© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Johnny Devitt | Social and Display Manager Paddy Power and Adobe talk Social Media!
Aug 20, 2015
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Johnny Devitt | Social and Display Manager Paddy Power and Adobe talk Social Media!
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Changing the world through digital experiences
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketing Week Being social by design for Paddy Power Online Marketing. Ultimate Page Post Sponsored Stories
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#Future of Digital #Future of Digital
#Future of Digital
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketing Week Agenda & Takeaways
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Agenda • The Paddy Power Approach To Paid Social
• Goals we set • Where Social first in our mix
• Approach that helped us evolve • What we have learned from Facebook
Takeaways Goals that we found worthwhile pursuing
How to cut through fluff and get performance Do listen to Facebook
#Future of Digital
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketing Week
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There is lots of “Fluff ” in social media Cut through the fluff to find performance
#Future of Digital
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketing Week At Paddy Power we have learned a lot in a short period of time. How have we done that?
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≠
#Future of Digital
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketing Week At Paddy Power we have learned a lot in a short period of time. How have we done that? Facebook is not Search!
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#Future of Digital
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketing Week We have a clear approach to our Facebook marketing, it’s a social doctrine rather than a social strategy
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We have clear goals
We are not afraid to fail
We have support from experts & that we have
to make it work
We know the right person at the right time
will convert We accept that being
social is about engaging
We stay on top of the product and expect
change
We see Facebook as a partner, we leverage
their strategy
#Future of Digital
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketing Week Goals worth perusing…. Because we set these goals we have answers for all
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Get paid media working “At Scale”
“Sustainably” & “Economically”
How to get the best
out of owned media
What is a like worth for the
business
What Social Context
means for the business
#Future of Digital
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketing Week We think we understood where social fits in our marketing mix. We built out our strategy around that
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Register
Search for Conversion
Affiliates for Intent & Interest
Social for engagement & listening
Display for awareness & suggestion
#Future of Digital
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketing Week Facebook say “be social by design” what does that mean for Paddy Power?
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Listen to what our
Audience is saying
Take insight from the
conversation
Get into the conversation
our Audience is in
#Future of Digital
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketing Week To be able to get the best out Facebook you know it well…. What have been the key drivers that have assisted us to evolve our activity
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• Read the weekly Update
• Expect and plan for change
Facebook Updates
• Have a tool for your page management
• Track activity
Page Management
• Keep an eye on FB trends
• Know the seasonal variations
• Track changes
What Changes CPCs
• Premium Impressions
• ASU clicks • Owned Media • If it moves track it
Track It • Adapt
responsibilities • Cooperation is key
Org Change
#Future of Digital
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketing Week Facebook can help if you listen
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Connect
Engage
Influence
Integrate
#Future of Digital
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketing Week Understanding Social Media, its about friends but also… If you don’t understand or accept this don’t get into Facebook
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#Future of Digital
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketing Week One more sponsored story
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#Future of Digital