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FINAL Caitlin Angeloff CNX16 Breakout Presentation_Adam
DocuSign's social media strategy involves combining paid and owned social media to maximize ROI. The document discusses two approaches to paid social media - opportunistic and performance. Opportunistic involves small buys to boost high-performing content, while performance involves larger buys with more testing and optimization. It also provides tips on getting buy-in from executives, developing metrics to know when to boost content, optimal campaign durations, targeting approaches, and creating effective paid social ads. The goal is to help readers understand how to use paid social to amplify owned content and drive business objectives.
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FINAL Caitlin Angeloff CNX16 Breakout Presentation_Adam
- 1. #CNX16 Bacon-Flavored Connected Media CombiningOwned & Paid Social for Tastier ROI Caitlin Angeloff Global Head of Social Strategy & Operations at DocuSign Twitter: @caitlinangeloff LinkedIn: https://www.linkedin.com/in/caitlinangeloff Email: caitlin.angeloff@docusign.com
- 2. Table of contents •DocuSign social bacon bits • Definition of bacon-flavored connected media • How to bring home the bacon • Recipes for tastier ROI • Bacon wrapped Q&A (a.k.a. some seriously meaty stuff)
- 3. 40 minutes fromnow, you will… Understand the concept of connected media & how to bring home the bacon with the c-suite Know which type of paid social you are cooking up & how best to manage expected outcomes Realize the importance of monitoring and optimizing your paid social campaigns in real-time 1 2 3
- 4. #CNX16 85 million DocuSign usersworldwide 225,000 Paying Customers 84% Transactions completed within 1 day 1,700+ Employees and growing
- 5. DocuSign’s global presence Sydney London Seattle SanFrancisco Paris Sao Paulo New York Singapore Tokyo Seattle Data Center Irving Data Center Chicago Data Center Frankfurt Data Center FY16 Amsterdam Data Center FY16 Melbourne Dublin Chicago Tel Aviv
- 6. Social marketers manage#allthethings Trend Watchers & Listeners Strategists Writers & Editors CSS Representatives Photographers / Videographers / Graphic Designers Producers Media Planners / Buyers Analysts Teachers & Trainers Brand Police & Content Auditors Never Ending Students Aren’t we the real unicorns in this town? #justsayin DOCUSIGN CONFIDENTIAL
- 7. DOCUSIGN CONFIDENTIAL (Paid) Promote Content& Conversations • Social Media Advertising • Paid Sponsorship of Influencer(s), Bloggers & Brand Ambassadors Social Media Listening & Brand Monitoring + Social CSS Triage & Routing (Earned) Amplify News & Micro- Moments • Leverage Public & Media Relations Efforts • Trendjack Opportunistic / Talkable Moments • Layer in Social for Live Events • Coordinate & Curate Branded Content Cross- Functionally • Produce Custom (Visual) Content that is Social By Design DocuSign FY17 global social media marketing overview (Shared) Connect & Engage with Target Audiences • Social Media Listening & Analysis • Social Media Publishing • Social Media Engagement, CSS & Community Management • Social Media Measurement & Reporting (Owned) Identify & Customize Branded Content
- 8. #CNX16 " We aremoving from a web based economy to an app based economy.
- 9. • Research happenson mobile • Content is consumed in bursts • Measurement is getting easier • B2B decision makers are getting younger FACT: If your brand isn’t in the social feeds, you aren’t easily discoverable during key stages of the customer decision making journey. The future of business is in mobile moments Source: #ENGAGE #TWITTERFORB2B
- 10. #CNX16 Connected Media Defined Opportunisticvs. Performance
- 11. Your moment of#VEN Effectively combining social strategy, content & audience management is key to winning in social media. DOCUSIGN CONFIDENTIAL Social Strategy Social Content Social Audience Management
- 12. Two kinds ofpaid social bacon Performance Larger social media ad buys (typically in the form of dark publishing so as not to annoy existing fans / followers) with more thoughtful campaign architecture, greater ad vaults of creative, longer durations to allow for ad optimization, and more testing. Opportunistic Smaller social media ad buys, typically in the form of boosting content that’s performing well (both in terms of reach and engagement) executed in the admin view of your social media publishing tool or native platform. Budget should dictate which type you’re cooking
- 13. How much time& money do you spend making content? With the unprecedented targeting opportunities between 1st & 3rd party data, the most missed opportunity of B2B social media is not paying to reach the audiences your content is prioritized for in a timely manner. Consider investing equally, if not more, to promote it
- 14. Convincing the c-suiteto invest in paid social now Small bets $100/day up to $5,000/week Big bets $5,000/day to $35,000/week Is your brand ready to capitalize on micro-moments?
- 15. #CNX16 Bringing Home theBacon Let the data do the talking for you
- 16. It’s all aboutthe base(line) By social media channel, have a firm grasp on: - Average reach - Average engagement - Frequency saturation - Time of day What does your normal look like?
- 17. Can you smellthe bacon cooking? Develop your own formula for when to double down with your finite social media advertising dollars. >5% ER = boost! >3x Reach = boost! Seize the micro-moment
- 18. How long shouldyou let the bacon sizzle? Quick Flights 1 – 5 days Long Flights 8 - 13 weeks Pacing is a bit of a gamble – keep an eye on it
- 19. #CNX16 Recipes for TastierROI Ingredients for social media advertising success
- 20. Paid social blueprint Campaignstructure is key There are 3 levels for organizing your campaign structure: 1) Campaign 2) Ad set 3) Ad Pro tip: One objective = One campaign
- 21. Paid social targeting •Target contacts you already have in your CRM for coordinated marketing efforts • Create multiple custom audiences based on your CRM segmentation • Find new people who are similar to your website visitors • Bring back website visitors to complete a purchase • Get more value from your new customer acquisition campaigns by excluding existing customers • Track your ad return with a conversion pixel • Optimize your ads for website conversions Target people, not cookies
- 22. Paid social creative Thekey is to create ads that are visually compelling and relevant to the specific audience you’re targeting. A winning ad should have: 1. Strong image 2. An immediate brand connection 3. Creative 4. Offers either an informational or emotional reward 5. Include a strong call to action (CTA) Anatomy of an ad
- 23. Recap Slide Now youcan articulate the difference between opportunistic & performance based paid social media advertising And you’ll be going back to HQ to seek funding in advance to smartly “boost” the opportunistic micro- moments You’ll be taking a measured approach & thinking about the part art & part science so you can become a better holistic social marketer 1 2 3
- 24. Take the after-sessionsurvey! Take the Survey in the Connections 2016 Mobile App Join the conversation! #CNX16
- 25.
- 26. Not all socialmedia values are created equal DOCUSIGN CONFIDENTIAL 1 2 3 • Share of voice • Top of mind awareness • # of website referrals • Click-thru rates • Downloads / Sign- ups Social KPIs Business ImpactSocial ActivitySocial Media Strategy • Posts • Promotions (paid social, boosts) • Posts • Responses • Posts • Promotions • Responses (i.e. social customer care) • Posts • Influencer outreach • Reshares Earned impressions, earned reach, social UGC • Referrals • Influencer activity • Positive WOM • NPS • Sentiment • Satisfaction • Conversions (lead submissions, trials, app downloads, purchases, etc.) 4 5 • Expose target audience to brand content • Generate engagement of target audience with brand content • Generate engagement of target audience with brand content Create Awareness Generate Demand Drive Conversion Delight Customers Inspire Evangelism • Drive engagement with brand product / services • Activate influencers, customers & employees • Impressions, reach (CPM and/or CPVV) • # of engagements, types of engagements (CPE) • Link clicks (CPC) • Positive earned mentions, customer care metrics (response times & qty.) Social Objective
- 27. Join Us ForDreamforce 2016 October 4-7, 2016 | San Francisco, CA
Editor's Notes
- #2 It is no longer possible for brands to solely rely on organic reach. To achieve desired business outcomes, a brand must invest media dollars and smartly toggle between organic and paid social.
- #7 At DocuSign, my role involves doing #allthethings. I’m a strategist, copy writer, editor, graphic designer, producer, media planner & buyer, listening analyst, service & support rep all while facilitating the social publishing process & capability for DocuSign SMEs in conjunction with building out strategies, tactics, policies, procedures, tools & operations for managing DocuSign’s social channels across the globe. Translation = I’m a unicorn
- #8 Social Studio helps my team keep everything social actionable in one place, from streamlining our workflows with service & support to enabling crowd sourced content creation from departments outside of marketing to managing social advertising — we couldn’t imagine our work day without it. Paid = Use of paid social advertising to bring further awareness to content & discussions as well as sponsor niche social media content creators Earned = Earned media is the natural result of public/media relation’s efforts, events and the content others create (eg. consumers’ social media posts, tweets, product reviews, videos, photos, etc.) Shared = Publish content that is social by design to our social platforms, as well moderate / engage with audiences, build community, etc. Owned = Social team develops social content based on PR story lines and all-up editorial guidance, and in coordination / alignment with the brand marketing team, product marketing team, and demand gen marketing team content strategies. Social Media Listening & Brand Monitoring / Social CSS = knowing that many customer comments and questions on social channels are support related, our team listens & moderates the social media conversation landscape with the help from CSS Tier 1 Support reps are integrated in to the social media triage and response process / workflow.
- #9 Because of mobile, we’re rapidly approaching consumer level usage patterns in B2B (Source: OKTA) And because Facebook owns 4 of the 5 top messaging apps (basically owning 1 out of every 5 mobile minutes) brands must learn how to become more relevant in order to stay top of mind.
- #10 Brands are finding that social media advertising enable them to go where their customers are – literally. And that destination is MOBILE. Real influence is happening through people on social platforms Desktop continues to decline -- It’s a mobile 1st world Get in the feeds or you’re OUT!
- #12 To be a successful now a days, you must understand the intersection of strategy, content and audience management (a.k.a. when to promote content) in real-time. With the unprecedented targeting opportunities between 1st & 3rd party data, the most missed opportunity of B2B social media is not paying to reach the audiences your content is prioritized for.
- #13 Performance vs. Opportunistic Which one are you?
- #17 Know what your baseline is in a non-promoted state.
- #20 Better social ads is part art & part science Effectively measuring paid social is about making real-time adjustments based on monitoring the ad and optimizing both your creative and targeting approach on an on-going basis.
- #21 Your campaign structure should be organized into three levels: Campaign Ad set Ad Bidding and placement for any campaign are now determined at the ad set level (these settings were previously housed at the ad level).
- #22 Start with your targets in mind. You have roughly 3 seconds to make the user click, so you want to aim for a high relevance score. Create an ad set for each audience so you can test different audiences. To do this effectively, you should keep all other ad set settings consistent. That way, if one ad set performs better than another, you’ll know it’s because of the targeting as opposed to another factor such as a higher bid. This will help determine the most responsive audience and reduce the chance of your ad sets competing against each other for the same audience.
- #23 Use creative and content that people want to see. Create ads that are relevant to your specific audience, placement and business objective. Review your ad performance and identify the ads with the lowest conversion rates. Consider pausing these ads and creating additional creative variations to test if these variations perform better. The key is to create ads that are visually compelling and relevant to your specific audience. A winning ad should offer: A strong image An immediate brand connection Creative that reflects the brand’s personality Offers either an informational or emotional reward Include a strong call to action
- #27 Review social media objectives & measurement map The future of business is in mobile moments As such, you must think in terms of micro-conversions, not just macro-conversions B2B decision makers are getting younger Research happens on mobile Content is consumed in bursts Measurement is getting easier KEY TAKEAWAY: If your brand isn’t in the feeds, you aren’t easily discoverable during key stages of the funnel.