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Social media marketing places higher demands on creative, because it attempts to connect with the consumer on a deeper level. Thus the strategy and creative need to meet a tougher challenge than with traditional push media.
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Creativity. More important in advertising
than ever before.
Facebook Global Sales ConferenceMay 12, 2009
© 2009 Basement, Inc.
The most powerful messaging a brand can have
© 2009 Basement, Inc.
OUTLINE
1. Social media creative has to be good
2. Media platforms need to support creative
2. Creative measurement and optimization are key
© 2009 Basement, Inc.
Social media creative has to be good
© 2009 Basement, Inc.
Bad paid media can still produce positive numbers
© 2009 Basement, Inc.
Bad social media is unforgiving
From Bad
To Worse
© 2009 Basement, Inc.
“We may be ahead of some of our competitors. But we’re most definitely
behind consumers.” - Simon Clift, CMO, Unilever
© 2009 Basement, Inc.
How do we avoid this
and keep clients spending on social media?© 2009 Basement, Inc.
3 factors to good creative
1. Strategic Input
2. Concept Development
3. Execution/Production
© 2009 Basement, Inc.
A lot of ideas are generated in the Concepting stage
© 2009 Basement, Inc.
Any one of those ideas can be selected and sold,BUT ...
© 2009 Basement, Inc.
Agencies must answer two questions as early as possible:
•Are there potential tech issues with any of the ideas?•Will anything have changed by launch date?
Media and technology platforms need to support concept development
© 2009 Basement, Inc.
Consider a Facebook app with multiple interactions
© 2009 Basement, Inc.
Facebook campaigns have a lot of moving parts
© 2009 Basement, Inc.
It's tough to hit a curve ball
A year ago, agencies were selling and building widgets.
© 2009 Basement, Inc.
It would be great to see what's coming around the corner
© 2009 Basement, Inc.
Suggestions
Address the Creative community the same way you do media planners and app developers•A technical specs doc written from a UX perspective•Start a FB group or Wiki •Video tutorials for Facebook campaign flows•IM or chat tech support
© 2009 Basement, Inc.
Creative measurement and optimization are key across the campaign
© 2009 Basement, Inc.
Money is coming to online because it's accountable
© 2009 Basement, Inc.
But CMOs are hesitant about social
The social media sweet spotTurn impressions and visits into endorsements
© 2009 Basement, Inc.
A social network’s paid media advantage
•Familiar, comfortable environment
•Preferred format for content delivery
•Convenient sharing
© 2009 Basement, Inc.
Current online brand experience flows are very trackable
© 2009 Basement, Inc.
Facebook presents a similar range of interwoven touchpoints
© 2009 Basement, Inc.
What do we want to know about a campaign ...
Response rateo Visit rates for all exposed to the communication o Reveals if concept/proposition is of interest. o KPI: Cost Per Visit
Engagement rateo Complex and varied, but highly informativeo Reveals impact of experience and caliber of concept
execution.o KPI: Time of engagement, sharing, downloading Conversion rateo The ultimate metric. How the overall campaign will be
evaluated. o KPI: Cost Per Sale
© 2009 Basement, Inc.
It's a pretty straight-forward proposition
A more trackable social media component
Easier to prove and improve the added value
A higher value for the paid media counterpart
© 2009 Basement, Inc.
A proven impact will solve this
© 2009 Basement, Inc.
Doug Schumacher Founder/Creative Director
Basement, Inc.Basement-inc.com
DougSchumacher.com
http://www.facebook.com/home.php#/profile.php?id=550210060&ref=profile
© 2009 Basement, Inc.
Creativity. More important in advertising
than ever before.
