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Dentsu Aegis Quarterly
On Social Marketing
Dentsu Aegis Quarterly
On Social Marketing
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I won’t spend time telling you all the things you should stop doing when it comes to social marketing. Instead, I would like to share with you the ONE thing that will make you and your brand successful in social media.
You need to be interesting. The way to become inter-esting is to be interested. You need to discover what is interesting about everything, you need to be good at noticing things and you’ve got to be good at listening. If you find people and things interesting, they will find YOU interesting.
Interesting people are good at sharing. It is hard to be interested in someone who refuses to provide informa-tion. Being good at sharing is not the same as chatter. It means sharing ideas, letting people play with your ideas and be good at talking about them without hav-ing to talk about yourself.
The fantastic thing about social marketing is that there are great tools for getting interested and great tools for planning and sharing so you can BECOME interesting. The scale, precision and power of social media alone should be enough to get you interested in practising the skills of being interesting.
These are interesting times.
Like I said, be interesting!
Lars Bo JeppesenCEO Nordics, Central & Eastern EuropeDentsu Aegis Network
Being successful in social marketing
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Content
Being successful in social marketing ................................................
Social media and social networking .................................................
Social media - the CMOs most important channel in 2016 ...............
The social landscape ......................................................................
The social planner ..........................................................................
About Motley ..................................................................................
Social Platform Cheat Sheet ...........................................................
Social goes search ..........................................................................
Social by design ..............................................................................
Calculating social media ROI ...........................................................
#dazsismen ...................................................................................
Ten ways to succeed on social media .............................................
s. 3
s. 6
s. 10
s. 12
s. 17
s. 20
s. 22
s. 24
s. 30
s. 34
s. 38
s. 40
© 2016
Publisher: Lars Bo Jeppesen, CEO Nordics, Central & Eastern Europe Dentsu Aegis Network
Co - Publisher: Paal Fure, CEO, Dentsu Aegis Network Norway & Nordic
Strategist & Editor: Simen Hanssen, Strategic Director,Vizeum Norway
Content Contributions: Rikke Grundtvig, CMO of Dentsu Aegis Network NCE Region Cecilie Lund Madsen, Strategic Assistant to CMO, Dentsu Aegis Network NCE Region
Project Manager: Siv Natalia Lima, Isobar Norway
Text: Simen Hanssen, Strategic Director, Vizeum NorwayDennis Narvedsen, Head of SEO iProspect Nordics,Dina Mehulic, Senior Digital Communication Consultant, Carat,Marcin Nagraba, Strategy Planner, S&MBU, Benjamin Borch Hansen, Business & Strategic Director, Motley,Steffen Skovhede, Head of Social Operations, Motley,Terje Isachsen, Senior Research Manager, Vizeum Norway,Espen Grimmert, Strategic Director, iProspect Norway
Design and Art Direction: Taran Steen, Designer Isobar NorwayDesign: Kaja Krakowian, Intern Isobar Norway
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Social media and social networking
The rapid growth of social mediaIn 2004, Mark Zuckerberg developed an internal digital network together with some of his fellow students that tried to make it easier for students to keep in touch with each other. We now know this network as Face-book. This was the start of a tremendous connection to social media for very many people. Facebook had more than a billion active daily users worldwide as of December 20151, but Facebook is not alone: YouTube has globally approximately 1 billion unique users every month, and Google+ has 540 million active users each month and more than 1.6 billion registered users worldwide. LinkedIn operates the world’s largest professional network on internet with more than 400 million members in over 200 countries and terri-tories2. We could go on describing other figures for social network use, but we think you see the picture.
Why the big attraction?The big question is, why do people use social networks? According to Ida Aalen’s book “En kort bok om sosiale medier” (A short book about social media) (Aalen 2012), which builds on 300 scientific research articles, we use social network primarily for information and enter-tainment, to create a social community and to interact, and as a way to construct a personal identity. In other words, to satisfy basic human needs such as being together with others and seeking recognition. In many ways, our behavior on social media reminds us of a troop of monkeys grooming one another when they
pick flies off each other’s fur. This activity is a form of social bonding and places individuals within the social hierarchy. The human version of this socialization on social media is posting on a friend’s wall, sharing photos, updating status and - not to forget – giving Reactions. In this way, social media and social networking are important for our self-presentation and our social capital. Courtney Seiter3 says that, in real life, 30 to 40 percent of what we say is about ourselves, but online that number jumps to about 80 percent on social media posts. We also gain social capital by sharing online. According to Seiter, 62 percent of social media users say they feel
1 http://newsroom.fb.com/company-info/. 2 https://press.linkedin.com/about-linkedin. 3 https://blog.bufferapp.com/psychology-of-social-media.
Photo: unsplash.com
better about themselves when getting positive reac-tions to a social media post.
Another important aspect of social networking is the reciprocity effect. When people post they expect a response – a “like” or a personal comment. We want to even the scales. This is important to remember if you want to build up a long-lasting relationship with your followers on social media. We want and expect personal conversations/relationships in social media, not mass communication. In many ways, our behavior on social media is passive.
Our main reasons for using social media are – in one way or another – to find out what friends are doing, stay updated with news and current events or to just fill up spare time (Deloitte’s Media Consumer Survey 2015).
This passive behaviour is clearly shown in Dentsu Aegis Network’s international consumer survey, called CCS, where we have been able to construct five social media segments, which we have applied to the differ-ent markets:
4 http://wersm.com/the-10-top-reasons-why-we-use-social-networks. CCS 2014/CCS 2015
“62 percent of social media users say they feel better about themselves when getting positive
reactions to a social media post.”
The five social media segments
AuthorsPublish their own content at least once a month
Commentators Post comments in social networks or forums at least once a week
ConnectorsRegular users of social networks (at least once a week), not commentating or publishing
Spectators Readers and viewers of social media only (at least once a week)
InactivesUse internet on a laptop/PC (at least once a month)
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Same, but differentHopefully, this brief description has shown that being on a social media site is a positive experience; it feels good and we seek things that feel good. It is in our nature. The simplest way to understand social media is to understand the needs and behaviours of human beings. The needs behind our Facebook, Twitter or other social network activity are the same needs that we had thousands of years ago. The big difference is the technological development, and technology develops much faster than we do.
Not surprisingly, Connectors is the biggest segment in our studies (Norway, Sweden and France). When it comes to Authors, we find in Sweden and Norway that this segment represents about 10 percent of the popu-lation, while in France it is approximately 20 percent. The interesting thing for all three markets is that the share of Authors is far greater among men than wom-en and that this share declines significantly with age. In Norway, we also see a significant increase of Authors from 2013 to 2015. That means, if a professional play-er wants to start a personal and active relationship on social media, go for the Author segment and gratify your followers’ basic needs. That creates loyal followers and advocates of your brand or product.
Terje IsachsenSenior Research Manager, Vizeum Norway
“Social media has torn down the traditional walls between paid, owned and earned channels.”
Lars BoJeppesenCEO of Nordics, Central & Eastern Europe
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Social media -the CMOs most important channel in 2016
There is no doubt among chief marketing officers in Scandinavian countries: Social media will be the most important marketing channel in 2016.
Two thirds want to spend more money on social media in 2016Owned channels get top priorityTraditional media keep fallingContent marketing is an important marketing tool across ScandinaviaTV and printed media are the first to go if cuts are needed
Social media is most importantSocial media will be the most important marketing channel in 2016, according to a fresh survey conducted by Dentsu Aegis Network in Norway, Sweden, Finland and Denmark. Marketing through social media comes out on top when CMOs from these countries were asked to identify the most important arena for reaching cus-tomers this year. Traditional channels like television and newspapers end up far down the list.The results are based on 614 interviews with 150 CMOs in Norway, Sweden, Finland and Denmark.
Need more competenceWhile most believe social media will be this year’s main marketing channel, many are still not sure just how social media can best be used as a marketing tool.
Nearly one in three of the respondents say they need more competence in social media in order to reach their marketing goals.
Content marketing importantContent marketing also looks set to become a very important marketing tool in the region. More than half of all companies that used content marketing in 2015 said they will be using more of it in 2016. Among Norwegian CMOs, content marketing and customer relationship management was an important or very important tool for 79 percent of the survey participants. 72 percent said the same about company websites or websites for a specific brand.
“40 percent of Nordic CMOs consider social media to be the most future proof
marketing channel towards 2020”
Source: 614 CMOs from Norway, Sweden, Denmark and Finland took part in the survey. It was carried out for Dentsu Aegis by Opinion AS.
Willing to put money into itThe trends are also reflected in budgeting. 65 percent of the respondents said they would spend more money on social media in their marketing for 2016, and 51 percent would spend more on content marketing. Only 14 percent said they wanted to spend more money on newspaper advertisements in 2016, while 30 percent would spend less, and 6 percent would not advertise in newspapers at all.
Owned media ímportant to reach goalsWhen marketing officers talk about focusing on social media as a channel, they more often than not mean a company’s own Facebook pages, Instagram, Snapchat or other social media accounts. Using owned media is considered by most to be the top marketing drive in 2016.
Top 5 marketing
channels for 2016
1. Social mediamarketing 2. Email
marketing
3. Online advertising 4. Company
website
5. PRactivities
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Source: We are Social´s 2016 Digital Yearbook Report http://www.slideshare.net/wearesocialsg/2016-digital-yearbook
Denmark
Norway
Sweden
Netherlands
UK
Finland
Germany
France
Latvia
Poland
Active Internet UsersPenetration in %
The social landscapeA collection of key digital, social & mobile statistics for 10 countries in the NCE region.
Active Social Media Users Penetration in %
Active Mobile Social Users Penetration in %
Active users includes access via fixed and mobile connections, Active Social Media Users is based on active users accounts, not unique individuals and Active mobile Social users is also based on active users ac-counts, not unique individuals.
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Photo: unsplash.com
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“Marketers are now able to make informed decisions based on acquired
data in social media by utilizing digital behavior from real people rather than relying on gut-feeling and subjective
perceptions”
Photo: unsplash.com
The social planner — how to use digital footprints to plan social marketing
It is time to bring people back into the conversation and to the heart of planning. Social media marketing requires a revised focus of marketers; which satisfies mutual interests and eventually brings value to both sides of the table.
How to plan social marketing based on social analytics In the wake of the dominating marketing paradigm, where reach and frequency have become the two key performance indicators – also as a direct effect of contemporary opportunities in digital advertising – we seem to focus too often and too much on tactical performance optimization, paying less attention to what and how we communicate to consumers.
Nowadays, it is possible to build social personas based on the digital footprint people leave behind as they live their social life. By using the uniqueness of the persona, a brand can build a strong position because the social persona is a combination of demographical data and people’s social engagements, passion and interests.
Although persona marketing is not a new phenomenon, a new data-driven approach utilizing data on the dig- ital behavior of real people now offers brands and marketers a means to a more profound and nuanced understanding of their target audience. This approach reflects the consumer’s true interest and intent in the
brand or product and therewith capturing relevant context in which the consumer is perceptive to a given marketing message.
New fuel for persona based marketingTraditionally, personas are defined by combining bespoke data from inquired consumer surveys with available information about the individual’s behavior during the buying process. However, this approach does not fully reflect actual behavioral data, why the persona development becomes undifferentiated and too simplistic. By adapting a data-driven persona marketing approach from real identity platforms such as Facebook and Linkedin, brands and marketers are now able to experience increasing marketing perfor-mance as the result of an enhanced appreciation for rele-vance in the right context and specific user preferences.
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Shared passion points spark conver- sation between people and brandsPersona marketing is essentially about connecting brands with people whose interests and emotional motivators align with the traits of the brand. The magic happens when the stories being told are not just about the brand, and not just about the consumer either. It is about the shared passion points that bind the two together on an emotional level.
By placing human empathy at the center of the com-munication, brands are able to transform digital mass marketing into differentiated and targeted conversations with real people, connecting the individual user closer to brand, thereby improving the overall marketing effect.
In this way, behavioral data becomes the enabler of coherent brand activation, allowing us to tap into the unique insights of the most valuable personas. This will enable us to cater strong messages that can drive brand positioning and creates value for the brand and the consumer.
Invest for passions with volumeThe full potential of data-driven persona marketing is only obtained when we manage to place the persona and its inherent interests next to our brand and to the unique value propositions, aligning the sweet spot - “the shared passion points” - and utilizing these to fuel differentiated marketing communication and strategies that reinforces brand relevance for the indi-vidual consumer.
Brands are now able to identify shared passion points and go for those with the highest associated volume and relevance.
Persona marketing may become the approach that gives the marketer a navigation tool from which data is understood and used. As stated in the introduction, persona marketing is about bringing people back into the conversation – that goes for brand marketers as well.
Benjamin Borch HansenBusiness & Strategic Director, Motley Denmark
Steffen SkovhedeHead of Social Operations, Motley Denmark
The magic happens, when the stories being told are not just about the brand and not just about the consumer either. It is about the shared passion points that bind
the two together on an emotional level.
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Brand
ThemeA
ThemeB
ThemeC
ThemeD
ThemeE
Persona
1
Persona
2
Persona
3
Motley —our tool that combines data sources to create social personas
Motley uses innovative technology to find and translate behavioral data into actionable insights for brand and marketing purposes. We call this persona marketing.
We look at the themes that binds the different personas together with your brand, so that we can produce relevant content to different segments.
The first level of data on what people do and where they are on social media?
What industry do they work in?
What is their job function?
What company do their work for?
What is their seniority level?
Where are they located?
Demography
Second level data interests & passions- who they are
What pages do they follow?
What groups do they belong to?
What skills are they endorsed for?
What are their professional interests?
What do they engage with
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Most established social channel; broad reach in US & global. Very advanced targeting; paid ads necessary.
Everyone, with a majo rity of Millennial users living in U.S., India & Brazil. However, teens are using it less, and differently (more for networking).
1.55 Billion
Go-to social network for many demos. Browsing the feed; keeping up with friends; sharing news/photos; sharing & discovering content; planning events. Also used for customer service.
Publish high quality visual content, often an extension of brand campaigns. Elicit engagement from fans & non-fans. Can do very robust demo & interest targeting. Increasingly as a sounding board for customer service.
Video, strong visuals (print quality) with less than 20% text on image; link and carousel ads.
Yes - Robust.
Awareness Brand Equity Purchase Intent
Trial (Mainly Entertainment)
Traffic (for Publishers)
Reach New Audiences
Impressions, Video Views, CTR, CPE, CPF,Likes,Comments, Shares.
Very well established w/ strong ad products & potential for wide reach, though audience is more niche.
A fairly wide audience, with pops in: Tech, Marketing, African Amer-ican, Entertainment and Politics.
320 Million
Many are specta-tors rather than active parti- cipants, discover-ing content, articles & news. Others use it for 1:1 engagement with friends, peers, celebrities & brands. Lots of cust- omer service inquiries.
Real-time participation in cultural events. Pub- lish high quality visual & text based content. Ask questions & have 1:1 conversation with consumers & influencers. Host Twitter chats & par- ties. Respond to cust- omer service inquiries.
140 character limit Text based, image con-tent, videos & GIF’s.
Yes - Robust.
Awareness Brand Equity Purchase Intent
Trial (Mainly Entertainment)
Traffic (for Publishers)
Reach New Audiences
Impressions, @replies, CTR,CPF, Likes, Fol-lowers, Hashtag use, Retweets.
Owned by Google. 2nd most popular search engine. 6 billion hours of video viewed per month.
Everyone. Especially Millennials (72%), GenX (58%), and teens 14-17(81.9%).
1 Billion
Watching videos, uploading videos, follow-ing video creators (now celebrities in their own right).
Distribute TV com mer-cials and other video content, and create unique web- based video content. Leverage influencers to create video content. Paid me-dia - pre-roll, banners, in-video, TrueView etc.
Short & long form video.
Yes - Robust.
Awareness Brand Equity Purchase Intent
Trial (Mainly Entertainment)
Reach New Audiences
Video Views, Video Completion, Rate, Likes, Comments.
Facebook made community growth a priority on IG. Very high engagement rates re- lative to other channels. 70 M photos /day.
Millennial parents, Millennials, teens, and early adopters. Audience is getting more main-stream.
400 Million
Showcasing their lives in unique, artsy, or adorable ways. Lots of selfies and food. Getting inspired by what others are sharing, including friends, brands & influencers.
Publish high quality photographic and video content & engage with fans. Leverage influen cers to create branded content.
Strong visuals - artistcally created, specific look & feel with “filters” 15-second looped vi-deos, link and carousel.
Yes – Getting robust.
Awareness Brand Equity Purchase Intent
Brand Engagement
Traffic
Impressions, Eng. Rate, CPC, Likes, Hashtag use, Reach, Clicks.
SOCIAL PLATFORMCHEAT SHEET*
* NOV 2015
NEED TO KNOW
WHO´S ON IT
HOW PEOPLE USE IT
HOW BRANDSUSE IT
CONTENT TYPES
PAID MEDIA
MAJOR KPIS
WHAT IT CANHELP ACHIVE
MONTHLY ACTIVE USERS
Huge opportunity for search (81% increase YouTube platform searches, and for busi-nesses (2/3 of content saved from Pinners comes from businesses), 80% mobile activity.
Mostly US, women 25-54, but has made a strides to diversify including 40% reach of Millennials online and influx of male users.
100 Million – a new record achieved this quarter.
73% of Pinners use Pinterest to plan for the future. Discovering new things & products; getting inspired; planning their lives and purchases.
Publish high quality con-tent with rich, key- word focused descrip tions & vertical imagery. Integrate Pinterest button on website & optimize web content, Create rich & promoted pins to make content more discoverable.
Strong vertical visuals – with links back to (& pulled from) brand website. Strong with keywords for search descriptions.
Yes – Robust with Buyable Pins.
Awareness Brand Equity Purchase Intent
Brand Engagement
Traffic and Sales
Impressions, Eng. Rate, CPC, Likes, Hashtag use, Reach, Clicks.
Started by a high school dropout; now owned by Yahoo. Blogging plat-form for the creative set.
Teens and Millennials. 56% users are 18-34. Popular amongst the fashion, art, enter-tain- ment, food & creative set.
N/A - Tumblr tracks audience based on blog network & dashboard.
Curating & creating content that provides a window into their per-sonalities, interests, etc. Riffing on pop culture, trends, humor, etc. Following others who inspire them.
Maintain branded Tumblr page & curate experi-ence through reblogs & original content. Engage with Tumblr influencers. Some con vergence with Yahoo advertising.
Text, photo, quote, link, chat, audio, video. Photos and GIFS tend to perform best.
Yes – Getting more robust.
Awareness Brand Equity Purchase Intent
Brand Engagement
Traffic
Impressions, Engage ments, Follows, Clicks,Views, ER.
Owned by Twitter. Launched the short- form video craze. Very influencer driven. Nearly all mobile.
Early adopters, Millenni-als and teens. Hard- core content creators.
Est. 200 Million Vines watched.
Consuming and sometimes creating fun, interesting 6-second videos. Following influ-ential content creators.
Creating 6-second vide-os - one-off’s or, increas-ingly, whole storylines in 6-sec episodes. Leverage influencers to create brand content.
6-second videos.
No.
Brand Equity
Brand Engagement
Clicks, Comments, +1’s.
Questionable value as a “social network” but not irrelevant. Mostly used to bolster SEO.
Over 2.2 Billion G+ profiles b/c anyone with a Gmail account has a profile. However, few actually interact with content on the platform.
4-6 Million
Often used for pro mo-ting one’s personal businesses or career. Occasionally following brand content.
SEO Less common-ly used as a content distribution channel, and when it is, it’s used mainly by publishers or tech brands.
Text-based content. Can include visuals, videos & links back to brand website.
Yes - Thru Google.
Traffic
Search Optimization
Clicks, Comments, +1’s.
Mobile app, catering to the <25 demo. Expiring images & videos, 24 hour “stories” and a Discover tab.
13-34 year olds, nearly 100MM daily active Snapchatters and growing.
200 Million
1:1 photo/video mes-sages that expire after 24 hours. Daily storytell-ing to friends via 24-hour “story” feature. Access publication sourced stories.
Behind the scenes, exclusive content. Content must be entertaining, organic, and on the fly. Work-ing with influencers to engage fans.
Images, videos, draw-ings, emojis, text.
Yes – Discover, Stories, Geofilters, Lenses.
Awareness Brand Equity
Brand Engagement
Young Audiences
Views, Screenshots,Replays, Filter Usage,Filter Impressions.
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From the presentation of Facebook's quarterly result, July 2015
Facebook Community Update850 Million
people using Groups on Facebook
450 Million people using Events
on Facebook
40 Million small businesses
using Pages
1.49 Billionpeople on Facebook
each month
800 Millionpeople on Whatsapp
each month
700 Millionpeople on Messenger
each month
300 Millionpeople on Instagram
each month
1.5 Billionsearches daily
1 Billionpeople offered accessthrough internet.org
Social goes search
Social media, with Facebook in the lead by a clear margin, is constantly amassing information about businesses, people, goods and services that provides a great basis for developing good search services. Last year, Facebook announced that they had passed 1.5 billion searches each day. Each user makes an
average of 1.5 searches a day. Marketers should take these numbers seriously. Traditionally we use Facebook searches to search for our friends. But we are now using Facebook to search more for businesses, opening hours, directions, phone number etc. There are two areas that marketers need to think about for Facebook searches.
Source: From the presentation of Facebook's quarterly result, July 2015
Directory searchesWe use Facebook to search for hotels, restaurants, hairdressers and car dealers. Traditional yellow-page searches have moved to Facebook. Facebook has an excellent basis for success if it uses all the data it amasses on its users. More people grade and review hotels on Facebook than on Tripadvisor. In addition
to that are our check-ins, likes and shares from the hotel. You cannot pay for greater visibility in Facebook-searches. But it does require some effort to be readily available when users carry out their searches.
Example of a search for hotels in Berlin. The experiences your friends have shared about a town, where they checked in, and the places they reviewed will be readily available to you.
28 29
Add the right contact information for your business: Phone number, address, opening hours etc. Depending on what kind of page you have, you will be asked for relevant extra information such as dress code, price range, parking and payment options for the restaurant. You can also link menus directly to Facebook. Fill out this information as accurately as possible.
Encourage users to get involved in the page by checking in or reviewing it
Answer all enquiries or reviews from users.
Remember that visitors to your page who want to check it out should get a good impression. For many people, it may be a good idea to control publication, depending on language, so a Frenchman only sees French news on the page, a German sees German news and an American sees news in English.
Our advice Local establishments must be searchable and easy to find. That is why the number of Facebook pages has exploded: The pages of the individual training centres are far more important than the main page for the training centre chain, and every hair salon or real estate agency should have their own Facebook page. That is why every McDonalds and every Starbucks has its own Facebook page.
All the local subpages can be linked to a main page; that is what McDonalds and Starbucks do, with a main page for each country.
Putting your page in the right category or industry is a critical factor if you want to be found in a search. In many industries, Facebook allows you to make very specific choices. If you state that you own a Chinese restaurant, you will be asked to provide a subcategory like Dim Sum or Cantonese restaurant.
It is not uncommon for a hotel to have thousands of reviews on
Facebook. It is important to take reviews seriously.
Graph searchFacebook is constantly rolling out better and better search capabilities. If you use Facebook in English, you can easily search for all content that was shared publicly and by your friends on Facebook. Thus, everything that is said about your company, your products and services is readily accessible. Many users will supplement or replace a Google search with a Facebook search.
Having good content available is crucial. A graph search allows the individual to call up posts from Friends and Groups on top. In some industries, it is an obvious advantage if employees have large networks of contacts on Facebook and have participated or shared positive information about your business.
This is particularly important in industries where we go to professionals for assistance: Lawyers, dentists, real estate agents etc. It is essential for these professionals to be aware of what they share publicly and differentiate what they show only to friends or a selected group of friends. A real estate agent can benefit greatly by having very many friends on Facebook, and she should share some information publicly that might attract potential customers.
That is why it is crucial for more businesses to train employees to be aware of what they share on Facebook, and to help them become good ambassadors for your business when using social media.
“A commercial Facebook page requires good reviews and that many people
have “checked in”. These are usually more important than how many
“Likes” a page has.”
Search
Espen GrimmertStrategic Director, iProspect Norway
30 31
“It is not only about social. The next level is all about individual one on one communication, user stories and design thinking - and a lot of it happens on the most personal screen - the phone.”
Sven HaasSenior Vice President Business Development, Dentsu Aegis Network Germany
Photo: raumrot.com
32 33
Social by design
A different approachCommon practice in digital advertising is that multi-media campaigns are based on creative ideas dedicated to traditional push media like television. In many cases such ideas are focused only on a brand’s message and do not take the recipient, who is actually forced to consume the message, into consideration. Interactive pull media are usually placed as extra channels for the same push communication.
On the other hand, social-by-design campaigns utilize a different pattern:
Create opportunities to fulfil recipient needs/ desires (auto presentation, entertainment etc.)Let the recipient change or be part of the communication.Social-by-design campaigns are usually based on interactive digital media.The role of traditional push media is to generate interest/awareness.
This pattern indicates two significant changes in the structure of communication: it expresses a concern for a recipient’s needs (remembering a product) and it switches to interactive media as the main arena for communication where ideas are put to life.
4 types of message constructionSocial-by-design campaigns can be divided into four types of message construction:
1. A top-down driven campaign, where the content is composed solely by the brand.
2. A bottom-up campaign, that gathers content from consumers and then processes it and exposes it on a massive scale using paid media.
3. A brand-driven campaign, is where we create content and invite the audience to interact with it or respond to it.
4. A cause-driven campaign, which in some way bene-fits society. Mostly from non-government organizations and branded CSR.
The effectiveness of social by designThe effectiveness of social-by-design campaigns is hard to prove. Data and reliable case study analyses are needed. However, we can find some indirect hints of effectiveness. The IPA report” The long and short of it” suggests that Fame campaigns, which tend to use similar principles as those seen in social-by-design, are the most effective in long-term brand building.
21
5547
32 34 352829
148
39
Fame campaigns outperform on all metrics, especially pricing% reporting very large improvements in each metric
Fame campaignsOther campaigns
SalesSales Market
Share
Market
Share
Price
sensitivity
Loyalty Penetration Profit
The online service WARC, that provides best practice within advertising, analyzed the Cannes Effectiveness 2015 entries and discovered that shortlisted campaigns
(the most effective ones) used more social and earned media. These are the same crucial building blocks as in social-by-design campaigns.
Source: The long and short of it, IPA, 2015
34 35
Social-by-design campaigns are not a new invention, but they do represent a mindset for using different in-teractive tools for inclusive creative ideas. By exploring
Most-used lead media channels% of case studies using each channel as a lead media, 2015
All entriesShortlist + Winners
Socialmedia
50,3
60
Telivision
39,9
48
Earned media
37,8
48
Onlinevideo
34,3
44
Internet-microsites
28,8
20
Word of mouth,
advocacy
28,724
Public relations
19,624
Events andexperiential
14,7
4
Outdoor
11,98
Mobile andapps
6,912
case studies compiled from the winners of the Effec-tiveness Awards we can assume that such campaigns will become much more common in the future.
Marcin NagrabaStrategy Planner, S&MBU Lubie Poland
Source: WARC 2015
Photo: gratisography.com
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Calculating social media ROI
As in all other marketing activities, measurement and optimization are essential to getting the most out of your social media activities. The key performance indicators may differ depending on the role you have given social media in your marketing mix. If you are doing more brand-building and customer-loyalty-ori-ented activities you might want to look at some specific metrics. If you are using social media to spread and amplify your content you should be looking at totally different metrics.
You need to get a grip on different kinds of metrics to ensure that social media is providing the right return on investment. We will not go into detail about tradi-
tional metrics such as reach, views and clicks, but we would like to explain some ways of measuring effect that is more specific to social media.
Likes and Followers: Measuring EngagementThe simplest way to measure social media ROI in-volves measuring your followers on Twitter, your likes on Facebook, and all other social media sites that you are associated with. Keeping a spreadsheet to track the growth of your followers and fans can help you identify trends and the success of specific campaigns.
Tracking the total number of social media conversions
Photo: unsplash.com
you made during a particular campaign (followers on Twitter, likes on Facebook etc.) also gives you relevant data that you can share with your boss, explaining that you brought X amount of new followers to your company’s social media platforms because of your campaign. Tracking engagement through shares on Facebook, retweets on Twitter, and other social media shares is also vital to explaining success.
Simple tools like Facebook Insights and Twitter Ana-lytics allow you to track how successful a specific post was, which can be helpful in pinpointing the content your customers respond best to. If you are trying to measure the success of a specific keyword, hashtag or unique topic, there are many tools to help you monitor that (GroSocial and Keyhole are two examples). They explain specific trends on Facebook, Twitter, and oth-er social networks for the keywords you enter.
Tracking InfluenceMeasuring influence on social media platforms can be difficult, and it has been the topic of debate in much of the industry. It is not easy to assign a specific num-ber to your company’s influence, but some tools have attempted to do so. Klout and Social Authority are
popular tools that measure “influence” in your indus-try. It is helpful to see how people interact with what you share on social media, although tracking influence is still an imperfect art. Before you rely on a tool like Klout to measure your influence you should try to understand what goes into creating a Klout score.
Measuring SentimentAnother difficult but important metric to track is sentiment. Sentiment is the general feeling and tone of conversations surrounding your brand, company, or product. It can be painstaking to track sentiment manually, but it is possible. Tools like HootSuite, Klout, Buffer and Social Flow allow you to connect many of your social media accounts and track what is happening on each account from one dashboard. Plat-forms that track sentiment automatically are becoming increasingly popular. Many great tools include some level of sentiment tracking like Social Mention and others. The beauty of these tools is that they also allow you to track what people are saying about you, which people are talking about you, and the general attitude towards your brand or product.
Photo: unsplash.com
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Centralizing Social Media AnalyticsAll the data can be overwhelming and difficult to track at times. Once you have outgrown the early stages of social media analytics, it is worth investing in a dashboard that provides real-time feedback from all your social media accounts. A customizable dashboard that pro-vides the specific data your marketing department needs is vital as your social media marketing efforts expand. Automating all this data through one centralized plat-form will increase opportunity to analyze future trends and opportunities for your social media marketing.
Calculating social media ROI and collecting all this data can open doors to measuring and improving your social media marketing. But all these numbers only be-come useful when they are applied to improving your social media efforts.
Do not let reporting the ROI of your social media activity get in the way of creating quality content. Quality social content paired with useful social media ROI is the recipe for success.
Brand building, loyalty and customer service
LikesFollowersInfluenceSentiment
Response time
Content amplifier
ViewsPaid and organic rearch
FrequencyVideo view through rate
SharesLikes
Comments
Sales Generator
Clicks and trafficSalesLeads
Cost per saleCost per lead
Social media rolesand relevant metrics
Dennis NarvedsenHead of SEO iProspect Nordics
Helena SkarleHead of PR & Social Media, Isobar Sweden
“Never before has social media been this diversifying. Evolving algorithms prevent a free information flow, consumer are being ’social’ on conditions determined by the medium, companies without resources and a solid strategy fall behind. This makes me wonder who has the power of social media today – the medium, the buyers or the consumers?”
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#dazsistmeinsSocial Case from Carat AustriaHäagen-Dazs gave us a clearly defined common objective, grow household penetration & expand store distribution in Austria. The brand as well as the target audience is not mediocre, they emphasize the impor-tance standing out of the crowd and don’t compromise when it comes to quality. Häagen-Dazs in not “just
another ice cream”, it’s actually a spoonful of attitude. And our audience, well they want to be heard and express their attitude! They are connected networkers & social minded critical consumers that expect the most from life and from advertising, and advertising has to be authentic & entertaining.
"Häagen-Dazs is not “just another ice cream”, it’s
actually a spoonful of attitude."
Dina MehulicSenior Digital Communication Consultant, Carat Austria
So we decided to simply make our audience the heroes & co-creators of the Häagen-Dazs 2016 campaign by giving them a stage to express their attitude. We created a tasteful & authentic platform #dazsistmeins where users can create their own Häagen-Dazs story.
We will enable them to show their attitude through various interest categories like My Adventure, My Style, My Passion, My Must have’s and off course My favorite Häagen-Dazs. Ultimately creating an individual foot-print of their attitude towards life and co-creating the first User generated campaign in Austria.
It’s not enough to give our audience just a virtual stage; we have to connect it with their natural environment and bring them to the POS. So, we give them a stage at the pulsing city centre of Vienna by displaying their very own #dazsistmeins story on digital screens in the most frequented shopping streets.
This approach not only builds an authentic & emo-tional brand connection but also generate valuable user insights due the additional social profile login require-ments. The social component supported by collaboration with the stars of the fashion blogger scene sets a stage for social media amplification and WOM.
By tapping into this immense power of the customers & their authentic story we power-up our marketing campaign and ultimately increase the overall brand equity & business value.
Watch case
danq.io/haagendazs
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Ten ways to succeed on social media
The internet is constantly evolving. Marketing is always changing and the key to success on social media is day traded with attention.
1. Why are you on social media?Social media can be a total waste of time if you do not have a strategy. It can however be a major game- changer for your business if you invest the time. What’s your end game? Start with the “why”; why is your company even on social media in the first place?This is the single most important question.
2. Do not think as a marketer, think like a customerMarketers are bad at marketing. They believe they know how to speak to customers on social media yet they do not use it themselves. Social media is not just about posting on Twitter or Facebook and hoping that someone notices. If that is your endgame, stop now. It is all about connecting people with value. Ask your-self, “would I buy from this brand?” and use the same channels to put yourself in their shoes.
3. B2B and B2C is the sameEveryone on social media is a potential customer. The only thing that varies is the platforms you are using to reach them, the offer, and audience.
4. Identify who you are trying to reachWho is your target customer? What makes them tick, how old are they, what interests do they have, and what platforms do they use to interact? If they are Millennials, you have a higher likelihood of reaching them on Snap-chat. Women? Go to Pinterest and Instagram.Professionals? Use LinkedIn and so on.
5. Choose 1-2 channels where you can get the highest reachYou cannot be everywhere and stay effective. Use them complimentary to each other for cross promotion. Get really good at a few channels and crush them.
Photo: unsplash.com
6. Create relevant and engaging contentDo not always think about promotion; think value.How can you add value to their lives? Is it through education, tips and tricks, resources around your service and product? Ask them: “What do you want to hear from us about?“
7. Social media is like the Atlantic, Indian, and Pacific Oceans combinedContent gets lost in a giant ocean and all you become is a sailor in choppy sea. Do not post just for the sake of posting. Be intentional with your content. Your audi-ence will know.
8. Community is king, not contentBuild a loyal community of followers. That is the key.Do not sell them stuff. Instead, get them to sell for you as advocates.
9. Respond to tweets in a timely mannerWhat’s the point of being on social media if you are not going to reply to inbound traffic?
10. The keyword in social media is “social”, so socialize!Talk to your audience, make conversation, build rela-tionships. Consumers are people and they do not want to be sold to, they want to be engaged, so engage them.
Analyze your data. Understand what performs well and continue creating for your community. Measure week by week, month by month, quarter by quarter, and year by year growth for all content. If you are not growing, you are not giving your community what they want. It is that simple.
Real talk: Men lie, women lie, but numbers do not.
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Photo: jaymantri.com
International
Dentsu Aegis Network helps clients build consumer relationships by communicating their products and brands effectively. Our distinctive and innovative range of products and services include marketing and com-munications strategies through digital creative execu-tion, media planning and buying, mobile applications, SEO, content creation, brand tracking and marketing analytics.
Through our nine global network brands Carat, Dentsu, Dentsu media, iProspect, Isobar, Mcgarrybowen, MKTG, Posterscope, and Vizeum and supported by our growing specialist/multi-market brands including Amnet, Amplifi, Data2Decisions, Mitchell Communi-cations Group, psLive and 360i – we provide best-in-class expertise and capabilities in brand, media and digital communications services.
We operate in 145 countries around the world.
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