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Social Media Campaigns with Ads, Apps and Analytics
Conrad BennettSenior Director, Technical Services – EMEAconrad.bennett@webtrends.com@toomanygurus
Agenda
• Why Social?
• What’s so great about Facebook?
• The Social Challenge
• Ads, Apps & Analytics
• Questions
• Most popular online activity - 48% growth over last year1
• Time spent = 3x email1
• 71.2% of U.S. Internet users are on Facebook2
1- Neilson, 20092- E-marketer, 2011
Social Is The #1 Online Activity
Facebook: 25% of Internet Users
Facebook Dominates Time Online
Mobile is Growing Exponentially
Facebook: #1 Referrer for News
vs
01/200
9
01/201
0
07/200
9
Upstream visits to news and media from Google News and Facebook from Hitwise
GoogleTrends: “Social Media”Worldwide
Germany
15.7
MILLION- - - - - -
- - -DAILY GROWTH RATE:
85k
9.9
MILLION- - - - - -
- - -DAILY GROWTH RATE:
70k
4.3
MILLION- - - - - -
- - -DAILY GROWTH RATE:
19k
2.6
MILLION- - - - - -
- - -DAILY GROWTH RATE:
31k
1.9
MILLION- - - - - -
- - -DAILY GROWTH RATE:
15k
1.2
MILLION- - - - - -
- - -DAILY GROWTH RATE:
10k
0.6
MILLION- - - - - -
- - -DAILY GROWTH RATE:
800
0.4
MILLION- - - - - -
- - -DAILY GROWTH RATE:
700
0.2
MILLION- - - - - -
- - -DAILY GROWTH RATE:
800
October 2010
15.7
MILLION- - - - - -
- - -DAILY GROWTH RATE:
85k
9.9
MILLION- - - - - -
- - -DAILY GROWTH RATE:
70k
4.3
MILLION- - - - - -
- - -DAILY GROWTH RATE:
19k
2.6
MILLION- - - - - -
- - -DAILY GROWTH RATE:
31k
1.9
MILLION- - - - - -
- - -DAILY GROWTH RATE:
15k
1.2
MILLION- - - - - -
- - -DAILY GROWTH RATE:
10k
20.2
MILLION- - - - - -
- -
+29%
16.2
MILLION- - - - - -
- -
+64%
8.7
MILLION- - - - - -
- -
+89%
4.8
MILLION- - - - - -
- -
+85%
4.6
MILLION- - - - - -
- -
+142%
3.2
MILLION- - - - - -
- -
+167%
In the 5 months since Engage London
March 2011
Fans are the best users
More than one-third of people who ‘Like’ brand pages say they would buy the products more often Facebook & Adweek
“Customers show their loyalty in different ways. Buying a product says one thing, customers tattooing their bodies with our Bar and Shield says quite another. What greater evidence is there of the strength of our brand than a customer who wears our name like a badge of honor? Now that’s a passionate commitment.”
Harley Davidson 1997 Annual Report
Social Is Demand Generation
The Social Approach
Facebook Advertising Spend Expected to Double• Social network
advertising to account for 10.8% of online market
• Ad spend on Facebook will exceed $4 billion worldwide - more than double last years figure
• Custom apps cost $30-100K+• Constantly shifting platforms and rules• Delivery on an engineering timeline rather
than a marketing timeline• Incomplete and inconsistent analytics• Difficult to measure ROI
Delivery is Erratic & Costly
New tools and expertise are needed
Create, execute, and optimise your Social Marketing strategy
Marketers want “social media”, but most are not confident about how to proceed, or how to prove the success of their current efforts
The “Social Challenge”
• Webtrends bridges this gap with strategic consulting to provide clients with a cohesive strategy of ads, apps & analytics
The Solution
Knowledge
Delivery of Plan
ads, apps, analytics
Webtrends AppsDeliver fully branded campaigns on Facebook, websites and mobile
• Engage your audience on Social and Mobile
• Tiny campaign investment, huge win
• Maintain consistent branding and voice
How do I make my content social?How can I drive engagement and earned media?How do I enable conversions in social?
Track behaviour
and demographic
s
AcrossSocial & Mobile
Discover who engages,
shares, buys and Who is
Alike
+ =
Deep Analytics Across Channels
Webtrends Social Media Accelerators
Full service offering with Strategic consulting,Ad management and Application configurationAnalytics and optimisation included, allowing for rapid execution and testing of concepts
Drive Traffic
Increase Engageme
nt
Measure Success
The Combined Solution
End-to-end performance marketing optimisation
• Broad, integrated reach across global search networks, Google display and Facebook
• Sophisticated algorithms, integrated analytics, and expert optimization services
• Multiple language, currency, and multi-byte support enables global marketing from a single platform
Webtrends Ads
How do I maximize return on ad spend?
How do I easily reach a global market?
How do I improve and optimise against conversion metrics?
Drive Traffic
One tool for social and mobile App creation
• Completely customisable for fully-branded campaign Apps
• Easily refresh creative in a CMS-style interface
• Deploy as native Facebook, iPhone, iPad, iPod Touch, Android, and Nokia Apps
• Add Apps to your main site or as a microsite
Webtrends Apps
How do I engage customers through social and mobile?How can I launch cost effective social campaigns?How do I maintain consistent branding and voice across channels?
Increase Engagement
Understand Facebook ROI
• Measure everything that happens inside Facebook
• Track apps, custom tabs, Flash and ad conversions
• Results in context with other digital channels
Webtrends Facebook Analytics
How can I find out if Facebook pays off?How do I overcome the challenges of Facebook measurement?What really is the value of a “Like” on Facebook?
Measure Success
Webtrends Social Media Accelerators
Full service offering with Strategic consulting,Ad management and Application configurationAnalytics and optimisation included, allowing for rapid execution and testing of concepts
Drive Traffic
Increase Engageme
nt
Measure Success
The Combined Solution
Graph View
Facebook Ads Conversion Funnels
Facebook Ads Conversion Funnels
TableView
Select Ads, Select Apps, Pick Actions
Facebook Ads Conversion Funnels
Customer Success Story: Marmite/Unilever
34
CHALLENGE
Needed an easy-to-use solution to provide data on a key campaign.
SOLUTION
Already a Webtrends Analytics customer, Marmite/Unilever utilized the Facebook re-director method to capture key metrics to prove the success of the “love it or hate it” poll campaign.
RESULTS
Likers grew by 40% and Marmite was able to report on who won the poll election (Love It won).
Customer Success Story: Cineworld
35
CHALLENGE
New Facebook App, which duplicated the website, was about to go live, but no analytics were in place for the new App.
SOLUTION
At the time, Facebook did not allow JavaScript, so using the Facebook redirector, we were able to provide normal analytics as if it was a normal site for this new App.
RESULTS
The App was quasi-transactional, which allowed Cineworld to be able to attribute conversions to engagement as well as understanding what content was of interest to visitors.
Facebook Analytics Customers
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