Scientists & Artists. This is what brands and agencies have to be these days in order to amplify their performance in Social Media. Magda Maragkoudaki, the Country Manager of ForestView in Greece & Cyprus, delivered this presentation at the Social Media Conference, which took place on April 7 in Athens.

1. Data Meets Creativity
Magda Maragoudaki, Social Media Conference ‘14 @ Athens

2. Facebook Pages
Apps
User
Advertising
CRM
Websites/Microsites Brand & Competition
Monitoring Tools
Data
Creative
Text
Image
Video
Facebook Pages
Apps
News feed vs.
Right Hand
Desktop vs.
Mobile Product Offering
Call-To-ActionsAvailable
Ad Formats

3. The Virtuous Circle
Data CreativeUser
Collect Evaluate
ProduceRun & Test

4. After analyzing
• 800 campaigns
• from 12 different verticals
• with 2m clicks and 2,7m conversions

5. Key Findings & Learnings
Up to 7x Higher Conversion Rate if Discount %
in Image/Text for Retargeting Campaigns
Up to 10x Higher if Voucher Code provided
Zoomed-in photos of human figures had
30%+ Higher CTR than brand logos
Logos outperformed all other images in the case of
Financial or other high-cost services/products
Always
remember
different
users react
differently
to different
stimulus
Provide
users with
incentives

6. Key Findings & Learnings
Produce
eye-
catching,
News feed-
friendly
creative
Create
mobile-
custom
ads
Mobile News feed ads delivered
50-70% Higher Engagement
* depending on vertical and campaign objective
20x Improved CTR in News feed than RHS
26x Higher ROI in News feed than RHS
Segment
your CRM
data
45% Lower CPA for custom
up-sell & cross-sell offers

7. Key Findings & Learnings
Creative rotation strategies had
35% Better CTR than those not using them
Test
multiple
creative
Invest in
more
engaging
ideas
Creative performance started deteriorating
after 20 days
Refresh
creative
regularly
Interactive games/apps had 10x Better
Engagement than single lead form contests

10. You’re Not Alone
magdam@forestview.eu
facebook.com/magda.mara.56
linkedin.com/in/magdamaragoudaki/
slideshare.net/forest_view