State of Search 2014

Digital Space Consulting

RESET  YOUR  SOCIAL  STRATEGY    

State  of  Search    |  Dallas,  Texas  November  2014  

@JLoomstein  

Who We Are

•  Digital agency with over 10 years experience in content, creative, communications, and analytics

•  Passionate about the tools, platforms, and technology used to connect and engage consumers

•  Focused on empowering brands and customers by enabling them to research, relate and engage with each other

•  Entrenched in execution and creating a blueprint from here to there

•  Extensive experience in local search, PPC, SEO, conversion optimization, targeting/segmentation, and marketing strategy

2  

What We Do

3  

Digital Communication Initiatives

Technology Components

Analytics & Reporting

SOCIAL  MEDIA   ECOMMERCE  DIGITAL  MESSAGING  

WEB  CONTENT  MANAGEMENT  

ECOMMERCE   EMAIL  /  MARKETING  

SOCIAL  COMMUNITIES  

SOCIAL  PROFILING  

WEBSITE  WIDGETS  

VIDEO   SEO/SEM  

WEB  ANALYTICS  

BUSINESS  INTELLIGENCE  

STRATEGY  +  PLANNING  

INTERNET  MARKETING  

Presentation 101

The first rule of presenting is never to start a presentation with statistics…..

4  

The second rule - shameless self promotion §  Plug the Twitter (@Jloomstein) §  Use State of Search hashtag

Here are a bunch of statistics

•  56% of Americans have a profile on a social networking site

•  55% of Americans 45-54 have a profile on a social networking site

•  22% of Americans use social networking sites several times per day

•  23% of Facebook’s users check their account five or more times EVERY DAY.

•  76% of Twitter users now post status updates

•  64% of marketers plan to increase Linkedin participation in the near future

•  92% of marketers say social media has generated exposure for their business

•  80% of marketers say social media has increased website traffic for their business

•  72% of marketers say social media helps them develop loyal fans

5  

What you need to think about

6  

From  a  marke5ng  point  of  view      

•  How  do  measure  the  effecXveness  of  our  markeXng  dollar    •  How  do  we  deliver  a  posiXve  customer  experience                throughout  the  research,  discovery,  and  purchase  journey  •  How  do  we  create  client  or  customer-­‐centric  content  •  How  do  we  create  the  right  message  to  the  right  audience  at  the  right  Xme  •  How  do  we  maximize  marke5ng  budget  with  limited  talent  and  training  

resources  •  How  do  we  create  our  brand  so  people  know,  like,  trust,  and  buy  from  us    

+  How  do  I  grow  and  scale  +  What  is  the  hard  part    +  1,000  true  believers  +  What  is  my  story    

From  a  social  point  of  view      

?

Identifying the best social platforms for your business

7  

Where to start •  Identify the needs of your users by platform •  Understand what action you want your users to take by channel •  Develop a mobile first strategy •  Create consistency across each platforms (background images/style/content/etc.) •  Develop persona for each platform (audience, needs, expectations, etc.) •  Become a student of new social platforms, but….understand because “we” have a new

social platform – doesn’t mean “you” need to be there •  And realize we are all drowning in information

Right  Time.  Right  Message.  Right  Audience.    

Platform Identification

8  

PlaJorm   Who  Should  Use   Quick  Stat  

Twicer   •  PublicaXons   •       85%  of  B2B  marketers  use  Twicer  •     48%  of  businesses  have  generated  a  customer  through  Twicer  

Facebook   •  Companies  with  visually  driven  products  

•  77%  of  B2C  companies  have  acquired  a  customer  through  Facebook  •  400M  users  monthly  only  use  Facebook  on  mobile  app  •  35%  of  Facebook  fans  liked  Facebook  pages  specifically  to  compete  in  a  contest  •  42%  of  Facebook  fans  only  like  pages  for  discounts/offers  

LinkedIn   •  B2B  service  providers  •  Recruiters    

•  65%  of  B2B  companies  have  acquired  a  customer  through  LinkedIn  

YouTube   •  Brands  that  are  visually  driven    

•  Ecommerce  

•  52%  of  consumers  say  that  watching  product  videos  makes  them  more  confident  in  online  purchase  decisions    

•  64%  of  visitors  that  view  video  +2  minutes  are  64%  more  likely  to  purchase  product  (over  average  site  visitor)  92%  of  Pinterest  pins  are  women    

Pinterest     •  Fashion  •  Ecommerce  •  Moms  •  Food  /  Home  /  

Furnishing  

•  69%  of  Pinterest  users  are  female    •  70%  of  Pinterest  users  are  there  for  shopping  inspiraXon  •  Pinterest  shoppers  spend  on  average  $140-­‐$180/order  (highest  among  any  social  channel)    •  Pinterest  accounts  for  25%  of  retail  referral  traffic  

Facebook  Instagram  Pinterest  LinkedIn  

0%   10%   20%   30%   40%   50%   60%   70%   80%  

Adult  %  Usage  by  Channel  

Adult  %  Usage  

How to build and scale your social media strategy

9  

Step 1 Start by creating social media objectives and SMART goals (Specific, Measurable, Attainable, Relevant, Time-Bound) – followed by a social media audit

Social  Network  

URL   Target  Audience  

Posi5oning  Statement  

Iden5fied  Goal   Branding  Check  

Current  Stats  

Step 2 Curate social media inspiration (industry leaders, competitors, clients, customers) Step 3 Identify social media goals/channel (awareness, engagement, purchase) Step 4 Create a content editorial calendar (type, frequency, CTA, author, amplification) Step 5 Develop a story (brand narrative that plays across your social channels) Step 6 Partner with influencers Step 7 Build your team (people + tools)

How to amplify your content via social

10  

How to start •  Create visual assets to support content •  Push your content out via paid media (StumpleUpon Paid Discovery / FB dark posts) •  Identify which content is working via Social Crawlytics + BuzzSumo •  Build relationships with influencers (before you need them)

•  Piktochart / Visual.ly – Infographics tools •  Canva – create new images/background without design skills •  Social Image Resizer Tool – quickly resize images for your social media profiles •  ReciteThis.com – Turn a quote in a visual piece of art •  FollowerWonk – Identify influencers / analyze your followers •  ManageFlitter – Identify Twitter users / account clean up

Example Tools

•  Facebook ads / dark posts •  Twitter promoted tweets •  Twitter cards

Paid Amplification

•  Outbrain •  LinkedIn •  StumbleUpon Paid Discovery

How to make your social strategy more flexible and agile

11  

Leverage aggregation sites in your space •  Social-media.alltop.com - Aggregator •  Techmeme.com - Aggregator •  Consumer Barometer - Free consumer insights (various sectors)

Amplify  through  connec5ons  and  plaJorms  •  Social  CrawlyXcs  -­‐  Gather  social  stats  /  informaXon  around  influenXal  authors  •   Muck  Rack  –  Database  of  journalists  that  you  can  pitch  through  •  PitchEngine  -­‐  Content  creaXon  tool  for  publishing    

Discovery  

Conn

ect      

Mon

itor    

Find  opportuni5es    •  Knowem  -­‐  Use  of  your  brand  name  /  compeXtors  500+  social  networks/

communiXes    •  Cyfe  -­‐  Track  Twicer  menXons,  Facebook  posts  &  social  searches  •  Rankur  –  Online  reputaXon  management,  social  media  listening,  and  news  

clippings  •  Rival  IQ  –  Analyze  social  media  strategy  of  your  brand  vs.  compeXtors    •  MenXon  –    Listen  to  what  is  being  said  on  the  social  web    

ROAD MAP

SOCIALAMPLIFICATION

How digital marketing and social media fit into your strategy

So how do you make the most of your

13  

social media marketing efforts?  

B2B  Example  |  ADD  VALUE    Share  content  that  your  audience  will  find  helpful,  informaXve,  or  entertaining    

How to get the MOST out of your social strategy

14  

Standardize  monthly  tasks  list,  weekly  check-­‐ins,  scheduled  

reports    

Your  objecXve  with  your  social  strategy  is  scalability  

and  amplificaXon    

Stay  smart  for  your  sake  and  that  of  your  brand    

Work  with  partners/agencies    that  like  to  work  with  others    

Invest  in  tools  that  either  save  you  Xme,  make  you  money,  or  

make  you  look  smart    

Stop  obsessing  over  what  image  to  use  in  your  monthly  

email  newslecer    

<Focus  on  RCS    

Leverage  paid  media  (Facebook  ,  StumbleUpon,  Twicer,  LinkedIn,  

Google  Display)  

Track  metrics  that  macer  

Complete  digital  audits  

Educate  &  evangelize  from  the  ground  up  Stop  chasing  shiny  objects  

!

What brands need to think about in 2015

15  

•  Build  your  team    •  Invest  in  tools  that  either  save  you  Xme,  make  you  money,  or  make  you  look  smart    •  PerfecXon  is  the  enemy  of  good  •  Replicate,  scale,  iterate,  repeat      •  If  you  want  to  go  fast  –  go  alone.  If  you  want  to  go  far  –  go  together.    

Final thoughts

And do these things…

•  Making  mobile  a  priority  (mobile  first  strategy)  •  Hiring  professional  journalist/writers  •  Repurposing  content  •  Developing  rent  to  own  content  strategies  •  Developing  professional  editorial  pracXces  •  Becoming  a  media  company  (Red  Bull,  Coca  Cola,  River  Bend  Pools)  •  Understand  it’s  not  about  creaXng  content  –  it’s  about  creaXng  passionate  subscribers  

for  your  brand  

Target specific people. Not keywords.

Become a student of social platforms

Establish a social home

Engage and start answering questions

Stop chasing shiny objects

Write profiles about who you are, what you do, and how you can help

Understand social media isn’t inexpensive – it’s just a different kind of expensive (effort + money)

Have a game plan

16  

Invest in tools that either save you time, make you money, or make you look smart

Right Message. Right Audience. Right Channel. •  Story tell on Facebook •  Listen well on Twitter •  Glam it up on Pinterest

•  Create art on Instagram •  Get animated on Tumblr

Mobile first strategy + thumb friendly

Starter Matrix – What You Need

Tools  that  help  you  pay  aUen5on  

Check  Brand  Iden5ty  /  Availability  

Cura5on   Publishing   Crea5ve  

Trackur   Namechk   Storify   Swayy   PiktoChart  

Meltwater     Claim.io   Topicurious   PotLuck   Pic  Monkey  

Tagboard   Knowem   Listly   RebelMouse   Canva  

Social  MenXon   Namevine   TagBoard   Postris   Social  Image  Resizer  Tool    

TweetSeeker   ClaimID   TweetChats   Overblog   ReciteThis  

TweetAlarm   Gravatar   Shucerstock    

MenXon   PitchEngine  

Topsy  

Postling  

17  

Starter Matrix – What You Need

Manage  Your  Audience  

Analy5cs   Social  Media  Management   Other  Tools   Enterprise  

SocialBro   Rival  IQ   Sprout  Social   Shared  Count   Ready  Pulse  

ManageFlicer   Fanpage  Karma   Cyfe   ChannelMeter   Curalate  

TwicerCounter   Crowdbabble    

Hootsuite   Buzzstream    

ExactTarget  

FollowerWonk   Wildfire  InteracXve   How  Socialable   Moment  Feed  

Sendible    

TwicerFeed   Talk  Walker  

Mutual  Mind  

ViralHeat  

Argyle  Social  

SpreadFast  

18  

How to Contact Us

DigitalSpaceConsulting.com

[email protected]

Linkedin.com/in/Jloomstein

Twitter.com/jloomstein

Slideshare.net/jloomstein/presentations

19  

Digital Space Consulting Create. Connect. Engage.

 Thank  You.  

Appendix

Digital  Space  Consul5ng  |  Media  Matrix    

Plasorm   Overview   When  to  Use   Expected  Metrics  

Content  Marke5ng  

Content  markeXng  involves  the  distribuXon  of  relevant,  consistent  content  to  a  clearly  defined  audience.  It  gives  brands  the  opportunity  to  share  stories  and  solve  customer  problems.  Content  markeXng  can  take  on  many  forms  including:  interacXve  tools,  web  applicaXons,  long  form  arXcles,  blog  posts,  infographics,  research,  reviews  or  videos.  TargeXng  involves  a  deep  understanding  of  the  customer  combined  with  keyword  research.  

Content  markeXng  is  ouen  the  vehicle  brands  use  to  influence  organic  search  results,  capture  website  traffic  and  become  an  authority.  First,  gather  demographic,  psychographic  and  behavioral  data  on  the  customer  and  understand  where  and  how  they  interact  with  your  product  or  service  online.  Next,  idenXfy  a  problem  that  is  unsolved  or  solved  poorly  via  current  content.  OpXmize  the  soluXon  for  the  customer  and  get  it  visible  adopXng  social  media  markeXng  and  other  paid  and  organic  channels  to  drive  awareness.  

Content  markeXng  should  be  used  to  build  a  community,  increase  brand  awareness  and  long  term  conversion.  It  is  ouen  integrated  with  other  plasorms  for  maximum  reach  and  market  penetraXon  including  press  releases,  email  markeXng  and  social  media  adverXsing.    Content  markeXng  is  more  difficult  to  hold  to  an  ROI  standard,  yet  web  analyXcs  can  track  conversions,  traffic  and  shares.    

Display  Adver5sing  

Display  adverXsing  is  a  graphical  adverXsement  that  can  appear  in  a  variety  of  sizes  and  animaXons,  placed  next  to  content  on  a  vast  network  of  websites  opted  in  to  display  banner  ads.      Display  or  banner  adverXsing  allows  for  broad  and  narrow  targeXng  opXons  including:  website  domains,  customer  demographics,  contextual  or  content  based  keyword  targeXng  and  topic  targeXng.  

Ad  images  and  copy  can  be  modified  to  target  customers  at  any  stage  of  the  buying  cycle.  A  majority  of  display  ads  are  used  to  drive  brand  awareness  using  “click  bait”  imagery  paired  with  calls  to  acXon  that  provoke  a  landing  page  conversion.  Display  adverXsing  is  most  effecXve  when  targeXng  abandon  carts  through  remarkeXng  (specific  ads  shown  to  site  visitors  who  completed  or  didn’t  complete  an  acXon  on  the  site,  such  as  a  conversion).  

Display  adverXsing  is  one  of  the  oldest  forms  of  online  adverXsing  and  is  therefore  frequently  ignored.  Expect  lower  conversion  rates  from  standalone  banner  ads.  Conversions  are  much  higher  when  display  ads  are  paired  with  remarkeXng  campaigns.  Cost  per  thousand  impression  (CPM)  is  the  most  common  bidding  model  for  display.    

Email  Marke5ng  

Email  markeXng  occurs  when  a  business  sends  a  promoXonal  message  to  a  list  of  subscribers.  Email  markeXng  helps  businesses  stay  connected  with  customers  while  further  promoXng  products  and  the  business.  TargeXng  opXons  are  possible  through  segmentaXon  of  lists  that  can  include  demographic  filters,  psychographic  filters,  observed  and  predicted  behavioral  acXons.  

Email  markeXng  should  be  adopted  by  all  brands  in  the  conversion  and  engagement  shopping  cycles.  IntegraXon  of  email  markeXng  into  larger  web  markeXng  and  content  markeXng  strategies  is  criXcal.  SegmentaXon  of  subscribers  helps  deliver  targeted  messaging  that  increases  click  through  rates.  Campaigns  should  focus  on  the  shopping/buyer  cycle  from  brand  awareness  to  conversion  to  engagement  to  advocacy.  

Email  markeXng  is  most  effecXve  when  subscribers  have  opted-­‐in  to  lists.  Otherwise  spam  can  be  triggered,  prevenXng  future  campaigns  from  ever  being  delivered.    Email  campaigns  can  be  used  to  generate  new  leads,  build  customer  loyalty  or  contribute  to  brand  recogniXon  and  site  click-­‐through-­‐rates  

Digital  Space  Consul5ng  |  Media  Matrix    

Plasorm   Overview   When  to  Use   Expected  Metrics  

 Facebook  

Facebook  is  the  most  popular  social  networking  site  used  by  approximately  1  billion  people.  AdverXsements  are  available  in  a  variety  of  formats  and  sizes  and  appear  on  the  side  of  a  user’s  page  and  directly  within  news  feeds.  With  Facebook  ads,  businesses  can  target  audiences  more  deeply  then  other  ad  plasorms  including:  gender,  locaXon,  age,  likes  and  interests,  workplace,  educaXon,  even  relaXonship  status.    

Facebook  ads  are  primarily  used  to  increase  awareness  for  B2C  brands,  although  all  stages  of  the  shopping  cycle  are  possible  to  target.  Integrate  Facebook  into  larger  campaigns  and  content  markeXng  strategies  that  accomplish  one  of  the  following  objecXves:    Brand  pages  can  be  promoted  on  Facebook  in  news  feeds  to  increase  likes,  brand  awareness  and  engagement.      Adroll  remarkeXng  can  be  used  to  effecXvely  target  abandoned  cart  or  missed  conversions  through  news  feed  and  sidebar  ads  on  Facebook.      Ad  formats  that  allow  for  product  purchases  without  ever  leaving  the  site  are  also  possible  on  Facebook.  

Facebook  is  considered  one  of  the  most  expensive  social  adverXsing  plasorm,  which  is  acributed  to  its  ability  to  deliver  hyper  targeted  ads  combined  with  advanced  social  metrics.    Facebook  allows  for  cost-­‐per-­‐thousand  impressions  (CPM),  cost-­‐per-­‐click  (CPC),  cost-­‐per-­‐acXon  (CPA)  and  cost-­‐per-­‐like  (CPL)  bidding  applied  to  a  growing  number  of  ad  formats.      Cost-­‐per-­‐like  is  unique  to  Facebook  which  can  occur  on  ads,  promoted  posts  and  pages.  Typical  outcomes  of  Facebook  adverXsing  include  increased  likes  and  a  variety  of  offsite  acXons  at  every  stage  of  the  shopping  cycle.  

Instagram   Instagram  is  a  photo  and  video  sharing  social  network.    From  a  paid  media  stand  point  -­‐  Instagram  only  offers  sponsored  posts  to  select  brands  and  is  in  a  slow  rollout  phase  to  the  general  market.    

Instagram  is  ideal  for  B2C  brands  targeXng  teens  and  young  adults  as  the  plasorm  skews  young.  It  is  also  an  effecXve  plasorm  to  share  brand  stories  and  personality.  

Instagram  offers  CPM  (cost-­‐per-­‐thousand)  bidding  models  to  select  brands  to  drive  awareness  and  profile  engagement.    

LinkedIn   LinkedIn  is  a  plasorm  for  professionals  from  all  around  the  world  to  connect,  network  and  share  content  with  others  in  their  industry.    Individuals  and  businesses  can  target  audiences  based  on  job  Xtle,  funcXon,  school,  industry,  company  size,  seniority,  age  range,  gender,  LinkedIn  Groups  and  more.      

LinkedIn  is  effecXve  at  generaXng  leads  for  B2B  brands  and  for  recruiXng.  Ad  formats  include  text  based  ads,  image  ads,  video  ads,  sponsored  InMail  and  sponsored  updates.    Sponsored  updates  are  one  of  the  more  effecXve  paid  adverXsing  opportuniXes  on  LinkedIn.  Updates  on  company  brand  pages  are  promoted  to  a  targeted  audience,  driving  visits,  downloads,  followers  and  social  metrics.  

LinkedIn  ads  offer  cost  per  click  (CPC)  and  cost  per  thousand  impression  (CPM)  adverXsing  models.  Image,  text  and  video  ads  ouen  receive  low  CTR  and  are  ignored  by  a  majority  of  site  users.    Sponsored  updates  receive  more  engagement  and  appear  directly  on  the  LinkedIn  home  screen.  Increase  brand  awareness,  whitepaper  downloads  and  long-­‐term  engagement  through  this  form  of  LinkedIn  adverXsing.    

Digital  Space  Consul5ng  |  Media  Matrix    

Plasorm   Overview   When  to  Use   Expected  Metrics  

Paid  Search   If  a  targeted  keyword  is  searched  an  ad  can  appear  next  to  or  above  search  engine  results.  Keywords  allow  paid  search  to  be  targeted  with  extreme  precision  to  any  type  of  demographic  or  customer.    Some  targeXng  opXons  include:  keywords,  locaXons,  specific  days  of  the  week,  hours  in  a  day,  or  different  placements  or  devices.  Google  and  Bing  receive  87%  of  all  search  traffic  in  the  U.S.  (with  Google  Adwords  being  the  most  popular  paid  search  plasorm).  

Paid  Search  is  effecXve  at  all  stages  of  the  customer  buying  cycle,  but  especially  research  and  conversion.  Long  tail  keywords  save  budget  and  target  the  research  phase.  Product  LisXng  Ads  (PLA’s)  are  image  and  product  descripXon  ads  that  appear  for  keywords  aligned  with  the  buying  cycle.  Deploy  separate  ad  campaigns  for  each  phase  of  the  buying  cycle  with  opXmized  keywords,  copy  and  landing  pages.  

Google  Adwords  allows  for  several  bidding  models:  Cost  per  acquisiXon  (CPA),  cost  per  click  (CPC)  and  cost  per  thousand  impressions  (CPM).    Depending  on  the  bidding  model  and  buying  cycle  targeted,  AdWords  can  drive  targeted  website  traffic,  convert  new  customers  and  increase  brand  awareness  cost  effecXvely.    

Pandora   Pandora  Internet  Radio  is  a  streaming  music  service  that  lets  users  pick  a  song  or  arXst,  with  the  service  building  a  playlist  with  similar  music.  Types  of  adverXsements  range  from  video,  audio,  banners,  to  an  animated  overlay.  Audiences  are  targeted  and  segmented  by  age,  gender,  locaXon,  music  preferences,  interests  and  psychographics.  

Best  suited  for  B2C  brands  targeXng  customers  in  the  research  and  engagement  stage.  Users  are  on  the  plasorm  for  entertainment.  Brands  that  can  align  products/services  to  the  listening  experience  fare  best.    

TargeXng  on  Pandora  is  advanced  with  bidding  models  based  on  impressions  and  clicks.    Expect  higher  in-­‐store  traffic,  a  liu  in  site  visits  for  a  campaign  and  increased  engagement.    

Pinterest   Pinterest  allows  users  to  have  a  visual  bookmark  of  stuff  they  find  on  the  web.    Only  recently  introduced,  Pinterest  allows  for  adverXsers  to    promote  pins.  With  promoted  pins,  brands  can  set  a  target  audience,  easily  track  analyXcs  and  pay  only  when  users  click  through  to  a  site.  

Ideal  adverXsing  plasorm  for  retail  and  online  retailers.  The  plasorm  is  heavily  skewed  towards  women  allowing  for  certain  brands  to  reach  niche,  targeted  audiences.  Image  driven,  effecXve  Pinterest  pins  can  include  recipes,  high  quality  product  images  and  infographics.    Promoted  pins  work  best  for  established  Pinterest  businesses  with  complete  profiles,  boards  and  acXve  engagement.  TesXng  images  and  messaging  organically  is  cost  effecXve  before  rolling  out  to  promoted  pins.  

Pinterest  promoted  pins  target  users  on  the  plasorm,  but  through  a  cost-­‐per-­‐click  model,  adverXsers  pay  only  when  users  click  through  to  the  website.    AdverXsing  on  Pinterest  can  lead  to  increased  brand  awareness,  higher  in-­‐store  traffic,  increased  followers,  website  traffic  and  even  conversion.  

Digital  Space  Consul5ng  |  Media  Matrix    

Plasorm   Overview   When  to  Use   Expected  Metrics  

Press  Release  

A  press  release  is  an  official  statement  or  arXcle  that  can  be  uXlized  as  a  tool  to  reach  both  news  outlets  and  consumers.  TargeXng  is  more  broad  then  other  forms  of  online  adverXsing  and  primarily  depends  on  the  channel  or  news  outlet.  Audiences  can  be  targeted  by  demographics  and  psychographics,  based  on  the  readership  of  the  outlet.  

Implement  press  announcements  into  a  content  markeXng  strategy.  Bring  acenXon  to  announcements  that  are  newsworthy  and  Xmely  such  as  industry  awards,  expansion,  new  products  and  services,  acquisiXon,  and  more.  

Press  releases  can  be  measured  through  the  a  submission  plasorm  (e.g.  PR  Web)  which  offers  impressions,  reads  and  clicks  to  any  links.    Press  releases  primarily  drive  brand  awareness.  PR  can  be  further  measured  by  online  pickup,  journalist  inquiries  and  more.  

Snapchat   Snapchat  is  a  photo  messaging  service  that  allows  users  to  send  pictures,  video,  text  and  drawings  to  other  users.    Auer  the  “snap”  is  viewed,  the  picture  is  then  deleted  from  the  viewer’s  phone.        Snapchat  is  in  an  early  phase  of  adverXsing.  Businesses  and  brands  do  not  have  many  targeXng  opXons,  unless  they  connect  with  regular  Snapchat  users.  

Select  brands  are  tesXng  Snapchat  stories,  image  slideshows  and  videos  available  for  24  hours  to  a  brand’s  followers.      SnapChat  is  a  new  and  unique  adverXsing  plasorm  which  can  increase  brand  awareness  and  engagement  through  organic  followers.    Example  cases  to  use  Snapchat  include  during  contests,  sneak  peeks,  coupon  offers,  and  behind  the  scenes  exclusives.    

Snapchat  has  fewer  metrics  then  many  other  paid  media  plasorms.  Brands  that  share  Snapchat  stories  can  measure  views  and  offline  engagement.    

TwiUer   Twicer  is  a  microblogging  plasorm  that  allows  anyone  to  begin  and  lead  conversaXons,  as  well  as  directly  interact  with  other  users,  companies  and  brands.  Audiences  can  be  targeted  on  Twicer  based  on  interests,  geography,  gender,  device,  or  users  similar  to  exisXng  followers.    Companies  can  adverXse  on  Twicer  in  only  two  ways,  through  promoted  accounts  and  tweets.  

Twicer  can  be  used  by  brands  to  increase  awareness  and  is  ideal  for  content  marketers.  Twicer  is  a  long  term  conversion,  and  can  be  effecXve  when  integrated  with  content  markeXng,  broadcast  media  and  print  campaigns.    Implement  Twicer  adverXsing  only  if  acXve  on  the  plasorm  with  a  significant  number  of  followers  and  tweets.    

Twicer  allows  for  brands  to  get  messages  and  accounts  in  front  of  users  that  aren’t  followers,  building  a  community  and  word  of  mouth.      AdverXsing  formats  primarily  drive  traffic  and  engagement  within  the  Twicer  ecosystem,  making  offline  conversions  difficult  to  generate.    Payment  is  delivered  only  when  users  follow  an  account  or  retweet,  favorite,  reply,  or  click  on  a  promoted  tweet.  

Digital  Space  Consul5ng  |  Media  Matrix    Plasorm   Overview   When  to  Use   Expected  Metrics  

YouTube   YouTube  is  the  most  popular  video  sharing  plasorm.  AdverXsing  on  YouTube  is  accomplished  through  Google  Adwords  and  ouen  includes  video  adverXsements  before  videos,  during  videos  and  auer  videos.  In  search  video  ads  and  banner  ads  also  target  users.  TargeXng  opXons  are  similar  to  paid  search  and  include  by  topic,  demographics  and  keywords.  

YouTube  is  the  second  largest  search  engine  on  the  Internet.  Video  ads  are  most  effecXve  for  B2C  brands  targeXng  customers  in  the  research  stage.  Users  can  be  broadly  or  directly  targeted  through  specific  placements  on  other  videos  or  channels  and  through  keywords.    

Percentage  of  video  watched  is  an  important  metric  in  YouTube  video  adverXsing.  Cost  per  View  (CPV)  occurs  auer  30  seconds  or  if  the  end  of  an  ad  is  reached.  Studies  have  confirmed,  adverXsers  gain  brand  awareness  even  before  a  CPV  payment  is  ouen  triggered.