Sprout Building Brands On Social Networks Feb 4th 2010

AGENDA

8:30 - 8:45 Welcome & Breakfast

8:45 - 9:05 Optimizing App ROI on Social Networks – Roland Smart, Sprout

9:05 - 9:30 Case Study Presentation: Dogbook- Alexandre Roche, Facebook

9:30 - 10:10 Delivering Value With Social Media - Deborah Schultz, Altimeter

10:10 -10:20 Break

10:20 - 10:35 The Evolution of Display Ads – Carnet Williams, Sprout

10-35: 10:50 Technorati and the Next Generation of Display Ads – Jennifer McLean, Technorati

10:50 - 11:15 Case Study Presentation: MySpace/Toyota Rock The Space - Kaz Brecher, Schematic

11:15 - 12:00 Building Brands on Social Networks Panel Discussion

12:00 - 1:00 Lunch

Twitter Hash Tag: #SproutEvent

BUILDING BRANDS ON SOCIAL NETWORKS

http://sproutinc.com

IMPROVING THE WAY BRANDS CONNECT WITH

CONSUMERS ONLINE BY DELIVERING PERSONALLY

RELEVANT CONTENT THAT DRIVES ENGAGEMENT

Display Ads

Engagement Apps

Fan Pages

WHO WE WORK WITH

HOW SPROUT FITS IN

WHY ARE WE HERE TODAY

Social networks are evolving rapidly, so we’re here to:

1. Make sense of the complex landscape of social media.

2. Share best practices, case studies and market trends.

3. Inspire you to imagine what’s possible for your brand.

4. Get a dialogue started about how to better leverage social networks.

WHAT’S HAPPENING RIGHT NOW?

A shift from: growth to engagement

WE READ THE WRITING ON THE WALL

Senior marketers prioritize apps, but may be missing the value of integration.

GETTING THE MOST VALUE FROM APPS

Display Ads Engagement Apps

Fan Pages

?

Integrated Approach = Greater ROI

THE INTEGRATED ENGAGEMENT ENGINE

FAN PAGES

IDENTIFY: FAN PAGES

Coupons / deals

Twitter feed

Contests

Video feeds

Relationship Management

Community moderation

Delivering value

Plus, promoteyour engagement applications!}

THE IMPORTANCE OF IN STREAM MESSAGING

Key Takeaway

Greater fan page interaction leads to greater in-stream presence

Cost Savings

In stream messages can be as, if not more, effective than many online display ads.

Fan pages and publishing work together

HOW MANY FAN PAGES DO I NEED?

Consider your fan page strategy because you may have to live with it

34,480 fans

387,152 fans

21,432 fans

3,168,610 fans

FROM FAN PAGES TO ENGAGEMENT APP

THE ENGAGEMENT APPLICATION

THE ENGAGEMENT APPLICATION

DO’s

Start with the value

Define goals

Include content strategy up front

Include UX up front

Viral Ready

Aim for the activity stream

DON’Ts

Contests with network actions

Moderation... in moderation

Make it too complex

Avoid in arduous pre-rolls

Avoid barriers to entry

METRICS & REPORTING

Google AnalyticsFan PagesIn Steam MessagesApplicationsDisplay Ads

DARTDisplay Ads

Unique Visitors: The number of visitors your campaign receives.

Visits: The number of visits your campaign receives.

Page Views: Page Views is the total number of page impressions rendered.

Time in Campaign: Total time, video plays, on particular pages, etc.

Actions: The number of times users completed an action (click, watch, etc)

Posts To Wall: The number of users who posted and shared to a wall.

Shares from Stream: Number of times a message is shared from a fan’s stream

Total # of referrals: The number of links out of the experience to a landing page.

SOME OF WHAT YOU’LL WANT TO TRACK

Disney Website

xxx,xxx Clicks

Grab an Alien

xxx,xxx Clicks

Get Tickets

xxx,xxxClicks

VISUALIZE YOUR DATA

xxx,x

xx

xxx,x

xx

xxx,x

xx

xxx,x

xx

xxx,x

xx

Entries

Get Started

Pick Alien

Publish

Complete

xx

%

Grab an

Alien

xx%

Gift (self &

friend)

xx%

Post to

Wall

xx%

Grab Again

(xx,xxxEvents)

xx%

CREATE ENGAGEMENT FUNNELS

3 PREDICATIONS FOR 2010

Branded Content:

Greater integration of user-generated

content in the Activity Stream

Value:

New rules will reward value

Social Graph Data:

Innovation in behavioral targeting

Innovation integrating social graph data into content

Increased connectivity

THANKS!

Created with the Afro Samurai Engagement App

Roland SmartMarketing Samurai - Sproutroland@sproutinc.com