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#SMI12: Make your brand a social sensation with paid, owned and earned media

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Luca Benini, the European MD of Buddy Media spoke at Social Media Influence 2012, detailing how brands can utilize the power of like to build visibility and community.

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Making Your Brandʼs Content a Social Sensation with Paid, Owned and Earned Media" Luca Benini" Managing Director, Europe" @lucaben1n1"
In the next 30 minutes…! " Your Content and the new Facebook ad model! " Igniting the virtuous cycle! " Achieve scale!
What is the value of a Fan?! Well, I can tell you the cost of a Fan…!
YOUR CONTENT AND THE NEW FACEBOOK AD MODEL ! ©  2012  Buddy  Media  Inc.  Proprietary  and  Confiden9al      
FIRST, THE STATS…!
ON AVERAGE, CONTENT POSTED TO FACEBOOK PAGES REACH 16% OF FANS!
WITH SOCIALLY AWARE ADS, BRANDS CAN REACH 200X THE NUMBER OF FANS!
New reality! © 2012 Buddy Media Inc. Proprietary and Confidential "
New ad products! © 2012 Buddy Media Inc. Proprietary and Confidential "
Ignite a virtuous cycle.
 Drive real business results.! Generate more Build fan base! organic stories! Build fan base! Amplify content that Build fan base! performs via content that Amplify paid ads! performs via paid ads! Real Business ROI Results:! •  Brand Equity Publish content 
 content 
 •  Lifetime Value Publish content 
 Publish • Sales to fan fan base!base! to base! to fan Generate more ! ! Generate more organic stories! ! organic stories! Amplify content that performs via paid ads! See content that 
 best performs! See content that 
 best performs! See content that 
 best performs! © 2012 Buddy Media Inc. Proprietary and Confidential "
Step 1: Build your fan base! © 2012 Buddy Media Inc. Proprietary and Confidential "
© 2012 Buddy Media Inc. Proprietary and Confidential "
© 2012 Buddy Media Inc. Proprietary and Confidential "
© 2012 Buddy Media Inc. Proprietary and Confidential "  
© 2012 Buddy Media Inc. Proprietary and Confidential "  
©  2012  Buddy  Media  Inc.  Proprietary  and  Confiden9al      
©  2012  Buddy  Media  Inc.  Proprietary  and  Confiden9al      
Step 2: Identify best stories! © 2012 Buddy Media Inc. Proprietary and Confidential "  
Step 3: Amplify with ads! © 2012 Buddy Media Inc. Proprietary and Confidential "
Content = advertising! © 2012 Buddy Media Inc. Proprietary and Confidential "
The old method! " Brand has one million fans! " 16% (160,000) of fans see a post! " 5% engage, leaving you with 8,000 engagements! " These engagements are amplified via Facebook ads to reach Friends of Fans! " Ultimately reach 1.04 million people!
The new method! " Brand has one million fans! " Up to 75% of fans (750,000) see a Post with Reach Generator! " 5% engage (37,500 engagements)! " These engagements are amplified via social ad software! " Ultimately reach 4.875 million people via Friends of Fans!
Ads are good, stories are better!! " Your best stories! " With the best Social Context! " Delivered at Scale!
ACHIEVE SCALE
 CROSS-PLATFORM
 SYNDICATION
 PRIORITIZATION
 ! ©  2012  Buddy  Media  Inc.  Proprietary  and  Confiden9al      
© 2012 Buddy Media Inc. Proprietary and Confidential "  
Starwood, 9 Brands, 1000+ pages
L’Oreal, 5000 salon pages “Social media has transformed the way we leverage brand awareness and loyalty to drive growth.” -Kelly Solomon, VP Interactive, Active Cosmetics Division, L’Oreal
Empower and organize teams …! leverage
 technology…! optimize results and repeat.!
Brands aim high!! Paid + Owned + 
 Earned + Syndication! SCALE! Paid + Owned + Earned! WORD 
 OF 
 MOUTH! Owned + Earned! COMMUNITY! Owned! BRAND! © 2012 Buddy Media Inc. Proprietary and Confidential "
Key takeaways ! " Prepare for success at Scale! " People, process, platforms and technology! ! " Inform and Direct your Social Strategy with Data! " Make your Brandʼs Content a Social Media Sensation! ©  2012  Buddy  Media  Inc.  Proprietary  and  Confiden9al      
THANK YOU!! ! ! ! buddymedia.com   ! facebook.com/buddymedia   ! @BuddyMedia  @lucaben1n1   !  linkedin.com/company/buddy-­‐media   youtube.com/BuddyMedia   ! ! Luca  Benini   Managing  Director,  Europe   luca.benini@buddymedia.com   @lucaben1n1   ©  2012  Buddy  Media  Inc.  Proprietary  and  Confiden9al      

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#SMI12: Make your brand a social sensation with paid, owned and earned media

  • 1. Making Your Brandʼs Content a Social Sensation with Paid, Owned and Earned Media" Luca Benini" Managing Director, Europe" @lucaben1n1"
  • 2. In the next 30 minutes…! " Your Content and the new Facebook ad model! " Igniting the virtuous cycle! " Achieve scale!
  • 3. What is the value of a Fan?! Well, I can tell you the cost of a Fan…!
  • 4. YOUR CONTENT AND THE NEW FACEBOOK AD MODEL ! ©  2012  Buddy  Media  Inc.  Proprietary  and  Confiden9al      
  • 6. ON AVERAGE, CONTENT POSTED TO FACEBOOK PAGES REACH 16% OF FANS!
  • 7. WITH SOCIALLY AWARE ADS, BRANDS CAN REACH 200X THE NUMBER OF FANS!
  • 8. New reality! © 2012 Buddy Media Inc. Proprietary and Confidential "
  • 9. New ad products! © 2012 Buddy Media Inc. Proprietary and Confidential "
  • 10. Ignite a virtuous cycle.
 Drive real business results.! Generate more Build fan base! organic stories! Build fan base! Amplify content that Build fan base! performs via content that Amplify paid ads! performs via paid ads! Real Business ROI Results:! •  Brand Equity Publish content 
 content 
 •  Lifetime Value Publish content 
 Publish • Sales to fan fan base!base! to base! to fan Generate more ! ! Generate more organic stories! ! organic stories! Amplify content that performs via paid ads! See content that 
 best performs! See content that 
 best performs! See content that 
 best performs! © 2012 Buddy Media Inc. Proprietary and Confidential "
  • 11. Step 1: Build your fan base! © 2012 Buddy Media Inc. Proprietary and Confidential "
  • 12. © 2012 Buddy Media Inc. Proprietary and Confidential "
  • 13. © 2012 Buddy Media Inc. Proprietary and Confidential "
  • 14. © 2012 Buddy Media Inc. Proprietary and Confidential "  
  • 15. © 2012 Buddy Media Inc. Proprietary and Confidential "  
  • 16. ©  2012  Buddy  Media  Inc.  Proprietary  and  Confiden9al      
  • 17. ©  2012  Buddy  Media  Inc.  Proprietary  and  Confiden9al      
  • 18. Step 2: Identify best stories! © 2012 Buddy Media Inc. Proprietary and Confidential "  
  • 19. Step 3: Amplify with ads! © 2012 Buddy Media Inc. Proprietary and Confidential "
  • 20. Content = advertising! © 2012 Buddy Media Inc. Proprietary and Confidential "
  • 21. The old method! " Brand has one million fans! " 16% (160,000) of fans see a post! " 5% engage, leaving you with 8,000 engagements! " These engagements are amplified via Facebook ads to reach Friends of Fans! " Ultimately reach 1.04 million people!
  • 22. The new method! " Brand has one million fans! " Up to 75% of fans (750,000) see a Post with Reach Generator! " 5% engage (37,500 engagements)! " These engagements are amplified via social ad software! " Ultimately reach 4.875 million people via Friends of Fans!
  • 23. Ads are good, stories are better!! " Your best stories! " With the best Social Context! " Delivered at Scale!
  • 24. ACHIEVE SCALE
 CROSS-PLATFORM
 SYNDICATION
 PRIORITIZATION
 ! ©  2012  Buddy  Media  Inc.  Proprietary  and  Confiden9al      
  • 25. © 2012 Buddy Media Inc. Proprietary and Confidential "  
  • 26.
  • 27. Starwood, 9 Brands, 1000+ pages
  • 28. L’Oreal, 5000 salon pages “Social media has transformed the way we leverage brand awareness and loyalty to drive growth.” -Kelly Solomon, VP Interactive, Active Cosmetics Division, L’Oreal
  • 29. Empower and organize teams …! leverage
 technology…! optimize results and repeat.!
  • 30. Brands aim high!! Paid + Owned + 
 Earned + Syndication! SCALE! Paid + Owned + Earned! WORD 
 OF 
 MOUTH! Owned + Earned! COMMUNITY! Owned! BRAND! © 2012 Buddy Media Inc. Proprietary and Confidential "
  • 31. Key takeaways ! " Prepare for success at Scale! " People, process, platforms and technology! ! " Inform and Direct your Social Strategy with Data! " Make your Brandʼs Content a Social Media Sensation! ©  2012  Buddy  Media  Inc.  Proprietary  and  Confiden9al      
  • 32. THANK YOU!! ! ! ! buddymedia.com   ! facebook.com/buddymedia   ! @BuddyMedia  @lucaben1n1   !  linkedin.com/company/buddy-­‐media   youtube.com/BuddyMedia   ! ! Luca  Benini   Managing  Director,  Europe   luca.benini@buddymedia.com   @lucaben1n1   ©  2012  Buddy  Media  Inc.  Proprietary  and  Confiden9al