Moontoast provides social analytics and rich media advertising platforms. Shaun White presented on using social analytics to prove social ROI. He discussed defining KPIs like discovery, interaction, transaction, and endorsement (DITE) to track campaign performance. Facebook insights and Twitter ads dashboards provide standard metrics, while Moontoast's platform benchmarks performance, enables market testing, and prioritizes placements through integrated data. The presentation aimed to demonstrate how social advertisers can understand, measure, and optimize their return on social media investments.

1. MOONTOAST, INC.
Webinar
Using Social Analytics Effectively to Prove Social ROI
August 14, 2013
Presenter
Shaun White, Director Product
shaun@moontoast.com
@swhite517

2. Who is Moontoast? ……Innovative Social Rich Media Ad Platform
 2013 Facebook PMD Innovation Award Winner for
Social Rich Media
 Strategic partner exclusively focused on Social
Interactive Advertising and recognized by
AdWeek, TechCrunch, Mashable, AllFacebook, an
d others
 Dedicated Managed Services for the
creation, execution, and analysis of every unit
 Responsive Ad Technology to provide the best
user experience
 Ecosystem of Partners for
email, data, targeting, technology, commerce, & ad
buying
 Social Rich Media Expertise with big brands
 Demonstrated record of first-to-market innovations
in social

3. What Moontoast Believes – Social Rich Media Ads Drive ROI
We believe that social ads need to be branded, interactive experiences that
deliver rich engagement for the top brands and agencies to drive social ROI.
“

4. Social Rich Media Aligns With Macro Economics
Explosive growth Social, Mobile, Video
Value cost is advantageous in digital
advertising versus TV at scale
Interactive advertising supports the
entire path-to-purchase to maximize ROI
Innovation with interactive advertising is
creating unique opportunities in social to
leverage the news feed (e.g. location-
based services, OpenGraph stories)

5. Social Rich Media Ads Target Audiences Along Consumer Journey
Awareness
Lead
Generation
Preference Shopping Experience Endorsement
Interactive and transactional rich media experiences which engage social consumers
throughout the entire path-to-purchase journey within the social context.

6. Moontoast’s Social Rich Media Platform
Activation Hub
Ad builder to create, manage and
analyze your ads and campaigns.
Interactive Rich Media Ads
Moontoast’s interactive ads can be distributed at scale on major social channels
like Facebook and Twitter, across multiple device types responsively.
Social Analytics
Measure and optimize campaign
and ad performance versus
benchmarks.

7. MOONTOAST, INC.
Social Analytics

8. Social analytics addresses key market problem
“I run social campaigns but I can’t measure ROI effectively.”
“I am/want advertising in social media platforms but need data to help
determine what I should be doing where and when?!”
“I have a budget for social advertising but need help optimizing my spend.”
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2
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Social Advertisers are concerned with the preparation and placement of
ads. This includes research, media selection and purchase

9. • Similar to any Marketing strategy you must:
– Have executive buy-in to utilize social analytics.
– Identify the business questions you want answered through social.
– Focus your social analytics strategy on answering these business
questions.
– Develop goals, KPIs and success criteria for your campaigns.
Before you begin

10. • Understand what your consumers are doing with your brand:
– Learning more information about your brand.
– Endorsing your product to their friends and family.
– Providing feedback on your product through likes and comments.
– Transacting either through purchase or providing more information
about themselves in exchange for an offer.
How do you define your KPIs

11. • Then formulate your strategy.
– What tools are you going to use to track?
– What are you going to track?
– How long will you track?
How do you define your KPIs

12. • Here at Moontoast we have seen the following KPIs work, we refer to
them as DITE:
– Discovery
– Interaction
– Transaction
– Endorsement
Moontoast KPIs

13. DITE Explained
DISCOVERY
INTERACTION
TRANSACTION
ENDORSEMENT
User clicks on the post from the
newsfeed.
If the user decides to participate in
the contest, they fill-out
the form.
Once the form is complete, the user
would press the “ENTER NOW”
button to submit.
After the submission, the user is
asked to shared this app with
friends and family.

14. DITE Explained
DISCOVERY
INTERACTION
TRANSACTION
ENDORSEMENT
Which takes them to a branded
experience, with a video and
form to receive updates.
If the user decides to participate in
the contest, they fill-out
the form.
Once the form is complete, the user
would press the “ENTER NOW”
button to submit.
After the submission, the user is
asked to shared this app with
friends and family.

15. DITE Explained
DISCOVERY
INTERACTION
TRANSACTION
ENDORSEMENT
User clicks on the post from a
newsfeed.
If the user decides to participate in
the contest, they fill-out
the form.
Once the form is complete, the user
would press the “ENTER NOW”
button to submit.
After the submission, the user is
asked to shared this app with
friends and family.

16. DITE Explained
DISCOVERY
INTERACTION
TRANSACTION
ENDORSEMENT
User clicks on the post from a
newsfeed.
If the user decides to participate in
the contest, they fill-out
the form.
Once the form is complete, the user
would press the “ENTER NOW”
button to submit.
After the submission, the user is
asked to shared this app with
friends and family.

17. DITE Explained
DISCOVERY
INTERACTION
TRANSACTION
ENDORSEMENT
User clicks on the post from a
newsfeed.
If the user decides to participate in
the contest, they fill-out
the form.
Once the form is complete, the user
would press the “ENTER NOW”
button to submit.
After the submission, the user is
asked to shared this app with
friends and family.

18. DITE Explained
DISCOVERY
INTERACTION
TRANSACTION
ENDORSEMENT
User clicks on the post from a
newsfeed.
If the user decides to participate in
the contest, they fill-out
the form.
Once the form is complete, the user
would press the “ENTER NOW”
button to submit.
After the submission, the user is
asked to shared this app with
friends and family.

19. DITE Explained
DISCOVERY
INTERACTION
TRANSACTION
ENDORSEMENT
User clicks on the post from a
newsfeed.
If the user decides to participate in
the contest, they fill-out
the form.
Once the form is complete, the user
would press the “ENTER NOW”
button to submit.
After the submission, the user is
asked to share this app with
friends and family.

20. DITE Explained
DISCOVERY
INTERACTION
TRANSACTION
ENDORSEMENT
User clicks on the post from a
newsfeed.
If the user decides to participate in
the contest, they fill-out
the form.
Once the form is complete, the user
would press the “ENTER NOW”
button to submit.
After the submission, the user is
asked to share this app with
friends and family.

21. • Facebook Page Insights provide metrics
such as the following to inform how your
page post is performing:
– Impressions: Number of times a post
from your page is displayed
– Reach: Number of impressions of a
page post this
– Virality: Number of people who have
created a story from your post as
percentage of the number of people
who have seen it
– People Talking About This: (PTAT)
Number of people taking action against
your post
Facebook Analytics

22. • Twitter ads dashboard provide metrics to
inform how your ad campaign is
performing, such as:
– Mentions: How many times your handle
was mentioned
– Follows: Number of follows and unfollows
over a period of time
– Recent Activity: Your recent tweets;
allows the user to drill down to see the
tweets with the most engagement
– Clicks: Number of clicks of any links you
share
– Followers: Your growth in followers over
time, the gender and location of your
followers, the topics they are interested
Twitter Analytics

23. Moontoast Unique value proposition
Key attributes of the product:
 Measuring Performance – real-time campaign data
 Benchmarking – against the industry and across a single
advertiser
 Market Testing Platform – cumulative intelligence agent for social
advertising
 Prioritizing for impact – help planning and placement process
 Ecosystem – providing best-in-class platform integration from/to
external social advertising and data partners
Moontoast’s Analytics Platform helps digital advertisers
understand, measure and optimize their social advertising ROI.

24. Q&A
August 14, 2013
Presenter
Shaun White, Director Product
shaun@moontoast.com
@swhite517