Social media week agency2

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The document provides tips for social media leaders on how to be effective in social media. It discusses connecting with consumers on an emotional level, using hyper targeting through matrix segmentation, understanding audience motivations, engaging audiences through their wider interests, and reporting key performance indicators that matter to boards. The presentation includes examples of social media campaigns and their results. It emphasizes using insights into audiences to drive engagement and conversions.

Business

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

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

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

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

TOP PRIORITIES FOR DIGITAL PROFESSIONALS
@agency2
#SMWLeadSocial
Trends

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

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

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

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

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

Inspire
Drive
engagement
Encourage
consideration
Convert Support
Emotive
Rational

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

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”

@agency2
#SMWLeadSocial
5 KPIs That the Board Believe In

@agency2
#SMWLeadSocial
KPIs: The Traditional View

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

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

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

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

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

@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

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

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Social media week agency2

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

Social media week agency2

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