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MONETIZING YOUR SOCIAL FAN BASE TO DRIVE ROI
SINGAPORE BUSINESSS REVIEW SPEAKER SERIES
18 SEP 2013
BY MATT COLLETTE, ZENO GROUP
MONETIZING YOUR SOCIAL FAN BASE TO DRIVE ROI
2
Zeno Group
Understanding the Economic Impact of your Social Audience
Tactical Approach to Deriving Value from that Audience
Long Term Monetization Approaches
ZENO GROUP
3
MARKET COVERAGE – GLOBAL CONSULTANCY AND IMPLEMENTATION
12
Offices in Asia Network:
Eight Zeno Offices
Four Affiliates
Employees in Asia. Singapore acts as the
hub – with 15 consultants, offering over 75
years of world-class experience.
A truly pan-regional social-digital agency offering –
one culture, one SOP, strong experience and a bias
to partner with local best-in-class firms.
95
Award winning:
• SPIKES: Best Use of Social Media
• SABRE: Best Technology Campaign
• INAUGRAL PLATINUM SABRE: Best Overall
• PR WEEK: Best Regional Program
4
WHO WE WORK WITH
Social
Advertising
Mobile
Marketing
SEM
Community
Engagement
Video
Production
Monitoring & Measurement
Streaming
Audio & Video
Influencer
Outreach
Blogging
Web Development
Tone of Voice Dev.
5
STATE OF SOCIAL
6
There is 60x more brand
content
in newsfeeds today
2011
2013
UPDATES
/MONTH
UPDATES
/MONTH23
1440
OK, SO NOW WHAT?
WHAT ARE WE DOING WITH ALL THESE PEOPLE?
WHAT’S THE ROI?
9
1. Establishing clear objectives and strategy for social is critical
2. Having a clear understanding of how your digital properties contribute to purchase
3. Aligning metrics with funnel
4. Merchandising results effectively
First Adopters? Late Majority?
Alignment with marketing goals
ECONOMIC IMPACT
13
ZENO SOCIAL MEDIA ECONOMIC IMPACT STUDY
Phase 1
Value of a Fan &
Bottom Line Contribution
Phase 2
Identify Mavens
Phase 3
Content Optimization
BOTTOM LINE CONTRIBUTION
• Estimates of fan value published throughout 2011 run
anywhere from $3.60 to $136.38
• But, each company’s products differ and each community
attracts a specific demographic with unique behaviors
• Survey deployed via Facebook App or mini site can be used
to gain insights and assess the true value of a fan in terms
of purchase intent and behavior.
IDENTIFYING MAVENS
1. Social Technographic Profile
• Identify make up of community beyond
demographics and purchase behavior to social
behavior.
• Helpful for setting measurements and benchmarks.
2. Establishing NPS
• Establish baseline for brand/product satisfaction.
3. Connecting with creators, conversationalists and
critics
• People who can drive reach, sharing of content,
advocacy, and purchase behavior.
• Focus on Engaging, Equipping, and Rewarding
individuals to turn them into brand heroes.
CONTENT OPTIMIZATION
• Understanding of content produced and
posted within your social communities
• The goal of this stage is to look at how a
brand can ensure content appeals to the
audience base and target demographics
• Ensuring that content is both strategic
and engaging to drive efficiencies, reach,
and advocacy.
DRIVING PURCHASE
ACTIVITY
18
PRODUCT CONTENT
CAMPAIGN CONTENT
PIMM’S
• Playing on people’s desire to make the
most of good weather
• To capitalize on this behavior, Pimm’s
focused its Facebook strategy on creating
more ‘Pimm’s O’Clock’ moments at key
times such as:
• When the weather is good
• Special events relevant to Pimm’s (e.g.
The Queen’s Diamond Jubilee)
• Weekends & Bank Holidays
CAMPAIGN CONTENT
PIMM’S
• Product focused content
• Visuals that create impact
• Serving suggestions that drove high
engagement
• Weather-related messages at key
‘Pimm’s O’Clock’ moments,
encouraging fans to get together with
friends and celebrate with Pimm’s.
FACEBOOK OFFERS
• Disseminate product offers and
social ‘coupons’ offering deals to fan
base
• Has key visual and includes fields for
copy, pricing, and terms
• Provides data regarding acceptance
and redemption
• Posted on Facebook pages and can
be sponsored with small media
budget.
• Examples of brands that have used them
include:
• Tuborg Israel offered a 15% discount
on a Party Pack of beer and achieved
4,000 redemptions of the offer
• Costa Cruises offered a weekend cruise
for $300. Of the more than 15 million
people that saw the offer, almost half
a million claimed it
FACEBOOK OFFERS
TWITTER CARDS
• Similar approach to Facebook offers
• Twitter cards embedded in website code
• Users that tweets link to the offers will
display image with pricing information
and click through links
• Requires some coding on website (two
lines of HTML code).
LONG TERM
MONETIZATION
26
CREATING REWARDS CLUBS
• Creating social reward clubs/loyalty
programs to drive repeat purchase
and decrease cost of acquisition
• Opt-in and provides a brand with
the opportunity to consistently drive
product offers to fans in the same
way you would for EDMs
• The more they buy, the more you
reward.
TWITTER LEAD GEN CARD
• Similar to product card
• Makes it easy for users to express interest
in what your brand offers.
• Companies receive email addresses with a
business without leaving Twitter or having
to fill out a cumbersome form
• Description of the offer and a call to
action
• Pre-filled fields.
TAPPING SOCIAL DATA FOR LEAD GEN AND CRM PROGRAMS
• Content marketing is a great approach to
identify and connect with existing and
potential customers.
MONETIZING YOUR SOCIAL FAN BASE TO DRIVE ROI
SINGAPORE BUSINESSS REVIEW SPEAKER SERIES
18 SEP 2013
BY MATT COLLETTE, ZENO GROUP

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Monetizing Your Social Fan Base

  • 1. MONETIZING YOUR SOCIAL FAN BASE TO DRIVE ROI SINGAPORE BUSINESSS REVIEW SPEAKER SERIES 18 SEP 2013 BY MATT COLLETTE, ZENO GROUP
  • 2. MONETIZING YOUR SOCIAL FAN BASE TO DRIVE ROI 2 Zeno Group Understanding the Economic Impact of your Social Audience Tactical Approach to Deriving Value from that Audience Long Term Monetization Approaches
  • 4. MARKET COVERAGE – GLOBAL CONSULTANCY AND IMPLEMENTATION 12 Offices in Asia Network: Eight Zeno Offices Four Affiliates Employees in Asia. Singapore acts as the hub – with 15 consultants, offering over 75 years of world-class experience. A truly pan-regional social-digital agency offering – one culture, one SOP, strong experience and a bias to partner with local best-in-class firms. 95 Award winning: • SPIKES: Best Use of Social Media • SABRE: Best Technology Campaign • INAUGRAL PLATINUM SABRE: Best Overall • PR WEEK: Best Regional Program 4
  • 5. WHO WE WORK WITH Social Advertising Mobile Marketing SEM Community Engagement Video Production Monitoring & Measurement Streaming Audio & Video Influencer Outreach Blogging Web Development Tone of Voice Dev. 5
  • 7. There is 60x more brand content in newsfeeds today 2011 2013 UPDATES /MONTH UPDATES /MONTH23 1440
  • 8.
  • 9. OK, SO NOW WHAT? WHAT ARE WE DOING WITH ALL THESE PEOPLE? WHAT’S THE ROI? 9
  • 10. 1. Establishing clear objectives and strategy for social is critical 2. Having a clear understanding of how your digital properties contribute to purchase 3. Aligning metrics with funnel 4. Merchandising results effectively
  • 11.
  • 12. First Adopters? Late Majority? Alignment with marketing goals
  • 14. ZENO SOCIAL MEDIA ECONOMIC IMPACT STUDY Phase 1 Value of a Fan & Bottom Line Contribution Phase 2 Identify Mavens Phase 3 Content Optimization
  • 15. BOTTOM LINE CONTRIBUTION • Estimates of fan value published throughout 2011 run anywhere from $3.60 to $136.38 • But, each company’s products differ and each community attracts a specific demographic with unique behaviors • Survey deployed via Facebook App or mini site can be used to gain insights and assess the true value of a fan in terms of purchase intent and behavior.
  • 16. IDENTIFYING MAVENS 1. Social Technographic Profile • Identify make up of community beyond demographics and purchase behavior to social behavior. • Helpful for setting measurements and benchmarks. 2. Establishing NPS • Establish baseline for brand/product satisfaction. 3. Connecting with creators, conversationalists and critics • People who can drive reach, sharing of content, advocacy, and purchase behavior. • Focus on Engaging, Equipping, and Rewarding individuals to turn them into brand heroes.
  • 17. CONTENT OPTIMIZATION • Understanding of content produced and posted within your social communities • The goal of this stage is to look at how a brand can ensure content appeals to the audience base and target demographics • Ensuring that content is both strategic and engaging to drive efficiencies, reach, and advocacy.
  • 19.
  • 21. CAMPAIGN CONTENT PIMM’S • Playing on people’s desire to make the most of good weather • To capitalize on this behavior, Pimm’s focused its Facebook strategy on creating more ‘Pimm’s O’Clock’ moments at key times such as: • When the weather is good • Special events relevant to Pimm’s (e.g. The Queen’s Diamond Jubilee) • Weekends & Bank Holidays
  • 22. CAMPAIGN CONTENT PIMM’S • Product focused content • Visuals that create impact • Serving suggestions that drove high engagement • Weather-related messages at key ‘Pimm’s O’Clock’ moments, encouraging fans to get together with friends and celebrate with Pimm’s.
  • 23. FACEBOOK OFFERS • Disseminate product offers and social ‘coupons’ offering deals to fan base • Has key visual and includes fields for copy, pricing, and terms • Provides data regarding acceptance and redemption • Posted on Facebook pages and can be sponsored with small media budget.
  • 24. • Examples of brands that have used them include: • Tuborg Israel offered a 15% discount on a Party Pack of beer and achieved 4,000 redemptions of the offer • Costa Cruises offered a weekend cruise for $300. Of the more than 15 million people that saw the offer, almost half a million claimed it FACEBOOK OFFERS
  • 25. TWITTER CARDS • Similar approach to Facebook offers • Twitter cards embedded in website code • Users that tweets link to the offers will display image with pricing information and click through links • Requires some coding on website (two lines of HTML code).
  • 27. CREATING REWARDS CLUBS • Creating social reward clubs/loyalty programs to drive repeat purchase and decrease cost of acquisition • Opt-in and provides a brand with the opportunity to consistently drive product offers to fans in the same way you would for EDMs • The more they buy, the more you reward.
  • 28. TWITTER LEAD GEN CARD • Similar to product card • Makes it easy for users to express interest in what your brand offers. • Companies receive email addresses with a business without leaving Twitter or having to fill out a cumbersome form • Description of the offer and a call to action • Pre-filled fields.
  • 29. TAPPING SOCIAL DATA FOR LEAD GEN AND CRM PROGRAMS • Content marketing is a great approach to identify and connect with existing and potential customers.
  • 30. MONETIZING YOUR SOCIAL FAN BASE TO DRIVE ROI SINGAPORE BUSINESSS REVIEW SPEAKER SERIES 18 SEP 2013 BY MATT COLLETTE, ZENO GROUP