1310 omma social sponsored lunch compass labs
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This document summarizes a social media marketing strategy used by Manhattan Marketing Ensemble (MME) for Febreze Carpet Care products. MME leveraged Compass Labs' social intelligence platform (CLIQ) to target audiences based on behaviors and maximize engagement with a dance video contest on Facebook. The campaign delivered superior results, including a 105% higher than average like rate and 298% increase in Febreze fans. CLIQ insights also identified the campaign's most engaged demographics and interests.
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1310 omma social sponsored lunch compass labs
- 1. OMMA Social How to Get the Most Out of Your Social Media Strategy May 15, 2012 @compasslabs
- 2. How is Social Advertising Different? 2
- 4. Advanced Targeting Reach the Right Audience During Their Decision Making Process 4
- 5. Customer Intelligence » Identify your best customers » Measure brand affinity » Learn what’s top-of- mind with customers » Pinpoint audiences ripe for engagement or conversion 5
- 6. Checklist for Success Be Relevant & Specific Be Authentic Focus on Connecting Not Clicks Amplify 6
- 7. Success Story 7
- 8. Manhattan Marketing Ensemble Privately held full service advertising, marketing & branding agency. For 22 years MME has helped clients exceed their goals via integrated marketing, traditional and online campaigns. 8
- 9. Febreze Carpet Care Cleans Up on Facebook Objective: Launch a Facebook campaign to increase awareness, trial and purchase of all Febreze Carpet Care products Strategy: Leverage Compass Labs IQ (CLIQ) platform to target audiences based on actions and behaviors 1 Maximize Dance Video Contest Registrations 2 Maximize Dance Video Submissions 3 Fan Acquisition 9
- 10. Superior Results Delivered » Average Like Rate far exceeded the industry average at 105% • 374% increase in “likes” and post comments on the Febreze fan page » Strong Average CTR at .18% vs. industry average of .07% » 298% overall increase in the number of Febreze Carpet Care fans 10
- 11. Actionable Insights CLIQ’s Unique Solution: Social intelligence insights algorithm » Majority of social chatter from Females who also talk about babies » Interests of potential fans – Organic Food, Fitness, Daily Deals » Favorite TV shows – Passion for food related reality TV shows (Iron Chef, Anthony Bourdain, The Next Food Network Star) » Favorite Websites – Yelp, Groupon, Fox News, Huffington Post 11
- 12. Questions? 12
- 13. THANK YOU Sumant Yerramilly Crystal Zheng GM, CLIQ Platform Digital Media Supervisor Compass Labs MME sumant@compasslabs.com czheng@mme.net @compasslabs
Editor's Notes
- Facebook alone has 845 Million users, very significant reach and comparable to TV, but it is coupled with interactivity. You can now have a dialogue with customers and build a story around your brand with social. Almost 4 billion pieces of content shared each week
- With social you can target at a much more granular level, and reach people based on their actions,behaviors and social conversations.
- Social is the world’s largest, free focus group. As a marketer, you now have access to real-time data about your audience and their affinities.
- 1. Be Relevant – tune in to what kind of content engages your audience and make sure you are aligned with what they watch, visit and chat about. Be specific and make sure you include a call to action in your creative!2. Be Authentic and own your voice – make sure your fan page and ads are in alignment.3. Don’t focus on CTR. With social as your real-time focus group, you can now gain deeper insights into consumer behavior, sentiment and engagement to get more mileage out of your ad campaigns, going way beyond analyzing just who clicks.4. Earned media for social is just as important as paid, so understand how to leverage your audience and friends of fans to amplify your marketing message is key. Social takes word of mouth marketing to the next level!