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