agency2 hosted a masterclass as part of the Social Media Week event in London 2016.

1. BE A LEADER IN
SOCIAL MEDIA
Join the conversation #SMWLeadSocial
JOSH MCBAIN
JOEL DAVIS

2. Be A Leader in Social Media
1. Be a thought leader in social media – the biggest trends
2. Unleash the power of social to achieve game-changing results
3. How to influence your board and prove the ROI
4. Q&A

3. Unleash the power of
social media to achieve
game-changing results for
your brand

4. @agency2
#SMWLeadSocial

5. clients
Audience interest &
demographic
social data
Purchasing intent
survey data
Trending content
Real time signals
& search data
clients

6. DIGITAL AD SPENDING
SHARE OF TOTAL MEDIA
SOURCE: eMarketer Q4 2015
Trends @agency2
#SMWLeadSocial

7. TOP PRIORITIES FOR DIGITAL PROFESSIONALS
@agency2
#SMWLeadSocial
Trends

8. 1 Connect with Consumer’s Emotional Side
Inspire
Drive
engagement
Encourage
consideration
Convert Support

9. THE CHALLENGE: Promote toys to mums
with girls aged 4-8
TARGET AUDIENCE: Actualising a child’s dream of
becoming a superhero by harnessing the power of social
on National Super Hero Day
RESULTS: Actualising a child’s dream of becoming a
superhero by harnessing the power of social on National
Super Hero Day
INSIGHT:
The Social Insight
Engine uncovered a
desire for mums to
boost their daughter’s
self-esteem

10. 2 Hyper Targeting Through Matrix Segmentation
Inspire
Drive
engagement
Encourage
consideration
Convert Support

11. WEBSITES
SOCIAL PAGES
Retailer 1 Retailer 3Retailer 2
Product line 1
Product line 3
Product line 2
Each segment has
a unique set of targeting
criteria to optimise ROI
2 Hyper Targeting Through Matrix Segmentation

12. 3 Understand Audience Motivation & Drivers to Purchase
Inspire
Drive
engagement
Encourage
consideration
Convert Support

13. Inspire
Drive
engagement
Encourage
consideration
Convert Support
Emotive
Rational

14. 4 Engage with the Audience’s Wider Interests to
Spark Connection
Inspire
Drive
engagement
Encourage
consideration
Convert Support

15. THE CHALLENGE: A hotel chain wants to run a social
campaign to drive bookings
TARGET AUDIENCE: Young professionals who enjoy
short-haul travel
RESULTS: Compared to content focused on product and
discounts, our insight driven posts significantly increased
booking rates by over 5x, with a CPA of 2.5x lower
INSIGHT:
The Social Insight
Engine reveals that
this target audience
is predisposed
to Michael
Palin and “trying
interesting foods”

16. @agency2
#SMWLeadSocial
5 KPIs That the Board Believe In

17. @agency2
#SMWLeadSocial
KPIs: The Traditional View

18. @agency2
#SMWLeadSocialThree KPIs That the Board Believe In
Market Share
Gained
Cost/Sale
Sales

19. @agency2
#SMWLeadSocial
Attribution Model
LAST CLICK
INCREMENTALSALES
GROWING MARKET SHAREHIGHEST CONVERSION RATE
LOW
CONSIDER PURCHASE
ALREADY
CONSIDERED PURCHASE
HIGH

20. @agency2
#SMWLeadSocial
FIRST CLICK
LAST CLICK
INCREMENTALSALES
GROWING MARKET SHAREHIGHEST CONVERSION RATE
LOW
CONSIDER PURCHASE
ALREADY
CONSIDERED PURCHASE
HIGH
Attribution Model

21. CONSIDER PURCHASE
ALREADY
CONSIDERED PURCHASE
LAST CLICK
NON-DIRECT
@agency2
#SMWLeadSocial

22. SALES
COST/SALE
MARKET
SHARE GAINED
1. Agree attribution model
2. Educate the board
3. Stick to the model & communicate
@agency2
#SMWLeadSocial
Key Takeaways for You

23. @agency2
#SMWLeadSocial
Key Takeaways for You
1. Connect with consumers’ emotional side
2. Hyper targeting though matrix segmentation
3. Understand audience motivation and drivers to purchase
4. Engage with the audience’s wider interests to spark a connection
5. Report KPIs that matter most to the board

24. Q&A
JOEL@ AGENCY2.CO.UK
0203 567 1381
@JOELDAVIS_
@agency2
#SMWLeadSocial