the engagement cycleAds, Fan Pages, Publishing, AppsWe work with BRANDS and AGENCIESI’ll talk about Fan Pages, Publishing & AppsCarnet will talk about ads
  • Sharing what we’ve learned with these companies.We’re a Facebook preferred developerPartners whose platforms are essential to the growth of social media
  • Technology perspectiveClose relationship with social platformsconsolidation in the eco-system
  • Maturity of the early adopters leads to greater expectationsGood news: this is possible with increased portability of social graph data through APIs Facebook Connect
  • The most effective tool, but also under utilized.Related Research“The most common marketing tactic used on Facebook was attempting to drive traffic to corporate materials through status updates, followed by friending customers. But the most effective tactic for consumer-oriented companies was creating a Facebook application, which was done by less than one-quarter of total respondents
  • To understand how to integrate your efforts you have to understand the relationship between ads (on and off social networks), fan pages, engagement apps and micro-sites.
  • It is possible to optimize display ads based on performance metrics and eventually to find ways to incorporate social graph data.
  • Best PracticesMake fan pages the default tabIncorporate social hooksDeliver on a clear value proposition
  • Best PracticesInclude links to appsFocus on interactive contentHighlight user generated contentRegularize schedule to set expectationsAnd, don’t over-saturate the stream!
  • Best PracticesAnticipate broad use Cross promote/messagePlace redirects to apps within page tabs
  • Clear valueBuild fan base
  • Not every campaign will go viral, but every campaign should be viral readyThe activity stream offers72% of content that is published to friends’ steam gets interacted with!
  • Building Brands on Social Networks

    1. 1. Building brands on social networks<br />A Half-Day Summit by Sprout<br /><br />
    2. 2. improving the way brands connect with consumers online by delivering personally relevant content that drives engagement<br />Display Ads<br />Fan Pages<br />Engagement Apps<br />
    3. 3. Who we work with<br />
    4. 4. How Sprout fits in<br />
    5. 5. Why are we here today<br />Social networks are evolving rapidly, so we’re here to:<br />1. Make sense of the complex landscape of social media.<br />2. Share best practices, case studies and market trends.<br />3. Inspire you to imagine what’s possible for your brand.<br />4. Get a dialogue started about how to better leverage social networks.<br />
    6. 6. What’s happening Right now?<br />A shift from: growth to engagement<br />
    7. 7. We read the writing on the wall<br />Senior marketers prioritize apps, but may be missing the value of integration.<br />
    8. 8. Getting the most value from apps<br />Integrated Approach = Greater ROI<br />Fan Pages<br />?<br />Display Ads<br />Engagement Apps<br />
    9. 9. The integrated engagement engine<br />
    10. 10. Fan Pages<br />
    11. 11. IDENTIFY: Fan pages<br />Relationship Management<br />Community moderation<br />Delivering value<br />}<br />Coupons / deals<br />Twitter feed<br />Contests<br />Video feeds<br />Plus, promote<br />your engagement <br />applications!<br />
    12. 12. The importance of in stream messaging<br />Fan pages and publishing work together<br />Key Takeaway<br />Greater fan page interaction leads to greater in-stream presence<br />Cost Savings<br />In stream messages can be as, if not more, effective than many online display ads. <br />
    13. 13. How many fan pages do I need?<br />Consider your fan page strategy because you may have to live with it<br />387,152 fans<br />3,168,610 fans<br />34,480 fans<br />21,432 fans<br />
    14. 14. From Fan Pages to Engagement App<br />
    15. 15. The Engagement application<br />
    16. 16. The Engagement application<br />DO’s<br />Start with the value<br />Define goals<br />Include content strategy up front<br />Include UX up front<br />Viral Ready<br />Aim for the activity stream<br />DON’Ts<br />Contests with network actions<br />Moderation... in moderation<br />Make it too complex<br />Avoid in arduous pre-rolls<br />Avoid barriers to entry<br />
    17. 17. Metrics & reporting<br />Google Analytics<br />Fan Pages<br />In Steam Messages<br />Applications<br />Display Ads<br />DART<br />Display Ads<br />
    18. 18. Unique Visitors: The number of visitors your campaign receives. <br />Visits: The number of visits your campaign receives. <br />Page Views: Page Views is the total number of page impressions rendered.<br />Time in Campaign: Total time, video plays, on particular pages, etc.<br />Actions: The number of times users completed an action (click, watch, etc)<br />Posts To Wall: The number of users who posted and shared to a wall.<br />Shares from Stream: Number of times a message is shared from a fan’s stream<br />Total # of referrals: The number of links out of the experience to a landing page.<br />Some of what you’ll want to track<br />
    19. 19. Disney Website<br />xxx,xxx Clicks<br />Grab an Alien<br />xxx,xxx Clicks<br />Get Tickets<br />xxx,xxxClicks<br />Visualize you data<br />
    20. 20. Entries<br />Grab Again (xx,xxxEvents)<br />xx%<br />Get Started<br />Pick Alien<br />xxx,x<br />xx<br />Publish<br />xx %<br />xxx,x<br />xx<br />Complete<br />Grab an Alien<br />xx%<br />xxx,x<br />xx<br />Gift (self & friend)<br />xx%<br />xxx,x<br />xx<br />Post to Wall<br />xx%<br />xxx,x<br />xx<br />Create Engagement funnels<br />
    21. 21. 3 Predications for 2010<br />Branded Content: <br />Greater integration of user-generated <br />content in the Activity Stream<br />Value: <br />New rules will reward value<br />Social Graph Data: <br />Innovation in behavioral targeting<br />Innovation integrating social graph data into content<br />Increased connectivity<br />
    22. 22. Thanks!<br />Roland Smart<br />Marketing Samurai - Sprout<br /><br />Created with the Afro Samurai Engagement App<br />