Justin Merickel - Facebook Advertising for Results and ROI

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This document summarizes a presentation about helping brands succeed on social media. It discusses critical mass and engaging fans to fuel growth. It then details how Expedia used an integrated paid and earned media approach including Facebook ads and a sweepstakes app to rapidly grow its Facebook fan base from 750,000 to over 1 million in 5 weeks while lowering the cost to acquire new fans by over 400%. The presentation emphasizes that targeted advertising can drive engagement which lowers costs through effective social feedback loops.

Business Technology

HELPING BRANDS SUCCEED IN SOCIAL AFExpo in San Francisco Justin Merickel, VP Marketing and New Product Development June 28, 2011

CRITICAL MASS What is Critical Mass for brands?

FULL LIFE CYCLE ON FACEBOOK Objective ,[object Object],Solution ,[object Object]

Social Marketing Suite used to manage community

Facebook Ad Platform used to target, manage, and optimize advertising,[object Object]

Smart TVs enable new ways for TV networks and advertisers to engage viewers by synchronizing interactive content with linear programming. LivePlus matches programming to deliver overlays like polls, trivia and social sharing. Showtime has implemented interactive experiences for shows like Homeland and Dexter using LG Smart TVs and second screen apps. These engage fans and provide new insights into promoting programs more effectively.

Digital brand lift

AdCMO

Google's Brand Lift solution helps advertisers measure the effectiveness of their display and video campaigns based on key brand metrics like brand awareness, ad recall, and brand interest. Through online surveys of target audiences, Brand Lift can determine in just a few days the impact of a campaign on these brand metrics and provide insights to optimize the campaign. It works by comparing responses from those who saw ads to a control group who didn't, and can also measure increases in brand-related searches from the campaign.

Adam Thorndike -- Facebook for Campaigns; Test and Evaluation

Federal Communicators Network

IAB UK Digital Britain: UNICEF UK and IgnitionOne Integrated Marketing

IgnitionOne

UNICEF UK ran an integrated digital marketing campaign using the IgnitionOne Digital Marketing Suite to deliver a consistent message across paid search, display advertising, video, and on-site interactions. This allowed for targeted messaging using first-party data and attribution modeling to understand campaign performance. The integrated approach improved online conversion rates and provided a single data source and report on results. Challenges remained in fully integrating offline and online reporting and directly linking media channels to Google Analytics.

YouTube Brand Lift Introduction

Modicum

Brand Lift is a solution that measures key brand metrics like brand awareness, ad recall, and brand interest in near-real time to help advertisers optimize campaigns and improve effectiveness mid-flight. It uses best-in-class methodology to provide results that can be trusted. Brand Lift allows measuring the metrics that matter to understand what is working and answer questions about things like which ad frequencies maximize recall or which demographics see the highest brand awareness lift.

Xerox Best of Best Award Case Study

KL Loh

The media campaign for Some Boi Juice has been successful based on social media feedback and audience data. No negative responses have been received so far, and the target audience is engaging well with the campaign. Videos and advertisements are in production and will soon be distributed on television and billboards. Consistent branding using the product mascot and orange color scheme links all parts of the campaign together coherently. Strategies for precise timing of campaign releases helped ensure the media campaign's success.

Intercast - Expandable Video Ad Unit is here!

LoudDoor LLC

Google

liuyipen

Google generates most of its revenue (58%) from Google Search Ads. Other major sources include Ad. Partnerships (23%) and YouTube (10%). The document discusses a marketing plan for Google's new Nexus One phone to increase awareness and sales. It recommends using social media like Twitter and Facebook pages for fans. It also suggests search engine optimization and paying bloggers to review the phone. Key metrics to track are Nexus One sales, Twitter followers, and Facebook fans. The budget estimates paying 1000 bloggers $200 per month each, totaling $2400 per year per blogger.

Social score

Sendmode

This document discusses a social score for measuring the success of social media strategies for small and medium enterprises (SMEs). It outlines objectives like raising brand awareness and increasing customer footfall. It also describes metrics for measuring fan growth, number of posts, impressions, clicks, likes, and comments. Additionally, it explains key elements of a social media lifecycle and how to score growth, size, fan activity, engagement, and content. Finally, it introduces a social score app that can generate reports and provide advice to help SMEs improve their social media strategies.

Grow your brand with YouTube

2Performant

Pepperfry Colors rainbow

Gozoop Online Pvt.Ltd.

The document describes a marketing campaign conducted on Facebook to promote an e-commerce website during the monsoon season. The campaign's objectives were to generate organic traffic to the website, celebrate the spirit of monsoon, and highlight the website's search-by-color functionality. It involved a week-long contest where fans submitted product links in the colors of the rainbow and wrote about their favorite color. The campaign utilized colorful cover photos and app icons corresponding to each day's rainbow color theme. It succeeded in driving organic fan and traffic growth without advertising.

Goldman Sachs: Improving the Working Class America

Maci Laurel Robinson

E Video Broadcasting

janiep16

Online videos are an effective viral marketing tactic that can increase sales. A campaign for one company saw sales increase 40% higher in 9 months due to informational videos. Creating videos for websites and search engines can attract more visitors and lead to higher conversion rates. While people may not read long pages, they will watch 5 minute videos on sites like YouTube. Video marketing allows businesses to directly inform and educate their audiences in an affordable way.

Snap ‘til You Drop: Full-Funnel Snapchat Advertising Strategies for Retail an...

Daniel Caridi

Data Driven Growth

jwegan

Data Driven Growth

Discover Pinterest

The document discusses growth strategies for increasing monthly active users (MAU) at a company. It lists potential focus areas like improving new user experiences, email campaigns, social media promotions, and partnerships. It also presents a growth model showing the relationships between new users, monthly active users, and dormant users, with factors like acquisition, activation, churn, and resurrection. Finally, it discusses prioritizing projects based on return on investment and analyzing experiments based on user segments.

GrowthStack 2016 — Data Platforms: Why Nothing Has Changed Except Everything

Grow.co

Facebook Advertising Tool - Upcast Presentation - I Spy Marketing

I Spy Marketing

DR + Awareness Case Study_12.15.16

Cailin Schmirler

The document discusses a case study where a company saw an 83% higher return on ad spend for their direct response campaigns on Facebook when they introduced an awareness budget to support the campaigns. The company A/B tested adding upper-funnel awareness media to one group of their direct response campaigns and saw better performance on key metrics for the group that received full-funnel support compared to just lower-funnel, results-focused media. The case study provides examples of the different creative used for the direct response and awareness campaigns.

GrowthStack 2016 — Scale and Acquire New Users: Growth Workshop, Led by Facebook

Grow.co

With over 4M+ apps in app stores, getting your app noticed is a massive challenge. But getting installs is just the rst step. With more than 50% of apps making less than $500/month, app developers and marketers are recognizing the need to go beyond just the installs. Recent advances in Facebook’s mobile app ads offer sophisticated targeting and optimization so you can focus on acquisition of high-value users. In this session, we’ll give you an overview of mobile app ads and walk you through the implementation of some of our most powerful features. You will also hear about best practices and tips from our pros so you can get the most out of your ad spend. Michael Man, Software Engineer @ Facebook Andy Ni, Software Engineer @ Facebook

Attero

mynameismw

The document outlines a social media marketing calendar and objectives for a company. In week 1, it plans to run targeted Facebook ads for mobiles and laptops to identify the most engaging ad and audience demographic. It will analyze success metrics and tweak the ads based on results. It also aims to build networks on Facebook and Twitter, post regular status updates and blogs, and eventually identify brand advocates to help grow awareness through word-of-mouth. The overall goals are to create brand awareness, engage users, maximize exposure, and improve campaign success across Google and Facebook advertising.

Chinwag Insight: Facebook Marketing - Richard Jones, Engage Sciences - F-co...

Chinwag

Build Trust in the Market with a Brand Advocacy Program

NextBee Media

Turn loyal customers into brand advocates by rewarding them for sharing their positive experiences on social media. This will help gain new customers, increase reputation and stabilize growth. An effective brand advocacy program continuously engages advocates through rewards and incentives to drive greater engagement over the long run. The program should be adaptive and have a presence across multiple social media platforms to encourage advocates everywhere. Focusing on power users and social influencers can help generate wider public support and complete the picture of remarketing to identified customers.

PESO Model - Paid, Earned Shared & Owned Media

Ryan Govindan

The document discusses the PESO model for digital marketing, which focuses on paid, earned, shared, and owned media. It outlines different owned, earned, and paid digital channels including websites, apps, blogs, social media, and paid ads. It recommends using owned channels like content and SEO to increase audience reach, then leveraging paid channels to further boost reach. Earned media depends on owned media, so optimizing owned channels is important to fuel other areas.

Saul Colt Presentation

Justin Merickel - Facebook Advertising for Results and ROI

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