SlideShare a Scribd company logo
ROI in Social Media Advertising
A short introduction to our
    social media agency
• UK’s first Social Media Agency

• Ability to carry out comprehensive social media monitoring and sentiment
  analysis, using our own unique optimisation tracking tools

• Experience of working with a diverse mix of global clients, to leverage the
  marketing power of social media networking in multiple languages

• Mediate between brands and consumers by creating engaging and results
  driven social media programmes across a range of sectors

• A founding member of the DMA Social Media Council
Why we like SMA


Tops 3 benefits of Social media Advertising


1. Drives ROI
   Still a highly cost effective channel that is proving time and again it offers great value



2. Great companion for social media campaigns
   Plays a valuable supporting role for conversational brand ambassador campaigns.


3. Uniquely targeted
   Ability to find and target specific audiences
Types of Social Media
Advertising
   Media type       Channel examples          Cost            Benefits


Paid social media   Facebook ad        Media spend and   • Scalability
advertising         network,           time              • Timeliness
                    sponsored                            • Complimentary
                    conversation,                          messaging
                    promoted tweets
Earned social       Brand              Time              • Trustworthy
media               ambassadors in                       • Viral potential
                    forums, Q&As                         • Incredible
                                                           conversion rates
Brand owned         Facebook group,    Time              • Full control of
media               web site, mobile                       messaging
                    app                                  • Longer term
                                                           approach to
                                                           buying process
Social Media Investment
Trends in spending




                     SAS/ Marketing Week March 2010
Breakdown by platform




                        SAS / Marketing Week March2010
Social Media ad spend
Social Media ad spend
How Social Media advertising
Drives ROI
Decision Making Process

Royal Caribbean

Objective
Raise awareness and
drive interest in the
Royal Caribbean and
their Celebrity Cruises.

Approach
Target women in their
40s and 50s who
illustrate an interest in
European culture and
premium European
travelling.
Lead Generation

Hertfordshire
Constabulary

Objective
Improve the number of
applications for the
Police’s Special
Constables.

Approach
Drive applications by
targeting prospective
candidates within social
media spaces
Decision making process

TweetForce

Objective
Support customer
service propositions

Approach
Engage with Twitter
audience about
product support and
post product
purchasing and
recycling issues.
Principles

• Still use best practise approach to ad propositions
Principles

• Still use best practise approach to ad propositions
• A / B testing highly recommended
Principles

• Still use best practise approach to ad propositions
• A / B testing highly recommended
• Utilise the unique insights from click data.
Principles

•   Still use best practise approach to ad propositions
•   A / B testing highly recommended
•   Utilise the unique insights from click data
•   Connect with analytics to calculate ROI
Principles

•   Still use best practise approach to ad propositions
•   A / B testing highly recommended
•   Utilise the unique insights from click data.
•   Connect with analytics to calculate ROI
•   Daily monitoring at beginning of a campaign for
    lowest CPC
Principles

• Still use best practise approach to ad propositions
• A / B testing highly recommended
• Utilise the unique insights from click data.
• Connect with analytics to calculate ROI
• Daily monitoring at beginning of a campaign for
  lowest CPC
• Find balance of overly targeted and broad profiling at
  especially at beginning of campaign
Q&A


agency2.co.uk   jobs@agency2.co.uk
0207 775 5608

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Joel Davis: agency:2 social media advertising presentation 20/9/10

  • 1. ROI in Social Media Advertising
  • 2. A short introduction to our social media agency • UK’s first Social Media Agency • Ability to carry out comprehensive social media monitoring and sentiment analysis, using our own unique optimisation tracking tools • Experience of working with a diverse mix of global clients, to leverage the marketing power of social media networking in multiple languages • Mediate between brands and consumers by creating engaging and results driven social media programmes across a range of sectors • A founding member of the DMA Social Media Council
  • 3. Why we like SMA Tops 3 benefits of Social media Advertising 1. Drives ROI Still a highly cost effective channel that is proving time and again it offers great value 2. Great companion for social media campaigns Plays a valuable supporting role for conversational brand ambassador campaigns. 3. Uniquely targeted Ability to find and target specific audiences
  • 4. Types of Social Media Advertising Media type Channel examples Cost Benefits Paid social media Facebook ad Media spend and • Scalability advertising network, time • Timeliness sponsored • Complimentary conversation, messaging promoted tweets Earned social Brand Time • Trustworthy media ambassadors in • Viral potential forums, Q&As • Incredible conversion rates Brand owned Facebook group, Time • Full control of media web site, mobile messaging app • Longer term approach to buying process
  • 6. Trends in spending SAS/ Marketing Week March 2010
  • 7. Breakdown by platform SAS / Marketing Week March2010
  • 10. How Social Media advertising Drives ROI
  • 11. Decision Making Process Royal Caribbean Objective Raise awareness and drive interest in the Royal Caribbean and their Celebrity Cruises. Approach Target women in their 40s and 50s who illustrate an interest in European culture and premium European travelling.
  • 12. Lead Generation Hertfordshire Constabulary Objective Improve the number of applications for the Police’s Special Constables. Approach Drive applications by targeting prospective candidates within social media spaces
  • 13. Decision making process TweetForce Objective Support customer service propositions Approach Engage with Twitter audience about product support and post product purchasing and recycling issues.
  • 14. Principles • Still use best practise approach to ad propositions
  • 15. Principles • Still use best practise approach to ad propositions • A / B testing highly recommended
  • 16. Principles • Still use best practise approach to ad propositions • A / B testing highly recommended • Utilise the unique insights from click data.
  • 17. Principles • Still use best practise approach to ad propositions • A / B testing highly recommended • Utilise the unique insights from click data • Connect with analytics to calculate ROI
  • 18. Principles • Still use best practise approach to ad propositions • A / B testing highly recommended • Utilise the unique insights from click data. • Connect with analytics to calculate ROI • Daily monitoring at beginning of a campaign for lowest CPC
  • 19. Principles • Still use best practise approach to ad propositions • A / B testing highly recommended • Utilise the unique insights from click data. • Connect with analytics to calculate ROI • Daily monitoring at beginning of a campaign for lowest CPC • Find balance of overly targeted and broad profiling at especially at beginning of campaign
  • 20. Q&A agency2.co.uk jobs@agency2.co.uk 0207 775 5608