Using social analytics effectively to prove social roi

MOONTOAST, INC. Webinar

Using Social Analytics Effectively to Prove Social ROI

August 14, 2013

PresenterShaun White, Director Productshaun@moontoast.com@swhite517

Who is Moontoast? ……Innovative Social Rich Media Ad Platform

2013 Facebook PMD Innovation Award Winner for Social Rich Media

Strategic partner exclusively focused on Social Interactive Advertising and recognized by AdWeek, TechCrunch, Mashable, AllFacebook, and others

Dedicated Managed Services for the creation, execution, and analysis of every unit

Responsive Ad Technology to provide the best user experience

Ecosystem of Partners for email, data, targeting, technology, commerce, & ad buying

Social Rich Media Expertise with big brands

Demonstrated record of first-to-market innovations in social

What Moontoast Believes – Social Rich Media Ads Drive ROI

We believe that social ads need to be branded, interactive experiences that deliver rich engagement for the top brands and agencies to drive social ROI.“ ”

Social Rich Media Aligns With Macro Economics

Explosive growth Social, Mobile, Video

Value cost is advantageous in digital advertising versus TV at scale

Interactive advertising supports the entire path-to-purchase to maximize ROI

Innovation with interactive advertising is creating unique opportunities in social to leverage the news feed (e.g. location-based services, OpenGraph stories)

Social Rich Media Ads Target Audiences Along Consumer Journey

Awareness Lead Generation Preference Shopping Experience Endorsement

Interactive and transactional rich media experiences which engage social consumers throughout the entire path-to-purchase journey within the social

context.

Moontoast’s Social Rich Media Platform

Activation HubAd builder to create, manage

and analyze your ads and campaigns.

Interactive Rich Media AdsMoontoast’s interactive ads can be distributed at scale on major social

channels like Facebook and Twitter, across multiple device types responsively.

Social AnalyticsMeasure and optimize

campaign and ad performance versus

benchmarks.

MOONTOAST, INC.Social Analytics

Social analytics addresses key market problem

“I run social campaigns but I can’t measure ROI effectively.”

“I am/want advertising in social media platforms but need data to help determine what I should be doing where and when?!”

“I have a budget for social advertising but need help optimizing my spend.”

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Social Advertisers are concerned with the preparation and placement of ads. This includes research, media selection and

purchase

• Similar to any Marketing strategy you must:

– Have executive buy-in to utilize social analytics.– Identify the business questions you want answered through

social.– Focus your social analytics strategy on answering these

business questions.– Develop goals, KPIs and success criteria for your campaigns.

Before you begin

• Understand what your consumers are doing with your brand:

– Learning more information about your brand.– Endorsing your product to their friends and family.– Providing feedback on your product through likes and

comments.– Transacting either through purchase or providing more

information about themselves in exchange for an offer.

How do you define your KPIs

• Then formulate your strategy.

– What tools are you going to use to track?– What are you going to track?– How long will you track?

How do you define your KPIs

• Here at Moontoast we have seen the following KPIs work, we refer to them as DITE:

– Discovery– Interaction– Transaction– Endorsement

Moontoast KPIs

DITE Explained

DISCOVERY

INTERACTION

TRANSACTION

ENDORSEMENT

User clicks on the post from the newsfeed.

If the user decides to participate in the contest, they fill-out the form.

Once the form is complete, the user would press the “ENTER NOW” button to submit.

After the submission, the user is asked to shared this app with friends and family.

DITE Explained

DISCOVERY

INTERACTION

TRANSACTION

ENDORSEMENT

Which takes them to a branded experience, with a video and form to receive updates.

If the user decides to participate in the contest, they fill-out the form.

Once the form is complete, the user would press the “ENTER NOW” button to submit.

After the submission, the user is asked to shared this app with friends and family.

DITE Explained

DISCOVERY

INTERACTION

TRANSACTION

ENDORSEMENT

User clicks on the post from a newsfeed.

If the user decides to participate in the contest, they fill-out the form.

Once the form is complete, the user would press the “ENTER NOW” button to submit.

After the submission, the user is asked to shared this app with friends and family.

DITE Explained

DISCOVERY

INTERACTION

TRANSACTION

ENDORSEMENT

User clicks on the post from a newsfeed.

If the user decides to participate in the contest, they fill-out the form.

Once the form is complete, the user would press the “ENTER NOW” button to submit.

After the submission, the user is asked to shared this app with friends and family.

DITE Explained

DISCOVERY

INTERACTION

TRANSACTION

ENDORSEMENT

User clicks on the post from a newsfeed.

If the user decides to participate in the contest, they fill-out the form.

Once the form is complete, the user would press the “ENTER NOW” button to submit.

After the submission, the user is asked to shared this app with friends and family.

DITE Explained

DISCOVERY

INTERACTION

TRANSACTION

ENDORSEMENT

User clicks on the post from a newsfeed.

If the user decides to participate in the contest, they fill-out the form.

Once the form is complete, the user would press the “ENTER NOW” button to submit.

After the submission, the user is asked to shared this app with friends and family.

DITE Explained

DISCOVERY

INTERACTION

TRANSACTION

ENDORSEMENT

User clicks on the post from a newsfeed.

If the user decides to participate in the contest, they fill-out the form.

Once the form is complete, the user would press the “ENTER NOW” button to submit.

After the submission, the user is asked to share this app with friends and family.

DITE Explained

DISCOVERY

INTERACTION

TRANSACTION

ENDORSEMENT

User clicks on the post from a newsfeed.

If the user decides to participate in the contest, they fill-out the form.

Once the form is complete, the user would press the “ENTER NOW” button to submit.

After the submission, the user is asked to share this app with friends and family.

• Facebook Page Insights provide metrics such as the following to inform how your page post is performing:

– Impressions: Number of times a post from your page is displayed

– Reach: Number of impressions of a page post this

– Virality: Number of people who have created a story from your post as percentage of the number of people who have seen it

– People Talking About This: (PTAT) Number of people taking action against your post

Facebook Analytics

• Twitter ads dashboard provide metrics to inform how your ad campaign is performing, such as:

– Mentions: How many times your handle was mentioned

– Follows: Number of follows and unfollows over a period of time

– Recent Activity: Your recent tweets; allows the user to drill down to see the tweets with the most engagement

– Clicks: Number of clicks of any links you share

– Followers: Your growth in followers over time, the gender and location of your followers, the topics they are interested

Twitter Analytics

Moontoast Unique value proposition

Key attributes of the product: Measuring Performance – real-time campaign data Benchmarking – against the industry and across a single

advertiser Market Testing Platform – cumulative intelligence agent for

social advertising Prioritizing for impact – help planning and placement

process Ecosystem – providing best-in-class platform integration

from/to external social advertising and data partners

Moontoast’s Analytics Platform helps digital advertisers understand, measure and optimize their social advertising ROI.

Q&A

August 14, 2013

PresenterShaun White, Director Productshaun@moontoast.com@swhite517