Breaking through the clutter: Using content, analytics and paid to achieve ROIsquared
@christu!@22squared#socialfresh
squared ©2013 2
TECHNOLOGY ADOPTION CURVES
squared ©2013 3
PRE-ROLL VIDEO TV
FOLLOWING
squared ©2013 4
MOBILE BANNERS ONLINE BANNERS
FOLLOWING
squared ©2013 5
FACEBOOK EMAIL MARKETING
FOLLOWING
squared ©2013 6
squared ©2013 7
squared ©2013 8
squared ©2013 9
CONTENT MARKETING IS THE SH*#!
squared ©2013 10
BRAND CONSUMER“CONTENT BRANDS CARE ABOUT”
CONTENT “MONEYBAGS”
THE REALITY:
“CONTENT PEOPLE CARE ABOUT”
squared ©2013
A QUICK STORY...
11
squared ©2013 12
squared ©2013 13
#REALLIFE
squared ©2013 14
#REALLIFE
squared ©2013 15
STRIKING A CHORD
KAREN PAUL GRAMPS
squared ©2013 16
squared ©2013 17
ART & SCIENCEVOICE
CONTENT
EARNED
ENGAGEMENT
IDEAS
INFLUENCE
VIRALITY
DISTRIBUTION
PAID
AMPLIFICATION
SCALE
PURCHASE
SOCIAL SUCCESS IS A MIX OF:
squared ©2013 18
RIGHT PEOPLE+RIGHT
CONTENTRIGHT TIME+
squared ©2013 19
RIGHT CONTENT
1. SEGMENTED CONTENT STRATEGY 2. SOCIAL LISTENING/REPORTING
3. UNPUBLISHED PAGE POSTS (DARK POSTS)
squared ©2013 20
RIGHT PEOPLE
1. UNPUBLISHED PAGE POSTS PAID 2. HYPER-TARGETING SUB-TRIBES
3. CUSTOM AUDIENCES4. DATALOGIX/POLK RETARGETING
5. FACEBOOK EXCHANGE
squared ©2013 21
RIGHT TIME
1. ESTABLISHING “IF THIS THEN THAT” (IFTTT)2. USING DATA TO DETERMINE SWEET TIMES
3. SLOTTING MEDIA TO FOLLOW DEVICE USE
squared ©2013 22
ITERATE
squared ©2013
THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY
15MINUTES
1ST SHARE 2ND SHARE
ENTERPAID 100K IMPRESSIONS (IMP)
1 HOUR
1ST SHARE 2ND SHARE
ENTERPAID 2M IMP
1ST SHARE 2ND SHARE
ENTERPAID 50K IMP2 DAYS
1ST SHARE 2ND SHARE
ENTERPAID 10K IMP9 DAYS
23
squared ©2013 24
ENGAGEMENT ROI
squared ©2013 25
ROIMPRESSIONS
squared ©2012 26
squared ©2012 27
• 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
squared ©2013 28
ROINVESTMENTS
squared ©2013 29
1. ABILITY TO DEFINE EXACT ROI2. RETARGETING
3. VALUE OF A FAN
squared ©2013 30
API
LOCAL STORE CIRCULAR
LOCAL DEALS AT SCALE
squared ©2013 31
SPONSORED STORIES
CONTENT MARKETING
LIKE TAB
SOCIAL IMPRESSIONS FACEBOOK EXCHANGE
DATALOGIX RETARGETING
CUSTOM AUDIENCES
FACEBOOK OFFERS
AWARENESS
CONVERSION/ROI
ADVOCACY/LOYALTY
ENGAGEMENT2011
2012
2013
2013
MOONTOAST/POINTROLL
Thanks!@christu!
@22squared#socialfresh
