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Engage Bali 2016: Sabeen H. Ahmad, Publicis

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Think Social, Act Global

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Engage Bali 2016: Sabeen H. Ahmad, Publicis

  1. 1. Think Social, Act Global Sabeen H. Ahmad Publicis North America t: @SaBean21
  2. 2. Publicis Reel(T-Mobile)
  3. 3. THINK SOCIAL, ACT GLOBAL
  4. 4. WHAT IS YOUR BRAND’S SOCIAL GOAL? 4
  5. 5. EVERYTHING IS A BUSINESS PROBLEM 5 Awareness What is My Brand Trying To Achieve? Conversion Loyalty Consideration
  6. 6. R.O.I. IS STILL ELUSIVE SOCIAL METRICS (Engagement, Reach, CTR) BUSINESS OBJECTIVES (e.g. Sales & Brand Equity) PERFORMANCE INDICATORS (e.g. Awareness, Consideration)
  7. 7. PAID SOCIAL IS KEY 7
  8. 8. We have to be Effective and Efficient
  9. 9. 9 Plan Design LeverageMake The Publicis Interdependence Process
  10. 10. 1) WHY ARE WE DOING THIS? 2) WHO DO WE WANT TO TALK TO? 3) WHERE CAN WE BEST REACH THEM & WHEN? 4) WHAT DO THEY FIND INTERESTING OR RELEVANT? 5) HOW CAN WE LEARN FROM OUR EFFORTS?
  11. 11. 11 Plan BETTER UNDERSTANDING OF THE CONSUMER & THE BUSINESS ‣  Overlay all types of data ! (social, search, retail, geolocation, reviews etc.) to develop insights and a strategic way-in! design EXPERIENCE MAPPING ‣  build end-to-end interdependent journeys to drive consistency and relevance across channels, content and device! leverage SCALED AMPLIFICATION AND EFFECTIVENESS ‣  ensure right context! and fuel for growth! and results! make STRONGER AND ACTIONABLE PROGRAMS ‣  develop deeper and stronger consumer content! ‣  allow for accelerated optimization! The Publicis Process: PLAN
  12. 12. 12 Plan: Use All the Tools At Your Disposal
  13. 13. A PROFILE EMERGES DEMO: 25 – 34 Males THEIR SOCIAL BEHAVIOR: INCOME: THEIR SOCIAL PARTICIPATION: THEIR MOBILE BEHAVIOR: $55 - $100K THEIR INTERESTS: 88% Own a Smartphone Top activities include SMS (Whatsapp), watching videos/TV (YouTube/Hulu), emailing (gmail), playing games, listening to music (Spotify), communicating via social networks (Insta/Twitter), online shopping, and using search Technology • Social Media • Music • Sports • Entertainment • Shopping Renters or in multi-family homes • Few are married or have children • Small savings • Like to go out as much as stay in for the evening. Watch most TV on demand; Sports are watched live in a bar or at home. Use social to engage, offer opinions, share interesting content. More likely to use Reddit than other groups A LITTLE ABOUT THEM: Over-index 71% 46% 33% 27% 9% AGE 25-34 SPECTATOR80% CREATOR71% CRITIC46% JOINER33% COLLECTOR27% INACTIVE9% §  Who are you talking to? §  Where are they in Social? §  Where are they in other spaces/ places? §  What are they doing? §  What do they find Iinteresting/relevant? LOCATION: Metropolitan Areas: NYC, ATL, CHI
  14. 14. 14 plan BETTER CONSUMER, BUSINESS UNDERSTANDING ‣  layer all types of data ! (social, search, retail, etc.) and insights into ! the strategic upfront! design EXPERIENCE MAPPING ‣  build end-to-end interdependent journeys to drive consistency and relevance across channels, content and device! leverage SCALED AMPLIFICATION AND EFFECTIVENESS ‣  ensure right context! and fuel for growth! and results! make STRONGER AND ACTIONABLE PROGRAMS ‣  develop deeper and stronger consumer content! ‣  allow for accelerated optimization! The Publicis Process: DESIGN
  15. 15. STEP INTO YOUR CONSUMER’S LIFE … 15
  16. 16. DETERMINE WHICH PLATFORMS SUIT YOUR MUTUAL NEEDS 16
  17. 17. WHEN CAN YOU REACH THEM & WHAT DO YOU WANT THEM TO DO?
  18. 18. 18 plan BETTER CONSUMER, BUSINESS UNDERSTANDING ‣  layer all types of data ! (social, search, retail, etc.) and insights into ! the strategic upfront! design EXPERIENCE MAPPING ‣  build end-to-end interdependent journeys to drive consistency and relevance across channels, content and device! leverage SCALED AMPLIFICATION AND EFFECTIVENESS ‣  ensure right context! and fuel for growth! and results! make STRONGER AND ACTIONABLE PROGRAMS ‣  develop deeper relevance through stronger consumer content! ‣  allow for accelerated optimization! The Publicis Process: MAKE
  19. 19. CONTENT STRATEGY IS IMPERATIVE 19
  20. 20. THINK INFLUENCE(R) 20
  21. 21. IDENTIFY KEY STAKEHOLDERS 21
  22. 22. What Historical & Competitive Benchmarks Can You Utilize? Survey Data (e.g. Awareness and Consideration Lifts, Ad Recall, On-Site Conversion, Purchase Intent Lift, etc. Reach, Impressions, Social Share of Voice, Engagement (L/C/S), CTR, Video Views/Compl etion, Sentiment, Fan Growth etc. Sales, Equity, Brand Studies DEFINE METRICS FOR YOUR EFFORTS
  23. 23. C-R-E-A-T-E 23
  24. 24. 24 plan BETTER CONSUMER / BUSINESS UNDERSTANDING ‣  layer all types of data ! (social, search, retail, etc.) and insights into ! the strategic upfront! design EXPERIENCE MAPPING ‣  build end-to-end interdependent journeys to drive consistency and relevance across channels, content and device! Leverage AMPLIFICATION AND EFFECTIVENESS ‣  ensure right context! and fuel for growth! and results! make STRONGER AND ACTIONABLE PROGRAMS ‣  develop deeper and stronger consumer content! ‣  allow for accelerated optimization! The Publicis Process: LEVERAGE
  25. 25. DIVE DEEP TO OPTIMIZE 25 §  Identify emerging content themes and topics through engagements §  Find trends and opportunities §  Find Important People: Fans, Advocates and Influencers §  Discover product / brand issues à product development feedback §  Identify Competitive Insights and paid strategies
  26. 26. •  Reach •  Impressions •  Engagement (L/C/S) •  Click Through Rate •  Video Views/Completion •  Social Share of Voice •  Sentiment •  Fan Growth •  Additional Metrics •  Shifts in Search Results •  Etc. RE-EVALUATE BENCHMARKS & GOALS
  27. 27. 1) WHY ARE WE DOING THIS? 2) WHO DO WE WANT TO TALK TO? 3) WHERE CAN WE BEST REACH THEM & WHEN? 4) WHAT DO THEY FIND INTERESTING OR RELEVANT? 5) HOW CAN WE LEARN FROM OUR EFFORTS?
  28. 28. 4 SIGNS OF SOCIAL SUCCESS Drove engagement and personalized connections Created brand awareness The brand gets credit through search, and earned media Was extremely efficient and impactful use of the overall budget
  29. 29. Thank You Sabeen H. Ahmad Publicis North America t: @SaBean21

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