1. Breaking through the clutter:
Using content, analytics and
paid to achieve ROIsquared
@christuff
@22squared
#socialfresh

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TECHNOLOGY ADOPTION CURVES

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PRE-ROLL VIDEO TV
FOLLOWING

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MOBILE BANNERS ONLINE BANNERS
FOLLOWING

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FACEBOOK EMAIL MARKETING
FOLLOWING

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CONTENT MARKETING IS THE SH*#!

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BRAND CONSUMER
“CONTENT BRANDS CARE ABOUT”
CONTENT “MONEYBAGS”
THE REALITY:
“CONTENT PEOPLE CARE ABOUT”

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A QUICK STORY...
9

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A QUICK STORY...
9

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A QUICK STORY...
9

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#REALLIFE

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#REALLIFE

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STRIKING A CHORD
KAREN PAUL GRAMPS

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ART & SCIENCE
VOICE
CONTENT
EARNED
ENGAGEMENT
IDEAS
INFLUENCE
VIRALITY
DISTRIBUTION
PAID
AMPLIFICATION
SCALE
PURCHASE
SOCIAL SUCCESS IS A MIX OF:

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RIGHT
CONTENT

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RIGHT
PEOPLE+RIGHT
CONTENT

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RIGHT
PEOPLE+RIGHT
CONTENT
RIGHT
TIME+

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RIGHT CONTENT

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RIGHT CONTENT
1. SEGMENTED CONTENT STRATEGY

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RIGHT CONTENT
1. SEGMENTED CONTENT STRATEGY
2. SOCIAL LISTENING/REPORTING

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RIGHT CONTENT
1. SEGMENTED CONTENT STRATEGY
2. SOCIAL LISTENING/REPORTING
3. UNPUBLISHED PAGE POSTS (DARK POSTS)

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RIGHT PEOPLE

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RIGHT PEOPLE
1. UNPUBLISHED PAGE POSTS PAID

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RIGHT PEOPLE
1. UNPUBLISHED PAGE POSTS PAID
2. HYPER-TARGETING SUB-TRIBES

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RIGHT PEOPLE
1. UNPUBLISHED PAGE POSTS PAID
2. HYPER-TARGETING SUB-TRIBES
3. CUSTOM AUDIENCES

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RIGHT PEOPLE
1. UNPUBLISHED PAGE POSTS PAID
2. HYPER-TARGETING SUB-TRIBES
3. CUSTOM AUDIENCES
4. DATALOGIX/POLK RETARGETING

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RIGHT PEOPLE
1. UNPUBLISHED PAGE POSTS PAID
2. HYPER-TARGETING SUB-TRIBES
3. CUSTOM AUDIENCES
4. DATALOGIX/POLK RETARGETING
5. FACEBOOK EXCHANGE

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RIGHT TIME

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RIGHT TIME
1. ESTABLISHING “IF THIS THEN THAT” (IFTTT)

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RIGHT TIME
1. ESTABLISHING “IF THIS THEN THAT” (IFTTT)
2. USING DATA TO DETERMINE SWEET TIMES

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RIGHT TIME
1. ESTABLISHING “IF THIS THEN THAT” (IFTTT)
2. USING DATA TO DETERMINE SWEET TIMES
3. SLOTTING MEDIA TO FOLLOW DEVICE USE

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ITERATE

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THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY
22

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THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY
15
MINUTES
1ST SHARE 2ND SHARE
ENTER
PAID 100K IMPRESSIONS (IMP)
22

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THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY
15
MINUTES
1ST SHARE 2ND SHARE
ENTER
PAID 100K IMPRESSIONS (IMP)
1 HOUR
1ST SHARE 2ND SHARE
ENTER
PAID 2M IMP
22

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THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY
15
MINUTES
1ST SHARE 2ND SHARE
ENTER
PAID 100K IMPRESSIONS (IMP)
1 HOUR
1ST SHARE 2ND SHARE
ENTER
PAID 2M IMP
1ST SHARE 2ND SHARE
ENTER
PAID 50K IMP2 DAYS
22

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THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY
15
MINUTES
1ST SHARE 2ND SHARE
ENTER
PAID 100K IMPRESSIONS (IMP)
1 HOUR
1ST SHARE 2ND SHARE
ENTER
PAID 2M IMP
1ST SHARE 2ND SHARE
ENTER
PAID 50K IMP2 DAYS
1ST SHARE 2ND SHARE
ENTER
PAID 10K IMP9 DAYS
22

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ENGAGEMENT ROI

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ROI MPRESSIONS

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• Tracking since March 2009
• Very strong agreement with Rasmussen (r = 0.91) and Gallup (r = 0.90)
• Higher agreement with both than between Gallup and Rasmussen (r = 0.84) Facebook margin of error +/- 2% or smaller | Gallup margin of error +/- 3% | Rasmussen margin of error +/- 4%
Do
you
approve
or
disapprove
of
the
job
that
Barack
Obama
is
doing
as
president?
THEY ARE ALSO ACCURATE

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ROINVESTMENTS

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1. ABILITY TO DEFINE EXACT ROI

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1. ABILITY TO DEFINE EXACT ROI
2. RETARGETING

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1. ABILITY TO DEFINE EXACT ROI
2. RETARGETING
3. VALUE OF A FAN

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API
LOCAL STORE CIRCULAR
LOCAL DEALS AT SCALE

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2011
2012
2013
2013
MOONTOAST/POINTROLL

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SPONSORED STORIES
CONTENT MARKETING
LIKE TAB
SOCIAL IMPRESSIONS FACEBOOK EXCHANGE
DATALOGIX RETARGETING
CUSTOM AUDIENCES
FACEBOOK OFFERS
AWARENESS
CONVERSION/
ROI
ADVOCACY/LOYALTY
ENGAGEMENT
2011
2012
2013
2013
MOONTOAST/POINTROLL

60. Thanks!
@christuff
@22squared
#socialfresh